Episode 16: Lindsay Zaltman – Understanding Customers with Deep Metaphors, part 1
Product Quest Podcast
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Exploring Metaphors and Consumer Insights with Z-MAD Technique
The chapter covers the Zaltman metaphor elicitation technique (Z-MAD) developed at the Mind of the Market Lab, focusing on how consumers express their thoughts and feelings through images in relation to topics like soft drinks. The technique involves one-on-one interviews to further explore surface metaphors, emphasizing the importance of participant-led discussions without bias.
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