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BRAND MANAGEMENT
CIA 1
ZMET TEST
DOVE
Submitted By
Ashwin Kumar C
MBA- M1
Institute of Management, Christ University
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 2
ZMET Test
Introduction
The Zaltman metaphor elicitation technique (ZMET) is a patented market research tool.
ZMET is a technique that elicits both conscious and especially unconscious thoughts by
exploring people's non-literal or metaphoric expressions. It was developed by Dr. Gerald
Zaltman at the Harvard Business School in the early 1990s. As Zaltman described it, "A lot
goes on in our minds that we're not aware of. Most of what influences what we say and do
occurs below the level of awareness. That's why we need new techniques: to get at hidden
knowledge-to get at what people don't know they know." The technique has been used by
academic researchers and for marketing purposes to study a variety of topics related to both
marketing and the social sciences.
Jerry Zaltman began thinking about the power of using imagery in research while in Nepal in
1990. He gave local residents disposable cameras and asked them to take pictures that explain
village life.
The imagery revealed ideas that would have been difficult to put into words. This insight
spawned an entirely new field of research: the use of imagery to facilitate deep probing into
people's true thoughts and feelings. ZMET® forms the foundation of this research, and
continues to inform new approaches within Olson Zaltman and in the industry at large.
The ZMET research process
Research study participants are usually asked to collect a set of pictures that represent their
thoughts and feelings about the topic of interest. Zaltman cites prominent researchers like
Steven Pinker and Antonio Damasio to support his claim that humans think in images – often
in the form of visual images – rather than in words. The pictures that participants collect are
important non-literal devices for uncovering deeply held, often unconscious, thoughts and
feelings.
The goal of the ZMET interviews and analysis is to uncover the relevant fundamental
structures that guide people’s thinking about a topic. These deep structures are unconscious,
basic orienting frames of human thought that affect how people process and react to
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 3
information or a stimulus. They manifest themselves in surface metaphors used in everyday
language and conversation; when grouped they point to the deeper frames or structures a
person is using to understand a topic (see framing). These frames can be used in a marketing
context to help marketers communicate more effectively to consumers about a brand,
product, or topic.
Why the ZMET?
The consumer is in control, not the researcher (unlike focus groups, gather own
pictures, develop own insights).
Use of metaphor helps uncover the importance of non-visual sensory images
Reduces problem of consistency
Pays attention to cognitive and emotional sides of the brain
The brand taken for the ZMET test is dove soap.
THE PICTORIAL ASSOCIATIONS
According to the respondent the above picture is explained as follows. Using dove helps to
develop self confidence and redefines the meaning of being beautiful as it gives confidence
and leads to not only external but internal beauty.
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 4
According to the respondent the above picture is given because the respondent feels that after
using dove soap the person’s skin is silky smooth and soft. This image comes into the mind
of the respondent as the material appears smooth and soft as the silk cloth represented in the
image. This shows the confidence in the respondent about the use of the product i.e. Dove
soap.
The above image also defines the mother daughter bond or relationship and how the mother
influences the way the daughter thinks. This picture emotionally targets mothers to give their
daughter the best of what is available.
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 5
This picture means that dove soap gives the respondent lots of self belief and confidence and
this leads to success. If this is present in the mind of the respondent then dove either in its ads
or by means of the product has instilled this sort of confidence in the respondent which is a
very positive thing for the brand as a whole.
By this we can say that the respondent or consumers as a whole will get the confidence that
they can use any other product of dove as they have this feeling that using dove will lead
them to success.
Keywords: Self belief, confidence and success.
The above picture according to the respondent is very important as it deals with longevity of
beauty. The respondent feels that using dove will make her look ageless, and the respondent
can defy age by looking young even if she’s aging.
Institute of Management Christ University ZMET – Dove
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According to the respondent, the above picture depicts that dove as a soap is so mild and it
takes care of the skin as if it’s a baby’s skin. This picture entrusts the mildness of the soap.
Indicates the brand association.
According to the respondent the above picture represents the skin of persons using an
ordinary soap and skin of people who use dove soap. This means dove moisturises the skin
when compared to other soaps and keeps the skin from drying and breaking during all the
seasons.
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 7
This image is the direct image that the respondent gets once the name of the brand is heard.
This is more sort of a direct image.
Sometimes the respondent remembers milk when she imagines about dove soap due to the
colour. The ads that the respondent sees reinforces this concept that dove is made up of milk
which might not be actually true in the first place. But the respondent is given that feeling
that dove is made up of milk. “As pure as milk” is the phrase that the respondent used. This is
also highlights purity o the soap and its association to milk.
There are lots of childhood memories of the respondent associated with the product and
hence the above picture was provided.
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 8
The above picture according to the respondent is the regard for one’s own well being and
happiness. Self love which the respondent tries to explain in a way which she feels is not
selfish but everyone should love themselves to some extent. When asked as to what is that
extent the respondent reveals that the self love should not lead to self obsession. Dove helps
in pampering the skin and this is the association with the soap.
When asked the respondent as to what the above picture depicts, the answer was as follows.
“Daughters always look upon their mothers and follow whatever they do.” This means that
the respondent’s mother has also used dove and as a result the respondent is also using dove.
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 9
Mothers set the standard for their daughters and this is very evident in the respondents reply.
This answer hence talks about mother-daughter relationship.
The triad task
The triad task seeks to identify concepts and distinctions at a higher level. The interviewer
asks the participant to examine three pictures selected at random by the interviewer and to
indicate how any two pictures are similar, but different from the third, with regard to the
topic.
The three images below are the images selected for the triad task
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 10
TRIAD
For the respondent the ageless picture and the baby picture are similar as being ageless or
defying age will be like having a skin like a baby i.e. the skin being very soft and smooth. But
these 2 according to the respondent is not similar to the success picture.
Most representative image
This represents the image that represents the product the most. The image and the reason is as
follows.
This image represents the product dove soap the most as the
soap is mild and does not affect the skin. It moisturizes the skin and maintains it like a baby’s
skin. Soft, smooth and silky.
The mental map
Similar Dissimilar
Dissimilar
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 11
The Power of Metaphor
Humans think in images, not words. Most research tools, according to Zaltman, are
“verbocentrics.” Conscious thought – thoughts that we can articulate because we are fully
aware of our own existence, sensations and cognition. Unconscious thought – thinking
outcomes of which we are unaware or vaguely aware and struggle to articulate, mental
activity outside conscious awareness. Metaphors stimulate the workings of the human mind.
The downsides
Respondent fatigue
Cost, time
Matter of opinion
Cannot change perception .No key insight into media channels or different sets of
buyers Does not offer perceptions on brands relative to competitors
Institute of Management Christ University ZMET – Dove
Ashwin Kumar C Page 12
Missing image
Q: Were there any qualities of Dove soap that you could think of but could not get an
image to represent it here?
Satisfaction is the 1st word that the respondent said when asked about the missing image. The
respondent is unable to think of an image for satisfaction and told me that satisfaction is
something that can only be expressed.
Sorting of the images into groups
The respondent was I asked to sort the pictures out into groups so as to gain an insight into
the different aspects of Dove soap that were important to the respondent.
Set 1: Mother daughter relationship and childhood
Set 2: Skin care moisturizer, mild, soft and smooth
Institute of Management Christ University ZMET – Dove
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Set 3: Inspiration leads to success
Set 4: Love yourself
Sensory Image
When asked the respondent, as to, what was the most important attribute in that can be
sensory in nature. The image selected is as follows.
Milk , white, cream, butter are the thoughts when the respondent is
asked to imagine about dove soap.