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Zaltman metaphor elicitation technique
The Zaltman metaphor elicitation technique (ZMET) is a patented market research tool.〔Zaltman metaphor elicitation technique. Patent #5436830. Issued July 25, 1995.〕 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."〔(Daniel H. Pink, "Metaphor Marketing," ''Fast Company'', April/May 1998, p. 216 )〕 The technique has been used by academic researchers〔(University of Wisconsin-Milwaukee )〕〔(Pennsylvania State University )〕〔(Colorado State University, Virginia Polytechnic Institute )〕〔(University of Otago, New Zealand )〕〔(Mays Business School )〕 and for marketing purposes to study a variety of topics related to both marketing and the social sciences.
==Origins of ZMET==
Zaltman began thinking about the power of using imagery in research while on vacation in Nepal in 1990. Zaltman initially planned to bring his camera but at the last minute opted to chronicle the trip by giving local residents disposable cameras and asking them to take pictures that would explain what life was like in their villages.
After developing the pictures, Zaltman returned to the village to ask residents to explain, through an interpreter, the meaning of the photographs. The imagery tended to reveal ideas that would have been difficult or unacceptable to put into words. For example, the photographers often cut off people’s feet in the photographs. This was intentional. In Nepal, bare feet are a sign of poverty. Zaltman believed that because of the stigma associated with poverty, the topic likely would not have surfaced had the villages been asked to describe life in their villages using just words.〔(Eakin, Emily, “Penetrating the Mind by Metaphor,” New York Times, February 23, 2002 )〕〔("Konsumforschung: Emotionale Visitenkarte," Wirtschaftswoche, 22.09.2004 )〕
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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