ZMET is not designed for the small tasks; it is designed to crack the truly thorny issues that challenge management around understanding the way customers think about their category or brand. ZMET is ideal for helping in the repositioning of brands that need new direction, or new products looking for the greatest leverage at launch. In this, ZMET addresses fundamental issues of positioning and marketing communications by opening windows of opportunity based on the lens through which people see the world.
ZMET uses intense individual interviews that afford participants the “space” needed to tell their most personal stories through the use of metaphors. Researchers then use a series of rigorous analysis techniques to identify the missing links in the understanding of how consumers think, and their underlying emotional needs.