Penetrating the Mind by Metaphor
Paper instructions:
RESEARCH ASSIGNMENT VI: PICTURE (ZALTMAN) METAPHOR TECHNIQUE
Background Readings:
Eaken, Emily (2002), “Penetrating the Mind by Metaphor” – The New York Times,
(February23).
Coulter, Robin and Zaltman, Gerald (1994), ”Using the Zaltman Metaphor Elicitation
Technique to Understand Brand Images”, Advances in Consumer Research, 21,
501-507.
Wansink, Brian (2000), “New Techniques to Generate Key Marketing Insights”, Marketing Research, 12 (Summer), 28-36.
Video Lecture on Laddering
Videos of Student Laddering Interviews
Video Interview with Professor Zaltman
I. FIELD RESEARCH: (SEE VIDEO LECTURE FOR MORE INFORMATION)
INTERVIEW: CONDUCT RESEARCH USING THE PICTURE (ZALTMAN) METAPHOR TECHNIQUE. THE STEPS ARE SUMMARIZED BELOW.
FOR #I, TURN IN ONLY STEPS #5, #6, #7, #8, #9
1 – STORYTELLING – CUSTOMER DESCRIBES CONTENT OF EACH PICTURE
2 – MISSED IMAGES – CUSTOMER DESCRIBES PICTURES UNABLE TO OBTAIN
3 – SORTING TASK – CUSTOMER SORTS PICTURES INTO MEANINGFUL PILES
4 – CONSTRUCT ELICITATION – PICTURES USED IN KELLY REPERTORY GRID & LADDERING
5 – MOST REPRESENTATIVE PICTURE – CUSTOMER CHOOSES MOST REPRESENTATIVE
6 – OPPOSITE IMAGES – CUSTOMER DESCRIBES IMAGES THAT REPRESENT OPPOSITE
7 – SENSORY IMAGES – CUSTOMER DESCRIBES TASTES, TOUCH, SMELL, SOUND, COLOR & EMOTION THAT REPRESENTS & THAT DOES NOT REPRESENT
8 – MENTAL MAP – CUSTOMER CREATES MENTAL MAP / CAUSAL MODEL USING ELICITED CONSTRUCTS
9 – SUMMARY IMAGE – CUSTOMER CREATES SUMMARY IMAGE USING DIGITAL IMAGING (TECHNICIAN HELPS)
10 – CONSENSUS MAP – RESEARCHER CREATES A MAP OR CAUSAL MODEL INVOLVING THE MOST IMPORTANT CONSTRUCTS; MOST OF THE THINKING OF MOST OF THE PEOPLE MOST OF THE TIME
(DO THIS FOR THE GROUP PROJECT. DO NOT COMPLETE THIS FOR THE INDIVIDUAL ASSIGNMENT)
II. Research Summary: Analyze these findings. Write a summary of your results
III. Implications for Strategy: Assume that a substantial number of consumers shared these
meanings. What implications could your data have for developing marketing strategies?
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