Zaltman Metaphor Elicitation Technique (ZMET) in Qualitative Research

Document Type : علمی - پژوهشی

Authors

1 management -tehran university

2 B.A Student in Education, Department of Educational Sciences, Farhangian University, Zanjan, Iran

3 PhD in educational management, University of Tehran, lecturer at Farhangian University

4 cfu

10.30471/mssh.2025.10766.2620

Abstract

As an innovative approach in qualitative research, the Zaltman Metaphor Elicitation Technique (ZMET) serves as an effective tool for gaining a deeper understanding of participants' attitudes and feelings toward various topics and phenomena under investigation. This technique is grounded in the principles of nonverbal communication and imagery, allowing researchers to uncover unconscious meanings through the use of images and metaphors. ZMET is particularly relevant in fields such as marketing, psychology, and cultural studies, where it can help extract rich and meaningful data. This article outlines the ZMET approach and provides guidance on its implementation. The steps involved include collecting images, storytelling, identifying missing images, sorting images, extracting structures, selecting the most representative image, contrasting images, creating sensory images, developing mind maps, summarizing images, and crafting vignettes. These steps assist researchers in identifying customer thought patterns. Additionally, the article addresses the challenges and limitations associated with using this technique in research and offers solutions to facilitate its application. Given ZMET's capacity to provide profound insights into individuals' experiences through visualization, it can be a valuable tool in qualitative research. In conclusion, by highlighting the advantages and applications of ZMET, this article encourages more researchers to adopt this method, thereby enriching the research literature in this area.

Keywords