Professional Documents
Culture Documents
Group:
Prashant S Ojha
Raveen Rachit
Bhudev Sahoo
Renjith P M
Apurva Srivastava
Ankuj Mishra
Zaltman Metaphor Elicitation Technique or ZMET
• A total of 12 participants
• A set of instructions and guidelines about the research topic:
Nescafe
• Instructed to collect photographs /pictures from magazines, books,
newspapers or other sources that indicate what the topic means to
them.
• A personal interview is scheduled approximately seven to ten days
hence.
• The personal interview involves a guided conversation.
Steps:
• Story Telling
• Missing Pictures
• Sorting Task
Including:
• The Vignette
MENTAL MAP – NON USER 1
FRIENDS
Quality time with FAMILY
Wake up BELOVED
Drink
Quality time
Meeting with friends and
new people colleagues
Helps in studies
Morning
Office drink
drink Sense of
belonging
Ice
Helps in work
breaker Keeps
you
awake Loosing
Refreshin
g Aroma sleep
Over
Caffein
Having a cup of Coffee excitement
e
because of
overdose
MENTAL MAP – NON USER 3 - VIKAS
Morning Loosing
Freshness
drink sleep
Caffeine Loosing
Having a cup of Coffee addiction peace of
mind
MENTAL MAP – NON USER 4 - SAMBIT
Very Bitter
Relaxing and
Resting
Royal
Premium Time with
Status Taste friends and
Get family
Together
Prefer tea
Addiction
Smells very
Aroma strong
Anytime Freshness
Get
Addiction together Refreshing
to coffee
Strong Stress
Freshness Reliever
Taste
Bitter Preparation Easy to
make
Smell Status
Aroma symbol
Taste
Hard Preparation Easy to
make
Get
Bitter together
Taste Social
Acceptance
Almost
Addiction every place
Availability