To prepare yourself for this assignment you should read the paper “Diving Deep,” an in-depth exposition of ZMET.
The paper should describe the ZMET method, employing references, as well as apply the method to studying house and home furnishing tastes, preferences and buying decisions. You will learn about this product by your conducting two independent ZMET interviews, with two interviewees, each of about one to two hours duration. The interviewees will be 25-34 years old, college educated, employed and urban. You, being the interviewer, will prepare a set of pre-interview instructions, and have interviewees gather pictures for metaphor elicitation. During the interview, you will engage in storytelling with interviewees, expand the frame of pictures employed to incorporate more ideation, introduce sensory images, create vignettes, and prepare collages for interpretation.
The analysis focuses on the explanation of metaphor elicitation, as a consumer behavior analysis tool. It goes on to describe the objective, procedures employed, your results and the marketing implications of what you found.
The paper should have:
-Notes from your study interviews should appear in your Appendix to the paper, The report should be about 1500 to 2500 words.
-The consumer analysis report should be 5-6 pages of text plus references and notes that include notes from the interviews
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To Clarify-
I am looking for a substantive analysis of the actual interview with the interviewee in the ZMET session.
More specifically, you should provide information of value to marketers in the home furnishings field. The information provided is based on consumer motivations and behaviors that surface as a result of your research. You may make inferences that go beyond your data, but are logical extensions of what you have learned.
Your insights and guidelines for marketer in this field might also involve general marketing concepts and principles. Conclusions should be supported by your data, insofar as possible. A part of your report will also provide detail about the ZMET methodology you employed and the actual execution of your research project.
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