Cisco’s business problem: 

Consumers had no emotional connection with Cisco and viewed it only at a very functional level. Many consumers had misconceptions about Cisco’s origins and current role in society.









The company’s name was recognizable but most consumers were confused as to what it was that Cisco actually provided.

Cisco used ZMET to ask consumers, business decision makers,
IT managers and Cisco employees about
“your thoughts and feelings
about Cisco Systems.”