Expressing thoughts through

A good ZMET® interview feels more like a psychological counseling session than a market research interview. We use unbiased probing techniques that invite people to explore their feelings and emotions at a deeper level than is usual in a research setting.

Participants are asked to find pictures that represent their thoughts and feelings about a given topic. Each step in the ZMET process helps the interviewee look at their images from a different perspective, gaining deeper insights along the way. They quickly get beyond the normal clichés to reveal the subconscious meaning behind their images.


"[With ZMET] you get some pretty amazing quotes that help tie your product space to the most important parts of people's lives that I've just never gotten through other means"

Jacquelyn Krones,
Senior Product Manager–Insights at Microsoft