…Translating Metaphors
        into Insight…

Deep insight comes from rigorous analysis. ZMET® interviews are analyzed in multiple ways to generate two complementary sets of insights.

Understanding why consumers use some metaphors and not others sheds light on how they understand a topic. OZA analyzes both images and metaphoric language to identify the unconscious orientations we call Deep Metaphors™ that consumers use to structure and frame the topic. Deep Metaphors, in turn, shape how consumers make decisions.

Detailed reading of each transcript identifies the core thoughts and feelings people have, and the important associations among them. The resulting MindMap can reveal unexpected lines of thinking and illustrate potential strategic pathways.