Knowledge Now

What Digital Marketing and Big Data Cannot Tell You

Prof. Ianna F. Contardo

Why did you buy that car? Is it because of its fuel efficiency? The horsepower? The affordable price? Possibly. But just as likely, it could have been because you liked the sound the door made when you slammed it or because the salesperson had the same initials as you.

 We don’t know why we do most of the things that we do. Many of us like to think of ourselves as rational people whose every decision is the result of careful deliberation. In reality, though, we all make snap judgments and take mental shortcuts; we are all quietly guided by emotional factors that are beyond our ability to comprehend.

 This webinar will focus on the Zaltman Metaphor Elicitation Technique (ZMET), a market research methodology created by Dr. Gerald Zaltman at Harvard Business School’s Mind of the Market Lab to understand consumers’ unconscious thinking. We will describe the science behind the methodology and discuss how clients around the world have applied it to solve their marketing challenges.


  • The science behind consumer thinking and behavior

  • The principles of the Zaltman Metaphor Elicitation Technique (ZMET)

  • Deep Metaphors and their importance in ZMET research

  • Examples of how brands have applied ZMET insights to real-world marketing issues


Webinar Recording:
- Duration : 00:59:06
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