This paper is aimed at academic researchers considering the adoption of the Zaltman Metaphor Elicitation Technique (ZMET) as a qualitative data collection method. It is meant to warn about the practical difficulties and challenges that the inexperienced ZMET researcher might face on the field. It argues that while the use of ZMET can allow for a deeper exploration of issues with participants, there could be potential challenges and issues that a novice ZMET researcher could face. Several recommendations are provided on potential adaptions to the technique based on the author’s own experience.


ZMET, in-depth interviewing, projective techniques

Author Bio(s)

Dr Tauheed A. Ramjaun is a Senior Lecturer in Corporate & Marketing Communications in the Faculty of Media & Communications at Bournemouth University. His research interests include corporate communications, brand identity, online brand communities, and digital consumer activism. Prior to joining academia, he worked for several years within the advertising and communications industry where he was involved in various types of promotional communications projects (e.g., brand identity developments, new product launches, public awareness campaigns) at both tactical and strategic levels. Please direct correspondence to ramjaun@bournemouth.ac.uk.

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