Sensory research using the Zaltman Metaphor Elicitation Technique (ZMET)

This chapter introduces Zaltman's Metaphor Elicitation Technique (ZMET). This is a tried and tested method which uses all the senses and enables the interviewer to build trust very quickly through using the image as a bridge to the interviewee. ZMET counters depth deficit and uncovers many hidden gemstones, which are often difficult to discover. This is an ideal method for tackling both sensitive and taboo subjects, which are often hard to vocalise. The method results in a vast quantity of rich data, which is also an enjoyable process for both the interviewee and interviewer.