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METAPHORIA
Finding DEEP INSIGHTS FROM Consumers in order to have DEEP INSIGHT
ABOUT Consumers by Navigating The Unconscious Mind of Your Customers

What Consumers Can’t Tell You and Competitors Don’t Know

6th November 2008 - Ritz Carlton Hotel - Pacific Place - Jakarta Indonesia

presented by : powered by : supported by :

CONSULTING GROUP
why traditional marketing research
fails to understand consumers?
Do you know why 80% of
new offerings fail ?
• The pattern is : Customers say they want something, companies create it,
and once it’s available, customers don’t buy it

• Why ? It’s not because customers just don’t know what they want

• Customers do know, but marketing’s most overused tools (surveys,

questionnaires, in-depth interview and focus groups) and conventional
thinking don’t dig deeply enough to help them discover and express it

• They are much more about how to tell things to consumers than about
helping them tell us about their internal state of mind
 What Are Missing With
The Traditional
Marketing Research ?

surface-level VS deep
Traditional marketing research methods (focus group, basic one-to-one interviews,
surveys, questionnaire, or simple ethnography) used to gain customer understanding
reveal only “surface level” insights about customers’ unmet needs, desired solutions,
or sought-after benefits

In fact, these traditional methods are incapable of producing the deep, fundamental
understanding of customers that managers need to guide their innovation decisions
 Do you know why there is a
“Say-mean-gap” in Research
Consumers’ Mind Research Tools Researcher

GAP 1 GAP 2 Researchers

IMAGES SAY in WORD translate the
meaning of
word

Do you know that human mind (consumer mind) operates on images, not
words?! If we ask something to human (consumers), their brain answer with
images, not words!

This is the biggest problem of current marketing research approach. Researchers ask questions,
consumers answer by words. The gap occurs! Consumers have limited collection of words to tell
what they have in mind. Worse-still, researchers misperceive the meaning of words expressed
by consumers. Therefore, the best marketing research is understanding the unconscious mind
of consumers which is images occur in their mind, not only word.
brands should change their research method
understand what consumers have in mind,
not what they say!
Do You Know The Latest Marketing
Research Methodology ?
which has been used by most Fortune 500 companies and largest
brand across all business sectors?

Those brands already reduce the old marketing research activities

and jumped to marketing metaphor to dig out deep insight
The New Marketing Research
Approach that is Most
Relevant Today!!!
Marketing Metaphoria
Used in 22 countries in
America, Asia, and Europe

And now comes to Indonesia!!!

How Customers Think
Recent research shows that conventional methods of advertising, concept and product
testing are limited to exploring surface level, “rationalized” beliefs and associations, or
simple recall. They cannot dig down to the more fundamental, often unconscious, meanings
and emotions that consumers co-create in response to communication content

Consumers Conscious Marketers

Processes

Unconscious
Processes

Most of what we know we don’t know that we know

Customers don’t know what they want

Customer even don’t know what they don’t want

 Gerald Zaltman is the Joseph C. Wilson Professor of Business Administration Emeritus at the Harvard Business School and a former
member of the Executive Committee of Harvard University's Mind, Brain, and Behavior Interfaculty Initiative. He was previously Co-
Director of The Mind of the Market Laboratory at HBS. He is a co-founder and senior partner in the research based consulting firm of
Olson Zaltman Associates whose clients include some of the worldʼs most respected firms and brands. Professor Zaltman holds a Ph.D
in sociology from The Johns Hopkins University, an M.B.A from the University of Chicago, and an A.B. in government from Bates College.
Professor Zaltman held positions at Northwestern University and the University of Pittsburgh before joining Harvard University in 1991.

His research interests focus on customer behavior and marketing strategy. His book, How Customers Think: Essential Insights into the Mind of
the Market (2003) has been translated into 15 languages. It has received several awards and has ranked among the top five selling business
books in North America and Europe. His newest book, co-authored with Lindsay Zaltman, is Marketing Metaphoria: What Deep Metaphors
Reveal about the Minds of Consumers (2008). This book addresses the deep metaphors or unconscious frames people use that influence their
thinking and behavior.

Professor Zaltmanʼs work has been featured in The New York Times, Fortune Magazine, Forbes, US News & World Report, Time, Fast
Company Magazine, American Demographics, and other major publications. Professor Zaltman is a consultant to corporations around the
globe and frequent keynote speaker at major conferences. He holds three patents for market research tools including the patent on the use of
neuroimaging in marketing. Another patent, ZMET, is used around the world by major firms and international agencies. It has been described
by several writers as the most significant innovation in market research in more than two decades.
ZMET Approach
ZMET (Zaltman Metaphor Elicitation Technique) is a patented research
methodology developed by Professor Gerald Zaltman of the Harvard
Business School and used exclusively by Olzon Zaltman Associates

ZMET is based on ideas derived from cognitive and clinical psychology,

cognitive neuroscience, anthropology, and sociology

ZMET probes beneath the surface to reveal the unconscious thoughts

and feelings that influence consumers’ decision making and associated
actions that are missed by traditional research method
4 Important Principles of
Mind That Are Used in ZMET
1. The unconscious mind “rules”
Scientists estimate that approximately 95% of thought occurs unconsciously, and
influence on customers’ interpretations, decisions, and behaviors

Traditional research approaches focus on conscious beliefs and attitudes, whereas

ZMET, by exploring unconscious meanings, helps customers reveal “what they
don’t know they know”

2. Images are central “components” of mind

The human mind operates on images, not words. Direct questioning methods rely
on words cannot tap into the deeper, unconscious meaning that underlie the
words. That why ZMET leverage the power of images which will be more
successful in revealing deep, unconscious insights about customers
4 Important Principles of
Mind That Are Used in ZMET
3. Universal orientations are fundamental
Most marketers are focused on differences among customers that become the basis
for market segments. At a fundamental level, however, people are more similar
than different

In ZMET, we identified universal orientations called “deep metaphors” that structure

and guide people’s thoughts, emotional responses, decisions, and behaviors

4. Metaphors are the key to unlocking the unconscious

Metaphoric thinking - how we understand one thing in terms of something else - is
a key mental process that is responsible for much of our knowledge
Marketing Metaphoria Can Be
Applied in Many Functions
Product development • Develop research questions that speak
to the unconscious brain

Marketing communication strategy • Evoke valuable meaning through a

customer’s metaphors -- and instill
Marketing strategy development those images in brand communications

Brand positioning • Measure consumer reactions to

marketing stimuli -- and alter
advertising or positioning strategies
Brand personality & essence accordingly

Brand rejuvenation • Understand how consumer own minds

work -- and how they can think in
creative new ways
Product launching

In summary, through Marketing Metaphoria, companies better understand

their customers and develop more effective marketing actions
 Marketing Metaphoria Can Be
Applied in Many Functions (cont’d)
Communication Product
Application Application

• Determining the relevance of positioning • Understanding product trial experience

concepts
• Evaluating new product concepts
• Developing imagery for mood boards
• Determining meaning of flavors, colors,
• Evaluating message content tactice attributes

• Fie-tuning of animatics and rough cuts • Evaluating package design

• Selecting the most effective audio, text or • Identifying meanings associated with logos
visual cues or brand names
Other Applications of
Marketing Metaphoria
• Uncovering how to teens and tweens feel about a • Understanding the meaning (equity) of a soft
snack food brand drink brand for heavy and light drinkers in
eight countries
• Finding a unique positioning for a new vodka
brand • Positioning a new sport
• Improving the customer experience at a major • Determining which ad concepts have the most
fast-food chain potential impact for a global brand
• Uncovering the motivations and barriers to using • Creating mood boards to convey desired
hearing aids
emotional responses
• Helping a financial institution understand the • Understanding the various meanings of “fun”
meaning of money to its clients

• Evaluating a radically new product concept among • Comparing how women in Japan, France and
information technology managers US feel about shopping

• Learning how physicians and patients view direct • Understanding the role of microwave ovens in
to consumer advertising home cooking
insights ZMET can provide at each stage. Note that ZMET can address upstream issues, at the
very beginnings of the IP, such as understanding customers’ life context into which a new
product must fit. Midstream in the IP, ZMET also can identify deep design criteria that can
guide the design of new product characteristics. And, downstream, ZMET can uncover
customers’ deep emotional reactions to product concepts or actual product prototypes.

Application of ZMET to the Innovation Process

Exhibit 2: Applications of ZMET to the Innovation Process

Understand the
“Meaning Domain” for Develop New Evaluate New Position the Evaluate and Improve
Product Innovation Product Ideas Product Ideas Brand the Communication
Product to
Market
1 2 3 4 5
a
Conduct ZMET
Research to….
Apply ZMET
Insights to…
Conduct ZMET
Research to…
Apply ZMET
Insights to…
Conduct ZMET
Research to…

n ! Understand ! Understand customers’

! Discover how ! Identify relevant ! Identify “own-able”
customers understand customer-based customers’ deep meaning space (relative surface and deep
d
their experiences and decision criteria for reactions to product to competitive brands) reactions to alternative
problems new product ideation concepts (verbal executions (marketing
Deep metaphors descriptions or visual ! Link brand to deep communications, product
Common themes boards) customer orientations, design, packaging)
! Understand the broad Emotional benefits motivations, and emotions
4
customer context in
! Generate diagnostic
which product operates ! Determine user
! Generate innovation deep reactions to trial ! Design the brand information to guide
3 ideas that fit customer- experiences with personality and brand improvements
! Identify customers’ based criteria product prototypes story
unmet emotional
.
needs and elaborate
their meaning ! Identify and develop ! Choose “the one” ! Create customer-
based positioning
s further the best few (or two) to pursue
platforms and creative
! Learn how customers ideas
briefs to agencies
perceive the product
o
category, including
competitors’ positions
f
t
h
e
Following, we illustrate the model by presenting six “case examples” that describe how firms
1 Day CONFERENCE

Topic : How to Connect Your Brand with Customers

through Marketing Metaphoria

Date : 6th November 2008

Place : RItz Carlton Hotel - Pacific Place - Jakarta

Speaker : Lindsay H. Zaltman

About The Speaker
Lindsay H. Zaltman
is Managing Director of Olson Zatman Associates, a
marketing research and consulting firm that focuses
on uncovering consumers’ unconscious thoughts and
motivations, and applying this knowledge to
marketing strategy

He has successfully spearheaded global positioning,

brand, and new product innovation work for
companies across all business sectors

Lindsay is co-author of Marketing Metaphoria, How Customers Think, The Handbook of Marketing
Research and has been cites in such publications as the New York Times, Fast Company, Business
2.0, Variety and the Journal of Business Research. He has lectured extensively at various Fortune 500
companies and conferences all around the world
List of His Clients
Automotive

FMCG and retail

Entertainment
and Media
List of His Clients
Finance

Manufacturing
and Heavy Industry

Pharmaceutical

Technology
Praise for Marketing Metaphoria (cont’d)
“A huge challenge in marketing is to find positioning ideas that work globally.
Marketing Metaphoria unlocks the door to the universal ideas that run our lives
and is invaluable for those who aspire for their brands to have true meaning in
people’s lives.”
- Keith Pardy, Senior Vice President, Nokia Strategic Marketing.

“You will never think the same again about what shapes consumer behavior, thanks
to this eye-opening Marketing Metaphor.”
- Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing,
Kellogg School of Management, Northwestern University.

“In today’s market, companies cannot succeed without actionalbe insight into
consumers’ mind: how they interpret stimulus, how they make decisions. That’s what
makes Marketing Metaphoria a must-read. It sheds lihght on how to blend the science
of the human condition with the discipline of brand management.”
- Mark Hendrix, Executive Vice President, Director of Corporate Marketing, The PNC Financial Services Group.
Praise for Marketing Metaphoria (cont’d)
“With Marketing Metaphoria, the Zaltmans continue to challenge marketers to truly
understand their customers at a deeper, more meaningful level. While acknowledging
the complexity of this endeavor, they effectively use real-world examples to illustrate
how the understanding of deep metaphors can be successfully applied to marketing
strategy and execution. Their perspectives on segmentation and traditional interview
methods are particularly refreshing in a field that has seen little innovation. The
Zaltmans continue to excite and inspire me with Marketing Metaphoria”
- Marc White Sr., Insight Director, Global Marketing, AstraZenica Pharmaceuticals.

“After reading and understanding Marketing Metaphoria, you will understand consumers
-- and yourself -- better than you have ever before.”
- Leonard Berry, M.B. Zale Chair in Retailing and Marketing Leadership, Mays Business
School, Texas A&M University.

“Fascinating ! Marketing Metaphoria helps you understand why traditional research

techniques have such a low batting average and provides a road map for understanding
the true motivators of consumer action. It will surely help marketers overcome the ‘depth
deficit’ in thinking and set them on their way to deeper thinking and deeper profits.”
- Michael Wendroff, Vice President, Marketing, Combe, Inc.
for further information, please contact :

Zaenul Mutazin | 0817 166 167

Business Manager
zaenul.mutaqin@mavens-group.com

Investment Fee:
US$ 350 per person
US$ 300 per person (early bird before 30 october 2008)

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