use metaphor to understand and communicate
DESCRIPTION
Using metaphor for better expression in marketing research.TRANSCRIPT
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Mary Beth Jowers, Managing [email protected]
Using Metaphor
to Understand and
Communicate
August 2007
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2Using Metaphor to Understand and Communicate
Olson Zaltman Associates
• Cutting edge research and consulting firm
• Dedicated to understanding people at deep, emotionally rich levels
• Prof. Gerald Zaltman of theHarvard Business School
• Prof. Jerry Olson of Penn State University
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3Using Metaphor to Understand and Communicate
Overview
• A Few Facts about the Mind
• Introduction to the Zaltman Metaphor Elicitation Technique
• Two Examples
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4Using Metaphor to Understand and Communicate
Humans make decisions implicitly
Prostitutes Appeal to Pope
Mental models filter information and create meaning
We take in 11 million bits of information per second…
…Consciousness can only process 10 – 60 bits per second
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5Using Metaphor to Understand and Communicate
Metaphor is a mental process of understanding
Applying existing knowledge to make sense of something new
“it’s like Coke only…” Mistaking a stick for a snake
On a deep level: metaphors shape how we see our world
The mind always proceeds from the known to the unknown
• he’s about to boil over
• I exploded
• Don’t get hot
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6Using Metaphor to Understand and Communicate
Three types of metaphors
Surface Metaphors
- Everyday speech- Idiosyncratic
Thematic Metaphors
- “Frames”- Shared by groups from segments
to cultures
Deep Metaphors
- Human Universal Concepts- Shared by all- Unconscious, automatic - 10 – 20 total
battle against temptation
a never ending struggle
Dieting is a Battle
Force
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7Using Metaphor to Understand and Communicate
• Zaltman Metaphor Elicitation Technique (ZMET)
• Interview and interpretation process designed to “dig deep”into people’s minds.
• U.S. Patent # 5,436,830
• 400+ ZMET studies and 8,000+ ZMET interviews in 30 countries.
• Two quantitative techniques: Response Latency Testing and Memory Integration Testing
Leveraging the latest understanding of the mind
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8Using Metaphor to Understand and Communicate
The Zaltman Metaphor Elicitation Technique
• One-on-one interviews lasting 2 hours
• Please choose 6-8 pictures that represent your thoughts and feelings about…
…diabetes and its treatment
…donating to Major University
…trust, and its role in your life
• Non-directive
• 7 steps to leverage different ways of processing information
• Multi-stage analysis: what people say and how they say it
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9Using Metaphor to Understand and Communicate
ZMET Example:How do donors differ from each other?
Interview Step: Storytelling
“[University] is in many ways our church. … We have deep personal beliefs about it. It does stir in us very deep loyalties and faith.”
“How does faith relate to [University]?”
“Faith in the sense that you can really hurl yourself into without limit. It’s truly good and worthy of your efforts, sacrifice, belief, and commitment.”
“Why is that important?”…etc.
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10Using Metaphor to Understand and Communicate
ZMET Example:How do donors differ from each other?
Interview Step: Digital Image
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11Using Metaphor to Understand and Communicate
Donor Type 1 – Sample Collage
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12Using Metaphor to Understand and Communicate
Donor Type 1 – Sample Collage
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13Using Metaphor to Understand and Communicate
Donor Type 2 – Sample Collage
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14Using Metaphor to Understand and Communicate
Donor Type 2 – Sample Collage
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15Using Metaphor to Understand and Communicate
Analysis: What people say & how they say it
Donor Type 2
Donor Type 1
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16Using Metaphor to Understand and Communicate
Three Deep Metaphors frame the University
Churches CONNECTChurches TRANSFORM Churches CONTROL
“It’s the Catholic Church – ‘For so long we’ve laid the dogma, and we’ve been the ruler, you’ve been protected against all evil.’”
“We each have an opportunity and a responsibility to make life better.”
“Camaraderie, a sense of belonging to a group.”
University is like a Church
surfa
ce ex
pres
sions
them
es
deep
meta
phor
s
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17Using Metaphor to Understand and Communicate
Both groups think of Harvard as a “church”
• “Clergy”: special bond
• Mystical, eternal
• Strong authority
• “Congregation”: Communal bond
• Diaspora
• Giving back
Donor Type 1: Clerical Church Donor Type 2: Lay Church
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18Using Metaphor to Understand and Communicate
Example: Healthcare Policy
• Study of two audiences of interest to a major non-partisan organization
• Focus: one piece of healthcare policy
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Group BCONTAINER
Group AJOURNEY
“we built them into a system”
“people are locked up in a
bad guy managed care
plan”
“they’d have their noses pressed to the
window”
“giving them a roadmap”
“get a jumpstart in life”
“there are two paths…one is a disadvantage…or where they don’t have a
care.”
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20Using Metaphor to Understand and Communicate
Ramifications of thinking in Journey and Container
• Macro-view / large social categories
• Micro-view / individual focused
• Static system Frustration
• Individuals can choose different paths
• Individuals are trapped in situations
• Change over time Hope
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21Using Metaphor to Understand and Communicate
What do each want from healthcare policy?
• Breaking down barriers
• Want a quick break and change
• Emphasis on fixing social forces
• Guides and maps
• Tolerant of slow change / delayed benefit
• Emphasis on changing individual behavior
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22Using Metaphor to Understand and Communicate
Metaphor fosters co-creation
policy x will increase access policy x will break down the walls to care
Co-creation: Blending existing knowledge with an external stimulus to develop a unique meaning
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