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8/3/2019 1Concept Maps Projective Techniques and ZMET
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Brand Concept MapsBrand Concept Maps
Has certain advantages over freeHas certain advantages over freeassociation and projective techniques.association and projective techniques.
It provides a better understanding ofIt provides a better understanding of
associations, strength and importance ofassociations, strength and importance ofassociations, direct and indirectassociations, direct and indirectrelationship.relationship.
If a brand association changes in networkIf a brand association changes in network
how it affects other associations.how it affects other associations.
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Steps in Brand Concept MappingSteps in Brand Concept Mapping
Elicitation.Elicitation.
Mapping.Mapping.
Aggregation. Aggregation.
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Mayo Clinic, ChicagoMayo Clinic, Chicago
Respondents were patients (90), nonRespondents were patients (90), nonpatients (75).patients (75).
In the first stage 25 common associationIn the first stage 25 common associationwere selected which were mentioned bywere selected which were mentioned by
most of the respondents.most of the respondents.
In second stage each respondent wereIn second stage each respondent wereasked to prepare a Map.asked to prepare a Map.
In third stage aggregated map wasIn third stage aggregated map wasdevelopeddeveloped
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Mayo
Best doctors in the world
Best Patient Care
Leader in
medical
Knownworldwide
Latest Technology Treats rare & complex diseases
Individual Patient Brand Concept Map
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Mayo
Best patientcare
Figure outwhat¶s wrong
when othersdoctorscannot
Best doctorsin the world
World Leader
in newtreatments
KnownWorldwide
Trustworthy Doctors workas a team
Leader in MR
Expert inseriousillness
Top notchsurgery &
treatment
Latestequipment & Technology
Treats
rare & complexdiseases
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Projective TechniquesProjective Techniques
Completion and interpretation TasksCompletion and interpretation Tasks
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Comparison TasksComparison Tasks
Here the consumers are asked to conveyHere the consumers are asked to conveytheir impressions by comparing brands totheir impressions by comparing brands topeople, countries, nationalities, animals,people, countries, nationalities, animals,vegetables, magazines etc.vegetables, magazines etc.
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Awareness (Recognition and Recall). Awareness (Recognition and Recall).
Ko_a_.Ko_a_.
N_ _e.N_ _e. _ _FC. _ _FC.
_ata.. _ata..
Kotak, Kodak Kotak, Kodak
Nike, NyleNike, Nyle
UPFC, HDFCUPFC, HDFC
Bata, TataBata, Tata
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Zaltman MetaphorZaltman Metaphor
Elicitation TechniqueElicitation Technique(ZMET)(ZMET)
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ZMET is a technique for elicitingZMET is a technique for elicitinginterconnected constructs that influenceinterconnected constructs that influencethoughts and behavior.thoughts and behavior.
Construct are created by researcher toConstruct are created by researcher tocapture common idea, concept or themescapture common idea, concept or themes
expressed by customers.expressed by customers. ZMET help in bringing the hidden feelingsZMET help in bringing the hidden feelings
of the consumers and tries to find thoseof the consumers and tries to find thosefactors which affect the consumerfactors which affect the consumer
behavior subconsciously.behavior subconsciously. ZMET combines various sciences likeZMET combines various sciences like
linguistics, psychoanalysis, visuallinguistics, psychoanalysis, visualsociology etc.sociology etc.
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Story telling.Story telling.
Missed images.Missed images. Sorting Task.Sorting Task.
Construct elicitation.Construct elicitation.
Most representative picture.Most representative picture.
Opposite images.Opposite images.
Sensory images.Sensory images.
Mental maps.Mental maps.
Summary image.Summary image.
Vignette. Vignette.
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Nestle Crunch barNestle Crunch bar
10 nestle fans were selected and asked to bring10 nestle fans were selected and asked to bringphotographs.photographs.
Through the picture they revealed that its a quickThrough the picture they revealed that its a quicksource of energy, and something that just tastessource of energy, and something that just tastesgood.good.
The respondents also brought photographs of oldThe respondents also brought photographs of oldpickup vans, children playing in suburban lawns,pickup vans, children playing in suburban lawns,grandfather clock, Snowmen etc signifying thegrandfather clock, Snowmen etc signifying thepowerful memories of childhood of simpler times.powerful memories of childhood of simpler times.
Indicating that cue about time is more importantIndicating that cue about time is more important
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Motorolas security system TalkatronMotorolas security system Talkatron
Respondents were asked to collectRespondents were asked to collectpictures signifying security and insecurity.pictures signifying security and insecurity.
Most of the respondents selected image ofMost of the respondents selected image of
dogs and associated it with loyalty,dogs and associated it with loyalty,comfort and security.comfort and security.
Ultimately it was renamed the watchdog.Ultimately it was renamed the watchdog.