Seeing the Voice of the Consumer: Metaphor-based Advertising Research
本文提出改进广告研究的七条基本前提，并介绍Zaltman隐喻引出技术（ZMET），该技术通过消费者的隐喻揭示驱动其思维和行为的心理模型，为广告研究和文案开发提供新方法。
Although improvements in traditional quantitative and qualitative research techniques have enhanced our ability to collect timely, valid, and reliable data, and to analyze these data with greater insights, advertising practitioners continue to search for and experiment with alternative methodologies. We offer seven basic premises for improving advertising research and copy development and then introduce the Zaltman Metaphor Elicitation Technique, ZMET. ZMET is designed to surface the mental models that drive consumer thinking and behavior and characterize these models in actionable ways using consumers' metaphors. We suggest that ZMET is a promising means for improving advertising research.