New England Chapter: Metaphors + Moderators: A ZMET® Workshop
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 Export to Your Calendar 5/24/2019
When: May 24, 2019
10:30am-3:30pm
Where: Fieldwork Boston
880 Winter Street
Waltham, Massachusetts  02451
United States
Contact: Kelsey Segaloff
954-892-9664


Online registration is available until: 5/24/2019
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QRCA chapter event

Advance Points: 2

Rates:

  • Members: $35
  • Non-Members: $55
  • Students: $20
  • First-Time Non-Members: $30

ZMET® is a patented research method that centers around metaphors: the tendency for humans to interpret new experiences using pre-existing mental models. This research method uncovers respondents' deepest thoughts and feelings—both conscious and unconscious. These deep insights drive true consumer understanding to inform better strategic thinking for branding, positioning, and innovation. Our featured speaker is Jessica Kukreti, the Managing Director of Experience and Innovation at Olson Zaltman. She will lead us through a workshop to help us understand the method, how and why we create metaphors, and spoken and visual metaphors before we dive into doing our own practice interviews. We'll end the day by talking about how we can make metaphors actionable for clients.

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