New England Chapter: Metaphors + Moderators: A ZMET® Workshop
View Registrations Tell a Friend About This EventTell a Friend

When: May 24, 2019
Where: Fieldwork Boston
880 Winter Street
Waltham, Massachusetts  02451
United States
Contact: Kelsey Segaloff

Online registration is closed.
« Go to Upcoming Event List  

QRCA chapter event

Advance Points: 2


  • 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.

Contact Us

1000 Westgate Drive, Suite 252
St. Paul, MN 55114

phone:  651. 290. 7491
fax:  651. 290. 2266

Privacy Policy | Email Deliverability | Site Map | Sign Out
© 2020 Qualitative Research Consultants Association

This website is optimized for Firefox and Chrome. If you have difficulties using this site, see complete browser details.

This website uses cookies to store information on your computer. Some of these cookies are used for visitor analysis, others are essential to making our site function properly and improve the user experience. By using this site, you consent to the placement of these cookies. Click Accept to consent and dismiss this message or Deny to leave this website. Read our Privacy Statement for more.