Scenario 7-5
The Solutions Group is a combination of companies that helps clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
-(Scenario 7-5)Solutions Group executives may consider trying _____,the popular technique in which people's buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations.

Question

Scenario 7-5
The Solutions Group is a combination of companies that helps clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys.
-(Scenario 7-5)Solutions Group executives may consider trying _____,the popular technique in which people's buried thoughts about brands are drawn out by having them define their feelings creatively with other visual representations.

Quizplus · Accepted Answer

ZMET (Zaltman Metaphor Elicitation Technique) is a popular research technique that involves using images and metaphors to draw out buried thoughts and perceptions about brands from consumers. This technique encourages a true dialogue between the researcher and the consumer, and allows for more creative and imaginative responses than traditional surveys. Given the Solutions Group's emphasis on the need for true dialogues with consumers, ZMET would be a good fit for their research approach. ISSP (International Study on Self-Reported Delinquency), AIO (Activities, Interests, and Opinions), and ACS (American Community Survey) are not relevant to the Solutions Group's research needs.

Scenario 7-5 The Solutions Group Is a Combination of Companies That Helps