TY  - CHAP
AB  - Many forecasting methodologies used in the new product development process are superficial techniques that either fail to incorporate the voice of the consumer or only touch on superficial consumer attitudes while completely ignoring the affectively laden hedonic aspects of consumption. This chapter demonstrates how a relatively new qualitative methodology, the Zaltman Metaphor Elicitation Technique (ZMET), can provide managers with insight into the critical psychosocial and emotional landscape which frames how consumers react to a new offering. These insights can be leveraged at any stage of the new product development process to forecast and fine-tune deep consumer resonance with a product offering.
VL  - 5
SN  - 978-0-85724-787-2, 978-0-7623-1478-2/1477-4070
DO  - 10.1016/S1477-4070(07)00208-5
UR  - https://doi.org/10.1016/S1477-4070(07)00208-5
AU  - Forr James
AU  - Christensen Glenn L.
AU  - DeRosia Eric D.
ED  - Kenneth D. Lawrence
ED  - Michael D. Geurts
PY  - 2008
Y1  - 2008/01/01
TI  - Forecasting deep consumer resonance: an application of the Zaltman metaphor elicitation technique (ZMET)
T2  - Advances in Business and Management Forecasting
T3  - Advances in Business and Management Forecasting
PB  - Emerald Group Publishing Limited
SP  - 133
EP  - 156
Y2  - 2024/04/23
ER  -