A Thousand Words

"A Picture's Worth a Thousand Words" is a common English Idiom, I'm sure you are all aware of the meaning but for those in the back I'll give a refresher. It refers to the notion that a single still image can explain a complex idea or an essence more effectively than a description does. If two people were to sit down and told to write 1,000 words about the same picture, they would not have the same 1,000 words. The meaning behind images can be very subjective and can be a great tool to learn about a person's conscious and unconscious emotions and feelings. The Zaltman Metaphor Elicitation Technique (ZMET) is a market research tool that taps into both conscious and unconscious thoughts by exploring people's non-literal or metaphoric expressions through photographs. 

 "I don't know what I don't know", is a common theme in my life. Studying for exams can be frustrating because I honestly don't know what I don't know. Dr. Gerald Zaltman created ZMET because there is so much that goes on in our minds that we are not aware of. "Most of what influences what we say and do occur below the level of awareness." The objective of the ZMET interview and analysis is to reveal the relevant underlying structures that guide people's thinking about a topic. Being able to learn things about a consumer's view and their feelings can be very beneficial to help marketers communicate more effectively to consumers about a brand, product, or topic. 

Our first consumer behavior assignment was to learn how to conduct our very own ZMET in class. We were instructed to bring in eight to 10 photos, advertisements, drawings and other visual media that answered the question, What does the year after graduation look like? 

Step 1: Why does each image represent The Year After Graduation? 

This image is of Peggy Olson from Mad Men during her bold exit. It represents actually graduating and moving on more so than the year after graduation.  

Sunglasses worn inside because she's hung over while she casually smokes a cigarette. Same Peggy, same. 

The Fargo Theater is a landmark within the Fargo, ND community. This image best represents my return to the Red River Valley.

I am not planning on making my return to Fargo permanent but I will be there the year after graduation.

I found both the goldfish picture and the parachute picture in AdWeek Magazine. 

This photo represents being a goldfish in the Montana State University pond, to being a goldfish in the much larger pond of the career world. I will no longer be a comfortable goldfish in my MSU community that I have lived in for years.

The picture to the right, of the person parachuting into their cubicle, represents the year after graduation to me because having your first real job can be a huge adjustment. For four years we are vetted and taught what will help us in our careers but until you actually work it is hard to know what it will entail.

This image of the man in a suit "evolving" represents me evolving over the past four years as well as my hopes to evolve even more in the next four years.













This picture represents meeting new people, being in a new environment and uncertainty.

This is probably one of my favorite images that I found. It represents trying to find the balance between work and play.

It also represents the financial freedom that comes with having a career and a steady paycheck.




Here is a link of the instructions provided to conduct the rest of the ZMET process:
http://peopleof.oureverydaylife.com/conduct-zmet-interview-10954.html