Strategic scent selection : an application of Zaltman Metaphor Elicitation Technique

Abstract

This thesis aims to create a better branding message for the OLIVITA Artisan by finding specific scents that are closely aligned with its marketing strategy for their future product line, to reassure the existing brand image and increase its competency in the market. In order to find the scents that are aligned with OLIVITA Artisan's existing brand image, an edited version of the Zaltman Metaphor Elicitation Technique (ZMET), a patented market research tool that has been proven successful in eliciting the conscious and more importantly the unconscious thoughts by exploring people's non-literal or metaphoric expressions, was applied for the "Mediterranean life" concept among a convenience sample. The transcriptions of the interviews were analyzed, relevant statements were extracted and the strongest statements were selected and logically grouped to be able to identify the key themes in consumer's mind by Voice of the Customer analysis. The themes were also used to create short stories. The results shaped the scent recommendations for the OLIVITA Artisan, including four pure, three conceptual scents that are closely aligned with its brand image.