What technique uses visual prompts during in-depth interviews to elicit emotional responses?

The Zaltman Metaphor Elicitation Technique (ZMET) is a qualitative research method that utilizes visual prompts to delve into the deeper emotional and subconscious associations of participants. It guides individuals to express their feelings and thoughts through images, metaphors, and stories, which are often more reflective of their true sentiments than direct verbal questioning.

ZMET involves participants bringing images that resonate with their feelings about a product, brand, or concept. Through this approach, researchers can explore intricate emotional landscapes that may not be accessible through traditional interviews or surveys. The method emphasizes the significance of visuals in understanding how individuals perceive, think, and feel about various topics, thereby facilitating a richer data collection process when investigating consumer behavior.

While each of the other options also deals with visual elements or storytelling in some capacity, they do not specifically embody the comprehensive and metaphorical aspect present in ZMET, which allows for a profound exploration of emotional responses through the nuanced use of imagery and metaphor.