A group of MBA students recently researched the decision-making process involved in selecting a pet dog in Drazen Prelec’s Listening to the Customer class. Calvin Cheung, Deirdre Hatfield, Divya Jani, John Curry, and Lauren Ready, all MBAs set to graduate in June, wanted to understand how households acquire dogs as pets. So they examined the thought processes behind how families and individuals decide which dogs are best for them.
The team used a method known as the Zaltman Metaphor Elicitation Technique (ZMET), an interview process that encourages participants to use images to highlight the subconscious thoughts behind their decisions. Then they asked their interview subjects detailed questions about how they obtained their dogs. A News@MITSloan article describes the results.
The ZMET technique proved valuable, according to Curry. “ZMET allowed us to use images, visualization, and stories to understand dog owners’ underlying choices and behaviors,” he said. “Since dogs are inherently a personal topic, ZMET was ideal for this study. For example, if someone says, ‘I like dogs with powerful looks,’ they likely have deeper feelings that drive that affinity,” he said.