Gerald Zaltman developed a method to deepen consumers’ perceptions of brands and the meanings they attribute to them. This approach is based on the observation that nonverbal communication is more prevalent than verbal communication. It relies on the use of sensory and visual imagery, favoring in-depth interviews to highlight the key associations consumers make with a brand and the connections that bind them. By employing laddering and Kelly’s triads, the ZMET method allows for the capture and interpretation of sensory metaphors linked to a brand’s image. According to Robin Higie Coulter and Gerald Zaltman, these metaphors can prove invaluable for various marketing decisions, including developing advertising strategies, defining packaging design, selecting distribution channels, and exploring brand extension opportunities. Implementing the ZMET method with diverse audiences can help establish a consensus representation for each market segment.