What Digital Marketing and Big Data Cannot Tell You - The Role of Metaphors in Buying Decisions

Prof. Ianna  F. Contardo
Prof. Ianna  F. Contardo

Online Live Webinar


Our Speaker works at
Financial Times | IE Corporate Learning Alliance
Professor of Business Strategy & Neuro Marketing,Financial Times | IE Corporate Learning Alliance
Olson Zaltman Associates
Director,Olson Zaltman Associates
Successful attendees will be eligible to earn a certificate of attendance duly signed by Prof. Ianna F. Contardo,James Forr and Knowledge Now, delivered to your given address in Pakistan.

Why did you buy that car? Is it because of its fuel efficiency? The horsepower? The affordable price? Possibly. But just as likely, it could have been because you liked the sound the door made when you slammed it or because the salesperson had the same initials as you.


 We don’t know why we do most of the things that we do. Many of us like to think of ourselves as rational people whose every decision is the result of careful deliberation. In reality, though, we all make snap judgments and take mental shortcuts; we are all quietly guided by emotional factors that are beyond our ability to comprehend.


 This webinar will focus on the Zaltman Metaphor Elicitation Technique (ZMET), a market research methodology created by Dr. Gerald Zaltman at Harvard Business School’s Mind of the Market Lab to understand consumers’ unconscious thinking. We will describe the science behind the methodology and discuss how clients around the world have applied it to solve their marketing challenges.

Ianna took her PhD in “Industrial Studies” and has since written on all types of business behavior. She enjoys speaking about the twisted and weird aspects of the mind in its infinite forms but mainly looks at research applicable to the business realm in order to foster success, performance and human wellbeing at the workplace. Her latest position with the newly wed couple of the Financial Times and IE Business School prestigious institutes has allowed her to engage with her favourite topics: neurosciences in marketing and corporate strategy, decisional processes at their best, dilemma resolution and practicing with positive consequences. Her thirst for knowledge of different cultural habits and standpoints takes her to remote locations she enjoys learning about. You can find her on LinkedIn, Facebook and can contact her directly at Ianna@Contardo.e.telefonica.net


"James Forr is Head of Insights at Olson Zaltman in the United States. He has conducted nearly 2,000 ZMET interviews during his tenure and has led projects for Fortune 500 companies including IBM, PepsiCo, SABMiller, and P&G as well as for non-profit and institutional clients including Said Business School at Oxford University. In 2015, he was an invited participant at a White House conference entitled, "Advancing Equity for Women and Girls of Color: A Research Agenda for the Next Decade."

  • The science behind consumer thinking and behavior
  • The principles of the Zaltman Metaphor Elicitation Technique (ZMET)
  • Deep Metaphors and their importance in ZMET research
  • Examples of how brands have applied ZMET insights to real-world marketing issues