The use of metaphors, analogies, and similes are excellent ways to spark innovative thinking. Building a habit of thinking in terms of metaphors, similes, and analogies allows one to develop a new perspective. Seeing connections in a new light can result in creative solutions to problems. In addition, all three of these makes the brain work harder as it looks at the familiar in a new (often strange) light, or the strange in a familiar light.
ZMET is a hybrid methodology grounded in various domains, including verbal and nonverbal communication, visual sociology, visual anthropology, literary criticism, semiotics, mental imagery, cognitive neuroscience and phototherapy. The goal of ZMET is to gather metaphors and constructs and understand the relationship among them in relation to the research topic (e.g., brand, product).