Сравнение методов

	Визуально-стимулирующий метафорический анализ	Нарративный анализ
Область	Качественные методы	Качественные методы
Семейство	Process / pipeline	Process / pipeline
Год появления	1995	1967 (foundational); 2008 (canonical handbook)
Автор метода	Gerald Zaltman (Harvard Business School)	Catherine Kohler Riessman (seminal synthesis, 2008); roots in Labov & Waletzky (1967)
Тип	Visual-projective qualitative technique	Qualitative interpretive method
Основополагающий источник	Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35–51.	Riessman, C.K. (2008). Narrative Methods for the Human Sciences. Sage.
Другие названия	VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation	narrative inquiry, life history analysis, biographical research, Anlatı Analizi (Narrative Analysis)
Связанные	4	6
Сводка	Visual Elicitation Metaphor Analysis (VEMA) is a qualitative technique in which participants select or create images that represent their thoughts, feelings, or experiences about a topic, and then articulate the metaphors embedded in those images during a guided interview. Originally formalised as the Zaltman Metaphor Elicitation Technique (ZMET) by Gerald Zaltman in 1995, the approach rests on the premise that most human thought is nonverbal and structured through metaphor, making images a more direct gateway to deep mental models than verbal questioning alone.	Narrative analysis is a qualitative research method, synthesised canonically by Catherine Kohler Riessman (2008), that examines how individuals storise their lived experiences and construct meaning through the telling. Drawing on life history, biographical, and narrative inquiry traditions, it treats the story itself — not just its content — as the unit of analysis, attending to temporal sequence, plot structure, and the social context in which a narrative is produced.