So sánh phương pháp

	Phân tích ẩn dụ gợi mở bằng hình ảnh	Hiện tượng luận
Lĩnh vực	Định tính	Định tính
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1995	Early 20th century (Husserl ~1900–1913; Heidegger ~1927)
Người khởi xướng	Gerald Zaltman (Harvard Business School)	Edmund Husserl (transcendental); Martin Heidegger (hermeneutic)
Loại	Visual-projective qualitative technique	Qualitative research approach
Công trình gốc	Zaltman, G., & Coulter, R. H. (1995). Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research, 35(4), 35–51.	Moustakas, C. (1994). Phenomenological Research Methods. Sage. ISBN: 978-0803957466
Tên gọi khác	VEMA, ZMET, Zaltman Metaphor Elicitation Technique, visual metaphor elicitation	Fenomenoloji, phenomenological inquiry, phenomenological analysis
Liên quan	4	6
Tóm tắt	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.	Phenomenology is a qualitative research approach that investigates how participants live through and make sense of a specific experience. Rooted in the philosophy of Edmund Husserl and extended by Martin Heidegger, it aims to reveal the essential structures of lived experience rather than to measure or predict outcomes. The two most widely applied variants are Husserl's transcendental phenomenology, which seeks universal essences, and Heidegger's hermeneutic phenomenology, which emphasises interpretation within context.