1. Develop a consensus map to capture relevant images and metaphors associated with the Skims Brand using the ZMET technique described in the Keller text (pp 302-304). The ZMET study should include interviews with six different research participants. Documentation of ZMET research participants' identity, research procedure, images/materials from research participants, an original mental map, and other images generated during the research process must be included in an appendix.
2. Discuss key observations obtained from the ZMET study and identify key issues and opportunities to reinforce Kim Kardashian Skims Brand equity anywhere along the Skims Brand pyramid.