Urszula Świerczyńska-Kaczor
Examining consumers' experience using metaphors. Metaphors for e-mail

In todays' marketing strategy understanding and creating consumers' experience is vital. Among other tools marketers can use metaphors in their quest for gathering information. In this article the author discusses advantages and limitations of using metaphors as a research technique. The discussion is based on the presented results of the survey aiming to gain an inside view of internet users' experience connected with communication via e-mail. This popular Internet service is metaphorically described by informants as for example:

• virtual travel by computer or mobile phone with safety bags installed in the "internet vehicle",
• an unlimited container similar to an "exclusive fridge", "universe", or a "neatly-packed wardrobe",
• the tool for strengthening relationships within family, friends or business.

Although metaphors are useful tool in an advertising strategy, product development, understanding the core of customers' benefits or the context of consumers' experience, the marketers can fail by using them in traditional questionnaires. Nevertheless, the survey shows that metaphorical descriptions in traditionally scaled questions can positively trigger the informants' curiosity (but not necessary enhance the accuracy of their answers).