Hearing aid
Oticon, a Danish manufacturer of hearing aids, applied ZMET to understand the negative connotations that people associated with hearing aids. They felt, although many people used cost as a reason to postpone the purchase of a hearing aid, there were deeper factors at work. Hearing aids were described as a symbol of being seen as old and flawed. Oticon responded by creating a hearing aid with a new, fashionable styling in an attempt to counter this stereotype.