"Metaphors are a very powerful tool because they are familiar to everyone, they help tie together related concepts, and as the Olson Zaltman study revealed, they resonate in the deepest possible way."   

-- Ashley Memory,
Senior Director of Admissions,
University of North Carolina-Chapel Hill


> ZMET in Situ

> Implicit Association Evaluator (IAE)

> ZMET Concept Development





Olson Zaltman Associates, owner of the patented ZMET® process, is a research-based marketing consulting firm that has served clients around the world since 1997. Our founders, Jerry Olson, Professor Emeritus at Penn State's Smeal College of Business, and Gerald Zaltman, Professor Emeritus at Harvard Business School, are pioneers in marketing research. Their academic work focused on the central importance of metaphor in understanding consumer thinking and behavior. That strong academic foundation supports our approach to real-world problem solving.

We specialize in helping clients understand the unconscious motivations of consumers, B-to-B customers, or even employees. Our work has transformed how some of the world's largest and most respected companies approach their markets and marketing strategy—and even their own organizational structure.

Because the vast majority of customer insights are hidden away in the unconscious mind, traditional market research approaches come up short. We dig deeply into people's minds, below the clichés and knee-jerk responses, to understand their thinking, and then work hand-in-hand with you, helping transform these insights into actions that improve your bottom line.

Olson Zaltman is small enough to give each client the personal attention they deserve, and wide-reaching enough to provide the deep cross-cultural insights that few can match.

Olson Zaltman Associates supplements its patented ZMET research tool with biometric tools, like IAE (Implicit Association Evaluator); our ethnographic technique, ZMET in Situ; and ZMET Concept Development, which guides our clients toward more effective ads and communication ideas.