Olson Zaltman (OZ) is a market research firm that identifies deep consumer insights to help clients develop and implement effective marketing, product and communication strategies.

Founded by Jerry Olson, PhD, from Penn State University and Gerald Zaltman, PhD, from Harvard Business School, we are best known for our use of ZMET, a qualitative methodology that uses metaphor to unearth the unconscious thoughts and feelings that drive consumer behavior.

We have worked in both B2B and B2C contexts and have conducted research across many different verticals, including CPG, health care, pharma, retail, tech, education, travel & tourism and financial services. We also have global capability and have conducted ZMET research in 40 countries.