Exhibitor

For over 25 years, Olson Zaltman has used the power of metaphor to uncover rich, unconscious, and highly sensory insights that would otherwise be missed - and consumers would struggle to tell you if they wanted to. Born out of Harvard Business School’s Mind of the Market Lab, our patented ZMET (Zaltman Metaphor Elicitation Technique) was the first market research method to be granted a U.S. patent—pioneering a new way to explore the emotional and sensory undercurrents that shape decision-making.

Headquartered in Pittsburgh, Olson Zaltman has conducted over 2,000 studies across more than 40 countries. Our work has been featured in 4,000+ academic and industry publications. We remain intentionally small, academically grounded, and relentlessly client-focused—bringing rigor, empathy, and depth to every engagement.

By tapping into metaphor, we help consumers express the inexpressible—surfacing rich, sensory-laden insights that illuminate the emotional truths behind behavior and enable clients to connect more meaningfully with their audiences.

« Go Back