Browse the archives of our Deep Dives newsletter below.
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2023
Verb tense can have a profound unconscious impact on how we interpret marketing messages. A Q&A with Dr. Grant Packard about his study published in the Journal of Consumer Research.
Everybody plays the fool (but we don’t have to like it)
The fear of being duped may drive a lot of consumer behavior. A Q&A with Dr. Tess Wilkinson-Ryan from The University of Pennsylvania.
Olson Zaltman's Head of Insights, James Forr, discusses how brands have used these symbols to tell stories that burrow deeply into the collective unconscious of American consumers.
2022
Blinding Me With Science
Brands should use scientific claims with caution. A Q&A with Dr. Rebecca Reczek of The Ohio State University.
I'll Take The Usual
Why do we like our breakfasts boring? A Q&A with Boston University Professor of Marketing Carey Morewedge.
Wanna Know a Secret?
Secret consumer behaviors are healthy for brands – and for consumers. A Q&A with Dr. Danielle Brick from the University of Connecticut.
2021
One Acre at a Time
A look at Olson Zaltman’s efforts to help General Mills promote sustainable agriculture.
Jerry Olson Wins AMA's Parlin Award
The American Marketing Association recognizes one of our founding partners, Jerry Olson, for his lifelong contributions to market research.
Marketing The Vaccine
OZ’s Madelyn Decker examines why some forms of vaccine persuasion have failed, while others have made an impact.
2020
Special issue looking at today’s headlines
COVID-19, police violence, the economic downturn, and the presidential election have dominated our thoughts this summer. We offer some perspectives.
“Word” War III
Our special issue featuring ZMET research and other thoughts on the psychological effects of COVID-19.
What’s Old Is New…Or Is It Just Old?
Jake Wax discusses the perils and opportunities of nostalgia marketing.
2019
How to Sell Time Travel
Hannibal Brooks on what history can teach marketers about selling breakthrough innovations. Ice cubes, anyone?
Four Keys That Will Unlock a Closed Mind
In Part II of his essay, “A Nation of Strangers,” Dr. Gerald Zaltman discusses the best way to reach those who profoundly disagree with us.
A Nation of Strangers
A two-part essay from Dr. Gerald Zaltman about what divides us as a people…and what can unite us.
2018
The Purpose of Purpose
James Forr describes four ways brands
can approach purpose marketing.
‘Unlocked’
OZ Founding Partner Dr. Gerald Zaltman previews his latest book.
Introducing Olson Zaltman Health
The mind has a single, universal orientation to health.
2017
What the Last 20 Years Have Taught Us
On OZ's 20th anniversary, our founders, Jerry Olson and Jerry Zaltman, reflect and look ahead.
The Heroes We Need
How can we empower young women of color?
Why is the Kettle Whistling?
A Q&A with Gerald Zaltman
2016
What Do You Know?
Managing partner Jerry Olson discusses the two levels of brand meaning.
Nate Silver is a Dart Throwing Chimp
How Big Data missed the rise of Trump.
Inside the Mind of the Indie Woman
Who is this elusive new target that virtually no marketer is going after?
2015
Olson Zaltman Visits the White House
A ZMET study on the hopes and dreams
of young women of color.
Through a Glass Darkly
James Forr discusses the current state of neuromarketing.
The Stories That Pictures Tell
James Forr interviews renowned photojournalist Peter Turnley