The World is Drowning in Data, Yet Starving for Meaning.
Most business decisions don’t fail because there isn’t enough data. They fail because there isn’t enough meaning. Olson Zaltman goes where others won’t. Beneath the surface, into how people actually think, feel, and decide.
Speed is not intelligence. Data is not meaning.
Right now, the rules are breaking. AI is changing everything. Data fraud, chatbots, and compromised samples flood the system with noise. The gap isn’t in your data. It’s in your understanding. Olson Zaltman exists to close that gap.
ZMET®, or the Zaltman Metaphor Elicitation Technique, is a pioneering technique developed at the Mind of the Market Lab at Harvard Business School over 25 years ago. ZMET® unlocks the Deep Metaphors™ rooted in universal human experiences that unconsciously shape the stories we tell ourselves about our world—revealing what is hidden even from consumers' themselves -- their unconscious thoughts, feelings, needs, and desires.
When you uncover what was previously unknown, you have a comprehensive blueprint to connect deeply with your consumers.
One System. Proven for 30 years.
Built for what no dashboard can explain.
Olson Zaltman has been empowering the world for 25+ years, ever since its founding in Harvard's Mind of the Market Lab.