About

The Z-Files is the blog of Olson Zaltman Associates, a marketing research and consulting firm dedicated to understanding consumers and other stakeholders at deep, unconscious, emotional levels.

Founded in 1997 by Dr. Jerry Olson from Penn State University and Dr. Gerald Zaltman from Harvard Business School, we have conducted nearly 600 studies using the Zaltman Metaphor Elicitation Technique (ZMET) in 32 countries.  Our clients include large Fortune 100 companies like PepsiCo, IBM, and P&G, and also non-profits and public sector organizations such as the AFL-CIO, the Robert Wood Johnson Foundation, and the Susan B. Komen Foundation.

Visit us at www.olsonzaltman.com or contact us at (412) 288-9790

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