“We like to start a conversation that doesn’t necessarily involve words.”

- Jerry Olson

Olson Zaltman Associates (OZA) is an internationally respected research and consulting firm. Founded in 1997 by Professors Jerry Olson of Penn State University, and Gerald Zaltman of the Harvard Business School, OZA specializes in techniques that target consumers’ implicit thoughts, feelings and knowledge. Our methodologies have transformed how some of the world’s largest and most respected companies approach their markets and marketing strategies.

ranslating the most recent advances in a broad range of academic disciplines into innovative research tools, OZA uncovers the deep orientations and motivations that drive human behavior. Since the vast majority of these insights are hidden away in the unconscious, they are often missed by traditional market research. At OZA, we work closely with our clients to transform these deep insights into successful marketing actions.