Publications and Awards

“Diving Deep:  Using ZMET to Unearth Insights About Unconscious Consumer Thinking” by Joe Plummer, James Forr, and Katja Bressette in Leading Edge Market Research: 21st Century Tools and Practices, SAGE Publications, Inc., November 2011

2011 ARF David Ogilvy Award
Olson Zaltman Associates has been named a research partner for two winners of 2011 awards: JP Morgan Chase and Company's campaign on behalf of its Ink from Chase business credit card was a Silver Winner in the Financial Services category, while in the Multicultural category, Toyota picked up a Silver for its "Are You Venza?" campaign, created by Burrell.

Marketing Metaphoria : What Deep Metaphors™ Reveal About the Minds of Consumers
By Gerald Zaltman and Lindsay Zaltman
Published by Harvard Business School Press, 2008.

Click here to visit www.marketingmetaphoria.com
Click here for details & ordering information at Amazon.com

2010 ARF David Ogilvy Award
Olson Zaltman Associates was named a research partner for Chase’s Silver Ogilvy Award winner – the “Uncommon Boldness” campaign for Chase Sapphire.

How Customers Think:
Essential Insights into the Mind of the Market
by Gerald Zaltman
Published by Harvard Business School Press, 2003.
Purchase at Amazon.com

"Measureable Emotions: How Television Ads Really Work: How the Patterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness"
Joe Plummer, June, 2010.

>  Other Publications and Awards…

 

In the Press

The Economist: "Sex and Advertising: Retail Therapy"
A historical overview of market research includes a discussion of ZMET. December 17, 2011

Creative Magazine: "Advertising on the Couch"
Lindsay Zaltman and other experts discuss neuromarketing. July 13, 2011

Pittsburgh Post-Gazette: “Morgan Spurlock Sells Himself Well in Documentary ‘Pom Wonderful Presents: The Greatest Movie Ever Sold” 
A review of the movie, including a short description of ZMET’s role. May 20, 2011

Los Angeles Times: “Morgan Spurlock’s Lessons in Branding” 
Morgan Spurlock tells Alene Dawson about his ZMET experience. April 24, 2011

Fast Company: "On Pom Wonderful, Morgan Spurlock, and My Brand"
Fast Company article features ZMET

TED.Com: “The Greatest TED Talk Ever Sold”  Morgan Spurlock highlights ZMET in his TED Talk.  March 2011

Rotman School of Management: "Co-Creation: Harvesting the Unconscious to Create Value for Business and Society"
Gerald Zaltman authors this article on co-creation appearing in the Winter 2011 issue of University of Toronto's Rotman Magazine. January 1, 2011.

Washington Post: "Admissions Office Probes Applicants' Scary Depths"
Jay Mathews invesitgates the implications of a ZMET study on college admissions conducted for the University of North Carolina and its impact on recruitment. July 22, 2010.

Fast Company: "Campbell's SoupNeuromarketing Redux: There's Chunks of Real Science in That Recipe"
Social media strategist Jennifer Williams walks through the science of Campbell's intensive two-year product redesign and Olson Zaltman's critical contribution in the process. February 22, 2010.

Pittsburgh Post-Gazette: "The New Children's Hospital"
Mackenzie Carpenter writes about the new Children's Hospital and highlights impact of Olson Zaltman's research on the design of the new spaces. April 26, 2009.

>  Other Press…