Innovation in Life and Death
A look inside our research that injected new life in the end-of-life industry
The Challenge
Baby Boomers are turning away from traditional services? How can the industry win back this generation of consumers?
The Methodology
We leveraged our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), to deeply understand the unconscious beliefs and behaviors that impact decision-making. We then used the Implicit Association Tests (IAT) to quantify the strength of associations between a brand and key drivers found in the ZMET insights.
The Impact
“Olson Zaltman’s work was vital as we designed the beremembered.com site. The ideas that emerged helped us really understand and identify with consumers more deeply than we had before. As a b-to-b supplier, we don’t always get the deep insights that the ZMET research revealed. The funeral profession has needed these kinds of insights for a long time – and they will continue to inspire and impact our profession for years to come”
Marty Strohofer
VP of Marketing and Product Development
Aurora Casket Company