Olson Zaltman is attending EuroSense in Oslo this week.

Most business decisions don't fail because of a lack of data. They fail because of a lack of meaning. We go beneath the surface, into the unconscious forces that actually drive human behavior, and turn what we find into clear, decisive business strategy. Our method, ZMET® (Zaltman Metaphor Elicitation Technique), was developed by Professor Dr. Gerald Zaltman at Harvard Business School. In nearly 30 years, we've completed over 2,000 studies across 40 countries, drawing on neuroscience, cognitive psychology, anthropology, and sociology to uncover what people don't know they know. Because 95% of thought is unconscious, most research methods miss what matters most. We don't. We partner with leaders who value rigor, respect science, and trust human expertise over shortcuts. When it really matters, OZ makes human understanding your competitive advantage.