DEEP DIVES is Olson Zaltman's quarterly newsletter. Enable pictures to load content.

Spring 2022

We will be in Austin, TX, April 19-20 for the annual IIEX North America Conference.

We’ll share insights from our research into the psychology of sustainable innovation on the main stage, and we also hope to see you at our booth!

"I'll take the usual"

Why do we like our breakfasts boring? A Q&A with Boston University Professor of Marketing Carey Morewedge.

What did you eat for breakfast this morning? How about yesterday? And the day before that?

As much as we all say we love choice and variety, odds are you eat the same thing for breakfast day after day, week after week.

New research explains why.

READ ON

"Back to the Essence"

Our partners at the ZMET Institute Turkey and FutureBright Research hosted a one-of-a-kind art exhibit that used digital collages from ZMET consumer interviews to shine a light on the unconscious mind of Turkish society.

OZ's Kacie Burton discusses the exhibition and shares some of the striking images.

READ ON

Your Logo is a Storyteller

What two different stories are these two NASA logos telling? OZ's James Forr discusses research on "descriptive" vs. "non-descriptive" logos in a new GreenBook article.

READ ON

In the News

OZ's James Forr and Joe Plummer present at the ARF's AUDIENCExSCIENCE

James and Joe will join Kristin Carrillo, Sr. Manager, Consumer Insights at Del Monte Foods, to discuss the A-B-4C Model of Winning Advertising April 12 at the Advertising Research Foundation's AUDIENCExSCIENCE virtual conference.

OZ study featured in The Morning Brew

Our research about Boomers' perceptions of funerals was highlighted in an article about new approaches to funeral service in The Morning Brew.

Why Olson Zaltman? Because we listen. When you listen—and think deeply about what you hear—the possibilities are endless.

Have any feedback? We'd love to hear it!
editor@olsonzaltman.com