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OZAOlson Zaltman Associates (consultants)
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After 12,000 in-depth interviews in more than 30 countries, as part of research done for marketing purposes, Harvard Business School professor and sociologist Gerald Zaltman, Ph.D., along with his team at Olson Zaltman Associates (OlsonZaltman.com) found that all people see the world through seven main lenses, plus four subsidiary ones.
Olson Zaltman Associates has developed a patented interviewing technique called the ZMET (Zaltman Metaphor Elicitation Technique) for unearthing the deep metaphors we live by.
She is also a memory researcher who has collaborated with Gerald Zaltman, of Olson Zaltman Associates, in developing the memory integration paradigm.
Zaltman, who is also a private consultant with the firm Olson Zaltman Associates, says that focus groups and questionnaires are the primary methods used to develop and launch most products, yet 60 percent to 80 percent of all new products fail.