Olson Zaltman Launches Health Division

In the US, consumer insight and strategy firm Olson Zaltman (OZ) has launched a Health division, which it says will build on its two decades of experience conducting health-related research for clients.

Headquartered in Pittsburgh, OZ uses its patented Zaltman Metaphor Elicitation Technique (ZMET) and the Implicit Association Test (IAT) to dig into consumers' thoughts and feelings. Created by Founding Partner Professor Gerald Zaltman (pictured), ZMET is an insight development tool which incorporates a scientific understanding of how the mind works based on cognitive and clinical psychology, neuroscience, anthropology and sociology. IAT is an implicit and qualitative tool, which OZ says is ideal for concept evaluations and decision making.

The new Health division offers a newly developed 'Deep Metaphor Health Framework' benchmark, which draws from an audit of more than 140 healthcare studies. OZ says this benchmark not only provides a 'clearer lens' as to what actions are necessary to approach any problem, but also empowers firms to do so in a way that is relevant to a wide sector of healthcare specialties - from pharmaceutical product development and launch, foundational ethnographic research, and quantitative communication testing.

Web site: www.olsonzaltman.com .