In this episode of Signal and Noise, hosts Brian Lamar and Andrew DeCilles talk with Lindsay Zaltman, Chief Executive Officer and Partner at Olson Zaltman, the firm known for creating the widely respected ZMET qualitative insight methodology. Together, they explore how deep psychological structures influence the way people think, feel, and make decisions, and why traditional research methods often miss these hidden drivers.

Lindsay explains how deep metaphors guide human behavior at a subconscious level and how they reveal the emotional stories people use to make sense of the world. He shares how Olson Zaltman uncovers these underlying meanings through imagery, personal narratives, and symbolic thinking. The discussion highlights how these insights help brands uncover motivations that consumers cannot easily verbalize and how they lead to more effective strategies, stronger creative ideas, and clearer paths for innovation.

Key Takeaways:

• Why traditional research struggles to reveal emotional truth

• How ZMET identifies the subconscious patterns that shape behavior

• The role of imagery and storytelling in uncovering hidden needs

• Examples of deep metaphors that changed brand strategy

• Why emotional meaning is the foundation of consumer decision making

• How deep metaphors support creative development and positioning

• The value of psychological depth in a fast-moving and automated world

• What it means to understand the stories behind customer choices

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