James has a deep understanding of memory and its implications for market research.

James Forr

Director | Olson Zaltman

James Forr is a director at Olson Zaltman, a research firm founded by Dr. Gerald Zaltman of Harvard Business School. James’ expertise lies in how emotion and subconscious thinking affect consumer behavior. He also has a deep understanding of memory and its implications for market research.

James has conducted more than 1,500 one-on-one qualitative interviews over the past 15 years and has spearheaded consumer insights projects for Fortune 100 companies including IBM, PepsiCo, Pfizer, P&G, and Bank of America, as well as non-profit and public sector clients such as the AFL-CIO, University of North Carolina-Chapel Hill, and the Funeral Service Foundation. His research has helped two clients (Burrell Communications and J.P. Morgan Chase) win prestigious Ogilvy Awards for Advertising Excellence from the Advertising Research Foundation.

James has written about marketing issues for The Huffington Post, Quirk’s Marketing Research Review, and a number of scholarly publications. He regularly lectures at Fortune 500 companies, conferences, and universities. He received his MBA from Penn State University.

James is available as a coach in the Research module

Modules this coach presents

Research