Working Cafe

Abstracts

INTRO TO APPLIED NEUROSCIENCE

MICHELLE NIEDZIELA, PhD

SEPTEMBER 14TH

11:00AM

Now more than ever, the use (and abuse) of neuroscience and psychological research methodologies in consumer research is a hot topic. Neuro and psychological science can help consumer and sensory researchers and product developers better understand consumers’ unconscious motivators and reactions. However, the field of “neuromarketing” has been plagued with pseudoscience and “neurohype” and researchers have experienced some disappointments when trying to incorporate these measures into their research. In this session, we make sure you are armed with a base understanding of current methodologies to help you become an informed neuro-research consumer.

INTRO TO METHODS

KATHRYN AMBROZE

SEPTEMBER 14TH

11:40AM

This introductory session will review the most popular tools from neuro and behavioral sciences used in market and consumer research. We will cover central (brain) and peripheral nervous systems measures as well as psychological and behavioral tools of the trade. Discussion will include best practice, limitations, and how to choose the best tool for the right research question.

INTRO TO BEHAVIORAL SCIENCES

ZARAK KHAN

SEPTEMBER 14TH

12:00PM

In public policy, product design, or just within your own life, applied behavioral science can lead to better outcomes for you and your stakeholders. This will be an introductory session, covering some basics about behavioral science and its application. Behavioral science is interdisciplinary, and we’ll discuss how practitioners think about and use different approaches—from nudging to motivation theory—as well as the limits of behavioral science and its relationship to neuroscience. We’ll highlight these with practical examples of sales conversion from the field.

FIRESIDE CHAT: DAY 1

MICHELLE NIEDZIELA, PhD, ALLISON GUTKOWSKI, KATHRYN AMBROZE, ZARAK KHAN, JULIE O'BRIEN, PhD

SEPTEMBER 14TH

12:45PM

Join all of our presenters in a fireside chat to regroup and reflect on today’s themes moderated by The HCD Team. We will review the key points of the day in an open dialogue on how to utilize these tools and methodologies moving forward.

THE WORLD OF WEARABLES

BILL THAU & KATHRYN AMBROZE

SEPTEMBER 16TH

11:00AM

Researchers across many industries look to incorporate innovative and new solutions in technology to monitor physiological data. One of the most recognizable approaches for collecting body signals comes from wearable technology, referred to casually as wearables. Wearables have gained a lot of popularity in the past few years, encouraging consumers to explore different types of software, sensors or devices that attempt to collect activity from the body. During this presentation we will explain the ins and outs of wearable technology to help understand the good, bad and the misleading, with a focus on industry applications. We will highlight how these devices work and key takeaways when considering which tool to use- as well as the true value of your Fitbit or smartwatch.

BEST PRACTICES FOR IN-PERSON RESEARCH DURING COVID-19

BOB GRANITO & BILL THAU

SEPTEMBER 16TH

11:35AM

With the dramatic changes caused by Covid-19, it is crucial for research providers to find innovative ways to execute in-person studies such as those implementing consumer neuroscience safely. Understanding the consumer perspective continues to be a crucial component of market research, therefore, creating a standard for safe in-person research is imperative. This session will address new safety protocols, as well as the additional considerations, which goes into executing successful in-person research.  

HOW SMART-SPEAKER SURVEYS OPEN NEW HORIZONS IN DATA COLLECTION

JOHN ENNIS, PhD

SEPTEMBER 16TH

12:05PM

With the rise of technologies such as machine learning and artificial intelligence, market researchers are excited to gain new insights using advanced analytics.  Yet there is an entirely separate path made possible by these technologies, namely that of collecting data in-the-moment, in-context, and hands-free.  More specifically, advances in voice recognition, speech-to-text, text-to-speech, and natural language processing (NLP) come together in a single smart-speaker such as an Amazon Alexa device.  As market researchers, we should welcome the growing penetration of these devices and leverage this powerful technology to collect data in new ways.  For example, using smart-speakers, it is now possible to capture consumer opinions in real-time while brushing teeth, cleaning floors, feeding pets, eating messy food, shampooing hair, and so on.  In this talk, we review current capabilities in this area, including a look at the work conducted to-date comparing smart-speaker surveys to online or app-based surveys.  We then present a range of demonstrations.  Finally, we discuss what the next few years are likely to hold in this area as the technology continues to mature and blend with other technologies such as chatbots and augmented reality.  Attendees will leave this talk excited to augment their research with these new capabilities.

FIRESIDE CHAT: DAY 2

BILL THAU, KATHRYN AMBROZE, BOB GRANITO, JOHN ENNIS, PhD

SEPTEMBER 16TH

12:45PM

Join all of our presenters in a fireside chat to regroup and reflect on today’s themes moderated by The HCD Team. We will review the key points of the day in an open dialogue on how to utilize these tools and methodologies moving forward.

"DEEP THOUGHTS"

WITH GLENN KESSLER

SEPTEMBER 16TH

1:00PM

Glenn Kessler, President and Co-founder of HCD Research, has been in the marketing research and science business for almost 30 years. During those years he has seen the highs and lows of the industry, he’s seen research fads and trends come and go, and he’s remained a provocative and innovative presence in the community. During this session, Glenn will lead open discussions with participants surrounding the various controversies in the field.

EXPERIENCE MEDIA: MOVING TOWARDS AN AGE OF MULTISENSORY DIGITAL INTERACTIONS

NIMESHA RANASINGHE

SEPTEMBER 18TH

11:00AM

When humans interact with the outside world or one another, all of the senses are engaged; a true conversation is considered a full sensory experience. From early ages to the present world, people desire to have multisensory experiences in every aspect of their lives. From trying different foods, going to different places to playing games on virtual reality, they continuously seek sensory stimuli to be a wholesome experience, yet the current technology lacks the inclusion of many essential sensory channels. This talk highlights several research works focusing on “Experience Media” that explore possibilities for novel multisensory interactive digital media technologies towards achieving total immersion in day-to-day digital interactions. This talk also emphasizes the need for looking beyond the current ‘age of information’ and step into a new ‘age of experience.’

SENSORY & IMPLICIT TESTING: CASE STUDY WITH MANE

ALLISON GUTKOWSKI & LISA YU

SEPTEMBER 18TH

11:40AM

When it comes to sensory evaluations, consumers are not always able to articulate differences between prototypes when describing product performance benefits, emotions, and even descriptive words. Traditional approaches often leave little differentiation and a weak understanding of the prototype’s unique personalities. Integrating implicit testing into standard evaluations uncover an understanding of consumers automatic perceptions unveiling nuances and lead to more informed decision making. In this session we will be exploring a case study that integrated implicit testing into standard evaluations and the results including strength of associations and certainty. We will review how those results were used in the decision-making process.

OLFACTORY SYMBOLISM

MAUREEN (MIMI) MORRIN, NING YE, PhD, NUR ONUKLU

SEPTEMBER 18TH

12:15PM

Marketers today face an increasingly fragmented marketplace, with consumers exhibiting high levels of heterogeneity in how they obtain brand information: from offline and online sources, from manufacturers and consumers, etc. In such a constantly evolving brand communication landscape, marketers want to ensure that consumers experience their brands in a cohesive and holistic manner. We propose that one important aspect of achieving a cohesive brand message is by maximizing a brand’s sensory harmony. The present research explores the use of scent symbolism to convey more cohesive brand messaging. We analyze multiple types of crossmodal associations (e.g., shape, speed, size, etc.) for 14 scents. After exploratory factor analysis we develop descriptive crossmodal scent signatures with strategic implications for brand harmonization.

FIRESIDE CHAT: DAY 3

ALLISON GUTKOWSKI, LISA YU, MAUREEN (MIMI) MORRIN, NUR ONUKULU, NING YE, PhD

SEPTEMBER 18TH

1:00PM

Join all of our presenters in a fireside chat to regroup and reflect on today’s themes moderated by The HCD Team. We will review the key points of the day in an open dialogue on how to utilize these tools and methodologies moving forward.

CREATING BRAND DESIRE WITH A FOCUS ON EMOTION

KEVIN PERLMUTTER

SEPTEMBER 21ST

11:00AM

Brand leaders and CMO’s are dealing with an ever-increasing number of ways to connect with their target consumer.  Consumers are inundated with brand interactions, and most of them are a distraction or ignorable.  It’s time for brand leaders to get serious about emotion. Taping into people's emotion is the most effective way to create connections that are desirable, engaging and loyalty-driving.
 
While NeuroU is all about new tools and techniques to uncover insights about consumers, in this session, Kevin will reveal how to turn insights into brand desire.  From a brand strategist’s perspective, Kevin will demonstrate how an emotion-centric approach can have positive impact across all of your brand touchpoint and lead to higher ROI of your efforts.  
 

The session will cover:  

What should you focus on to generate high emotional appeal for your brand?
What are the most important questions to ask and insights to uncover?
How do you turn insight and strategy into desirable customer communications and experiences?

 
The session will leave you with ideas and approaches that you can start apply to your ongoing work - not to give you more to do, just to help you do what you’re already doing more effectively.

CONSUMER NEUROSCIENCE INSIGHTS FOR ADVERTISING

VINOD VENKATRAMAN, PhD

SEPTEMBER 21ST

11:35AM

The first decade of research in consumer neuroscience ushered tremendous progress in identifying the basic neural processes underlying human judgment and decision making. Recently, the emphasis has shifted from basic science research to more applied work in the fields of economics, finance, public policy and marketing among others. Yet, considerable skepticism exists about the value of these neuroscience methodologies, particularly given the constant hype around neuromarketing in the popular media. A number of recent academic studies have begun to address this criticism by demonstrating how neural data from a small group of individuals can reliably predict population level responses and market performance. I will discuss two specific studies where we used multiple methods (traditional self-reports, implicit, eye-tracking, biometrics, EEG, and/or fMRI) to study the effectiveness of advertisements across multiple marketing channels. Across these studies, I will highlight the complementary nature of these methods, and emphasize the valuable insights that neuroscience methods provide beyond the traditional marketing measures. I will discuss the implication of these findings for marketing theories, research and practice.

BRAND HARMONY - DIFFERENTIATING LOGOS USING IMPLICIT TESTING

ALLISON GUTKOWSKI & MARCELLA MARKMAN

SEPTEMBER 21ST

12:10PM

A logo’s impact on consumer perception is immediate. It is often the cornerstone of our first impressions with new products. But, with great power, comes great responsibility. This singular piece of creative aims to communicate an entire brand identity to the consumer. Creative and marketing teams have leveraged color and psychological theories over the years to build logos that communicate brands benefits. As researchers, we must be able to tease apart these different, often similar, creative executions to identify which logo or creative execution is the most harmonious fit for the brand and will immediately deliver the key benefits and identity. In this discussion we will review a case study that employs Implicit Association Testing to differentiate very similar logo executions and color palettes to determine the optimal choice for a new brand.

DIGITAL TOOLS FOR BEHAVIOR CHANGE

ALINE HOLZWARTH

SEPTEMBER 21ST

12:45PM

The opportunity of digital health is tremendous. And yet, without a solid understanding of how we think, behave, and navigate within the context of our lives, our gadgets and gizmos can do little to help us live better. The sweet spot at the intersection of digital health and behavioral science is exactly where we should be looking in order to intervene at a level that is granular enough to have a meaningful impact. In this captivating talk, Aline reveals what it means to work in this sweet spot, arming her audience with the tools they will need to design more effective behavioral interventions.

FIRESIDE CHAT: DAY 4

KEVIN PERLMUTTER, VINOD VENKATRAMAN, PhD, ALLISON GUTKOWSKI, MARCELLA MARKMAN, & ALINE HOLZWARTH

SEPTEMBER 21ST

12:55PM

Join all of our presenters in a fireside chat to regroup and reflect on today’s themes moderated by The HCD Team. We will review the key points of the day in an open dialogue on how to utilize these tools and methodologies moving forward.

ADDRESSING CHALLENGING RESEARCH QUESTIONS

MICHELLE NIEDZIELA, PhD

SEPTEMBER 23RD

11:00AM

In our roles, we are often challenged with research questions that are difficult to answer, yet critical to innovation or brand progress. It may be: the ‘white whale’ research question that has been tackled numerous times but leaves us wanting more, or a question that involves a complex layered method, or a need to understand a behavior in context when that context has been, until now, difficult to replicate (i.e. in shower). In this session we will discuss examples of difficult research questions, strategies to approach to them, and methods to gain support from upper management.

THE DEVIL'S ADVOCATE: A PESSIMIST'S PERSPECTIVE ON POSSIBLE PITFALLS IN YOUR RESEARCH PROGRAM

MARTHA BAJEC, PhD

SEPTEMBER 23RD

11:25AM

In pursuit of insights to drive consumer delight and, ultimately, sales, CPG organisations of all sizes dedicate significant, often sizeable, resources to research activities. Sensory and consumer research departments are comprised of well-trained researchers who spend a lot of time and money developing thoughtful studies to uncover those nuggets of knowledge that may give a product or innovation an edge over others. So why are we often surprised or confused by the results of our studies? Why does it happen that consumers don’t applaud product changes that research indicated should be positive? Or that we don’t we see agreement between internal and external research results? What are we missing?! 

 

Using examples from across a range of CPG categories, with particular focus on evaluation of sin-dustry products*, the messy business of testing with humans and their myriad associated physiological pitfalls (e.g., Should we spit or swallow samples? Can you just not inhale?), will be explored through the critical eye of a particularly pessimistic researcher. 

 

*sin-dustry product / sɪnɪndəstri prɒdʌkt /: consumable item or ingredient that is currently, or has historically been, subject to prohibition and/or use restriction, e.g., cannabis

THE ALCHEMY OF EMOTION:

THE PSYCHOLOGY OF EMOTION & APPLICATION TO CONSUMER PRODUCT TESTING

MICHAEL NESTRUD

SEPTEMBER 23RD

12:00PM

Over the past decade, sensory scientists and researchers have started including cognitive emotion measurement as a tool in the sensory toolbox with questionnaires such as PANAS and EsSense. Emotion research is sometimes cross cultural and repeatable under controlled scenarios, and is being used industrially across the food industry. However, turning off our "scientist" hat for a second, we know there's much more richness to the human experience of emotion than these cognitive measures capture. Biometrics have been proposed as a solution to measure pre-cognitive emotion, but these measures suffer interpretability challenges so they must be combined with a cognitive step (e.g. scale, CATA) which presents the same problem: the lack of an underlying theory of emotion has become more of a problem as we travel deeper down this path and try to create action. This discussion will first present an overview of the current state of emotion measurement within the food industry. Then, I will present an alternative view of the origins of human emotion that starts with answers to fundamental questions about what it is to be human. Through presentation of the theories of constructed emotion and predictive coding, we will touch on the neurological origins, how these link to decision theory and ultimately both cognitive and pre-cognitive sensory measurement. This framework will allow you to intuitively predict human behavior, leading to better questions and more actionable insights. It just might allow you to predict the answers, too.

FIRESIDE CHAT: DAY 5

MARTHA BAJEC, PhD, MICHAEL NESTRUD, MICHELLE NIEDZIELA, PhD

SEPTEMBER 23RD

12:45PM

Join all of our presenters in a fireside chat to regroup and reflect on today’s themes moderated by The HCD Team. We will review the key points of the day in an open dialogue on how to utilize these tools and methodologies moving forward.

"DEEP THOUGHTS" HAPPY HOUR

WITH GLENN KESSLER

SEPTEMBER 23RD

1:00PM

Glenn Kessler, President and Co-founder of HCD Research, has been in the marketing research and science business for almost 30 years. During those years he has seen the highs and lows of the industry, he’s seen research fads and trends come and go, and he’s remained a provocative and innovative presence in the community. During this session, Glenn will lead open discussions with participants surrounding the various controversies in the field.

PROBLEM SOLUTION MATCHING

JULIE O'BRIEN

SEPTEMBER 25TH

11:00AM

Behavioral science shows great promise for solving social problems. But, not all behavioral solutions work in every context. Julie discusses how applying basic theory to behavioral problems helps us design more effective solutions. Through problem-solution matching we can deliver on the promise of behavioral science and close the action-intention gap across a range of contexts and challenging behaviors.

A GUIDE TO HIGHER EDUCATION IN THE BEHAVIORAL SCIENCES:

FROM ACADEMIA TO INDUSTRY (PANEL)

W. CRAIG WILLIAMS, PhD, CHRISTOPHER NAVE, PhD, & NADEESHA GUNARATNE, PhD WITH KATHRYN AMBROZE

SEPTEMBER 25TH

11:30AM

As market and consumer researchers increasingly look towards combining traditional research methods with more modern approaches from technology, neuroscience or psychology, leveraging these new methodologies often requires a new skillset. Whether leaning on academic consultants or gaining new knowledge and credentials from continuing education and advanced degrees, the importance of academia in the development and use of these new approaches cannot be downplayed.

 

This panel session will highlight various academic and continuing education programs and attendees will hear from professors, students, and early career panelists discussing the types of programs available, who they may be for, what they look like, and what opportunities may lie ahead once a degree is achieved or a course completed. This session is open to everyone; whether you are an industry researcher who is looking to transition your skillset, or a student who is deciding on next steps, this panel will dive into the specifics of who, what, when, where, and why when it comes to higher and continuing education in behavioral sciences.

HCD PANEL

THE HCD TEAM

SEPTEMBER 25TH

12:00PM

Join the HCD Team as we engage in an open discussion on all things NeuroU. We will cover everything from why we launched this annual symposium 2 years ago to any questions you’ve submitted throughout this year’s virtual series. Ask questions, get to know our team, and connect with other attendees.

"DEEP THOUGHTS" GRADUATION

WITH GLENN KESSLER

SEPTEMBER 25TH

12:30PM

Glenn Kessler, President and Co-founder of HCD Research, has been in the marketing research and science business for almost 30 years. During those years he has seen the highs and lows of the industry, he’s seen research fads and trends come and go, and he’s remained a provocative and innovative presence in the community. During this session, Glenn will lead open discussions with participants surrounding the various controversies in the field.

2020

2020

Neuro University

HCD Research is a market research company that specializes in the integration of traditional, psychological, and neuroscientific research methods. We employ innovative research tools, comprehensive data collection techniques, & well-honed interpretive skills to meet our clients' research objectives.

  • twitter-icon-2_edited
  • twitter-icon-1_edited
  • LinkedIn - White Circle

© 2020 by HCD Research Inc. Proudly created with Wix.com.