Quantifying Gut Feel: Combining Qualitative & Quantitative research to define and refine product feature sets.
Stacy Graiko and Dr. Aaron Reid, Sentient Decision Science
Attendees will be presented recent advances in the decision-making sciences that can help with their product development and product marketing efforts.
Neuroscientific research discovery goes beyond what consumers tell us and helps us understand their nonconscious emotions and associations. Methods such as fMRI and ABA will be thoroughly reviewed. In addition, the qualitative research method, ethnography, will be discussed, and the presenters will show how using these methods in combination lead to greater product launch success.
Dr. Reid is an expert in translating the latest advances in the behavioral sciences to a marketing audience. Sentient practices are on the leading edge of the market research industry, are novel among market research firms, and have a proven record of success in predicting behavior.
Attendees will see how these methods lead to User Needs and feature sets for new products, and pricing, and how promotion strategies are developed. Case studies will be used to illustrate success of combination research.
Outline of Topics
A series of topics will be presented to put this technology into perspective, including:
(1) how multi-modality research (Observational research (ethnography), online tradeoff analysis (conjoint studies) can lead to discovery of critical user needs
(2) case studies
(3) methods and tools
Timeline for the Evening
6:15 pm: Registration opens
6:30 - 7:15 pm: Informal & structured networking (light refreshments are served)
7:20 - 7:30 pm: Announcements
7:30 - 8:30 pm: Speaker presentation
8:30 - 8:40 pm: Q&A
8:40 - 9:00 pm: Wrap up, networking follow up and depart
Premium Members: Free if you pre-register online or $10 at the door
Guests and Free Members: $25 if you pre-register and pay online or $35 at the door
Dr. Aaron A. Reid is Chief Behavioral Scientist at Sentient Decision Science, and is the Director of the Center for Automatic Brand Associations. Dr. Reid has over 10 years of experience in the industry working with C-suite executives in marketing and operations at Global 2000 companies including some of the largest (and some of the smallest!) brands in the nation including iRobot, UNO Chicago Grille, Smoothie King, Citizens Bank, and Macys.
A psychologist by training, with a published research record in the decision-making literature, his areas of expertise include how emotion influences choice and the non-conscious drivers of brand associations. Dr. Reid commonly presents novel research and mathematical models of consumer behavior nationally and internationally.
Stacy Graiko is VP Research and Brand Strategy at Sentient Decision Science and is on staff at the Center for Automatic Brand Associations. Stacy has spent her career in research and strategy positions with advertising agencies and in client-side positions, helping to uncover the emotional insights (human truths) that motivate consumers to buy.
Her agency experience includes Mullen, Fallon and Carmichael Lynch, and she has worked across categories with global brands like General Motors, Maytag, Liz Claiborne, and UNO Chicago Grille. She conducts qualitative research and is a certified focus group moderator, ethnographer, and brand strategist.