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Intro to Neuro: What is consumer neuroscience and behavioral sciences research?

Michelle Niedziela, PhD, HCD Research

Pre-Record: Early Access

Learn about the use (and abuse) of current methodologies in consumer research and how to stay on top of both foundational as well as novel theories and technologies.

Tools of the Trade: the Good, the Bad, and the Misused

Kathryn Ambroze, HCD Research

Pre-Record: Early Access

This introductory session will review a wide range of psychological, neuroscientific, and behavioral tools and techniques within the applied consumer neuroscience toolbox to help evaluate if you are using the right tool for the right question.

Opening Words

Michelle Niedziela, PhD & Glenn Kessler, HCD Research

11:05 - 11:15 AM

Welcome to NeuroU 2022, we are excited to learn and explore with you! But first, a few housekeeping items. 

Brand Harmony: The Power of a Unified Customer Experience

Steve Yastrow, Yastrow & Company

11:15 - 12:00 PM

Let's discuss how Brand Harmony is in sync with the way customers form impressions of your brand, and why creating a unified customer experience of Brand Harmony is your most effective way to earn the commitment of your customers. 

Understanding Differences in Consumer Response to Product Review Dispersion

Maureen (Mimi) Morrin, Rutgers University
(co-authors: Mengmeng Liu and Grace Chae)

12:00 - 12:30 PM

Explore the impact of exposure to interparental conflict (IPC) on response to product review dispersion.

Using physiological measures to support positive wellbeing-focused marketing

Andrea List, Porter Novelli and Rachel Horn, HCD Research

12:30 - 1:00 PM

Diving into how a product experience integrates into the consumer lifestyle requires researchers to explore both the emotional and perceptual measures of the consumer experience. This presentation will review two recent research studies conducted by Porter Novelli and HCD Research in partnership with Panasonic and Jiffy Lube. These studies investigate the impact of the product experience on consumer wellbeing. By gaining a comprehensive look into consumer experience through the use of self-reported and psychophysiological measures, insights gleaned from this research expose the power of the product experience and the value of proactive, wellness-based marketing.

Visual Marketing: Boosting engagement and memorability for the visual brain 

Elizabeth (Zab) Johnson, PhD, UPenn

11:00 - 11:45 AM

This session will focus specifically on the neuroscience of how we see can boost attention, engagement, and memorability in the visual brains of consumers. 

How web3 surveys can help with machine learning models in consumer sensory science

Tian Yu, Aigora

11:50 - 12:20 PM

Machine learning is becoming increasingly important in understanding sensory and consumer data. Consumer data plays a crucial role in model reliability and robustness. Using Web3 technology, consumers can safely store their demographic and taste preference data in blockchain-backed digital wallets. These consumer-owned data can be used to build quality models that predict the consumer liking for new products or recommend personalized products to a specific consumer.

Hiring a Behavioral Scientist

Zarak Khan, Shoshana Davidson, Erik Johnson,  Alli Wishner, & Kathryn Ambroze

12:25 - 12:55 PM

This session will focus on the reasons an organization might want to hire a behavioral scientist and some suggestions on how to do it. You'll hear from hiring managers and people in the hiring process on what has worked well, skills to look for, and finding the right fit for your team.

What instruments can’t tell us – Improving the Human Experience through Sensory & Consumer Science

Dr. Helene Hopfer, Penn State University

1:30 - 2:00 PM

This research focuses on how learned associations can make us believe something is sweeter than the sugar content would suggest, how our attitudes and beliefs shape our food choices, and how individual differences influence our food experiences.

Consumer Research in the Age of Multiple Realities  

Michael Nestrud, VP of Partnership Solutions at Curion

2:05-2:35 PM

Reality is the truth through which we base our beliefs and decision on. In this talk, we will explore the nature of reality through the lens of a consumer researcher. 

The Cannabis Consumer: Needs, Perceptions, And Warnings

Martha Bajec, PhD and Allison Gutkowski, HCD Research

2:35 PM - 3:05 PM

We will discuss the state of the cannabis industry, including standardization and initial research towards understanding the cannabis consumer.


All Attendees Welcome!

3:05 - 3:50 PM

No conference is complete without a networking opportunity! You are encouraged to bring your favorite beverage, zoom background, and a willingness to meet new people from around the world. 

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