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- What On-demand Delivery Service Brands Need to Know About Consumer Perceptions of Their Brands
Introduction On-demand delivery services, such as Uber or Instacart, are growing at an unprecedented speed and are expected to continue to grow larger in the years to come. These services allow consumers to purchase products or services by simply using the designated app. A report from PwC (n.d.) estimated that the on-demand economy will expand, reaching and surpassing a whopping $330 billion globally by the year 2025. Additionally, there are now more than 22 million consumers in the U.S. alone, spending over $57 billion on on-demand services annually (Mobile App Daily, 2020). Fueled by the needs expedited by the pandemic, as well as consumers’ willingness to pay for these services, many companies are flocking into this space. From prepared food delivery (e.g. Grubhub, Uber Eats) to grocery delivery (e.g. Instacart, Walmart) to two-day delivery goods (e.g. Amazon), there is no lack of options for consumers to choose from that fulfill their needs, in-the-moment. Many on-demand delivery brands originally started their business in a specific category – for instance, food, grocery, or convenience store goods – with little overlap, staying in their own space. This, however, is no longer the case. In recent years, the popular on-demand delivery brands have been venturing outside of their primary offering category. For example, besides their ride-sharing service, Uber now offers their own on-demand delivery service for groceries through UberEats, in addition to takeout delivery services. Expanding company deliverables, like UberEats going from restaurant-only meals to non-prepared food delivery, is a good way to soft launch ideas to gain consumer feedback. But how far can on-demand delivery service companies like Uber or Amazon stretch their on-demand services? How far outside of their lane can on-demand delivery service companies reach before they lose consumer trust and acceptance? And how can companies best strategize launching new services on their platform while maintaining true to their brand? This study aims to investigate what types of on-demand delivery services consumers are interested in as well as their brand perceptions on current on-demand delivery companies. These learnings reveal potential areas for growth in this space, while addressing need-gaps that are authentic to growing the brand harmoniously. The Study Leveraging HCD Research’s MaxImplicit tool, we recruited a total of 200 participants for a survey. In late-March 2022, participants were asked to rank what features are most important when it comes to using on-demand delivery services via the MaxDiff (or Best-Worst) scaling. The MaxDiff method reveals participants’ relative preferences. In the second part of the study, we measured participants’ implicit reactions among five popular, on-demand delivery service brands (e.g. Amazon, Uber, Walmart, Lyft, and Instacart) with a list of 15 attributes (e.g. convenient, timesaving, caring, etc.) using the Go/No-go Association Task (GNAT). As a method that combines MaxDiff and IAT, MaxImplicit is excellent in revealing the gaps between consumers' needs and their perceptions of on-demand delivery service brands. Types of Shoppers Participants for this study were classified into three groups based on how frequently they use on-demand delivery services– Occasional shoppers, Frequent shoppers, and Heavy shoppers. Occasional shoppers are people who hardly ever use the service, Frequent shoppers are people who use it on a monthly basis, and Heavy shoppers are people who use it on a weekly to daily basis. MaxDiff Results Top-Ranked Needs The MaxDiff results above revealed that the top five most important needs for consumers are Trustworthy, Good Value, Efficient, Convenience, and No Added Fees. These five items are considered the baseline needs for consumers when it comes to using on-demand delivery services and are perceived to have immediate benefits. This implies that consumers often come to on-demand delivery services with specific goals in mind, including spending the least amount of time and effort on getting what they need. Previous research argued that “recency effect” has influences on consumers and suggested that a positive experience is more powerful and can change the perceptions of a negative one (Ha and Perks, 2005). This suggests that a good experience is important in determining consumer’s satisfaction, thus making it easy for companies to build consumer relationships (Buchanan and Gillies, 1990). Consumers favor brands they have used, especially those they have had good experiences because they trust them to fulfill their needs. Lastly, the research suggests transparency in the pricing scheme also increases the chances consumers revisit the platform, as they are already aware of any additional fees in the final price. When comparing the three types of shoppers, we can see that occasional shoppers ranked these five top-ranked needs higher than the other two groups of shoppers. This implies that occasional shoppers, though they might not use the service as much, note these five aspects are the utmost considerations when they need to use the service. Bottom-Ranked Needs In contrast to the top-ranked needs, the bottom-ranked needs are Contactless, Caring, Inclusive, For Me, and Exclusive. These five needs can be considered as additional features, which are features that could set on-demand delivery companies apart from their competitors after the baseline needs are fulfilled. As previously mentioned, consumers use on-demand delivery services when they need something in a short amount of time with the least amount of effort. They are less likely to care how it will be delivered, whether it is contactless or not, as long as their order will be delivered, ideally fast and reliably. Consumers often come to the on-demand delivery service knowing what they want without the intention of shopping around. Therefore, knowing whether or not the product/service is from a minority-owned business or personalized seems to be secondary. Similarly, consumers tend to use these services for personal use, so gifting is not something focused on for on-demand delivery services. Thus, it is not hard to see that using these services to send gifts may lack a personal touch. Lastly, unless there are compelling reasons for a membership (like Costco Gasoline or two-day delivery of Amazon Prime), it is understandable that consumers would avoid memberships, while still having access to deals and discounts. When comparing the bottom-ranked needs across the shopper groups, we can see, as shown by the yellow arrow on the graph, that heavy shoppers on average ranked these items higher than the other two groups. This indicates that heavy shoppers are more likely to be interested in these additional features (i.e. supporting minority-owned businesses, personalized recommendations, etc.) after their top priorities are fulfilled. IAT Results The figure above shows the summary of the IAT results in relation to the MaxDiff findings. Each attribute is categorized into high, medium, or low association based on how fast participants respond when a word pops up under each brand. The words in green represent the top five needs from MaxDiff, whereas the words in red represent the bottom five needs. By mapping both IAT and MaxDiff findings together, we can see that participants have high associations with words that are ranked as top needs in MaxDiff. The opposite case is also true, in which participants have low associations with words that are ranked as low in priorities in MaxDiff. This shows how consumers value baseline needs of these services. Companies capable of fulfilling these needs are important to the consumer and, therefore, suggests companies should invest in these resources to ensure the services they provide are satisfactory. From Figure 3, Amazon, Walmart, and Instacart have high and medium association with IAT words tested, with many of the words also being top-ranked needs from MaxDiff. In contrast, participants show low associations with many of the IAT words to Uber and Lyft. This indicates that consumers believe the two companies are not fulfilling their baseline needs. It would be beneficial for Uber and Lyft to further investigate the possible reasons behind this result to improve their brand image and interest in expansion in the market. Consumer Clustering via Social Network Analysis To see shoppers' relationships to one another, their responses were plotted (as seen in Figure 4) using social network analysis (SNA). This is a two-mode network, which connects each shopper to the types of services they use based on how frequently they use each service. The red color dots represent the types of services (grocery, ride-sharing, etc.), and the blue, green, and orange color dots are the different types of shoppers. The advantage of using SNA is that it focuses on ties, which is a form of relationship that we can define in any way we want – in this case, the tie is the type of on-demand services participants use. By using SNA, we can visualize the most popular types of on-demand delivery services and where each type of shopper is positioned in the graph in relation to one another. This output can help target different types of shoppers more easily. The relational position of each shopper is determined by the combination of the amount of services they use, how popular the types of services they use, and the frequency of use of the specific service. Shoppers who use services that are popular (aka many others in the sample also use it) will be positioned relatively closer to the center of the graph. For example, shoppers who use on-demand delivery services for groceries or food/beverages will be positioned closer to the center in the graph. Figure 5. Implicit Association Test Results (Left- Frequent Shoppers, Center- Occasional Shoppers, Right- Heavy Shoppers; Click image to expand.) Figure 5 illustrates that heavy shoppers (5a) are concentrated in the center of the graph because they use different types of services regularly. They not only value the baseline needs of using on-demand delivery services, but they are also more open to trying new services than the other two groups of shoppers. Therefore, brands that are looking to bring new products or services to their platform should consider targeting this group of shoppers first. In terms of frequent shoppers (5b), they are spread out across the graph, some using many services often, while others only stick to a few that they are familiar with. This corroborates with how they ranked most MaxDiff items in between the other two groups of shoppers. There is an opportunity within frequent shoppers to encourage exploration. Brands should allocate marketing resources to understand who in this group is interested in trying out new services, so the company can be better positioned to address their interests. Lastly, occasional shoppers (5c) are located at the bottom of the graph, showing that they don’t use services as frequently and tend to stick to one type of service. Recalling that occasional shoppers value the baseline needs more than the other two groups of shoppers, we can tell that they use these services with a specific goal in mind. So, to keep the retention rate of occasional shoppers, brands could look into how well they are doing in fulfilling the baseline needs compared to their direct competitors. Conclusion In summary, we can see that occasional shoppers tend to know what they need when it comes to using on-demand delivery services. They are also less likely to try out new types of services without seeing how they would benefit them. In other words, they value the immediate benefits more than other features of on-demand delivery services. Frequent shoppers, on the other hand, tend to value the efficiency of on-demand delivery services. They also have a relatively higher trust in the five brands than the other two groups of shoppers. Frequent shoppers ranked most measures neither high nor low, so there may be an opportunity to persuade them to try out new services. Lastly, heavy shoppers are more adventurous and willing to try a variety of services. They are more receptive to additional features that give them a purpose – such as supporting minority-owned businesses. They also seek out a more personalized experience than occasional and frequent shoppers. Overall, this study revealed that the trustworthiness of a brand matters to consumers when it comes to using on-demand delivery services. However, participants have no high associations with the five tested brands in terms of their trustworthiness. Therefore, companies should focus on increasing their trustworthiness to consumers. In addition, these brands should also investigate what their strengths are and explore those features. The survey results show that participants did not have high associations with any attributes towards Uber and Lyft, and this presents a challenge for the two companies in bringing new services into a new space. For example, consumers do not find Uber trustworthy when it comes to their ride-sharing service, and in turn also think UberEats is not trustworthy. Thus, Uber and Lyft should focus on researching what consumers associated them with before launching to market. The MaxImplicit methodology has provided an interesting insight into areas that would be beneficial for companies to dive deeper into to differentiate what types of shoppers they are targeting and guide decision-makers to allocate resources accordingly. Reference Aparna (2021). “How 'on-Demand Economy' Is Impacting Business World 2021?” MobileAppAaily, MobileAppDaily, 11 Nov. 2020, https://www.mobileappdaily.com/on-demand-changing-business. Art Figures retrieved from Slidesgo. www.slidesgo.com Consumer intelligence series: The sharing economy - PWC. (n.d.). Retrieved February 22, 2022, from https://www.pwc.se/sv/pdf-reports/consumer-intelligence-series-the-sharing-economy.pdf HCD Research. (n.d.). MaxImplicit [White paper] Ha, & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour., 4(6), 438–452. https://doi.org/10.1002/cb.29 Niedziela, M (2021). Consumer clustering, COVID-19, concerts & more. HCD Research Inc. Retrieved February 22, 2022, from https://www.hcdi.net/post/consumer-clustering-covid-19-concerts-more
- April showers brought May flowers!
Across North America, springtime has pushed the chill out of the air and brought vibrant greens back to the fields and trees. As we inch toward summer and the days grow longer and warmer, the frequent precipitation experienced by most of the continent through April has successfully induced the colorful buds of soon-to-be blossoming flowers. However, not all flowers require the same level of anticipation. The cannabis plant – its flower, or bud as it’s colloquially known – is available year-round. While experienced cannabis consumers may be familiar with all the parts of the plant and their uses, to inexperienced users or just those who are curious to learn more about the plant, the terminology associated with the cannabis plant can be overwhelming and intimidating. Here we provide a short, reader-friendly primer on the key parts of the cannabis plant that may help overcome the barrier to category entry that plant nomenclature may pose. Let’s Talk About Sex While it’s not vital for the consumer to have a deep knowledge of botany, it is useful to have an awareness of some key points about cannabis plants. A particularly important fact about cannabis is that it is a dioecious plant, which means there are both males and females of the species. Quite literally, dioecious means “double house” and indicates the male and female parts are located separately, each on its own plant. Generally, the male plants produce pollen, which fertilize female plants to produce seeds. To further complicate the situation, it is also possible for the cannabis plants to be a hermaphrodite, where both male and female parts occur on the same plant, allowing it to self-pollinate and produce its own seeds. Luckily for the consumer, only unfertilized female plants produce cannabinoid-rich flowers that make it to market, so the complexities of sexing plants are left to the experts. Some key structural features help identify female cannabis plants compared to male cannabis plants, including: Females develop flowers at their nodes later than males. Female flowers develop from their thin, pear-shaped bracts that have fine hairs coming from them; male flowers, or pollen sacs, start as small, ball-shaped outcropping that do not have hairs. Female flowers are fertilized when their stigma catches pollen released from the males’ pollen sacs. Females are shorter in overall stature. Females have thinner stems with more branches and leaves – they are bushier. Plant Parts – From Roots Through Buds Cannabis plants, like all plants, are biochemical factories that turn sunlight into energy and produce oxygen. Cannabis plants are unique in that they produce a much sought-after group of phytochemicals - cannabinoids. To fully understand the value of the cannabis plant, it helps to break down the anatomy and learn more about how each component plays a role in what the plant produces. Let’s start from the ground up… Roots Roots are the absolute foundation of the cannabis plant. The roots anchor the plant, provide stability to the plant as it grows, bring water and nutrients into the plant, and store starches and sugars produced via photosynthesis. Interestingly, cannabis plant roots have recently received renewed interest, as research suggests that they do not contain significant levels of cannabinoids or other phytocannabinoids, but they do contain a number of active compounds with potential medical benefits. Stem or Stalk The stem, sometimes called the stalk, is the above-ground nutrient and water super-highway which provides the ultrastructure for the rest of the plant’s components. Nodes, which occur at specific outcroppings along the length of the stem, give rise to leaves and branches. Nodes & Branches Nodes are a true hot spot of activity on the cannabis plant. Branches, leaves, and flowers all grow from the nodes. It’s at the nodes that a plant’s hormones are produced and where their sex apparatus grows. Branches and the leaves help the process of photosynthesis by transforming the light energy of the sun into sugars and other nutrients the plant needs to thrive through its lifecycle. Fan Leaves The fan leaves of the cannabis plant are broad-based leaves with five, seven, nine, or more finger-like projections, known as leaflets, that have serrated edges. The fan leaves are arguably the most important leaves on the plant as they help the plant breathe through transpiration and capture energy via sunlight to provide the plant energy for all its functions. While fan leaves do not typically make their way into products or for sale in-market, they are finding popularity as a food and beverage additive in their raw form, where it also appears to have potential as a beneficial nutritional supplement. Sugar Leaves Sugar leaves have serrated edges like fan leaves, but they are small and seem to grow directly out of flowers rather than out of distinct nodes on the stem like fan leaves. Sugar leaves get their name from their appearance, as they are often covered in white crystalline structures called trichomes. Whether, and the extent to which, sugar leaves house trichomes depends on the genetics of the particular cannabis plant. Flowers or Buds Flowers, sometimes called buds, are the pièce de resistance of the cannabis plant and, as noted above, are only developed in female plants. Female plants have bracts, which are small, tear-shaped leaves covered with resin glands that encapsulate the reproductive parts of the plant and contain the highest concentrations of cannabinoids and terpenes. Additionally, the calyx cells, which are not clearly visible to the naked eye, occur in a translucent layer at the flower’s base and are its main THC production site. Flowers themselves have two main parts – the stigma and pistil – and, most importantly, form colas and produce trichomes, the buds and phytochemical production sites, respectively, which are explored further below. Pistil & Stigma Pistils are the cannabis flower’s reproductive parts, housing the ovule or prospective seed, and contain a pair of protruding stigma, which are hair-like strands that extend out from the flower. The main purpose of the stigmas is to catch pollen when it’s released by nearby male plants. Over the course of the cannabis plant’s maturation, the stigmas' coloring begins as off-white and progresses to yellow, orange, red, and finally, brown. Red to dark red hairs on a cannabis plant’s flowers are typically indicative that it is ready for harvest. Cola The cola is where flowers aggregate and bunch up into a larger bud, which is sometimes also called a nugget or nug. The main cola is the largest of these flower aggregates and typically occurs at the very top of the cannabis plant’s stem; thus, this main cola is also called the apical bud. The colas are home to the cannabinoid- and terpene-rich parts of the plant, and thus are its most highly valued part. As such, growers have developed plant training methods that result in multiple cola forming per plant to maximize yield per plant. Trichomes Trichomes are the tiny powerhouses of the cannabis plant. Clear, sticky, mushroom-shaped glands, trichomes form in a thick layer on flowers, which provide protection from insects and UV light. These delicate little machines produce and store the most consumer-relevant parts of the flower, including cannabinoids, like THC and CBD, terpenes, like pinene and caryophyllene, and flavonoids, which are phytocompounds that contribute to the smell, taste, and colour of the resulting processed flower as well as other products.trichomes form in a thick layer on flowers, which provide protection from insects and UV light. These delicate little machines produce and store the most consumer-relevant parts of the flower, including cannabinoids, like THC and CBD, terpenes, like pinene and caryophyllene, and flavonoids, which are phytocompounds that contribute to the smell, taste, and colour of the resulting processed flower as well as other products. Let’s Keep Growing Here we’ve summarized some key structural parts of the cannabis plant, identified areas that produce and store phytochemicals like cannabinoids and terpenes, and highlighted the main differences between male and female cannabis plants and their method of reproduction. Understanding the basics of the cannabis plant can help any consumer, company, or researcher make decisions surrounding cannabis with more confidence. Key Takeaways Cannabis plants are dioecious and imperfect; both male and female plants are needed for female flowers to go to seed. Unfertilized female (or feminized) cannabis plants produce the flowers from which practically all cannabis-containing products are derived. Other parts of the plant, besides the flower, are finding use in foods, beverages, and other preparations. Trichomes are magical, miniature machines that produce and store all of the key compounds associated with cannabis – cannabinoids, terpenes, and flavonoids – and they literally put the sticky in your sticky-icky. If you are interested in learning more about how HCD Research can help you explore the world of cannabinoids, please contact Allison Gutkowski at Allison.Gutkowski@hcdi.net. References 1. Bostarr M. The Ultimate Guide to Cannabis Plant Anatomy. SPARC. Published August 12, 2020. Accessed May 26, 2022. https://sparc.co/cannabis-plant-anatomy/ 2. Monoecious vs. Dioecious. Orbis Environmental Consulting. Accessed May 27, 2022. https://orbisec.com/monoecious-vs-dioecious/ 3. Botanical Terminology: Flowers, Houses and Sexual Reproduction. Accessed May 27, 2022. https://hortnews.extension.iastate.edu/2009/2-4/monoecious.html 4. Female and Male Marijuana Plants. Marijuana Seed Banks. Published December 8, 2016. Accessed May 28, 2022. https://marijuanaseedbanks.com/female-and-male-marijuana-plants/ 5. The Cannabis Plant Anatomy. Royal Queen Seeds. Accessed May 26, 2022. https://www.royalqueenseeds.com/content/151-the-cannabis-plant-anatomy 6. Bostarr M. The Ultimate Guide to Cannabis Plant Anatomy. SPARC. Published August 12, 2020. Accessed May 27, 2022. https://sparc.co/cannabis-plant-anatomy/ 7. Evapotranspiration and the Water Cycle | U.S. Geological Survey. Accessed May 28, 2022. https://www.usgs.gov/special-topics/water-science-school/science/evapotranspiration-and-water-cycle 8. Ryz N, Remillard D, Russo E. Cannabis Roots: A Traditional Therapy with Future Potential for Treating Inflammation and Pain. Cannabis and Cannabinoid Research. Published online August 1, 2017. doi:10.1089/can.2017.0028 9. Levin J. Cannabis Plant Anatomy: The Ultimate Guide | A Pot for Pot. Published February 27, 2020. Accessed May 26, 2022. https://apotforpot.com/blogs/growing/cannabis-plant-anatomy/ 10. Cannabis Plants Anatomy: From Seeds To Buds | Fast Buds. Accessed May 26, 2022. https://2fast4buds.com/news/cannabis-plants-anatomy-from-seeds-to-buds 11. Anatomy of the Cannabis Plant. Accessed May 26, 2022. https://www.muvfl.com/post/cannabis-anatomy 12. 5 Great Ways to Use Cannabis Trim & Get Value From It. GAIACA. Published February 23, 2021. Accessed May 27, 2022. https://www.gaiaca.com/what-to-do-with-cannabis-trim/ 13. The Cannabis Female Flower | O’Shaughnessy’s. Accessed June 2, 2022. https://beyondthc.com/the-cannabis-female-flower/ 14. I Love Growing Marijuana. Published February 27, 2022. Accessed May 26, 2022. https://www.ilovegrowingmarijuana.com/growing/marijuana-plant-anatomy/ 15. What Are Trichomes And Their Importance | Fast Buds. Accessed May 28, 2022. https://2fast4buds.com/news/what-are-trichomes-and-their-importance
- SIMPLICIT - Combining Emotional Scaling with Timed Reaction Tests
SIMPLICIT … combining emotional scaling with timed reaction tests to show how perceptions and affective responses predict consumer decisions. SIMPLICIT was born by marrying our SAM and implicit methods, recognizing the simplicity yet elegance of merging two methodologies for a more complete evaluation of a consumer experience. As researchers, we often look to package our tools together for a more rich, robust outcome. Capturing the appropriate batteries of questions for your participant is critical, but how can we appropriately complement specific tools to uncover a niche finding or a unique perspective? You can’t just force two means to be together. Consider how many arranged/forced marriages truly last (via a quick google search, roughly 6%, yikes)? This can fall very true on pairing methods if they truly don’t complement or enhance one another. Implicit testing detects the strength of automatic associations (IAT Whitepaper) between words and stimuli, via a timed reaction test, and can help reveal perceptions of brands, concepts, and product experiences. The Self-Assessment Manikin (SAM) (Simplicit Whitepaper) identifies the intensity of the different underlying dimensions of pleasure, arousal and dominance measured in a non-verbal, pictorial assessment. The three dimensions map out a participant’s response to a product without concerns regarding language barrier. Combining these two methods allows us to leverage both marketing language as well as the non-verbal affective response, giving us an easy-to-implement, multi-dimensional understanding of the consumer’s emotional experience. This methodology can be used on a wide range of stimuli to help differentiate and improve brand health- including ensuring our favorite, brand harmony (Brand Harmony Whitepaper). It can also uncover innovation and communication opportunities through identifying white space mood spaces which may be important to the overall consumer and brand experience.
- TOPICS & SCHEDULE | HCD RESEARCH
EARLY ACCESS: KNOWLEDGE LIBRARY TOPICS & SCHEDULE DAY TWO | TUES, OCT 4 NEUROU NEUROU SCHEDULE NEUROU SPEAKERS NEUROU REGISTRATION More DAY ONE | MON, OCT 3 Intro to Neuro: What is consumer neuroscience and behavioral sciences research? Michelle Niedziela, PhD, HCD Research Pre-Record: Early Access 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. ABSTRACT 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. ABSTRACT 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. ABSTRACT 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. ABSTRACT 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. ABSTRACT To Be Determined To Be Determined 12:30 - 1:00 PM UPDATE ABSTRACT 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. ABSTRACT How Web3 Surveys can help with Machine Learning Models in Consumer Sensory Science Tian Yu, Aigora 11:50 - 12:20 PM UPDATE ABSTRACT Hiring a Behavioral Scientist Zarak Khan 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. ABSTRACT TBD Michael Nestrud, Curion 1 PM - 1:30 PM UPDATE ABSTRACT 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. ABSTRACT The Cannabis Consumer: Needs, Perceptions, And Warnings Martha Bajec, PhD and Allison Gutkowski, HCD Research 2:05 PM - 2:35 PM We will discuss the state of the cannabis industry, including standardization and initial research towards understanding the cannabis consumer. ABSTRACT Networking! All Attendees Welcome! 2:35 - 3:30 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. ABSTRACT
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