Please join us in giving a warm welcome to our newest Market Research Analyst, Sadie Snyder Sadie received her Bachelor of Science degree in Marketing from Montclair State University in 2019. When she transferred to MSU, Sadie says she discovered an interest in statistics, which led her to explore the vast research aspects of marketing. After taking classes pertaining to marketing research, she gained foundational skills such as developing questionnaires, analyzing research data, and participating in on-campus focus groups. From there, she discovered her passions for data collection and the identification of trends and patterns within data. Following MSU, I was looking for my start in marketing research, which lead me here to HCD Research. It was incredible to discover that HCD uses methodologies that weren’t covered in the many classes I took. I’m looking forward to the boundless innovation HCD Research fosters in our team and understanding our processes for projects from start to finish. When the workday ends, I spend my time kayaking, listening to my self-made music playlist (perfect for long road trips or a quick local drive), and going on adventures with my family dog, Peppa. By building a team of analysts that have demonstrated a passion for consumer insights early on in their careers, HCD takes pride in the caliber of team members we have on staff to provide innovative solutions for challenging research objectives. We’re so excited to see Sadie continue to evolve in the analytics department of Team HCD!

Augmented reality (AR) involves the inclusion of virtual elements into a live view of a current, real-world space, bridging the gap between the physical and digital worlds. HCD introduces AR Surveys, a novel market research methodology allowing consumers to respond to digital survey questions while viewing a product or consumer experience through their device’s camera. This use of AR Surveys merges a physical product with a digital landscape to better understand consumer perceptions. It is easy to implement, provides an opportunity for creative insights, and uncovers in-the-moment reactions. It creates a fun and easy opportunity for consumers to evaluate products and experiences in store or at home with their own smartphone or tablet. AR Surveys can be done virtually anywhere, serving as a non-disruptive shop-along to an easy in-home use test. Rather than communicate with an interviewer, participants can give honest opinions about all types of products without concerns for feeling embarrassed or uncomfortable. Similarly, this approach is beneficial for research on more intimate products and gives participants time to think without being rushed. The AR Surveys also gives space for participants to come to their own in-the-moment feedback. This type of survey collects data in real-time or at point-of-purchase, helping participants give top-of-mind answers without any judgment. From computers to smartphones, screens are embedded in our society and will continue to be one of the lenses in which consumers engage. Using a familiar tool to assess consumer perceptions fosters understanding and truthfulness in the modern world. AR Surveys push the boundaries between naturalistic and controlled research, exposing drivers of decision making by modernizing conventional consumer research with a cost-effective approach. Meeting consumers in-the-moment with the right tools empowers any research to move forward efficiently by driving meaningful, future innovation. HCD specializes in Consumer Neuroscience and Brand Harmony in addition to Market & Consumer Research. We strive to promote quality research by using the right tools for the right question to ensure that products meet their promise. If you are interested in learning more about how to use AR Surveys to progress your research, please contact Allison Gutkowski at allison.gutkowski@hcdi.net

From businesses to government all the way to non-profit organizations, the word “innovation” is often thrown around to generate excitement and create the illusion of advancement. Although it is frequently used as a buzzword, there is a lot of substance and value that can be gained from the process of innovation if approached correctly. Innovation in consumer research can improve future growth and sustainability by developing a strategy to take an idea from concept to creation. Establishing a space for creative thoughts allows new ideas to be generated and stretches the boundaries of traditional solutions. Furthermore, harnessing those ideas or concepts into tangible action-items builds an innovation plan which connects consumers to the products in meaningful ways. “You don’t see new ideas by looking harder in the same direction.” - EDWARD DE BONO In the latest webinar entitled Innovation Lab: A Frank Discussion on Innovation Essentials, HCD gathered expert panelists from several different areas of the industry to understand how innovative thinking in research, product design, and marketing is attempted. A lot of thought-provoking comments came about from this conversation, so we wanted to share a quick overview of just a few of the many interesting insights that came out of this live session… ________________ Innovation is everywhere. HCD’s VP of Research & Innovation, Michelle Niedziela, notes how innovation can be applied to many different areas all the way from products to processes. By sharing a few historic innovation failures, such as Colgate’s frozen dinners and Google Glass, Michelle demonstrates how aspects like timing and alienation can result in consumer disinterest and must be considered when talking about innovation. What is innovation? Why is it important? Michelle Niedziela kicks off the panel conversation by questioning what innovation actually means. The conversation immediately breaks down the process of innovation by acknowledging how innovation is needed for an idea to blossom into something of value and, for many companies, profit. Zvi Loewy mentions that successful innovation requires both an advancement that addresses a need and a consumer who is willing to experiment with the new attempt of satisfying that same need. What happens if one of those two components is missing? The concept remains an idea rather than an innovation. 3 Pillars of Innovation Zarak Kahn also describes a useful framework to clarify the different types of innovation that occur. He breaks down innovation into three categories as follows: Incremental Innovation: Adding small changes over a period of time based on continuous learnings which result in small and slow pivots Adjacent Innovation: Using an existing innovation and applying it to a new market Transformational Innovation: Creating a brand-new business model This clear and concise explanation of the types of innovation is useful when discussing potential approaches with clients. Different types of innovation routes require fluctuating timeframes and budgets while also having varying degrees of uncertainty. Understanding these nuances of implementing innovation can have a big influence on the project and promote divergent thinking to be better prepared. Keep context in focus. While discussing various tools that can help with innovation, Dulce Paredes shifts the lens to focus on the context to help determine the appropriate tool. She highlights the importance of testing a hypothesis through the scientific process for validation, but she also stresses focusing on researchers’ own shortcomings. Consumer research needs to focus on context in order to give an accurate interpretation of daily life. Dulce points out how not every competitor will exist on paper in the same category; therefore, it is important to offer every option as opposed to the options the researchers typically focus on. Learning where the product fits in consumers’ lives helps reveal pain points to ensure the innovation is impactful. Brand Dis-harmony Products that do not fit the expectations set by the brand or messaging often result in the alienation of the consumer; however, a contributing root cause of this disconnect may actually be isolation from the Innovation team. Bob Baron emphasizes the importance of cross-functional team collaboration by revealing how internal alienation ensures innovation failure. For an innovation to move forward in the business process, a strong support from the overall team is nonnegotiable. Having clear and stated objectives with the overall team allows space for differing opinions and perspectives to really analyze the idea or concept to ensure it serves a valuable purpose. Consumer-centered Design Looking into the future of innovation, Alex Woo summarizes a major takeaway of the conversation by responding, “…understand the human side, not the product side, and we will be able to design better.” Focusing on the user, rather than the technology or metric, grounds the research and accounts for the importance of the environment, emotion, and experience because each factor plays a major influence on consumer decision-making. Find inspiration in all aspects of life. This point was emphasized by Zvi earlier in the webinar with a wonderful example that not only speaks to focusing on the consumer but taking inspiration from all aspects of life. Take previous issues with compliance among diabetes patients for blood sampling. The major roadblock for compliance was the pain of taking a blood sample. Innovation is often birthed from focusing on removing barriers for the consumer. Taking inspiration from nature, this innovation story focused on mosquitoes. Often, we are bit, yet don’t even notice until we start to itch. If the mosquito can draw blood without us feeling it, how can we do the same? Fast forward to an innovation that essentially mimics the same dimensions of a mosquito’s mouth with the blood sampling needle. The pain, the barrier, for patients is torn down and compliance increases. By focusing on the consumer and taking inspiration from the world around us, we can make meaningful impacts on consumers’ lives. This webinar shed light on the multidimensional world of innovation by proving it does not have to be evolutionary or disruptive to be valuable. By thinking strategically about each individual situation and communicating effectively with your team, the innovation process can connect curiosity with implementation. If you are interested in connecting with Team HCD to discuss this trending topic further, please contact Allison Gutkowski (Allison.Gutkowski@hcdi.net).

With 2 seasons, 45 episodes, 15 guests, over 1500 views and so many topics covered, The HCD Mindset series has been in full bloom since the beginning of lockdown in 2020. Conferences, lunches, and coffee dates came to a screeching halt as we all geared up to stay home and embrace a “new normal”— whatever that would eventually mean. Virtual communication came to the forefront of our means of connection, and the HCD Innovation and Marketing Teams saw an opportunity to produce a new series combining the components of both a podcast and our popular webinars in conversation with Michelle Niedziela, PhD, VP of Research & Innovation, and Kathryn Ambroze, Manager of Behavioral & Marketing Sciences. We’ve covered it all in this series of curious discussions surrounding consumer neuroscience in market research, from modern technology and innovative applications to reflective episodes on each of our guest’s personal journey through his/her career. Needless to say, as this series has continued to evolve, it’s been an amazing opportunity to produce each episode alongside Kathryn and Michelle. In the market research industry, there is an immense amount of information flooding our news feeds with updates and press releases sharing the next great innovation. This charisma to push the needle forward should always be encouraged and celebrated. However, this series has also reignited our value in speaking conversationally while talking through it all and addressing frequently asked questions from the rookies and the seasoned veterans. Check out these 5 clips from both seasons 1 & 2 that highlight valuable takeaways from the series with regards to anecdotes, considerations, and stories from the experiences of various experts in the field: Our brains are relevant Season 1: Episode 7 | Uses & Abuses of Behavioral Science (2:49-5:05) In this clip from an episode covering the uses & abuses of behavioral science, Michelle leads with a noteworthy reminder of the relevancy of applied neuroscience tech and methodologies in research with the intricate and vast system of neurons that connect to build the foundation of our daily behaviors and decisions. From breathing to planning a lunch with friends, your brain is the source of it all, emphasizing how relevant our ways of thinking are in any consumer experience. The Not-So-Secret Formula Season 1: Episode 14 | Habit Loops (8:54-10:37) Methodologies, like the behavioral economic approach, keep consumers in focus with tools to think critically about the role brands play in our daily routines. This lens can be leveraged to aid in the understanding of brand users on a deeper level, allowing more context on how the product or service is cued into each user’s habit loop, and then, ultimately, implemented to create a sense of satisfaction. Investing in these types of frameworks adds tremendous value to both traditional and emerging tools because they are grounded in our behaviors beyond surface level. Pessimist Predictions Season 2: Episode 6 | Martha Bajec’s Personal Journey (35:39-39:13) Being a pessimist is often frowned upon, but what about in research? Sitting down with Consulting Director of Health & Wellness Research, Martha Bajec, PhD, our co-hosts discussed why this mindset could help your research initiatives thrive. Our team certainly agreed that there is value in preparing for any factors of research to potentially go awry, so if and when they do, you can handle each situation accordingly. Being as detailed as possible in anticipating what consumers are going to do as well as what they could potentially do instead, leads to more thorough insights. Navigating The Shifts Season 2: Episode 17 | Navigating Norms with Michael Brereton (5:53-7:08) When sitting down with Michael Brereton, Professor & Executive in Residence in the Department of Marketing at Michigan State University, to discuss norms, he raises the valuable point that the modern market research industry is truly in a state of flux. With new players, offerings, and ways of thinking comes a need for adaptability and openness to transformation. In his program at Michigan State, the faculty strives to achieve that balance of foundational and emerging applications to truly create a rounded understanding of research, so when their students enter the field, there is an appreciation for innovation. Good, Fast, & Cheap?! Oh My! Season 2: Episode 19 | Consumer Acceptability vs. Scientific Validity (12:35-15:16) The intersection of any methodology or approach is often met with 3 parameters of being cheap, fast, and good. Who wouldn’t want to attain these attributes in their research design? More often than not, we are faced with the desire from clients for quick turnarounds with accuracy for as cheap as possible. However, in this clip, Michelle makes it known that this intersection does not exist. Successful research programs are attainable quickly, but it could cost you more, they can be cheaper but will probably take longer or, if they are both fast and cheap, there is risk of reduced quality. This leads to the overarching truth that answering simple questions effectively can take us further than answering complex questions poorly. Establishing clear outlines as to what we, as researchers, are seeking makes it easier to draw valuable data that tells the complete story. These 5 takeaways are only a small sampling of the vast resource of information in this series. Our co-hosts have done an excellent job at taking a deep dive into these pressing topics in market research today with all of the pros and cons at the forefront of conversation. This value in an educational understanding of these tools and methodologies is what led to creating The HCD Mindset, and we have plenty in store for season 3! To stay up to date on this series, subscribe to our YouTube channel here.

Please join us in giving a warm welcome to our newest Market Research Analyst Intern, Isha Deswal A 2020 graduate from the Master of Behavioral and Decision Sciences program of the University of Pennsylvania, Isha is a human behavior and insights enthusiast. She developed a keen interest in market research after pursuing courses in consumer behavior and data analysis from the Wharton School where she had a chance to work on client projects and case studies. Her experience as a research assistant during both her undergraduate and graduate studies has given her the skills and deep understanding of qualitative and quantitative research methods. Intrigued by HCD’s unique approach to market research through neuroscience and psychology tools, Isha is excited to be able to learn new and different techniques in market research. She aims to apply her existing knowledge and background to contribute to HCD’s mission of employing the most innovative and effective research tools to get the best consumer experience insights. By supporting students to develop transferable skills and gain knowledge about Applied Consumer Neuroscience, future leaders- like Isha- will be well-equipped to find innovative solutions for challenging questions. We’re so excited to see you continue to grow in the analytics department of Team HCD!

I’ve always been one to write more so with my heart than my head (I leave that to my published peers to speak on our methodologies or the newest tech). So, when our marketing manager asked that I change things up a bit and write a blog, I figured, why not share something based on just pure emotion, research aside. Being in business development for most of my career, my passion for selling has always lied in my belief in the unique and innovative solutions we have for our clients’ research questions, but my joy has always been driven from connecting with people. Grabbing coffee, a lunch, meeting on site, a dinner, conferences, etc.– meaningful moments of connecting with people on a deeper level than just business. Forming true relationships and friendships. I invited clients to my wedding, actually had one read my bloodwork when I was pregnant and put the gender in an envelope that I could bring to a baker! We have shared big moments of life and made the everyday humdrum a bit more fun. Then, welcome the biggest disruption that we will likely ever see in our lifetimes, the global pandemic. How quickly life changed and has remained as such for 14 long, dreadful months. (I often think back in disbelief that we made it to the Quirks conference in NYC the week before the world shut down. (& came out unscathed!) It was the last conference I would attend in over a year now.) While I think we all adapted during the first few months to the new norm, I know that I am now left hungry and yearning to connect again in those real authentic ways. To grab that coffee or lunch with an old friend and talk about life. Zoom, you have certainly helped, but I am so over you! We are so often reminded that you are not the real thing… the tireless ‘oh sorry, no you go’ when two people are speaking at once, not being able to toggle your video on because your 3-year-old is racing around on his scooter shirtless speeding like Luigi in Mario Cart, or the awkward transition to the next conversation in a moment of silence where we all stare at each other like deer in headlights. Stick a fork in me because I am done! I want the 5-D experience… seeing, hearing, smelling, touching, and even tasting (the food that is!). I hope this summer breathes new life into our souls. I respect that many organizations’ main priority has been to keep their people safe, which often meant no outsiders or non-internal meetings in-person, but I do look forward to that lunch at Ricky Thai’s talking about how much our kids have grown in the past year, that coffee on Main Street discussing where the next big vacation will be, or that conference where I will see everyone in one location again. And of course, all wrapped in with discussing brand and product research 😊 Hope to see you all soon!

Coauthored by HCD’s VP of Research & Innovation, Michelle Niedziela, PhD, and Manager of Behavioral & Marketing Sciences, Kathryn Ambroze As seen in the memory issue of NMSBA’s INsights mag… A positive, personal experience with a brand tailored to habit formation is an effective way to make a product become a household staple. Growing up baking with a certain type of chocolate chip or cleaning with a specific disinfectant spray shapes expectations and acceptability, with the brand being at the cornerstone of the experience. Chaudhuri and Holbrook (2001) explain how consumers expect a product to perform a certain way based on prior experiences, creating trust and loyalty to that brand of that product. Some brands can become so deeply embedded in consumers’ lives that they act as an extension of self-expression, a representative of who they are (van der Westhuizen, 2018). Through brand loyalty and aversion to ambiguity, consumers bypass unnecessary circumspection in their shopping, gravitating, and depending on the more familiar instead of taking any chances (Muthukrishnan, Wathieu, & Xu, 2009). This intricate relationship between consumers and brands demonstrates the importance of brands in life, impacting daily routines as well as special holiday traditions. Paying attention to changing perceptions, associations, and preferences allows brands to mold to the current needs within consumer habits. By connecting to the consumer at this deep level, brands can be embedded in fond memories, in consumer lifestyles, and ultimately, remembered for future purchases. Every association counts Associations, or mental links, are built through experiences. Information from all five senses—touch, taste, smell, sight, and sound—are utilized to learn and create an association profile to better anticipate what to do if a similar situation occurs again in the future. Furthermore, the knowledge obtained helps to predict the best course of action to take for each situation presented. Humans automatically evaluate uncertainty and risk of a situation to prepare an appropriate response. By creating comparisons and associations to minimize uncertainty, individuals gain comfort in making foreign concepts familiar in order to behave accordingly. By validating personal beliefs through meeting expectations, associations are reinforced and replaced.. A consumer’s interaction with a brand is made up of several components which consist of sensory, behavioral, intellectual, and affective elements (Brakus et al., 2009). Each of these individual facets plays a bigger role in developing the overall perception of the product. Experiencing the brand, either by watching an ad or holding the physical product, allows the consumer to evaluate its ability to meet a need. The information gathered from brand exposure can be stored and later recalled using memory. But, it is through the automatic processing of implicit memory that allows even small encounters or incidental information to impact the way consumers react in the future (Keane, Cruz, & Verfaellie, 2015). For example, seeing fluffy clouds during a pillow commercial may impact the perception of the product’s softness or comfort. Every lived experience can establish an attachment between the two concepts, thus creating a conceptual link in response to the circumstance. Neural networks, or pathways, communicate and respond to changes in environmental cues (Berkman, 2018). These connections are updating constantly as situations change and more information about an environment is gathered. The neural pathways are not fixed— associations can decay or strengthen over time depending on how frequently they are utilized. More commonly used pathways are stronger and require less effort, thus conserving energy. Memories also link performance to contexts such as people, items, places, or times typically present during the overall repeated experience (Wood, Tam, & Witt, 2005). Brands can become part of a repeated action by fitting in the proper context and bringing value to the experience. The malleability of the neural pathways creates an opportunity to mold products or messaging to consumer ideals and better align them with the desired experience. Consider the best way to engineer a product to be identifiable and remembered by a consumer. This communication and design strategy should reflect the values and expectations of the consumer, making the product not only more enticing to try, but also encouraging repeat purchases. By designing a product which meets expectations of the consumer, it will more likely avoid reappraisal and create satisfied product experiences. Let’s make a habit of it Those repeated actions are frequently performed as habits. Relevant contexts cause certain behaviors to be routinely rehearsed to the point where they becomes automatic. Habits, which often include products or brands, are engrained throughout daily life. By diving into how brands are incorporated into habits, product developers can better innovate to meet and exceed those needs. Improving the products or messaging, strengthens or redirects existing associations to better meet expectations. By embedding the brands into the habit loop, brand innovation can truly impact the consumer lifestyle, since experiences are so interwoven with everyday living. The habit loops consist of three fundamental components: the cue, routine, and feedback. Cues initiate the habit loop by acting as a trigger for the behavior. A cue can be as obvious as an alarm reminding consumers to restock the toilet paper to something as covert as the delicious smell of freshly baked pretzels pouring out of a bakery. Although both examples insinuate different anticipated outcomes, they change the environment which causes the consumer to react. The response to the cue is the routine which involves some type of expense, such as time or energy. Based on the feedback within the context of the habit, the individual will be motivated to either avoid or repeat this routine in the future. The feedback is what entices or deters the consumer to continue to partake in the routine. Therefore, consumer’s perceived response of the product must be a positive contribution or else the consumer will take preemptive measures, such as buying a competitor product, to prevent the same outcome. Feedback can be anything from a punishment, such as running late to work for hitting snooze, to a reward with a social benefit, such as seeing friends after work. Habits are governed by dopamine release, which is linked to triggering the (good or bad) motivational importance of an environment or context, thus “stamping-in” a memory for future consideration (Wise, 2004; Berkman, 2018). Figure 1: An example of a habit loop consisting of a cue, routine, and feedback. The cue, or the mess, initiate the behavior to use a cleaning product, ultimately resulting in the feedback, a cleaner space. Credit: HCD Research Brand loyalty demonstrates how a product or service can be integrated and reinforced into the habit loop. The brand can connect with the consumer by contributing to a life experience. The brand identity impacts the overall product experience, which the consumer evaluates to decide if the quality is worth continuing (or discontinuing) in the future. By fulfilling an unmet need, the brand recognition may resonate with the consumer to encourage purchase intent. The relationship with a brand is impacted by how it’s perceived, making it important to ensure each component of the product experience creates a unified, cohesive message which resonates with the consumer. Using cues, routines, and feedback to understand where the brand can help consumers can be a beneficial strategy for its adoption into regular use. Furthermore, detecting cues in the habit loop can aid in achieving higher-order benefits in emotional and physical well-being through indirect suggestions (aka behavioral nudges). Emphasizing certain perceptions through communications or packaging can build up a consumer’s reason to believe in the product and encourage continued brand loyalty. If it isn’t broke, improve it. Memories connect the past to the present. It is through learned associations that habits can link certain triggers to predicted outcomes (Wood et al., 2005). Creating a brand identity to reliably serve a purpose in the consumer’s life allows the brand to take on a role larger than its original purpose. Once the brand is part of a routine, the individual will find comfort in its familiarity and build a connection to the experience. Additionally, if a brand outperforms its competition, it makes sense why the consumer would prefer it within the routine since the outcome creates a greater reward. However, to retain consumer loyalty, the brand must actively work to remain relevant. Checking in to fit the needs of the consumer means a brand must reshape to the new ideals. The brand must evolve to position itself within the habit loops. In consistently having a space in the consumer’s lifestyle, it builds brand confidence. Recalling on past experiences allows consumers to depend on a brand, proving in each purchase brand experience is worth the cost. References: Berkman, E. (2018). The Neuroscience of Goals and Behavior Change. Consulting Psychology Journal: Practice and Research, 70(1), 28–44. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. Keane, M. M., Cruz, M. E., & Verfaellie, M. (2015). Attention and implicit memory: priming-induced benefits and costs have distinct attentional requirements. Memory & cognition, 43(2), 216-225. Muthukrishnan, A. V., Wathieu, L., & Xu, A. J. (2009). Ambiguity aversion and the preference for established brands. Management Science, 55(12), 1933-1941. van der Westhuizen, L. M. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product & Brand Management. Wise, R. A. (2004). Dopamine, learning and motivation. Nature reviews neuroscience, 5(6), 483-494. Wood, W., Tam, L., & Witt, M. G. (2005). Changing circumstances, disrupting habits. Journal of personality and social psychology, 88(6), 918.

On Wednesday, April 28th, the night of his 100th day in office, President Joe Biden delivered his first public address before a joint session of Congress. Biden touched on a wide range of issues in addition to the pandemic, urging Republicans to work with Democrats to address gun violence, climate change, police reform and more. President Biden received high praise from Democrats on social media as the speech began with more than 250,000 posts related to the address and the hashtag #JointAddress began to trend, along with #HelpIsHere and #PresidentialAddress. History. #JointAddress pic.twitter.com/OVLSSmw4Oq — Chuck Schumer (@SenSchumer) April 29, 2021 It wasn’t just Democrats who tweeted responses to the speech, Republicans also tweeted and called out President Biden for taking all the credit for the vaccine rollout. The hashtag #OperationWarpSpeed also began to trend on Wednesday. Whenever @POTUS tries to take credit for #COVID19 vaccine production and distribution tonight, *think* Operation Warp Speed. #JointAddress — Markwayne Mullin (@RepMullin) April 29, 2021 During his speech, a consortium of market research companies (HCD Research, IVP Research Labs, Shimmer Research, and The Schlesinger Group) alongside an academic partner at the Edward R. Murrow College of Communication (Washington State University) leveraged neuroscience measurements to gauge the non-conscious responses of Republican and Democrat viewers. Applied consumer neuroscience allows marketers to identify behaviors and nonconscious responses to communications, media, and experiences through a combination of neuroscientific, psychological, and traditional market research methodologies. Viewers are often unwilling or unable to express themselves when directly asked their opinions; neuroscientific measures, however, offer an opportunity to uncover these unarticulated reactions via passive, unobtrusive measurement of psychophysiological response. As such, applied consumer neuroscience enables marketers to gain a deeper understanding of even the slightest reactions while viewers make decisions and develop opinions. In a time when the United States seems more divided than ever, HCD Research hopes to better understand emotional reactions that participants may struggle to express vocally. Neuroscience Analysis of Joint Session Address. “He’s actually going to get something done,” “Very, very hard to stay awake myself” – These were some of the post-address reactions by participating viewers to President Biden’s address to Congress. Despite what viewers said, neuroscientific measures utilized in this study found that, throughout the speech, Republicans illustrated larger, and more sustained overall reactions to President Biden’s address vis-à-vis Democrats. The divided response is very much a reflection of how divided the United States remains, and therefor shouldn’t be surprising that reactions to the speech were drawn along party lines. “This Biden speech is just so comfortingly normal,” suggested political commentator Aisha C. Mills (@AishaMoodMills), perhaps suggesting why we observed democrat viewer responses as more reserved. This Biden speech is just so comfortingly normal. — Aisha C. Mills (@AishaMoodMills) April 29, 2021 Participating viewers were connected to biometric sensors measuring their psychophysiological response to the statements, demeanor, and stage movements of President Biden. For this study, we employed Galvanic Skin Response (GSR) using Shimmer NeuroLynQ devices. GSR is a biometric signal that is used to study the autonomic (or psychophysiological, neuro-) activation of sweat glands, where increased sweating (from arousal, or excitement) increases skin conductance (as measured by GSR). Live data showed percent response (high and medium arousal) for each viewer group (Republican and Democrat). GSR measured second-by-second changes of autonomic activation, allowing for both Republican and Democrat viewer segments to be watched in real time on HCD’s YouTube live (view the full recording: https://www.youtube.com/watch?v=9ilV7PU7fcY ). Researchers analyzed psychophysiological reactions between Republicans and Democrats during pivotal moments and controversial subjects of President Biden’s speech. Neuro-activity reached one of its highest peaks for Republican viewers during Biden’s mention of Russian interference in the 2016 Presidential Elections and cyberattacks on American government and business. As President Biden stated, “I made it clear to Putin that we are not going to seek escalation, but their actions will have consequences…,” Republican reaction surged, reaching its height when the President mentioned President Putin by name. Democrats, on the other hand, were only moderately reactive during discussion of Russian interference, reaching a moderate peak when President Biden mentioned President Putin by name. While Republican viewers maintained elevated response levels throughout most of President Biden’s address, Democrat viewer responses were more sparse. President Biden’s discussion regarding progressive immigration ranked among the top in garnering a noteworthy Democrat reaction. When President Biden mentioned that he “Sent a comprehensive immigration bill to the United States Congress,” Democrat activity soared, resulting in one of the highest sustained response levels of the address for Democrat viewers. Conversely, while Republican activity maintained moderately high reaction levels throughout the subject of progressive immigration, the immigration bill itself only gained a slight moderate response by Republican viewers. One trend that is important to note was the lack of Republican reaction during discussions on racial equality in America. In fact, as President Biden said, “She looked at me, she said, ‘My daddy changed the world,’” Republican response declined to one of the lowest sustained levels of the address for the Republican segment. Democrat activity maintained moderate levels through this section of President Biden’s speech, increasing only when President Biden mentioned, “We have all seen the knee of injustice on the neck of Black Americans,” and then nearly flatlining after President Biden stated “The vast majority of men and women wearing the uniform and a badge, serve our communities and they serve them honorably. I know them…” During the portion of President Biden’s address where he discussed restricting the ability to own or buy specific types of guns, the Democrat response remained moderately elevated, while Republican viewers demonstrated more activity. Republican viewers were particularly reactive when President Biden argued “You can’t yell fire in a crowded theater,” and when he asserted “One of them [actions being taken to impact the gun violence epidemic] is banning so-called ghost guns.” While discussing bipartisan relations, both Democrat and Republican viewers exhibited elevated activity levels, correlating similarly in time with each other. Republican and, to a smaller degree, Democrat response levels spiked during President Biden’s dialogue on facilitating bipartisan discussion of the American Jobs Plan. Republican reactions also increased when President Biden claimed that “Doing nothing is not an option.” Republican viewers were particularly reactive to the comparison between the competitive nature of America and other nations. Democrat reactions declined considerably as President Biden mentioned his discussions with President Xi Jinping. There was also a distinct lack of significant reaction from both Democrat and Republican viewers when President Biden spoke about bringing troops home from Afghanistan. Key Take-Away: “America is on the move again.” As President Joe Biden took to the stage to give his first public address before a joint session of Congress, biometric sensors measuring psychophysiological response of Democrat and Republican viewers gave deeper insights into the overall experience. Democrat response peaked during a few key portions of the speech, most namely when President Biden discussed progressive immigration reform; however, this study found Republicans were the most reactive. While Democrat Congresspeople and many media news pundits celebrated Biden’s words, there wasn’t nearly as much reaction from democrat viewers. Dan Merica (@merica), national political reporter for CNN, wrote, “And there is the Biden line that will be played countless times: ‘Now, after just 100 days, I can report to the nation: America is on the move again.’ #JointAddress” And there is the Biden line that will be played countless times: “Now, after just 100 days, I can report to the nation: America is on the move again.” #JointAddress — Dan Merica (@merica) April 29, 2021 Learning what topics do or do not elicit reactions gives researchers and political enthusiasts an interesting window into the viewers’ experience and thinking. Understanding and reading these reactions live during a speech or event may provide key insights that would benefit reporters, media pundits, and enthusiasts. Reactions between party lines are clearly very different to this first address to Congress, perhaps reflective of a still very divided nation. Only time will tell how these perceptions may change over the next four years. Be sure to join in next time and stay up-to-date with the latest in applied consumer neuroscience by following us on Twitter (@HCDResearchInc) and subscribing to our YouTube Channel. If you are interested in learning more about this neuropolitical research, please contact Allison Gutkowski (Allison.Gutkowski@hcdi.net).

Washing your face with a cleanser, putting on foundation, or using lip balm to help chapped lips are some of the many personal care rituals integrated into consumers’ lives. Personal care is an intimate part of a consumer’s day, and the reality is that the circumstances of 2020 forced many of us to reconsider personal care routines, since our daily lives were disrupted. This created a domino effect, making industries, like the beauty industry, refocus on new needs. Since consumers’ routines were modified, the products involved in certain regimens were also reconsidered as essential, luxury, or unnecessary. This was a time for beauty brands to identify the new practices in place and learn where and how cosmetics can better support the consumer. The pandemic obviously impacted not only the act of personal care but the means of exploring and purchasing products. While online shopping has been steadily becoming more normalized the past few years, store restrictions or personal health precautions pushed this digital approach to the forefront of the shopping experience. Going digital opens up a lot of opportunities, but it absolutely comes with some cautionary concerns. Reflecting on these advancements in the beauty industry shows how retailers and brands combatted the challenges of 2020 by creating novel ways to keep the consumer close and connected. Selling in a Digital World The dynamic online experience holds a lot of opportunities for beauty brands to uniquely express themselves and connect with consumers in an innovative forum. The beauty industry has needed to adapt new strategies to attract consumers as well as meet changing needs. The biggest shift can be seen in the switch to both digital products and communications. As the world of shopping has shifted from in-store to online, especially in the wake of the pandemic, consumers have lost the ability to touch, feel, and experience products in person. In the past, this was a key selling point for cosmetic products where consumers could see the colors next to their skin or even try on test products. In those moments, consumers could evaluate the coloring or consistency in-person to help feel confident in a purchase. However, with this shift to digital, marketers have needed to find ways to emulate the tangibility and accessibility of experiencing a product at shelf, including free trials and samples or influencer campaigns in social media, to help consumers review and evaluate a new product without being able to touch it. These consumer-centric tactics help build a connection and trust in the brands and products in the absence of direct experiences. The nuances of social media marketing, however, are no longer a surprise. We all anticipate seeing personalized (some eerily so) ads when scrolling social media platforms. The ability to integrate offline experiences to the digital world is no longer a “nice to have” but presumed by consumers. Therefore, cosmetic companies must welcome creative ideas to deliver unique and impactful experiences that are superior to the competition to be able to stand out. Beauty brands must manifest novel ways to keep the consumer excited and engaged. The future of foundation is not only an interactive beauty application (through virtual try-ons, interactive questionnaires, beauty scanning apps, etc.) but also through truly personalized care. Truly innovative, creative, and authentic personalization, however, requires investment into really understanding consumer behavior, expectations, and drivers of purchase. Otherwise, brands risk losing consumer trust and loyalty. Smart Technology, Smart Consumers Understanding how vital the smartphone has become to most consumers, beauty brands began to invest in technology to stay in touch with the consumer—literally. From tapping the screen to applying formula on the skin, beauty brands want to be at consumers’ fingertips. Finding ways to ensure products perform well includes any initial interactions the consumer has with the brand prior to purchase all the way until final use. The technology should ease the process and make a complicated process simpler. A convenient outlet offering a wide variety of options creates a strong consumer-centric message. Smart technology can be interactive by giving feedback or advice, emulating the counter service that diminished during the pandemic. Through outlets like the internet, the consumer is becoming more educated on components of life to consider when exploring personal care items. The beauty industry is aware of this growth, thus highlighting how context may impact which product to purchase. For example, evaluating a consumer’s skin does not only mean recommending certain shades to best match. The consideration of environmental factors (like humidity, air quality, or UV exposure) as well as consumer priorities (such as fine lines, pore visibility, or dark spots) makes the serum feel unique and catered to consumer lifestyles. Companies are trying to help consumers feel satisfied with the products by finding innovative ways to get the most out of a beauty routine. By incorporating consumer electronics into the beauty industry, brands can use the behavioral data to follow the trends and priorities of consumers more precisely and, therefore, adapt quickly. From curating personalized recommendations through AI (artificial intelligence) to using an app with augmented reality (AR) capabilities to virtually sample different products, the beauty industry has adopted new technologies into the product process to give consumers confidence in their purchase without physically handling the product. Enhancing the sensory experience in this process is critical since consumers are more frequently removed from the aisle and arriving at a phone screen. Using devices to formulate results through an easy interface gives the perception of higher quality and overall professionalism. The no-hassle approach is appealing for consumers interested in testing out various looks easily. The user experience is no longer just the product and package itself but includes the virtual arms attached to the product. Whether it be an app with voice-enabled commands or the ability to virtually try-on various shades of eyeshadow, the technology informs the consumer in a digestible manner, thus helping make the new tech part of an established regimen. Using technology does require foresight into how this addition will be incorporated into the product experience. A balance must be achieved to ensure its an appropriate application of the technology. While it is cool to incorporate trendy features and gain the perception of being cutting-edge, the improper implementation may cause the tech-push to fall flat. When choosing the right technology to include, consider the value it will bring to the consumer in the context of buying personal care items. The digital technology should support the actual product rather than overshadow it. Consumers will know if the technology isn’t intuitive or doesn’t add value to a product. So, even though offering personalized experiences at scale through digital means gives the consumers a sense of individual attention, ensure the technology proves itself as part of a product with purpose rather than some wacky add-on gadget. The technological tools should be used to enhance the overall product experience. The Data is in the Details The truth about digital products, such as apps, search engines, or websites, is that there is a lot of tracking done with the data. This resource of information is often managed by for-profit companies, allowing channels of communication and access to collect, store, and analyze user behaviors. The “big brother watching you” mentality has caused some consumers to be weary to utilize smart technology, while others either recognize it as a tradeoff for the service, or worse, don’t realize this is occurring at all. For companies to appropriately utilize smart technology while promoting a trustworthy image, transparency must be at the forefront of the user experience. New laws, such as the CCPA, are being enacted to protect the consumer with data privacy objectives. While these basic requirements illustrate the need for a level compliance, companies also benefit by being upfront with consumers. Allowing consumers to agree to the well stated terms and conditions gives a sense of ownership and autonomy back to the consumer. Furthermore, being forthcoming about the data creates a positive brand image, ultimately promoting the overall goal: to connect with consumers. When beauty tech products emphasize a certain formula for a consumer, the individual should always have the agency to defer to a different product, brand, style, or nothing. Technology can help consumers in making decisions, but it can never make the decision for the consumer. If the consumer decides against a suggestion, the marketers and designers may learn what is driving interest elsewhere and push the company to create better products. The benefits and hesitations about data usage are valuable to know and give a clear understanding of the product. By taking ahold of the narrative, the company can set the proper expectations for consumers to feel both comfortable and satisfied with the overall experience. Being compliant to privacy mandates adds a sense of authenticity to the brand image since the consumer knows what the deal is upfront. Transparency not only keeps the brand honest, it also sets a precedent which can have ramifications if broken. The integrity earned in sharing this information should not feel like a threat or a reward but a fact of the matter. Consumers should have the right to make an informed decision, which ultimately benefits the company because openness helps avoid backlash. Using the digital experience is a proactive approach to informing and enhancing the beauty buying journey. Support the consumer in the fine details by aligning product objectives with consumer expectations. Moving Forward From using skin-scanning devices to customize regimens to tracking results through a smart mirror, smart beauty devices are helping companies learn the driving forces behind consumer preferences. Having this insight is crucial for brands to grow with the consumer. The shift towards digital advances requires companies to anticipate ways to address future scrutiny. Brands must prepare to be able to effectively communicate how the technological medium benefits both the consumer and the company. Further, brands must be ready to explain the inner workings of the app or device to let consumers be aware of its impact. The world of cosmetics continues to expand as innovations rush to meet the needs and interests of consumers. Some changes from the pandemic will extend far beyond the year 2020. Being camera-ready for video conference calls or finding ways to combat acne caused by mask wearing (“maskne”) were not major concerns until Covid-19 occurred. Keeping up with the general consumer is a challenge, but smart technology is a way to provide lifestyle relief. Integrating technology should have an objective for creating products that consumers do not see as a whacky machine but as something that adds value to their daily routines and lifestyle. The beauty industry is one of the many industries effectively trying to elevate the standard experience by leveraging higher engagement with modern mediums. If you are interested in learning more about technology that helps to better understand the consumer, please reach out to Allison Gutkowski at Allison.Gutkowski@hcdi.net

Please join us in giving a warm welcome to our newest Market Research Analyst, Aja Allison Originally from the U.S. Virgin Islands, Aja received her Bachelor of Arts degree in Economics and International Relations in 2019 at New College of Florida. While attending New College of Florida, Aja developed a passion for market research and understanding the ways in which consumer behavior drives whole industries. During her junior year, she studied abroad in Seoul, South Korea, where she conducted research into Chinese tourism demand of South Korea as a market destination. Her thesis was later defended before a committee of professors. Prior to joining HCD, Aja worked as a Research Coordinator for HCP Associates, where she coordinated mixed methodological research including quantitative, qualitative, primary and secondary data, survey design and implementation, and focus group design. Aja is very passionate about tailoring the wide range of methodologies offered by HCD Research to the unique needs to each individual client. She is looking forward to continuously developing her skills and expanding her knowledge of market research into a variety of industries. In her spare time, Aja enjoys sailing, horseback riding, dancing, and traveling. Her goal is to fill out every page in every passport she has, with varying degrees of success. Meet Aja… Hello! My name is Aja Allison. I am a 2019 graduate of New College of Florida, where I conducted extensive qualitative and quantitative research into Chinese tourism demand of South Korea as a market destination. My research in this subject granted me the opportunity to travel abroad in Seoul, South Korea, where I gained first-hand knowledge about the culture I was researching. During my senior year, I built a preliminary South Korean tourism model, deploying several methodologies to illustrate the dependency of South Korean tourism on Chinese demand. It was through this research that I became fascinated by consumer behavior, how and why consumers make choices, and how those choices affect communities, businesses, and whole industries. Prior to joining HCD Research, I worked as a Research Coordinator at HCP Associates. While at HCP, I very worked closely with senior leadership to support clients from various industries requiring research-related activities and plans. I learned how to implement mixed methodological research (including quantitative, qualitative, primary and secondary data, survey design and implementation, and focus group design) to produce actionable industry insights and recommendations. I am very excited to be working with HCD and understand the wide range of methodologies the team leverages to support clients. HCD is an incredibly unique company in its culture and commitment to always providing a tailored approach to each client. I am particularly excited to work with the analytics team and their diverse skillset as well as use my background in market research to further the mission of HCD and its clients.

Streaming services such as Netflix, Spotify, Twitch, and even social media platforms like YouTube or Instagram Live, have infiltrated the entertainment business from various angles and are poised to become (if not already) more popular than cable services. Even if your household doesn’t subscribe to one of the many on-demand options for shows, movies, or music, the concept of streaming is most likely not foreign. With this increase in streaming entertainment, the means of traditional media-based marketing has needed to adjust to accommodate changing behaviors towards advertising and types of marketing exposures. The evolution of how leisure time is spent impacts how consumers establish connections and, therefore, requires marketers to develop innovative ways to discover consumer preferences. To convert new customers, media consumers are inundated with promotional activities to get hooked. Having family rates or bundle deals are some of the many ways companies attract viewers to their platform. Behaviorally, rather than a one-time payment, these streaming services typically utilize monthly subscriptions. Access to different levels of service and benefits may be determined by the amount you pay. Hulu, as an example, offers a base service with the option for add-on networks. The freedom to access entertainment on-demand is convenient and enticing but has ultimately and fundamentally changed how consumers consume and retain information. Understanding consumer preferences and priorities gives developers and marketers a better gauge as to which messaging, offerings, and designs are best to promote. Addressing how the streaming industry uses market research strategies to combat consumer hesitations reveals the value in really knowing the consumer. Through the appropriate use of media market research, information gleaned can be telling of which strategies are best to employ. The Marie Kondo Motive: Does it bring (the consumer) joy? The streaming industry has unique challenges to overcome compared to other forms of entertainment. Streaming companies must act aggressively to compete with the other content providers offering similar services. Critical components, such as differentiation and price, will influence the audience willing to consistently subscribe. Consumers have adapted to the on-demand lifestyle and find streaming a very personal experience since the suggestions seem customized to the individual. This discipline of consumer goods, known as digital offerings, does not fit the mold of traditional goods and requires the field to get creative in the marketing space. The relationship between consumers and content providers has shifted due to the advancement in streaming. Prior to streaming, most individuals would have a cable package or own a physical copy of a DVD, VHS, CD, vinyl LP, etc. Both cable and physical copies have features which may be enticing to consumers. Cable TV offers many types of news outlets as well as local community channels which are not options for many streaming services. Flipping through different channels is also a fun pastime for viewers. Further, owning a physical display, like an impressive CD collection, can have sentimental value or feel like a higher echelon of appreciation due to the continuous process of maintaining and curating. While both cable and physical copies have benefits, it is clear the convenience of streaming technology is enticing many to make the switch. The flexibility of a monthly subscription, personalization of the media, and minimal ads encourages digital adoption. Modifications to consumer preferences are even represented by the medium in which the entertainment is shared. Entertainment is now accessible not only from the television but also from mobile devices, gaming devices, or tablets. Following the growth of products associated with the service itself helps to learn what best resonates with certain audiences. Awareness of the challenges of traditional means facilitates solutions and improves the advantages of the alternative to better suit consumer expectations. One Big Hurdle: Making the Virtual More Tangible Any new digitalization must prove itself as a real value to consumers’ lives. The physical purchase has a tangible component which is challenging to obtain with streaming. If you cancel a subscription, the service no longer exists (or now includes ads after every few songs or videos). The fragmented experience of streaming altered the expectation from ownership to access (Micken, Roberts, & Oliver, 2020). Kirk and Swain (2018) recognized that physical versus digital entertainment products are an innately different experience both fulfilling the same need; therefore, consumer media habits must benefit by one over the other in order to commit to its use. Companies are aware of the disconnect created by selling a service as opposed to tangible items. Different strategies are implemented from behavioral economics to trigger a stronger feeling of ownership. One common concept frequently tapped into is known as the endowment effect, which suggests consumers value items more when they personally own it (Knutson et al., 2008). To trigger the endowment effect, companies try to make the experience as personalized as possible. By insinuating the consumer is associated with the service, it suggests the platform tells something consumer identity. Further, the personalization implies a sense of ownership over the service. For example, offering a three-month free trial taps into the endowment effect by making the service actually available for consumers to use. Not only does this offer allow consumers to get familiar with the platform, but the interactions give consumers more of a reason to stay. Getting hooked on a new series or creating personalized playlists continues that feeling of ownership, even in a virtual environment. This particular strategy also makes the endowment effect more apparent by setting a limit. After the three months are up, consumers either have to downgrade or start to pay the cost. Having a designated cutoff forces the consumer to be aware of the loss potential of the service. This makes the endowment effect more apparent since consumers have lived the experience of using a streaming service, thus creating a sense of ownership. Utilizing these strategies from behavioral economics helps companies to encourage service adoption, but the value in keeping the consumer engaged is inherent in the design. Customer retention and increased satisfaction creates brand loyalty, thus making it easier to listen and consider the consumer response. To see what causes certain consumer responses, marketing research can help to analyze behaviors and understand intentionality of the viewer. The Media Marathon When investigating media testing, it’s important to consider all the components that make up the final product. Each medium, from advertisements to movies, includes a multitude of variabilities which can impact the experience. It is important to reflect on the overall message of the media research to build a research question addressing key objectives. Commonly explored areas of media testing include attention, affect, memory, and desirability which are constructs used to determine effectiveness. Further, traditional measures, such as self-reports or interviews, can address measures of liking or excitability (Venkatraman et al., 2015). By leveraging the different sources of information from market research, content creators and marketing teams can gain insights into what is engaging the viewer. How entertaining is the experience? Did the viewer notice the call to action at the branding moment? Is the storyline memorable? Behavioral, psychological, neuroscientific, and traditional tools can create more informed decisions to improve the final product and determine what components are enhancing or hindering the desired effect. By collecting the appropriate behavioral data, psychophysiological research, or conducting survey research, the consumer perception of the particular media experience can be revealed. The table below shares some useful methodologies to integrate with media testing from Venkatraman et al. (2015). Tool/Function/The Media Advantage Heart rate/heart rate variability (HR/HRV): Records the electrical activity of the heart through skin electrodes. Provides insight into motivation, emotional arousal, and attention. Electroencephalography (EEG): Records the brain’s synaptic waves in volts across its surface to examine brain functions and responses. Quantifies brain states such as cognitive load, engagement, or motivation about an experience. Galvanic Skin Response (GSR): Measures changes in skin conductance. Provides insight into engagement, intensity, and excitement. Facial Electromyography (fEMG): Measures electrical pulses in facial muscle activity. Records positive and negative emotional valences. Eye tracking: Captures visual attention via gaze behavior. Identifies visual patterns, areas of focus, and the sequence of visual events. Implicit Measures: Measures the strength of associations among concepts. Understanding consumer perceptions reveals facets such as brand affinity, attitudes towards stimuli, and emotional valence. This table reflects just a few of the many innovative tools which can be used to advance media testing. Designing a study to best answer the research question involves considering all the different tools available to know which is the most appropriate to utilize. Interest in stopping power may need different assessments than evaluations on branding moment or overall attention. By developing a strong research question, the insights can help not only the developers, but the end-viewers as well. Time is of the Essence Time is a very valuable resource for companies and consumers. Now more than ever, it’s crucial to create engaging media content to truly have your message received by the viewers. The end-design must best reflect the consumer, or they will just find other content libraries in the vast streaming market. This competitive landscape of media and entertainment pushes the quality of the content to be innovative and engaging. To make that consumer connection, learning about what shapes attitudes, behaviors, and preferences is key to having a successful media campaign. So, the takeaway for mastering the ever-changing consumer media consumption is really quite simple: in order to grow, you have to know. By collecting quality data, an opportunity is created to design a strong, valuable message or service with a lasting effect. If you are interested in learning more about how HCD Research can elevate your media testing, please contact Allison Gutkowski at Allison.gutkowski@hcdi.net. References: Kirk, C. P., & Swain, S. D. (2018). Consumer psychological ownership of digital technology. In Psychological ownership and consumer behavior (pp. 69-90). Springer, Cham. Knutson, B., Wimmer, G. E., Rick, S., Hollon, N. G., Prelec, D., & Loewenstein, G. (2008). Neural antecedents of the endowment effect. Neuron, 58(5), 814-822. Micken, K. S., Roberts, S. D., & Oliver, J. D. (2020). The digital continuum: the influence of ownership, access, control, and Cocreation on digital offerings. AMS Review, 10(1), 98-115. Venkatraman, V., Dimoka, A., Pavlou, P. A., Vo, K., Hampton, W., Bollinger, B., … & Winer, R. S. (2015). Predicting advertising success beyond traditional measures: New insights from neurophysiological methods and market response modeling. Journal of Marketing Research, 52(4), 436-452.

The world of wellness can be complicated to navigate as new products and players are constantly entering the market. From the consumer perspective, wellness involves actively making choices towards a healthy and fulfilling lifestyle. This is done by continuously learning how to create a lifestyle to fit specific needs and values. Wellness products may include self-care habits, such as gym weights, mindfulness apps, or aromatherapy diffusers, to aiding recovery through lotions, supplements, or weighted blankets. With the wellness space continuously growing, marketers are trying to find ways to differentiate from competitors by highlighting a special ingredient or benefit. For these claims to be successful, they must not only resonate with the consumer but also adhere to regulatory standards such as validation through clinical or efficacy research. Having strong, validated claims satisfies consumer needs, business objectives, and cross functional priorities. In the webinar Making Claims that Stick: A Frank Discussion on the Science of Claims Testing in Consumer & Wellness Products, HCD’s VP of Research and Innovation, Michelle Niedziela, is joined by a roundtable of expert panelists to discuss the rules, rewards, and repercussions regarding claims research. To help get a taste for this exciting conversation, we listed out 5 key moments from the webinar. Curious to learn more about identifying a claim and how you can make one? Keep scrolling! Keep your claims clear. Bethia Margoshes and Kristine Wilke kick off the conversation by defining a claim and also sharing the importance of keeping any claim study focused, clear, and targeted. Although it may be enticing to try to get as much out of one study as possible, having a broad amount of data can cause muddy results and potentially create inconclusive findings. Contradictions within the research survey or design can negate the claims and create conflict if the claim is questioned. Let the claim you are trying to make frame the research. Dennis Sawchuk shared how claim substantiation can be proven in many different ways, depending on the type of claim being made. While literal claims may be able to use formulation proofs or chemistry research to provide evidence, other claims may require consumer input for descriptive analysis to help prove the claims. Space between different types of claims, such as nutritional or functional, can get complicated quicky. Using resources such as the Significant Scientific Agreement standard (SSA) or the qualified health claims may guide the research to better address any overlap by learning about the general consensus within the literature. Having data to support a claim is important in order to understand the full extent of the safety and efficacy within the specific research findings. Make sure to define your terms. The nuances in the wording of the claim can make or break its impact (and its legitimacy). Clearly defining the intended response of the product allows the claims research to better address the effects in question. Michelle Niedziela brings up the example of different ways to use the term “relax”—does the product promote relaxation? Cause relaxation? Maybe the product relaxes the consumer. Each of these three claims has distinct differences, and thus requires unique research approaches to prove the benefit. Once the core team creates a list of potential claim options, the panel agreed seeking legal or regulatory counseling to navigate which claim is most appropriate is critical. Creating a claim is a team effort among internal departments, including marketing, R&D, and legal. Internal communications and discussions avoid something being overlooked. Martha Bajec reminds everyone to reflect on the potential claim statements to make sure the product can actually deliver what the claim is stating. Know your audience. In setting up a claims study, the panel discussed how to be aware of the limits to the claim. Consumer segmentation should be discussed prior to running any studies and will influence how the claims study is set up. Exploring demographic distributions, such as age or gender, is important to justify by explaining the rationale behind why the claim is only applicable to a certain population. Bethia Margoshes suggested exploring Section 9 of the ASTM guidelines to review ways to prepare for a claims substantiation study, especially when selecting a population. As an example, Margoshes explained how the campaign “Choosy mothers choose Jif” focuses on mothers who expressed a choice (aka being choosy) rather than all mothers which would then require the inclusion of mothers who were indifferent. With this carefully crafted slogan, Jif clearly defined the subset of the population in a creative, conspicuous, and catchy way. Anticipate a challenge from any direction. Throughout this panel discussion, the importance of planning and preparation is emphasized. From demographics to an analysis plan, claim substantiation requires a thorough assessment of its risks. Is this claim worth investing in? Will the consumers even care about the specific benefit researched? Additionally, Bajec recommends considering any form of possible scrutiny since the claim is going to be evaluated by regulators, governing bodies, competitors, and consumers. To ensure the attention will benefit the company, the claim must deliver. Learning about what motivates the consumer will help develop impactful wording which will resonate with the target demographic. Being efficient by designing a narrow study with clear objectives will enhance the quality of the findings and create an overall more productive experience. Having a streamlined approach avoids any deception or confusion, giving reliable scientific evidence if ever needed. The complexity surrounding claims research and industry standards can be overwhelming, but learning the best approaches to designing this type of research provides a unique opportunity to connect with consumers. Creating a straightforward design for the claims which need substantiation (or additional actions, such as clinical trials) gives both the company and the consumer confidence in the product or service. Ensuring best practices for a truthful claim is a mutually beneficial experience to be distinguishable in the marketplace and exciting for the consumer. If you are interested in connecting with Team HCD to discuss the claims research process, please contact Allison Gutkowski (Allison.Gutkowski@hcdi.net). Word Bank of Acronyms: FTC: Federal Trade Commission FDA: Food and Drug Administration FDC: Federal Data Corporation FD&C: Federal Food, Drug, and Cosmetic Act ASTM: American Society for Testing and Materials SSA: Significant Scientific Agreement SSP: Society for Sensory Professionals