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Wednesday, October 24 • 1:30pm - 3:00pm
How Behavioral Research and Social Insights Deepen Customer Participation

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Understanding the behavioral science foundation behind customer “brand love” provides marketers with key levers that can be pulled during launch – and connecting brands to the core components of the self at a subconscious level (human brand connections) is a critical step before building social media buzz. Brands can now create owned, virtual communities enabling them to gather insights from category enthusiasts or activate and involve their most vocal champions. This panel explores the ways brands like Pepsi, New Balance and Frito Lay brands are engaging customers throughout the stage gate process using innovative new methods, and discusses future applications.


Speakers
avatar for Stephen Springfield- Senior Director, Marketing Strategy & Analytics, PepsiCo/Frito-Lay

Stephen Springfield- Senior Director, Marketing Strategy & Analytics, PepsiCo/Frito-Lay

With 20+ years of experience & a career spanning Music Retailing, Foodservice & CPG roles at both Coca-Cola & PepsiCo, Stephen Springfield has worked as a strategist & consultant for some of the world’s largest brands. | | Combining his experience with academic training in social & behavioral sciences, Stephen has established particular expertise in building economic value via consumer-brand relationships... Read More →
avatar for Julie Hall- Executive Vice President, Schneider Associates

Julie Hall- Executive Vice President, Schneider Associates

Author and product launch expert Julie Hall has two decades of expertise in integrated marketing in consumer products and packaged goods, specializing in revitalizing icon products by motivating consumers to try re-branded or reformulated products. Julie’s expertise spans public and media relations, social media, promotional program development, and cause marketing, plus new product launch for global brands. Julie Hall is the... Read More →
avatar for Rich Armstrong- Co-founder, my-take, LLC

Rich Armstrong- Co-founder, my-take, LLC

Rich is an executive with a track record of success, holding a variety of roles with experience in Marketing, Product Management, Sales and Business Development. Rich has built teams and managed advertising, research, promotions, and product development efforts for industry leading companies, including Black & Decker, Sony, Polaroid, Raymarine and Pure Fishing. Rich has experience managing a business through bankruptcy (Polaroid) and... Read More →
avatar for Todd Hoskins- Co-founder, my-take, LLC

Todd Hoskins- Co-founder, my-take, LLC

A seasoned marketing executive, Todd Hoskins has twenty years of brand, product and sales management experience. Todd has directed the marketing efforts of industry leading companies such as Pure Fishing (Jarden) , Raymarine, Polaroid, Danaher and Vermont American (division of Emerson Electric and Bosch). He has led brand revitalization efforts, developed and launched successful new products, launched an Effie award winning advertising campaign... Read More →
avatar for Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

Aaron Reid- Founder and Chief Behavioral Scientist, Sentient Decision Science

A psychologist by training, and a businessman by trade, Aaron Reid founded Sentient Decision Science to bridge the gap between behavioral science and business. With a Ph.D. in experimental psychology and a published research record in consumer decision-making, Aaron has developed advanced methods of assessing the subconscious drivers of consumer behavior at industry and academic conferences. He is an adjunct Professor of Psychology at... Read More →


Wednesday October 24, 2012 1:30pm - 3:00pm
Hynes Convention Center Back Bay - 900 Boylston Street, Boston MA