Steve Beckman

Co-Founder

Designology

Steve Beckman is the co-founder and head of client experience at Designology, a consumer-driven innovation and packaging design agency based in the Philadelphia area. He leads the team that created Pivot, Designology’s in-context behavioral consumer insights platform that helps brands understand the category impact of new innovations and bring the voice of the consumer into the design process.

Sessions

Apr 30

10:20 AM - 10:45 AM EDT

Green Stage

Behavioral Science

CPG/Food & Beverage

Innovation & Product Development

Research Communication & Storytelling

Find the Story: When the Data Doesn't Agree With Your Plan

Founders lead with passion. Researchers lead with data. Trouble starts when the two don’t agree. When testing challenges a brand’s mission, most teams hear “no.” We heard something else. By looking beyond the obvious results, we uncovered a different story—one that helped a Buckwheat Milk founder move from Whole Foods to Shark Tank and beyond, sparking a new, insights-led approach to innovation.
Key Takeaways:
1. Decisions based solely on passion are risky, but so are cold, data-only decisions. Harness both!
2. When the data doesn’t go the way you’d hoped, listen. But don’t shelve it and move on too quickly.
3. Behavioral insights unlock human stories hidden deep inside the data and lead to real innovation.

Also speaking

Paige Hansen

Founder & CEO, BAM

Speaker

Any questions for the IIEX team?

Drop us a line and we’ll get back to you.

Get in touch