[Webinar] Does the Product Meet the Promise: Bridging Advertising to Product Development through Applied Neuroscience

Consumer expectation does not always match consumer experience; and as a result, it can lead to consumer disappointment. Ensuring marketing mix (branding, packaging, communications, etc.) alignment with product design (user & sensory experience) drives consumer delight, repurchase and market success.

However, traditional marketing research tools neglect a critical dimension of consumer understanding: the uniqueness and strength of brand or product elements in consumers’ memory and emotions. Mental associations between a brand or product and its elements are an important part of successful campaigns.

With applied consumer neuroscience it is possible to assess these mental associations and emotional reactions to better understand critical communication elements and optimize product attributes to create cohesive products and campaigns.

Applied consumer neuroscience bridges the gap between product and promise by linking marketing mix and product development. In this webinar we describe how applied consumer neuroscience can help you from early stage product concept and innovation to marketing communications and mix.

We welcome you to join us in this intro to applied consumer neuroscience.

View the webinar recording. You will learn:

• How to use market research to optimize products based on how people feel when they experience a product in addition to what they say about the experience.
• How to integrate cognitive and non cognitive perception to create consistency between product promotion and product experience.
• When to supplement traditional research methods with applied neuroscience tools.

Speakers:

Dr. Michelle Niedziela
Scientific Director
HCD

Dr. Michelle Murphy Niedziela is a behavioral neuroscience expert in neuropsychology, psychology and consumer science with a focus on flavor and fragrance technologies, Dr. Niedziela is experienced in both academic and industry environments. Michelle obtained a PhD and masters in neuroscience and biopsychology from Purdue University and a BS in psychology from Florida State University.

Michelle began her career in the Flavor & Fragrance field as a post doctoral fellow at Monell Chemical Senses Center working on industry sponsored research of functional foods. She continued her career at Johnson & Johnson where she specialized in research and development of innovation technologies and methodologies for consumer products, clinical and experimental protocol and design development for R&D consumer products, discovery and development of innovative consumer science methodologies for consumer products and acted as the technical lead for technology development programs in the areas of neuroscience, psychology, flavor and fragrance. At Mars Chocolate, Michelle worked on global sensory projects and was responsible for supporting global raw material projects from agropractice to application, working cross-functionally with global teams on innovative products for developing markets.

At HCD Michelle focuses on integrating neuromarketing tools with traditional methods used to measure consumer response, expanding HCDs’ research and expertise in measuring consumer experiences into flavor and fragrance research and development.

Glenn Kessler
President and CEO
HCD

At HCD Research, Glenn Kessler ushered in the Internet as a marketing research tool, and was instrumental in implementing web-based advertising research applications to measure the effectiveness of print and broadcast advertisements. In addition, he has assisted large and mid-sized companies in developing strategies for merging product lines and sales organizations.

Mr. Kessler has been interviewed by national and regional broadcast programs and quoted in leading national newspapers as an expert on political advertising testing during the 2004 and 2008 Presidential elections. He has co-authored several articles on Internet marketing applications and has presented at national medical marketing meetings and advertising conferences.

Mr. Kessler has also appeared on ESPN’s “Outside the Lines” to discuss the company’s Super Bowl ad testing. He has conducted radio interviews with the Associated Press, CBS, CNN and various national and regional stations. He was also a weekly guest on XM P.O.T.U.S ’08 radio, where he discussed political advertising and other controversial political events, during the 2008 presidential election.

Prior to founding HCD Research, Mr. Kessler held sales and marketing positions with Roche Diagnostics Systems and Ortho Diagnostic Systems, a Johnson & Johnson company. He served as director of national accounts and was a member of the Roche Diagnostics Operating Committee. Mr. Kessler was also a business unit manager for Immunoassay Products and marketing manager for computer data management systems.

In addition to his experience in the health care industry, he was a market research analyst for TimeLife Incorporated. Mr. Kessler also served as an adjunct professor at the University of Baltimore, where he instructed undergraduates in consumer behavior as part of the college’s marketing program. Mr. Kessler earned a BS from American University and an MBA from the University of Maryland.

Allison Gutkowski
Director, Communication and Sensory Applications
HCD

As director of communication and sensory applications for HCD Research, Allison works hand in hand with the sales, project management and analytics team. She is responsible new business development as well as account and project management. Ms. Gutkowski is a principal presenter of Applied Consumer Neuroscience for HCD Research and travels the country giving educational discussions. Allison has been a guest lecturer at Wharton School of the University of Pennsylvania, The College of New Jersey and Rutgers University.

Prior to joining HCD, Allison presented her academic research to the National Conference for Undergraduate Research in the fields of consumer behavior and marketing

Ms. Gutkowski earned a Bachelor of Science degree in Business Administration from The College of New Jersey.