NIMF WEBINAR: Measuring Nonconscious Impact and the Application of Neuroscience

JOHN MCGARR

President

Fresh Squeezed Ideas

 John is a co-founding partner and President at Fresh Squeezed Ideas, an award-winning insight boutique based in Toronto and boasting clients from Los Angeles to Tokyo and most points in between.

He is a provocateur and an outspoken advocate for social-science insight as the best means to understanding human truths and build brands. John is also an expert in complexity and how it impacts marketing management.

John brings over 20 years of marketing management and consulting experience from AC Nielsen, Kraft Foods, Chef Boyardee, Pillsbury, Mike's Hard Lemonade, A.G. Hair Cosmetics, In-Sync and Fresh Squeezed Ideas.

He is a frequent and sought-after international conference speaker delivering insightful and innovative presentations to clients and industry peers.
 

DR. MICHELLE NIEDZIELA

Scientific Director

HCD Research

 
Dr. Michelle Murphy Niedziela is a behavioral neuroscience expert in neuropsychology, psychology and consumer science, 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 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 applied consumer neuroscience (or 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.

 

AARON REID

Chief Behavioral Scientist

Sentient Decision Science, Inc.

 
As an entrepreneurial consumer psychologist, Dr. Reid founded Sentient Decision Science, Inc. to bring the visionary advances from the behavioral sciences to business in a practical and accessible format. Sentient is a leading behavioral science based research and consulting firm providing best-in-class implicit research technology, applied behavioral economics and marketing science based brand consulting to optimize product, pricing and promotion development and emotionally differentiate brands through strategic positioning and communications.

 

JEREMY SACK, PhD

Senior Vice President, General Manager and Head, Pragmatic Brain Science Institute®

LRW

As the head of LRW's Pragmatic Brain Science Institute®, Jeremy advises companies on how to better win consumers' hearts and minds and build stronger brands, products, services, and experiences. He specializes in solving problems through a combination of traditional research techniques and new approaches rooted in social, motivational, and evolutionary psychology, providing a holistic understanding of the consumer, why they do what they do, what they really want, and what companies can do to improve brand impressions and customer experiences. Jeremy has 12 years of consumer and B2B experience across most major categories including retail, financial services, healthcare, foodservice, CPG, and others. Jeremy is a sought after speaker for industry conferences, recently Keynoting at the IIR's, The Market Research Event and the Insight Innovation Exchange in Amsterdam. Jeremy received his PhD in Social Psychology, specializing in unconscious attitude research, from the University of California, Santa Barbara.

 

MATT TULLMAN

Co-Founder & CEO

Merchant Mechanics

 
Mr. Tullman's role centers on providing the vision for growth and the strategies for achievement that drive the company forward. In addition, Mr. Tullman continues to pioneer the development of new techniques and resources for the advancement of the firm's video mining and consumer research practices.

His research background includes original studies of visual perception, way-finding and consumer behavior. He has published his work in prominent academic journals, and his commentary and expert insights have appeared in business and retail publications such as the Wall Street Journal, Marketing Research Magazine,Progressive Grocer, Crain's New York Business, Visual Merchandising + Store Design, Display & Design Ideas, Chain Store Age, Retail Construction Magazine, NASFM Magazine, Systems Contractor News, The International Lighting Review and Outdoor Retailer Magazine. He has also appeared on Tech TV and ABC News.

As a frequent speaker, Mr. Tullman continues to share his firm's original research findings at numerous international conferences and institutions including the 2011 Shopper Marketing Expo, GlobalShop, SPECS, NeoCon, Color Marketing Group, AQUA International, and IESNA. Prior to founding Merchant Mechanics, Mr. Tullman led marketing research for Color Kinetics Incorporated, a publicly traded, Boston-based digital lighting concern. He holds a BS in psychology from Syracuse University and an MS in behavioral psychology from Dartmouth College.

 

LEONARD MURPHY

Chief Editor & Principal Consultant

GreenBook

 
Leonard "Lenny" Murphy has been in the Market Research industry for over a decade in various senior level roles, most notably as CEO of full service agency Rockhopper Research, CEO of tech-driven start-up BrandScan360, and Senior Partner of strategic consultancy Gen2 Advisors. A major aspect of his work focuses on collaborating with multiple organizations to help advance innovation and strategic positioning of the market research industry, most prominently as the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report, 2 of the most widely read and influential publications in the global insights industry. Mr. Murphy is a key consultant to numerous insight-focused organizations on both the supplier and client side and an advisor to several technology focused start-ups via his consulting practice. He is involved with numerous organizations including the Insight Innovation Exchange, The ARF, NY AMA, NewMR & MRGA. He also Chairs and produces conferences globally in collaboration with other leading organizations, and speaks about the future of insights and how to deliver maximum business impact at many events annually. He lives in Atlanta, GA with his 5 (yes, 5!) children, Should- be-Sainted wife, dog and a clinically insane cat.