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Workshop: Holistic Research Best Practices for Consumer Research
Learn about practical applications of holistic principles for everyday consumer product research in this two-day workshop, which will take place at our new Cincinnati location.
Dates: October 1-2, 2008
Location: InsightsNow Training Center in Cincinnati,
OH
Description: Learn about practical applications of holistic principles for everyday consumer product research.
Course Instructors: David Lundahl, Greg Stucky
Cost: $1,995
Agenda – Day One
Overview of
Consumer Psychology
8:30am until Noon
The tone for the workshop will be set by reviewing the fallacies of current research best practices. This discussion will lead into an exciting review of the latest advances in consumer behavioral psychology as applied to consumer product research. The morning will complete with the presentation of a new, consumer psychology-based framework for holistic research design, the Consumer Behavior Pyramid™.
Holistic Research Design
1:00pm until 5:00pm
Recent advances in holistic research design will be presented with case studies. Key areas of focus will include the use of story boards, protocept testing, multi-station testing, real-time iterative learning through the use of internet applications, and point-of-experience design through the use of cellular mobile devices.
Agenda – Day Two
Emotive Measurement Techniques
8:30am until Noon
Various techniques will be presented interactively through exercises to learn how to measure affect. This will start with a discussion that defines and characterizes the process for “measuring” and gaining insights into consumer attitudes, expressed emotions, moods, and associated rational thought. Techniques to be covered include measuring emotive connectivity (i.e. liking, choice, purchase intention, and expressed feelings), emotive recall and anticipation, “willingness to pay,” free- association profiling, and qualitative interviewing.
Strategic Insights and Integration
1:00pm until 5:00pm
New advances in experimental modeling and mapping will be presented. This includes the use of “emotive traces” and how n-plots (extensions of bi-plots) can deepen insights. The workshop will close with a challenging talk by Dave Lundahl on how the Consumer Behavioral Pyramid™, holistic research design, emotive measurement, and insight mapping enables a more strategic, holistic product development paradigm.