The Economic Value of Storytelling
This series of experiments shows how storytelling can increase a brand’s perceived value. Presented at the Brand Storytelling event at the Sundance Film Festival.
The Fortune of Fame
A brand equity study that illustrates a new, important idea: “brand fame” as implied awareness. Awareness is when many people know you. Fame is when many people think many people know you. Fame is often a better predictor of brand preference than actual awareness.
Introducing Predictive Analytics
Developed a new data science capability for a publicly traded company.
The Power of Empathy
Directed research that demonstrated the power of empathy (feeling what others are feeling) that led to a white paper and a series of conference talks.
Marketing Organizations as Neural Networks
This white paper outlines a new way of thinking about marketing organizations based on the models of the human brain.
Immersive Analytics
My team built a new Mission Control from the initial architectural renders to deployment.
I Feel, Therefore I Buy
Organized a gallery showcasing the team’s experiments designed to understand the role of subconscious factors on consumers’ decisions.
How Desire Shapes Consumer Choice
Wanting something is different from liking it. By measuring the intensity of desire towards a brand, one can predict its marketplace success more accurately than by measuring how much the brand is liked. Created a new methodology for measuring the extent to which a product is desired.
A Mosaic of Deliverables
Snapshots from different client projects. In my work, I use quantitative and qualitative methods drawn from diverse disciplines: eye-tracking, ethnography, surveys, projective interviews, memory tests, conjoint analyses, marketing mix modeling, social listening.
A Site That Went Viral, and The Numbers Behind It
We engineered a viral site to understand how memes spread online. This is the full report.
"Subliminal" Ads Remain a Myth
We tried— and failed — to replicate the infamous 1957 experiment by James Vicary.
