What physiological processes in the brain underlie our emotions, actions, and decisions? How can we leverage our understanding of those processes to predict human behavior? It all comes down to oxytocin and the effects that hormone has on our decision making process, Neuroscientists tell us. And they’ve developed methodologies that use the body’s physiological responses to stimuli in order to predict consumer behavior.
Cutting edge researchers Devora Rogers, Chief Strategy Officer at Alter Agents, and Laura Beavin-Yates, SVP of Customer Success for Immersion, discuss how pairing this innovative methodology with traditional quantitative and qualitative approaches can upgrade your research. The webinar will cover three case studies in trimodal research:
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As Chief Strategy Officer at Alter Agents, Devora brings extensive shopper marketing, digital tech, and analytics experience to her work. Devora was instrumental in pioneering a new path to purchase methodology adopted by Google as the basis of their groundbreaking 2011 ZMOT study. Prior to joining Alter Agents, Devora has worked, among others for Murphy Research, Inmar, Interpublic Group, and Yahoo. Devora has written for Huffington Post, AdAge, and iMedia and is a regularly featured speaker at industry and client conferences. She is co-author of the shopper marketing and retail book, “Fire in the Zoo” and her Tedx on the Future of Shopping and Retail has been viewed over 300,000 times.
Laura Beavin-Yates holds a Ph.D. in Cognitive Psychology and has more than 15 years of experience helping brands use data to achieve key growth goals and optimize communication strategies in a way that is authentic, meaningful, and relevant. She has vast experience with innovative emotion-based research methodologies, and a proven track record empowering brands like Google, P&G, Danone, Mars, and Kimberly-Clark to solve complex brand, product, and messaging challenges through data-driven storytelling. As an experienced startup leader, she has also contributed to B2B and B2C growth through the lens of marketing, product development, CX, and data-driven decision making.
Currently, Laura is the SVP of Partnerships and Marketing at Immersion Neuroscience, a neuromarketing SaaS startup enabling brands to quantify the emotional impact of content and experiences via a proprietary smartwatch app. She is also spearheading the go to market strategy for a new consumer wellness app rooted in neuroscience. Laura also serves on the advisory board for Availyst (a B2C food discovery app), Lifewrite (a B2C writing for wellness platform), and Five to Flow (a B2B consultancy focused on EX and CX).
