Academy of Behavioral Finance

The Academy of Behavioral Finance & Economics presents:

Behavioral Economics
for Market Researchers

Friday, September 21, 2012; 9:00 AM to 2:00 PM
New York City

	There is a quiet revolution taking place in consumer research. This is your personal invitation to hear how the latest ideas are influencing this dynamic change. A half day program in NYC on September 21, 2012, will bring together some of the most innovative minds from the world of marketing and advertising. Drawing from diverse fields such as neuroscience, sentiment analysis, and behavioral economics, both practitioners and academics will present inspiring and creative approaches to understanding what consumers may not even understand about themselves. In many cases, practitioners are only seeing the beginning of what these techniques can do. Presented in conjunction with the Academy of Behavioral Economics and Finance and chaired by Susan Menke Ph.D., Vice President and Behavioral Economist at the global research firm Mintel, this gathering of speakers will present ideas on how to achieve these more complex and valuable insights. Participants will walk away with a more complete research toolkit, a better understanding of how to build a more optimal mix of research techniques, as well as insight in to how to sell that research to clients and other stakeholders.
Key questions to be answered include: What are the assumptions of traditional consumer research methods and how is Behavioral Economics overturning those assumptions - revealing a whole new world of possibilities in consumer insight? What are applicable real world examples of how this is being done? How can these techniques be applied to product development, pricing, customer relationship management, branding, and loyalty marketing? How can concepts from Behavioral Economics be applied in industries other than financial services, such as CPG, retail and food and drink? How can we attempt to overcome our own cognitive biases, as well as those of our colleagues, to get to better research results? And quite importantly, how can these techniques be used to "sell" our research findings?
Presenters include a mix of practitioners, researchers and academics whose work has been on the leading edge of consumer insight: Dr. Paul Zak - a neuro-economist and author of The Moral Molecule, who will speak about the neuroscience of marketing and new findings on how the brain makes decisions and what drives brand loyalty. You can view his TED talk at http://www.ted.com/speakers/paul_zak.html. Anthony Tasgal - a 30 year advertising industry veteran, and founder of the UK planning agency POV. Tas has been a long-time proponent of applying new thinking in understanding consumer (aka "human") behavior, covering much of what is now called behavioral economics. Dr. Richard Peterson - owner of the firm MarketPsych, which employs text mining software to identify and quantify economically predictive sentiments. He is also an internationally-recognized speaker in the area of media language analytics. Richard will be speaking on the topic of sentiment analysis in branding and product perceptions. Steve Faktor - currently Managing Director of IdeaFaktory and author of Econovation, formerly head of the Chairman's Innovation Fund at American Express and SVP of Innovation at Citigroup. Steve will talk about behavioral economics and how it can enhance strategy and innovation efforts. Alex Smith - Inspire trend analyst at Mintel who will incorporate global observations in a discussion of how behavioral economics is reflected in consumer trend insights from around the world.
Who should attend? Market research, strategic planning, customer engagement, and other curious professionals who rely on consumer insights for innovation and relevancy. Additional information: Date: September 21, 2012, 9 AM to 2 PM Location: NYU – Poly, Brooklyn Campus. Click Here for Map Tuition: $295.00 (US Dollars) per person; the rate includes continental breakfast, lunch, the seminar book(s) and any other related learning support material. Only half of the paid registration fee ($148.00) is refundable if cancellation is made via email within three weeks before the start of the seminar. Otherwise, no refund will be issued. Special Discounts: "Early Bird" Discount: Register by August 21, 2012 and receive a 10% discount. Corporate Discount: A 25% discount is available to companies with a minimum registration of five individuals. Terms and Conditions: In the unlikely event that this conference is cancelled, the Seminar Organizer (ABF&E) is not responsible for any related expenses including travel, hotel, or any other similar seminar-related expenses; and refunds will only be provided where any forced cancellation occurs for reasons within the control of the Seminar Organizer. Space is limited so please register right away to reserve your seat. Click here to register. Questions? Email: staff@aobf.org, or call 818-236-2145