Locational Choices: Studying Consumer Preference for Proximity to OthersOct 11, 2018 Simon J. Blanchard, Tatiana L. Dyachenko, and Keri L. Kettle, 2018, 18-128-10
Consumers care about personal space - especially when they're choosing seats on airplanes, theatres, and concert venues. Here's a novel methodology to collect, codify, and analyze data on consumers' locational choices.
It’s Time for HappinessSep 28, 2018 Cassie Mogilner Holmes, University of California, Los Angeles
Consumers want to be happy, and marketers want to connect with their consumers through this fundamental emotion. Cassie Mogilner Holmes will share the past decade of research illuminating the nature of happiness to reveal the critical role of time.
Sustaining Motivation in Customers, Employees, and YourselfSep 14, 2018 Szu-chi Huang, Stanford University
Customers can be fickle; they abandon great products and established brands. Employees will slack at work. And you—the future leaders—may procrastinate from critical work. Szu-Chi Huang will discuss research that provides key insights into motivating actions, and more importantly, sustaining these actions.
The M.I.N.T. Routine: Designing Customer Experience CultureSep 14, 2018 Markus Giesler, York University
Designing captivating customer experiences is vital to firm success, yet few marketers would argue that this process begins and ends with their ability to both understand and actively shape culture.
Identifying Customer Needs from User-Generated ContentAug 16, 2018 Artem Timoshenko and John R. Hauser , 2018, 18-124-08
UGC -- online reviews, social media, and blogs-- offers a rich source of information from which to identify customer needs. Combining machine learning and human analysis of UGC resulted in 46-52% gains over experiential interview-based analysis.
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