Marketing Science Intensive featuring Ryan Hamilton
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many make contradictory predictions, and are difficult to understand and implement. In this intensive, Ryan Hamilton will teach attendees a practical tool for understanding and applying the science of decision making. The “4 Minds” framework will help marketers identify which area of decision-making science is most likely to apply to their firm, market, and customers. Participants will learn about four customer mindsets—Ideal Point, Market Comparison, Local Comparison, and Image—and how each leads to very different customer outcomes and behaviors. Through examples and hands on exercises, Ryan will discuss how the 4 Minds framework can be applied in segmentation, targeting, positioning, and persuasion in B2C and B2B contexts. In an interactive discussion, he will invite participants to share specific marketing problems and will discuss how the framework might be applied to better anticipate needs and serve customers.
The Marketing Science Intensives Program enables you to build your knowledge portfolio and learn techniques you can apply to your business today, using MSI’s trusted platform of leading academics and top marketers. These monthly live virtual workshops are available exclusively to MSI members.
Over the course of a year, the stackable learning experiences will deliver a foundational understanding of the most exciting topics in marketing today. In each two-hour Intensive, a top academic will present new research-generated knowledge on an important topic in consumer behaviour, marketing analytics, or marketing strategy, offering breakthrough insights and practical applications for marketers. With a focus on active learning, the virtual working environment enables participants to raise questions and share insights with others from industry-leading companies.
Designed to provide deep learning with real job relevance, Intensives include pre-reads and assignments ahead of the workshop as well as a post-event reading and resource list. All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches.
Emory UniversityView Bio