Conferences

Marketing Science Intensive: How to Use The “4 Minds” Framework of Customer Decision Making for Business Impact

Overview

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.

Agenda

01/22/2020

Pre event - January 15: Pre reads and preparation exercises sent out to attendees one week before the event.

12:45 p.m. Workshop room opens
1:00 – 1:15 Kickoff and Introduction
1:15 – 2:15 Presentation, discussion, and hands on exercises
2:15 – 2:30 Questions, takeaways, and wrap up
2:30 Session ends. Post event Q&A

Speakers

Ryan Hamilton

Emory University

View Bio

Ryan Hamilton

Ryan Hamilton is Associate Professor of Marketing and Caldwell Research Fellow at Emory University’s Goizueta Business School. He received his Ph.D. in Marketing from Northwestern University’s Kellogg School of Management.

His research investigates shopper decision making: how brands, prices, and choice architecture influence decision making at the point of purchase. He is a leading scholar in the area of retailer price image, exploring how customers form store-level price impressions and how those impressions influence consumer behavior. His research has been published in Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Marketing, Marketing Letters, Management Science, and Organizational Behavior and Human Decision Processes, and has been profiled in the Harvard Business Review, New York Times, Wall Street Journal, Time, USA Today, Financial Times, and CNN Headline News.

In 2016, Ryan co-authored a book, The Intuitive Customer, which applies the insights from research on consumer psychology and decision making to more effectively managing customer experiences. He has also produced two lecture series, “Critical Business Skills for Success: Marketing” and “How You Decide: The Science of Human Decision Making,” for The Great Courses. He was a 2013 Marketing Science Institute Young Scholar and in 2011 was named one of “The World’s Best 40 B-School Profs Under the Age of 40” by Poets & Quants.

Ryan has an eclectic background that includes both an undergraduate degree in physics and time spent performing stand-up and sketch comedy. He is the proud father of five young children, which means he spends much of his time exhausted and slightly rumpled. This also gives him some social cover for his unabashed enthusiasm for Legos and superhero movies. He has never run a marathon and has no intention of ever doing so.

FAQs

What is a Marketing Science Intensive?
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. 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 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.

What can you expect?
With a limited number of seats, attendees are expected to be active participants in the workshop. The virtual working environment enables participants to raise questions and share insights with others from industry-leading companies and the format will include interactive exercises throughout. Designed to provide deep learning with real job relevance, attendees will receive pre-reads and assignments one week ahead of the workshop to prepare for the discussion.

Who should attend?
All workshops are designed to be relevant across industries and company roles and to accommodate varying levels of expertise in qualitative and quantitative approaches. MSI Intensives are available exclusively and at no cost to MSI members by logging in with a company email address. Space is limited.

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