Memory's Murky Mysteries
Presenter: James Forr
We like to think our memories are true-to-life snapshots of how an event occurred. In reality, our memories are more like a potter’s clay. They can be molded and shaped, and sometimes pieces drop to the floor and get lost.
Certain kinds of memories are particularly unreliable — and these are the kinds of memories that tend to be most salient to market researchers. What drove your decision the last time you bought that brand of juice? What was your experience like the last time you shopped at that store? These may seem like easy questions to answer — but they are deceptively difficult questions to answer accurately.
In this presentation, we will examine four key “sins of memory” that are especially relevant for market researchers. We will present research from psychology and social science that illuminate these sins, and will offer suggestions for how market researchers can circumvent the sins and get closer to truth.
Target Audience: Any market researcher interested in consumer behavior.
Bio: James Forr has led projects for Fortune 100 clients including IBM, PepsiCo, Bank of America, and P&G, along with non-profit and public sector clients such as the AFL-CIO, the Funeral Service Foundation, and the University of North Carolina-Chapel Hill. He was an invited participant at a 2015 White House conference on research to advance equity for women and girls of color, and his publications include articles in the Huffington Post, Quirk’s Marketing Research Review, and Cornell Hospitality Quarterly.
Time & Schedule:
11:30 am – Registration & networking
Noon - Introduction & lunch
12:30 – 1:30 pm – Presentation, Q&A
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