As a research tool, online communities offer the flexibility to gain both quick feedback and deeper insights. In this presentation, we will talk about our experience with long-term communities and share thoughts on:
- How to design exercises to promote engagement
- How to pull fast data and how to dig deep over longer times
- How to get internal buy-in to the community process
- How Amazon thinks about when and how best to use communities
EXPERTISE - Leading Hemispheres operations and motivating and mentoring the team through organization, education and inspiration. Creating actionable strategies for clients based on research insights and analyses including customer segmentation, choice modeling and other statistical methods. Expanding Hemispheres’ knowledge of research and technology innovations.
EXPERIENCE - Joined Hemispheres as Partner in 2006; Senior VP, comScore; President, Q2 Brand Intelligence; Senior Consultant, ParaMarketing Group; Consultant, John Morton Company.
EDUCATION - M.A. (concentration in Marketing), The Anderson School of Management at UCLA; B.A., Mathematics, University of Chicago.
EXTRACURRICULAR - Cooking, traveling the world, gnomes, puzzles.
Paula Wilson Nitka
WW Senior Research Analyst
Amazon requires a high level of scrutiny in all efforts in the realm of Consumer Insights, including a high degree of thoughtfulness and strategy. In a Letter to Shareholders, Jeff Bezos once stated “good inventors and designers deeply understand their customer. They spend tremendous energy developing that intuition. They study and understand many anecdotes rather than only the averages you’ll find on surveys.” As part of the Cross-Channel/Cross-Category Insights team, Paula pushes thinking beyond asking “what do we want to learn?” to answering “why are we doing this at all?” During her nearly 12 years at Amazon, Paula has grown from a manager of research needs to a developer of insights that drive business decisions. Most recently, Paula has helped guide decisions about design and communication for Generation Z through various research initiatives. During this presentation, Paula will detail her thought processes on tailoring methodologies to best answer the business question being asked, knowing when to use online communities, and translating those insights to the bigger question – how do we get the highest quality results that truly meet our business need.
EXPERTISE - Working on a wide variety of qualitative and quantitative projects. Finding innovative ways to leverage technology for the best research outcomes. Using his programming skills to develop new research methods. Applying his background in music and film to develop compelling videos that capture the essence of consumer insights.
EXPERIENCE - Joined Hemispheres in 2015; Musician; Programmer; Entrepreneur.
EDUCATION - B.A., Psychology and Anthropology, Washington State University.
EXTRACURRICULAR - Bitgraves (band), digital design, mountaineering, programming mathematical gifs, R (programming language and software environment for statistical computing and graphics), live music enthusiast.
Lunch will be served, including a salad, entree, sides and dessert. You may indicate your entree choice in the registration form. Menu details can be found on the Luncheons page.