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Memory's Murky Mysteries

  • 15 Jun 2017
  • 11:30 AM - 1:30 PM
  • The Lake Union Cafe, 3119 Eastlake Avenue East, Seattle, WA


  • Special price for members
  • Must show student ID at the door
  • Sign up for an annual individual membership and get the member-pricing on this event!
  • Reservations after Tuesday, the week of the luncheon
  • Reservations after Tuesday, the week of the luncheon
  • Reservations after Tuesday, the week of the luncheon
  • Reservations after Tuesday, the week of the luncheon
  • Members of our co-sponsoring organization, Qualitative Research Consultants Association
  • Members of our co-sponsoring organization, Qualitative Research Consultants Association, WITH A LATE RESERVATION

Registration is closed

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

Luncheon Cost: $35 for paid PSRF members and $55 for non-members ($10 late registration/walk-in surcharge applied after close of business Tues. afternoon before each luncheon)

If choosing to pay by check: Please note that if your check is returned for insufficient funds, you will be responsible for the return check processing fee or any other fee which the bank may charge PSRF.

Reservation Deadline: Reservations for luncheons are due by end of business Tuesday before the luncheon. Any reservations received after this time will fall under the category of “walk-in,” incurring the $10 walk-in fee and to which the “walk-in policy” will apply.

Cancellation Policy: Please cancel your reservation, if necessary, by end of business on the Tuesday prior to the luncheon. If you do not cancel your reservation by the deadline, you are responsible for paying the luncheon fee though you may transfer your registration. You can cancel online, or by sending an email to events@pugetsoundresearchforum.org.

Walk-in Policy: We do our best to accommodate walk-ins; however, if you register after Tuesday, without making a reservation, there is a chance that you may not receive your choice of meal or that the chef may not be able to provide you a meal at all. Walk-ins are charged the full amount whether or not they are provided a full meal.

PayPal Policy: If you cancel your registration to a PSRF function and paid via PayPal, a fee of $1 will be applied to the amount refunded to recoup processing costs charged by PayPal.

Puget Sound Research Forum is a 501(c)6 non-profit organization. 
P.O. Box 926 Mercer Island, WA 98040

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