Abstract: While many think that a product’s price and quality are the core things that determine whether or not someone will buy it, this is only half the story. In fact, consumers are willing to purchase items—and spend more—if the product is advertised in a story rather than with just a description. This talk will focus on the ways in which advertisers leverage the power of story when selling their products.

Abstract: At the end of the day, brands want consumer to decide to purchase them over their competitors. Influencing this simple decisions is actually very complex. This talk will focus on the ways in which consumers make decisions and how brands try to influence these decisions every day.

Abstract: Now more than ever, there are a number of fake products. Robo-calls, online scams, and phishing emails have plagued the modern consumer. The question is how will consumers respond? This talk will focus on the shifts in the cognitive styles consumers use to navigate the fake economy.

Abstract: Since 2016 we’ve seen an increase in brand boycotts and brand “buycotts.” This change forces brands to think about the influencers they use, the endorsements they make, and what issues they chose to (or chose not to) take a stand on. This talk will unpack the social psychological changes in brand loyalty and purchase behavior.

Abstract: Market research has always been intrigued by psychological testing. Whether it's projective tests or personality tests, marketers have tried to tap their use for better business advantages. But now, in a world that is exploding with data, how can we update psychological testing by merging it with data science? This talk will highlight the future possibilities of psychometrics for marketing.

Abstract: Behavioral science and behavioral economics have becoming a trendy buzz word in advertising and market research. But what do these mean? In this talk, Kenneth R. Faro will discuss nudge theory, choice architecture, and how he has used general principles of behavioral economics to grow his clients’ businesses.

Abstract: What is a good ad? How can we make ads better? More importantly, how can we make ads better in the face of consumers’ general dislike for advertising in general. In this talk, Kenneth R. Faro will discuss ways in which advertisers can use psychology to enhance their creative executions.

Abstract: The father of Public Relations (PR) is Edward Bernays, the Nephew of Sigmund Freud. From the beginning, PR was always infused with psychology. Now, years later, the cross-pollination of psychology and PR has left us with strategic directions in the midst of a PR crisis. In this talk, Kenneth R. Faro will discuss cases in which brands were confronted with a PR crisis, and how the situation was handled.

Abstract: Psychology and marketing have a unique history. Both disciplines emerged together in the late 1800’s and from the beginning were inextricably linked. While this history remains primarily hidden, there is much to learn from it. In this presentation, Kenneth R. Faro will talk about the ways in which psychology and marketing have historically been linked and how this linkage has lead to a number of key insights for many of the major brands throughout history.

Abstract: Brands are built on the behavior of their consumers. What consumer's remember, what they feel, what motivates their purchases--these are all important aspects to know when you're building a brand. In this talk, Kenneth R. Faro will show cases in which advertising research focused on key consumer behaviors to help propel the brand forward.

Abstract: Surveys aren't the only source of data used in advertising anymore. The explosion of data in recent years has created unique sources of data that advertisers can tap into for insights. In this talk, Kenneth R. Faro will review unique data sources, new ways to analyze and visualize data, and how advertisers leverage these insights in real cases.

Abstract: Most people hear "advertising" and think the only market research advertisers perform is ad testing. This is the furthest thing from the truth. Advertising isn't just about the creative execution. Advertising is about the full customer experience. Consequently, market research in advertising must also cover the full range of customer experience. In this talk, Kenneth R. Faro will take you through the customer journey and identify the different pieces of market research advertisers perform along the customer journey.

Abstract: Historically, SPSS was the choice for professional market researchers. But not anymore! Now there are a number of options--SAS, R, Q, Python, and the list goes on. The question on everyone's mind is which programs should you learn? And why? In this session, Kenneth R. Faro will take you on a tour of a number of data analytic programs, sharing pros and cons of each. Which is easiest to learn? Which is best for qualitative research? Predictive analytics? Output and reporting?