MindSet

Lately, we've been hearing about Natural Language Processing (NLP) all over, so we decided it was time to have a guest who could chat with us about its values and limitations. Dan Alferov from Heartbeat AI joined Kathryn and Michelle to discuss how sentiment and text analysis play into NLP. In this informational episode, Dan shares some applications for these models, as well as benefits and limitations when using them to understand emotions. If you ever had a question about contextual language processing, this is the episode for you!

Meet our guest!

Hi, I'm Dan Alferov, the director of empathy analytics at Heartbeat AI. My role involves the intersection of behavioural research and data science to solve business challenges by leveraging emotional analytics of unstructured text data. I am passionate about authentically representing human experience to understand decision-making across diverse groups of individuals, and its implications within healthcare, human resources, and market research. Empathy analytics aims to uncover the emotional drivers which form the experiences of critical demographics and seeks to quantify differences in emotional language expression patterns that represent these drivers.

Extra Information:

Dan's LinkedIn: https://www.linkedin.com/in/dan-alferov-27022813a/

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🎙 🪢 #MindSetMonday is throwing back to Episode #6 where Allison Gutkowski, Director of Global Research at HCD Research, joined Kathryn and Michelle to discuss the consumer technical model! Not sure what that is? Listen to the episode to find out!

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Kathryn and Michelle are joined by Amanda Lee! Amanda is a behavioral science enthusiast who shares advice with our audience on the best ways to independently research the field and the importance of being a continuous learner. This episode includes plenty of advice for individuals curious about applied consumer neuroscience, as well as for those looking to take learnings back to their jobs.

#conintuouseducation #appliedconsumerneuroscience #learning

Meet our guest!

Amanda Lee is a behavioral science enthusiast, and former HCD intern, with 5 years of experience working in the market research industry. The majority of her career has been spent in healthcare marketing, both in research and account management. She has a particular passion for CPG and the food and beverage industry, having worked for Wegmans for 7 years in sales and management positions. Amanda has wanted to study and work in marketing for as long as she can remember. This was the result of a longstanding fascination with human behavior and, perhaps, little nudges of inspiration from her aunt, a PhD marketing professor. She discovered her passion for consumer neuroscience during her junior year of college while studying cognitive psychology. With no consumer neuroscience program or professors familiar with the area at her university, she forged her own path by developing her own curriculum.

Extra Information:

Amanda's Email: [email protected]

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🎙 🪢 #MindSetMonday is throwing back to Episode #12 where Kathryn and Michelle discussed Alienation Testing in Market Research with the series' first guest host, Allison Gutkowski, Director of Global Research at HCD Research!

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Kathryn and Michelle are joined by two researchers who are trying to figure out how the world feels about their sense of smell. Valentina Palma and Jonas Yde Junge are scientists at Monell Chemical Senses Center who teamed up with researchers from Brown University and HCD Research to explore global trends around olfaction. In this episode, Kathryn and Michelle chat with them about the survey, smell tests, and what the future holds for research on smells.

#olfaction #WTSD #smell

Meet our guests! 

Valentina Parma is the Assistant Director of the Monell Chemical Senses Center, the only non-profit organization devoted to the study of smell and taste. She is a psychologist interested in human olfaction across the lifespan. Her basic and translational research both aim to find ways to use smell to improve health. Lately, she has been working at the development and validation of a rapid smell test called SCENTinel.

Extra Information: 

WTSD Survey: https://www.tasteandsmell.world/#:~:text=What%20is%20World%20Taste%20%26%20Smell,senses%20of%20taste%20and%20smell.

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🎙 🪢 #MindSetMonday is throwing back to Episode #4 where Kathryn and Michelle discuss the value in remote consumer research and how it can be optimized to glean valuable insights!

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This week on HCD’s MindSet, Kathryn and Michelle had on the wonderful and accomplished Arthur Kover Ph.D. He shed light on both his academic and industry experiences as a sociologist and a marketing and advertising researcher. 

The value of sociology is interwoven throughout the conversation, as these three chat about how creatives can transform an individual’s perspective on a topic to explore how to get through consumers’ new “body armor.” If you are interested in understanding how researchers must deal with the changes in not only technology but also evolving lifestyles, this episode is for you!

#communities #technology #sociology #ads

Meet our guest!

Arthur Kover has spent his working life trying to figure out how people become human and sociable, giving and cruel.  He earned a PhD in sociology from Yale.  About 20 years of his working life were spent in the advertising business. He was a managing director at Cunningham & Walsh, Inc., moving from advertising research to management. Later in life, he was a professor of marketing at Fordham University. While there, he served as a department head and edited the Journal of Advertising Research. He was also president of the Market Research Council in New York. On retirement, he was appointed a Management Fellow at the Yale School of Management. He continues his search to understand the social meaning of peoplehood. In 2022, he published a book of short personal essays, Collage. The book contains many insights, some jokes, and a number of searching questions. He most recently co-authored an academic book (with Moskowitz and Papajorgji) Applying Mind Genomics to Social Sciences, (IGI Global, 2022). All of this looks quite serious. It is. But I think I am more human than this bio indicates. See if you agree.

Extra Information:

Tesserae: A Life in Small Pieces: https://www.amazon.com/Tesserae-Pieces-Arthur-J-Kover/dp/1735484601 

Collage: Short Essays about a Complex Life: https://www.amazon.com/Collage-Short-Essays-about-Complex-ebook/dp/B0B5B12RY6?ref_=ast_author_dp

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🎙 🪢 Ever heard of Mood Mapping? In this featured flashback episode, Kathryn and Michelle dive into what a Mood Map is, and how it can be best utilized in market research today.

Want to learn more? Download HCD's Mood Mapping White Paper

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HCD MindSet had an insightful conversation with Pedro Almedia Ph.D. to discuss how the world of "neuromarketing" needs to be cautious about both the words that are thrown around and the claims that are made. Pedro, Kathryn, and Michelle break down major issues within the industry (including the misunderstanding between biometrics vs psychophysiology) and provide some potential solutions for how to stay valid and reliable when doing research in this space.    

#neuromarketing #terminology #biometrics #psychophysiology 

Meet our guest! 

Pedro Almedia is the CEO of MindProber. He holds a Ph.D. in Psychology, in the field of Cognitive and Affective Neuroscience. He was Resident Researcher in the Neuropsychophysiology (Psychology Department) from 2007 to 2012 and a Professor of Biosocial Criminology (Law Department) from 2012 to 2022 at the University of Porto. His research expertise includes the cognitive electrophysiology of emotional processing, neurobiology of criminal behavior and psychopathy, and applied psychophysiology. Throughout his career, he combined his academic profile with consultancy roles in market research, which resulted in the founding of MindProber in 2016.  

Extra Information: 

MindProber: https://mindproberlabs.com/ 

Pedro's LinkedIn: https://www.linkedin.com/in/pedro-almeida-mprober/ 

ICO Statement: https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2022/10/immature-biometric-technologies-could-be-discriminating-against-people-says-ico-in-warning-to-organisations/

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🎙 🪢 #MindSetMonday is throwing back to Episode #2 where Kathryn and Michelle cover one of the most valuable tools for analyzing emotion- the Self Assessment Manikin (SAM). This is one of our most popular episodes, and once you listen, you will know why.

Want to learn more? Download HCD's SAM White Paper

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MindSet Website Page

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MindSet is excited to have each and everyone one of you join our curious conversations!