Consumer Research
I have designed, executed, managed, and procured consumer research projects since day 1 of my career.
I have experience with multiple and innovative qualitative and quantitative research methods:
Qualitative
Expert interviews
Traditional in-home interviews
Collaborative focus groups
Participant observation
Online communities
Shopalongs
Ad copy analysis
Semiotic analysis
Thematic apperception tests
Multicultural studies
Quantitative
Brand & ad trackers
Attitudes & Usage studies
Discrete choice experiments (Conjoint)
Dynamic simulation
Social listening
Search listening
Media consumption studies
Implicit association tests
Relationship pipelines
CRM enrichment
Propensity modeling
A/B tests
Mix methods
In-the-moment mobile ethnographies
Neuromarketing studies
Memory-based ad test
Global psychographic & lifestyle segmentation
Occasion-based segmentation
Intent-based segmentation
Shopper segmentation
Experience and journey mapping
Path-to-purchase mapping
Text network analysis
Innovation workshops
I also frequently leverage 3rd party research tools and panels to analyze consumer behavior and bring to life the human being behind digital signals.
Brands I have done consumer research for:
I have deep connections with academia. I lead the Intent Lab™, a partnership with Northwestern University where we do innovative research about consumer intent and consumer satisfaction with online experiences.
Psychology and Marketing
I think marketing is a playground for applied psychologists. I have always strived to bring psychological rigor to a creative industry stuck in an out-of-date model of human behavior and where trial-and-error has been the most common innovation practice. Below is a sample of my work in this area.
Is looking at consumers’ brain the ultimate solution?
AHAA'07 Creative and Planning Conference. Oct 2007.
The idea of using the latest techniques in the field of neuroscience to study consumer behavior has become a hot topic. The presentation delves into the debate over borrowing knowledge and techniques from neurosciences to bypass consumers’ rationalizations and get to the truth about their behavior. My point of view is that the answer is not in consumers’ brains but in ours: Strategists and Creatives, who are the endless students of human behavior.
The following non-academic publications show my role as a thought leader in the industry applying psychological principles to marketing and driving the industry forward by helping consumers do what they want to do, instead of forcing them do what marketers want them to do. These publications also serve as a platform to share the work I have collaborated on with Northwestern University’s researchers through the the Intent Lab, a partnership between Performics and The Medill School of Journalism.
October 09, 2019
Fueling the Customer Decision Journey by Understanding Intent
During 2019’s Advertising Week in New York, brands, advertising agencies, and technology platforms came together to share insights around a common theme: How do we better align to customer expectation...
August 19, 2019
Marketers are getting personalization all wrong
There are few initiatives in brand marketing today more important than personalization. But while many are talking about it, few are doing anything significant, particularly when it comes to the online experience...
February 14, 2019
When It Comes to Search, Pictures are More Trusted Than Text
Trust in digital media is plummeting, but visual search is proving to be a popular, and effective, means of reaching consumers. They say a picture is worth a thousand words…
November 06, 2018
It’s About Trust: Consumers Signal a Shift in Social Media Preferences
Consumers may be down on social media, and for good reason, but it would be a mistake to count these platforms out. Trust in social media is at an all-time low…
AUGuST 29, 2018
Collateral insights – Turning Performics into a consumer insights engine
As search marketers, we have been driving an insights generating machine for quite some time. A machine that produces insights about human behavior, and consumer behavior in particular…
August 20, 2018
What Consumer Intent Says About the Growth of Voice Commerce
Alexa may get all the attention but she isn’t generating much in sales. At least not yet. There are some categories already emerging as well-suited to the technology of voice commerce, and as we look ahead to the fourth quarter and holiday shopping season…
I have participated in several conferences with papers and keynotes about marketing, consumer behavior and evolutionary psychology. The following are the topics of the papers/presentations:
Short-form video: How to supercharge your media mix and drive full funnel impact.
WARC whitepaper (link). Released at AdWeek Europe. May 2024.
The Overlooked Opportunity of Goal-Driven Consumers.
Advertising week, DMEXCO. September 2020. CES. January 2021.
Marketing 2030: From Funnel to Flywheel. (link)
Co-presentation with Microsoft. Advertising week. NYC. September 25, 2019.
Brand Assistance in Moments of Intent.
Google event during Advertising week. NYC. October 2018.
Search is a Behavioral Insights Machine.
My team co-presented with Microsoft @ Viva Technology. Paris, May 2018.
And @ CES. Las Vegas. January 2019.
From Emerging to Influencer: Why Latinos are leading retail trends.
Hispanic Retail 360. Las Vegas. August 2013.
The Quest for the Truth with Neurosciences: Is opening the black box the ultimate solution? (link)
AHAA 23rd Semi-Annual Conference. New York. October 2007.
The Extension of the Concept of Brand to Cultural Event Marketing. (link)
Re:think! 2005. The 51st ARF Annual Convention and Boutique Expo. New York. April 2005.
Human Nature and Consumer Behavior: Evolutionary Psychology in Marketing and Advertising. The BB Gun vs. the Precision Rifle: Psychology, Segmentation, and Concentrated Marketing.
Vision and Action in Marketing Management. New Developments in Advertising and Marketing. Universidad Católica de Manizales, Colombia. October 2003.
Why Do Women Observe the Physical Characteristics of Other Women?
An approach from evolutionary psychology and human ethology.
Advances in Psychology. The Research Experience at Universidad Iberoamericana. Colombia. October 2003.
Evolutionary Psychology
I was given the opportunity to published my undergrad thesis about Evolutionary Psychology and women’s competition in an indexed journal as an award for its contribution to the field.
Observation, imitation and competition: Why women observe the physical characteristics of other women? An approach from Evolutionary Psychology.
Author: Esteban Ribero Parra
ISBN: 1657-4508
Year: 2004