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April 2025 Program
April 8 - 11, 2025
The Greenbrier Resort | White Sulphur Springs, WV, US
Attendance Fee (in-person or virtual)
$1,950
The first 10 in-person corporate registrants can attend free!
For paying registrants, a 10% discount will be applied to each additional registration when registered at the same time, from the same company. We offer reduced fees (50%) for non-profit entities, academics, and government employees. Contact us to register with reduced fees.
Course Summary
Generational products that spawn new categories often originate in technical changes that provide new consumer– perceived benefits. These benefits are then skillfully expressed through excellence in branding and marketing. There are some brands that simply originate from a winning concept that identified an unmet need or were based on new applications previously not known for an existing brand.
Truthfully communicating the benefit of a product to consumers is the role of advertising claim substantiation. This area requires technical, marketing and legal sophistication to be successful. The methodologies used to collect and analyze data for claims support are often different from those involved in a typical market research study.
In this course, you will participate in a discussion of the methods typically used in marketing science and you will be introduced to alternative, sometimes better, methods that provide insights that can be used to build great brands.
FREE ATTENDANCE OPPORTUNITY
The Institute for Perception is offering FREE ATTENDANCE to the first 10 in-person corporate registrants!
Contact us or register below to be included.
Limit 2 free attendees per company.
REGISTRATION
FEE
INCLUDES:
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Course manual
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Digital downloads of our latest books
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In-person attendees will also receive food/beverage break refreshments, buffet lunches Tuesday - Thursday, and a group dinner on Tuesday - Thursday evenings during the course.
The instructors for this course will be:
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Sean Marshall
National Advertising Division
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Tuesday, April 8 | 8am - 3pm ET
Topics
Invention and Innovation
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The Invention-Innovation Paradigm
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Consumer-perceived benefits
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Innovation in the beer industry: Historical perspectives
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Sources of new ideas
Review and Critique of Common Marketing Insights Models
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Why Maximum Difference Scaling, which originated in Richardson’s (1938) method of triads, is different from First–Last Choice
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Conjoint Analysis – Design limitations due to its
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unrealistic process assumptions
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Discrete Choice using the logit when there are irrelevant alternatives. The “red bus-blue bus” problem
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Degeneracies in deterministic unfolding and how to solve them
Wednesday, April 9 | 8am - 3pm ET
Topics
New Approaches to Improve Marketing Insights
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The Thurstonian framework for marketing science
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Unfolding – what it means and how to do it
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Principles underlying Landscape Segmentation Analysis®, an unfolding model
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How LSA can replace conjoint analysis with fewer
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design limitations
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Why MaxDiff and First-Last choice are partial ranking tasks that can be scaled using a new Thurstonian ranking model
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Machine Learning: What it means and how it can be used to understand segmentation
Synergistic Analytics
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Synergistic Analytics: Connecting advanced and emerging methods to achieve new marketing insights
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Combining graph theory and linear programming to select an optimal sample set for a category appraisal
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Project 1: Menu optimization for a pizza franchise
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Introduction to Graph Theory: Combinations and the concept of cliques
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Application of Graph Theory to the pizza menu project
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eTURF 2.0: An advanced version of Total Unduplicated Reach and Frequency Analysis (TURF) with virtually unlimited capability
Thursday, April 10 | 8am - 3pm ET
Topics
Projects
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Project 2: A conjoint study of a sour cream product
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Applying LSA to individual utilities from the conjoint
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study to develop new insights
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Project 3: Baked goods optimization. Applying Decision Trees to the output of an LSA analysis to better understand segmentation
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Project 4: Fruit beverage brand development: Using graph theory to design a brand with compatible combinations of flavor, benefits and imagery
Claims Substantiation to Communicate Brand Benefits
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Ways in which an ad can communicate a false message
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From benign to consequential: Puffery, falsity and injury
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Overview of the NAD and the NARB in self-regulation
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Review of the ASTM Claims guide
Friday, April 11 | 8am - 12pm ET
Topics
Claims Testing Principles and Examples
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Febreze®: How an odor elimination claim was successfully challenged at the NAD and the NARB: Ecological validity, consumer relevance, pre- and post- hoc bias, wrong metric
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Miller Lite® claim over Bud Light® challenged at the NAD: Comparative tests, color and taste, taste vs. preference, palate cleansing, hypothesis testing
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Clinical vs. statistical significance
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Test power and what it means
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Test method, design, location and participants
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Sample sizes for claims support tests
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How to handle no difference/no preference responses
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Testing for equivalence
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Multiplicative claims: “Twice as good as” and “4 out of 5”, Samsung vs. LG 3-D TVs
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Design of consumer perception (ad takeaway) surveys
Register
Please enter your information below to register for this course. Those registering 2 or more attendees from the same company are eligible for a 10% discount on the 2nd registration. We offer reduced fees (50%) for non-profit entities, academics, and government employees Please contact us before registering if you are eligible for a discounted rate.