http://www.rotman.utoronto.ca/FacultyAndResearch/Research/NewThinking/ResearchStories/RyanWebb--MindoftheConsumer A Rotman researcher examines technologies that could be used for measuring consumer tastes and choices For marketers, seeing into the minds of customers — and understanding exactly what they think, what they want and how much they’d be willing to pay — could be considered nothing short of miraculous. Though companies can run focus groups or conduct surveys when designing new products, consumer preferences are notoriously hard to measure. After all, it’s hard for customers themselves to predict whether they might like a product that hasn’t been developed yet. And people lie — especially if asked about their guilty pleasures or embarrassing habits. Ryan Webb, an assistant professor of Marketing at the Rotman School, is hoping to identify new ways to overcome some of these challenges. By blending neuroscience and economic theory in his research, Webb examines ...
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