Marketing Research Community
Topic: Emotional Connections and Brand Disruption
Facilitator: Kevin Mahler, Research Director, Schmidt Market Research
This presentation takes the audience on a journey of discovery, following Schmidt’s quest to better understand how non-traditional brand relationship metrics (emotional connections) relate to traditional brand measures, business outcomes, and consumer responses to brand disruptions. Specifically, this is the story of how Schmidt sought to develop a way to measure emotional connections that is predictive of consumer perceptions and behavior.
Kevin Mahler, Research Director, Schmidt Market Research
As research director at Schmidt Market Research, Kevin helps to push research results beyond surface-level insights. He has expertise in a wide variety of research topics, particularly focusing on brand measurement, customer satisfaction, customer experience, sales effectiveness and product development.
Kevin’s experience is grounded in an education that includes a bachelor’s degree from Duke University and an MBA from the University of Pittsburgh. He also holds the Professional Researcher Certification from the Insights Association and the Qualtrics Customer Experience Expert Certification. In addition to his work at Schmidt, Kevin teaches graduate and undergraduate marketing classes at the University of Pittsburgh.
About this Community: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
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