Showed how a brand on the shopping bag in your hands influences others' perceptions of your age and income. (Some brands make you look significantly older.)
Tested 40 types of candy to identify the potential best-seller for a national confectionery brand.
Designed and ran a 10-country brand tracker for a fashion label.
Used a subconscious testing method to illustrate differences between brand loyals and switchers in the QSR category.
Built a path-to-purchase map for a financial product using a year's worth of search queries.
Showed how customer reviews are more important than coupons to auto-repair shoppers, and how factors that influence brand choice vary depending on the type of repair job.
Established loss of self-identity as a core patient drive in a study for a national pharmaceutical brand.
Identified 20 different ways in which smart phones influence in-store behavior for a global retailer.
Analyzed co-occurrence of search queries to identify major baseball rivalries.
Created a segmentation of a brand's customers based on the content of their Instagram pictures to guide targeted content development.
Tested effectiveness of brand positioning of cleaning products by creating an affiliate Amazon storefront.
Tested a Super Bowl ad concept starring Nicholas Cage.
Measured the effect of a controversial photo on public perceptions of a fashion label.
Showed that subliminal ads have no effect in an attempt to replicate a famous 1950s hoax,.
Made people pay for watching their own TV to understand how they choose programming.
Left five local families without cable for a week to understand the cord-cutting phenomenon.
The Value of Stories
Showed how adding stories to product listings increases perceived worth of products by up to 70%.
The Effect of Choice
Experimentally established that the act of choice, even if illusory, leads to differences in recall of content.
Conducted an experiment that simulated the experience of watching TV while being distracted by a smartphone, and measured the effect of concurrent consumption on ad metrics.
Using a Jersey Shore parody side, showed how memes spread online, and how analytics should account for the differences in propagation potential of visitors from each referrer.
Charts and Graphs
Most of the work featured here was done at Hill Holliday. Many people at the agency made it happen, but none of it would have been possible without the brilliant researchers, analysts, designers, data scientists, and engineers at Origin/CBI with whom I had the privilege to collaborate over the past 7 years:
Shakira MacLyons, Rachel Nakanishi, Jenna Swan-Gross, Neha Leela Ruch, Chris Plating, Clarissa Hillen, Robert St. Loius, Chris Sherrill, Laura Kopp, Karen Hu, Christopher van der Lugt, Bill Letson, Henry Bruce, Andres Hernandez, Remy Lupica, Blair Ballard, Domenic Dion, Angelina Zhou, Jared Adler, Ken Faro, Matthew McKenna, Lindsey Decker, Marissa Fasanelli.
Andres Hernandez designed the slides, charts and illustrations for most projects you see here, and many more. All art for the UX projects was created by Ann Karash Kimura, Jim Sowden, James Adame, Bryan Moehlenkap, John Torres, and Eric Fensterheim.