I study what people want, and help align brands with what matters.
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 during my 7 years there:
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.