marketing research to make a difference kelly d. brownell yale university
TRANSCRIPT
Marketing ResearchTo Make a Difference
Kelly D. BrownellYale University
www.YaleRuddCenter.org
PUBLIC POLICY
Roberta Friedman
PUBLIC POLICY
Roberta Friedman
ECONOMICS
Tatiana Andreyeva
ECONOMICS
Tatiana Andreyeva
FOOD MARKETING
Jennifer Harris
FOOD MARKETING
Jennifer Harris
WEIGHT STIGMA
Rebecca Puhl
WEIGHT STIGMA
Rebecca Puhl
SCHOOLS
Kathryn Henderson
SCHOOLS
Kathryn Henderson
LEGAL
Jennifer Pomeranz
LEGAL
Jennifer Pomeranz
COMMUNICATIONS
Andrea Wilson
COMMUNICATIONS
Andrea Wilson
DIRECTOR
Kelly Brownell
DIRECTOR
Kelly Brownell
DEPUTY DIRECTOR
Marlene Schwartz
DEPUTY DIRECTOR
Marlene Schwartz
A Top Down Approach
FederalAction
StateAction
TheIndividual
LocalAction
GlobalAction
The Local Innovation Approach
InstitutionsPublic
Opinion
TheIndividual
OtherPeople
Government
Who Are TheChange Agents
And What Will It TakeTo Activate Them?
PotentialChange Agents
Needed ForActivation?
Outrage
Public Support
Support & Legal Grounds
Creative Legal Theory
Public Support, Funding
Parents
Legislators
AGs
Courts
NGOs
Litigators Opportunity
Timely and StrategicLegal Research
e.g., Speech vs. Conduct
Toys in Kids Meals
Eric MarSan Francisco
Board of Supervisors
Ken YeagerCounty Supervisor
Santa Clara County, CA
Two Attorneys General
Vermont Attorney General
Connecticut Attorney General
Vermont Attorney General
William Sorrell
Connecticut Attorney General
Richard Blumenthal
Amer J Public Health, 2011
Likely Steps
• Identify change agents
• Develop coordinated research plan
• Focus on strategic goals
• Ask “what will it take for change?”
• Broad view of researchQuick strike studiesLegal researchPolling
Specific Possibilities
• Strategic, well-timed polling
• Framing studies
• Studies documenting children as prey
• Legal/Research links (e.g., misleading)
• Neuroscience & marketing
• Addiction & hijacking the brain
PotentialChange Agents
Needed ForActivation?
Outrage
Public Support
Support & Legal Grounds
Creative Legal Theory
Public Support, Funding
Parents
Legislators
AGs
Courts
NGOs
Litigators Opportunity
www.YaleRuddCenter.org