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Creators of BehaviorLens™

Dave Lundahl, Ph.D., Founder of InsightsNow, Inc. and Creator of BehaviorLens™

Dave Lundahl is Chief Executive Officer and Founder of InsightsNow as well as Creator of BehaviorLens™. In 2011, he and his InsightsNow colleagues along with Joel Rubinson developed BehaviorLens; a new approach to innovation that leads the consumer packaged goods industry to bold innovation. Also in 2011, Dave released his first book entitled Breakthrough Food Product Innovation through Emotions Research. He was published in the Journal of Chemometrics (2007) and Food Quality and Preference (2006). In 2003, Dave founded InsightsNow - which is recognized as one of the fastest growing U.S. based market research companies. He chaired the Sensory and Consumer Sciences Division of the Institute of Food Technology in 2000. Dave was also founding faculty member at the Oregon State University Food Innovation Center in 1996.

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Alec Maki, Vice President of BehaviorLens™ Research

Alec Maki leads the strategic direction of BehaviorLens™ to research and develop behavior-driven research products that lead companies to bold innovation to achieve breakthrough results. In 2011 with the launch of BehaviorLens, Alec and fellow colleagues at InsightsNow along with Joel Rubinson, developed BehaviorLens Opportunity - the only solution in the marketplace that offers a structured approach for looking at consumer behavior to identify whitespace ideas that feed big, bold product innovation opportunities. Prior to his role as Vice President of BehaviorLens Research for InsightsNow, Alec developed and launched several key capabilities such as: profilesNow™, reportsNow™, Immersive Research, Playoff™ Method and a Social Media Research offering.

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Greg Stucky, Chief Research Officer

"Exploration is not about seeing what is out there; it's about discovering what is unknown. Whether exploring countries, cultures, the vast wilderness, or human behavior - it is the discovery that so greatly entices. Enticed by a new place, a new person, a new experience to delight the senses; innovation is an exploration into the discovery of the unknown. An exploration of people, their way of life and the experiences which enrich each passing moment; innovation allows us to discover how we can elevate people's lives.

I love exploration because it requires complete immersion and a touch of boldness. It requires planning, preparation, and purpose - giving you freedom to trust your gut instincts and the ability to guide others along the journey. It allows you to challenge yourself and solve problems you never knew had answers. It allows you to see people and the world through a new lens."

Greg Stucky leads the development of new methods, techniques and services for research innovation. He has been with InsightsNow since 2003 and contributed to the development of BehaviorLens™. In 2008, Greg served as Chairman for the Institute of Food Technologists Sensory Evaluation Division and Sub-Chairman for E18.05 Sensory Applications-General for the American Society for Testing and Materials. In 2004, Greg was nominated for the ESOMAR 2005 Best International Research Paper. Since 1996, he has brought well over 300 new or improved food and personal care products to market.

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Johannes Schaefer, Ph.D., Associate Director of Emerging Methods

"As a photographer I'm keenly aware of the importance of perspectives. Changes in position, a slightly different angle, or varying light can completely alter an image. It is all about the moment you are in. This experience translates directly into my understanding of consumer behavior. If you want to see a product through the eyes of a consumer you need to adapt this perspective. You need to understand the moment of consumption and the situation. That's one of the core perspectives of BehaviorLens™ and that's why I love to develop it."

Johannes Schaefer uncovers emerging methods to further develop BehaviorLens and to expand the custom research offerings of InsightsNow. He was key to the development of Playoff™, a technique for testing flavors and new product ideas in their competitive context, numerous survey modules and new price sensitivity tools.

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Dave Plaehn, Ph.D., Senior Mathematician of Research and New Methods

"As a songwriter and soloist, I depend on creativity. The same goes for improvising novel statistical approaches or riffing on data to answer such questions as, 'How can I get a better model?' 'How can I better find differences or reveal contrasts?' 'How can data aspects be succinctly visualized?'"

Dave Plaehn leads the programming initiatives for many of the internal statistical applications for InsightsNow and its recently developed behavior-driven approach, BehaviorLens. His work includes the development of Penalty Plus (developed while employed with John Horne), TURF, Price Sensitivity, Free Association and Playoff™. Dave has developed a robust version of external preference mapping for product optimization. His most recent programming was for BehaviorLens Opportunity. Dave has been published in Food Quality and Preference, Journal of Chemometrics and Advances in Applied Probability. Publications include: CATA Penalty/Reward (2012), A Variation on External Preference Mapping (2009), A Regression-Based Approach for Testing Significance of "Just-About-Right" Variable Penalties (2008), Regression with Multiple Regressor Arrays (2007), An L-PLS Preference Cluster Analysis on French Consumer Hedonics to Fresh Tomatoes (2006) and One-Dimensional Kohonen Maps are Super Table with Exponential Rate (1999)

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Joel Rubinson, President and Founder of Rubinson Partners, Inc.

"While 80% of new products fail and 50% of ad campaigns do not show any sales lift, researchers still test things at the 90% confidence level. We need to change our ways. Researchers need to move towards a model of innovation that celebrates inspiration and foresight, even if it means moving away from a model risk reduction."

Joel Rubinson is President and Founder of Rubinson Partners, Inc. a strategic partner of InsightsNow and has been a part of the development team for BehaviorLens™. He is also on the faculty of NYU Stern School of Business where he teaches social media. Before starting his consultancy, Joel was Chief Research Officer at the Advertising Research Foundation. He has had leadership responsibilities at NPD and Synovate regarding new product forecasting, brand equity, shopper insights, and data quality.