Case Studies by Industry

• Conducted a two-phase study to assist an advertising agency in developing an effective branding campaign for a client college. Phase One consisted of nine focus groups with students, alumni, lost leads and target employers. Phase Two consisted of a telephone survey with lost leads and prospects.
• Conducted a national telephone survey with 4,000 consumers across 16 target market regions to inform an insurance company’s marketing communications campaign and determine pre-campaign brand awareness.
• Conducted a series of focus groups with key corporate decision-makers across the U.S. to assist a copier manufacturer and its advertising agency in naming a new product line and developing a marketing communications program to support the product line.
• Conducted a series of consumer focus groups across primary and secondary regions to explore target market reactions to alternative creative for a hospital advertising campaign.
• Conducted consumer focus groups to assist an advertising agency in developing a new marketing communications campaign for a major utility company. The focus groups resulted in a new tagline.
• Conducted a series of focus groups to explore the effectiveness of a bank’s commercials for: capturing consumer attention, communicating the intended message, and motivating consumers.

Clients:

• Adams & Knight
• Brugnatelli & Partners
• Cronin and Company
• Douglas & Associates
• Elkinson & Sloves
• Fahlgren
• Marketing Edge Consulting
• Media Logic
• SmartMark Communications
• Wallwork • Curry • McKenna

• Conducted multi-region focus groups to assist a national broadcast network in developing and refining TV programming to meet the needs of the TV shows’ target market viewers. For each show, the focus groups were used to explore: current viewing practices, interest in specific content and production elements for the specified show, suggestions for ways to make the current program more interesting, and ideas for new programming.
• Conducted focus group research for an advertising agency and network affiliate TV station that explored target market viewers’: news sources, main reasons for watching the evening news, evening news station selection and loyalty, and perceptions of strengths and weaknesses of the client TV stations’ evening newscasts.
• Conducted qualitative and quantitative research projects for an independent TV station to assist them in making effective programming decisions and developing an effective positioning strategy.

Clients:

• ESPN
• United Cable
• WFSB TV
• WTXX TV

• Conducted a series of seven student focus groups to assist a university in gaining insights into students’ experiences across a variety of academic disciplines.
• Conducted a survey for a private university with their alumni, students, faculty, and staff; applicant non-enrollees; and the local business community. The goal of the study was to determine how various constituencies viewed the university and how that compared to its major local competitors.
• Conducted a two-phase study to assist an advertising agency in developing an effective branding campaign for a client college. Phase One consisted of nine focus groups with students, alumni, lost leads and target employers. Phase Two consisted of a telephone survey with lost leads and prospects.
• Conducted a target market telephone survey for a state university to determine the perceptions of target market high school students, parents of prospective students, and the general market.
• Conducted a variety of research projects for a private college to assist the college in its efforts to increase applications and improve its yield. Phase One included a survey of primary and secondary market high school students, student parents, and guidance counselors. Phase Two included several focus groups with freshmen at the client college, and Phase Three included a survey of the college’s freshmen.
• Conducted a study for a secondary school to assist the school board in deciding whether it should change the name of the school. The study included surveys with: the school community (students, parents, faculty, staff and alumni); parents of prospective students; college and university admissions counselors; and key placement agencies for teachers.
• Retained by the State of Connecticut Higher Education Coordinating Council to assist the Council in its mission of improving accountability and productivity of Connecticut’s public colleges and universities. The project focused on a wide variety of issues including: What is the role of the public higher education system? Should users pay back the state in any way? How well is the state doing in developing employable students? The research project included two phases. Phase One consisted of focus groups and in-depth telephone interviews with five key constituencies: employers, legislators, students enrolled in Connecticut’s public colleges and universities, alumni of these colleges and universities, and faculty at these colleges and universities. Qualitative data from Phase One were used to develop survey instruments for the Phase Two quantitative survey with the same key constituencies. Phase Two included over 2,000 completed questionnaires on the same research questions.
• Retained by the State of Connecticut Office of Policy and Management to undertake an extensive research project to provide insights into before and after school activities available at the state’s elementary and middle schools, barriers to operating and accessing these activities, and opportunities for enhancing the activities in the future. The study included: a survey of elementary and middle school administrators, a survey of elementary and middle school parents, and focus groups with middle school students.

Clients:

• Buffalo State College (SUNY)
• Bryant University
• Chase Collegiate School
• Excelsior College
• Fisher College
• Plattsburgh State University (SUNY)
• State of CT Department of Higher Education
• St. George’s University School of Medicine
• Town of West Hartford Department of Education
• University of Hartford Barney School of Business
• Yale University

• Conducted numerous qualitative and quantitative studies for utility companies, including studies designed to assist these companies: develop effective marketing communications programs; develop effective positioning strategies for energy efficient products and services; effectively manage customer relationships with small, medium and large commercial and industrial customers; measure and improve customer service provided by its call centers; determine target market interest in specific products and services; and improve internal communications vehicles.
• Conducted focus groups to assess the feasibility of and opportunities for enhancing a specific energy conservation program targeted at seniors and financial hardship residents.
• Conducted focus groups exploring customers’ experiences in a pilot program developed to encourage shifting energy usage from peak time hours to off-peak.
• Conducted focus groups and surveys to assist our client in developing an effective communications campaign to convert oil heat customers to gas.
• Consumer and business focus groups to explore state residents’: (1) concern with energy conservation and energy efficiency; (2) awareness of the state’s authorization of the new energy efficiency utility, and feelings about this approach; (3) reactions to alternative names, slogans, and graphics being considered for the new energy efficiency utility; and (4) preferences for ways to be informed about this new entity.
• Conducted a series of focus groups for a partnership of federal and state agencies, utility companies, and private organizations to explore barriers to using natural lighting to improve indoor environmental quality and reduce electric lighting energy use in commercial, industrial and institutional buildings, and to identify ways to overcome these barriers. Separate focus groups were held with building designers (architects, consulting engineers and lighting designers) and end-customers (building owners, developers and managers).
• Conducted focus groups with a mix of designers (architects, consulting engineers, lighting designers) and end-customers (building developers and property managers) responsible for lighting control systems to explore reactions to a new lighting system designed to reduce energy consumption, increase occupant satisfaction, and improve building management. In addition, the focus groups were observed by manufacturers and Spectrum Associates facilitated focus groups with manufacturers after they had the opportunity to observe target market reactions to the new lighting system.

Clients:

• Connecticut Light & Power (CL&P)
• Connecticut Natural Gas (CNG)
• Conservation Services Group
• Comverge
• Lighting Research Center/RPI
• National Grid
• Northeast Utilities
• Public Service New Hampshire (PSNH)
• Select Energy
• Southern Connecticut Gas (SCG)
• WattStopper
• Western MA Electric Company (WMECO)

• Received a grant from the United States Department of Justice (DOJ) to serve as the Research Partner to the U.S. Attorney District of Connecticut in an effort to reduce gun violence in New Haven, Connecticut. The Strategic Approaches to Community Safety Initiative (SACSI) was a DOJ pilot project that emphasized: partnerships, knowledge-driven decision-making, and ongoing strategic assessments. The project was spearheaded by U.S. Attorneys and was implemented in five cities–Indianapolis, IN; Memphis, TN; New Haven, CT; Portland, OR; and Winston-Salem, NC. Spectrum Associates was the only private research firm participating in the project, as all other U.S. Attorneys selected universities to serve as their research partner.
• Policy Research Associates received a grant from the National Institute of Mental Health to develop a cross-training curriculum to assist local communities in providing essential services to adults with co-occurring mental illness and substance abuse disorders who were also in contact with the criminal justice system. Eleven cities across the country received cross-training of practitioners in the mental health, substance abuse, and criminal justice systems. Spectrum Associates was retained to conduct post-training focus groups in each city to explore participants’: perceptions of the content covered during the training, perceptions of the cross-training process, perceived importance of and key traits associated with trainer personality and style, perceptions of the impact of the cross-training program, and recommendations for improving the cross-training program in the future.
• Retained by Policy Research Associates (PRA) and the National Institute of Mental Health (NIMH) to evaluate the National Resource Center on Homeless and Mental Illness (the Center) operated by PRA. The Center provided assistance to those seeking to aid homeless mentally ill persons by providing technical assistance to recipients of NIMH grants, and developing and disseminating knowledge on the service needs of homeless mentally ill persons and effective ways of meeting these needs. Our evaluation included a telephone survey to determine the reasons why eligible organizations did not request assistance, and the extent to which users of the Center’s services were satisfied.

Clients:

• National Institute of Mental Health
• United States Capitol Police
• United States Department of Justice
• United States Secret Service

Insurance Companies

• Conducted a national telephone survey with 4,000 consumers across 16 target market regions to inform an insurance company’s marketing communications campaign and determine pre-campaign brand awareness.
• Conducted a national online survey with 1,500 consumers across ten target market regions to determine target consumers’: brand awareness levels, key criteria for selecting an insurance company, insurance company “consideration set,” perception of the client and its major competitors, and reactions to alternative positioning strategies.
• Conducted a series of focus groups and IDIs with risk managers to explore: changes in needs and concerns, perceptions of the strengths and weaknesses of the client insurance company relative to key competitors, and reactions to a new insurance product being considered by the client.
• Conducted a qualitative research project to assist a major insurance company in determining the feasibility of offering a new property & casualty insurance product. Specifically, telephone IDIs were conducted with three market segments critical to the success of this product: insurer field personnel, independent insurance agents working with target market agents and contractors, and target market end-customers.
• Conducted a qualitative research project with risk managers to assist a major insurance company in developing a new Workers Comp product.

Banks and Credit Unions

• Conducted brand awareness & image telephone surveys for many banks and credit unions to determine target market consumers’: top-of-mind and aided awareness levels, banking practices, bank consideration set, key criteria for choosing a banking institution, and overall and specific perceptions of our client and its major competitors.
• Conducted consumer and business customer satisfaction studies to determine satisfaction and loyalty levels and to contrast customers’ assessments of our clients with key competitor customers’ assessment of their banks.
• Conducted focus groups to explore the impact of today’s economy on consumer spending, saving and investing practices; and assist the client bank in developing products and communications to address consumers’ changing needs.
• Conducted an online employee survey with specified corporate departments to obtain employee feedback about the client bank, and explore employee concerns and suggestions in critical areas.
• Conducted a series of 13 focus groups to assist a bank in developing a new strategic plan for attracting new and retaining existing customers. Focus groups were held across regions, consumers and businesses, and with customers and non-customers.

Credit Score Developer

• Conducted in-depth interviews, phone surveys, and online surveys to assist the credit score developer in making internal strategic decisions that reflect the needs of the target market.

Clients:

• American Eagle Federal Credit Union
• Amica Insurance
• Astoria Bank
• Boston Private Bank and Trust
• Citizens Bank
• Connecticut Mutual
• Conning & Company
• DCU/Digital Federal Credit Union
• The Hartford
• Liberty Bank
• LIMRA International
• McCue Mortgage Company
• MountainOne Financial Partners
• Peoples Heritage Financial Group
• Travelers Insurance
• VantageScore Solutions
• Vantis Life Insurance Company
• Webster Bank

• Retained by The MacArthur Foundation Research Network on Mandated Community Treatment and a principal investigator at Harvard Medical School to conduct a qualitative research project to explore the experiences of mothers who receive mental health treatment as a condition of child custody. Spectrum Associates moderated focus groups with: patients receiving treatment as a result of a Department of Social Services (DSS) recommendation or a court order, DSS caseworkers that worked with these clients, and clinicians that provided treatment to these patients.
• Retained by The MacArthur Foundation Research Network on Mandated Community Treatment and a principal investigator at Columbia University to conduct a qualitative research project to explore the extent to which “one-stop shopping” techniques associated with Assertive Community Treatment (ACT) teams are perceived as coercive by the mental health patients they serve and/or by the ACT clinical staff. Spectrum Associates moderated two focus groups with ACT patients and two groups with ACT staff. The focus groups focused on the techniques used to promote patient compliance with their treatment plans; whether clients or staff perceived these techniques to be too coercive in efforts to obtain patient compliance; and suggestions for alternative ways to promote patient compliance.
• Conducted multiple qualitative and quantitative studies for a theatrical production company to assist the organization in its efforts to attract a diverse audience base and address the needs of current and prospective attendees.
• Conducted a pre- and post-advertising study for a foundation and its advertising agency to measure the impact of a new advertising campaign on target market residents’ attitudes and opinions regarding a major social issue.

Clients:

• Are You Dense?
• Connecticut Forum
• Connecticut State Dental Association
• Greater Hartford Jewish Community Center
• Hartford Stage
• Old Sturbridge Village
• Prevent Blindness Connecticut
• Universal Health Care Foundation of CT

Health Care Plans

• Conducted focus groups and surveys with Employee Benefits Managers to determine the: influence of brokers on decision-making, their preferences for different types of health care plans, factors impacting carrier selection, and reactions to alternative health plan positioning strategies.
• Conducted quantitative telephone surveys to determine the target market consumers’: unaided and aided awareness of the client health care plan and its competitors, perceptions of the client health care plan and its major competitor brands, satisfaction levels with their current health care plan, most desired brand attributes, and their preferred health care plan and reasons behind their preference.
• Conducted focus groups with employers, employees, consumers, seniors, physicians, and brokers to assist an advertising agency in developing new and effective branding and positioning strategies for a health care plan.
• Conducted in-depth telephone interviews with brokers to assist a major health insurance carrier with strategic planning regarding hospital client specific networks (CSNs).
• Conducted a quantitative survey with brokers to help the client better understand brokers’ use of and attitudes regarding Third Party Administrators (TPAs).
• Conducted quantitative surveys with customers of a major health insurance on their Flexible Spending Account (FSA) experiences and reactions to FSA communications.
• Conducted focus groups with consumers with chronic medical conditions to explore consumers’ reactions to several new health care programs being considered by the client for this specific population.
• Conducted a series of focus groups with brokers and small business benefits managers to develop insights into their understanding of and reactions to health insurance exchanges.

Hospitals

• Conducted several consumer telephone survey projects to address such issues as: top-of-mind hospital awareness, the importance of different factors in assessing the desirability of a hospital, general image and specific impressions of local hospitals, reactions to possible positioning directions, and hospital ad recall.
• Conducted several consumer focus group studies to explore positioning strategies and target market reactions to alternative creative for hospital advertising campaigns.
• Conducted qualitative and quantitative research with physicians and consumers to help a hospital design a new Ambulatory Center.
• Conducted qualitative and quantitative research with cancer patients to assist a hospital in enhancing and expanding services provided to cancer patients.
• Conducted focus groups with physicians, payers, and legislators to identify quality indicators to be used in measuring hospital care.
• Conducted a series of focus groups with internal and external nurses to assist the client hospital in hiring new nurses.

Clients:

• Cigna
• Columbia University
• Connecticut Children’s Medical Center
• Hartford Hospital
• Hospital of Saint Raphael
• Hudson Valley Hospice
• MedSpan
• MVP Health Care
• New Britain General Hospital
• New Milford Hospital
• Northern Berkshire Health Systems
• Oxford Health Plans
• Prevent Blindness Connecticut
• Saint Francis Hospital & Medical Center
• State of CT Department of Health Services
• Universal Health Care Foundation of CT
• Waterbury Hospital
• Yale Center for Clinical Investigation

• Conducted telephone surveys in the United States, Europe, and Asia with target market companies to determine: their overall image and specific impressions of our client and its key competitors, the key criteria impacting supplier selection, and reactions to alternative brand promises for their credibility and impact.
• Conducted a national study that included 400 mall-intercept consumer interviews and 20 in-person IDIs with showroom managers to assist a manufacturer in developing, marketing, and pricing a new product.
• Conducted a series of eight focus groups with key corporate decision-makers to assist a copier manufacturer and its advertising agency in naming a new product line and developing a marketing communications program to support the product line.
• Conducted a series of focus groups for a major manufacturer to explore office managers’ reactions to a new product being developed by the client.
• Conducted group interviews with DIY consumers who shop at national home improvement stores to assist a manufacturer in developing effective merchandising displays to be used in these national “big box” home improvement stores. Specifically, consumers were shown and asked questions regarding full size mock merchandising displays.

Clients:

• ABB/Alstom Power
• C-Thru Ruler
• DuPont
• Esselte
• Gems Sensors
• Konica Business Technologies
• Kwikset
• MASCO (Alsons and BrassCraft)
• Rogers Corporation

• Spectrum Associates conducts a member satisfaction study for a state REALTOR® association every three years that includes both qualitative (focus groups) and quantitative (telephone/online) research to determine association members’ experiences, needs, challenges, satisfaction levels, and suggestions.
• Retained by a state bar association to conduct a wide variety of research projects, including having: (a) conducted a member/lapsed member satisfaction research project every four years to assist the association in making important member services and communications decisions; (b) conducted qualitative and quantitative research with managing partners on practice management; (c) surveyed almost 900 law firms across the state to assist law firms in understanding how their firm’s economic practices compare to those of other law firms; (d) conducted focus groups to help the association and its advertising agency develop a marketing communications program to effectively promote member retention; and (e) conducted focus groups with managing partners to identify ways the association could better meet the needs of law firms.

Clients:

• Connecticut State Dental Association
• New York State Association of REALTORS®
• New York State Bar Association

• Retained by a major daily newspaper and its advertising agency to provide information that would assist them in understanding the needs of the newspaper readers and developing strategies to increase readership. The project included focus groups with loyal readers, medium readers and light readers to explore such issues as: reasons for relying or not relying on a newspaper as their primary news source, what readers want in a newspaper, perceptions of the client newspaper and recent changes made to the newspaper, ideas for new sections that could be included, reactions to other newspapers’ “front page”, and reactions to prototypes for new weekly sections. Phase Two of the study included a survey of 600 readers of the newspaper on such issues as: reliance on newspapers, loyalty to the newspaper, interest in specific topics, overall impression of the client’s newspaper, and level of readership.
• Conducted a two-phase research project to assist a major daily newspaper in its efforts to redesign a magazine that was included weekly as part of the newspaper. Phase One included focus groups to explore reactions to an initial prototype for a “bigger and better” magazine. Based on Phase One, the newspaper modified the magazine and prepared a second prototype. Phase Two included focus groups with regular and occasional readers to explore their reactions to the revised magazine prototype (e.g., format, cover, features) and suggestions for enhancements.
• Conducted a three-phase study for a major comic book publisher to assist the publisher in its efforts to increase consumer and retailer purchasing. The study included: telephone interviews with 1,500 comic book retailers, in-person IDIs with 70 of the largest retail customers in the country, and 300 store-intercept interviews with consumers at 15 comic book stores across the country.
• Retained by a major daily newspaper to conduct a survey of state residents prior to the newspaper’s launching a statewide marketing campaign designed to promote consumer awareness and use of its website. The objectives of the survey were to obtain baseline data on website awareness and market share, as well as detailed data on state residents’ internet practices. In addition, Spectrum Associates was retained to conduct focus groups with heavy and moderate users of the website to explore their reactions to the website’s functionality and content, and to identify ways to improve the website.

Clients:

• The Columbus Dispatch
• Hartford Courant
• Managing Automation
• Marvel Comics

• Conducted many qualitative and quantitative footwear studies (e.g., athletic shoes, women’s shoes, work and hiking boots, children’s shoes) for one of the largest discount store retail chains in the U.S. These studies were conducted across the country, and addressed such topics as: shoppers’ brand awareness, footwear needs and preferences, footwear purchasing practices, reactions to specific footwear products, price elasticity for brand names, reactions to alternative footwear displays, perceptions of competitor discount stores, impressions of the new footwear departments, and suggestions for ways to better meet their needs. One project included 1,600 store intercept surveys across 20 stores with “lost customers” (i.e., those who had considered purchasing footwear but left the store without making a purchase) to determine the major factors in not making a purchase.
• Conducted a two-phase research project to assist a major national retail chain redesign its stores to better meet target market needs. Phase One of the project included several 4 hour qualitative research sessions where the moderator: (a) held an initial focus group session on current purchasing and shopping practices; (b) took participants to the client and competitor stores where they were asked to find specific products as well as walk through the store to experience its overall look and feel; and (c) conducted a post-visit focus group session to explore participants’ experiences, perceptions, and suggestions. Phase Two included taking participants to one of the client’s existing stores, a competitor store, and the client’s prototype for a new store design, followed by a focus group to explore participants’ experiences and perceptions.
• Conducted focus groups for a retail women’s clothing chain to explore target market consumers’ purchasing behaviors, criteria for store selection, use of competitor stores, impressions of the client’s stores, and suggestions for enhancement.
• Conducted many qualitative and quantitative studies for a grocery store chain that addressed such issues as: reactions to new prototype store designs; reactions to store brands and high-end store brand packaging; shopper use of supermarket circulars; reactions to alternative pricing strategies (e.g., everyday low prices, sales, coupons, and clipless coupons); reactions to alternative tag lines; and reactions to TV advertising creative.

Clients:

• Ahold USA
• A&P Supermarkets
• Edwards Super Food Stores
• Meldisco/Kmart
• Melville Corporation
• Staples
• Vision Corner
• Weathervane

• Helped a state lottery determine whether it should launch a new lottery game by: (a) surveying target market consumers on their interest in the new game and their stated expectations (e.g., rates of participation, purchases, and impacts on playing other lottery games); (b) assessing other jurisdictions’ experience with a comparable game; and (c) applying sales forecasting models to the research findings to develop projections.
• Conducted focus groups and statewide surveys to assist several state agencies and their advertising agencies in developing communications campaigns designed to encourage residents to engage in behaviors that promote clean air.
• Three times since 1991, Spectrum Associates received grants from the State of Connecticut Office of Policy & Management to conduct a comprehensive study to assess disproportionate minority contact in the state’s juvenile justice system and to determine if, where and why disparities occur in the system’s processing of minority youth. These comprehensive studies have included: extensive analysis of police, juvenile court and Department of Children and Family data; a survey with system practitioners; in-depth interviews with juvenile offenders; and forums held across the state to both present key findings to system practitioners and gather their reactions to the findings, as well as their ideas on how to address the issues identified by the studies.
• Retained by the State of Connecticut Higher Education Coordinating Council (HECC) to assist the HECC in its mission of improving accountability and productivity of Connecticut’s public colleges and universities. The project focused on a wide variety of issues including: What is the role of the public higher education system? Should users pay back the state in any way? How well is the state doing in developing employable students? The project included two phases. Phase One consisted of focus groups and in-depth telephone interviews with five key constituencies: Connecticut employers, state legislators, higher education students who were enrolled in Connecticut’s public colleges and universities, alumni of these colleges and universities, and faculty at these colleges and universities. Qualitative data from Phase One were used to develop survey instruments for the Phase Two quantitative survey with the same key constituencies. Phase Two included over 2,000 completed questionnaires.
• Retained by an advertising agency and the State of Connecticut Department of Public Health to conduct a qualitative research project to assist in developing a campaign to encourage middle school teens to abstain from having sex. Focus groups were conducted with middle school students (separately for male and female students, and urban and suburban students). In addition, a focus group was held with: middle school student parents (urban and suburban), middle school teachers, and youth workers.
• Retained by the State of Connecticut Office of Policy and Management to undertake an extensive research project to provide insights into before and after school activities available at the state’s elementary and middle schools, barriers to operating and accessing these activities, and opportunities for enhancing the activities in the future. The study included: a survey of elementary and middle school administrators, a survey of elementary and middle school parents, and focus groups with middle school students.

Clients:

• Connecticut Lottery Commission
• Massachusetts State Lottery Commission
• New York State Division of Criminal Justice Services
• Rhode Island Justice Commission
• State of CT Department of Children & Families
• State of CT Department of Environmental Protection
• State of CT Department of Health Services
• State of CT Department of Higher Education
• State of CT Department of Transportation
• State of CT Office of Policy & Management

• Spectrum Associates has conducted many quantitative research projects across the United States to assist law firms and expert witnesses in preparing for Trademark and Trade Dress cases.
• These studies have included Likelihood of Confusion and Secondary Meaning research projects, and Spectrum Associates has conducted these projects across many industries (e.g., technology, health & beauty, food & beverage, and women’s accessories), using a variety of research methodologies (i.e., mall intercepts, store intercepts, and online panel surveys).
• For these projects, Spectrum Associates’ role usually includes: (a) collaborating with the expert witness and/or law firm on the recruitment screener and survey instrument; (b) preparing the data collection and quality control documents; (c) programming the questionnaire (online survey); (d) personally training the interviewers at all field locations (mall and store intercept studies); (e) pretesting the questionnaire; (f) monitoring data collection throughout the study; (g) coding responses to open-ended questions; (h) supervising 3rd party validation firms; (i) analyzing the data; and (j) preparing a methodology description report for the expert witness.

Clients:

• Browne George Ross LLP
• Conkle, Kremer and Engel, PLC
• Quinn Emanuel Urquhart & Sullivan LLP
• Wilson Sonsini Goodrich & Rosati
• Professor Gary Frasier (University of Southern California, Marshall School of Business)
• Professor Michael Kamins (Stony Brook University, Harriman School of Business)