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Marketing Research To Make a Difference Kelly D. Brownell Yale University.

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Presentation on theme: "Marketing Research To Make a Difference Kelly D. Brownell Yale University."— Presentation transcript:

1 Marketing Research To Make a Difference Kelly D. Brownell Yale University

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3 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

4 A Top Down Approach Federal Action State Action The Individual Local Action Global Action

5 The Local Innovation Approach Institutions Public Opinion The Individual Other People Government

6 Who Are The Change Agents And What Will It Take To Activate Them?

7 Potential Change Agents Needed For Activation? Outrage Public Support Support & Legal Grounds Creative Legal Theory Public Support, Funding Parents Legislators AGs Courts NGOs Litigators Opportunity

8 Timely and Strategic Legal Research e.g., Speech vs. Conduct

9 Toys in Kids Meals Eric Mar San Francisco Board of Supervisors Ken Yeager County Supervisor Santa Clara County, CA

10 Two Attorneys General Vermont Attorney General Connecticut Attorney General

11 Vermont Attorney General William Sorrell

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13 Connecticut Attorney General Richard Blumenthal

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15 Amer J Public Health, 2011

16 Likely Steps Identify change agents Develop coordinated research plan Focus on strategic goals Ask “what will it take for change?” Broad view of research Quick strike studies Legal research Polling

17 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

18 Potential Change Agents Needed For Activation? Outrage Public Support Support & Legal Grounds Creative Legal Theory Public Support, Funding Parents Legislators AGs Courts NGOs Litigators Opportunity

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