Category Archives: Research Centers

Deciphering Consumer Desires with Data

For Lindie Wang, ’19, understanding marketing and making the best decisions comes down to leveraging and understanding the limitations of data. During her time at Booth, uncovering the power of analytics—and understanding the limitations of numbers—has been a critical lesson for her career as a brand manager. “Data was a big part of my exceptional marketing education at Booth,” she said.

Here, Lindie reveals how her marketing education experience at Booth is transforming her post-MBA career and discusses her outlook on the future of marketing.

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When Marketing Meets Innovation

When Shota Ido, ’19, applied to Booth, he’d already identified his next career move.  In an application essay for Booth, he outlined his goal of becoming a product manager at an enterprise tech company after graduation.

Now, thanks in part to the opportunities he had as a Kilts Marketing Fellow, Shota will realize that goal. Upon graduation, he’s joining Adobe as a product manager in the tech giant’s San Jose, California-based office.

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The Biology of Empathy: Lessons Learned from Lab Rats

I have always been amazed at the different hemispheres of the brain: how the left-brain is more logical and analytical, while the right-brain is more intuitive and thoughtful. Many of my Booth classes, such as Power and Influence, the Study of Behavioral Economics, and Consumer Behavior, have trained me, and encouraged me, to look beyond the superficial into the minds—the biases, tastes, and psyches—of our teammates, managers, clients, and customers.

Lucky for me, the most recent Spark Dinner, “The Biology of Empathy,” fell right into the intersection of my interest in neurobiology and the training from these classes, and provided an amazing new perspective and important takeaways. All based on the empathy of rats.

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Power Lunches Feed Intellectual Curiosity at Booth

One of my favorite things about Booth is that our professors aren’t just teachers and case-writers, but are equal parts researcher, instructor, and mentor. With our long list of distinguished faculty pushing the frontiers of business science outward on a daily basis, I always find myself getting FOMO over all the classes I want to take but can’t find space to cram into my two-year schedule.

Fortunately, Booth’s research and learning centers frequently host talks and events for professors to discuss their research—enabling students like me to glean insights on a wide variety of topics that complement the my formal curriculum.

I recently attended a special talk hosted by James M. Kilts Center for Marketing, where Professor Berkeley Dietvorst discussed his research on why human beings don’t trust algorithms to make decisions.

Here are a few “ah-ha” moments I had during the talk:

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The Gift of the Green Pen from Professor Linda Ginzel

We’re all trying to squeeze out 28 hours of productivity from the 24-hour day. We entered the balancing act of classes, recruiting, and social life in order to learn how to manage and lead in our careers. But with so much to do, how can we be sure we’re extracting real value from our experiences?

Professor Linda Ginzel has given this a lot of thought. She believes the solution is to live the examined life: collect the data of your experience across time, look for patterns and trends to analyze in order to get insight. To this end, she gives all of her students a pen—a green pen—to help them be their own coach. She asks that students prepare for class by writing in a different color, and bring their green pen to class.

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