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Invited Speakers Session: Digital Media Research
The Changing Landscape of Digital Media Research
Sunday, October 14 | 8:00 a.m. Continental Breakfast and Networking, followed by Invited Speakers' presentations
Invited Speaker: Chris Chapman, Ph.D., Senior Quantitative Researcher, Google
It's no secret that digital media and associated analytics are creating vast new research areas and transforming traditional research. Chris Chapman of Google identifies three shifts that researchers and media clients should embrace:
- using a multiplicity of imperfect models,
- emphasizing strategic direction and validity, and
- building research team competency.
Chris will discuss how research practice should change in the coming decade to deliver greater consumer insight for managerial decision making, and will illustrate those changes with prescriptive guidance and research cases.
Chris is a senior quantitative experience researcher for advertising and publisher products in Google's New York City office. Prior to joining Google in 2012, Chris held positions as a senior researcher at Microsoft for more than a decade, and was a postdoctoral fellow at the University of Washington School of Medicine. Chris holds a PhD in clinical psychology from the University of Tulsa, a master's in philosophy from the University of Texas and a bachelor's with highest honors in psychology from Harvard University. He has published more than 30 peer-reviewed conference and journal papers, was the chairperson of the American Marketing Association (AMA) 2012 Advanced Research Techniques Forum, and is a member of the AMA Marketing Insights & Analytics Council / Market Research Council advisory board.