Title:	“The Next Evolution of Shopper Insights…Behavior Design”
Presenter:	William Leach, Director Of Shopper Insights, Frito-Lay

Abstract:
The future of market research can be found today in the behavioral science literature. Behavioral science, including the sub-disciplines of Psychology, Neuroscience, Sociology, Behavioral Economics, and Cultural Anthropology all possess advanced understanding on the why’s of human behavior that have yet to be applied to business questions on a large scale. This presentation is focused on the application of the latest insights from the intersection of Psychology and Economics: Behavioral Economics, and utilized methods from the social psychology literature on the implicit drivers of behavior to optimize predictive validity of the results.

Will works in the Strategic Insights department at Frito-Lay, which is responsible for making sure the consumer and shopper voice is present during key business decisions. His current role is leading the Shopper Insights department as well as building out their behavioral and decision science experiments & capabilities.

Will joined Frito-Lay in 2005 and has worked in brand, innovation and shopper insight roles for the company. Prior to joining Frito-Lay Will worked for 8 years in product development and strategic initiatives within the energy and biotech industries and was a Combat Engineer in the United States Army.

He received his B.S. in Natural Resource Economics from the University of Florida, and his M.S. in Applied Economics from Texas A&M University. Will lives in Dallas with his wife, Melanie (who also works in insights for Frito) and 2 year old son Nicholas (who will one day!)