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J. Hanson

[Joseph Scott Hanson]

Other Faculty, Marketing
Last Updated: September 29, 2020
about me

Research Interests

Research Interests
Information Management There is ample evidence that we rely heavily on unconscious or subliminal strategies to sort through vast amounts of information each day. The automated natures of such processes and the use of heuristics to simplify decisions make it very difficult for new information – and brands with new information – to break through, let alone affect decisions. Marketers engage in an ongoing battle to affirm (established brands, particularly market leaders) or to disrupt (new products, market trailers) these processes. Knowledge of individual tendencies and situational factors can reveal marketing opportunities. Emotional / Rational Decision Tradeoffs In each and every decision, we employ a balance of emotional and rational motives. This balance varies both across individuals and situations (e.g., luxury auto purchases are different than hand lotion purchases). Households with multiple decision-makers tend to segment decisions based on specialized knowledge, category interest and experience, and, most importantly, comfort with the responsibility. Marketers who understand decision allocation strategies can better tailor language to fit the person-situation mix. Purchase / Engagement Processes Brand relationships begin with an idea that is affirmed or disconfirmed with a purchase. Positive experiences pave the way to a brand relationship which, once established, can become resistant to competitors’ disruptive efforts. Understanding the key elements of engagement and the nature and timing of critical commitment points can reveal the pathway to establishing – and disrupting – brand loyalty. These can differ substantially across individuals, brands, and product categories. Behavioral Research Integration The marketing research industry is constantly evolving, with current “hot topics” including, among other things, Big Data, Emotionality, and Neuroscience. As techniques move further into the world of social and cognitive psychology, there are questions about the reliability, specificity, and utility of new techniques. Cognitive psychology offers great promise for explanation of behaviors revealed through “Big Data” analytics and patterns evident in Neuroscience techniques, but there are realistic limitations on capabilities and utilities that merit exploration and explanation.

Teaching Interests

Teaching Interests
Marketing Research Qualitative Research Research Methods

Biography

Biography

Behavioral scientist specializing in journey mapping, decision-making, and information usage.

Education

Education

    • 2004 PhD in Social Psychology
      Washington University, 2004
    • 2004 PhD in Social Psychology
      Washington University, 2004
    • 2004 PhD in Experimental Social Psychology
      Washington University in St Louis, St Louis, MO, 2004
    • 1994 MA in Developmental Psychology
      San Diego State University, 1994
    • 1994 MA in Developmental Psychology
      San Diego State University, 1994
    • 1994 MA in Experimental Developmental Psychology
      San Diego State University, San Diego, CA, 1994
    • 1991 BA in Behavioral Psychology
      Southwestern University, 1991
    • 1991 BA in Behavioral Psychology
      Southwestern University, 1991
    • 1991 BA in Experimental Developmental Psychology
      Southwestern University, Georgetown, TX, 1991

Appointments

Appointments

    • 2014 to Present Principal
      iota consulting, llc
      Marketing research consultant specializing in shopper journeys, brand positioning, and concept evaluation.
    • 2012 to 2014 Vice President
      MarketVision Research
    • 2008 to 2012 Vice President
      Decision Analyst, Inc.
      Managed a team of marketing research professionals tasked with providing research support for clients' business objectives and brand strategies
    • 2005 to 2008 Senior Manager
      Decision Analyst, Inc.
      Developed new and fallow accounts into sustainable client portfolio, assisted in the design of protocols to facilitate training and new service adoption.
    • 2002 to 2005 Associate Consultant
      The Mattson Jack Group (now Kantar Health)
      Served as the statistical and methodological expert for patient research, guiding update of treatment models to account for patient and provider roles.

Memberships

    • Oct 2016 to Present Insights Association (formerly CASRO & MRA)
      Associate Member of Academic Committee
      Officially launched in January, 2017, the Insights Association was formed through the merger of two organizations with long, respected histories of servicing the market research industry: CASRO (founded in 1975) and MRA (founded in 1957). The result is a new, larger and more connected association with a unified, coordinated and higher profile voice, aligned in mission and message, and ultimately more effective at advancing the industry and profession in which we all share an abiding passion. The Insights Association strives to effectively represent, advance, and grow the research profession and industry. Specifically, the organization: - Provides government advocacy through legislative, regulatory and judicial means - Cares for and improves the industry’s image in the eyes of the media and public - Markets the business case for industry products and services to buyers and users - Sets and enforces professional standards - Establishes and reinforces best practices - Helps members grow their businesses, their departments, and themselves as research professionals

Awards and Honors

    • Mar  2016 Outstanding Academic Advisor Nomination sponsored by UT Arlington Office of the Provost
    • May  2002 Dean's Award for Teaching Excellence sponsored by College of Arts & Sciences - Washington University in St Louis

Other Activities

Other Activities

      • May 2019
        Consulted on research to support to strategic initiatives. (Dallas, TX)
        Joel Dollar Consulting
      • May 2019
        Consulted on research to support strategic initiatives. (Dallas, TX)
        One Technologies
      • May 2018
        Qualitative research to support product development and target audience profiles (Ann Arbor, MI)
        EOTech
      • May 2018
        Conducted research methodology practices workshop with internal research professionals (Austin, TX)
        Electronic Arts
      • June 2017
        Consulting project to develop recruitment target profiles for potential students at a client school. (Dallas, TX)
        Commerce House
      • July 2017
        Consultant project during summer session. (Dallas, TX)
        One Technologies
      • Jan 2015
        Consultation on multiple marketing research projects. Work executed as Principal of iota consulting, llc. (Dallas, TX)
        Commerce House
      • Apr 2015
        Consultation on brand position project. Work executed as Principal of iota consulting, llc. (Grand Prairie, TX)
        American Leather
      • June 2016
        Consultation on multiple marketing research projects. Work executed as Principal of iota consulting, llc. (Dallas, TX)
        Gold's Gym
      • July 2016
        Consultation on two marketing research projects. Work executed as Principal of iota consulting, llc. (Fort Worth, TX)
        The Starr Conspiracy

Support & Funding

Support & Funding

This data is entered manually by the author of the profile and may duplicate data in the Sponsored Projects section.
    • Mar 2018 to June 2018 The University of Texas Master of Science in Marketing Research Program sponsored by  -  $3000
      (Funded)
    • Jan 2018 to June 2018 Spring Theory Marketing Research Program sponsored by  -  $1500
      (Funded)

Courses

      • MARK 5341-001 ADV TOPICS IN MKT RSH I
        (Course Id: 112317)
        Fall - Regular Academic Session - 2020
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2020
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2020
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Fall - Regular Academic Session - 2020
      • MARK 4311-031 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Eleven Week - 2020
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Summer - 2020
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Spring - Regular Academic Session - 2020
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2020
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2020
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Spring - Regular Academic Session - 2020
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Spring - Regular Academic Session - 2020
      • MARK 5338-001 QUALITATIVE RESEARCH
        (Course Id: 100844)
        Spring - Regular Academic Session - 2020
      • MARK 5341-001 ADV TOPICS IN MKT RSH I
        (Course Id: 112317)
        Fall - Regular Academic Session - 2019
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Fall - Regular Academic Session - 2019
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2019
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Fall - Regular Academic Session - 2019
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Fall - Regular Academic Session - 2019 Download Syllabus
      • MARK 5382-106 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Summer - Eleven Week - 2019
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Summer - Eleven Week - 2019
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Eleven Week - 2019
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Summer - Eleven Week - 2019
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Spring - Regular Academic Session - 2019
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2019
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2019
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Spring - Regular Academic Session - 2019
      • MARK 5338-001 QUALITATIVE RESEARCH
        (Course Id: 100844)
        Spring - Regular Academic Session - 2019
      • MARK 5341-001 ADV TOPICS IN MKT RSH I
        (Course Id: 112317)
        Fall - Regular Academic Session - 2018
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Fall - Regular Academic Session - 2018
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2018
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Fall - Regular Academic Session - 2018
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Fall - Regular Academic Session - 2018
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Fall - Regular Academic Session - 2018
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Eleven Week - 2018 Download Syllabus
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Eleven Week - 2018 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852 | Aacsb Assess: true | Aacsb Goals: MSMR students will demonstrate the ability to understand the decision-making environment in which marketing decisions are made. | Student Performance: Students met the stated criteria for the measure.)
        Summer - Eleven Week - 2018 Download Syllabus
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Spring - Regular Academic Session - 2018 Download Syllabus
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Winter Intersession - 2018 Download Syllabus
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2018 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Spring - Regular Academic Session - 2018 Download Syllabus
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Spring - Regular Academic Session - 2018 Download Syllabus
      • MARK 5338-001 QUALITATIVE RESEARCH
        (Course Id: 100844)
        Spring - Regular Academic Session - 2018 Download Syllabus
      • MARK 5341-001 ADV TOPICS IN MKT RSH I
        (Course Id: 112317)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Fall - Regular Academic Session - 2017 Download Syllabus
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Summer - Five Week - Second - 2017
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Five Week - First - 2017 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Summer - Eleven Week - 2017
      • MARK 5396-002 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Summer - Summer Intersession - 2017
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Summer - Eleven Week - 2017
      • MARK 4393-001 MARKETING INTERNSHIP
        (Course Id: 110005)
        Spring - Regular Academic Session - 2017
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Winter Intersession - 2017 Download Syllabus
      • MARK 4311-003 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2017 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Spring - Regular Academic Session - 2017
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Spring - Regular Academic Session - 2017
      • MARK 5338-001 QUALITATIVE RESEARCH
        (Course Id: 100844)
        Spring - Regular Academic Session - 2017 Download Syllabus
      • MARK 5342-001 ADV TOP MKT RSH II
        (Course Id: 100855)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 5341-001 ADV TOPICS IN MKT RSH I
        (Course Id: 112317)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Fall - Regular Academic Session - 2016
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Fall - Regular Academic Session - 2016
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Fall - Regular Academic Session - 2016 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Summer - Eleven Week - 2016
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Summer - Eleven Week - 2016
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Spring - Regular Academic Session - 2016
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2016 Download Syllabus
      • MARK 5396-001 MKTG RESEARCH INTERNSHIP I
        (Course Id: 100852)
        Spring - Regular Academic Session - 2016
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853)
        Spring - Regular Academic Session - 2016
      • MARK 5338-001 QUALITATIVE RESEARCH
        (Course Id: 100844)
        Spring - Regular Academic Session - 2016 Download Syllabus
      • MARK 5327-001 RES MARKETING DECISIONS
        (Course Id: 100833)
        Spring - Regular Academic Session - 2016 Download Syllabus
      • MARK 5382-112 INDEPENDENT STDY MARKETING
        (Course Id: 100849)
        Fall - Regular Academic Session - 2015
      • MARK 5337-001 MARKETING INFO MGMT
        (Course Id: 100843)
        Fall - Regular Academic Session - 2015 Download Syllabus
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804 | Servlearn Desc: Application of marketing research techniques and protocols to execute a research project with a corporate client.)
        Fall - Regular Academic Session - 2015 Download Syllabus
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804 | Servlearn Desc: Application of marketing research techniques and protocols to execute a research project with a corporate client.)
        Fall - Regular Academic Session - 2015 Download Syllabus
      • MARK 5397-001 MKTG RESEARCH INTERNSHIP II
        (Course Id: 100853 | Servlearn Desc: The MSMR program consists of three components: technical training, professional development, and practical application. Students complete 30 hours of advanced courses designed to provide a broad set of technical skills to help them succeed in the marketing research industry. They also participate in multiple professional development events and activities designed to provide them with an understanding of industry practices and to foster relationships with established professionals. Students are also required to complete two internships designed to provide them with opportunities to apply their technical training to real-world issues. The proposed internships provide invaluable experience applying technical skills to actual business issues. This is a critical component of our program and of the student’s training. | Aacsb Assess: true | Aacsb Goals: Critical Thinking Skills - To include creative thinking, innovation, inquiry, and analysis, evaluation and synthesis of information. | Student Performance: Outcomes Met)
        Fall - Regular Academic Session - 2015 Download Syllabus
      • MARK 4311-001 MARKETING RESEARCH
        (Course Id: 100804)
        Summer - Eleven Week - 2015 Download Syllabus
      • MARK 4311-002 MARKETING RESEARCH
        (Course Id: 100804)
        Spring - Regular Academic Session - 2015 Download Syllabus

Service to the University

    • Sept 2016 to  Present Committee Member
      Marketing Scholarship Committee
      Evaluate student applications and collaborate with other committee members on awards.
    • Sept 2015 to  Present Student Org Advisor (Professional Org)
      Marketing Research Graduate Student Association
      Act as faculty advisor for graduate student professional organization for the MSMR program.
    • Sept 2015 to  May 2016 Guest Speaker
      Entrepreneur Society
      Spoke with group about starting/running a business Also served as member of judges' panel for student business idea competition

Service to the Community

Service to the Community

    • Jan 2015 to  Present
      Youth Soccer Coach (Mansfield, TX, United States)
      Mansfield Soccer Association
      Manage team practices and games in the local soccer league
    • Jan 2006 to  June 2017
      Chairperson (Mansfield, TX, United States)
      Roberta Tipps Dads' Club
      Organize father-child activities, manage relationships with school faculty and staff, coordinate fundraising/project efforts to support student activities/learning.