Presidential general elections in the last century were often focused on making a case to swing voters. After primaries ended, both Democrats and Republicans ran to the political middle in order to convince people to choose their side. But that all changed in the new millennium.

Dawn Amodeo has been promoted to Managing Director (Los Angeles.) In her new capacity, she will be instrumental in leading the project teams and ensuring that the culture and resources allow for the best possible work.

In Michelle Castle’s new role as Chief Strategy Officer at Hypothesis, she will be working on a number of growth and strategic initiatives designed to support the company mission of “helping important brands do amazing things.”

Maria Vallis has been named a Partner at Hypothesis. She will be a key executive, shaping the vision of project work with a focus on client management and innovation.

Casey Willard has joined Hypothesis as Chief Methodologist. He will be a senior leader on the advanced analytics team with a focus on project work and analytic innovation.

Hypothesis welcomes Lluvia Carrillo to the team. Lluvia is a versatile, seasoned qualitative researcher with over 10 years of experience. She is passionate about understanding human behavior and helping brands build deeper connections with consumers.

Hypothesis is pleased to announce that Edahn Small has been named Chief Design Officer. Additionally, Jenny Pfost, has been promoted to the position of Creative Director.

Based on the success of our bite-sized infographics (fondly dubbed “infobites”), we’ve decided to host our first ever Infobite Contest! We created infobites in 2016 in response to the changing ways we consume media (thanks, memes) and our passion for design, data, and insights.

Authentic, human insights are gained by emulating a more natural environment. As researchers, we must be willing to let some of our outdated “facility” habits go and adopt a new set of practices that facilitate more empathetic qualitative research.

Emily joins Hypothesis with both quantitative and qualitative research experience in a variety of industries, including restaurant, retail, pharmaceutical, and technology.

Hypothesis is thrilled to announce that Michael (aka Mookie) Thottam has been promoted to Marketing Sciences Director.

”Celebrate,” a project developed by Hypothesis, was chosen as one of 70 Merit award-winning designs in the most recent HOW In-House Design Awards, which recognizes the very best creative work produced by designers doing in-house work for corporations, associations and organizations.

Once again, Hypothesis took over Perry's in Santa Monica for our annual summer luau. It was too hot for volleyball this year, but the ocean was super warm. The DJs provided great music while the henna artist and lots of ice cream kept the kids busy.

Hypothesis is excited to announce our participation at this year's The Market Research Event (TMRE) in October with our client partner, Aristocrat Gaming. Maria Vallis and Eric Mathis of Hypothesis with Roberto Coppola from Aristocrat will present a case study on creative techniques to inspire, innovate and disrupt the casino slot machine category.

The question is simple: “Which of the following brands have you heard of?” from a preset list. Most brands see this question, aided brand awareness, as an important KPI. It’s often the very first metric reported in a presentation. But is aided brand awareness worth the attention?

Hypothesis is excited to announce that Samantha Ahmari has joined the team as the People & Talent Manager! Samantha came to us with a  wide-range of HR experience. Prior to coming aboard, Samantha worked at a digital media company, Kin Community, implementing HR processes and policies while cultivating a strong company culture.

Hypothesis is pleased to formally announce the formation of Momentum by Hypothesis, an in-house group launched to oversee brand and strategy capabilities, helping clients with the inevitable “now what?” question that so often follows a research project. While Hypothesis interprets and brings the consumer voice to life, the Momentum team works with marketers and internal stakeholders to activate and implement the insights.

Hypothesis is proud to announce appointment to the AMA Gold Top 50 Report for the second year in a row thanks largely to an expanded client base, an increase in activation workshops, immersive qualitative, and global quantitative projects. This year’s report appears in the June issue of Marketing News.

Hypothesis is pleased to announce that Josh Erdman has been promoted to Senior Consultant. Josh has proven his ability to manage complicated research studies, communicate effectively both internally and externally, and has risen to the challenge of overseeing and running strategic projects autonomously. 

Moving your brand tracking study from one research partner to another can cause anxiety. One of the first questions researchers ask is “How can I move this tracker and keep all of my historical data trends?”

It’s daunting to look at a timeline for a research project. You have a deadline; you need answers. But, the first phase that can contextualize a project with your internal team is important, really important. I’m talking about stakeholder interviews. There are three key reasons to let an experienced, objective third-party conduct these interviews.

We are very excited that three of our interns will be joining the full-time Hypothesis roster as Analysts this summer. Faith Vickery and Victoria Hernandez, both fresh off of their Masters in Applied Psychology from USC, and Ellie Hannan, a Communications graduate from UCLA, have proven to be stand-outs in the 2017/2018 internship class.

Our internship program has proven to be a successful way to identify, train, and hire new talent. But what makes for a great intern, you ask? Great question! We asked Associate Consultants Josh Erdman and Bonnie Tam, both from internship Class of 2013 who now run the program, for their perspective.

BrainTrust, the famed Hypothesis in-house marketing science team, receives an extraordinary amount of questions from curious clients on a variety of topics ranging from larger methodological issues (“What is your approach to brand equity?”) to more tactical questions (e.g., “What’s better, a 5-point or 7 point scale?).

Last Friday evening (okay, let's be honest...more like late afternoon), the newly remolded Hypothesis grand kitchen was transformed into a premium cocktail lounge.

We just published the second volume of our infobites, collected from the past year (2017). The book contains all 121 infobites from our data-viz instagram account @hypothesisgroup.

Kaitlyn Hutt is an Engagement Manager at Hypothesis. We sat down to ask her about her work and life at Hypothesis.

At Hypothesis, we recommend expanding your benchmark with a longer pilot survey and a larger sample size. This gives you flexibility to test approaches that you are unsure about during your first benchmark wave. With more questionnaire real estate and sample, you can solve for potential problems before they ever become issues.

A brand tracker is like a check of your company’s vitals. It’s often the first thing a new consumer insights director either establishes, dismantles, re-invents, or pulls from an existing vendor. It’s almost always the single most expensive research initiative. It's considered critical and high-profile, yet its value is often questioned.  

Suzanne has over 20 years of experience in finance and accounting across a variety of industries. She has a passion for creating business processes and systems, as well as a strong background in managing the day-to-day operations of the accounting team.

Jessica will be the President of Momentum by Hypothesis, a new strategy-led group that uses insight, experience and creativity to help organizations with their “now what?”

Savannah has extensive experience in both quantitative and qualitative methods. She brings rich client-side perspective and entertainment experience from Disney, where she specialized in consumer satisfaction and large scale brand tracking.

The 2-day workshop explored how great stories require compelling writing and purposeful design. We led the HP team through a series of practical exercises, teaching how to bring data analysis, point-of-view, and compelling visuals together to create engaging presentations.   

Getting her start at Hall & Partners 9 years ago, Nina has worked across various industries and project types. An expert in quantitative research, she’s well versed in all aspects of brand and ad tracking, copy-testing, segmentations, and attitudes & usage studies.

Greg Rice has joined the team as Chief Research Officer. In this newly created Role, Greg will establish and oversee quantitative research best practices in close conjunction with Chief Methodologist Mauricio Ferreira. 

Hypothesis is excited to announce it will present a case study at this year's The Market Research Event (TMRE) in October with our client partner, Team One. Maia Wapnick, Jennifer Axen and Jeff Seltzer of Hypothesis with Steven Garcia from Team One will present a case study on an experiential qualitative approach called Co-Experience.

As part of its quarterly guest speaker series, Hypothesis was treated to a lecture by the Sleep Doctor, Dr. Michael J. Breus, Ph.D. Dr. Breus is a Clinical Psychologist and frequent guest on the Dr. Oz Show. He is a widely recognized leader in field of sleep and has given hundreds of presentations at fortune 500 companies. 

Selin started her career in market research as an intern at Hypothesis, where she gained experience in both qualitative and quantitative research. As an Analyst, Selin works across varies industries with a focus in the tech and finance sectors.

Hypothesis' design team recently partnered with Netflix Consumer Insights Team on a series of infobites that were featured in Wired and Mashable. The team conceptualized and designed roughly 10 infobites to date in connection with the releases of Netflix's 2 newest shows: GLOW and Marvel's Defenders. 

For our second year in a row, Hypothesis took over Perry's in Santa Monica for our annual summer party. The event hosted employees, their significant others, plenty of adorable children, and the first set of Hypothesis doppelgangers (no, really).