Marketing Research
To Make a Difference
Kelly D. Brownell
Yale University
www.YaleRuddCenter.org
DIRECTOR
Kelly Brownell
DEPUTY DIRECTOR
Marlene Schwartz
WEIGHT STIGMA
LEGAL
SCHOOLS
Rebecca Puhl
Jennifer Pomeranz
Kathryn Henderson
PUBLIC POLICY
FOOD MARKETING
ECONOMICS
Roberta Friedman
Jennifer Harris
Tatiana Andreyeva
COMMUNICATIONS
Andrea Wilson
A Top Down Approach
Global
Action
Federal
Action
State
Action
Local
Action
The
Individual
The Local Innovation Approach
The
Individual
Other
People
Public
Opinion
Institutions
Government
Who Are The
Change Agents
And What Will It Take
To Activate Them?
Potential
Change Agents
Parents
NGOs
Legislators
AGs
Courts
Litigators
Needed For
Activation?
Outrage
Public Support, Funding
Public Support
Support & Legal Grounds
Creative Legal Theory
Opportunity
Timely and Strategic
Legal Research
e.g., Speech vs. Conduct
Toys in Kids Meals
Ken Yeager
County Supervisor
Santa Clara County, CA
Eric Mar
San Francisco
Board of Supervisors
Two Attorneys General
Vermont Attorney General
Connecticut Attorney General
Vermont Attorney General
William Sorrell
Connecticut Attorney General
Richard Blumenthal
Amer J Public Health, 2011
Likely Steps
•
Identify change agents
•
Develop coordinated research plan
•
Focus on strategic goals
•
Broad view of research
Quick strike studies
Legal research
Polling
•
Ask “what will it take for change?”
Specific Possibilities
•
Strategic, well-timed polling
•
Framing studies
•
Studies documenting children as prey
•
Legal/Research links (e.g., misleading)
•
Addiction & hijacking the brain
•
Neuroscience & marketing
Potential
Change Agents
Parents
NGOs
Legislators
AGs
Courts
Litigators
Needed For
Activation?
Outrage
Public Support, Funding
Public Support
Support & Legal Grounds
Creative Legal Theory
Opportunity
www.YaleRuddCenter.org