Research, Projects, & Papers
With a decade in learning, memory, and decision-making behind me, as well as 20 years in the marketing industry, I’m often working on a multitude of interesting projects. That’s what you’ll find here.
Wondering what I’m currently working on? AI detection of cognitive errors, how humans interact with ChatGPT, autism, quality of life surveys, and survey methodology, as well as my usual work and school projects. Expect to find out more about these soon.
The Gap Rebrand: Why It Failed & How To Move Forward
The Gap clothing brand failed spectacularly when it attempted to launch a new logo in 2010 and bring its iconic logo into the modern day. Why? Poor research, a horrible design choice, and even poorer communication.
Unfortunately, this experience makes future rebranding attempts significantly more difficult. Here, I explore why the rebrand failed and suggest how they can do it right next time using foundational principles of marketing and psychology.
Find the Document:
Direct download: PDF
Purpose:
3850 PSYC – Consumer Psychology
Topics:
- Brand image
- Customer communication
- Design & perception
- Crisis management
- Organizational decision making
Quality of Life Assessments, Autistic Populations & Methodology: A Better Quality of Life Is Only an Illusion
Researchers want to improve quality of life with their many studies, treatments, and care models, but what if the improvements they “find” in the lives of others are merely an illusion?
Quality of life questionnaires seem pretty simple, but look a little deeper at the methodology behind these tools, and you soon realize something isn’t quite right.
This paper explores the many errors, biases, and confounding variables that affect decision-making, judgements, perceptions, and the many other aspects these assessment tools rely on. It also lays the groundwork for future research projects.
Find the Document:
Direct download: PDF
Purpose:
4990 PSYC – Exploring Quality of Life in a Psychological Context
Topics:
- Decision-Making
- Judgements
- Quality of Life
- Surveys & Survey Design
- Psychometrics
- Research Methodology
Cognitive Disabilities, Technological Flexibility, and The NIH Toolbox – Cognitive Battery: A Literature Review
The National Institute of Health Toolbox – Cognitive Battery was designed to provide researchers and professionals with an effective, accurate, low-cost method of assessing various aspects of cognitive function and cognitive processes. While its validity is generally acceptable and above, it is not accurate enough in certain circumstances to be used as a sole measurement.
Some of these inaccuracies and lack of validity and reliability may also be due in part to shortfalls in the devices or design. This literature review examines the body of literature that currently exists and identifies areas that could benefit from further study.
Find the Document:
Direct download: PDF
Purpose:
3990 NEUR – Functional Design, Cognition, and Decision Making
Topics:
- Neuroscience
- Usability
- Software Design
- Cognitive Assessment