April 2-3, 2019

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David Hengehold

Consumer Research Statistician, P&G (Proctor & Gamble)

David received a master’s degree in statistics from the University of Kentucky in 1992. Upon graduation, he joined Procter and Gamble, working as a personal health care clinical statistician for the first 10 years. His favorite experience of that time was inventing the pain relief scale used in therapeutic heat wrap research and publications. Thereafter, he switched over to the “dark side” and has worked as a consumer research statistician ever since. This fast-paced, exciting area of applied statistics has provided lots of opportunities to understand the consumer better. His interests include discrete choice modeling, segmentation and line optimization.

Sessions from David Hengehold:

The Peaks and Pitfalls of MaxDiff at Procter & Gamble

Hitch a ride as we explore the maximum difference scaling landscape at P&G. This easy yet powerful research method is just the ticket for product benefit/claim screening and package designs [...]