Marketing ResearchTo Make a Difference

Kelly D. BrownellYale University

www.YaleRuddCenter.org

PUBLIC POLICY

Roberta Friedman

PUBLIC POLICY

Roberta Friedman

ECONOMICS

Tatiana Andreyeva

ECONOMICS

Tatiana Andreyeva

FOOD MARKETING

Jennifer Harris

FOOD MARKETING

Jennifer Harris

WEIGHT STIGMA

Rebecca Puhl

WEIGHT STIGMA

Rebecca Puhl

SCHOOLS

Kathryn Henderson

SCHOOLS

Kathryn Henderson

LEGAL

Jennifer Pomeranz

LEGAL

Jennifer Pomeranz

COMMUNICATIONS

Andrea Wilson

COMMUNICATIONS

Andrea Wilson

DIRECTOR

Kelly Brownell

DIRECTOR

Kelly Brownell

DEPUTY DIRECTOR

Marlene Schwartz

DEPUTY DIRECTOR

Marlene Schwartz

A Top Down Approach

FederalAction

StateAction

TheIndividual

LocalAction

GlobalAction

The Local Innovation Approach

InstitutionsPublic

Opinion

TheIndividual

OtherPeople

Government

Who Are TheChange Agents

And What Will It TakeTo Activate Them?

PotentialChange Agents

Needed ForActivation?

Outrage

Public Support

Support & Legal Grounds

Creative Legal Theory

Public Support, Funding

Parents

Legislators

AGs

Courts

NGOs

Litigators Opportunity

Timely and StrategicLegal Research

e.g., Speech vs. Conduct

Toys in Kids Meals

Eric MarSan Francisco

Board of Supervisors

Ken YeagerCounty Supervisor

Santa Clara County, CA

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

• Ask “what will it take for change?”

• Broad view of researchQuick strike studiesLegal researchPolling

Specific Possibilities

• Strategic, well-timed polling

• Framing studies

• Studies documenting children as prey

• Legal/Research links (e.g., misleading)

• Neuroscience & marketing

• Addiction & hijacking the brain

PotentialChange Agents

Needed ForActivation?

Outrage

Public Support

Support & Legal Grounds

Creative Legal Theory

Public Support, Funding

Parents

Legislators

AGs

Courts

NGOs

Litigators Opportunity

www.YaleRuddCenter.org