Panel Discussion: The New Science of Customer-Centric R & D What are the most forward-looking trends in the science of understanding consumer behavior? For instance, market analysis methodologies are moving beyond the limitations of conventional segmentation that focus on age, sex, and income classifications; and beyond surveying customers in stores or conducting of inperson focus groups. How are “virtual focus groups” and “psychographic profiling” and other new methodologies changing our perspective from product-centric to customer-centric? What are the forward-looking methods in consumer research—and how will they improve our understanding of consumer behavior and enhance our ability to design and sell lottery products?

Moderator: Paula Otto, Executive Director, Virginia Lottery, and Lead Director of the Mega Millions Consortium

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Panelists: (left to right)

Nikki Orcutt, Deputy Director of Marketing, West Virginia Lottery
Wendy Montgomery, Vice President Marketing & Sales, OLG
Zurine de Saez Viteri, Managing Director, Lottovate
Don Feeney, Research & Planning Director, Minnesota Lottery