NextGen Hackathon Competition gives undergraduates a chance to develop product and marketing plans using real-world data. In this episode, we speak with two members of the CalPoly Pomona team that recently won the 10th NextGen Competition -- a race to develop the smartest electric vehicle innovation. In addition, we talk to two NextGen mentors and judges, Natalie Sneed from Kia and Sharon Kondo from One Team Advertising. Tune in to learn the importance of auto innovation and the next generation from the experts -- and how the student team came up with a unique project that incorporates consumer needs and current trends.
Natalie is a marketing and research professional with over 30 years of experience in product and consumer research, program and strategic planning, brand development, advertising and marketing communications, cross-functional team leadership, public speaking, employee brand ambassador development, and more. Natalie’s career includes positions held at the City of Southfield, MI, Ford Motor Company, Nissan North America, and currently Kia Motors America.
Sharon leads the Brand, Digital, and Experiential analytics groups at Team One, working with brands such as Lexus, The Ritz-Carlton, and Ste. Michelle Wine Estates, among others. Sharon has worked in the strategic planning and analytics capacity for over 25 years, specializing in integrated analytics consulting and affluent consumer research. She has worked with clients in automotive, luxury, hospitality, high-end appliances, and home audio and travel.
Jillian is a fourth year undergraduate student at Cal Poly Pomona majoring in Psychology with an emphasis in Industrial/Organizational Psychology and a minor in Marketing Management. As a McNair Scholar and Research Associate in the Center for Customer Insights and Digital Marketing (CCIDM), she is very involved in multidisciplinary research where she aims to bridge the gap between psychology and business.
Patrick's fondness for mystery movies makes generating insights and discoveries thrilling, fueling his passion for business intelligence and data analytics. Following this passion, Patrick is a Senior Business student majoring in Computer Information Systems and minoring in Marketing at Cal Poly Pomona. He is a research assistant for the Center for Customer Insights and Digital Marketing. Patrick also serves as the President of the Analytics and Marketing Insights Club – a club that centers around nurturing the next generation of insights analysts and consultants.
GfK challenged undergraduate students to develop strategic recommendations for a new product that would enhance EV and hybrid systems. The teams worked with a variety of GfK data sets to identify and understand unmet consumer needs, articulate new offerings, and outline product launch and marketing plans.
This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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