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Business Data
Personal Bio

Lana is a market research innovator and tech entrepreneur with a solid research management career on the client & supplier side, consulting experience, and an award-winning portfolio of research inventions. She designed, executed and managed hundreds of quantitative, qualitative and hybrid studies for dozens of clients in Canada and US in a wide range of industries. A marketer by training and a market researcher by trade, she was never satisfied with mere numbers and shallow observations, always pushing to understand the "deep why" behind people's decisions by connecting the dots between cognitive sciences, consumer research and marketing. In 2015, she founded text analytics startup HEARTBEAT Ai Technologies that is bringing a unique perspective to collecting and analyzing affect data. HEARTBEAT offers insight tools to business leaders who, like Lana, are not satisfied with the "status quo”. Lana is the first Female Winner of the IIeX Startup Competition, Match 2016, Amsterdam.

Presentation title: 
How emotions drive customer relationships – a case study about personal banking in the US
Presentation description: 
In a partnered survey between Kantar TNS and Heartbeat AI Technologies (Canada) personal banking in the US was investigated to find out if and how emotions drive customer relationships with banks. Kantar TNS launched a survey to evaluate 5 US banks regarding their performance and the customers’ preference for a bank using TNS’ one number KPI – the TRI*M Index. HEARTBEAT used its emotion text analytics application to extract emotions from survey open-ends. Data showed that personal banking is far from being an unemotional affair, and that higher TRI*M ratings for banks correlate with Love, Joy and Trust, while lower performing ones - with Sadness, Anger and Fear. Emotion analytics is a new powerful tool to help CX experts understand the “why” behind customer loyalty.