Intent Lab™

Steering Committee and Research Team

Frank Mulhern

Frank Mulhern

Associate Dean, Department Chair and Professor of Integrated Marketing Communications, Northwestern University Medill School

Marshall Kohr

Marshall Kohr

Director, Integrated Marketing Communications Program, Northwestern University Medill School

Ashlee Humphries

Ashlee Humphries

Associate Professor and Research Lead, Northwestern University Medill School

Mathew Isaac

Mathew Isaac

Professor of Marketing, Seattle University

Craig Greenfield

Craig Greenfield

Chief Operating Officer, Performics Worldwide

Joe Reinstein

Joe Reinstein

Global Growth Officer, Performics

Esteban Ribero

Esteban Ribero

SVP Planning & Insights, Performics

Burcu Agma

Burcu Agma

VP of Strategy, Planning & Insights, Performics

Ines Paez

Ines Paez

Senior Strategic Planner, Planning & Insights

Recent News

Intent Lab: More Than A Third Of Consumers Begin Holiday Searches, Make Purchases 1-3 Months Ahead

According to the latest study from the Performics Intent Lab, more than a third of consumers begin holiday searches and make purchases 1-3 months ahead of the holidays. Read More: MediaPost

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This Holiday, Gift Consumers What They Really Want: Seamless Multichannel Shopping, Trust and Privacy

Performics’ Burcu Agma shares insights from the latest Performics Intent Lab Study, in partnership with Northwestern University, on what shoppers want from retailers this holiday season. Read More: MediaVillage

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Study finds that Seamless Experiences, Trust and Privacy are More Important than Ever to Holiday Shoppers

63% of holiday shoppers start their journeys on commerce marketplaces like Amazon, according to new research from Intent Lab, a partnership between Performics and Northwestern University Medill School Chicago (Dec. 10, 2019)—As brands compete this […]

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Fueling the Consumer Decision Journey by Understanding Intent

​Performics SVP of Planning and insights, Esteban Ribero, shared insights with audiences at this year’s Advertising Week New York. He discussed how brands, advertising agencies, and technology platforms came together to share insights around a […]

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Why Younger Consumers Are Hitting Retail Locations Rather Than Shopping Digitally

Adweek looks at why younger consumers are visiting retail locations rather than shopping digitally, with insights from Molly Hop, Publicis Media SVP Commerce Strategy, and the Performics Intent Lab. Read More: Adweek

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Unlocking Intent Signals – Performics at DMEXCO 2019

Performics’ Burcu Agma spoke with Microsoft during their Trusted Partnership series at DMEXCO 2019. “Sometimes we forget we’re targeting people. You might hear people in our industry go ‘What do they want’, like we’re targeting […]

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Marketers Are Getting Personalization All Wrong

Consumers are beginning to significantly alter online behavior as a direct result of its overuse, according to new research from the Intent Lab, a research partnership between Performics and Northwestern University’s Medill School of Journalism.  Roughly […]

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Let Intent-Based Marketing Fuel Creative

Burcu Agma, VP of Planning and Insights, on how intent-based marketing can fuel creative, plus insights from Cannes Lions on how and why marketers should change their approach today. Read More: MediaPost

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Why Instagram, Home Depot & Pinterest Think Photos are the Next Big Thing in Retail

Director of Marketing, Laura Heller, shares insights with Forbes on how big brands are betting images will boost sales, better engage shoppers and improve trust in their brands. Read More: Forbes

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