Pam Henderson, Ph.D. (born on May 12, 1962) is a published author, entrepreneur, CEO, Ph.D., professor, and speaker. She founded NewEdge, an innovation strategy firm that utilizes design methodology to create new insight for business. The firm merged with a London-based design firm named The Brewery, led by Paul Stead, in 2010. The two companies currently work under the NewEdge title where Henderson serves as co-CEO along with Paul Stead.[1]
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After receiving her Ph.D. in market strategy and insight from the University of Texas in 1989, Henderson became an assistant professor at Carnegie Mellon University. During her time there (from 1988 to 1992) she conducted global research on the impact of design on consumer response and the potential return on investment of design. Her discoveries were published in the Harvard Business Review and other top journals.[2]
In 1992, Henderson became a full professor of marketing at Washington State University. While at Washington State, she furthered her research on the integration of design in market research and business strategy. Henderson also assisted the United States National Laboratory System to identify products and markets from technology platforms. This work became the base for developing Disruptive Market Research®, a user-centered, qualitative approach to market research that identifies areas for innovation.[3]
Henderson founded NewEdge in 2003 while still at Washington State University. NewEdge builds off of Henderson’s research in utilizing design methodology for business strategy. Her research was published in journals such as the Wall Street Journal and the Harvard Business Review, and featured spots on NPR. Henderson left Washington State University to grow NewEdge full-time. The company has since expanded to locations in Seattle, San Francisco, Pittsburgh, and Chicago, with its main headquarters in Richland, Washington and London. Three years after founding NewEdge, Henderson began contributing to the Industrial Research Institute (IRI) as an innovation subject matter expert on combining technology push and market pull.[4]
Some of Henderson’s other speaking engagements include the Association for Consumer Research, the Industrial Research Institute, 31st Annual Meeting of the Western Decision Sciences Institute, the American Advertising Federation. Specific to innovation, Henderson spoke at Reputation Institute, Danaher, Novellis, John Deere, and Procter & Gamble.[5]
More recently, NewEdge and NineSigma, an open-innovation strategy firm, announced a collaboration effort on a monthly trend report titled, Antennae.[6]
Henderson has received the following recognitions:
•“Disruptive Market Research,” Invited talk for Eastman Chemical Company (formerly Eastman Kodak), July 2003
•“Identifying Opportunities the Competition is Overlooking” Lockheed Martin IT consortium, March 2003.
•Washington State University Fellow, College of Business, 2003
•Washington State University Outstanding Teacher in Business for WSU system 2003
•"Visuals Are Information: How Meaning is Transferred to Consumers through Executional Elements in Advertising." Special session at Association for Consumer Research (2002)
•“Affect and Cognition in Taste” Invited for Proposed Special Session at ACR 1998, with Steve Nowlis.
•ANBAR Citation of Excellence for Highest Quality of Research in Management for “Guidelines for Selecting or Modifying Logos,” Journal of Marketing. This paper was one of only three papers from Journal of Marketing to receive this international award.
•Recipient, Shell Teaching Award, WSU, CBE, 1992–1993
•Recipient, Industrial Management Teaching Award, Graduate School of Industrial Administration, Carnegie Mellon University, 1990–1991
•Session Chair, ORSA-TIMS Marketing Science Conference, 1991
•Chairperson, Education and Macromarketing Track, Academy of Marketing Science Conference, 1990
•University of Texas at Austin Representative for American Marketing Association Doctoral Consortium, 1987[7]
1. “Impression Management Using Typeface Design” Pamela W. Henderson, Joan Giese, and Joseph A. Cote, Journal of Marketing, October 2004 Volume 68, (4) 60-72.[8]
2. “Assess your Competitors to Find Valuable Business Opportunities, Part 3” Chemistry and Industry, Issue 22, November 17, 2003.
3. “Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength,” Pamela W. Henderson, Joseph A. Cote, Siew Meng Leong, and Bernd Schmitt, International Journal of Research in Marketing, 2003 [9]
4. “For Logos, Familiarity Breeds Similarity” Wall Street Journal, May 17, 2001, B12[10]
5. “Guidelines for Selecting or Modifying Logos,” (1998) Pamela W. Henderson and Joe Cote, Journal of Marketing, 62 (April) 14-30.[11]
6. “The Effect of Product-Level Standards of Comparison on Consumer Satisfaction,” (1997) Joan Giese, Joe Cote, and Pamela W. Henderson, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Vol. 10, 15-25.
7. “Designing Positively Evaluated Logos,” (1996) Pamela W. Henderson and Joseph Cote, Marketing Science Institute Working Paper, Report # 96-123.[12]
8. “Designing Recognizable Logos,” (1996) Pamela W. Henderson and Joseph Cote, Marketing Science Institute Working Paper, Report # 96-124.[13]
9. “Improving the Store Environment: The Impact of Ambient Scent on Evaluations of and Behaviors in a Store,” (1996) Eric Spangenberg, Ayn Crowley and Pamela W. Henderson, Journal of Marketing, 60 (April) 67-80.
10. “A Relatively Unbiased Measure of Discrimination Ability,” (1995) Pamela W. Henderson and Bruce Buchanan, Marketing Science, 14 (2) 250-252.[14]
11. “Measuring Misinformation in Repeat Trial Pick 1 of 2 Tests,” (1992) Pamela W. Henderson and Bruce Buchanan, Psychometrika, 57 (December) 615-619.
12. “Assessing the Bias of Preference, Detection, and Identification Measures of Discrimination Ability in Product Design,” (1992) Bruce Buchanan and Pamela W. Henderson, Marketing Science, 11 (1) 64-75.
13.“Mental Accounting and Categorization,” (1992) Pamela W. Henderson and Robert A. Peterson, Organizational Behavior and Human Decision Processes, 51, 92-117.[15]
14. “A Standardization Set of 195 Logos: Norms for Codability, Free Associations, Recognition, Affective Evaluations and Stimulus Characteristics,” Pamela W. Henderson, Marketing Science Institute Archive Publication, accepted, in preparation.
18. “Identifying Market Opportunities” Northwest Science and Technology.
19. “A New Look at Organizational Transformation Using Systems Theory: An Application to Federal Contractors” David J. Lemak, Pamela W. Henderson, and Mike S. Wenger. Journal of Business Management.