Dr. Kathy LaTour
I am a cognitive psychologist who has studied memory and learning in the wine context for over 20 years. Along the way I have taken wine industry certifications such as through the Court of Master Sommeliers, Wine Scholar Guild, Wine and Spirits Educational Trust, Society for Wine Educators and the International Sommelier Guild. I am a member of the Les Dames d’Escoffier in Chicago I am also on the Executive Board of the Women of the Vine & Spirits, serving on the Scholarship Committee.Through my experiences I have developed techniques and approaches that can be useful for aficionados wanting to expand their wine tasting abilities. I am available for tasting seminars as well as potential research collaborations. I am also available for speaking engagements.
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Research
Before my academic career I worked at Frank Magid Associates where I conducted survey and focus group research on television viewers. From there I went to the University of Iowa where I received a Ph.D. in Marketing with a focus on using experimental designs to study consumer memory. I then worked with Jerry Zaltman at the Mind of the Market Lab at the Harvard Business School where we applied tools from neuroscience such as fMRIs to the study of consumers. I also became proficient with ZMET, which is an in-depth interview technique.These experiences have influenced the way I currently approach research: I continue to use both quantitative and qualitative techniques, as well as fuse my academic training toward addressing important industry questions.
