# Shane Skillen

### Chief Executive Officer at Hotspex

As founder and CEO of Hotspex, Shane has surrounded himself with talented marketing and behavioral scientists to build innovative award-winning methodologies, while working with 15 of the top 20 global advertisers in over 30 countries. As such, Hotspex was voted the most innovative insights firm in North America in the 2018 Greenbook Research Industry Trends Report. Shane and his team have launched cutting-edge implicit measurement tools focused on evaluating distinctive memory cues and brand assets.

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## Latest from Shane Skillen

### [Saying What’s Desirable and Doing What’s Favorable](/content/insights/research-methodologies/saying-whats-desirable-and-doing-whats-favorable/index.html)

The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.

*April 27, 2022*

[Read article](/content/insights/research-methodologies/saying-whats-desirable-and-doing-whats-favorable/index.html)

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### [Restaurant COVID-19 Recovery Playbook: New Research & Insights to Help Restaurants Get Through This](/content/insights/restaurant-covid-19-recovery-playbook-new-research-insights-to-help-restaurants-get-through-this/index.html)

MRX based tips to help restaurants succeed and survive COVID-19.

*May 11, 2020*

[Read article](/content/insights/restaurant-covid-19-recovery-playbook-new-research-insights-to-help-restaurants-get-through-this/index.html)

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### [Bud and the Importance of On-Brand Assets](/content/insights/brand-strategy/bud-and-the-importance-of-on-brand-assets/index.html)

Exploring the implications (and the reasoning) of a major beer brand changing its packaging.

*April 18, 2016*

[Read article](/content/insights/brand-strategy/bud-and-the-importance-of-on-brand-assets/index.html)

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### [Zero-Based Budgeting And Its Negative Impact On Brand Building](/content/insights/marketing-for-market-research/zero-based-budgeting-and-it8217s-negative-impact-on-brand-building/index.html)

Will Zero-Based Budgeting Suffocate Brand Building? Not for smart marketers who see lean times as an opportunity to lead and shine.

*March 29, 2016*

[Read article](/content/insights/marketing-for-market-research/zero-based-budgeting-and-it8217s-negative-impact-on-brand-building/index.html)