Patricia Houston

Chief Operating Officer / Founder, MMR LIVE

Patricia (Tricia) Houston is the COO/Founder of MMR LIVE (Roswell, Ga.), a forward-thinking experience strategy group that connects research expertise with experiential principles and operational know-how to improve human-brand interactions. This new discipline melds together the two defining disciplines of her career, experiential marketing and marketing research. Prior to founding MMR LIVE, Tricia held several positions, including Vice President of Client Relationships, for LIVE’s parent company, MMR Research Associates, a research concierge providing customized, decision-focused marketing research that helps shape business direction. She has also worked as a Consumer Insights analyst for The Home Depot and at ignition, the industry leader in experiential marketing, now a division of Havas Group.

All Sessions by Patricia Houston

  • Conference Schedule


  • 10:55 AM  - 11:05 AM
    When CX and brand professionals think more like event planners – whose focus is people – and less like IT specialists – who often don’t connect with the people their solutions aim to help – it’s possible to create experiences that dramatically improve CX. In this talk, Patricia (Tricia) Houston will review five lessons from her career in experiential marketing and market research to guide CX and brand professionals in humanizing experiences and measuring their impact. Key takeaways: Why we should focus on “setting the stage” for experiences versus defaulting to adding more tech to our stack. Why measurement experience must be seamless and human. How to humanize feedback to gain internal traction and empathy
    Tech




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Patricia Houston