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Dr. Russell J. Branaghan is Associate Professor of Human Systems Engineering in the Ira A. Fulton Schools of Engineering at Arizona State University, where directs the Human Factors Engineering Laboratory and teaches Human Factors, Human-Computer Interaction, Consumer Psychology and Cognitive Science. Russ also serves as Visiting Professor of Human Factors in the Master of Product Design and Development Program in the McCormick School of Engineering at Northwestern, and has been a Visiting Scientist at the Kern Center for the Science of Healthcare Delivery at Mayo Clinic in Rochester, MN. Dr. Branaghan’s academic research focuses on applying cognitive science to the endeavor of making products easy to learn, efficient to use, and desirable. This requires an understanding of the structure and functions underlying human learning, memory, decision-making and emotion. In addition, it requires mastery of the qualitative, quantitative and physiological research methods to investigate these topics. Branaghan’s academic research has been sponsored by the National Science Foundation, IBM, Science Foundation of Arizona, US Air Force Research Laboratory, Federal Aviation Administration, Mayo Clinic, Motorola, JP Morgan Chase and others. He has published numerous articles on human factors, human computer interaction, and consumer psychology (especially brand personality), and has directed over thirty MS and PhD theses. His former students have gained employment at Intel, Google, HP, Honeywell, Amazon, General Dynamics, Exponent, and other great companies. Industry and Consulting Before joining ASU, Russ spent 15 years in industry as Sr. Human Factors Engineer at Hewlett-Packard and Advisory Human Factors Engineer at IBM. In consulting, Russ served as Senior Vice President of Research and Strategy for Fitch in Columbus, Ohio, directing the strategy and user research activities of three offices (Columbus, Boston and San Francisco) and dozens of psychologists, anthropologists, industrial designers, brand planners and business strategists. After leaving Fitch, Russ served as Sr. Vice President and Partner for Lextant Corporation, a User Experience Research and Strategy consultancy. To this day, Russ continues to collaborate with Lextant. Upon leaving Lextant, Russ reunited with the former CEO of Fitch to serve as Senior Vice President at Big Red Rooster, also in Columbus. These days, Russ’ consulting work is done through Research Collective in Tempe AZ. Research Collective is a team of human factors engineers, usability specialists and consumer psychologists who conduct user research (qualitative and quantitative), usability testing, and consumer brand research. Research Collective is housed in a consumer research facility with two usability laboratories with observation mirrors, state of the art audio, pan-tilt-zoom cameras, live streaming and participant recruiting. We conduct additional research through partnerships with the Arizona Heart Institute (for medical device usability testing requiring surgical suites and exam rooms), Arizona State University (for driving, flight and air traffic control simulators), and a driving test track in Wittman, AZ for automotive usability research. Over the years, Russ has been fortunate to partner with many clients, including: • Medical – Abbott Labs, Aerosure, Actegy, Agilent, Alere, Bard, Becton Dickinson, Cardinal Health, Emergent Biosolutions, Exact Sciences, Flowonix, Guidant, Medtronic, Midmark, Respironics, Sanofi, Ohio Health, Ohio State University Hospital • Aviation - Air Force Research Laboratory, FAA, Goodrich Aviation, Honeywell, Hughes Training, L3 Communications, NASA • Automotive - Ford, Honda, Hyundai • IT - AOL, AT&T, Disney, Gateway, HP, Iomega, Lexmark, Microsoft, Marconi, Motorola, Sprint, Qwest, Nortel • Finance - BankOne, Nationwide, National City • Retail – Albertsons, Pep Boys, • Other - Apollo Group, APS, Carhartt, Elmer’s, Georgia Pacific, Hobart, Hunter Fan, Hurco, Invensys, Maersk, Nike, PepsiCo, Simonton Windows, Spectrum, Traulsen, Union Tools, United Way, Wilton Industries