2016 Corporate Researchers Conference

Keynote Speakers

All Speakers

  • Michelle Adams, Ph.D. – Marketing Brainology

    Founder, Marketing Brainology

    Dr. Michelle Adams is founder of Marketing Brainology, a consulting practice focused on translating consumer and shopper insights to corporate America with a focus on virtual shopping, behavioral science and neuroscience. She speaks globally on neuromarketing, human decision making and the impact of emotion on brands and companies. Michelle worked for 10 years as Vice-President of Consumer Strategy and Shopping Insights for PepsiCo. She was 2015 Chair of POPAI board and served as co-chair of their research sub-committee for 5 years. 

    • CR-Only Session: Applying Innovative Technologies to Measure Emotion

      Mon. September 26, 2016
      10:10 AM to 10:55 AM

      Not so long ago, measuring emotion was not only difficult but also extremely costly. But the future has arrived.

      New neuroscience technology allows us to better see what’s going on with consumers like never before and the results can sometimes be surprising. We will examine recent research that shows how stated and unconscious data can complement each other, but also how they sometimes show contrasting results.

      Learn innovative ways to use new neuroscience tools that are affordable and easy to integrate with more traditional research techniques. We will show several examples of combining techniques and the advantages of each. Come to see the what the future holds for marketing research.

  • Paul Allen – Olson Research Group

    Executive Vice President, Business Development, Olson Research Group

    Paul currently oversees the business development and client services team. Paul is responsible for developing new services designed specifically for the pharmaceutical, biotechnology and medical device industries. In this role, Paul is also a valuable contributor to the strategic planning and execution of all sales and marketing activities.

    • PMRG: Voice Between Analytics and Marketing Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      The best insights arise when the analytics and market research functions are unified. Do these two functions speak with one voice in your environment? Or is there a disconnect?

      It is perhaps natural for such a fracture to develop because analytics focuses on secondary data while market research focuses on primary research. But better unification is possible and we'll discuss how to achieve it:

      • How do you interface with each function, particularly when different teams handle them?
      • How do you best communicate findings with a single voice to internal customers, including senior management?
      • What challenges arise when trying to unify and what tools and processes work best to overcome them?

      In this highly interactive session, we'll show you how to mend the disconnects and boost the effectiveness of your research by bringing together disparate functions to speak as one.

  • David W. Almy

    Chief Executive Officer, Insights Association

    Having served as CEO of the Marketing Research Association (MRA) since May of 2010, David was named CEO of the Insights Association upon its formation in late 2016.

    "Not a day goes by without a greater appreciation for the remarkable contributions of marketing research to leading organizations around the world," David said. "Insights Association members often are scary smart, powerfully creative and wonderfully real. It is my honor to have the opportunity to help those in this innovative profession advance and grow."    

    • Awards Presentation

      Tue. September 27, 2016
      8:15 AM to 8:30 AM

      Details coming soon! 

  • Mallika Ann Ambat – Actelion

    Director, US Market Research Lead, Actelion

    Mallika Ann Ambat is the Director, US Market Research Lead at Actelion. She has more than twenty years of hands-on pharmaceutical and bio-tech experience.

    She started her career at pharma companies such as Hoffman-La Roche and Schering-Plough on the East Coast, and most recently worked at bio-tech companies, including Agouron-Pfizer (formerly in San Diego) and Actelion in the Bay Area.

    • PMRG: Voice Between Analytics and Marketing Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      The best insights arise when the analytics and market research functions are unified. Do these two functions speak with one voice in your environment? Or is there a disconnect?

      It is perhaps natural for such a fracture to develop because analytics focuses on secondary data while market research focuses on primary research. But better unification is possible and we'll discuss how to achieve it:

      • How do you interface with each function, particularly when different teams handle them?
      • How do you best communicate findings with a single voice to internal customers, including senior management?
      • What challenges arise when trying to unify and what tools and processes work best to overcome them?

      In this highly interactive session, we'll show you how to mend the disconnects and boost the effectiveness of your research by bringing together disparate functions to speak as one.

  • Steve August – FocusVision

    Chief Innovation Officer, FocusVision

    Steve August is Chief Innovation Officer at FocusVision. A pioneer in online qualitative research, he created Revelation, the industry-leading platform for mobile diaries, insight communities and bulletin boards. From 2007 leading up to its acquisition by FocusVision, Steve served as Revelation’s founder and CEO. Prior to Revelation, Steve was a princpal of KDA Research where he fused technology to develop innovative research techniques and methodologies.

    • Add Qual to Quant for In-Depth Customer Dialogues: Getting the Real Consumer Voice

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Quant alone is not enough . . . but neither is qual. Every research question has these two sides, the quantitative (or macro) and the qualitative human story.

      Both sides are needed to tell the full story and critical to inform decision making. And yet, quant and qual rarely work together seamlessly in the market research industry.

      In this presentation, eBay will introduce the Quant+Qual method – developed in collaboration with FocusVision’s technology tools – that can revolutionize market research in a simple, cost-effective manner and create opportunities for faster and better insights.

      Sam Harami, Director of Global Customer Loyalty at eBay said, “In most presentations, you are forced to help bring to life the voice of the customer through text and pictures but with this new approach, you can bring the customer into the room with you to tell the story.”

       

  • Scott Baker, PRC – Schlesinger Associates

    Vice President, US Qualitative, Schlesinger Associates

    Scott Baker is currently a Vice President, Qualitative Solutions at Schlesinger Associates. A two-decade veteran of the marketing research industry, with a background in marketing research and advertising, Scott has participated in all related aspects of the research process – playing both strategic and tactical roles - from facility management to qualitative and quantitative project design and implementation. He is always intrigued with new methodologies and innovative ways to conduct research.

    • Awards Presentation

      Tue. September 27, 2016
      8:15 AM to 8:30 AM

      Details coming soon! 

  • Amy Bixler – Gensler

    Southeast Practice Area Leader for Brand Design, Gensler

    Amy is a Brand Design Practice Area leader for Gensler’s Southeast Region.  She believes in the power of design to sharpen brands. She is a big picture thinker who brings fresh ideas and thoughtful approach to every client challenge. Key clients include Goodwill, Arby's, Carter's Oshkosh, The Coca-Cola Company and Marriott.

    • Creating an Emotional Relationship Beyond the Transaction

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Nearly 90 percent of consumers actively choose brands that align with their personal values. Building human relationships and emotional connections is at the heart of how we approach design and create compelling customer experiences.

      Gensler’s research began three years ago with an in depth study of U.S. consumers, followed by the last two years with China and India. We learned that brands that align with personal values create the highest levels of engagement. 

      Find out why leading companies work with Gensler to help “close the deal” with their customers, creating two-way relationships that last a lifetime.

  • Kelly Bowie – Guardian Life

    AVP, Marketing and Consumer Insights, Guardian Life Insurance Company

    Kelly is an experienced researcher who believes that data should be an integral part of decision making. She leads the market research and competitive intelligence teams at Guardian Life Insurance Company where she provides strategic insights on Plan Sponsors, Brokers and Consumers. Her team produces primary and secondary research on competitors, products, VOC and a variety of distribution channels. In the past, she led the McDonald’s global research account as a research vendor and worked as a Senior Manager in Insights and Market Intelligence at Aflac.

    • Mapping the Millennial Path to Purchase – Qual Methods for Richer Storytelling

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      Customer journey research helps you identify those meaningful moments where customers engage with your brand. The goal is to inspire participants to tell richer stories about their purchase journey with Millennials, of course, being an especially crucial and fascinating target.

      How? In a qualitative setting, researchers can use homework, group activities and projective techniques to get that rich data and feedback that, as corporate researchers, we all crave.

      During this talk, attendees will learn practical methods and strategies for studying the path to purchase. We will also present findings from a recent study on Millennials shopping for insurance and financial products.

      You’ll learn:

      • How to apply projective exercises and homework assignments to get insights into the path-to-purchase
      • Best practices for consumer homework assignments in qualitative research
      • Insights on the Millennial path-to-purchase for insurance and financial products
      • Approaches for richer, more creative presentation of customer journey insights

      Learn practical methods and strategies for unraveling the mysteries of Millennials – and other customer groups – as they go about their path to purchase.

  • John Boyd – Author of 'The Illustrated Guide To Selling You'

    Author, Founder/Managing Partner, Trust Metrics Group

    John Boyd is the author of the acclaimed book The Illustrated Guide to Selling You. He speaks regularly about “Intra-Preneurship,” empowering employees to act more like entrepreneurs even within organizations and thus enriching not only the organization, but also their individual professional lives.

    • CR-Only Keynote: 'Intrapreneurship' – 5 Steps to Innovation Within an Organization

      Mon. September 26, 2016
      9:00 AM to 10:00 AM

      Employees can act like entrepreneurs to become intrapreneurs within companies to improve products and process. 

      Companies become more competitive and employees become more engaged and fulfilled when they feel ownership and purpose, and are able to have an impact on the companies they work for. Individual workers operate within teams in a dynamically changing environment. Those who are aware of and embrace constant change are smart, resourceful and innovative contributors within teams and are able to act like intra-preneurs and enable higher levels of competitive advantage. 

      By applying the SMART innovation process, individuals and teams are better able to access and act on good information in a relentlessly changing and competitive world.

      To kick off CRC 2016, John Boyd – author of The Illustrated Guide to Selling You – will explain the five steps of “Intrapreneurship,” elucidating just how you can help drive innovation within your organization.

    • "Intrapreneurship" – 5 Steps to Innovation Within an Organization

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      For those not able to join our opening CR-Only Keynote, here is your chance to hear what you missed.

      Employees can bring entrepreneurial value to their organizations, both to improve external products and internal processes, but they must be empowered to do so.

      When employees act like entrepreneurs, organizations become more competitive and employees more engaged and fulfilled. Their greater ownership and purpose greatly affects both the organizational culture and their individual professional lives.

      Come hear John Boyd – author of the The Illustrated Guide to Selling You – will explain the five steps of “Intrepreneurship,” elucidating just how you can help drive innovation within your organization.

  • W. Todd Brown – Equifax

    VOC Leader, Equifax

    With more than 20 years of experience, Todd Brown has served in a number of corporate Customer Insights leadership roles and is currently leading all Voice of Customer activities across the Equifax enterprise.

    Previously, Todd served as Director, Marketing Research with LexisNexis Risk Solutions and as Senior Manager, Customer Insights with InterContinental Hotels Group where he was responsible for the Consumer Insights generated for the hotel company’s Holiday Inn brand family. He has also served in a number of marketing research leadership roles for Wachovia with a focus on its divisions Wachovia Wealth Management, Wachovia Trust, and Wachovia Insurance Services.

    Outside of work, Todd is currently serving his 16th year as a volunteer broadcaster for the Georgia Radio Reading Service and providing marketing research leadership for the Atlanta Corporate Volunteer Council.

    • VOC Today. And Tomorrow. Ensuring Your VOC Impact Keeps Pace

      Tue. September 27, 2016
      3:45 PM to 4:15 PM

      How do you act as champion for the customer in your organization?

      Delivering VOC impact goes well beyond perfect PowerPoints and a compelling story. It requires knowing what matters to your business, your stakeholders and your customers.

      It takes regular refinement to champion for the customer and to ensure that Equifax is using VOC to serve the market and deliver profitable growth and shareholder returns.

      Join customer champion and VOC Leader for Equifax Todd Brown as he highlights a world-class VOC process that fuels success.

  • Simon Callan – Foursquare

    Director of Business Development, Foursquare

    Simon is Foursquare’s Director of Business Development, overseeing Place Insights and data products for retail and CPG clients globally. With more than one billion visits monthly, these products help clients derive new insights on the when, where and who of real life consumer behaviors.

    • The Disruptive Force of Crowdsourced Data

      Tue. September 27, 2016
      3:45 PM to 4:15 PM

      Hundreds of millions of users. Billions of data points. Such is the raw power of crowdsourced data platforms.

      Crowdsourced platforms are becoming a highly disruptive force all across the corporate research world, creating business information in volume and with a velocity never before seen.

      But how are leading data providers extracting this data? And, perhaps more importantly, how are they making sense of it and turning it into meaningful, actionable intelligence?

      In this session, we will examine how FourSquare works with insights teams across leading CPG, retail, finance and real estate brands to leverage location data and to produce insights that drive strategic decision making.

  • Khary Campbell – General Mills

    Global Consumer Insights Manager, General Mills

    Khary Campbell serves a Global Consumer Insights Manager at General Mills based in Minneapolis, Minnesota. He has over 14 years of experience in Consumer Insights within the pharmaceutical, bio-technology, entertainment, media, and traditional consumer packaged goods industries. His career path includes positions at General Mills, Schlesinger Associates, The WPP Group and C&C Partnership.

    • Transactional Learning: Achieving Skin-in-the-game Insights

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Learn how General Mills has flipped traditional consumer insights on its head by leveraging transactional learning to gain insights that matter. General Mills has gone from behind the glass and into the real world to gain the consumer empathy to drive decisions their consumers appreciate and their businesses see value from. 

  • Andrew Cannon – GRBN

    Executive Director, Global Research Business Network

    Andrew is passionate about the role research businesses have to play in enabling decision-makers to both make better decisions and to be more customer/citizen-centric. Andrew also is passionate about the role national associations have to play in promoting and protecting the research industry.

    • Strengthening MR's Real and Perceived ROI

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      We will present the main findings from two recent studies into the future of insights and discuss their key take-aways.

      The panel also will discuss what steps insights teams can take to increase their value to their business by delivering a stronger return on the investment in insights.

      We'll offer practical tips for measuring the ROI from insights, and there will be plenty of opportunity for interaction with the audience during the session.

       

  • Simon Chadwick – Cambiar

    Managing Partner, Cambiar

    Simon Chadwick is the Managing Partner of Cambiar, a management consulting company dedicated to the market research industry. Before founding Cambiar in 2004, Simon was Global CEO of NOP World, a $400 million market research and consulting company. In this role, he was responsible for creating a cohesive global group out of nine highly distinctive and successful research companies in the UK, U.S., Europe and Asia.

    • Strengthening MR's Real and Perceived ROI

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      We will present the main findings from two recent studies into the future of insights and discuss their key take-aways.

      The panel also will discuss what steps insights teams can take to increase their value to their business by delivering a stronger return on the investment in insights.

      We'll offer practical tips for measuring the ROI from insights, and there will be plenty of opportunity for interaction with the audience during the session.

       

  • Henrik Christensen - MillerCoors

    Director of Marketing Insights, MillerCoors

    Mr. Christensen has spent over 20 years in the beer industry and at MillerCoors. After graduating from the Copenhagen Business School, he began his career as a Manager of Marketing Insights and now holds the position of Director of Marketing Insights. He leads a team of 10 professionals who conduct custom insights work for leading beer brands that include Coors Light, Miller Lite and many others. His work spans a range of research topics and targets with an emphasis on advertising research and on target audiences that represent opportunities for future growth.

    • Avoid Research and Analytic Traps When Pursuing Multicultural Insights

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      As MillerCoors strives to grow its share of preference for beer drinking occasions, multicultural consumers are of critical importance, including the Hispanic market.

      Clearly it’s not enough just to translate general ads into Spanish. Brand management at MillerCoors needs accurate and insightful information on what drives Hispanic beer drinkers to choose one brand over another and, thus, what types of ads are most effective. Plus, this research must avoid the many missteps and “all too easy” analytic traps that accompany one-size-fits-all research approaches.

      In this presentation, MillerCoors shares its hard-won lessons on best practices for Hispanic insights development. These lessons includes the hits as well as the near-misses experienced by the Insights and Brand teams as they’ve learned this market. Our results illuminate the many-faceted Hispanic market and can help you, too, to drive better advertising performance.

      Attendees will learn:
      1. How to design questionnaires to ensure accurate and actionable insights are gained from Hispanics across all acculturation levels, including wording best practices 
      2. How to avoid analytic traps that cause misunderstandings about the Hispanic consumer and that can lead to incorrect conclusions 
      3. How translation issues can seriously damage both survey response accuracy and advertising effectiveness
      4. How to uncover true drivers and motivations for Hispanic consumers that will enable brands to engage and persuade this important and growing target

      MillerCoors shares learnings in insights development for Hispanic consumers, including research and analytic traps every Researcher should avoid  

  • Lawrence Cowan – Cicero Group

    Partner, Cicero Group

    Lawrence is a Partner and Advanced Analytics Practice Leader with Cicero Group. Lawrence has spent the last decade building Cicero’s analytics practice where he has experience helping Fortune 500 firms solve real business challenges with data, including attrition, segmentation, sales prioritization, pricing, and customer satisfaction. Lawrence holds a Master’s of Science in Predictive Analytics from Northwestern University, an MBA with an emphasis in Business Economics from Westminster College and a BA from Brigham Young University.

    • Data-Driven Selling

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      Without the right data, every sales force will struggle to achieve their maximum potential. Lacking the best data and tools, they will instead fall back on sales methods based on experiential judgment or on the static rules of heuristics.

      Predictive modeling was employed to help one company achieve breakthroughs in predictive selling via two models:

      • A persuasion model that identifies willingness to purchase through CHAID decision trees
      • A credit model that identifies ability to purchase through logistic regression

      These models were derived using a nationally-representative survey sample of ~6,500 individuals from which 115M+ households were scored. Custom heat maps (using R) were then built to fuel better decision making.

       

      You'll learn.

      1. How to incorporate secondary household data with your primary research to make it more actionable.
      2. Applying advanced analytics to your primary research data.
      3. Leveraging data visualization in R.
  • Dave DeCelle – Netflix

    Director Product Consumer Insights, Netflix

    While currently focused on technology and entertainment at Netflix, Dave’s 17 years of research experience covers a range of industries and spans the globe. Dave specializes in qualitative research and incorporates quantitative data to develop a comprehensive picture of consumer opportunities. He uses video and storytelling to bring consumers to life and to help business leaders deeply empathize with them. He applies design thinking to develop conceptual frameworks that contextualize insights and unlock innovative thinking.

    • From Stats to Storyboard

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      What is the hottest, most-asked question in research today? Nothing can really compete with “What story should we tell?”

      Everywhere you turn within the research world, researchers are asking this question as well as a follow-up question that’s nearly as important — “How can we make that story compelling enough to get the CEO's attention”?

      Dave Decelle, Director of Consumer Insights at Netflix and Ted Frank, Principal of Backstories Studio, tackle these two questions, drawing from a real-life case study where they pulled off both in spectacular fashion.

      Learn from their experience and walk away with new ideas and new confidence in developing your own storytelling ability.

  • Jill Donahue – Nestlé Purina North America

    Senior Manager, Brand Insights, Nestlé Purina North America

    Jill Donahue has been in the marketing research field for 20 years specializing in strategy, moderating and facilitation. She is a senior brand insights manager for Nestlé Purina Petcare and just concluded several years on the Marketing Research Association national board, including her term as Board Chair. Jill started her career with Porchey Research in St. Louis and continued her vendor career at TNS Research before moving to the client side of the business. She began the marketing research function for Payless Shoesource in 2000 and then moved back to St. Louis to start at Nestlé Purina Purina Petcare in 2004. Throughout her career she has remained an active member of the marketing research industry and is key thought leader in the areas of innovations and strategy.

    • Building a World-Class Research and Insights Function

      Tue. September 27, 2016
      1:00 PM to 2:00 PM

      No matter the industry you’re in, no matter how large or small your organization may be, one thing remains true – businesses today are under ever-increasing pressure to derive tangible value from their research investments.

      Join four respected insights leaders...

      • Mark Kershisnik, who re-engineered the research function at Lilly
      • Pratiti Raychoudhury, who built Facebook’s research team to more than 200 professionals
      • Brett Townsend, who directs insights for Pepsico’s innovation practice
      • Jill Donahue, who leads Nestlé Purina North America’s Petcare research initiatives

      ...as we discuss strategies for creating high-performing research teams. The conversation will focus on:

      • Finding the right talent and building effective teams
      • Engaging stakeholders, socializing findings and driving business action
      • Deploying new technologies to make research teams more productive

      Do you have specific questions for our panel? Email our moderator, Rob Stone, CEO of Market Strategies and an MRA Executive Committee member, at rob.stone@marketstrategies.com.

  • Cindy Dumlao – Wrigley

    Sensory Manager, Wrigley

    Cindy Dumlao brings 20+ years of extensive global experience and passion for uncovering consumer insights through user experience, design thinking, market research, sensory science and statistics in the consumer packaged goods industry. She has fully immersed herself with over 1,000 consumer 1:1’s all over the world. She is currently with MARS Wrigley as a Sensory Manager, continuing her passion to translate the ‘Why’ behind consumer desire for gum, mints, and confections!

    • Getting on Base! How to Get to First Base With Consumers so Your Findings Don’t Strike Out

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      You’ve surely heard the old joke about what happens when you “assume.” Well, when designing a research study, one fatal flaw can make or break your results and that's to assume that what you mean is the same as what your consumers mean.

      You need to be speaking the same language and establish the ground rules. If you don’t, you will miss the game and your results could be worthless.

      Come see concrete examples from a range of categories that will help you to avoid making flawed baseline assumptions. Cindy Dumlao, Sensory Manager for MARS Wrigley and Susan Fader, Insight Navigator for Fader & Associates, will show you how to better engage both the client and the consumer in the exploration journey and how to inject a little fun along the way.

  • Susan Fader – Fader & Associates

    Insight Navigator, Fader & Associates

    Susan is an expert strategist and moderator who integrates gamification mindset, self-diagnostic ethnography, storytelling, and multi-sensory into qualitative research.

    She has worked across categories and demographics in the U.S. and more than 20 countries on five different continents.

    In a prior life, Susan was a product manager at General Foods, account supervisor at Interpublic and a marketing consultant in Tokyo. Susan has an MBA from Columbia and enjoys challenges. Two such recent challenges include taking the polar plunge in Antarctica and cycling on a tandem with her husband from Pittsburgh to Washington, DC.

    • Getting on Base! How to Get to First Base With Consumers so Your Findings Don’t Strike Out

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      You’ve surely heard the old joke about what happens when you “assume.” Well, when designing a research study, one fatal flaw can make or break your results and that's to assume that what you mean is the same as what your consumers mean.

      You need to be speaking the same language and establish the ground rules. If you don’t, you will miss the game and your results could be worthless.

      Come see concrete examples from a range of categories that will help you to avoid making flawed baseline assumptions. Cindy Dumlao, Sensory Manager for MARS Wrigley and Susan Fader, Insight Navigator for Fader & Associates, will show you how to better engage both the client and the consumer in the exploration journey and how to inject a little fun along the way.

  • Doug Field – MSG Networks

    Vice President, Creative Director, MSG Networks

    Doug Field is Vice President, Creative Director for MSG Networks, the television home of the New York Knicks, New York Rangers, New York Islanders and the New Jersey Devils. MSGN produces over 350 live, professional games each year and is distributed to over 11 million homes in the New York region.

    Doug is responsible for the network’s brand strategy as well as the internal creative services department. In this capacity, he has led the execution of numerous consumer marketing and promotion campaigns as well as the development of the network’s on-air identity.

    • Are You Asking the Right Research Question? How Asking the Right Question Inspired a Rebranding

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Research begins with a question. Are you asking the right one?

      After years of slogging through television ratings and viewing data, trying to get a fix on its audience, MSG Networks bravely ventured beyond Nielsen numbers and segmentation studies to ask a simple but important question:

      What does it mean to be a fan?

      We’ll reveal how answers to this modest question upended years of received wisdom, pushed creative boundaries and helped redefine the nation’s oldest regional sports network.

      Come prepared to tell us about your fandom!

  • Ted Frank – Backstories Studio

    Principal, Backstories Studio

    As Principal and Story Strategist at Backstories Studio, Ted Frank specializes in bringing movie-style storytelling to help clients turn their insights and strategy into a compelling story that stakeholders will get and get behind.

    • From Stats to Storyboard

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      What is the hottest, most-asked question in research today? Nothing can really compete with “What story should we tell?”

      Everywhere you turn within the research world, researchers are asking this question as well as a follow-up question that’s nearly as important — “How can we make that story compelling enough to get the CEO's attention”?

      Dave Decelle, Director of Consumer Insights at Netflix and Ted Frank, Principal of Backstories Studio, tackle these two questions, drawing from a real-life case study where they pulled off both in spectacular fashion.

      Learn from their experience and walk away with new ideas and new confidence in developing your own storytelling ability.

  • Gail Galuppo – Aflac

    Senior Vice President; Chief Marketing Officer, Aflac

    Aflac Senior Vice President and Chief Marketing Officer Gail A. Galuppo will share her perspective on how research and analytics help her promote the brand, products, services and ideas of the largest supplemental insurance provider in the United States . . . as well as how the AFLAC duck earned his own YouTube channel.

    • Driving a Fact-Based, Customer-Centric Culture

      Wed. September 28, 2016
      11:15 AM to 12:15 PM

      Gail will share her perspective on how research and analytics has not only helped her promote the brand, products, services and ideas of the largest supplemental insurance provider in the United States, but how the integration of insights into each stage of the business operating model is transforming this company from a “sold not bought” category to one that puts the consumer first in every discussion. . . . as well as how insights earned the AFLAC duck his own YouTube channel.

  • Ron Halverson, Ph.D. – Halverson Group

    President, Halverson Group

    As President of Halverson Group, Ron has armed executives, marketers, strategists and innovators with the consumer and business intelligence they need to more confidently make bold strategic decisions about where to play and how to win. Ron and his team have developed a powerful suite of solutions for unlocking growth and competitive advantage by uncovering and quantifying insights into people’s lives and the behaviors, beliefs, attitudes, situations and cultures that influence their choices. Ron has delivered game-changing insights to many of the world’s top brands since earning his Ph.D.

    • A Refreshingly New Approach to Brand Growth Strategy

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      Every brand wants to grow, but how do we make that happen?

      To discover and size growth opportunities for Coca-Cola brands, we wanted to more deeply understand what motivates people to purchase and consume beverages when they are away from home. We partnered with the Halverson Group to identify the ‘jobs’ that beverages fulfill in people’s daily lives by finding a way to quantify how universal life situations and core human moods interact to influence how people think, feel and act.

      We used multiple analytic lenses to identify the ‘jobs to be won’ for each brand in our portfolio. By replicating the work over time and across 11 markets, we created a global strategic framework for identifying growth opportunities and for tracking progress.

      The result is a foundational marketplace landscape that has fueled a portfolio growth strategy. This work informs sales strategies that resonate with key customer partners and individual brand strategies that resonate with consumers.

      I saw Coca-Cola’s innovative way to identify growth opportunities at CRC: 

      • Broadening the aperture to life situations instead of ‘last purchase’ occasions reveals that the true size of markets can be 2-3X larger than what we report today.
      • Linking motivations to life situations helps circumvent the bias people have to over-articulate functional motivations for their decisions 
      • Lexicons that capture the full range of human moods and motives allow for a quantitative way to size opportunities that cut across cultural boundaries
      • ‘Jobs to be Won’ reveal strategies for protecting and growing our core while strengthening our appeal to the ‘moveable middle’ consumers whose business we have a right to win.

      Learn how Coca-Cola re-sized the global away-from-home beverage marketplace and defined the ‘jobs to be won’ for their portfolio of powerful brands.  

  • Jenna Hammer - Wells Fargo

    VP, Digital Customer Insights, Wells Fargo

    Jenna Hammer is VP at Wells Fargo where her team of user experience researchers ensures the bank’s digital banking experiences meet customer needs. Jenna has also partnered with like-minded colleagues across the enterprise to turn qualitative research data and artifacts into immersive exercises and workshops that build empathy and understanding.

    • Customers Included: Bringing Customer Insights to Design Thinking and Innovation Activities

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      The Wells Fargo Wholesale User Experience and Digital Customer Experience (Retail) lines of business use Design Thinking techniques to align internal stakeholders, create a shared vision and vocabulary and incorporate customer feedback into new products and services.

      How can you also benefit from using Design Thinking? We’ll discuss what Design Thinking really involves and the importance of these techniques in designing products, services and experiences that meet customer expectations. Walk away with concrete tips and recommendations on how to include customers in this process.

  • Sam Harami – eBay

    Director of Global Customer Loyalty, eBay

    Sam has been with eBay for the past 10 years and is the Director of Global Customer Loyalty and Insights. He’s focused on using quantitative and qualitative research to make eBay a better place for buyers and sellers. Sam also leads the NPS Development team, which ensures the end to end data quality of customer insights. Prior to working at eBay, Sam has managed customer facing teams in the financial industry at companies such as Visa, Discover Card, and American Express.

    • Add Qual to Quant for In-Depth Customer Dialogues: Getting the Real Consumer Voice

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Quant alone is not enough . . . but neither is qual. Every research question has these two sides, the quantitative (or macro) and the qualitative human story.

      Both sides are needed to tell the full story and critical to inform decision making. And yet, quant and qual rarely work together seamlessly in the market research industry.

      In this presentation, eBay will introduce the Quant+Qual method – developed in collaboration with FocusVision’s technology tools – that can revolutionize market research in a simple, cost-effective manner and create opportunities for faster and better insights.

      Sam Harami, Director of Global Customer Loyalty at eBay said, “In most presentations, you are forced to help bring to life the voice of the customer through text and pictures but with this new approach, you can bring the customer into the room with you to tell the story.”

       

  • Tim Hoskins – Quester

    President, Quester

    As President of Quester, Tim Hoskins oversees development and spearheads innovation pipelines, vowing to keep Quester ahead of the marketing research industry and taking action to make it happen. In 2011, Hoskins joined Quester as Vice President of Client Relations. He has been instrumental in the development of Quester’s products that provide a new and unique approach for client side research objectives.

    • Awards Presentation

      Tue. September 27, 2016
      8:15 AM to 8:30 AM

      Details coming soon! 

  • Wayne Huang – Twitter

    Research Manager, Twitter

    Wayne Huang is Research Manager at Twitter where he uses data, analytics and experiments to demonstrate the value of Twitter to brands and marketers. Prior to joining Twitter in 2014, Wayne was an economic consultant at Analysis Group and a Research Associate at the Federal Reserve Bank of San Francisco. He received an M.P.P. from Harvard University and a B.A. in Economics from Cornell University.

    • What Is a Good Experience Really Worth? Using Conjoint Analysis to Quantify the Value of Customer Service

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      Customer service comes in many forms, including phone, email, tweets, and in‑person. Typically, to measure the impact of each channel, companies measure changes in NPS, re‑purchase intent, or through brand equity attributes. But few companies, if any, have quantified the impact of customer service on future willingness to pay.

      Working with Applied Marketing Science, Twitter uses a new twist on a classic method – the conjoint survey. By analyzing completed choice tasks from respondents, they were able to quantify the dollar value of customer service interactions, including how both speed and the quality of customer service interactions then affected willingness to pay.

      The results, recently featured in AdWeek, favor Twitter’s hypothesis – better, faster customer service increases willingness to pay. The team is extending the research into new categories to further determine how service creates customer value.

      You'll learn.

      • Evidence shows that better customer service increases willingness to pay in a meaningful and quantifiable way
      • Evidence also shows that fast responses to customer service requests—for which Twitter is a perfect platform—dramatically improves brand value
      • Choice-based approaches are often a better way of measuring the value of customer experience than direct-questioning approaches like stated repurchase intent or Net Promoter Score™
      • Integrating conjoint data with existing “big data” helps replace stated behavior with actual behavior
      • A lightweight, mobile-friendly conjoint approach yields results quickly and inexpensively

      Learn how Twitter used a conjoint experiment to prove the financial value of delivering fast responses to customer service requests through its platform. 

  • Gwen Ishmael – Market Strategies International

    Senior Vice President, Head of Qualitative, Market Strategies International

    Gwen is passionate about infusing the voice and creativity of consumers into client’s research and product development processes. During her career, she has led qualitative and pipeline initiatives for companies like Acura, Allstate, Facebook, Johnson & Johnson, Nestle Purina, Pepsico, Reckitt Benckiser, Royal Philips and T‑Mobile.

    • Zuckerberg, Disney, Bono, & Me.

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      Each of us represents a different type of consumer – Lead User, Creative, Early Adopter or Brand Advocate. These consumer groups form naturally around shared preferences, the exact kind of commonalities that can spell gold for marketers...and for market researchers.

      In this interactive workshop, we’ll go beyond traditional demographics and explore a bottom-up (rather than top-down) approach to understanding consumers. We’ll look at ways to identify members of each group plus the benefits of working with each and how best to collaborate with them. Which one are you?

  • Paul Janowitz – icanmakeitbetter

    CEO, icanmakeitbetter

    Paul Janowitz specializes at the intersection of technology and research to bridge the gap from asking to listening to action. His skill-set spans quantitative and qualitative market research, user experience, innovation, social media, and marketing strategy. He is the CEO and Founder of icanmakeitbetter. Previously, Janowitz was the founder of Sentient Services, Research Director at Doxus, Research Director at The Gallup Organization and a branding director on the ad agency side.

    • How Online Communities Transformed IBM's Market Research Into An Always-On Intelligence Program

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Agile organizations need insights faster to support business decisions. The standard two- to three-month turnover rate for market research studies is no longer sufficient to keep up with the marketspace.

      IBM has undergone a significant transformation to become an agile organization and with that, IBM Client Research needed to change the way it executes and delivers key insights to IBM marketing and sales leaders. Today we will talk about how IBM started its transformation to develop an Always-On Intelligence Program by partnering with icanmakeitbetter.

      Over the past nine months, IBM Client Research has undergone a transformation to develop an Always-On Intelligence Program. This program has a multitude of capabilities including Market Analysis, Social Listening, Online Communities, Pulse Surveys, and Deep Dive Quantitative and Qualitative engagements.

      This presentation will cover how the development of Online Research Communities motivated Client Research to develop an Always-On Intelligence Program. We will review case studies on how online research communities have revolutionized the way IBM listens to its clients, leading to improvements in marketing campaigns and insights that have influenced decisions all the way up to IBM’s CEO.

  • Andrea Joss – Quester

    Vice President, Research, Quester

    Andrea Joss is, at her core, a language nerd and a storyteller. After studying English, Rhetoric and Professional Communication, her entire career has been spent at Quester, honing her psychiatric interviewing techniques and linguistic analysis skills.

    • The Future is Now: Leveraging AI in Market Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Sometimes, the old methods just can’t get the job done. At Colgate-Palmolive, researchers discovered a technology which has great potential, but research to support its development brought challenges. Very little was known about the demographics, life habits and other factors and this lack of data posed a serious problem for continued R&D efforts.

      This presentation will outline the business challenge, the need to explore the issues in a way that was not achievable through traditional research methods and, ultimately, the powerful findings and exciting ideas that resulted from pushing the research envelope.

  • Rose Kaur – Jester&Genius

    Managing Partner, Jester&Genius

    Rose is a brand strategist with a passion for activating brand stories in order to unleash long term sustainable growth. Most recently, Rose spent seven years with  PepsiCo/Frito-Lay leading brand, shopper and innovation teams. Some of her key accomplishments during this tenure were leading the turnaround of the $500MM Lays Kettle brand business to double digit growth, building a $400MM innovation strategy & pipeline for Frito Lay and crafting the first ever comprehensive Hispanic innovation strategy.

    • CR-Only Lunch: Briefing on the Special Event to Follow...

      Mon. September 26, 2016
      11:45 AM to 12:45 PM

      The first of many networking events for CRC attendees. This one is special because it’s CRs-only, so you’ll be among your peers if you're a corporate researcher.

    • CR-Only Special Event: A San Francisco Branding Excursion

      Mon. September 26, 2016
      12:45 PM to 5:00 PM

      All of us work with brands – big brands, small brands, houses of brands, or singular brands. And the key to a muscular brand is telling the right story and making it a great story.

      To tell the best story about your brand, you must take into account all the little insights about the brand and translate them so that they ring true in the hearts of your brand-loving customers.

      Learning how to better uncover those insights is one of the best skills any insights professional can master, a skill that can add value to your organization and your professional value immediately.

      With the help of innovative branding agency Jester & Genius, we will put our creative and observational acumen to the test by collectively solving a branding problem for the city of San Francisco. Like so many brands that we all work with, San Francisco has an inner brand conflict. Together, we will examine several of the city's unique neighborhoods and exercise our storytelling abilities to uncover a new brand story for the city, a story that will then be delivered to key city officials.

      This is a remarkable, intense cross-pollination opportunity to work alongside your peers, creatively and collaboratively solving a branding riddle while building take-away skills that can elevate your own work back home.

  • Mark Kershisnik – Transform Strategy Partners, LLC

    Former Executive Director Global Market Research, Eli Lilly Company, President, Transform Strategy Partners, LLC.

    Mark Kershisnik is the president and managing partner of Transform Strategy Partners, a venture he embarked upon after 32 years in general management, global marketing and market research at Eli Lilly and Company. During his tenure, Mark helped re-engineer the field of marketing and market research. One of only four recipients of the lifetime achievement award in marketing his accomplishments have had decades of lasting impact on Eli Lilly.

    • Building a World-Class Research and Insights Function

      Tue. September 27, 2016
      1:00 PM to 2:00 PM

      No matter the industry you’re in, no matter how large or small your organization may be, one thing remains true – businesses today are under ever-increasing pressure to derive tangible value from their research investments.

      Join four respected insights leaders...

      • Mark Kershisnik, who re-engineered the research function at Lilly
      • Pratiti Raychoudhury, who built Facebook’s research team to more than 200 professionals
      • Brett Townsend, who directs insights for Pepsico’s innovation practice
      • Jill Donahue, who leads Nestlé Purina North America’s Petcare research initiatives

      ...as we discuss strategies for creating high-performing research teams. The conversation will focus on:

      • Finding the right talent and building effective teams
      • Engaging stakeholders, socializing findings and driving business action
      • Deploying new technologies to make research teams more productive

      Do you have specific questions for our panel? Email our moderator, Rob Stone, CEO of Market Strategies and an MRA Executive Committee member, at rob.stone@marketstrategies.com.

  • Tyler Kettle – IBM

    Senior Consultant, Client Research - IBM Systems and GTS Champion, IBM

    Tyler Kettle is a Senior Consultant at IBM leading worldwide market research for multiple business units. Tyler has revolutionized how IBM conducts market research by proactively developing new and relevant methodologies and programs for the business. Tyler champions new approaches to learning and voice of customer generation with experience both on the vendor and client side. Prior to IBM, Tyler worked at Johnson & Johnson and Burke Inc. and is a MBA graduate from the University of Wisconsin, specializing in marketing research.

    • How Online Communities Transformed IBM's Market Research Into An Always-On Intelligence Program

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Agile organizations need insights faster to support business decisions. The standard two- to three-month turnover rate for market research studies is no longer sufficient to keep up with the marketspace.

      IBM has undergone a significant transformation to become an agile organization and with that, IBM Client Research needed to change the way it executes and delivers key insights to IBM marketing and sales leaders. Today we will talk about how IBM started its transformation to develop an Always-On Intelligence Program by partnering with icanmakeitbetter.

      Over the past nine months, IBM Client Research has undergone a transformation to develop an Always-On Intelligence Program. This program has a multitude of capabilities including Market Analysis, Social Listening, Online Communities, Pulse Surveys, and Deep Dive Quantitative and Qualitative engagements.

      This presentation will cover how the development of Online Research Communities motivated Client Research to develop an Always-On Intelligence Program. We will review case studies on how online research communities have revolutionized the way IBM listens to its clients, leading to improvements in marketing campaigns and insights that have influenced decisions all the way up to IBM’s CEO.

  • Lilah Koski – Koski Research

    CEO, Koski Research

    Lilah knows that people want be wowed by the products and services in their lives. She started her own research firm to provide companies with a new approach to understanding their customers and igniting their brands. Lilah’s model gives companies the profound insights they need to more successfully respond to what their customers want and need by studying both their behavior and their emotions. Over the course of her career, she has personally conducted thousands of conversations with consumers and business executives to discover how human behavior impacts business.

    • Take Reporting to a New Level with Dashboards

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      The best results in the world don't mean much until they are reported and we all know how important that reporting process can be. Are dashboards just the next research buzzword? Or are they really the new and improved way of reporting research and business results?

      You will see both strategic reasons to convert from PowerPoint to dashboard reporting as well as practical tips for how to make the transition a success for your organization.

      With concrete examples from real case studies, you will learn:

      • How to effectively engage stakeholders from the outset
      • How to identify and prioritize the data you want to include
      • How to best scope dashboard development
      • What to think about in visualizing the data
      • How to effectively socialize it

      This session is perfect for corporate researchers making decisions on implementing dashboards or actively in the transition process.

  • Susan Kresnicka – Troika

    Cultral Anthropologist, Troika

    Susan Kresnicka is a cultural anthropologist with more than 14 years of experience in the commercial sector. Susan holds an MA in social anthropology from The University of Texas at Austin where she also taught the subject. Susan is experienced with a variety of qualitative methods for a broad range of industries with a heavy emphasis on using ethnography to answer media and entertainment questions.

    • Are You Asking the Right Research Question? How Asking the Right Question Inspired a Rebranding

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Research begins with a question. Are you asking the right one?

      After years of slogging through television ratings and viewing data, trying to get a fix on its audience, MSG Networks bravely ventured beyond Nielsen numbers and segmentation studies to ask a simple but important question:

      What does it mean to be a fan?

      We’ll reveal how answers to this modest question upended years of received wisdom, pushed creative boundaries and helped redefine the nation’s oldest regional sports network.

      Come prepared to tell us about your fandom!

  • Andrew Ladd – Tronc. Inc.

    VP, Go-To-Market Consumer & Integrated Marketing, Tronc. Inc

    Andrew currently leads the Go-To-Market Consumer & Integrated Marketing team at Tronc.Inc. He works to lead marketing’s evolution by focusing on high-impact areas: developing persona-based portfolio marketing efforts, expanding data fluency, and strengthening the value/benefit messaging of CTMG’s media products.

    • Play Positive Politics While Navigating Change

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      Researchers today must be savvy, connected and thoroughly plugged into their organization’s needs in order to help those organizations both accept and apply research findings. Nowhere is this savviness more important than in scenarios of corporate change, environments with low risk tolerance or situations where incentives are unclear.

      This presentation will be highly actionable, with recommendations pulled directly from the front lines of a company in flux. Come learn how to better traverse the dangerous waters of change . . . and even capitalize to make improvements:

      • Defuse your detractors by addressing their doubts ahead of time and in private
      • Use multiple media and enhance your storytelling to align their core needs with your research results
      • Use your organization’s pre-approved “safe words” to usher riskier or unproven trials forward
    • CR-Only Session: Play Positive Politics While Navigating Change

      Mon. September 26, 2016
      10:10 AM to 10:55 AM

      Researchers today must be savvy, connected and thoroughly plugged into their organization’s needs in order to help those organizations both accept and apply research findings. Nowhere is this savviness more important than in scenarios of corporate change, environments with low risk tolerance or situations where incentives are unclear.

      This presentation will be highly actionable, with recommendations pulled directly from the front lines of a company in flux. Come learn how to better traverse the dangerous waters of change . . . and even capitalize to make improvements:

      • Defuse your detractors by addressing their doubts ahead of time and in private
      • Use multiple media and enhance your storytelling to align their core needs with your research results
      • Use your organization’s pre-approved “safe words” to usher riskier or unproven trials forward
  • Dr. Michael Lauritzen, Ph.D. – Vivint

    Director, Business Analytics, Vivint

    Dr. Lauritzen is the Director of Business Analytics at Vivint Smart Home, the nation’s leading smart home provider .  He earned his Ph.D. in Applied Social Psychology from Brigham Young University where he published work in the fields of behavioral statistics, human emotions, and their effect on decision making.  He is an expert in modeling human behavior and, in his professional career, has applied this expertise across a variety of sectors and industries including various government agencies, NGOs, and both public and private corporations.  

    • Data-Driven Selling

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      Without the right data, every sales force will struggle to achieve their maximum potential. Lacking the best data and tools, they will instead fall back on sales methods based on experiential judgment or on the static rules of heuristics.

      Predictive modeling was employed to help one company achieve breakthroughs in predictive selling via two models:

      • A persuasion model that identifies willingness to purchase through CHAID decision trees
      • A credit model that identifies ability to purchase through logistic regression

      These models were derived using a nationally-representative survey sample of ~6,500 individuals from which 115M+ households were scored. Custom heat maps (using R) were then built to fuel better decision making.

       

      You'll learn.

      1. How to incorporate secondary household data with your primary research to make it more actionable.
      2. Applying advanced analytics to your primary research data.
      3. Leveraging data visualization in R.
  • Kelly Leonard – The Second City

    Executive Vice President, The Second City

    In this kickoff keynote, Kelly tells backstage stories from his decades at The Second City. Come learn how to transform your business with innovative strategies, including: the power of replacing “No, but...” thinking with “Yes, and...” thinking; embracing and using failure; and co-creating something out of nothing in collaboration with audiences using unique, time-tested tactics. Kelly was named in Crain’s Chicago Business 40 under 40, among other honors, and recently authored the acclaimed book Yes, And. His session will enchant and inspire any researcher to be more successful...and to laugh a little more along the way.

    • Fighting for the Front End of Innovation: Tales From The Second City

      Mon. September 26, 2016
      5:00 PM to 6:00 PM

      Innovation, creativity and authenticity have become buzzwords – but mostly because the people saying those words haven’t developed original work for three decades with some of the most inventive comic geniuses of the modern era. #notsnarky

      After 30 years as a producer and director with The Second City, the world's premier comedy theater and school of improvisation, Kelly Leonard has learned a little about innovation, creativity and authenticity.

      In this kickoff keynote, Kelly tells backstage stories and tells corporate researchers how to transform their business with innovative strategies taken from comedy and improvisation:

      • The power of replacing “No, but...” thinking with “Yes, and...” thinking
      • Embracing and using failure
      • Co-creating something out of nothing in collaboration with audiences using unique, time-tested tactics

      His experience can enchant and inspire any researcher to be more successful...and to laugh a little more along the way.

      CRC's Opening Keynote is Sponsored By Dapresy

       

  • Sharon Lessard – Gensler

    Senior Associate + Studio Director, Gensler

    Sharon is a Retail Practice Area Leader for Gensler's Southeast region. With a degree in art history/painting and over 25 years of experience in the retail industry. She brings a unique understanding of business-driven design to her clients. Key clients include Best Buy, SuperValu, Carter's Oshkosh, Victoria's Secret, 365 by Whole Foods Market, ZARA and Vera Bradley.

    • Creating an Emotional Relationship Beyond the Transaction

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Nearly 90 percent of consumers actively choose brands that align with their personal values. Building human relationships and emotional connections is at the heart of how we approach design and create compelling customer experiences.

      Gensler’s research began three years ago with an in depth study of U.S. consumers, followed by the last two years with China and India. We learned that brands that align with personal values create the highest levels of engagement. 

      Find out why leading companies work with Gensler to help “close the deal” with their customers, creating two-way relationships that last a lifetime.

  • Joey Lu – Colgate

    Manager, Consumer & Market Insights, Colgate

    Joey Lu is the Manager of Consumer & Market Insights-Technology Insights at Colgate-Palmolive. She currently leads the consumer and product understanding in personal care category and manages the cross-category sensory panel program. She has 10 years of experience in consumer and sensory research including the time spent in the food, consumer healthcare and personal care industry.

    • The Future is Now: Leveraging AI in Market Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Sometimes, the old methods just can’t get the job done. At Colgate-Palmolive, researchers discovered a technology which has great potential, but research to support its development brought challenges. Very little was known about the demographics, life habits and other factors and this lack of data posed a serious problem for continued R&D efforts.

      This presentation will outline the business challenge, the need to explore the issues in a way that was not achievable through traditional research methods and, ultimately, the powerful findings and exciting ideas that resulted from pushing the research envelope.

  • Margaret McGill – gravitytank

    Research Associate, gravitytank

    At gravitytank, Margaret strives to advocate for consumers and tell their stories in a compelling way. She works with cross-discipline teams to solve problems through a design lens. Her primary interest is in how digital technology is affecting our everyday lives.

    Prior to joining gravitytank, she worked as a design strategist, building and reimagining brands within the consumer-packaging world. She graduated from Syracuse University with a Bachelor in Industrial and Interaction Design.

    • CR-Only Session: Beyond Buzzwords – Uncovering Meaningful Insights From Your Consumers

      Mon. September 26, 2016
      11:00 AM to 11:45 AM

      You’ve heard them. Buzzwords like “sustainable,” “authentic,” and “fresh” permeate our world.

      But when communicating with customers, we have to be careful because what these words mean to us and what they mean to them might be completely different.

      As innovation thought leaders at gravitytank, we spend a lot of time thinking about the meaning behind words and how consumers define them.

      We’ll show you how we uncover the consumer definitions of buzzwords and how you can use those consumer definitions to drive truly effective messaging.

      We’ll offer tips and tools for getting past the jargon and uncovering true insights into the sustainable, authentic and fresh power of buzzwords.

  • Elizabeth Merrick, PRC – Google Nest

    Head of Customer Insight Analytics, Nest

    Elizabeth Merrick is the Head of Customer Insight Analytics at Nest, a Google company focused on thoughtful home products. Her work focuses on global new product development, growing customer value and strategic partner insights. Previously, Elizabeth was the Senior Manager of Customer Insights and CRM at omnichannel retailer, HSN, where she pioneered a number of new methodologies and approaches for insight-based marketing. She has also worked on the provider side, conducting global and domestic research for over a dozen industries.

    • The Future is in Their Hands: The Next Generation of Research Leaders

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Change is nothing new in the marketing research industry. But recently, you've likely noticed new faces leading this change.

      A new generation of marketing research leaders have emerged with different experiences, expectations and philosophies than the last. Although their influence has already been felt, the biggest changes are still to come.

      Learn directly from two of the industry’s contemporary and ‘next generation’ researchers as they discuss their vision for the future alongside a 20+ year industry veteran — who might just have some searing questions for the two in the hot seat!

      Learn what motivates these leaders and discover some surprising changes you can expect to see with them at the helm.

      If you’ve ever wondered how to hire, partner with or be one of these bright new innovators, then this is a ‘can’t miss’ session.

  • John Mitchell – Applied Marketing Science (AMS)

    President & Managing Principal, Applied Marketing Science (AMS)

    John Mitchell is the President & Managing Principal at Applied Marketing Science (AMS). John’s career spans 15 years of market research, management consulting, marketing strategy, and innovation. In addition to his AMS experience, John has been a customer insights expert at McKinsey & Company and has led the North America customer insights team at Vistaprint.

    • What Is a Good Experience Really Worth? Using Conjoint Analysis to Quantify the Value of Customer Service

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      Customer service comes in many forms, including phone, email, tweets, and in‑person. Typically, to measure the impact of each channel, companies measure changes in NPS, re‑purchase intent, or through brand equity attributes. But few companies, if any, have quantified the impact of customer service on future willingness to pay.

      Working with Applied Marketing Science, Twitter uses a new twist on a classic method – the conjoint survey. By analyzing completed choice tasks from respondents, they were able to quantify the dollar value of customer service interactions, including how both speed and the quality of customer service interactions then affected willingness to pay.

      The results, recently featured in AdWeek, favor Twitter’s hypothesis – better, faster customer service increases willingness to pay. The team is extending the research into new categories to further determine how service creates customer value.

      You'll learn.

      • Evidence shows that better customer service increases willingness to pay in a meaningful and quantifiable way
      • Evidence also shows that fast responses to customer service requests—for which Twitter is a perfect platform—dramatically improves brand value
      • Choice-based approaches are often a better way of measuring the value of customer experience than direct-questioning approaches like stated repurchase intent or Net Promoter Score™
      • Integrating conjoint data with existing “big data” helps replace stated behavior with actual behavior
      • A lightweight, mobile-friendly conjoint approach yields results quickly and inexpensively

      Learn how Twitter used a conjoint experiment to prove the financial value of delivering fast responses to customer service requests through its platform. 

  • Shelby Morita-Fowler – Wells Fargo

    VP, User Research Manager, Wells Fargo

    Shelby Morita-Fowler is a User Research Manager with the Wholesale Internet Solutions team. She has 16 years of research experience, 15 of them in financial services at Wells Fargo. She manages a team that is responsible for working with partners to identify the best research approach, recruit customers and ultimately execute research that results in insightful and actionable findings. Additionally, Shelby is passionate about educating partners on user-centered design and leveraging design thinking techniques to help partners across the organization address a wide range of business needs.

    • Customers Included: Bringing Customer Insights to Design Thinking and Innovation Activities

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      The Wells Fargo Wholesale User Experience and Digital Customer Experience (Retail) lines of business use Design Thinking techniques to align internal stakeholders, create a shared vision and vocabulary and incorporate customer feedback into new products and services.

      How can you also benefit from using Design Thinking? We’ll discuss what Design Thinking really involves and the importance of these techniques in designing products, services and experiences that meet customer expectations. Walk away with concrete tips and recommendations on how to include customers in this process.

  • Colleen Murray – Second City Training Center & Second City Works

    Program Designer, Second City Training Center & Second City Works

    Colleen is a Los Angeles-based actress, writer, and facilitator. Blending her business background with her performance experience, she uses improvisation to support individuals and teams expand their communications skills. As a Program Designer with Second City Works, Colleen delivers training for professional development including leadership, storytelling and executive presence. In addition, Colleen specializes in consulting with organizations to create customized curriculum for experiential learning.

    • Second City Workshop Part 1: Influencing Through Storytelling...Having Insights Is Only the Beginning

      Tue. September 27, 2016
      9:45 AM to 11:15 AM

      What makes a great insight? What takes something from a mere data point to a rich human truth? At Second City Works, we believe that the story behind the data is what drives great marketing. How we hear, gather and process these stories is important. And how we communicate these stories within our organizations is critical.

      In this 3 1/2 hour workshop, expert facilitators from Second City Works will explore key storytelling methods and concepts – all applied through the lens of creating compelling marketing through great research.

      We will explore ideas like:

      • Start in the middle. Just because your process was linear doesn’t mean your story need to be.
      • Identify your story’s hero. Exploring different heroes allows new perspectives to emerge.
      • Find the transformation. Who or what was changed and what was different because of it?

      Second City's communication expertise will give you tangible skills to take out of the room and put to work back at your office, immediately.

       

    • Second City Workshop Part 2: Influencing Through Storytelling...Having Insights Is Only the Beginning

      Tue. September 27, 2016
      2:15 PM to 4:15 PM

      What makes a great insight? What takes something from a mere data point to a rich human truth? At Second City Works, we believe that the story behind the data is what drives great marketing. How we hear, gather and process these stories is important. And how we communicate these stories within our organizations is critical.

      In this 3 1/2 hour workshop, expert facilitators from Second City Works will explore key storytelling methods and concepts – all applied through the lens of creating compelling marketing through great research.

      We will explore ideas like:

      • Start in the middle. Just because your process was linear doesn’t mean your story need to be.
      • Identify your story’s hero. Exploring different heroes allows new perspectives to emerge.
      • Find the transformation. Who or what was changed and what was different because of it?

      Second City's communication expertise will give you tangible skills to take out of the room and put to work back at your office, immediately.

  • Kay Napier – Arbonne International

    CEO, Airbonne International

    Kay is a champion of transformation, tapping hidden potential, and the power of positivity even in the face of the most challenging situations. As an executive for Arbonne International, Procter & Gamble, and McDonald’s, she has played vital roles in turning companies around and spearheading initiatives that are life-changing as well as profitable. As CEO of Arbonne, she will share her unique view of research – its value and challenges – with CRC attendees.

    • How I Used Research and Analytics to Consistently Build a Business

      Tue. September 27, 2016
      4:30 PM to 5:30 PM

      Kay Napier is a champion of transformation, tapping hidden potential, and the power of positivity even in the face of the most challenging situations. Under her leadership, Arbonne has returned to profitability and is growing significantly, while maintaining a strong cash position and balance sheet.

      Prior to Arbonne, she acted as Vice President of Proctor & Gamble where she headed the North American Pharmaceutical division and the Corporate Women’s Health & Vitality platform. She was the key commercial architect behind the launch of Actonel, an osteoporosis drug which became the fastest brand to reach $1 billion in the company’s history. A longtime proponent of issues related to health, women, and families, she also spearheaded the launch of the healthy lifestyles initiative as Senior Vice President at McDonald’s, playing an instrumental role in the company’s dramatic turnaround.

      As CEO of Arbonne International, Kay will share with CRC attendees her unique view of research – its value and challenges – in an increasingly data-driven world.

  • Todd Newman – Bumble Bee Foods

    VP/GM Emerging Categories, Bumble Bee Foods

    Todd Newman is VP/GM Emerging Categories for Bumble Bee Foods where he leads discovery and commercialization efforts aimed at “new growth” products and brands outside of canned seafood. Todd previously worked for Hershey’s as an Innovation and Growth Strategy champion. Before his current position as a pure consumer of Market Research, Todd’s obsession with insight-driven growth was molded as a strategy consultant to dozens of companies and industries at Innosight, and Monitor / Doblin (now Deloitte).

    • Mission Innovation: Increasing Success for Risky New Items Through Dynamic Retail Labs

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Everyone talks about innovation, but it’s important to remember that innovation comes with a downside – risk.

      The best way to validate the strength of new ideas is to test them right within the consumer's natural habitat: in a store, on the shelf. But such testing can cause serious disruption to your sales organization . . . not to mention tip off your competitors what you're up to.

      Our Retail Lab methodology creates flexible and dynamic in-market testing opportunities without disrupting the sales force. Through our in-store learning labs (any channel, any retailer), we can test a wide range of challenges:

      • The strength of new items
      • The extension of brands into new categories
      • Pricing changes
      • Altered placement
      • Communication strategies
      • Competitive dynamics
      • And even entry into new channels

      Plus, this testing can be 100% blinded so that your closest competitor is not aware you’re doing it. How is this possible? Through our unique methodology, strong retailer relationships and dynamic tactics that include our ownership of GS1- licensed UPC codes.

      Come and see how you can better mitigate risk . . . without stifling innovation.

      Lessons...

      •Avoid the high-risk scenario of many new item launches, where high level investments are used to support new rollouts that have only been previously tested in focus groups or through online methodologies… neither of which can flush out the real-life launch challenges of

      1.  Being noticed on shelf,
      2.  In a real testing environment, with
      3.  Active competitive dynamics.

      Retail Labs allow for an opportunity to

      1. Create a sales story measuring category effects in a test/control scenario,
      2. Understand incrementality and source of volume dynamics and
      3. Approach testing in a flexible and dynamic way – testing and learning as you go.

      Increase your innovation successes through retail testing & quickly identifying which innovations are worth investing in which ones pose risk. 

  • Kindle Partica – The Hershey Company

    Director, NA Consumer Insights, The Hershey Company

    Kindle Partica leads NA Consumer Insights at The Hershey Company. Her experience includes heading The Hershey Company’s Shopper Insights Center of Excellence to drive the company’s new approach toward insights-driven performance. Prior to shopper, consumer and innovation work at The Hershey Company, she led foundational global market structures in cosmetics and personal care at Avon and advised multiple top CPGs while at Research International (merged with TNS).

    • Confessions of a People Watcher (I Mean Market Researcher)

      Tue. September 27, 2016
      3:45 PM to 4:15 PM

      As a corporate researcher, would you like to evolve past being merely the voice of the consumer to instead become the voice of reality? Would you like to help steer the course of your organization?

      In this session, we will look at life lessons on the role of “insights” and examine the skills and experiences that can set you up to achieve these goals.

      From examples of role experiences, you can gain the skills to help you evolve as a corporate researcher and as a leader.

  • Diana Pohle – Gilead Sciences, Inc.

    Sr. Manager, Marketing Research, Gilead Sciences, Inc.

    Diana currently oversees patient market research for the HIV franchise at Gilead Sciences. Over the past 15 years, she has specialized in healthcare and health and wellness market research with companies such as LifeScan, Safeway / Safeway Pharmacies and Mallinckrodt Pharmaceuticals. She holds a Ph.D. in consumer psychology and teaches market research, statistics and business strategy for the University of Phoenix.

    • PMRG: Voice Between Analytics and Marketing Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      The best insights arise when the analytics and market research functions are unified. Do these two functions speak with one voice in your environment? Or is there a disconnect?

      It is perhaps natural for such a fracture to develop because analytics focuses on secondary data while market research focuses on primary research. But better unification is possible and we'll discuss how to achieve it:

      • How do you interface with each function, particularly when different teams handle them?
      • How do you best communicate findings with a single voice to internal customers, including senior management?
      • What challenges arise when trying to unify and what tools and processes work best to overcome them?

      In this highly interactive session, we'll show you how to mend the disconnects and boost the effectiveness of your research by bringing together disparate functions to speak as one.

  • BV Pradeep – Unilever

    Global VP Consumer & Market Insight – Country & Customer Development , Unilever
    How are the changes in the world around us driving a paradigm shift in the expectations of research and its contribution to the growth agenda of companies? I'll share the key dimensions of this change and what researchers in companies will need to do to not only be relevant but stay ahead of the curve. We'll also showcase examples of how this is beginning to take shape in Unilever and other companies around the world. As the Global Vice President – CMI for Country & Customer Development at Unilever, Pradeep leads a team of CMI managerial resources across 8 Market clusters, in over 40 countries. He is a member of Unilever Global CMI leadership team.

    • Reincarnating Research for the Future Corporation

      Tue. September 27, 2016
      8:30 AM to 9:30 AM
      How are the changes in the world around us driving a paradigm shift in the expectations of research and its contribution to the growth agenda of companies?

       
      I'll share the key dimensions of this change and what researchers in companies will 

      need to do to not only be relevant but stay ahead of the curve.

       
      We'll also showcase examples of how this is beginning to take shape in Unilever and other companies around the world.
       
      As a member of the Global CMI leadership team at Unilever, Pradeep leads insight professionals in 40 countries across eight market clusters. He was awarded the “Most Talented CMI Professional Award” at the MR Summit organized by the World Marketing Congress in 2014.
       
      Keynote Sponsored by Survata.
  • Bianca Pryor – BrainJuicer

    Vice President – New York, BrainJuicer

    Bianca has been with BrainJuicer for five years, leading, designing, and coaching. Currently, she is responsible for BrainJuuicer’s New York office, having relocated from Chicago in 2015. Prior to BrainJuicer, Bianca worked at TNS on the Brand & Communications team.

    • Strengthening MR's Real and Perceived ROI

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      We will present the main findings from two recent studies into the future of insights and discuss their key take-aways.

      The panel also will discuss what steps insights teams can take to increase their value to their business by delivering a stronger return on the investment in insights.

      We'll offer practical tips for measuring the ROI from insights, and there will be plenty of opportunity for interaction with the audience during the session.

       

  • Pratiti Raychoudhury – Facebook

    Research Director, Facebook

    As Director of Research at Facebook, Pratiti RayChoudhury is a marketing and user research professional with expertise in designing and implementing strategic research solutions that utilize syndicated or custom research, B2B or B2C focus, quantitative or qualitative methods, and domestic or international scope.

    • Building a World-Class Research and Insights Function

      Tue. September 27, 2016
      1:00 PM to 2:00 PM

      No matter the industry you’re in, no matter how large or small your organization may be, one thing remains true – businesses today are under ever-increasing pressure to derive tangible value from their research investments.

      Join four respected insights leaders...

      • Mark Kershisnik, who re-engineered the research function at Lilly
      • Pratiti Raychoudhury, who built Facebook’s research team to more than 200 professionals
      • Brett Townsend, who directs insights for Pepsico’s innovation practice
      • Jill Donahue, who leads Nestlé Purina North America’s Petcare research initiatives

      ...as we discuss strategies for creating high-performing research teams. The conversation will focus on:

      • Finding the right talent and building effective teams
      • Engaging stakeholders, socializing findings and driving business action
      • Deploying new technologies to make research teams more productive

      Do you have specific questions for our panel? Email our moderator, Rob Stone, CEO of Market Strategies and an MRA Executive Committee member, at rob.stone@marketstrategies.com.

  • Catherine Rickwood – MESH The Experience Agency

    Experience Director, MESH The Experience Agency

    Catherine heads up the MESH NA Team and specializes in the art of translating experience data into experience-led marketing strategy. Catherine has a passion for, and an academic background in, psychology with a Master’s Degree in Economic and Consumer Psychology from the University of Exeter in the UK. Before joining MESH UK in 2011, Catherine worked as a Marketing Manager and Consumer Consultant.

    • A New Experience Currency for a Changing Marketing Economy

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      If you're looking for a real gamer changer in marketing research, it's “in-the-moment” and “share of experience” replacing older and less useful metrics like “share of voice.”

      With Delta Air Lines as a case study, we'll demonstrate the increased predictive power of "experience Metrics" over older measures and detail how Delta is using these effectively to optimize their media planning with tremendous results.

      • What is this new "Experience Currency?"
      • Why it is more valuable to marketers, meaning more predictive?
      • How is Delta effectively using experience data?
  • Michael Rosenberg – J.P. Morgan

    Managing Director, J.P. Morgan

    Michael Rosenberg is a Managing Director in J.P. Morgan’s Corporate and Investment Bank Strategy organization. With more than a decade of experience in market research, Michael has introduced a broad range of innovative research programs that have helped solve business issues across the organization. Michael has been with J.P. Morgan Chase & Co. for more than 25 years. He has held positions in Marketing, Product Management, Global Project Management, Strategy and Operations within the Corporate & Investment Bank.

    • Enabling Business Growth Through Global Qualitative Research

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      J.P. Morgan researcher Michael Rosenberg has seen it all when conducting global research – the good, the bad and the ugly.

      Qualitative research is uniquely suited to empower businesses in the evolving global B2B and B2C marketplaces. To succeed, today’s researchers are required to think globally and to execute locally.

      But researchers also need best practices when planning and executing global research. Although qualitative research is not new, we must continually evolve our approach in response to changing market conditions, business needs, cultural norms, vendor consolidations and lessons learned . . . to say nothing of new technologies.

      This session will employ the use of “real world” case studies to examine the decisions that need to be made – plus the pitfalls to be avoided – to ensure success when undertaking global qualitative research.

      Attending this session will provide participants with proven best practices in:

      1. Determining whether to “in-source or outsource” global research initiatives
      2. Streamlining the vendor selection process
      3. Adapting to changing market conditions that could impact research findings and recommendations to the business
      4. Engaging with business partners for optimal results
      5. Assessing new research enablement technologies 

      Driven by real-world experiences, this session focuses on best practices in global research design & execution to enable business growth & transformation.  

  • Eliot Roth - Consumer Insights

    President, Consumer Insights

    Eliot is the President of CI and hands-on leader of the innovation and strategic consulting group, where he works with marketing leaders on brand building, innovation and consumer understanding. Over the past 25 years, Eliot has developed a well-deserved reputation for thinking outside the box when designing research solutions for his clients. Eliot has extensive experience designing custom qualitative and quantitative research and is considered an industry expert in data analytics and predictive modeling.

    • Dog Days Conjoint!

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      You may be very familiar with the power of conjoint, but you’ve never seen it quite like this.

      The Rachel Ray dog food brand is looking to the future to determine which claims and formulations best fit buyer needs. Their challenge:

      • To test a large number of claims (88) to determine which are most compelling
      • To use conjoint’s power to predict buying behavior
      • To avoid breaking the bank paying for an enormous sample size

      The answer to this dilemma? Hybrid Conjoint!

      Attendees will learn about a hybrid choice-based methodology that works when a large number of claims need to be assessed. This design is cost-effective, translatable across many categories, and – most importantly – highly predictive of behavior. We will share with participants a unique, predictive and cost-effective design to test a large number of claims.

      The lessons shared will transcend CPG and be useful across many categories . . . including yours.

  • Gina Scott – Citigroup

    Vice President, Research and Insights, Citigroup

    Having come from a background in academia, teaching at the University of South Alabama and Berry College in Rome, Georgia, Gina has worked for Citigroup for more than 11 years in various positions, mostly marketing research. She has experience in research from soup to nuts from initial strategic direction to final readout but, in her current position, she mostly manages vendors for quantitative and qualitative research. She is highly engaged in the vendor selection process both individually and with procurement team involvement.

    • The Art and Science of Supplier Engagement

      Tue. September 27, 2016
      3:45 PM to 4:15 PM

      We all know that suppliers can be critical to many research projects. But too often there's a problem. From the initial research question, suppliers may be equipped to structure a hypothesis and to conduct research activities, but how well do they really understand the business need?

      If detail is lacking in communicating the business need, the results can suffer as can the relationship with the vendor.

      Come learn more about the unwritten rules – the ‘science’ – of supplier engagement as well as the finesse – the ‘art.’ Developing a healthy balance of both requires some practice and this session can help by covering:

      • What you need from your supplier . . . and what they need from you
      • What to do when you need more than you are getting
      • How to best balance investment and cost
      • How organizational structure can affect roles and etiquette

       

  • Steve Seiferheld - Swedish Match

    Director of Market Research, Swedish Match

    Steve serves as Director of Market Research for Swedish Match, a tobacco company whose vision is “A World Without Cigarettes.” Steve’s research career spans over 18 years, having worked on both the client side (Nabisco, Bristol-Myers Squibb, HSN) and supply side (Nielsen, Catalina Marketing, Turnkey Sports & Entertainment).

    • Why Market Researchers Are Insane and How to Cure Ourselves

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      They say that the definition of insanity is doing the same thing over and over, but expecting different results. If that’s the case, then market research has a problem, specifically that the same issues that limited MR 10 and even 20 years ago continue to cause headaches now, in 2016.

      Articles were written 10–15 years ago about topics like survey length, professional respondents, NPS, etc. Sound familiar?  Because we’re still talking about those exact same topics today.

      My message is simple – we have to stop complaining about lack of progress and instead begin to drive progress.

      The escape from the same-old story is to innovate, but sometimes it’s hard to get colleagues to do away with the old. How can corporate researchers embrace innovation regardless of company culture? How can research in 2016 be truly more actionable given advances in technology (as well as reductions in budget)?

      In this session, we will examine:

      1. Recurring topics in the research space.
      2. How to avoid the “easy way out” that is the online survey, especially when it doesn’t lead to real-life results.
      3. How to conduct market research that best emulates real life.

      Come see how to get off the hamster wheel that is ‘same old’ research. Embrace innovation...and regain your sanity!

  • Carrie Seymour – Kohler Co.

    Communications Director - Consumer Insights, Kohler Co.

    Carrie has more than seventeen years of experience in market research, both on the supply and practitioner sides. Although her original aspirations were to secure a job in the international marketing field (and to use her degree in Japanese), she found her first job out of college at an international market research firm and a new love was born! A self-proclaimed “research geek,” Carrie focuses on the application of research to solve business problems and guide strategy. In her current role, she advises Kohler Co. on the state of the consumer.

    • Swimming Upstream: When the Quant Doesn't Support Your Story

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      If you’ve ever been stuck in the middle, you know that it’s not fun.

      While sustainability and water savings is a highly researched topic within Kohler Co., applying the research can be a complicated (and sometimes confusing) task. To make matters worse, quantitative research often ranks environmental issues like sustainability near the bottom of the importance list. At times, the research has even been used as an internal weapon to demonstrate that consumers don’t really care about the environment.

      Qualitative research, however, suggests that consumers do care and, in fact, make an effort to protect the environment. Plus, they will judge your organization on whether or not they contribute to saving the planet.

      If you’re stuck in the middle, how do you reconcile contradicting information to create a brand narrative that is true to both your strategy and your customers?

  • Padmini Sharma – Jester&Genius

    Managing Partner, Jester&Genius

    Padmini is a brand strategist with a passion for creating strong consumer-brand relationships through brand stories. Before founding Jester&Genius, Padmini spent seven action-packed years at PepsiCo/Frito-Lay, working on insights-based brand and portfolio strategies. Padmini is the co-author of ‘Brand Humanity: Transforming the business of building brands’, a chapter in Consumer-Brand Relationships: Theory & Practice. She’s a recipient of the Advertising Research Foundation’s (ARF) prestigious Grand Ogilvy Award that honors best-in-class application of consumer insights.

    • CR-Only Lunch: Briefing on the Special Event to Follow...

      Mon. September 26, 2016
      11:45 AM to 12:45 PM

      The first of many networking events for CRC attendees. This one is special because it’s CRs-only, so you’ll be among your peers if you're a corporate researcher.

    • CR-Only Special Event: A San Francisco Branding Excursion

      Mon. September 26, 2016
      12:45 PM to 5:00 PM

      All of us work with brands – big brands, small brands, houses of brands, or singular brands. And the key to a muscular brand is telling the right story and making it a great story.

      To tell the best story about your brand, you must take into account all the little insights about the brand and translate them so that they ring true in the hearts of your brand-loving customers.

      Learning how to better uncover those insights is one of the best skills any insights professional can master, a skill that can add value to your organization and your professional value immediately.

      With the help of innovative branding agency Jester & Genius, we will put our creative and observational acumen to the test by collectively solving a branding problem for the city of San Francisco. Like so many brands that we all work with, San Francisco has an inner brand conflict. Together, we will examine several of the city's unique neighborhoods and exercise our storytelling abilities to uncover a new brand story for the city, a story that will then be delivered to key city officials.

      This is a remarkable, intense cross-pollination opportunity to work alongside your peers, creatively and collaboratively solving a branding riddle while building take-away skills that can elevate your own work back home.

  • Carol Shea – InsightsCentral

    President, InsightsCentral

    Carol Shea is President of InsightsCentral, a performance improvement skills development company with a mission of turning marketing insights professionals into strategic insights leaders. Shea has a 30-year career focused on guiding others, as a marketing research leader, as an advisor to the U.S. Census Bureau, and as an instructor. It continues to fuel her passion for developing and enhancing the skills of the next generation of marketing researchers while increasing the corporate influence of the current generation.

    • Game Changer: Preparing Future Corporate Insights Leaders

      Tue. September 27, 2016
      11:15 AM to 12:00 PM

      How do corporate insights leaders ensure that all members of their team, even untested rookies, perform at the strategic level that is being demanded?

      Whether or not they have the empowerment to stand up and be heard, insights teams are being pressured to provide insights that drive actionable, strategic business decisions.

      But first, we must define specifically what it means to be strategic. What can each of us – from veteran directors to newbie analysts – do differently on the job to ensure that we are heard, respected and that the voice of the marketplace is elevated in corporate decision making?

      Come see how to take the first step in this session!

  • Erica Sheffield – Arbonne

    Sr. Manager, Consumer Insights, Arbonne

    Erica Sheffield has been leading Consumer Insights at Arbonne International, a health and wellness company with over 750,000 independent consultants in six markets, since 2009. Before Arbonne, Erica spent five years as a marketing researcher for a global youth brand and four years as a strategic planner at Y&R and Foote, Cone and Belding working on brands such as Taco Bell and Hot Wheels. Erica lives and works in southern California with her family and grew up in NYC where she started her career working for the infamous Faith Popcorn.

    • How to Use Do-It-Yourself Research for Development, Marketing and Sales

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      If you’re looking for a success story, either for lessons to be learned or for inspiration, Arbonne fits the bill. For 35 years, Arbonne has created wellness and personal care products and enjoyed more than $500 million in sales in 2015.

      How can a mid-sized company use do-it-yourself research to inform product development, sales programs and marketing initiatives both quickly and cost-effectively?

      Join Erica Sheffield, Senior Manager of Insights for Arbonne, to learn more. She will present a case study involving DIY in-home product testing that guided a $100 million skin care brand to growth. In another case study, she’ll discuss DIY customer satisfaction tracking surveys and how they informed strategic decisions.

      And research supports it all. Come to learn and to be inspired. Some lucky attendees may even walk away with product samples!

       

      You'll learn.

      1. Places to use DIY research instead of outsourcing
      2. Tips and ideas for using DIY research
      3. When it's best to outsource, based on experience

      Based on my experience at other conferences, many corporate researchers outsource all projects. This will be a way to learn to save cost and time doing some projects yourself.  

  • Amy Shields, PRC – Nichols Research

    President and Partner, Nichols Research

    Amy Shields, PRC is the president and a partner of Nichols Research where she provides strategic leadership, sets best practices, runs the day-to-day operations and heads up the full-service division as a marketing research consultant. Prior to becoming a partner at Nichols Research in January of this year, Amy spent three years as a corporate researcher and industry magazine editor and three years as an independent consultant.

    • The Future is in Their Hands: The Next Generation of Research Leaders

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Change is nothing new in the marketing research industry. But recently, you've likely noticed new faces leading this change.

      A new generation of marketing research leaders have emerged with different experiences, expectations and philosophies than the last. Although their influence has already been felt, the biggest changes are still to come.

      Learn directly from two of the industry’s contemporary and ‘next generation’ researchers as they discuss their vision for the future alongside a 20+ year industry veteran — who might just have some searing questions for the two in the hot seat!

      Learn what motivates these leaders and discover some surprising changes you can expect to see with them at the helm.

      If you’ve ever wondered how to hire, partner with or be one of these bright new innovators, then this is a ‘can’t miss’ session.

  • Baba Shiv – Stanford Graduate School of Business

    Professor of Marketing, Stanford Graduate School of Business

    Do people make decisions differently in the morning versus the afternoon? Does more choice really make people happier and more effective or instead more distracted and riddled with doubt? Neuroscience holds surprising answers to such questions and more. An expert in neuroeconomics, Shiv studies the neurological underpinnings of decision-making, management, and motivation and will share how researchers can become more exemplary leaders and more effective agents for change.

    • Neuroscience and the Connection to Exemplary Leadership

      Wed. September 28, 2016
      8:30 AM to 9:30 AM

      Do people make decisions differently in the morning versus the afternoon? Does more choice really make people happier and more effective or instead more distracted and riddled with doubt? Neuroscience holds surprising answers to such questions and more.

      An expert in neuroeconomics, Baba Shiv studies the neurological underpinnings of decision-making, management, and motivation and will share how researchers can become more exemplary leaders and more effective agents for change.

      Leaders must effectively manage transformation and master the ability to be both agile and adaptive at making decisions. Even more importantly, they must influence others’ decisions. To be most effective, it is critical to understand the emotional part of the brain that affects motivation and behavior in ways that are mostly non-conscious.

      Widely honored and acclaimed, Shiv's work has been featured on CNN, NPR, Fox Business, and the Tonight Show as well as in The New York Times and The Wall Street Journal.

  • Brandon Shockley – Plannerzone

    Practice Lead, Consumer Insights Research, Planner zone

    Brandon is a marketing strategist and qualitative researcher who helps brands understand their customers, especially their Millennial customers. At Plannerzone, Brandon has managed brand strategy and research projects for Aflac, Verizon, Bacardi, TIAA-CREF, Microsoft and the Commonwealth of Pennsylvania, among others. Brandon leads the online research practice. Brandon has taught advertising research at the Annenberg School of Communications at Temple University. In the past, he has launched art galleries, nurtured fashion startups and written for entertainment blogs.

    • Mapping the Millennial Path to Purchase – Qual Methods for Richer Storytelling

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      Customer journey research helps you identify those meaningful moments where customers engage with your brand. The goal is to inspire participants to tell richer stories about their purchase journey with Millennials, of course, being an especially crucial and fascinating target.

      How? In a qualitative setting, researchers can use homework, group activities and projective techniques to get that rich data and feedback that, as corporate researchers, we all crave.

      During this talk, attendees will learn practical methods and strategies for studying the path to purchase. We will also present findings from a recent study on Millennials shopping for insurance and financial products.

      You’ll learn:

      • How to apply projective exercises and homework assignments to get insights into the path-to-purchase
      • Best practices for consumer homework assignments in qualitative research
      • Insights on the Millennial path-to-purchase for insurance and financial products
      • Approaches for richer, more creative presentation of customer journey insights

      Learn practical methods and strategies for unraveling the mysteries of Millennials – and other customer groups – as they go about their path to purchase.

  • Caroline Smiley – Delta Air Lines

    Project Manager, Customer Research & Insights, Delta Air Lines

    Caroline received her Master of Marketing Research degree from the University of Georgia in 2013 and has been rapidly expanding her research capabilities ever since. She learned the value of harnessing big data into bite-sized and actionable insights during her two years at DigitasLBI and now manages market research for Delta Air Lines where she specializes in international research, brand health tracking and media optimization projects. In addition, she serves as the key lead on data and research visualization for the Customer Research & Insights team.

    • A New Experience Currency for a Changing Marketing Economy

      Tue. September 27, 2016
      9:45 AM to 10:30 AM

      If you're looking for a real gamer changer in marketing research, it's “in-the-moment” and “share of experience” replacing older and less useful metrics like “share of voice.”

      With Delta Air Lines as a case study, we'll demonstrate the increased predictive power of "experience Metrics" over older measures and detail how Delta is using these effectively to optimize their media planning with tremendous results.

      • What is this new "Experience Currency?"
      • Why it is more valuable to marketers, meaning more predictive?
      • How is Delta effectively using experience data?
  • Jeri Smith - Communicus

    CEO, Communicus

    Ms. Smith is President and CEO of Communicus, working with major advertisers on cross-platform research initiatives. Over more than 20 years at Commnicus, she has guided the organization through its expansion from an in-market multimedia campaign testing firm to one that evaluates and diagnoses 360 cross-platform advertising initiatives for major brands whose audiences range from kids to Boomers, from General Market to Multicultural and other specialized targets.

    • Avoid Research and Analytic Traps When Pursuing Multicultural Insights

      Tue. September 27, 2016
      2:15 PM to 3:00 PM

      As MillerCoors strives to grow its share of preference for beer drinking occasions, multicultural consumers are of critical importance, including the Hispanic market.

      Clearly it’s not enough just to translate general ads into Spanish. Brand management at MillerCoors needs accurate and insightful information on what drives Hispanic beer drinkers to choose one brand over another and, thus, what types of ads are most effective. Plus, this research must avoid the many missteps and “all too easy” analytic traps that accompany one-size-fits-all research approaches.

      In this presentation, MillerCoors shares its hard-won lessons on best practices for Hispanic insights development. These lessons includes the hits as well as the near-misses experienced by the Insights and Brand teams as they’ve learned this market. Our results illuminate the many-faceted Hispanic market and can help you, too, to drive better advertising performance.

      Attendees will learn:
      1. How to design questionnaires to ensure accurate and actionable insights are gained from Hispanics across all acculturation levels, including wording best practices 
      2. How to avoid analytic traps that cause misunderstandings about the Hispanic consumer and that can lead to incorrect conclusions 
      3. How translation issues can seriously damage both survey response accuracy and advertising effectiveness
      4. How to uncover true drivers and motivations for Hispanic consumers that will enable brands to engage and persuade this important and growing target

      MillerCoors shares learnings in insights development for Hispanic consumers, including research and analytic traps every Researcher should avoid  

  • David Soderberg – Spectrum Health

    Director Consumer and Market Intelligence, Spectrum Health

    Dave Soderberg spent the last 12 years in CPG across a variety of U.S., European, and global roles in Consumer Insights, predominantly at PepsiCo. In January of 2016, he made the transition to healthcare and is now the director of consumer and market intelligence for Spectrum Health, an integrated health system based in West Michigan.

    • CR-Only Session: From CPG to Healthcare – Creating a Consumer Insights Function From Scratch

      Mon. September 26, 2016
      11:00 AM to 11:45 AM

      One of the largest sectors of the economy is in desperate need of insights professionals like us. Healthcare in the U.S. is going through profound changes, in particular the delivery of healthcare.

      With costs spiraling, consumers are being asked to pay more and more of the healthcare bill. As a result of this increased cost sharing, consumers have increased expectations around convenience, customization, and customer service. Healthcare companies must now compete with other retail businesses, so new skills focused on consumer insights is also needed to safely navigate these changing waters.

      In this presentation, we'll discuss the process needed to build a new consumer insights team using data science and behavioral economics. As with every industry, these skillsets can help organizations to make better decisions.

      This changing healthcare environment also presents a massive opportunity for researchers to demonstrate the value of the insights function to businesses that have never had one.

  • Michael Steve - Ainsworth Pet Nutrition

    Senior Manager, Market Research and Innovation, Ainsworth Pet Nutrition

    Michael Steve is the Senior Manager of Innovation & Insights for Ainsworth Pet Nutrition, LLC. In his role, Michael is responsible for product innovation and consumer research for one of the fastest growing brands in the pet food category, Rachael RayTM Nutrish®. Over the past 15 years, Michael has had extensive experience in qualitative and quantitative research, product innovation and brand building while working across a variety of categories within CPG for companies such as Procter & Gamble, Kraft Heinz Company, Del Monte Foods and Starkist Co. Michael is also a U.S. Navy veteran, having served for 11 years.

    • Dog Days Conjoint!

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      You may be very familiar with the power of conjoint, but you’ve never seen it quite like this.

      The Rachel Ray dog food brand is looking to the future to determine which claims and formulations best fit buyer needs. Their challenge:

      • To test a large number of claims (88) to determine which are most compelling
      • To use conjoint’s power to predict buying behavior
      • To avoid breaking the bank paying for an enormous sample size

      The answer to this dilemma? Hybrid Conjoint!

      Attendees will learn about a hybrid choice-based methodology that works when a large number of claims need to be assessed. This design is cost-effective, translatable across many categories, and – most importantly – highly predictive of behavior. We will share with participants a unique, predictive and cost-effective design to test a large number of claims.

      The lessons shared will transcend CPG and be useful across many categories . . . including yours.

  • Rob Stone

    Speaker, Formerly with Market Strategies International

    During more than 20 years in the research community, Rob has been a passionate advocate for informing business decisions through innovative research practices.

    As former CEO, he focused on continuously improving Market Strategies' ability to drive brand and product strategy through qualitative and quantitative research, including data analytics. He ran the business based on the philosophy that successful research consultancies provide three key elements to clients: an intimate understanding of their industries, rigorous research capabilities, and meaningful results.

    • Building a World-Class Research and Insights Function

      Tue. September 27, 2016
      1:00 PM to 2:00 PM

      No matter the industry you’re in, no matter how large or small your organization may be, one thing remains true – businesses today are under ever-increasing pressure to derive tangible value from their research investments.

      Join four respected insights leaders...

      • Mark Kershisnik, who re-engineered the research function at Lilly
      • Pratiti Raychoudhury, who built Facebook’s research team to more than 200 professionals
      • Brett Townsend, who directs insights for Pepsico’s innovation practice
      • Jill Donahue, who leads Nestlé Purina North America’s Petcare research initiatives

      ...as we discuss strategies for creating high-performing research teams. The conversation will focus on:

      • Finding the right talent and building effective teams
      • Engaging stakeholders, socializing findings and driving business action
      • Deploying new technologies to make research teams more productive

      Do you have specific questions for our panel? Email our moderator, Rob Stone, CEO of Market Strategies and an MRA Executive Committee member, at rob.stone@marketstrategies.com.

  • Lori Tarabek – Abbott Diabetes Care

    Global Market Research Manager, Abbott Diabetes Care

    Lori has held both business analytics and primary market research roles in her eclectic research career.   She started in CPG at Proctor & Gamble and worked in online services/mobile applications in the Bay Area.  She has over ten years of healthcare/diagnostics experience with companies such as Schering-Plough, LifeScan and Abbott.   She currently works on strategic global market research projects at Abbott Diabetes Care.

    • PMRG: Voice Between Analytics and Marketing Research

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      The best insights arise when the analytics and market research functions are unified. Do these two functions speak with one voice in your environment? Or is there a disconnect?

      It is perhaps natural for such a fracture to develop because analytics focuses on secondary data while market research focuses on primary research. But better unification is possible and we'll discuss how to achieve it:

      • How do you interface with each function, particularly when different teams handle them?
      • How do you best communicate findings with a single voice to internal customers, including senior management?
      • What challenges arise when trying to unify and what tools and processes work best to overcome them?

      In this highly interactive session, we'll show you how to mend the disconnects and boost the effectiveness of your research by bringing together disparate functions to speak as one.

  • Dr. Ron Tatham – Burke Institute

    Former CEO/Chairman, Burke Institute

    As the leading provider of research training and education, the Burke Institute trains more than 2,000 marketing research practitioners every year – through both public and in-house customized seminars. Since our founding in 1975, Burke Institute has trained more than 80,000 participants from 10,000 companies, in 40 different countries.

    • Burke Institute Workshop: A Research Road Map Tutorial – From Decision to Results

      Wed. September 28, 2016
      9:45 AM to 12:00 PM

      Sometimes the cliché is reality: we can’t see the forest for the trees. But having a map of the forest helps us to stay on the right path and head in the right direction.

      At CRC, former Burke CEO Dr. Ron Tatham will illustrate a step-by-step tutorial of today’s research process, incorporating a series of tried and true industry best practices to help you navigate around the potholes and detours that can delay – or derail – your research journey.

      Central to every manager’s job is making decisions that increase value for their organization. Creating the information that allows those decisions to be made efficiently and with acceptable risk is the end point for your journey. Together, we will look at each of these key steps in helping to design, execute and analyze your research studies.

      Refining your process can improve both your results and your value. Benchmarking against Burke’s research road map can make you more successful in getting from decision to results.

  • Jillian Tirath – The Coca-Cola Company

    Global Director, Strategy & Innovation, The Coca-Cola Company

    Jillian has 20+ years of consumer insight and strategy experience. She is passionate about immersing herself with consumers and bringing their voices to life as she develops winning, actionable marketing strategies. As the Global Director, Strategy & Innovation at The Coca-Cola Company, she leverages consumer, industry and customer analytics to drive sales and build leadership positions with key customers. She works closely with senior management of Fortune 500 companies to provide a fact-based point of view that drives business strategy and innovation.

    • A Refreshingly New Approach to Brand Growth Strategy

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      Every brand wants to grow, but how do we make that happen?

      To discover and size growth opportunities for Coca-Cola brands, we wanted to more deeply understand what motivates people to purchase and consume beverages when they are away from home. We partnered with the Halverson Group to identify the ‘jobs’ that beverages fulfill in people’s daily lives by finding a way to quantify how universal life situations and core human moods interact to influence how people think, feel and act.

      We used multiple analytic lenses to identify the ‘jobs to be won’ for each brand in our portfolio. By replicating the work over time and across 11 markets, we created a global strategic framework for identifying growth opportunities and for tracking progress.

      The result is a foundational marketplace landscape that has fueled a portfolio growth strategy. This work informs sales strategies that resonate with key customer partners and individual brand strategies that resonate with consumers.

      I saw Coca-Cola’s innovative way to identify growth opportunities at CRC: 

      • Broadening the aperture to life situations instead of ‘last purchase’ occasions reveals that the true size of markets can be 2-3X larger than what we report today.
      • Linking motivations to life situations helps circumvent the bias people have to over-articulate functional motivations for their decisions 
      • Lexicons that capture the full range of human moods and motives allow for a quantitative way to size opportunities that cut across cultural boundaries
      • ‘Jobs to be Won’ reveal strategies for protecting and growing our core while strengthening our appeal to the ‘moveable middle’ consumers whose business we have a right to win.

      Learn how Coca-Cola re-sized the global away-from-home beverage marketplace and defined the ‘jobs to be won’ for their portfolio of powerful brands.  

  • Jonathan Tofel – Mission Field LLC

    CEO/Founder, Mission Field LLC

    Jonathan is CEO of Mission Field LLC. His insights have been guided by a career mixed with brand management experience in large CPGs (P&G, Clorox) and small CPG startups (OxiClean/Orange Glo) as well as innovation consulting over the past 17 years. He has worked as an out-of-house entrepreneur for a major CPG and has consulted with a wide range of manufacturers including General Mills, Purina, Hershey’s, Church & Dwight, Diamond Foods, Synder’s of Hanover, P&G, Nestle, WhiteWave Foods, Boppy and many others.

    • Mission Innovation: Increasing Success for Risky New Items Through Dynamic Retail Labs

      Wed. September 28, 2016
      2:00 PM to 2:45 PM

      Everyone talks about innovation, but it’s important to remember that innovation comes with a downside – risk.

      The best way to validate the strength of new ideas is to test them right within the consumer's natural habitat: in a store, on the shelf. But such testing can cause serious disruption to your sales organization . . . not to mention tip off your competitors what you're up to.

      Our Retail Lab methodology creates flexible and dynamic in-market testing opportunities without disrupting the sales force. Through our in-store learning labs (any channel, any retailer), we can test a wide range of challenges:

      • The strength of new items
      • The extension of brands into new categories
      • Pricing changes
      • Altered placement
      • Communication strategies
      • Competitive dynamics
      • And even entry into new channels

      Plus, this testing can be 100% blinded so that your closest competitor is not aware you’re doing it. How is this possible? Through our unique methodology, strong retailer relationships and dynamic tactics that include our ownership of GS1- licensed UPC codes.

      Come and see how you can better mitigate risk . . . without stifling innovation.

      Lessons...

      •Avoid the high-risk scenario of many new item launches, where high level investments are used to support new rollouts that have only been previously tested in focus groups or through online methodologies… neither of which can flush out the real-life launch challenges of

      1.  Being noticed on shelf,
      2.  In a real testing environment, with
      3.  Active competitive dynamics.

      Retail Labs allow for an opportunity to

      1. Create a sales story measuring category effects in a test/control scenario,
      2. Understand incrementality and source of volume dynamics and
      3. Approach testing in a flexible and dynamic way – testing and learning as you go.

      Increase your innovation successes through retail testing & quickly identifying which innovations are worth investing in which ones pose risk. 

  • Brett Townsend – Electrolux

    Director of North America Insights, Electrolux

    Brett Townsend currently serves as the PepsiCo Insights lead for the YUM! Foods partnership. In his role, Brett leads all PepsiCo food and beverage insights work in for innovation and consumer/customer activation. Throughout his eight years with PepsiCo, Brett has demonstrated his passion for insights-driven activation and increased sales through his work on the Walmart and Dollar General teams, shopper/customer insights in the PepsiCo global sectors, and with Frito Lay innovation, where he helped launch Doritos Jacked, Ruffles Deep Ridge and Cracker Jack’D.

    • Awards Presentation

      Tue. September 27, 2016
      8:15 AM to 8:30 AM

      Details coming soon! 

    • CR-Only Lunch: Briefing on the Special Event to Follow...

      Mon. September 26, 2016
      11:45 AM to 12:45 PM

      The first of many networking events for CRC attendees. This one is special because it’s CRs-only, so you’ll be among your peers if you're a corporate researcher.

    • Building a World-Class Research and Insights Function

      Tue. September 27, 2016
      1:00 PM to 2:00 PM

      No matter the industry you’re in, no matter how large or small your organization may be, one thing remains true – businesses today are under ever-increasing pressure to derive tangible value from their research investments.

      Join four respected insights leaders...

      • Mark Kershisnik, who re-engineered the research function at Lilly
      • Pratiti Raychoudhury, who built Facebook’s research team to more than 200 professionals
      • Brett Townsend, who directs insights for Pepsico’s innovation practice
      • Jill Donahue, who leads Nestlé Purina North America’s Petcare research initiatives

      ...as we discuss strategies for creating high-performing research teams. The conversation will focus on:

      • Finding the right talent and building effective teams
      • Engaging stakeholders, socializing findings and driving business action
      • Deploying new technologies to make research teams more productive

      Do you have specific questions for our panel? Email our moderator, Rob Stone, CEO of Market Strategies and an MRA Executive Committee member, at rob.stone@marketstrategies.com.

    • CR-Only Special Event: A San Francisco Branding Excursion

      Mon. September 26, 2016
      12:45 PM to 5:00 PM

      All of us work with brands – big brands, small brands, houses of brands, or singular brands. And the key to a muscular brand is telling the right story and making it a great story.

      To tell the best story about your brand, you must take into account all the little insights about the brand and translate them so that they ring true in the hearts of your brand-loving customers.

      Learning how to better uncover those insights is one of the best skills any insights professional can master, a skill that can add value to your organization and your professional value immediately.

      With the help of innovative branding agency Jester & Genius, we will put our creative and observational acumen to the test by collectively solving a branding problem for the city of San Francisco. Like so many brands that we all work with, San Francisco has an inner brand conflict. Together, we will examine several of the city's unique neighborhoods and exercise our storytelling abilities to uncover a new brand story for the city, a story that will then be delivered to key city officials.

      This is a remarkable, intense cross-pollination opportunity to work alongside your peers, creatively and collaboratively solving a branding riddle while building take-away skills that can elevate your own work back home.

  • Jayce Treible – Albertsons Companies

    Sr. Manager, Consumer & Shopper Insights, Albertsons Companies

    Jayce is a Senior Manager on the Consumer and Shopper Insights team at Albertsons Companies. He uncovers and understands shopper mentalities, behaviors and industry trends to drive business strategy. Prior to joining Albertsons Companies, Jayce worked on the research supplier side designing, conducting and analyzing research using traditional and progressive techniques. As a true student of research methodologies, new technology, a Millennial and next generation corporate researcher, he is constantly pushing the envelope to uncover big insights in new and innovative ways.

    • The Future is in Their Hands: The Next Generation of Research Leaders

      Wed. September 28, 2016
      3:45 PM to 4:30 PM

      Change is nothing new in the marketing research industry. But recently, you've likely noticed new faces leading this change.

      A new generation of marketing research leaders have emerged with different experiences, expectations and philosophies than the last. Although their influence has already been felt, the biggest changes are still to come.

      Learn directly from two of the industry’s contemporary and ‘next generation’ researchers as they discuss their vision for the future alongside a 20+ year industry veteran — who might just have some searing questions for the two in the hot seat!

      Learn what motivates these leaders and discover some surprising changes you can expect to see with them at the helm.

      If you’ve ever wondered how to hire, partner with or be one of these bright new innovators, then this is a ‘can’t miss’ session.

  • Jan Vaughn – Charles Schwab

    Sr. Research Manager, Charles Schwab

    Jan Vaughn has been bringing Voice of the Client insights to business partners at Charles Schwab & Co. Inc. since 2010. Prior to joining Schwab, Jan worked with multiple Fortune 500 companies while with Research International (now part of TNS).

    • Take Reporting to a New Level with Dashboards

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      The best results in the world don't mean much until they are reported and we all know how important that reporting process can be. Are dashboards just the next research buzzword? Or are they really the new and improved way of reporting research and business results?

      You will see both strategic reasons to convert from PowerPoint to dashboard reporting as well as practical tips for how to make the transition a success for your organization.

      With concrete examples from real case studies, you will learn:

      • How to effectively engage stakeholders from the outset
      • How to identify and prioritize the data you want to include
      • How to best scope dashboard development
      • What to think about in visualizing the data
      • How to effectively socialize it

      This session is perfect for corporate researchers making decisions on implementing dashboards or actively in the transition process.

  • Scott von Lutcken – Merck

    Director, Market Research Excellence, Merck

    Scott von Lutcken leads the Customer Strategy Team for Merck’s Global Customer and Brand Insights Group. He supports adherence, health literacy, and customer engagement. Scott has been an advocate for the customer and the patient throughout his career and has led numerous projects identifying ways to optimize messaging to customers and patients. In his current role, he is leveraging health literacy and numeracy to create patient-centric materials for both health care providers and patients that are clear and easily understood.

    • Strengthening MR's Real and Perceived ROI

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      We will present the main findings from two recent studies into the future of insights and discuss their key take-aways.

      The panel also will discuss what steps insights teams can take to increase their value to their business by delivering a stronger return on the investment in insights.

      We'll offer practical tips for measuring the ROI from insights, and there will be plenty of opportunity for interaction with the audience during the session.

       

  • Matthew Walker – Cox Automotive

    Sr. Manager, Research, Cox Automotive

    Matt Walker has worked for Cox Automotive by way of Autotrader for the last 12 years, the last 10 of which he’s been conducting primary research. He, along with a team of four other professionals, is currently responsible for B2B and B2C brand-related research, supporting 20+ leading automotive brands that include Autotrader, Kelley Blue Book (KBB), Manheim, Nextgear Capital and vAuto, among others. He and his team also produce thought leadership research for the industry and consumer website experience research.

    • A Tale of Maximizing Research Investment

      Wed. September 28, 2016
      9:45 AM to 10:30 AM

      Researchers suffer constant pressure to demonstrate return on investment (ROI) and to do more with less.

      When we were presented with an opportunity to conduct research to support a digital product in development, we saw an opportunity to push the envelope and leverage that research as industry thought leadership. Our project yielded two specific, high-value outcomes: internal use to inform decision making as well as external use to generate press and position our Media Group President as a thought leader.

      Key takeaways we will share include:

      • The importance of and how to gain buy-in up front with the your stakeholders
      • The optimal way to engage primary and secondary stakeholders throughout a project
      • Communicating findings for maximum impact through video and through real-world examples

      Are you frequently in the position where you need to do more with less? To prove ROI on research initiatives? Let the experts from Cox Automotive help by sharing lessons learned and breakthrough thinking to kill two birds with one stone.

  • Mindy Weiss – Under Armour

    Associate Manager, Global Consumer Insights, Under Armour

    Mindy Weiss has been a member of Under Armour’s Global Consumer Insights team for two years, rising quickly through the ranks to her current role as Associate Manager. At Under Armour, she manages both quantitative and qualitative research projects for various business units while also serving as the department’s ‘Market Data Expert.’ A graduate of Cornell University, she enjoys playing field hockey, golf and ice skating in her spare time. She is originally from Long Island, NY and now resides in Baltimore, MD.

    • From ‘Gut’ to ‘Data’: How Under Armour's Insights Team is Driving Decisions Through Data in a Gut-Based Company

      Wed. September 28, 2016
      2:55 PM to 3:35 PM

      The dream can be real. Corporate researchers all dream of data and insights being fully integrated throughout their organizations.

      Under Armour has embarked on a mission to integrate data into all aspects of the business. A crucial step in this mission has been syndicated data usage throughout the company to supplement internal sales data and primary research.

      UA’s Global Consumer Insights team conceptualized and implemented a program that makes data accessible to numerous teams and changes the way the organization makes decisions.

      This presentation will discuss how and why this program succeeded and the challenges faced along the way. Most importantly, the Global Consumer Insights team has changed the company so that colleagues use insights in their daily jobs and will share how the dream can become reality in your organization as well.

      This presentation will frame the importance of integrating syndicated market data into an organization and will include three actionable learnings to help attendees do so.

      • The first learning will be tips to develop a successful data integration program, including details about program structure, running educational sessions, etc.
      • The second learning will be to look for ‘low-hanging fruit’ questions that can be answered with data in order to demonstrate the ROI of data usage to the company.
      • Finally, the third learning will be to integrate syndicated market data into primary research reports to strengthen the findings and tell a more complete story; the presentation will include examples of how UA has done so.  

      Learn how Under Armour’s Insights team is changing the way their company functions by spreading the use of syndicated data and enhancing the strength of their primary research.