Double Down on Insights in 2020: Las Vegas Combined Chapter Conference

Keynote Speakers

All Speakers

  • Michelle Adams – Marketing Brainology

    Founder & President, Marketing Brainology

    Michelle Adams has a unique educational & professional career, with an extensive business background. She is a Ph.D. who stays well connected with most recent academic research & thought-leaders. She founded Marketing Brainology 8 years ago to better measure consumer & shopper behavior, along with nonconscious thinking.  

    • Blending Neuroscience & Traditional Methodologies to Strengthen Insights in 2020

      Thu. February 27, 2020
      3:30 PM to 4:15 PM

      Many are leveraging new research technologies, but not all organizations have embraced the results. In this session, you'll learn five techniques to successfully incorporate neuroscience into existing research methodologies. It isn’t an “either/or” strategy. New tools can be added to “tried & true” methods. The key is to utilize the strengths of each methodology to capture more complete insights and drive better business results. You'll also learn about ways companies are partnering with research providers to ensure they are getting the best insights possible.

      Michelle will leverage over 15 years of neuroscience experience, including learning what's worked and hasn’t worked in organizations. She will review how small and large organizations are incorporating neuroscience; and ways it has become affordable for all companies. Learn what is next on the horizon and how this will allow research organizations to become “front and center” in their companies.

       

  • Steve August - Steve August Coaching

    Principal, Steve August Coaching

    Steve August is a serial entrepreneur and transformational business coach helping founders scale and realize their full potential. From 2006 until 2014, he was Founder and CEO of Revelation, an award-winning qualitative research software company that he took from idea stage to a multimillion dollar exit. He has taken a lap around the C-Suite and boardrooms in private equity backed companies, serving as CMO and Chief Innovation Officer of FocusVision.

    • How to Think and Grow Like a Microbrand

      Fri. February 28, 2020
      11:25 AM to 12:00 PM

      Over the past five years, so called DTC (direct to consumer) micro-brands such as Dollar Shave Club, Harry's, Native and Warby Parker have gone from being interesting curiosities to suddenly being acquired at sometimes billion dollar valuations by major global brands.  The Economist recently stated that the growth of microbrands has gone from anomalies shaking up small segments of consumer goods to representing "a profound shift.”

      Many of these startup brands are experiencing explosive growth in what were thought to be saturated, commoditized categories. Yet these brands were able to achieve astounding success to the point where mega-brands like P&G and Unilever finally just acquired them.

      This talk will outline and explore the specific elements of how microbrands achieve astounding growth - and how both supplier and client insights professionals can bring these elements into play into growing your business and personal brand. 

      Specifically attendees will learn how microbrands :

      1. Leverage their creation stories to identify and attract customers

      2. Find a compelling enemy to take on

      3. Build strong emotional relationships to create raving customers

      4. Create a step by step journey that serves their customers at every stage

      5. Obsess over data-driven marketing to fuel their growth

  • Jamin Brazil

    Co-Founder & CEO, HubUx

    You live once. Love the... 1. stuff you build, 2. the people you build it for, and 3. the team you build it with. Those 3 things are where Jamin dedicates all his effort. 

    • The Single Biggest Growth Hack for 2020

      Thu. February 27, 2020
      11:30 AM to 12:30 PM

      Jamin is a serial technology entrepreneur, market research junkie, and growth hacker. He is a seasoned chief executive with a background in leading high-growth organizations from inception to exit.

      Over the last 20 years, he has developed a deep knowledge of market research which gives him a unique view when assessing which tools and techniques are trending. He will highlight some of the trends in Marketing Research that he see and hears about on his #1-rated Market Research Podcast, the Happy Market Research Podcast, as well as in his experience working as an advisor to numerous MR companies and from his time at Decipher.             

      In addition to the “State of the Industry”, Jamin will uncover some of the biggest challenges facing researchers today along with market needs that have emerged on the Happy Market Research podcast - including excerpts from Microsoft, Adobe, Sky, and many others.

      Finally, Jamin will talk about growing business, and how we can use new techniques and tools to grow business efficiently and effectively.

      Jamin promises that each attendee will walk away with takeaways that they can integrate into their company right away!

  • Denise Brien - Purple Strategies

    Managing Director, Insights Operations, Purple Strategies

    In her role as Purple’s Managing Director of Insights Operations, Denise works with a team of traditional research and digital analysts to design and implement research that delivers integrated data and compelling insights to inform client engagements.

    • Using Insights to Address Public Affairs Challenges

      Thu. February 27, 2020 9:40 AM to Fri. February 28, 2020 10:15 AM

      This presentation will focus on several public affairs challenges we see in our firm for clients across a range of industries, and how we use research and insights to inform our thinking and the work we do. We will share some general challenges clients face in public affairs, including: 

      • Shifting Environment

      • Litigation

      • Political attacks

      • Congressional hearings

      • Pending regulation

      For each challenge, we will share examples of the research approaches we’ve taken (including quantitative, qualitative, and digital analytics techniques) to ensure that our strategies and recommendations are backed by data and insights. 

      As work in public affairs isn't ONLY about challenges – this presentation will also take a look at using insights to create or leverage opportunities and build influence. 

       
  • Ki Choi - Facebook

    Marketing Research Manager - Audience Insights, Facebook

    Ki Choi is a Research Manager at FACEBOOK where he focuses on audience and brand insights. Prior to FACEBOOK, he was a UX researcher working on enterprise productivity tools at Google. Before going client side, Ki held leadership positions at various marketing strategy & research consultancies, including Clear M&C Saatchi where he led the technology and West Coast practices. Ki is a native Californian who resides in the Bay Area and is a graduate of the University of California at Berkeley.  

    • Surviving and Thriving: How Researchers Can Embrace the Next Waves of Technology

      Thu. February 27, 2020
      2:10 PM to 2:45 PM

      There is little doubt that we are living and working in unprecedented times as both consumers and professionals. While numerous emerging technologies such as AI, 5G, AR/VR and Blockchain have caught the public’s attention for years, we’ve yet to crack the surface as a research profession. This fact, coupled with a historically slowly-evolving industry, has left researchers especially vulnerable to the dynamic changes happening all around us. The question is, how prepared are we as an industry for what is coming, and how can we thrive and not just survive? 

      We will … 

      • Recap the current state of these emerging technologies and their potential impact on the research industry while drawing from out-of-industry illustrations

      • Discuss the role and skillset of today’s research professional and discuss how we got here by examining the shaping of our profession

      • Explore the necessary evolution of our profession through the minds of leading researchers today

      By learning about these emerging technologies, who we are today, and ways to evolve our skillsets, we can best position ourselves for the future and thrive!

  • Mike Courtney - Aperio Insights

    Founder and CEO, Aperio Insights

    Mike is the founder of Aperio Insights, an agency focused on marketing research, ethnography and strategic foresight.  

    He holds an MMR degree (Masters in Marketing Research) from the University of Georgia and is currently board chair of the program. He is a member of APF (Association of Professional Futurists), an active angel investor, blockchain evangelist, tech geek and hopelessly addicted to gadgets.       

    • Embracing the Future of Insights: A Jam Session

      Thu. February 27, 2020
      4:15 PM to 5:15 PM

      Double or Nothin’ – A Vegas style, audience-involved look at how the insights world is changing. Think discussions about trends, tools and technology.

      Join Mike and Ari to hear which BETS the insights industry can make in 2020 to increase the odds of winning BIG in the future!

  • Melanie Courtright – Insights Association

    CEO, The Insights Association

    Melanie began serving as CEO of the Insights Association on January 1, 2020.

    Previously Melanie served as Executive Vice President, Research Science & Data Strategy at Dynata.

    • Remarks from our Insights Association CEO

      Thu. February 27, 2020
      3:15 PM to 3:30 PM

      As a key objective to her new role as the CEO of the Insights Association, Melanie embarked on a Listening Tour among members, prospects and industry leaders across the association and industry.  The goal of this exercise was to assess the strength of the brand and member relationships, and establish 1-, 3- and 5-year goals.  Out of that exercise has emerged a clear understanding of what drives value in an association, and Melanie will share that with the attendees, as well as welcome reaction and feedback from everyone. 

  • Kerry Edelstein - Research Narrative, Inc.

    President & Founder, Research Narrative, Inc.

    Kerry Edelstein is the President and Founder of Research Narrative, a full-service market research & insights advisory agency. Kerry has advised dozens of renowned media and technology brands, including Netflix, YouTube, Amazon, NPR, Visible (a subsidiary of Verizon), and Viacom to hybridize consumer insights with digital analytics, launch cross-platform media strategies, and build leading brand portfolios. She has been a featured speaker and insights storytelling workshop leader for ESOMAR, The ARF, and QRCA, and a guest speaker on research design at both UCLA and USC. 

    • Radical Transparency: Navigating the New Era of Data Privacy

      Fri. February 28, 2020
      9:45 AM to 10:30 AM

      With data exploding at exponential rates, consumers are becoming savvier about their data, frustrated at a lack of transparency, and concerned that the industry isn’t doing enough about their privacy. And that can lead to lower participation rates, increased survey fraud, and heightened regulation. So what are we going to do about it? What do consumers expect and want us to do about it? What are organizations like Verizon doing to protect consumer data and ensure the trust of their customers, and how does that impact consumer insight? 

      This session explores groundbreaking new research on the consumer perspective – what consumers know, what they care about, and how researchers can collectively be trustworthy stewards of data. This national data privacy study from InnovateMR and Research Narrative, Inc. addresses topics such as:

      • Consumer expectations, beliefs, and concerns about data privacy

      • How both qualitative and quantitative market research are perceived, relative to other industries

      • What types of data care consumers expect from us as an industry

      • How consumers define and understand “transparency”

      • What consumers consider appropriate remediation after a data breach

      • Consumers’ perspectives on forthcoming regulation

      This session will include a half hour presentation of these emerging insights, followed by a half hour panel discussion of what three different types of research teams (Research Narrative - a research agency, InnovateMR - a sample provider, and Visible – a mobile service subsidiary of Verizon) are doing to understand and address data privacy.

  • Bryn Harrington - Visible

    Product Marketing & Consumer Insights Lead, Visible (A subsidiary of Verizon)

    A digital native and consumer behavior geek, Bryn started her career at Google building and marketing a Google Maps content contributor program called Local Guides, growing the community to 40M+ users globally. She then headed for Airbnb, utilizing consumer research and audience insights to build best-in-class creative and marketing strategies for values-driven marketing campaigns.

    • Radical Transparency: Navigating the New Era of Data Privacy

      Fri. February 28, 2020
      9:45 AM to 10:30 AM

      With data exploding at exponential rates, consumers are becoming savvier about their data, frustrated at a lack of transparency, and concerned that the industry isn’t doing enough about their privacy. And that can lead to lower participation rates, increased survey fraud, and heightened regulation. So what are we going to do about it? What do consumers expect and want us to do about it? What are organizations like Verizon doing to protect consumer data and ensure the trust of their customers, and how does that impact consumer insight? 

      This session explores groundbreaking new research on the consumer perspective – what consumers know, what they care about, and how researchers can collectively be trustworthy stewards of data. This national data privacy study from InnovateMR and Research Narrative, Inc. addresses topics such as:

      • Consumer expectations, beliefs, and concerns about data privacy

      • How both qualitative and quantitative market research are perceived, relative to other industries

      • What types of data care consumers expect from us as an industry

      • How consumers define and understand “transparency”

      • What consumers consider appropriate remediation after a data breach

      • Consumers’ perspectives on forthcoming regulation

      This session will include a half hour presentation of these emerging insights, followed by a half hour panel discussion of what three different types of research teams (Research Narrative - a research agency, InnovateMR - a sample provider, and Visible – a mobile service subsidiary of Verizon) are doing to understand and address data privacy.

  • Tom Johnson – Del Taco Restaurants, Inc.

    Director of Consumer Insights, Del Taco Restaurants, Inc.

    Tom is a market research expert and consultant who is focused on digging for deeper consumer insights and truth to empower others to create dramatic growth.  He has over 20 years of leading research teams across a variety of industries both on the client and supplier sides of research. Tom is diversely experienced in both research method designs and advanced analytical techniques. As the Director of Consumer Insights for Del Taco, he is continually redefining the role of his team beyond traditional market research to identify insight intersections from all data sources as well as applying those insights to inspire teams, create change and fuel growth across the organization.

    • Making the Impossible Possible: Mobile Research Reimagined

      Thu. February 27, 2020
      10:50 AM to 11:25 PM

      Conducting effective and highly impactful mixed-method research can be done nimbly and cost-effectively. How? By really leveraging the power and flexibility of mobile video technology!

      As researchers, we are often faced with the challenges of…

      • Broad research scope

      • Limited budget

      • Low recall in a habit-driven category

      • High time and labor demands for both respondent and researcher

      • Not-so-clear impact of research results

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback through video without forfeiting traditional, quantitative survey data. This methodology empowers respondents to be creative and candid through “self-administered IDI’s” while insights are simultaneously backed up by robust quantitative feedback. This allows you to bring to life that quantitative data we know your stakeholders love, but within UNREAL budget and timelines. 

      It’s a Win-Win-Win! For the customer, the end client, and you.

       
  • Maya Kantak — Del Taco Restaurants, Inc.

    Consumer Insights Manager, Del Taco Restaurants, Inc.

    Maya is a Market Research / Consumer Insights expert and Demographic & Social Analysis M.A. with 8+ years developing and analyzing custom research projects on the client- and agency-side. She has successfully executed qualitative, quantitative, and mixed- methodologies while working for industry leaders across a variety of industries ranging from: institutional/government, automotive, and - most recently - quick-service restaurants.

    • Making the Impossible Possible: Mobile Research Reimagined

      Thu. February 27, 2020
      10:50 AM to 11:25 PM

      Conducting effective and highly impactful mixed-method research can be done nimbly and cost-effectively. How? By really leveraging the power and flexibility of mobile video technology!

      As researchers, we are often faced with the challenges of…

      • Broad research scope

      • Limited budget

      • Low recall in a habit-driven category

      • High time and labor demands for both respondent and researcher

      • Not-so-clear impact of research results

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback through video without forfeiting traditional, quantitative survey data. This methodology empowers respondents to be creative and candid through “self-administered IDI’s” while insights are simultaneously backed up by robust quantitative feedback. This allows you to bring to life that quantitative data we know your stakeholders love, but within UNREAL budget and timelines. 

      It’s a Win-Win-Win! For the customer, the end client, and you.

       
  • Tiffany Ng - Experian Consumer Services

    Director, Consumer Insights, Experian Consumer Services

    Tiffany’s passion for exploring the WHYs of human behavior can be traced back to her voracious curiosity to understand the effects of socio-economic inequality. This led to degrees in Psychology and Sociology at UCLA. 

    • The Modern Insights Team: Doing More With Less

      Fri. February 28, 2020
      10:45 AM to 11:20 PM

      This session will provide a look into how a small insights team propelled Experian into a consumer-centric organization in just a few years.

      From exploratory research to a voice of the customer program and everything in between, see how Experian assembled the right team to take some big chances using a full range of methodologies.

      Learn what the crucial components are to ensure an impactful team, and from team composition to strategic partnerships to innovative technologies, hear how Experian is able to produce compelling ads and pioneering products like Experian Boost.

  • Bryan Orme - Sawtooth Software

    President, Sawtooth Software

    Bryan Orme is the recipient of the American Marketing Association’s 2017 Charles Coolidge Parlin Award, an honor reserved for those who have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.  He has published over eighty articles and white papers on conjoint analysis and received the David K Hardin award for the best paper published in Marketing Research during 2004.  He also authored the book Getting Started with Conjoint Analysis (now in its 4th edition) and co-authored the books Becoming an

    • Extreme Idea Screening via MaxDiff & Adaptive Learning

      Thu. February 27, 2020
      1:30 PM to 2:05 PM

      Researchers often brutalize respondents, asking them to evaluate long lists of product claims, attribute features, graphics, brand names, etc. Adding to the hurt, researchers often want to capture open-end evaluations about the ideas—especially the winning ideas. MaxDiff (best-worst scaling) has risen in popularity over the last decade as a better approach than standard rating scales, accomplishing more with smaller sample sizes, while avoiding scale bias and increasing the sensitivity of the measurements. But, what to do when the list is 100, 200 or 500 items long? How can we divide the effort across respondents to not wear out any one respondent while focusing respondents’ open-end evaluations on the winning items—without knowing ahead of time which ones those are? Adaptive approaches learn from early respondents to focus later respondents’ attention on the items that are rising to the top. This means wasting less respondent time asking respondents to evaluate losing ideas over and over again. These approaches reduce sample size requirements by 3x to 4x compared to non-adaptive MaxDiff approaches.

      What the audience will take away:

      1. What is MaxDiff (best-worst scaling) and why is it superior to standard rating scales?

      2. How Procter & Gamble leveraged adaptive MaxDiff to evaluate a long list of features with lower sample size requirements

      3. How they can leverage open-end content to gain qualitative insights into the winning ideas, without wasting so much respondent effort providing open-end responses regarding losing ideas

  • Dr. Emmanuel Probst - Ipsos

    SVP, Brand Health Tracking, Ipsos

    Emmanuel’s background combines over 15 years of market research and marketing experience with strong academic achievements.

    At Ipsos, Emmanuel supports numerous Fortune 500 companies by providing them with a full understanding of their customer’s journey. This encompasses brand awareness to purchase and recommendation, leading to greater insights on the consumer within it. His clients span across a wide range of industries, including consumer package goods, retail, financial services, advertising agencies and media outlets.

    • Combining Disparate Data and Insights to Predict, Measure and Optimize Marketing Performance

      Thu. February 27, 2020
      9:00 AM to 9:35 AM

      For years, Market Researchers have been over-relying on the same methodologies (such as demographic-based segmentation) and methods (surveys) to surface consumer insights and measure the impact of marketing. More recently, the market research function has been marginalized, mostly because these approaches no longer cater to the needs of the C-Suite. 

      In this presentation, I will demonstrate that market research is actually more relevant and impactful than ever, as new methodologies and techniques enable researchers to not only measure but also predict and optimize return on marketing spend.

      That is:

      • Market researchers can combine disparate data sets and insights to gain a full understanding of the consumer journey
      • Technology and data science enables us researchers to build predictive tools that alert our clients of an upcoming spike in sales or immediate threat to their brand, to name but two examples
      • Insights no longer have to be buried in lengthy PowerPoint decks: research can now be linked to marketing and media spend, enabling brands to optimize their return on ad spend in near-real time

      This presentation is supported by in-depth research in consumer psychology and case studies of successful brands, both big and small.

       
  • Allie Putterman - LivingLens Ltd.

    Business Development Director, LivingLens Ltd

    Allie is Business Development Director at LivingLens. With her career focus on marketing and international business, including more than five years in the market research industry, Allie is positioned to help find the best solutions to meet your business objectives. Allie has worked with clients in a variety of industries, including CPG, retail, travel, telecom, and more and has gained expertise in segmentation, innovation, and product testing as well as improving and personalizing the customer experience.

     

    • Making the Impossible Possible: Mobile Research Reimagined

      Thu. February 27, 2020
      10:50 AM to 11:25 PM

      Conducting effective and highly impactful mixed-method research can be done nimbly and cost-effectively. How? By really leveraging the power and flexibility of mobile video technology!

      As researchers, we are often faced with the challenges of…

      • Broad research scope

      • Limited budget

      • Low recall in a habit-driven category

      • High time and labor demands for both respondent and researcher

      • Not-so-clear impact of research results

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback through video without forfeiting traditional, quantitative survey data. This methodology empowers respondents to be creative and candid through “self-administered IDI’s” while insights are simultaneously backed up by robust quantitative feedback. This allows you to bring to life that quantitative data we know your stakeholders love, but within UNREAL budget and timelines. 

      It’s a Win-Win-Win! For the customer, the end client, and you.

       
  • Lisa Wilding-Brown – InnovateMR

    Chief Research Officer, InnovateMR

    Lisa Wilding-Brown has been in the industry since the inception of Online Research. Lisa’s specialties include sampling and survey design, panel development and management, online and mobile recruitment as well as full service mixed-mode field management. As Chief Research Officer, Lisa is responsible for panel quality, best practices and sampling methodologies as well as spear-heading the firm’s DIY platform. Prior to joining Innovate, Lisa was a member of the executive team at uSamp where she developed the company’s global panel and led the firm’s mobile business division.

    • Radical Transparency: Navigating the New Era of Data Privacy

      Fri. February 28, 2020
      9:45 AM to 10:30 AM

      With data exploding at exponential rates, consumers are becoming savvier about their data, frustrated at a lack of transparency, and concerned that the industry isn’t doing enough about their privacy. And that can lead to lower participation rates, increased survey fraud, and heightened regulation. So what are we going to do about it? What do consumers expect and want us to do about it? What are organizations like Verizon doing to protect consumer data and ensure the trust of their customers, and how does that impact consumer insight? 

      This session explores groundbreaking new research on the consumer perspective – what consumers know, what they care about, and how researchers can collectively be trustworthy stewards of data. This national data privacy study from InnovateMR and Research Narrative, Inc. addresses topics such as:

      • Consumer expectations, beliefs, and concerns about data privacy

      • How both qualitative and quantitative market research are perceived, relative to other industries

      • What types of data care consumers expect from us as an industry

      • How consumers define and understand “transparency”

      • What consumers consider appropriate remediation after a data breach

      • Consumers’ perspectives on forthcoming regulation

      This session will include a half hour presentation of these emerging insights, followed by a half hour panel discussion of what three different types of research teams (Research Narrative - a research agency, InnovateMR - a sample provider, and Visible – a mobile service subsidiary of Verizon) are doing to understand and address data privacy.

  • Dr. Ari Zelmanow – Panasonic

    Director, Analytics, Research & Insights , Panasonic

    Ari is a modern-day, consumer-focused Sherlock Holmes uniquely qualified to separate the "signals" from the "noise".  

    Ari has built and led analytics, research, and insights organizations at Twitter and Pansonic, and has also helped other global companies find and make sense of business, customer, market, and technical data. A retired metropolitan police officer and detective, he has investigated complex real world scenarios.

    • Embracing the Future of Insights: A Jam Session

      Thu. February 27, 2020
      4:15 PM to 5:15 PM

      Double or Nothin’ – A Vegas style, audience-involved look at how the insights world is changing. Think discussions about trends, tools and technology.

      Join Mike and Ari to hear which BETS the insights industry can make in 2020 to increase the odds of winning BIG in the future!