IA Corporate Researchers Conference (IA CRC)

Keynote Speakers

All Speakers

  • David W. Almy – The Insights Association

    CEO, The Insights Association

    David has served as the CEO of the Insights Association since its formation in January of 2017, representing the interests of more than 450 companies and thousands of individuals developing insights to successfully create and promote products, services and ideas. 

    • Opening Remarks – Industry Update

      Tue. October 22, 2019
      4:00 PM to 4:15 PM

       

       

       

       

  • Viridiana Álvarez Chávez

    Viridiana Álvarez Chávez was the first Latin American (and first Mexican) woman to summit K2, the second highest mountain in the world after Mount Everest . . . which she conquered the previous year.

    • CR-Only: EVEREST: Decalogue of Goals

      Tue. October 22, 2019
      8:30 AM to 9:30 AM

      Join us on a transformational climb! Draw inspiring connections to your own work and life goals from this remarkable story of achievement through effort, discipline, and perseverance.

      Appreciate how unwavering values and a determined focus on skill development can empower you, too, to achieve your personal summits.

  • Maria Amenta - New York LIfe

    Corporate Vice President, New York Life

    Maria Amenta currently is Corporate Vice President for New York Life Direct and is responsible for leading the customer insights and competitive intelligence practice for the direct to consumer insurance division of NYL.

    • CR-Only: Communicating with Influence Panel

      Tue. October 22, 2019
      10:30 AM to 11:15 AM

       

       

       

  • Adrian Amrine – Grubhub

    Qualitative Researcher, Grubhub

    Adrian serves as the primary qualitative market researcher at Grubhub, the nation’s leading food delivery service. She brings a winning combination of creative problem solving and thought leadership which enables her to generate key insights needed to make strategic decisions. Adrian is a trained moderator and brings a wide range of expertise from executing custom research studies to driving customer-centric brand strategies. She continually evolves the marketing research practice at Grubhub by leveraging new and innovative methodologies to answer key business objectives.

     

    • Bite-sized Insights Lead to Big Results

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

       

       

       

  • Steve August

    Founder & CEO, August & Wonder

    Steve is a sought-after business coach and serial entrepreneur with a number of successful exits to his name. He started in qualitative research with KDA Research in 2002 and presented at numerous QRCA and industry events. From 2006 until 2014, he was founder and CEO of Revelation, a market research software company that he took from idea stage to a multi-million dollar exit. He has taken a lap around the C-Suite and boardrooms in private equity-backed companies, serving as CEO, CMO, and Chief Innovation Officer of FocusVision until 2017.

     

    • How To Create Your Ideal Clients

      Tue. October 22, 2019
      2:15 PM to 3:45 PM

      Psssst . . . we have a secret to share with you.

      As the world of market research continues to shift, there’s a single key focus that every company should undertake — focus efforts on your ideal clients.

      But here’s the thing about these ideal clients: they don’t just happen by accident. But you can create them.

      This session will teach you how to rise above your current plateau and fuel growth, all in a way that feels true to your purpose and mission.

      In fact, being more true to your business’s DNA is actually crucial to creating your ideal clients.

      Join us and learn to:

      • Understand why your business may be struggling to break through to the next level
      • Define your essential value
      • Identify the key characteristics of your ideal customers
      • Define your customers’ ‘before and after’ state
      • Create a customer journey so that your ideal customers find you

      The Workshop will unfold in two parts:

       

  • Scott Baker, PRC – Schlesinger Group

    Senior Vice President, Client Solutions, Schlesinger Group

    Scott Baker is a veteran of the marketing research industry with additional background in advertising. He 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.

    • Opening Remarks

      Wed. October 23, 2019
      8:15 AM to 8:30 AM

       

       

       

  • John Barrett – Consensus Point

    Vice President, Consensus Point

    John has more than 20 years of successful client service and business development experience at companies such as IRI, Pepsi, and Nielsen. His research experience cuts across multiple verticals including CPG, telecom, hospitality, pharmaceuticals, and consumer durables. At Consensus Point, John works with marketing research and enterprise clients to design and implement prediction market solutions, which drive maximum value and relevance. John received his undergraduate degree in Business Administration from Northeastern University in Boston and has done master’s work at Rutgers.

    • Predicting Future Growth of Trends & Brands – Is It Magic?

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      As a marketer, entrepreneur, or insights leader, prioritizing where to “place your bets” for the future is one of the most important decisions you will make.

      Anticipating when, how fast, and why trends, brands, and customer needs will grow is critical. Yet, somehow, AI and predictive analytics best practices only model past or current behavior.

      In this workshop, you will learn a breakthrough technique to help you predict and size the market forces most likely to impact your business months and years from today.

      It’s not magic, but it’s close.

      Join us for an informative and interactive demonstration of how Huunu Futures works, by examining a case study of one client’s experience.

      Key Takeaways

      • You will be introduced to HUUNU, a validated prediction market game and analytic platform that marries System 1 + 2 methods with global speed and scale. HUUNU Futures is an efficient and accurate way to size “Jobs” and identify market gaps with the greatest opportunity
      • Learn how traditional predictive analytics approaches report the past, while HUUNU Futures helps marketers, innovators, and insights leaders anticipate when, how fast, and why trends, customer needs, and brands will grow.

       

  • Anne Beall – Beall Research

    CEO, Beall Research

    Anne is the CEO of Beall Research. Previously, at The Boston Consulting Group (BCG), she conducted large, complex strategic studies for Fortune 500 companies. She has written and published several books, including Strategic Market Research: A Guide to Conducting Research that Drives Businesses, Reading the Hidden Communications Around You: A Guide to Reading Body Language in the Workplace, Community Cats: A Journey into the World of Feral Cats, Heartfelt Connections: How Animals and People Help One Another, and Cinderella Didn’t Live Happily Ever After: The Hidden Messages in Fairy Tales. Anne received her M.S., M.Phil., and Ph.D. degrees in Social Psychology from Yale University.

    • Hooked on a Feeling: How GoDaddy Used Emotion to Drive Communications & Increase Market Share

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Emotions motivate purchasing in many categories — but which emotions and why?

      See how executives at GoDaddy have embraced a model of emotional motivation, orchestrated an internal cultural shift, and created an ad campaign that changed the face of their brand.

      Using a model that explains the specific feelings that lead to purchasing, the GoDaddy team shifted its cultural focus from product attributes to human emotions. The principles of this emotion model were incorporated into ongoing brand tracking and eventually leveraged to create a new advertising campaign.

      The new campaign relies on two principles — emotional response and emotional identification — that were tested and refined using this model. The resulting ad campaign rests solidly on a verified emotion model and is more successful than any other campaign in recent history.

      Beall and Iventosch-James will explore the major feelings that lead current and potential customers to buy brands. They will also discuss how GoDaddy used this model at the upper levels of management to drive change within the company.

       

  • Anders Bengtsson – Protobrand

    CEO, Protobrand

    Anders is spearheading the development of Meta4 Insight®, a System 1 research software platform designed to reinvent quantitative research applications including positioning development, concept testing, segmentation and brand tracking. Before joining Protobrand, Anders was a marketing professor and has written extensively on consumers’ relationships with brands. Anders received his M.S. and Ph.D. in Marketing from Lund University, Sweden.

    • System 1 on Fire: How Behavioral Economics Is Forever Changing Market Research

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      It’s as important to feel good about how you look on the outside as it is to feel good on the inside. In fact, they’re different sides of the same coin.

      This was the poignant and unmet need Walgreens discovered among cancer patients experiencing the ravaging effects of treatment on personal appearance, including hair loss. During the research to develop a program to address this finding, the company recognized an opportunity to reach a broader audience.

      Come along on this remarkable insights journey in which the search for something specific led to a greater, more impactful discovery.

       

  • Brian Blake – Groupon

    Head of Consumer Insights, Groupon

    Brian leads Groupon’s consumer insights practice, which acts as the internal voice of the Groupon customer and merchant, using data to inform and guide decisions throughout all aspects of the business. Brian leads a team that behaves as an in-house consultancy using various tools to provide answers to crucial business questions that drive growth.

    • Using Segmentation Analysis to Stop the “Leaky Customer Bucket”

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      What do you do when you’re holding a “leaky bucket”? When sales are down? When existing customers are leaving faster than new ones are being added?

      When Groupon found themselves in this situation, they fielded a segmentation study to answer some fundamental questions:

      Who are our best customers and what do they look like? Who are our best prospects and where can we reach them? How do we get them to our platforms? What are the best offers for them?

      The resulting answers are now being used throughout Groupon’s marketing ecosystem to:

      • Develop persona-based positioning, strategies, and messaging
      • Create personalized messages for existing customers and prospects
      • Develop persona-based media campaigns
      • Drive new product development

      Groupon is taking their segmentation even further by combining valuable custom solutions with broader landscape insights. Come see how segmentation analysis can help you, too:

      • Understand who your best customers are and what they look like to improve your targeted marketing programs
      • Identify and reach your best prospects
      • Determine how to entice new and existing customers to your brand and reverse declines

       

  • Maya Bourdeau – Attune LLC

    Founder & Co-Ceo, Attune LLC

    Maya has 20 years of experience leading global studies based on metaphor elicitation and neuroscientific techniques. She has created communication strategies and increased market share for a wide variety of Fortune 500 companies, including Crayola, Kellogg, Frito Lay, Procter & Gamble, and the World Bank. Maya graduated with an Honors BA in psychology and neuroscience from Harvard University and received her MBA from Harvard Business School. She is fluent in French and Japanese.

     

    • Master the Subconscious Message to Craft Experiences That Resonate

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Did you know that new products fail at a rate of 95 percent?

      Why? The biggest reason is the idea itself — the idea simply didn’t resonate.

      How, as market researchers, can we help our clients to craft compelling messages by tapping the subconscious?

      For the first time in 20 years, pioneers share practical, hard-earned lessons to milk subconscious cues for effective messaging.

      Key Takeaways

      • Reveal unmet needs through subconscious fantasies — consumers say they want something, but then don’t buy; what are they really craving?
      • Design subconscious cues that are relevant to your client — semiotic cues are cultural, so it’s critical to identify what is relevant to your brand or story
      • Overcome consumer barriers by re-framing with subconscious cues — a head-on, conscious attack usually backfires so, instead, re-frame the underlying message

      By the time you leave this session, you will know how to reveal hidden cues, convert findings into action, and yes, emerge a Jedi Master of subconscious messaging!

  • Kim Bowers – Brado

    Vice President, Group Leader, Brado

    Kim Bowers is Vice President of Creative Strategy at Brädo Creative Insight, a growth and innovation firm offering a full suite of innovative, mixed methodology services. With more than 15 years of experience in marketing, Kim has a passion for helping clients achieve insights that can inspire bold execution and can help teams align swiftly.

    • The Power of Self-Moderated Peer-to-Peer Discussions

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Deeper sharing. Surpising twists. New insights.

      Sound good?

      These results and more can occur when you remove the moderator from the equation in discussion groups.

      Consumer-to-consumer discussions can yield unparalleled empathy and achieve fresh, genuine insights in an enviroment more like a book club than a traditional research group. Learn from this case study how this innovative approach has worked with sensitive topics like Alzheimer’s and how it can work for your next project, too.

      Key Takeaways

      • The great value of gathering unfiltered, natural language from highly engaged participants
      • How unmoderated discussions, consumer-to-consumer can be particularly enlightening with sensitive topics — let’s talk about sex!
      • Important ‘gotchas’ to watch out for as well as best practices for unmoderated research

       

  • Jon Brand – GfK

    SVP Consulting, Marketing Effectiveness, GfK

    Jon Brand is GfK’s North American lead on advertising evaluation and co-developer of the Ad Fit Optimizer testing system. Jon has a long history of innovation while working as an advertising agency planning director on major national accounts, working with clients on developing, testing, and tracking advertising. He has worked with many of the largest advertisers across industries including GM, P&G, and Microsoft.

     

    • Unlock Your Brand Ecosystem to Optimize Messaging & Advertising

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      Inconsistent messaging. Inefficient advertising planning.

      These are just two of the problems that result from too much focus on driving individual brands. When brands exist in silos, it's impossible to make the best of messaging and advertising across a brand ecosystem and even calls into question the role of the company master brand.

      See how a sophisticated modeling, integrated brand tracking system, and the latest in data imputation helped Microsoft uncover the character and strength of its ecosystem. This process has influenced branding, message development, and communication planning throughout the company.

      Key Takeaways

      • How the symbiotic relationship in consumers' minds between a master brand and product brands carries significant implications for branding and communication strategy
      • How Ecosystem analysis can provide insights into consistent messaging that optimizes impact not only for individual brands, but for an entire company
      • How lead brands can be identified based on the ability of their advertising to influence across the ecosystem

       

  • Sondra Brown – MDRG, Inc

    President and Founder, MDRG, Inc.

    Sondra uses qualitative and quantitative research experience to explain business strategy in diverse industries including tourism, utilities, health care, telecommunications, financial services, and packaged goods. She started Market Dynamics in 1994 after seven years in client-side market research. She graduated summa cum laude at Gordon College in Massachusetts and magna cum laude at the University of New Orleans with a Master’s in Sociology. She received additional training from the Burke Institute and completed advanced moderator training with RIVA.

    • How A Re-Brand Perked Up A Coffee Label Reliant on Aging Consumers

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      What do you do when your most loyal customers are “aging out”? Reily Foods was confronting this bitter quandary with their French Market Coffee brand in 2017.

      The coffee category was becoming increasingly saturated with local, artisan brews. How to maneuver brand positioning in this competitive space, then?

      The Reily Team leading the brand first launched a cold brew product with a completely different positioning, including a fresh look and feel. The product’s success prompted a re-positioning of the entire brand.

      From a review of past research to in-depth customer ethnographies, research played an integral role in uncovering the unique and identifiable space that the brand could inhabit in the minds of a younger coffee consumer.

      Key takeaways:

      • Grinding new insights from past research
      • Creating the right blend of research to re-position for a new audience
      • Uncovering bolder brand stories through ethnographic research

       

  • Eileen Campbell — Reid Campbell Group

    Founding Partner & Executive Chair, Reid Campbell Group

    A veteran of the insights and marketing world, Eileen has decades of both agency and marketer experience. She spent more than 13 years as Global CEO of Millward Brown, a leading global research agency with 6,500 employees across 88 offices in more than 60 countries. Most recently, she served as CMO of IMAX Corporation, one of the fastest growing and most globally differentiated companies in the entertainment industry. She is a former member of the Vision Critical and Angus Reid Group’s Board of Directors.

    • CR-Only: Interview with Eileen Campbell

      Tue. October 22, 2019
      9:30 AM to 10:15 AM

      A veteran of the insights and marketing world, Eileen has decades of both agency and marketer experience. She spent more than 13 years as Global CEO of Millward Brown, a leading global research agency with 6,500 employees across 88 offices in more than 60 countries. Most recently, she served as CMO of IMAX Corporation, one of the fastest growing and most globally differentiated companies in the entertainment industry. She is a former member of the Vision Critical and Angus Reid Group’s Board of Directors.

       

  • Andrew Cannon – GRBN

    Executive Director, Global Research Business Network

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

    • How Insights Is Evolving to Fuel Customer-Centric Growth

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      What is “customer-centricity”?

      It can mean the difference between research that grows and flourishes versus research that stalls.

      In the dynamic environments of today, corporate insights functions must evolve. In this session, we will examine both opportunities and challenges facing today’s global insights leaders.

      By understanding how the insights function is evolving in peer organizations, attendees will be able to benchmark their own function and adapt their strategy. Attendees will be able to use the data and insights from the session to motivate team members to become more focused on business impact. Attendees will be able to use the data and insights from the session to promote more broadly within their organization the role of insights in driving competitive advantage.

      Key Takeaways

      • Understand key barriers to embedding customer insights into operations
      • Learn how the insights function is evolving in terms of capability and capacity
      • Learn how to improve the business impact of insights to drive competitive advantage

       

  • Erica Carranza – Chadwick Martin Bailey

    VP, Consumer Psychology, Chadwick Martin Bailey

    Erica has more than 10 years of experience leading market research for major brands across a range of categories, including clients such as Disney, Viacom, Mattel, Instagram, Prudential, and American Express. A Ph.D. social psychologist, Erica applies this expertise to give her clients a unique edge in understanding and engaging their target audiences. Erica has a B.A. from Wellesley College and a Ph.D. in psychology from Princeton University. Prior to CMB, she led insights research at American Express, where she was a recipient of the CMO Award for Achievement in Excellence.

     

    • LOL 101: The Art & Science of Getting a Laugh

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      “Be funny!”

      It’s easier said than done. But humor is key to engaging kids of all ages and across all types of content.

      Learn how CMB and the Disney Channel developed a breakthrough understanding of humor to boost kids  engagement.

      Content creators, this is a behind-the-curtain look at how science can be infused into the art of making great comedy. Don’t miss this invaluable case study that can inform your organization, also, when faced with deciphering complex emotions and translating them into actionable insights.

       

  • Simon Chadwick – Cambiar

    Managing Partner, Cambiar

    Industry icon 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, prior to which he ran six research companies within Kantar.

    • The Future of Insights

      Thu. October 24, 2019
      8:30 AM to 9:15 AM

      While the most interesting man in the world may be a stretch, the most interesting in the industry could certainly be argued. With an entire career dedicated to working in, serving and analyzing the insights industry, Simon holds a unique vantage point into the business of corporate intelligence. He has served as CEO of a global consortium of research companies across North America, Europe and Asia; is a founding partner of a consultancy representing a key voice in the industry; and led no less than half a dozen other businesses. Simon was the inaugural Chairman of the Insights Association, ushering in a new chapter for the profession. In this fireside chat format, get up close and personal and hear the stories that defined his journey, the watershed moments that reshaped the industry and what the future will look like for this dynamic profession.

       

  • Maria Cheung – Pitney Bowes

    Research & Analytics Executive, Pitney Bowes

    Maria currently leads the market research team at Pitney Bowes, a B2B global technology company in the midst of an exciting transformation. She had also led research and analytics teams at Citigroup, MasterCard, PhD Media, Morgan Stanley, American Express, and Time Warner Cable. Maria is an innovative and results-oriented leader who is passionate about leveraging data-driven insights to create customer-centric solutions that drive business growth. She is also a committed foodie, gardener, bargain hunter, and tandem cyclist.

     

    • CR-Only: Communicating with Influence Panel

      Tue. October 22, 2019
      10:30 AM to 11:15 AM

       

       

       

  • Jeremy Christman — Procter & Gamble

    Oral Care Statistician, Procter & Gamble

    Jeremy Christman is a senior statistician at P&G where he leads design and analysis of consumer research for Oral Care R&D. Jeremy has been with P&G for more than 10 years. Over this time, he has supported such brands as Tide, Olay, Crest, Downy, Bounce, Gillette, Oral B, Old Spice, and others. Jeremy is viewed as an expert in applying choice-based models, design of experiments, and multivariate statistics to consumer research problems. He received his master’s degree in statistics from The Ohio State University.

     

    • How P&G Optimizes Claims, Packaging, and Products Using Newer Forms of MaxDiff

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Who doesn't want to do more with less?

      Standard rating scales have serious problems, including encouraging lazy straightlining behavior and being subject to scale-use bias. Both can throw major wrenches into proper segmentation and cross-cultural research.

      Best-worst scaling — MaxDiff — can help.

      MaxDiff is already an established tool for measurement and market segmentation but we’re taking it even further.

      With a little ingenuity, MaxDiff can become adaptive and actually “listen” to respondents to provide even more relevant tradeoffs in later phases of data collection.

      The results?

      These innovations make the surveys even more engaging and in some cases allow us to use half the sample size while obtaining equal or even better results. The payoffs involve getting more from less while also making respondents feel more validated along the way.

      Of course, as with any research technique, there are some pitfalls to avoid with MaxDiff. After hundreds of MaxDiff projects, we know what works and what doesn’t.

      Join us to learn how to optimize product offerings and delight customers.

       

  • Justin Coates – Eastman Chemical Company

    Consumer Insights Leader, Eastman Chemical Company

    Justin is a Consumer and Retail Strategist who has spent a decade championing the voice of the consumer across the textile industry. He started his career at Cotton Incorporated in 2008 and was responsible for managing quantitative and qualitative research projects wherein hundreds of thousands of consumers were interviewed in the US, China, India, Europe, and Latin America. In addition, Justin synthesized his work into concise and compelling videos, infographics, and presentations that were delivered to leading brands, retailers, and manufacturers worldwide and featured in major industry publications such as WWD, Sourcing Journal, Robin Report, etc. Justin joined Eastman in 2017 to start a consumer insights function that would be responsible for championing the voice of the consumer across Eastman’s business. Justin holds a Master of Economics degree from North Carolina State University and a Bachelor of Arts degree in Political Science from High Point University.

     

    • Green Light: Accelerating Innovation Through A Sustainable Community

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      More than ever, brands benefit when viewed by consumers as champions of worthwhile causes. But these efforts must be genuine.

      Committed to improving the lives of people around the world in a material way and understanding the surging interest in biodegradables, safer chemistries, and the circular economy, Eastman wanted to gain faster and deeper insights from consumers to inform its material innovations.

      This session will detail how the company developed a research community of sustainability-minded US consumers that bolstered its material innovation pipeline and positioned the company as a thought leader.

      Justin and Jenn will introduce you to a variety of approaches to using consumer touchpoints that can help your brand stay ahead. Gain insights into consumer trends across the food, apparel, electronics, and personal care industries. Learn to position yourself as a thought-leader within your organization and the industries you serve.

       

  • Megan Copas — 84.51

    Director, Consumer Research

    Megan is Director, Consumer Research for 84.51, a wholly owned subsidiary of the Kroger Co.

    • Solving for Online Grocery: Leveraging Passive Behavioral and In-The-Moment Attitudinal Data

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      The world of online grocery shopping continues to evolve. How do we wrap our heads around consumer behavior in this new world?

      Kroger/84.51 set out to investigate online grocery shopping and find answers to a set of challenging questions. How are consumers searching and building their baskets? Where & when do they shop, and what categories are they buying?  What else are consumers doing while they shop, and how do experiences across retailers compare?

      By tracking observed digital behavior and triggering surveys during the shopping experience, Kroger shed light on this still-new phenomenon.

      Key Takeaways

      • Unique insights on the topic of online grocery shopping, especially “basket building” and "cross-shopping"
      • How to transform consumer behavioral data to key metrics, and ultimately drive change to solve problems 

       

  • Kristyn Corrigan – Applied Marketing Science

    Principal, Applied Marketing Science

    Kristyn is a principal at Applied Marketing Science where she leads the Insights for Innovation Practice. In her over thirteen years of consulting experience, she has helped dozens of companies worldwide to use customer insights to create more successful products, services and customer experiences. In addition to consulting work, Kristyn trains and coaches companies to create and implement their own in-house Insights and Voice of the Customer programs. Her published work has been featured in Fast Company and Marketing News.

    • The Future of Innovation: Faster, Better Insights with AI

      Wed. October 23, 2019
      2:40 PM to 2:55 PM

      What if the customer insights you seek are in data you already have?

      Join us to learn how machine learning continues to transform innovation. Applied Marketing Science, in collaboration with researchers at MIT, has developed a new way to uncover game changing insights for innovation from existing content, including product reviews, discussion boards, user forums and customer verbatims – surfacing those nuanced insights that traditional research might overlook. Learn how this emerging technology utilizes deep learning to answer your most pressing research questions faster and cheaper than ever before.

      Why Attend this Session: Learn how to use machine learning to uncover critical, actionable insights quickly and inexpensively 

      Top Three Take-aways:

      • With machine learning you can answer your most pressing research questions faster and cheaper than ever before 
      • Insights identified using machine learning are comprehensive - comparable in number and quality to those identified using traditional research methods 
      • Where sufficient data exists, machine learning uses data at key moments of truth to identify important, infrequently mentioned insights that may not surface with traditional methods 
  • Charitie Dantis-Gayo - New York Life

    VP, Insights, New York Life
    • CR-Only: Communicating with Influence Panel

      Tue. October 22, 2019
      10:30 AM to 11:15 AM

       

       

       

  • Ted Donnelly – Schlesinger Group

    Vice President, Client Solutions, Baltimore Research, A Schlesinger Company

    Veteran industry expert Ted Donnelly joined the Schlesinger Group family in 2019 when Baltimore Research was acquired by the company. Ted led the Baltimore Research team for 16 years as managing director. He is a proven leader in the marketing research and insights industry with national notoriety as a dynamic and innovative insights  provider.

    • The Future of Insights

      Thu. October 24, 2019
      8:30 AM to 9:15 AM

      While the most interesting man in the world may be a stretch, the most interesting in the industry could certainly be argued. With an entire career dedicated to working in, serving and analyzing the insights industry, Simon holds a unique vantage point into the business of corporate intelligence. He has served as CEO of a global consortium of research companies across North America, Europe and Asia; is a founding partner of a consultancy representing a key voice in the industry; and led no less than half a dozen other businesses. Simon was the inaugural Chairman of the Insights Association, ushering in a new chapter for the profession. In this fireside chat format, get up close and personal and hear the stories that defined his journey, the watershed moments that reshaped the industry and what the future will look like for this dynamic profession.

       

  • Lisa Dracolakis – Disney Channels Worldwide

    Executive Director, Consumer Insights, Disney Channels Worldwide

    Lisa is Executive Director of Consumer Insights for Disney Channels Worldwide. She manages brand and content research, including pilot and series research, as well as broader strategic research projects. She and her team are responsible for projects that affect key business decisions across creative series development, strategy, marketing, franchise, and digital. Lisa began her research career in ratings analytics, having previously worked at Viacom and Discovery Networks. Lisa obtained her M.B.A. from the University of Southern California.

    • LOL 101: The Art & Science of Getting a Laugh

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      “Be funny!”

      It’s easier said than done. But humor is key to engaging kids of all ages and across all types of content.

      Learn how CMB and the Disney Channel developed a breakthrough understanding of humor to boost kids  engagement.

      Content creators, this is a behind-the-curtain look at how science can be infused into the art of making great comedy. Don’t miss this invaluable case study that can inform your organization, also, when faced with deciphering complex emotions and translating them into actionable insights.

       

  • Miles Drayton – Mondelēz International

    Director, Global Strategic Consumer Insights, Mondelēz International

    Miles is the Director of Global Strategic Insights at Mondelēz. He is a senior strategist with more than 15 years of experience supporting consumer insights experience in leading global food & personal care organizations. He specializes in designing and executing large-scale, sophisticated research frameworks in markets throughout the world. Prior to Mondelēz, Miles served as Senior Manager of Strategic Insights & Analysis at Johnson & Johnson.

     

    • Lead It Ourselves – How to Tap Complex DIY Analytics to Complete Major Projects In-House

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      While some may nod along in knowing agreement, others will be surprised to hear how well in-house teams can lead complex analytic deployments.

      Mondelēz International has created a research model in which advanced research frameworks are led by in-house staff.

      A small organization might refer to it as DIY. Within a global organization, the working model is best termed "Lead It Ourselves" or LIO. See how Mondelēz created such an in-house global team.

      This team managed fielding and analytics to better understand its products’ competitive landscape. It even explored the core underlying rationales for snacking.

      Over the last year, this team has led some of the largest research studies in selected countries using the LIO model.

      Key takeaways

      • The greater potential efficiency of in-house teams leading complex analytic deployments. Drayton will cover the underlying technology and process of complex analytic frameworks, which allow generalists to drive cluster analysis and factor analysis. Using this approach, category knowledge and organizational goals are fully integrated at inception.
      • The primacy of frank communication within the LIO team and between vendors. Practical challenges can become manifold as teams come closer to the research operations process. Oftentimes, complex frameworks will require adjustments to local context.

       

  • Jeff Dryfhout – Fellowes Brands

    Vice President, Global Branding, Fellowes Brands
    • Rediscovering Your Brand Promise

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      Does your organization know its brand’s promise?

      All brands begin as a promise to fulfill a need. Over time, they adapt, develop meaning, and form relationships. A brand’s promise is its north star, helping to maintain values and authenticity.

      As Fellowes Brands approached its 100-year anniversary, they determined the need to re-identify and sharpen their brand’s promise. Thanks to an intense research and strategy process, the new brand position simultaneously honors a rich history while allowing for future growth and possibility.

      Key Takeaways

      • Evolving a 100-year-old brand’s promise in an authentic and resonate way
      • Understanding your consumers’ context in order to fit into their world
      • Aligning external expression with internal culture

       

  • Stephanie Eaddy – The Coca-Cola Company

    Global Growth Director, Marketing Communications & Digital Strategy, The Coca-Cola Company

    Stephanie is the Global Growth Director, Marketing Communications & Digital Strategy for Coca-Cola’s McDonald's Division (TMD), with 15 years of experience across multiple marketing disciplines. She is effective at driving business results and innovation through the design and implementation of integrated marketing communications and brand management programs, and is highly skilled at leveraging insights into actionable strategies. Prior to Coca-Cola, Stephanie was a Group Marketing Manager at Verizon.

    • AI-Powered Insights Takeaways

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Want to talk about an unusual situation? How about a team focused on one very important customer with millions of guest experiences?

      That was the challenge facing Coca-Cola’s McDonald’s Division (TMD). Come to get an inside look at S&I Connect, the AI-powered insights platform that helps to answer a variety of “what do we know about . . .?” questions.

      S&I Connect taps the power of AI to field more than 100,000 business questions spread over 95,000 projects every year. In this session, you’ll see how Coca-Cola puts AI to work, using cognitive search capabilities to answer questions from validated research and social media.

      You’ll also hear learnings from TMD's journey, rolling out the software to their own stakeholders inside the Coca-Cola corporation.

      Key Takeaways

      • Better understand how to leverage AI and Human Intelligence
      • Learn smart ways to integrate insights from research and social media
      • Connect enterprise brand insights with commercial insights

       

  • Josh Emington — The Martec Group

    Research & Insights Manager, The Martec Group

    Josh has led hundreds of research engagements for leading brands, exploring difficult questions and audiences and developing a zeal for well executed MR fundamentals. He is a trailblazer, evangelizing the use of pragmatic emotion research. His passion for digging deep and delivering on difficult projects keeps his pulse on the evolving landscape (including new tech).

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Cristian Enriquez – Remesh, Inc.

    Sr Business Executive, Americas, Remesh, Inc

    Cristian Enriquez is a Senior Business Executive at Remesh, an AI-powered platform that brings real-time qualitative insights on a quantitative scale. His objective is to help brands and executives get closer to consumers by leveraging AI and machine learning. Before joining Remesh, he spent time developing commercial and go-to market strategies for a few online data collection companies throughout North and Latin America.

     

    • Fast & Furious Insights: How Johnson & Johnson Accelerated Innovation Without Crashing Quality

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      The ongoing race to market new products leads to a corollary acceleration of all moving parts of a business.

      As business teams race to innovate faster, they expect both their internal research partners and their vendors to do the same.

      Hear how Johnson & Johnson Vision has been accelerating speed to insights through experimentation and collaboration. By trying new approaches, such as conducting qualitative research on a quantitative scale in real-time sessions with stakeholders present, J&J is able to make quicker decisions and increase speed-to-market for new products.

      Witness examples including work for Johnson & Johnson’s new contact lens, launched this year.

      Key Takeaways

      • Transitioning from traditional to Agile methodologies
      • Creating scalable research solutions as opposed to piloting new approaches
      • Learning how client-side researchers can collaborate together to improve approaches and increase speed to insights

       

  • Katherine Ephlin – Gongos

    Chief Operating Officer, Gongos

    Katherine brings over 25 years of experience in insights, marketing, and strategy to her role in leading Gongos’ practice areas to activate on their promise to guide organizations toward customer centricity. 

    • How Insights Is Evolving to Fuel Customer-Centric Growth

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      What is “customer-centricity”?

      It can mean the difference between research that grows and flourishes versus research that stalls.

      In the dynamic environments of today, corporate insights functions must evolve. In this session, we will examine both opportunities and challenges facing today’s global insights leaders.

      By understanding how the insights function is evolving in peer organizations, attendees will be able to benchmark their own function and adapt their strategy. Attendees will be able to use the data and insights from the session to motivate team members to become more focused on business impact. Attendees will be able to use the data and insights from the session to promote more broadly within their organization the role of insights in driving competitive advantage.

      Key Takeaways

      • Understand key barriers to embedding customer insights into operations
      • Learn how the insights function is evolving in terms of capability and capacity
      • Learn how to improve the business impact of insights to drive competitive advantage

       

  • Jim Eshelman — DRCOG

    Research and Evaluation | Communications and Marketing, Denver Regional Council of Governments (DRCOG)

    Jim is an experienced manager and marketing research professional with expertise in study design, research methods, and project management. He manages marketing research and program evaluation at the Denver Regional Council of Governments. He is responsible for developing methodologies to quantify the results and measure the ROI of grant-funded projects. He also works on process improvement projects. Jim is a graduate of the University of Colorado, Denver (MS) and the University of Akron (BS). Previous research experience includes Vantage Marketing Research, Inc. and A. C. Nielsen.

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Susan Fader – Fader & Associates

    Insight Navigator, Fader & Associates

    Susan is a qualitative researcher, moderator, and strategist. She has worked across categories and demographics in the US and in more than 20 countries on five different continents. Susan has presented at multiple marketing, research, and insight conferences in the US and XUS and has written on topics including gamification mindset, rethinking segmentation, narrative economics, multisensory techniques, self-diagnostic ethnography, and storytelling as an input.

     

    • Counterintuitive Thinking – A Different Approach to Research

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Accepting irrational behavior goes against our instincts . . . but could it make you a better researcher?

      Behavioral economics illustrates the importance of recognizing that consumers don’t always make rational decisions. It is just as important to integrate what initially may appear to be counterintuitive thinking into methodological design.

      In fact, recognizing and appreciating the role of irrationality in research is key.

      Counterintuitive thinking challenges the baseline assumptions that you may be using to develop your research methodology. It helps highlight when reality is the opposite of conventional wisdom and, in fact, is unconventional.

      Key Takeways

      • Explore a different way to approach research design
      • Learn to integrate narrative economics
      • See storytelling as input rather than output

       

  • Jenn Feltis – Bellomy

    Senior Strategist, Social Research, Bellomy

    Jenn is a Senior Strategist and founding member of the Social Research Group at Bellomy, a full service market intelligence firm. Celebrating her 10-year anniversary at Bellomy this year, Jenn is an expert in building and maintaining online panels and communities. Her experience spans a variety of industries, including retail, utilities, automotive, health care, consumer goods, and financial services. Jenn is passionate about harnessing technology to seamlessly collect consumer feedback and transform it into action.

     

    • Green Light: Accelerating Innovation Through A Sustainable Community

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      More than ever, brands benefit when viewed by consumers as champions of worthwhile causes. But these efforts must be genuine.

      Committed to improving the lives of people around the world in a material way and understanding the surging interest in biodegradables, safer chemistries, and the circular economy, Eastman wanted to gain faster and deeper insights from consumers to inform its material innovations.

      This session will detail how the company developed a research community of sustainability-minded US consumers that bolstered its material innovation pipeline and positioned the company as a thought leader.

      Justin and Jenn will introduce you to a variety of approaches to using consumer touchpoints that can help your brand stay ahead. Gain insights into consumer trends across the food, apparel, electronics, and personal care industries. Learn to position yourself as a thought-leader within your organization and the industries you serve.

       

  • Eli Fish – Campbell's

    Manager-Consumer Insights, Campbell's
    • Predicting Future Growth of Trends & Brands – Is It Magic?

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      As a marketer, entrepreneur, or insights leader, prioritizing where to “place your bets” for the future is one of the most important decisions you will make.

      Anticipating when, how fast, and why trends, brands, and customer needs will grow is critical. Yet, somehow, AI and predictive analytics best practices only model past or current behavior.

      In this workshop, you will learn a breakthrough technique to help you predict and size the market forces most likely to impact your business months and years from today.

      It’s not magic, but it’s close.

      Join us for an informative and interactive demonstration of how Huunu Futures works, by examining a case study of one client’s experience.

      Key Takeaways

      • You will be introduced to HUUNU, a validated prediction market game and analytic platform that marries System 1 + 2 methods with global speed and scale. HUUNU Futures is an efficient and accurate way to size “Jobs” and identify market gaps with the greatest opportunity
      • Learn how traditional predictive analytics approaches report the past, while HUUNU Futures helps marketers, innovators, and insights leaders anticipate when, how fast, and why trends, customer needs, and brands will grow.

       

  • Gina Fong — Fong Insight

    Principal, Fong Insight

    Gina Fong is a consumer anthropologist and principal at Fong Insight, a marketing consulting firm, and an Adjunct Lecturer of Marketing at the Kellogg School of Management at Northwestern University. She integrates creative problem solving, visual storytelling and analytical moderating to help her clients and students develop game-changing strategies and solutions for their business challenges. Gina brings the consumer to life within an organization and coaches teams on how to use their own insight muscle to surprise and delight their audience across the entire consumer journey.

    • CR-Only: How to Strengthen Your Insight Muscle

      Tue. October 22, 2019
      12:45 PM to 1:45 PM

      We witness leaders in the business world who make game-changing decisions with confidence and seemingly little data. How do they have the power to predict, and how can we bring that same power of prediction to our own work?

      In this interactive session we’ll understand how strengthening our insight muscle develops an informed gut, one that is so in tune with our consumer we can make decisions with clarity and confidence. We’ll learn how to distill insight by shifting our mindset and practicing the skills that will give us the power to predict.

  • Rob Garay — The Institute of Internal Auditors

    Managing Director, Digital & Marketing Strategy , The Institute of Internal Auditors

    Rob is the Managing Director, Digital & Marketing Strategy with The Institute of Internal Auditors. He oversees the Digital, Marketing and Market Research function for the organization. Rob is a techy at heart who loves all things digital. Over his career he has worked on delivering the best customer experience through consumer research to the execution. Rob has worked for brands such as SeaWorld and Hilton Worldwide on Consumer and User Experience studies for projects from new attractions to web applications.

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Fred Gaudios — Zeldis Research

    Senior Account Director, Zeldis Research

    Fred entered the survey research industry in 2006 and brought his knowledge and experience to Zeldis Research in 2009. Fred is responsible for developing business as well as directing all aspects of both qualitative and quantitative research studies, including study design, project management, interpreting and reporting results. Fred also conducts in-depth interviews and moderates online and in-person focus groups. He specializes in the insurance, investment, and financial services industries.

     

    • From Field to White Paper in Six Weeks: A Case Study in Thought Leadership Research Process Management

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Ever faced a seemingly impossible deadline?

      OppenheimerFunds and Zeldis Research collaborated to analyze, report, and publish a multi-themed white paper in only six weeks. We are happy to share what we learned from the process to better attendees’ chances of meeting their next daunting deadline!

      Key Takeaways

      • How we used Agile research tenets to plan ahead, anticipate analysis roadblocks, and create solutions to future problems
      • How OppenheimerFunds worked internally to bring multi-level corporate stakeholders on board to share results and collect feedback as quickly as possible
      • What we learned from the process and can share with the audience for their next quick turnaround project

       

  • Chelsea Gibbons – 20/20 Research

    Strategic Director, 20/20 Research

    Chelsea serves as a Strategic Director for 20|20 Research. In this role, she oversees large-scale projects and insights development within the client services team. She has also been instrumental in driving the company’s innovation and evaluating and implementing new qualitative methodologies, including the development of the company’s text analytics solution. With nearly 10 years of experience in the research industry, Chelsea previously served as a moderator and qualitative director for 20|20. Chelsea holds a Bachelor of Arts in Marketing from Michigan State University.

     

    • Ride the Ripples or Get Soaked: How to Capitalize on Disruptive Trends

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Imagine a flat, calm pond. Then someone throws a pebble; the surface of the water breaks and then it ripples.

      This metaphor illustrates the findings from a multiphased exploration around the topic of disruption, comparing what the trend means to consumers and how researchers are considering it and acting on it within their businesses.

      While not many brands will be the pebble, all brands have the opportunity to “ride the ripples” as consumer expectations shift and radiate from the initial disruption.

      In this session, Whirlpool and 20|20 will dive into the findings from a study and share best practices for using research to capitalize on disruptions large and small.

      Key Takeaways

      • Learn the disconnect between consumers’ current behavior and their desire for new, disruptive ideas and technologies
      • Explore how a variety of approaches and unique thinking about consumer touchpoints can help your brand stay ahead
      • With firsthand stories and case studies from Whirlpool’s consumer insights, you’ll walk away with an understanding of how your brand can use a mix of methodologies, targeted explorations, and more frequent check-ins to stay ahead of changing consumer expectations and ride the ripples of disruption to drive growth

       

  • Menaka Gopinath - Ipsos

    President, Ipsos SMX NA Communities and Social Intelligence Analytics, Ipsos

    Menaka is a seasoned digital and social media expert with two decades of experience in online communities, social media, and brand strategy. At Ipsos, she is focused on growing the Social Media Exchange practice with an emphasis on innovative applications and strategic best practices for using communities and social intelligence to affect business growth. Before joining Ipsos, Menaka worked at Passenger Inc. (Fuel Cycle) where she developed the foundational processes and best practices for online community strategy, engagement, and management.

    • Bringing Consumer Occasions to Life via Social Data

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Life is made up of occasions. It’s particularly important to remember that when adopting a more consumer-centric approach.

      And it’s essential to consider the consumer perspective. In today’s complex and dynamic market, it's impossible to capture growth opportunities without it.

      How are the consumers themselves perceiving, using, and organizing brands, products, and categories?

      Rather than viewing markets through the lens of traditional classifications, social data allows us to uncover multi-dimensional and nuanced consumer viewpoints that currently drive trends and behaviors.

      In this presentation, Ipsos and Coca-Cola will discuss how leveraging social data has helped bring sharper focus to the beverage market, including allowing Coca-Cola to better understand and act on key drinking moments for retail activation.

      Key Takeaways

      • Learn how social data can help bring key consumer occasions and moments to life
      • Take a deeper dive into innovative new methodologies behind social analytics
      • Understand how the consumer-led approach can yield more authentic and strategic insights

       

  • Nick Graham – PepsiCo Beverages North America

    Vice President, Insights & Analytics, PepsiCo Beverages North America
    • From Mass to Micro Market: The Power of Hyper-Local Insights to Build Deeper Connections

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Sometimes it’s easier to see the forest by first examining the trees.

      In an increasingly complex and fragmented landscape, PepsiCo recognized the power of going deep with hyperlocal audiences to build richer insights and stronger, more authentic connections.

      Focusing on Mexican Hispanic consumers in two different regions of the U.S., PepsiCo and Insight Strategy Group uncovered critical local nuances to inform more tailored marketing activities with each community.

      This presentation will share the deep qualitative and ethnographic approach used to connect with mass audiences at a micro level.

       

  • Michelle Grushko — Twitter

    Data Scientist, Marketing Insights & Analytics, Twitter

    Michelle leads multiple data science initiatives within the Marketing Insights & Analytics team at Twitter to conduct innovative analyses using advanced analytics. She works with advertisers across industry verticals spanning CPG, dining, retail, politics, automotive, tech & telco, financial services, and media & entertainment on an ongoing basis to build and scale better measurement tools to improve business outcomes using data science.

    • The Saga of Conjoint Analysis: Advancing Measurement Technology for Understanding Purchase Intent

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Ad awareness and purchase intent remain popular for evaluating advertising effectiveness, but respondent-stated measures are often unreliable.

      Researchers at Twitter and AMS developed an approach, first presented at CRC 2016, that overcomes these problems using conjoint analysis. The team will present findings from a new study showing how advertising impressions delivered through Twitter increase brand value.

      Key Takeaways

      • Choice-based methods can provide a better way to measure ad effectiveness
      • Combining survey data with digital behavioral data can produce unique insights
      • Exposure to advertising on Twitter leads to customers’ increased willingness to pay

       

  • Kristen Harmeling – YouGov

    Senior Vice President, YouGov

    Kristen Harmeling is an SVP in the custom research division at YouGov. She works with clients in the B2B, media, retail, education, and nonprofit spaces to help them support and strengthen their brands through strategic and thought leadership research.

    • Strengthening Your Brand's CSR by Understanding Advocacy

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      In addition to the obvious good that they accomplish, corporate social responsibility programs powerfully spark positive feelings in both customers and the general public.

      But if the cause is not in sync with what people really care about, such efforts will not have the anticipated ROI.

      Before making better investments, we need to identify and understand our customers . . . and those of our competition. What are the archetypes of advocates? What are their levels of involvement?

      Key Takeaways

      • Identify higher value customers in areas where they are more likely to participate
      • Focus resources away from causes of less importance to less engaged advocates (or “slacktivists”)
      • Increase chance of attracting “switchers” to align with you and your chosen cause(s)
      • Increase affinity towards your brand
      • Eliminate inefficient use of resources

       

  • Todd Healy – Mastercard

    VP CX Research, Mastercard

    Todd Healy is an end-to-end, results-oriented CX executive with 20 years of experience leading teams that deliver products and strategies for B2B, B2B2C, and consumer operations models, primarily in the digital space. Over the past five years, he has evolved his extensive grasp of digital product design into a service design-centric CX approach that he has been championing at Mastercard.

     

    • How a Service Design Culture Transformed Mastercard

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      What does service design have to do with how a customer experiences a product? And how does the correlation between service design and customers impact a business?

      Over the last five years, Mastercard has transformed itself into a respected player in the digital product space. The catalyst? A cultural shift toward a service design mentality.

      In addition to defining, designing, and building the digital product rails that deliver features and services to its customers, the company has established a collaborative internal-service-design model based on sequenced actions, underscored by holistic thinking, and legitimized by transparent information sharing.

      This session will share case studies, key wins, and critical roadblocks . . . plus the solutions leveraged to overcome them. Learn from this journey and achieve change within your organization.

       

  • Colleen Hennegan – MarketVision Research

    Vice President, MarketVision Research

    As leader of the online community practice for MarketVision, Colleen combines her research and innovation expertise to craft designs and techniques to deliver insights that move businesses forward. She and her team serve consumer, health care, and business-to-business clients and respondents. She has more than 30 years of experience in marketing, marketing research, and ideation with leadership positions at Ipsos, Eureka Ranch, CET (Greater Cincinnati’s Public Media Organization), and The HoneyBaked Ham Company.

     

    • ROI In Research – This Is Your Proof of Performance

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Is it time to think differently about return on investment?

      Driving innovation with research means job security for many of us, but it also puts enormous pressure on research teams, often with fewer resources.

      Cox Automotive is a global automotive technology company with more than 20 brands, including Manheim, Autotrader, and Kelley Blue Book. Hear how they are overcoming some of these challenges with continued success in innovation, tracking return-on-investment, and optimizing online research communities.

      ROI may not be exactly what you’ve always thought. Come and learn how to think differently.

       

  • Lisa Herceg – National Association of REALTORS

    Director, Business Insights, National Association of REALTORS

    Lisa has 18 years of experience in marketing research and public policy research. She has conducted primary research with NAR members for 14 years, personally handling up to 87 surveys and 25 qualitative projects per year. She is experienced with multiple research methodologies, including focus groups, web and telephone surveys, web usability testing, and one-on-one qualitative interviews. She is a RIVA-trained focus group moderator, a skilled presenter, and proficient with SPSS.

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Aaron Hill — Sawtooth Software

    VP Sawtooth Analytics, Sawtooth Software

    Aaron is a familiar voice to many Sawtooth Software users. Since joining the company in 2001, he has headed up sales, client services, and training operations. Over the years, he has helped thousands of customers field countless conjoint analysis projects on virtually every conceivable topic. He also teaches many of Sawtooth Software’s training seminars, teaching conjoint analysis courses in webinars, at public seminars, to private companies, and at universities around the world. He currently is Adjunct Professor of Communications at BYU.

    • How P&G Optimizes Claims, Packaging, and Products Using Newer Forms of MaxDiff

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Who doesn't want to do more with less?

      Standard rating scales have serious problems, including encouraging lazy straightlining behavior and being subject to scale-use bias. Both can throw major wrenches into proper segmentation and cross-cultural research.

      Best-worst scaling — MaxDiff — can help.

      MaxDiff is already an established tool for measurement and market segmentation but we’re taking it even further.

      With a little ingenuity, MaxDiff can become adaptive and actually “listen” to respondents to provide even more relevant tradeoffs in later phases of data collection.

      The results?

      These innovations make the surveys even more engaging and in some cases allow us to use half the sample size while obtaining equal or even better results. The payoffs involve getting more from less while also making respondents feel more validated along the way.

      Of course, as with any research technique, there are some pitfalls to avoid with MaxDiff. After hundreds of MaxDiff projects, we know what works and what doesn’t.

      Join us to learn how to optimize product offerings and delight customers.

       

  • Amanda Hirsch — Vital Findings

    Senior Vice President, Vital Findings
    • Give Your Research an EDGE: New Techniques

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      The bar continues to rise for insights professionals. The pressure is on to make a unique impact with research.

      Join us as we tackle this challenge head-on! In this technique-sharing showcase, we’ll reveal how we used innovation and creativity to add an edge to research and insights for 3M and Cox Automotive. Our clients will also share the impact these techniques had on stakeholders and how you can apply it to your team.

      We’ll be featuring an interactive insights sharing website, a tipping point analysis, and a uniquely personalized Discrete Choice Model to predict changes in consumer behavior.

       

  • Eleanor Hohnstein – Reily Foods

    Brand Manager, French Market Coffee & Specialty Foods, Reily Foods

    At Reily Foods, Eleanor manages a team responsible for more than 14 brands. Her most notable accomplishments include leading the product development and launch of the French Market Coffee Cold Brew Concentrate product line and repositioning the French Market Coffee brand. Using market research, she played a key role in Tiger Sauce’s label redesign, contemporizing the icon and graphics and highlighting its unique flavor profile and versatility. Previously, Eleanor worked for Mars Petcare as the Digital Marketing Manager.

     

    • How A Re-Brand Perked Up A Coffee Label Reliant on Aging Consumers

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      What do you do when your most loyal customers are “aging out”? Reily Foods was confronting this bitter quandary with their French Market Coffee brand in 2017.

      The coffee category was becoming increasingly saturated with local, artisan brews. How to maneuver brand positioning in this competitive space, then?

      The Reily Team leading the brand first launched a cold brew product with a completely different positioning, including a fresh look and feel. The product’s success prompted a re-positioning of the entire brand.

      From a review of past research to in-depth customer ethnographies, research played an integral role in uncovering the unique and identifiable space that the brand could inhabit in the minds of a younger coffee consumer.

      Key takeaways:

      • Grinding new insights from past research
      • Creating the right blend of research to re-position for a new audience
      • Uncovering bolder brand stories through ethnographic research

       

  • Alison Horstmeyer – Intrinsic Curiosity

    Founder, Intrinsic Curiosity

    Consistently at the forefront of emergent technology, Alison Horstmeyer has built next generation businesses from the ground floor for multibillion entities such as Dolby, Walmart, Omnicom, Liberty Media, and NBC Universal. Following her distinguished global business development tenure in media and technology, Alison evolved from Fortune 500 executive into humanistic researcher, management consultant, and professional development facilitator.

    Her Ph.D. research focuses on curiosity, motivation, and biopsychosocial constructs. She is the inaugural Research Fellow appointed to the USC Annenberg Center for Third Space Thinking, contributing empirical rigor and thought leadership to essential skills (aka soft skills) development for burgeoning and seasoned professionals across a range of industries. Her work is published in various domestic and international HR, business, and leadership publications including peer-reviewed journals.

    She consults and works with executives in media, academia, technology, and health care on professional development, cross-functional teams, and global business improvement. Alison also serves as an advisor to the USC Marshall Performance Science Institute and as adjunct faculty at Loyola Marymount University College of Business Administration. She believes we are all hard-wired to be curious but tend to stifle it away.

     

    • Unpacking Curiosity: What It Is & How You Can Mobilize It For Greater Insight

      Tue. October 22, 2019
      10:45 AM to 12:00 PM

      Creativity. Agility. Problem solving.

      All our highly desired attributes. And all have links to curiosity.

      Research has shown that curious individuals demonstrate greater creativity, enhanced agility in changing environments, and more sophisticated problem solving.

      Yet, findings from a recent global study indicated that companies are at risk of stagnation:

      • While nearly two-thirds of employees said that curiosity was essential to discovering ideas, the same number of respondents said that their workplace puts up barriers to curiosity
      • Plus, fewer than 25 percent described themselves as curious

      In this participation-oriented session, we begin by unpacking the dimensions of curiosity (hint: it’s more than asking questions!). Plus, we ask why curiosity is becoming increasingly important in the age of increasing automation and digitization.

      We will also explore a practical framework to encourage curiosity as an essential ingredient in your work and among your team.

      Finally, we will play. We will look at exercises to boost curiosity and discover new ways of thinking that uncover previously-hidden possibilities.

      Jump start your CRC experience with this fun and interactive session that will also liven up your workplace, your team, and yourselves.

       

  • Tim Hoskins – Quester

    President, Quester

    As President of Quester, Tim 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, Tim 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. Prior to Quester, Tim spent six years in sales at Palisade Systems where his technical knowledge along with his incredible people skills made him a highly effective sales-rep-turned-manager.

    • Opening Remarks

      Wed. October 23, 2019
      8:15 AM to 8:30 AM

       

       

       

    • Better Brand Innovation & Messaging Via an AI-Enhanced "Jobs to be Done" Framework

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      Clorox has long leveraged the “Jobs to Be Done” framework to feed its innovation pipeline. For its newly acquired Nutranext business, foundational Jobs to be Done research was needed.

      See how an enhanced two-phase approach that leveraged AI enabled discovery and a deeper, more nuanced understanding of consumers. This innovative approach then informed messaging, positioning, assortment, and more.

       

  • Melissa Hugh – Methodify

    Vice President of Client Success, Methodify

    As Methodify’s Vice President of Client Success, Melissa addresses the need for insight throughout the planning, innovation, and customer experience processes across a variety of industry verticals. Prior to joining Methodify, Melissa spent more than six years at Ipsos and most recently led Shopper Insights for Coca-Cola Canada, where she worked with (and helped win) some of Coke’s most prolific customer.

    • How Banks are Using ResearchTech to Bring Back Fleeing Customers

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      As brands increasingly use sophisticated data collection methods to gain valuable customer insights, the pivotal role of Research Tech will take center stage.

      TD Bank, one of Canada’s largest financial institutions, has embedded research into its technology to better connect with customers on a personal level. Like others in the banking sector, TD has inserted Research Tech into its marketing process in order to create authentic consumer experiences.

      From using geofencing to engaging with revelers during one of the largest gay pride festivals in the world to using AI-integrated chatbots for qualitative interviews with customers, the bank will reveal how they’re winning over customers despite the attention FinTech is getting.

      Hugh and Hui will divulge which brands are using technology to influence market research and which methods are capitalized to solve marketing problems. They will also explore how big organizations like TD use tech to create stellar customer success models.

      They will additionally offer a preview into the future of Research Tech and the benefits of using a process that can deliver insights in as little as 24 hours as opposed to weeks.

       

  • Andrew Hui – TD Bank

    Senior Manager, Customer and Brand Insights, TD Bank

    Andrew is part of the Centre of Expertise (COE) of Consumer Behaviour at TD Bank. His team supports the market research needs of the COE, which include the needs of the Diversity Planning team within Marketing. Prior to TD, Andrew was a VP at Ipsos and remained with the organization for almost 10 years. At Ipsos, he managed quantitative market research studies for clients in a variety of industries including retail, financial, tier-1 CPG, telecommunications, and food service.

    • How Banks are Using ResearchTech to Bring Back Fleeing Customers

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      As brands increasingly use sophisticated data collection methods to gain valuable customer insights, the pivotal role of Research Tech will take center stage.

      TD Bank, one of Canada’s largest financial institutions, has embedded research into its technology to better connect with customers on a personal level. Like others in the banking sector, TD has inserted Research Tech into its marketing process in order to create authentic consumer experiences.

      From using geofencing to engaging with revelers during one of the largest gay pride festivals in the world to using AI-integrated chatbots for qualitative interviews with customers, the bank will reveal how they’re winning over customers despite the attention FinTech is getting.

      Hugh and Hui will divulge which brands are using technology to influence market research and which methods are capitalized to solve marketing problems. They will also explore how big organizations like TD use tech to create stellar customer success models.

      They will additionally offer a preview into the future of Research Tech and the benefits of using a process that can deliver insights in as little as 24 hours as opposed to weeks.

       

  • Alex Hunt – PRS IN VIVO

    CEO, PRS IN VIVO

    Alex Hunt is the Chief Executive Officer of PRS IN VIVO. Mr. Hunt joined PRS IN VIVO in October 2018 as the Chief Revenue Officer. Previously, he had served as Global President of System1 Research (formerly BrainJuicer) and Executive Director on their Board, having joined that company in 2009. Before that, Hunt served in client management and senior sales roles in both the US and the UK at Kantar Millward Brown.

     

    • Choosing BeSci: Leveraging Behavior Science to Transform the Insights Function

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      Can applying behavioral science complement the effectiveness of insights teams?

      Insight groups that focus on research output rather than business outcomes struggle to maintain their relevance.

      See how one insights team moved from being data gatherers to “Choice Architects” by using behavioral science.

      Corporate research departments will be presented with a simple three-step process that can serve as a blueprint for embedding BeSci to transform the insights function and engage stakeholders across the organization.

      Key Takeaways

      • Hear foundational guidelines for embedding behavioral science as a framework anchored to your objectives so decision making is quick, effective, and serves the growth strategy of the company
      • Learn to create a rollout plan for applying behavioral science as a road map for where your brand is going and how stakeholders can be converted to embrace the change
      • Learn to identify and avoid common and equally important pitfalls when embedding behavioral science into your company

       

  • Ruth Ingram – Insight Strategy Group

    Senior Vice President, Research & Strategy , Insight Strategy Group

    With a background in anthropology, Ruth has always been fascinated by how people engage with products, services, and experiences on a day-to-day basis. At Insight Strategy Group, she puts that passion to good use while overseeing work with clients in the style, food and beverage, and health and wellness industries. Ruth is ISG’s senior innovation expert, having worked with many consumer goods clients on innovation challenges across all stages of product development.

    • From Mass to Micro Market: The Power of Hyper-Local Insights to Build Deeper Connections

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Sometimes it’s easier to see the forest by first examining the trees.

      In an increasingly complex and fragmented landscape, PepsiCo recognized the power of going deep with hyperlocal audiences to build richer insights and stronger, more authentic connections.

      Focusing on Mexican Hispanic consumers in two different regions of the U.S., PepsiCo and Insight Strategy Group uncovered critical local nuances to inform more tailored marketing activities with each community.

      This presentation will share the deep qualitative and ethnographic approach used to connect with mass audiences at a micro level.

       

  • David Intrator – RTi Research, Inc..

    Chief Meaning Officer, RTi Research, Inc.

    David brings a wealth of real-world storytelling experience to the research industry. Harvard educated and Madison Avenue trained, he’s worked on both the creative and strategic sides of the communications business in the US and abroad. David works with RTi’s research teams to synthesize research findings into stories that can be easily communicated and, more importantly, acted upon effectively. David offers a unique perspective on storytelling that will help you thrive in a word where success is increasingly dependent on the story you tell.

     

    • YOU'RE BORING ME | How Story Structure Keeps People From Tuning Out

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Years ago, Google’s motto was ‘Don’t be evil.’ Researchers should riff off this concept and adopt the motto ‘Don’t be boring.’

      In 2018, David Intrator, Chief Meaning Officer at RTi delivered a compelling presentation entitled “What Does It All Mean? Research Storytelling for Turbulent Times.” This year, he’ll go deeper into the secrets of effective storytelling.

      The key? It’s not what you think.

      Story structure — not authenticity — is what actually keeps audiences engaged. It’s story structure that delivers the emotion.

      This critical storytelling concept will be illustrated with real world examples across a variety of media. Attendees will leave with a better understanding of how to structure a research story that keeps people involved every step of the way.

      Key Takeaways

      • Why story structure is the key to emotional punch and audience engagement
      • How to structure a compelling research story
      • Different structures for different types of impact

       

  • Lori Iventosch-James – GoDaddy

    Senior Director of Customer and Market Research, GoDaddy

    Lori Iventosch-James provides synthesized insights to inform strategic business decisions, ultimately leading to improved business results. She has led market, customer, and UX research teams, supervising global research implementation, analysis, and presentation of insights to executives. Working in high tech for more than 20 years, Lori has previously managed research teams at Adobe and Intuit. Lori holds an M.A. in Educational Psychology, specializing in quantitative methods, from UC Berkeley.

     

    • Hooked on a Feeling: How GoDaddy Used Emotion to Drive Communications & Increase Market Share

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Emotions motivate purchasing in many categories — but which emotions and why?

      See how executives at GoDaddy have embraced a model of emotional motivation, orchestrated an internal cultural shift, and created an ad campaign that changed the face of their brand.

      Using a model that explains the specific feelings that lead to purchasing, the GoDaddy team shifted its cultural focus from product attributes to human emotions. The principles of this emotion model were incorporated into ongoing brand tracking and eventually leveraged to create a new advertising campaign.

      The new campaign relies on two principles — emotional response and emotional identification — that were tested and refined using this model. The resulting ad campaign rests solidly on a verified emotion model and is more successful than any other campaign in recent history.

      Beall and Iventosch-James will explore the major feelings that lead current and potential customers to buy brands. They will also discuss how GoDaddy used this model at the upper levels of management to drive change within the company.

       

  • Anthony Jackel — The Kraft Heinz Company

    Lead, COnsumer Insights & Strategy, The Kraft Heinz Company
    • System 1 on Fire: How Behavioral Economics Is Forever Changing Market Research

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      It’s as important to feel good about how you look on the outside as it is to feel good on the inside. In fact, they’re different sides of the same coin.

      This was the poignant and unmet need Walgreens discovered among cancer patients experiencing the ravaging effects of treatment on personal appearance, including hair loss. During the research to develop a program to address this finding, the company recognized an opportunity to reach a broader audience.

      Come along on this remarkable insights journey in which the search for something specific led to a greater, more impactful discovery.

       

  • Tom Johnson – Del Taco Restaurants, Inc.

    Director Consumer Insights, Del Taco Restaurants, Inc.

    Market research expert and consultant with 10 years of experience at a leading research consulting firm plus 10 years of experience developing the consumer insights function at Del Taco. Specializes in custom research with experience in a variety of industries including automotive, restaurants, pharmaceuticals, health care, financial services, energy services, fashion and apparel, consumer packaged goods, power sports (motorcycles, ATVs), and member service organizations.

    Diversely experienced in both research method designs and advanced analytical techniques. Believes the role of consumer insights is expanding beyond traditional market research to data and insights from all sources. As E.O. Wilson said, “We are drowning in information and starving for wisdom.”

     

    • Mobile Research of Tomorrow: Tackling Research Challenges with 1 Innovative Mixed-Methods Solution

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Do you want to conduct effective mixed-methods research by leveraging cutting-edge, cost-effective mobile video technology? Then this session is for you!

      As researchers, how often are we faced with challenges like:

      • Broad research scope
      • Limited budget
      • Low recall in a habit-driven category
      • High time and labor demands for both respondent and researcher

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback by capturing video without forfeiting traditional, quantitative survey data. The methodology empowers respondents to be as creative as they see fit and to give feedback at their own pace.

      Think of it as “self-administered IDIs” backed up by quantitative feedback. All this, conducted within UNREAL budget and timelines.

      Key Takeaways

      • Leveraging innovative video widgets to measure more genuine, in-the-moment reactions.
      • Engaging for respondents and compelling for internal clients.
      • Cost effective method to collect qualitative and quantitative feedback simultaneously.

       

  • Greg Jones – Procter and Gamble

    Assistant Brand Manager, Procter and Gamble

    Greg Jones is an (Assistant) Brand Manager at Procter & Gamble, currently leading global innovation for Crest and Oral-B. His previous roles include corporate strategy for P&G Beauty as well as analytics and insights for P&G Oral Care. Greg graduated with a BA in Economics from the University of North Carolina at Chapel Hill, holds an MBA from George Washington University, and previously taught middle school and high school as a corps members with Teach For America.

     

    • Master the Subconscious Message to Craft Experiences That Resonate

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Did you know that new products fail at a rate of 95 percent?

      Why? The biggest reason is the idea itself — the idea simply didn’t resonate.

      How, as market researchers, can we help our clients to craft compelling messages by tapping the subconscious?

      For the first time in 20 years, pioneers share practical, hard-earned lessons to milk subconscious cues for effective messaging.

      Key Takeaways

      • Reveal unmet needs through subconscious fantasies — consumers say they want something, but then don’t buy; what are they really craving?
      • Design subconscious cues that are relevant to your client — semiotic cues are cultural, so it’s critical to identify what is relevant to your brand or story
      • Overcome consumer barriers by re-framing with subconscious cues — a head-on, conscious attack usually backfires so, instead, re-frame the underlying message

      By the time you leave this session, you will know how to reveal hidden cues, convert findings into action, and yes, emerge a Jedi Master of subconscious messaging!

  • Maya Kantak — Del Taco Restaurants, Inc.

    Associate Consumer Insights Manager, Del Taco Restaurants, Inc.

    Maya is a Market Research / Consumer Insights expert and Demographic & Social Analysis M.A. with 7+ 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 restaurants. Maya specializes in consumer understanding, insight/report development, and niche/advanced analytics (including segmentation, pricing, and multivariate techniques).

    • Mobile Research of Tomorrow: Tackling Research Challenges with 1 Innovative Mixed-Methods Solution

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Do you want to conduct effective mixed-methods research by leveraging cutting-edge, cost-effective mobile video technology? Then this session is for you!

      As researchers, how often are we faced with challenges like:

      • Broad research scope
      • Limited budget
      • Low recall in a habit-driven category
      • High time and labor demands for both respondent and researcher

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback by capturing video without forfeiting traditional, quantitative survey data. The methodology empowers respondents to be as creative as they see fit and to give feedback at their own pace.

      Think of it as “self-administered IDIs” backed up by quantitative feedback. All this, conducted within UNREAL budget and timelines.

      Key Takeaways

      • Leveraging innovative video widgets to measure more genuine, in-the-moment reactions.
      • Engaging for respondents and compelling for internal clients.
      • Cost effective method to collect qualitative and quantitative feedback simultaneously.

       

  • Caroline Klompmaker – The Clorox Company’s Nutranext division

    Global Insights Director, The Clorox Company's Nutranext Division

    Caroline is Global Insights Director for NeoCell, Rainbow Light, and Natural Vitality CALM, a portfolio of vitamin minerals supplement brands acquired by the Clorox Company in 2018.

    Caroline started her career in research at IRI in 1998. She then joined Nabisco in 2000 with roles in insights, category management, and customer marketing; And in 2007, Caroline joined Clorox with global insights roles for Glad, Kingsford, and Burt’s Bees before moving into her current role.

     

    • Better Brand Innovation & Messaging Via an AI-Enhanced "Jobs to be Done" Framework

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      Clorox has long leveraged the “Jobs to Be Done” framework to feed its innovation pipeline. For its newly acquired Nutranext business, foundational Jobs to be Done research was needed.

      See how an enhanced two-phase approach that leveraged AI enabled discovery and a deeper, more nuanced understanding of consumers. This innovative approach then informed messaging, positioning, assortment, and more.

       

  • Julie Knox – Jigsaw Research

    CEO, Jigsaw Research USA

    Julie has more than 20 years of market research experience, spending most of her career on the agency side but with stints on the client side, both as an in-house researcher and as an external consultant. She has divided her time between the UK and US and in 2012, after six years with Jigsaw in the UK, she moved back to the US to start up the company’s North American operation. Julie is a true research hybrid, working equally comfortably and with equal expertise across both qualitative and quantitative approaches.

     

    • Re-defining the Customer in a Traditionally B2B Environment

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Can conceptualizing business relationships in a new way create real-life transformation of a business?

      While from a sales perspective the customer is traditionally the intermediary, there was a desire within the organization to properly understand the end-user as customer — that is, employer-to-employee — opening up new possibilities for driving the business forward.

      This was a foundational piece of research comprising multiple elements (state of the nation groups, customer journey mapping, value proposition development) in order to generate fresh insights.

      Applying the principles of behavioral economics allowed us to reveal the influence of the nonconscious on decision-making and identify potential levers that could be used to nudge behavior in the desired direction. The resulting journey maps could therefore speak to both the rational and emotional mindsets of the customer and were designed to be disseminated broadly across the organization, giving all employees a sense of who the customers are, what they need, and what the priorities should be in terms of customer service.

      Key Takeaways

      • How to expose nonconscious thinking and inform more effective strategies for influencing decision-making
      • How to generate effective visualizations for complex information that can be disseminated throughout a large organization to people in multiple roles

       

  • Karen Kraft — Johnsonville

    Senior Consumer Insights Manager, Johnsonville

    Karen is an insights professional and creative methodologist with more than 20 years of experience in understanding and listening to consumers within a wide variety of CPG and food service categories. She is currently heading the consumer insights function at Johnsonville.

     

    • How to Bring Agile Insights into Product Development

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Want to accelerate timelines? Foster closer customer collaboration?

      If your team is still relying mostly (or exclusively) on in-person research and survey-based field tests for product testing, it’s time for a change.

      Today’s leading innovation teams are applying Agile principals that foster customer collaboration and rapid iterative feedback during product development.

      Join us to learn how to embrace new online research tools. Come see how to embed in-context learning earlier in development.

      In this session, Johnsonville Senior Consumer Insights Manager Karen Kraft and Digsite CEO Monika Wingate will share how Johnsonville is using Agile qualitative technology to embed context and usability into their product testing. They will also discuss the benefits of implementing online qualitative into your research.

      Key Takeaways

      • How online qualitative can improve both speed and quality of product testing
      • Innovative approaches you can use to implement agile product development
      • The role of online qualitative versus quantitative research

       

  • John Laprise – Radiological Society of North America

    Market Research Manager, Radiological Society of North America (RSNA)

    John is the market research manager at RSNA where he uses mixed methods research to help RSNA serve its 50,000 members and the global radiological community better. His career includes stints in competitive intelligence, market research, sector analysis, and institutional research for governmental and Fortune 100 clients. John’s also an expat and a former professor at Northwestern. He holds a Ph.D. from Northwestern University and a MA from King’s College, London.

    Twitter: @JohnLaprise

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Collin Leirvik – LRWGreenberg

    Vice President, Strategic Planning, LRWGreenberg

    Collin is Vice President of Strategic Planning at LRWGreenberg. Since joining Greenberg in 2012, Collin has led execution and delivery on all aspects of primary research (both qualitative and quantitative methods) and brand strategy for client partners with a focus on media, entertainment, and technology, including ESPN, Hulu, Google, and Amazon.

     

    • Harnessing the Power of Storytelling in Sports

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Sports seems to bring out the best in storytelling — drama is built in and the main characters are men and women everyone can identify with who follow the ultimate, heroic journey.

      Sports are often nostalgic for viewers, as well, with resonance at a collective, societal level. However, not all sport storytelling is created equal.

      The plot and constructs of sports stories are often very similar. What differentiates one brand or piece of content from another? And how do you deconstruct and quantify the essence of powerful storytelling to stay current and to appeal to today’s consumer?

      See how a holistic approach to qualitative and quantitative methods, combined with advanced analytics, can be used to assess the characteristics of effective storytelling in sport. And learn how to evaluate specific brands, individuals, and media owners with those metrics to identify new opportunities.

      Leirvik and Poicicio will explain how to apply a model for storytelling to business outcomes, providing insight into how ESPN has used the framework to inform content development and brand positioning.

       

  • Will Leopold – CMI

    Account Director of Life Sciences, CMI

    Will brings more than 10 years of experience managing qualitative and quantitative research projects for domestic and international companies. Will prides himself in his proactive and efficient project and client management and is passionate about developing a deep understanding of market needs, behaviors, and attitudes with the ability to translate these into business opportunities. He is extremely knowledgeable in the therapeutic areas of CNS, immunology, oncology, among many others.

     

    • Communication Calibration: Aligning Customer Message Interpretation With Your Positioning Strategy

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      How well do your messages fit into the positioning of your segment’s core attitudes and beliefs?

      Too often, the alignment of brand messaging with the perceptual map of target segments gets lost in translation.

      In this presentation, you will learn how to uncover attitudes and beliefs underlying the target segments throughout the messaging process. This use case shares how to quantitatively measure whether the customer is interpreting messages as our clients intend while also identifying the messaging best aligned with the segment’s perceptual map.

      Reward triggers are used to produce the greatest behavioral impact on calls to action to deliver a message more relevant and more aligned with the organization’s positioning strategy.

      Key Takeaways

      • Learn how to objectively align your target segment's interpretation of messaging with your brand’s positioning
      • Understand — are your messages positioned to complement your segment’s perceptual map?
      • Understand and align the behavioral impact of the messages on Call to Action outcomes

       

  • Julie Levine – Cuisinart

    Senior Consumer Insights Manager, Cuisinart

    Julie is a market intelligence and consumer insights professional with more than 20 years of experience spanning client- and supplier-side research. A consummate enthusiast for understanding all types of consumer goods, Julie has spent her entire career researching, analyzing, and writing about products in the marketplace and the people who buy them. As a marketing leader with a bachelor of science in food and nutrition, her background is well suited as the head of Consumer Insights at Cuisinart.

     

    • Counterintuitive Thinking – A Different Approach to Research

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Accepting irrational behavior goes against our instincts . . . but could it make you a better researcher?

      Behavioral economics illustrates the importance of recognizing that consumers don’t always make rational decisions. It is just as important to integrate what initially may appear to be counterintuitive thinking into methodological design.

      In fact, recognizing and appreciating the role of irrationality in research is key.

      Counterintuitive thinking challenges the baseline assumptions that you may be using to develop your research methodology. It helps highlight when reality is the opposite of conventional wisdom and, in fact, is unconventional.

      Key Takeways

      • Explore a different way to approach research design
      • Learn to integrate narrative economics
      • See storytelling as input rather than output

       

  • Linda Lutz – Cox Automotive

    Associate Research Manager, Cox Automotive, Cox Automotive

    With more than 15 years of market research experience, Linda has spent time on both supplier- and client-side research. In her current role, Linda manages all market research online communities for Cox Automotive — two B2B communities and one consumer community — and also helps support custom product-related research. Prior to joining Cox Automotive, Linda supported mission and VOC-related research at the American Cancer Society. She started her career and love for research on the supplier side at Harris Interactive.

     

    • ROI In Research – This Is Your Proof of Performance

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Is it time to think differently about return on investment?

      Driving innovation with research means job security for many of us, but it also puts enormous pressure on research teams, often with fewer resources.

      Cox Automotive is a global automotive technology company with more than 20 brands, including Manheim, Autotrader, and Kelley Blue Book. Hear how they are overcoming some of these challenges with continued success in innovation, tracking return-on-investment, and optimizing online research communities.

      ROI may not be exactly what you’ve always thought. Come and learn how to think differently.

       

  • Sharon Meaney – Wells Fargo Bank

    Senior User Researcher, Wells Fargo Bank

    Sharon Meaney is a Senior User Researcher with Wells Fargo bank in the Virtual Channels Digital Experience Design team. She brings more than 15 years of user research experience to her role testing digital banking tools. She is directly responsible for managing research strategy and program development with several agile product teams and has also been working in close partnership with WFVC Accessibility SMEs to develop a joint accessibility / usability testing strategy.

     

    • The Bottom Line on UX Personas and How They *Can* Drive Business Decisions

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      Bring the human element back into business decisions.

      To achieve deeper customer relationships with brands, products, and companies, we must poke beneath the surface in the experiences we offer. It’s not enough to merely satisfy shallow and immediate needs. But how can we know our customers like we know friends, family, and neighbors?

      This presentation will both equip and inspire you to use UX personas alongside other methods to gain deep understanding of your customers. What are their needs and interests? What's their mindset?

      Greater customer empathy can be achieved through the development and use of experience personas, which keep designers and product partners focused on the human being.

      Key Takeaways

      • How to combine personas and market segments to drive customer engagement
      • Apply insights into customers to your business decisions
      • Take home an action plan for creating and using personas on a variety of budgets

       

  • Elizabeth Merrick May – Google

    Global Head of Customer Engagement, Google

    Elizabeth Merrick May has spent the last four years at Google leading insights, analytics, strategy, and marketing teams focused on smart homes and consumer technology. In her current role, Elizabeth leads global teams responsible for product development insights, customer marketing, and brand and strategy measurement for Google Home, Nest, Pixel, Stadia, Chromecast, and Google1 brands.

    • The Data Muse: Secrets of Nailing Data Science + Primary Research

      Wed. October 23, 2019
      9:15 AM to 10:00 AM

       

       

       

  • Stacey Miller — Auto Care Association

    Senior Director, Communications, Auto Care Association

    With nearly 15 years of experience in corporate communications, Stacey Miller leads external communications efforts on behalf of the Auto Care Association, including PR, email, website, creative, multimedia, and social media. In her current role, her team is responsible for taking market intelligence publications and creatively communicating the “so what?” of complex data to key audiences with the goal of inspiring awareness, inquiries, and purchases.

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Tim Miller — Conagra Brands

    Senior Director of Go-to-Market Science, Conagra Brands

    Tim Miller leads the Go-To-Market Science team for Conagra Brands. He is responsible for insights development that leads to the creation of activation along the entire path to purchase in order to drive brand and category growth. Tim’s team is part of the Demand Science team at Conagra Brands, a collaborative group of thought-leading professionals across all areas of marketing research supporting brands, sales, innovation, and food service. Before joining Conagra Brands, Tim led the Category Development and Marketplace Research efforts at Kimberly-Clark Corporation.

    • The Evolution of Shopper Insights: How Conagra Brands Transformed Their Insights Approach

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      It’s time to stop being reactive and instead become proactive.

      Traditionally, shopper insights teams play a reactive role. But the pressure is on for insights teams to do more with less. Add in that buyers’ expectations are rapidly changing and we can no longer afford to focus on reactive research alone.

      The answer? A more proactive approach to research. By applying go-to-market science, insights teams can meet customers’ needs further upstream. Just as importantly, we can transition from a supportive role to become truly influential within our organizations.

      Join Tim Miller, Senior Director of Go-to-Market Science at Conagra Brands, as he explores the strategies and tools Conagra’s Go-to-Market Science group used to become more agile and to increase their impact organization-wide.

       

  • 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 innovation, market research, management consulting, and marketing strategy. 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.

    • The Saga of Conjoint Analysis: Advancing Measurement Technology for Understanding Purchase Intent

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Ad awareness and purchase intent remain popular for evaluating advertising effectiveness, but respondent-stated measures are often unreliable.

      Researchers at Twitter and AMS developed an approach, first presented at CRC 2016, that overcomes these problems using conjoint analysis. The team will present findings from a new study showing how advertising impressions delivered through Twitter increase brand value.

      Key Takeaways

      • Choice-based methods can provide a better way to measure ad effectiveness
      • Combining survey data with digital behavioral data can produce unique insights
      • Exposure to advertising on Twitter leads to customers’ increased willingness to pay

       

  • Manish Mittal – Course5 Intelligence

    Senior Vice President – Research – AI, Course5 Intelligence

    Manish leads the Research AI business at Course5 Intelligence. He has close to two decades of experience across market research and analytics. In the past decade, he has held several leadership positions with the responsibility of driving business expansion and innovative business solutions based on artificial intelligence and other leading technologies.

    • Turning Digital Disruption to Advantage: How CBS is leveraging Real-Time Insights for Success

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Content, delivered instantaneously. Any place. Any time.

      That is the media landscape today. That is what viewers expect.

      Because of this shift, traditional media companies are being challenged by natively digital companies for viewership. Companies such as Apple, Netflix, Amazon, and YouTube are also aggressively investing in creating their own shows and movies and thereby further threating the entire business model of more traditional media companies.

      However, these trends also present new opportunites for the incumbents to create digital experiences by leveraging data and technology. The insights function can play a crucial role in this highly volatile and rapidly transforming environment.

      Take Aways

      • How the insights function at CBS is leading the charge and embracing digital transformation along with Course5
      • How the insights team is creating a data culture and making it a source of their competitive advantage
      • How best practices can be applied

       

  • Julia Morton – Rival Technologies

    Director of Customer Success, Rival Technologies

    Julia leads the customer success practice at Rival Technologies. In this role, she helps insight leaders from Fortune 500 brands adopt and maximize the value of emerging conversational research technologies. From recruitment for mobile agile communities to ongoing research projects, Julia plays a key role in delivering the best possible experience to Rival customers.

     

    • Big League Speed: Messaging Platforms Deliver Real-time Feedback on In-Stadium Experience

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Never before have we been able to get feedback from people in real time like we can today. The popularity of messaging platforms has opened up new vistas in research that bring tremendous advantages over methods that ask people to remember their experiences afterward.

      By engaging fans this way, Canucks Sports & Entertainment uncovers actionable insights that enhance both the fan experience and brand partnerships.

      Key Takeaways

      • Use conversational technologies to recruit thousands of respondents across a broad range of demographics
      • Engage people during live events to more accurately measure sponsorship recall and help partners see more ROI
      • Use real-time insights to improve all aspects of the the fan experience, including theme nights, food and beverage, and in-stadium entertainment

       

  • Pamela S. Nelson, PRC – TIAA

    Senior Director Customer Insights, TIAA

    Pamela Nelson is a 25-year research veteran who has helped Fortune 500 companies use customer insights to help solve business issues and achieve strategic goals. Pam is currently Senior Director of Customer Insights for TIAA (a Fortune 100 financial services firm with more than $1 trillion in assets) and has held positions leading the research discipline for various companies throughout the US.

    • CR-Only: Communicating with Influence Panel

      Tue. October 22, 2019
      10:30 AM to 11:15 AM

       

       

       

  • Emily Palmer-Brown – Wells Fargo

    Customer Insights Manager, Wells Fargo

    Emily Palmer Brown is an Insights Manager & Customer Experience Advocate with Wells Fargo bank in the Virtual Channels Digital Experience Design team. She brings more than 20 years of qualitative research experience to her role informing strategy and design to ensure exceptional, seamless experiences for prospects and customers. In partnership with Sharon, Emily helps design research approaches to meet the needs of multiple lines of business who shifted from a waterfall to agile delivery model.

     

    • The Bottom Line on UX Personas and How They *Can* Drive Business Decisions

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      Bring the human element back into business decisions.

      To achieve deeper customer relationships with brands, products, and companies, we must poke beneath the surface in the experiences we offer. It’s not enough to merely satisfy shallow and immediate needs. But how can we know our customers like we know friends, family, and neighbors?

      This presentation will both equip and inspire you to use UX personas alongside other methods to gain deep understanding of your customers. What are their needs and interests? What's their mindset?

      Greater customer empathy can be achieved through the development and use of experience personas, which keep designers and product partners focused on the human being.

      Key Takeaways

      • How to combine personas and market segments to drive customer engagement
      • Apply insights into customers to your business decisions
      • Take home an action plan for creating and using personas on a variety of budgets

       

  • Elizabeth Paz – Del Taco Restaurants, Inc.

    Consumer Insights Manager, Del Taco Restaurants, Inc.

    Elizabeth is a curious and passionate researcher who is always searching for creative ways to answer business questions and uncover insights. She has more than eight years of experience in the research industry, including both agency- and client-side. Elizabeth enjoys collaborating with cross-functional partners to find strategic solutions to drive business growth. She currently holds the position of Consumer Insights Manager for Del Taco and previously held roles at Jack in the Box and Culturati Research & Consulting (agency-side).

    • CR-Only: Communicating with Influence Panel

      Tue. October 22, 2019
      10:30 AM to 11:15 AM

       

       

       

    • Mobile Research of Tomorrow: Tackling Research Challenges with 1 Innovative Mixed-Methods Solution

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Do you want to conduct effective mixed-methods research by leveraging cutting-edge, cost-effective mobile video technology? Then this session is for you!

      As researchers, how often are we faced with challenges like:

      • Broad research scope
      • Limited budget
      • Low recall in a habit-driven category
      • High time and labor demands for both respondent and researcher

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback by capturing video without forfeiting traditional, quantitative survey data. The methodology empowers respondents to be as creative as they see fit and to give feedback at their own pace.

      Think of it as “self-administered IDIs” backed up by quantitative feedback. All this, conducted within UNREAL budget and timelines.

      Key Takeaways

      • Leveraging innovative video widgets to measure more genuine, in-the-moment reactions.
      • Engaging for respondents and compelling for internal clients.
      • Cost effective method to collect qualitative and quantitative feedback simultaneously.

       

  • Brad Pennefather – Canucks Sports & Entertainment

    Vice President, Membership and Business Intelligence, Canucks Sports & Entertainment

    Brad Pennefather is vice president of membership and business intelligence at Canucks Sports & Entertainment, the premier sports and entertainment company that owns and operates the NHL’s Vancouver Canucks. In this role, Brad is responsible for fan experience, premium members, season ticket members, and business analytics.

    With more than 20 years of experience in consumer-facing organizations, Brad’s career includes positions in sales, marketing, operations, and finance. Prior to the Canucks, he held leadership roles at Labatt, Coca-Cola, and Anheuser-Busch InBev.

    • Big League Speed: Messaging Platforms Deliver Real-time Feedback on In-Stadium Experience

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Never before have we been able to get feedback from people in real time like we can today. The popularity of messaging platforms has opened up new vistas in research that bring tremendous advantages over methods that ask people to remember their experiences afterward.

      By engaging fans this way, Canucks Sports & Entertainment uncovers actionable insights that enhance both the fan experience and brand partnerships.

      Key Takeaways

      • Use conversational technologies to recruit thousands of respondents across a broad range of demographics
      • Engage people during live events to more accurately measure sponsorship recall and help partners see more ROI
      • Use real-time insights to improve all aspects of the the fan experience, including theme nights, food and beverage, and in-stadium entertainment

       

  • Renata Policicio – ESPN

    Vice President, Research and Insights, International Global Markets, ESPN

    Renata is a multicultural, trilingual professional in the consumer insights and analytics, advertising, and business intelligence areas with more than 15 years of experience and background within multinational major media companies such as ESPN, Microsoft, Turner International, and assorted advertising agencies.

     

    • Harnessing the Power of Storytelling in Sports

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Sports seems to bring out the best in storytelling — drama is built in and the main characters are men and women everyone can identify with who follow the ultimate, heroic journey.

      Sports are often nostalgic for viewers, as well, with resonance at a collective, societal level. However, not all sport storytelling is created equal.

      The plot and constructs of sports stories are often very similar. What differentiates one brand or piece of content from another? And how do you deconstruct and quantify the essence of powerful storytelling to stay current and to appeal to today’s consumer?

      See how a holistic approach to qualitative and quantitative methods, combined with advanced analytics, can be used to assess the characteristics of effective storytelling in sport. And learn how to evaluate specific brands, individuals, and media owners with those metrics to identify new opportunities.

      Leirvik and Poicicio will explain how to apply a model for storytelling to business outcomes, providing insight into how ESPN has used the framework to inform content development and brand positioning.

       

  • Raúl Ponce — The Coca-Cola Company

    Human Insights PAC Lead, The Coca-Cola Company

    With more than 15 years of market research, analytics, innovation, and strategy experience, Raúl has dedicated his career towards understanding what drives human beings, their context, and how to better connect with consumption, preferences, and path to purchase. With the advancement of social media, Raul has continued to pursue the amplification of consumer reality through meta-analysis, data integration, and innovation via actual tools and protocols.

     

    • Bringing Consumer Occasions to Life via Social Data

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Life is made up of occasions. It’s particularly important to remember that when adopting a more consumer-centric approach.

      And it’s essential to consider the consumer perspective. In today’s complex and dynamic market, it's impossible to capture growth opportunities without it.

      How are the consumers themselves perceiving, using, and organizing brands, products, and categories?

      Rather than viewing markets through the lens of traditional classifications, social data allows us to uncover multi-dimensional and nuanced consumer viewpoints that currently drive trends and behaviors.

      In this presentation, Ipsos and Coca-Cola will discuss how leveraging social data has helped bring sharper focus to the beverage market, including allowing Coca-Cola to better understand and act on key drinking moments for retail activation.

      Key Takeaways

      • Learn how social data can help bring key consumer occasions and moments to life
      • Take a deeper dive into innovative new methodologies behind social analytics
      • Understand how the consumer-led approach can yield more authentic and strategic insights

       

  • 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 you 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.

     

    • Mobile Research of Tomorrow: Tackling Research Challenges with 1 Innovative Mixed-Methods Solution

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Do you want to conduct effective mixed-methods research by leveraging cutting-edge, cost-effective mobile video technology? Then this session is for you!

      As researchers, how often are we faced with challenges like:

      • Broad research scope
      • Limited budget
      • Low recall in a habit-driven category
      • High time and labor demands for both respondent and researcher

      Learn how you can tackle these challenges by gathering in-the-moment qualitative feedback by capturing video without forfeiting traditional, quantitative survey data. The methodology empowers respondents to be as creative as they see fit and to give feedback at their own pace.

      Think of it as “self-administered IDIs” backed up by quantitative feedback. All this, conducted within UNREAL budget and timelines.

      Key Takeaways

      • Leveraging innovative video widgets to measure more genuine, in-the-moment reactions.
      • Engaging for respondents and compelling for internal clients.
      • Cost effective method to collect qualitative and quantitative feedback simultaneously.

       

  • Mara Rastovsky – Merck

    Associate Director, Global Customer Insights, Merck

    Mara is a marketing research professional dedicated to ensuring that the voice of the customer is embedded in all facets of pharmaceutical marketing and promotion. With experience spanning both the pharmaceutical and consumer packaged goods sector, Mara has endeavored to integrate methodologies considered standard in packaged goods with the pharmaceutical industry.

    • Assessing Your Customer's Digital IQ to Increase the Accuracy of Recruitment for Digital Research

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Garbage in, garbage out. An old saying among database professionals, it’s equally true of market research.

      We rely so heavily on our respondents for the quality data that leads to quality insights . . . but what if we’re not getting the right respodents in the first place?

      Traditional modes of screening respondents too often miss the mark. Specifically, when developing digital assets, we must first understand the digital proficiency of consumers and recruit those with a relevant range of abilities. In other words, we need to know our respondents’ “Digital IQ.”

      This presentation will outline a range of variables that correlate with Digital IQ, resulting in the incorporation of a simple tool that scores the Digital IQ of the general population.

      You will learn that different brand audiences have unique Digital IQ distributions. See how unique brand profiles were created, validated, and utilized to increase the accuracy of recruitment for digital research, resulting in better insights for creating impactful digital assets.

       

  • Alexia Raven – Warner Bros. Television

    Vice President, Media Research & Insights, Warner Bros. Television

    Alexia leads Consumer Insights and FanLab within Warner Bros., Global Insights & Analytics, which provides insights important to the development of content, products, services, marketing and distribution strategies. Insights into the “hearts, minds, and motives” of fans and consumers through both qualitative and quantitative research methodologies is critical to help inform business decisions.

    • The Circle of Fandom Life – How Entertainment Impacts Us Differently Throughout Our Lives

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

       

      A look at how ‘fandom’ meets people’s needs at various times throughout their lives.

       

      The Circle of Fandom uncovers and explores five key life stages and how entertainment fandom evolves to meet our needs from one developmental stage to the next, from birth to parenthood.

       

  • Tammy Ray – W.L.Gore & Associaties

    Speaker Bio: Tammy Ray Market Research Leader, Medical Products Division, Market Research Leader, Medical Products Division, W.L. Gore & Associates

    Tammy Ray is a Market Research Leader at W.L. Gore & Associates, a materials science company focused on discovery and product innovation. She has more than 20 years of experience in insights, marketing, and finance across the healthcare, high-tech, and agriculture industries. Her team focuses on delivering and activating customer insights that inform business strategy and drive key decisions for Gore's Medical Products Division.

    • Data Socialization - The Sweet Spot Between Gatekeeping and Sanctioning a Free-For-All

      Thu. October 24, 2019
      12:05 PM to 12:20 PM

      Every insights team faces a similar conundrum with data socialization:  "Do we limit access to this data, or do we open it up to the organization for a potential data field day?" There are legitimate sides to either argument, and Gore Medical is on a mission to find the sweet spot.  Data socialization doesn’t need to be black or white. There is a happy place on this spectrum where market researchers are enabling their business partners with information.  Join Tammy Ray, Market Research Leader at W.L. Gore & Associates, Inc., to find out how Gore Medical is capitalizing on this gray area to place insights at the center of major business decisions.

      Key Takeaways:

      • Learn how Gore's research challenges led them to implement KnowledgeHound as their knowledge sharing & data analytics platform.
      • Discover how a knowledge sharing & data analytics platform can play a role in enabling a stronger partnership between researchers and the business
      • Explore what the sweet spot of data socialization might look like in your organization.
  • Jennifer Reece – Microsoft

    Research Manager, Microsoft

    Jennifer recently joined Microsoft as Research Manager for Modern Life, leading one of the largest tracking programs and generating insights across Microsoft’s consumer product brand portfolio. Her previous work includes nearly a decade of market research agency experience spanning GfK, Millward Brown, and Vital Findings where she specialized in global brand & advertising tracking for the world’s leading technology brands. 

     

    • Unlock Your Brand Ecosystem to Optimize Messaging & Advertising

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      Inconsistent messaging. Inefficient advertising planning.

      These are just two of the problems that result from too much focus on driving individual brands. When brands exist in silos, it's impossible to make the best of messaging and advertising across a brand ecosystem and even calls into question the role of the company master brand.

      See how a sophisticated modeling, integrated brand tracking system, and the latest in data imputation helped Microsoft uncover the character and strength of its ecosystem. This process has influenced branding, message development, and communication planning throughout the company.

      Key Takeaways

      • How the symbiotic relationship in consumers' minds between a master brand and product brands carries significant implications for branding and communication strategy
      • How Ecosystem analysis can provide insights into consistent messaging that optimizes impact not only for individual brands, but for an entire company
      • How lead brands can be identified based on the ability of their advertising to influence across the ecosystem

       

  • Marjorie Reedy – Merck

    Director, Global Customer Insights, Merck

    Marjorie is a market research professional with a passion for identifying innovative solutions that bring the voice of the patient and customer to life. As Director of Digital & Innovation at Merck, Marjorie specializes in developing best practices for a range of cutting-edge research methodologies, including neuroscience, social media, and virtual reality. In her current role, she has also piloted new technologies that enable marketing teams to maximize investment across multi-channel platforms.

    • Assessing Your Customer's Digital IQ to Increase the Accuracy of Recruitment for Digital Research

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      Garbage in, garbage out. An old saying among database professionals, it’s equally true of market research.

      We rely so heavily on our respondents for the quality data that leads to quality insights . . . but what if we’re not getting the right respodents in the first place?

      Traditional modes of screening respondents too often miss the mark. Specifically, when developing digital assets, we must first understand the digital proficiency of consumers and recruit those with a relevant range of abilities. In other words, we need to know our respondents’ “Digital IQ.”

      This presentation will outline a range of variables that correlate with Digital IQ, resulting in the incorporation of a simple tool that scores the Digital IQ of the general population.

      You will learn that different brand audiences have unique Digital IQ distributions. See how unique brand profiles were created, validated, and utilized to increase the accuracy of recruitment for digital research, resulting in better insights for creating impactful digital assets.

       

  • Aimee Renaud – Pfizer

    Director of Analytics and Insights, Pfizer

    Director of Analytics and Insights for the Chantix and Cologuard Brands.

     

    • Communication Calibration: Aligning Customer Message Interpretation With Your Positioning Strategy

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      How well do your messages fit into the positioning of your segment’s core attitudes and beliefs?

      Too often, the alignment of brand messaging with the perceptual map of target segments gets lost in translation.

      In this presentation, you will learn how to uncover attitudes and beliefs underlying the target segments throughout the messaging process. This use case shares how to quantitatively measure whether the customer is interpreting messages as our clients intend while also identifying the messaging best aligned with the segment’s perceptual map.

      Reward triggers are used to produce the greatest behavioral impact on calls to action to deliver a message more relevant and more aligned with the organization’s positioning strategy.

      Key Takeaways

      • Learn how to objectively align your target segment's interpretation of messaging with your brand’s positioning
      • Understand — are your messages positioned to complement your segment’s perceptual map?
      • Understand and align the behavioral impact of the messages on Call to Action outcomes

       

  • Morgan Richards – Cox Automotive

    Sr. Research Manager, Cox Automotive

    Most of Morgan’s 17-year career has been spent as a corporate researcher focused on the automotive industry. The early part of his career started on the supplier side, learning the ropes at KS&R and LHK Partners. He joined Autotrader.com in 2006 and has remained with the company ever since. Morgan’s current position is at Cox Automotive, which was formed through several acquisitions and mergers. His team primarily focuses on consumer and B2B research to support product development and brand measurement.

     

    • Give Your Research an EDGE: New Techniques

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      The bar continues to rise for insights professionals. The pressure is on to make a unique impact with research.

      Join us as we tackle this challenge head-on! In this technique-sharing showcase, we’ll reveal how we used innovation and creativity to add an edge to research and insights for 3M and Cox Automotive. Our clients will also share the impact these techniques had on stakeholders and how you can apply it to your team.

      We’ll be featuring an interactive insights sharing website, a tipping point analysis, and a uniquely personalized Discrete Choice Model to predict changes in consumer behavior.

       

  • Randal Ries – IBM

    Principal, IBM Market Development & Insights, IBM

    Randal Ries is a Principal in the Brand and Market Research team within IBM’s Market Development & Insights organization. He manages IBM’s global Workplace Effectiveness Research program, providing continuous measurement of employee engagement, business transformation, and understanding of company strategy. IBM’s measurement program leverages both quantitative and qualitative data from NPs, web surveys, social analytics, digital analytics, and text mining.

    • Does Understanding of the Net Promoter Score Calculation Lead to Score Inflation?

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      Ever since Fred Reichheld’s “The One Number You Need to Grow,” Net Promoter Score (NPS) has become an enormously important measure of customer sentiment.

      But how useful is NPS — or how useful is it likely to remain — if and when score inflation or deflation occur?

      The use of NPS and ‘likelihood to recommend’ questions has been extended to measure employee sentiment of internal enterprise applications, websites, services, and even employee engagement. However, the more it’s used and the greater the understanding of the calculation by survey respondents, the more score inflation and deflation we see.

      The findings of this case study, based on the results of three successive independent internal studies in a large global enterprise, have serious implications for the wider use of NPS not only within an enterprise, but also for benchmarking and trending in the marketplace overall.

      Key Takeaways

      • Increasing familiarity with Likelihood to Recommend questions and the Net Promoter Score (NPS) calculation is influencing some survey respondents to deliberately inflate their scores by selecting ‘9’ and ‘10’ at the top end of the NPS scale. This score inflation may be diluting the predictive power of NPS.
      • Another respondent cohort included in the case study involves those self-reporting that their understanding the NPS calculation does not influence how they answer likelihood to recommend questions. These give lower ratings than the study’s control group respondents who are not familiar with NPS. This effect is particularly apparent when respondents rate items they are less likely to recommend, in turn leading to score deflation.
      • Countries where cultural dimensions research has previously indicated the presence of extreme response styles when taking surveys are also more likely to be influenced by their understanding of the NPS calculation.

       

  • Corey Ross – Whirlpool

    Director, Consumer & Marketplace Insights, Whirlpool

    Corey Ross is currently Director of Consumer & Marketplace Insights at Whirlpool. Corey has worked on some of the world’s most iconic brands. He is a graduate of the University of Cincinnati and began his career at Procter & Gamble as a Project Engineer. Upon receiving his MBA, he transitioned into the CMK organization at P&G where he worked on brands including Tide, Eukanuba, and Old Spice. Corey then moved on to the food industry to work for ConAgra Foods over the next five years where he supported brands like Manwich and Orville Redenbacher’s.

     

    • Ride the Ripples or Get Soaked: How to Capitalize on Disruptive Trends

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Imagine a flat, calm pond. Then someone throws a pebble; the surface of the water breaks and then it ripples.

      This metaphor illustrates the findings from a multiphased exploration around the topic of disruption, comparing what the trend means to consumers and how researchers are considering it and acting on it within their businesses.

      While not many brands will be the pebble, all brands have the opportunity to “ride the ripples” as consumer expectations shift and radiate from the initial disruption.

      In this session, Whirlpool and 20|20 will dive into the findings from a study and share best practices for using research to capitalize on disruptions large and small.

      Key Takeaways

      • Learn the disconnect between consumers’ current behavior and their desire for new, disruptive ideas and technologies
      • Explore how a variety of approaches and unique thinking about consumer touchpoints can help your brand stay ahead
      • With firsthand stories and case studies from Whirlpool’s consumer insights, you’ll walk away with an understanding of how your brand can use a mix of methodologies, targeted explorations, and more frequent check-ins to stay ahead of changing consumer expectations and ride the ripples of disruption to drive growth

       

  • Thomas Roth – Community Marketing & Insights

    President, Community Marketing & Insights

    Thomas founded Community Marketing & Insights in 1992 and is currently EVP, General Manager. Tom is primarily dedicating his industry-leading expertise to head up Community Marketing’s Research & Development division.

    • LGBTQ Community Survey: Key Findings & Insights

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      Not all that long ago, the LGBTQ community was virtually ignored as a market. Now, an openly gay man is running for President. Things change.

      Gain practical insights about the interests, purchases, demographics, and motivations of the LGBTQ community via CMI’s LGBTQ Community Survey, the longest-running (13 years), largest (45,000+ participants), most representative (150+ countries), and diverse (LGBTQ++) study of its kind.

      Attendees will learn some of the “similarities” across LGBTQ, what brings us together as a “community,” and how some research and outreach approaches are appropriate for the aggregate “LGBTQ Community.”

      Roth will also discuss some unique differences within LGBTQ from a gender, generational, and ethnicity perspective. This is where many companies and organizations find the maximum return on marketing investment: Identifying the best-matched segments within LGBTQ (instead of trying to be all things to all LGBTQs). Learn the best practices for reaching and serving the sundry segments within LGBTQ.

      Key Takeaways

      •  Understand some of the "similarities" across LGBTQ; what brings us together as a "community" and how some outreach approaches are appropriate for aggregate "the LGBTQ Community."
      • Understand some of the unique differences within LGBTQ from a gender, generational and ethnicity perspective. This is where many companies and organizations find the maximum return on marketing investment: Identifying the best-matched segments within LGBTQ (instead of trying to be all things to all LGBTQ).
      • Learn best practices for reaching and serving the segments within LGBTQ.
  • David Rothstein – RTi Research, Inc.

    CEO, RTi Research, Inc.

    David is the owner and CEO of RTi Research, a global, full service research company. Under David’s leadership, RTi — a winner of five consecutive Connecticut Top Workplace awards — turns data into meaning, into something that can be communicated simply and acted upon effectively throughout the corporate enterprise.

    • YOU'RE BORING ME | How Story Structure Keeps People From Tuning Out

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Years ago, Google’s motto was ‘Don’t be evil.’ Researchers should riff off this concept and adopt the motto ‘Don’t be boring.’

      In 2018, David Intrator, Chief Meaning Officer at RTi delivered a compelling presentation entitled “What Does It All Mean? Research Storytelling for Turbulent Times.” This year, he’ll go deeper into the secrets of effective storytelling.

      The key? It’s not what you think.

      Story structure — not authenticity — is what actually keeps audiences engaged. It’s story structure that delivers the emotion.

      This critical storytelling concept will be illustrated with real world examples across a variety of media. Attendees will leave with a better understanding of how to structure a research story that keeps people involved every step of the way.

      Key Takeaways

      • Why story structure is the key to emotional punch and audience engagement
      • How to structure a compelling research story
      • Different structures for different types of impact

       

  • Jennifer Rulon – Indiana Farmers Insurance

    Customer Experience Manager, Indiana Farmers Insurance

    Jennifer is the Customer Experience Manager at Indiana Farmers Insurance, focusing on the Voice of the Customer program she implemented there in 2015. She also manages the customer service center, offering support for both independent agents and members of Indiana Farmers. Her more than 20-year career has spanned market, product, consumer, and now customer experience research in the energy utility, consumer electronic, healthcare education, and property and casualty insurance industries.

     

    • Applying Sound Research Methods to the Customer Experience Discipline

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      How can market research methods be applied to customer experience (CX)? Can you create a practical CX program with sound research methods?

      Market research/insights and customer experience are related and sometimes overlapping functions within many corporations. It can be difficult to achieve balance with feet in both camps.

      Get a better understanding of both areas and get tips on coordinating efforts between them from a researcher who transitioned from MR to CX and brought sound research principles along with her.

      Lessons will be illuminated with real world examples from the property and casualty insurance and consumer electronics industries.

       

  • Kelsy Saulsbury – Johnson & Johnson

    Sr. Manager, Strategic Insights + Analytics, Johnson & Johnson

    Kelsy Saulsbury is a Senior Manager at Johnson & Johnson Vision responsible for making real-time insights a reality. She focuses on designing agile research projects and exploring new methodologies that increase the speed to insights. Prior to joining Johnson & Johnson, Kelsy led Consumer Insights & Analytics for Schwan’s Home Service, where she developed a passion for creating research that focuses on the consumer experience.

     

    • Fast & Furious Insights: How Johnson & Johnson Accelerated Innovation Without Crashing Quality

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      The ongoing race to market new products leads to a corollary acceleration of all moving parts of a business.

      As business teams race to innovate faster, they expect both their internal research partners and their vendors to do the same.

      Hear how Johnson & Johnson Vision has been accelerating speed to insights through experimentation and collaboration. By trying new approaches, such as conducting qualitative research on a quantitative scale in real-time sessions with stakeholders present, J&J is able to make quicker decisions and increase speed-to-market for new products.

      Witness examples including work for Johnson & Johnson’s new contact lens, launched this year.

      Key Takeaways

      • Transitioning from traditional to Agile methodologies
      • Creating scalable research solutions as opposed to piloting new approaches
      • Learning how client-side researchers can collaborate together to improve approaches and increase speed to insights

       

  • Sven Raphael Schneider — Gentleman's Gazette

    CEO, Gentleman's Gazette

    In 2010, Sven Raphael Schneider was an unemployed lawyer and recent immigrant to the US with a passion for classic men’s fashion. Along with his wife Teresa, Raphael founded the Gentleman’s Gazette that year with every intention of turning it into . . . a nice hobby.

    Nine years later, Teresa and Raphael have nurtured the Gentleman’s Gazette to be a dominant player in the classic men’s style market with millions of men around the world reading and watching videos and buying their classic men’s accessories from Fort Belvedere, their exclusive brand.

     

    • When the Past is Your Future: Harnessing Fearless Brand Identity to Reincarnate Classic Men’s Style

      Tue. October 22, 2019
      4:15 PM to 5:15 PM

      We had a passion but we also had a problem. What to do when your business idea just happens to be situated in a rapidly dying industry?

      We faced this challenge when trying to get the Gentleman’s Gazette off the ground. How did we not only succeed but become a dominant player in that market?

      We united the passionate people who remained in that industry to fill an unmet need. We provided something universally craved by all people — a sense of community and belonging.

      There’s power in owning your marketing, in claiming a radical brand identity. Join us and we’ll take you along on our journey to revive — and thrive — in the world of men’s classic style.

       

  • Teresa Schneider — Gentleman's Gazette

    CMO, Gentleman's Gazette

    Along with her husband Sven, Teresa founded the Gentleman’s Gazette. Together, they have nurtured it to become a dominant player in the classic men’s style market. Millions of men around the world read, watch their videos, and buy their classic men’s accessories from Fort Belvedere, their exclusive brand.

     

    • When the Past is Your Future: Harnessing Fearless Brand Identity to Reincarnate Classic Men’s Style

      Tue. October 22, 2019
      4:15 PM to 5:15 PM

      We had a passion but we also had a problem. What to do when your business idea just happens to be situated in a rapidly dying industry?

      We faced this challenge when trying to get the Gentleman’s Gazette off the ground. How did we not only succeed but become a dominant player in that market?

      We united the passionate people who remained in that industry to fill an unmet need. We provided something universally craved by all people — a sense of community and belonging.

      There’s power in owning your marketing, in claiming a radical brand identity. Join us and we’ll take you along on our journey to revive — and thrive — in the world of men’s classic style.

       

  • Brad Seipel​ – M/A/R/C Research

    SVP & Group Director, Account Management, M/A/R/C Research

    Brad has been working in marketing research his entire 15-year career and currently serves as SVP & Group Director of Account Management at M/A/R/C® Research. Through his time in this field, Brad has worn many hats, holding the positions of analyst, moderator, account director, and phone room supervisor. Such experience gives Brad a unique understanding of both the researched consumer and the analytic process. He offers clients experience in both quantitative and qualitative research methods spanning various client groups including consumers and business professionals.

    • Agility Training: Take your Insights from Basset Hound to Border Collie

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Agile . . . Agile Insights . . . Agile Learnings . . . Agile Research!

      These days, it seems that we are all clamoring for anything and everything Agile. As corporate researchers, we want to show the C-Suite that we are living by the better, cheaper, faster mantra. But do you feel like you’re chasing your tail, trying to prove just how Agile you are?

      Stop worring and instead become a leader of the pack. Join Zoetis and M/A/R/C Research for some in-depth agility training.

      Learn how the world’s largest animal health company used a combination of techniques, including System 1 & System 2 learnings, along with Agile principles to quickly build, evaluate, and optimize an advertising campaign.

      Key Takeaways

      • Just as important as speed of discovery is the quality of insights.
      • Fail fast so you can succeed more quickly! A truly effective Agile process is a different approach to research and requires researchers to think beyond slower, all-encompassing research phases. Rather than answering every information need, we need to instead break the marketing challenges down to smaller morsels of insight that can accelerate and feed the creative process.
      • Agile research fosters collaboration between brand, marketing, agency and insights teams — perhaps the most powerful (and empowering) Agile benefit!

       

  • Lauren Skellie – Engine

    Vice President, Client Solutions, Engine
    • Customer Centricity: Discovering Emotional Insights With Agile Technique

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      In a world where time matters and Agile solutions are on the rise, the fear of losing the emotional connection to consumers is high. Is it possible to embrace new techniques but still understand the emotions behind behaviors?

      Join Liberty Mutual and the Engine Group as we share how marrying new and traditional techniques can provide a deeper understanding of consumer needs and competitive differentiation to help inform more personalized product solutions. Together we monitored trends and leveraged Agile solutions to capture the emotions behind behaviors. Don’t miss this great example of how you can deploy modernized tools to inform smart marketing, product, and business decisions.

       

  • Jennifer Smith Brittain – Aflac

    Sr. Manager, Customer Experience Strategy, Aflac

    Creative, passionate professional with more than 15 years of experience in marketing and communications at Fortune 500 companies working with top brands such as Aflac and Coca-Cola. Breadth of experience bringing a brand’s vision to life and ensuring that it’s reflected in every customer touchpoint. Develops and implements innovative strategic solutions that help organizations move forward. Leads complex, high-profile projects with proven results.

     

    • Re-defining the Customer in a Traditionally B2B Environment

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Can conceptualizing business relationships in a new way create real-life transformation of a business?

      While from a sales perspective the customer is traditionally the intermediary, there was a desire within the organization to properly understand the end-user as customer — that is, employer-to-employee — opening up new possibilities for driving the business forward.

      This was a foundational piece of research comprising multiple elements (state of the nation groups, customer journey mapping, value proposition development) in order to generate fresh insights.

      Applying the principles of behavioral economics allowed us to reveal the influence of the nonconscious on decision-making and identify potential levers that could be used to nudge behavior in the desired direction. The resulting journey maps could therefore speak to both the rational and emotional mindsets of the customer and were designed to be disseminated broadly across the organization, giving all employees a sense of who the customers are, what they need, and what the priorities should be in terms of customer service.

      Key Takeaways

      • How to expose nonconscious thinking and inform more effective strategies for influencing decision-making
      • How to generate effective visualizations for complex information that can be disseminated throughout a large organization to people in multiple roles

       

  • Eric Solomon – Blackbird

    CMO-in-Residence, Blackbird

    Eric has worked at the intersection of brands, technology, and human psychology for more than 20 years. He has held leadership positions for top technology companies such as Google, Spotify, YouTube, and Instagram. Eric entered the business world through the doors of academia, earning his Ph.D. in cognitive psychology prior to running brand and creative strategy in award-winning advertising agencies. He is currently the CMO-in-Residence for Blackbird, a strategy and business innovation firm based in New York City.

    • Influence in the Machine Learning Age

      Thu. October 24, 2019
      9:45 AM to 10:30 AM

      We are still human beings and nothing has really changed. Except, of course, that everything has changed — more precisely, technology has changed everything.

      We are now at a crux where the Math Men — the owners of data and algorithms — are sitting around the same table as the Mad Men — the owners of the creative process.

      Ongoing developments in machine learning, artificial intelligence, augmented reality, and virtual reality have fundamentally changed the way we both consume and create content, including advertising.

      Although this technology is still in the early days, content creators are already using machine learning-based ‘robots’ to create everything from short screenplays and classic advertising spots to music videos and immersive retail experiences.

      There has never been a more exciting time to explore how art and data science merge to create new meanings for the words creativity, automation, and personalization. Come and explore this intersection of art and science. Come and see what can happen when these beautiful worlds collide.

  • Melissa Spencer – Merck

    Director, Global Customer Insights, Merck

    Melissa Spencer is a marketing research professional with more than 20 years of experience. Her passion lies in the application of insights to identify and solve business problems as well as in mentoring new professionals. Presently, Melissa is a director for Merck’s Human Health business, supporting new product development.

    • The Power of Self-Moderated Peer-to-Peer Discussions

      Wed. October 23, 2019
      3:40 PM to 4:25 PM

      Deeper sharing. Surpising twists. New insights.

      Sound good?

      These results and more can occur when you remove the moderator from the equation in discussion groups.

      Consumer-to-consumer discussions can yield unparalleled empathy and achieve fresh, genuine insights in an enviroment more like a book club than a traditional research group. Learn from this case study how this innovative approach has worked with sensitive topics like Alzheimer’s and how it can work for your next project, too.

      Key Takeaways

      • The great value of gathering unfiltered, natural language from highly engaged participants
      • How unmoderated discussions, consumer-to-consumer can be particularly enlightening with sensitive topics — let’s talk about sex!
      • Important ‘gotchas’ to watch out for as well as best practices for unmoderated research

       

  • Lisa Steele – MRI-Simmons, a GfK division

    Account Director, Brand Parnterships, MRI-Simmons, a GfK division

    Lisa is an Account Director on the Brand Sales team at MRI Simmons. Lisa works with both emerging and established brands to understand their business and provide solutions to help address their goals. The solutions that Lisa provides bring together syndicated and custom insights to give clients the necessary information to market effectively to their key customer segments. Lisa’s experience prior to MRI Simmons includes heading the video solutions team at Innovid and account management at PointRoll.

     

    • Using Segmentation Analysis to Stop the “Leaky Customer Bucket”

      Thu. October 24, 2019
      3:20 PM to 4:05 PM

      What do you do when you’re holding a “leaky bucket”? When sales are down? When existing customers are leaving faster than new ones are being added?

      When Groupon found themselves in this situation, they fielded a segmentation study to answer some fundamental questions:

      Who are our best customers and what do they look like? Who are our best prospects and where can we reach them? How do we get them to our platforms? What are the best offers for them?

      The resulting answers are now being used throughout Groupon’s marketing ecosystem to:

      • Develop persona-based positioning, strategies, and messaging
      • Create personalized messages for existing customers and prospects
      • Develop persona-based media campaigns
      • Drive new product development

      Groupon is taking their segmentation even further by combining valuable custom solutions with broader landscape insights. Come see how segmentation analysis can help you, too:

      • Understand who your best customers are and what they look like to improve your targeted marketing programs
      • Identify and reach your best prospects
      • Determine how to entice new and existing customers to your brand and reverse declines

       

  • Radha Subramanyam - CBS Corporation

    Chief Research and Analytics Officer, CBS Corporation and President, CBS Corporation

    Radha Subramanyam serves as Chief Research and Analytics Officer, CBS Corporation and President, CBS Vision. She joined the company as Executive Vice President, Chief Research and Analytics Officer of the CBS television network in November 2017. She reports to David Nevins, Chief Creative Officer, CBS Corporation, while also working closely with Joe Ianniello, President and Acting CEO, CBS Corporation and his television network leadership team.

    • Turning Digital Disruption to Advantage: How CBS is leveraging Real-Time Insights for Success

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Content, delivered instantaneously. Any place. Any time.

      That is the media landscape today. That is what viewers expect.

      Because of this shift, traditional media companies are being challenged by natively digital companies for viewership. Companies such as Apple, Netflix, Amazon, and YouTube are also aggressively investing in creating their own shows and movies and thereby further threating the entire business model of more traditional media companies.

      However, these trends also present new opportunites for the incumbents to create digital experiences by leveraging data and technology. The insights function can play a crucial role in this highly volatile and rapidly transforming environment.

      Take Aways

      • How the insights function at CBS is leading the charge and embracing digital transformation along with Course5
      • How the insights team is creating a data culture and making it a source of their competitive advantage
      • How best practices can be applied

       

  • Piotr Szymski – Sony Music Entertainment

    Vice President, Catalog and Business Intelligence, Sony Music Entertainment

    Piotr is Vice President, Catalog and Business Intelligence at Sony Music Entertainment. He’s a senior marketing executive with more than 15 years of experience in strategy, insights, marketing, and communication. His experience spans operational and regional roles in blue chip consumer goods and entertainment companies across various categories from cosmetics and detergents to music, beverages, and electronics. He has successfully built and led large, geographically dispersed teams in multicultural environments in Europe, the Americas, Africa, and the Middle East.

     

    • Like Beer & Music – Good Things Come Together With Cross-Sector Learning

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      Can insight-process knowledge be transferred from one industry to another?

      Tide, Shakira, and Miller Light all have their fans and specific audiences. While brand building may be vastly different from industry to industry, much can be learned by noting what works and what doesn’t in another sector.

      Learn from a consumer research pro who draws upon experiences from leading insights teams at P&G, SABMiller, and Sony Music. See how industries can learn from each other to garner audience-centric insights and balance big data and advanced analytics with more traditional qualitative and quantitative market research.

      The source of data and methodology is secondary. How it helps you understand the audience and drive business decisions is what really makes the difference.

      Key Takeaways

      • How to balance qualitative research depth and insight with big data breadth and scale for the best possible insights
      • How to influence organizations to steer clear of both data avoidance and data overreliance.

       

  • Brian Thompson — Vital Findings

    Senior Director, Vital Findings
    • Give Your Research an EDGE: New Techniques

      Thu. October 24, 2019
      11:15 AM to 12:00 PM

      The bar continues to rise for insights professionals. The pressure is on to make a unique impact with research.

      Join us as we tackle this challenge head-on! In this technique-sharing showcase, we’ll reveal how we used innovation and creativity to add an edge to research and insights for 3M and Cox Automotive. Our clients will also share the impact these techniques had on stakeholders and how you can apply it to your team.

      We’ll be featuring an interactive insights sharing website, a tipping point analysis, and a uniquely personalized Discrete Choice Model to predict changes in consumer behavior.

       

  • Brett Townsend – Electrolux

    Director of North America Insights, Electrolux

    Brett is Head of North America Insights for Electrolux where he provides deep, transformative consumer insight, consumer opportunities, and marketplace understanding to drive business decisions related to strategic planning, new product innovation, brand and communication, and in-store sales and merchandising programs.

    • It’s Not You, It’s Me - Our clients aren’t the problem, we are.

      Wed. October 23, 2019
      8:30 AM to 9:15 AM

      Mountains of data. Piercing analytics. Deep human understanding.

      Now is the golden age of insights . . . so why doesn't it feel that way within so many companies?

      In this session, we’ll take a good, long look into the mirror to explore what we can do about elevating our industry in the minds of business leaders.

  • Randa Ulankiewicz – Society of Actuaries

    Market Research Analyst, Society of Actuaries

    Randa is a Market Research Analyst for the Society of Actuaries where she conducts both quantitative and qualitative research. She has market research experience in CPG and the financial services industry. Currently, Randa serves as President of the Great Lakes Chapter of the Insights Association.

     

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Carl Van Ostrand – DISQO

    Vice President, Consumer Insights, DISQO

    Carl is VP, Consumer Insights for DISQO, an LA-based company that empowers clients with previously inaccessible behavioral and attitudinal data solutions. He develops new applications to help clients address needs using behavioral data. Carl has 15 years of professional experience in digital market research, working closely with clients while leading and executing projects. Carl’s career has spanned full service agencies, innovative research technology companies, and global panel companies.

    • Solving for Online Grocery: Leveraging Passive Behavioral and In-The-Moment Attitudinal Data

      Wed. October 23, 2019
      1:45 PM to 2:30 PM

      The world of online grocery shopping continues to evolve. How do we wrap our heads around consumer behavior in this new world?

      Kroger/84.51 set out to investigate online grocery shopping and find answers to a set of challenging questions. How are consumers searching and building their baskets? Where & when do they shop, and what categories are they buying?  What else are consumers doing while they shop, and how do experiences across retailers compare?

      By tracking observed digital behavior and triggering surveys during the shopping experience, Kroger shed light on this still-new phenomenon.

      Key Takeaways

      • Unique insights on the topic of online grocery shopping, especially “basket building” and "cross-shopping"
      • How to transform consumer behavioral data to key metrics, and ultimately drive change to solve problems 

       

  • Erin White – Liberty Mutual

    Director, Marketing Insights & Analytics, Liberty Mutual
    • Customer Centricity: Discovering Emotional Insights With Agile Technique

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      In a world where time matters and Agile solutions are on the rise, the fear of losing the emotional connection to consumers is high. Is it possible to embrace new techniques but still understand the emotions behind behaviors?

      Join Liberty Mutual and the Engine Group as we share how marrying new and traditional techniques can provide a deeper understanding of consumer needs and competitive differentiation to help inform more personalized product solutions. Together we monitored trends and leveraged Agile solutions to capture the emotions behind behaviors. Don’t miss this great example of how you can deploy modernized tools to inform smart marketing, product, and business decisions.

       

  • Sarah Wholey, MS, PRC — American College of Obstetricians and Gynecologists

    Senior Market Research Manager, American College of Obstetricians and Gynecologists

    Sarah Wholey, PRC, has conducted market research on behalf of numerous organizations over the past 25 years, focusing on mission-driven nonprofits. She currently leads market research on behalf of the American College of Obstetricians and Gynecologists as senior market research manager. Prior to this, she led Market Research and Consumer Insights at the American Diabetes Association and also spent many years conducting audience and station research on behalf of PBS. On weekends, you can find Sarah camping at a music festival.

     

    • There’s Still a Bottom Line and Other Misperceptions: What You Didn’t Know About MR in Associations and Nonprofits

      Thu. October 24, 2019
      1:30 PM to 2:15 PM

      Learn from a large panel of corporate association and nonprofit researchers.

      This is the place to start the conversation around the needs, differences, and networking opportunities for association and nonprofit corporate researchers . . . an underserved and often misunderstood group.

      1. Overview of MR in associations & nonprofits. What are the leading trends, challenges, and benefits?
      2. Unique comparisons of association and nonprofit MR versus for-profit MR
      3. How do associations and nonprofits differ in KPIs? How are they selected, tracked, and justified?
      4. How attention to volunteers and volunteering creates both unique challenges and opportunities for association and nonprofit MR teams
      5. Advocacy is a complex issue. How do we navigate regulatory restrictions and regulatory imperatives?
      6. Financial KPIs such as revenue generation are important for nonprofits, too! Comparisons against for-profit in how to approach growth and other money matters

      Key Takeaways

      • How to translate and apply market research lessons from alternative sources
      • Learn how corporate researchers are dealing with volunteers and with advocacy

       

  • Chris Wilkes - YouGov

    Director of Business Development, Custom Research – U.S., YouGov

    Chris Wilkes is a “wearer of many hats” and multi-dimensional market research veteran with almost 20 years of experience in the industry. He has designed and executed hundreds of custom research studies and programs as a practitioner — qualitative and quantitative — around innovation, consumer understanding, customer experience, and branding and communications. He now works with YouGov in support of multiple verticals on new client acquisition and strategic account management.

    • Strengthening Your Brand's CSR by Understanding Advocacy

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      In addition to the obvious good that they accomplish, corporate social responsibility programs powerfully spark positive feelings in both customers and the general public.

      But if the cause is not in sync with what people really care about, such efforts will not have the anticipated ROI.

      Before making better investments, we need to identify and understand our customers . . . and those of our competition. What are the archetypes of advocates? What are their levels of involvement?

      Key Takeaways

      • Identify higher value customers in areas where they are more likely to participate
      • Focus resources away from causes of less importance to less engaged advocates (or “slacktivists”)
      • Increase chance of attracting “switchers” to align with you and your chosen cause(s)
      • Increase affinity towards your brand
      • Eliminate inefficient use of resources

       

  • Tom Wilson

    • LGBTQ Community Survey: Key Findings & Insights

      Wed. October 23, 2019
      11:00 AM to 11:45 AM

      Not all that long ago, the LGBTQ community was virtually ignored as a market. Now, an openly gay man is running for President. Things change.

      Gain practical insights about the interests, purchases, demographics, and motivations of the LGBTQ community via CMI’s LGBTQ Community Survey, the longest-running (13 years), largest (45,000+ participants), most representative (150+ countries), and diverse (LGBTQ++) study of its kind.

      Attendees will learn some of the “similarities” across LGBTQ, what brings us together as a “community,” and how some research and outreach approaches are appropriate for the aggregate “LGBTQ Community.”

      Roth will also discuss some unique differences within LGBTQ from a gender, generational, and ethnicity perspective. This is where many companies and organizations find the maximum return on marketing investment: Identifying the best-matched segments within LGBTQ (instead of trying to be all things to all LGBTQs). Learn the best practices for reaching and serving the sundry segments within LGBTQ.

      Key Takeaways

      •  Understand some of the "similarities" across LGBTQ; what brings us together as a "community" and how some outreach approaches are appropriate for aggregate "the LGBTQ Community."
      • Understand some of the unique differences within LGBTQ from a gender, generational and ethnicity perspective. This is where many companies and organizations find the maximum return on marketing investment: Identifying the best-matched segments within LGBTQ (instead of trying to be all things to all LGBTQ).
      • Learn best practices for reaching and serving the segments within LGBTQ.
  • Monika Wingate – Digsite

    CEO & Co-Founder, Digsite

    Monika is the CEO and co-founder of Digsite, an agile consumer insights platform. She has more than 20 years of marketing, innovation, and market research experience. Monika has held positions at Pillsbury, General Mills, and the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison. She is a frequent speaker and regular blogger on research topics.

     

    • How to Bring Agile Insights into Product Development

      Wed. October 23, 2019
      4:35 PM to 5:20 PM

      Want to accelerate timelines? Foster closer customer collaboration?

      If your team is still relying mostly (or exclusively) on in-person research and survey-based field tests for product testing, it’s time for a change.

      Today’s leading innovation teams are applying Agile principals that foster customer collaboration and rapid iterative feedback during product development.

      Join us to learn how to embrace new online research tools. Come see how to embed in-context learning earlier in development.

      In this session, Johnsonville Senior Consumer Insights Manager Karen Kraft and Digsite CEO Monika Wingate will share how Johnsonville is using Agile qualitative technology to embed context and usability into their product testing. They will also discuss the benefits of implementing online qualitative into your research.

      Key Takeaways

      • How online qualitative can improve both speed and quality of product testing
      • Innovative approaches you can use to implement agile product development
      • The role of online qualitative versus quantitative research

       

  • James Workman – Eli Lilly and Company

    Director Market Research Project Management, Eli Lilly and Company

    Jim is the Director of Market Research Project Management at Eli Lilly and Company and has worked in market research for more than eight years. His previous experiences in production planning, materials management, and supply chain management provided a strong foundation for developing a logical, systematic approach to performing market research. He has a Bachelor of Science degree in Industrial Management with a minor in Industrial Engineering from Purdue University. He is also certified in Production and Inventory Management from the Association of Supply Chain Management (ASCM).

    • A Better Way to Manage MR Projects

      Thu. October 24, 2019
      2:25 PM to 3:10 PM

      What could assembly lines and insights discovery possibly have in common?

      To successfully manage an activity, you must first understand its process. And market research does follow a process. Adding or removing options on a research project is akin to option management and planning on an assembly line.

      To improve the efficiency and efficacy of today’s research projects, we need to consider new paradigms. By creatively thinking about how to manage and run projects differently, we can significantly impact efficiency and productivity.

      This session will challenge you to view your business through a different lens and consider new ways to improve your processes. Join us as we see how Eli Lilly and Company applied industrial engineering and production management techniques to revolutionize their MR projects.

       

    • CR-Only: A Better Way to Manage MR Projects

      Tue. October 22, 2019
      2:00 PM to 2:45 PM

      What could assembly lines and insights discovery possibly have in common?

      To successfully manage an activity, you must first understand its process. And market research does follow a process. Adding or removing options on a research project is akin to option management and planning on an assembly line.

      To improve the efficiency and efficacy of today’s research projects, we need to consider new paradigms. By creatively thinking about how to manage and run projects differently, we can significantly impact efficiency and productivity.

      This session will challenge you to view your business through a different lens and consider new ways to improve your processes. Join us as we see how Eli Lilly and Company applied industrial engineering and production management techniques to revolutionize their MR projects.

       

  • Cathy Wray – MassMutual

    Director, Customer Centricity, MassMutual
    • Customer Insights to Drive Sales Solutions

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Tying ROI to sales solutions can be difficult, but having a foundational understanding of alignment between product and customer needs can help.

      Join Cathy Wray as she shares how insights into MassMutual’s customer base has supported the organization’s market goals and allowed the company to tie ROI to specific sales solutions.

       

  • Tiffany Yadlovski — Zoetis

    Manager, Market Research, Zoetis

    Tiffany’s passion for research is what spurred her career in marketing research and she brings that passion every day to her current role at Zoetis Inc. as a manager of market research. Prior to working in animal health, she worked at consumer packaged goods companies both as a supplier of research and internal manager of research. This experience has allowed Tiffany to have a hand in research from early ideation phases all the way through to in-market tracking. She prides herself in being a trusted partner who delivers insights that matter.

     

    • Agility Training: Take your Insights from Basset Hound to Border Collie

      Wed. October 23, 2019
      12:50 PM to 1:35 PM

      Agile . . . Agile Insights . . . Agile Learnings . . . Agile Research!

      These days, it seems that we are all clamoring for anything and everything Agile. As corporate researchers, we want to show the C-Suite that we are living by the better, cheaper, faster mantra. But do you feel like you’re chasing your tail, trying to prove just how Agile you are?

      Stop worring and instead become a leader of the pack. Join Zoetis and M/A/R/C Research for some in-depth agility training.

      Learn how the world’s largest animal health company used a combination of techniques, including System 1 & System 2 learnings, along with Agile principles to quickly build, evaluate, and optimize an advertising campaign.

      Key Takeaways

      • Just as important as speed of discovery is the quality of insights.
      • Fail fast so you can succeed more quickly! A truly effective Agile process is a different approach to research and requires researchers to think beyond slower, all-encompassing research phases. Rather than answering every information need, we need to instead break the marketing challenges down to smaller morsels of insight that can accelerate and feed the creative process.
      • Agile research fosters collaboration between brand, marketing, agency and insights teams — perhaps the most powerful (and empowering) Agile benefit!