Join us in Phoenix for the Southwest Chapter's Annual Educational Forum!
August 7-8, 2019
Room Rate = $150/night (through July 17th)
*Hotel is now sold out for lodging; please see below for other nearby lodging options
- Member Insights Association or AMA:
- $199 before July 17
- $225 after July 17
- $225 before July 17
- $249 after July 17
- Wednesday Reception Only:
- Thursday Sessions Only:
Camelback Inn Resort & Spa (Marriott Property) - Room rates from $219/night
Mountain Shadows Resort - Room rates from $149/night
Embassy Suites by Hilton Phoenix Biltmore - Room rates from $120/night
Omni Scottsdale Resort & Spa at Montelucia - Room rates from $103/night
Paving a Path to the Future - Building Your Futurist Toolkit
Mike Courtney (Aperio Insights)
We can’t predict the future (at least not all of it) but we CAN take steps to understand the drivers of change and how scenarios can help us identify opportunities and handle obstacles. You pay attention to trends, but do you know how to identify and truly future-proof your organization's critical uncertainties? Join Mike as he gives us a sneak peek at what futurists do all day (hint, we don’t spend our time polishing crystal balls…). This talk will share real world, behind the scenes examples of how futurists apply powerful foresight tools and create blueprints for success.
How AB InBev's Labatt Used 24-Hour Research to Win in Digital
Raj Manocha (Methodify) and Alyssa Rodrigo (Labatt Breweries of Canada)
AB InBev's Labatt is one company that's way ahead of the curve, understanding the significance of employing a 'channel first design strategy' in marketing. They also know the importance of ascertaining customer feedback, creating the right content for the channels that best reach their audiences - existing and new. In this session, Raj and Alyssa will share how Labatt's digital content being tested on Methodify have proven to be some of the strongest performing assets across Anheuser-Busch InBev globally.
Designing Metrics That Make Things Better
Racquel Martin (Mary Kay)
In this session, Racquel will share how the Strategic Insights team elevated the importance and influence of insights across Mary Kay, a global skin care and cosmetics brand and one of the world's largest direct selling companies. She will discuss how Strategic Insights engaged stakeholders by bringing them along through the process of redesigning metrics that mattered to the business, and how those metrics were incorporated into business planning to help support Mary Kay's global strategy. She will share how her team delivered insights through a story-driven lens utilizing a variety of data visualization techniques including dashboards. She will also share how they plan to continuously measure metrics that make things better and engage stakeholders to help turn insights into action.
Building the Brand: How Customer and Colleague Panels are Key to Evolving the CVS Health Brand
Caron Merrill (CVS Health)
CVS Health has its roots in Retail, yet in recent years, has evolved its brand and is now becoming a rising Healthcare company. It has 9,900 retail pharmacy locations across the USA, 1,100 retail clinics, and a PBM serving 92 million plan members. In 2014, CVS was the first pharmacy retailer to stop selling tobacco products, and in late 2018 acquired Aetna, bringing the total number of medical benefit members to 22 million. CVS serves 5 million customers a day across the US and fills 2.5 billion prescriptions a year.
Listening to customers is in CVS Health's DNA. Through the CVS Customer Advisor panel and the recent addition of the CVS Colleague panel, Caron will discuss how these two listening posts help to evolve the brand, keep a pulse on the products and services customers need today, and revel how the frontline colleagues can help spot customers' unmet needs. The presentation will also cover the power of regularly integrating CX data, Call Center data, and Social Media data in order to unpack customer needs at various touchpoints with the brand.
The Real World of an Insights Architect
Dom Ricchetti (ServiceNow)
In an era of DIY research tools and Big Data, many forms of insights can proliferate, and often be confounding or contradicting without structure. Being an Insights Architect builds on research methods and best practices, information architecture, data structure and integration, analytics, organizational operations and human factors. It puts the emphasis on how insights can be built up, so that they are collectively more powerful and easier to use – and how gaps can be identified, then prioritized for strategic investigation. The role guides how to synthesize across research studies, behavioral and market data, and competitive intelligence – for various departmental needs including business strategy, product innovation and marketing – to build an additive model about users, their environment and experiences. As the lead Insights Architect at ServiceNow, Dom will share practical experiences about becoming an Insights Architect and leading the function successfully.
Blockchain, 5G and IoT - A New Data Revolution
Ian Roberts (Internet Research Bureau)
Ian will discuss the purpose of Blockchain and similar ledger technologies. He'll talk about how Blockchain and new 5G technology will assist in the adoption of IoT, how all of these technologies will massively increase the volume and accessibility of data, and what all of this means for the future of Market Research.
Breaking Barriers to Breakthrough Research
Dr. Karl Steiner (Vrbo)
Market Research and Design Research. Quantitative and Qualitative. Internal and External. As researchers, we are great at putting things into separate categories, but don't always see the opportunities to bring things together. Enabling researchers to more effectively collaborate across research disciplines, across parts of the organization, and even with researchers outside of the organization can drive significant Marketing, Product and Design benefits. In this presentation, Dr. Karl Steiner will describe how the Customer Insights department at Vrbo brings researchers with different backgrounds together to drive a culture of customer-centricity, as well as offering practical suggestions for any team looking to work with and leverage research insights from multiple internal and external sources.
The Addiction to Big Data: How Small Data Can Save the Day
Dr. Ari Zelmanow (Twitter)
Big data has become as ubiquitous as cubicles. Businesses have become increasingly dependent on large data sets that promise to predict the future, reveal hidden patterns, trends, and associations, and explain human behavior and interactions like never before. The dependency on these promises started a vicious cycle where businesses needed more data to make decisions; they needed more data to justify decisions; they needed more data to justify data; then they needed data for the sake of data. The thirst for data was unquenchable and no matter how much they consumed, it was never enough. The problem is, Big Data isn't the oracle that some would have you believe. The addiction to data is taking businesses farther away from making simple decisions without it, is often a block to action, and takes us father away from being customer-centric organizations. It's time to break the cycle of addiction, become smarter about our consumption of data, focus on context and people, and leverage data for what it's truly intended for - making AND acting on solid business decisions.