Conference Program


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  • Agenda

Conference Program

Friday, September 16

8:00 - 9:00 am: Arrival and breakfast
9:00 - 9:05 am: Welcome

Opening remarks

9:05 - 9:50 am: How Campbell's Leverages Behavioral Research and Augmented Reality to Fuel Innovation


  • Katie Egge - Senior Vice President, Head of Client Services  NAILBITER
  • Lindsay Fankhauser - Sr. Shopper Insights Lead - Snacks, Campbell Soup Company

In this session, Campbell’s and NAILBITER will share how Campbell’s uncovered actionable insights on how their consumers interact with their products at the moment of truth, leveraging behavioral videometrics. Be prepared to be surprised! 
By strategically implementing a multi-step research approach, Campbell’s first took the time to understand how consumers were interacting with the salty snacks category and key Campbell’s salty snacks products in-store today. Then, with an informed understanding of what drives success for both the salty snacks consumer and category, Campbell’s next prepared to use Augmented Reality to test a new, innovative, recommended store layout, which implemented important findings from Wave 1 of the research. This session will describe the planning and execution of this multi-wave approach as well as the team’s major takeaways.

9:55 - 10:25 am: Got Spruce? – Relaunching Cold Brew Coffee in a Gen Z World



  • Elliot Savitzky – Senior Vice President – TRC Market Research 
  • Hannah Robbins – CMO Spruce Haven Farm

The Spruce Haven Farm family started in 1987 with a small herd and a dream. A dream of “Be fruitful, and multiply, and replenish the earth.” These words inspired a lifelong passion for innovation in farming and sustainable action.

The company is committed to Doing Good. They developed Spruce, a cold brewed coffee that contains fresh, traceable ingredients - creamy milk from pampered dairy cows blended with high-quality Arabica coffee from a family-owned coffee farm in Guatemala.

This presentation is all about finding the most appropriate target group for an innovative product that is committed to doing good. Good to the consumer, good to the community, and good to the environment. Together, TRC Market Research and Spruce Haven Farm took a hard look at all the marketing components of the brand. The name, the package, pricing, the message, distribution, and the product itself. Given the extraordinary times we faced and continue to face during the pandemic, we went in search of the consumers that would most benefit from the values held strongly by the brand and how to best deliver the message.

The three key takeaways from this presentation are:

  1. How was the target market identified? 
  2. What are the Key Messages that need to be communicated?
  3. How can they differentiate themselves within a fractionated market?

Learn how we guided the company to optimize the name, the package, the pricing and the messaging that will allow it to grow during these challenging times. Join Elliot Savitzky of TRC and Hannah Robbins, CMO of Spruce Farm, to learn about this innovative solution during extraordinary times.


10:25 - 10:40 am: Coffee Break and Networking
10:40 - 11:10 am: Jobs-to-be-Done Innovation with Behavioral Science


  • Owen Jenkins, VP Client Services, Protobrand

Most new products fail. Sometimes they fail because they function poorly. Mostly they fail because they didn’t connect with consumers. They didn’t provide the symbolic and experiential meaning the consumer is looking for. A jobs-to-be-done framework, coupled with behavioral science, takes you beyond purely functional improvements. It helps you explore the feeling and meaning that consumers are looking for.

11:15 - 11:45 am: Using UX Research Methods to Make Your Research More Impactful


  • Meghan Archambault, UX Research Lead, WEX Inc.
  • Jessica Kane, Senior Manager, User Experience Research, VMware

Are you looking for new methods or techniques to add to your research repertoire? Or would you just like to understand what methods and techniques UX researchers use to help you stay connected and collaborative with the UX team within your company? Jessica Kane and Meghan Archambault will talk about the unique methods, techniques and tools used in UX research - what they are used for, how they work, etc. You will also get to walk through/see a usability test live - we'll walk through the set-up, the data collection and you'll see how insights are captured and shared.

11:50 am - 12:20 pm: Methodology vs. Method –Using Quantitative Methods to Enhance your Qualitative Methodologies



  • Jason Kitayama, Senior Vice President, Fulcrum Research Group 
  • Ken Berry, President, Jibunu LLC

Adding quantitative tools to your qualitative research can not only enhance the quality of moderation and the accuracy of data collection, but it can also create a consistency of method that provides comfort and ease for clients when expanding into larger sample quantitative message testing.


12:20 - 1:20 pm: Lunch
1:20 - 2:05 pm: Are Podcasts Pushing the Industry Forward? Exploring the Impact of Podcasting on the Insights Industry.


  • Adam Jolley, Co-host, The R.I.D.E.
  • Adam Dietrich, Co-host, The R.I.D.E. 
  • George Carey, Host, Passion Points Podcast
  • Katrina Noelle, Co-host, TRIP Podcast
  • Kristin Spraggins, Co-host, TRIP Podcast

Podcasts are quickly becoming a staple of the modern media diet. As such, they have also started to penetrate the business world in a variety of ways. Drawing from years of experience, our panelists will explore market research podcasting as an innovation in two primary ways: 1) as a convenient and easily digestible medium that is opening new pathways towards knowledge sharing within the industry and 2) as a marketing tactic for companies looking to expand the ways they are reaching and engaging with relevant audiences. 

2:10 - 2:40 pm: It’s not Always What You Say, It’s How You Say It: Successfully Presenting Insights


  • Aïcha Ly, Founder & CEO SITB LLC

Any insights professional knows that beyond making sure your analysis and recommendations are airtight, the presentation of your insights is critical. It is not always what you say but how you say it that matters.

According to research, 44% of US adults say that public speaking is the social interaction that makes them the most nervous. More so than a job interview, selected by 29% of respondents. We know nerves are normal, but we also know that confidence and preparedness is key. 

In this session, we explore the below 5 key areas of effective public speaking and provide experience and research-based tools to develop into a master storyteller.


2:45 - 3:15 pm: Research Driving Innovation: A Case Study in How Talking to the Right Users Led to Product Innovation within the Sales Industry


  • Lauren McKenzie, VP of Product Design and Research, Drift

Case Study: As Drift breaks into the Sales tech space, we are faced with competition and inertia. In order to innovate, we needed a different approach. So instead of researching with just salespeople, we talked to their customers. The result is a new product that was built around research showing that customers want transparency, consolidation, and collaboration within the sales process.

3:15 - 3:30 pm: Coffee Break and Networking
3:30 - 4:15 pm: Demographics

Details coming soon

4:20 - 4:50 pm: Can You Handle the Truth?


  • Allison Scott, Senior Director, Customer Transformation, Zappi

Insights leaders have always been reliable truth-tellers in marketing organizations, and we’ve never before been so well-equipped to discern human and market truths. Yet there’s a widening gap between the post-pandemic social, economic, and behavioral truth of our consumers and the narrow insights underpinning some innovation and advertising output. What technical and cultural competencies are necessary for insight leaders to be the truth tellers that brands need?

4:55 - 6:00 pm: Cocktail Hour