Using Cross-Disciplinary Insights to Understand Your Customers Journey

Salima Nathoo, Senior Director, Wall Street Journal Dow Jones

 

We leveraged behavioral data to first identify target audiences. Once these customers were identified we sent them a custom survey that explored media preferences, content preferences and live journalism formats. The goal of this research was ultimately to help us understand how to speak with top management readers, what kind of stories and live journalism would be compelling for them to read. This presentation will show how we used behavioral data (page views, cross over analysis) as well as results from primary survey in a clear simple narrative.

The Role of Segmentation in the Fight to End World Hunger

Andrew Willard, Parrtner, W5

Gemi Hartojo, Relationship Marketing Manager, Rise Against Hunger       

 

Learn how Rise Against Hunger and W5 leveraged segmentation to understand key Rise Against Hunger audiences – volunteers, corporate decision makers and donors – to increase brand awareness, engagement and funding to create a movement to end world hunger. This case study presentation will highlight the benefit of applying research methodologies to address a global nonprofit’s future brand marketing and operational focus, how to leverage internal stakeholders and methods to ensure a smooth adoption and implementation process.

Broaden Your Agile Skillset: How to Combine Consumer Insights and Experience Design Approaches to Get Deeper Insights, Faster

Monika Wingate, CEO and Co-Founder, Digsite, Inc.

Jane Roach, Digital Customer Research Scientist

 

Experience Design (XD) researchers were early adopters of agile principles, using specialized methodologies to iteratively design and test solutions while exploring behaviors and attitudes in-context. As marketing and product teams look to be more agile, what can we learn from XD approaches? American Family Insurance Research Scientist Jane Roach and Digsite CEO Monika Wingate will discuss how to merge XD principles with customer insights while illustrating how XD approaches help companies get deeper insights.

How Video Among Engaged Respondents Can Bring Consumer Insights to Life

Adam Portner, Vice President, Client Solutions, ProdegeMR

Matt Marontate, SVP, Sales LivingLens

 

Prodege’s client was interested in sizing the pet owner market and exploring opinions on pet products. We fielded an online quantitative survey and, in partnership with LivingLens, incorporated technology to capture video responses. Video capture enabled us to provide the client with not only more detailed responses than obtained via text, but also codify the degree of emotion expressed in response to the questions. This data informed the subsequent exploratory phase of their research program.

You're Boring Me | How Story Structure Keeps People From Tuning Out

David Rothstein, CEO, RTi Research

David Intrator, Chief Meaning Officer, RTi Research

 

David Intrator, Chief Meaning Officer at RTi, will share the secrets of effective storytelling by exploring story structure. You'll learn that structure, and not authenticity, is what actually keeps audiences engaged and delivers emotion. This critical storytelling concept will be illustrated with real-world examples across a variety of media.

Get to Know Your Customer - How to Uncover Qualitative Insights That Have Maximum Strategic Impact

Barbara Giaimo Rice, Director, Market Research, TechStyle Fashion Group – Fast Fashion

Aditi Sahni, Senior Manager, Member Insights, TechStyle Fashion Group – Savage X Fenty

 

TechStyle Fashion Groups leverages rich data to best serve customers of its five successful ecommerce brands – JustFab, ShoeDazzle, Fabletics, FabKids and Savage x Fenty. But data and numbers only tell one side of the story. TechStyle has a unique customer relationship where employees within each brand can interact face-to-face with real customers across the country. Learn how TechStyle leverages these interactions to uncover insights that inform strategic business decisions across the organization.

Putting Patients Front and Center in Health Care Research

Matt Marontate, SVP Sales, LivingLens                     

Sally Udayakumar, Fieldwork Consultant, Global, Just Worldwide

           

Health care is a very personal subject and extremely emotive, especially for those suffering from serious illnesses. We share with you how by adopting video, in conjunction with more traditional techniques, we are able to gain rich insight from patients and health care professionals to help understand and improve the patient journey. Learn how video can help you tell powerful stories whatever sector you are in.

Enabling Breakthrough Ideas Through Innovation Pipeline Sprints

Jason Hauer, Co-Ceo The Garage Group

 

Hear behind-the-scenes lessons learned from the trailblazing team from a F500 Food and Beverage Company that leveraged a 5-Day Innovation Pipeline Sprint approach to revitalize their portfolios and fill their 3-year innovation pipelines with meaningful, consumer-driven ideas. With iterative input from constant consumer touch points over 5 days, the teams transformed their historically linear process. The team will share the overall approach they took, key enablers that led to their success, and lessons they plan to apply to future growth challenges. Courageous minds only.

Three takeaways:

• Why taking an entrepreneurial approach to tackle tried and true challenges leads to better, more consumer centric results

• How to keep your existing brands relevant in the face of market shifts
• Leveraging Jobs to be Done and iterative, real-time consumer input enables stronger ideas.

Fixing Research Pain Points: How Blockchain Will Shape the Industry

Henry Chan, CEO, PREDIQT

 

We will present how blockchain will address the market research industry pain points and shape the industry.

AI You Can Drive My Car: Consumer Emotion, Identity and the Future of Self-driving Vehicles

Chris Neal, VP, Tech + Telecom, Chadwick Martin Bailey

 

In all the excitement and drama surrounding the inevitable rise of self-driving cars, consumers have often seemed like an afterthought. This session features findings from landmark consumer research exploring how consumer emotions and identity are shaping the future of self-driving cars along with other disruptive technologies.

Customer Experience – Case Studies in Science-based CX

Peter Simpson, Principal, xsperient І Segmedica

 

Customer experience and patient journeys require a sound science base if they are to reflect the true experience and provide actionable results. We’ll demonstrate how to apply brain science and physiology to customer typing and the underlying topic to produce superior results. We’ll show case studies from the health care, skin care and food service industries, with principles that apply to all businesses. This talk will also address the vital link between CX and market segmentation.

Research on Research: The Evolving Respondent

Peter Manickas, Director, Comcast

Scarlet Wynns, Ph.D., Senior Director, Comcast

John Schiela, President CT&M, Phoenix Marketing International

 

Join Comcast researchers as they explore how the rapidly evolving world is affecting the way research surveys are taken and the impact those changes can have on the information collected. Gain insight into best practices in sampling (including combating fraudulent sample), the impact on scale set-up and form in factor results, the impact on device type used in surveys, visual graphics vs textual graphics in presentations, and explicit vs implicit questioning.

Research and the Elusive Generation Z

Holly Carter, Director of Product Marketing, Confirmit

 

One of the biggest challenges in research today continues to be engaging the youth market. In this presentation, Holly Carter, Confirmit’s director of product marketing, will discuss opportunities researchers can leverage to better engage Generation Z and Millennials on their terms, including: designing shorter and highly engaging surveys leveraging gamification and social media tactics; and using mobile to replicate a social approach to recording in-the-moment feedback, attitudes and behaviors.

Decoding Disruption: Understanding Consumer Expectations for Brands

Isaac Rogers, CEO, 20|20 Research

Sonya Turner, Senior Director of Insights, 20|20 Research

 

Disruption. Much has been said and written on the trend but very little focuses on understanding the consumer’s perspective of the concept and what that means for brands and insights. With this in mind, 20|20 undertook a multi-phase study exploring the idea in-depth with consumers and corporate researchers alike. In this session, we’ll detail the findings of this research and share how disruption is influencing consumers’ expectations for brands.

Research, Meet Communications. How Insights Teams Can Drive PR Coverage

Michael Moschella, Director at DKC Analytics

Harro Cyranka, Senior Data Strategist at DKC Analytics

Kyle Gollins, Vice President of Sales at Pollfish

 

Brands with unique perspectives are the ones who grab the attention of the press. DKC Analytics shares how they have used high-speed mobile data collection to find uncommon angles and interesting insights for clients such as Airbnb, Boarshead, and more that launched them into the national news cycle. They share how real consumer feedback led to the development of a new product for Airbnb, and how they continue to create their innovative and data-driven campaigns.

Conquering E-Commerce by Capturing Consumers’ Gut, Heart and Mind

Ericca Dennehy, VP of Account Management, AcuPOLL Precision Research

 

The life-battle for brands has shifted to e-commerce and unlike conventional rules of the store shelf, online competition is limitless. Your fate is determined by how well you capture customer attention – impulsively, emotionally and rationally – yet traditional methods focus only on the latter. We’ll share a case study involving a leading CPG firm that tapped into impulse, emotion and conscious reflection to pinpoint the most effective strategy to win in the e-commerce jungle.

Communicating and Persuading via Stories – from the Conference Room to the Boardroom and Beyond

Jeri Smith, CEO, Communicus

As the market research industry has come to realize that data charts often aren't the best way to communicate insights, there’s been a rush to storytelling. In this presentation, we share tales of when stories work, when they don't, and how to craft persuasive presentations that blend storytelling techniques with consumer testimonials and persuasive visual displays of data to ensure that insights are understood and acted upon.

Three Take-a-ways: by attending this session

1. Common pitfalls associated with the use of storytelling formats for research presentations, and how to avoid them
2. How to analyze your audience to ensure success in connecting and communicating with them
3. How to blend stories, data, testimonials and other tactics to get your points across and into the long term memories of your audience

Winning Casual Dining with Today's Teens

Mary McIlrath, Senior Vice President/Partner, C+R Research

Nina Guest, Manager, Consumer Insights, Olive Garden

 

Olive Garden teamed up with C+R Research’s YouthBeat® analytics group to understand what is driving special occasion dining options for today’s teens. Utilizing their language (social media, photos, videos and imagery) and trending YouthBeat® data from when Millennials were teens, Olive Garden sought out to understand what drives their restaurant selections. They were also able to understand how these young consumers are different – and similar – and to formulate strategies for how to best serve them.

Accelerate Relevance – Making Insights Sticky in Slippery Times

Kelley Styring, Founder and Principal Researcher, InsightFarm Inc.

 

We’ve all felt the pressure of more information flowing in and our capacity to absorb it steadily diminishing. How do we sort through it, make the most of it, and not feel “fear of missing out?” On the flip side, how do we assure that our clients/business partners notice what we send and get the value we offer? This presentation highlights 3 ways to make insights more relevant, and sticky, in today’s ever-changing information landscape.

Rise Up! The Manifesto for Revolutionary Marketing

Priscilla McKinney, CEO, Little Bird Marketing

 

As the MR industry continues to grow, more companies offer similar products and services. In an increasingly digital world, how do you differentiate your brand and get noticed for your expertise? Press pause on discussing focus groups, insights, sampling and qual/quant methodologies to discover the radical change your company needs to get ahead of the sales and marketing game. You’ll learn powerful tips and content marketing best practices to build a sustainable lead generation platform.

Memory Reconstruction Interviews: Revealing what People Can't (or Won’t) Say in Conventional Interviews

Doug Grant, Managing Director, Inqui Research

 

Hybrid Qual/Quant questions to identify the most important concept optimizations (in addition to traditional quantitative evaluation)

Millennial Parenting: The New Family Dynamic

Allison O'Keefe Wright, EVP, Managing Director of Research and Strategy, Open Mind Strategy

 

In their formative years, Millennials challenged many marketers’ ideas about researching and marketing to the “youth market.” But just as brands finally have these aliens figured out, Millennials are shifting from being the youth cohort to raising the new one. OMS examines the over 30 million Millennial parents once again challenging norms and charting their own course. Millennial parenting ushers in important trends such as Passion-Led Parenting, Selective Strictness, Do-It-All Mom, Have-It-All Dad and Co-Active Cooperation.

Six Principles for Six-Second Advertising

Ashley Shelley, Research Director, Ameritest

Amy Shea, Brand Experience Director, Ameritest

 

More and more brands are beginning to run six-second ads but many questions remain as to how effective these shorter-form ads can be. Both marketers and researchers alike are curious to know if there is a formula for success in this new medium. Ameritest conducted a study of 15 cross-category six-second ads in a simulated mobile YouTube environment and found six key principles of six-second ads that are integral to their performance and success

Increasing Research Rigor with Hybrid QualQuant Survey Research

Kimberly Marsh, Co-Founder/SVP, QualQuant Signals

 

QualQuant Signals created a concept testing approach with stronger research rigor that solves market pain points and delivers results quickly.  This approach dramatically expands the amount of insights gained from traditional concept testing because it uses:

• Hybrid Qual/Quant questions to identify the most important concept optimizations (in addition to traditional quantitative evaluation)
• Compares overall concept performance against open whitespace opportunities
• Investigates high/low performance patterns to create best practices

 

Come to this session to hear case studies, best practices and learn how we diagnose concepts that lead to increased market acceptance and quicker adoption times.  Organizations such as Pepsi, Samsung and Best Buy use the hybrid qual/quant approach as a more powerful way of testing initiatives, claiming this approach…

• Shortens research lifecycles and is cost effective compared to other methodologies
• Reduces the chance of selecting the wrong concept or direction for development
• Easily determines tradeoffs & identifies unmet needs to increase adoption

This type of testing applies to products, package designs, promotions, creatives and messaging/communications. 

Improving Research By Doing Research: Learning from Market Research Participants

Amanda Stockwell, UX Consultant/Researcher, Stockwell Strategy

Renee Wyckoff, Research Design Engineer, L&E Research

 

We all know it’s hard to get the right participants, but we haven’t all had the chance to use our own skills to research the participant experience. This session will share learnings about best practices to engage and motivate research participants.

Overcoming Inevitable Fieldwork Challenges with Healthcare Professionals

Lynn Welsh, Chief Strategy Officer, Olson Research Group, Inc.

Amanda Lipski, Director, Analytics, Olson Research Group, Inc.

 

It has never been more challenging to field research with healthcare professionals than it is today. Criteria to reach the desired respondents is nuanced, timelines are aggressive, and results that stem from the research must be immediately actionable. Fortunately, there are several areas where researchers have the opportunity to mitigate the effects of fieldwork challenges and ensure a successful outcome. This session will identify these stumbling blocks and articulate ways to overcome them.

Shifting from CX to HX: 3 Guidelines for Aligning Human Experience and Brand Experience

Jim Chastain, Human Insight Strategist and Co-Founder, RealityCheck

Jim White, PhD., Human Insight Strategist and Co-Founder, RealityCheck

 

Everywhere you turn these days you hear people talking about Consumer Experience or CX. But what we really should explore is HX or the Human Experience. Much of CX insights work focuses too narrowly on moments of brand interaction and never takes into account the rich life context in which that interaction is embedded. In so doing, much of the CX insights work that is done risks missing fresh insights and opportunities for true innovation. It is the Human Experience (HX) that actually drives the decisions we make.

In this informative presentation, RealityCheck co-founders Jim Chastain and Jim White PhD., advocate a shift from CX to HX and demonstrate how a broader focus on the Human Experience through human context, human stories, and human journey, can provide a pathway to innovation and a competitive advantage for your brands.

How & When to Use Online Qual for Designing Successful Consumer Studies

Ray Fischer, CEO, Aha! Strategic Online Qual Platform

 

While most market researchers have used online qual, there are many practitioners who may not be aware of the multitude of online qualitative applications for various research initiatives.  There are still a lot of misconceptions or old perceptions about how and when and how to use online qual to deliver to get closer to understanding the thoughts, feelings and behaviors of your customers and prospects.  The fact is online qual, driven by amazing leaps in technology, now offers more options than ever before for insights strategists to engage respondents and uncover deeper, more emotional insights.

 

In this dynamic presentation, Ray Fischer, CEO of Aha! will show you how and when to use online projective, social, video and mobile tools to design a wide range of study types, including digital ethnography, multi-day attitudinal and behavioral studies, concept testing, home use testing, customer experience and journey mapping, UX testing, and much more, to deliver richer, deeper, more connected insights for your clients.

Personas vs Segments: And why not knowing the difference can cripple your CX Program?

Eric Hunter, VP Strategy, Russell Research

 

Creating and driving robust customer-centric programs requires many different research tools keep a company focused on delivering the value to their customers. But companies fall back on familiar methods. Companies are either persona oriented or segment oriented. Supported by practical examples, we will clarify the specific use cases for data-backed customer personas, prove how they differ & compliment segmentations, and illustrate how the combination can help drive a dynamic CX Program in any company.

How a Creative Research Approach is Helping the Scripps National Spelling Bee Explore Expansion

Corrie Loeffler, Director, Editorial, Scripps National Spelling Bee

Roula Constantine, Research Director, MarketVision Research

 

The National Spelling Bee first started in 1925 when nine newspapers joined together to host a spelling bee. This year marks nine decades of the spelling bee. The purpose of the spelling bee is and has always been to help students improve their spelling, increase their vocabularies, learn concepts and develop correct English usage that will help them. The Scripps Spelling Bee is exploring expansion both domestically and internationally and utilized a creative research approach.

How Zappos Uses Conjoint Analysis for Superior Insights and Customer Segmentation

Sourav Bhuyan, Senior User Experience Researcher, Zappos

Bryan Orme, President, Sawtooth Software

 

Join Sourav and Bryan as they showcase how choice-based conjoint studies provide rigorous insights to companies like Zappos to better understand customer preferences around product concepts and offerings. You’ll not only learn the building blocks of a conjoint study but also the impact it brought to Zappos via a case study. We’ll take a quick online conjoint questionnaire and provide an intuitive example using simple math (counting and averages) to show how conjoint analysis works.

New Tools for Market Segmentation

Steven Cohen, Partner and Co-Founder, in4mation insights

Stuart Schwartz, Managing Director, Client Growth, in4mation insights     

 

Over the past several years, there have been many important developments which, if properly implemented, can have profound impact on the successful execution and acceptance of the results of consumer and market segmentation studies. The newer developments are not well-known, yet are far superior to common, traditional practice. Do it the old tried-and-true way at your peril. In this presentation, you will learn about guiding principles and best practices.

Narrative Economics: Rethinking How You Think About and Interact with Your Customers

Susan Fader, Strategist, Qualitative Researcher and Moderator, Fader & Associates

 

How you think about, interact and communicate with your customers is based on the premise that you know who they are and what they want. However, traditional ways of looking at customers tend not to incorporate the role of tribalism or how people self-define. People, who demographically – age, income, education, marital status, heavy user of your product – may appear to be the same, may, because of this, be radically different. Narrative economics provides a different way of listening and gaining insights into how your customers perceive themselves, what is important to them and how they make decisions. This session will provide ways you can use narrative economics to help you better understand who your customers are and what they want.

Deep Dive on Purchase Behavior Influencers

Martin Oxley, Managing Director, Europe, BuzzBack

Silvena Milenkova, Chief Research Officer, BuzzBack

Tatiana Gormley, VP, Research, BuzzBack

 

By 2021, it is estimated that there will be around 3.02 billion social media users around the globe, up from 2.46 billion in 2017. Social media has changed the way we interact with each other and it’s also changed the way we shop. In the age of online and social media influence, understand what motivates consumers. Learn how each generation discovers new products/brands and how brands can differentiate themselves in a more engaging and compelling way.

Making a Difference for the Business: Key Drivers of Success

Michael Rosenberg, Managing Director, J.P. Morgan

 

The research organization exists to inform the business and to enable enhanced decision-making that will ultimately drive growth. At the same time, researchers often struggle with how best to make a difference within their respective organizations and how to attract the right level of attention. This session will focus on some of the leading challenges and pitfalls that researchers may confront within their organizations and highlight how best to overcome them through a number of actionable case studies.