How to Build a Market Intelligence Organization that Matters: A Case Study

Sharon Brant, Head of Global Market Intelligence, Worldpay

 

Companies don’t always use their market research organization in the most effective way. Many times the research team is relegated to “order takers” or perceived as a “nice-to-have” function or, even worse, used to prove a decision the company wants to make. With the support of our new executive team, the Worldpay Market Intelligence organization is trying to change that perception.

Bringing a DIY Online Community to Life: The 9-Year Success Story of voicesHUB by Experian

Tiffany Ng, Sr. Manager, Consumer Insights, Experian

Holly O'Neill, Chief Insights Officer, Talking Business, LLC

 

In the fast-changing categories of managing credit reporting and identity protection, consumer insights agility is paramount. That’s why Experian launched voicesHUB nine years ago. voicesHUB works because we continually innovate – making and keeping our customers center stage. Fielding over 1000 research topics, we leverage an agile, but repeatable model. Hear Experian highlight how voicesHUB fuels business growth by uncovering actionable findings that drive product relevance and increase brand affinity… year after year!

How to Optimize Co-Creation!

Julie Loving, Director, Insights, TherapeuticsMD

Susan Robertson, Principal, Sharpen Innovation

 

Co-creation is trendy in research and innovation but there aren't clear processes or well-known best practices for how to do it well. So it can end up being simply focus groups masquerading as co-creation. This immersive and interactive presentation will illustrate the clear differences between co-creation and research. You'll learn overarching guidelines and practice specific techniques to make your co-creation projects with your customers meaningful and successful.

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.

Stretching a Start-Up’s Pre-launch Research Budget

Jessica Spilman, Senior Research Director, KJT Group Inc.

Katie Strother, VP, Medical Education, Cartiva Inc.

 

This presentation will cover both the client and market research partner perspective regarding how a medical device start-up company launching a new product can use a limited pool of research funds to effectively and efficiently uncover key voice-of-the-customer insights necessary to inform a successful launch strategy.

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.

Using Segmentation to Drive CX Transformation

Marc Goulet, Vice President, Russell Research

 

Why does segmentation often fail? There are a range of common pitfalls which can be avoided through a carefully designed approach. A well-designed segmentation can unite and energize an organization, guide strategy, strengthen and guide tailored customer experiences, and drive innovation in categories where continuous change is the new norm. Grounded in several recent case studies, we’ll outline a modern approach to segmentation which uses an organizationally-inclusive process to uncover opportunity and guide CX transformation.

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.

Building an Insights Engine to Understand Today’s and Tomorrow’s Demand for Pork

Paul Metz, Executive Vice President/Parter, C+R Research

TBD Speaker, The National Pork Board

 

The National Pork Board commissioned a huge and complex research study to generate insights about protein choice and pork consumption both in-home and out-of-home across all day-parts and usage occasions. In this session learn about a novel and multi-faceted research design that leveraged qualitative research, sales data analytics, survey-based attitudinal and occasion-usage segmentation plus Experian psychographic data, all woven together to paint a comprehensive landscape of pork usage today and opportunities in the future.

Breaking Down the Product Silos in Brand Health Tracking

Mona Stronsick, Director of Market Research, Progressive Insurance

Michael Franke, Senior Market Research Analyst, Progressive Insurance    

Glenn Staada, Senior Vice President, Radius Global Market Research

 

Historically, Progressive has tracked the health of its products one by one. However, our brand tracker strategy needed to evolve to understand the consumer's “garage” and how it and everything in it is insured. We needed a way to measure how our brand is perceived on a holistic basis – not losing our view of product-specific markets but diving deeper into how the array of products we offer are all connected and reflected in the Progressive brand. Progressive will explain its design for a brand tracker evolution from product-specific to a more holistic measurement.

Enabling Breakthrough Ideas For Kraft Heinz Through Innovation Pipeline Sprints

Stacey Cox, Consumer Insights Leader, Kraft Heinz

Erin Faulk, Vice President of Lean Growth, The Garage Group

 

Hear behind-the-scenes lessons learned from the trailblazing teams at Kraft Heinz who 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.

The #2 Ranked Pediatric Hospital Leverages a Community to Learn from its Patients

Dave Krier, Vice President, Access Services and Family Relations, Cincinnati Children's Hospital Medical Center

Colleen Hennegan, Vice President, MarketVision Research

 

Cincinnati Children's Hospital Medical Center puts the patient and families at the heart of everything they do and their recognition as the #2 pediatric hospital reflects their purpose. Understanding the emotional and physical facility needs to create better experiences can be challenging, but work in an online community opened the doors to insights. Stories from research will highlight their patient-first approach with research and how it's made a difference in providing better experiences.

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.

Building Insight-Led Strategy and Activation through Agile Qualitative

Monika Wingate, CEO and Co-Founder, Digsite

Carrie Ericksen, Director of Consumer and Shopper Insights, Tillamook

 

Making consumer insights central to organizational decisions isn’t easy, especially with the accelerated pace of marketing and product development. Tillamook Director of Consumer & Shopper Insights Carrie Ericksen and Digsite CEO Monika Wingate and will discuss how to make consumer insights more central to today’s agile marketing and product development teams. They will also share how Tillamook leveraged agile qualitative approaches to increase sales of their shredded cheese products by 25%.

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.

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, 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.

Levels of DIY: Take Control Without Overwhelming Yourself

Colson Steber, Co-CEO, Communications for Research

Jenny Mays, Insights Manager, Market and Customer Insights, The Climate Corporation

 

Every research opportunity here at The Climate Corporation does not have the scope, budget or time necessary to engage a full-service vendor. As someone who has recently moved from vendor to client-side, I have unique perspective. As a result, my team has built a framework to help determine the level of support we need from a vendor for a successful project. Learn how we balance these issues based on real experiences.

It’s Not Just About if You Like it: A Reasoned Action Approach to Predicting Consumer Behavior

Julia Maier, Analytics Associate, KJT Group Inc.

 

The Reasoned Action Approach (Fishbein, 2008) will be discussed in the context of market research as a robust model for predicting behavior from psychological variables like attitudes, barriers and social norms. The presentation will also provide information for constructing question sets based on the Reasoned Action Approach, discuss how the data can be used in a variety of analyses and demonstrate story-driven visualizations of the data to provide meaningful insights to clients.

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.

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.

Hooked on a Feeling: An Empirically-Derived Model of the Emotions that Brands Can Use to Reel in Customers and Create Brand Loyalty

Anne Beall, CEO, Beall Research Inc.

 

Emotions drive consumer purchasing behavior – but exactly when and how do they do so? A study we conducted of 17 major consumer brands and the feelings associated with them resulted in a model that explains how and when emotions influence purchasing, what feelings matter and how they lead to loyalty. Our model explains the majority of purchasing behavior among both potential and current customers.

Operational Metrics Integration and Case Studies

Karin Ferenz, Principal, Customer Lifecycle LLC

 

Many organizations stills struggle with harvesting and integrating multiple sources of data, including unstructured data. This presentation will address how to integrate data for maximum utility. Case studies will be presented.

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.

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.

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

Doug Grant, Managing Director, Inqui Research

 

See how an interview technique developed for police investigations is producing exceptional results in market research. Using real-world examples, this presentation will demonstrate how the memory reconstruction interview works, the science behind it and the ways it can help researchers uncover the underlying drivers of decision-making. This is a unique approach to reveal what people won’t say in traditional research.

Portfolio Re-Engineering: Go Beyond Price and Size with Brand Equity and Gamification

Saurabh Aggarwal, Managing Director, Knowledge Excel Services

Shahbaz Singh, Research Lead, Knowledge Excel Services

Mohit Shant, Product Lead, Knowledge Excel Services

 

New-age solution for an age-old problem using the power of discrete choice modeling and brand equity. Gamification empowering data collection and advanced calibrations with real market information yield powerful and actionable portfolio recommendations. Marketers can now visualize the impact of change in price, size, promotion, etc. not only on their own portfolio but also on their competition. Know before they think of it, know before you do it, for portfolios don’t change every day.

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.

Bringing Up Baby in 5 Languages: Using Mobile and Ethnography to Understand Differences in Global ‘Mommy Culture’

Claire Brooks, President, ModelPeople Inc.

 

Ethnographic research is proven to uncover deeper insights which address business-critical strategic questions from new perspectives. Mobile ethnography, if used appropriately, can deepen consumer empathy. This presentation explores “mommy culture” in five geographic markets, the EU, India and China. Case studies explain how mobile and multi-method ethnographic techniques were used to illuminate culture, behavior, unmet needs and decision journey. It shows how to conduct multi-market mobile ethnography and watch points that can sink the project!

The Peaks and Pitfalls of MaxDiff at Procter & Gamble

David Hengehold, Consumer Research Statistician, Procter & Gamble

 

Megan Peitz, Ingenuity Ambassador, Sawtooth Software

 

Hitch a ride as we explore the MaxDiff landscape at P&G. MaxDiff is just the ticket for product benefit/claim screening, package designs, and product development for CPG. We’ll show how MaxDiff works with simple math (counting and averages). No proprietary software necessary! What are your preferences for ice cream flavors? We’ll take a quick survey together, get real time results, and see that MaxDiff gets us more than the standard 5-point rating scale.

Has Anyone Ever Asked You What it Feels Like to be You?

Teresa Faust, Senior Manager, Research and Metrics, United Methodist Communications

Kalinda Fisher, Founder/Managing Partner, Advocate Market Research

 

Our organization views research as a navigation tool to inform decisions to help teams meet strategic goals and to help the organization meet objectives. This case study is an overview of an ongoing project that began in 2016 as focus groups among black church leaders. Categories covered: project overview; outcomes; challenges; and the future. Three takeaways: Engagement panels build relationships; challenges: expect them and overcome them; activate the data.

Taking Care: What Research with Extraordinary People Can Teach Us About Being Extraordinary Researchers

Barbara Zamolsky, Senior Director, Smarty Pants

 

From special needs to physical differences to sensitive topics and beyond, research often puts us in touch with consumers who don’t fit the typical respondent mold. Learning how to meet these consumers in their space is a reminder of what it means to simply be a good researcher. In this session, we’ll share our own experiences with atypical research projects – and how what we learned should be used every day.

Using Social Media Data to Predict New Product Success

Mark Garratt, Partner and Co-Founder, in4mation insights

Stuart Schwartz, Managing Director, Client Growth, in4mation insights     

 

Analysis of social media data is predominantly journalistic – we focus on news that is creating positive or negative sentiment. Transforming social into data requires a sophisticated understanding of the emotional tone and motivational context in which key words appear. Using advanced machine learning methods, we are able to demonstrate that we can use social data to anticipate trends in product sales up to 90 days ahead of their emergence in market.

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.