AGENDA

Digitally Transforming the Corporate Insights Function

Reed Cundiff, General Manager -Customer & Market Research, Microsoft

 

May you live in interesting times!  Corporate insights is evolving more significantly and faster than any other time in our history.  An explosion of new data types, a fast-moving analytic landscape and changing stakeholder demands mean that every aspect of the ‘insights supply chain’ is ripe for reinvention.  Our function has an historic opportunity to generate customer and market insights at greater speed, volume and quality than ever before.  In short, we have the chance to digitally transform our insights industry.

Reed Cundiff, General Manager of Microsoft's Customer & Market Research team, will take you on the journey his team has been on to build a digitally-transformed insights function.  Follow the team's path from early vision to first steps to lessons learned.  This topic is a critical conversation for leaders who are interested in evolving their insights teams to deliver maximum business value in the current digital age.  Growth mindset required!

Does Creative Effectiveness Matter?

Richard Butwinick, President, SellCheck

 

In a world of 24/7 messaging, endless touchpoints, Internet of things connectivity, and mobile app chat-bot enabled price widgets.... does creative really matter? Resoundingly – YES.

This presentation quantifies the power of great creative and deconstructs why it works for shoppers. Culled from thousands of evaluated shopper-facing ads in the SellCheck database we have identified the criteria of success, all rooted in shopper behavioral science. The criteria makes up the 4C’s of effective shopper communication.

Disrupting the World of MR

Adele Gritten, Managing Director - UK, Future Thinking

 

Much is written about disruptive business models in commerce, but little has been written about disruptive models in marketing research.

Future Thinking’s Adele Gritten will look at:

• Diagnosing what the MR, Data and Insights Community is getting wrong

• How and why we have allowed adjacent categories enter the market and how we protect it

• How to leverage learning from successes of newer industries and apply these strategies to our sector.

• Predictions for 2028 and beyond.

Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce

Jacob Ayoub, Senior Director, Customer & Market Insights, Salesforce

 

Insights-driven businesses will take $1.2 Trillion in revenue a year by 2020. Why should you care? Because these insight driven businesses are coming after your customers and your top line. The secret to success is putting the power of customer insights to work. Jacob Ayoub will highlight the 7 decisions Salesforce made to transform into a customer obsessed culture. A culture that puts customers at the center of all strategic initiatives - from the next breakthrough innovation to the corporate narrative shared on the Dreamforce stage. A culture that acts on 98% of research studies.

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.

Square Peg, Round Hole: What Are We Missing?

Jenny Karubian, CEO, Founder, Ready to Launch Research

Kerry Hecht Labsuirs, Founder, CEO, Echo Qualitative Support

 

Are our categorizations relevant? Are screeners and the quantitative way we collect screening data for qualitative research limiting us? From the research perspective, we see time and again that people do not necessarily live the categories that we define. The Millennial generation is bringing foundational changes to every facet of society and our models are not reflecting that. To keep up with social trends, we need to approach these changes in a forward-thinking way.

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.

Buyer beware: a critical look at automated survey research platforms

Speaker TBD

Researchers are constantly bombarded with the “next best thing” to solve their need to deliver quality insights in record time, all within the constraints of an ever-tightening budget. How do we sift through all the ‘sales pitches’ and find new ways to do research within this new day-to-day reality? In this session, we lay out how to modernize your approach to survey research, from data collection and processing all the way to better experiences for respondents. Taking a new approach doesn’t have to be risky, overwhelming or disruptive, as long as you understand the basics.

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

Silvana Amparbeng, Research Manager, 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.

The Future of Brewing

Serena Smith, Category Manager, Molson Coors

Change is coming... Or is it already here?
The world is changing at an ever faster pace.
Long-established businesses and categories fall by the wayside.
Peoples' values and behaviors are changing.
How to stay relevant when the world that you belong to is changing.

Managing change
Look at the trends (past and future) – declining usage and relevance are key challenges that have to be faced into.
What needs to be true to survive?

Understanding the speed of change
Millennials vs. Baby Boomers – keeping the balance of focus right as the change comes through.
Meet the needs of the Greys.
Can we protect the traditional (prolong /reinvent)?

What's next
Where can we test and learn?
What does the future look like for the drinks Industry: Getting the offer right for the occasion (products and NPD, perfect serve – creating the drinks experience, food and beer matching opportunities).

So what does the future really look like? No one knows. It’s constantly evolving.
To survive, we must evolve too.

Gamifying Qualitative Research – It’s A Lot More than Just Playing Games

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

 

This presentation will give concrete examples, from a range of categories, of how the elements of gamification that make game playing appealing can be incorporated into all aspects of the qualitative research design. The range will include recruiting, at-home assignment, sign-in, waiting room as well as provide additional examples of in-session gamification techniques that go beyond playing actual games.

CLEAR M&C Saatchi Brand Experience Gap Results

Rhonda Hiatt, Chief Strategy Officer, CLEAR M&C Saatchi

Geraint Jones, Global Marketing Director, CLEAR M&C Saatchi

Ki Choi, Executive Director, CLEAR M&C Saatchi

 

The Experience Gap: The gap between brand promise and reality. Which brands are getting it right, which brands are getting it wrong and how much is it costing them?

Defensive Development: Using Mobile Behavioral Research to Create Competitive Products

Dr.  Simon Doolin, UX Researcher, Microsoft

 

Kyle Gollins, VP of Sales, Pollfish

 

In a competitive marketplace, it’s hard to decide which features should take priority in your product roadmap. Microsoft shares how they targeted a competitor’s customer base using mobile behavioral data and gained insights based on activities, rather than self-reported data, to learn about the impact and engagement of specific features and measured levels of satisfaction and interest to ensure the development of a compelling alternative product.

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.

The Folly of Misunderstanding Youth

Jennifer Roberton, Managing Director, respondi

Michael Brown, Head of Insight, UMWW

 

Society has long been given to marginalizing and excluding youth. Commonly, dismissive terms have been to patronize younger groups or perhaps they were judged as being morally wayward. In a society where certain moral systems have seen a shift, how does society view this audience? Which stereotypes exist of this audience? UM and Respondi’s new research partnership uses a series of methodologies to decode what the perception and identity dynamics are around 16-to-24-year-olds today.

Anywhere in the World: The Complexity of Brand Research at Virgin 
 

Thom Stebbing, Group Consumer Insight Lead, Virgin Group

How a one-person research function faces the challenges of a unique brand structure at Virgin. This presentation will also share how to get insights that are brand-focused and embed them in a business filled with commercial decision makers, who can struggle to appreciate and understand what a brand really is, who consumers are and to embrace things like qualitative research.

'To Hell with Facts! We Need Stories!': The Power of Storytelling in Research

Conor Wilcock, Director, B2B International

Our success as researchers, and the legacy of our work, depends not on our ability to analyze and number-crunch but on how we craft stories that resonate with our audience. It is only then that data becomes insight, becomes ideas, become action. This presentation will introduce best practices for adding value in research through storytelling, with a focus (though not exclusively) on business-to-business markets.

End-to-end automation: have a look behind the scenes!

Dezső Karasszon, Owner, CEO, DataExpert

Zsolt Apponyi, Innovation Specialist, DataExpert

 

End-to-end automation–key for efficient data collection and reporting
One of DataExpert's multinational end-user clients had a need to automate their regular data collection among their suppliers. They wanted to have the sample management, data collection, sending of reminders and exporting the results all in one system. DataExpert developed a solution to run one automated data collection & reporting system which would allow the customer’s staff to efficiently collect & visualize data from the suppliers.

 
MORE SESSIONS TO COME