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Key Sessions

Peter Horst

KEYNOTE: Marketing in the Trump age: New rules for a New Reality

Hershey

Soon Yu

KEYNOTE: Creating Iconic Advantage: Don't Just Milk the Cow, Butter it up!

VF Corp, Author of the forthcoming book Iconic Advantage

1:30 pm 2 pm (30 mins)

Pharma/Healthcare

Health Literacy: Improving Compliance Through Comprehension

PMRG has cultivated a Health Literacy Initiative (HLI) to provide today's leaders in healthcare marketing research with the tools and understanding required to address the growing needs of those patients with a variety of health literacy levels. By providing education, resources, and training, the PMRG Health Literacy Initiative will work to drive change within our industry and at the FDA that ultimately will reach and empower patients to take control of their own health and to better understand their treatments. Join us to learn:

  • What is health literacy?
  • Why it matters?
  • What we are doing?
  • How you can get involved?
  • Scott von Lutcken - Director-Customer Strategy, Merck
  • Heather Turkoz - Associate Director, Market Research, UCB Pharma

2 pm 2:30 pm (30 mins)

Pharma/Healthcare

Market Research in the Age of Big Data

To be competitive, biopharmaceutical companies need to deliver patient-centered healthcare efficiently.  This requires an understanding of patients’ journey through the healthcare eco-system, and their experience of living with the disease. Additionally, it requires an understanding of the key players and processes in the eco-system and how these impact delivery of optimal healthcare.  This knowledge can be obtained by integrating analysis from a variety of primary & secondary data sources – both structured and unstructured. Successful market researchers will need to enhance their skill set beyond primary market research – gain a deep knowledge of secondary data sources, and develop analytical skills to mine/integrate disparate data sources.

  • Sandipa Dublish, Ph.D. - Senior Director Market Research - Inflammation & Immunolog, Celgene

3 pm 3:30 pm (30 mins)

Pharma/Healthcare

Session Title TBA

This session will be presented by: Diana Pohle, Associate Director of Market Intelligence, Jazz Pharma

  • Diana Pohle - Associate Director of Market Intelligence, Jazz Pharma

3:30 pm 4 pm (30 mins)

Pharma/Healthcare

The Perfect Pairing: Combining Traditional Research with Non-Conscious Metrics To Optimize “Instructions For Use” (IFU) for Pediatric Caregivers

Instructions for Use (IFU) are black and white paper handouts that come packed with many prescription medicines and contain FDA-approved information to help users prepare and administer the medicine safely and effectively.

The powerful combination of cutting-edge eye-tracking technology and in depth qualitative probing led to a caregiver-centric instructional booklet that best promotes safe and effective administration of medication, even for people who struggle with health information.

  • Marjorie Reedy - Director, Digital and Consumer Innovation, Merck

1:30 pm 2 pm (30 mins)

CPG

The Importance of Consumer-Led Branding

Business challenges are human challenges, and humans are not predictable. We are irrational and complex; our attitudes and behaviors shift and evolve over time. But what if we could make this unpredictability a little more predictable? How might we move beyond what our customers say they want, and understand what truly motivates them? The answer lies not in what your customers do, but why they do it. The Kimberly-Clark Huggies® team knows this well, and believes that authentic and meaningful brands are guided by empathy and consumer truth. Utilizing a global illumination initiative, the team recently embarked on a journey to uncover the deep-seeded needs and motivations that drive the behavior of mothers around the world, with the ultimate goal of bringing key target segments to life. Discover how Kimberly-Clark Consumer uses unconventional research to illuminate their global segmentation, inform future innovation and strategic frameworks, and connect with customers on a deeper, emotional level.

  • Kim Leintz - Senior Marketing Research Manager, Kimberly-Clark Corporation

2 pm 2:30 pm (30 mins)

CPG

Immersive Empathy: How Interactive Training Gave Mars Petcare a Refreshed Outlook

Facing challenges of demanding work schedules and expectations of business objectives, it’s easy for brand teams to create and pursue opportunities that they think are relevant, without considering the people that matter the most: the consumer. Mars Petcare realized that to continue evolving, they needed to regularly step in the shoes of their consumers. The Mars Petcare teams adopted an immersive approach to empathy building, designed to create an experience in which the team can connect with those that they serve, understand what drives them on an emotional level and to create empathy for their needs relating to the category, and to life in general. With a refreshed outlook, the team not only felt reconnected with who their consumers are, but the opportunities began to flow from the ability to anticipate their needs.  Learn how making empathy-building a priority for your brand is the easiest way to create new opportunities that aligns with your consumer’s needs and leads to growth.

  • Jim Rotnofsky - Senior Manager of Consumer & Market Insights, Mars Petcare

3 pm 3:30 pm (30 mins)

CPG

Building a Team of Strategists with Research Expertise

As the marketplace evolves, so does the definition of our expertise and talent as consumer stewards and strategy developers. Market research expertise has become only cost of entry to developing a strong consumer-informed organization; with that comes a need to foster learning and development, well beyond just the technical, to enable a powerful Consumer Insights team. Additionally, we look to our best research partners to play a critical role in team development through unique thinking and flexible methodologies. This presentation will explore perspective on talent acquisition, coaching, and facilitating an environment in which to grow high potential teams of strategists with research expertise. The measure of success - bringing the Insights function to the forefront of company leadership.

  • Risa Schwartz - Senior Director, Global Consumer Insights & Sensory, Tyson Foods

3:30 pm 4 pm (30 mins)

CPG

What to Say, What to Convey, & When to Walk Away: How Implicit Methods Coupled with Explicit Emotional Mapping Can Drive Commercial Activation

During this presentation hear how Johnson & Johnson studied consumers’ conscious and non-conscious associations with OTC brands to reveal new ways of driving growth.

  • Eric Dolan - Associate Director, Johnson & Johnson Consumer, Inc.

1:30 pm 2 pm (30 mins)

Media & Entertainment

Looking Back to Look Forward:  Predicting Tomorrow’s TV Audiences

Ever wonder what makes a show or network stand out from all the rest? Or why some hit shows just lose their edge? In Viacom’s new Audience Science and Product Innovation Lab, the mad scientists are hard at work mixing up ‘small’ data and ‘big’ data points to guide these predictions. By looking back to historical data, and blending with some new data insights, we hope to explain what truly drives viewer interest in programming, viewer impressions of networks, and viewer behavior toward shows.

  • Christie Kawada - EVP Product Management & Innovation, GfK MRI
  • Thomas Grayman - Vice President, Brand and Consumer Research, Spike TV (Viacom Media Networks)

2 pm 2:30 pm (30 mins)

Media & Entertainment

21st Century and Beyond Ad Accountability

In 2017 BuzzFeed is testing/optimizing our advertising offerings, as well as offering advertisers measurement against content as part of our distribution platform offering. Hundreds to thousands of advertisers, unlimited target audiences, global coverage, media agnostic, 24-hour turnaround, and offered at no additional cost to advertiser when they distribute ads through BuzzFeed. This wouldn’t have been possible or viable without a fully automated platform from survey customization to graphical presentation of results. The result is 1/10th  of the time and 1/10th  of the cost for 100% of the ROI insights for BuzzFeed partners. The session will cover how we did this and some of the ROI insights from real data.

  • Margo Arton - Director of Ad Effectiveness Research, BuzzFeed

3 pm 3:30 pm (30 mins)

Media & Entertainment

Using Online Polling to Develop Quick and Unique Hispanic Insights

The days of waiting for weeks to develop insights is over. Explore how to develop quick and relevant insights; and compare Hispanic and non-Hispanic behaviors. Hear examples related to economic sentiment, social issues, media habits and brand preference.

  • Roberto Ruiz - EVP, Strategy & Insights, Univision Communications Inc.

3:30 pm 4 pm (30 mins)

Media & Entertainment

Using Social to Demystify the Multi-Tasking Generation

Millennials have been the fast-moving target for a lot of brands as the most sought after audience. Since Millennials are highly social- and future generations of “digital natives” will be even more so, should social platforms be used as a means to engage or to drive awareness? In this case study, you will learn how CBSi is constantly innovating itself to reach Millennials and next generation “digital natives” by understanding where they’re going for content and how they’re interacting with social platforms to deliver messages that will stick.

  • Tiffany Sanders - Business Intelligence & Research, CBS

1:30 pm 2 pm (30 mins)

Financial Services

Research + Data = Actionable Insights

Does your company have a Data Science team and a Research team that work independently?  Both are invaluable pieces of the puzzle, providing information in which to make better decisions.  Let’s put those puzzle pieces together for a bigger, more coherent picture.

  • Rupak Bose - SVP, Decision Management, Citigroup
  • Gina Scott - VP, Research & Insights, Citigroup

2 pm 2:30 pm (30 mins)

Financial Services

How Insights Create Game Changing Assets for Products, Services, or Experiences

Consumers are a key driving force in the success or failure of new products, services, and brands. 

This session focuses on integrating insights into the innovation process for market-driven innovation wins and increased consumer engagement. Contact rachel.mcdonald@knect365.com to speak during this session.

3 pm 3:30 pm (30 mins)

Financial Services

Structuring Client Loyalty in the Age of Unstructured Data

Is client loyalty relevant in today’s age? Why focus on loyalty when a swipe is all it takes for a client to defect? Can we even measure loyalty? Fair questions. But loyalty matters, even more today. Astute strategies can enable organizations to translate loyalty into profits. But the secret sauce is no longer data, but how we utilize it. In this talk, Tarun shares his learnings of quantifying loyalty and how organizations can leverage the deluge of data available in the Big Data age. For the analytically inclined, this talk focuses on techniques that enable fast analytics using this data. For the strategically inclined, this talk focuses on how effective use of data can help monetize loyalty allowing them to build smarter strategies.

  • Tarun Dhot - Director of Advanced Analytics, Canadian Imperial Bank of Commerce (CIBC)

3:30 pm 4 pm (30 mins)

Financial Services

How Charles Schwab Sees Through Clients’ Eyes

The financial services industry is undergoing a major transformation. Customers’ expectations in financial brands are changing. Financial brands are competing for survival. Innovation and brand relevancy have never been more urgent – to keep current customers loyal and to attract new ones. Charles Schwab is a successful outlier. It has grown in a tumultuous environment, using the perspectives and ideas of its clients and prospective clients as its guide. In fact, Charles Schwab was named the top financial services brand in the Customer Quotient™ (CQ) study, which measures the brand qualities that customers value most: openness, relevancy, empathy, experience, and trust. Success is largely the result of Charles Schwab’s “Through The Clients’ Eyes” strategy, supported by an ongoing partnership with hundreds of engaged clients and prospects who, collectively, serve as trusted brand advisors.

  • Jill Groark - Senior Manager, Research & Marketing, Charles Schwab
  • Elayne Spinder - Managing Director, Charles Schwab

1:30 pm 2 pm (30 mins)

Digital Natives

Gen Z & The Engagement Economy

Today’s teenagers are growing up in a postmodern digital world. More connected, more global, and more multicultural than any young demographic prior. Gen Z is quickly approaching young adulthood and is at the forefront of how we will come to redefine consumer engagement. REVOLT TV’s latest insights study, Gen Z & The Engagement Economy, unpacks a segmentation across Gen Z that identifies key digital personas marketers can use to increase engagement. The study also explores implications in cultural targeting; new rules stemming from the rise of Hip Hop as pop, increasing multiculturalism in the US, juxtaposed with rapidly growing political tension – making Gen Z a product of diversity, but not color blind.

  • Jake Katz - VP, Audience Insights & Strategy, Revolt Media & TV

2 pm 2:30 pm (30 mins)

Digital Natives

Share Your Story

Contact elizabeth.hinkis@knect365.com to speak during this session.

3 pm 3:30 pm (30 mins)

Digital Natives

The Story of Kids Media

We all know the media landscape has changed drastically in the past few years. That is certainly not new news. And we also know that kids are at the forefront of so many of these changes. We hear it every time we speak with kids and we see it when we go in to their homes for research and for those of us who have kids, we all live with it every day. While all these platforms and devices have emerged over the years, we need to separate the hype from reality. And importantly, we need to look at content consumption levels holistically, and see how it has changed. To that end, we have embarked on a major project to gather content consumption information across platforms in one place. The number of options have grown and as new platforms and devices have emerged, kids are incorporating it all into their media diet.

  • Theresa Pepe - VP, Marketing & Partner Insights, Viacom

3:30 pm 4 pm (30 mins)

Digital Natives

The New Living Room

A new study called “The New Living Room” investigates how new generations in Latin America consume sports and live events in this cross platform media landscape. It is a comprehensive research project that involves qualitative methodologies (groups and live experiences with sports fans), interviews with sports experts and a quantitative phase. It was done in 3 main markets: Argentina, Brazil and Mexico.

  • Renata Policicio - VP Fan & Media Intelligence, International, Global Markets, ESPN

2:30 pm 2:59 pm (29 mins)

Main agenda

Afternoon Networking Break

4 pm 4:45 pm (45 mins)

Main agenda

KEYNOTE: Marketing in the Trump age: New rules for a New Reality

  • Peter Horst - former Chief Marketing Officer, Hershey

4:45 pm 5:30 pm (45 mins)

Main agenda

KEYNOTE: Creating Iconic Advantage: Don't Just Milk the Cow, Butter it up!

  • Soon Yu - former Global Vice President of Innovation, VF Corp, Author of the forthcoming book Iconic Advantage

5:30 pm 6 pm (30 mins)

Main agenda

TMRE Exhibit Hall Tour

Led by: JoAnna Carey, Director, Consumer Insights & Research, Farmers Insurance 

  • JoAnna Carey - Director, Consumer Insights & Research, Farmers Insurance