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Key Sessions

Soon Yu

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

VF Corp

Peter Horst

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

The Hershey Company

Oct 22
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Showing of Streams
Showing of Streams
4:00pm - 4:10pm

Chairperson Welcome

4:10pm - 4:55pm

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

Before chasing what's new, consider innovating what's OLD… Growing iconic brand and product franchises is a conscious and deliberate strategy for success, and requires strong and coordinated design, innovation, and marketing capabilities. Learn what new best practices are required to fully leverage this competitive advantage, especially in a world where consumers are gravitating towards fast fashion, commoditized products and new business models.

  • Soon Yu - former Global Vice President of Innovation, Author of the forthcoming book Iconic Advantage, VF Corp
more
4:55pm - 5:30pm

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

No matter where you stand politically, there’s no question that the environment for brand owners has changed in the Trump era. Marketers must address a whole new set of risks and opportunities in the heated public debate around the social and political issues of the day.The stakes have never been higher in an arena where consumers, associates and other stakeholders are watching brands’ actions—and inaction—and judging them relative to their values and expectations. All this comes at a time when consumers are already gravitating towards brands that demonstrate a sense of authenticity and purpose. Examine these new realities and risks, and discuss ways brand owners can approach navigating this new environment.

  • Peter Horst - Former CMO, The Hershey Company
more
5:30pm - 6:00pm

TMRE Exhibit Hall Tour

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

TMRE brings you the most comprehensive gathering of solution providers each year – all inone place, all at one time. And while that gives you a great opportunity to vet and select apotential partner, it can be overwhelming. Join us for a guided exhibit hall tour and get toknow a few of our exhibitors before the main floor opens on Monday.

  • JoAnna Carey - Director, Consumer Insights & Research, Farmers Insurance
more
6:00pm - 6:05pm
Close of Pre-Day

Close of Pre-Day

1:30pm - 1:45pm 15 mins
Pharma/Healthcare
Track Chair Welcome: PMRG
1:30pm - 1:45pm 15 mins
CPG
Chairman Welcome
  • Patricia Houston - VP, Client Relationships, MMR Research Associates
more
1:30pm - 1:45pm 15 mins
Media & Entertainment
Chairman Welcome
1:30pm - 1:45pm 15 mins
Financial Services
Chairman Welcome
  • Evan Borak - Senior Vice President , Ipsos Connect
more
1:30pm - 1:45pm 15 mins
Digital Natives
Chairman Welcome
  • Evan Borak - Senior Vice President , Ipsos Connect
more
1:45pm - 2:15pm 30 mins
Pharma/Healthcare
Health Literacy: Improving Compliance Through Comprehension
  • Scott von Lutcken - Director-Customer Strategy, Merck
  • Heather Turkoz - Associate Director, Market Research, UCB Pharma
more

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?
1:45pm - 2:15pm 30 mins
CPG
Packaging Supporting Positioning
  • Mary Beth Jowers - Consumer Insights Lead for North, Central and Eastern Europe, Gruppo Campari
more

As a companion piece to her Monday talk, Mary Beth will go deeper on how Wild Turkey successfully revamped its product line and packaging to better deliver on a new positioning while both attracting new drinkers and better delivering on what brand loyalists love.

1:45pm - 2:15pm 30 mins
Media & Entertainment
Looking Back to Look Forward:  Predicting Tomorrow’s TV Audiences
  • Christie Kawada - SVP, Audience Science and Product Insight Innovation, Viacom Media Networks
  • Thomas Grayman - Vice President, Brand and Consumer Research, Spike TV (Viacom Media Networks)
more

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.

1:45pm - 2:15pm 30 mins
Financial Services
Research + Data = Actionable Insights
  • Rupak Bose - SVP, Decision Management, Citigroup
  • Chelsie Zimny - VP, Research & Insights, Citigroup
more

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.

1:45pm - 2:15pm 30 mins
Digital Natives
Gen Z Consumers: Gaining Control with the Onset of the Next Industry Disrupters
  • Dennis Devlin - CEO, Consumer Clarity
more

Millennial consumers transformed the marketing industry. Now, we are on the brink of the next generation of consumers, Gen Z. Is your (or your client’s) brand prepared for the onset of these next industry disrupters? In this talk, you will learn insights on how you (and your clients) can be prepared, gain control, and market effectively to Gen Z. 

2:15pm - 2:45pm 30 mins
Pharma/Healthcare
Market Research in the Age of Big Data
  • Sandipa Dublish, Ph.D. - Senior Director Market Research - Inflammation & Immunolog, Celgene
more

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.

2:15pm - 2:45pm 30 mins
CPG
The Power of a Global Consumer Insights Playbook
  • Laura Engstrom - Global Consumer Insights Manager, General Mills
more

General Mills’ Global Consumer Insights function recently re-evaluated how they do research. The effort highlighted the need to create a consistent approach to research which resulted in a Global Research Playbook. Laura Engstrom, Manager of the Global Consumer Insights Best Practices Team, will share key highlights from the journey as well as how the Global Playbook helps to up the function’s collective research game and amplify the impact of results. She also will outline opportunities to advance the Playbook with innovative methods and data sources needed from the market research industry.

2:15pm - 2:45pm 30 mins
Media & Entertainment
21st Century and Beyond Ad Accountability
  • Margo Arton - Director of Ad Effectiveness Research, BuzzFeed
more

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.

2:15pm - 2:45pm 30 mins
Financial Services
How Insights Create Game Changing Assets for Products, Services or Experiences
  • Stephanie McCarthy - Client Story Strategist, Edward Jones
  • Christine Moseley - Senior Marketing Strategist - Client Insights & Strategy, Edward Jones
more
Session details soon to come.
2:15pm - 2:45pm 30 mins
Digital Natives
whY_Z: The Collective Opportunities of Millennials & Gen Z
  • Tasja Kirkwood - Senior Director, Marketing & Partner Insights, Viacom
more

Just when advertisers were getting the hang of today’s youth culture – aka Millennials – the oldest Gen Z’ers turned18. With Gen Zers’ purchasing power quickly growing, it’s no surprise that advertisers are looking for the answers in this lesser known terrain, where Snapchat is king, online bullying is an everyday reality and face-to-face interaction is a rarity. This study is a deep dive into the nuances that exist between each youth sub group. Utilizing innovative methodologies, this study will look at the uniters and dividers of Millennials and Gen Z in regard to purchasing power, relationships with brands, and outlook on life.

2:45pm - 3:00pm 15 mins
Pharma/Healthcare
Networking Break
2:45pm - 3:00pm 15 mins
CPG
Networking Break
2:45pm - 3:00pm 15 mins
Media & Entertainment
Networking Break
2:45pm - 3:00pm 15 mins
Financial Services
Networking Break
2:45pm - 3:00pm 15 mins
Digital Natives
Networking Break
3:00pm - 3:30pm 30 mins
Pharma/Healthcare
Insights: The Hub of Successful Cross-Functional Alignment
  • Diana Pohle - Associate Director of Market Intelligence, Jazz Pharma
more

The most effective market researchers not only need functional expertise, but to connect, inspire, focus, and to help foster constructive dialogue across the organization. By leveraging best practices in Organizational Behavior and Change Managements, market researchers can take their influence skills to the next level.

3:00pm - 3:30pm 30 mins
CPG
Consumer-First View for Global Growth at Molson Coors
  • La Sridhar - Global Director, Insights & Segmentation, Molson Coors
more

Molson Coors and MillerCoors came together as one company in October 2016. To accelerate growth and unify all global business units, a common consumer framework was kicked off last year, and is being rolled out globally. This segmentation framework will unify brands globally, drive our key business initiatives, and help communicate with our customers and global partners in one voice. With our leadership committed to a consumer-led framework, the global team is tasked to ensure that this framework is seeded, anchored and executed in our plans.

3:00pm - 3:30pm 30 mins
Media & Entertainment
Using Online Polling to Develop Quick and Unique Hispanic Insights
  • Roberto Ruiz - EVP, Strategy & Insights, Univision Communications Inc.
more

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.

3:00pm - 3:30pm 30 mins
Financial Services
Weaving Insights into the Decision Making DNA of Your Firm
  • Sarita Bhagwat - VP, Market Intelligence, Fidelity Investments
more

As corporate researchers, we often wonder how much research and data actually impact business decisions. Making that impact greatly depends on building a pathway of influence. We will describe five critical behaviors you bring to your function to ensure that research is not an afterthought, but is in fact helping drive business decisions.

3:00pm - 3:30pm 30 mins
Digital Natives
The New Living Room
  • Renata Policicio - VP Fan & Media Intelligence, International, Global Markets, ESPN
more

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.

3:30pm - 4:00pm 30 mins
Pharma/Healthcare
The Perfect Pairing: Combining Traditional Research with Non-Conscious Metrics To Optimize “Instructions For Use” (IFU) for Pediatric Caregivers
  • Marjorie Reedy - Director, Digital and Consumer Innovation, Merck
  • Amy Dubost - Senior Specialist, Global Customer and Brand Insights, Merck
more

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.

3:30pm - 4:00pm 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
  • Eric Dolan - Associate Director, Johnson & Johnson Consumer, Inc.
more

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

3:30pm - 4:00pm 30 mins
Media & Entertainment
But Will They Watch It? - A Multi-Dimensional Approach to Content Testing
  • Carole Smith - Vice President of Strategic Insights and Research, BET Networks
more

Session details soon to come.

3:30pm - 4:00pm 30 mins
Financial Services
How Charles Schwab Sees Through Clients’ Eyes
  • Jill Groark - Senior Manager, Research & Marketing, Charles Schwab
  • Elayne Spinder - Managing Director, Charles Schwab
more

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.

3:30pm - 4:00pm 30 mins
Digital Natives
Share Your Story
more

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

4:00pm - 4:10pm 10 mins
Chairperson Welcome
4:10pm - 4:55pm 45 mins
KEYNOTE: Creating Iconic Advantage: Don't Just Milk the Cow, Butter it up!
  • Soon Yu - former Global Vice President of Innovation, Author of the forthcoming book Iconic Advantage, VF Corp
more

Before chasing what's new, consider innovating what's OLD… Growing iconic brand and product franchises is a conscious and deliberate strategy for success, and requires strong and coordinated design, innovation, and marketing capabilities. Learn what new best practices are required to fully leverage this competitive advantage, especially in a world where consumers are gravitating towards fast fashion, commoditized products and new business models.

4:55pm - 5:30pm 35 mins
KEYNOTE: Marketing in the Trump age: New rules for a New Reality
  • Peter Horst - Former CMO, The Hershey Company
more

No matter where you stand politically, there’s no question that the environment for brand owners has changed in the Trump era. Marketers must address a whole new set of risks and opportunities in the heated public debate around the social and political issues of the day.The stakes have never been higher in an arena where consumers, associates and other stakeholders are watching brands’ actions—and inaction—and judging them relative to their values and expectations. All this comes at a time when consumers are already gravitating towards brands that demonstrate a sense of authenticity and purpose. Examine these new realities and risks, and discuss ways brand owners can approach navigating this new environment.

5:30pm - 6:00pm 30 mins
TMRE Exhibit Hall Tour
  • JoAnna Carey - Director, Consumer Insights & Research, Farmers Insurance
more

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

TMRE brings you the most comprehensive gathering of solution providers each year – all inone place, all at one time. And while that gives you a great opportunity to vet and select apotential partner, it can be overwhelming. Join us for a guided exhibit hall tour and get toknow a few of our exhibitors before the main floor opens on Monday.

6:00pm - 6:05pm 5 mins
Close of Pre-Day