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Key Sessions

Beth Comstock

KEYNOTE: Confronting Accelerating Change

GE, Author of Imagine It Forward (to be released Sept. 2018)

Zeynep Tufekci

KEYNOTE: The Social and Moral Implications of How We Use Big Data to Make Decisions

UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests

7:15am - 8:00am 45 mins
Registration & Coffee
8:00am - 8:40am 40 mins
First-Timers Orientation
First-Timers Orientation
  • JoAnna Carey - Director, Consumer Research & Insights, Foremost Insurance Group
8:00am - 8:40am 40 mins
Info
Financial Services
Financial Services Industry Breakfast
  • Facilitator Michael Dolenko - Partner, Phase 5

Participate in facilitated roundtable discussions with your peers. You’ll first learn top trends and implications facing your industry followed by a roundtable discussion amongst your peers on how others are solving some of the same issues as you.

8:00am - 8:40am 40 mins
Pharma | Healthcare
Pharma | Healthcare Industry Breakfast
  • Facilitator Scott von Lutcken - Director, Global Customer Insights, Customer Strategy at Merck, Co-chair of Intellus Worldwide Health Literacy Committee and 2018 Treasurer/Secretary
  • Facilitator Wes Michael - Director-at-Large, Intellus Worldwide
8:00am - 8:40am 40 mins
Info
Media & Entertainment
Media & Entertainment

(Free- but you must RSVP!)

Skip the registration line entirely and meet your industry-specific colleagues before the event kicks-off.

Each breakfast is facilitated by an industry host.

8:00am - 8:40am 40 mins
Info
CPG | Retail
CPG | Retail
  • Eric Paquette - Vice President, Isobar Marketing Intelligence
  • Luiz Valmont - Strategy & Insights Vice President, The Coca-Cola Company Brazil BU

(Free- but you must RSVP!)

Skip the registration line entirely and meet your industry-specific colleagues before the event kicks-off.

Each breakfast is facilitated by an industry host.

8:00am - 8:40am 40 mins
Info
Women in Insights
Women in Insights: Leading Digital Transformation
  • Facilitator Laura Chaibi - Head of Market Intelligence and Syndicate Digital Data, MBC, UAE – Women in Research (WIRe) Advisory Board Member

Join us for a discussion on women leading digital transformation in our field, and identifying what's needed to grow the pipeline of women in the digital arena—and their path to the C-suite. Women in Research (WIRe) has been working in the industry to advance the contributions and voice of women in research, both for themselves and for the greater good of the industry, and, as women in this industry, we all have our success stories and challenges. We as a group can learn from one another to create much needed change in business practices, to support improving the leadership path for young and upcoming women. 

Join your session hosts:

- Laura Chaibi - Head of Market Intelligence and Syndicate Digital Data, MBC, UAE – Women in Research (WIRe) Advisory Board Member

Covering:

  • Leading Digital Transformation: Tips and tricks; what it is and what to expect
  • Discussing Seniority Barriers: What’s real and what’s perceived; uncovering stories, examples and best practices to succeed
  • Building Blocks: Quick transactional wins, support of women on the journey, and what that looks like
  • Road Blockers: Come with your own challenge examples and we will include advice in this session
  • Problem Solvers: Come with your own winning examples

This will be a solution driven/pay it forward morning coffee roundtable with the aim of taking away rewarding lessons to contribute to improving opportunities for and supporting women; especially in leading the way for digital transformation. We hope you can make it!

“No snowflake ever felt responsible for an avalanche, together we can make one…”

8:40am - 8:55am 15 mins
Chairperson Mission Statement
  • David Boyle - Director, Consumer Insights, Harrods
8:55am - 9:35am 40 mins
Info
KEYNOTE: Confronting Accelerating Change
  • Beth Comstock - former CMO and Vice Chair, GE, Author of Imagine It Forward (to be released Sept. 2018)

You may think the world is racing ahead too fast, but it will never be slower than it is right now. Confronting the relentless pace of change is hard. Employees get downsized; companies find themselves disrupted as challengers steal away customers. Everyone needs to be “change ready” with the courage to defy convention and the savvy to know when to go
around corporate gatekeepers to reinvent what is possible. Beth will challenge you to move beyond complexity with a belief that disruption is something you engage, not simply respond to.

9:35am - 9:55am 20 mins
Info
MAKE IT RELEVANT: Beth Comstock & David Boyle Q&A
  • Beth Comstock - former CMO and Vice Chair, GE, Author of Imagine It Forward (to be released Sept. 2018)
  • David Boyle - Director, Consumer Insights, Harrods

Chairperson David Boyle sits down with Beth Comstock to translate her keynote address into actionable takeaways for TMRE attendees. This make it relevant session addresses how insights leaders can prove their value to the C-Suite, with an emphasis on reporting into the Chief Marketing Officer and Chief Innovation Officer.

9:55am - 10:10am 15 mins
Info
Dream Team Intro
  • Kylan Lundeen - Chief Marketing Officer, Qualtrics

Explain how Dream Team works and how it relates to Lambos and Ferraris.

10:10am - 10:55am 45 mins
Networking Break
Networking Break
10:10am - 10:40am 30 mins
Info
Book signing by Beth Comstock
Book signing by Beth Comstock, former CMO and Vice Chair of GE, Author, Imagine It Forward
  • Beth Comstock - former CMO and Vice Chair, GE, Author of Imagine It Forward (to be released Sept. 2018)

All TMRE attendees will received a copy in their registration bag.

10:55am - 11:10am 15 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Chairperson Welcome
  • Evan Borak - President, US, Ipsos Connect
10:55am - 11:10am 15 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
Chairperson Welcome
  • Jay Staffey - Vice President, Business Development, Netquest
10:55am - 11:10am 15 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
Chairperson Welcome
  • Corey Beilstein - VP, Director of Research Innovation, Burke, Inc.
10:55am - 11:10am 15 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
Chairperson Welcome
  • Jola Burnett - VP, GfK
10:55am - 11:10am 15 mins
Info
Track 5: Consumer Disruption | Retail Revolution
Chairperson Welcome
  • Patricia Houston - COO/Founder, MMR LIVE
10:55am - 11:10am 15 mins
Track 6: Power Partnering | Vendor/Client Success
Chairperson Welcome
11:10am - 11:40am 30 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Team Transformation: Embracing Disruption
  • Nicola Blue - Vice President, Amex Insights, American Express

Disruption is the new norm and internal market research teams are no exception. Amex Insights has been on a transformative journey over the past 2 years. Hear about our evolution from a traditional MR organization a proactive insights consulting organization.

  • Wins & watchouts: lessons learned from our transformation
  • Framework for transformation
  • Perspective from the business on benefits of breaking the
    internal silos
11:10am - 11:40am 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
Turn Your Actionability Up to Eleven: Use Your Partners to Amplify Research Objectives for Results that Matter
  • Kat Figatner - Partner/Senior Vice President, C+R Research
  • Dave Mastrofski - Vice President, Quantitative Research, C+R Research

You’ve secured a research partner based on a solid set of research objectives – but are you missing an opportunity to kick your research up a notch? Does your research hold the promise of results that go beyond just answering the question? Join us as we highlight three different paths for how to partner with your providers to get more mileage out of your research – providing better, deeper insights that lead to uniquely actionable business decisions.

Top Three Take-aways:

  • When Fast Is Not Enough: How to get smarter results out your Agile Research via Advanced Analytics
  • Improving Focus on End Target Actionability: How precision targeting makes it easier to identify real opportunities within addressable shopper groups
  • Translating Results into Strategies and Organizational Knowledge: How to leverage activation sessions to get stakeholders to embrace and apply the research, so it lives on in the organization and makes a difference
11:10am - 11:40am 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
Blazing New Trails: Next in Domino’s Disruption Journey
  • Julia Oswald - SVP, Strategy & Insights, Domino’s Pizza

Many are familiar with the enormous growth due to the launch of the New and Inspired Pizza in 2010. But, the more impressive story is what has happened since 2010. Our same store sales growth since 2010 has averaged 7.7%. S&I initiatives are critical in driving this growth.

  • Methodological approach to successful launch of new products
  • Advanced analytics in creating cutting-edge store siting model that leverages an immense amount of internal and external data to identify next opportunities
  • Machine learning for the ‘proofing stage’ and more
11:10am - 11:40am 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
The Art and Science of Digital Disruption
  • Manish Mittal - SVP, Business Head, Course5 Intelligence
  • Sunita Venkataraman - Director, Global Insights and Analytics, Intel Corporation

Today’s fast-paced environment requires research that can think beyond templates, be agile and can self-improvise. Learn how the inclusion of Artificial Intelligence as a layer above conventional technology will mark the next level of innovation, in not just addressing these needs but also make market research smarter in ways unforeseen. This will mark the real disruption via digitalization.

11:10am - 11:40am 30 mins
Track 5: Consumer Disruption | Retail Revolution
Session TBA
11:10am - 11:40am 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
Jobs to Be Done Theory: Translating Research Into Business ROI
  • Erin Kelly - Group Director, Client Development & Marketing, Brandtrust
  • Dave Healing - Group Director, Client Services, Brandtrust

Jobs to be Done Theory is not new but is gaining increased attention from insights leaders because of its ability to create accelerated, actionable strategies that are relevant to consumers and good for business. Learn why marketing and innovation leaders are turning to their insights partners to harness the power to create alignment

while driving ROI for brands.

  • Understand why Jobs to be Done should live in each of our toolkits
  • Demystify Jobs to be Done by personalizing it for your business
  • Identify ways to leverage Jobs to be Done to drive broad alignment in your organization
11:40am - 12:10pm 30 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Harnessing Consumer Emotion to Revitalize Brands and Fuel Growth
  • Denise Saldana - Director of Strategic Opportunities Insights North America - Colgate Palmolive, Colgate-Palmolive
  • Jeff Meleski - CEO, Coherency

Brands are now able to harness the power of consumer emotion through quantitative research to solve for a broad range of business challenges with deeper insight and greater confidence.

This session will examine how Colgate-Palmolive is identifying and understanding the underlying emotional drivers of consumer behavior for several of its heritage brands to rethink how they strengthen brand distinctiveness, awareness and loyalty among existing and prospective consumers. Key learnings include:

Consumer purchase behavior across all categories, whether high or low involvement, is largely impacted by consumers' underlying emotional wants and needs despite their likelihood to state more rational reasons

Quantifying those emotional drivers of the category and aligning them with the brand's core equities is key to informing robust positioning, segmentation, innovation and messaging strategies

Actionable insights and recommendations enable organizations to impact execution within IMC, packaging, and product development, among other core marketing disciplines

11:40am - 12:10pm 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
The Notion of Emotion: Measuring Non-Conscious Response to Content
  • Elizabeth Sloan - Senior Vice President, Consumer Insights, ABC Studios, Freeform and Disney-ABC Domestic Television

Marketers and researchers understand the complex role emotions play in consumer behavior yet measuring emotions is one of the most challenging goals. In this session, learn how Camera Vision is used to monitor body movement to understand non-conscious responses.

  • The pros and limitations of measuring the non-conscious and
    how to fill in any gaps
  • Integrating non-conscious response insights with data analytics
11:40am - 12:10pm 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
Can Behavioral Science Really Drive Business Strategy?
  • Janet Ziffer - Senior Research Manager, Kimberly-Clark

The ability to uncover deep human motivations and yield critical insights through behavioral science is unparalleled. Learn how Kimberly-Clark leveraged behavioral science to activate brand initiatives within a B2B category by gaining a deep understanding of stakeholders who are critical to a brands’ success.

  • Discover how methodologies were leveraged to spearhead
    healthcare initiatives.
  • Uncover tips to leverage behavioral sciences within brands
  • Activate a more authentic and inspirational business strategy.
11:40am - 12:10pm 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
The Need for Speed: How Automation and Artificial Intelligence is Making Research Smarter, Faster, and Easier
  • Jay Choi - General Manager, Research Core, Qualtrics
  • Franck Sarrazit - Principal Consultant, Brand Experience, Qualtrics

Learn how advancements in artificial intelligence are being applied directly to market research to increase research speed and generate more accurate, predictive insights. Qualtrics will announce innovative new technologies that will change how research is done across your organization, improving your ability to get deeper, more actionable insights, faster.

11:40am - 12:10pm 30 mins
Info
Track 5: Consumer Disruption | Retail Revolution
The A, B, Cs of the X, Y, Zs: Decoding Generations and Why It Matters
  • Wynne Tyree - Founder & President, Smarty Pants

In this media-rich immersion, generational frameworks are dimensionalized and then deconstructed. You will learn from generational gurus how lifestages and generations are often confounded and how true consumer insight is derived from the application of various human schemata. Leave with new inspiration and tools for targeting and product development.

  • A deeper understanding of what separates Gen Z, Millennials, Gen X and Boomers and Silents
  • Clarity on when generational insights matter and when they don’t
11:40am - 12:10pm 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
The Value of In-Market Testing
  • Yann Bastien - Head of Innovation, Ferrero
  • Neal Heffernan - EVP, Shopper & Consumer Insights, GfK

A tremendous amount of planning, effort, investment and excitement inevitably surrounds the launch of any new product, with much of the focus being on generating awareness and optimizing trial and repeat rates out of the gate. A new product’s debut in market generally involves a multi-faceted and carefully orchestrated set of marketing and advertising activities, with Year 1 investments often being as high as they will ever be in the product’s lifetime. The sad truth...the majority of all new products launched nationally fail. Join Ferrero & GfK as we discuss how Ferrero created an in-market model focused on the long-term, successfully limiting the risks.

Key topics to be explored:

  • What marketing factors distinguished successful products from unsuccessful products?
  • Why and How Ferrero’s Innovation Model is unique in the FMCG industry?
  • The value of leveraging retailer loyalty card data to measure trial, repeat and source of volume for a new product.
  • The benefits of in-store / market testing with GfK for Ferrero.
  • The value of integrating POS data, loyalty card data and shopper intercepts to gain a full picture of how the new product is performing.
12:10pm - 12:40pm 30 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Becoming the Impact Researcher: A Structured Approach to Storytelling
  • Yoni Karpfen - Research Manager, Airbnb

If research generates any value at all, it’s only through the work of other people. Our measure as researchers is the influence we wield, and the impact of that influence on the thoughts, plans, actions, and output of others. One powerful way to generate influence is to create novel structures that give shape to the problems that others are tackling. Through a series of case studies, Yoni will illustrate strategies for designing frameworks that shape the ways product teams tackle design
challenges.

12:10pm - 12:40pm 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
One Team: What Happens When Market Research, Analytics & Data Science Collaborate?
  • Rama Mallika - Head, Market Research, Paypal

Hear how PayPal leverages insights as one team in a pragmatic and interactive session.

  • Understand concepts on elevating use of instrumented data
  • Develop commonality of shared language on data literacy
  • Explore use cases on three deliverable types
12:10pm - 12:40pm 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
The Holy Grail: How to Develop an Actionable Enterprise-Level Segmentation
  • Kathy Butler - Partner, HawkPartners
  • Jill Hambley - Head of Brand, Insights & Integrated Marketing, MassMutual

Learn how MassMutual designed, conducted, and activated a segmentation using both attitudinal survey data and appended behavioral/demographic data to drive its marketing strategy.

  • Effectively design your segmentation with the end-state in mind
  • Avoid the pitfalls that doom most segmentations
  • Activate and implement segmentation to drive results
12:10pm - 12:40pm 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
Deeper Insights: Artificial Intelligence to Uncover New Truths
  • Anthony Lambrou - Director, Corporate Strategy & Innovation, Pfizer

Traditional insight to action methods are limited because of humans ability to objectively decipher information. Learn how to use the power of Artificial Intelligence to uncover hidden wisdom.

  • Understand what you might be missing through traditional insights work and where AI can help
  • Practical steps to incorporating AI into your insights processes
12:10pm - 12:40pm 30 mins
Info
Track 5: Consumer Disruption | Retail Revolution
Peak Performance: New Techniques for Increasing the Speed of Research to Insight
  • Andria Long - Vice President, Innovation & Consumer Insight, Johnsonville Sausage

The food and beverage industry has changed immensely in the last five years. There’s never been a more important time to understand exactly what consumers want and need. Yet, with the democratization of data, speed to insight is the name of the game. Hear how this team has embraced new
techniques to research and develop insights faster to keep the pace of consumer change and stay ahead.

12:10pm - 12:40pm 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
Turn Concept Screening into Idea Hunting: A Flexible and Instinctual Solution for Testing Ideas
  • Teresa Davies - Manager, Global Insights, The Clorox Company
  • Andy Hogan - Senior Account Executive, Directions Research

Learn how Clorox uses Directions’ CrowdSight™ technique rooted in behavioral science to fuel ongoing innovation for a key product line

  • Our biggest risk isn’t launching a bad idea; it’s missing a big one
  • Polarization and socialized response are useful in guiding ongoing optimization
  • Unstructured data is as critical as ‘scores’ in spotting commercial possibilities
12:40pm - 1:55pm 75 mins
Lunch
1:55pm - 2:55pm 60 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
DOUBLE SESSION: Tell Compelling Stories: Story to Stage
  • Instigator William Greenwald - Founder and Chief Neuroleaderologist, Windsor Leadership Group, LLC, Author of "Be a Mindsetter"

The ability to construct a great story while holding mastery of the stage is a powerful, priceless skill for leaders to leverage
for a LIFETIME. In this fun, highly engaging, and high-impact workshop, leaders are immersed in various evidenced-based and empirically defined leading practice models required to reach the pinnacle of oratory mastery (for use at home and at
work). Learn the fundamental principles and best practices of presentation “design and delivery” from numerous pioneers in
the field and from current day “TEDx” superstars.

1:55pm - 2:25pm 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
From Bottleneck to Rocket Launcher: Maximizing Research Input
  • Steve Seiferheld - Director, Market Research, Swedish Match

We all hear anecdote after anecdote about corporate research departments that have to fight for input and impact within their organizations. Following the tip of authors Roger Fisher and William Ury, the way to success is “Getting to Yes”. Corporate researchers need to embrace collaboration with business partners, even if it means vacating a comfort zone. This session will open your minds and spirits toward innovation, ideation, and ultimately guide you to becoming a valued asset internally.


View a sneak peek from Steve!

1:55pm - 2:25pm 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
Unleashing the Magic Inside: Transform Your Research Team or Practice from Validation Partner to Thought Partner
  • John Garvie - User Experience Research, LinkedIn

In many organizations, User Experience Research is used to “validate” previously established product ideas. In this session, you’ll learn how to level up your research team or practice to help define product strategy, transforming into a true thought partner instead of just a validation partner. Learn how research can inform product decisions at every stage of the Product Development Lifecycle, how your user experience research organization or practice can develop key capabilities to inform at the strategic level, and specific tactics to build and demonstrate your or your team’s strategic research capabilities

1:55pm - 2:25pm 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
Balancing Value-Based Adoption and Customer Willingness to Pay for New Technologies: A Case for Subscription Based Pricing
  • Gregory Rice - Vice President, OSG Analytics
  • Dr. R Sukumar - CEO, OSG Analytics

Attend this session to find out how a global media company used behavioral analytics to design the right pricing strategy for their subscription based streaming service, leading to rapid product uptake. We will discuss how to use a combination of behavioral analytics methods to define customer value, and the ability to run multiple models to see the impact of different pricing strategies on adoption, revenue, and profitability.

• Understanding the trade-off between price and value is the core to developing a successful pricing strategy.

• To quantify the value of a product, organizations need to understand what matters to customers, by how much, and how the new product solves for the customers’ unmet needs and expectations.

1:55pm - 2:25pm 30 mins
Info
Track 5: Consumer Disruption | Retail Revolution
Who Said There is Just One Future?
  • Sandra Molano - Sr. Global Director, Knowledge & Insights, The Coca-Cola Company

When you work on MacroForces & Trends the most frequent question floating around is how you can use the rearview to understand, foresee or shape the Future (let’s leave “predict” aside 😊 )

In this session we are sharing our Coca-Cola  journey to land the concepts (important to align what are we talking about) and how they reveal an image of the Future or maybe is not just “One” Future…

1:55pm - 2:25pm 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
Optimizing Hero Images to Drive Brands in E-Commerce
  • Lauren Marks - Manager, Ecommerce Shopper Experience, Unilever
  • Vita Molis - Client Solutions Manager, SKIM

Unilever and SKIM teamed up to identify how products can break through the cluttered online environment. Learn how an innovative approach to replicating the virtual shopping environment led to the creation of Hero images. Discover how these Hero images can effectively communicate key product information quickly and clearly in an online environment, improving the overall consumer shopping experience and Lauren Marks,quickly converting shoppers online.

2:25pm - 2:55pm 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
Injecting Humanity into Everyday Business: The Importance of Human-Driven Intelligence
  • Matt Britton - CEO, Suzy

Our industry is (not so) quietly being taken over by machines and automation, but there is one thing a robot could never do –be human. And that’s why knowing your customer is more critical than ever before. Learn how and why you should incorporate real-time consumer intelligence across your business. Whether it’s feedback on a nascent product idea, a call to develop campaigns and content, or a need to validate new offers, a direct line of communication to your customer can propel your business forward.

2:25pm - 2:55pm 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
Revolutionizing PepsiCo Insights through Digital Transformation
  • Kate Schardt - Senior Director, Global Insights, PepsiCo.

Learn how PepsiCo is augmenting human creativity with advanced technology to step change the power and speed of insights and drive consumer centricity into the heart of the organization to accelerate growth.

  • There is a ‘burning platform’ in the insights industry – if we
    don’t act we risk losing relevance
  • Automating insights for speed and lower cost is not
    enough; we need fundamentally better insights to become
    indispensable to business
  • Navigate challenges when driving a bold change agenda
2:25pm - 2:55pm 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
Pizza Hut’s Secret Sauce – a Virtual Test and Learn Platform
  • Rachel Lorraine - Director, Strategic Pricing, Pizza Hut

With consumers primarily experiencing the Pizza Hut bran through online ordering, the website has a tremendous responsibility. It must be easy and enjoyable to use… while also maximizing sales potential. Testing alternative digital strategies is challenging. A/B testing can be risky, and traditional UX research is focused more on the user experience (as opposed to the sales impact). You’ll learn about a virtual “test and learn” platform to evaluate the impact of strategies on shopper satisfaction and sales.

2:25pm - 2:55pm 30 mins
Info
Track 5: Consumer Disruption | Retail Revolution
Transform or Die: The Dire Need for Digital and Experiential Transformation in Retail
  • Eric Paquette - Vice President, Isobar Marketing Intelligence

There are key differences in the behaviors and expectations of shoppers of "tomorrow" and the immediately profitable shoppers of today. Learn about this new generation’s needs and expectations from retail and digital shopping experiences and how brands can transform to survive.

  • Younger shoppers aren’t “growing into” the segments of older counterparts. They’re maintaining unique behaviors and expectations.
  • Shoppers today demand a streamlined, personalized retail experience, a progressive digital experience, and an aligned set of company values.
  • Retail is not dead. However, brands that avoid transformation are sure to fail.



2:25pm - 2:55pm 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
Are You Ready for Gen Z?
  • Sheila Dreyer Van Buskirk - VP, Network Research and Insights, Synchrony
  • Lori Vellucci - VP, Financial Services, Chadwick Martin Bailey

Learn how Synchrony Financial and CMB are taking an authentic and data-driven way to help win the next generation of consumers.

  • An inside look into innovative tools and methods brands can use to tell compelling stories to drive corporate strategy, new product and business development, and prepare for the future
  • How Gen Z’s approach to work, shopping and finances differs from other generations
  • A dive into goals, attitudes, and behaviors shaping the future
2:55pm - 3:25pm 30 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Authentic Influence: The Intrinsic Power of Affluent Influencers
  • Michael Baer - SVP, Head of Ipsos Affluent Intelligence, Ipsos Insights

Every marketer understands the promise, and the potential power, of leveraging influencers to amplify and mobilize a brand’s message. But in contrast to flashy and famous celebrity endorsers paid to promote your brand, there's a group of consumers with authentic interest in categories and whose engagement, experience and spending gives them disproportionate influence within their networks.

2:55pm - 3:25pm 30 mins
Info
Track 2: Insights as a Strategic Business Partner | MR & Data Science
MR and Data Science: Collaboration Creates Innovation
  • Thomas Grayman - VP, Content Innovation Analytics, Viacom
  • Tetiana Nosach Quignon - Data Scientist, Viacom
  • Bingqing Ge - Data Scientist, Viacom

The Content Innovation Analytics team at Viacom – home to such brands as Comedy Central and MTV – brings together
classic marketing research and data science techniques to generate a more comprehensive understanding of its content
consumers than either function can on its own. We’ll present examples of how we have integrated the two to inform product
(meaning, programming) development and launch marketing strategies.

2:55pm - 3:25pm 30 mins
Info
Track 3: The Modern MR Toolkit | Blending Traditional with New
A Continuous Stream of A’HAS: Inside Taco Bell’s Innovation Lab
  • Serena Sheldon - Director, Consumer Insights, Taco Bell

Taco Bell’s Innovation Lab is charged with a minimum of ten new innovations each year. Every innovation is grounded in consumer insights.

  • Emotional connections of “fries” that played into Nacho fries
  • Cantina fast-casual restaurant series only has certain aspects of the traditional locations
  • Cult-like consumer debunks overarching macro consumer trends
2:55pm - 3:25pm 30 mins
Info
Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
A B2B CASE STUDY Developing a Customer-Obsessed Culture: How Insights Transformed Salesforce
  • Jacob Ayoub - Senior Director, Customer & Market Insights, Salesforce
  • Jeanne Milam - 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 and Jeanne Milam 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. 

2:55pm - 3:25pm 30 mins
Info
Track 5: Consumer Disruption | Retail Revolution
Where Are the Grown Ups?: Adulthood vs. Adulting
  • Gene Cho - Director, Strategic Insights & Analytics, Buzzfeed

With the ‘traditional’ path to adulthood becoming the exception vs. the norm, BuzzFeed and Publicis set out to understand how people today are (or are not) navigating their progression towards adulthood. 

In this session Lindsey Noble will share their findings, delving into their behaviors, attitudes and preferences, and how together they developed a playbook for brands to become powerful partners with younger consumers by providing the content they value highly via the sources they trust most.

2:55pm - 3:25pm 30 mins
Info
Track 6: Power Partnering | Vendor/Client Success
Delivering on the Promise of Continuous Research with the Market Research Cloud
  • Rick Kelly - VP, Products & Research, FUEL CYCLE

Disruptive new technologies and platforms are re-writing customer journeys, and consumer behavior seems to be in a constant state of flux. In this era of transition, researchers must embrace this change as an opportunity to re-write the way they engage and maintain an on-going dialogue with consumers. This transition won't be easy. It will require organizations to quickly move from an era of overly-planned, episodic research that occurs in standardized cycles to insights that are gathered in real-time through continuous research.

Join Fuel Cycle as we explore how you can implement continuous research practices in your organization:

· Focus on quick, iterative research cycles

· Flexibility to deliver insights for any business need

· Data must be contextualized

3:25pm - 3:40pm 15 mins
Info
Track 1: MR Leadership & Growth Strategy | Telling Cohesive Stories
Best Practices for Using Incentives in Market Research
  • Jignesh Shah - CEO, Rybbon

Learn how to test and optimize response rates, vary the value and type of rewards and integrate rewards directly into your survey platform. Simplify and streamline your incentives management process and create a positive experience that will keep participants engaged.

  • Automate survey rewards and incentives instantly.
  • Choose the right reward type and value for your study.
  • Understand and overcome the challenges of incentives for global studies.
3:25pm - 3:40pm 15 mins
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Track 2: Insights as a Strategic Business Partner | MR & Data Science
Rethinking Qualitative Research Reports
  • Jonathan Schneider - CEO, The Candor Company
  • Liz Moore - Partner, The Candor Company

No one apparently has time to read reports these days. Yet, we still keep writing them. Why? We’ve re-thought the idea of what a qualitative report can and should be. With various examples, we’ll show you how to get reports read, watched, and most importantly acted upon.

3:25pm - 3:40pm 15 mins
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Track 3: The Modern MR Toolkit | Blending Traditional with New
Digital Crowdsourcing (DCS) for Real Insights
  • Lisa Dwelly - Senior Director of Training, Texas Roadhouse, Inc.
  • Paul Schmelzer - VP of Operations, LiveShopper

How Texas Roadhouse uses LiveShopper DCS to move the customer journey forward with real insights through a mobile DIY platform.

3:25pm - 3:40pm 15 mins
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Track 4: Technology & Future Growth | Artificial Intelligence & Future Technologies
Insights & AI - Predicting Consumer Behaviour to Create First-Mover Advantage
  • Hugo Amos - Chief Strategy Officer, Black Swan Data
3:25pm - 3:40pm 15 mins
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Track 5: Consumer Disruption | Retail Revolution
How Shopper First Thinking Strengthens Partnerships
  • Jason Smith - Managing Director, Shopper Intelligence
  • Sherry Honeyman - Senior Shopper Insights Manager, Georgia-Pacific

Learn how Georgia-Pacific partnered with a key national retailer to revitalize their paper category. Leveraging the retailers’ shopper preferences in the paper category, Georgia-Pacific was able to customize their recommendations to drive a higher enjoyment factor while still simplifying the shopping experience.

  • GP’s retail partner offered little to the Grab N Go experience their shoppers wanted in the paper category, compared to other retailers.
  • Fewer paper displays correlated with lower satisfaction scores over the years b/c the category became increasing more difficult to find and shop.
  • GP shared several innovative display execution concepts to go test with their retail partner. Together with other sources, using the retailer’s POV, and making the concepts relatable at the store level contributed to a successful partnership using insights to drive the action.
3:25pm - 3:40pm 15 mins
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Track 6: Power Partnering | Vendor/Client Success
Power Partnerships - Two Sides of the Same Coin
  • Kerry Hecht Labsuirs - Co-CEO & Founder, The Ignite Collective
  • Christina Broat - COO, ECHO
  • Martha Llobet - Co-CEO, The Ignite Collective
3:40pm - 4:10pm 30 mins
Networking Break
Afternoon Networking Break | Hosted by: Isobar
3:40pm - 4:10pm 30 mins
Book signing by William J. Greenwald
Book signing by William J. Greenwald, Be a Mindsetter
  • William Greenwald - Founder and Chief Neuroleaderologist, Windsor Leadership Group, LLC, Author of "Be a Mindsetter"
4:10pm - 4:40pm 30 mins
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KEYNOTE: The Social and Moral Implications of How We Use Big Data to Make Decisions
  • Zeynep Tufekci - Techno-Sociologist, Assistant Professor, UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests

In business and society, we rely on big data analysis and algorithms, on machine learning and artificial intelligence, to make our decisions. We do this in the belief that they are better and more “objective” than those made by humans. Zeynep challenges these trends and assumptions using hard evidence and careful analysis of the results — which do not support the faith we put in these technologies. She has special expertise in how social change movements are using social media and on the social and moral implications of how we use big data and algorithms to make decisions.

4:40pm - 5:25pm 45 mins
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AI Will Replace Researchers: An Oxford Style Debate
  • Bruce Boston - Senior Theorist, Nest Labs
  • Zeynep Tufekci - Techno-Sociologist, Assistant Professor, UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests
  • Marina Kosten - Vice President, Consumer Research, International Theatrical Distribution, 20th Century Fox
  • David Ginsberg - VP of Research, Facebook
  • Anthony Lambrou - Director, Corporate Strategy & Innovation, Pfizer

Technology will no doubt streamline several aspects of the MR job function, but are we encroaching a point where they will actually outperform researchers/customer insights executives? Who is poised to find the breakthrough insight better- machine or man? In this Oxford-style debate, two teams will face off, hoping to convince the audience they’re right. Who will you vote for? And will they sway you?

5:25pm - 5:40pm 15 mins
Content Wrap-up
5:40pm - 6:40pm 60 mins
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Networking Break
Cowboy Cookout & Cocktail Party

Featuring specialty drinks by System1 Group 

5:40pm - 6:40pm 60 mins
Book signing by Zeynep Tufecki
Book signing by Zeynep Tufecki, Author, Twitter and Tear Gas
  • Zeynep Tufekci - Techno-Sociologist, Assistant Professor, UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests
6:40pm - 7:25pm 45 mins
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Opening Night Bonfire Party | Hosted by: Qualtrics

S’mores anyone? Get outside and literally share stories around the campfire.

7:15am - 8:00am

Registration & Coffee

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Showing of Streams
8:40am - 8:55am

Chairperson Mission Statement

  • David Boyle - Director, Consumer Insights, Harrods
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8:55am - 9:35am
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KEYNOTE: Confronting Accelerating Change

You may think the world is racing ahead too fast, but it will never be slower than it is right now. Confronting the relentless pace of change is hard. Employees get downsized; companies find themselves disrupted as challengers steal away customers. Everyone needs to be “change ready” with the courage to defy convention and the savvy to know when to go
around corporate gatekeepers to reinvent what is possible. Beth will challenge you to move beyond complexity with a belief that disruption is something you engage, not simply respond to.

  • Beth Comstock - former CMO and Vice Chair, GE, Author of Imagine It Forward (to be released Sept. 2018)
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9:35am - 9:55am
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MAKE IT RELEVANT: Beth Comstock & David Boyle Q&A

Chairperson David Boyle sits down with Beth Comstock to translate her keynote address into actionable takeaways for TMRE attendees. This make it relevant session addresses how insights leaders can prove their value to the C-Suite, with an emphasis on reporting into the Chief Marketing Officer and Chief Innovation Officer.

  • Beth Comstock - former CMO and Vice Chair, GE, Author of Imagine It Forward (to be released Sept. 2018)
  • David Boyle - Director, Consumer Insights, Harrods
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9:55am - 10:10am
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Dream Team Intro

Explain how Dream Team works and how it relates to Lambos and Ferraris.

  • Kylan Lundeen - Chief Marketing Officer, Qualtrics
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Showing of Streams
Showing of Streams
12:40pm - 1:55pm

Lunch

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Showing of Streams
Showing of Streams
4:10pm - 4:40pm
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KEYNOTE: The Social and Moral Implications of How We Use Big Data to Make Decisions

In business and society, we rely on big data analysis and algorithms, on machine learning and artificial intelligence, to make our decisions. We do this in the belief that they are better and more “objective” than those made by humans. Zeynep challenges these trends and assumptions using hard evidence and careful analysis of the results — which do not support the faith we put in these technologies. She has special expertise in how social change movements are using social media and on the social and moral implications of how we use big data and algorithms to make decisions.

  • Zeynep Tufekci - Techno-Sociologist, Assistant Professor, UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests
More
4:40pm - 5:25pm
Info

AI Will Replace Researchers: An Oxford Style Debate

Technology will no doubt streamline several aspects of the MR job function, but are we encroaching a point where they will actually outperform researchers/customer insights executives? Who is poised to find the breakthrough insight better- machine or man? In this Oxford-style debate, two teams will face off, hoping to convince the audience they’re right. Who will you vote for? And will they sway you?

  • Bruce Boston - Senior Theorist, Nest Labs
  • Zeynep Tufekci - Techno-Sociologist, Assistant Professor, UNC, Chapel Hill, Author of Twitter and Tear Gas: The Power and Fragility of Networked Protests
  • Marina Kosten - Vice President, Consumer Research, International Theatrical Distribution, 20th Century Fox
  • David Ginsberg - VP of Research, Facebook
  • Anthony Lambrou - Director, Corporate Strategy & Innovation, Pfizer
More
5:25pm - 5:40pm

Content Wrap-up

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Showing of Streams
6:40pm - 7:25pm
Info

Opening Night Bonfire Party | Hosted by: Qualtrics

S’mores anyone? Get outside and literally share stories around the campfire.

More