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Key Sessions

Adam Alter

KEYNOTE: Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked

Drunk Tank Pink, NYU Stern School of Business

Charles Limb

Neural Mechanisms of Musical Creativity

University of California San Francisco School of Medicine

8:00am - 8:30am

Registration & Coffee

8:30am - 8:45am

Welcome from your Conference Chairperson

8:45am - 9:30am

KEYNOTE: Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked

more

Command Attention? Facebook, Twitter, Netflix, Instagram, and the latest app or game keep us glued to our screens. Adam breaks down the latest insights into behavioral addiction — investigating what separates the irresistible from the forgettable. The answers draw from a broad range of case studies and research—from as far afield as the world of video game design and television script writing to app design and digital advertising. Why do people play the lottery despite losing time and again and facing impossibly long odds? Should you release upbeat products when the economy is thriving or when times are tough? Alter answers these questions and more in a keynote that explains the sharp divide between the instant sensation and the forgotten disaster.

  • Adam Alter - NYT Best-Selling Author & Professor of Marketing & Psychology, Drunk Tank Pink, NYU Stern School of Business

9:30am - 10:15am

Neural Mechanisms of Musical Creativity

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Until recently, we knew little about how the brain is actually able to be creative.Dr. Charles Limb holds two professional titles that combine his personal passions-Professor of Otolaryngology and faculty of Peabody Conservatory of Music. And what else can come from that unique combination but an insatiable curiosity to find out how the brain works during musical improvisation? To try to unravel the neurological mysteries of creativity, Charles and his team put jazz musicians and rappers in a functional MRI brain scanner and watched as they improvised. Find out what his team uncovered about how the brain generates new ideas during the artistic creative process.

  • Charles Limb - Musician, Francis A. Sooy Professor, Chief, Division of Otology, Neurotology and Skull Base Surgery, Director, Douglas Grant Cochlear Implant Center, Departments of Otolaryngology-Head & Neck Surgery and Neurosurgery, University of California San Francisco School of Medicine
SHOWING OF STREAMS
SHOWING OF STREAMS

12:45pm - 2:15pm

Lunch

SHOWING OF STREAMS
SHOWING OF STREAMS
SHOWING OF STREAMS

5:05pm - 5:15pm

WIRe MRX Diversity Award

5:15pm - 6:00pm

KEYNOTE PANEL: Commanding Influence: How Insights Leaders Take a More Impactful Seat at the C-Suite

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Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence across the broader organization. Insight can, and should, be one of the most powerful vehicles for influencing decisions across the organization. How do you make that happen? Join these key industry leaders as they discuss the keys to taking a more powerful role in the C-Suite.

  • Kristin Luck - Growth Strategist, Luck Collective
  • Christina Jenkins - Director, Global Business Marketing, North America, Twitter
  • Elizabeth Merrick May - Head of Customer Insights, Nest
  • Marina Kosten - VP Research - International Theatrical, 20th Century Fox
  • John Fernandes - Director, Marketing Insights & Analytics, Facebook

6:00pm - 7:00pm

Monday Night Cocktail Reception

more

Featuring specialty drinks from:

Olson Research Group, Chadwick Martin Bailey, The NPD Group & YouGov

8:00am 8:30am (30 mins)

Registration & Coffee

8:30am 8:45am (15 mins)

Welcome from your Conference Chairperson

8:45am 9:30am (45 mins)

KEYNOTE: Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked

Command Attention? Facebook, Twitter, Netflix, Instagram, and the latest app or game keep us glued to our screens. Adam breaks down the latest insights into behavioral addiction — investigating what separates the irresistible from the forgettable. The answers draw from a broad range of case studies and research—from as far afield as the world of video game design and television script writing to app design and digital advertising. Why do people play the lottery despite losing time and again and facing impossibly long odds? Should you release upbeat products when the economy is thriving or when times are tough? Alter answers these questions and more in a keynote that explains the sharp divide between the instant sensation and the forgotten disaster.

  • Adam Alter - NYT Best-Selling Author & Professor of Marketing & Psychology, Drunk Tank Pink, NYU Stern School of Business

9:30am 10:15am (45 mins)

Neural Mechanisms of Musical Creativity

Until recently, we knew little about how the brain is actually able to be creative.Dr. Charles Limb holds two professional titles that combine his personal passions-Professor of Otolaryngology and faculty of Peabody Conservatory of Music. And what else can come from that unique combination but an insatiable curiosity to find out how the brain works during musical improvisation? To try to unravel the neurological mysteries of creativity, Charles and his team put jazz musicians and rappers in a functional MRI brain scanner and watched as they improvised. Find out what his team uncovered about how the brain generates new ideas during the artistic creative process.

  • Charles Limb - Musician, Francis A. Sooy Professor, Chief, Division of Otology, Neurotology and Skull Base Surgery, Director, Douglas Grant Cochlear Implant Center, Departments of Otolaryngology-Head & Neck Surgery and Neurosurgery, University of California San Francisco School of Medicine

10:15am 11:00am (45 mins)

Morning Networking Break

Morning Networking Break

10:15am 11:00am (45 mins)

Demo Zone A

The A.I.-based Consumer Research Solution

Wizer is a consumer research platform that uses artificial intelligence to analyze your business questions and provide fast, affordable and in-depth market insights. By facilitating research and insight collaboration across the organization, Wizer supports better data-driven decisions.

  • Idan Geva - Chief Business Officer, Wizer

11:00am 11:15am (15 mins)

Track 1: Next-Gen Insights Leadership & Strategy

Track Chair Welcome: SSI

  • Jackie Lorch - Vice President Global Knowledge Management, SSI

11:15am 12:00pm (45 mins)

Track 1: Next-Gen Insights Leadership & Strategy

Weaving Insights into the Decision Making DNA of Your Firm

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.

  • Sarita Bhagwat - VP, Market Intelligence, Fidelity Investments

12:00pm 12:45pm (45 mins)

Track 1: Next-Gen Insights Leadership & Strategy

Optimizing Pack and Price for Online Retailing

In the omnichannel ecosystem, manufacturers want to offer products that compete in all of the different channels.  Online retailing is positioned as somewhere between the bargain orientation of clubs and traditional stores, but with a healthy dose of consumer convenience.  Manufacturers need to provide optimized assortments of products to fit in that position while appealing to consumers and generating profits. In this session, learn how Mondelez met this challenge by understanding consumers’ motivations and determining optimal bundles based on pack type, size, brands, and price.

We will discuss the marketing challenges facing manufacturers, the research challenges for designing a choice-based simulated purchasing environment, the benefits of a simulator for testing scenarios, and the implications for the business.

Subjects for discussion and illustration:

  • What challenges are manufacturers facing with eCommerce?
  • How can market research be designed to replicate the consumer purchase decisions?
  • What inputs are needed and what outputs are required?
  • How can the eCommerce team utilize the results?
  • Jessica Waxenberg Levison - Shopper Insights, NA eCommerce, Mondelez International
  • Bill Salokar - VP, Client Solutions, SKIM

11:00am 11:15am (15 mins)

Track 2: Cutting Edge Technology & Trends

Track Chair Welcome: LiquidHub

  • Anthony Cosentino - Data and Analytics Evangelist, LiquidHub

11:15am 12:00pm (45 mins)

Track 2: Cutting Edge Technology & Trends

Beauty & Wellness On Every Corner: Applying the Behavioral Sciences to Unlock a Refreshed Retail Experience

In 2014, when Walgreens combined forces with Alliance Boots, they brought together the strength of two leading companies with iconic brands, complementary geographic footprints, shared values and a heritage of trusted healthcare services dating back more than 100 years. Committed to helping people across the world lead healthier and happier lives, Walgreens knew they had a unique opportunity to refresh the retail experience in the pharmacy, health & wellness and beauty departments. They invested in primary research that revealed the emotional and psychological dynamics of their retail experience, identifying the central and peripheral cues that mattered most to consumers. Led by the insights team, this learning evolved into enduring frameworks that will drive years of strategic direction for Walgreens, and generated 1,000+ ideas that have been prioritized and are currently being moved into activation.

  • Dave Healing - Director of Strategy, Brandtrust
  • Anndrea Golightly - Custom Research, Beauty, Personal Care, and Convenience, Walgreens

12:00pm 12:45pm (45 mins)

Track 2: Cutting Edge Technology & Trends

Translating Emotion Science into Digital Experiences

Emotions fuel the choices we make, the actions we take and just about everything else we do. Measuring those emotions is a vital part of understanding your consumer. Yet, marketers often struggle with how to measure those emotions and how to apply the insights. Isobar takes brands through emotional insights to strategy to implementation. By bringing together emotional, behavioral and cognitive sciences, combined with our creative and deep digital capabilities, we provide a seamless, transformative process.

Hear how Isobar takes brands from insights to innovations by:

  • Uncovering emotional motivations with MindSight®, our proprietary emotion science technique, and other System 1 techniques
  • Collaborating with a cross-functional team of digital strategists, agency creatives and research specialists
  • Optimizing digital solutions with neuro and biometric UX testing of AR and VR experiences in real-time
  • Jeremy Pincus - Director, Research & Strategy, Isobar

11:00am 11:15am (15 mins)

Track 3: Insight Driven Innovation & Brand Engagement

Track Chair Welcome: Burke

  • Michael Laux - Senior Vice President, Burke

11:15am 12:00pm (45 mins)

Track 3: Insight Driven Innovation & Brand Engagement

If You Love Your Brand Others Will Too

A few generations ago, Wild Turkey was a well-regarded premium bourbon in the US. Decades of under-investment and a shift in the bourbon market left the brand in decline and the butt of jokes. This session will walk through how semiotics, deep understanding of brand lovers and a healthy dose of pragmatism let Wild Turkey take flight once again. The case will go cover how reframing brand negatives led to a successful new positioning, packaging and product strategy while still keeping brand lovers engaged.

  • Mary Beth Jowers - Consumer Insights Lead for North, Central and Eastern Europe, Gruppo Campari

12:00pm 12:45pm (45 mins)

Track 3: Insight Driven Innovation & Brand Engagement

Keeping it Real with Campbell: Bringing a Consumer-First Mindset to Innovation in R&D

The food industry is undergoing a profound change. Seismic demographic and economic shifts in consumer tastes and consumption patterns is reshaping the way food innovators grow, make, market and sell food. At Campbell Soup Company, the R&D department is navigating this sea of change with a customer-first mindset, applying greater scientific rigor and understanding to early recipes, with the goal of reproducing them in the context of today’s consumer and modern supply chain and distribution systems. The company’s distinct Purpose, “Real food that matters for life’s moments,” serves as a galvanizing driver for Campbell’s R&D team to guide production innovation and establish filters for decision-making. Join Carlos Barroso, SVP Global R&D Campbell Soup Company, in a discussion about how Campbell is using moments of change and consumer insights to drive innovation and increase transparency among consumer.

  • Carlos J. Barroso - SVP, Global Research and Development and Quality, Campbell Soup Company

11:00am 11:15am (15 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

Track Chair Welcome: GfK

11:15am 12:00pm (45 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

What was the Lift?

A how-to guide for measuring impact at retail.

What every marketer, salesperson, and analyst ought to know about evaluating the impact of in-store activities. You will learn how to avoid 5 common pitfalls when measuring lift and leave with a foundation in designing good retail experiments and making sound data driven decisions to grow sales. You will see how best-in-class retail analytics are managed at Nest/Google.

  • Mo Bhasin - Analytics, Nest

12:00pm 12:45pm (45 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

The Next Paradigm Shift in Marketing, Artificial Intelligence

AI is fundamentally altering all dynamics in our day-to-day lives, right from the way we consume and process information to what we buy to how we commute, etc. It already has started influencing our behavior, aspirations/motivations and purchase decisions and this will only grow. As a Marketer, you would want to leverage this power to deliver superior purchasing experience to your customers - relevant, timely and emotional. It is the next logical step in the evolution of your Marketing Analytics program and requires a well considered migration plan to realize real potential and quickly. This session will aim to provide the strategic consideration, optimal execution path and relevant transformation levers required to achieve Marketing AI nirvana.

  • Ramkumar Ravichandran - Director Analytics & A/B Testing, Visa Inc.

11:00am 11:15am (15 mins)

Track 5: Winning Over the Savvy Consumer

Track Chair Welcome: Ipsos Connect

  • Evan Borak - Senior Vice President , Ipsos Connect

11:15am 12:00pm (45 mins)

Track 5: Winning Over the Savvy Consumer

The Long and Short of Digital

Digital had been thought of as purely a short term activation tool that could yield great results without testing. But brands are learning that it is crucial to be able to test and predict the emotional effectiveness of digital creative. In addition, when viewed through a behavioral lens, brands are seeing that digital can have surprisingly great impact on the FAME of a brand as well as short term sales. This session will feature some tips and examples for using digital to more effectively drive brand growth – and how both long AND short-term effects are important . . . and achievable.”

  • Brent Snider - President/North America, System1 Research

12:00pm 12:45pm (45 mins)

Track 5: Winning Over the Savvy Consumer

What’s Inside is Everything: Turning Focus Groups Inside Out

ZICO has a long legacy of being scrappy. Inspired during our Founder's Central American stint with the Peace Corps and subsequently launching out of the back of a van in New York City.  When it comes to consumer research, we’ve kept that scrappy spirit alive by believing that we can squeeze more out of conventional methods.  With the goal of optimizing our creative approach in 2017, we wanted more than merely consumer feedback and opinions generated by traditional testing.  Learn how the ZICO team deepened resonance and relevance by taking the classic focus group model deeper, in order to inform a differentiated strategic direction both in the short term and beyond.

  • Meghann Seidner - VP Marketing, ZICO Beverages

11:00am 11:15am (15 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

Track Chair Welcome: MMR Research Associates

  • Patricia Houston - VP, Client Relationships, MMR Research Associates

11:15am 12:00pm (45 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

Enhancing Insights Through Strategic Partnerships to Inspire Change Among Those Treating and Suffering from Obesity

Despite the growing obesity epidemic, many challenges remain and the need for successful medical intervention remains unnoticed. Novo Nordisk and KJT Group, Inc. collaborated on the landmark ACTION (Awareness, Care & Treatment In Obesity Management) study, aimed at investigating barriers to obesity management from perspective of people with obesity, healthcare professionals and employers. This study is an example of how pharmaceutical companies, medical community and market research agencies can work together to uncover societal misperceptions, to improve care in an extremely challenging therapeutic area.

  • Maria Cristina Antonio - Director, Metabolics Insights & Analytics, Novo Nordisk

12:00pm 12:45pm (45 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

Gaining Knowledge from Experience

Obtaining a fresh, actionable, and more complete understanding of customers’ experience has evolved as the “gold standard” in market research today. To achieve this objective, The Center for Strategy Research (CSR) has developed an intensive, enlightening process that helps Mutual of Omaha gather, assess, analyze, and understand more about what it is like to be a client. Working with CSR to track the customer experience at regular intervals and leveraging CSR’s proprietary coding and warehousing tools, Mutual of Omaha has benefitted from results that are more:

• Representative, timely, and detailed

• Frequently, reliably, and rigorously collected and shared

• Predictive of the link between satisfaction with specific events and likelihood to expand or renew

• Definitive as to prioritization of client needs

• Useful in guiding decisions on service investments

 If, like us and Albert Einstein, you believe that “the only source of knowledge is experience”, join us to learn about ways to better understand, measure, and improve upon your customers’ experience.

  • Monika Mandrakas - Market Researcher and Customer Advocate, Mutual of Omaha Insurance Co.
  • Julie Brown - President, The Center for Strategy Research, Inc.

11:00am 11:15am (15 mins)

Track 7: The Start-up Showcase

Track Chair Welcome: Netquest

  • Enric Cid - Managing Director of North America, Netquest

11:15am 12:00pm (45 mins)

Track 7: The Start-up Showcase

Beyond declarations. How nonconscious measures improve online surveys.

Consumers’ explicit, rational declarations are important, but usually do not tell the whole story. Traditional surveys lack the ability to distinguish among respondents' lip service, wishful thinking and strong attitudes. This is were Reaction Time- an implicit measure of certainty and hesitation - can add an extra layer of insights, bringing your market research much closer to discovering the true emotional drivers behind consumers' decisions and behaviors. 

In this session, you will hear about: 

- emotional strength of attitude and what it means for market research; 

- highly accurate surveys and easy steps to improve online questionnaires; 

- actionable insights and how to enrich surveys' conclusiveness by up to 35%; 

- the way to reveal consumers' attitudes with the highest potential to influence behavior.

  • Michał Matukin - Chief Scientific Officer, NEUROHM

12:00pm 12:45pm (45 mins)

Track 7: The Start-up Showcase

This session will be presented by: The Garage Group

Session details soon to come.

12:45pm 2:15pm (90 mins)

Lunch

2:15pm 3:00pm (45 mins)

Track 1: Next-Gen Insights Leadership & Strategy

How Storytelling and Immersion Can Activate Quantitative Insights Within Your Organization

Learn techniques for sharing results from large quantitative studies with an eye towards activating the insights within your organization.Hear how storytelling to craft more impactful presentation decks and immersion activities and mixed media can engage your clients and help them internalize and evangelize the learning.

  • Lori Tarabek - Global Market Insights, Abbott Diabetes Care
  • Ruchi Varshneya - Senior Director, Global Market Insights and Strategy, Abbott Diabetes Care

2:15pm 3:00pm (45 mins)

Track 2: Cutting Edge Technology & Trends

Data is the New Gold; Creating More Value in Your MR Reporting

As researchers, we don’t lack having vast amounts of market and customer data at our disposal.  The challenge is – how do we efficiently connect and organize these data effectively to analyze, visualize and deliver insights to the right people at the right time?  We all want to spend less time on data processing and report production, and more time discovering the meaning within the data in order to achieve organizational impact.

Join this session to learn five ideas that every research organization can use to transform complex data into insights that everyone can understand.  Dapresy will share an approach to creating better reporting, and offer practical advice and best practices from our clients – with the goal of inspiring everyone to take action.

  • Rudy Nadilo - President, Dapresy North America

2:15pm 3:00pm (45 mins)

Track 3: Insight Driven Innovation & Brand Engagement

Engaging Customer Personality with Brand Personality

To build an effective Brand personality or value proposition it is necessary to understand the needs and personalities of customers. Needs are of two types; the purely rational as in “I need a can of beans for my recipe” and the non-rational.  Non-rational needs are ultimately founded in personality and not in transient “emotional drivers”. In this session we will describe how to assess customer experience and customer needs in the context of any product or service and how to build the needs from different personality types into a relatable Brand persona.

  • Peter Simpson - Principal, xsperient

2:15pm 3:00pm (45 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

Linking Data Science Function to Value in Pharma Early Research & Development

The journey of the creation of Data Science function in Pharma Early Research & Development Informatics [pREDi]organization is described. Definition of Data Science Decision Support Service [DS2S] and how it’s managed in a global pharma research environment, linked to strategy, monitored, organized, and process are addressed. The Value added of DS2S is also covered.

  • Laura Aguiar - Senior Global Leader, Roche Innovation Center New York

2:15pm 3:00pm (45 mins)

Track 5: Winning Over the Savvy Consumer

Spoiler Alert! Inside the Reinvention of the Hollywood Research Machine

Session details soon to come.

  • Jon Penn - CEO, National Research Group

2:15pm 3:00pm (45 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

Attracting Viewers in the Golden Age of Content

The explosion in TV content available for viewing has been great news for television but requires content creators like ABC to really understand what drives viewers to try a new show and what keeps them watching. In this session, ABC’s Lyndsey Albertson and CMB’s Judy Melanson share learnings from a comprehensive content discovery initiative that will resonate with any brand looking to gain traction for new products while navigating a market in flux.  Attendees will get an inside look at the art and science behind ABC’s deep understanding of the viewer path to engagement, loyalty, and advocacy.

  • Judy Melanson - SVP, Travel & Entertainment, Chadwick Martin Bailey
  • Lyndsey Albertson - Director Sales Research, ABC

2:15pm 3:00pm (45 mins)

Track 7: The Start-up Showcase

Asking the question no one dares to ask. How do consumers feel…about qualitative research?

How do consumers feel about sitting in a room with a one-way mirror?  What goes through their minds when they do not know the company behind the new product?  How do they feel about novel projective techniques that unleash their inner creativity and feelings? 

We’ve done research on our research to show you what actual consumers think about various qualitative methods.  The results may surprise you.

By the time you finish the session, you will have greater empathy for the participants in your research and a better appreciation for what can bring about true candor and insights on your projects.

  • Jonathan Schneider - Candorist, The Candor Company
  • Liz Moore - Candorist, The Candor Company

3:00pm 3:30pm (30 mins)

Afternoon Networking Break

Afternoon Networking Break Sponsored by: Isobar

3:00pm 3:30pm (30 mins)

Demo Zone B

The EZ Way To Add Emotional Metrics To Any Study

The primary goal of most marketing & design efforts is to generate consumer emotion. Yet, how many successes are overlooked because traditional research methods only capture stated, rational responses?

Sentient Decision Science demonstrates how in only five minutes you can use a scale-able behavioral techniques to measure consumer’s emotional response as an add-on to any study, conducted by any supplier.

  • Aaron A. Reid, Ph.D. - Chief Behavioral Scientist, Sentient Decision Science

3:00pm 3:30pm (30 mins)

Demo Zone C

Unilever and J&J’s Cognitive Insights Platform, a Live Demonstration

Insights executives and their teams at Unilever, Johnson & Johnson, Coca Cola, MetLife and American Express, to name a few, have deployed Market Logic’s cognitive insights platforms to make sure valuable knowledge and relevant insights are at their marketers’ fingertips whenever they need them. At the same time, they deploy end to end research automation to guarantee that new projects are executed efficiently and the results are seamlessly shared. In this live software demonstration we follow the step by step process to generate new insights and see how AI technologies can summarize answers to marketers’ questions from all their research and data in a cognitive dossier.

  • Ryan Helzerman - Vice President Partner Success, Market Logic Software

3:30pm 4:15pm (45 mins)

Track 1: Next-Gen Insights Leadership & Strategy

Metrics Redefined: Combining Traditional & New Metrics Rooted in Consumer Engagement for Marketers to Yield Optimal Campaign Performance

Hear how a consumer-centric algorithm incorporating viewer, advertiser, and network chemistry and compatibility metrics was used to develop more impactful cross-platform marketing campaigns that support clients’ business objectives. This methodology enabled NBCUniversal to move past traditional age and gender demographics by quantifying the impact of consumer love for a brand, network or show.

  • Lauren Zweifler - SVP of Ad Sales Research & Strategy, NBCUniversal

4:15pm 5:00pm (45 mins)

Track 1: Next-Gen Insights Leadership & Strategy

The New Cultural Mosaic: Keys to Creating Winning Mainstream and Multicultural Strategies

The U.S. is now a Cultural Mosaic where people may embrace diversity but seek to retain their roots in order to assert their identity, which impacts shopper behavior and product/brand preferences.  Given the emergence of this new American landscape, Marketers need to know key insights and enduring cultural themes that are powerful and relevant across ethnicities and can be leveraged across touch points to build higher brand affinity with U.S. consumers.  Culturati’s Cultural Mosaic segmentation model provides a holistic solution into understanding and leveraging cultural mindsets and social values that marketers can use as a foundation for brands to connect in resonant ways to broader audiences. 

Join Culturati and Nielsen as they share valuable information on key opportunities to more effectively connect with the new mainstream while elevating relevance with ethnic cohorts.  Learn how the new Cultural Influence Index™ helps marketers further understand and leverage the influence interchange that takes place between and within the mainstream and ethnic segments (Hispanic, African American, & Asian).  Draw inspiration from practical Nielsen-Culturati solutions that have helped Fortune100 companies to elevate brand-consumer connections through optimized communication and media strategies.

3 Key Takeaways:

  • Holistic market understanding that will uncover cultural influences and trends that will inspire ideas on how to build sustainable competitive advantages for your brand in the new mainstream. 
  • Advanced consumer knowledge and Nielsen syndicated data for well-integrated general market approaches with critical nuances by Hispanic, African American and Asian.  This will enable you to capitalize on growth opportunities by understanding levers that can help you calibrate messaging as well as in-store and media strategies for greater ROI.
  • Expanded knowledge base on how to win with the new mainstream consumer, derived from the experience of leading CPG companies/brands that are hitting the mark.
  • Marissa Romero-Martin - Chief Insights Officer, Culturati
  • Vanessa Strain - VP, Multicultural and E-Commerce Growth & Strategy, The Nielsen Company
  • Michelle Zweig - SVP, Media Analytics, The Nielsen Company

3:30pm 4:15pm (45 mins)

Track 2: Cutting Edge Technology & Trends

Knowledge is Power, If You Can Find It!

Insight teams are feeling the pressure to deliver insights in a faster, smarter, more relevant way. At Conagra, our challenge is similar, and our organizational structure was complex and siloed. We set out on an exploration to unify our disjointed syndicated and custom research into a singular knowledge management hub for all employees to access. Our platform is a centralized, self-serve knowledge management tool that utilizes intuitive technology to store, track, distribute, manage, and organize insights materials and data for key insights stakeholders. The implementation of this tool has unleashed increased productivity and efficiency as well made a substantial impact on the insights-led culture of the company.

  • Mark Hammer - COO, Bloomfire

4:15pm 5:00pm (45 mins)

Track 2: Cutting Edge Technology & Trends

Eye Tracking, Facial Coding, & Virtual Shopping: The New Rules for Advertising Excellence in the Social Media and Online Video World

Although billions are invested in online video advertising, advertisers still struggle with creating ads for in-feed social platforms. The transition from traditional media channels to online changed the rules for advertising. Twitter is helping advertisers to understand the new rules using the latest behavioral research methods - eye tracking, facial coding and virtual shopping. Their studies revealed that important factors contributing to the ads’ performance are different visual features (such as brand name, logo….), platforms’ features (emoticons, hashtags,…), the surrounding content, … This session will discuss the best practices for advertising on social media and how you can pretest to maximize your ROI.

  • Wayne Huang - Research, Twitter

3:30pm 4:15pm (45 mins)

Track 3: Insight Driven Innovation & Brand Engagement

Using Innovation Panels to Generate Breakthrough Insights

Focus Groups have long been a useful tool for marketers and researchers to better understand the current state of customer wants and needs. However, traditional groups frequently fail to generate novel insights because respondents are typically homogeneous, entrenched category users who have difficulty envisioning new paradigms.  HawkPartners has pioneered a systematic, interactive method to reveal breakthrough insights and to anticipate future market disruptions across a variety of industries.  Our Innovation Panels assemble diverse groups of “experts,” each bringing different perspectives to critical category topics or issues.  By harnessing the creative power of diversity, HawkPartners helps market leaders anticipate and act on market trends before they happen.  Innovation Panels have included social scientists, industry executives, academic thought leaders, journalists, religious leaders, consumer advocates, futurists, and even sex therapists!  Join us as we share results from our 2017 Innovation Panels predicting the Future of Banking, Digital Media, and Healthcare.

  • Scott Berman - CEO & Founder, HawkPartners
  • Scott Wilkerson - Executive Partner, HawkPartners

4:15pm 5:00pm (45 mins)

Track 3: Insight Driven Innovation & Brand Engagement

Designing a Global Brand Health Program that is Holistic and Actionable Nihan Brunton,

This session will cover Marriott International’s holistic approach to its Global Brand Health program and its ability to bring actionable insights regarding the performance of the portfolio’s 30 brands against its competitors. The design of the program provides a leading indicator for future brand performance and areas to focus on for brand and portfolio strategies. The audience of this session would be provided with an overview of the program design, type of data sources used to get at the holistic brand health story and types of insights garnered from the program.

  • Nihan Brunton - Senior Director, Global Market & Digital Research, Marriott

3:30pm 4:15pm (45 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

Driving Growth with Data Fusion

In an era of industry decline, Domino’s has managed to deliver year over year double digit growth. How do they do it? It all comes down to data.  Their approach to continually integrating data for decision making while working closely with their primary supplier, Directions Research, is one of the keys to their success.  Learn more about this framework and how both companies work together to efficiently synthesize existing data and provide insights for growth.

  • Julia Oswald - SVP, Strategy & Insights, Domino’s Pizza
  • Carley Metsker - VP, Client Services, Directions Research

4:15pm 5:00pm (45 mins)

Track 4: Supercharging the Business with Data (Data Science & Analytics)

Surveys Lie, but Money Talks: Using Actual Full Wallet Spend to Measure Loyalty, Identify Brand Affinities, and Know What your Customers Aren’t Telling You

Now more than ever before, U.S. consumers are performing a balancing act when they shop: they’re looking for value, but they’re also looking to shop with brands that share their values. What does this mean for how you communicate with your customer base? If you knew where else your customers shopped, how would that inform your marketing strategy?

Today’s forward-looking consumer insights and marketing professionals are working with Earnest Research to identify, in real time, a holistic view of their customers and what they value, without the time lag and biases inherent in surveys and questionnaires. Come explore the data that’s redefining market research, and learn to listen to what your customers aren’t telling you.

Earnest Research creates consumer and market research products derived from the credit and debit card transactions of millions of anonymous, US consumers.

  • Andrew Robson - President & Chief Revenue Officer, Earnest Research

3:30pm 4:15pm (45 mins)

Track 5: Winning Over the Savvy Consumer

How to Build or Kill a Brand with Packaging Changes

A product’s packaging is a key form of communication and an important reason to believe in the overall brand proposition. While we spend millions of dollars on research a year, we often under value the importance of testing packaging changes before implementing them into the market. Sometimes this benefits the brand, but other times, this can have disastrous consequences.  Michelle will take the team through some actual case studies at Mars and lessons learned from these examples on what to do and not to do when making pack changes.

  • Michelle Gansle - Director, Shopper Insights & Analytics, Mars Confectionery

4:15pm 5:00pm (45 mins)

Track 5: Winning Over the Savvy Consumer

Millennial Mosaic: Peeling Back the Layers of the Multicultural Millennial

Rethink everything you know about Millennials – Viacom’s new study reveals seven truths about Multicultural Millennials that you need to know. As soon as next year, those under the age of 18 in the U.S. are projected to become majority-minority. With nearly half of Millennials identifying as multicultural, targeting this generation inherently means reaching a diverse audience. Viacom’s new study, “Millennial Mosaic” aims to revolutionize our understanding of Multicultural Millennials by unearthing unique insight into the interpersonal dynamics of their lives. From this presentation, you will discover insights about Multicultural Millennials, uncover how this impacts your understanding of Millennials at large, and identify implications to keep in mind when trying to connect with this group.

  • Beth Coleman - SVP Research and Insights, Viacom
  • Kassie Deng - Director, Marketing and Partner Insights, Viacom

3:30pm 4:15pm (45 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

From polo shirts to pet food: breakthrough e-commerce measurement

Categories such as books, music, and electronics were first disrupted by the fast growing e-commerce channel 15 years ago, but e-commerce disruption moved far more slowly in other categories. It is now clear that e-commerce is having a huge impact across the entire consumer products spectrum, from apples to Apple, from Ziploc to Zappos. However, e-commerce measurement has only recently risen to the daunting challenge of tracking consumer purchasing across retailers and product categories. In this session, Slice Intelligence will provide a primer on the rise of electronic receipt data to track e-commerce purchasing with Hills Pet Nutrition, who will share a case study demonstrating how it used e-receipts data to support development and ongoing execution of its e-commerce strategy.

  • Ken Cassar - Principal Analyst, Slice Intelligence
  • Joe Keating - Associate Director, Insight and Analytics, Hill’s Pet Nutrition

4:15pm 5:00pm (45 mins)

Track 6: Power Partnering: Maximizing the Client-Supplier Relationship

Session to be delivered by: Hall & Partners

Session details soon to come.

  • Vanella Jackson - Global CEO, Hall & Partners

3:30pm 4:15pm (45 mins)

Track 7: The Start-up Showcase

Do you really have a brand?

We often speak about the products and services we market as brands. But are they really? And how do we know when we have more than just a product? Kristian Alomá, founder and CEO at Threadline, will share highlights from the ongoing academic research looking at consumers’ relationships with products and the distinguishing features of those that truly become brands. He’ll share tips on how to discover whether your brand really is one and how to determine what kind it is so you can take steps to improve it.

  • Discover research techniques that reveal whether a brand exists
  • See how narrative design can help your teams create better brands
  • Free smiles and warm hugs for all attendees (if requested)
  • Kristian A Alomá - Founder and CEO, Threadline

4:15pm 5:00pm (45 mins)

Track 7: The Start-up Showcase

Share Your Story

Contact elizabeth.hinkis@KNect365.com to speak during this session.

5:05pm 5:15pm (10 mins)

WIRe MRX Diversity Award

5:15pm 6:00pm (45 mins)

KEYNOTE PANEL: Commanding Influence: How Insights Leaders Take a More Impactful Seat at the C-Suite

Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence across the broader organization. Insight can, and should, be one of the most powerful vehicles for influencing decisions across the organization. How do you make that happen? Join these key industry leaders as they discuss the keys to taking a more powerful role in the C-Suite.

  • Kristin Luck - Growth Strategist, Luck Collective
  • Christina Jenkins - Director, Global Business Marketing, North America, Twitter
  • Elizabeth Merrick May - Head of Customer Insights, Nest
  • Marina Kosten - VP Research - International Theatrical, 20th Century Fox
  • John Fernandes - Director, Marketing Insights & Analytics, Facebook

6:00pm 7:00pm (60 mins)

Monday Night Cocktail Reception

Featuring specialty drinks from:

Olson Research Group, Chadwick Martin Bailey, The NPD Group & YouGov