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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

KEYNOTE: Neural Mechanisms of Musical Creativity

University of California San Francisco School of Medicine

Oct 23
Show Filter
8:00am - 8:30am

Registration & Coffee

8:30am - 8:45am

Welcome from your Host

8:45am - 9:30am

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
more
9:30am - 10:15am

KEYNOTE: 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
more
Showing of Streams
Showing of Streams
12:45pm - 2:15pm

Lunch

Showing of Streams
Showing of Streams
Showing of Streams
5:15pm - 5:25pm

WIRe MRX Diversity Award

5:25pm - 6:15pm

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
  • Marina Kosten - VP Research - International Theatrical, 20th Century Fox
  • John Fernandes - Director, Marketing Insights & Analytics, Facebook
more
6:15pm - 7:15pm

Monday Night Cocktail Reception

Featuring specialty drinks from:

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

more
8:00am - 8:30am 30 mins
Registration & Coffee
8:30am - 8:45am 15 mins
Welcome from your Host
8:45am - 9:30am 45 mins
KEYNOTE: Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked
  • Adam Alter - NYT Best-Selling Author & Professor of Marketing & Psychology, Drunk Tank Pink, NYU Stern School of Business
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.

9:30am - 10:15am 45 mins
KEYNOTE: Neural Mechanisms of Musical Creativity
  • 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
more

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.

10:15am - 11:00am 45 mins
Morning Networking Break
Morning Networking Break
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
more
11:00am - 11:15am 15 mins
Track 3: Insight Driven Innovation & Brand Engagement
Track Chair Welcome: Burke
  • Michael Laux - Senior Vice President, Burke
more
11:00am - 11:15am 15 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Track Chair Welcome: GfK
more
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
more
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
more
11:00am - 11:15am 15 mins
Track 7: The Start-up Showcase
Track Chair Welcome: Netquest
  • Enric Cid - Managing Director of North America, Netquest
more
11:15am - 12:00pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
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.

11:15am - 12:00pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
If You Love Your Brand Others Will Too
  • Mary Beth Jowers - Consumer Insights Lead for North, Central and Eastern Europe, Gruppo Campari
more

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.

11:15am - 12:00pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
What was the Lift?
  • Mo Bhasin - Analytics, Nest
more

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.

11:15am - 12:00pm 45 mins
Track 5: Winning Over the Savvy Consumer
The Long and Short of Digital
  • Laura Salant - Sr. Director, Research & Insights, Undertone
  • Brent Snider - President/North America, System1 Research
more

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.”

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
  • Maria Cristina Antonio - Director, Metabolics Insights & Analytics, Novo Nordisk
  • Blandine Lacroix - VP, Obesity Marketing, Novo Nordisk
more

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.

11:15am - 12:00pm 45 mins
Track 7: The Start-up Showcase
Beyond declarations. How nonconscious measures improve online surveys.
  • Michał Matukin - Chief Scientific Officer, NEUROHM
more

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.

12:00pm - 12:45pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
Optimizing Pack and Price for Online Retailing
  • Jessica Waxenberg Levison - Shopper Insights, NA eCommerce, Mondelez International
  • Bill Salokar - VP, Client Solutions, SKIM
more

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

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.

12:00pm - 12:45pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
The Next Paradigm Shift in Marketing, Artificial Intelligence
  • Ramkumar Ravichandran - Director Analytics & A/B Testing, Visa Inc.
more

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.

12:00pm - 12:45pm 45 mins
Track 5: Winning Over the Savvy Consumer
What’s Inside is Everything: Turning Focus Groups Inside Out
  • Meghann Seidner - VP Marketing, ZICO Beverages
more

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.

12:00pm - 12:45pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
Gaining Knowledge from Experience
  • Monika Mandrakas - Market Researcher and Customer Advocate, Mutual of Omaha Insurance Co.
  • Julie Brown - President, The Center for Strategy Research, Inc.
more

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.

12:00pm - 12:45pm 45 mins
Track 7: The Start-up Showcase
Harnessing the Power of Design Sprints to Tackle a Tough, Strategic Growth Challenge for Kimberly-Clark
  • Erin Faulk - Lean Innovation & Growth Strategist, The Garage Group
  • Sara Stabelfeldt - Innovation Strategy Leader, Kimberly-Clark
  • Karen Strupp - Brand Manager, Kimberly-Clark
more

Come hear behind-the-scenes lessons learned from the trailblazing team that took a Lean Innovation approach to fast-track the strategic development of a complete brand architecture redesign. Full adoption of an entrepreneurial mindset enabled the team to condense a typical 12-18 month process down to 10 days using the structure of a modified Design Sprint. They hustled to uncover consumer Jobs to be Done, repositioned existing products to reflect the revised architecture, and built an innovation pipeline of product ideas for the next 3 years. The impact of this work yielded immediate, breakthrough progress, unprecedented learning, and the start of cultural transformation. The team will share the overall approach they took, key enablers that led to their success, and lessons they plan to apply to future Lean Innovation Workstreams. You’ll walk away with specific, tangible tips for enabling your organization to act bolder and move faster against your big growth challenges. Courageous minds only.

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

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.

2:15pm - 3:00pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Engaging Customer Personality with Brand Personality
  • Peter Simpson - Principal, xsperient
more

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.

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

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.

2:15pm - 3:00pm 45 mins
Track 5: Winning Over the Savvy Consumer
Spoiler Alert! Inside the Reinvention of the Hollywood Research Machine
  • Jon Penn - CEO, National Research Group
more

Session details soon to come.

2:15pm - 3:00pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
Attracting Viewers in the Golden Age of Content
  • Judy Melanson - SVP, Travel & Entertainment, Chadwick Martin Bailey
  • Lyndsey Albertson - Director Sales Research, ABC
more

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.

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

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.

3:00pm - 3:45pm 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
  • Lauren Zweifler - SVP of Ad Sales Research & Strategy, NBCUniversal
more

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.

3:00pm - 3:45pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Using Innovation Panels to Generate Breakthrough Insights
  • Scott Berman - CEO & Founder, HawkPartners
  • Scott Wilkerson - Executive Partner, HawkPartners
more

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.

3:00pm - 3:45pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Driving Growth with Data Fusion
  • Julia Oswald - SVP, Strategy & Insights, Domino’s Pizza
  • Carley Metsker - VP, Client Services, Directions Research
more

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.

3:00pm - 3:45pm 45 mins
Track 5: Winning Over the Savvy Consumer
How to Build or Kill a Brand with Packaging Changes
  • Michelle Gansle - Director, Shopper Insights & Analytics, Mars Confectionery
more

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.

3:00pm - 3:45pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
From polo shirts to pet food: breakthrough e-commerce measurement
  • Ken Cassar - Principal Analyst, Slice Intelligence
  • Joe Keating - Associate Director, Insight and Analytics, Hill’s Pet Nutrition
more

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.

3:00pm - 3:45pm 45 mins
Track 7: The Start-up Showcase
Do you really have a brand?
  • Kristian A Alomá - Founder and CEO, Threadline
more

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)
3:45pm - 4:30pm 45 mins
Afternoon Networking Break
Afternoon Networking Break Sponsored by: Isobar
more
3:45pm - 4:30pm 45 mins
Demo Zone B
The EZ Way To Add Emotional Metrics To Any Study
  • Aaron A. Reid, Ph.D. - Chief Behavioral Scientist, Sentient Decision Science
more

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.

3:45pm - 4:30pm 45 mins
Demo Zone C
Unilever and J&J’s Cognitive Insights Platform, a Live Demonstration
  • Ryan Helzerman - Vice President Partner Success, Market Logic Software
more

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.

4:30pm - 5:15pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
The New Cultural Mosaic: Keys to Creating Winning Mainstream and Multicultural Strategies
  • Marissa Romero-Martin - Chief Insights Officer, Culturati
  • Cheryl Jean Claude - Vice President, Media Analytics Consultant, Nielsen
  • Vanna Tran - Director, Multicultural Growth & e-Commerce Strategy, Nielsen
more

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, and the current U.S. sociopolitical environment, it is critical for marketers to understand key universal insights and enduring cultural themes that are powerful and relevant across both the mainstream and cultural cohorts. Culturati’s Cultural Mosaic segmentation model provides a holistic solution into understanding and leveraging cultural mindsets and social values that can help brands connect in more resonant ways with broader audiences.

Join Culturati and Nielsen as they share valuable information on key opportunities to more effectively connect with the new total mainstream while elevating relevance with multicultural consumers.  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 elevate brand-consumer connections through optimized communication, media and digital strategies.

3 Key Takeaways:

  • Holistic market understanding that uncovers cultural influences and trends that will inspire ideas on how to build sustainable competitive advantage in the new total mainstream. 
  • Advanced consumer knowledge and Nielsen syndicated data for well-integrated total market approaches with critical nuances by ethnicity.  (Elevate ROI by understanding levers that can calibrate messaging, in-store, media & digital strategies.)
  • Expanded knowledge on how to win with the new total mainstream derived from the experience of leading CPG companies that are hitting the mark.
4:30pm - 5:15pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Designing a Global Brand Health Program that is Holistic and Actionable Nihan Brunton,
  • Nihan Brunton - Senior Director, Global Market & Digital Research, Marriott
more

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.

4:30pm - 5:15pm 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
  • Andrew Robson - President & Chief Revenue Officer, Earnest Research
more

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.

4:30pm - 5:15pm 45 mins
Track 5: Winning Over the Savvy Consumer
Millennial Mosaic: Peeling Back the Layers of the Multicultural Millennial
  • Rebecca Prindable - Director, Viacom
  • Kassie Deng - Director, Marketing and Partner Insights, Viacom
more

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.

4:30pm - 5:15pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
From Rivets to Connected Apparel: How Iconic Brands Stay Relevant by Understanding their Customers
  • Jenna Lauer - Managing Partner LA, Hall & Partners
  • Kalil Vicioso - Partner, Cultural Insight and Brand Strategy, Hall & Partners
  • Barb Murrer - Senior Director, Global Marketplace Insights, Levi Strauss & Co
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How does a brand gain and maintain its iconic status? Hall & Partners explore this phenomenon, highlighting their partnership with one of the world’s most iconic brands.

Levi’s has seen the world, fashion and consumers go through tremendous change. For over 150 years, the brand has stayed true to its core and continually maintained its cultural position in the world, while at the same time constantly adapting and innovating, remaining relevant to its loyal and devoted consumers while bringing in new fans.

Find out how Levi’s and other iconic brands have connected with their consumers and provided brand experiences worthy of storytelling for generations.

4:30pm - 5:15pm 45 mins
Track 7: The Start-up Showcase
Monet: Improving video content using data science to reveal sub-conscious and conscious audience feedback
  • Anurag Bist - Founder & CEO, Monet Networks, Inc.
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Marketing a feature film or creating a winning national ad campaign is a big, complex endeavor with very high stakes. In both cases, marketers have relied on a mix of intuitive artistic vision along with various levels of market research. The shift to online/mobile video and social networking opens new doors for applying data science for hitting the right notes with the right demographics to maximize video marketing results. In this talk we will learn about Monet’s AI powered content analytics platform that uses both sub-conscious and conscious audience reactions to drive specific business ROIs for brands and content owners. Monet's platform improves video ROI by arming marketers with a better, wider range of data "signals" that increase the speed, agility and confidence for getting actionable insights that boost marketing performance.

5:15pm - 5:25pm 10 mins
WIRe MRX Diversity Award
5:25pm - 6:15pm 50 mins
KEYNOTE PANEL: Commanding Influence: How Insights Leaders Take a More Impactful Seat at the C-Suite
  • Kristin Luck - Growth Strategist, Luck Collective
  • Christina Jenkins - Director, Global Business Marketing, North America, Twitter
  • Marina Kosten - VP Research - International Theatrical, 20th Century Fox
  • John Fernandes - Director, Marketing Insights & Analytics, Facebook
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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.

6:15pm - 7:15pm 60 mins
Monday Night Cocktail Reception
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Featuring specialty drinks from:

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