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Informa
Key Sessions

Malcolm Gladwell

KEYNOTE: Revisionist History: Uncovering Truths Hidden in Data

Ouliers, The Tipping Point and David & Goliath

Dawn Cunningham

KEYNOTE: Interview with Malcolm Gladwell: Unlocking New Opportunities for the Insights Industry

3M

Oct 24
Show Filter
8:15am - 8:40am

Registration & Coffee

8:40am - 8:50am

Welcome from your Conference Chairperson

8:50am - 9:00am

NGMR Award

9:00am - 10:00am

KEYNOTE: Revisionist History: Uncovering Truths Hidden in Data

Malcolm Gladwell is the author of five New York Times bestsellers. He has been named one of the 100 most influential people by TIME magazine and one of the Foreign Policy’s Top Global Thinkers. Malcom will speak on his latest book-released in a 10-party podcast titled Revisionist History. In the weekly podcast,Malcolm re-examined an overlooked or misunderstood aspect of past events.Malcolm will describe how he used data in new ways to uncover hidden truths, and how the shift from print to digital allowed him to “unleash his emotional ID” and connect with consumers in whole new ways and build greater levels of empathy and connectivity.

  • Malcolm Gladwell - Best-Selling Author, Ouliers, The Tipping Point and David & Goliath
more
10:00am - 10:20am

KEYNOTE: Interview with Malcolm Gladwell: Unlocking New Opportunities for the Insights Industry

Malcolm Gladwell is the most prominent thought leader of our time. He has explored how ideas spread in the Tipping Point, decision making in Blink, the roots of success in Outliers, and the advantages of disadvantages in David & Goliath. 3M’s Chief Insights Officer will get in depth on how his big picture theories can be made actionable for the research industry. It will serve to unlock new opportunities for the industry as a whole, and reflect on how we need to adapt to the changing needs of our customers.

  • Dawn Cunningham - Chief Insights Officer, 3M
  • Malcolm Gladwell - Best-Selling Author, Ouliers, The Tipping Point and David & Goliath
more
Showing of Streams
Showing of Streams
12:30pm - 2:00pm

Lunch

Showing of Streams
Showing of Streams
Showing of Streams
5:00pm - 5:45pm

End User Panel: What do Chief Marketing Officers REALLY Want from Researchers

Data has been commoditized- today the value of research lies in the way youconnect the dots. Internal clients and end users aren’t looking for data – they’re looking for strategic recommendations on how to drive their business forward and grow the bottom line. In their quest to deliver on this new value proposition,researchers and insights leaders must evolve their skill sets quickly. This panel brings together cross-industry CMO “end-users” to understand their point of view.What do they really want from their insights and research teams and how can you adjust accordingly to ensure you are delivering bottom line impact.

  • Anna Fieler - Chief Marketing Officer, POPSUGAR
  • Peter Horst - Former CMO, The Hershey Company
  • Cagdas Sirin, PhD - Senior Vice President, Chobani
  • Moderator Tom LaForge - Founder & CEO, Macroforces LLC & Member, Roundtable on Application of Social and Behavioral Sciences Research, National Academy of Sciences
more
6:00pm - 7:00pm

Tuesday Night Cocktail Reception

8:15am - 8:40am 25 mins
Registration & Coffee
8:40am - 8:50am 10 mins
Welcome from your Conference Chairperson
8:50am - 9:00am 10 mins
NGMR Award
9:00am - 10:00am 60 mins
KEYNOTE: Revisionist History: Uncovering Truths Hidden in Data
  • Malcolm Gladwell - Best-Selling Author, Ouliers, The Tipping Point and David & Goliath
more

Malcolm Gladwell is the author of five New York Times bestsellers. He has been named one of the 100 most influential people by TIME magazine and one of the Foreign Policy’s Top Global Thinkers. Malcom will speak on his latest book-released in a 10-party podcast titled Revisionist History. In the weekly podcast,Malcolm re-examined an overlooked or misunderstood aspect of past events.Malcolm will describe how he used data in new ways to uncover hidden truths, and how the shift from print to digital allowed him to “unleash his emotional ID” and connect with consumers in whole new ways and build greater levels of empathy and connectivity.

10:00am - 10:20am 20 mins
KEYNOTE: Interview with Malcolm Gladwell: Unlocking New Opportunities for the Insights Industry
  • Dawn Cunningham - Chief Insights Officer, 3M
  • Malcolm Gladwell - Best-Selling Author, Ouliers, The Tipping Point and David & Goliath
more

Malcolm Gladwell is the most prominent thought leader of our time. He has explored how ideas spread in the Tipping Point, decision making in Blink, the roots of success in Outliers, and the advantages of disadvantages in David & Goliath. 3M’s Chief Insights Officer will get in depth on how his big picture theories can be made actionable for the research industry. It will serve to unlock new opportunities for the industry as a whole, and reflect on how we need to adapt to the changing needs of our customers.

10:20am - 10:55am 35 mins
Morning Networking Break
Morning Networking Break Sponsored by: HawkPartners
more
10:20am - 10:55am 35 mins
Demo Zone D
fredaa™ AI driven Market research solution by Blueocean Market Intelligene
  • Manish Mittal - Senior Vice President, fredaa™ by Blueocean Market Intelligence
more

Pretest your ads faster than ever before with fredaa™ from Blueocean Market Intelligence. Watch Artificial Intelligence, frontier bending technology and sound knowledge at work in a single powerful self-operated platform supporting your end to end ad-pretesting. See why fredaa™ makes ad pretesting simply smart!

Catch a preview at booth 124.

10:55am - 11:00am 5 mins
Track 1: Next-Gen Insights Leadership & Strategy
Track Chair Welcome: SSI
  • Jackie Lorch - Vice President Global Knowledge Management, SSI
more
10:55am - 11:00am 5 mins
Track 3: Insight Driven Innovation & Brand Engagement
Track Chair Welcome: Burke
  • Michael Laux - Senior Vice President, Burke
more
10:55am - 11:00am 5 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Track Chair Welcome: GfK
more
10:55am - 11:00am 5 mins
Track 5: Winning Over the Savvy Consumer
Track Chair Welcome: Ipsos Connect
  • Evan Borak - Senior Vice President , Ipsos Connect
more
10:55am - 11:00am 5 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
10:55am - 11:00am 5 mins
Track 7: Disruptive Technologies
Track Chair Welcome: Netquest
  • Enric Cid - Managing Director of North America, Netquest
more
11:00am - 11:45am 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
Optimizing Insights to Impact Business Strategy
  • Diana Gabbard - Director of Consumer Insights, US Cellular
  • Joelle Gwinner - SVP, Sr. Consultant, Burke, Inc.
more

It’s one thing to tell a good story. It’s another to turn a good story into a solid, profitable business strategy. So how do you breakthrough and leverage insights to impact business strategy?  Join the Burke and US Cellular team as they share an approach that integrates multiple sources of disparate data and then translates that data into comprehensive, compelling stories that become the foundation of key strategies that move the business forward.

11:00am - 11:45am 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Weigh the Gray; How to Drive Uncertainty Out of Your Innovation Business Case
  • Mike Maddock - CEO, Maddock Douglas
  • Luisa Uriarte - EVP & Managing Partner, Maddock Douglas
more

Those charged with innovation in a large, established company know that you can’t measure the future the same way you measure the past. Therefore, the standard business case is meaningless. This inspiring yet practical session will expose the importance of insight driven innovation, and what it means from a process and cultural point of view. In addition, you will better understand the research techniques used by innovation experts at Maddock Douglas that help Fortune 100 brands to gain certainty that they 1) have chosen the right domains for innovation, 2) understand how fast the future is coming at them, and 3) have sized the opportunities correctly before investing money, time and effort in new ideas.

11:00am - 11:45am 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Measuring the Unmeasurable
  • McKay Curtis, PhD - Senior Principal, Decision Science, The Walt Disney Company
more

Customer satisfaction. Brand appeal. Employee engagement. Product quality. User experience. Many important quantities in business settings are difficult or impossible to measure, because they are hard to define precisely. Yet measuring and monitoring these quantities can lead to better business decisions. In this presentation I will demonstrate how statistical models can be used to measure the unmeasurable by analyzing the political ideology of Supreme Court justices, team strength in college football, and subject-matter mastery in a college statistics course. I will discuss how these models are also applicable in business settings, so that you too can measure the unmeasurable.

11:00am - 11:45am 45 mins
Track 5: Winning Over the Savvy Consumer
The Common Thread: Why WHY Matters in Building Global Brands
  • Sheeba Philip - Former VP Marketing, Strategy, & Communications, JCPenney
more

Whether leading the beloved Oreo brand for Mondelez, championing human rights for International Justice Mission, one of the largest, global human trafficking organizations in the world, or leading brand turnaround efforts for the iconic retailer JCPenney, the power behind brand building efforts in these three diverse industries is consistent and simple: understanding your brand’s deeper “why." Sheeba Philip has served in marketing leadership roles in each of these organizations and will reveal the critical role insight played in developing a brand building strategy that was resonant with consumers, authentic to employees, and delivered lasting results.

11:00am - 11:45am 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
Blazing New Trails: Innovation and the Customer Journey
  • Jason Ten-Pow - President, OnResearch Inc.
  • Mike Moreno - Support Web Manager, Intel Corporation
more

Join us to find out how OnResearch and Intel Customer Support have pioneered new ways to look at Experience Design and Customer Journey Analytics to improve customer experience.

Linking digital and physical interactions allows Intel to seamlessly connect how customers navigate through multiple channels (from online to offline), what they experience and how they feel at each step along the way.

Understanding this holistic picture of the customer journey makes it easier to determine where to focus service delivery efforts, especially when faced with providing a consistent experience across different products, support channels and customer types. The added benefit will help organizations break down internal silos and drive changes at the corporate level to become truly customer-centric.

Simply measuring customer experience is no longer enough - understanding the complete customer story can have a transformative effect on your business.

11:00am - 11:45am 45 mins
Track 7: Disruptive Technologies
Tests and triumphs of a global innovation community: Learn how Coca-Cola with Maru/Matchbox transform insights into action
  • Matt Kleinschmit - Managing Director, Consumer & Shopper Insights, Maru/Matchbox
  • Pamela Chinn Mittoo - Manager, CCNA Product Guidance Global Research & Development Coca-Cola Innovation, The Coca-Cola Company
more

The Consumer Packaged Goods (CPG) world in general--and the carbonated beverage business in particular--are facing immense challenges of slowing growth, increasing competition, changing tastes and the need for ever faster innovation. Coca-Cola Innovation responded by establishing a scalable global innovation community in regions as diverse as Europe, Eurasia/Africa, Asia-Pacific and Latin America. Hear how they faced challenges and overcame barriers by being nimble and staying focused on the big picture. Learn about the organizational and creative factors that are driving its success.

11:45am - 12:30pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
Leading Organizational Change with Strategic Insights
  • John Walthour - VP, UnitedHealth Group
  • Robbi Thatcher - Director, UnitedHealth Group
more

The healthcare sector of the economy is a complex and ever changing landscape that historically has not been as customer-centric as other industries. UnitedHealth Group’s mission is to help people live healthier lives and make the healthcare system work better for everyone. UnitedHealth Group Strategic Insights leaders will discuss how market research, insights and analytics is playing a leading role in fulfilling this mission and driving an organizational shift toward customer centricity.

11:45am - 12:30pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Beyond the Cart: Next-Gen Shoppertunities
  • Alisha Snow - EVP, Smarty Pants
more

Ever wonder how shifting parent-and-child family dynamics impact the shopping process? Curious to know how today’s young consumers will impact tomorrow’s commerce? In this tell-all presentation, Smarty Pants uncovers the truths behind how kids and their millennial parents shop. Through in-depth analyses, anecdotes, and cold, hard facts, we explore the impact of media, retail and tech on families’ purchase decisions. From the power of YouTube to the scoop on subscription services, Smarty Pants illuminates key trends that will continue to shape shoppers of today and define the commerce of tomorrow.

11:45am - 12:30pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Transforming Analytics into the Game Changer for Your Business
  • Nancy Rogers - Director, Strategic Analytics and Shopper Insights, Colgate-Palmolive
more

It's not enough to just complete your advanced analytics. It is only effective when it is embedded into your company's DNA. Discover the best practices that the Strategic Analytics team at Colgate-Palmolive have implemented to drive growth through Advanced Analytics with their commercial business partners.

11:45am - 12:30pm 45 mins
Track 5: Winning Over the Savvy Consumer
Winning the Ad Viewability Battle
  • Dave Smith - Senior Vice President, Head of Digital, Ipsos Connect
more

Dave Smith, Head of the Connect Digital Studio at Ipsos Connect will present a meta analysis on the relationship between digital creative and time in view. We all know consumers are distracted in today’s highly cluttered digital environment and advertising can struggle to breakthrough. In this presentation, Dave will share a set of actionable insights, best practices and recommendations designed to help brands gain and keep consumers attention, leave a branded impression and drive meaningful brand outcomes.

11:45am - 12:30pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
The Now Generation: Transforming the Shopping Landscape
  • Joe Beier - SVP, Shopper & Retail Strategy, GfK
  • Eric Wagatha - Sr. Vice President, Consulting, GfK
more

The Now Generation, those shoppers between the ages of 15 and 25, are the economic powerhouse of tomorrow. The stakes are high to understand their unique attitudes and shopping behaviors. This presentation will draw from a multitude of GfK shopper trend-watching resources and its practical marketplace experience helping its clients better understand and connect with this vital group of shoppers.

11:45am - 12:30pm 45 mins
Track 7: Disruptive Technologies
5 New Rules for Consumer Engagement
  • Zach Simmons - Founder, Discuss.io
more

With the introduction of disruptive technologies, the rules of consumer engagement have changed, but the challenge to get closer to the consumer remains urgent. Following these new rules of engagement, multinational brands are realizing more agile business decisions, more effective marketing, greater efficiency and reduced time-to-market. Discuss.io Founder, Zach Simmons, will share case studies from Discuss.io clients and delve into 5 new rules for consumer engagement. Follow the rules and you can be winners!

12:30pm - 2:00pm 90 mins
Lunch
2:00pm - 2:45pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
Building a Team of Strategists with Research Expertise
  • Risa Schwartz - Senior Director, Global Consumer Insights & Sensory, Tyson Foods
more

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

2:00pm - 2:45pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
How to Move from Data to Insight and Action to Impact
  • Cagdas Sirin, PhD - Senior Vice President, Chobani
more
2:00pm - 2:45pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
We have solved the data shock
  • Niclas Öhman - CPO, Nepa AB, Sweden
  • Fredrik Törn, Ph. D. - Head of Insight, Analytics, and Intelligence & Head of CRM, Coop Sverige AB
more

Customer Centric” and “Data Driven” are sometimes considered to be opposites. In some cases that can be true, but in this case about a large nationwide grocery retail chain, we show that advanced analytics and complex insights, typically only shown to specialists or in board rooms, can be put in the hands, interpreted, and used with great results by an entire organization. The program was created on top of an existing customer feedback program, but we added several layers of behavioral data as well as “Big Data”. We also re-designed the program, adding value on a continuous basis for more than a thousand internal stakeholders. Most companies have customer feedback programs in some form and while they do provide value, there is often a huge untapped potential for entirely new groups of internal stakeholders. 

2:00pm - 2:45pm 45 mins
Track 5: Winning Over the Savvy Consumer
The Future Consumer
  • Anna Fieler - Chief Marketing Officer, POPSUGAR
more

Learning about the next generations of consumers is imperative for future-proofing your business. It is important to understand the emerging key segment of consumers, Gen Z, as well as reevaluate our assessment of Gen Y given the broad shifts taking place in the US today. Even if your business doesn’t target or serve them, they will be a driving force for the future. Their expectations around consumer experiences will set a new standard that all businesses should strive toward, regardless of target audience age. Brands need to recognize the defining characteristics of both the current and next generations and develop new muscles needed to win tomorrow. Anna will explore The Future Consumer and why immediacy, personalization, and authenticity remain POPSUGAR’s tried-and-true strategic pillars.

2:00pm - 2:45pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
Putting Emotion Into The Equation
  • Aaron A. Reid, Ph.D. - Chief Behavioral Scientist, Sentient Decision Science
  • Stephen Springfield - EVP, Sentient Decision Science
more

The gap between research results & market performance exists in large part because survey-based research doesn’t measure the one thing marketers & agencies strive to deliver on – emotion. 

Using a little know formula from behavioral science, Sentient Decision Science demonstrates how the combination of reason and emotion is a better predictor of market potential because it provides a more accurate picture of how consumers behave.

2:00pm - 2:45pm 45 mins
Track 7: Disruptive Technologies
Data Democratization- Leveraging Technology to Increase Your Insights Teams Influence
  • Kristine Greiwe - Head of Market Research/Insights, Lyft
  • Kristi Zuhlke - CEO & Founder, KnowledgeHound
more

Insights teams are struggling today to keep up with the never-ending requests coming from the Marketing/Sales partners. With limited budgets, it’s nearly impossible to answer every question by conducting a brand new study. So how can they keep up with the need for quick insights their business demands while staying on budget and on time?

Join insights leaders from Lyft as they walk through their revolutionary approach to solving this problem. They’ll share how it’s now possible to leverage new technology to make your existing research work harder for you than ever before. 

In this session you’ll learn how you too can transform your research into a rich resources of easily accessible data that can be leveraged within your organization to answer ongoing questions from your business partners.

2:45pm - 3:30pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
The Passion of the Hispanic Sports Fan
  • Jed Meyer - EVP, Corporate Research, Univision Communications
more

Who is the most passionate sports viewer, the fan that thinks about sports 24/7, dreams about sports, and organizes their life around sports events? Jed Meyer will share a custom research study that answers these questions. Univision used a unique research technique to understand the passion of Hispanic and non-Hispanic sports fans – learning about their behavior, motivations, and emotions. How many sports fans would forgo $1 million and rather have their favorite team win the championship? Learn the answer, and more insights about sports fans, at this presentation.

2:45pm - 3:30pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Harnessing the Power of Design Sprints, MVP Labs, and Entrepreneurial Skills to Tackle a Disruptive New Idea for Nationwide
  • Keri Stephens - VP of Breakthrough Ideas, The Garage Group
  • Aureyl Pitts - Marketing Leadership, Nationwide
more

Come hear behind-the-scenes lessons learned from the trailblazing team that took a Lean Innovation approach to fast-track the strategy development of a disruptive new idea for Nationwide. Condensing a typical 12-month process down to several weeks with Design Sprints, MVP Labs, iterative build/test/learn cycles, and entrepreneurial skills led to breakthrough progress, unprecedented learning, and the start of cultural transformation. The team will share the overall approach they took, enablers and principles 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.

2:45pm - 3:30pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
Is Your Data Ready to be an Insight? The 3 Areas to Focus to Assure Your Data is Ready for Decision Making.
  • Brian Mayer - Business Ready Data Consultant, IBM
more

As market research and customer insights professionals, your data and analytics skills are in demand every day. There is an ever-present need (and desire) for the data you collect, prepare, analyze and report. So much so that lines of business are requesting direct access to the data. Due to the fast-paced environment of business today, many organizations are thinking about taking steps to provide self-service access to data and others are already there. To assure your data is ready to be an insight (especially at the hands of your internal business partners) and to maintain your role as a trusted advisor, there are 3 areas organizations should address to provide the right data to the right people at the right time…with confidence, speed and the appropriate risk mitigation. During this session, your peers from IBM will bring these 3 areas to light and how it has helped organizations make trusted decisions.

2:45pm - 3:30pm 45 mins
Track 5: Winning Over the Savvy Consumer
The Power of the Tribe: Calling People to Irrational Levels of Loyalty
  • Rusty Funk - National Director, Team World Vision
more

Nobody really ever wants to run a marathon. But for some reason, Team World Vision is able to mobilize thousands of non-runners to cross finish lines around the world. Seeking to capture the essence of the Team World Vision experience in order to driver a broader invitation response and increase repeat engagements, they studied the journey of the Team World Vision participant, identifying critical insights that led to years of strategic activation that has unlocked untold growth for the organization and repositioned them within their parent organization as owning the premier emerging revenue strategy for clean water projects

2:45pm - 3:30pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
Taking Empathy to the Next Level: A Case Study in Co-Experience
  • Steven Garcia - Director, Cultural Anthropology, Team One
  • Jeff Seltzer - Managing Partner, Hypothesis
  • Maia Wapnick - Engagement Manager, Hypothesis
more

Hypothesis, along with our client partner Team One, sought to understand the next generation technology needs of affluent car buyers. Going beyond traditional ethnographic research, we employed an experiential approach called “Co-Experiences.” Rather than observe or interview the consumer in their everyday world, in a “Co-Experience” we immerse ourselves in a unique and innovative setting, and experience it along with consumers in real time. Because the researcher and consumer are at the same level, experiencing the same thing at the same time, the approach is truly empathetic. But to be effective, you must follow several non-traditional guidelines and move beyond your comfort zone.

2:45pm - 3:30pm 45 mins
Track 7: Disruptive Technologies
Reaching Towards the Singularity: How AI is Powering a New Generation of Predictive Insights Through Social Data
  • Rob Key - Founder and CEO, Converseon
more

The advent of new AI-powered social intelligence technologies is creating new breakthroughs for the use of this data in new and critical consumer insights areas, including brand tracking, market mixed modeling and audience analysis.. Where once this data was relegated to simple reactive and descriptive qualitative use, more and more organizations are now utilizing for predictive and prescriptive use though advanced modeling. This session will review how this “next generation” of social listening is helping to marketing research for faster, deeper and more actionable insight.

Rob is founder and CEO of Converseon. He has been at the forefront of social intelligence and research for over 15 years and speaks frequently on the topic in many venues. Formerly head of the innovations group at division of Y&R and member of the WPP.com board, he focuses on helping to transform consumer insights and digital activation through AI powered social intelligence approaches.

3:30pm - 4:15pm 45 mins
Afternoon Networking Break
Afternoon Networking Break
3:30pm - 4:15pm 45 mins
Demo Zone A
The A.I.-based Consumer Research Solution
  • Peter Mackey - Head of Strategic Innovation, Wizer
more

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.

3:30pm - 4:15pm 45 mins
Demo Zone E
Beyond Insights: Desired Consumer Experience for Total Business Alignment
  • Marty Gage - Vice President, Design Research, Lextant: The Human Experience Firm
  • Kelly Straus - Vice President, Account Director, DAVIS
  • Jon Denham - Vice President, Design, ConAgra Brands
more

Stop guessing – start saving millions of dollars and hundreds of days, taking your product to market success faster and ensuring that it viscerally resonates with consumers. Many leading brands use research frameworks like Personas, Tribes, or Need States to understand their consumers. Yet, they often don’t effectively ask consumers what they truly desire and why. ConAgra, Kraft and P&G use variations of the Desired Consumer Experience (DCE) research method. Lextant, ConAgra and Davis will share the tools and techniques to help your team shift to DCE methods, equipping you to collaborate across business units to align on a singular strategy.

3:30pm - 4:15pm 45 mins
Demo Zone F
Joy Driven Behavior: Using Live Testing on Mobile to Improve your Consumer’s Emotional Brand Experience
  • Ephraim (Jeff) Bander - Chief Revenue Officer, Eye square
more

Understand consumer needs by integrating live, implicit research experiments on mobile phones and help your brand grow in the digital world.

4:15pm - 5:00pm 45 mins
Track 1: Next-Gen Insights Leadership & Strategy
Connected Insight: How Market Research Can Return to Glory in a Digital World
  • John Dick - Founder and CEO, CivicScience
more

Many executives and senior marketers today say that traditional market research is too slow, stale, and labor intensive to keep up with the pace of modern decision-making. So, they’re turning to less precise but faster, scalable, and more automated analytics solutions to drive their business. To regain our seat at the “big kids’” table, market researchers must connect the precision and discipline of sound consumer research to the world of programmatic media and advertising – where the money is. In this presentation, John Dick, CEO of CivicScience, will discuss how client-side consumer insights teams are using large-scale web-based polling, linked to first-party and third-party data assets to drive more accurate segmentation, media planning, ad targeting, and effectiveness measurement. John will share an overview of the technologies being implemented along with client case studies that not only delivered measurable marketing ROI improvements but did so in a fast, dynamic, and strategic way.

4:15pm - 5:00pm 45 mins
Track 3: Insight Driven Innovation & Brand Engagement
Empathy is your brand’s duty
  • Lane Byrum - Client Engagement Director, SEEK Company
  • Sara Fahim - Senior Research & Innovation Consultant, SEEK Company
more

Empathy matters more than ever but for brands today it's more than a choice: it's duty. The duty of building empathy into the culture and practicing it every day serves both the business and the people it serves.

4:15pm - 5:00pm 45 mins
Track 4: Supercharging the Business with Data (Data Science & Analytics)
In Sickness and in Health: Using Behavioral Science to Create a New Healthcare Brand With a Promise
  • Deborah Fullerton - Vice President & Chief Marketing Officer, AMITA Health
more

It’s an understatement to say healthcare in America is in the midst of a revolution. People are rapidly becoming much more active and informed consumers of their healthcare. At AMITA Health two storied hospital brands merged to respond not only to people’s healthcare challenges but also the realities of their everyday lives. Learn how social and behavioral science driven insights are helping define and bring to life a new healthcare brand that promises to serve people in a much broader sense—in sickness and in health.

4:15pm - 5:00pm 45 mins
Track 5: Winning Over the Savvy Consumer
Share Your Story
more

Contact rachel.mcdonald@knect365.com to speak during this session.

4:15pm - 5:00pm 45 mins
Track 6: Power Partnering: Maximizing the Client-Supplier Relationship
e-Commerce Shopper Essentials: Now and in The Future
  • Jen Casey - Senior Research Director, ShopperEyes, C+R Research
more

Working on a strategy to foster e-loyalty with your shoppers? Curious as to what shoppers need from their digital experiences vs. their brick-and-mortar visits and why? We understand -- it’s complicated.

Navigating the digital space in an omni-channel world is challenging, but it needn’t be. In this session, we will share some tips on how to align your e-commerce strategy with shopper insights to help reduce some of the uncertainty. In this session, you’ll learn about:

  • Critical truths regarding e-shopper behavior across generations, including their expectations and needs
  • Predictions on future e-shoppers
  • The best research methods to optimize your e-shoppers’ journey
4:15pm - 5:00pm 45 mins
Track 7: Disruptive Technologies
Welcome your New Robot Overlord: He’s Adorable, and Powered (in Part) by Consumer Insights
  • Jeff Resnick - Senior Director of Global Consumer Insights, Anki
more

Learn how a multi-phased Segmentation study is helping one of the hottest tech gadgets stay relevant and engaging for years to come. Creating a truly engaging, long-lasting product may start with understanding your target segment, but it definitely doesn’t end there. Effective segmentation must act as a roadmap and provide guardrails for product innovation, provide marketing and sales with the insights they need to target and reach the right consumers, and act as a rallying cry for quite literally the entire company. Hear about the trials and tribulations, the highs and lows, and the laughter and the tears…of working with a start-up moving at the speed of light to understand who’s most interested in their new product (the adorable robot Cozmo) and what will drive deep, lasting, emotional engagement with current and future customers.

5:00pm - 5:45pm 45 mins
End User Panel: What do Chief Marketing Officers REALLY Want from Researchers
  • Anna Fieler - Chief Marketing Officer, POPSUGAR
  • Peter Horst - Former CMO, The Hershey Company
  • Cagdas Sirin, PhD - Senior Vice President, Chobani
  • Moderator Tom LaForge - Founder & CEO, Macroforces LLC & Member, Roundtable on Application of Social and Behavioral Sciences Research, National Academy of Sciences
more

Data has been commoditized- today the value of research lies in the way youconnect the dots. Internal clients and end users aren’t looking for data – they’re looking for strategic recommendations on how to drive their business forward and grow the bottom line. In their quest to deliver on this new value proposition,researchers and insights leaders must evolve their skill sets quickly. This panel brings together cross-industry CMO “end-users” to understand their point of view.What do they really want from their insights and research teams and how can you adjust accordingly to ensure you are delivering bottom line impact.

6:00pm - 7:00pm 60 mins
Tuesday Night Cocktail Reception