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Key Sessions

Malcolm Gladwell

Revisionist History: Uncovering Truths Hidden in Data

Ouliers, The Tipping Point and David & Goliath

Amanda Hill

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

A+E Networks

8:15am - 8:45am 30 mins

Main agenda

Registration & Coffee

8:45am - 9:00am 15 mins

Main agenda

Welcome from your Conference Chairperson

9:00am - 10:00am 60 mins

Main agenda

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

10:00am - 10:55am 55 mins

Main agenda

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.

  • Malcolm Gladwell - Best-Selling Author, Ouliers, The Tipping Point and David & Goliath
  • Dawn Cunningham - Chief Insights Officer, 3M

10:20am - 10:45am 25 mins

Main agenda

Morning Networking Break

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

11:00am - 11:40am 40 mins

Track 1: Next-Gen Insights Leadership & Strategy

Optimizing Insights to Impact Business Strategy

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.

  • Diana Gabbard - Director of Consumer Insights, US Cellular
  • Andrew Bernard - Vice President, Burke, Inc.

11:45am - 12:25pm 40 mins

Track 1: Next-Gen Insights Leadership & Strategy

Leading Organizational Change with Strategic Insights

The healthcare sector of the economy is a complex and ever changing landscape that historically has not been as customer-centric as other industries. Hear how market research, insights and analytics is playing a leading role in driving an organizational shift toward customer centricity at UnitedHealth Group.

  • John Walthour - Vice President, UnitedHealth Group
  • Robbi Thatcher - Director, UnitedHealth Group

2:00pm - 2:40pm 40 mins

Track 1: Next-Gen Insights Leadership & Strategy

Building a Team of Strategists with Research Expertise

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.

  • Risa Schwartz - Senior Director, Global Consumer Insights & Sensory, Tyson Foods

2:45pm - 3:25pm 40 mins

Track 1: Next-Gen Insights Leadership & Strategy

The Passion of the Hispanic Sports Fan

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.

  • Jed Meyer - EVP, Corporate Research, Univision Communications

4:15pm - 4:55pm 40 mins

Track 1: Next-Gen Insights Leadership & Strategy

Connected Insight: How Market Research Can Return to Glory in a Digital World

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.

  • John Dick - Founder and CEO, CivicScience

10:55am - 11:00am 5 mins

Track 2: Cutting Edge Technology & Trends

Track Chair Welcome: LiquidHub

11:00am - 11:40am 40 mins

Track 2: Cutting Edge Technology & Trends

The Next Great Luxury Adventure

There is a shift in the way affluent consumers are thinking about luxury brands. A substantial part of the luxury market has shifted their purchase decisions off of traditional markers of quality, craftsmanship and service. Today’s affluent consumers embrace the new, being adventurous and creating life changing experiences. The audience will learn about the mood to spend among global affluent consumers, the luxury cruise market, and what innovative products are attracting new customers.

Chandler Mount of YouGov and Oscar Guerrero of Crystal Cruises will also look at how the changes in perceptions and expectations of “luxury” have revolutionized the high-end cruise experience, and how brands are creating more intimate and authentic expeditions and experiences for an increasingly youthful and adventurous audience.

  • Chandler Mount - VP, YouGov Affluent Perspective, YouGov

11:45am - 12:25pm 40 mins

Track 2: Cutting Edge Technology & Trends

How Universal Orlando Predicted Guest Expectations for Ridership on the Hogwarts Express and Other Unorthodox Uses for Conjoint Analysis

At Universal Orlando, discrete choice experimentation and conjoint analysis are used in the traditional way for product and service development and pricing. But the Consumer Insights team frequently uses conjoint in a number of unusual applications to better understand guest expectations for complex experiences. Be inspired to use conjoint differently through several case studies non-traditional use of conjoint to understand holistic guest expectations and desires regarding dining, attractions, and guest service including how conjoint was used to plan for how guests would ride the Hogwarts.

  • Jennifer Avery - Consumer Insights, Universal Orlando Resort

2:00pm - 2:40pm 40 mins

Track 2: Cutting Edge Technology & Trends

Session to be delivered by: Vital Findings

Session details soon to come.

2:45pm - 3:25pm 40 mins

Track 2: Cutting Edge Technology & Trends

How Cognitive Science Can Move Your Organization from DATA to INSIGHTS

The difference between data and insights are that insights embed real life context, memory structures and triggers for behavior.  Many of these triggers and contexts are sub-conscious, deeply imbedded in consumer’s mental models.  These aren’t things consumers can easily tell you.  These types of insights represent deep consumer understanding and stability into consumer behaviors.  Behaviors are stable, attitudes are transient. Kellogg Wholesome category has been exploring new and breakthrough techniques to better understand these mental models, to drive better insights into innovation and communication.   Using techniques like nuero-linguistics, mental mapping, and collecting behavioral data (in the wild), Kellogg is transforming data to insights. 

  • Terrae Schroeder - Global Wholesome Snacks Director, Kellogg’s
  • Emily Adkison - Insights & Planning, Consumer & Market Insights, Kellogg

4:15pm - 4:55pm 40 mins

Track 2: Cutting Edge Technology & Trends

Welcome your New Robot Overlord: He’s Adorable, and Powered (in Part) by Consumer Insights

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.

  • Jeff Resnick - Senior Director of Global Consumer Insights, Anki

10:55am - 11:00am 5 mins

Track 3: Innovation & Brand Engagement

Track Chair Welcome: Burke

  • Michael Laux - Senior Vice President, Burke

11:00am - 11:40am 40 mins

Track 3: Innovation & Brand Engagement

Weigh the Gray; How to Drive Uncertainty Out of Your Innovation Business Case

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. 


  • Mike Maddock - CEO, Maddock Douglas
  • Luisa Uriarte - EVP & Managing Partner, Maddock Douglas

11:45am - 12:25pm 40 mins

Track 3: Innovation & Brand Engagement

Beyond the Cart: Next-Gen Shoppertunities

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.

  • Alisha Snow - EVP, Smarty Pants

2:00pm - 2:40pm 40 mins

Track 3: Innovation & Brand Engagement

Motivation to Act Inclusively: How Smirnoff is Transforming Global Attitudes Toward “Others"

Amidst tumultuous political climates in the US and the UK, Diageo brand Smirnoff sponsored a landmark study on implicit and explicit attitudes toward “others" to quantify levels of “inclusivity” in each country. The results speak volumes on the state of implicit attitudes in each country and shed light on the factors influencing whether people act inclusively in their daily lives. The speakers will show how the brand is taking the implicit insights to produce creative content that not only benefits the brand but also moves the needle on cultural feelings of inclusivity.

  • Luke Atkinson - VP, Smirnoff Global Consumer & Cultural Planning, Diageo

2:45pm - 3:25pm 40 mins

Track 3: Innovation & Brand Engagement

We Are Frito–Lay We Don’t Need to Change How We Do Innovation!

This is the story of the ongoing journey of R&D and Category Management in PepsiCo’s Snacks business.  Well, if it ain’t broke why are you trying to fix it?  Can you actually generate more impactful innovation?  So….What does it take to make a historically successful organization and business, think and work differently?    What does working differently actually mean?  What did you change and why? Is it making a difference?   If so, how do you know prior to the financial pay off?    Why is diversity in all forms so important?  And finally, if this does not work can somebody give me a job?

  • Jonathan McIntyre - SVP Research and Development, Global Snacks Category, PepsiCo

4:15pm - 4:55pm 40 mins

Track 3: Innovation & Brand Engagement

Brands, Empathy and Societal Change

Empathy matters more than ever but for brands it's more than a choice. Today brands have a duty to lead with empathy. Learn how to understand what consumers are feeling and how to better serve their unspoken needs. Because when you can do that - you'll drive societal change with lasting impact.

  • Sara Fahim - Senior Research & Innovation Consultant, Seek Company

10:55am - 11:00am 5 mins

Track 4: Data Science & Analytics

Track Chair Welcome: GfK

11:00am - 11:40am 40 mins

Track 4: Data Science & Analytics

Data Science is from Mars and Market Research is from Venus: Deflecting a War of the Worlds

The explosive growth of Data Science as an area of organizational focus seems to have pushed traditional Market Research to the wayside. Although both fields use the language of data, they seem to employ very different dialects. This session will share lessons learned from making a functional shift from Market Research to Data Science and how doing so helped the speaker gain a greater appreciation for the strengths and opportunities of each field. Kricorian will outline how analytics professionals can leverage the best of both worlds to maximize their value and expand the impact of their work. 

  • Karin Kricorian - Director, Management Science & Integration, The Walt Disney Company

11:45am - 12:25pm 40 mins

Track 4: Data Science & Analytics

Transforming Analytics into the Game Changer for Your Business

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.

  • Nancy Rogers - Director, Strategic Analytics and Shopper Insights, Colgate-Palmolive

2:00pm - 2:40pm 40 mins

Track 4: Data Science & Analytics

Creating a True Customer-Centric Organization With the Help of Big Data and State of the Art Analytics

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. 

  • Niclas Öhman - CPO, Nepa AB, Sweden
  • Fredrik Törn, Ph. D. - Head of Insight, Analytics, and Intelligence & Head of CRM, Coop Sverige AB

2:45pm - 3:25pm 40 mins

Track 4: Data Science & Analytics

Session to be delivered by: Hall & Partners

Session details soon to come.

  • Vanella Jackson - Global CEO, Hall & Partners

4:15pm - 4:55pm 40 mins

Track 4: Data Science & Analytics

Data Democratization- Leveraging Technology to Increase Your Insights Teams Influence

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.

  • Kristi Zuhlke - CEO & Founder, KnowledgeHound
  • Kristine Greiwe - Head of Market Research/Insights, Lyft

10:55am - 11:00am 5 mins

Track 5: Winning Over the Savvy Consumer

Track Chair Welcome: Ipsos Connect

11:00am - 11:40am 40 mins

Track 5: Winning Over the Savvy Consumer

Modernizing the Iconic: Discovering the Power of Deep-Seeded Equity to Imagine a Way Forward

Nostalgia, and the desire to feel known and be comforted with familiar experiences, is a strong driver. It influences what music we listen to; what food we eat; where we shop. But how can an iconic, 100+ year-old brand, retain its multi-generational legacy and sense of familiarity, while also being relevant to today’s trends and inspiring to today’s consumer? JCPenney realizes that brands, at their best, strike a delicate and strategic balance between being authentic to their core DNA, values, and story, while also being aspirational, innovative, and relevant to the times and their ever-evolving consumers.  The team therefore sought to understand what its brand stands for at its best in the emotional reality and experiences of its loyal consumers, as well as how it is falling short in consumers who have abandoned it. Discover how JCPenney used social-science grounded research to uncover its deep-seeded emotional equity, and how human truth can extend far beyond just insights, to implications such as experience design, messaging and corporate social responsibly. Hear how JCPenney developed a brand framework that is authentic to what the brand has always stood for, while still pushing the boundaries for where it could go, and be inspired to embrace a similar story arc within your own organization.

  • Sheeba Philip - VP of Marketing, JCPenney

11:45am - 12:25pm 40 mins

Track 5: Winning Over the Savvy Consumer

Blazing New Trails: Innovation and the Customer Journey

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.

  • Jason Ten-Pow - President, OnResearch Inc.
  • Mike Moreno - Support Web Manager, Intel Corporation

2:00pm - 2:40pm 40 mins

Track 5: Winning Over the Savvy Consumer

The Future Consumer

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.

  • Anna Fieler - CMO, POPSUGAR

2:45pm - 3:25pm 40 mins

Track 5: Winning Over the Savvy Consumer

Results Over Reveals: Draft-Mode Research

It’s always been about the “big reveal.” Weeks or months of research finally unveiled. The supplier shows off their smarts and the client gets armed with the insights to enable strategic impact. However, instead clients are often sideswiped by reports that fail to meet their objectives and suppliers are often blindsided by asks that weren’t conveyed.  This talk discusses what transpired between two women, client and supplier, to share a modern alternative - an iterative, collaborative process that works in “draft mode” – that puts results over reveal. Why shouldn’t the dynamism of the research process match how consumers evolve today?

  • Gabriela McCoy - Director of Global Consumer Insights, Bacardi

4:15pm - 4:55pm 40 mins

Track 5: Winning Over the Savvy Consumer

The Power of the Tribe: Calling People to Irrational Levels of Loyalty

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.

  • Michael Forsberg - Experience & Communications, Team World Vision

10:55am - 11:00am 5 mins

Track 6: Maximizing the Client-Supplier Relationship

Track Chair Welcome: MMR Research Associates

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

11:00am - 11:40am 40 mins

Track 6: Maximizing the Client-Supplier Relationship

This session will be presented by: Ipsos Connect

Session details soon to come.

11:45am - 12:25pm 40 mins

Track 6: Maximizing the Client-Supplier Relationship

Next Gen Verizon: Integrating Social, Digital and Mobile Insights to Innovate and Revamp Customer Experiences

As younger generations continue to push for new ways of engagement, manufacturers and service providers are continually challenged to reimagine customer experiences across all of its channels. Join Verizon and GfK on a highly collaborative journey that integrated social, digital, and mobile insights to revamp Verizon customers’ experiences. Learn how this agile engagement redesigned experiences across channels in a very short period of time that resulted in significantly higher sales through digital channels.

  • Deborah Campbell - VP Consumer and Marketplace Insights, Verizon
  • Meredith Paige - SVP User Experience, GfK

2:00pm - 2:40pm 40 mins

Track 6: Maximizing the Client-Supplier Relationship

Session to be delivered by: Sentient Decision Science

Session details soon to come.

2:45pm - 3:25pm 40 mins

Track 6: Maximizing the Client-Supplier Relationship

Experiential Research + Consumer Anthropology: How an Empathy Driven Approach Benefits All

We live in a time of instant information, “fake news” and big data. As Market Researchers, how do we wade through the sea of information in order to get to the real Consumer Truths? In this presentation, we will show you how we leveraged Consumer Anthropology and Experiential research, in order to discover what car buyers truly desire when it comes to new technology. We’ll take you through the 5 pillars of Empathy-Driven research that will allow you to cut through the clutter and connect with consumers in a meaningful way that drives business.

  • Steven Garcia - Director, Cultural Anthropology, Team One
  • Jennifer Axen - Chief Qualitative Officer, Hypothesis
  • Jeff Seltzer - Managing Partner, Hypothesis

4:15pm - 4:55pm 40 mins

Track 6: Maximizing the Client-Supplier Relationship

e-Commerce Shopper Essentials: Now and in The Future

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


Speaker details soon to come.

10:55am - 11:00am 5 mins

Track 7: The Startup Showcase

Track Chair Welcome: Netquest

  • Germán Loewe - CEO, Netquest

11:00am - 4:15pm 315 mins

Track 7: The Startup Showcase

The Startup Showcase

Take command of technologies shaping the future of market research – visit www.TheMarketResearchEvent.com for more information.

12:30pm - 2:00pm 90 mins

Main agenda

Lunch

3:30pm - 4:15pm 45 mins

Main agenda

Afternoon Networking Break

5:00pm - 6:00pm 60 mins

Main agenda

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.

  • Amanda Hill - Chief Marketing Officer, A+E Networks
  • Anna Fieler - CMO, POPSUGAR
  • Peter Horst - former Chief Marketing Officer, Hershey

6:00pm - 7:00pm 60 mins

Main agenda

Tuesday Night Cocktail Reception