Day 1- Sunday May 21st

10:30 AM - 11:30 AM Welcome Brunch

11:30 AM - 11:45 AM Orientation

11:45 AM - 12:05 PM Ice Breaker

12:05 PM - 12:25 PM Chairperson’s Opening Remarks

Elias Soussou, Director of Analytics & Marketing Research , FGX International

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Elias Soussou

Director of Analytics & Marketing Research
FGX International

Opening Key Note – Case-Study

12:30 PM - 1:00 PM Consumer Segmentation and Targeting

Andrea Lopus Cardozo , Head of Consumer Insights for Brand and Product Marketing , Pandora
There are many different ways to segment and target consumers (demographic, spend-based, usage-based, psychographic, etc.). This session will discuss different types of consumer segmenting and targeting strategies and address what might be right for your business needs. Optimal segmentation and targeting strategies may vary based on the maturity of your business, the category in which you play, your competitive set, your growth goals, and many other factors. There will also be a mini-case study focused on a former psychographic segmentation study that Pandora Media explored.

The benefits of a psychographic segmentation include:
•“Getting to know” your targets in order to speak to them in an optimal way in marketing communications and advertising
•Understanding current behavior to the extent that you can predict future behavior (and unmet needs)
•Knowing what consumer targets might not be worth targeting and why
•Understanding “bulls-eye” targets versus other types of consumers you’d also like to engage

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Andrea Lopus Cardozo

Head of Consumer Insights for Brand and Product Marketing
Pandora

Workshop

1:05 PM - 1:35 PM The Art and Science of Meaningful Storytelling: Delivering Actionable Impact to Drive Strategy

Yogesh Khadilkar, VP Customer Insights and Analysis, Zurich Insurance
There are a wide variety of methods for using storytelling. As an essential tool for researchers, it allows them to promote collaborative design of business strategy, making it possible to engage internal stakeholders in the process of informing and exploring strategies, and generating feedback to refine research outcomes.

The increasing volume and complexity of research is challenging senior research executives to master new ways of telling a compelling story. Many leaders still find it intricate to create the right story, often hidden in diverse streams of data, and specially, how to move beyond the story to create actual insights.

Join this engaging workshop to practice with your peers:
· Finding a strong story behind the data that is memorable and facilitates action
· Eliciting participation and collaboration with stakeholders
· Developing stories that will allow your organization to make informed business decisions


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Yogesh Khadilkar

VP Customer Insights and Analysis
Zurich Insurance

1:40 PM - 2:10 PM Business Meeting

2:15 PM - 2:45 PM Business Meeting

2:50 PM - 3:15 PM Networking Break

Ignite Session 1

3:20 PM - 3:55 PM Evolving with the Times: Taking Qualitative Research into the Modern Age

Zach Simmons, Founder & CEO, Discuss.io
Over the past half century, we have witnessed slow adoption of new technologies in the market research industry, especially in qualitative research. When we think about qualitative market research, most people still associate it with in-person research done in facilities. While traditional methods have worked well in the past, they can’t keep up with the demands of today. Unlike even 10 years ago, today we’ve all grown used to living in an on-demand world. So, why is our industry stagnating?

Despite the inefficiencies and frustration, traditional methods allowed brands to speak directly with consumers. Because of their potential to drive deeper insights, lower costs, and speed up the research process, we believe that solutions that are online, automated, and on-demand will be the most successful at encouraging brands to abandon familiar methods. However, the success and adoption of new methodologies in the industry will only happen if the new solutions can still promise human connection. Zach Simmons, founder of Discuss.io, will delve into these trends and share what we can expect from the future of market research.


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Zach Simmons

Founder & CEO
Discuss.io

Ignite Session 2

3:55 PM - 4:30 PM Implementing Research that Accurately Predicts Loyalty and Advocacy

Alexander Edwards, President, Strategic Vision, Inc.
After decades of research, Strategic Vision created ValueCentered Psychology. This tool plainly shows how and why customers make decisions, which is essential for the accurate prediction of advocacy and loyalty. When measured correctly, customer perceptions of quality and its direct impact of future behavior such as loyalty can be accurately judged.
Customer experiences today are often judged via “satisfaction measures”. These are unreliable in predicting advocacy and loyalty. Most customers who state they are “very satisfied” with a product or service often behave more like those who hate the experience than those who love it. For example, tell someone you love that you are “very satisfied” with them, rather than “love” them, and consider the consequences!
Using joint qualitative and quantitative case studies, we will share the most effective ways (in fifteen minutes) to understand the “whys” behind customer behavior, decision-making, and brand loyalty.

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Alexander Edwards

President
Strategic Vision, Inc.

4:00 PM - 4:30 PM Business Meeting

4:35 PM - 5:05 PM Business Meeting

Research and insights executives are discovering that their innovation processes aren’t working as well as they once did: old certainties no longer guarantee new product success, and new launches are no longer meeting expectations. Brands that are succeeding are reintroducing consistency, customer voice, confidence and accurate calculations into their research process.

This was the case for a global casual dining restaurant (CDR) chain. Consumers continue to move away from CDR, driven in part by healthier eating, home delivery and grocery carryout as well as a desire to support local restaurants. The need for new product development to offset this declining dining traffic was critical.

The solution was a repeatable, reliable process called PATH that produced groundbreaking, market-relevant concepts by bringing creative individuals and forward-thinking consumers into a four-phase innovation process:
Pinpoint: Using proven problem-solving principles, you must first key in on specific areas for innovation work, typically in a focused work session.

Aspire: Ideate with consumers who have been tested for high levels of creativity and trained in innovation techniques to fill the pipeline with a large number of starter ideas.

Trial: Select a number of ideas for development into trial concepts. Your R&D team may opt to develop product concepts for tasting or another sensory trial, or you can test written and illustrated concepts for consumer reaction.

Hone: Work with Lead Users—target consumers who are especially adept at providing robust feedback—to iteratively refine and ready concepts for introduction.

PATH moves sequentially or concurrently at whatever pace you’d like, and it:

- Grounds innovation efforts in consumer needs, helping ensure the results are relevant and actionable.
- Increases innovation effectiveness through a modular, customizable and repeatable approach.
- Expands pipeline inputs by tapping into the creative and evaluative abilities of consumers and potential customers.

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Randall Hula

Vice President, Consumer & Retail
Market Strategies International
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Christopher Barnes

Managing Director – Financial Services
Marketing Strategies International

Master Class B

5:10 PM - 5:55 PM Gen Z is Here: Reimaging Methodologies for a New Generation

Renee Brandon, Vice President of Research , Field Agent
GenZ is reaching adulthood and has the potential to change the way that market research is conducted

Join us in this interactive discussion as we’ll review:

•How does GenZ engage differently with technology?
•How does GenZ prefer to offer their opinions and insights?
•What research strategies yield high quality results with GenZ?


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Renee Brandon

Vice President of Research
Field Agent

Master Class C

6:00 PM - 6:45 PM Master Class C Using Public Data to Predict the Next Consumer-Driven (Cookie) Trends

James Campbell, Senior Data Scientist & Head of New York Office, Mavens of London
The internet is littered with valuable information about consumers' interests, concerns, barriers, and tastes. Everything we do online leaves a data trail - often in public - and increasingly, everything we do is online (at least in part).

The modern market researcher can't ignore this wealth of information, but sometimes we do struggle to make sense of an ever-evolving and expanding set of opportunities for data-driven insights.

In this Masterclass session, we want to take a fun (genuinely) tour through many of the most valuable ways public consumer data can be used for market research, through the lens of trending flavours of cookies. We'll explore how researchers can structure the questions they ask of public data, and which types of data are best used for which types of questions, threading through Yelp reviews data, Google search data (maybe Bing too. Maybe.), social media metadata, and others to help spur your own creativity.


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James Campbell

Senior Data Scientist & Head of New York Office
Mavens of London

BrainWeave A

6:00 PM - 6:45 PM Missing the "MOT": Effective Storytelling Requires Unprecedented Audience Knowledge

Mike Berendes, VP of Business Development, CIS (Custom Intercept Solutions)
Storytelling is the new research industry mindset. It refers to both making data "tell a story" as well as making pitches more engaging by using a compelling story framework. Honestly, it's important, but not an entirely new concept. What IS new is the idea of beginning with audience understanding BEFORE looking to data. The best "fruit" comes from ideas that are planted in the best "soil."

How can a story be effective if it's presented to an un-engaged audience? And how do business leaders discover engage-able audiences? Do they look to opt-in panels of nameless consumers, secretly track customers' online behavior, or scour checkout sales data to infer consumer attitudes? These are low-effective strategies. But, what if they engaged with customers in-person, engaged on a personal level, and developed empathy for their concerns. Developing an empathy for customers leads business leaders set themselves up for successful storytelling, as "compelling" aspects fall on much more fertile soil.

Join this insight-FULL workshop to discuss with your peers:
* How easy is making data tell a story? What are the pain-points? Where are the "starting-points?"
* What happens when you visit your brick-and-mortar locations? Is it a "milk-run?" What are you REALLY looking for?
* What story-telling methods lead business leaders to empathy, and which techniques actually reinforce the "echo-chamber?"


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Mike Berendes

VP of Business Development
CIS (Custom Intercept Solutions)

6:50 PM - 7:15 PM Networking Cocktail Reception

7:15 AM - 7:15 AM Networking Dinner