san diego, ca t h e market research event€¦ · market research strategy & leadership •...

To Register Call: 888.670.8200 • Email: [email protected]

JONAH LEHRERAuthor,

Why We Decide

CHRIS ANDERSONAuthor,

Free: The Futureof a Radical Price

BILL HOFFMANSenior VicePresident,

Consumer Insights,Best Buy

SUSAN WAGNERVice President, Global

Strategic Insights,Johnson & Johnson

MICHAEL S. GARVERPh. D., Professor

of Marketing,Central Michigan

University

MICHAEL TCHONGFounder,Ubercool

MARKETRESEARCHEVENT

2010

More comprehensive than any otherresearch conference – get all of this in one trip:

Segmentation • Media Mix & Measurement • Shopper Insights

Communities & Social Media • Trends & What’s Next • Marketing & Brand

Insights • Analytics & Measurement • Insight Driven Innovation

Market Research Strategy & Leadership • Business to Business Research

The New Insights Toolbox

NEW For 2010:• The Researcher’s Roundtable

• Networking Excursions in San Diego

• Social Media & Community Symposium

• The New Insights Toolbox

• Innovation in Research Technology

• Bio-metrics & Neuroscience

TRUST TMREWith more than 125 speakers and

close to 800 participants, this is the

most comprehensive research

learning engagement of the year.

Assemble with your industry and

get the experience of 6 conferences

in one trip!

BACK For 2010:• Content Review Board Ensures

No Commercialism from thePlatform or Canned Pitches

• EXPLOR Awards

• Future Market Research LeadersProgram

• TMRE Mentor Program

• Shopper Insights Symposium

MARKETRESEARCHEVENT

TheNovember 8 - 10, 2010 • Hilton San Diego Bayfront • San Diego, CA

It’s not enough for researchers to just come to the table,they are expected to deliver value.

Client, customer and stakeholder expectations are rising. Respond to your call of duty.Make 2010 the year insights deliver. – The Voice of The Market Research Industry.

WORLD CLASS KEYNOTES

RICHARD THALERCo-Author,

Nudge

DAN HEATHCo-Author,

Switch

2To Register Call: 888.670.8200 • Fax: 941.365.2507 • Email: [email protected]

Welcome to MARKET RESEARCH EVENTMARKET RESEARCH EVENTThe

Dear Fellow Colleagues,

For years I’ve had the pleasure of working on The Market Research Event, from back in the very beginning when it was called the Online Researchand Usability event. It’s been an honor to work with such an esteemed group of professionals in such a transformative time for an industry. I’vewatched some of the smartest people become some of the greatest leaders, as insights continued to pave the way for new ideas, innovations,customer strategy and organizational growth.

And so it seems fitting that the 2010 theme boldly announces:

“It’s not enough for researchers to just come to the table; they are expected to deliver value.”

Here lies the foundation for the 2010 event and the core of what the event experience is designed to do – deliver a forum for exploration,discussion, debate and the creation of best & next practices with the customer’s insights, a key driving force and you the strategic leader at the helm.

Building off the key takeaway theme for the 2009 event, TMRE 2010 will challenge you… on breakthrough thinking and delivering “more” and“better” and quality results you can count on.

Client, customer and stakeholder expectations are rising. Respond to your call of duty.Make 2010 the year insights deliver.

This is the voice of the industry that will come together this November in San Diego to “Rise to the Expectation.”

In 2009 our top rated keynoter astounded the audience with the statistic “85% of research leaders are dissatisfied or neutral with the impact ofmarket research within their company.” The time for change is now. Join your industry and help shape the future.

I can honestly say that the unique combination of talent, experience and expertise of this year’s keynote lineup combined with anall new meaningful networking experience and topped off with the most engaging real life stories showcasingresearch as a value driver, can only mean one thing – the best event the industry has ever seen.

Very best regards,

The 2010 event brings you the most comprehensive research learning experience providing uniqueopportunities to engage with a group of your peers representing key influencers in the industry.

The Most Comprehensive Learning Experience

World class keynote speakers will challenge you to see new opportunities and smarter ways to think about your business. This year we bring youthose that have unveiled groundbreaking work that stands to have tremendous impact on the market research industry including:

Jonah Lehrer, Author of Why We Decide; Chris Anderson, Author of FREE! The Future of a Radical Price; Dan Heath, Co-author of Switch: How toChange Things When Change Is Hard and Richard Thaler, the founding father of behavioral economics and Co-author of Nudge.

Couple this big picture thinking with more than 100 break-out sessions led by your peers to create a personalized agenda that addresses yourmost critical business issues. These sessions present real world points of view with practical examples you can apply to your own businessimmediately. And the TMRE content review board ensures that you will hear no commercialism from the platform; just real stories, real innovationand real dialogue.

The annual EXPLOR award competition seeking out the most breakthrough innovations in the industry returns to TMRE for 2010 – and this yearYOU help make research history by helping to choose the winner by casting your vote for #1 onsite.

Unique Opportunities to Engage

TMRE attracts an audience more rich with senior level, client side participation than any other event in the industry. With a crowd close to 800 andmore than half from client side companies, TMRE is 3 days of immersive discussion, debate and dialogue with your peers. A wide range ofindustries and skill sets is represented creating an environment packed with unique points of view and expertise. Market researchers trust TMRE todeliver what’s next and look forward to engaging in provocative dialogue with their peers that shapes the future of the industry every year.

With opportunities for on-site collaboration in the Discussion Den, the TMRE mentor program designed to help newbies maximize their first trip,an executive summary capturing key takeaways from the event and IIR’s proprietary return on attendance tool, TMRE promises results. It’s likeattending six events in just one trip. Attend sessions that enable you to be a more effective researcher, have conversations that transform you intoa more inspiring leader and focus your learning to become a more valuable asset to your company.

Translate insights into bottom line growth

TMRE focuses on the business value of market research. The content, the people and experience are unlike any combination you can get at anyother event. Join your industry in 2010 and together, rise to the expectation and usher in a new era of insights that will shape a new era of business.

Don’t miss the “World’s Top MR Event.” (Inside Research)

My very best,

Kim RivielleManaging DirectorMarketing & Business Strategy DivisionIIR

Krista VazquezConference DirectorThe Market Research Event

Table of ContentsWelcome to TMRE 2

Speaker List 3

Agenda At A Glance 4-5

Symposia Session Descriptions 6-7

Keynote Session Descriptions 8-9

Breakout Sessions 10-13

TMRE Sponsors & Supporters 14

Investment Details 15

Hotel Details 15

Authors & GurusChris Anderson, Author of FREE: The Future of a Radical Price & The Long TailMichael S. Garver, Ph.D., Professor of Marketing, Central Michigan UniversityDan Heath, Co-Author of Switch & Made to StickDan Hill, Author of EmotionomicsJonah Lehrer, Author of Why We DecideRichard Thaler, Co-Author of NudgeMichael Tchong, Founder, Ubercool & World Renowned Trendhunter

Consumer GoodsRobert Batic, Research Director, Kraft FoodsHamilton Brown, Design Brand Manager, Old Spice, Procter & GambleSimeon Chow, PhD, Director, Marketing Science, Altria Client ServicesBeth Dockins, Director, Customer Service, Scotts Miracle-GroTomas Emmers, Consumer & Market Insights Director, Brand Building,North America, UnileverDeb Hartman, Ph.D., Market Research Manager, 3MSandra Kelly, Market Research Manager, 3MTom LaForge, Global Director of Human & Cultural Insights,The Coca-Cola CompanyAnne McAllester, Director – Knowledge and Insights, The Coca-Cola CompanyAutumn McDonald, Director, In Market Testing for Growth, Kraft FoodsPhil McGee, Director, Shopper Insights & Category Strategies,Campbell Soup CompanyRuss Onish, Director, Category Leadership & Shopper Insights, Dreyer’s Grand Ice CreamRadan Payget, Global Market Research Manager, BP Lubricants (Castrol)Crystal Pinkston, CIM, In Market Testing for Growth, Kraft FoodsYvethe Rodriguez, Marketing Director, Applica/Russell HobbsPaitra Russell, PhD, Lead Analyst Research, Marketing Science, Altria Client ServicesRobert Sapinkopf, Director, Consumer & Customer Insights, H.J. Heinz CompanySuzanne Stumpp: Manager, Consumer & Customer Insights, U.S. Soup,Campbell Soup CompanyStan Turek, VP Customer Strategy & Shopper Insights, PepsiCo Center of ExcellenceSusan Wagner, Senior Vice President, Global Strategic Insights, Johnson & JohnsonDavid Witt, Public Relations Director, General MillsBob Woodard, Vice President, Global Consumer and Customer Insights,Campbell Soup Company

TechnologyKen Anderson, People & Practices Research, Intel LabsJacqueline Anderson, Consumer Insights Analyst, Forrester ResearchReed Cundiff, Senior Director, Market Research, MicrosoftMark Eduljee, CSS Online Community and Support, MicrosoftSheryl Ehrlich, Director of Strategic Research, Adobe SystemsDavid Ginsberg, Director, Insights and Market Research, IntelJulie Heiser, Senior Researcher, Adobe SystemsBarry Jennings, Global Insights Group, Dell Computer CorporationJames F. Newswanger, Ph.D., Senior Research Manager, Corporate WorkplaceAnalytics, IBMDan Zigmond, Technical Lead & Manager, Ad Quality & Pricing Group, Google TV

Retail & FoodserviceJoel Aach, VP Consumer Insights, Darden RestaurantsLinda Ashbrook, Senior Manager, Consumer Insights, Taco BellAnne-Marie Davidson, Senior Marketing Research Analyst, REIChris Grabarkiewicz-Davis, PhD, Senior Manager Consumer Insights, Luxottica Retail NABill Hoffman, SVP Consumer Insights, Best BuyJim Powel, Vice President, Consumer Insights & Business Intelligence, QVCJeff Resnick, Director of Consumer Insights, eBayJamie Richardson, VP, Corporate Relations, White CastleKate Whittington, Director, Guest Insights, Target Corporation

Travel & TransportationTodd Blickenstaff, Product Planning Administrator, Toyota Motor SalesAlissa Jaquish, Customer Insights Manager, Southwest Airlines Co.Karin Kricorian, PhD, Director, Domestic Parks and Resorts Research,Walt Disney Parks and ResortsLaura Sudlow, Assistant Manager of Customer Insights, Southwest Airlines Co.Dawn Lacallade, Community Manager, SolarWindsLily Wong, Leader, Vertical Marketing, Ingersoll Rand

EXPLOR FinalistsAndrew Ammundsen, Head of Customer Insight – Marketing Information,ANZ National Bank LtdGina Bruzzichesi, Senior Vice President, Strategic Customer Leadership, Avis Budget GroupDuane Burton, Market Research, Wm. Wrigley Jr. CompanyJared Heyman, President, Infosurv Inc.Mike Katz, Principal User Experience Researcher, eBaySteffen Kehr, Head of User Experience Research Europe at eBay Europe, Berlin, GermanyBruno Levine, Director, Business Development, American WaterPeter Mackey, EVP Research and Business Development, Invoke SolutionsLeland Peterson, Senior Product Manager, eBay

Finance & InsuranceBob Biancamano, Market Research Executive, AmeripriseSteve Braje, Director of Customer Experience, American Express Business TravelTimothy Keough, Vice President, Quality Management Office, Pershing LLC,a BNY Mellon CompanyDavid Santee, Director, Market Research, H&R BlockPeter Shortall, Sr. Managing Consultant, Product Innovation and Consumer Insights,MasterCard AdvisorsTroy Stevenson, Vice President, Client Loyalty & Consumer Insight,Charles Schwab & CompanyMark D. Wolf, Director, The Guardian Life Small Business Research Institute

Media, Entertainment & ElectronicsEverett Alatsis, Sr. Market Research Analyst, Sony ElectronicsBarry Blyn, Vice President, Consumer Insights, ESPNSean Bruich, Measurement Research, Facebook, Inc.David A. Kudon Ph.D., Chief Methodologist , Corporate Vice President, MarketingScience, Turner Broadcasting System, Inc.Daniel Marcu, VP, Research, IFC/Sundance ChannelJim Multari, Director of Research, PBS KIDS SproutAlex Petrilli,Jr., Manager, Audience Research, TiVo Inc.Eric Rasmussen, Director Consumer Insights, Shutterfly.comKent Rees, SVP Marketing, IFCJennie Sallows, Senior Research Manager, BBC Global News DivisionMarcia Sanford, Director, Research, Travel ChannelHorst Stipp, SVP, Strategic Insights & Innovation, NBC Universal

Thought LeadersErik Andersen, VP, Customer Loyalty Group, GfK Custom Research North AmericaSusan Askew, Client Development Manager, e-Rewards, Inc.Martin L. Baum, Principal, Edgewood Consulting GroupJean Beier, Senior Research Consultant, Sachs InsightsSharon Bosché, Senior Account Executive, BurkeDiane Brewton, SVP, Market Intelligence Group, Decision AnalystJohn Broderick, VP and Head of The Sound NYCKeith Chrzan, Vice President, Marketing Sciences, Martiz ResearchDr. Skip Cindric – HR Director, Corporate Research InternationalDaniel Coates, President, Globalpark Inc.Andy Davidson, Managing Director, The Sound EuropeChris Forbes, co-founder, Insight Marketing Systems/Research ReporterLarry Friedman, Ph.D., Chief Research Officer, TNSAndrew Grenville, Chief Research Officer, Vision CriticalGreg Heist, Vice President, Research Innovation & Technology, Gongos ResearchAmy Henry, Vice President, Youth Insights, C&R ResearchJonathan Hilland, CEO – Mindwave Research, Inc.Brad Holdgreve – VP of Sales, Corporate Research InternationalElizabeth Horn, Ph.D., VP, Advanced Analytics Group, Decision AnalystJuraj Kavecansky, PhD, Director, Marketing Sciences, Maritz ResearchQ. Christina Liao, Ph.D., Vice President, Marketing Science, CMIBrendan Light, SVP Research & Strategy, BuzzBack Market ResearchKevin Lonnie, President, KL CommunicationsKristin Luck, President, DecipherMichael Mabey, Account Manager, CMIBill MacElroy, Chairman, Socratic TechnologiesDr. Carl Marci, CEO and Co-Founder, Innerscope Research, Inc.Justin Masterson, Manager, Qualitative Research, Seek, Inc.Jeff McKenna, Senior Consultant, Chadwick Martin BaileyMaggie Merklin, Senior Vice President, Analytic PartnersRobert Miner, President, Sachs InsightsMarie Minyo, Vice President, Group Director, InsightExpressDard Neuman, PhD, President, Insights, SmartRevenueEmily Paxhia, Senior Research Consultant,Sachs InsightsJohn Pemberton, Vice President, Senior Director of Research Development, InsightExpressBenjamin Rietti, Managing Director, E-TabsSusan Robertson, Creative Process Facilitator, Ideas To Go, Inc.Cynthia Ryan, Creative Process Facilitator, Ideas To Go, Inc.Brett Simpson, Marketing Sciences Consultant,MRSI (Marketing Research Services, Inc.)Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi WellnessMelinda Smith, SVP Branding and Communications, TNSLuisa C. Uriarte, Partner, Executive Vice President, Maddock Douglas

www.TheMarketResearchEvent.com 3

Speakers!


Agenda-at-a-GlanceMonday, November 8, 2010 - Conference Symposia Register for the symposia and get access to all sessions.

••••••••••••••••••••••••••••••••••••• 9:30 - Networking Break in the Exhibit Hall •••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 9:30 - Networking Break in the Exhibit Hall •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••• 3:00 - Networking Break in the Exhibit Hall •••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 3:00 - Networking Break in the Exhibit Hall ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••• 5:00 - Symposium Concludes •••••••••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 5:00 - Symposium Concludes •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••••••••• 12:15 - Lunch •••••••••••••••••••••••••••••••••••••••••••••••••

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:15 - Lunch ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••

Segmentation Symposium:Targeting New Opportunities

Media & Measurement Symposium:The New Media Mix

8:00 - Corporate Synergies Created by UtilizingMosaic® Consumer Segmentatione-Rewards, Inc.

8:45 - Breaking Through The Data Haze: NavigatingMultidimensional SegmentationDecision Analyst

10:00 - Redefining Segmentation: Using DecisionPathway Segmentation to Link the Motivations of Why &How Consumers Make Decisions With Actual ChoicesCMI

10:45 - B2C Market Segmentation for IntermediatedBusinesses: The Case of AmeripriseAmeriprise

11:30 - Rebels Under The Influence:How Ethno-Segmentation Redefined IFCIFC/Sundance Channel

1:30 - Keeping Segmentation Alive Using New ResearchMethodologiesForrester Research

2:15 - Segmentation 2.0: Optimizing a SegmentationModel Using a Range of Tools and StagesSouthwest Airlines Co.

3:30 - Leveraging Emotional Value Drivers to AlignBrand Relevance Across 14 Global MarketsBP Lubricants (Castrol)

4:15 - This session will be delivered by MarketTools

8:00 - Quantity & Quality: Using Alternative MediaMeasurement Tools to Demonstrate Advertising ROIPBS KIDS Sprout

8:45 - What Gets a Commercial Noticed?TiVo Inc.

10:00 - Changing Channels: QVC’s Soft Sell in aTargeted WorldQVC

10:45 - New Insights on Today’s Media ConsumerNBC Universal and Google TV

11:30 - Digital is ScalableAnalytic Partners

1:30 - Advancements In Copy Testing Techniques:An Internal Normative DatabaseTurner Broadcasting System, Inc.

2:15 - Marketing in the Digital World: Measuring theUnmeasurableUnilever

3:30 - Open SessionIf you would like to speak during this session, pleasecontact Deborah Hatcher at [email protected]

4:15 - This session will be delivered by Maritz

Shopper Insights Symposium:The New Shopper

Social Media & Community Research Symposium:The New Frontier

Culture & Research Trends Symposium:What’s Next?

8:00 - Leveraging Existing Knowledge to ImpactCustomer LoyaltyLuxottica Retail NA

8:45 - Leveraging In Market Testing To Drive GrowthKraft Foods

10:00 - Enhancing the Retail Shopping Experience toIncrease Loyalty and Reduce Customer ChurnGfK Custom Research North America

10:45 - Get on their List: Understanding the Trip PrepModeDreyer’s Grand Ice Cream and SmartRevenue

11:30 - Leveraging Shopper Loyalty Insights to BuildWinning Retail/Category StrategiesEdgewood Consulting Group and Burke

1:30 - Beyond the Purchase Funnel: Shopper Insightsfrom a Retailer PerspectiveTarget Corporation

2:15 - Optimizing your Brand: In Store and Out –Neuroscience Shows the WayCampbell Soup Company and Innerscope Research, Inc.

3:30 - This session will be delivered by Ipsos

4:15 - Open SessionIf you would like to speak during this session, pleasecontact Deborah Hatcher at [email protected]

8:00 - First Text – It’s What’s NextScotts Miracle-Gro

8:45 - Leveraging Social Media at Taco Bell to EnhanceTraditional Research InsightsTaco Bell

10:00 - Are Social Networks Changing the Rules ofMarket Research?Facebook, Inc.

10:45 - Leveraging Social Media for Research andInsightsSolarwinds

11:30 - Millenials and the Death of Secrets:How Social Media Made Growing Up PublicThe Sound Europe & The Sound NYC

1:30 - Social Media Listening: How to Drive Action andDeliver Big ROIMicrosoft

2:15 - Bringing an App to LifeSouthwest Airlines

3:30 - Insights into Global Minds: The BBC’sCommunity PanelBBC Global News Division & Vision Critical

4:15 - How Customers Are Inspiring Major Brandsthrough the Innovation Process Via Online CommunitiesCommunispace

8:00 - What’s Next in Wellness: New Research fromSaatchi & Saatchi WellnessSaatchi & Saatchi Wellness

8:45 - How Macroforces Are Reshaping Relationships,Roles and the Very Idea of "Consumer"The Coca-Cola Company

10:00 - The Luxury Trend: Consumer Insights withAffluent RespondentsDarden Restaurants

10:45 - IM is So Over: The New Social Rules of YouthC&R Research

11:30 - Making Trends Relevant in a Global CompanySony Electronics

1:30 - Is the Future of Communities in the Palm of YourHands?Gongos Research

2:15 - Tracking Research and the New Age of InfluenceTNS

3:30 - Going Mobile: Insights Into a Moving TargetSachs Insights

4:15 - An Interactive Session: Scenario Planning forYour Key Consumer Segments

5:30 – KICK-OFF KEYNOTE Open Your Eyes to A Whole New World, Michael Tchong, President, Ubercool

6:15 Cocktail Reception

Sunday, November 7, 2010

Add on a San Diego Networking Excursion.

You asked for opportunities to network with yourpeers OUTSIDE the conference walls. Sign up fora group excursion to discover San Diego and makenew connections in a friendly, social atmosphere.

SELECT ONE:1. San Diego Zoo Excursion2. San Diego City Discovery3. Evening Dinner Cruise

More info about tours is available atwww.TheMarketResearchEvent.com


!

10:45 - Turning ResearchOutside In: 3MIntrapreneurs Design aCost-saving Internal SurveyResearch Company3M

11:30 - The Next Summit ofthe Insights Evolution:Where We Are Going andWhat You Need to KnowPepsiCo

1:30 - Projectability Today:Which Methodology isBest?REI

2:15 - The Role of MR in theRise & Fall of The Top 10H&R Block

3:00 - Evolution orExtinction: The Changing ofCorporate Market ResearchMicrosoft

10:45 - It's Not How YouAsk, It's How You Listen(and Act!)Charles Schwab & Company

11:30 - Ethno-mining forBrand Insights at IntelIntel Labs

1:30 - Party On!How General Mills EngagesConsumers To Gain Insightsand Brand ExposureGeneral Mills & Globalpark Inc.

2:15 - When You Need toStay a Step Ahead – AResearch BlueprintiModerate

3:00 - How to IncreaseGlobal Efficiency WhileMaintaining LocalRelevanceThe Coca-Cola Company

10:45 - Using QualitativeResearch to Build a HolisticProduct Proposition Fromthe Ground UpSeek, Inc.& Procter &Gamble

11:30 - Genchi Genbutsu-Toyota’s Way of CapturingCustomer VoiceToyota Motor Sales

1:30 - Driving andAccelerating GrowthKraft Foods

2:15 - Insight-drivenInnovation: ACustomer-centric NewBusiness FunnelAdobe Systems

3:00 - Introducing anInnovative way to OptimizeConcepts Online – withCase Study ExamplesBuzzBack Market Research

10:45 - OPEN SESSIONIf you would like to speakduring this session, pleasecontact Deborah Hatcher [email protected]

11:30 - Predicting DirectMail Response RatesThrough Virtual TestingInsightExpress &MasterCard Advisors

1:30 - Measuring the"BIG" IdeaMaddock Douglas

2:15 - Stated “Versus”Derived ImportanceRevisited: Which OneTo Use?Maritz Research

3:00 - Automation,Innovation & ROIE-Tabs

10:45 - The Smarter SocialWorkplace: Measuring theadoption and use of digitaltools in IBMIBM

11:30 - Cohesive CustomerFeedback Platform DrivesAgent Adoption & ImprovesCustomer SatisfactionPershing LLC, a BNY Melloncompany

1:30 - Using CustomerInsight to Develop ImproveCustomer Satisfaction atAmex TravelAmerican Express BusinessTravel

2:15 - Ingersoll Rand -Establishing a CustomerInsight-Driven InnovationProcessIngersoll Rand

3:00 - What Matters Mostto America’s SmallBusiness OwnersThe Guardian Life SmallBusiness Research Institute

10:45 - How eBay UsedReal-time Hybrid Researchto Fuel Early Stage IdeaDevelopment and GlobalConsensus BuildingeBay& Invoke Solutions

11:30 - How WrigleyHarnessed The Wisdom ofCrowds to Predict NewProduct SuccessWm. Wrigley Jr. Company &Infosurv Inc.

1:30 - Tipping the Scales:How a New Research ToolHas Changed AmericanWater’s New BusinessDevelopmentAmerican Water

2:15 - ANZ National Bank’sVoice of Customer Platformis a Major Innovation forCustomer Insight ProgramsANZ National Bank Ltd

Market ResearchLeadership & Strategy

Marketing Research& Brand Insights

Insight DrivenInnovation

Data Analysis& Measurement

Business to BusinessMarket Research

EXPLOR Awards

Tuesday, November 9, 2010 7:00 Registration & Morning Coffee

7:45 - Official Conference Welcome8:00 - Free! The Future of a Radical Price - Chris Anderson, Author of Free: The Future of A Radical Price, & Author of The Long Tail8:45 - Award Winning Points of View: - Hear from the finalists in the annual EXPLOR Award Competition9:30 - Convening the Conversation - Bill Hoffman, Senior Vice President, Consumer Insights, Best Buy10:10 - Networking Break in the Exhibit Hall

4:15 - Cracking the Code: Deciphering the Customer Experience - Michael S. Garver, Ph.D., Professor of Marketing, Central Michigan University5:00 - The New Science of Decision Making - Jonah Lehrer, Author of How We Decide: The New Science of Decision Making

5:45 Cocktail Reception

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Wednesday, November 10, 2010

7:30 - Morning Coffee8:15 - Switch: How to Change Things When Change Is Hard - Dan Heath, Co-Author of Switch9:00 - The Way We Really Think - Richard Thaler, Co-author, Nudge9:45 - Networking Break in the Exhibit Hall

10:20 - How Avis BudgetGroup Applies InsightsThroughout TheOrganizationAvis Budget Group &Chadwick Martin Bailey

11:05 - How the Evolution of“Do It Yourself” ResearchTools is Changing theIndustry Catch Phrase from“Outsourcing” to “Insourcing”.Decipher

1:15 - Enhancing OnlineResearch Capabilities byBlending Multiple OnlineSample SourcesMRSI (Marketing ResearchServices, Inc.)

2:00 - Examining the Impactof Web Technology onClient Insights TeamsInsight MarketingSystems/Research Reporter

10:20 - Contemporizing anAmerican IconCampbell Soup Company

11:05 - EstablishingCustomer-Centricity ateBay Through CustomerListening PostseBay

1:15 - The Importance ofBrand Connection in theOnline MarketplaceShutterfly.com

2:00 - The Brand You Crave:White Castle Assessmentof Brand PerceptionCorporate ResearchInternational & White Castle

10:20 - GroundingInnovation Through FrontEnd Claims Discovery:Interactive SessionIdeas To Go, Inc.

11:05 - Heinz Dip &Squeeze Ketchup - MeetingAn Unmet Consumer NeedH.J. Heinz Company

1:15 - Ethnography 2.0:Making NPDConsumer-centric withIn-context ObservationsAltria Client Services

2:00 - Consumer InsightsTransforms Simple Toastingto Countertop Cooking atBlack & DeckerApplica/Russell Hobbs

10:20 - A New Metric toAssess Advertising andPromotion Effects in aMulti-Platform Media WorldGoogle TV & NBC Universal

11:05 - Measuring GuestDissatisfaction at the PlaceWhere Dreams Come TrueWalt Disney Parks andResorts

1:15 - CorporateReputation: SuccessfulApproaches to Measuring,Tracking, and ImpactingOpinion Among Elite andOpinion-Leader AudiencesIntel

2:00 - Rapid Heartbeat: TheCreative, Inspiring andNever-Ending ESPN BrandHealth NarrativeESPN

10:20 - Dell Case Study:Telepresence for FocusGroupsMindwave Research Inc.and Dell

11:05 - Navigating NewComputing Interfaces forSurvey ResearchSocratic Technologies

1:15 - Using Crowdsourcingfor Unstructured MarketResearchKL Communications

2:00 - How InnovativeMethodology Informed theTravel Channel RedesignTravel Channel

10:20 - IndustryRoundtablesAn interactive discussion.

11:05 - The Role of Financeand Procurement in theResearch Vendor SelectionProcess: Have clientresearchers lost control ofvendor selection?An interactive discussion.

1:15 - Managing ResearchDepartments on aShoestring BudgetAn interactive discussion.

2:00 - The Future of theMarket Research IndustryAn interactive discussion.

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Insight DrivenInnovation

Data Analysis& Measurement

The NewInsights Toolbox

DISCUSSION DEN

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3:00 - Leadership Through Insights - Susan Wagner, VP Global Strategic Insights, Johnson & Johnson3:45 - On-Emotion - The Key to Effective Marketing - Dan Hill, Author, Emotionomics

4:30 - ConclusionKEY

NO

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8:00 – Leveraging Existing Knowledge to ImpactCustomer LoyaltyChris Grabarkiewicz-Davis, PhD, Senior ManagerConsumer Insights, Luxottica Retail NADuring these turbulent times, business partners desire explanationsaround what is causing the ups and downs in their business results.The LensCrafters customer experience team was faced with thisexact predicament and resolved it by systematically analyzing datapreviously collected across the entire corporation including CRM,marketing research, and call center operations. The end-product wasthe development of a new in-store customer relationship program,which has positively impacted customer loyalty and word of mouth.

8:45 – Leveraging In Market Testing To Drive GrowthAutumn McDonald, Director, In Market Testing forGrowth & Crystal Pinkston, CIM, In Market Testing forGrowth, Kraft FoodsThe discussion will focus on how Kraft is leveraging In Market Testingto make choices that drive growth and provide the best return oninvestment. The discussion will include 1-2 real life case studies of InMarket Test and the resulting insights and benefits.• The benefit of understanding the why’s behind results good or bad• Valuable learning that can be gained from IMT and how it can be

used to optimize programs

9:30 – Networking Break

10:00 – Enhancing the Retail Shopping Experience toIncrease Loyalty and Reduce Customer ChurnErik Andersen, VP, Customer Loyalty Group, GfK CustomResearch North AmericaRetail experience surveys can be combined with internal customermetrics to identify drivers of superior in-store experience that createloyal customers and the factors that can lead to customer defection.• Design a research and data integration program to identify the level

of customer satisfaction and loyalty resulting from the in-storeshopping experience?

• How to apply the learnings from this type of research to improvethe in-store experience

10:45 – Get on their List: Understanding the Trip Prep ModeRuss Onish, Director, Category Leadership & ShopperInsights, Dreyer’s Grand Ice CreamDard Neuman, PhD, President, Insights, SmartRevenueDreyer’s spearheaded in-depth research to understand aspects ofshopping trip prep including list making, household memberinfluencers, impact of advertising, feature ads, coupons, digitalmedia, freezer inventory, trip mission, etc. Using severalmethodologies including moderated diaries, in-home interviews, andon-line surveys, we’ve synthesized learning to better understand howto reach shoppers in trip-preparation mode and “get on their list.”

11:30 – Leveraging Shopper Loyalty Insights to BuildWinning Retail/Category StrategiesMartin L. Baum, Principal, Edgewood Consulting GroupSharon Bosché, Senior Account Executive, BurkeWhy don’t shoppers buy everything they need from one store? Whymight a shopper be loyal to a particular store when buying one typeof product but not another? For a retailer to identify ways to increasetheir share of category purchases, it’s important to understand whatdrives shopper loyalty at the product category level.Trace a project from shopper loyalty research to the successfuldevelopment and application of category-building programming.

12:15 – Lunch

1:30 – Beyond the Purchase Funnel: Shopper Insightsfrom a Retailer PerspectiveKate Whittington, Director, Guest Insights, TargetCorporationTypically, we look at shopper insights from the view of themanufacturer and the consumer’s choice of brands. But what abouther relationship to the retailer? In this session we’ll discuss somenew ways to inform the “path to purchase” by starting from the pointof view of retailer loyalty.• The importance of customer-retailer relationships• How a new view of “customer research” can lead to better

consumer and shopper insights

2:15 – Optimizing your Brand: In Store and Out –Neuroscience Shows the WayBob Woodard, Vice President, Global Consumer andCustomer Insights, Campbell Soup CompanyDr. Carl Marci, CEO and Co-Founder, InnerscopeResearch, Inc.Soup Company used new findings from neuroscience and biometricresearch to gain a deeper understanding of the strengths andweaknesses of its label design and shelf display. These resultsprovide a roadmap to creating emotionally engaging messages thatcan be used to build stronger consumer relationships with your brand.

3:00-3:30: Networking Break

3:30 – This session will be facilitated by Ipsos.Updated details on this session can be found atwww.themarketresearchevent.com

4:15 – Open SessionIf you would like to speak during this session, please contactDeborah Hatcher at [email protected]

8:00 – Corporate Synergies Created by UtilizingMosaic® Consumer SegmentationSusan Askew, Client Development Manager,e-Rewards, Inc.Gain superior insight into local consumer markets, behaviors,lifestyles and economies by utilizing a unique information tool whichdelivers an exceptional, detailed and accurate picture ofconsumers, their households and neighbourhoods.• Maximize the effectiveness of marketing campaigns.• Awareness of how the integration of this product streamlines

client information

8:45 – Breaking Through The Data Haze: NavigatingMultidimensional SegmentationElizabeth Horn, Ph.D., VP, Advanced Analytics Groupand Diane Brewton, SVP, Market Intelligence Group,Decision AnalystThis presentation shows how to transition from a raw database toactionable market intelligence by employing multidimensionalsegmentation techniques and will clarify how to translate datacomponents to create the most compelling messages based onmultidimensional profiling. Key market intelligence insights createdby applying multidimensional segmentation to our health andnutrition database will be shared.


10:00 – Redefining Segmentation: Using DecisionPathway Segmentation to Link the Motivations of Why &How Consumers Make Decisions With Actual ChoicesQ. Christina Liao, Ph.D., Vice President, MarketingScience and Michael Mabey, Account Manager, CMILearn the Decision Pathway approach to segmentation connectsunderlying consumer motivations, decision- making processes andoutcomes into a deeper, more complete segmentation.• Compare & contrast a segmentation developed using traditional

regression-based analysis & one using Decision Pathway approach• Demonstrate linkages among WHY, HOW and WHAT and how

they lead to more effective strategy and communication

10:45 – B2C Market Segmentation for IntermediatedBusinesses: The Case of AmeripriseBob Biancamano, Market Research Executive, AmeripriseAmeriprise will share how customer segmentation was linked tospecific business decisions to grow the business effectively andefficiently. They will talk about the research design, the decisionsthey made around segmentation schemes, and the ways they’veimplemented a shift in focus toward those customers whorepresent the greatest growth opportunity. They also will talkcandidly about some of the challenges they faced during theadoption phase.

11:30 – Rebels Under the Influence: HowEthno-Segmentation Redefined IFCDaniel Marcu, VP, Research, IFC/Sundance ChannelKent Rees, SVP Marketing, IFCRobert Miner, President, Sachs InsightsIFC elected to use Ethno-Segmentation, a rich and dynamicmethodology where online quantitative segmentation is optimizedthrough in-person video ethnographies to richly define segments.The research had a striking effect at IFC, bringing the audience tolife in a truly powerful manner that engaged and energized keystakeholders at every level of the network. Our goal was to definean audience, we were inspired to rebrand a network.

12:15 – Lunch

1:30 – Keeping Segmentation Alive Using NewResearch Methodologies:Jacqueline Anderson, Consumer Insights Analyst,Forrester ResearchThis session will review how to translate quantitative basedsegmentations to online communities. Segmentations havetraditionally been a primarily quantitative endeavor, with themethodological expertise of the market research team driving itscreation and implementation. This session will examine how totranslate and maximize quantitative segmentations in MROCs andcommunicate the integrity of your company’s segmentation duringthe adoption of new research methods.

2:15 – Segmentation 2.0: Optimizing a SegmentationModel Using a Range of Tools and StagesAlissa Jaquish, Customer Insights Manager & Laura Sudlow,Assistant Manager, Customer Insights, Southwest Airlines Co.Learn how we used our customer database and a range of customresearch approaches to develop a strategic and actionablesegmentation model. Session will cover database analysis, andquantitative survey techniques, some with advanced analytics, andin-depth ethnographic qualitative research. Plans for trackingsuccess of business goals against the segments, keeping learningalive and management buy-in will also be covered.


3:30 – Leveraging Emotional Value Drivers to AlignBrand Relevance Across 14 Global MarketsRadan Payget, Global Market Research Manager, BPLubricants (Castrol)Castrol looked for opportunities to build brand relevance in order togrow their share of mind and sales in targeted global markets.Using an integrated insights strategy that layers segmentation withemotional brand connections, Castrol developed a master brandstrategy that enabled the unique positioning of multiple productbrands within their cross-cultural segments.

4:15 – This session will be delivered by Market Tools.Visit www.themarketresearchevent.com for more details.

8:00 – Quantity & Quality: Using Alternative MediaMeasurement Tools to Demonstrate Advertising ROIJim Multari, Director of Research, PBS KIDS SproutAs an emerging, non-Nielsen rated television network, PBS KIDSSprout constantly looks for new and innovative ways of telling itsstory and demonstrating ROI for advertisers and agencies. Hearhow Sprout fuses alternative media metrics, such as data fromset-top cable boxes, and custom research tools to demonstrate boththe size of a target audience (the quantity) as well as how engagedthe audience is with a brand and its advertising (the quality).

8:45 – What Gets a Commercial Noticed?Alex Petrilli,Jr., Manager, Audience Research, TiVo Inc.Where, when and in what environment the spot runs has anenormous impact on audience viewership. Utilizing TiVo’ssecond-by-second Stop||Watch™ data we compare variousmethods of attention-getting advertising. Based on these findings,advertisers and brands will have a better understanding of what ittakes to get the viewer to hit play when watching a time-shiftedcommercial break and which innovative techniques work in retainingviewers.


10:00 – Changing Channels: QVC’s Soft Sell in a Targeted WorldJim Powel, Vice President, Consumer Insights &Business Intelligence, QVCQVC has built one of the world’s most successful direct sellingmodels by consistently emphasizing relevance over urgency. As QVChas navigated the new media landscape and competition for eyeballs,the company has never deviated from its quest for relevance,powered by customer insights, behavioral analysis and real-timemedia measurement. Learn about QVC’s continued leadership ineffectively building a loyal audience in a marketplace wherecommoditization, price competition and competitive transparencyonline continue to erode standard notions of customer loyalty.

10:45 – New Insights on Today’s Media ConsumerHorst Stipp, SVP, Strategic Insights & Innovation, NBCUniversalDan Zigmond, Technical Lead & Manager, Ad Quality &Pricing Group, Google TVThis session reveals new insights on consumers’ rapidly changingmedia behavior nad will focus on how the use of new mediaplatforms allows advertisers to impact consumers in new ways.New research and new metrics on the impact of TV advertisingdemonstrate that multi-platform media use provides newopportunities to impact consumers that did not exist a fewyears ago.

11:30 – Digital is ScalableMaggie Merklin, Senior Vice President, AnalyticPartnersDigital spending is on the rise; expecting to compose 17% of totalad spending in 2010. On average, digital ROI is stronger thantraditional media and opportunities indeed exist to scale digitalspending through various tactics and placement. But are all digitaltactics right for all brands? Case studies across several industriesshow there are significant differences. What works for one brandmay not work for another. The digital space is evolving but deliversstrong pay-back with the right execution.

12:15 – Lunch

1:30 – Advancements In Copy Testing Techniques:A Internal Normative DatabaseDavid A. Kudon Ph.D., Chief Methodologist,Corporate Vice President, Marketing Science,Turner Broadcasting System, Inc.

Updated details on this session can be found atwww.themarketresearchevent.com

2:15 – Marketing in the Digital World: Measuring theUnmeasurableTomas Emmers, Consumer & Market Insights Director,Brand Building, North America, UnileverThe digital world has opened up new possibilities for brands but hasalso created uncertainty for marketers, agencies and researchers. Therules are different there. How do we know what works? How do wemeasure success? How do we provide guidance to those attemptingto navigate this space? Unilever has plunged boldly into digital withmany of its brands. This session will use these examples to highlight theunique approaches used to guide these brands through this new world.


3:30 – Open SessionIf you would like to speak during this session, please contactDeborah Hatcher at [email protected]

4:15 – This session will be delivered by Maritz.Visit www.themarketresearchevent.com for more details.

Segmentation Symposium:Targeting New Opportunities

Media & MeasurementSymposium: The New Media Mix

Shopper Insights Symposium:The New Shopper

Conference SymposiaMonday, November 8, 2010

To Register Call: 888.670.8200 • Fax: 941.365.2507 • Email: [email protected]

www.TheMarketResearchEvent.com

8:00 – First Text – It’s What’s NextBeth Dockins, Director, Customer Service, ScottsMiracle-GroThe “Voice of the Customer” is now “The TEXT of the Customer.”1.4M Americans have suddenly become homeowners and first timeservice-consumers en mass. This “new” service buyer expects tohave a single point of communication to quickly engage & resolve.• Competitive advantages gained by utilizing social media as a compelling

tool to augment traditional customer satisfaction & loyalty methods• Emerging social media encourages customers to eagerly and

pro-actively “evangelize” in a forum that is growing at warp speed

8:45 – Leveraging Social Media at Taco Bell to EnhanceTraditional Research InsightsLinda Ashbrook, Senior Manager, Consumer Insights,Taco BellLearn how Taco Bell is using Facebook and Twitter to engageconsumers in their own living room and gaining new insights on howtheir products and brand fit into the lifestyles of key target groups.• Learn more about their core consumer and other new target

audiences via Facebook• Head off new product issues by plugging into Twitter• Leverage multiple Social Media outlets to help keep their

marketing and product development teams close to their core user


10:00 – Are Social Networks Changing the Rules ofMarket Research?Sean Bruich, Measurement Research, Facebook, Inc.Facebook and other social networks are revolutionizing the waythat individuals and companies are communicating with their friendsand customer. You’ll see how the vast scale and new data streamsfrom these mediums are making some traditional approachesappear antiquated – but also making the field more important thanever. Learn about new approaches made possible by socialnetworks that may fundamentally change key aspects of consumerresearch.

10:45 – Leveraging Social Media for Research andInsightsDawn Lacallade, Community Manager, SolarWindsThis session will be an in depth discussion of the potential uses ofsocial media as an insights gathering tool with heavy attentionspent on detailed how to discussions and the process of identifyingwhat groups of people you are looking to engage, where to findthem, the tools to use and how to grow their engagement. We willend with a discussion of how to show the value via ROI measures.

11:30 – Millennials and the Death of Secrets: HowSocial Media Made Growing Up PublicAndy Davidson, Managing Director, The Sound EuropeJohn Broderick, VP and Head, The Sound NYC


12:15 – Lunch

1:30 – Social Media Listening: How to Drive Actionand Deliver Big ROIMark Eduljee, CSS Online Community and Support,MicrosoftIn this session, Mark Eduljee from Microsoft will describe theirinnovative approach to global VOC listening and provide concreteexamples of how it is delivering strong ROI across Microsoft’sbusinesses.• How to cost effectively build a scalable program• How to activate the insights and drive results• How to measure program results and build your case for funding

2:15 – Bringing an App to LifeAlissa Jaquish, Customer Insights Manager, SouthwestAirlinesLearn how Southwest Airlines leveraged their Customer-Brandrelationship to provide a relevant and unique travel app, the firstone in their category. Using qualitative research techniques,Southwest talked with heavy App Users to understand their dailylife, identifying their needs and frustrations regarding iPhone Apps.Southwest was able to understand Customer expectations anddesires from a Southwest app as well as how to remain relevantand top of mind on the App selection.


3:30 – Insights into Global Minds: The BBC’s Community PanelJennie Sallows, Senior Research Manager, BBC GlobalNews DivisionAndrew Grenville, Chief Research Officer, Vision CriticalFaced with a desire to dig deeper into how people feel about theirprogramming, the BBC established a global community panel andsought out innovative methods of obtaining viewer feedback. Learnhow the BBC how tried, tested and validated a novel method of testingaudio and video clips. Gain insight into the challenges and triumphs ofintroducing innovative research methods in a global community panel.

4:15 – How Customers Are Inspiring Major Brandsthrough the Innovation Process Via OnlineCommunities. This session is brought to you byCommunispace.For updated details on this session, please visitwww.themarketresearchevent.com.

8:00 – What’s Next in Wellness: New Research fromSaatchi & Saatchi WellnessJohanna Skilling, EVP, Director of Strategic Planning,Saatchi & Saatchi WellnessWellness today means much more than fitness, diet and stressrelief – it plays a role in virtually every category of consumer goodsand services. Find out the latest research in consumer insights andtrends around wellness from Saatchi & Saatchi Wellness• The new definition of wellness. What your consumers want• How your brand can become a wellness brand... and break free

from your category’s conventions.

8:45 – How Macroforces Are Reshaping Relationships,Roles and the Very Idea of "Consumer"Tom LaForge, Global Director of Human & CulturalInsights, The Coca-Cola CompanyAround the globe, consumers are changing in profound ways. Theyare changing in response to Macroforces that are both pervasiveand unavoidable. Understanding these Macroforces is essential forevery company, brand and marketer that wants to thrive in thisnewly emerging environment. In this presentation, Tom will describethese Macroforces and the resultant new definitions, rules andrelationships needed to succeed as Macroforces continue toreshape our world.


10:00 – The Luxury Trend: Consumer Insights withAffluent RespondentsJoel Aach, VP Consumer Insights, Darden RestaurantsCome hear how Darden restaurants conducts Consumer Insightswith affluent guests of The Capital Grille and Seasons 52 restaurants.Review the landscape of the affluent, luxury consumer post-recession.We will provide examples both qualitative & quantitative tools andtheir subsequent key outputs. A discussion of the strategic factorsin design & how this differs from the general market will follow• Who is the Affluent Consumer?• What are Qualitative Approaches?• What are Quantitative Approaches?

10:45 – IM is so Over: The New Social Rules of YouthAmy Henry, Vice President, Youth Insights, C&RResearchThis session will provide an insightful look into the social lives oftoday’s kids, tweens and teens. From activities they engage in, toways they communicate, to the way they shop and think aboutadvertising – we’ll show the ways that social spaces, rituals andrules have changed, and how they’ve stayed the same. We willdistinguish between fact and fiction and show how to translatethese insights to into meaning for marketing and innovation.

11:30 – Making Trends Relevant in a Global CompanyEverett Alatsis, Sr. Market Research Analyst, SonyElectronicsMost executives request the most relevant macro trends that willaffect their global company. Your job is to identify the mostimportant ones. How do you know if they are the most relevant?More importantly, how do make them actionable?• Identifying the most relevant trends to your organization• Tying in VOC with the VOR (voice of the retailer)• Digging deeper into how consumers communicate and connect• Success of using trends in innovation workshops

12:15 – Lunch

1:30 – Is the Future of Communities in the Palm of YourHands?Greg Heist, Vice President, Research Innovation &Technology, Gongos ResearchThe rapid adoption of smartphone technology is the next evolution ofthe community experience. Beyond dialogues, flash polls and surveys,mobile experiences will deepen how companies engage with consumers,bringing more vividness to real-time consumer “conversations.”But do corporations see mobile communities as a new avenue toconsumer and shopper insights? This session will highlight the newopportunities for research that come with the mobile revolution.

2:15 – Tracking Research and the New Age of InfluenceLarry Friedman, Ph.D., Chief Research Officer, TNSand Melinda Smith, SVP Branding andCommunications, TNSFor more details on this session, visitwww.themarketresearchevent.com


3:30 – Going Mobile: Insights Into a Moving TargetJean Beier & Emily Paxhia Senior ResearchConsultants, Sachs Insights

Sachs Insights shares initial results of a national longitudinal studyexploring the attitudes, behaviors, motivations and unmet needs of arange of mobile device users who have chosen a smartphone, pad ortablet as a primary means of entertainment, e-commerce, productivityand/or communication. We will explain understand how their behaviorsare redefining the market-space. Findings will help spark innovation anduncover ways to transcend platforms to strengthen brand presence.

4:15 – Trend Planning In Action

This is an interactive session where we will focus on developingactual Scenario Plans for Your Key Consumer Segments.

Social Media & CommunityResearch Symposium: The New Frontier

Cultural & Research TrendsSymposium: What’s Next?

Register for the symposia and get access to all sessions.!

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Keynote Speakers A GROUNDBREAKING COMBINATION OF INTELLECT,

Monday, November 8, 2010 - KICKOFF KEYNOTE

Open Your Eyes to a Whole New World 5:30 pm – 6:15 pm

Michael Tchong, Founder, Ubercool

This session will reveal the top trends that stand to have tremendous impact on consumer behavior and the business

environment. They are global. They are transformative. They are happening around us now. Michael is a transformational

speaker who tracks trends to inspire businesses around the world. He developed his ability to ride emerging waves early

at ad agency icons DDB and Chiat/Day, and then used those talents to help pioneer such emerging trends as desktop

publishing, personal communication, Internet research and online marketing. Now he has combined branded entertainment

and social media in an ubercool start-up that aims to reinvent America.

Award Winning Points of View: Hear from 8:45 am – 9:30 am

the finalists in the annual EXPLOR Award CompetitionInnovators are often called pioneers in their field challengers of the status quo. Hear from our EXPLOR finalists –

innovators in research how they are using new approaches and technology to improve their organizations performance.

Leading B2C and B2B companies, eBay, Wrigley, ANZ and Amwater, will share their innovation stories in this

interactive moderated session. Moderated by Beth Rounds, Cambiar & Chuck Miller, DMS Insights.

Tuesday, November 9, 2010Free! 8:00 am – 8:45 am

Chris Anderson, Author of Free: The Future of A Radical Price,& Author, of The Long Tail

As editor-in-chief of Wired magazine, and author of Free: The Future of a Radical Price, Chris Anderson is one of the

most knowledgeable, insightful and articulate voices at the center of the new economy. His groundbreaking work has

identified important new trends in the economy and outlined new business models for seizing the hidden opportunities

they present.

Convening the Conversation: Putting the Customer 9:30 am – 10:10 am

At the Center of Key Company DecisionsBill Hoffman, SVP Consumer Insights, Best Buy

Consumer/Customer Insights (CI) functions should look more like Special Forces units than Infantry Divisions if they want

to create value. Insight Units that are fast, flexible, agile, and aware will optimize the ability of a company to drive from

insight to action. Indeed, the days of companies deriving value from clunky, centrally run and controlled CI functions are

over. As a result, our Consumer Insights Unit (CIU) operates with an expeditionary mindset – forward deploying insights

professionals into the business who are backed up by small but highly effective Research, Analytics, and VOCE (voice of the

customer through the employee) teams. After all, CI units are meaningless unless they consistently drive business outcomes.

!

Cracking the Code: Deciphering Customer Experiences 4:15 pm – 5:00 pm

Michael S. Garver, Ph.D., Professor of Marketing, Central Michigan University

In this exciting presentation, Dr. Garver demonstrates the value of new and innovative approaches for understanding

customers. In this case study, see how one company obtained more accurate attribute importance scores, which

resulted in the discovery of distinct need-based segments. These segments were significantly more likely to purchase

new and complimentary products and services, leading to a more focused and effective strategy.

• Introducing improved research methods for assessing what is important to your customers.

• Bringing need-based segmentation to the core of your customer experience analysis.

• An innovative approach for linking customer retention and acquisition.


FORESIGHT & EXPERTISE: A COLLECTIVE POWER UNITING TO TRANSFORM AN INDUSTRY.

The Way We Really Think 9:00 am – 9:45 am

Richard Thaler, Co-author, Nudge

Richard Thaler, co-author of Nudge, is one of the two researchers credited with the original groundbreaking work in

behavioral economics—the study of how thinking and emotions affect individual economic decisions and the behavior

of markets. Thaler will share how to apply theory from behavioral economics to consumer research resulting in more

accurate predictions about consumer decisions and behavior.

Markets often don’t behave as traditional economists describe them and people often don’t make sense when they

make economic decisions. The reason is human psychology. The explanation is behavioral economics.

The expert is Richard Thaler.

Wednesday, November 10, 2010Switch: How to Change Things When Change Is Hard 8:15 am – 9:00 am

Dan Heath, Co-Author of Switch

The primary obstacle to change is a conflict that’s built into our brains. Psychologists have discovered that our minds are

ruled by two different systems—the rational mind and the emotional mind—that compete for control. The rational mind

wants a great beach body; the emotional mind wants that Oreo cookie. The rational mind wants to change something at

work; the emotional mind loves the comfort of the existing routine. This tension can doom a change effort—but if it is

overcome, change can come quickly.

The New Science of Decision Making 5:00 pm – 5:45 pm

Jonah Lehrer, Author of How We Decide: The New Science of Decision Making

Jonah Lehrer, author of How We Decide: The New Science of Decision Making will answer two questions of paramount

importance to market research: How does the human mind make decisions? And how can you make those decisions

better? He will share you how leaders are taking advantage of new discoveries in neuroscience to make better television

shows, win more football games, improve military intelligence -- the list is endless. (On the flip side: how did defects in

our decision-making apparatus lead to, among other things, the current financial crisis, costly wars, and how can we

overcome these inherent flaws in our brain?)

Leadership Through Insights 3:00 pm – 3:45 pm

Susan Wagner, Senior Vice President, Global Strategic Insights, Johnson & Johnson

Susan Wagner is Senior Vice President, Global Strategic Insights, Johnson & Johnson Group of Consumer Companies,

responsible for leading the cross-Consumer Group Global Strategic Insights (GSI) organization and the GSI Leadership

Team. She has nearly 30 years of insights and research experience. Drawing on this rich background, she will share

insights into how best to build a department that is viewed as a partner in leadership and impacts strategic growth. In

this exciting session, Wagner will talk candidly about leading her team into a new era for insights.

On-Emotion: The Key to Effective Marketing 3:45 pm – 4:30 pm

Dan Hill, Author, Emotionomics

In this entertaining and informative presentation, Dr. Dan Hill, President of Sensory Logic, Inc., offers tangible examples of his

Ten Rules that will enable companies to be more connective and effective in their marketing efforts. Cutting-edge brain

science has confirmed that people are primarily emotional decision makers. In today’s tough times, marketers can’t afford

NOT to learn how to solve advertising’s woes to yield a better return on investment. Hill’s presentation and the practical

insights it provides are rooted in a decade of utilizing the scientific, non-invasive facial coding research tools of facial coding,

showcased on FOX’s prime-time hit “Lie to Me”. Facial coding distinguishes positive from negative emotions, as well as

whether happiness, surprise, fear, anger, sadness, disgust or contempt is being felt by consumers in response to the advertising

they’re exposed to. Hill is in the unique position of determining whether advertising is on-emotion, in addition to being on-message.


Breakout SessionsTuesday, November 9, 2010

!

10:45 – Using Qualitative Research to Build aHolistic Product Proposition From the Ground UpJustin Masterson, General Manager,Qualitative Research, Seek, Inc.Hamilton Brown, Design Brand Manager,Old Spice, Procter & GambleThe Old Spice Fresh Collection utilized a new approach toproduct development for Procter & Gamble to go to marketquickly, and has already begun to significantly exceedforecasts. This success story will demonstrate how toleverage quick-response qualitative research rich withsensory activities to build a holistic proposition from ideationthrough design and deployment.• Effectively build and leverage a small research team of key

stakeholders• Leverage sensory-based qualitative stimuli to uncover

consumer-intuitive but tacit cues• Apply those cues to simultaneously inspire everything about

the brand

11:30 – Genchi Genbutsu- Toyota’s Way ofCapturing Customer VoiceTodd Blickenstaff, Product PlanningAdministrator, Toyota Motor Sales“Genchi genbutsu” (Japanese for “go look, go see”) is aToyota philosophy that encourages first hand, in-personknowledge. Research at Toyota is frequently doneface-to-face with customers at dealerships and retail stores,in their homes, and in their vehicles. The informationgathered in this type of research is virtually impossible tocollect through traditional surveys and focus groups.• Identifying emerging market and consumer trends• Examples of how Toyota uses genchi genbutsu to plan

products years away from launching

12:15 – Lunch

1:30 – Driving and Accelerating GrowthRobert Batic, Research Dirctor, Kraft FoodsIn mature categories growth needs to come from multiplesources. At Kraft, we have created a framework for thinkingabout our categories that’s based on determining what thekey growth drivers are and how we can accelerate them. Theresultant framework includes both external and internalfactors that we need to capitalize on to growdisproportionately.• The importance of external factors such as the economy,

trends and the changing consumer landscape.• Match these external factors to our internal behaviors so

that we are working against the right drivers.• Validate and measure success over time.

2:15 – Insight-driven Innovation:A Customer-centric New Business FunnelJulie Heiser, Senior Researcher andSheryl Ehrlich, Director of Strategic Research,Adobe SystemsThis talk will provide an in-depth look at our customer-centricnew business funnel, created to identify, define, and size newbusinesses. This unique process combines qualitative andquantitative methodologies to develop promising ideas intoinnovative products that both address user needs andrepresent a significant market opportunity.• Our unique funnel approach to new business innovation

combines qualitative and quantitative approaches across its4 phases of research: explore, define and validate, measureand refine.

• The funnel has been successfully applied toward generatingkey insights as well as identifying promising new businessesfor Adobe.

3:00 – Introducing an Innovative Way to OptimizeConcepts OnlineBrendan Light, SVP Research & Strategy,BuzzBack Market ResearchMost concept testing is purely quantitative; you get the overallreaction, scores and key measures, but it’s difficult tounderstand why your concept is working (or not) and whatspecifically consumers are reacting to. Via case studies, thissession will demonstrate techniques that enable you to optimizeconcepts faster and more efficiently – whether it’s early stageideas, new products, adcepts, or website wireframes. Casestudy examples will demonstrate how you can use ConceptFocus to improve your concept development.


10:45 – Turning Research Outside In: 3MIntrapreneurs Design a Cost-saving InternalSurvey Research CompanyDeb Hartman, Ph.D., Market Research Manager, 3MSandra Kelly, Market Research Manager, 3MHear how the 3M market research team becameintrapreneurs, providing research services to internalbusiness clients resulting in a resounding success. In 2009,this team deployed 131 surveys saving an estimated$1.4M. With customers ranging from medical professionalsto autobody repairmen, the 3M team can do it all -- fromconjoint analysis to segmentation; from initial scoping tofinal report. Hear how the service started, how it grew,where it is now, and where it is going.

11:30 – The Next Summit of the InsightsEvolution: Where We Are Going and What YouNeed To Know.Stan Turek, Vice President Customer Strategy &Shopper Insights, PepsiCoThe word "insights" is broadly utilized today. We havefunctions and titles that center around Consumer, Shopper,Category, Customer and Retail to name a few. The commonthread that bonds us all together is the drive to gain a betterunderstanding of the "user" and/or "chooser" and exceedingour partners expectations for fast and action orientedstrategies.In this session, we will discuss a perspective of how theseneeds will be met in the future and what skills will berequired to meet the growing demands for Insights. Will yoube ready?

12:15 – Lunch

1:30 – Projectability Today: Which Methodologyis Best?Anne-Marie Davidson, Senior MarketingResearch Analyst, REIAs technology and methodology options evolve, theprojectability of different methodologies changes as well.REI recently tested the projectability of its market-basedbrand health study using landline RDD phone sample, anonline panel, and proportionate cell phone/landlinemethodologies. In this session, you’ll gain insights into thebenefits and drawbacks of each type of methodology andconsiderations for projectability.• When and why projectability matters• The pros and cons of online panels• The pros and cons of landline/cell phone sampling

2:15 – The Role of MR in the Rise & Fall ofThe Top 10David Santee, Director, Market Research,H&R BlockThe list of great companies that stay on top through marketplace changes is small. The lists of the top 10 companieschanges over time – many going out of business. Yet mostof these firms have market research teams. So what gives?Are we not doing our job? What should we be doing thatwe are not doing? The answer does not lie in betteranalytics, a new method, or better response rates. We’lldiscuss the issue, potential causes, and what we can doabout it. Assuming we understand the issues, how do webecome more skilled in leading the organization?

3:00 – Evolution or Extinction: The Changingof Corporate Market ResearchReed Cundiff, Senior Director, Market Research,MicrosoftAs the head of one of the largest market researchdepartments, Reed Cundiff sees and feels the impactindustry changes have on his corporate market researchdepartment. These trends include higher volume of newdata sources, democratization of market research skills,ongoing quality problems in online research, and the internalpressure to show an ROI that adds value to the corporation.Reed will describe his vision for a top performing corporateresearch department in 2013, and what it might look like ifwe don’t react to these trends.


10:45 – It's Not How You Ask, It's How YouListen (and Act!)Troy Stevenson, Vice President, Client Loyalty &Consumer Insight, Charles Schwab & CompanySchwab has fundamentally reinvented our business over thepast few years by radically changing our approach tolistening to clients and acting on what they tell us. Hear howthe transformation has worked at Schwab, what it took tosucceed and some difficult lessons learned along the way.We'll go beyond the "metrics wars", and instead focus ontangible solutions that drove leadership engagement andbusiness success.

11:30 – Ethno-mining for Brand Insights at IntelKen Anderson, People & Practices Research,Intel LabsThis approach pulls in a number of different data sources, alot of them behavioral combined with more traditionalethnographic methods. Unlike using ethnography alone, thisgives a fuller, richer insight into people and like behavioraltacking, it provides quantitative sample sizes of actualbehavior and like surveys it seeks significant samples onopinions, beliefs etc. In total, it creates a very holistic andactionable picture. This has had impact on not only thestrategic product groups at Intel, but also the advertisingand engineering groups for smartphones.

12:15 – Lunch

1:30 – Party On! How General Mills EngagesConsumers To Gain Insights and Brand ExposureDavid Witt, Public Relations Director,General MillsDaniel Coates, President, Globalpark Inc.Learn how General Mills embraces and engages consumersfor mutual benefit – both online and offline. Applying a mixof research and social media technologies, General Millshas an army of brand advocates across the nation centeredonline. In May of 2010, they added a new offlinecomponent: simultaneous house parties hosted byadvocates with General Mills supplied materials communityand sharing tools.Learn the advantages in marrying researchand marketing methods and best practices in adding offlinehosted parties to a your online community.

2:15 – When You Need to Stay a Step Ahead –A Research BlueprintiModerate


3:00 – How to Increase Global Efficiency WhileMaintaining Local RelevanceAnne McAllester, Director – Knowledge andInsights, The Coca-Cola CompanyThe Coca Cola Company is conducting a positioning studyfor one of its global still beverage categories. The outcomeof the research will inform a brand positioning that alignseach of the markets while allowing for customization on amarket basis to accommodate local culture and competitivecontext. The approach also enables the brand to playrobust what-if scenarios regarding different positioningapproaches it can take in market.• Benefits to global integration of brand positioning and

marketing• Marketing research outcomes that build consensus on a

harmonized global positioning strategy for the brand




Insight Driven Innovation

4:15 –


Your peers reveal practical solutions to real world challenges.Select sessions from 6 different break out tracks.

10:45 – How eBay Used Real-time HybridResearch to Fuel Early Stage Idea Developmentand Global Consensus BuildingMike Katz, Principal User Experience Researcher, eBaySteffen Kehr, Head of User Experience ResearchEurope at eBay Europe, Berlin, GermanyLeland Peterson , Senior Product Manager, eBayPeter Mackey, EVP Research and BusinessDevelopment, Invoke SolutionsThis session will share how eBay developed and implementeda real-time hybrid research program that unveiled insightsused to develop ideas and innovation.

11:30 – How Wrigley Harnessed The Wisdom ofCrowds to Predict New Product SuccessDuane Burton, Market Research, Wm. Wrigley Jr.CompanyJared Heyman, President, Infosurv Inc.Prediction markets harness "the wisdom of crowds" toaccurately predict outcomes of interest to marketresearchers -- like which new product or advertising conceptswill succeed and which will fail. Learn how Wrigley used aprediction market to assign accurate probabilities of successto several product innovations. With lower cost, greateraccuracy, and faster speed than traditional concept screeningtechniques, we believe prediction markets are poised torevolutionize the way new ideas are screened and tested.

12:15 – Lunch

1:30 – Tipping the Scales: How a New ResearchTool Has Changed American Water’s NewBusiness DevelopmentBruno Levine, Director, Business Development,American WaterAmerican Water and Digital Research, Inc. have created thewater industry’s first known comprehensive, fact-basedbusiness development tool, the Target Identification Program(TIP). This tool has revolutionized the business developmentpractices in the contract services area of the water business.This is an alternative to the traditional relationship-basedpractices employed in this industry. Attendees will discoverthe challenges that were overcome to create this tool, andhow this tool impacted American Water’s businessdevelopment process throughout the organization, includingstrategic analysis, pipeline assessment, and staffing.

2:15 – ANZ National Bank’s Voice of CustomerPlatform is a Major Innovation for CustomerInsight ProgramsAndrew Ammundsen, Head of Customer Insight –Marketing Information, ANZ National Bank LtdWhile many companies are adopting email and online surveysto collect feedback, we have moved several steps forward,creating an automated feedback loop that connectscustomers with frontline staff around specific ‘moment oftruth’ transactions. Through automated real-time email alertsand daily-updated dashboards, the program has empoweredcustomer-facing staff to harness the voice of the customer toeffect rapid, positive change to the customer experience.Automation has also helped generate large cost savings forthe bank.


10:45 – Triangulating Multiple Data SourcesThis session will review how to best consolidate data frommultiple sources – including primary and secondary insightsas well as customer data. If you would like to speak duringthis session, please contact Deborah Hatcher [email protected]

11:30 – Predicting Direct Mail Response RatesThrough Virtual TestingJohn Pemberton, Vice President, Senior Directorof Research Development and Marie Minyo, VicePresident, Group Director, InsightExpressPeter Shortall, Sr. Managing Consultant, ProductInnovation and, Consumer Insights, MasterCardAdvisorsBy incorporating a virtual direct mail testing program intotheir business activities, MasterCard has significantlyimproved their in-market response rates while reducingtesting costs and time to market. This session will review:• Introduction to a new research solution replaces existing

in-market testing programs at lower cost and shortercycle times.

• Incorporating validation data is key to accurate predictivemodeling results.

• Better understanding of the value of choice basedresearch methodologies.

12:15 – Lunch

1:30 – Measuring the "BIG" IdeaLuisa C. Uriarte, Partner, Executive VicePresident, Maddock DouglasIn this session, Luisa will share case studies anddemonstrate how to measure and optimize the value of theinsight, the idea and the communication used to describe anew product or service you may launch. This presentationwill show you how to create a winning formula for newproduct launches and focus considerable time onapproaches to measuring its success.

2:15 – Stated “Versus” Derived ImportanceRevisited: Which One To Use?Keith Chrzan, Vice President, MarketingSciences and Juraj Kavecansky, PhD, Director,Marketing Sciences, Maritz ResearchA perennial debate among applied marketing researchersfocuses on whether stated or derived importance is a bettermethod. We illustrate that the two methods measuredifferent constructs, they accomplish different objectivesand they fulfill different information needs. Drawing uponbrand studies with choice-based derived importance modelsand customer satisfaction studies with regression-basedderived importance models, we show that, when doneproperly, both stated and derived methods have solidpredictive validity, albeit different strengths andweaknesses.

3:00 – Automation, Innovation and ROIBenjamin Rietti, Managing Director, E-TabsWith the global economy showing signs of recovery manymarket research vendors are still operating with reducedresources and looking for a solution that will allow themto embrace the upward turn. By eliminating manual taskslike data posting, report automation allows researchers topopulate charts, graphs and PowerPoint presentationsdirectly from their data tables, ensuring data accuracy andsaving time. This session draws on existing clients’accounts of how they have leveraged report automationwithin their business to take on larger, more complicatedprojects without additional resource.• Building efficiencies within existing business processes• Utilizing Report Automation to deliver more with less


10:45 – The Smarter Social Workplace:Measuring the adoption and use of digital toolsin IBMJames F. Newswanger, Ph.D., Senior ResearchManager, Corporate Workplace Analytics, IBMIn business, there is growing emphasis on how smarterdigital workplaces transform themselves using social media.Market intelligence professionals are increasingly beingasked to research the use of these assets and theirdifferentiating value. This presentation will examine howIBM – specifically, how the IBMer – is using social mediatools in 2010.• Understanding a typology for social media helps clarify

key differentiating features• Segmenting users based on what they do with digital tools

in both their personal and professional lives, and why.

11:30 – Cohesive Customer Feedback PlatformDrives Agent Adoption and Improves CustomerSatisfactionTimothy Keough, Vice President, QualityManagement Office, Pershing LLC, a BNYMellon companyBy transforming an ad-hoc online survey tool approach to areal-time integrated enterprise feedback managementsolution, Pershing LLC has created a world-class programfor improving customer satisfaction. Combing customerfeedback with operational data has proven to be the bestmethod of capturing, analyzing and improving customerengagement for this best in class financial servicescompany. This session shows how to enhance an existingservice excellence program and how to build the mostcomplete picture for improving customer satisfaction.

12:15 – Lunch

1:30 – Using Customer Insight to ImproveCustomer Satisfaction at Amex TravelSteve Braje, Director of Customer Experience -American Express Business TravelAt a global level, American Express travel has successfullydriven the adoption of a customer experience managementsolution. Using a holistic platform the company hasimproved customer satisfaction scores, quickly addressedcustomer issues, and driven innovation to improve revenueand cost savings for it’s wide and diverse agent channel.• Learn how to successfully deploy customer feedback and

insights solution enterprise wide.• Understand how empowering frontline agents with

immediate access to customer feedback data enablesgreater ROI.

2:15 – Ingersoll Rand - Establishing a CustomerInsight-Driven Innovation ProcessLily Wong, Leader, Vertical Marketing,Ingersoll RandWe are adopting a new approach towards productdevelopment which relies more heavily on researching theprocesses and desired outcomes of customers. We thenidentify unmet customer needs and prioritize them withprecision. This approach has to led to more robust productintroductions and greater market success.• A systematic and data-driven approach to understanding

customers and mapping product developmentopportunities

• An understanding of how traditional approach to productinnovation is less optimal

3:00 – What Matters Most to America’s SmallBusiness OwnersMark D. Wolf, Director, The Guardian Life SmallBusiness Research Institute, Guardian LifeWith the goal of creating a more meaningful and intimateunderstanding of our nation’s small business owners, TheGuardian Life Small Business Research Institute establisheda new annual study – The Guardian Life Index: WhatMatters Most to America’s Small Business Owners.Fielded in May 2009, the Index polled more than 1,100respondents representing 10 small business industrysectors. This session will share the results of the mostrecent study providing key insights into how to betterengage and satisfy the business respondent.


Data Analysis & MeasurementBusiness to Business

Market ResearchEXPLOR Finalists

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choose the 2010EXPLOR winner from

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Return to Keynotes


Breakout SessionsWednesday, November 10, 2010

!

10:20 – Grounding Innovation Through Front EndClaims Discovery: Interactive SessionSusan Robertson and Cynthia Ryan, ProcessFacilitators, Ideas To Go, Inc.Developing a variety of claims can challenge thinking andoptimize development on new products, technologies orpositioning. Learn how to use the facts, figures and expertknowledge of your product or technology to uncover myriadclaims, including detailed product attributes, metaphors,language alternatives and aspirational claims, to createcustomer-driven statements that really resonate with yourtarget audience.• Use creative problem solving processes to generate a

diverse range of multiple claims.• Turn consumer insights into features and language that

motivate purchase.

11:05 – Heinz Dip & Squeeze Ketchup - MeetingAn Unmet Consumer NeedRobert Sapinkopf, Director, Consumer &Customer Insights, H.J. Heinz CompanyConsumer research has shown that people struggle to openmultiple ketchup packets, worry about messes when eatingon the go, and want a ketchup packet that worked for alltypes of foods. To address this need Heinz developed thenew Dip & Squeeze ketchup packet. This dual functionpackage gives two ways for consumer to enjoy Heinzketchup: peel back the label for easy dipping or tear off thetop to squeeze it onto favorite foods. Hear how insights ledthe charge!

11:50 – Lunch

1:15 – Ethnography 2.0: Making NPDConsumer-centric with In-context ObservationsPaitra Russell, PhD, Lead Analyst Research,Marketing Science and Simeon Chow, PhD,Director, Marketing Science, Altria Client ServicesTraditional ethnographic field research is costly, timeconsuming, and requires full immersion into the environmentof the people of interest. In contrast, we suggest combiningdirect and indirect qualitative research methods in on-site“observation labs” to guide NPD by observing therelationship between products and the individual consumer.A case study is presented that illustrates this approach.

2:00 – Consumer Insights Transforms SimpleToasting to Countertop Cooking at Black & DeckerYvethe Rodriguez, Marketing Director,Applica/Russell HobbsThrough deep consumer and market dynamics understanding,Black & Decker repositioned its line of Toaster Ovenappliances and re-gained dominance in the marketplace• Product features derived from consumer insights have

better opportunities to succeed in the marketplace• Marketers need to deeply understand consumers and

trends to proactively generate product solutions• Data-based selling makes a difference in driving new

placements


10:20 – How Avis Budget Group Applies InsightsThroughout The OrganizationGina Bruzzichesi, Senior Vice President,Strategic Customer Leadership, Avis Budget GroupJeff McKenna, Senior Consultant, ChadwickMartin BaileyLearn how the team at Avis Budget Group (Avis and BudgetRent-a-Car), with help from Chadwick Martin Bailey,systematically built strategic insights into their decisionmaking process to make it a fundamental part of thebusiness.From simple surveys to in depth analysis, learn how ABGuses market insights to, better understand their customersand customer experiences, develop internal benchmarks forlocation performance, refine service strategies, evolveABG’s core offerings and identify cross-brand efficiencies.

11:05 – How the Evolution of “Do It Yourself”Research Tools is Changing the Industry CatchPhrase from “Outsourcing” to “Insourcing”.Kristin Luck, President, DecipherThe introduction of tools like SurveyMonkey and a myriad ofother “DIY” platforms, researchers assumed onlineresearch techniques could be easily implemented at littlecost. Yet, technological limitations and lack of researchsavvy support for these tools have served to create anatmosphere of skepticism and mistrust.Today’s advanced tool sets enable client side marketingresearchers to engage directly with their consumers,utilizing technically robust systems, developed andsupported by researchers.

11:50 – Lunch

1:15 – Enhancing Online Research Capabilitiesby Blending Multiple Online Sample SourcesBrett Simpson, Marketing Sciences Consultant,MRSI (Marketing Research Services, Inc.)Low incidence and large-scale research projects are oftendifficult to accomplish within desired time constraints due tolimitations of online sample resources. Leveraging thecollective capabilities of multiple online sample sources canbe an effective way to gain access to a more robust pool ofpotential survey participants. Learn how to use a blendedmethodology to improve feasibility and sample coverage,while maintaining data quality by managing surveyparticipants with digital fingerprinting technology and a“Census Balanced” approach.

2:00 – Examining the Impact of Web Technologyon Client Insights TeamsChris Forbes, Co-founder, Insight MarketingSystems/Research ReporterThis session will provide practical advice on how technologycan be leveraged to position the Insights Team as a truesource of competitive advantage for the business. It shouldtrigger a discussion with client-side researchers as to howthe role of the client side researcher is likely to evolve as aresult of the adoption of digital distribution of research, toallow them to draw greater insights from their cumulativeknowledge of their customers, competitors and markets.


10:20 – Contemporizing an American IconPhil McGee, Director, Shopper Insights &Category Strategies, Campbell Soup CompanySuzanne Stumpp: Manager, Consumer &Customer Insights, U.S. Soup, Campbell SoupCompanyLearn how consumer and shopper researchers at theCampbell Soup Company joined forces to re-position its140-year-old flagship brand for a more relevant andcontemporary experience at all consumer touchpointsalong the path to purchase.

11:05 – Establishing Customer-Centricity at eBayThrough Customer Listening PostsJeff Resnick, Director of Consumer Insights,eBayLearn about eBay’s “Customer Centricity” through a varietyof innovative methodologies used to capture insights thatshape everything from strategy to marketing to product.From NPS to on-site usability labs, from focus groups tospecialized communities…you’ll hear from a number ofspecific examples how these insights are fed back into theorganization in a way that drives action and decision making.•There are a large number of ways to capture insights –

what’s right for you?• How do you take those insights and deliver them so they

actually get used?

11:50 – Lunch

1:15 – The Importance of Brand Connection inthe Online MarketplaceEric Rasmussen, Director Consumer Insights,Shutterfly.comToo often we equate traffic with loyalty without reallyunderstanding how important we are in consumer’s minds.Even accepted loyalty metrics often mask how replaceablebrands are (particularly online). This session will review astudy that explored these themes measuring: Engagement,Attachment & Community, and Ad effectiveness with toponline brands.

How replaceable are the top Online Brands?• Does frequency of use equate to trust and loyalty?• What level of emotional connection can a brand achieve

with users?• What are important brand connection metrics for different

categories?

2:00 – The Brand You Crave: White CastleAssessment of Brand PerceptionBrad Holdgreve, VP of Sales,Corporate Research InternationalDr. Skip Cindric, HR Director,Corporate Research InternationalJamie Richardson, VP of Corporate Relations,White CastleIn May-July 2009, CRI partnered with White Castle toconduct an in-depth research study on the brand perceptionof the 400 plus store hamburger chain. White Castle hasbeen in business since 1921 and over the past few yearshas struggled with brand perception. This case study willexplain how the team designed a strategy to test brandperception and the challenges they were able to overcome.




Insight Driven Innovation

New to TMRE: The Researcher’s RoundtableWho says you can’t have intimacy and community at the world’s largest market research event?

The Research Roundtable is YOUR Space to create and to fill with lively discussion and dialogue.

It is a space you can utilize to organize conversations among fellow participants. This is unstructured and

unmoderated. Tap the wisdom of the TMRE crowds and organize discussions around your industry, your target

consumer, specific business trends or issues. Submit discussion ideas to [email protected]. Five ideas will be

selected and posted onsite and open to all participants to join you. If your idea is selected, you should come to the

event prepared to lead a discussion during your designated timeframe.

3:00 - Concluding

AllDiscussions

Led ByAttendees


Your peers reveal practical solutions to real world challenges.Select sessions from 6 different break out tracks.

10:20 – Industry RoundtablesConnect with market researchers in your industry. Eachtable in this room will be designated with one of thefollowing industries:• Consumer Packaged Goods• Media• Financial Services/Insurance• Retail• Entertainment/Travel/LeisureThis is your chance to have discussions on topics that arespecifically focused on your industry.

11:05 – The Role of Finance and Procurement inthe Research Vendor Selection Process: HaveClient Researchers Lost Control of VendorSelection?• Why is research being bought like pens and paper?• Are end users aware of the struggle?• Preparing RFPs worth the trouble?This is an interactive discussion. Expect an intimate groupwhere you can feel comfortable speaking up and askingquestions.

11:50 – Lunch

1:15 – Managing Research Departments on aShoestring Budget• What projects are best suited for in-house teams?• Getting the budget you need to make a difference• Prioritizing projects when you have fewer researchers

on your teamThis is an interactive discussion. Expect an intimate groupwhere you can feel comfortable speaking up and askingquestions.

2:00 – The Future of the Market Research Industry• Are we attracting the new generation to our field?• What are CEOs looking for from market research

departments?• How will rapid advances in technology continue to evolve

our industry?This is an interactive discussion. Expect an intimate groupwhere you can feel comfortable speaking up and askingquestions.


10:20 – A New Metric to Assess Advertising andPromotion Effects in a Multi-Platform MediaWorldDan Zigmond, Technical Lead & Manager,Ad Quality & Pricing Group, Google TVHorst Stipp, SVP, Strategic Insights andInnovation, NBC UniversalGoogle has developed a new metric based on searchqueries that allows precise measurement of consumers’search activity in response to advertising. We will describethis new metric and show that it can pin-point TV ads’impact on internet searches. The session will show that thisis a valuable addition to the market researcher’s toolkit forassessing ad effects in the new media environment.

11:05 – Measuring Guest Dissatisfaction at thePlace Where Dreams Come TrueKarin Kricorian, PhD, Director, Domestic Parksand Resorts Research, Walt Disney Parks andResortsMaking customer satisfaction measurement actionable ischallenging at any business, but particularly so at WaltDisney Parks and Resorts. Most Guests have a positiveexperience, and even those who don’t have a difficult timeadmitting they didn’t have fun at the Happiest Place onEarth. You’ll see some approaches Disney Parks uses tohelp Guests articulate dissatisfaction as well as satisfaction,and learn which have provided useful insights.• Taking an experimental approach to Guest satisfaction

measurement• Hitting customer measurement problem from

different angles• Failed research as a path to success

11:50 – Lunch

1:15 – Corporate Reputation: SuccessfulApproaches to Measuring, Tracking, andImpacting Opinion Among Elite andOpinion-Leader AudiencesDavid Ginsberg, Director, Insights and MarketResearch, IntelCorporate reputation among elite audiences is becomingmore and more important for many companies. In thispresentation we will explore the challenges and successfulapproaches to track corporate reputation over time, how touse market research to inform decision-making in real-timein the midst of negative events, and successful approachesto message and advertising testing with these eliteaudiences.

2:00 – Rapid Heartbeat: The Creative, Inspiringand Never-Ending ESPN Brand Health NarrativeBarry Blyn, Vice President, Consumer Insights,ESPNIIn this session, Barry Blyn, VP of Consumer Insights atESPN will share insights into how his team assesses thehealth of the ESPN brand and how they inform corporatestrategy and innovation with key consumer insights.


10:20 – Dell Case Study: Telepresence forFocus GroupsJonathan Hilland, CEO – Mindwave Research, Inc.Barry Jennings, Global Insights Group –Dell Computer CorporationTelepresence technology has solid potential as a qualitativeresearch methodology – reducing travel costs and givingback team productivity, while preserving (and sometimesenhancing) the in-person experience and depth of data oftraditional face-to-face methods. In this session, we offerclient-side and professional moderator perspectives onTelepresence for focus groups. We will define its applicationin market research, compare it to other methodologies andsolutions, describe the experience and discuss benefits inaddressing key business and research challenges.

11:05 – Navigating New Computing Interfacesfor Survey ResearchBill MacElroy, Chairman, Socratic TechnologiesOver the past five years, many new operating systems haveemerged in both mobile and desktop computing. Some ofthese, such as modern touchscreen technologies, offerresearchers an exciting palette for presenting surveyquestions in new and engaging ways. This session will talkabout strategies for moving new media applications forresearch from standard monitors and keyboards to the nextgeneration of computer-human interfaces.• The limitations of new interfacess• The range of "new stimuli" that are available and how

they differ from traditional Flash and/or other ani-media;• How research is adapting to become even more

collaborative and interactive within these emergingtechnologies.

11:50 – Lunch

1:15 – Using Crowdsourcing for UnstructuredMarket ResearchKevin Lonnie, President, KL CommunicationsCrowdsourcing and Market Research seem to be obviouscompanions, but the apparent synergy has yet to berealized. In fact, many in MR have belittled the potential ofCrowdsourcing (e.g. latest fad, untested, biased, etc.) likelybecause many see it as yet a new competitor to the worldof market intelligence. But they very much overlap. Thissession will help market researchers understand how to putCrowdsourcing into practice for improved results in MR.

2:00 – How Innovative Methodology Informed theTravel Channel RedesignMarcia Sanford, Director, Research,Travel ChannelThis case study shows how updating traditionalmethodologies and innovative uses of technologies canactually lead to better research and a sustained relationship.• Act on instinct to identify and implement new technologies

to accomplish research goals, even on an acceleratedtimeline.

• Build trust not only with clients but also with third partyproviders, and leverage that trust to get buy-in for yourvision for execution.


Data Analysis & Measurement The New Insights ToolboxDiscussion Den

All Interactive. All About You.

The TMRE Mentor Program.Introduced to rave reviews in 2009, this program pairs first time attendees with event veterans to learn

the ropes. Newbies connect with their mentor before the event to get prepared and then follow up with

them onsite to ensure they are having a productive experience. If you would like to be a mentor or be

paired with a mentor, contact Krista Vazquez at [email protected].

Keynotes


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WHAT SHOULD YOU WEAR?Casual & comfortable attire is suggested. We recommend bringing a sweater, as the conference room may be cool.

Any disabled individual desiring an auxiliary aid for this conference should notify IIR at least 3 weeks prior tothe conference in writing, by faxing 212.661.6045.

INCORRECT MAILING INFORMATIONIf you are receiving multiple mailings, have updated information, or would like to be removed from our database,please contact our database department at (212) 661-3876 or fax 419-781-6036.

YOUR INVESTMENT OPTIONS

DATE & VENUENovember 8-10, 2010Hilton Bayfront San Diego1 Park BoulevardSan Diego, CA 92101(619) 564-3333

HOTEL RESERVATIONSTo book your hotel stay, contact the hotel directlyat 619.564.3333 or toll free at 800.445 8667 and ask to be booked at the special “The MarketResearch Event” attendee rate.

Conference + Symposia $3390 $3590 $3690 $3790 $3990

Conference Only $2195 $2395 $2495 $2595 $2795

Symposia Only $1595 $1595 $1595 $1595 $1595

TMRE + Future Market Research Add $1516 Add $1516 Add $1516 Add $1516 Add $1516Leaders for a Colleague

Important DetailsMake a smart investment in your future.

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Register by Register by Register by Register by StandardJuly 16 August 20 September 17 October 15 & OnsiteSAVE $600 SAVE $400 SAVE $300 SAVE $200 Rate

Costs and full descriptions for optional networking excursions available atwww.themarketresearchevent.com

Your industry’s most supported eventThe Market Research Event would like to recognize our Partners, Sponsors & Exhibitors to date

!

CANCELLATION POLICYIf you need to make any changes or have anyquestions, please feel free to contact us via email [email protected]. Cancellations must be in writingand must be received by IIR prior to 10 business daysbefore the start of the event. Upon receipt of a timelycancellation notice, IIR will issue a credit voucher forthe full amount of your payment, which may beapplied towards registration fees at any future IIRevent held within 6 months after issuance (the“Expiration Date”). All credit vouchers shallautomatically expire on the Expiration Date and shallthereupon become void.

In lieu of issuance of a credit voucher, at yourrequest, IIR will issue a refund less a $795 processingfee per registration. Registrants are advised that nocredit vouchers or refunds will be issued forcancellations received less than ten business daysprior to start of the event, including cancellations dueto weather or other causes beyond the Registrant!scontrol. IIR therefore recommends that registrantsallow for unexpected delays in making travel plans.Substitutions are welcome at any time.

If for any reason IIR decides to cancel thisconference, IIR accepts no responsibility for coveringairfare, hotel or other costs incurred by registrants,including delegates, sponsors, speakers and guests.

MARKET RESEARCHEVENT

2010


TheNovember 8 - 10, 2010 • Hilton San Diego Bayfront • San Diego, CA

November 8 - 10, 2010 • Hilton Bayfront San Diego • San Diego, CA

A groundbreaking combination of intellect, foresight and expertise: a collective power uniting to transform an industry.

It’s not enough for researchers to just come to the table, they are expected to deliver value.

Client, customer and stakeholder expectations are rising. Respond to your call of duty. Make 2010 the year insights deliver. – The Voice of The Market Research Industry.


2010


The

To Register Call: 888.670.8200 • Email: [email protected]

With more than 125 speakers and 800 participants,

this is the most comprehensive research learning

engagement of the year. Assemble with your industry

and get the experience of 6 conferences in one trip!

The Market Research Event Team708 Third Avenue, 4th FloorNew York, NY 10017-4103 PRSRT STD

U.S. PostagePAID

IIR

DAN HEATHCo-Author,

Switch

JONAH LEHRERAuthor,

Why We Decide

RICHARD THALERCo-Author,

Nudge

CHRIS ANDERSONAuthor,

Free: The Future of a Radical Price

MICHAEL TCHONGFounder, Ubercool

WORLD CLASS KEYNOTES

san diego, ca t h e market research event€¦ · market research strategy & leadership •...

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