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The 2018 MSMR Conference

CONFERENCE AGENDA
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8:30am - 9:20am
Mix, mingle and coffee!

9:30am - 10:00am
Opening Speaker
Urvi Bhandari
"Innovation Mindset"
Market research can be the basis of how companies truly create and provide what companies need to build the future. It is the best data that can be used, but in this fast paced society we are not using it frequently or creatively enough to enable sound business decisions. I will talk through what components are required to have an innovation mindset and how to work through finding creative solutions on bringing market research to the forefront of building tomorrow.

10:10am - 10:40am
Mara Riemer and Travis Malone
"Perspectives into the 5G World – 48 Windows of Global Change"
A study conducted in the fall of 2016 by Brunswick Insight includes global perspectives from 43,000 citizens, 26 markets, and 25 languages to explore how we think about the world today. Topics cover optimism and outlook, the role of business and institutions, urbanization, and a segmentation identifying 48 different types of people around the world. We will discuss how we conducted a study this large, how we distilled the results to present the mass of data in a compelling way, and we will reveal some of the most fascinating findings. Wave 2 is being fielded this winter and the results will be available by the time of the conference so we can speak to changes seen year-to-year.

10:40am - 11:00am
Break

11:00am - 11:30am
Shawna Fisher
"Conquering the New Territory of eCommerce"
The retail landscape is changing. eCommerce is a new territory where leadership has yet to be established in many categories – and even brick and mortar leadership today doesn’t guarantee eCommerce success tomorrow. Decision Insight has developed a creative new method to address challenges clients face today in eCommerce. Across the studies we’ve completed for CPG, restaurant, and financial services clients, we have some good stories to share and some surprises about how brick and mortar concepts can be applied to eCommerce.

11:40am - 12:10pm
Lynly Schroeder
"Customer Segmentation by Personality Type"
Since ancient times, humans have sought to explain behavior by categorizing personalities into distinct types. The Four Humors (Blood, Mucus, black bile and yellow bile) date back to ancient Greece with Hippocrates Greek physician, Galen. Today there are a variety of personality assessments. The most popular assessments have tomes of supporting research and documentation giving insights into each personality type. These existing personality assessment frameworks can easily be used to segment customers, predict behavior and identify key themes that resonate with specific personalities.

12:10pm - 1:30pm
Lunch Break

1:30pm - 2:00pm
Diana Viteri
"DESIGNING THRILLS: How Six Flags Uses Adaptive Choice-Based Conjoint and Qualitative Feedback to Design Exciting New Experiences for 21st Century Theme Park Visitors."
In the theme park business you’re only as good as your latest thrill, and Six Flags is continuously challenged to create new experiences for over 30 million park visitors each year. In that effort, the Six Flags in-house research team recently conducted an adaptive choice-based conjoint study for the purpose of identifying the “perfect” roller coaster experience, along with a flexible model and set of guidelines the ride development team could use when designing new multi-million dollar roller coaster thrill experiences. The Six Flags Roller Coaster Conjoint Study represents not just an interesting consumer research project, but also serves as an example how in-house research teams are able to leverage advanced research techniques to conduct complex studies without always needing to bring in external providers. In this study, Six Flags project manager Diana Viteri will review the process for selecting and designing the methodology, the key factors that drove the selection of attributes, the systems and tools used to execute the project, and the analysis conducted to produce the final results. The presentation will also include a brief look at the different flavors of conjoint (CBC, ACBC, MBC) and the tools used to facilitate the project (Sawtooth Software’s ACBC system and Hierarchical Bayes module, simulation tools, etc).

2:10pm - 2:40pm
Marta Villanueva
"Samo is Lamo: Turning Insights into Innovation"
Innovation requires thinking differently and developing an innovative mind-set. Research must keep up or risk being “samo is lamo.” Learn from our study with top innovators, leveraging experience from brands like Coca-Cola, New Balance, General Mills, and others; Idea-generation companies like Kaleidoscope; and authors including Bryan Mattimore (Idea Stormers). Learn tools to gain consumer insights in today’s always ON world by leveraging what innovators from top 500 companies and beyond have shared with us, putting creative thinking into practice for richer insights.

2:40pm - 3:10pm
Break

3:10pm - 3:40pm
April Bell
"A Framework that Works: Using Design-Thinking + Montessori principles to elevate your practice"
Designing and executing a complicated research study definitely takes skill, but when you’re designing research that includes an “innovation” component, a whole host of additional tools and skills are required. April Bell will unveil how she uses an integrated approach of Design Thinking + Montessori principles to tackle even the most complex innovation research project. During the session, we will unpack the Design-Thinking framework (Empathize, Define, Ideate, Prototype & Test) using a real world example. Attendees will be provided with a take-home workbook to trigger use of this framework in their own practice. April will then share how integrating Montessori-based principles (Observe before Acting, Pull don’t Push, Concrete before Abstract, Structure that’s Flexible) throughout the Design-Thinking process not only creates a conducive environment to help clients thoroughly engage but also keeps them coming back for more!

3:45pm - 4:15pm
Jack Marquardt (Closing Speaker)
"In an everchanging world, what is the value of following your own path?  A researcher’s constant drive for influence and excellence."

4:15pm - 6:00pm
Happy Hour!
Mix and mingle with an open bar and live music from UTA!