Speaker Bios & Presentation Abstracts

The Future of Marketing Research

Time: 8:30am
Title: “The Future of Marketing Research”
Presenter: Robert Moran, Brunswick Group

Hitting From All Sides… A Multi-Discipline Approach For Deeper Consumer Understanding

Time: 9:15am
Title: “Hitting From All Sides… A Multi-Discipline Approach For Deeper Consumer Understanding”
Presenter: Clay Dethloff, The M/A/R/C Group


The New World of Enterprise DIY Research

Time: 9:45am
Title: “The New World of Enterprise DIY Research”
Presenter: Ryan Smith, CEO, Qualtrics

Abstract: There is so much talk about social media research in the marketing research space today and many are left asking themselves “What is all the hype about?” and “Does it really work?” This panel will discuss the pros and cons of social media research as well as situations in which it may be most useful and relevant<-->


Evolution of Marketing Models, Open-Source Software and Applications

Time: 11:00am
Title: “Evolution of Marketing Models, Open-Source Software and Applications”
Presenters: John Colias, Ph.D., Decision Analyst, Inc.
Dustin Cannon, TXU

Abstract: There is so much talk about social media research in the marketing research space today and many are left asking themselves “What is all the hype about?” and “Does it really work?” This panel will discuss the pros and cons of social media research as well as situations in which it may be most useful and relevant


From Respondents to People, From Self Report to Real Life:
Embracing Qualitative Richness

Time: 11:30am
Title: “From Respondents to People, From Self Report to Real Life: Embracing Qualitative Richness”
Presenter: Bridgette Braig, Ph.D., Braig Consulting


Modality Effects in Web Surveys Taken on Mobile and Non-Mobile Devices

Time: 1:15pm
Title: “Modality Effects in Web Surveys Taken on Mobile and Non-Mobile Devices”
Presenter: Ted Saunders, Maritz Research

Abstract:

This presentation provides historical data showing an increase in the percentage of mobile respondents accessing email invitation surveys (unintentional mobile respondents) and shares Maritz experiences from testing various mobile survey designs. It will address the following questions:

  • What is mobile survey rendering and what impact does it have on the respondent experience?
  • What impact do background images have on the mobile respondent experience?
  • Given that most mobile webpages are more easily read with vertical scrolling (versus horizontal scrolling), will we get better results from mobile web respondents if we arrange scales vertically instead of horizontally?
  • We see grid questions appearing to cause terminations among our mobile web respondents. Are there best practices around grid design to get the same feedback without the respondent burden that comes from large grids on a small screen?
  • What impact do mobile devices have on the quality of verbatim responses? Are there any best practices around presenting open-ends to a mobile respondent?

Keeping our seat at the table, What got us here won’t keep us here

Time: 1:45pm
Title: “Keeping our seat at the table – What got us here won’t keep us here”
Presenters: William Leach, VP of Behavioral Labs, BrainJuicer
Melanie Leach, Senior Group Manager of Innovation Insights, PepsiCo

Abstract: Over the past 10 years the consumer insights industry has risen from providers of “marketing research” to now being relied upon to drive corporate strategy. This shift has caused business leaders and research providers alike to rethink the future role of marketing insights and how it must change to meet this strategic need. The focus of this session is to tackle the question of how are client-side insights group changing at PepsiCo & other major firms to drive growth and how will leading research suppliers need to change to meet the growing demands of their clients.


Tomorrow’s Corporate Researcher: Multisensory, multi-tasking, multi-national, and multifaceted.

Time: 2:15pm
Title: “Tomorrow’s Corporate Researcher: Multisensory, multi-tasking, multi-national, and multifaceted.”
Presenter: Barry Jennings, Research Director, Dell Inc.


One Giant Leap – Reinventing Market Research

Time: 2:45pm
Title: “One Giant Leap – Reinventing Market Research”
Presenter: Kelley Styring, Insight Farm