| Title: | “Marketing Research Evolution – Survival of the Fittest” |
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| Presenter: | Gordon Wyner, Millward Brown |
Abstract:
Marketing research ideas have evolved dramatically over time. This presentation will use examples from our past to discuss the implications for the future of understanding the customer
| Title: | “Social Media Research: The Good, The Bad, and The Relevant” |
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| Presenters: |
Jamie Baker-Prewitt, PhD, Burke, Inc. Eric Swayne, M/A/R/C Research Jim Stone, Maritz Research |
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
| Title: | “Innovative Research in the World of Innovation” |
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| Presenters: |
Ms. Gwen Smith Ishmael, Decision Analyst Dr. Michael Richarme |
Abstract:
The topic of Innovation has received considerable attention over the past decade, as firms accelerate their innovation and product development programs to introduce new products to the market. But the stakes have increased, as the cost of failure can materially impact the corporate bottom line. New techniques are being developed and deployed, ranging from idea generation and creativity through the dichotomy of managing both a highly intuitive and highly structured product development process. This presentation examines these new developments, and provides participants with several new techniques that can be deployed in their companies.
| Title: | “Using Mobile Qualitatively to Transform Insight Generation” |
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| Presenter: | Kristin Schwitzer, Beacon Research |
Abstract:
Broad consumer availability and usage of smartphones allows respondents to participate in qualitative research like never before. Kristin will show examples of creative uses of mobile technology to go where researchers have not been invited before. Using mobile qualitatively to transform insights generation.For more information visit Kristin’s Blog to read up on mobile and online qualitative research.
| Title: | “International Research: Is there a Cost-Effective Solution in Your Own Back Yard?” |
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| Presenter: | Suzi Tsai |
Abstract:
The global marketplace presents many opportunities but also challenges. A key hurdle is the ability to conduct international consumer research in a timely and cost effective manner. Brinker International, one of the world’s leaders in the casual dining industry (Chili’s, Maggiano’s, etc.), was looking for a creative approach to obtaining consumer feedback on a restaurant concept planned for an international location. The answer turned out to be “in their own back yard.” Join Brinker and research partner Travis Research as they share their successful experience of tapping recent immigrants (non-acculturated) in the U.S. as surrogates for restaurant-goers in their home country
| Title: | “Are your Results True? Reducing Bias in Marketing Research Data” |
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| Presenter: | Dr. Doug Grisaffe |
Abstract:
Technology and societal changes are radically affecting the ways we think about and gather marketing research data. Modern data collection and analysis options ultimately produce results that typically involve numbers. These results are presumed to accurately reflect truth and form a sound basis for managerial decision making and action. But what if the results are biased, even to the point of being wrong? Managerial decisions and actions will suffer, putting at risk time, money, and the potential success of corporate change efforts. In this presentation, we explore factors that can severely bias marketing research results and describe practical approaches to reducing these biases. Reducing bias and ensuring truthful results ultimately leads to better managerial decisions and actions.
| Title: | “Beyond Traditional Mix Modeling” |
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| Presenters: |
Dr. Roy W. Ralston, Polaris Research, Inc. Ms. Amy Bartle, La Quinta Inns & Suites |
Abstract:
Marketing Mix Modeling has been the accepted method to provide measurement and insights for the effectiveness of offline media channels (print, broadcast) for many years. As media tactics change, new channels develop and companies seek a holistic view of all media channel interaction, mix modeling can provide actionable insights into the interchannel effectiveness of digital and non-digital media interaction.
| Title: | “The Next Evolution of Shopper Insights…Behavior Design” |
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| Presenter: | William Leach, Director Of Shopper Insights, Frito-Lay |
Abstract:
The future of market research can be found today in the behavioral science literature. Behavioral science, including the sub-disciplines of Psychology, Neuroscience, Sociology, Behavioral Economics, and Cultural Anthropology all possess advanced understanding on the why’s of human behavior that have yet to be applied to business questions on a large scale. This presentation is focused on the application of the latest insights from the intersection of Psychology and Economics: Behavioral Economics, and utilized methods from the social psychology literature on the implicit drivers of behavior to optimize predictive validity of the results.
| Title: | “A New Look At An Old Standard – Why CSM Hasn’t Worked For A Long Time and How To Fix It” |
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| Presenter: | Chris Hauck, Lynx Research Consulting |
Abstract:
We’ve been doing customer satisfaction research, scraping and all sorts of other approaches to gathering comments from consumers, so why don’t we just ask? Lynx Research has developed a whole new way of getting people to tell us about their experience while it is happening to them…..and the results are amazing!
| Title: | “The Future of MR – Six Dimensions of Change” |
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| Presenter: | Tom Brailsford, Hallmark Cards, Inc. |
Abstract:
The practice and role of Market Research in organizations will change dramatically over the next 5-10 years. The skills and metaphors will need to evolve, as will the academic training. The presentation will propose 6 dimensions along which the future will evolve. Are you ready?
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