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The 2019 MSMR Conference

CONFERENCE AGENDA
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Casey Bernard


Nimble MR
Topic: Exploring Podcasts for Marketing Research


Casey Bernard began her career in Marketing research in 2003 after receiving her MSMR from UT Arlington. She worked for research agencies and advertising agencies on major CPG, financial services, pharmaceutical, and utility brands in both traditional marketing research studies and early social media research. Today, she works as an independent qualitative research consultant in Austin, Texas where her work has included in person and online qualitative work for major retailers, medical services, higher education (university), professional services and international brands.

In 2016, she began producing a podcast for a social media client with a friend who has a significant YouTube following. In 2018 the podcast launched a new concept for her research work as she saw the opportunity for research professionals to tap into the medium for producing more engaging reports.

Her company, Nimble Market Research, became Nimble Modern Radio as Casey is now consulting both research professionals and small businesses on podcast production.



Jeffrey Henning

Market Research Institute International
Topic: How I Learned to Stop Worrying and Love Weighting Nonprobability Surveys


Jeffrey Henning, PRC is a professionally certified researcher and has personally conducted over 1,000 survey research projects.

Jeffrey is the incoming Executive Director of the Market Research Institute International, a non-profit providing continuing education to the research industry. In that role, he is overseeing the release of a line of Principles Express courses, 10-to-12 hour self-paced courses providing an academic foundation to market research.

Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA's Impact award, which "recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession."

A serial entrepreneur, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software; Vovici in 2006, which pioneered the enterprise-feedback management category; and Researchscape in 2012, providing custom survey research through a web store. A 31-year veteran of the research industry, he began his career as an industry analyst for Giga Information Group (now part of Forrester).



Sandip Narang

Burke, Inc
Topic: Strategic Integration of Research DURING Innovation


With over 20 years of marketing research experience, Sandip has extensive experience in research design, analysis and consulting across several industries. Sandip has consulted with 75+ client organizations spanning industries such as CPG, Media, Restaurants, Technology, Retail, Healthcare, etc.

Sandip’s experience includes brand health/positioning, customer satisfaction and loyalty programs, choice modeling, awareness/usage tracking, pricing, segmentation, and new product/service development analysis.

Prior to moving into Client Services within Burke, Sandip was the Group Manager for Burke’s Consulting & Analytical department. He has worked with several multivariate data analysis techniques, such as discriminant analysis, cluster analysis, conjoint analysis, factor analysis, correspondence analysis, regression, and perceptual mapping, among several others.

Sandip holds a Bachelor of Commerce from the University of Delhi, India, a Master’s in Hotel & Restaurant Management from OSHM, India, as well as an M.B.A. from the University of Louisville, Kentucky.



April Bell

April Bell Research
Topic: Empathy Co-Creation™ - Turning a Chaotic Innovation Project into a Successful Launch through the Lens of “We”


An expert moderator, thought leader and innovator in marketing research.

Raised on a West Texas cotton farm where the tumbleweeds can blow you down, it’s no surprise she is often described as a ‘force of nature.' April loves challenges – the bigger, the better. She’s lived and breathed research as both client and supplier for more than 20 years. Armed with an Executive MBA from SMU and experience with research giant, Ipsos, she started April Bell Research Group in 2008.

She is lead by her curiosity, creativity and passion to find answers for complicated questions across a range of industries and demographics. Her experience includes helping many Fortune 500 brands discover fresh insights and transform them into actionable decisions.

Her career includes conducting over 10,000 hours of interviews, focus groups, and brainstorming sessions, which translate to A LOT of problems getting solved!

While most of her experience lies in asking tough questions, her equally curious 7-year old daughter is now giving her lots of experience answering them!



Remy Denton

SKIM
Topic: 3 Legs of the Research Stool


Remy is a Research Director at SKIM, and leads SKIM's Atlanta team. She has experience on both the supplier and client side, working across a variety of industries and methodologies over the course of her career. Remy particularly enjoys the proposal writing process and thinking through creative solutions to address her client's business questions. She holds a Master's in Marketing Research from the University of Georgia, and continues to be involved on UGA MMR board of advisers as well as the UTA MSMR board of advisers.



Vikram Hosur

Alcon
Topic: 3 Legs of the Research Stool


Vikram Hosur currently works at Alcon as the as the Associate Director for Global Strategic Insights. In this role, Vikram is responsible for prioritizing, executing, and embedding research insights across the Global Vision care portfolio. Vikram has over 12 years of global and regional insights experience through IBM, FedEx, and Alcon. His experience in market research includes new product innovation, optimizing DTC advertising, CRM and loyalty programs, user experience, brand architecture, segmentation, and path to purchase. Additionally, Vikram is a certified moderator and change management specialist.

Since joining Alcon Vikram has helped lead the US Insights Team supporting the lens portfolio. During this time he supported multiple projects including brand health trackers, awareness testing, campaign testing, claims testing, ROI and KPI scorecards, online disrupter research, sales rep messaging, competitive insights, market sizing, and testing the recent multifocal TV advertisement. He earned his Master’s in Marketing Research at the University of Georgia and his Bachelor’s degree in Marketing and Finance at Oklahoma State University. He serves as a board member for the UT Arlington research advisory board and continues to support education for children



Ellen Pieper

Symmetric Sampling
Topic: 3 Legs of the Research Stool


Ellen Pieper is a Vice President at Symmetric . Based in Dallas, Texas, Ellen oversees sales and account activities for a diverse client portfolio of market research companies, advertising agencies, and consulting firms. She focuses on relationship building and consultative selling with myriad of clients. In her role, Ellen defines and scopes projects for online panel work, and she also specializes in developing creative solutions to solve clients’ diverse online research needs.

Before joining Decision Analyst in 2017, Ellen worked at Lightspeed GMI (formerly, GMI), where she helped foster and grow client relationships and acted as a liaison with the company’s partner network. Ellen has presented both at TMRE, as well as the SW/NW MRA annual conference.

Ellen earned her Bachelor of Arts from Columbia University, where she majored in Psychology with a concentration in Statistics and Research. Later, Ellen completed the Principles of Market Research program from the University of Georgia. In 2016 she achieved the esteemed designation of Professional Researcher Certification (PRC) from the PRC Board of the Insights Association. In addition to serving on the Southwest Insights Association Board as President Elect, Ellen currently serves on the University of Texas at Arlington’s Master of Market Research Advisory Committee.



Shruti Singh

Mathworks
Topic: Modeling of Digital Customer Acquisitions


Shruti is an advanced analytics professional with 8+ years of experience in helping companies translate data into meaningful and actionable insights. She has worked on both client and agency side of the business including brands like Capital One, The Limited, 89 Degrees, Zipcar and MathWorks. She has leveraged her skills to help companies draft marketing strategies using campaign analytics, customer segmentation/profiling, multi channel attribution and customer lifetime modeling. In her current role at MathWorks she is helping the mathematical computing giant with their digital marketing initiative.

She hold a MS in Marketing Research from University of Texas, Arlington, MBA from IBS,India and BE in Industrial Engineering from VTU,India.

She believes in keeping a child's curiosity and a simple approach to solve problems.



Scott Koenig

KPI North America
Topic: 43 Million Passengers vs. 10 Market Researchers


Scott started his career in market research in 2000 after working in B2B sales for a couple years. Scott’s curiosity as to why some prospects bought and others balked, led him to make a career change into market research so that he could further understand consumer behavior. Over the course of his career he has worked both as an analyst and strategist while consulting with marketing and product development teams for companies across a broad spectrum of industries. Some of his clients have included Capital One, Frito Lay, Kraft Foods, SC Johnson, Taco Bell, Dentsply Sirona , DFW International Airport, and Phoenix Sky Harbor International Airport. Scott was one of the pioneers and early adopters of online qualitative research methods and is an active member of the QRCA.

Scott is currently the Chief Operating Officer of KPI-North America – an aviation marketing company and is the Managing Director of Milepost 12 – a market research consultancy. He holds an MBA from University of Utah and has been on faculty for Western Governor’s University, Texas Wesleyan University, and Brigham Young University. He has been published in industry publications Quirks, Views, and Vue, and has held leadership positions in the Dallas chapter of the American Marketing Association.

When he is not immersed in understanding the voice of the consumer he enjoys spending time with family as well as running and biking along the country roads of his home in Mansfield, TX.



Kristy Click

IPSOS
Topic: Leveraging Innovative Technologies to Capture Real Behavior and Deeper, Actionable Insights


SKristy started her research career at P&G in the Consumer & Market Knowledge organization and has 25+ years of experience working across CPG and retailers. She is skilled at both qualitative and quantitative research designs and is most passionate about staying on top of the latest trends in the market research industry. She is continuously bringing innovative solutions which enable better ways to deliver actionable insights and business applications.



Kelly Heatly

Heatly Custom Research
Topic: Street Research: Talking to “Real” Consumers at the Intersection of Authenticity and Insights


Kelly Heatly specializes in qualitative and quali-quant research designed to gather insights that help clients make sound business decisions.

With over 20 years of marketing research experience, Kelly specializes in qualitative methods focused on new product development and optimization; brand positioning and communications; and user experience. She specializes in moderating, facilitating, and interviewing online, in a research facility, and “in the moment, in the environment” – wherever necessary to gather insights. Her experience encompasses consumer and business-to-business studies for a wide variety of industries including retail, restaurant, CPG, apparel, mobile technology, healthcare/pharma, financial, insurance, travel & leisure, and homebuilding.

Kelly earned a BS in Marketing from Louisiana State University and an MS in Marketing Research from The University of Texas at Arlington. She serves as Vice President of the Qualitative Research Consultants Association (QRCA) and as member of the UTA MSMR Advisory Board. She has written articles for Quirk’s Marketing Research Review, GreenBook, and VIEWS. Outside of work, she enjoys being a “boy mom” to two sons, attending live music events, and training for half marathons.



Jill Matthews

Bright Cactus
Topic: Street Research: Talking to “Real” Consumers at the Intersection of Authenticity and Insights


Jill Matthews is the President of Bright Cactus LLC, a marketing consultancy specializing in brand and business strategy consulting and custom research and consumer insights. Known for her strategic view of business and brands, coupled with an entrepreneurial mindset and energy, Jill delivers impactful results to clients every time. Her natural curiosity means that she thrives on understanding the “why” and uses those insights to drive business decisions.

Jill’s background in executive-level brand strategy, insights, innovation, and business roles makes her uniquely qualified to translate consumer needs and desires into actionable insights and determine business implications. As a skilled qualitative researcher, Jill is experienced in a range of methodologies such as in-depth interviews, shopalongs, in-homes/in-environment, online/mobile, experience research, and traditional focus groups.

Prior to founding Bright Cactus, Jill worked in brand management, innovation, and insights roles within PepsiCo. She received her MBA from Washington University’s Olin Business School, where she received the Milford Bohm Prize for marketing talent, and her Bachelor of Business Administration degree with a concentration in Spanish from The University of Texas at Austin.



Chris Hauck

Lynx Research Consulting
Topic: Better Faster Cheaper, perspectives on changes in our industry over the past ten years


Whether it’s a complicated choice-based research design, a quick-turn multivariate analysis or developing marketing strategies to fill the stadium at his beloved Alma Mater TCU, Chris embraces each challenge with the passion and commitment usually associated with hardnosed tailbacks.

For more than 30 years, Chris has honed his research skills across a wide variety of categories - from telecom and IT to consumer packaged goods, retail, sports, medical products and consulting.

Undoubtedly, influenced by a colorful, exotic upbringing in West Africa, Chris has an almost insatiable desire to continue exploring and stretching his professional range. And this is why he is equally adept at developing a complicated multistage forecasting project or delicately moderating consumers through in-depth conversations about mortality and medicine.

But his exploration isn’t limited to the world of algorithms, statistics and discussion guides, Chris is equally spirited about taking on new personal challenges. Whether taking up the bass guitar as a way to keep up with his record-label bound son (who rocks the drums, keyboard, sax, accordion and the ukulele) or learning how to “ride switch through the glades” Chris is that rare person who loves his work as much as his play.



Dr. Scott Hanson

Director, MSMR Program
Topic: Better Faster Cheaper, perspectives on changes in our industry over the past ten years


A native Texan with wayward tendencies, Dr. Scott Hanson has explored about every facet of behavioral science and a decent portion of the United States.Scott completed his undergraduate degree in (physiological) psychology at Southwestern University in Georgetown, Texas. He continued his behavioral science studies as a field researcher studying Pacific White-Sided Dolphins before switching to developmental psychology at San Diego State University. After receiving his Master of Arts, he worked as a lab manager studying the physical structures of memory at the University of California, San Diego.

With a few years of research experience, and ready for a change of scenery, Scott chose to continue his education at Washington University in St Louis. He was certainly impressed with the psychology department there, but the deal was sealed when he fell in love with the city on his very first visit. He completed his degree in social psychology, but plans for an academic career were set aside for an internship in a pharmaceutical forecasting consulting firm. And so began his next adventure…in the private sector.

After a few years in patient research and product forecasting in St Louis, Scott finally heeded the call to return to Texas to join Decision Analyst, where he rose to Vice President managing a talented team of researchers. He followed that success with a brief stop at MarketVision Research, before striking out on his own with iota consulting. Soon thereafter he finally found his way back to academia as director of the MSMR program at the University of Texas at Arlington, where he teaches, advises students, and generally enjoys the glamorous life of a university professor.

Along the way, Scott married his college sweetheart, Heather; together they have three wonderful (if occasionally challenging) children, Hunter, Hannah, and Hayden. They have their mother’s sensibility and their father’s sense of humor – it’s a delicate balance. He spends his free time coaching youth sports and volunteering at his kids’ schools. He still refers to St Louis as “home”, but he has found a wonderful substitute back where he started, doing what he set out to do all those years ago.



Kristin Chatila

Tenet Health
Topic: Better Faster Cheaper, perspectives on changes in our industry over the past ten years


Kristin Chatila is a homegrown University of Texas at Arlington, Masters of Science in Marketing Research and MBA alumnus who recently became Chair of the UT Arlington MSMR Board of Directors. Since she left UT Arlington, she has given back to the MSMR program by helping students transition from graduate student to career professional and connecting with peers to promote the value of the MSMR program. Over the past ten years, Kristin has worked in the technology/telecom and healthcare industries, both on the client and supplier side. Currently, Kristin holds an insights and strategy role for Tenet Health, focusing on the consumer and advising brand, message, and marketing strategy for the enterprise portfolio of acute care hospitals. What makes her look forward to each workday is the opportunity to help others make more informed decisions with any and all data she can get her hands on. In addition to her passion for technology and the changing healthcare landscape, she looks forward to her book club, neighborhood garden club, and spending time with her two little boys and family.



Travis Malone

Brunswick Group
Topic: Better Faster Cheaper, perspectives on changes in our industry over the past ten years


Travis joined Brunswick Insight in January of 2017 and has since conducted qualitative and quantitative research as well as social media analytics for numerous clients within the Fortune 500. Prior to joining Brunswick, Travis worked as an intern for Brunswick Insight and for Heatly Custom Research. Travis holds a Master’s of Science in Marketing Research from the University of Texas at Arlington and a Bachelor’s degree in Marketing and Management from Texas Tech.