| Presentation: |
21st Century Tools for 21st Century Trends |
Speaker: |
Robin Albing |
| PRC: |
1.5 CH Contact Hours in Technology or Data Collection |
Date / Time
Presented: |
Wednesday, Jun 4
12:30-2:00pm |
| Summary |
Online tools have become an exclusive method for conducting focus groups. Albing International Marketing will describe their use of virtual groups in their offshore efforts, including working together with their affiliate in Delhi to bring together consumers from all over India for discussion groups. |
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| Presentation: |
American Idol: Anatomy of an Opinion Research & Earned Public Relations Media Explosion |
Speaker: |
Melissa Marcello & Julie Litzenberger |
| PRC: |
1.5 CH Contact Hours in Business Operations – Stategic Thinking |
Date / Time
Presented: |
Thursday, Jun 5
11:00-12:15pm |
| Summary |
In this interactive and entertaining presentation, a DC opinion pollster and a PR pro describe how they combined forces to generate over a billion media impressions and an American Marketing Association “M” award by piggybacking on the success of American Idol. Drawing on their decades of experience in public relations and opinion research, the presenters will showcase how the two professions can work together to position organizations as widespread expert authorities, aligned with business objectives.
By using the proven PR and opinion research strategy and tactics, participants will be able given an opportunity to showcase what they’ve learned in breakout groups designed to reinforce the principles being taught.
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| Presentation: |
Conducting a Telephone Survey with “Cell Phone Only” Households |
Speaker: |
Jeanne Wintz |
| PRC: |
1.25 CH Contact Hours in Data Collection Methods |
Date / Time
Presented: |
Friday, Jun 6
11:00-12:15pm |
| Summary |
This is an overview of a pilot study conducted for the CDC Behavioral Risk Factor Surveillance System (BRFSS) in Washington State to test the feasibility of interviewing respondents from cell phone only households. The standard RDD study was adapted for the cell phone pilot and the results compared to the landline study. The unique challenges of conducting cell phone studies are described and the modifications used are evaluated. Suggestions for future research are provided. |
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| Presentation: |
Ethnography - Myths and Realities from Around the World |
Speaker: |
Siamack Salari |
| PRC: |
1.25 CH Contact Hours in Research Process or Qualitative Tech. |
Date / Time
Presented: |
Thursday, Jun 5
2:00-3:15pm |
| Summary |
Using new video footage, anecdotes, good and bad client experiences, Siamack will walk delegates through 14 years of trying to understand how ethnographic research should and shouldn’t be done. From China to the USA and Moscow to South Africa, Siamack will bring to life the way everyday happenings and events were articulated in extraordinary new ways, using video. |
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| Presentation: |
Experiential Research – A Catalyst for Powerful Brand Insights |
Speaker: |
Dan Prince & Mike O’Neil |
| PRC: |
1.25 CH Contact Hours in Client/Supplier or Customer Service |
Date / Time
Presented: |
Thursday, Jun 5
3:45-5:00pm |
| Summary |
Just as “experiential marketing” seeks to connect consumers to brands in personal, memorable ways, experiential research can help marketers understand and leverage those connections in powerful ways. In this session, see how this inventive approach to focus group research brought the customer into the service delivery setting, validated an innovative idea, and helped the nation’s largest managed care organization break new ground in the healthcare industry.
Participants will explore the components of experiential research and hear from the client about the return on their investment in research.
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| Presentation: |
Finances & QuickBooks User Session |
Speaker: |
Craig Venokur |
| PRC: |
3.25 CH Contact Hours in Business Operations Financial/Budget/Costing |
Date / Time
Presented: |
Wednesday, Jun 4
12:30-3:45pm |
| Summary |
Participants will learn the top 10 do’s and don’ts of accounting learn how to manage their business and their finances effectively and with the latest software. Participants will hear the benefits of several types of accounting management and software products. |
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| Presentation: |
Going Mobile in Europe and Asia: What lessons can we learn? |
Speaker: |
Rob Favini |
| PRC: |
1.25 CH Contact Hours in Technology Trends or Cross Cultural Researh |
Date / Time
Presented: |
Friday, Jun 6
11:00-12:15pm |
| Summary |
The use of mobile technology in the United States has had the reputation of lagging behind other areas of the world. This presentation looks at Europe and Asia, specifically providing an overview of the mobile technology landscape, consumer behavior, expectations and attitudes, and what this means for market research. As the past has shown, mobile technology used in Europe and Asia eventually hits the US market. This session will also look at where the US stands in relation to these markets.
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| Presentation: |
Market Research and the Presidential Election: Lessons from 2008 |
Speaker: |
Kathleen Frankovic |
| PRC: |
1 CH Contact Hours in Analysis |
Date / Time
Presented: |
Thursday, Jun 5
9:00-10:00am |
| Summary |
What’s happened in the presidential election campaign – so far -- and what public opinion research has taught us. Has the process raised questions about the value of public opinion polls? What have we learned about how voters answer questions in this year of unusual candidates? Has race or gender played a role in polling accuracy? Does what we have learned help us explain what is coming in November, or teach us anything about research? The presentation will include examples from both national polling and exit polls. |
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| Presentation: |
Market Research in Europe: A Journey Through Differences |
Speaker: |
Fernand Wiesenfeld |
| PRC: |
1.25 CH Contact Hours in Research Process or Research Design |
Date / Time
Presented: |
Thursday, Jun 5
3:45-5:00pm |
| Summary |
Conducting Market Research in Europe is not an easy exercise, Europe being still very much a “patchwork” of different cultures and professional practices. The presentation will cover 4 major topics to help U.S. researchers to better work in Europe: EU history, EU key figures, Market Research in Europe, and Market research “tips”.
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| Presentation: |
Marketing Marketing Research |
Speaker: |
Neil Marcus |
| PRC: |
1 CH Contact Hours in Client/Supplier Interaction or Marketing |
Date / Time
Presented: |
Friday, Jun 6
09:00-10:00am |
| Summary |
As an industry, we need to do a better job of demonstrating the value of marketing research. For all those in the field of marketing research (corporate researchers, suppliers, consultants, etc.) this means showing our customers that we are business people first, researchers second. A more consultative approach with an emphasis on understanding how research is used to address business problems and decisions is the key to success. |
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| Presentation: |
Marketing Research on a Shoestring Budget |
Speaker: |
Meghan Langlais |
| PRC: |
1.25 CH Contact Hours in Business Operations – Financial/Budget/ Costing |
Date / Time
Presented: |
Thursday, Jun 5
2:00-3:15pm |
| Summary |
Learn how Au Bon Pain conducts market research on a shoestring budget. In this session we will discuss how Au Bon Pain relies heavily on current café consumers, café management teams, sales data, and even consumer calls and emails, to help drive business decisions. |
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| Presentation: |
Mindreading & Measuring Emotion in Quali-Quant Research: It is NOT Smoke and Mirrors! |
Speaker: |
Brent Snider |
| PRC: |
1.25 CH Contact Hours in Qualitative Research Techniques or Research |
Date / Time
Presented: |
Thursday, Jun 5
3:45-5:00pm |
| Summary |
Part of the challenge of emerging research techniques that attempt to measure emotion and validate insights, is that practitioners fail when they simply move qualitative research with open ends and verbatims, to an online quant environment.
Conversely, the benefits of new techniques in research are overstated unless truly innovative approaches to quali-quant research are tested against more traditional methodologies, and emerge as superior. Many approaches to new research science (from online focus groups to physical brainwave measurement) sound like a blend of science fiction, alchemy and magic.
But the “magic” must perform beyond simply a “that’s cool” factor. It must be practical, validated, scalable and affordable. It must be easy to secure respondents, they need to find the research engaging and the results must demonstrate an authentic path to revealing true consumer insights.
In this presentation the speaker will explore discuss a number of industry attempts to transform research in order to achieve true breakthroughs in quali-quant results. Case studies will be presented on results achieved using combinations of inventive techniques as compared with traditional studies in consumer research projects.
Specific examples will be discussed demonstrating the potential to get to the qualitative “whys” behind the quantitative “whats” using emerging techniques that measure emotional responses during new product development and well as pre and post product launch communication testing.
The presentation will briefly touch on “bleeding edge” brainwave research recently in the news that claims to achieve emotional measurement through highly invasive interaction with consumers.
The speaker’s bias, however, is that there are simpler, more scalable, more cost effective quali-quant methods to achieve reliable results, when clients need to validate consumer insights and emotional engagement.
At the end of the session attendees will have a fundamental sense of where we have come as an industry in this challenge, and the “stay tuned” approach to e valuate emerging research techniques. Attendees will be better informed to address their clients’ questions about measuring emotional engagement in research, even if they don’t conduct these techniques themselves.
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| Presentation: |
Privacy in the Real World |
Speaker: |
LaToya Lang |
| PRC: |
1.5 CH Contact Hours in Privacy |
Date / Time
Presented: |
Wednesday, Jun 4
2:15-3:45pm |
| Summary |
Does your company have a privacy policy? Every single business in the survey and opinion research profession should. Privacy does not exist in a vacuum of theory; privacy thrives through application. This session will provide insight into the importance of developing a privacy policy through the application of real scenarios that CMOR has encountered from the survey and opinion research profession. If you are not sure how to draft a privacy policy, this course is for you! If you already have a privacy policy, come learn how to enhance your policy to protect your business and enhance respondent participation! |
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| Presentation: |
Project Looking Glass: Rediscovering the 55-plus Generation |
Speaker: |
Lori Aulenbach |
| PRC: |
1.25 CH Contact Hours in Data Collection or Sampling |
Date / Time
Presented: |
Thursday, Jun 5
11:00-12:15pm |
| Summary |
Americans 55 and older aren’t just changing the way products are marketed to older audiences, they’re demanding it. And as Baby Boomers continue to age, that demand will only grow louder. So why aren’t more marketers and companies listening, and what can they do to reach out to this audience? It’s a question Varsity hoped to answer in August 2007 in an unprecendented research effort called Varsity’s Project Looking Glass. |
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| Presentation: |
Stand on Your Head and Open the Door - A modern guide to qualitative research |
Speaker: |
Liz Torlée |
| PRC: |
1.25 CH Contact Hours in Business Development Sales or Business Operations |
Date / Time
Presented: |
Thursday, Jun 5
2:00-3:15pm |
| Summary |
Is research working as hard as it should or is it sometimes a waste of money? Pressed for quick solutions, organizations too often default to formulaic approaches that do little more than skim the surface or confirm biases. With stories, pictures and a little humor, this presentation offers a provocative point of view on the pitfalls of conventional thinking and shows how market research can - and must - be more creative, collaborative and productive. It gives specific ideas on developing a whole new perspective, tapping into unexpected sources of wisdom and surfacing more potent insight to break ground.
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| Presentation: |
The Value Proposition for Preferred Provider Relationships in Qualitative Market Research |
Speaker: |
Mark D.Wolf & Andrea Schrager |
| PRC: |
1.25 CH Contact Hours in Client/Supplier Interaction |
Date / Time
Presented: |
Thursday, Jun 5
11:00-12:15pm |
| Summary |
You will learn from a case history based on experiences from Guardian Life and BP Lubricants that address key end-user issues including: How do you get the maximum from your research dollar when conducting focus groups? What are the benefits of creating a ‘virtual’ market research department to your qualitative project? Why is it important to ‘moderate’ the group behind the mirror? What can go wrong if you do not? What can you do to insure that the moderator’s report accurately meets the research objectives? This will be an interactive session with audience participation required.
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| Presentation: |
Using Ethnography Research Methods to Illuminate Online Communities |
Speaker: |
Lisa Galarneau |
| PRC: |
1.25 CH Contact Hours in Project Management |
Date / Time
Presented: |
Friday, Jun 6
11:00-12:15pm |
| Summary |
While ethnographic methods have been widely lauded in market research as a complement to more traditional research methods, there is often a great deal of confusion regarding acceptable parameters for a rigorous use of such an approach, particularly in more complicated digital spaces. Citing examples from a four year ethnographic research project covering one particular online community, this talk will address methodological and ethical considerations, as well as addressing the benefits of short-term studies with ethnographic aspects. |
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| Presentation: |
What’s the ‘Catch’: Does Sample Sourcing Matter? |
Speaker: |
Melanie Courtright & Prosper Nwankpa |
| PRC: |
1.25 CH Contact Hours in Sampling or Research Design |
Date / Time
Presented: |
Thursday, Jun 5
11:00-12:15pm |
| Summary |
Are there differences in data quality and respondent behavior based on sample sourcing, whether online River, online panel, or even CATI RDD? Looking at online panel sample, are there differences in quality and behavior based on panel cost? Understanding the similarities and differences, what are the resulting implications to survey design and sampling choices? This session will explore the results of a research project that will answers these questions. |
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