Program by Tracks
Keynote
General Session
End User Closed Session
Legal
Customer Engagement
Research Methods
Brand Strategy & Positioning
Research in the Clouds
Market Research in the Groundswell
Wednesday, June 9, 4-5 p.m.
Josh Bernoff
Senior VP,
Idea Development, Forrester Research
PRC: 1 Contact Hour in Research
Social technology has transformed how companies reach out to customers. In this talk, we'll describe some new research from Forrester that analyzes this transformation. First, we'll look at Social Technographics, a tool for analyzing the social participation of customers. Second, we'll examine new market research techniques including listening platforms and market research online communities. We'll also get a sneak peek at peer influence analysis, a new tool for analyzing the sources of influence in a market - measuring word of mouth and people who create it online. Peer Influence Analysis is at the center of a new book from Forrester Research, Empowered: Unleashing Your Employees, Energizing Your Customers, and Transforming Your Company.
McDonald's: Leading with Ethnic Insights
Thursday, June 10, 9-10 a.m.
Adenia Cooper
Group Project Manager,
McDonald's Corporation
PRC: 1 Contact Hour in Business
The importance and awareness of understanding ethnic diversity in consumer research, marketing, strategic planning, product development and brand building is growing. Years ago, McDonald's adopted a multicultural approach to driving business results. This presentation provides a high level overview of McDonald's philosophy of leading with ethnic insights.
Shifting to a Customer-Focused Strategy
Friday, June 11, 9-10 a.m.
Anne Boyle
Market Research Manager, The New England Journal of Medicine
PRC: 1 Contact Hour in Research
How does a very traditional organization transform into one with to a customer-centric perspective? Learn how one company worked through this process in several phases, starting with methodological challenges and internal fragmented customer knowledge, resulting in an ongoing tool to frame research and audience knowledge.
This presentation is based on the experiences of The New England Journal of Medicine as it re-invented itself in the face of a rapidly changing industry. Revenue channels needed to be re-invented due to emerging readership expectations for online content and increased competition brought about by changes in technology. Understanding the motivations and long-term objectives of readership was critical and in the end enabled the publication to focus strategy and product development relative to core groups, illuminating underlying ideas for continued success.
This presentation also illustrates the unique challenges of conducting market research with physicians, who can be difficult to recruit for qualitative research and may require expensive incentives. Additional challenges included the wide range of differences in physician training outside the United States, significant differences in physician needs for how and when they seek medical information, and the large gap that exists between physicians who are highly engaged with e-technology and those who prefer printed materials.
Challenges and
Opportunities in a New Era
of Corporate Marketing Research
Session 1: Wednesday, June 9, 12:30 - 1:45 p.m.
Session 2: Wednesday, June 9, 2:30 - 3:15 p.m.
Dan Womack, PRC
Senior Manager Insights, Aflac Worldwide
PRC: 1.25 Contact Hours-Post Approval
No suppliers, no rules, no worries! This closed session is a unique opportunity for End User researchers to discuss their greatest challenges. Bring your ideas, your troubles and your solutions. But most importantly, bring yourself and an End User colleague.
Damage Control for Bad Legal Decisions
Part 1: Qualitative and Quantitiatve Research Methods:
Wednesday, June 9,
12:30 - 1:45 p.m.
Part 2: Business to Business:
Wednesday, June 9, 2:30 - 3:15 p.m.
LaToya Lang
General Counsel, MRA
PRC: 1.25 Contact Hours Legal (each session)
Learn about current and future legal challenges that may impact your business. This presentation will provide model guidelines, template language and scenarios to apply damage control to bad legal decisions.
Wowing the Customer: What Matters Most
Friday, June 11, 10:45 a.m. - Noon
Melissa VanRyzin |
Kristine K. Burnaska |
PRC: 1.25 Contact Hours in Business
Understanding and knowing how to wow a customer is a goal of companies and analysts alike. Learn what aspects are involved in the customer experience and understand customer engagement - what it means to engage customers and employees, a holistic approach to engagement, understand the impact of engaging customers and evaluate customer engagement.
Key Opinion Leader (KOL) Engagement
Thursday, June 10, 1:45 - 3 p.m.
Paula Cooper
director, market research, Hill-Rom
PRC: 1.25 Contact Hours in Business
This speaker will share her experiences conducting over a dozen KOL engagements to include discussion of the critical steps of defining objectives and setting expectations with internal stakeholders, identifying and mapping KOLs and Key Leading Organizations (KLOs), recruiting, designing the agenda to encourage lively interaction, discussion guide development, meeting planning, conducting sessions and post-session activities.
Beginning the Retail Conversation: Integrated Marketing: Measuring Engagement and Resulting ROI
Thursday, June 10, 3:45 - 5 p.m.
Karen Tilson |
Robert Passikoff |
PRC: 1.25 Contact Hours in Business
Predictive marketing research measures of brand and engagement-based integrated marketing consumption can show how integrated marketing efforts work to initiate successful, sales-correlated conversations with a retail brand's audiences. Learn how to define "engagement" within the context of the retail workplace and recognize that media touch points can be assessed beyond demographics and CPMs. Additionally, become more efficient and effective at allocating marketing budgets.
The Guardian Life Index:
What Matters Most to America's Small Business Owners
Thursday, June 10, 11 a.m. - 12:15 p.m.
John Krubski
Research Advisor, The Guardian Life Small Business Research Institute
PRC: 1.25 Contact Hours in Research
Small business owners are the backbone of the U.S. economy. In aggregate they build and sustain some 20 million individual small businesses that collectively account for 50 percent of U.S. gross domestic product and 44 percent of the nation's payroll.
To create a more meaningful and intimate understanding of this vitally important business segment, a new study, "The Guardian Life Index: What Matters Most to America's Small Business Owners," was developed. Overcoming the limitations of many traditional studies, which narrowly view individual small businesses as a monolithic entity, this research examines small business owners by means of a multifaceted matrix. Its components include key industry sectors and owner profiles, quantifying the intensity of their goals, value systems, interpretations and decision processes.
The Guardian Life Index is based on a proprietary 21-point scale (from +10 to -10) and measures the positive and negative intensity of responses to 135 small business issues, as well as an extensive battery of industry sector and owner profile questions. Its unique methodology goes a step deeper than conventional research by digging into the thoughts, perceptions and feelings of small business owners - uncovering "the why" or the level of intensity of the feeling through cultureographic mapping.
Fielded in May 2009, the study polled more than 1,100 respondents representing 10 small business industry sectors - the eight largest of these account for between 50 and 80 percent of gross domestic product within their respective business categories, four geographic regions, four key states (California, Texas, New York and Florida) and two major DMA's (New York and Los Angeles).
In Defense of Marketing: The Peacock's Plume and Dancing Birds of Paradise
Thursday, June 10, 11 a.m. - 12:15 p.m.
Aaron Reid, Ph.D.
founder &
chief behaviorial scientist,
Sentient Decision Science
PRC: 1.25 Contact Hours in Research
Dr. Reid will discuss the key themes from the recent industry white paper In Defense of Marketing: The Peacock's Plume and Dancing Birds of Paradise, and how they impact the marketing research industry.
Research Success: Tactics for Making Sure Internal Clients will Actually use the
Research Results!
Thursday, June 10, 1:45 - 3 p.m.
Kathryn Korostoff
president,
Research Rockstar
PRC: 1.25 Contact Hours in Research
In this presentation the speaker will share examples of using internal blogs, wiki and other tactics to foster a more interactive research delivery process, and get more buy-in to the research outcome.
Recent Findings on Using Rich Media in Online Surveys
Thursday, June 10, 3:45 - 5 p.m.
Bernie Malinoff |
Jeffrey Henning, PRC |
PRC: 1.25 Contact Hours in Research
This presentation will explore some hotly debated questions about data consistency, and what respondents are actually doing with our online surveys-spanning the most widely used 'radio buttons,' to the more recently introduced 'rich media' types.
Qualitative Trends and Innovations-Views from the
Inside Track
Friday, June 11, 10:45 a.m. - Noon
George Sloan Rick Seale, PRC |
Diane Trotta Jim Bryson |
PRC: 1.25 Contact Hours in Research
This session is designed to facilitate a dialog about qualitative trends and innovation. Panelists will share the inside scoop on how clients buy fieldwork today, what specific qualitative methods are increasing or declining, how physical facilities are changing and how they address the professional respondent issues that are facing the industry.
A New Paradigm for Developing and Implementing Brand Positioning Strategy
Wednesday, June 9, 12:30 - 1:45 p.m.
Sanjay Roa, Ph.D.
VP,
Charles River
Associates
PRC: 1.25 Contact Hours in Business
Learn to develop an effective brand positioning strategy, understand marketing research methods and applications that help to develop a brand positioning strategy and articulate to clients and organizations the importance of applying to ongoing product and brand development efforts, as well as to optimizing brand performance.
Incorporating Consumer Conversations into the
Research Playbook
Thursday, June 10, 11 a.m. - 12:15 p.m.
Jan Trent
manager,
Wendy's International
PRC: 1.25 Contact Hours in Research
As playmakers, researchers should understand when and how to use online community research. The playbook will provide guidelines on setting-up a community, gaining executive buy-in, and creating internal demand for the community from a wide-range of business partners such as marketing, advertising, PR, operations and R&D. This presentation is designed for those considering or recently initiating an online consumer community.
The Perils of Benchmarking: When to Use and Not Use Benchmarks for Decision Making
Wednesday, June 9, 2 - 3:15 p.m.
John Martin, Ph.D.
chairman,
Chadwick Martin Bailey
PRC: 1.25 Contact Hours in Business
This presentation will provide a taxonomy of perceptual measurement methods, the nature of benchmarking within this taxonomy and the potential hazards to using benchmarking. Receive a set of questions that you can use to judge when the use of benchmarking is appropriate and when it is not.
On the Fast Track, Brand Introductions Using Hybrid
Research Techniques
Thursday, June 10, 3:45 - 5 p.m.
Perry Brown |
Melinda Wooten Sigal Kremer |
PRC: 1.25 Contact Hours in Research
In these times researchers are being divided between traditional testing methods (normative banks, BASES, etc.) and long product development pipelines versus faster, hybrid methods that identify risks and opportunity and allow companies to get products to market faster. Through a case study on Seven Daughters wine, the presenters will discuss what they learned and how it can impact research choices you make.
Insights Leading to Strategy
Thursday, June 9, 1:45 - 3 p.m.
Carie McAulife
manager of consumer insights & brand strategy, Reebok
PRC: 1.25 Contact Hours in Research
This session is a case study on the repositioning of the Reebok brand. The speaker will discuss highlights from a three country qualitative research project conducted in August 2007 and will showcase Reebok's new brand strategy and discuss how Reebok is bringing their insight to life.
Global Truths and Local Actions: Brand Positioning and Tracking in Developing Markets
Friday, June 11, 10:45 a.m. - Noon
Judith Franciotti |
Melanie Appleby |
PRC: 1.25 Contact Hours in Business
Explore the extensive brand development research conducted across multiple developing markets in order to establish the global "truths" vs. the local differences, before a global brand equity tracking program was established. Understand the key lessons learned in establishing a successful global brand equity tracking program that meets the needs of multiple stakeholders, ensuring buy-in at both a global and local level.
The Digital Research Renaissance
Wednesday, June 9, 12:30 - 1:45 p.m.
Steve Alexander |
Michalis Michael |
PRC: 1.25 Contact Hours in Research
This session will explore the full range of social media insights with an emphasis on the harvesting and analytics of consumer sentiment and sentiment drivers, as well as how this data can be turned into insights to drive business decisions.
From Buzz to Biz: Social Media Research
for Results
Wednesday, June 9, 2 - 3:15 p.m.
Annie Pettit
chief research officer,
Conversition Strategies
PRC: 1.25 Contact Hours in Research
Using real data, Pettit will demonstrate how gathering and analyzing existing data from the Internet, that is available through Facebook, Twitter or Blogger, can reach beyond simple 'buzz' features to become actionable marketing research data.
Eyes Wide Open, Wallet Half Shut
Thursday, June 10, 1:45 - 3 p.m.
Graceann Bennett |
Manila Austin, Ph.D. |
PRC: 1.25 Contact Hour in Business
Americans have just lived and are arguably still living through one of the biggest economic crises of our time. As thought leaders and experts in understanding consumer behavior in the context of our culture, Ogilvy and Communispace teamed up to make sense of the effects the recession has, and will have on Americans. In this study, we attempted to answer some important questions by surveying 1,200 U.S. consumers and qualitatively exploring key topics with 500 online community members.
Digital, Social Moms: Using Social Media to Increase Respondent Engagement and Decrease Recruiting Costs for the MomConnection® Research Community
Thursday, June 10, 11 a.m. - 12:15 p.m.
Cheryl Sternberg |
Leslie Rimmer Dan Weinstein |
PRC: 1.25 Contact Hours in Research
Our team will share what has worked and what has not worked with our social media endeavors. We will also discuss how modifications to our incentive programs have affected response rates and engagement of community members.
A Qualitative Facelift: "SNL and Via": An Exploratory Case Study Taking You Headfirst into Experiencing Tools and Methods You can Implement Now!
Thursday, June 10, 3:45 - 5 p.m.
Benjamin Smithee Tamara Kenworthy, PRC, PCM Jewel Seperson |
Susan Saurage-Altenloh, PRC Jim Longo, PRC
|
PRC: 1.25 Contact Hour in Research
Learn how the integration of holistic research solutions joining traditional, online and social Web research methodologies are making qualitative research sexy again. "SNL and Via" - an exploratory case study taking you headfirst into experiencing tools and methods you can implement now.
How NBC Universal Leveraged Social Media Market Research for Predicting Movie Success
Friday, June 11, 10:45 a.m. - Noon
Sean Case
|
Andrea Amico |
PRC: 1.25 Contact Hours in Research
This session will demonstrate how social media market research can be implemented as a more cost effective means of gathering quality data. The speakers will look at the research that involved an initiative for coming up with a successful model to predict how movies will do in the box office and on DVD and Blue Ray.