Wednesday, June 9
12:30 - 1:45 p.m.
Brand Strategy & Positioning
A New Paradigm for Developing & Implementing
Brand Positioning Strategy
Sanjay Roa, Ph.D.
VP, Charles River Associates
PRC: 1.25 Contact Hours Business
This presentation will illustrate the value of adopting the new paradigm for developing an effective positioning strategy through a case study from the bio/pharmaceutical industry. Using real examples based on marketing research, analysis, modeling and strategy development, key building blocks defining the ultimate positioning strategy will be formulated. The building blocks will then be aggregated on the basis of rational insight gleaned from marketing research to illustrate a positioning strategy. Finally, a methodology to test the viability of the positioning strategy in terms of its market impact will be presented with illustrative outputs. By the end of this learning session, participants will be able to appreciate the value of a new paradigm in developing and implementing brand positioning strategy, understand marketing research methods and applications that help develop brand positioning strategy under the new paradigm and articulate to their clients and organizations the importance of applying the new paradigm to ongoing product and brand development efforts, as well as to optimizing brand performance.
Research In The Cloud
The Digital Research Renaissance
Steve Alexander |
Michalis Michael |
PRC: 1.25 Contact Hours in Research
This presentation will discuss 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. Throughout this presentation the speaker will discuss the enormous growth of digital communities and socially-driven content and how these can offer new opportunities to discern insights and improve our understanding of the needs of consumers. The presenter will also discuss the available tools that allow researchers to turn unstructured content into meaningful analysis. These tools are characterized by their real-time nature, improved targeting and the inclusion of both qualitative and quantitative techniques. This presentation will allow participants to look at the emerging foundation for new types of digital marketing research services.
Legal
Damage Control for Bad Legal Decisions:
Qualitative and Quantitiatve Research Methods
LaToya Lang
General Counsel, MRA
PRC: 1.25 Contact Hours in Legal
No matter who you are or where you are in the research business, your company can get caught up in a legal nightmare. Are you aware of the current legal challenges that may impact your business? Are you aware of future legal challenges that may impact your business? This presentation is designed to give practical information about the latest laws and future legal trends that impact survey research professionals. The presentation will provide model guidelines, template language and scenarios to help you avoid, or if you have made, to apply damage control to bad legal decisions.
Parts one and two are designed to be concurrent sessions that will build on information that will be tailored for each aspect of the survey research profession; attend one part or both, but do not miss getting this important information!
End User Only
Challenges and Opportunities in a New Era
of
Corporate Marketing Research
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. The topics of discussion are sure to be relevant because you are driving them. Bring your ideas, your troubles and your solutions. But most importantly, bring yourself and a friend. The more we have the richer the experience for all!