Thursday, November 5

1:45 - 3:00 p.m.

Emerging Technology

Beneath the Surface: Uncovering the Emotional Engagement of Consumers to Optimize Advertising
Speaker: Carl Marci, CEO, Innerscope Research
PRC: 1.25 Contact Hours in Research

Session Description: Research has revealed that understanding preconscious emotions is critical when trying to understand and predict behaviors. In this session, attendees will learn how the combination of neuroscience, biometrics, eye tracking, and proprietary analysis are used to measure the emotional engagement of consumers to media and how emotional engagement affects how consumers process messages, retain them and act on them later. Attendees will learn what measuring emotional engagement reveals about the effectiveness of the structure and elements of print, TV, Web, packaging and in-store media and how emotional engagement drives desirable behaviors including in market ad performance, television ratings, in-store purchase and online buzz and can help avoid undesirable behaviors including TV channel changing and fast forwarding. Attendees will walk away with some best practices from case studies that reveal how media companies, Web companies and advertisers can optimize emotional engagement to break through the clutter and optimize their creative for maximum impact. Specific examples will be given of the analyses to show emotional impact, the validation of the role of emotional impact in driving responses, and lessons on how to optimize creative for the highest emotional impact in video, print, Web and in-store advertising and packaging.

Innovative Tools & Techniques

Journey Inside The ABC Studios Advisory Panel
Speaker: Karen Manne, Vice President, Research, Disney
PRC: 1.25 Contact Hours in Research

Session Description: This session will examine the features, flexibility, and activities of the ABC Studios Advisory Panel. As the panel has been further developed, more insights about the fans and community building have been gathered. In this session the amount of useful information will be compared with the drawbacks shown through the case study Ugly Betty. This session will also discuss data from panelists about their participating experience and how an online community can be a great tool for building loyalty from one's consumers.  In this session, attendees will learn different types of activities to gain insights and build a relationship with community. Attendees will also learn the opportunities and hurdles of running an online community and how to use community member feedback to keep members involved. Attendees will walk away with a better understanding of how they are brand advisors.

Business 2010 & Beyond

Global Inclusion and Diversity
Speaker: Bill McClelland, International Human Resources, QualComm
PRC: 1.25 Contact Hours in Business

Session Description: This session will discuss an examination of inclusion vs. diversity and the impact of inclusion, especially on a global level. This session will focus on the evolving global workforce and the hiring practices, communication required, impact of diversity, inclusion and culture. Qualcomm's practices will be highlighted along with data and facts that show where we are today and what we need to tackle tomorrow in both the US and abroad and also under the context of a global company. During this session, attendees will be briefed on the fundamentals of global hiring practices.

US Hispanic Research Forecast

Attracting the Hispanic Market: One-Size-Fits-All Approach vs Additional Segmentation
Speaker: Emilio Vargas, Co-Founder & President, Marketing Excellence
PRC: 1.25 Contact Hours in Research

Session Description: Watch Emilio Vargas' video introduction. This session will discuss the need to segment the Hispanic market into various sub-segments. This session will discuss and explain the need to further segment the Hispanic market utilizing and combining segmentation attributes such national origin, ancestral national origin, age, education, religion, and several other attributes. Cultural differences within the Hispanic market will be explored. Analysis of several marketing campaigns and projects will be presented to demonstrate potential successes and failures of using a 'one-size-fits-all' approach when marketing to Hispanics. Commonalities and differences in customs, behaviors and attitudes will be presented to better understand the subtle yet important differences within the Hispanic Market. Attendees will look at areas that could alienate sub-segments of the Hispanic market. Specific examples will be used to further illustrate the need to segment the Hispanic market into smaller more manageable (sub-)segments. Attendees will learn segmentation strategies for targeting Hispanics and understand the sub-cultures of US Hispanics. They will be able to recognize opportunities and threats when marketing to Hispanics and how to effectively attract the Hispanic market.

Behind the Scenes and Into the Future

Avoid the Doom and Gloom - Reduce Research Calories and Stay Fit at the Same Time!
Speaker: Manfred Bluemel, Ph.D., Sr. Market Research Manager, Amazon.com
PRC: 1.25 Contact Hours in Research

Session Description: Economic recessions challenge most market research managers to cut costs across the research organization. The most common approach is reducing headcount and decreasing the number of projects being conducted. The result? Market research adds less value to the company and becomes less involved in the strategic decision making processes. In this session attendees will learn how to do "more with less" without reducing insights. Learn what will be the long term changes and impact on marketing research due to the 2007 recession, and learn how to decentralize, automate and scale market research projects. This session will show how the new mantra of "Doing More With Less" is being implemented by End Users and how corporate End Users intend to automate market research within their organizations.