Thursday, November 5

3:45 - 5:00 p.m.

Emerging Technology

Soaring to New Heights - How Southwest Airlines is Leveraging Innovative Research Tools to Stay Connected with Customers and Remain at the Forefront of the Airline Industry
Speakers: Alissa Jaquish, Customer Insights Manager, Southwest & John Ouren, EVP & General Manager, Panel & Communities, MarketTools
PRC: 1.25 Contact Hours in Research

Session Description: This session will address how innovative research tools continue to deliver industry-leading excellent customer service, especially critical in a down economy when customer retention is essential. This session will look at how companies have worked together to leverage online research tools that enable constant connection to customers, the ability to stay ahead of the competitors and on the forefront of research innovation. In this session, attendees will learn how Southwest Airlines is re-defining the role of market research and customer insights, about the new research tools, methodologies and approaches Southwest Airlines is employing to stay connected to its customers, garner new insights and elevate the standard of quality for its research and real-world examples of new products, services and programs rolled out by Southwest as a direct result of customer feedback and how research is helping Southwest remain an airline's industry leader and innovator.

Innovative Tools & Techniques

Using Mixed Modes to Create Broadly Representative Samples
Speaker: Gregg Kennedy, President, Survey Technology & Research & George Harmon, President, D.K. Shifflet & Associates
PRC: 1.25 Contact Hours in Research

Session Description: This session will discuss the sampling challenges of transitioning from a nationally representative mail panel to online sampling. Specific observations in travel behavior will be presented to illustrate the differences of using a national probability based sample compared to an online sample constructed to resemble a national sample. This session will present multi-mode sampling approaches that research organizations are utilizing when representation is fundamental to the research objective. This session will explore the coverage and potential bias limitations of current single-mode approaches, and the benefit of utilizing multi-mode data collection with a full probability sample (Address Based Sampling) in order to reduce coverage bias and achieve more representative results. Challenges to the implementation of ABS along with case studies will be discussed. Attendees will learn the limits of sampling approaches in the context of research objectives (from case studies) and approaches for using mix mode data collection to overcome sample limitations. Attendees will be given guidance in applying appropriate sampling methodologies to meet research objectives.

Business 2010 & Beyond

Customer Engagement Tools: Almost-Free Marketing Mojo
Speaker: Lynn Hunsaker, Strategic Customer Experience Mentor, ClearAction LLC
PRC: 1.25 Contact Hours in Business

Session Description: Customer engagement is the key to effective marketing these days, as technology, reality TV, and the information age have changed the way people access information and communicate. Inbound marketing helps prospects find you when, where and how they prefer. It engages customers on a collaborative level that breaks through typical seller-customer barriers. Inbound marketing differentiates businesses, showcases strengths, and provides customers with low-risk opportunities to learn about you, begin a dialogue, and build relationships. This session will demonstrate for attendees the nuts-and-bolts of inbound marketing, and get them started on the path to organic business growth. In this session, attendees will learn how inbound marketing is almost-free and can bring in more customers than advertising. Attendees will learn how to attract customers via twitter, blogs, webcasts, and other social media and how to use the almost-free tools to build short-term and long-term marketing mojo.

US Hispanic Research Forecast

Stories from the Field: Lessons Learned and Insights Gleaned from Six Ethnographies with Latinos
Speaker: Rose Marie Garcia Fontana, Sole Proprietor, Garcia Fontana Research
PRC: 1.25 Contact Hours in Research

Session Description: This session will share methods, insights, lessons learned, and unexpected outcomes from ethnography projects with Latinos and Latinas, in projects dealing with topics such as state tourism, food and snack products, a television network, a department store and personal hygiene products. After sharing "stories from the field", the audience will have time to interact through questions and comments. In this session, attendees will learn useful strategies gleaned from a variety of ethnographic research projects with Latinos, interesting findings and unexpected outcomes resulting from ethnography methods and the importance of working with clients and training them beforehand in order to maximize the research. The session will be open, free-flowing, and interactive. Contributions of attendees are welcome and expected.

Behind the Scenes and Into the Future

State of the Client: Shifting Sands?
Speaker: Laura Totten, Global Market Intelligence Manager, Philips Oral Health Care
PRC: 1.25 Research

Session Description: This session will discuss different examples of role and competency shifts, and will highlight some key changes in the lives of client-side researchers and their impact on consultant/service provider relationships. It will provide perspective on the "joys" and "frustrations" of the client-side researcher and what consultants can do to position themselves to become a "speed-dial" asset. The session will use inputs from client side researchers (and their internal clients) to illustrate key takeaways. Attendees will learn about trends and shifts in expectations, pressures and frustrations among client side market researchers, adaptation and adjustments: how do client side researchers cope? Client/consultant partnerships: what do your clients need and how consultants can be in the best position with their clients?