Thursday, November 5

11:00 a.m. - 12:15 p.m.

Emerging Technology

From Bedrock to MROC (Marketing Research Online Communities) - An Evolution in Qualitative Research Practices
Speaker: Jane Mount, PRC, Executive Vice President and Director, Research Services, Digital Research, Inc.
PRC:1.25 Contact Hours in Research

Session Description: As Web 2.0 has changed the way we both address the Internet and interact with it, the increasing popularity of social networks and its applications are also changing the face of marketing research. This session highlights how social networks are used for conducting marketing research - particularly through Marketing Research Online Communities (MROCs). It talks about the pros, cons and unique considerations for this new method of conducting qualitative research. The session will first define what an MROC is, and how it differs from open social networks/communities, or quantitative online panels. It will then discuss the technology needed to create an MROC and manage text inflows, how you recruit and utilize an MROC, what types of activities can generate deep information and key lessons for how to keep community members engaged and providing deep insights. It also talks about incentives and costing for an MROC. This session also talks about how MROCs can help clients gather insights - and what issues are more suitable for an MROC. Clients also need to participate in the management of an MROC. This session touches on what is expected of a client, and how important this participation is to the success of the MROC. In this session, an MROC example will be shown utilizing the topic of the economy demonstrating how insights are generated from it. Attendees will learn how MROCs work and what they are best used for, how clients can benefit from the use of an MROC and how to engage in 'Listening Post' techniques for gathering insights.

Innovative Tools & Techniques

Using Relationship Theory to Build a Better Model of Consumer Behavior
Speaker: Kevin Schulman, Senior Vice President, TRGiSKY
PRC:1.25 Contact Hours in Business

Session Description: This session includes actual Relationship Investment models developed from nationally representative customer samples in the grocery, clothing retail and cable/telecomm industries. This session will showcase brand maps for each vertical showing relative positioning on key Relationship dimensions, the predictive strength of the model on key metrics. Examples include share of wallet, share of visits, usage of self-help customer service and the operational and marketing drivers within each industry. Attendees will learn how the Relationship Investment Model (RIM) can improve customer acquisition, retention and lifetime values, the key dimensions of the model, how it fits together and its predictive strength on key consumer outcomes (e.g. spend, recommend, share wallet) and examples of how the model can be applied with case study data from grocery, clothing retail and cable/telecomm verticals. This session will make a compelling case for the use of Relationship Theory and this model as the best framework to measure the health of a given customer relationship and in aggregate, the overall brand. The session will highlight practical examples for its application, including corporate strategy, process improvement, brand positioning, longitudinal tracking and customer level remediation and relationship building.

Business 2010 & Beyond

FMLA and Americans with Disabilities Act
Speaker: Mary Beth Hartleb, CEO, Prism HR Consulting Services, LLC
PRC:1.25 Contact Hours in Legal

Session Description: The Family Medical Leave Act was passed into law in 1993 for employers with 50 or more employees. Recent changes which have expanded the Act to include military leave provisions. Participants will learn how to incorporate an FMLA policy, process and proper use of forms and documentation to protect both employee and employer rights under the law. Participants will be given a packet of information to take with them including Department of Labor forms and a sample policy. In this session, attendees will learn updates to FMLA Law, necessary forms and how to comply within their organization and the forms required.

US Hispanic Research Forecast

Perspectives from Creating an Online Hispanic Panel
Speaker: Patricia Graham, CMO & Executive Vice President, Knowledge Networks
PRC: 1.25 Contact Hours in Research

Session Description: The session will begin with a brief description of why Hispanic research should be a business imperative. Questions will be answered such as; do we really know the 46 million Hispanics in the US? Do we really tap into their product and service needs when we run after their close to trillion dollars in buying power? Does our quantitative research really focus on this growing population group, how can we effectively conduct such research online? The session will make use of the extensive knowledge gained from building an online panel that is representative of Hispanics and maintaining participation in the panel and engagement of the surveys. Attendees will walk away knowing what to do and what not to do so researchers can prosper from the speakers experience and perspective. This session will teach attendees tips for coverage of the Hispanic population when conducting online research. Attendees will gain knowledge about recruiting and maintaining an ongoing online Hispanic panel-what to do and what to avoid, and examine a mini-landscape of Hispanic attitudes, values and media habits that inform the research and segmentation of this population.

Behind the Scenes and Into the Future

Sparking the Flame of Consumer Creativity
Speaker: Sandy Padula, Senior Director of Marketing Research, Turner Broadcast
PRC:1.25 Contact Hours in Business

Session Description: Attendees will learn the latest methods being used to inspire respondents to tap into their creativity. In qualitative research, it's imperative to find the hidden drivers and emotional triggers that ignite purchases. Taking respondents into a fun, bright, energetic environment and using play to reach deeper into hidden drivers has allowed Turner Broadcasting to bring the consumers directly to decision-makers. This session will examine a case study which focuses on the latest brand evolution for TNT. This session will analyze the impacts of co-creation sessions and how they will replace more traditional methods as client companies and corporate researchers continue to find innovative ways to connect with customers.