Wednesday, November 4

1:45 - 3:00 p.m.

Emerging Technology

Prediction Markets for Concept Testing: A Case Study
Speaker: Jared Heyman, President, Infosurv, Inc.
PRC:1.25 Contact Hours in Business

Session Description: This session will discuss how online prediction markets can be used to focus the opinions of hundreds of consumers into a single number, a price, and how this number can accurately predict new concept success. Prediction markets are "virtual stock markets" where traders can buy and sales shares in new product or marketing concepts. By analyzing share price movements, researchers can assign accurate probabilities to each concept's future success or failure. This session will examine a case study of how a market research end-user used a prediction market to test various new marketing concepts. In this session, attendees will learn what prediction markets are and why they predict future outcomes so well and how to harness "the wisdom of crowds" to accurately predict new concept success.

Innovative Tools & Techniques

How Marketing Tactics Come to Life within the Physician-Patient Dialogue
Speakers: David Franke, Director, Insights & Analytics & Jim Hickey, Director, Client Services, Verilogue, Inc.
PRC:1.25 Contact Hours in Research

Session Description: Pharmaceutical companies spend tens of billions of dollars annually ($60 billion in 2004) marketing and promoting drugs to physicians and targeted patients yet pharmaceutical companies and brand teams have little understanding of how marketing strategies influence physician prescribing behavior and patient treatment seeking/acceptance behavior. This session will describe an innovative method of data collection and approach to analysis of authentic physician-patient interactions, focusing particularly on the erectile dysfunction (ED) market. The ED market is best described as a highly consumer- (i.e. patient-) oriented market with several "look alike" brand competitors. This session will include a case study of how innovative tools and techniques were used to address a real-world business problem faced by a client in the ED space. Attendees will learn things from this session that can be applied not only to pharmaceutical marketing but to a broad array of marketing strategies across all industries, including message development, brand development, customer segmentation, materials development, and more.

Business 2010 & Beyond

Regulation over the Horizon: Emerging Research Technology and Modes, Legal & Privacy Hurdles
Speaker: Howard Fienberg, Director, Government Affairs, MRA
PRC:1.25 Contact Hours in Research or Legal

Session Description: Come to learn about what we need to do to stay ahead of unnecessary government regulation and how to respect and protect respondent privacy in the process. This session will look at data in a whole new way - behaviorally! From tracking behavior across the Internet. . . to data in social networking environments like Facebook and LinkedIn. . . to the GPS data on mobile devices and in cars. . . to information collected on grocery store purchases. . . to preferences when playing World of Warcraft. . . even the photo surveillance of pedestrians walking around downtown. All of these new streams of data present intriguing opportunities to illustrate attitudes, opinion and behavior, alone or in conjunction with more traditional modes of research. But they present even more intriguing ethical and legal dilemmas. This session will review the tangled legal/ethical landscape for mobile research in general. Attendees will learn modes of research that may concern consumers and policymakers, ethical and other quandaries and how to address them. Attendees will walk away knowing what existing laws or coming trends will help or hinder emerging research.

US Hispanic Research Forecast

Beyond Stereotypes - Marketing Without Condescension
Speaker: Carlos Garcia, President & CEO, Garcia Research
PRC:1.25 Contact Hours in Research

Session Description: This session is intended to be a very interactive process with a lot of audience involvement to stimulate debate. Attendees will be asked to discuss what they know about, think about, and feel about the Latino community as a whole. Attendees will contemplate how Latinos feel about themselves, the stereotypes they have of their own culture and their place in the American culture.In this session, attendees will learn that people have and use stereotypes every single day. Americans have stereotypes about themselves and about Latinos that are often simplistic at best and often unflattering. Latinos have stereotypes about Americans and themselves. To interact with and market to Latinos, understanding how they see themselves to avoid condescension is vital. Stereotypes can interfere when marketing to a different cultural group. To be able to market to Hispanics, one must imagine how they see themselves. This session will take attendees through a journey of understanding, to explore stereotypes about themselves, then how Latinos would imagine the same characteristics from a different cultural perspective.

Special Session

End User Closed Session
Speaker: Coming soon
PRC:TBA

Session Description: This interactive roundtable session encourage attendees to participate in discussions. Facilitated discussions will address a variety of marketing research topics.