Behind the Scenes and Into the Future

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

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?

 

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

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.

 

Sparking the Flame of Consumer Creativity
Speaker: Sandy Padula, Senior Director of Entertainment Marketing Research, Turner Broadcasting System, Inc.

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.