10:45 - 11:25 How Do You Communicate the Biggest Trend Since the 17th Century to End Users?
Joe Goldberg, Senior Director, Business Intelligence, Motorola, Inc.

Indicators and trends reveal that the Information Revolution represents the most significant global transformation since the Industrial Revolution. This Revolution is changing business models and focus - not an easy concept to get communicate...but you must. Once you have gathered all your trends, indicators, intelligence and meticulously run it through your analytic systems it has to be communicated...with imperative, objectivity and persistence.

11:30 - 12:10 The Future of Happiness

Andy Hines, Director of Custom Projects, Social Technologies

Matt Capatano, Senior Director of Research and Planning, MTV

Present - 18m

12:10 - 1:30 Lunch and trend download: Speakers host trend topic tables

1:30 - 2:10 Avoiding the Halo Effect in the Innovation Process
Mark Augustyniewicz & Marna Kagele, Strategic Development & Analysis, Phantom Works,
The Boeing Company

In his book, The Halo Effect, Phil Rosenzweig explains how much of our business thinking suffers from incorrect conclusions due to fundamental errors in logic and analysis that distort our understanding of the real reasons companies succeed or fail. This session will explore how the halo effect can be harmful to the innovation process, present a framework and toolkit for dealing with these challenges, and identify methods for mitigating the risk of the halo effect.

2:15 - 2:55 Creative Ethnography: Using Your Powers of Observation for Deeper Consumer Understanding
Christine Haskins and Cynthia Ryan, Creative Process Consultants, Ideas To Go

You can never know too much about your consumer. Trends, interviews and research are invaluable, but
there is nothing like observing consumers' actual behaviors to understand what is really going on.
Join us for a creative, interactive ethnography workshop, led by ideation experts from Ideas To Go. Through an
actual observation process, you'll learn techniques to:

• Illuminate the consumer experience using direct observation
• Uncover consumer insights that can drive your business
• Turn ethnographic learning into actionable ideas for products or positioning

10:30 - 11:10 Research Strategies Focused on Innovation: An Interactive Session
Rom Werran Gayoso, Staff Engineer, Strategic Capacity Planning, Intel Corporation

Uncovering trends, hopefully ahead of others, is key to ensure competitive advantage. It is never easy to be in synch with the leading edge, and it requires a lot of effort to understand what really matters. In this session we will consider some proven techniques to aid researchers with this task; and we will also share our best practices. Learning from the experience of our peers will make us more efficient.

11:15 - 11:55 Trends and Counter-Trends: How to Tame an Unwieldy Portfolio of Brands
Mike Kallenberger, Consumer Intelligence Manager, Market and Business Insights,
Miller Brewing Company

Companies sometimes add brands, through new product introductions or acquisitions, without a clear consumer-based portfolio role. By identifying different consumer relationships with key trends, including trend rejectors, Miller Brewing Company was able to pull apart brands that might otherwise compete for the same consumers. This session will share some frameworks and insights into the process.

12:00 - 12:40 Looking for Inspirational Innovation Ideas in Unusual Places
Charles Moore, Head of Innovation, Reuters

Are customers the best source of new ideas? This session will cover a range of alternative approaches to
establish new ideas and how they fit alongside more traditional tools. We will cover how to:

• Systematically analyze and support lead users to identify new opportunities
• Take advantage of trends and developments in parallel industries
• Create ecosystems to allow others to develop new ideas