THE Market Research Event

Agenda at a Glance

The Market Research Event Agenda at a Glance

Sunday October 18, 2009 - Pre-Conference Workshops

Workshop A:
9:00 AM – 12:00 PM
D-I-Y Research Needn’t be a Dirty Word—A Practical Guide for Profit and Value
Expert Facilitator: Jon Last, President, Sports and Leisure Research Group
Workshop B:
1:00 PM – 4:00 PM
Fast & Cost-Effective Consumer-Driven Early-Stage Package Design
Expert Facilitator: Alex Gofman, Author, Vice President at Moskowitz Jacobs Inc. and Co-author, Selling Blue Elephants
Workshop C:
1:00 PM – 4:00 PM
Business, Market & Competitive Reconnaissance: Exploiting Growth Opportunities by Anticipating Change
Expert Facilitator: Arik Johnson, Founder & Managing Director, Aurora WDC

Monday October 19, 2009

Segmentation

Marketing & Media Mix

In-store Research & Shopper Strategies

Web 2.0 & Community Research

Co-located with
TMRE for 2009
PROOF LogoWhat’s New & Next In Packaging Research

Co-located with
TMRE for 2009
Research Industry Summit Logo
on Data Quality

8:15 How Insightful, Profit-Driven
Segmentation Helped GE Capital Successfully
Re-Launch a Stalled Personal Loan Business

Richard Kelly, GE Capital
8:15 Image & Logo Capturing: Valuing Added Value
Ramon Ramos, Comcast Sports Group
8:15 Segmenting Shopper Opportunities to
Prioritize and Win

Karen Gryson, The Coca-Cola Company
8:15 The New School of Market Research –
Creating an Insights Practice in the World of
Social Media

Meg Sloan, Facebook
Brant Cruz, Chadwick Martin Bailey
8:15 The Evolution of Packaging & Purchasing
Environments

Craig M. Vogel, FIDSA, Associate Dean, DAAP,
University of Cincinnati
8:15 The State of Online Research Panels
Don Bruzzone, Bruzzone Research
Steve Gittelman, Mktg Inc.
9:05 Making Segmentation: How I Made Marketers Stop Worrying and Love Target Segments
Stephen Chapdelaine, Amway Corporation
9:05 CBS Television City at the MGM Grand: CBS’s Innovative Multipurpose Research Facility
Eric Steinberg, CBS Television
9:05 Getting Shopper Insights Off The Ground at Dr Pepper Snapple Group
Jacob A. Ratner, Dr Pepper Snapple Group
9:05 More for Less: Using Research
Communities to Stretch Your Budget

Christi Walters, Gongos Research
Kristin Lozon, Domino’s Pizza
9:05 Realizing a Sustained Collaborative Culture to Support Packaging Innovation
RiCardo Crespo, Group Creative Director,
Mattel Inc.
9:05 Rethinking the Offerings of Your
Research Vendors

Simon Kooyman, KnowledgeNetworks
Mr. Ashley Grace, ARS Group
9:50 Networking Break
10:20 Furthering Segmentation Adoption Through Storytelling & Creativity
Radha Subramanyam, Yahoo!

10:20 In-Market Measurement: The Power of Attitudinal and Behavioral Data
Keith Camoosa, InsightExpress
Stephanie Fried, NBC Universal

10:20 How Goodyear Used Innovative
Qualitative Approaches to Understand Retail
Experience

Kim White, The Goodyear Tire and Rubber Company
10:20 You Can Have It All! How
Entertainment Weekly Created a Hybrid Community
Karen Bakos, Entertainment Weekly
Sean Holbert, KL Communications

10:20 Using Science to Enhance Package Utility

Laura Bix, Michigan State University

10:20 Updates on the Impact from Two Paradigm Shifts on Quality
Rahul Sahgal, Annik
Tom Anderson, Anderson Analytics
Kumar Mehta, Cross Tab
11:10 Negotiating the Hairpin Bends of Global Segmentation Research: A Tale of Survival and even (ahem) Success
Catherine Bailey, Amway Corporate
Ravi Venkitaraman, Burke Inc.
11:10 Bayesian Marketing Mix and ROI
Rafael Alcaraz, The Hershey Company

Mark Garratt, In4mation Insights
11:10 Retailing: The Return to Personal Selling
Herb Sorensen, Ph.D., Global Scientific Director,
Retail & Shopper, TNS Sorensen
11:10
This session will be delivered by HiveLive and Clorox. More details coming soon.
11:10 Overcoming the Challenges of Packing
Innovation in Traditional Industries

Stuart F. Bedford, Dir. New Bus. Dev./Research,
Sherwin-Williams
11:10 Changes Needed in our Surveys to Improve Quality
Bill MacElroy, Socratic Technologies
Bernie Malinoff, element54
12:00 Lunch

1:30 Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study
Brendan Light, BuzzBack Market Research &
Nestle Foods

1:30 An Intervention: Conventional
Wisdom/Perceived Reality About Consumer Media Behavior versus The Simple Facts
David Marans, A&E Networks
1:30 Interactive Session: Design the retail environment of 2015.1:30 Advisory to Advocacy: unleashing the
viral power of online communities

Dan Coates, Globalpark, Inc.
David Witt,  General Mills
1:30 Building a Retail Brand through Packaging,
Consumer Advocacy and Design

Jon Weber, Creative Director, Metromint/ Metroelectro products of Soma Beverage Company
1:30 Has Panel Research Hit the Wall? (And What to do About it)
Hugh Davis, Greenfield Online
Kevin Lonnie, KL Communications
2:20 Segmentation reveals new ways to Connect Optimally with Consumers in an Economic Downturn
Tony Cardinale, Bravo, Oxygen, & Women at NBCU, NBC Universal
2:20 Better Return on Smarter Investment: Know Your Target
Chris Gaebler, VP, Sony
2:20 Translating Shopper Insights Into Strategy & Solutions
John Dranow, President & CEO, SmartRevenue
2:20 Revolutionizing Market Research: Utilizing Interactive Surveys and Reporting to
Increase both Respondent and Client Engagement

Kristin Luck, Decipher
2:20 Get Stimulated: Innovating Through Challenging Times
Andrew Pek, Author, Stimulated!
2:20 Research Quality from the MR Buyer's POV
Tim Davidson, Prevision Surveys
Jon Last, Sports and Leisure Research
3:05 Networking Break
3:35 Leveraging Consumer Segmentation: Learning to Build A Brand
Paula Alexander, Burt's Bees

3:35 Marketing Research Momentum:  The Scale Effect of Leveraging Global and Cross-Category ROI Research

Mike Menkes, Analytic Partners
Greg Rogers, Procter & Gamble

3:35 Potential-Based Segmentation of Retail Trade Areas: A Marketing Investment Model
Jim Sellers, Manager, Retail Growth Marketing, FedEx Services/FedEx Kinko's
3:35 Respondent Engagement: Creating the
Optimal Respondent Experience Without Breaking the Bank

Rebecca Zogbi, Dunkin’ Brands Inc.
Jeff Kerr, Socratic Technologies
3:35 Using Social Media to Gain Insights for Packaging Innovation
Randolf Kosloski, Senior Marketing Insights Manager, MeadWestvaco (MWV)
Heiko Schafer, Marketing Insights Director, MeadWestvaco (MWV)
3:35 New Data on What Respondents
Respond to

Melanie Courtright, DMS Research

Randy Brooks, Directions Research
4:25 State of Men and Gamers
Kimberly Maxwell, Spike
4:25 Multimedia 101: Understanding Consumers Use of Multimedia in the Evolving Interactive Space Stephanie Balderrama, Consumer Insights GroupMichael Durange, HBO4:25 Data is HGH for Growth at 24 Hour Fitness
Terrance Morgan, Senior Director of Member Insights, 24 Hour Fitness, Inc.
4:25 Going beyond the numbers: The Power of Private Communities
A Panel Moderated by Diane Hessan, President and CEO of Communispace
4:25 OPEN SESSION
If you would like to speak during this session, please contact Deborah Hatcher
4:25 New Dimensions of Data Quality
Randy Stone,MMA
John V. Colias, Decision Analyst, Inc

5:15 Evening Keynote
How Do You Research A Tsunami? A New Era For Market Research

Jim Dator, Professor, University of Hawaii & Director of the Hawaii Research Center for Futures Studies

6:00 Welcome Reception & Grand Opening of the Exhibit Hall

Tuesday, October 20, 2009

7:00 Registration & Morning Coffee10:00 Networking Break
8:00  Official Welcome From Conference Chairwoman
Kelley Styring, Principal, Insight Farm
10:45 How Consumer & Market Insights Steers Company Strategy & Innovation
Joan Lewis, Global Consumer & Market Knowledge Officer, The Procter & Gamble Company
8:15 Toyota: Continuous Improvement Through Research
Steven Sturm, Group Vice President, Americas Strategic Research & Planning and Corporate Communications, Toyota Motor North America, Inc.
11:30 Crowdsourcing: Unleashing the Power of Crowds to Unveil Rich Insights
Jeff Howe, Author, Crowdsourcing
9:00 Buyology: The Truth & Lies About Why We Buy
Martin Lindstrom, Author Buyology
12:15 Lunch

Insight Driven
Innovation
Analytics &
Measurement
Marketing & Brand
Insights
Marketing Research
Leadership &
Management
Business To
Business Research
EXPLOR Awards
Trends &
Collaboration

 1:30

Hyundai's Evolving Emotional Connection With Consumers
Dean Macko, Hyundai Motor America

 1:30

More details on this session coming soon.

 1:30
Linking Customer Sat to Sales Through Mystery Shopping

Steve Hawter, CiCi’s University and CRI

 1:30

Cohabitation:
Rethinking the
Client/ Consultant
Relationship
Daila Boufford, Psyma
International
Laura Bernier, Kraft Foods

1:30

OPEN SESSION
If you would like to speak during this session, please contact Deborah Hatcher

1:30
Media Mix Measurement at the Olympics
Horst Stipp, NBC Universal
David Tice,
Knowledge Networks, Inc.

 1:30

More details on this session coming soon.

2:15 Your Consumers
Have the Answers; Don’t
Wait ‘til the End To Ask Them

Susan Robertson, Ideas To Go, Inc.
2:15 Measuring
Marketing Effectiveness
in a Data Deficient
Environment

Sudeep Haldar, Kraft Foods
Greg Michaels, Kraft Foods
Anil Kaul, AbsolutData
Research and Analytics
2:15 Driving Business
Value by Fully Integrating
Customer Satisfaction &
Loyalty Feedback into the Business Planning Process

Susan Prendergast,
Wells Fargo Bank
2:15 Grow Your Impact: A Change Management
Toolkit for Marketing
Research and Consumer
Insight Leaders

Jennifer S. Nelson, Johnson & Johnson Group of Consumer
Companies, Consumer
Healthcare
2:15 Online Banking and Bill Pay: The Role of
Market Research

Roger Johnston, Fiserv Corporation
2:15 Neurological
Testing Reveals the Truth of Audience Engagement

Diane Gibbs,
Neurofocus, Inc.
Sheila Byfield, Mindshare
2:15 Boomers, Gen Xers
& Millennials –
Aspirations and Hard Choices – An Ethnographic Exploration
of 3 Generations in the New Economy

Robert Miner,
Sachs Insights

3:00 Networking Break

3:30 From Engineering-
Driven NPD to
Customer-Lead: Using MR to Shift Focus
Lisa Huck, Plantronics,
Inc.
3:30 Linking Brand and
Customer Experience
Research, While
Shortchanging Neither

Keith Chrzan , Maritz
Research
3:30 From Hostile to
Loyal: Midas
International’s Customer
Experience
Transformation

Garry Rosenfeldt, Midas
International

3:30

Serenity in the Storm – Achieving Deeper Insights in Spite of the Chaos
Mike Waite, MarketTools
Brad Bortner, Forrester Research
3:30 20 Days Around The World of Benefits Brokers: A Case Study
Neil Marcus, MetLife
Mark Palmerino, Center
for Strategy Research, Inc.
3:30 Exploring
Dimensions of Delicious with Kraft Foods

Carol Fitzgerald,
BuzzBack
James Frieden,
Kraft Foods

3:30

Real Experiences in Real Time: Merging Online Bulletin Boards with Home Usage to Get Closer to Consumers
Emily Baum, Kimberly-Clark
Debi Wyrick, BurkeKendall Nash, Manager, Burke

 

4:15 Using Hybrid Research to Fuel the Early Stage Development of Ideas An eBay Case Study
Mike Katz, eBay
Peter Mackey, Invoke Solutions
4:15 Measuring and Improving the Long-term
Impact from Marketing
for Fast Moving
Consumer Goods

Rick Abens, Conagra
Foods
4:15 Extracting More Value from Multiple Data
Streams to Drive Customer Loyalty

Paula Harries,
CVS/Caremark
4:15 Lead, Don’t React: Transforming Market Research to Improve Business Partner Engagement and Drive Action
Michele Davis Collins, Fidelity Investments
Yardena Montague-Rand,
Fidelity Investments
4:15 B2B
Segmentation: Helpful hints to address challenges in segmenting
organizations.

Andrew Vranesic,
General Electric (Healthcare-IT)
4:15 Managing
Knowledge; Maximizing
Returns

Luke Allen, MD,
Knowledge Systems,
Nunwood
Katrina Rochowski,
Orange
4:15 Interactive
Discussion Forum: The Future of The Market Research Industry
5:00 Knocking down Silos to Drive Innovation
Momentum

Mike MADDOCK,
Maddock Douglas
Javier FLAIM, Maddock
Douglas
5:00 Decision Pathway
Modeling: Understanding
How Your Customers Get
To Yes

Mike Mabey, CMI
Anne Hale, Pfizer, Inc.
5:00 Transitioning to A Customer Centric Organization: Giving Customers a Seat At the Strategic Decision Making Table, Megan Crowley, Norwegian Cruise Line 5:00 Extending the Value of Research Through Information Dissemination
Dr. Bill MacElroy,
President, Socratic
Technologies
5:00 Determining Customer Loyalty Action Priorities In Small-Sample B2B Studies
Erik Andersen, GfK Customer Loyalty

5:00 People’s
Choice Vote

Last chance to hear from the finalists in the EXPLOR Panel!

5:00 Peer One on Ones

5:45 Networking Reception Co-sponsored by C&C Market Research, Chadwick Martin Bailey and MarketTools  

Wednesday, October 21, 2009

8:00 Yes! Proven Ways For Market Researchers to Become More Persuasive
Dr. Noah Goldstein, Professor, UCLA Anderson School of Management and Co-Author of Yes!
10:15 Why quality doesn't matter A report on the terminal illness of Survey Research
Stan Sthanunathan, Vice President , Marketing Strategy & Insights, The Coca-Cola Company
8:45 Lessons from the White House: Stories From Obama’s Lead Pollster & Strategist
Joel Benenson, Lead Pollster & Senior Strategist, The Obama Administration
11:00 Innovation & Growth: Cultivating The Game changers
Ram Charan, Author of Leadership in Times of Economic
Uncertainty & Co-Author Game Changer
9:30 Networking Break12:00 Lunch

Insight Driven InnovationAnalytics & MeasurementMarketing & Brand
Insights
Market Research
Leadership &
Management
Tools & Techniques
Trends & What’s Next
1:15 Market Research &
Innovation: Can this Marriage
be Saved?

Diane K. Ray, NMI Natural
Marketing Institute
1:15 Choice Modeling and
Market Simulation in the
Telecommunications Sector

John V. Colias, Decision Analyst,
Basile Goungetas, AT&T
1:15 An Inspired
Performance in the Fast Changing Luxury Market:
How Market Intelligence
Fuels Infiniti’s Success

Larry Rosinski,
Nissan North America
1:15 Growing Leadership at
All Levels: Driving Decision Making Within An
Organization

Regina Lewis, InterContinental
Hotels Group
Donna Wydra, Socratic
Technologies
1:15 VOC Integration – How to Make Multiple Sources of
Customer Data Work Together

D. Randall Brandt, Maritz Research
1:15 Young Love: A Groundbreaking Study of Kid (and Parent) Brand Affinity
Wynne Tyree and Joanna Fanuele, SmartyPants
2:00 Lunch: The Only Thing That Separates Red Lobster From Finding New Guest Counts
Jason Archambault, Darden
Restaurants Inc.
2:00 ProFending:
Leveraging Consumer
Knowledge to Predict, Prepare for, and Outwit Your
Competition

Justin Masterson &
Ann Calcara, Seek, inc.
2:00 5 Gum: New and Timeless Methods To Build
and Grow A Blockbuster New
Teen Brand

Barry Calpino, William Wrigley
Jr. Company
2:00 Top Ten Mistakes When
Entering New Global Markets

Adrian J. Iveson, Campbell Soup Company
2:00
OPEN SESSION
If you would like to speak during this session, please contact Deborah Hatcher
2:00 Consumer Strategies in
the Emerging U.S. Economy
Hoss Tabrizi , Strategic Marketing Sciences
Eric Sandberg, e-Rewards Market Research
3:00 See the Future:
Deciphering Innovation
Patterns to Find Tomorrow’s
Opportunity Space

Phil Roos, GfK Strategic
Innovation
3:00 Insights from the US Census: Innovative Data
Collection and Emerging Data Access Tools

Mr. Thomas Mesenbourg,
U.S. Census Bureau
3:00 Bridging the Research Gap through Listening and Storytelling
Jennifer Drolet, VP, Client and Moderating Services,
iModerate
3:00 Do-It-Yourself Research: Universal Studios
Hollywood's Experience Shifting to a DIY Internal Research Department

Wendy Kheel, Universal Studios Hollywood
3:00 Grow by Focusing on What Matters: Strategy in 3-Circles
Professor Joe Urbany, University of Notre Dame
3:00 The Live Well
Collaborative: A leading edge
partnership and innovation model betweencorporations
and universities to develop products and services for the
50+ consumer.

Craig M. Vogel, University of Cincinnati
3:45 Creating New Growth
by Innovating Against
Consumers’ REAL Problems

David J. K. Goulait, Goulait & Associates
Anne Lilly Cone,
Procter & Gamble
3:45 Using Online Analytics To Predict the Future of the
Auto Industry

Rick Wainschel, Kelley Blue Book
3:45

OPEN SESSION
If you would like to speak during this session, please contact Deborah Hatcher

3:45 Innovations in Communication Strategy:
Delivering Results that Resonate

Amelia Strobel, Wells Fargo
3:45 This session will be delivered by
Opinion Research Corporation
3:45 Understanding Global Consumer Trends: A look at
the year ahead

Jacqueline Anderson,
Forrester Research

 

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