8:15 Anticipating Change is Your Job: Being Able to Respond Intelligently to it Will Separate You from the Rest

As the co-author with Mark Penn of Microtrends: The Small Forces Behind Tomorrow’s Big Changes, E. Kinney Zalesne is an authority on the dozens of emerging communities whose tastes and lifestyles are shaping our future. The era of megatrends is dead. The most important trends now are not the big trends. There are plenty of big trends, but microtrends– trends supported by at least 1% of the population–are the things that are driving change in society today. In today’s mass societies, it takes only 1% of people making dedicated choices–contrary to the mainstream’s choice–to change the world. How can you harness them to improve your business?

9:15 CMO Spotlight: Fresh & Easy: Uncovering New Opportunities in Retail Through Research

In November, 2007, British retailing giant, Tesco, launched a $2 Billion Convenience Store initiative. The strategy behind the Fresh & Easy project has its roots in an exhaustive research project – one that started 20 years ago and included videotaping refrigerators, living with American families and monitoring their eating habits. If the success of any project can speak to the critical role of consumer research & insights in everything from building a brand, to corporate strategy to positioning to developement, it is this one. Simon Uwins, CMO, Fresh & Easy, will share the story of Fresh & Easy and the role that market research & consumer insights had and continues to play in their success.

10:45 Finding a State of Metaphoria: How to Solve the Insight Depth Deficit

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don’t understand their needs? Because marketers themselves do not think deeply about consumers’ inner-most thoughts and feelings. This session will reveal how to overcome this “depth deficit” and find the universal drivers of human behavior so vital to a
firm’s success. Learn more about:

• How to change the lack of deep thinking in the marketing world
• Why our human similarities are more powerful than our differences
• The unconscious viewing lenses, called deep metaphors, that shape what consumers think, hear, say, and do.

11:30 The Numbers Game: Understanding How Mathematics is Transforming America's Pastime – and What You Can Learn From It

Billy Beane has taken one of the most traditional businesses in America–professional baseball–and redefined its most basic tenets. He has done this by leveraging the power of mathematics, using sophisticated statistical analysis in place of traditional "gut instinct". The results have been revolutionary for his industry. In this presentation Billy tells the story of how he came to understand the science behind the sports headlines, convinced his bosses to give him
the freedom to try his new approach, and then applied this statistically-driven approach to make the Oakland A's one of the most successful teams in Major League Baseball.

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