The Insight Show 2009 Conference Programme

Overcoming corporate silos to develop a more effective approach to gathering and interpreting customer nsight

• Breaking down corporate silos – understanding the challenges and communicating the opportunities
• Understanding the extent to which the entire organisation be involved in this process – can too many cooks spoil the broth?
• Getting to grips with the tools and technologies available to help engage the entire team in the research purpose and process
Sinead Jefferies, Head of Business Intelligence, Royal Mail

Aligning insight with commercial strategy to gain internal buy-in

• Understanding the role of insight in the strategy development process
• Ensuring that insight spend contributes to the bottom line
• Demonstrating ROI of insight to key decision makers – can it be done?
Steve Wills, Managing Director, Customer Insight Solutions

Overcoming corporate silos to develop a more effective harnessing data to optimise customer segmentation and enhance marketing effectiveness

• Understanding how to use data segmentation and modelling to pick up on the latest trends
• Strategies for using segmentation as a tool to identify niche groups and guarantee marketing effectiveness
• Identifying the latest measurement tools available to monitor the quality of your segmentation strategy
Jane Frost, Individuals Customer Directorate, HM Revenue & Customs

Bringing segmentation to life – a people focused approach

• Placing the customer at the heart of your approach
• Ensuring your segmentation has clear strategic applications
• Embracing segmentation to ensure a customer focused strategy
Sarah Askew, Associate Director and Matt Counsell, Partner and Head of Quantitative Research, McCallum Layton
Mark Knight, Customer Insight Manager, Co-operative Pharmacy

Increasing the value of research by making it part of the wider marketing mix

• Understanding how to ensure that research is fully integrated with marketing activities and campaigns
• Using insight to promote brand advocacy and drive profitable marketing initiatives
• Lessons to learn
Crispin Beale, Chief Executive, Facts International & Former Marketing & Direct Sales Director, Post Office Ltd

Using a Web 2.0 insight platform to socialise, co-create and extend Return On Research 

• Introduction to Master Planning and aligning internal and external stakeholders with engaging insight-driven deliverables. 
• Socialising research to co-create new insights, inform every brand touch-point and extend the return on research 
• How Discovery Channel is sharing its ‘Species’ Lifestyle research with other European brands using the online insight platform FYI

Claire O'Connor, Director, EMEA Research, Insights, Innovation, Discovery Communications Europe Ltd
Jeremy Brown, Founder & CEO, Sense Worldwide

Research 2.0 – Seizing new opportunities to drive business growth and innovation

• Leveraging the opportunities that 2.0 can offer – what are the opportunities, how can they be incorporated into new and existing business models?
• Case study examples
Mike Cooke, Global Director – Online Development, Gfk NOP

Harnessing Web 2.0 to Transform customer data into actionable insight

• Understanding how new techniques and improved data analysis have boosted customer understanding
• Turning insight into profit – using information to drive marketing strategies and improve business performance
• Lessons to learn
Sophie Dekkers, Customer Research Manager, easyJet

Breathing new life into research in times of economic uncertainty

• Understanding how to evaluate current consumer behaviour to position yourself to forge ahead with strategies that maximise stability and profitability
• Using research as a means to stay abreast of consumer trends to ensure that you are armed to seize emerging opportunities
Emma Harris Director of Sales & Marketing (UK & Int'l) Eurostar

Research in a recession – how to make your budget go further

• Check list to optimise your research design
• Better ways to work with your agency in order to drive efficiency
• Cost saving methodologies and techniques
Julia Horlov, Partner and Head of Qualitative Research and Matt Counsell, Partner and Head of Quantitative Research, McCallum Layton

The session will provide some tips and hints for getting the most out of your insight budget in the current turbulent economic climate, and will suggest some cost-saving methodologies and techniques that you might not have thought of.

Implicit Measurement: Incorporating eyetracking into more traditional market research techniques

• Neuromarketing
• Measuring results
• Case study examples
Robert Stevens, Director, Think Eyetracking 
Dan White, Head of Marketing Solutions, Millward Brown

Why Semiotics Matters More Than Ever Before

• The elusive ‘consumer’
• Evolutions in brand identities and strategies
• Revolutions in global cultural influences

Rob Thomas, Practical Semiotics
Russ Lidstone, Managing Partner and CSO Euro RSCG London

Respondent Engagement: using innovative techniques to improve panel quality and optimise ROI in online research

• Understanding the impact that the lack of emotional engagement from respondents can have on the quality of data from online surveys and survey completion rates
• Some practical solutions for improving the level of respondent engagement in online
• surveys
• Research evidence – demonstrating the benefit that these improvements can have in terms of data quality and improved completion rates
Deborah Sleep, Founder & Managing Director, Engage Research
Jon Puleston, Vice President, Interactive Group, GMI

Harnessing the full potential of social networking and online communities

• Using research to create a social network that best connects your to your customers
• Building a framework for establishing ongoing, lasting and profitable dialogue
Dr Nicola J Millard, Customer Experience Futurologist, BT

Case Study: Le Petit Marseillais (part of the Johnson & Johnson group)
Using combined methodologies in qualitative research

• Combining interview, online, groups and video in the same methodology
• Why such a methodology, to answer which objectives ?
• What you can expect at the end ?
Laura Boisier, Qualitative Research Director, LB Qualitative Research
Séverine VARVIER, Head of Market Research, Johnson & Johnson

Deeper, Faster, Cheaper - How online discussions access the authentic voice of the customer

• Working with online communities to generate insight and ROI
• Examples of success from real case studies
Ray Poynter, Director, Virtual Surveys, UK

Aligning customer research with tangible strategies for innovation and growth

• Understanding recent and emerging customer trends to forge a clear connection with NDP initiatives
• Getting to grips with how differing customer segments engage with brands to win ongoing approval and loyalty for new products and services
• Lessons to learn
Catriona Ferris, Consumer Insight Manager, Unilever

Demonstrating the potential of insight-driven innovation to win approval from key decision makers

• What extent should research influence innovation and NPD – the opportunities and potential pitfalls?
• Understanding the tools available to demonstrate a clear link between research driven innovation and commercial success
• Case study examples
Simon Pulman-Jones, European Director Ethnography/Innovation, Gfk NOP, UK