2007 Conference Programme

• Gaining a clearer picture of your customers spending behaviour across different products
• Using knowledge to increase profitability and drive future marketing strategies – the benefits and potential pitfalls

Don't Do Any More Research... merging behavioural data with attitudinal data to maximise value and gain a 360 degree view of your customer!

This session will draw on a number of case studies to highlight how companies can get more value from their existing data. Are we moving towards a world where less research is commissioned, and that which is commissioned is more effective?

Case Study: The Green Party
Using a Short Term Online Community to Meet a Range of Research Objectives

• Case study: The Green Party -How the approach can work for sensitive issues and communications development -Harnessing a mixture of online discussions, blogs and polls to investigate reasons for membership loyalty and prevent waning and lapsing membership
• Lessons to learn – understanding the key benefits and challenges of using short term research communities and the required moderation and analysis skills for researchers

Case Study: Nestle
Leveraging the Internet to Drive Innovation-Focused Market Research

Too often innovation in market research is thought of as technology driven only. Real innovation happens when technology helps us to better understand consumer motivations, opinions and attitudes. This presentation will put this in perspective and show a Nestlé case study to illustrate how innovative research approaches provided a richer insight into consumers and permitted them to identify marketing opportunities – or white space.

Martin Oxley, Managing Director, BuzzBack Europe

Collaborating and Connecting with Consumers to Drive Profitable Innovation Using Community Technology

This thought piece will draw on a number of known case studies to discuss the following topics:

Generating breakthrough innovation – are traditional market research methods ‘dead in the water’?

The traditional stage-gate NPD process – pitfalls and issues Understanding how customer driven innovation using co-development is a means to unlocking successful innovation and ROI

Community technology – how this has paved the way for a new collaborative approach to NPD underpinned by customer closeness, primary research and fostering customer loyalty

Luke Allen, Managing Director, Nunwood Knowledge Systems

Laura Morris, Account Director, Nunwood

Using Your Research to Give Customers What they Want, How they Want it, When they Want It!

• Analysing research to separate winning new product ideas from ‘non-starters’
• Using research to delve into changing customer preferences and keep ahead of the competition
• Maintaining an ongoing dialogue with your customers to ensure that you remain at the cutting edge

Liz High, Managing Director, Intrepid
Rebecca Davis, Senior Account Manager, Intrepid
Steve Mills, Business and Planning Manager, Corporate Marketing, O2

Case Study:
Using Old and New Qualitative Techniques to Influence and Shape Marketing Strategies

• Reviving traditional data gathering techniques – how focus groups and interviewing tactics are changing and evolving in the 21st century to generate higher quality response
• Qualitative research in a multi-cultural and international context – the opportunities and potential pitfalls
• Combining new, old and hybrid approaches for enhanced insight
• Case study examples

Qualitative Research in the 21st Century –“Using Social and Cognitive Psychology to get the most out of Online Research Communities”

• Harnessing online communities to enhance qualitative research – assessing the potential for instant feedback, longitudinal studies, attitude and trend tracking, major cost savings, etc
• Delving into experimental psychology -social and cognitive- to discover theories that might explain why some online communities work and some don’t
• Case study: Microsoft

Lee Eyre, Co-Founder and Operations Director, nqual

Misia Tramp, Joint Managing Director, Intrepid Consultants

Christine Betts, Senior Director of IT Professional Audience Marketing, Microsoft

Transforming Database Content into Actionable Insights

• Using 3rd party data to enhance targeting (age and profiling)
• Using high speed datamarts to increase usability, accuracy and ROI
• Using statistical techniques to target supporters (logistic regression)

Robert Francis, Head of Supporter Analytics, Cancer Research UK

The Future of Insight –how to embed real insights into an organisation’s decision-making

• Understanding the new demands for the researcher - integrating and communicating with the business and enabling your organisation to leverage research
• 6 key skill factors to help achieve a full return on the significant investment in customer insight driven activities
• Identifying required changes to mindsets, behaviours and processes to enable the team to truly evolve and optimise effectiveness
• Filtering insight throughout the company to the customer while ensuring consistent implementation and understanding throughout the organization to gain internal buy-in

Jennifer Love, Director, Nowell Stone Ltd

Using WEB2.0 to Improve Survey Response Rates, Data Quality and the Reliability of Panellist
Profiling in Online Research Panels

• Understanding how WEB 2.0 technology is helping to create a new breed of online research panels; namely, panel communities
• Case study examples: how are some of Europe's most insight conscious organisations developing their own in-house panel communities?
• Useful tips: how and how not to undertake an internal panel community project

Lee Powney, Head of Marketing, Toluna

Frederic-Charles Petit, CEO, Toluna

Harnessing Web 2.0 to Enhance Insight and Impact Larger Marketing Initiatives

• What is web 2.0 and how is it impacting marketing in general?
• Introducing web 2.0 into your research environment – what you need to know to make this a success and seamless process
• Streamlining web 2.0 research results and with marketing strategies

Mike Cooke, Global Director- Online Centre of Excellence, GfK NOP

Using Insight to Understand the Motivations and Behaviours of Parents And Children to Target them More Effectively

• Determining and exploiting the commonalities between parents to reach your target market
• Understanding parental attitudes and behaviours to tailor communications and strategies towards a gap in the market and improve the performance of your product
• Focusing on the relationship between your parent and child, reducing the likelihood of pester power from your marketing message, which results in brand disillusionment

Warwick Cairns, Planning Director, Brandhouse

Mystery Shopping - Unlocking the Potential

Drawing on case study examples from Sainsburys, Homebase and Orange Jill and Danielle will discuss:

• The value of Mystery Shopping
• Choosing the right provider for your Organisation
• Questionnaire Design
• Assessing the needs
• Of your front-line teams
• Of other stakeholders within your Organisation
• Maintaining momentum

Jill Spencer, Account Director, ABa Quality Monitoring Ltd
Danielle Sones, Account Director, ABa Quality Monitoring Ltd

Together We're Stronger: Combining Semiotics with Consumer Research

Highlighting case study examples from clients such as Ford, Camelot, Glaxo and Masterfoods. Martin and Rob will examine how the semiotic and traditional consumer approaches can co-exist and be used together to improve research and results!

Rob Thomas, Director, Practical Semiotics

Martin Lee, Former Head of Marketing, Waterstones & Research Director, Acacia Avenue