Insight Show Presentation Arena Programme
Sponsored by: 
Leading market research providers and suppliers will talk through case studies of research campaigns and tactics that have been successfully executed and that demonstrate results – learn how you could add value to your current strategy.
Insight Show Presentation Arena Programme 2010
Day 1: Tuesday 29th June 2010
10.00-10.30
OnePoll – Research and Trend Forecasting
OnePoll invites futurologist William Higham (founder of trends consultancy The Next Big Thing & author of ‘The Next Big Thing: Spotting & Forecasting Consumer Trends for Profit’) to provide his five tips for trend forecasting. Whether you work for an SME or a multinational, make software or sofas, are in marketing, PR or product development, Higham’s advice will provide invaluable help in identifying, interpreting and implementing trends.
Those attending the talk will learn:
- How trends work
- What differentiates trends from fads
- Where to find trends
- How to determine their relevance
- How to predict their development
- How they can benefit companies on a practical level
- And much more
William Higham, Research Consultant, 72 Point – One Poll
10.40–11.10
Lifting the lid on Market Research Outsourcing – how companies that embrace it can improve their operational performance and benefit strategically
- An overview of Market Research Outsourcing and typical structures – what can be outsourced, and how can this work in practise
- The strategic advantages of outsourcing in any economic climate
- A user perspective – how Outsourcing works for Harris Interactive
Ben Leet, Client Development Manager, Ugam Research Solutions UK
Dave Laybourne, Director of Operations Europe and Asia, Harris Interactive
11.20–11.50
Optimising Concepts – Sharpen up your focus
Improving concepts based on consumer research is always challenging - especially when using many of the blunt tools currently available. BuzzBack will showcase an improvement on current online concept optimisation processes to help provide consumer focus in a unique and innovative way
Brendan Light, Senior Vice President Strategy, Research & Development Buzzback Market Research
Martin Oxley, Managing Director, BuzzBack Market Research Europe
12.00-12.30
Researching Brand Visibility
Conventional design research concentrates on communication values and emotional response:
- What is the pack telling the consumer about brand values and product performance?
- How does the consumer feel about this?
Visuality will talk about the psychology of brand visibility – introducing the concepts of crown jewels and driftwood and introduce methods of researching brand visibility, including its new EyeTrak™ research system. This new method can be combined with more conventional approaches to develop a more holistic measurement of design effectiveness, taking in communication, appeal and, crucially, visibility.
Tony Nunan, Visuality group
12:40–13:10
Neuromarketing –Understanding user engagement
Dr Philip Rhodes will explore the emerging field of neuromarketing and explain how OTOinsights proprietary tool Quantemo can be used to understand user engagement by utilizing eye-tracking, neuro-feedback, facial recognition and emotional self-report. The seminar will conclude with our most recent findings from an online study conducted within the health sector.
Dr Philip Rhodes, EVP MD, OTOinsights
13.20–13.50
Magical Brands: Semiotics reveals some winning formulas.
Semiotics is well known to the consumer insight community as the leading method for understanding consumer culture. When you understand consumer culture, you understand what consumers desire, what turns them on. A semiotic analysis of how and why consumers perceive magic in their everyday surroundings:
- Explains the ongoing success of certain brands.
- Reveals a formula that any and all brands can use.
Nick Gadsby, Associate Director, Lawes Consulting
14.00–14.30
Predicting marketing effects on customers' behaviour in a social media world.
Ohal will be revealing its latest findings on marketing analysis, planning and measuring media effectiveness. ohal will demonstrate through references to case studies how to better understand the consumer decision making process that goes beyond traditional marketing mix modelling
Nigel Foote, Global CEO, Ohal
14.40–15.10
The Conversation Manager
- The philosophy of the Conversation Manager; replacing the traditional advertiser responsible for managing the dialogue with his consumers
- Creating long term dialogues with consumers; a clear focus on brand identification, activation campaigns and real conversation management
- Live-interactive-conversation manager test of the audience
Steven Van Belleghem, Managing Partner, InSites Consulting
15.20–15.50
Harnessing the Power of Online Research Communities for Decision Making Advantage
The explosion in social media has been forcing marketing and research professionals to figure out how to exploit the power of web-based applications for insight advantage. As a result many companies are turning to online research communities to support decision making; harnessing the power of communities but applying them to the research process. During this presentation Toluna identifies what the value of online communities are to brands, agencies and the respondent with reference to live case studies.
Mark Simon, Managing Director, Toluna UK
16.00-16.30
One brand, many cultures: Semiotics and global planning
- Why global advertising doesn't have to be vanilla flavoured
- Dulux global: how semiotics helped Euro RSCG win the account
- 7 big semiotic thoughts for global brands
Rob Thomas, Director, Practical Semiotics
Russ Lidstone, CEO, Euro RSCG London
Day 2: Wednesday 30th June 2010
10.00-10.30
Building the capabilities of market researchers: from data providers to high impact strategists.
Today market researchers need to be strong conceptual thinkers who feel comfortable combining the left brain quantitative analysis of traditional surveys with more right brain approaches, such as listening to social media. Some will be ‘born’ with these holistic skills. But others need to be ‘made’.
So the challenge for the skills development industry is to build frameworks, tools and coaching techniques that will help market researchers look at data through this new wide angle lens. In this paper we will outline our Seven Frames approach to equipping market researchers with this holistic skill set.
Dr David Smith, Director DVL Smith Ltd and Professor, University of Hertfordshire Business School & UK ESOMAR Representative.
10.40–11.10
OnePoll – Mobile Applications for Research
OnePoll are leading the way with mobile development in the research industry and would like to share their expertise and experiences in this sector. Discussions will include
- OnePoll for iPhone – launched in May 2010
- Developing for Android, iPad and other mobile platforms
- Advantages of researching people on the move
- Ubiquity of smartphone technology
Speaker - TBC
11.20-11.50
eConceptTest - Using the latest award winning online qual qaunt tools
eDigitalResearch has developed a powerful, highly cost effective concept testing and screening solution which blends the best tools and approaches to deliver informed direction for proposition introduction.
- eConceptTest is built on three cornerstones:
- Smart sourcing & participant engagement
- Latest interactive, online, blended qualquant tools
- Collaborative, consultative journey to unlock the insight
Dereck Eccleston, Research Director, eDigitialResearch
12.00-12.30
Multi-Panel Membership, Long Tenures, and Hyperactive Respondents: All Can Affect Measures of Buyer Behavior
Differences in buying behaviors between hyperactive, multi-panel members, long tenured respondents in United Kingdom, France, Italy, Spain and Germany.
The Grand Mean Project® and Consistent Track®: The Grand Mean Project™ is a unique tracking study designed to examine respondent behaviors within individual panel sources and also across different panel providers. The Sample Source Auditors™ have analyzed over 200 panels across 35 countries (The “Grand Mean” is the average value of available panel data for a country or region. For example, a Grand Mean can be maintained for respondent tenure measured across panels within a country).
Through the Grand Mean Project®, Consistent Track® was developed, unique metrics to monitor, certify and audit online panels. Using a standard questionnaire and deploying it at different intervals, Consistent Track® measures the consistency of the survey results for each wave. Key factors like demographics, purchasing behavior segments, socio-graphic segments, media segments, and undesirable respondent behaviors such as speeders, professionals and hyperactive respondents are compared to the ''Grand Mean.”
Steven H. Gittelman, Ph.D. – President, Sample Source Auditors
12.40 – 13.10
Pathways to Purchase
The effectiveness of your marketing depends on how it fits with the pathway to purchase of the consumer. Do they look for information or advice, do they take their time or leave it till the last minute, and what is their mindset and how should you connect with it?
- Insights into Pathways to Purchase from a syndicated study by Harris Interactive
- A perspective across 20 categories: large and small, services and products, complex and simple
- Marketing recommendations for each pathway
- Full reports available with detailed analysis for each category
Kevin Ford, Global Co-Director of Brand & Communications Consulting, Harris Interactive
13.20-13.50
How to Future Proof your Marketing Strategy
Protect your brand’s future.
Are you focusing in the right areas? – Is your brand strategy future proof?
Simply researching, segmenting and mapping the way your market currently looks is not enough. You need to understand how your market will look in the future:
- Are you innovating in the areas that are not only big now, but are set to grow in the future?
- Are you connecting with the leading edge consumers that are setting the agenda in your category?
- Are you building a brand strategy that is sensitive to new and emergent needs?
At Clear we have helped some of the World’s biggest brands become and stay future focussed. During the two hour session we will share the principles behind future proofing your marketing strategy, including in-depth case studies and Q&A workshop.
Damian Symons, Director of Insights, Clear
14.00-14.30
How to get consumer insight from a social media: methodology and best practice
- How to build an efficient social media monitoring
- From monitoring to data analysis
- Reporting : a key issue
Nicolas Saintagne, Manager - Business Unit Brand & Corporate Intelligence, Spotter
14.40-15.10
Harnessing the Power of the Word of Mum™
- The Bounty Panel is an extremely well know brand in the MR sector offering insights into pregnant women and new mums behaviours.
- The thrust of the presentation is that over and above the obvious consumer brands that might be interested in this target group, pregnant and new mums (and dads) also have huge influence on other purchases– clothes, choice of cars, travel, fmcgs, financial services, media consumption even house purchases.
-
The talk will look at:
- the emotional journey of parenthood, evolving needs and priorities
- some successful campaign stats
- media consumption
- typologies, the strength of recommendations / word of mouth / communities
- the young family market value - £56billion in the UK
- the panel is available for self service access via the Cint Panel Exchange
Vicky Kately, Research Manager, Bounty
Stephen Hughes, MD, Cint
15.20 - 15.50
Uncovering insights from the online conversation: How to choose the best Social Media Listening tool and use it and the results, in a way that will deliver insight, rather than data.
Our presentation, using the results from our benchmarking test and recent client work, will help you learn more about the different social media monitoring tools that are currently available and how they can compliment your current offline qualitative and quantitative research.
We'll also show you how to use them to:
- Listen and identify emerging themes
- Gain intelligence on your competitors
- Delve deeper for qualitative insight
- Identify and quantify trends, sentiment and influencers.
You will also receive a copy of our social media monitoring report, which looks at the pros and cons of using the different social media monitoring tools.
James Turner, Director of Social Media and Communities, FreshMinds Research
16.00 - 16.30
Magical Brands: Semiotics reveals some winning formulas.
Semiotics is well known to the consumer insight community as the leading method for understanding consumer culture. When you understand consumer culture, you understand what consumers desire, what turns them on. A semiotic analysis of how and why consumers perceive magic in their everyday surroundings:
- Explains the ongoing success of certain brands.
- Reveals a formula that any and all brands can use.
Nick Gadsby, Associate Director, Lawes Consulting