rosen shingle creek, orlando, fl · the market research event october 22-25, 2017 rosen shingle...

The MarkeT research eveNTOctober 22-25, 2017

Rosen Shingle Creek, Orlando, FL

we are all cyBorgs Now: The fuTure of arTificial iNTelligeNceAmber Case, Cyborg Anthropologist, Author,

Calm Technology

irresisTiBle: The rise of addicTive

TechNologyAdam Alter, NYT Best-Selling Author,

NYU Stern Professor of Marketing & Psychology

fiNdiNg hiddeNTruThs iN daTaMALCOLM GLADWELLBest-Selling Author, The Tipping Point, Blink,Outliers andDavid & Goliath

MarkeTiNg iN The TruMP agePeter Horst, recently retired CMO, The HersheyCompany

securiNg The fuTure of iNsighTs as a

Powerful force for BusiNesswww.TheMarketResearchEvent.com

The NeuralMechaNisMs of

creaTiviTyDr. Charles Limb, Musician, Chief,

Division of Neurotology and Skull Base Surgery,

UC San Francisco Med School

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To Register, call Terrence Johnson at 646.895.7425 or email [email protected]

TAKE CONTROL AMID DISRUPTION:Securing the Future of Insights as a Powerful Force for Business

2017 is the year when disruption gets personal.

We’ve all seen that insights, when done right, can be the mostpowerful force for business success. On the other hand, wheninaccurate (ie: Brexit, the US election), it can have seismic affects that leave your company- or even your nation, in a state of disruption.

TMRE: The Market Research Event 2017 has been designed forinsights executives to take back control and re-establish insightsrole as a power player for the business.

In-depth talks with the market lead us to believe there are four factors that will prove critical to future success: Leadership, Technology, Innovation, and Collaboration. It may sound simple, but push yourself to answer these questions:

Do you have the next-gen leadership skills and toolsetsnecessary to ensure insights wields influence at the executivelevel in your organization?

Are you embracing the cutting-edge technologies required to drivemore incisive and more actionable insights, or fighting them?

Is your company going through the same processes as 5 yearsago, or constantly striving to innovate for faster, better insights?

Are you open to new partnerships that might enable potentially exciting new developments, or closing yourself off by relying ononly internal solutions?

If you hesitated at all, you need TMRE 2017.

Because amid all the change in the MR industry, TMRE willremind you that one thing is a constant: YOU are the competitiveadvantage for your organization. YOU are the eyes and ears to achanging world. YOU hold the key to unlocking transformativeinsights that could drive your company into the future.

ENSURE YOU BECOME ANINSIGHTS LED ORGANIZATION

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The MarkeT research eveNT

We look forward to seeing you in Orlando,

THE TEAM

forgeT MilleNNials…

wiN over The uNNaMed geNeraTioN

Digital will be the biggest spendingbase in recent history. The ALL NEWDIGITAL NATIVES: POST-MILLENNIALSUMMIT ensures you understandtheir choices now so you can turn

them into customers later.

use daTa To MoTivaTe your audieNce

Data Visualization expert Cole Nussbaumer Knaflic exploits the untapped

potential of combining the magic of story with data visualization.

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The MosT clieNT side eXecuTivesof aNy iNdusTry eveNTYour peer network matters.

with over 1,100 attendees,65% from the client-side, you’re guaranteed to build an all-star peer networking

you can rely on.

DON’T READ ABOUT THE FUTURE OF INSIGHTS IN

NEXT YEAR’S BLOGS. EXPERIENCE THEM

LIVE AT

MalcolM gladwell

goes digiTal… aNd urges you To do The saMe

The Best-Selling Authordescribes his shift from print topodcast and how “unleashing

his emotional ID” has gained himtraction with the next generation

of readers and listeners.

MeeT The hoTTesT New sTarTuPs chaNgiNg The

iNsighTs laNdscaPeThe ALL NEW Startup Showcase is a must attend for

companies looking to meet the breakthrough startup organizations that will change

the way they do business.

The iNdusTry’s 1st woMeN iN

research awardsTMRE has partnered with WiRE

(Women in Research) to showcasethe all-star females positioned to

take over the MR industry.

JuMP sTarT your career PaTh

wiTh advice froM cMosThe Chief Marketing Officer

Forum brings you direct insight from the c-suite as to what end users really want

from data.

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Consumer GoodsJonathan McIntyre, SVP Research and Development, Global Snacks Category, PepsiCoGabriela McCoy, Director of Global Consumer Insights, BacardiRisa Schwartz, Senior Director, Global Consumer Insights & Sensory, Tyson FoodsTerrae Schroeder, Senior Director, Wholesome and Shopper Insights, KelloggCarlos J. Barroso, SVP, Global Research and Development and Quality, Campbell Soup CompanyNancy Rogers, Director, Strategic Analytics and Shopper Insights, Colgate-PalmoliveMichelle Gansle, Director, Consumer Insights, Mars ConfectioneryMeghann Seidner, VP Marketing, ZICO BeveragesEmily Adkison, Insights & Planning, Consumer & Market Insights, KelloggLuke Atkinson, VP, Smirnoff Global Consumer & Cultural Planning, DiageoMary Beth Jowers, Consumer Insights Lead for North, Central and Eastern Europe, Gruppo CampariJanet Ziffer, Senior Global Research Manager, Kimberly-Clark ProfessionalEric Dolan, Associate Director, Johnson & Johnson Consumer, Inc.

Malcolm Gladwell, NYT Best-Selling Author, David and Goliath, Blink, Outliers and The Tipping Point

Adam Alter, NYT Best-Selling Author, Drunk Tank Pink, Professor of Marketing & Psychology, NYU Stern School of Business

Amanda Hill, Chief Marketing Officer, A&E

Cole Nussbaumer Knaflic, Author, Storytelling with Data: A Data Visualization Guide for Business Professionals

Peter Horst, former Chief Marketing Office, The Hershey Company

Amber Case, Cyborg Anthropologist, Author, Calm Technology: Designing for the Next Generation of Devices, fellow at Harvard University's Berkman Klein Center for Internet and Society, Visiting Research at the MIT Center for Civic Media

Dr. Charles Limb, Musician, Francis A. Sooy Professor, Chief, Division of Otology, Neurology and Skull Base Surgery, Director, Douglas Grant Cochlear Implant Center, Departments of Otolaryngology, Head & Neck Surgery and Neurosurgery, University of California San Francisco School of Medicine

Soon Yu, former Global Vice President of Innovation, VF Corp, Author of the forthcoming book, Iconic AdvantageChristina Jenkins, Director, Global Business Marketing, North America, Twitter Elizabeth Merrick May, Head of Customer Insights, NestDawn Cunningham, Chief Insights Officer, 3MAnna Fieler, Chief Marketing Officer, POPSUGARJohn Fernandes, Director, Marketing Insights & Analytics, FacebookKristin Luck, Growth Strategist, Luck Collective, Founder, WiRE (Women in Research)Marina Kosten, VP Research - International Theatrical, 20th Century Fox

AN ELITE GROUP OF BIG THINKERS, DOERS, AND EXPERTS

collide oN The TMre 2017 sTage

4 www.TheMarketResearchEvent.com

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5

Solution Providers Errol Apostolopoulos, SVP Product, Crimson HexagonChandler Mount, VP, YouGov Affluent Perspective, YouGovAbigail Hollister, VP, Director Client Services, AmeritestKelley Styring, Principal, InsightFarmJon Brand, SVP, Brand and Consumer Experiences, GfKSara Fahim, Senior Research & Innovation Consultant, Seek CompanyJohn Dick, CEO, CivicScienceVanella Jackson, Global CEO, Hall & Partners Niclas Öhman, CPO, Nepa AB, Sweden Meredith Paige, SVP User Experience, GfK Jason Ten-Pow, President, OnResearch Inc Alisha Snow, EVP, Smarty Pants Andrew Bernard, Vice President, Burke, Inc.Natasha Stevens, SVP, Digital Marketing Intelligence, GfKKristi Zuhlke, CEO, KnowledgeHoundKen Cassar, Principal Analyst and VP, Slice IntelligenceCarley Metsker, VP Client Services, Directions ResearchJudy Melanson, SVP, Travel & Entertainment, Chadwick Martin BaileyPeter Simpson, Principal, xsperientRudy Nadilo, President, Dapresy North AmericaJulie Brown, President, The Center for Strategy Research, Inc.Jeremy Pincus, Director, Research & Strategy, IsobarBrent Snider, President/North America, System1 Research (formerly BrainJuicer)Mike Maddock, CEO & Co-Founder, Maddock DouglasDave Healing, Director of Strategy, BrandtrustJoaquim Bretcha, InternationalDirector, NetquestLuisa Uriarte, EVP & Managing Partner, Maddock DouglasSandipa Dublish, Ph.D., Senior Director Commercial Insights, Celgene

Dennis Devlin, CEO, Consumer Clarity

RetailSarah Beachler, Director of Market Research & Consumer Insights, SEPHORASheeba Philip, VP of Marketing, JCPenneyAnndrea Golightly, Custom Research, Beauty, Personal Care, and Convenience, WalgreensJulia Oswald, SVP, Strategy & Insights, Domino’s Pizza

AcademiaDr. Joel Mier, Lecturer of Marketing, University of Richmond

Online Services & Retailers Anna Fieler, CMO, POPSUGARKristine Greiwe, Head of MarketResearch/Insights, LyftYini Guo, Consumer Insights Research, FacebookNic Brandenberger, Director, Global Brand, eBayDenise Brien, Senior Director, Consumer Analytics & Research, Oath: A Verizon CompanyThomas Walker, Senior Director, Global Brand and Customer Insights at eBayWayne Huang, Research, TwitterMo Bhasin, Analytics, Nest

Travel & Hospitality Jennifer Avery, Director, Consumer Insights, Universal Orlando ResortKarin Kricorian, Director, Management Science & Integration, The Walt Disney CompanyNihan Brunton, Senior Director, Global Market & Digital Research, Marriott

Healthcare & InsuranceRuchi Varshneya Senior Director, Global Market Insights and Strategy, Abbott Diabetes CareMichael Forsberg, Experience & Communications, Team World VisionRobbi Thatcher, Director, UnitedHealth GroupBrian Mack, US Market Intelligence Leader, Dow Agro SciencesKara Zinsmeister, Senior Market Research Analyst, United Concordia DentalLori Tarabek, Global Market Insights, Abbott Diabetes CareJohn Walthour, VP, UnitedHealth GroupMaria Cristina Antonio, Director, Metabolics Insights & Analytics, Novo Nordisk

PharmaceuticalsScott von Lutcken, Director-Customer Strategy, MerckDiana Pohle, Associate Director of Market Intelligence, Jazz PharmaBen Gilgoff, Executive Director, Global Customer & Brand Insights, MerckSandipa Dublish, Ph.D., Senior Director Market Research - Inflammation & Immunology, CelgeneHeather Turkoz, Associate Director, Market Research, UCB PharmaLisa Courtade, Head of Market Research, MerckLaura Aguiar, Senior Leader, Research and Early Development, Roche Innovation Center New York

Media & EntertainmentSarah Barasch, SVP Insights & Measurement, Screenvision MediaBetsy Pendergast, Director – Strategic Planning, Luckie & CoRoberto Ruiz, EVP, Strategy & Insights, Univision Communications Inc.Don Micallef, VP, Research, Discovery Communications, Inc.Beth Coleman, SVP, Marketing and Partner Insights, ViacomLyndsey Albertson, Director Sales Research, ABCRenata Policicio, VP Fan & Media Intelligence, International, Global Markets, ESPNJed Meyer, EVP, Corporate Research, Univision CommunicationsTheresa Pepe, VP, Marketing & Partner Insights, ViacomBrad White, Chief Creative Officer, Luckie & CoTiffany Sanders, Business Intelligence & Research, CBSKeith Friedenberg, EVP, Global Insights Group, WME|IMGKassie Deng, Director, Marketing and Partner Insights, ViacomMargo Arton, Director of Ad Effectiveness Research, BuzzFeedJake Katz, VP, Audience Insights & Strategy, Revolt Media & TVLauren Zweifler, SVP, Strategic Insights and Research, NBCUniversal

Technology & ComputingSamantha Dawkins, VP, Client Strategy & Advocacy, ADP TotalSourceKajoli Tankha, Senior Director Advertising Research, MicrosoftJeff Resnick, Senior Director of Global Consumer Insights, AnkiDeborah Campbell, VP Consumer and Marketplace Insights, VerizonMike Moreno, Support Web Manager, Intel CorporationJoe Stevens, Senior Director Market Insights, OracleDiana Gabbard, Director Consumer Insights, U.S. Cellular

Financial ServicesElayne Spinder, Managing Director, Charles SchwabRupak Bose, SVP, Decision Management, CitigroupMonika Mandrakas, Market Researcher and Customer Advocate, Mutual of OmahaRamkumar Ravichandran, Director Analytics & A/B Testing, Visa Inc.Sarita Bhagwat, VP, Market Intelligence, Fidelity InvestmentsJill Groark, Senior Manager, Research & Marketing, Charles SchwabChelsie Zimny VP, Research & Insights, Citigroup

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2:15: Market Research in the Age of Big DataSandipa Dublish, Celgene

3:00: Insights: The Hub ofSuccessful Cross-FunctionalAlignmentDiana Pohle, Jazz Pharma

3:30: The Perfect Pairing:Combining TraditionalResearch with Non- ConsciousMetrics To Optimize“Instructions For Use” (IFU)for Pediatric CaregiversMarjorie Reedy,MerckAmy Dubost,Merck

1:30: Chairperson Welcome

1:45: The Importance of Consumer-Led Branding Kim Leintz,Kimberly-Clark Corporation

2:15: This session will be presented by: Laura Engstrom, General Mills For more info, visit www.themark etresearchevent.com.

3:00:Share Your [email protected] to speak during thissession.

3:30: What to Say, What toConvey, & When to Walk Away:How Implicit MethodsCoupled With ExplicitEmotional Mapping Can DriveCommercial ActivationEric Dolan, Johnson &Johnson Consumer, Inc.


1:45: Predicting Tomorrow’s TV Audiences Christie Kawada, Viacom Media Networks Tom Grayman, Viacom Media Networks

2:15: 21st Century and Beyond Ad Accountability Margo Arton, BuzzFeed

3:00: Using Online Polling toDevelop Quick and UniqueHispanic InsightsRoberto Ruiz, Univision Communications Inc

3:30: Using Social toDemystify the Multi-TaskingGenerationTiffany Sanders, CBS


1:45: Research + Data = Actionable Insights Rupak Bose, Citigroup ChelsieZimny, Citigroup

2:15: Share Your Story Contactrachel.mcdonald@knect365. com to speak during this session.

3:00: Share Your Story Contactrachel.mcdonald@knect365. com to speak during this session.

3:30: How Charles SchwabSees Through Clients’ EyesJill Groark, Charles SchwabElayne Spinder, CharlesSchwab

PharMa/healThcare1:30: PMRG Welcome

1:45: Health Literacy: Improving Compliance Through Comprehension Scott von Lutcken, Merck Heather Turkoz, UCB Pharma

cPg Media & eNTerTaiNMeNT fiNaNcial services digiTal NaTives:PosT-MilleNNialsuMMiTLeveraging Insights to Win the Next Generation of Consumers

1:00: Welcome

1:15: Gen Z & The Engagement Economy Jake Katz, REVOLT MEDIA & TV

1:45: Gen Z ConsumersDennis Devlin, Consumer Clarity

2:15: The Story of Kids MediaTheresa Pepe, Viacom

2:45: Networking Break

3:00: Share Your [email protected] speak during thissession.

3:30: The New Living RoomRenata Policicio, ESPN

TMre Pre-day: suNday, ocToBer 22, 2017 12:00: Registration & Lunch1:30: Chairman Welcome

iNTroduciNg The 2017 TMre core ToPic areas:Monday, Tuesday, and Wednesday offer 100+sessions across the following critical topic areas:

Track 1: Next-gen insights leadership & strategyThe skillsets of today’s insights leader look far different from even a year ago. This track focuses on pushing forward your roleas an insights leader and ensuring the entire team can flourish.Sessions look at keys to team structures, internal collaboration,being a dynamic storyteller, and pushing your career forward.

Track 2: cutting edge Technology & TrendsTechnology will disrupt your business. It’s time to take command of the technologies shaping the future of market research. These sessions help researchers understand how cutting edgetechnologies like AI and VR can be used, together, along with yourtraditional MR skills to deliver faster, better, bottom-line insights.

Track 3: insight driven innovation & Brand engagementUsers are the key driving factors in market success or failure ofnew products, services, and overall brands. These sessions focuson integrating insights intensively into the innovation process formarket-driven innovation wins and increased brand engagement.

Track 4: supercharging the Business with data (data science & analytics)There’s a reason data science is being called the sexiest job of the21st century. When working together, Data Science and Analyticshave the power to transform every industry. These sessions help youapply analytics and data science to solve complex problems, improvedecision making, uncover new opportunities, and increase ROI.

Track 5: winning over the savvy consumerMillennials, Gen Z and Gen Y aren’t the only ones now demanding a more social, digital, mobile experience- all your customer are.And if they aren’t now- they will be. This track brings to life successstories from companies who’ve unlocked the key to next genconsumer behavior and how they’ve successfully integrated it into their insights and research plans.

Track 6: Power Partnering: Maximizing theclient-supplier relationshipSuccess rarely happens in a vacuum. With so much to deliver in so little time, leveraging the strengths of an external partner isoften your best chance to deliver meaningful insights that driveaction. These sessions focus on best-practices for collaborationsbetween clients and vendors.

Track 7: start-up showcase: emerging TechnologyYou may think you’ve seen it all- but this track will prove youhaven’t. Get a sneak peek in the future of MR during the start-upshowcase. These sessions are reserved for up and coming solution providers who have the latest technologies to showcase -guaranteed to shake up MR as you know it.

2:45: Afternoon Networking Break

4:00: keyNoTe: Marketing in the Trump age: New rules for a New reality • Peter Horst, Former Chief Marketing Officer, The Hershey Company4:45: keyNoTe: creating iconic advantage: don't Just Milk the cow, Butter it up!

Soon Yu, former Global Vice President of Innovation at VF Corp, author of the forthcoming book Iconic Advantage

5:30: TMre exhibit hall Tour • Led by: JoAnna Carey, Director, Consumer Insights & Research, Farmers Insurance6:00: Close of Pre-Day

Agenda at•a•Glance

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TO REGISTER CALL 1.888.670.8200 EMAIL [email protected] 7

TMre day oNe: MoNday, ocToBer 23, 2017 8:00: Registration & Coffee

8:30: Chair Welcome

9:30: keyNoTe: Neural Mechanisms of Musical creativityDr. Charles Limb, Musician, Francis A. Sooy Professor, Chief, Division of Otology, Neurotology and Skull Base Surgery,Director, Douglas Grant Cochlear Implant Center, Departments ofOtolaryngology-Head & Neck Surgery and Neurosurgery,University of California San Francisco School of Medicine

5:15: keyNoTe: keynote Panel: commanding influence: how insights leaders can Take a More impactful seat at the c-suite Moderator: Kristin Luck, Growth Strategist, Luck Collective & Founder, WiRE (Women in Research)Christina Jenkins, Director, Global Business Marketing, North America, Twitter Elizabeth Merrick May, Head of Customer Insights, NestMarina Kosten, VP Research – International Theatrical, 20th Century FoxJohn Fernandes, Director, Marketing Insights & Analytics, Facebook

6:00: Monday Night cocktail receptionFeaturing specialty drinks from:


11:00: ChairpersonWelcome

11:15: Weaving Insightsinto the Decision MakingDNA of Your FirmSarita Bhagwat, Fidelity Investments

12:00: Optimizing Packand Price for OnlineRetailingJessica Levison,Mondelez InternationalBill Salokar, SKIM

2:15: How Storytellingand Immersion CanActivate QuantitativeInsights Within YourOrganizationRuchi Varshneya and Lori Tarabek, Abbott Diabetes Care

3:45: Metrics Redefined:Combining Traditionaland New Metrics Rootedin Consumer Engagementfor Marketers to YieldOptimal CampaignPerformanceLauren Zweifler,NBCUniversal

4:30: The New CulturalMosaic: Keys to CreatingWinning Mainstream andMulticultural StrategiesMarissa Romero-Martin,CulturatiVanessa Strain, NielsenMichelle Zweig, Nielsen


11:15: Applying theBehavioral Sciences toUnlock a RefreshedRetail Experience Dave Healing, BrandtrustAnndrea Golightly,Walgreens

12:00: TranslatingEmotion Science intoDigital ExperiencesJeremy Pincus, Isobar

2:15: Five Steps toMove Beyond Charts toActionableVisualizations Rudy Nadilo,Dapresy North America

3:45: This session will be presented by: Bloomfire For more info, visit www.themarketresearchevent.com

4:30: Eye Tracking, FacialCoding, & Virtual Shopping:The New Rules forAdvertising Excellencein the Social Media andOnline Video World Wayne Huang, Twitter


11:15: If You Love YourBrand Others Will TooMary Beth Jowers,Gruppo Campari

12:00: Keeping it Real with Campbell: Bringing a Consumer-First Mindset to Innovation Carlos J. Barroso, Campbell Soup Company

2:15: EngagingCustomer Personalitywith Brand Personality Peter Simpson,xsperient

3:45: Using InnovationPanels to GenerateBreakthrough InsightsScott Berman,HawkPartnersScott Wilkerson,HawkPartners

4:30: Designing aGlobal Brand HealthProgram that is Holisticand ActionableNihan Brunton,Marriott


11:15: What was theLift? Mo Bhasin, Nest

12:00: The NextParadigm Shift inMarketing, ArtificialIntelligence Ramkumar Ravichandran,Visa Inc.

2:15: Linking DataScience Function toValue in Pharma EarlyResearch & DevelopmentLaura Aguiar, Roche InnovationCenter New York

3:45: Driving Growthwith Data FusionJulia Oswald, Domino’s PizzaCarley Metsker,Directions Research

4:30: Surveys Lie, but Money TalksAndrew Robson, Earnest Research


11:15: The Long andShort of Digital Brent Snider, System1Research

12:00: What’s Inside isEverything: TurningFocus Groups Inside OutMeghann Seidner, ZICO Beverages

2:15: Spoiler Alert! Inside the Reinvention of the Hollywood Research MachineJon J. Penn, National Research Group

3:45: How to Build orKill a Brand withPackaging ChangesMichelle Gansle, Mars Confectionery

4:30: Millennial Mosaic:Peeling Back theLayers of theMulticultural Millennial Beth Coleman, ViacomKassie Deng, Viacom


11:15: EnhancingInsights ThroughStrategic Partnerships toInspire Change AmongThose Treating andSuffering from ObesityMaria Cristina Antonio,Novo Nordisk

12:00: Gaining Knowledgefrom Experience Monika Mandrakas,Mutual of OmahaJulie Brown, The Center for StrategyResearch, Inc

2:15: AttractingViewers in the GoldenAge of Content Judy Melanson,Chadwick Martin BaileyLyndsey Albertson, ABC

3:45: From Polo Shirts to Pet Food: Breakthrough e-commerce MeasurementKen Cassar, Slice IntelligenceJoe Keating, Hill’s Pet Nutrition

4:30: This session will be presented by:Hall & PartnersFor more information, visitwww.themarketresearchevent.com.


11:15: WelcomeBeyond declarations.How NonconsciousMeasures ImproveOnline SurveysMichał Matukin,NEUROHM

12:00: This session will be presented by: The Garage Group For more info, visit www.themarketresearchevent.com

2:15: This session will be presented by: The Candor CompanyFor more info, visit www.themarket researchevent.com

3:45: This session will be presented by: ThreadlineFor more info, visit www.themarket researchevent.com

4:30: Share Your [email protected] tospeak during thissession.

Track 1NeXT-geN iNsighTs

leadershiP &sTraTegy

Track 2cuTTiNg edgeTechNology

& TreNds

Track 3iNsighT driveN

iNNovaTioN &BraNd eNgageMeNT

Track 5wiNNiNg over The savvy coNsuMer

Track 6Power ParTNeriNg:

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Track 7THE STARTUP SHOWCASE

Track 4suPerchargiNg

The BusiNess wiThdaTa (daTa scieNce

& aNalyTics)

3:00: Afternoon Networking Break Sponsored by

12:45: Lunch

8:45: keyNoTe: irresistible: The riseof addictive Technology and theBusiness of keeping us hookedAdam Alter, NYT Best-Selling Author, Drunk Tank Pink, Professor of Marketing &Psychology, NYU Stern School of Business

sTarTuP showcaseCHAIRPERSON WELCOMETake command of technologies shapingthe future of market research – visit www.TheMarketResearchEvent.com for more info.

Track 7

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11:00: OptimizingInsights to ImpactBusiness StrategyDiana Gabbard, U.S. CellularAndrew Bernard, Burke, Inc.

11:45: LeadingOrganizational Changewith Strategic InsightsJohn Walthour,UnitedHealth GroupRobbi Thatcher,UnitedHealth Group

2:00: Building a Teamof Strategists withResearch ExpertiseRisa Schwartz,Tyson Foods

2:45: The Passion ofthe Hispanic Sports FanJed Meyer, UnivisionCommunications

4:15: ConnectedInsight: How MR CanReturn to Glory in aDigital World John Dick, CEO,CivicScience


11:00: This session will be presented by: Maru/MatchboxFor more information, visitwww.themarketresearchevent.com

11:45: This session will be presented by: Discuss.ioFor more information, visitwww.themarketresearchevent.com

2:00: Data Democratization: Leveraging Technology to Increase Your Insights Teams InfluenceKristi Zuhlke, KnowledgeHound Kristine Greiwe, Lyft

2:45: Share Your Story [email protected] tospeak during thissession.

4:15: Welcome yourNew Robot Overlord:He’s Adorable, andPowered (in Part) byConsumer InsightsJeff Resnick, Anki


11:00: The Next GreatLuxury Adventure Chandler Mount,YouGov

11:45: Predict GuestExpectations atUniversal Jennifer Avery,Universal OrlandoResort

2:00: Creative Research Techniques to Elevate Actionability & ImpactJason Kramer, Vital FindingsJaideep Dore, MattelTim Twichell, Deckers BrandsMonika Mandrakas, Mutual of Omaha Insurance Co.

2:45: How CognitiveScience Can TransformData to InsightsTerrae Schroeder,Kellogg Emily Adkison, Kellogg

4:15: Share Your [email protected] to speakduring this session.


11:00: Weigh the Gray;How to Drive UncertaintyOut of Your InnovationBusiness CaseMike Maddock,Maddock Douglas Luisa Uriarte, Maddock Douglas

11:45: Beyond the Cart:Next-GenShoppertunities Alisha Snow, Smarty Pants

2:00: Motivation to Act Inclusively: How Smirnoff is Transforming Global Attitudes Toward“Others"Luke Atkinson, Diageo

2:45: Frito–Lay Doesn’tNeed to Change HowWe Innovate!Jonathan McIntyre,PepsiCo

4:15: Brands, Empathyand Societal Change Sara Fahim, SeniorResearch & InnovationConsultant, SeekCompany


11:00: Data Science is from Mars andMarket Research isfrom Venus Karin Kricorian, The Walt DisneyCompany

11:45: TransformingAnalytics into the GameChanger for YourBusinessNancy Rogers,Colgate-Palmolive

2:00: Creating a TrueCustomer-CentricOrganization With BigData and Analytics Niclas Öhman, Nepa AB, SwedenFredrik Törn, Ph. D., Coop Sverige AB

2:45: This session will be presented by: IBMFor more information, visit www.themarket researchevent.com

4:15: Share Your Story Contactelizabeth.hinkis@ KNect365.com to speak during this session.

TMre day Two: Tuesday, ocToBer 24, 2017 8:15: Registration & Coffee

8:45: Chair Welcome


11:00: Modernizing theIconic: Discovering thePower of Deep-SeededEquity to Imagine aWay ForwardSheeba Philip,JCPenney

11:45: This session will be presented by: Ipsos For more information, visitwww.themarketresearchevent.com

2:00: The FutureConsumerAnna Fieler, CMO,POPSUGAR

2:45: Results OverReveals: Draft-ModeResearchGabriela McCoy,Bacardi

4:15: Power of the TribeMichael Forsberg,Experience &Communications, TeamWorld Vision


11:00: Blazing New Trails: Innovation and the Customer Journey Jason Ten-Pow, OnResearch Inc Mike Moreno, Intel Corporation

11:45: IntegratingSocial, Digital andMobile Insights toInnovate and RevampCustomer Experiences Deborah Campbell,VerizonMeredith Paige, GfK

2:00: Putting Emotion Into The EquationAaron A. Reid, Ph.D., Sentient Decision ScienceStephen Springfield, Sentient Decision Science

2:45: ExperientialResearch + ConsumerAnthropology: How anEmpathy DrivenApproach Benefits AllSteven Garcia, Team OneJennifer Axen, HypothesisJeff Seltzer, Hypothesis

4:15: e-CommerceShopper Essentials:Now And In The FutureThis session will bepresented by:C+R Research

9:00: keyNoTe: revisionist history: uncovering Truths hidden in dataMalcolm Gladwell, NYT Best Selling Author, David and Goliath, Blink, Outliers, and The Tipping Point

10:00: keyNoTe: interview with Malcolm gladwell: unlocking New opportunities for the insights industryMalcolm Gladwell, NYT Best Selling Author, David and Goliath, Blink, Outliers, and The Tipping Point Dawn Cunningham, Chief Insights Officer, 3M

5:00: keyNoTe: end user Panel: what do chief Marketing officers really want from researchersAmanda Hill, Chief Marketing Officer, A&EAnna Fieler, Chief Marketing Officer, POPSUGARPeter Horst, retired Chief Marketing Officer, Hershey

6:00 Tuesday Night cocktail reception



Track 7disruPTive

TechNologies


& TreNds






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& aNalyTics)


12:30: Lunch

10:20: Networking Break Sponsored by

Agenda at•a•Glance ContinuedsTarTuP showcaseCHAIRPERSON WELCOMETake command of technologies shapingthe future of market research – visit www.TheMarketResearchEvent.com for more info.

Track 7

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TMre day Three: wedNesday, ocToBer 25, 2017 8:00: Registration & Coffee

8:30: Chair Welcome

8:45: keyNoTe: storytelling with data: Bringing data to life Through Pictures and storyCole Nussbaumer Knaflic, Author, Storytelling with Data: A Data Visualization Guide for Business Professionals

9:30: keyNoTe: we are all cyborgs Now: The future of ai and human Machine interactionsAmber Case, Cyborg Anthropologist, Author, Calm Technology: Designing for the Next Generation of Devices, fellow at Harvard University’s Berkman Klein Center for Internet and Society, Visiting Research at the MIT Center for Civic Media


What happened? How are researchers and pundits explaining the polls (and odds) that predicted another winner? Bring your thoughts (and any data!) for a lively give-and-take conversation on the U.S. Presidential race in 2016.

10:20

TowN hallPostmortem: election 2016

James Newswanger, IBM


11:00: How ChangingTechnology andGenerational ShiftsInfluence EffectiveMarketingKajoli Tankha, MicrosoftJon Brand, GfKNatasha Stevens, GfK

11:45: Unlocking theEmotional Code forWork: Redefine theBrand ExperienceSamantha Dawkins,ADP TotalSource

1:45: Changing Global Brand Perceptions Nic Brandenberger, eBay Thomas Walker, eBay

2:30: How to PositionYour MR Team to Wield InfluenceDon Micallef,DiscoveryCommunications


11:00: CreativePresentations: TheUnicorns of MarketResearchBen Gilgoff, MerckLisa Courtade, Merck

11:45: Reconnect withyour Roots: SeeingCustomers with NewEyesBrian Mack,Dow Agro Sciences

1:45: Leading Insightsin a Technology-Centric OrganizationJoe Stevens, Oracle

2:30: Virtual RealityFirst ExperiencesDenise Brien, Oath: A VerizonCompany


11:00: Data Collectionin the Digital Age Alex Kurian, Lucid

11:45:The Allure ofCinema AdvertisingSarah Barasch,Screenvision Media

1:45: Is DesignThinking and AgileLimiting YourInnovation?Dr. Joel Mier,University of Richmond

2:30: Driving BrandRelevance to Today’sConsumerBéatrice Brebion-Baubert,Tupperware BrandsCorporation


11:00: Social Listening2.0: How MachineLearning Gets to the“Why” of AnalyticsErrol Apostolopoulos,Crimson Hexagon

11:45: Segmenting the US e-shopper Through Behavioral Data Joaquim Bretcha, NetquestJason Brownlee, Colourtext

1:45: LeveragingBehavioral ScienceInsights to DriveBusiness StrategyJanet Ziffer,Kimberly-ClarkProfessional

2:30: Share Your Story [email protected] to speak during this session.


11:00: Unlocking thePower of the Brief:Building the Foundationfor Great Creative andFlourishing PartnershipsAbigail Hollister, AmeritestBetsy Pendergast,Luckie & CoBrad White, Luckie & Co


1:45: This session willbe presented by:Nationwide For more info, visitwww.themarketresearchevent.com.



11:00: BuildingRelevantCross-ChannelExperiencesSarah Beachler,SEPHORA

11:45: The WinningCase Study of the NextGeneration MarketResearch Award

1:45: Winning in HerPurseKelley Styring,InsightFarm

2:30: Reasons to Smile:The Next Generation ofInsurance Consumers Kara Zinsmeister,United ConcordiaDental




1:45: Share Your StoryContactrachel.mcdonald@knect 365.com to speakduring this session.





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OCTOBER 22: TMRE PRE-DAYChoose Between Four Industry Specific SummitssuNday

1:20: Chairman Welcome1:30: Health Literacy: ImprovingCompliance ThroughComprehensionScott von Lutcken,Director-Customer Strategy,MerckHeather Turkoz, Associate Director,Market Research, UCB PharmaDuring this session, learn about the Health Literacy Initiative (HLI) that was created to providetoday's leaders in healthcaremarketing research with the toolsand understanding required toaddress the growing needs of thosepatients with a variety of healthliteracy levels.

2:00: Market Research in the Age of Big DataSandipa Dublish, Ph.D., SeniorDirector Market Research -Inflammation & Immunology, CelgeneTo be competitive, biopharmaceuticalcompanies need to deliver patient-centered healthcare efficiently. Thisrequires an understanding of a patients’journey through the healthcare eco-system, and their experience livingwith the disease. Market researchersneed to enhance their skill set beyondprimary market research – gain a deepknowledge of secondary data sources,and develop analytical skills tomine/integrate disparate data sources.

3:00: Insights: The Hub of SuccessfulCross-Functional AlignmentDiana Pohle, Jazz PharmaThe most effective market researchersnot only need functional expertise,but to connect, inspire, focus, and tohelp foster constructive dialogueacross the organization. By leveragingbest practices in OrganizationalBehavior and Change Managements,market researchers can take theirinfluence skills to the next level.

3:30: The Perfect Pairing: CombiningTraditional Research with Non-ConsciousMetrics To Optimize “InstructionsFor Use” (IFU) for Pediatric CaregiversMarjorie Reedy, Director, Digital andConsumer Innovation, MerckAmy Dubost, Senior Specialist, GlobalCustomer and Brand Insights,MerckSandipa Dublish, Ph.D., Senior DirectorCommercial Insights, CelgeneInstructions for Use (IFU) are blackand white paper handouts thatcome packed with many prescriptionmedicines and contain FDA-approvedinformation to help users prepareand administer the medicine safelyand effectively.The powerful combinationof cutting-edge eye-tracking technologyand in depth qualitative probing ledto a caregiver-centric instructionalbooklet that best promotes safe andeffective administration of medication,even for people who struggle withhealth information.

1:20: Chairman Welcome1:30: The Importance ofConsumer-Led BrandingKim Leintz, Senior MarketingResearch Manager,Kimberly-Clark CorporationUtilizing a global illuminationinitiative, The Kimberly-ClarkHuggies® team embarked on ajourney to uncover deep-seededneeds and motivations that drivebehavior of mothers around theworld, with the goal of bringing keytarget segments to life. Discoverhow to use unconventional researchto illuminate global segmentation,inform future innovation andstrategic frameworks, and connectwith customers on a deeper,emotional level.

2:00: Share Your StoryContact [email protected] to speak during this session.

3:00: Share Your Story

Contact [email protected] to speak during this session.

3:30: What to Say, Convey & Whento Walk Away: How ImplicitMethods Coupled With ExplicitEmotional Mapping Can DriveCommercial ActivationEric Dolan, Associate Director,Johnson & Johnson Consumer, Inc.During this presentation hear howJohnson & Johnson studiedconsumers’ conscious andnon-conscious associations withOTC brands to reveal new ways ofdriving growth.

1:20: Chairman Welcome1:30: Looking Back to LookForward: Predicting Tomorrow’s TV AudiencesChristie Kawada, Ph.D., SVP,Audience Science and ProductInsight Innovation, Viacom Media NetworksTom Grayman, VP, Product InsightInnovation, Viacom Media NetworksEver wonder what makes a show ornetwork stand out from all the rest?In Viacom’s new Audience Scienceand Product Innovation Lab, thescientists are mixing up ‘small’ dataand ‘big’ data points to guidepredictions. Learn what drivesviewer interest in programming,impressions of networks, andbehavior toward shows.

2:00: 21st Century and Beyond AdAccountabilityMargo Arton, Director of AdEffectiveness Research, BuzzFeedBuzzFeed is testing/optimizingadvertising offerings & offeringadvertisers measurement againstcontent as part of the distributionplatform offering. This wouldn’t havebeen possible or viable without afully automated platform fromsurvey customization to graphicalpresentation of results. The result is1/10th of the time & cost for 100%of the ROI insights for BuzzFeedpartners.

3:00: Using Online Polling toDevelop Quick and Unique HispanicInsightsRoberto Ruiz, EVP, Strategy & Insights, Univision Communications Inc.The days of waiting for weeks todevelop insights is over. Explore howto develop quick and relevantinsights; and compare Hispanic andnon-Hispanic behaviors. Hearexamples related to economicsentiment, social issues, mediahabits and brand preference.

3:30: Using Social to Demystify theMulti-Tasking GenerationTiffany Sanders, BusinessIntelligence & Research, CBSLearn how CBSi is constantlyinnovating itself to reach Millennialsand next generation “digital natives”by understanding where they’regoing for content and how they’reinteracting with social platforms todeliver messages that will stick.

1:20: Chairman Welcome1:30: Research + Data = Actionable Insights Rupak Bose, SVP of Decision Management, CitigroupChelsie Zimny, VP Research & Insights, CitigroupDoes your company have a Data Science team and a Research team that work independently? Both are invaluable pieces of the puzzle, providing information in which to make better decisions. Let’s put those puzzle pieces together for a bigger, more coherent picture.



3:00: Structuring Client Loyalty inthe Age of Unstructured DataTarun Dhot, Director, AdvancedAnalytics, Canadian Imperial Bankof CommerceShare learnings of quantifyingloyalty and how organizations canleverage the deluge of data availablein the Big Data age. This talk deliversboth techniques that enable fastanalytics using this data and howeffective use of data can helpmonetize loyalty allowing them tobuild smarter strategies.

3:30: How Charles Schwab SeesThrough Clients’ EyesJill Groark, Senior Manager, Research& Marketing, Charles SchwabElayne Spinder, Managing Director,Charles SchwabCharles Schwab was named the topfinancial services brand in theCustomer Quotient™ (CQ) study,which measures the brand qualitiesthat customers value most. Successis largely the result of their “ThroughThe Clients’ Eyes” strategy, supportedby an ongoing partnership withhundreds of engaged clients andprospects who, collectively, serve astrusted brand advisors.

PharMa/healThcare cPg Media & eNTerTaiNMeNT fiNaNcial services


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OCTOBER 22: TMRE PRE-DAYSummit and Opening Keynotes

Leveraging Insights to Win the NextGeneration of ConsumersMillennials are all grown up now. How are you positioning to win market share with thenext generation of consumers?

suNdaydigiTal NaTives: PosT-MilleNNial suMMiT12:00: Registration & Lunch

Over 75 million digital natives make up the strongest and most powerful consumer market we’ve seen in recent history. Brands need to understand this very targeted and demanding demographic to ensure they are communicating with them over the right channels, with the right content, and the right products.

Unite with a group of brand and insights leaders to ensure you get a better picture of how to penetrate this hot new market.

1:00: Welcome

1:15: Gen Z & The Engagement Economy Jake Katz, VP, Audience Insights & Strategy, REVOLT MEDIA & TVGen Z & The Engagement Economy, unpacks a segmentation across Gen Z that identifies key digital personas marketers can use to increase engagement. The study also explores implications in cultural targeting; new rules stemming from the rise of Hip Hop as pop, increasing multiculturalism in the US, juxtaposed with rapidly growing political tension.

1:45: Gen Z Consumers: Gaining Control with the Onset of the Next Industry DisruptersDennis Devlin, CEO, Consumer ClarityIn this talk, you will learn insights on how you (and your clients) can be prepared, gain control, and market effectively to Gen Z.


2:15: The Story of Kids MediaTheresa Pepe, VP, Marketing & Partner Insights, ViacomKids are at the forefront of so many media landscape changes. We have embarked on a major project to gather content consumption information across platforms in one place. The number of options have grown and as new platforms and devices have emerged, kids are incorporating it all into their media diet.


3:30: The New Living Room Renata Policicio, VP Fan and Media Intelligence, International, Global Markets, ESPNA new study called “The New Living Room” investigates how new generations in Latin America consume sports and live events in this cross platform media landscape. It is a comprehensive research project that involves qualitative methodologies (groups and live experiences with sports fans), interviews with sports experts and a quantitative phase done in 3 main markets: Argentina, Brazil & Mexico.

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4:00: Marketing in the Trump age: New rules for a New realityPeter Horst, Former Chief Marketing Officer, The Hershey Company

No matter where you stand politically, there’s no question that the environment for brand ownershas changed in the Trump era. Marketers must address a whole new set of risks andopportunities in the heated public debate around the social and political issues of the day.The stakes have never been higher in an arena where consumers, associates and otherstakeholders are watching brands’ actions—and inaction—and judging them relative to theirvalues and expectations. All this comes at a time when consumers are already gravitatingtowards brands that demonstrate a sense of authenticity and purpose. Examine these newrealities and risks, and discuss ways brand owners can approach navigating this new environment.

4:45: creating iconic advantage: don't Just Milk the cow, Butter it up!Soon Yu, former Global Vice President of Innovation at VF Corp, author of the forthcomingbook Iconic Advantage

Before chasing what's new, consider innovating what's OLD… Growing iconic brand and productfranchises is a conscious and deliberate strategy for success, and requires strong andcoordinated design, innovation, and marketing capabilities. Learn what new best practices arerequired to fully leverage this competitive advantage, especially in a world where consumersare gravitating towards fast fashion, commoditized products and new business models.

5:30: TMre exhibit hall TourLed by: JoAnna Carey, Director, Consumer Insights & Research, Farmers Insurance

TMRE brings you the most comprehensive gathering of solution providers each year – all inone place, all at one time. And while that gives you a great opportunity to vet and select apotential partner, it can be overwhelming. Join us for a guided exhibit hall tour and get toknow a few of our exhibitors before the main floor opens on Monday.

Tour features:

6:00: Close of Pre-Day


8:30 chair welcome:Welcome fromyour Conference Chairperson

11:00 - 4:30: Networking Breaks and Break-Out Sessions

8:45 irresistible: The rise of addictive Technology and the Business of keeping us hookedAdam Alter, NYT Best-Selling Author, Drunk Tank Pink,Professor of Marketing & Psychology, NYU Stern School of Business

What Makes New Technology So Irresistible? And How Can We Reclaim, andCommand Attention? Facebook, Twitter, Netflix, Instagram, and the latest app orgame keep us glued to our screens. Adam breaks down the latest insights intobehavioral addiction — investigating what separates the irresistible from theforgettable. The answers draw from a broad range of case studies andresearch—from as far afield as the world of video game design and televisionscript writing to app design and digital advertising. Why do people play the lotterydespite losing time and again and facing impossibly long odds? Should you releaseupbeat products when the economy is thriving or when times are tough? Alteranswers these questions and more in a keynote that explains the sharp dividebetween the instant sensation and the forgotten disaster.

9:30 Neural Mechanisms of Musical creativityDr. Charles Limb, Musician, Francis A. Sooy Professor, Chief, Division of Otology, Neurotology and Skull Base Surgery, Director, Douglas Grant Cochlear Implant Center, Departments of Otolaryngology- Head & Neck Surgery and Neurosurgery, University of California San Francisco School of Medicine

Until recently, we knew little about how the brain is actually able to be creative. Dr. Charles Limb holds two professional titles that combine his personal passions-Professor of Otolaryngology and faculty of Peabody Conservatory of Music. Andwhat else can come from that unique combination but an insatiable curiosity to findout how the brain works during musical improvisation? To try to unravel theneurological mysteries of creativity, Charles and his team put jazzmusicians and rappers in a functional MRI brain scanner and watched as theyimprovised. Find out what his team uncovered about how the brain generates newideas during the artistic creative process.

5:15 keynote Panel: commanding influence: how insights leaders can Take a More impactful seat at the c-suite Moderator: Kristin Luck, Growth Strategist, Luck Collective& Founder, WiRE (Women in Research)

Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence acrossthe broader organization. Insight can, and should, be one of the most powerfulvehicles for influencing decisions across the organization. How do you make thathappen? Join these key industry leaders as they discuss the keys to taking a morepowerful role in the C-Suite.

Christina Jenkins, Director, Global Business Marketing, North America, TwitterElizabeth Merrick May, Head of Customer Insights, NestMarina Kosten, VP Research – International Theatrical, 20th Century FoxJohn Fernandes, Director, Marketing Insights & Analytics, Facebook

6:00 Monday Night cocktail reception

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11:15: If You Love Your Brand Others Will TooMary Beth Jowers, Consumer Insights Lead forNorth, Central and Eastern Europe,Gruppo Campari

Wild Turkey was once a well-regarded premiumbourbon in the US. Decades of under-investmentand a shift in the bourbon market left the brand indecline. Hear how semiotics, understanding ofbrand lovers and a healthy dose of pragmatismlet Wild Turkey take flight once again.

12:00: Motivation to Act Inclusively: HowSmirnoff is Transforming Global AttitudesToward “Others"Luke Atkinson, VP, Smirnoff Global Consumer &Cultural Planning, Diageo

Smirnoff sponsored a landmark study on implicitand explicit attitudes toward “others" to quantifylevels of “inclusivity”. Gain insights on the state ofimplicit attitudes in the US and UK and the factorsinfluencing whether people act inclusively in theirdaily lives.

2:15: Engaging Customer Personality with BrandPersonality Peter Simpson, Principal, xsperient

To build an effective brand personality or valueproposition it is necessary to understand theneeds and personalities of customers. Discoverhow to assess customer experience andcustomer needs in the context of any product orservice and how to build the needs from differentpersonality types into a relatable brand persona.

3:45: Using Innovation Panels to GenerateBreakthrough InsightsScott Berman, CEO & Founder, HawkPartnersScott Wilkerson, Executive Partner, HawkPartners

Focus Groups have long been a useful tool for marketersand researchers to better understand the current state ofcustomer wants and needs. However, traditional groupsfrequently fail to generate novel insights becauserespondents are typically homogeneous, entrenchedcategory users who have difficulty envisioning newparadigms. HawkPartners’ Innovation Panels haveincluded social scientists, industry executives, academicthought leaders, journalists, religious leaders, consumeradvocates, futurists, and even sex therapists! Shareresults from our 2017 Innovation Panels predicting theFuture of Banking, Digital Media, and Healthcare.

4:30: Designing a Global Brand Health Programthat is Holistic and ActionableNihan Brunton, Senior Director, Global Market &Digital Research,Marriott

Discover Marriott’s holistic approach to GlobalBrand Health program and its ability to bringactionable insights regarding the performance ofthe portfolio’s 30 brands against its competitors.The design of the program provides a leadingindicator for future brand performance and areasto focus on for brand and portfolio strategies.


11:15: Applying the Behavioral Sciences toUnlock a Refreshed Retail Experience Dave Healing, Director of Strategy, BrandtrustAnndrea Golightly, Custom Research, Beauty,Personal Care, and Convenience,Walgreens

When Walgreens combined forces with AllianceBoots, they brought together the strength of twoleading companies with iconic brands. Discovernew research that revealed the emotional andpsychological dynamics of the retail experience,identifying the central and peripheral cues thatmattered most to consumers.

12:00: Translating Emotion Science into DigitalExperiencesJeremy Pincus, Director, Research & Strategy, Isobar

Emotions fuel the choices we make, the actionswe take and just about everything else we do.Measuring those emotions is a vital part ofunderstanding your consumer. Yet, marketersoften struggle with how to measure thoseemotions and how to apply the insights. Isobartakes brands through emotional insights tostrategy to implementation.

2:15: Five Steps to Move Beyond Charts toActionable Visualizations Rudy Nadilo, President, Dapresy North America

Are your reports dull and lacking in achievingimpact? In this session, you will hear practicaladvice on how to transform your data intocompelling, interactive visualizations. We’ll showyou “before and after” examples and share fiveeasy steps to get your team started on the road tothe modern age of dashboarding.



4:30: Eye Tracking, Facial Coding, & Virtual Shopping:The New Rules for Advertising Excellence in theSocial Media and Online Video World Wayne Huang, Research, Twitter

Although billions are invested in online videoadvertising, advertisers still struggle with creatingads for in-feed social platforms. This session willdiscuss the best practices for advertising onsocial media and how you can pretest tomaximize your ROI.


11:15: Weaving Insights into the DecisionMaking DNA of Your FirmSarita Bhagwat, VP, Market Intelligence, Fidelity Investments

As corporate researchers, we often wonder howmuch research and data actually impact businessdecisions. Making that impact greatly depends onbuilding a pathway of influence. We will describefive critical behaviors you bring to your function toensure that research is not an afterthought, but isin fact helping drive business decisions.

12:00: Optimizing Pack and Price for Online RetailingJessica Levison, Shopper Insights, NAeCommerce,Mondelez InternationalBill Salokar, VP Client Solutions, SKIM

In the omnichannel ecosystem, manufacturerswant to offer products that compete in all of thedifferent channels. Online retailing is positioned assomewhere between the bargain orientation ofclubs and traditional stores, but with a healthy doseof consumer convenience. Manufacturers need toprovide optimized assortments of products to fit inthat position while appealing to consumers andgenerating profits. Learn how Mondelez met thischallenge by understanding consumers’motivations and determining optimal bundlesbased on pack type, size, brands, and price.

2:15: How Storytelling and Immersion Can ActivateQuantitative Insights Within Your OrganizationRuchi Varshneya Senior Director, Global MarketInsights and Strategy, Abbott Diabetes CareLori Tarabek, Global Market Insights,Abbott Diabetes Care

Learn techniques for sharing results from largequantitative studies with an eye towardsactivating the insights within your organization.Hear how storytelling to craft more impactfulpresentation decks and immersion activities andmixed media can engage your clients and helpthem internalize and evangelize the learning.

3:45: Metrics Redefined: Combining Traditional &New Metrics Rooted in Consumer Engagement forMarketers to Yield Optimal Campaign PerformanceLauren Zweifler, SVP, Strategic Insights andResearch, NBCUniversal

Hear how a consumer-centric algorithm incorporatingviewer, advertiser, and network chemistry andcompatibility metrics was used to develop impactfulcross-platform marketing campaigns that supportbusiness objectives. This methodology enabledNBCUniversal to move past age & genderdemographics by quantifying the impact ofconsumer love for a brand, network or show.

4:30: The New Cultural Mosaic: Keys to CreatingWinning Mainstream and Multicultural StrategiesMarissa Romero-Martin, Chief Insights Officer,CulturatiVanessa Strain, VP, President Multicultural &e-Commerce Strategy, NielsenMichelle Zweig, SVP, Media Analytics, Nielsen



OCTOBER 23: TMRE DAY ONESIX CONCURRENT BREAK-OUT TRACKSMoNday

12:45: Lunch

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11:15: Enhancing Insights Through StrategicPartnerships to Inspire Change Among ThoseTreating and Suffering from ObesityMaria Cristina Antonio, Director, MetabolicsInsights & Analytics, Novo Nordisk

Novo Nordisk and KJT Group, Inc. collaborated onthe landmark ACTION (Awareness, Care &Treatment In Obesity Management) study, aimedat investigating barriers to obesity management.Hear how pharmaceutical companies, the medicalcommunity and market research agencies canwork together to uncover societal misperceptions.

12:00: Gaining Knowledge from Experience Monika Mandrakas, Market Researcher andCustomer Advocate, Mutual of OmahaJulie Brown, President,The Center for Strategy Research, Inc

Obtaining a complete understanding of customers’experience has evolved as the gold standard inmarket research today. If, like us and Albert Einstein,you believe that the only source of knowledge isexperience, learn about ways to better measureand improve upon your customers’ experience.

2:15: Attracting Viewers in the Golden Age ofContent Judy Melanson, SVP, Travel & Entertainment,Chadwick Martin BaileyLyndsey Albertson, Director Sales Research, ABC

The explosion in TV content requires contentcreators to understand what drives viewers to trya new show and what keeps them watching. Hearlearnings from a comprehensive initiative that willresonate with any brand looking to gain tractionfor new products.

3:45: From Polo Shirts to Pet Food: Breakthrough e-commerce MeasurementKen Cassar, Principal Analyst and Vice President, Slice Intelligence Joe Keating, Associate Director, Insight & Analytics, Hill’s Pet Nutrition

Categories such as books, music, and electronics were first disrupted by the fast growing e-commerce channel 15 years ago, but e-commerce disruption moved far more slowly in other categories. It is now clear that e-commerce is having a huge impact across the entire consumer products spectrum, from apples to Apple, from Ziploc to Zappos.

4:30: This session will be presented by: Hall & Partners For more information, visitwww.themarketresearchevent.com.


11:15: The Long and Short of Digital Brent Snider, President/North America,System1 Research

Digital had been thought of as purely a short termactivation tool that could yield great resultswithout testing. But brands are learning that it iscrucial to be able to test and predict theemotional effectiveness of digital creative. Learnhow to use digital to more effectively to drivebrand growth.

12:00: What’s Inside is Everything: Turning FocusGroups Inside OutMeghann Seidner, VP Marketing, ZICO Beverages

ZICO has a long legacy of being scrappy. With thegoal of optimizing our creative approach in 2017,we wanted more than merely consumer feedbackand opinions generated by traditional testing.Learn how the ZICO team deepened resonanceand relevance by taking the classic focus groupmodel deeper, in order to inform a differentiatedstrategic direction both in the short term and beyond.

2:15: Spoiler Alert! Inside the Reinvention of the Hollywood Research MachineJon J. Penn, National Research Group

For more information visitwww.TheMarketResearchEvent.com

3:45: How to Build or Kill a Brand with PackagingChangesMichelle Gansle, Director, Consumer Insights,Mars Confectionery

Packaging is a key form of communication andan important reason to believe in the overall brandproposition. We often under value the importanceof testing packaging changes beforeimplementing them into the market. Explore casestudies and lessons learned on what to do andnot to do when making pack changes.

4:30: Millennial Mosaic: Peeling Back the Layers of the Multicultural Millennial Beth Coleman, SVP, Marketing and Partner Insights, Viacom Kassie Deng, Director, Marketing and Partner Insights, Viacom

Viacom’s new study reveals seven truths about Multicultural Millennials that you need to know. Uncover how this impacts your understanding of Millennials at large, and identify implications to keep in mind when trying to connect with this group.


11:15: What was the Lift? Mo Bhasin, Analytics, Nest

During this how-to guide for measuring impact atretail, explore how to evaluate the impact ofin-store activities. You will learn how to avoid 5common pitfalls when measuring lift and leavewith a foundation in designing good retailexperiments and making sound data drivendecisions to grow sales. You will see howbest-in-class retail analytics are managed atNest/Google.

12:00: The Next Paradigm Shift in Marketing,Artificial Intelligence Ramkumar Ravichandran, Director Analytics &A/B Testing, Visa Inc.

AI is fundamentally altering all dynamics in ourday-to-day lives, right from the way we consumeand process information to what we buy to howwe commute. This session will provide thestrategic consideration, optimal execution pathand relevant transformation levers required toachieve Marketing AI nirvana.

2:15: Linking Data Science Function to Value inPharma Early Research & DevelopmentLaura Aguiar, Senior Leader, Research and EarlyDevelopment, Roche Innovation Center New York

This presentation will examine the journey of thecreation of the Data Science function in PharmaEarly Research & Development Informatics. Hearabout Data Science Decision Support Service andhow it’s managed in a global pharma researchenvironment.

3:45: Driving Growth with Data FusionJulia Oswald, SVP, Strategy & Insights,Domino’s PizzaCarley Metsker, VP Client Services, Directions Research

In an era of industry decline, Domino’s hasmanaged to deliver year over year double digitgrowth. How do they do it? It all comes down todata. Learn how to efficiently synthesize existingdata and provide insights for growth.

4:30: Surveys Lie, but Money Talks Customers aren’t Telling YouAndrew Robson, President & Chief Revenue Office, Earnest Research

Today’s forward-looking consumer insights and marketing professionals are working with Earnest Research to identify, in real time, a holistic view of their customers and what they value, without the time lag and biases inherent in surveys and questionnaires. Come explore the data that’s redefining market research, and learn to listen to what your customers aren’t telling you.


12:45: Lunch

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8:45 Morning welcome:Welcomefrom Conference Chairperson

10:55 – 3:15: Networking Breaks and Break-Out Sessions

9:00 revisionist history: uncovering Truths hidden in dataMalcolm Gladwell, NYT Best Selling Author, David and Goliath, Blink, Outliers, and The Tipping Point

Malcolm Gladwell is the author of five New York Times bestsellers. He has beennamed one of the 100 most influential people by TIME magazine and one of theForeign Policy’s Top Global Thinkers. Malcom will speak on his latest book-released in a 10-party podcast titled Revisionist History. In the weekly podcast,Malcolm re-examined an overlooked or misunderstood aspect of past events. Malcolm will describe how he used data in new ways to uncover hidden truths, andhow the shift from print to digital allowed him to “unleash his emotional ID” andconnect with consumers in whole new ways and build greater levels of empathyand connectivity.

10:00 interview with Malcolm gladwell: unlocking New opportunities for the insights industryMalcolm Gladwell, NYT Best Selling Author, Dawn Cunningham, Chief Insights Officer, 3M

Malcolm Gladwell is the most prominent thought leader of our time. He has exploredhow ideas spread in the Tipping Point, decision making in Blink, the roots of successin Outliers, and the advantages of disadvantages in David & Goliath. 3M’s ChiefInsights Officer will get in depth on how his big picture theories can be madeactionable for the research industry. It will serve to unlock new opportunities for theindustry as a whole, and reflect on how we need to adapt to the changing needs ofour customers.

5:00 end user Panel: what do chief Marketing officers really want from researchersAmanda Hill, Chief Marketing Officer, A&EAnna Fieler, Chief Marketing Officer, POPSUGARPeter Horst, retired Chief Marketing Officer, Hershey

Data has been commoditized- today the value of research lies in the way youconnect the dots. Internal clients and end users aren’t looking for data – they’relooking for strategic recommendations on how to drive their business forward andgrow the bottom line. In their quest to deliver on this new value proposition,researchers and insights leaders must evolve their skill sets quickly. This panelbrings together cross-industry CMO “end-users” to understand their point of view.What do they really want from their insights and research teams and how can youadjust accordingly to ensure you are delivering bottom line impact.

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11:00: Weigh the Gray; How to Drive UncertaintyOut of Your Innovation Business Case Mike Maddock, CEO & Co-Founder,Maddock DouglasLuisa Uriarte, EVP & Managing Partner,Maddock DouglasThose charged with innovation in a large,established company know that you can’tmeasure the future the same way you measurethe past. Therefore, the standard business case ismeaningless. Learn the importance of insightdriven innovation, and what it means from aprocess and cultural point of view. Betterunderstand the research techniques used byinnovation experts at Maddock Douglas.

11:45: Beyond the Cart: Next-GenShoppertunities Alisha Snow, Executive Vice President, Smarty Pants Ever wonder how shifting parent-and-child familydynamics impact the shopping process? Curiousto know how today’s young consumers willimpact tomorrow’s commerce? Discover thetruths behind how kids and their millennialparents shop. Through in-depth analyses,anecdotes, and cold, hard facts, we explore theimpact of media, retail and tech on families’purchase decisions.

2:00: Keeping it Real with Campbell: Bringing aConsumer-First Mindset to InnovationCarlos J. Barroso , SVP, Global Research andDevelopment and Quality, Campbell Soup CompanyThe food industry is undergoing a profoundchange. Demographic and economic shifts inconsumer tastes and consumption patterns isreshaping the way food innovators grow, make,market and sell food. Navigate this sea of changewith a customer-first mindset, applying greaterscientific rigor.

2:45: Frito–Lay Doesn’t Need to Change How WeInnovate!Jonathan McIntyre, SVP Research andDevelopment, Global Snacks Category, PepsiCoHear a story of the ongoing journey of R&D andCategory Management in PepsiCo’s Snacksbusiness. Well, if it ain’t broke why fix it? Can youactually generate more impactful innovation?What does it take to make a historicallysuccessful organization and business, think andwork differently?

4:15: Brands, Empathy and Societal Change Sara Fahim, Senior Research & InnovationConsultant, Seek CompanyEmpathy matters more than ever but for brandsit's more than a choice. Today brands have a dutyto lead with empathy. Learn how to understandwhat consumers are feeling and how to betterserve their unspoken needs. Because when youcan do that - you'll drive societal change withlasting impact.


11:00: The Next Great Luxury AdventureChandler Mount, VP, YouGov Affluent Perspective, YouGovThere is a shift in the way affluent consumers thinkabout luxury brands. A substantial part of the luxurymarket has shifted their purchase decisions off oftraditional markers of quality, craftsmanship andservice. Today’s affluent consumers embrace thenew, being adventurous and creating life changingexperiences. Learn about the mood to spendamong global affluent consumers, the luxurycruise market, and what innovative products areattracting new customers.

11:45: Predict Guest Expectations at Universal Jennifer Avery, Director, Consumer Insights,Universal Orlando ResortAt Universal Orlando, discrete choiceexperimentation and conjoint analysis are used inthe traditional way for product and servicedevelopment and pricing. But the ConsumerInsights team frequently uses conjoint in anumber of unusual applications to betterunderstand guest expectations for complexexperiences including how guests would ride theHogwarts Express.

2:00:Creative Research Techniques to Elevate Actionability & Impact

Jason Kramer, Managing Director, Vital FindingsJaideep Dore, Director of Global Consumer Insights, MattelTim Twichell, Director, Global Insights, Deckers BrandsMonika Mandrakas, Market Researcher, Mutual of Omaha Insurance Co.

2:45: How Cognitive Science Can TransformData to InsightsTerrae Schroeder, Senior Director, Wholesome andShopper Insights, Kellogg Emily Adkison, Insights & Planning, Consumer &Market Insights, KelloggThe difference between data and insights are thatinsights embed context, memory structures andtriggers for behavior. Explore breakthroughtechniques to understand mental models, to drivebetter insights into innovation. Discoverneuro-linguistics, mental mapping, and collectingbehavioral data, to transform data to insights.

4:15: Share Your StoryContact [email protected] tospeak during this session.


11:00: Optimizing Insights to Impact BusinessStrategyDiana Gabbard, Director Consumer Insights,U.S. CellularAndrew Bernard, Vice President, Burke, Inc.It’s one thing to tell a good story. It’s another toturn a good story into a solid, profitable businessstrategy. How do you breakthrough and leverageinsights to impact business strategy? Integratemultiple sources of disparate data and thentranslates that data into comprehensive,compelling stories.

11:45: Leading Organizational Change withStrategic InsightsJohn Walthour, VP, UnitedHealth GroupRobbi Thatcher, Director, UnitedHealth GroupThe healthcare sector of the economy is acomplex and ever changing landscape thathistorically has not been as customer-centric asother industries. Hear how market research,insights and analytics is playing a leading role indriving an organizational shift toward customercentricity at UnitedHealth Group.

2:00: Building a Team of Strategists with Research ExpertiseRisa Schwartz, Senior Director, Global ConsumerInsights & Sensory, Tyson FoodsAs the marketplace evolves, so does the definition of ourexpertise and talent as consumer stewards and strategydevelopers. Market research expertise has become only costof entry to developing a strong consumer-informedorganization; with that comes a need to foster learning anddevelopment, well beyond just the technical, to enable apowerful Consumer Insights team. We look to our best researchpartners to play a critical role in team development throughunique thinking and flexible methodologies. Explore perspectiveon talent acquisition, coaching, and facilitating an environmentin which to grow high potential teams of strategists withresearch expertise. The measure of success - bringing theInsights function to the forefront of company leadership.

2:45: The Passion of the Hispanic Sports FanJed Meyer, EVP, Corporate Research,Univision CommunicationsWho is the most passionate sports viewer, the fanthat thinks about sports 24/7? Univision used aunique research technique to understand thepassion of Hispanic and non-Hispanic sportsfans. How many sports fans would forgo $1million and rather have their favorite team win thechampionship? Learn the answer, and moreinsights about sports fans.

4:15: Connected Insight: How MR Can Return toGlory in a Digital World John Dick, CEO, CivicScienceIn this presentation, hear how consumer insightsteams are using large-scale web-based polling,linked to first-party and third-party data assets todrive more accurate segmentation, mediaplanning, and measurement. Explore technologiesbeing implemented that not only deliveredmeasurable marketing ROI improvements but didso in a fast and strategic way.


OCTOBER 24: TMRE DAY TWOSIX CONCURRENT BREAK-OUT TRACKSTuesday

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OCTOBER 24: TMRE DAY TWOSIX CONCURRENT BREAK-OUT TRACKS Tuesday


11:00: Blazing New Trails: Innovation and the Customer JourneyJason Ten-Pow, OnResearch IncMike Moreno, Intel CorporationJoin us to find out how OnResearch and Intel Customer Support have pioneered new ways to look at Experience Design and Customer Journey Analytics to improve customer experience. Linking digital and physical interactions allows Intel to seamlessly connect how customers navigate through multiple channels (from online to offline), what they experience and how they feel at each step along the way. 11:45: Integrating Social, Digital and MobileInsights to Innovate and Revamp CustomerExperiences Deborah Campbell, VP Consumer andMarketplace Insights, VerizonMeredith Paige, SVP User Experience, GfKVerizon and GfK’s collaborative journey integratedsocial, digital, and mobile insights to revampVerizon customers’ experiences. Learn how thisagile engagement redesigned experiences acrosschannels in a very short period of time thatresulted in significantly higher sales through digital channels.

2:00: Putting Emotion Into The EquationAaron A. Reid, Ph.D., Chief Behavioral Scientist, Sentient Decision ScienceStephen Springfield, EVP, Sentient Decision ScienceFor more information, visit www.themarket researchevent.com2:45: Experiential Research + Consumer Anthropology:How an Empathy Driven Approach Benefits AllSteven Garcia, Director, Cultural Anthropology, Team OneJennifer Axen, Chief Qualitative Officer, HypothesisJeff Seltzer, Managing Partner, Hypothesis

We live in a time of instant information, “fake news”and big data. How do we wade through the sea ofinformation in order to get to the real ConsumerTruths? Hear how we leveraged Consumer Anthropologyand Experiential research, in order to discover whatcar buyers truly desire when it comes to newtechnology. Learn the 5 pillars of Empathy-Drivenresearch that will allow you to cut through the clutterand connect with consumers in a meaningful waythat drives business.

4:15: e-Commerce Shopper Essentials: Now And In The FutureThis session will be presented by: C+R ResearchWorking on a strategy to foster e-loyalty with yourshoppers? Curious as to what shoppers needfrom their digital experiences vs. theirbrick-and-mortar visits and why? We understand-- it’s complicated. Gain tips on how to align youre-commerce strategy with shopper insights tohelp reduce some of the uncertainty.


11:00: Modernizing the Iconic: Discovering the Power of Deep-Seeded Equity to Imagine a Way ForwardSheeba Philip, VP of Marketing, JCPenneyHow can a 100+ year-old brand, retain itsmulti-generational legacy and sense of familiarity, while also being relevant to today’s trends? Hear how JCPenney developed a framework that is authentic to what the brand has always stood for, while still pushing the boundaries for where it could go.

11:45: This session will be presented by: Iposos Connect For more information, visit www.themarket researchevent.com

2:00: The Future ConsumerAnna Fieler, CMO, POPSUGARLearning about the future consumer is imperativefor future-proofing your business. Understand theemerging key segment of consumers, Gen Z, aswell as reevaluate your assessment of Gen Y.Expectations around consumer experiences willset a new standard that all businesses shouldstrive toward, regardless of target audience age.

2:45: Results Over Reveals: Draft-Mode ResearchGabriela McCoy, Director of Global ConsumerInsights, Bacardi It’s always been about the “big reveal.” This talkdiscusses what transpired between two women,client and supplier, to share a modern alternative -an iterative, collaborative process that works in“draft mode” – that puts results over reveal. Whyshouldn’t the dynamism of the research processmatch how consumers evolve today?

4:15: Power of the TribeMichael Forsberg, Experience & Communications,Team World VisionTeam World Vision is able to mobilize thousandsof non-runners to cross finish lines around theworld. They studied the journey of the participant,identifying critical insights that led to years ofstrategic activation that has unlocked growth forthe organization and repositioned them asowning the emerging revenue strategy for cleanwater projects.


11:00: Data Science is from Mars and MarketResearch is from Venus Karin Kricorian, Director, Management Science &Integration, The Walt Disney CompanyThe explosive growth of Data Science as an areaof focus seems to have pushed traditional MR tothe wayside. Explore lessons learned from makinga shift from MR to Data Science. Leverage theboth worlds to maximize value and expand theimpact of your work.

11:45: Transforming Analytics into the GameChanger for Your BusinessNancy Rogers, Director, Strategic Analytics andShopper Insights, Colgate-PalmoliveIt's not enough to just complete your advancedanalytics. It is only effective when it is embeddedinto your company's DNA. Discover the bestpractices that the Strategic Analytics team atColgate-Palmolive have implemented to drivegrowth through Advanced Analytics with theircommercial business partners.

2:00: Creating a True Customer-CentricOrganization With Big Data and Analytics Niclas Öhman, CPO, Nepa AB, SwedenFredrik Törn, Ph. D., Head of Insight, Analytics, andIntelligence & Head of CRM, Coop Sverige AB“Customer Centric” and “Data Driven” aresometimes considered to be opposites. Weexamine a nationwide grocery store to show thatadvanced analytics and complex insights,typically only shown to specialists or in boardrooms, can be put in the hands, interpreted, andused with great results by an entire organization.

2:45: This session will be presented by: IBMFor more information, visit www.themarket researchevent.com



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8:30 MorNiNg welcome:Welcome fromyour Conference Chairperson

10:15: Morning Networking Break

8:45 storytelling with data: Bringing data to life Through Pictures and storyCole Nussbaumer Knaflic, Author, Storytelling with Data: A Data Visualization Guide for Business Professionals

Stories resonate and stick with your audience in ways that data alone does not.Why wouldn’t you leverage the power of story when communicating with data?Join this engaging session, during which Cole Nussbaumer Knaflic demonstratesthe untapped potential of combining the magic of story with best practices in datavisualization for communicating effectively with data. You'll leave the sessioninspired to bring your data to life and make it a pivotal point in an overarching storythat motivates your audience!

9:30 we are all cyborgs Now: The future of ai and human Machine interactionsAmber Case, Cyborg Anthropologist, Author, Calm Technology: Designing for the Next Generation of Devices, fellow at Harvard University’s Berkman Klein Center for Internet and Society, Visiting Research at the MIT Center for Civic Media

Our world is made of information that competes for our attention. What is needed?What is not? We cannot interact with our everyday life in the same way we interactwith a desktop computer. Calm technology describes a state of technologicalmaturity where a user’s primary task is not computing, but being human. The ideabehind Calm Technology is to have smarter people, not things. Technology shouldn’trequire all of our attention, just some of it, and only when necessary. Amber Casestudies the symbiotic interactions between humans and machines — and considershow our values and culture are being shaped by living lives increasingly mediated byhigh technology. But will these machines ultimately connect or conquer us? Caseoffers surprising insight into our cyborg selves.

10:20 TMre TowN hall!Postmortem: election 2016James Newswanger, IBM

What happened? How are researchers and pundits explaining the polls (and odds)that predicted another winner? Bring your thoughts (and any data!) for a livelygive-and-take conversation on the U.S. Presidential race in 2016.

10:55 - 3:15: Networking Breaks and Break-Out Sessions


wedNesdayOCTOBER 25TH

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11:00: This session will be delivered by LucidFor more information visitwww.TheMarketResearchEvent.com

11:45: The Allure of Cinema AdvertisingSarah Barasch, SVP Insights & Measurement,Screenvision MediaLights, Camera, Action. Everyone loves themovies, but what makes it work so well toadvertisers? Screenvision Media explores thepsychological and emotional distinctionsbetween cinema and television experiences andhow these different settings impact memory andperceptions of advertised content.

1:45: Is Design Thinking and Agile Limiting Your Innovation?Dr. Joel Mier, Lecturer of Marketing,University of RichmondDesign Thinking, Agile, Lean… these are heraldedas improvements, aren’t they? They promisespeed and customer intimacy. Thesemethodologies empower all in the enterprise toparticipate and engage with customers but is thisreally a good thing? Explore empirical views andsuggestions on how you can improve theseprocesses.

2:30: Driving Brand Relevance to Today’s ConsumerBéatrice Brebion-Baubert,Worldwide Strategic InsightsSenior Director, Tupperware Brands CorporationWhen you think of Tupperware what comes to mind?Certainly a unique and iconic territory but Tupperwarecannot escape from the challenge of driving relevancefor its brand among today’s busy women, includingMillennials, to encourage attendance at partiesand demonstrations, foster positive relationshipswith the brand and build loyalty. Tupperware isalso faced with navigating a direct-selling modelthat can be perceived as pushy if not executedskillfully, as well as developing an updated imagethat evokes radiance, opportunities for women,positive and memorable experiences.


11:00: Creative Presentations: The Unicorns ofMarket ResearchBen Gilgoff, Executive Director, Global Customer &Brand Insights, MerckLisa Courtade, Head of Market Research, MerckLike the mystical horned creature, you may onlyever see a dynamic research presentation in yourwildest dreams. Come hear how neuroscience,digital communities, and even brand trackers canbe converted from standard researchpresentations into must see events.

11:45: Reconnect with your Roots: SeeingCustomers with New EyesBrian Mack, US Market Intelligence Leader,Dow Agro SciencesIncreasing customer empathy in a companywhere many of your employees have spent alifetime living as and servicing your customerscan be a formidable task. Dow approached thischallenge from the very beginning byreconnecting with its roots. Hear about thisin-depth framework to holistically understand theend customer.

1:45: Leading Insights in a Technology-CentricOrganizationJoe Stevens, Senior Director Market Insights,OracleLeading an insight team at technology-centricB2B companies can be both challenging andhighly rewarding. This session will explore oneteam’s journey to build relationships, establishcredibility, and deliver actionable insights thatsupport the efforts of Engineering, ProductManagement, Marketing and Sales organizations.We will explore methodologies and deliverableswhich offer insights differentiated from thosemore commonly available from industry analystsand syndicated research. We will examine what ittakes to secure and maintain a seat at the table.

2:30: Virtual Reality First ExperiencesDenise Brien, Senior Director, Consumer Analytics& Research, Oath: A Verizon CompanyVirtual Reality is the first new technology sincesmartphones to have truly transformativepotential, yet there is much that we don’t knowabout it from the consumer’s point of view. Werecently tapped into our onsite consumer lab andVR demo lab to gain foundational understandingof the consumer experience, and shed light onhow to adapt our research processes to explorethis new area.


11:00: How Changing Technology andGenerational Shifts Influence EffectiveMarketingKajoli Tankha, Senior Director Advertising Research,MicrosoftJon Brand, SVP, Brand and Consumer Experiences,GfKNatasha Stevens, SVP, Digital Marketing Intelligence,GfKThe influence of changing technology in the midstof generational shifts continue to impact andshape how we market. Join Microsoft & GfK aswe explore everything from consumers’ valuesand lifestyles to their purchase journey and mediaconsumption.

11:45: Unlocking the Emotional Code for Work:Redefine the Brand ExperienceSamantha Dawkins, VP, Client Strategy &Advocacy, ADP TotalSourceRecognizing shifts in trends within the HRcategory, ADP set out to elevate the employeeexperience in order to deliver a differentiatedbrand experience. Learn how ADP is leveraginghuman truth to revolutionize business, andultimately challenge a category that has beenslow to change for years.

1:45: Changing Global Brand PerceptionsNic Brandenberger, Director, Global Brand, eBay Thomas Walker, Senior Director, Global Brand and Customer Insights, eBayLearn how eBay leveraged consumer research to gain immediate insight into the consumer brand messages that would resonate most closely with buyers preferences, differentiate them from the competition and close some of its perception gaps in order to ultimately increase eBay consideration.

2:30: How to Position Your MR Team to Wield InfluenceDon Micallef, VP, Research, InvestigationDiscovery, Discovery Communications In the Broadway musical “Hamilton”, the characterof Aaron Burr sings “I wanna be in the room whereit happens.” Many Market Research teams findthemselves echoing this same sentiment. Buthow do you get invited into the room to influencethe decision makers?


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11:00: Unlocking the Power of the Brief: Buildingthe Foundation for Great Creative andFlourishing PartnershipsAbigail Hollister, VP, Director Client Services, AmeritestBetsy Pendergast, Director – Strategic Planning,Luckie & CoBrad White, Chief Creative Officer, Luckie & Co It’s time to revolutionize the creative briefingprocess! Bringing creative and research teamstogether, as partners, at this crucial stage will buildthe foundation for lasting partnerships and greatadvertising. Find out how fueling the briefingprocess with consumer insight empowers andequips creative teams to perform at their best andbuilds powerful relationships with your consumersand your working team.

11:45: Share Your StoryContact [email protected] to speakduring this session.

1:45: This session will be presented by: NationwideFor more info, visitwww.themarketresearchevent.com.

2:30: Share Your StoryContact [email protected] to speakduring this session.



11:00: Building Relevant Cross-ChannelExperiencesSarah Beachler, Director of Market Research &Consumer Insights, SEPHORAConsumers want it all – convenience, efficiency,experience, customization, personable customerservice. Retailers must speak to consumerswhere they are (wherever that may be, wheneverthat may be) in a relevant, engaging, differentiatedway. When you may only have one shot to breakthrough the clutter and provide genuine value ormeaning, it’s more important than ever to build athoughtful cross-channel experience for yourcustomer. SEPHORA will share their take on howto frame up that type of experience.

11:45: The Winning Case Study of the NextGeneration Market Research Award The NGMR Award recognizes companies andindividuals that have demonstrated outstandingleadership as change agents and madesignificant contributions to harnessing disruptiveinnovation. Nominate yourself or someone elsefor the award at themarketresearchevent.com.The winner will receive a complimentary pass toTMRE and the opportunity to present the winningcase study. Entries must be received by August18, 2017.

1:45: Winning in Her PurseKelley Styring, Principal, InsightFarmThe humble handbag: For decades, it’s been a keylink between the home, where consumer needsoccur, and the marketplace, where those needsare fulfilled. Gain new insights from the 2017study, In Your Purse: Archaeology of the AmericanHandbag. The rise of technology has causedfar-reaching changes even in this most ubiquitousfashion and life accessory.

2:30: Reasons to Smile: The Next Generation ofInsurance Consumers Kara Zinsmeister, Senior Market ResearchAnalyst, United Concordia DentalThis session focuses on a recent multi-partresearch program to help better understandfuture end-consumers. Using results aroundexperiences and attitudes toward insuranceproducts, United Concordia will move from being reactive to member needs to proactivelyproviding for member’s oral wellness at everystage of their life.


11:00: Social Listening 2.0: How MachineLearning Gets to the “Why” of AnalyticsErrol Apostolopoulos, SVP Product,Crimson HexagonFor years, the smartest brands have used sociallistening tools to keep tabs on their brand imageand audience. But today that’s not enough. Newsocial media analytics tools, built on powerfulmachine learning and AI technologies, dive deepinto the nuances of consumer sentiment andpurchase intent and surface new trends.

11:45: Segmenting the US e-shopper Through Behavioral DataJoaquim Bretcha, International Director/ESOMAR Council Member 2017-2018, Netquest Jason Brownlee, CEO & Founder, Colourtext Online sales in the USA accounted for 8.5% of total retail sales in the first quarter of 2017. Our attention to e-commerce is not only due to the relevance of its current share of the market, but more importantly to how it is shaping the retail business and consumers' habits. Understanding consumers' online and mobile shopping behavior is more necessary than ever before. Netquest will present a case study that will bring you the most recent segmentation of the US online shopper.

1:45: Leveraging Behavioral Science Insights toDrive Business StrategyJanet Ziffer, Senior Global Research Manager,Kimberly-Clark ProfessionalDiscover how Kimberly-Clark Professionalleveraged methodologies grounded in empathyand the behavioral sciences as a powerful tool tospearhead healthcare initiatives impactingconsumers globally, and uncover tips for howmarket research and insights professionals cando the same within their own brands, ultimatelyactivating more authentic and inspirationalbusiness strategy.



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TechNology will chaNge The face of iNsighTs – aNd your role – as you kNow iT. The QuesTioN is, are you PrePared?Take Command of the Technologies Shaping the Future of Market Research at the ALL NEW START-UP SHOWCASE and the TMRE DEMO ZONE

all New startup showcaseChaired by Germán Loewe , CEO,

In a world where technology is growing exponentially, it’s becoming more difficult to stay relevant. The Startup Showcase is your chance to meet the fresh-faced new companies pioneering

the future of break-through technologies. It serves as your navigation guide for distinguishing between the hype from the reality of what tools are on the horizon to help you stay ahead.

GET INVOLVED AT TMRE’S STARTUP SHOWCASE!Contact Liz Hinkis at [email protected] for more information.

TMre demo zoneLive DEMO ZONES allow TMRE attendees exclusive access to get hands on with the

latest offerings from best in class solution providers. Stop by during select breaks for live cutting edge innovation in practice:

Join the conversation on social:@TMRE, #TMREVENT

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THE 2017 PROGRAM FEATURES DEMOS FROM SENTIENT DECISION SCIENCE, LEXTANT, WIZER AND CROSS-TAB

GET INVOLVED AT THE TMRE DEMO ZONE!Contact Liz Hinkis at [email protected] for more information.

speed to decision – how Technology can change the face of the Mr industryManish Mittal, SVP, Cross-Tab

When we say DIY, it means DIY – not hybrid, no human intervention, nothing manual!

Preview XpressAcu™ Cross-Tabs proprietary ad pretesting platform. Empirically, not all ads are tested andwhile we understand that the success of a communication is 70% dependent on the creative, this space hasalways been challenged as there is never enough time nor any faster techniques to ‘test’! Our platformunderstands your business challenge, caters to your objective, allows you to test your creative faster andprovides an instant GO/No Go decision! All this while allowing you to be in control of the process.

Backed with a sound philosophy XpressAcu™, has been carefully designed to address some of the inherentchallenges faced in ad-pre-testing. XpressAcu™ is simple, effective and has helped clients achieve resultsfaster and be in control of their ROI.

wizer - The a.i.-based consumer research solutionIdan Geva, Chief Business Officer, Wizer

Wizer is a consumer research platform that uses artificial intelligence to analyze your business questions andprovide fast, affordable and in-depth market insights. By facilitating research and insight collaboration acrossthe organization, Wizer supports better data-driven decisions.

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year afTer year, TMre coNNecTs The BesT iN iNsighTs froM arouNd The world


Market Research& InsightsExecutives 1,100+

TMre delivers The MosT coMPreheNsive ageNda iN The iNdusTry, coveriNg:

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ThaNk you To our sPoNsors

& suPPorTers!

geT iNvolved!For more information on how to get involved

contact Liz Hinkis at [email protected]

sPoNsors

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wheN choosiNg a ParTNer, face-To-face MeeTiNgs are criTical. In just ONE TRIP, you get access to the largest show-floor of any industry event. TMRE Exhibit Hall brings you over 100 of the most cutting edge and respectedproviders in the industry each year. We thank them for their continued support.

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The coMPaNies ThaT MaTTer

The ToPicsThaT MaTTerResearch in the Trump EraWhatCMOsWant fromResearchersDigital Natives:Post-Millennial SummitStart-Up TechnologyShowcasesElection Polling: What WentWrong?Artificial Intelligence &Virtual RealityDigital Disruption

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