24th May 2018 | London | Hilton Tower Bridge


Thank You

Market Research Summit - 24th May 2018

"Connecting the Dots"

AGENDA

08:00 am - Delegate Registration & Refreshments

08:50 am - WELCOME NOTE FROM CONFERENCE CHAIR

Paul	 Edwards Paul Edwards Ad-man, researcher & futurist Bio

Panel Debate: Artificial Intelligence - Are we losing our heads?

How is AI / Machine learning reshaping market research? What capabilities and results are we actually seeing and what is the threat to traditional market research?

Panel: Innovation and Revolution - Unleashing the Next Game Changer!

Predictions on the next big innovation to revolutionize the industry / what might be the next game changer? 

Company values are starting to feel almost too fashionable these days, yet values are a key part of a company’s DNA and its brand, and always have been. They differentiate your business, should inspire great behaviours, and align your team and future hires around specific actions in order to be to the company you want to be, and achieve the goals and vision you aim to reach.

10:10 am - Networking Break

12:30 pm - Lunch & Networking

Chairperson - Auditorium

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    Paul Edwards Ad-man, researcher & futurist

Chairperson - Tower Suite

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    Sean Adams Founder, The Seed

Chairperson - More London

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    Nikki Lavoie Director & Chief Sparkologist, Mindspark Research International

Committed to becoming a truly digital news brand, WSJ sought a review of its multi-platform product portfolio to optimise its investment strategy, better support retention and acquisition efforts, and improve overall efficiencies. WSJ required a better understanding of
its customers’ needs & behaviours, how they interact with the brand and content, and a clear direction for futureproofing the brand’s product portfolio. Project Moments delivered unparalleled insight into audiences’ daily touchpoints with news media brands, blending cutting-edge and traditional methodologies to build a detailed understanding of behaviours and needs, to drive real business change.

Insights from the study - married with the BBC’s own data - have revolutionized their approach to podcasting. The ground-breaking, far reaching, international study illuminated a heavily under-researched topic, delivering recommendations that have enabled the BBC to be in pole position in the fast-growing world of podcasts, especially in emerging markets.

There have been several articles in the marketing press recently criticizing the clichéd portrayal of Mum and finger pointing at brands that are failing to see Mums as a collection of individuals. Are marketers guilty of casual sexism when it comes to the role of Dad in the household, overlooking him in the assumption that Mum is chief shopper and meal maker? Premier Foods and ONE-MS will review how the role of Dad has undergone a significant shift over the last few years. We combine both panel data and bespoke qualitative research to bust myths that grocery shopping & meal making is the sole preserve of women.

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    Debbie Newbould Managing Director, ONE MS

Sam will show how research programmes can be designed to allow them to connect to the client’s data ecosystem. Once they are connected, we will show how they can be used to build unique audiences, support measurement and generate new insights through data integration.

In this presentation and live tech demo, Jamie, “champion” of the cognitive insight platform at Imperial Brands, will show how his global insights team has deployed tech to democratize insights planning, ensure ethical conduct of research across dozens of regulatory environments and achieve great efficiencies by preventing the duplication of research.

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    Jamie Rayner Senior Insight Manager, Imperial Brands
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    Elizabeth Morgan Co Founder and Senior Vice President Marketing, Market Logic Software

15:00 pm - Coffee Break & Networking

Chairperson - Auditorium

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    Paul Edwards Ad-man, researcher & futurist

Chairperson - Tower Suite

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    Sean Adams Founder, The Seed

Chairperson - More London

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    Nikki Lavoie Director & Chief Sparkologist, Mindspark Research International

In this presentation and live tech demo, Jamie, “champion” of the cognitive insight platform at Imperial Brands, will show how his global insights team has deployed tech to democratize insights planning, ensure ethical conduct of research across dozens of regulatory environments and achieve great efficiencies by preventing the duplication of research.

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    Jamie Rayner Senior Insight Manager, Imperial Brands
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    Elizabeth Morgan Co Founder and Senior Vice President Marketing, Market Logic Software

Falling participation rates in market research is not a new topic, but with under 25 levels dropping off a cliff, finding out what Gen Z really see, feel, think and do is nigh on impossible via traditional means. An experience-based research methodology is a powerful way to engage Generation Z. Their participation was astounding. From 100 participants in three-markets, the research got over 1,100 moments; 500+ capturing the brands and experiences they found most resonant; and almost 600 covering real in-the-moment payment experiences. As part of this, Gen Z shared over 2,000 photographs.

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    Dylan Brownsword Director , Tempo
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    Maciej Partyka Global Head of Insight, Barclaycard

Using a geospatial intelligence approach, FrieslandCampina systematically created detailed customer insights on a distribution centre level. Separate data sources were combined for various competitors to come to valuable insights in competitive (dis)advantage per customer distribution centre. Knowing your numbers by connecting the dots provided by various data sources enabled them to develop a more effective sales approach. Now better able to help customers by truly understanding their needs and show up with a perfect pitch. This improves the customer relation and increases our credibility for e.g. sales offerings and new product innovations.

Brand Potential and Bord Dia will demonstrate how disruptive growth opportunities can only be developed in today’s competitive market through the creative interpretation of insight from multiple sources. They will highlight how insight specialists can benefit from partnering with creatives from the outset, better enabling creatives to grasp the insight and interpret it creatively.

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    Chris Molloy Founder & Chief Client Officer, Brand Potential International
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    Grace Binchy Consumer Insight Specialist, Bord Bia

Anyone working in London last August, will have been aware of the massive works being undertaken at Waterloo to rebuild parts of the station and increase its capacity for the future. Ten platforms were shut for three weeks and the train service was reduced accordingly. Planning began over a year beforehand and the first communications about the work went out in late 2016. Transport Focus worked with the train operators and the project team to conduct research which informed the communications activity and tracked passenger awareness of the work and the behaviour changes the campaign aimed to achieve.

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    KEITH BAILEY Senior Insight Advisor, Transport Focus

Everyone knows Auto Trader: with 40 years heritage and 93% prompted brand awareness, we are a household name. However, despite being a purely digital business for 5 years, many consumers still think of us as a magazine. This outdated perception is holding us back from growing audience and attracting revenue from new advertiser channels. Our challenge was to deliver a significant research study that would identify strategic opportunities to attract new audiences, as well as helping position Autotrader as a thought leader to a wide range of advertisers and the number one destination for new cars, not just used.

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    Stuart Bluck Head of Research & Insight, AutoTrader

Innocent drinks is set to become the UK’s favourite little healthy drinks company in 2020. The business has previously developed a comprehensive take home strategy with the On The Go (OTG) strategy. OTG is a fast growing sector with very different dynamics to take home. So, the business was keen to put more focus on this sector to maximise the opportunity through looking at both current behaviours and future trends. Our programme of research explores OTG motivations and how the sector might best serve shoppers in the future. We will focus on how we tackled this project, going beyond the here and now, viewing the category through a future lens, and how innocent have used the insights to develop a comprehensive OTG strategy. We will include visual examples of process and outputs, and share the business impact.

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    Susie Spencer Research Director, Shoppercentric
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    Tamara Lawson UK Insights Manager, Innocent Drinks

For media and entertainment brands, content has long been king. But the transformation of the TV, film, music and publishing landscape by technology means that now, the customer – the fan – is king. Media companies may think they’re operating in this way, but the reality is that few are really grasping the opportunities for commercial success that a truly fan-focused consumer strategy can bring. Stylus reveals how key consumer groups are engaging with media, and how new technologies such as blockchain, AR and live streaming are set to fundamentally change media consumption habits.

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    Christian Ward Head of Media & Marketing, Stylus

Fire-side Chat: The future role of the Insight professional: specialist or generalist?

How is the role of Insight changing in organisations? How clients are changing – new structures in the industry? Are data scientists the new insight experts?


17:30 pm - Chair - Summing Up

17:45 pm - Conference Close

17:45 pm - 20:00 pm - Post Conference Networking Party