Industry Leader Forum Program

Transforming Research.  Are You Listening?

A One-Day Workshop

October 29, 2008 • 8:00AM–6:00PM

Social media is spurring online conversations about brands, companies, products and services. How do we ‘listen’ to these conversations? And how do we utilize these findings? These insights are expanding the role of research beyond measurement and testing, inspiring a new vision for market research.

Program Co-Chairs

Pete Blackshaw – EVP, Digital Strategic Services, Nielsen Online, author of Satisfied Customers Tell Three friends, Angry Customers Tell 3,000
Ann Green – SVP, Marketing Solutions, Millward Brown

PART I

TRANSFORMING RESEARCH TO PROVIDE KNOWLEDGE AND INSPIRATION TO THE ENTERPRISE

8:00–8:30AM

Continental Breakfast

Start off your day with breakfast while meeting other attendees.

8:30–8:40AM

Opening Remarks

Joel Rubinson – Chief Research Officer, The ARF

8:40–9:00AM

The Listening Toolkit and Culture

Pete Blackshaw (Program Co-Chair) – EVP, Digital Strategic Services, Nielsen Online

9:00–10:35AM

“Inspiring” Case Histories: Real Tools, Real Successes

How General Mills Is Using Social Networks to Evolve the Consumer Insights Toolkit
Gayle Fuguitt – VP, Consumer Insights, General Mills

MTV Engages its Viewers for Innovation
Allison O’Keefe Wright – VP, Research and Planning, MTV
Diane Hessan – CEO, Communispace

Sony Listens and Wins
Rick Clancy, SVP, Corporate Communications, Sony Electronics

Dove’s Campaign for Real Beauty
Patti Wakeling – Senior Manager, Media Insights, Unilever

10:35–10:50AM

Mid-Morning Break

PART II

A NEW VISION FOR RESEARCH: WHAT’S NEXT?

10:50–11:20AM

Why Research Must Change: A Call to Action

Kim Dedeker – VP, External Capability Leadership-Global Consumer & Market Knowledge, Procter & Gamble

11:20–12:30PM

Industry Leader Perspectives

MODERATED BY:
Ann Green (Program Co-Chair) – SVP, Marketing Solutions, Millward Brown

Digital Search:Tom Phillips – Director of Search & Analytics, Google
Digital Agency: Marcelo Marer, VP Research, Avenue A/Razorfish
Market Research Agency: Eileen Campbell – CEO, Millward Brown
Creative Agency Account Planner: Marta LaRock – EVP, Director of Strategic Planning, TracyLocke
Financial Sector: Ravi Parmeswar – Managing Director, Global Consumer & Marketplace Insights & Client Advocacy, Citi

12:30–1:30PM

Presentation Lunch / Networking

Leading-Edge Tools Used for Gaining Insights into the Presidential Candidates and Their Campaigns
Joel Benenson – Founding Partner & President, Benenson Strategy Group and Co-Founder, iModerate

1:30–2:00PM

ARF Updates and Announcements Regarding Research Transformation
Breakout Session Assignments

Joel Rubinson – Chief Research Officer, The ARF

PART III

AFTERNOON BREAKOUT SESSIONS:  MAKING IT WORK FOR YOU

2:00–3:30PM

Breakout Groups for the Transformation Process

Facilitated breakout sessions will aid in creating approaches for putting listening tools into practice.

Shelley Zalis – CEO, OTX
Jeni Lee Chapman – EVP, TNS Brand and Communications
Jim Nail – CMO, TNS Media Intelligence/Cymfony
Mike Waite – VP, Panels and Communities, MarketTools
Ari Popper – President, North America, BrainJuicer
Ann Green – SVP, Marketing Solutions, Millward Brown
Rand Nickerson – CEO, OpinionLab, Inc.
Rob Key – CEO, Converseon

3:30–4:30PM

Lessons Learned from the Breakout Groups

Leaders will share breakout group conclusions with all attendees.

4:30–4:50PM

Interactive Q&A

Questions from the audience will be taken as speakers respond from the stage.

4:50–5:00PM

Closing Remarks

Where Do We Go From Here?
Joel Rubinson – Chief Research Officer, The ARF

5:00–6:00PM

Networking Hour

Decompress and debrief with colleagues and speakers over a drink!