<p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/events/thinkshops/thinkshops-140.gif" alt="Industry Leader Forum" width="130" height="128" /></p>
<h2>Transforming Research. Are You Listening?</h2>
<p style="color:#da7925; margin-bottom: 2px;"><strong>A One-Day Workshop</strong></p>
<p>October 29, 2008 • 8:00AM–6:00PM</p>
<p>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.</p>
<h3>Program Co-Chairs</h3>
<p>Pete Blackshaw – EVP, Digital Strategic Services, Nielsen Online, author of <em>Satisfied Customers Tell Three friends, Angry Customers Tell 3,000</em><br />
Ann Green – SVP, Marketing Solutions, Millward Brown</p>
<h3 style="color:#da7925; margin-bottom: 2px; margin-top: 20px;">PART I</h3>
<h2 style="margin-top: 2px;">TRANSFORMING RESEARCH TO PROVIDE KNOWLEDGE AND INSPIRATION TO THE ENTERPRISE</h2>
<h5>8:00–8:30AM</h5>
<h3>Continental Breakfast</h3>
<p>Start off your day with breakfast while meeting other attendees.</p>
<h5>8:30–8:40AM</h5>
<h3>Opening Remarks</h3>
<p>Joel Rubinson – Chief Research Officer, The ARF</p>
<h5>8:40–9:00AM</h5>
<h3>The Listening Toolkit and Culture</h3>
<p>Pete Blackshaw (Program Co-Chair) – EVP, Digital Strategic Services, Nielsen Online </p>
<h5>9:00–10:35AM</h5>
<h3>“Inspiring” Case Histories: Real Tools, Real Successes</h3>
<p><em>How General Mills Is Using Social Networks to Evolve the Consumer Insights Toolkit</em><br />
Gayle Fuguitt – VP, Consumer Insights, General Mills</p>
<p><em>MTV Engages its Viewers for Innovation </em><br />
Allison O’Keefe Wright – VP, Research and Planning, MTV<br />
Diane Hessan – CEO, Communispace</p>
<p><em>Sony Listens and Wins</em><br />
Rick Clancy, SVP, Corporate Communications, Sony Electronics</p>
<p><em>Dove’s Campaign for Real Beauty</em><br />
Patti Wakeling – Senior Manager, Media Insights, Unilever</p>
<h5>10:35–10:50AM</h5>
<h3>Mid-Morning Break</h3>
<h3 style="color:#da7925; margin-bottom: 2px; margin-top: 20px;">PART II</h3>
<h2 style="margin-top: 2px;">A NEW VISION FOR RESEARCH: WHAT’S NEXT?</h2>
<h5>10:50–11:20AM</h5>
<h3><em>Why Research Must Change: A Call to Action</em></h3>
<p>Kim Dedeker – VP, External Capability Leadership-Global Consumer & Market Knowledge, Procter & Gamble</p>
<h5>11:20–12:30PM</h5>
<h3>Industry Leader Perspectives</h3>
<p>MODERATED BY: <br />
Ann Green (Program Co-Chair) – SVP, Marketing Solutions, Millward Brown</p>
<p> <em>Digital Search</em><em>:</em>Tom Phillips – Director of Search & Analytics, Google<br />
<em>Digital Agency</em>: Marcelo Marer, VP Research, Avenue A/Razorfish<br />
<em>Market Research Agency</em>: Eileen Campbell – CEO, Millward Brown<br />
<em>Creative Agency Account Planner</em>: Marta LaRock – EVP, Director of Strategic Planning, TracyLocke<br />
<em>Financial Sector: </em>Ravi Parmeswar – Managing Director, Global Consumer & Marketplace Insights & Client Advocacy, Citi</p>
<h5>12:30–1:30PM</h5>
<h3>Presentation Lunch / Networking</h3>
<p> <em>Leading-Edge Tools Used for Gaining Insights into the Presidential Candidates and Their Campaigns</em><br />
Joel Benenson – Founding Partner & President, Benenson Strategy Group and Co-Founder, iModerate</p>
<h5>1:30–2:00PM</h5>
<h3>ARF Updates and Announcements Regarding Research Transformation<br />
Breakout Session Assignments
</h3>
<p>Joel Rubinson – Chief Research Officer, The ARF</p>
<h3 style="color:#da7925; margin-bottom: 2px; margin-top: 20px;">PART III</h3>
<h2 style="margin-top: 2px;"> AFTERNOON BREAKOUT SESSIONS: MAKING IT WORK FOR YOU</h2>
<h5>2:00–3:30PM</h5>
<h3>Breakout Groups for the Transformation Process</h3>
<p>Facilitated breakout sessions will aid in creating approaches for putting listening tools into practice.</p>
<p>Shelley Zalis – CEO, OTX<br />
Jeni Lee Chapman – EVP, TNS Brand and Communications<br />
Jim Nail – CMO, TNS Media Intelligence/Cymfony<br />
Mike Waite – VP, Panels and Communities, MarketTools<br />
Ari Popper – President, North America, BrainJuicer<br />
Ann Green – SVP, Marketing Solutions, Millward Brown<br />
Rand Nickerson – CEO, OpinionLab, Inc.<br />
Rob Key – CEO, Converseon
</p>
<h5>3:30–4:30PM</h5>
<h3>Lessons Learned from the Breakout Groups</h3>
<p> Leaders will share breakout group conclusions with all attendees.</p>
<h5>4:30–4:50PM</h5>
<h3>Interactive Q&A </h3>
<p>Questions from the audience will be taken as speakers respond from the stage.</p>
<h5>4:50–5:00PM</h5>
<h3>Closing Remarks</h3>
<p><em>Where Do We Go From Here?</em><br />
Joel Rubinson – Chief Research Officer, The ARF</p>
<h5>5:00–6:00PM</h5>
<h3>Networking Hour</h3>
<p>Decompress and debrief with colleagues and speakers over a drink!</p>
2008-09-16T00:00:00-05:00
377
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forum-program
Industry Leader Forum Program
2009-08-19T11:03:05-05:00