2009 Industry Leader Forum Program

Transform Your Research by Listening ... West Coast Edition

A One-Day Workshop

January 27, 2009 • 8:00AM–6:00PM

Tap into the flow of consumer conversations and behavior. Hear how it is changing existing approaches to research. Learn how to impact your marketing and research. Leave with not only knowledge, but tools.

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

7:30–8:30AM

Continental Breakfast and Networking

Learn about the biometric experiment provided by Innerscope Research.

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
A true innovator in this space, Pete will share a vision of how organizations must embrace a listening culture and what that means.

9:00–10:35AM

Inspiring Case Histories: Real Tools, Real Successes

Creating a Fast-Learning Organization
Charlene Li – Co-Author of Groundswell and Thought Leader and Founder, Altimeter Group
In a fast-moving environment, the entire organization needs to be a learning machine, able to understand and respond to market and customer changes on a moment's notice. This presentation will provide a picture of how a learning organization works, the tools and processes needed to create it, and how to get started creating one with a limited budget. 

Storytelling Inspires Change!
Michael Perman – Senior Director, Consumer Insights and Consumer Relations, Levi Strauss
Michael will share proven storytelling methods for effectively communicating research results.

Listening to Customers in a Recession
Diane Hessan – CEO, Communispace
Stacy Hammond – Director, Charles Schwab & Co., Inc.

Charles Schwab will discuss how they are listening to the voice of their customers to stem attrition, increase share of wallet, and solidify customer loyalty in this difficult economic environment.

10:35–10:50AM

Mid-Morning Break

PART II

A NEW VISION FOR RESEARCH: WHAT’S NEXT?

10:50–11:20AM

Keynote Address

Why Research Must Change: A Call to Action
Kim Dedeker – VP, External Capability Leadership-Global Consumer & Market Knowledge, The Procter & Gamble Company

Kim will share her views and issue a clarion call on the transformation she believes is needed to keep the research industry relevant and valuable to advertisers.

11:20–12:30PM

Industry Leader Perspectives

MODERATED BY: Ann Green (Program Co-Chair) – SVP, Marketing Solutions, Millward Brown
Colin Drummond – VP/ Director of Cultural & Business Insights, Crispin Porter + Bogusky
John Galvin – Marketing Research Director, Intel
Dan Salzman – VP of Insights, WW Marketing, Imaging and Printing Group, Hewlett-Packard
Stephen Kim – Senior Director, Branded Experiences and Entertainment Team, Microsoft Advertising
Vicky Purnell – Specialty MID Director, Clorox
Meg Sloan – Manager, Market Research, Facebook

12:30–1:30PM

Presentation Lunch / Networking

Joel Benenson – Pollster for Barack Obama, Founding Partner & President, Benenson Strategy Group and Co-Founder, iModerate
Joel will provide insight into why we need to move beyond norms and challenge some of our current research assumptions. 

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. Attendees choose a group to participate in during the registration process.

• Millward Brown: Will "listening" make surveys obsolete? Discuss how companies are blending marketing, research, and technology to gain insight.
• BrainJuicer: Listening, validating and harnessing consumer insights at the fuzzy front end.
• OpinionLab: Best practices for listening in the brand backyard: What could Motrin have done differently?
• OTX: How to tell when what we "hear" is trustworthy or misleading; understanding how to incorporate listening into effective research programs.
• iModerate: I’m ready to listen! Where do I start? This session will be devoted to marrying listening needs and objectives with market research methods.
• Converseon: Creating a Listening Organization: How to infuse the value of listening across corporate communications, marketing, HR, customer service, legal, etc.
• TNS: How to integrate survey data with social media analysis to create a compelling and enlightening portrait of today’s consumer.
• Ripple6: Tools for listening that open the communication lines between you and your customers to establish long lasting relationships.

3:30–4:40PM

Lessons Learned from the Breakout Groups and Q&A

Leaders will share breakout group conclusions with all attendees.

4:40–5:00PM

Closing Remarks

Day’s highlights and next steps.
Joel Rubinson – Chief Research Officer, The ARF
Dr. Carl Marci – CEO & Chief Science Officer, Innerscope Research

5:00–6:00PM

Networking Hour

Decompress and debrief with colleagues, speakers and sponsors over a drink!