Industry Leader Forum - SF Program
 

Industry Leader Forum – SF Program

Tuesday, January 15, 2013
8:30am – 6:00pm
Bently Reserve, 301 Battery Street, San Francisco, CA

Leading Insights Into the Future: Tools for Transformation

Consumer insight generation has never been more challenging than now. The ways consumers get and share information are changing radically, so how do you take advantage of that to generate new insights organically and drive even better business decisions? At the ARF's Industry Leader Forum you will explore new tools that tap into these evolving consumer behaviors.

Leading researchers from some of the world's leading research buyers and sellers will share their individual challenges and collectively explore solutions in real-time. Then, in a fast-paced moderated session, practitioners in big data, listening, mobile research, biometrics, single source data, and reinvented virtual survey approaches will discuss the potential for contributions of these evolving research methods. In the afternoon we will break into working groups to discuss how to leverage these tools to drive insights decisions. Based on these results, together we will prioritize and define testing approaches and opportunities.

Be bold! Be ready to exchange ideas about what needs to change so that we can help marketers grow their businesses. Expect to walk away excited about the future of insights generation. Expect to meet new partners who can help you on this journey. Come arm yourself with the tools you'll need to drive change in your organization.

8:30–8:45am
Opening Remarks
Don Gloeckler – EVP & Chief Research Officer, ARF

8:45–9:15am
Marketing in the New Reality
Marketers are tasked with going to market faster than ever. One consequence? Less traditional qualification testing. Hear from a thought-provoking marketer about how decisions are being made and what insights are needed in this new competitive reality.
Kimarie Matthews – VP, Social Web, Wells Fargo’s Digital Channels Group


The Advertiser Challenge
A group of senior insights leaders share their challenges about what they need to develop deep insights in the future.

9:15–9:25am
Beyond Behavior: Understanding Consumer Motivations in a Multi-Screen World
Delivering relevant and meaningful content to consumers in a multi-screen world means going beyond tracking when, where, and how consumers move across screens. As consumers engage with content—both marketer and user-generated—they are driven by distinct motivations. Marketers, in turn, must develop content that taps into these motivations at the right time and place to ensure they are delivering relevant consumer experiences. This also necessitates new ways of identifying KPIs and measuring success in a multi-screen world.
Natasha Hritzuk – Senior Global Insights Director, Microsoft Advertising

9:25–9:35am
For Market Researchers, Marketers, and Business Leaders

Just as the Internet altered the traditional marketing landscape 10–15 years ago, we stand on the verge of another marketing revolution. This change (like most revolutions) is happening in surges with believers, doubters, and a mass of bad information. This is a rare opportunity for the research community to cut through the fog of conjecture and assumptions and help establish standardized metrics to better understand the proper place for daily deals in the marketing mix. This presentation will arm you with valuable insights into this new medium.
Eric Rasmussen – VP, Consumer Insights, Groupon

9:35–9:45am
Brad SmallwoodHead of Measurements and Insights, Facebook, Inc.

9:45–10:15am
Morning Break


The Research Challenge
Global research leaders share their challenges about what they need to develop solutions.

10:15–10:25am
Colliding Worlds: Why Partnerships are Necessary for Sustainability
Human evolution and its convergence with technology are rapidly outpacing the evolution of our industry capabilities. Whether you're on the supply or client side of the industry, you undoubtedly have been frustrated with our collective lack of agility and innovation, cost, profit, staffing pressures, quality challenges, etc. We talk politely about our need to collaborate and co-create, but are we brave enough to form true strategic partnerships to catalyze the re-invention that we so clearly need? Learn, from a researcher’s perspective, what would have to be true to create that change as well as the implications for investment, IP protection, and the role of procurement.
Kim Dedeker – Chair of the Americas, Kantar

10:25–10:35am
Developing the “Insight Hunter”
The research community is increasingly challenged to deliver better “value” to clients, and to find new and innovative ways to deliver tangible insights that drive a company’s success. While technology and tools play key roles in this value creation equation, talent is even more critical. In particular, researchers need to become “Insight Hunters.” Successful Insight Hunters are able to integrate disparate or different information sources to generate insights, visualize and present insights in a clear and telegraphic format, and deliver clear and compelling directions on how a business needs to action these insights. Given the import of talent to the value-delivery process, how do we find and train our talent of tomorrow? In what new disciplines or areas can we find the information integration and visualization skills that define a successful Hunter?
David Krajicek, Ph.D. – CEO, GfK Custom Research North America

10:35–10:45am
Moving to a World of Buying and Selling Guaranteed Audiences

In 2012, our industry embraced the concept of validated audiences (viewable impressions within a targeted audience segment). The next phase of this evolution is systems where buyers and sellers of media guarantee and validate delivery in near real-time against these metrics.
Ryan Polley – VP, Corporate Development, comScore, Inc.


10:45–10:55am
Stop Asking Stupid Questions

What could you learn if you stopped wasting time on questions like age, gender, and marital status? Envisioning a future in which market research adopts the best practices of today’s social web services, Vision Critical’s founder and chief product officer will show us a world without stupid questions.
Andrew Reid – Founder and Chief Product Officer, Vision Critical

10:5511:55am
Moderated Advertiser and Research Panel
How do we collectively, as an industry, meet our future insights needs? In this round-robin session, advertiser and supplier leaders will weigh in.
Kim Dedeker – Chair of the Americas, Kantar
Natasha Hritzuk – Senior Global Insights Director, Microsoft Advertising
David Krajicek, Ph.D. – CEO, GfK Custom Research North America
Ryan Polley – VP, Corporate Development, comScore, Inc.
Eric Rasmussen – VP, Consumer Insights, Groupon
Andrew Reid – Founder and Chief Product Officer, Vision Critical
Brad SmallwoodHead of Measurements and Insights, Facebook, Inc.
Moderator:
Don Gloeckler – EVP & Chief Research Officer, ARF

12:00–1:10pm
Lunch & Keynote
2012 Presidential Election: Polling Insights from an Insider Joel Benenson, lead pollster for President Obama’s re-election campaign, will share his perspective on the approaches and leading-edge tools he used to gain the insights into the electorate for the 2012 Presidential Race.
Joel Benenson – Founding Partner, President, and CEO, Benenson Strategy Group

1:10–2:00pm
New Methods to Drive Insights into the Future
Users of evolving research methods will discuss and debate the value of these methods and how they drive insights.
Carlos Arce – Chief Methodologist and Founding Partner, EthniFacts
Gary Feldman – VP, Strategic Research, Scripps Networks Interactive
Elayne Spinder – Director, Market Research, Charles Schwab
Jonathan Steuer – Senior Vice President, Product Strategy & Business Development, TRA-TiVo
Alice Sylvester – Chief Operating Officer, Media Behavior Institute
Pranav Yadav – CEO, Neuro-Insight US Inc.
Moderator:
Kristin Luck – President, Decipher

2:00–2:30pm
Where Do We Go From Here?

Hear about the methods and approaches used to cultivate insights for the Cheetos campaign, which won the ARF’s Grand Ogilvy for excellence in advertising research.  Even this best case example of insights generation may not represent what marketers need in the future—so where do we go from here?
John Thorpe – Group Strategy Director & Associate Partner, Goodby Silverstein & Partners

2:30–3:30pm
The Future of Research Workshop – Moderated Breakout Groups
Attendees break into groups to exchange ideas and challenge each other about what other methods and approaches need to be considered and tested to drive insights generation forward. Together we will prioritize and define testing approaches and opportunities.

3:30–3:45pm
Afternoon break

3:35–4:15pm
The Future of Research Workshop – Reports and Recommendations
Each breakout group moderator will share recommendations about what the industry needs to do to leapfrog into the future of insights generation.

4:15–4:45pm
Unleashing Your Inner Futurist
Hear thought-provoking ideas about the framework and tools needed to help you look at your future.
Charles Kennedy – SVP of Research, ABC Television Network

4:45–5:00pm
Synthesis /Industry Next Steps
Don Gloeckler – EVP & Chief Research Officer, ARF

5:00–6:00pm
Cocktail Reception

Program as of January 8, 2013


 

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