Researcher of the Future Forum

Perspectives on The Researcher of the Future – Training, Technical Skills and Talent

Agenda

2:30–2:40PM
Welcome & ARF Updates
Todd Powers – Chief Research Officer, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

2:40–3:00PM
Charter Discussion
Todd Cunningham – Senior Vice President, Strategic Insights and Research, Viacom Media Networks

3:00 – 4:00PM
Expert Perspectives

3:00–3:15PM
New Roles for Marketing Researchers: Ian Lewis – Cambiar
The future holds exciting opportunities for researchers! Those who embrace change and master the new roles will have challenging and rewarding careers. Drawing on material from New Roles for Marketing Researchers*, Ian will highlight the growth drivers for opportunities; the new skills and mindset needs; the emerging job description for a Research Manager or Account Manager; and the taxonomy of roles for the researcher of the future.

3:15–3:30PM
Moving from Data to Insights to Impact: Jane Altobelli – Chief People Officer and EVP, Human Resources, SymphonyIRI Group
A journey of transforming a client services provider to a client insights partner, using a ‘business intelligence’ methodology. Jane will discuss the process of recruiting, assessing, training, and certifying market research talent to deliver consultative solutions to clients through insights, implications, actions, and results.

3:30–3:45PM
Qualities Necessary for Success in the Researcher of the Future: Leonard Murphy – CEO, Brand Scan
The business of providing business intelligence is changing; new technologies, evolving cultural norms, emerging competitors, changing client needs and most of all new thinking on the possibilities of how an abundance of data can be used to drive strategic decision making are all transforming the space. What impact will these changes have on the skill sets required to be a successful research professional in the future? What does the ‘Researcher of the Future” look like? In this session we’ll attempt to answer these questions and will look at new data from the GreenBook Research Industry Trends Study to give guidance on how companies are adapting to the challenges of tomorrow by making smart human capital; investments today.

3:45 – 4:00PM
Presentation: Madhav Segal - Professor of Marketing, Southern Illinois University

4:00–4:20PM
Open Discussion and Q&A

4:20–4:30PM
Next Steps and Wrap Up
Todd Powers – Chief Research Officer, The ARF

4:30–5:30PM
Wine and Cheese Reception Presented by VS Research