A new era: How John Deere is harvesting deeper insights with conversational, mobile-first communities
John Deere is the world leader in agriculture, forestry and roadbuilding equipment. For almost 200 years, the company has produced technology-enabled products that help meet the world’s increasing need for [...]
Wednesday | 4:00 pm - 4:30 pm | Room 4
Awakening a sleepy category: Leveraging emerging signals and need states to inspire consumers to engage with a burden category
Like many durable consumer products, mattresses are seen as a high-risk and low-reward category plagued by a sea of sameness and brand confusion. Ensuring that consumer insights stayed front and [...]
Thursday | 9:00 am - 9:30 am | Room 2
Behavioral insights made actionable: The four behavioral science insights needed to solve any brand growth challenge
Using behavioral science research to uncover new, smart, actionable insights isn’t easy, but it is necessary in 2024. Fortunately, there are only four critical behavioral science insights that are needed [...]
Wednesday | 4:45 pm - 5:15 pm | Room 1
Breaking barriers not bonds: Unveiling the dos and don’ts of marketing to Hispanics and effectively impacting your reach
Natalia Infante Caylor, PhD will show how brands misunderstand the multifaceted layers of the Hispanic culture, affecting the ability to reach this important segment in a culturally sensitive way. The presentation [...]
Thursday | 3:00 pm - 3:30 pm | Room 4
Bridging the $300 billion divide: Mining the gaps with Black consumers
Most brands unknowingly leave revenue on the table that is more accessible than any new-product launch will ever be. That opportunity lies in closing their gaps with Black consumers. Dawn [...]
Thursday | 12:00 pm - 12:30 pm | Room 3
Building brand trust with consumers in an uncertain world
In today’s complex and uncertain market, building trust with customers has become more important than ever. Consumers are facing a wide range of stressors and they need brands that they [...]
Thursday | 12:00 pm - 12:30 pm | Room 1
Consumer co-creation: How using real-time consumer feedback allowed Conair to launch a successful new product in five months
Conair will highlight the agile innovation strategies and techniques used to launch the Curl Secret 2.0 in only five months. During this presentation, we’ll show a live demo of how [...]
Thursday | 9:00 am - 9:30 am | Room 1
Coolest Brands! We’ve spent the last year answering this question: What makes a brand truly cool for kids?
We’ve spent the last year answering this question: What makes a brand truly cool for kids? We’ve done this by gathering spontaneous mentions from hundreds of hours of interviews with [...]
Wednesday | 9:00 am - 9:30 am | Room 1
Cross-functional integration of category and shopper insights for next-level impact
Elevating the impact of the insights function with full cross-functional integration. There is a large need to integrate the category management and shopper insights function with all aspects of the business [...]
Thursday | 9:45 am - 10:15 am | Room 1
Demand landscape: The power of understanding consumer demand
While it’s common to view consumers linked to product categories (e.g., purchasing sweet vs. salty snacks, or casual vs. formal clothing), a demand landscape removes assumptions about the consumption process [...]
Wednesday | 12:00 pm - 12:30 pm | Room 3
Doing more with less
In today’s dynamic business landscape, efficiency and resource optimization have become paramount. Join our panel to delve into insightful discussions, gain valuable perspectives and uncover innovative strategies industry leaders employ [...]
Thursday | 3:45 pm - 4:15 pm | Room 4
From Doritos to Disney – and beyond: An interview with longtime corporate researcher Pamela Forbus
Join us as M/A/R/C Research CEO Merrill Dubrow sits down for a lively conversation with Pamela Forbus, who has held insights and marketing leadership positions at PepsiCo, The Walt Disney [...]
Wednesday | 9:45 am - 10:15 am | Room 4
From insights to impact: Power of AI and qualitative insights
Embark on a transformative journey with Behaviorally’s GLADYS, a revolutionary tech-enabled platform reshaping behavioral qualitative research by extracting real-time insights from the most valuable moment in marketing: the purchase transaction. [...]
Wednesday | 3:00 pm - 3:30 pm | Room 3
Got coconut milk? Exploring plant-based food trends with Vita-Coco
The plant-based alternatives industry is at a crossroads. Having seen a decline in sales for multiple years, many brands are pulling away from these alternative investments. Yet surprisingly, consumers identifying [...]
Thursday | 11:15 am - 11:45 am | Room 1
Helping the (insight) novice stakeholder make insight-led decisions
When working with insight-inexperienced colleagues, how do you get them to make better, insight-led decisions? Poh Lau shares how her insight team took Formula E from making gut-led decisions and [...]
Thursday | 1:30 pm - 2:00 pm | Room 1
How Mars Innovation uses AI for quant/qual feedback at speed and scale
Cassie Jackson, regional manager of innovation insights at Mars, sits down with Knit Founder and CEO Aneesh Dhawan to show off how Knit’s AI-powered quant/qual platform is fueling Mars’ innovation [...]
Wednesday | 9:45 am - 10:15 am | Room 1
How to strategically apply AI to qual data sets for better accuracy
Join aha insights technology’s CEO and ResTech pioneer, Ray Fischer and VP of project management and qualitative strategist Paula Kramer for a practical how-to session that delves into the dynamic [...]
Wednesday | 9:45 am - 10:15 am | Room 2
Human as North Star: Seeking human truth when innovation itself wants to throw you off course
Story time! This will be a fast-moving conversation among seasoned brand insight leaders who have found payoff keeping the human consumer truth at the center of innovation decision-making process. It’s [...]
Wednesday | 10:30 am - 11:00 am | Room 4
It’s not about the product: How embracing culture turns customers from buyers to fans
When a brand embeds itself into culture, that is when buyers become fans. But many companies are being burned by their experiences here, afraid of stumbling into a divisive conversation, [...]
Thursday | 2:15 pm - 2:45 pm | Room 3
Looking back and looking forward: Steve Schlesinger and Merrill Dubrow in conversation
With over 75 combined years of experience running research businesses, Steve Schlesinger and Merrill Dubrow will discuss and evaluate their lessons learned and their considerations for the future. During this [...]
Wednesday | 4:45 pm - 5:15 pm | Room 4
Navigating the Great Respondent Revolt
In today’s business landscape, the relentless pursuit of customer feedback has led to survey overload, resulting in diminishing response rates, increased costs, and subpar feedback quality. This presentation will delve [...]
Thursday | 9:45 am - 10:15 am | Room 4
Navigating the storm: Lessons from the insurance industry in fostering a customer-centric approach amidst a challenging scenario
Join us in an enlightening session that delves into the dynamic landscape of customer experience, drawing inspiration from the resilience and adaptability of the insurance industry. Explore the nuanced strategies [...]
Thursday | 3:00 pm - 3:30 pm | Room 2
Practical career advice for consumer insights professionals
The consumer insights (CI) function is evolving rapidly in response to changing customer expectations, market dynamics and technological innovations such as generative AI. CI professionals need to adapt their skills, [...]
Wednesday | 3:00 pm - 3:30 pm | Room 2
Qualitative data analysis: Using Braun and Clarke thematic analysis approach
The presentation will be a discussion of how thematic analysis was used to summarize large amount of qualitative data. You have over 500 pages of transcripts from interviews…what now? How do [...]
Thursday | 2:15 pm - 2:45 pm | Room 1
Seven major problems in insights today (and some solutions)
Our insights industry is facing critical challenges that demand immediate attention to remain relevant in today’s rapidly evolving world. Having spent 25 years in this industry, I am compelled to [...]
Wednesday | 9:45 am - 10:15 am | Room 3
Six most important steps to user persona development
How to better understand, empathize and communicate with your consumers using personas. Mary Kay built and leveraged UX personas to understand beauty consultant and consumer experiences, needs and behaviors. Join us [...]
Thursday | 2:15 pm - 2:45 pm | Room 2
That’s my story and I’m sticking to it: How storytelling in employee research can drive a customer-focused culture
No matter where your organization is on the customer-centricity journey, listening to and leveraging your own employees’ stories can drive you forward. At Duquesne Light Company, a robust research strategy [...]
Wednesday | 11:15 am - 11:45 am | Room 1
The 2024 election: What the will of the people says about the human condition and how brands can operationalize it
2024 is arguably the largest natural experiment in human history with more than 2 billion people going to the polls in 50+ countries. What does this tell us about the [...]
Wednesday | 1:30 pm - 2:00 pm | Room 4
The Roaring 20s, a new era: Exploring the Ozempic impact, the influence of TikTok Shop and other 2024 trends
Join Cara Edwards as she presents the New Consumer’s latest Consumer Trends Report. Built in conjunction with Co-efficient Capital, Cara will explore key 2024 topics, including use of GLP-1s and [...]
Thursday | 10:30 am - 11:00 am | Room 4
Uncovering hidden links: Using sensory data to predict consumer behavior with mascara
Ever struggled connecting consumer needs and motivation to product attributes? While this is a complex process, it is nonetheless necessary to provide clear direction during product development. To make it [...]
Wednesday | 9:00 am - 9:30 am | Room 4
Uncovering the thread between personal and brand values: Connecting beliefs with behaviors
Join a presentation led by Tripp Hughes, senior director of consumer strategy and insight at Organic Valley, and Katelyn Ferrara, vice president of client development at quantilope, focused on understanding [...]
Thursday | 10:30 am - 11:00 am | Room 1
What does branding taste like? Simply Good Foods explored their own ‘brand taste’ to uncover the consumer psychology behind this common-yet-strange effect
Do you know what your brand tastes like? Simply Good Foods and Curion partnered to explore this question on products in the “better for you” and traditional snack categories. By [...]
Wednesday | 4:45 pm - 5:15 pm | Room 2
Wide-open listening: Stop focusing on gathering data and let the consumer lead the conversation
When conducting qual or quant research, the first study questions that are asked can put constraints on what people will share and could even taint the ultimate research findings. You also [...]
Wednesday | 3:00 pm - 3:30 pm | Room 1
4662 Slater Road
Eagan, MN 55122
(651) 379-6200