Applying the MRS client-side EDI best practice guidelines
The MRS Guidelines cover sampling, language and methodologies and offer advice to client-side researchers. This session looks at the learnings from these guidelines and provides practical advice for implementation. Key takeaways: Awareness of [...]
Wednesday | 2:30 pm - 3:00 pm | Room 4
Being human: How to traverse highly emotional territory in marketing research
How can a moderator most effectively handle an emotionally charged interview topic? How does one maneuver when an interview suddenly becomes emotional for the respondent? Dealing with emotional content can be [...]
Wednesday | 10:00 am - 10:30 am | Room 1
Bringing AI to the party: How AI rewrites the rules of research
Artificial intelligence is revolutionizing market research, transcending traditional boundaries to deliver unprecedented speed and cost efficiency. AI doesn’t just automate processes – it reinvents them. Used in combination with human intelligence, [...]
Thursday | 11:30 am - 12:00 pm | Room 5
Bringing empathy through metaphor
Amongst all the bubble and squeak about AI, a lot has been claimed about what AI cannot do as well as what it can. Most discussion is more or less [...]
Thursday | 11:30 am - 12:00 pm | Room 3
Bye-bye burnout: A researcher’s guide to thriving in work and life
Burnout remains a pervasive issue in the industry, particularly among market researchers striving to meet stakeholder/client expectations while balancing personal well-being. In this talk, we will explore practical strategies and [...]
Thursday | 1:45 pm - 2:15 pm | Room 2
Changing hearts and minds in the home connectivity category: Leveling up digital experience by building a beta community
Consumer demand for reliable home connectivity and high-quality digital services has undergone an acceleration. In today’s post-pandemic world, evolved consumer lifestyles and a digital revolution mean connectivity is king, inside [...]
Wednesday | 10:00 am - 10:30 am | Room 3
Customer salience: The road to insight driven decision-making
While talk of customer-centricity has never been more prevalent, the truth is that it’s not translating into action. U.K. customer experience and service benchmarks alike both highlight a recent drop [...]
Wednesday | 11:30 am - 12:00 pm | Room 5
Customers want to be heard. Are you listening? Companies like Nespresso, Ahold Delhaize and Coca-Cola already do.
A large part of market research budgets is spent on acquiring respondents and data collection. Are you happy with your data quality? How is the engagement of those respondents? And [...]
Thursday | 1:45 pm - 2:15 pm | Room 1
Decoding Scotch: Unveiling consumer perceptions in the world of whiskey
In an era where the spirits landscape is constantly evolving, this study delves into the heart of consumer attitudes and behaviors towards Scotch and its counterparts within the whiskey category. [...]
Wednesday | 4:45 pm - 5:15 pm | Room 1
Defining an insight team’s purpose in an AI-shaped world
James Wycherley, author, host of the Transforming Insight podcast and CEO of the Insight Management Academy, draws on the collective wisdom of the IMA’s 92 corporate members to get back [...]
Thursday | 1:45 pm - 2:15 pm | Room 4
Fear, failure and learning to fly: Rewriting the innovation playbook
In our pursuit of innovation, the mantra of “fail fast” has become a rallying cry. Remarkable tales from client-side leaders in their fields reveal the wins found in epic fails and [...]
Thursday | 12:15 pm - 12:45 pm | Room 5
Gen Z in their quarter-life crisis era
In the summer of 2020, with most of the world in lockdown, something very important happened, but which hardly anyone noticed at the time: “Gen Z” became more Googled than [...]
Wednesday | 12:15 pm - 12:45 pm | Room 1
Green power to the people!
Environmental issues and climate change are hot topics these days. Many of us, not just the scientists, environmental/climate activists, or some politicians, are trying to figure out what we can [...]
Thursday | 1:45 pm - 2:15 pm | Room 5
How can we fix brand tracking? The future of measuring brand perception
Everyone knows that in theory, investing in your brand is a key part of delivering long-term success. It helps you stand out against your competitors, enables you to charge a [...]
Wednesday | 1:45 pm - 2:15 pm | Room 1
How PepsiCo and Woxi have changed the innovation game with next-generation predictive analytics
PepsiCo set out to develop a better innovation insights and predictive analytics system. It puts sales predictive tools at users’ fingertips, allowing them to identify winners faster, make ideas stronger [...]
Wednesday | 4:00 pm - 4:30 pm | Room 1
How reaching niche audiences brings you closer to your consumers
In today’s competitive market, trustworthy insights from hyper-targeted audiences are more crucial than ever for powering tactical and strategic business decisions and growing consumer centricity. In this session, we’ll share a [...]
Wednesday | 4:00 pm - 4:30 pm | Room 5
How to market market research: The art of selling insights to marketers
Insights can only realize their full value if stakeholders are engaged and commit to using them. At Samsung we’ve been able to achieve this by using key tenets of marketing [...]
Thursday | 2:30 pm - 3:00 pm | Room 2
Immersive qualitative research and experiential deliverables
The relationship consumers hold with products and brands has undergone an enormous shift. Understanding these revised relationships often requires a deeper connection than can be found on a Zoom call [...]
Thursday | 3:15 pm - 3:45 pm | Room 5
Improving well-being in research: The AURA Working Well Together Charter (panel discussion)
How clients and agencies work together can affect not only the quality of the work but peoples’ well-being. With a goal to mitigate pressure points that can lead to stress [...]
Wednesday | 11:30 am - 12:00 pm | Room 4
Leveraging a global brand tracker within a complex organization
Cambridge University Press & Assessment is a heritage brand dating back as far as 1534. With that come many advantages, but also some challenges with how things progress. A brand [...]
Wednesday | 10:00 am - 10:30 am | Room 2
Market research Room 101: What will you banish?
Ever wondered what the research industry could do without? In this interactive game show, two teams of client- and agency-side industry leaders will put forward their contenders to be banished [...]
Thursday | 2:30 pm - 3:00 pm | Room 4
Money talks: How the cost-of-living crisis is impacting mental health and how brands can help
We are well aware of how the cost-of-living crisis is impacting people’s ability to put food on the table and pay their rent. But these immediate and tangible impacts are [...]
Thursday | 3:15 pm - 3:45 pm | Room 1
Partnering with Kraft Heinz to innovate into new spaces
You can’t leave growth to chance, brands must intentionally look for new spaces in which to innovate. Those spaces must be meaningful and different from your competitor and incremental to [...]
Wednesday | 1:45 pm - 2:15 pm | Room 2
Plugging into people and pushing boundaries: Driving commercial impact
With budgets tightening and a focus on prioritization, it’s easy for brands to play it safe for short-term wins: research shifts from the truly exploratory to churning out regenerative propositions [...]
Wednesday | 11:30 am - 12:00 pm | Room 2
Scaling the why: How Kimberly Clark is using conversational AI to blend qual with quant
When Kimberly Clark had the opportunity to pitch to a prospective trade customer, they wanted to persuade the supermarket to stock one of their products. To do this, they knew [...]
Wednesday | 10:00 am - 10:30 am | Room 5
Setting the bar high in better understanding customers’ needs
So much of market research focuses on end consumers but in alcohol, bartenders play a critical role, whether through designing menus, recommending a brand or encouraging a consumer to try [...]
Thursday | 1:45 pm - 2:15 pm | Room 3
The CMO perspective: How to create consumer value in a rapidly changing world
The world around us is changing quickly. The context in which consumers make decisions looks very different today than just a few years ago. We are in a cost-of-living crisis [...]
Thursday | 10:00 am - 10:30 am | Room 4
The future of consumer-led marketing: How AI is changing the game with insights and empathy
In this fireside chat, we will dive into how implementing qualitative consumer insights early and often will be transformative for marketing effectiveness. Key takeaways: How technology is enabling near real-time qualitative insights [...]
Wednesday | 12:15 pm - 12:45 pm | Room 4
The invisible opportunity: Reconnecting with your lost audience
Learn how to reconnect with audiences and unlock lost opportunities. Not representing your “true” audience could mean you are missing out on vital growth for your brand, product or service. Representation [...]
Wednesday | 3:15 pm - 3:45 pm | Room 1
Transforming insight at News UK and eBay
Parveen Bdesha, former insight lead at News UK and eBay Europe, talks to Lisa Dutton, head of team development at the Insight Management Academy, and reflects on her work to [...]
Thursday | 10:45 am - 11:15 am | Room 4
Understanding the consumer world at the speed of online reviews
In this dynamic session, dive into the world of consumer insights based on online reviews. Discover how technology plays a part in understanding the consumer world and cutting through the [...]
Wednesday | 2:30 pm - 3:00 pm | Room 5
Using segmentation as an engine for growth and regeneration
Explore how segmentation isn’t just a tool for customer categorization, it’s a catalyst for brand growth. A case study by Pentland Brands and Endura, presented alongside our research partner, ImpactSense. Over [...]
Wednesday | 3:15 pm - 3:45 pm | Room 3
Would you like actionable recommendations with that? Insight from two McInfluencers
Telling a compelling story, and influencing key stakeholders at the right times, is the ask of all insight professionals. At McDonald’s, tailoring our insights to our broad mix of audiences is [...]
Thursday | 12:15 pm - 12:45 pm | Room 4
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