Main Sessions
Monday Sessions: Research Transformation – The Necessary Future
The Gauntlet – Industry RFP
Can Research Catch the Consumer?
The Research Industry Vision
Tuesday Sessions: 360° Media and Marketing – The New Lens is Human
A Platform Called Television
Eight Lessons on Coping with the Transformed Media World
Putting Humans at the Center of the Process
Wednesday Sessions: Innovation – Moving Beyond New and Different
Ghosts of the Internet: Past, Present and Future
Game-Changing Innovations
The Paradox of Culture
3M brand, a culture of innovation that lives across the company as a way of life.
Research Transformation: The Necessary Future
A panel of leading advertisers will deliver an RFP to the industry: “Research as we know it will be on life support by 2012”. Deliver forward-focused insights or risk being marginalized or eliminated. This advertiser smackdown will emphasize what advertisers need from research to deliver in order to remain
relevant.
MODERATOR: Joel Rubinson – Chief Research Officer, The ARF
ADVERTISERS:
- Donna Goldfarb – Vice President of Consumer & Market Insights, Unilever Americas
- Susan Wagner – Vice President, Global Strategic Insights, Johnson & Johnson Global Consumer Companies
- Stephen Kim – Senior Director, Microsoft Advertising
- Colleen Fahey Rush – Executive Vice President, Research, MTV Networks
Can Research Catch the Consumer?
Susan Wagner, Johnson & Johnson, will kick off this session by discussing the reality that “the consumer is at least two years ahead of research.” Scientists will illustrate this reality and explain what research needs to do to catch up – if it can catch up and how.
MODERATOR: Susan Wagner – Vice President, Global Strategic Insights, Johnson & Johnson Global Consumer Companies
SCIENTISTS:
- Dr. Bob Deutsch – Founder, Brain Sells
- Dr. Nathan Berg – Associate Professor of Economics, University of Texas, Dallas
- Dr. Drew Westen – Co-Founder, Thinkscan.com, LLC, and Professor, Emory University
Pre-eminent research industry leaders will respond to the Advertiser RFP and articulate their strategies to respond to research transformation over the next five years.This will be followed by an “Oval Table” discussion moderated by Donna Goldfarb, Unilever Americas.
MODERATOR: Donna Goldfarb – Vice President of Consumer & Market Insights, Unilever Americas
RESEARCH CEO ROUNDTABLE:
- David Calhoun – Executive Board Chairman and Chief Executive Officer, The Nielsen Company
- Eric Salama – Chairman and CEO, The Kantar Group
- Didier Truchot – Co-Chairman and Chief Executive Officer, Ipsos
- Dr. Romesh Wadhwani – Chairman, Information Resources, Inc.
360° Media and Marketing – The New Lens is Human
What’s the future of television? The potential of advanced advertising technologies? Just as technology has enabled consumers to choose how, when and where they engage with media, it is enhancing interactivity and expanding addressability for all media, especially television. We have never lived in a time where we have had the technology and infrastructure to put an ad in front of people most likely to be interested in the message. We are moving to the era of advertising only to the interested. Television is about to change from a TV set to the platform we call television. Hear from media wunderkind David Verklin,
Canoe Ventures CEO, about the changes coming to TV.
David Verklin – CEO, Canoe Ventures
Eight Lessons on Coping with the Transformed Media World
NBC achieved more than record ratings during the 2008 Olympics, they acquired ground-breaking consumer-centered learning from their multiplatform programming. Alan Wurtzel, NBCU Research President, shares their findings from “The Billion Dollar Research Lab”.
Alan Wurtzel – President, Research & Media Development, NBC Universal
Putting Humans at the Center of the Process
Sunil Garga of Mphasize LLC hosts a panel of world-class intellects providing new perspectives on what it means to put the human at the center of marketing and how to do it. These thought leaders will guide advertisers on how to sort out their challenges and highlight the value of human centric marketing.
MODERATOR: Sunil Garga – Principal, Mphasize LLC
PANELISTS:
- Mark Earls – HERDmeister, Herd Consultancy
- Grant McCracken – Research Affiliate, C3, MIT
- Mary Ann Packo – CEO, Millward Brown North America
- Michael Perman – Senior Director, Consumer Insights and Consumer Relations, Levi Strauss & Co.
Wednesday Sessions: Innovation – Moving Beyong the New and Different
Ghosts of the Internet: Past, Present and Future
Recently recognized as one of the ‘Creativity 50’ and dubbed the ‘Steve Jobs of Microsoft’ by Fast Company, Gary Flake, Microsoft Technical Fellow and director of Microsoft Live Labs, will address the market research industry for the first time. Former Chief Science Officer of Overture and Founder of Yahoo! Research Labs, Dr. Flake is a longtime student of research, development and innovation best practices. At Microsoft, he works to define and evolve the company’s product vision, technical architecture, and business strategy for online services. In this presentation, Dr. Flake will take us on a mystery tour recounting the history of the online advertising industry, showcase entirely new forms of online advertising and media, and conclude with his long-term predictions about the Internet and every industry which connects to it. His insights promise to be provocative and pot-stirring.
Dr. Gary Flake – Microsoft Technical Fellow and Founder of Microsoft Live Labs, Microsoft
Deciphering Innovation Patterns to Find Tomorrow’s Opportunity Space
Developing and introducing successful innovation is still a challenge for most companies. Often it’s because companies don’t know what will really resonate with consumers in the future. A better model is needed – one that predicts what consumers will want tomorrow, and then identifies the relevant future opportunities. Experience how our cutting-edge approach goes beyond traditional techniques to drive more effective insights through real world examples.
Learn how disruptive innovation can be predictable, understand where a category is in its development to predict the next level of consumer needs and uncover how innovation patterns within and across categories are key to identifying future opportunities.
Barry Calpino – Senior Director of New Products, North America, Wrigley
Phil Roos – Managing Director, Arbor Strategy Group, GfK Strategic Innovation
Episodic Reconstruction: Understanding the “When” and “Where” and “How” of Consumption and Use
Existing approaches such as ethnographies or surveys generate insufficient understanding of the nature of demand and real opportunities to innovate. Episodic reconstruction is a new methodology that supercharges the innovation process. We will share our experiences in applying this method to the building of an innovation playbook for travel, automotive and financial services.
Bob O’Keefe – Managing Director, AAA Brand and Membership, AAA
Erich Joachimsthaler – Chief Executive Officer and Founder, Vivaldi Partners
Listening vs. Asking: Contrasting Consumer-Generated Content and Surveys
Online consumer conversations provide a trove of naturally-occurring consumer expression that can be mined to understand consumers’ lifestyles and needs. We will present results of an empirical investigation into how results of “listening” differ from survey findings, and suggest a beginning framework for when and how to use these respective approaches.
Kristin Bush – CMK Senior Manager, Digital Research, The Procter and Gamble Company
David Wiesenfeld – VP Marketing Solutions, Nielsen Online
An Industry Leader will talk about the contribution that consumer insights make to the innovation process; share stories of true innovation breakthroughs emanating from consumer and shopper insights and discuss organizational commitment to insights as a competitive advantage.
Culture is a strong, interpretative perspective that both directs ideas and limits them. Being able to step outside your own culture provides the ability to look at what’s going on within it in a completely different way. At Crispin Porter + Bogusky, powerful creative ideas start from turning what culture wants you believe on its head. Learn from the Director of the Culture and Business Insight at AdAge’s “Agency of the Year” about what happens behind closed doors to insure powerful idea generation.
Wojtek Szumowski – Group Director, Culture and Business Insight, Crispin Porter + Bogusky
3M brand, a culture of innovation that lives across the company as a way of life.
3M brand is known for innovation around the world. Creating, reinforcing and growing a world leading innovative brand requires participation from the whole business organization. Through processes, values, culture and relationships, 3M has been able to innovate both in the market and with internal systems to
deliver the products and services the customers expect. Dean Adams, former Director of Brand Management at 3M, shares examples of the processes that bring innovations to the market for customers and internal innovation that have enabled better business management.