In the world of the digital revolution, consumers are not only users of digital assets but also creators of new digital content. On the other hand, consumer knowledge and awareness [...]
Delivering insights you are confident in is becoming more critical while finding high quality respondents is becoming increasingly challenging. This challenge is further complicated because we don’t have a consistent [...]
Human beings are not rational. In fact, a lot of the time when they make decisions they are not even thinking consciously. In a world that is getting faster, more [...]
We’ve entered a new age of product innovation, one in which, instead of asking a handful of consumers survey questions, we harness millions of online social media conversations to gain [...]
Madewell, a J. Crew brand, partnered with PA Consulting to gain a deep understanding of the trends and influences driving consumer fashion purchase decisions. Using the Recollective qualitative research platform, [...]
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 [...]
As 2023 opens, we’ve emerged from a global pandemic — only to find ourselves immersed in a looming financial crisis, a climate crisis, a war waged by Russia on Ukraine [...]
Are you missing out on 25% of the population in your research? Whether qual or quant, there are improvements that can be implemented when designing and reporting research to be [...]
Launching a new product or brand is just the beginning: it takes agility and vision to achieve long-term success. Tracking is supposed to monitor an innovation’s performance, but traditional methods [...]
Delivering the experiences your consumers want is not easy as it seems. Intense competition and a plethora of delivery channels make it very challenging for decision makers to take GTM [...]
Our presentation shares how Gen Z has different values, preferences and approaches and how marketers and researchers can reach this unique and savvy group of consumers by understanding how distinctly [...]
If you are like most of us, you’ve noticed that conducting research, particularly quantitative research (consumer and B2B), has become more difficult. It has become more challenging to provide the [...]
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 [...]
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 [...]
In the midst of massive cultural change, consumers expect companies to engage. When DEI, CSR and ESG are all baseline expectations, how can we prioritize research that helps us to [...]
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 [...]
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 [...]
Join Ipsos and MANSCAPED for an inspirational and entertaining session on taking branding by the balls and being unapologetically consumer-centric in creating a brand strategy and product lineup that speaks [...]
At Pernod Ricard, social listening is at the heart of our consumer centric strategy. In order to follow the evolution of the performance of our brands and products online, seven brand [...]
The presentation discusses the rapidly growing influence and economic power of the U.S. Hispanic population, emphasizing the imperative for marketers and researchers to better understand this diverse community. It highlights [...]
Often even more important than quality research and insightful learnings is our ability to take that information and influence people and ultimately, businesses. A successful ability to influence is grounded [...]
Protobrand believes in the power of winning brands. Brands that stand out by establishing a personal connection through emotional, symbolic and functional attributes. Brand trackers often fail to capture this [...]
For nearly two decades, golf as a sport for non-professionals was on the wane. Rounds of golf played declined by over a hundred million annually and thousands of golf courses [...]
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 [...]
ChatGPT is cool and all…but respondents aren’t robots – they’re people! The most powerful thing that sets people apart from robots is our emotions, feelings, experiences and memories and if [...]
In this session, we will explore the challenges of the traditional innovation process and how PepsiCo and Black Swan Data are developing new capabilities in terms of speed, accuracy, and [...]
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 [...]
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 [...]
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 [...]
A panel discussion with industry researchers around how to recognize organizational myths, the ways that addressing these organizational myths has worked and not worked, and ways that we may be [...]
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 [...]
DVJ Insights and Carat have collaborated to reveal the world’s most emotionally intelligent brands by using mass qual techniques to holistically measure people’s experiences and emotions, spanning the importance of [...]
Join Cara Edwards as she presents the Toluna Global Consumer Barometer Wave 24. The ongoing study features insights from over 16,000 consumers in 20 markets across the world on topics [...]
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 [...]
One of the biggest drivers of customer satisfaction is closing the loop – aka telling the customers what we are doing with their data. Although it is a huge driver, [...]
Well-designed market research can identify actionable insights and innovation areas. But what’s next? Creative thinking can sometimes hit us out of the blue, but it doesn’t have to be an [...]
Entertainment marketing firm Trailer Park Group Strategy is refining our approach to youth consumer insights using data and research in combination with examples from across the TikTok landscape to build [...]
Coming of age in the early 2000’s, online Insight Communities have become one of the most widely used research solutions, helping brands to connect with consumers for efficient, on-demand insights. [...]
McCormick is a global leader in flavor the largest producer of spices and seasonings worldwide. To connect with consumers, they established an online community of Flavor Enthusiasts in 2015 and [...]
Nearly half of Americans now say that experiences are more important than possessions – and “enjoying life” has grown to become a core value among U.S. consumers. After three years [...]
L’Oréal is committed to augment our traditional evaluation methods through digital and algorithm science to reach consumers in a deeper and faster way. Consobox, a worldwide online platform, was created [...]
Behind every great brand is a deep understanding and empathy for the customer. To create and deliver for customers, brands must understand what they want and how they think feel [...]
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 [...]
Join insights leaders from aytm and Rocket Central as they explore how to extract compelling stories from primary research and leverage data-driven insights for content marketing, public relations and more. Key [...]
Before Copernicus proved that the earth revolved around the sun, all astronomers used the wrong baseline assumption that the sun revolved around the earth so every observation and all their [...]
Before Copernicus proved that the Earth revolved around the sun, all astronomers used the given baseline assumption that the sun revolved around the earth so every observation and all their [...]
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 [...]
Finding the right customer groups to survey can often be time-consuming and dollar-draining. In this session, the speakers will showcase how TechStyle Fashion Group created a DIY, inclusive customer panel [...]
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 [...]
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 [...]
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 [...]
Being ‘different’ is the main driver of above average stock market returns, from technology to finance to consumer-packaged goods, according to recent analysis from Saïd Business School at the University [...]
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. [...]
The latest industry talk is dominated by messages about streamlining, fast results and the latest AI technology. Is there a risk with all of this that we lose sight of [...]
In 2021, Wilton — the leader in baking and decorating for over 90 years — experienced a significant decline in third-party survey sample quality. In response, we developed a holistic [...]
During times of economic uncertainty, budget owners are faced with pressure to defend, rethink or limit investments. In these times, Experience owners must make even smarter decisions on how they [...]
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 [...]
Like many big businesses, our guests often have multiple touchpoints with us, from researching a future stay, to booking, to pre-stay, to the stay and sometimes post stay. These touchpoints [...]
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 [...]
Cultural Fluency is a marketing mandate for brands given the dramatic transformation of the American consumer. Effectively engaging younger, more diverse consumers with cultural intelligence will future-proof your brand. And [...]
Join Ipsos, Kohler and Kraft Heinz as we share insights and strategies aimed at maximizing efficiency and effectiveness within constrained resources. Our expert panelists delve into innovative methodologies such as [...]
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 [...]
Researchers use many tools to uncover what consumers really think: asking the same question in different ways, hiding real questions inside decoy questions, using projective techniques. But even the most [...]
Competitive benchmarking is essential to assess the strengths, weaknesses, opportunities and threats facing brands. However, classical approaches are slow to implement, costly and often provide insufficient insights to understand how [...]
We live in a post-“OR” world, a world where agile no longer mandates the choice of DIY or full-service, but rather how and when to best leverage DIY and full-service [...]
Conditioned by same-day delivery from Amazon and short-form entertainment from TikTok, young people have different expectations for timing within a survey research context. Based on millions of interviews conducted among [...]
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 [...]
We live in a world perpetually affronted with difficult news, looming recession and financial instability. What are consumers feeling, buying and looking for when living in a state of constant [...]
Why do images matter so much in e-commerce? According to MIT research, the brain processes an entire image in just 13 milliseconds, often unconsciously filling in missing pieces to aid recognition. [...]
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 [...]
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. [...]
Bacardi and Discover.ai will showcase how cutting-edge AI technology can be used to harness the power of social data for a comprehensive understanding of established and emerging cultural themes. By [...]
This session will highlight the opportunity to improve innovation initiatives by cultivating a long-term partnership with a research team or vendor. Pam will share a client’s view of best practices [...]
We are living in an era of hyper-personalization and endless content and choices that have allowed people to become billions of unique individuals who are defined as much by their [...]
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 [...]
Background – Allow us to reintroduce ourselves and Generation Z! From the team of next-gen researchers and creators of “IYKYK,” we are back to offer deeper insights on Gen Z [...]
There are a lot of benefits to integrated market research studies that blend qualitative and quantitative methods. Qualitative research sharpens quantitative design and questionnaire development, and allows for exploration of [...]
Consumer centricity is widely accepted as a key priority for successful organizations, but it’s only the first step in a long journey. So what comes next? The short answer: it’s about [...]
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 [...]
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 [...]
Could taking an existing idea and creating something more powerful out of it yield faster growth results? We will look at an energy boosting chewing gum which helps make people [...]
It’s no secret that alcohol brands are having to adjust as consumers change their drinking habits – whether it’s lower-alcohol drinks, going completely alcohol free or the sober-curious movement. Learn [...]
Fan communities have never been so important. As brands look for cultural relevance in a complex world, as they seek to reach their audiences in a fragmented media landscape, and as [...]
Measuring brand health is complex and multi-faceted. For brands with subscription business models or a need to engage regular users, visitors digitally, prioritizing which functional and emotional aspects of your [...]
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 [...]
Can you trust AI to generate critical insights? While it may seem ironic, one of the biggest benefits of AI for insights leaders is to better understand how consumers really [...]
Join us to learn how Kraft Heinz leveraged Veylinx’s auction-based methodology to understand real purchasing behavior and potential for new iced latte innovation in Canada and the U.S. Dive in [...]
Black Swan Data’s end-to-end innovation platform is rewriting the rule book for consumer-led new product development. Join Camilla Carson to learn how Black Swan Data harnesses the power of artificial [...]
Since COVID-19, the research fraternity has seen drastic changes in its approach toward consumer research and user research. Technology adoption is at its peak and online research platforms have become [...]
By strategically implementing a multi-step research approach, Campbell’s first took the time to understand how consumers were interacting with the salty snacks category and key Campbell’s salty snacks products in-store [...]
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 [...]
Like many alcohol brands, Edrington UK emerged from the pandemic having to adapt to new shopper journeys. New consumption patterns led to a channel shift towards digital commerce. Consumers were [...]
The e-commerce channel experienced significant growth throughout the COVID-19 pandemic, and has continued to evolve ever since. This ever-changing, rapid expansion has led to the online grocery experience becoming fragmented. [...]
Join Kraft Heinz and Protobrand for an insightful session on how they used behavioral science to enhance the taste experience of their new product line. Learn about the three dimensions [...]
In today’s volatile and fast changing consumer landscape, market researchers must navigate a world where their stakeholders need to make decisions faster, navigate ever-increasing complexities and make sense out of [...]
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 [...]
How do new brands break through the clutter? How can you get ahead of the next big thing? While you can’t predict the future, you can prepare for it. During this [...]
“R.E.D. Marketing” is a book produced by the CMO and former CEO of Yum! Brands. In it, Greg Creed and Ken Muench explain why and how Relevance, Ease, and Distinctiveness [...]
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 [...]
Survey technology hasn’t kept pace with user expectations – we still field most surveys the same way we did in the 1990s, often treating respondents like cheap lab animals. In [...]
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 [...]
How confident are you that you’re talking to your consumers? Perhaps you’ve even thought: “Eh…it’s close enough.” Join us as we unpack research-on-research on data quality including how different sampling [...]
Listening is at the heart and soul of Sonos. When a number of recent Sonos customers were letting their speakers sit unused at home, the company needed to understand why [...]
Stigma is a mark or disgrace associated with a particular circumstance, quality or person. Generally, stigma is discussed in the context of mental health. However, stigma is impacting far more [...]
Learn how Thomas’ English Muffins used data-science platform Swayable to test messaging on younger consumers and isolate the messaging that would drive a 7%+ lift in sales as verified independently [...]
Join Dan Frommer, founder and editor-in-chief of The New Consumer and Alastair Bruce, vice president at Toluna for their presentation on how TikTok won Gen Z, the fundamental belief in [...]
How can insight leaders work on their teams rather than in them? How can we grow from being transactional leaders to transformational leaders? James Wycherley, author of “Transforming Insight” CEO of [...]
How can insight leaders work on their teams rather than in them? How can we grow from being transactional leaders to transformational leaders? James Wycherley, author of “Transforming Insight,” CEO of [...]
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 [...]
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 [...]
In this session, Ironwood Insights Group and PersonaPanels will introduce attendees to a new era of AI-powered consumer insights. We will review innovative, AI-driven approaches that can fit seamlessly into [...]
In 20 years, the insights industry has evolved from phone surveys and mail-in questionnaires to AI and computers spitting out solutions to our biggest questions from vast swaths of raw [...]
In our perpetual quest for data, it is easy to get lost in the numbers and lose sight of the real people and behaviors behind them. We can also find [...]
To succeed, brands need a deeper understanding of the world we all live in and a broader sense of what brands add to our lives. Working out how context influences [...]
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 [...]
Humour is something not readily associated with market research. As researchers we strive to create balanced, precise and unbiased surveys. To ensure clarity, we can sometimes find ourselves using a [...]
How can promotions support long-term growth as well as immediate sales activation in a successful brand strategy? From the viewpoint of more than 2,000 marketers, you may learn how promotions [...]
Ever wonder how all-new “category busting” products come to market that require millions of dollars in upfront investment and billions in long-term commitment? How do companies off-set this risk? With [...]
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 [...]
How high is your insight’s team’s profile? How would you describe the insight brand? How well-positioned is insight in your organization’s hearts, minds and decision-making processes? James Wycherley, author, host of [...]
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 [...]
Annually, Expedia Group’s traveler feedback system receives millions of unstructured feedback data from customers through surveys, reviews, chats (and more) that need to be transformed before they become actionable insights. [...]
Marketers spend trillions of dollars globally every year attempting to engage and influence their customers. But as Henry Ford said: “Nothing happens until somebody sells something.” Learn in this session how [...]
Sustainability has become a hot topic in recent years as governments, businesses and citizens become increasingly aware of the impact human consumption inflicts on the planet. But what does sustainability mean [...]
PepsiCo set out, with Woxi, to develop a better innovation insights and predictive analytics system that identifies winners faster and makes ideas stronger, while building better launch plans. The result [...]
The best storytelling within insight, is measured on our ability to capture an idea and land a message that allows the audience to understand in their own minds how their [...]
People with disabilities make up ~16% of the population. Why then does research regularly exclude people with disabilities or present them with subpar experiences? Buzzback, Ipsos, NRG, Material+ and Verizon’s Customer [...]
Doing a research project is an emotional rollercoaster. We want to end on a high note with the rush of inspiration from fresh thinking and discoveries whisking the team off [...]
Colgate-Palmolive products are part of the backdrop of life for billions of consumers around the world; in fact, the Colgate brand is found in more households than any other. To [...]
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, [...]
Join Goldfish Swim School Franchising to explore how The Martec Group transformed their customer experience strategy through a combination of primary research, design thinking and KPI tracking. Martec’s patented Emotion [...]
In a rapidly evolving global marketplace, understanding and engaging with diverse consumer market segments is critical for business success. When businesses understand and cater to the unique insights of the Black [...]
Jake will share his honest story as a client-side researcher and what actually goes on behind the scenes as a researcher. Often stories Jake and other agency researchers would have [...]
Since 2021, Pepper Miller has become a frequent presenter at The Quirk’s Event for her upbeat and insightful presentations. With over 25 years of experience as a market researcher and Black [...]
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 [...]
Customers on Amazon provide more than 1 million product reviews daily. Home Depot, Walmart, Best Buy and Google Shop are other e-commerce platforms equally rich in VOC. This data can [...]
Consumers are immersed in visuals, spending five hours viewing videos and images on social media platforms while also being exposed to up to 10,000 ads each day. These interactions create [...]
Glassdoor used to just be the place for employees to review their employers and now it’s so much more! As Glassdoor continues to increase the number of community touchpoints and [...]
Come hear the story of how Pepsi leveraged consumer insights to shift from a single brand approach to a multi-brand portfolio approach for their Zero product line. The insights were [...]
Paramount Advertising’s Audience Impact & Intelligence Team’s latest study, LGBTQ+ In America, explores the unique lived experiences of a community that has seen tremendous progress while also undergoing significant setbacks. [...]
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 [...]
Magic happens when you pair high velocity market research consulting with the most advanced survey and data processing technologies. We take you through how agility and rigorous methodology go hand-in-hand [...]
Michelle O’Neill, a senior client officer at Ipsos, will ask probing questions of Natasha Hritzuk, VP global entertainment insights at Warner Bros. Discovery, formerly global head of research and insights [...]
Discover the power of crafting buyer personas for highly effective marketing. Dive into the psychology of consumer behavior, data-driven insights and creative techniques to create detailed personas that resonate with [...]
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 [...]
Insights teams often get asked to provide research guidance to drive messaging by uncovering consumer pain points, current states and desired end states. These hard-earned insights are handed over to [...]
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 [...]
Attempting to use resources in a parsimonious way, leaders and decision makers should stay focused on how to make the best out of their business. People are different and behave [...]
In today’s dynamic marketplace, consumers seek more than just products – they crave authentic connections with brands that align with their values and champion causes close to their hearts. Through momentum, [...]
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 [...]
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 [...]
COVID-19 changed a lot of things – from the way we think about our homes, schools and offices, to how we think about work-life balance. But nothing changed more than [...]
Context: the gender gap in the research industry. Why is feeling like a fraud holding you back and what’s the cost? The three mistakes fueling imposter feelings. Five ways to rise as a [...]
Marketers spend trillions of dollars globally every year attempting to engage and influence their consumers. But as Henry Ford said: “Nothing happens until somebody sells something.” Learn in this case study session [...]
Generative AI, hybrid work, insights democratization, human centricity. These are just a few of the current hot topics in the insights industry. But what opportunities and challenges do they bring? [...]
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 [...]
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 [...]
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, [...]
Is premium part of your strategy? In a world of inflation and pressures around costs, are you trying to get consumers to trade up to more meaningful experiences with premium [...]
Over 20 years ago, Propel was successfully launched as the first fitness water on the market. In 2023, the brand is getting renewed attention with breakthrough marketing and a full [...]
It has never been more important for brands to view their research through the correct cultural lens. Additionally, the global economic headwinds have created additional pressure on all of us [...]
First-party data is used more than ever to build successful relationships between brands and their customers. It’s not just about selling a product, it’s about creating a personal bond with [...]
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 [...]
The 2022 winner of the AQR Qualitative Excellence Award demonstrates how tactical research in an unfashionable, largely commoditized category (in this case, ham!) can deliver significant financial growth for clients. [...]
In the dynamic landscape of consumer research, the reliance on opt-in panels introduces myriad challenges, from inattentive respondents to the lurking presence of bots. Despite growing concerns regarding sample quality, [...]
Our latest thought leadership study comes from a year of in-depth and substantive research with Millennial and Gen Z parents and their kids in the U.S. and U.K. These parents are [...]
The history and practice of researching non-western cultures is a complicated one. Concepts like the “discovery of America,” the “noble savage” and the “European explorer and traveler” aided in instilling [...]
Embark on a journey as we explore how AI is reshaping the insights industry, shaping our current landscape and defining the path forward. Delve into the depths of AI-driven predictions [...]
At Ulta Beauty, the consumer is at the heart of everything we do. Grounded in insights, we are committed to continually shaping – and reshaping – the future of retail [...]
In a recent Forbes article, it was stated that people often have to decide between paying more for everyday essentials, trading down to lower-cost alternatives or forgoing purchases entirely. Euromonitor [...]
Minority consumers are sometimes underrepresented in market research efforts. Often brands’ efforts are limited to demographic and behavioral research, but these insights tell only part of the story. To reach [...]
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 [...]
Segmentations are powerful tools for understanding your audience but they can be challenging to activate effectively. Join us as we explore Scotts Miracle-Gro’s journey with GfK/NIQ in activating a unique [...]
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 [...]
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 [...]
The neuro-transformation of marketing. The dawn of a new era. For the first time ever, thanks to neuroscience, it is now possible to have a direct and systematic influence on the [...]
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 [...]
At Mondelēz, snacking occasions are a really big deal – and understanding snackers is a full-time obsession. The maker of Chips Ahoy, Triscuit, Oreo and dozens of other A-list snack [...]
Relationship-driven, collaborative partnerships between research suppliers and brand insights pros is the holy grail for the industry – and clearly drives the most strategic, actionable outcomes. But how do we [...]
The movement towards “consumer-centricity” has been a great step towards brands bringing consumer needs into decision-making within their businesses. However, labeling people as “consumers” forces us to think of them [...]
Our roles as researchers are to uncover insights that our teams can use for better decision making. But there’s a big difference between research presentations based on facts and those [...]
This year, 98% of businesses¹ are aiming to orient themselves to sustainability. But as the concept becomes more comprehensive and ubiquitous, its shared meaning seems to be evaporating. That makes it much harder for companies, politics, [...]
The rising tide of psychedelics is carrying academics, journalists and even NFL quarterbacks along for the ride. But, beyond the traditional stereotypes of peace and love, is there a way to [...]
The rising tide of psychedelics is carrying academics, journalists and even NFL quarterbacks along for the ride. But, beyond the traditional stereotypes of peace and love, is there a way to [...]
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 [...]
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 [...]
James Wycherley, author of “Transforming Insight,” CEO of the IMA and host of the Insight Forums and Transforming Insight podcast, summarizes 18 years of best practice discussions with IMA members [...]
The next generation of leaders needs different skills to make decisions amid rising uncertainty. Today’s challenge is not the lack of information but the judgment to use it. This session [...]
Our industry often talks about ‘consumers,’ ‘shoppers’ or ‘customers’ but what we really mean is ‘people’ – people that experience brands, products and services holistically. From the moment they think [...]
In 2022 we delivered ‘The Art of Spectacle: Storytelling Beyond Narrative’ designing projects for insight and impact in equal measure – delivering evidence in such a powerful way, that stakeholders [...]
Winning the fight for attention is getting ever more challenging online and so is measuring the actual impact of both paid and earned campaigns. In fact, both often seem unachievable [...]
Consumers and businesses alike are feeling the impact of a fast-changing landscape and climate of uncertainty. How can we prepare for what might come next and anticipate shifts in consumer [...]
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 [...]
Join Natalie Borowski, Coefficient Capital and Cara Edwards, Toluna for their presentation on how online grocery has become essential consumer infrastructure – not just a luxury connivence, how social media [...]
Climate change concerns have morphed from something far-off to something more imminent. The recently concluded COP27 Conference in Egypt marked a 30-year anniversary in the fight against climate change. A [...]
Kids and families continue to re-think, re-evaluate and re-chart their priorities in response to an ongoing pattern of disruptive events from the pandemic to the economy and the uncertainty surrounding [...]
The UN Environment Program indicated ~one-third of all food produced is wasted or lost each year. This equates to a staggering 1.3 billion tons of food wasted and costing the [...]
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 [...]
Consumers who are most likely to provide authentic, trend-setting insights are least likely to participate in traditional research. Why? Because traditional research feels more like taking a test than a [...]
The landscape of market research is continually evolving, and with the advent of generative AI, we are on the brink of a revolutionary leap forward in qualitative research methodologies. In [...]
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 [...]
Everywhere we turn, there’s news of layoffs, fear of recession and continued inflation (eggs cost how much!?). This uncertain economic climate means it’s more critical than ever for brands to [...]
The Marketing Research/Consumer Insights team typically has the best understanding of the people a business is seeking to acquire in order to grow. However, these teams are still not as [...]
Delighting customers is a goal of many companies but few make significant investments because finance is skeptical. Customer Care Measurement & Consulting (CCMC) has executed the first-ever rigorous study of [...]
It’s oftentimes hard to remember what we did yesterday, let alone what we purchased last month. Yet, much consumer research relies on consumers’ ability to recall their actual behavior. If [...]
The water sector struggles to connect with consumers on complex issues. However, Relish and Southern Water have achieved considerable success on this in recent times. Their innovative, deliberative and collaborative [...]
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 [...]
It’s one thing to see future possibilities. It’s quite another to bring them to life and make them actionable in the present. Too often insights into macro trends and the [...]
Don’t miss this chance to see how General Mills Snacks is breaking the rules to unlock millions of dollars in growth opportunities. Join us on a journey to hear firsthand [...]
As humans, we tend to overcomplicate things in our lives when there are typically some relatively easy solutions to be found. If we could step outside of ourselves and look [...]
The session entails best practices for delivering actionable and timely insights to business partners when answering variety of business questions using multiple data sources in CPG and retail industry. Key takeaways: What [...]
The typical mindset guiding product innovation is to build a better mousetrap. This mindset is based on the assumption that a better product will beat the competition. While tangible product [...]
When done right, insights can transform an organization from the inside out. But you’ve got to own your research, dig deep into your findings and advocate for data-driven change. And [...]
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 [...]
Lisa Dutton, head of team development at the IMA, and subject matter expert on storytelling, summarizes insight team communication best practice as seen amongst the IMA’s 80 corporate members. Key takeaways: Why [...]
In our pursuit of category growth beyond just market share, Colgate-Palmolive embarked on a thorough examination of potential consumers interested in whitening benefits but not currently purchasing whitening products. In this [...]
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 [...]
We certainly need more joy in the world, and to a large extent we are each responsible for finding our own joy. But it’s not always easy – challenges come [...]
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 [...]
Mental health awareness has made strides in reducing stigma in mainstream media, but negative attitudes toward mental illnesses persist. When combined with traditional gender roles and expectations of masculinity, the [...]
Its hard to escape that the U.K. is in the midst of a cost of living crisis just after life had returned to normal post pandemic, so consumers are making [...]
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 [...]
My/Mochi is a delicious, multi-textural sensation of cool, creamy premium ice cream wrapped in a sweet, pillowy rice dough. More importantly, this challenger brand is quickly capturing share in the [...]
Discover the untapped potential of AI in the insights industry and unlock a world of opportunities. Join us for a captivating session where we will share the five key takeaways [...]
How can knowledge management elevate the role of insights? And how can you unlock that impact at scale? During this session, Cristian Young, AVP, insights and knowledge management at AT&T, and [...]
Join us for an insightful event session where we delve into the intricate world of operationalizing research at scale within enterprise organizations. In an era dominated by data, the ability [...]
Everyone has an opinion on the state of our country, the economy and societal evolution. Everyone is impacted in some way by the subsequent turbulence we see in our daily [...]
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 [...]
This session offers a rich, captivating dive into the psychology of rural American consumers and why they matter to brands more than ever before. As rural identity has grown to [...]
I heard an interesting comment the other day – that we need to prepare for a ‘George Floyd moment’ when it comes to the climate; a collective wake-up call that [...]
Emotional connections with brands drive purchasing behavior, but what sparks it? We have previously shared a model of how brands trigger emotional responses and emotional identification in consumers. But what [...]
Presentation of research that Savelsberg Research together with his local Thai research partner conducted with Thai and Dutch nationals living in their respective countries. We asked them about the online [...]
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 [...]
Influencer marketing fundamentally changes the direct-to-consumer sales model and wait, why should marketing get all the innovation? By studying how influencers attract and maintain their followers and audiences, the marketing [...]
In a time where data is abundant and time is finite, it can be easy to opt for data that is “good enough.” 84.51° embarked on a journey to understand [...]
MRX (market research) and CX (customer experience) are two related but distinct disciplines that focus on understanding and improving different aspects of a company’s operations. MRX and CX often overlap [...]
The last three years have been a roller coaster ride for luxury goods manufacturers, including manufacturers of high-end products in the alcohol beverages category. A deep slump in restaurant and [...]
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 [...]
Brands have always looked to categorize their consumers through persona targeting, but typically only do so using quantitative and very limited qualitative data. This leads to target audiences being defined [...]
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 [...]
If you have yet to learn by now, the monetary honorarium is not as powerful of an incentive as it once was for qualitative research. Even before the pandemic changed [...]
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