March 5-6, 2019

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Rule-breakers: A Rebel’s Guide to Better Research

Room 5 | 4:00-4:30 | Wednesday, March 6, 2019

Change is the only constant for brands in today’s marketplace. New ideas emerge to challenge established ways of working, building something better in their place. In times of constant change and disruption, the brands that break the rules make the rules.

What would happen if we – much like these leaders – started questioning the rules we’ve begun to take for granted? What if we took a rebellious approach to the research we do to have more meaningful conversations and find breakthrough insights?

We’ll explore how re-thinking the people we talk to, what we talk to them about and the ways in which we use the tools we have at our disposal helps us have radically different, more authentic and engaged discussion.

We’ll lay out how these simple shifts in perspective lead to a radically different research experience. One that gives us a level of empathy and understanding that traditional techniques rarely reach. One that helps us connect with new audiences, building brands that can lead the cultural conversation, not chase it.


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