April 2-3, 2019
Building and maintaining consumer insights capabilities that are seen as critical to business decisions isn’t easy. With the demand of more agile development approaches, insights need to reframe perceptions about how the work is done and how it is used to drive business decisions. Otherwise, insights become nice to have, not an integral part of product development, marketing activation or sell-in to retailers.
By delivering deeper insights through agile qualitative, teams can move to the forefront of strategy across the business. Instead of research contribution being perceived as “gravy” or only necessary for big decisions, it becomes the starting point and the North Star for growing the business.
In this presentation, Tillamook Director of Consumer and Shopper Insights Carrie Ericksen and Digsite CEO Monika Wingate will discuss how agile qualitative methods like sprints are playing a key role in improving marketing and product innovation outcomes.
Carrie will also share Tillamook’s story of organizational change. Hear about their series of wins over the past three years that has codified the value of insights and how applying agile qualitative capabilities led to Tillamook increasing sales of their shredded cheese products by 25 percent.
This practical session will cover:
This presentation will discuss how a global semiotic study helped Grand Marnier modernize its brand positioning by identifying the visual and symbolic “signifiers” that were most relevant in its key [...]
Wednesday | 4:00-4:30 | Room 1
Hitch a ride as we explore the maximum difference scaling landscape at P&G. This easy yet powerful research method is just the ticket for product benefit/claim screening and package designs [...]
Tuesday | 10:45-11:15 | Room 3
A great benefit of being a client-side researcher is getting to work with some of the most amazing minds in research – your vendor partners. Managing those vendor relationships is [...]
Wednesday | 4:00-4:30 | Room 4