London

February 12-13, 2019

London
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Anywhere in the World: The Complexity of Brand Research at Virgin

Room 4 | 10:45-11:15 | Tuesday, February 12, 2019

I will share my learnings and lessons based on my unique experience at Virgin, where I can end up researching any opportunity anywhere in the world.

I will discuss the complexity of a brand like Virgin, the complexity of my role and how to do huge things with little resources (I am the entirety of the insight team!).

This presentation will also share how to get insights that are brand-focused and embed them in a business filled with commercial decision makers, who can struggle to appreciate and understand what a brand really is, who consumers are and to embrace things like qualitative research.

Presentation type:

  • Other

Subjects covered:

  • Data visualization
  • Mobile research
  • Effective vendor/client relationship management
  • Customer experience
  • Storytelling/data interpretation
  • Global/international research
  • MROC/custom panel build
  • Social media research
  • Hybrid/mixed methods (qualitative, quant, mobile, SM)
  • Emotional measurement (neuroscience/eye-tracking)

Takeaways:

  1. Creative solutions to traditional challenges.
  2. Bridging the gap between marketing and commercial decision makers.
  3. Putting brand at the absolute center of everything.

Speakers:

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