February 12-13, 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.
When IBM’s new CMO joined in late 2016, there was an increased emphasis on customer advocacy. One of the vehicles introduced to capture client feedback was the Win-Loss program. Pilot work [...]
Tuesday | 1:30-2:00 | Room 3
Once upon a time, there was data… Our success as researchers, and the legacy of our work, depends not on our ability to analyze and number-crunch but on how we craft [...]
Wednesday | 10:00-10:30 | Room 3