February 12-13, 2019

Register Now Convince the Boss

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)


  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.


More sessions

See all sessions

Using UX Research to Augment Innovation

Open innovation is the latest strategy of any company, whether they are in service, product or process. Empathy to the customer is the only formula in the open innovation journey. [...]


Wednesday | 3:15-3:45 | Room 1

How IBM Incorporates ‘Win/Loss’ into Continuous Customer Insight

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

‘To Hell with Facts! We Need Stories!’: The Power of Storytelling in Research

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