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ChatGPT: What we know, what we don’t know and what IRT is doing to address the threat

ChatGPT is a powerful new tool with diverse and incredibly powerful applications to transform our world for the better, but at a cost of difficulty distinguishing people from machines. The [...]

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

Thursday | 10:15 am - 10:45 am | Room 3

Combining research tools with TikTok to better understand Gen Z

Entertainment marketing firm Trailer Park Group Strategy is refining our approach to youth consumer insights using data and research in combination with examples from across the TikTok landscape to build [...]

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

Contextual intelligence: Guiding business success by reframing business challenges and perceptions of people

Before Copernicus proved that the earth revolved around the sun, all astronomers used the wrong baseline assumption that the sun revolved around the earth so every observation and all their [...]

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Thursday | 10:15 am - 10:45 am | Room 1

Embrace the electrode! Enriching qualitative insights with biometrics

Researchers use many tools to uncover what consumers really think: asking the same question in different ways, hiding real questions inside decoy questions, using projective techniques. But even the most [...]

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Thursday | 2:45 pm - 3:15 pm | Room 1

Euphoria! How material leverages report automation for faster, more efficient and more accurate project reporting

Report automation is often thought of as limited to just mass generation of charts, but it can be so much more than that. Material runs many large trackers where the [...]

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Wednesday | 2:00 pm - 2:30 pm | Room 2

Furries, Arianators, pajama moms and politicos: The power of personas in driving business

We are living in an era of hyper-personalization and endless content and choices that have allowed people to become billions of unique individuals who are defined as much by their [...]

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Thursday | 11:45 am - 12:15 pm | Room 2

Getting the best of both worlds: Keys to successful integrated research

There are a lot of benefits to integrated market research studies that blend qualitative and quantitative methods. Qualitative research sharpens quantitative design and questionnaire development, and allows for exploration of [...]

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Thursday | 11:45 am - 12:15 pm | Room 1

Getting the facts, faster: How you can unlock reporting insights for everyone who needs them

What if you could democratize data for your organization? And dive deeper into the tough questions? Our browser-based tool makes work easier and smoother for your team, stakeholders and suppliers. [...]

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Wednesday | 11:45 am - 12:15 pm | Room 1

How AI is changing the landscape of research platforms

Since COVID-19, the research fraternity has seen drastic changes in its approach toward consumer research and user research. Technology adoption is at its peak and online research platforms have become [...]

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Wednesday | 2:45 pm - 3:15 pm | Room 2

How TikTok won Gen Z and other digital media learnings

Join Dan Frommer, founder and editor-in-chief of The New Consumer and Alastair Bruce, vice president at Toluna for their presentation on how TikTok won Gen Z, the fundamental belief in [...]

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Wednesday | 11:00 am - 11:30 am | Room 2

How to address brand risks and opportunities in a dynamic marketplace

Brands are successful when they tap into important consumer needs that are effective in driving emotional and functional brand attachment. However, the relevance of these needs can be fleeting as [...]

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Wednesday | 3:45 pm - 4:15 pm | Room 1

How to predict, measure and optimize the success of your brand

Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in. This presentation will guide you [...]

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Thursday | 9:30 am - 10:00 am | Room 2

Influence and own the most valuable moment in marketing: The transaction

Marketers spend trillions of dollars globally every year attempting to engage and influence their customers. But as Henry Ford said: “Nothing happens until somebody sells something.” Learn in this session how [...]

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Thursday | 11:00 am - 11:30 am | Room 2

Leveraging activity-based methods to discover your brand’s aha moments

In this informative how-to session, Ray Fischer and Paula Kramer of aha insights technology will share several pragmatic approaches to defining, designing and discovering compelling human stories within unstructured data. Key [...]

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Wednesday | 2:45 pm - 3:15 pm | Room 4

Leveraging the CX interaction to add value to the B2B purchaser relationship

OvationMR conducts primary research with B2B audiences, including OEMs and brands as well as purchasing decision-makers along the supply chain. Over the past few years, especially since the onset of [...]

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Thursday | 11:00 am - 11:30 am | Room 3

Re-positioning Mexico: How semiotic analysis helped break through cultural clichés and provide inspiring regional symbolism for three Campari brands

Few countries have as much cultural richness as Mexico, and this was both an opportunity and a challenge for Gruppo Campari. With a unique portfolio of authentic Mexican brands, Campari [...]

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Thursday | 9:30 am - 10:00 am | Room 3

Rising costs and shrinking wallets: How shoppers are tackling inflation

In a recent Forbes article, it was stated that people often have to decide between paying more for everyday essentials, trading down to lower-cost alternatives or forgoing purchases entirely. Euromonitor [...]

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Wednesday | 10:15 am - 10:45 am | Room 1

Storytelling hacks that will turn you into a reporting rockstar

Our roles as researchers are to uncover insights that our teams can use for better decision making. But there’s a big difference between research presentations based on facts and those [...]

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Thursday | 2:45 pm - 3:15 pm | Room 3

Sustainability: What does it even mean today?

This year, 98% of businesses¹ are aiming to orient themselves to sustainability. But as the concept becomes more comprehensive and ubiquitous, its shared meaning seems to be evaporating. That makes it much harder for companies, politics, [...]

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Thursday | 1:15 pm - 1:45 pm | Room 4

The future of insights is conversational: How modern insight professionals use mobile and conversational approaches to capture immersive and authentic feedback

Consumers who are most likely to provide authentic, trend-setting insights are least likely to participate in traditional research. Why? Because traditional research feels more like taking a test than a [...]

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Thursday | 11:00 am - 11:30 am | Room 4

The power of agile insights: How Sakura of America drives consumer-led innovation  

Having the right insights is key to making successful decisions. In this session, you’ll learn how Sakura, an art and writing instruments company, built a data-informed culture that helped them [...]

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Wednesday | 11:00 am - 11:30 am | Room 3

The power of AI in coding open-end responses

Are you under pressure to code market research results faster and with more accuracy, while also reducing costs? Are you concerned about leveraging AI and losing control of the results? Ascribe’s [...]

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Wednesday | 9:30 am - 10:00 am | Room 2

Training session: Solve for the future with Lighthouse Academy

It’s no secret that technology is continuing to change everything around us at a rapid pace and market research is no exception. The more automated and sophisticated consumer insight survey [...]

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Wednesday | 11:00 am - 11:30 am | Room 4

Transformational innovation with jobs-to-be-done and behavioral science

The typical mindset guiding product innovation is to build a better mousetrap. This mindset is based on the assumption that a better product will beat the competition. While tangible product [...]

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Wednesday | 1:15 pm - 1:45 pm | Room 2

Using emotion analytics to better understand how real people are experiencing today’s economic turbulence

Everyone has an opinion on the state of our country, the economy and societal evolution. Everyone is impacted in some way by the subsequent turbulence we see in our daily [...]

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Thursday | 9:30 am - 10:00 am | Room 1