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|2014 Conference - Wednesday Full Schedule|
This page provides details on each scheduled session and other program highlights for Wednesday, October 15. To see detailed information for the other days of the conference, please use the navigation links to the right.
Wednesday, October 15
As a Honomichl Top 50 firm, CMB conducts a great deal of quantitative and qualitative research. Having a small qualitative practice means we rely on experienced partners to help us execute qualitative fieldwork — a factor that we believe adds great value to our project team. In this business model, CMB focuses on sales and marketing while our qualitative partners focus on what they like most — designing, executing, analyzing and reporting qualitative research. By partnering with experienced QRCs, we provide our clients with the best in the business.
I will explain how QRCs get on our radar and what is required within the vetting process when working with a full service firm such as ours. Attendees will obtain insight into how we choose our partners at the outset (RFP stage) and/or after a project has been won. I’ll address the logistics of working together from multiple points of view (i.e., sales, project management, accounting) — focusing on what works (or doesn’t work!) for us in this context. I’ll conclude the session by addressing what a QRC can do to keep the relationship moving forward, thus increasing the chances of getting more work from full service firms on an ongoing basis.
Target Audience: Independent qualitative research consultants who wish to build their business by partnering with a full service research firm.
Bio: As the Director of Qualitative at CMB, Anne is responsible for sourcing and managing the firm’s qualitative partner relationships and has successfully increased qualitative sales by ~ 20% in the last 5 years. Like you, Anne is also in the trenches designing and moderating qualitative research for clients across multiple industries, and has done so for 15 years. She is known for her ability to quickly engage and build rapport with virtually anyone. She received a B.A. in Communication Arts from St. Thomas Aquinas College and serves as guest lecturer for the Sawyer Business School at Suffolk University in Boston, MA.
Many QRCs enjoy the freedom of working either for themselves, or as a small practice. However, this can often lead to a sense of professional isolation, despite numerous forums for engaging with each other (LinkedIn, QRCA, Twitter, etc). In this engaging and interactive session, two highly collaborative ‘quallies’ will share a bucket load of instantly implementable tips and tricks related to finding the right person to collaborate with and working together in ways which can benefit all parties and emotionally and often financially!
Participants will leave with the following:
Target Audience: QRCs who work mainly on their own or in a very small office and would like to interact more regularly with other QRCs.
Bios: Layla Shea founded Upwords Marketing Solutions in 2008 after an extensive CPG marketing (Coca-Cola, SC Johnson) and consumer insights consulting career. Upwords is a boutique qualitative research firm specializing in uncovering insights for some of North America’s largest brands, via online qualitative methods. Having been in her clients’ shoes, Layla not only designs truly unique online studies that maximize the benefits of the tools being used, she also excels at turning the insights into simple actionable implications. Layla’s passion for online qualitative research has been winning her industry awards including the QRCA’s ‘Qually’ award in 2012 for research excellence at the international level.
Kate Dennis founded Open Door Insights in 2008 after spending 18 years conducting both qualitative and quantitative research for Tier One companies like Labatt Breweries and NFL International. Her agency, client and consulting background affords her unique perspective into the power of creative insights. Today Kate combines the discipline of applying solid consumer research fundamentals (honed during her years with P&G) with more innovative and creative approaches that make full use of her skills as a professional photographer. Kate’s creativity and curiosity about what makes people tick drive her passion for all things qualitative in both the online and in person realm.
The Latin American economy, including Mexico and Central America, has continued to grow while other economies in the world have shrunk. However, understanding the region is not easy. If you are considering doing research studies in Latin America or want them to go more smoothly, attend this session and learn some best practices for every step of the way:
Bio: Isabel Aneyba was born into a medical family imbued with the gift of empathy. Therefore, it is not a surprise that her passion is to converse with Latino research participants and use her cultural sensitivity to understand their key cultural emotional drivers. Most importantly, it is her skill in providing actionable recommendations that has contributed to the growth of brands and products in Latino markets such as Mexico, The Caribbean, South America and the US Hispanic. With a strong drive for learning new tools that solve new business problems, she earned a BS in Business, an MBA in Marketing and Strategy from UT Austin, a RIVA advanced moderation training certificate and created the methodology Consumer Co-Creation Camp for clients and Latino consumers.
Do You Speak "Multicultural"? Being a Voice in the "Total Marketing" Wilderness
|4:00 – 4:30 p.m.||Break in Marketplace|
|4: 30 – 5:30 p.m.||
We live in a world with more research and data than ever before. Long reports with lengthy explanations full of tables, charts and graphs have been the research industry’s expected output for decades. But our world is changing at warp speed. Texting, Facebook, Twitter, and Instagram have all had a dramatic effect on how we communicate with one another. People want more, faster and in bite-sized pieces. So how do you ensure that your research studies get the audience they deserve, gain internal buy-in and ultimately make sure that you are hired again?
The answer lies in taking research results one step further — past the data document or PPT deck and instead using images, videos and graphics to tell powerful stories.
In this session, we will discuss the art of storytelling. We will cover ways to engage your clients with new methods of sharing your important qualitative and quantitative research findings. These methods will help to ensure that your information will be adopted across your client’s organization, from the sales team all the way up to senior management. Don’t let all of your hard work go to waste because people didn’t find the time to read your report.
Target Audience: Qualitative and quantitative researchers looking for new ways to grab their clients’ attention.
Bio: South African by birth, Lauren is passionate about culture, communication and creativity. As the “Chief Problem Solver” and owner of FRESH, she is able to employ all of her passions helping companies grow and thrive. FRESH has over a decade of experience partnering with businesses to answer game changing questions surrounding marketing, R&D and innovation and then bringing those ideas, insights and strategies to life through storytelling.
Lauren has over 15 years of experience building brands, facilitating breakthrough thinking and creativity training for likes of Coca-Cola, Virgin, Hershey’s and Georgia Pacific to name a few.
Think about the difference well-chosen words can make in either bringing to life or breaking a compelling idea. Compare two of America’s largest book e-tailers: Amazon and Books-A-Million. The first name is a bang. The second is a whimper.
The fact is, a brand name is the most powerful piece of messaging, and there are over a million companies registered in the US annually—each fighting for attention. Pursuing a name is an involved process that can be time-consuming and expensive—involving trademark clearance, linguistic analysis, registration of domain names and visual identity. Given these high stakes, organizations want assurance that they’ve named their products and companies wisely.
Participants will be able to understand the ingredients of a successful product name, the business value that name research delivers and the different ways that winning names can be identified, using fact-based research.
Target Audience: This session is geared towards market researchers, and in particular, anyone interested in brand research.
Bio: Lisa has nearly 20 years of experience in market research, branding, customer experience and usability. Prior to building her own consultancy, she was Global Research Director at Siegel+Gale, a brand strategy firm. Lisa was also Vice President of Qualitative Research at Ipsos and joined Charles Schwab as Director of Research and Usability, to build schwab.com’s first research group.
Lisa has developed strategies and research for companies like: Pfizer, Merck, UBS, Merrill Lynch, Citi, Disney, Yahoo!, IBM, Microsoft, HP, The Economist, Coca-Cola, FedEx and Samsung. Lisa is currently an Adjunct Professor at NYU and has also taught at UC Berkeley.
The Central Research Question defines the overarching objective of a research study. It is worded in simple terms and sets up a study to yield clear and unambiguous answers and a path to action. CRQ clarifies, organizes, and simplifies qualitative research studies.
The CRQ Method embodies defining the central research question at the outset of a study, aligning people and resources around the CRQ as study progresses, and delivering findings that make next steps clear and unmistakable.
Attendees will get a step-by-step walkthrough of the CRQ Method, will see case study examples, and will leave the session equipped to apply the CRQ Method in their very next client engagement.
Target Audience: Seasoned qualitative research consultants
Bio: Stephen has over 30 years of experience doing B2B research studies across an array of product categories. He was previously market research director at CareFusion, where he managed a research team and worked in a hands-on capacity moderating groups and overseeing quant and qual studies. Prior to CareFusion, Mr. Heffernan directed a global customer value program at Agilent Technologies, and was a product manager at the Hewlett Packard All-in-One business unit. Mr. Heffernan holds an M.S. in Marketing & Consumer Behavior and B.S. in Economics, both from the University of Maryland. He is a RIVA-trained moderator since 1983.
|5:30 – 7:00 p.m.||Cocktails in Marketplace|