Timings at a glance

Thursday, 18 June:
Registration and welcome coffee 8:30-9:00 | Programme 9:00-17:30

Friday, 19 June:
Registration from 08:30 | CLICK 09:00-11:30 | Programme 11:30-16:30

Programme

Filter

Good morning coffee & connection
A meet and greet for everyone to network before kicking off the content

Opening & Welcome

Opening
[ESOMAR]

Welcome
[Twitter]

Artificial IntelligenceBringing context to the digital technology party for speed, efficiency and effectiveness to drive more impact in your organisation.

Introduction
Michelle Gansle [Mars Wrigley]

Michelle Gansle
Session chair Global Lead - Insights Transformation, Mars Wrigley, United States

A Pain In The ? Inbox? Not Anymore.
More stable satisfaction scores with only one third of survey invites using AIRajul Jain [Microsoft]

Leveraging AI to reducing survey fatigue and survey send outs while maintaining stable customer satisfaction scores and enhanced response rates.

3 takeaways

  • How AI can be used to multiply stability of CX scores for a certain area or segment
  • Why CX score can be reported for some area or segments EVEN without measuring them
  • How AI can select those customers most responsive to surveying and scale down email outreach
Rajul Jain
Senior Market Research Manager, Microsoft, United States

Presentation [ IT / SOFTWARE / HARDWARE / TECHNOLOGY ]

Machine-Inspired Creativity
How JJV used AI/ml techniques to uncover deep metaphors to power the launch of their latest innovationPavi Gupta [Johnson & Johnson Vision]

The latest advanced in AI/ml approaches are helping uncover efficiencies across sectors across a wide spectrum of business needs. Can these machine-driven approaches that leverage advanced statistical analyses help us unleash creativity?

Pavi Gupta
Head of Insights & Analytics, Johnson & Johnson Vision, United States

Presentation [ HEALTHCARE / PHARMACEUTICAL / WELLNESS ]

AI Applied: Utilizing Social Data to Profile the Next Generation of Harley-Davidson Riders
How AI driven topic modelling is helping Harley-Davidson better understand new and existing consumers to navigate category opportunities and headwindsMichael Greenway [Harley-Davidson]

Faced with a shifting market landscape caused by splintering consumer needs and macro external forces, Harley-Davidson wanted an 'outside-in', consumer-defined view of the motorcycle category to fuel innovation and brand strategies.

Michael Greenway
Director of Advanced Analytics, Harley-Davidson, United States

Presentation [ AUTOMOTIVE ]

Discussion

Networking game

Networking break

Introduction
Kristin Luck [ESOMAR Council Vice President]

Kristin Luck
Session chair ESOMAR Council Vice President

GUEST | Pratiti RayChoudhury
Pratiti RayChoudhury [Facebook]

Pratiti RayChoudhury
Guest speaker Vice President - Head of Research, Facebook, United States

Guest speaker presentation

Insights Integration: Hands OnGet ready for an interactive and actionable-learnings session on storytelling that can lead to better business results and internal impact.

Introduction
Erika Quinn [Disney Channels Worldwide]

Erika Quinn
Session chair Consumer Insights, Disney Channels Worldwide, United States

Leveraging Academic Research for Industry Business Implications
Mondelez’s Way to Inspire Shopper StrategyJoseph Chen [Mondelēz International]

3 takeaways

  • Learn how to better leverage research that’s already been done without reinventing the wheel.
  • Gain new perspective on how to partner with academia to close learning gaps.
  • Get tips for leveraging academic research while making them actionable for your business.
Joseph Chen
Consumer Insights Lead - Confectionary, Mondelēz International, Canada

Presentation [ FMCG ]

The Power of Storytelling in Sports
How do you deconstruct and quantify the essence of powerful storytelling to drive meaningful fan engagement and grow brand affinity?Renata Policicio [ESPN]

3 takeaways

  • It is possible to measure what makes and predicts engaging storytelling.
  • Relatability is the most important attribute to any story, no matter what your objective is.
  • Different generations connect and value stories in different ways.
Renata Policicio
VP Research Global Markets, ESPN, United States

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

Discussion

Lunch

Insights IntegrationYou’ve got the insights. Now learn how they power stronger audience engagement and team collaboration.

Introduction
Kristen Griffith [The Clorox Company]

Kristen Griffith
Session chair Associate Director - Global Insights, Cat Studio, The Clorox Company, United States

LOL 101: The Art & Science of Getting a Laugh
Lisa Dracolakis [Walt Disney Television]

While conventional wisdom is that humor is an "art", science can play a big role in getting it right. This will be a valuable case study for anyone faced with turning complex human reactions into actionable insights to engage an audience.

3 takeaways

  • Emotional engagement is the key to attracting and retaining consumers of all kinds, and humour is an incredibly effective way to emotionally engage.
  • Humour is about breaking rules, and different kinds of humour result from breaking different rules in different ways.
  • There is no one "RIGHT" kind of humour - it's about LAYERS.
Lisa Dracolakis
Executive Director Consumer Insights, Walt Disney Television, United States

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

Insights Integration
Greg Ambrose [Cineplex]; Tara Murphy [Cineplex]

Vice President - Loyalty, Insights & Guest Experience, Cineplex, Canada
Director Consumer Insights, Cineplex, Canada

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

One Team: What Happens When Market Research, Analytics & Data Science Collaborate?
Rama Mallika [PayPal]

3 takeaways

  • Understand concepts on elevating use of instrumented data
  • Develop commonality of shared language on data literacy
  • Explore use cases on three deliverable types (Business reporting, root cause analysis and deep insights)
Rama Mallika
Head of Market Research, PayPal, United States

Presentation [ FINANCIAL SERVICES ]

Discussion

Networking break

Humanising The DigitalDiscover how to leverage data while keeping the human at the heart of business discussions, decisions and design for greater consumer understanding and company growth.

Introduction
Michael Bowen [Spotify]

Michael Bowen
Session chair Staff Researcher & Head of the Market Research Community, Spotify, United States

Design in the Age of AI
Robin Beers [Wells Fargo]

3 takeaways

  • How will the 4th Industrial Revolution change design?
  • Why is “ease of use” no longer the pinnacle of good design in the Age of AI?
  • What are the five principles for design moving forward?
Robin Beers
SVP Customer Insights & Experience Design, Wells Fargo, United States

Presentation [ FINANCIAL SERVICES ]

Bonding In A Country Of Differences
How empathy broke myths and showed news possibilities in a tech companyJulia Santos [OLX]; Thiago Magalhães [OLX]

In an unequal country, our business needed to fit lower middle-class needs, we took our management team to visit users in their homes and putting ourselves in their shoes! In this project we broke 5 myths about Brazil's users and shake some beliefs.

3 takeaways

  • Income is an issue, but they know how to get by - Brazilians from lower social classes understand their reality and know how to deal with. Tech companies can be seen as their partner in making and saving money!
  • Transactional is a thing! People always want a better experience when buying or selling products online, but it is not only about creating new features. It is about giving them more alternatives to get a better negotiation.
  • Attention to smaller categories: for this target the first experience means a lot, so it is important to keep eyes open to categories that can be a gateway to others.
Julia Santos
User Insights Analyst, OLX, Brazil
Thiago Magalhães
Head of Effectiveness & Insights, OLX, Brazil

Presentation [ IT / SOFTWARE / HARDWARE / TECHNOLOGY ]

Engaging Gen Z Gamers for Frictionless, Authentic Insights
Maria Silvanskaya [Roblox]

See first-hand how a global gaming company has leveraged the power of mobile messaging based conversational insight techniques to engage GenZ in a more organic and natural manner that produces deeper, more authentic insights.

3 takeaways

  • How conversational insight approaches leverage modern messaging services instead of email to engage Gen Z gamers and capture in-the-moment, immersive insights.
  • How conversational techniques are effective at getting people out of "test taking" mode, revealing deeper "missing insights" from unheard consumers.
  • How modern conversational technology can be used to create more organic, authentic consumer engagement that encourages consumer participation and yields insights to drive maximum business impact.
Maria Silvanskaya
Senior Director - Global Marketing, Roblox, United States

Presentation [ FOOD / BEVERAGES ]

Discussion

Networking drinks

Client coffee & CLICK
(Clients Leaning and Inspiring Clients with Knowledge)

Clients Leaning and Inspiring Clients with Knowledge or CLICK, is a meet-up for the client-side (only) to network and share best practice in an informal and private setting. Consistently voted as a highlight of this event.

ESOMAR Update
[ESOMAR]

Networking break

Forget Me Not - Traditional & New Methods To Answer Modern QuestionsAssessing the methods that are right for you and remembering when to use what.

Introduction
Sara Picazo Lutton [Twitter]

Sara Picazo Lutton
Session chair Head of UK Ad Research, Twitter, United Kingdom (GB)

Obituaries & Old Fashioned's: The Case for Fearless Research
Gabriela McCoy [Bacardi]

F$ck Focus Groups: The case for human first fearless research.

3 takeaways

  • It's easy to default and focus on what matters to the business. It's braver - and smarter - to put humans at the heart of everything we do. Let's begin with our humans and their story - and why we must start with our humans.
  • Our connection with humanity is broken. We want to quantify and categorise people, we try to create algorithms to predict unpredictable human lives which are cozier, messier, real and quite imperfect. Do traditional qualitative methods work in helping us understand people or should we evolve?
  • It's scary but brave and maybe even a little provocative and uncomfortable, but are there new ways to reconnect with humanity through fearless human-centric research?
Gabriela McCoy
Director NAM Portfolio Strategy, Insights and Analytic, Bacardi, United States

Presentation [ FOOD / BEVERAGES ]

The Off-Platform Brand Impact of Twitter Conversation
Jeff Zifrony [Twitter]; Maeve Ricaurte [Twitter]

Beyond conversation volume, how sentiment and networks play pivotal roles in driving brand impact on and off of Twitter.

3 takeaways

  • Hear about Twitter's unique role in the ever-evolving brand conversational landscape.
  • Discover how the Twitter Research team approaches analysing paid and unpaid conversation.
  • Learn how brands can leverage conversation on Twitter to drive meaningful on- and off-platform impact.
Jeff Zifrony
Senior Researcher, Twitter, United States
Maeve Ricaurte
Research, Twitter, United States

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

Reaching Consumers in the Digital Moments That Matter
Perfect marriage of traditional and agile research methodologies - bring data and behavioural scientists togetherNic Umana [Mars Wrigley]

This research has been a key contributor to our Global Media Transformation. Helpings us shift from a Mass Reach Big brand story telling approach to adding a complimentary model of reaching consumers with signals in those digital moments that matter.

3 takeaways

  • Understand how to use behavioural science to nudge consumers in the digital moments that matter.
  • Do your brands need to be able to stand out in the crowd? Do you need to measure marketing effectiveness in the moment?
  • Get inspired to build a research plan that allows you to take behavioural insights straight into action.
Nic Umana
Global Digital Insights, Mars Wrigley, United States

Presentation [ FMCG ]

Discussion

Lunch

Social Change TodayHear encouraging examples of businesses embracing social innovation to create meaningful change, both industry- and worldwide.

Introduction
Michelle Gansle [Mars Wrigley]

Michelle Gansle
Session chair Global Lead - Insights Transformation, Mars Wrigley, United States

Food Science Magic
Jess Chen [Eclipse Foods]

Delivering healthy, humane and sustainable choices, one ice cream at a time.

Jess Chen
Business Operations, Eclipse Foods, United States

Presentation [ FOOD / BEVERAGES ]

How Booking.com is Trying to Better Cater to LGBTQAI+ Travelers
Jennifer Summers [Booking.com]

How can a global brand like Booking.com better serve the LGBTQAI+ community?

3 takeaways

  • Understand LGBTQ+ travellers: to what extent and in what ways does being LGBTQ+ impact travel behaviour and travel needs?
  • Gain practical solutions: how can Booking.com (and you) better support LGBTQ+ travellers at all stages of their customer journey?
  • Be an LGBTQ+ ally: what are the considerations for brands when communicating LGBTQ+ allyship externally?
Jennifer Summers
Qualitative Insight Specialist, Booking.com, Netherlands

Presentation [ TRAVEL / TOURISM / LEISURE / HOSPITALITY ]

Discussion

Networking break

Change LeadershipFrom managing the processes, to determining the action plans, to encouraging experimentation – let’s create some change!

Introduction
Kristen Griffith [The Clorox Company]

Kristen Griffith
Session chair Associate Director - Global Insights, Cat Studio, The Clorox Company, United States

Breezing Through Change
Effective Change Management in the use of Insights and Analytics, within a major, global FMCG organisationKalindi Mehta [Colgate-Palmolive]; Sandipan Sinha [Colgate-Palmolive]

How to paint the town 'Red', with the least number of brush strokes...OR Effective, Change Management in a Large, Global Organisation (including a lot on what did not work!).

3 takeaways

  • How to find that sweet spot in culture, which can unlock category and brand growth?
  • How to be the pivot for mindset and behaviour change, when you are a small part of a large, global organisation?
  • The fruits of being agile (for real! In the past year)
Kalindi Mehta
Head of Insights North America Division, Colgate-Palmolive, United States
Sandipan Sinha
Head Of Insights, South ASEAN Hub & Analytics Leader for Asia Pacific, Colgate-Palmolive, Malaysia

Presentation [ FMCG ]

Translating Insight Into Action
What matters after the researchCharles Wilson [New Balance]

3 takeaways

  • Learn how to influence short-term and long-term decision-making within the organisation.
  • Determine how to design insight reports that connect with different audiences.
  • Uncover the benefits of flexibility within methodological consistency.
Charles Wilson
Product Insights Manager, New Balance, United States

Presentation [ TEXTILE / FASHION / CLOTHING / LUXURY ]

Fearless Failure
Learning from insights driven experimentation - even failed experimentsMichael Bowen [Spotify]

3 takeaways

  • Hear why insights-driven experimentation is a powerful way to demonstrate the potential business impact of the insights organisation, beyond simply influencing decision making via desktop research, surveys, or qualitative research.
  • Experiments often fail. If that isn't true at your organisation, you are doing something wrong.
  • Know that there is value to be learned from failure, in both expected and unexpected ways.
Michael Bowen
Staff Researcher & Head of the Market Research Community, Spotify, United States

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

Discussion

Programme summary & closing
[ESOMAR]

Networking drinks



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esomar.org/diversity