Programme

Filter

Programme runs 16:00-19:00 CEST
16:00 - 16:05
16:00 16:05

Opening
Finn Raben [ESOMAR Director General]; Kristin Luck [ESOMAR Council Vice President]

Finn Raben
ESOMAR Director General
Kristin Luck
ESOMAR Council Vice President
16:05 - 16:10
16:05 16:10

Welcome from Advisors
Michelle Gansle [MARS]

Michelle Gansle
Advisory Board Chair Global Lead - Insights Transformation, MARS, United States
Artificial IntelligenceBringing context to the digital technology party for speed, efficiency and effectiveness to drive more impact in your organisation.
16:10 - 16:15
16:10 16:15

Introduction
Michelle Gansle [MARS]

Michelle Gansle
Session chair Global Lead - Insights Transformation, MARS, United States
16:15 - 16:30
16:15 16:30

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 ]

16:30 - 16:45
16:30 16:45

The Power of AND: Human Insights & AI/ml led Analytics to Drive IMPACT
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 ]

16:45 - 16:55
16:45 16:55

Discussion

16:55 - 17:00
16:55 17:00

Sponsored slot

Insights IntegrationYou’ve got the insights. Now learn how they power stronger audience engagement and team collaboration. Then, get ready for an interactive and actionable-learnings session on storytelling that can lead to better business results and internal impact.
17:00 - 17:05
17:00 17:05

Introduction
Michelle Gansle [MARS]

Michelle Gansle
Session chair Global Lead - Insights Transformation, MARS, United States
17:05 - 17:20
17:05 17:20

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

Greg Ambrose
Vice President - Loyalty, Insights & Guest Experience, Cineplex, Canada
Tara Murphy
Director Consumer Insights, Cineplex, Canada

Presentation [ MEDIA OWNER / ENTERTAINMENT ]

17:20 - 17:50
17:20 17:50

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 ]

17:50 - 18:00
17:50 18:00

Discussion

18:00 - 18:05
18:00 18:05

Sponsored slot

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.
18:05 - 18:10
18:05 18:10

Introduction
Michelle Gansle [MARS]

Michelle Gansle
Session chair Global Lead - Insights Transformation, MARS, United States
18:10 - 18:25
18:10 18:25

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 [ FMCG ]

18:25 - 18:40
18:25 18:40

Digital Friendships in the time of COVID-19
Maria Silvanskaya [Roblox]

In partnership with Reach3 Insights, Roblox is talking to thousands of players for a deep exploration on the evolution of friendships in the age of social distancing. Selfie videos submitted by hundreds of Roblox players provide rich visual and audible context, revealing profound insights on the way people leverage technology and online platforms to get closer to their friends during these difficult times.

3 takeaways

  • The successful building blocks of online and digital-only friendships on Roblox and beyond
  • Differences between real-life vs. online friendships
  • How the Roblox community has come together during the quarantine and the new, emerging behaviors that we expect to become part of the gaming community’s fabric moving forward into the future
  • A fresh and effective way of capturing in-the-moment insights from thousands of gamers leveraging mobile messaging-based technology and approaches
Maria Silvanskaya
Senior Director - Global Marketing, Roblox, United States

Presentation [ IT / SOFTWARE / HARDWARE / TECHNOLOGY ]

18:40 - 18:50
18:40 18:50

Discussion

18:50 - 18:55
18:50 18:55

Programme summary & closing
Finn Raben [ESOMAR Director General]

Finn Raben
ESOMAR Director General
Programme runs 16:00-19:00 CEST
16:00 - 16:10
16:00 16:10

Opening
Finn Raben [ESOMAR Director General]; Kristin Luck [ESOMAR Council Vice President]

Finn Raben
ESOMAR Director General
Kristin Luck
ESOMAR Council Vice President
16:10 - 16:15
16:10 16:15

Welcome from Advisors
Sara Picazo Lutton [Twitter]

Sara Picazo Lutton
Advisory Board Chair Head of UK Ad Research, Twitter, United Kingdom
Forget Me Not - Traditional & New Methods To Answer Modern QuestionsAssessing the methods that are right for you and remembering when to use what.
16:15 - 16:20
16:15 16:20

Introduction
Sara Picazo Lutton [Twitter]

Sara Picazo Lutton
Session chair Head of UK Ad Research, Twitter, United Kingdom
16:20 - 16:35
16:20 16:35

Focus Group Fails: How to Save the Humans (And the Brands)
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 ]

16:35 - 16:50
16:35 16:50

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 ]

16:50 - 17:00
16:50 17:00

Discussion

17:00 - 17:05
17:00 17:05

Sponsored slot

Social Change TodayHear encouraging examples of businesses embracing social innovation to create meaningful change, both industry- and worldwide.
17:05 - 17:10
17:05 17:10

Introduction
Sara Picazo Lutton [Twitter]

Sara Picazo Lutton
Session chair Head of UK Ad Research, Twitter, United Kingdom
17:10 - 17:25
17:10 17:25

How Booking.com is Trying to Better Cater to LGBTQAI+ Travelers
How can a global brand like Booking.com better serve the LGBTQAI+ community?Jennifer Summers [Booking.com]

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 ]

17:25 - 17:40
17:25 17:40

Food Science Magic
Delivering healthy, humane and sustainable choices, one ice cream at a timeAylon Steinhart [Eclipse Foods]

 

Aylon Steinhart
Founder & CEO, Eclipse Foods, United States

Presentation [ FOOD / BEVERAGES ]

17:40 - 17:50
17:40 17:50

Discussion

17:50 - 17:55
17:50 17:55

Sponsored slot

Change LeadershipFrom managing the processes, to determining the action plans, to encouraging experimentation – let’s create some change!
17:55 - 18:00
17:55 18:00

Introduction
Sara Picazo Lutton [Twitter]

Sara Picazo Lutton
Session chair Head of UK Ad Research, Twitter, United Kingdom
18:00 - 18:15
18:00 18:15

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 ]

18:15 - 18:30
18:15 18:30

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 ]

18:30 - 18:40
18:30 18:40

Discussion

18:40 - 18:45
18:40 18:45

Programme summary & closing
Finn Raben [ESOMAR Director General]

Finn Raben
ESOMAR Director General


ESOMAR is dedicated to creating a welcoming, respectful, safe experience and environment for everyone:
esomar.org/diversity