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Career Event: Being successful in times of rapid change
Exclusively for Bocconi University students
25 November 2020 / 17:00 CET

Career in Data, Research & Insights 
Being successful in times of rapid change 
 
New tools, skills and methodologies are needed to understand how the consumer is moving in a constantly changing scenario. 

It's time for brands to stay close to their consumers to capture and analyze their emotions, feelings, behaviors and consequently offer them unique experiences through relevant products, services, communications and initiatives. 

This event offers students the opportunity to approach the world of market research.  
The case histories presented will demonstrate the value of market research and the need for tools that are increasingly updated and adapted to new market situations. 
 
 
Program 
 
5.00-5.15 pm  
Welcome and Introduction 

Prof. Giovanna Padula, Bocconi University  
Giulia Fabrizi and Alberto Stracuzzi, ESOMAR Representatives for Italy 
 
5.15-5.30 pm  
Understanding Excitement 
Improving Formula One racing and TV coverage using biometrics 

At Formula 1, it is vital that TV coverage maximizes fan experience by generating as much excitement as possible. We developed an innovative research methodology, using in home biometrics to monitor how fans engaged with races being broadcast live on TV. 

The insights have meant the development of a more fan-centred product, driven higher viewing figures and influenced the regulations of the sport for future seasons. 

Greg Morris, Senior Brand Research Manager, Formula 1, UK 
 
5.30-5.45 pm 
The Anheuser-Busch Innovation Machine 
Growing share of innovation in the Industry from 10% to 50% 

Beer is still the most popular alcoholic beverage in the U.S., but sales by volume have been declining steadily. Anheuser-Busch has a strong commitment to bring back growth to beer. In 2018, they overhauled their product development process with people centricity at the core.  

This presentation shows how iWeek, A-B's yearly strategic innovation initiative, has evolved over the past 3 years, yielding exceptional results! 

Derick Davidson, Senior Insights Manager, Anheuser-Busch, USA 
Thomas Troch, Business Director, InSites Consulting, USA 
 
5.45-6.00 pm  
Post COVID19 
A Brand Blueprint for the Future 
Get ready for the future! 

It's clear that after Covid-19 there will be no going back, for both consumers and companies, and more broadly, as society as a whole. 

Quite the opposite, we will see a changed consumer mindset, with both consumers and brands sailing towards the future in unchartered, complex waters. 

This demands that companies future-proof their strategies with a brand new set of skills and tools. 
For this reason, 17 Countries and insight agencies from all around the world have joined forces to offer global guidelines to empower brands. 

We have identified and bring to you 7 trends that will represent your fundamental dashboard to navigate the times ahead. 

Rossana dell’Isola, CEO, Beyond Research, Italy 
 
6.00-6.10 pm  
Q&A session 
 
6.10-6.25 pm  
Open discussion between students and speakers 
Career in Data, Research & Insights: opportunities and challenges 

Moderators 
Giulia Fabrizi and Alberto Stracuzzi, ESOMAR Representatives for Italy 
 
6.25-6.30 pm 
Closing and Goodbye 

Giovanna Padula, Bocconi University