2008 Alumni & Friends Marketing Research Summit
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You know it, consumers are changing, channels are changing, and
technology is changing; and it can be hard to keep up! Today's market
researchers need the knowledge and the tools to stay out in front. Please join us for the 2008 Alumni & Friends Marketing Research Summit! In this one-day, invitation-only event you will gain valuable
insights, learn from engaging speakers, see new tools and techniques,
and interact with an outstanding network of researchers. You can design
your own program by selecting the sessions of most interest to you.
Select from concurrent sessions in three key themes: Measurement and
Metrics, Culture and Insight, and New Media. Hotel Information: We have reserved a block of rooms at the
Holiday Inn West in Madison (1109 Fourier Dr; 608-826-0500). Shuttles
will be running from the hotel to the conference site in the morning and
evening. Summit ProgramThursday, October 2 (Great Dane Pub at Capitol Square | Website | Directions) 6:00 - 7:00 Pre-registration and reception 7:00 - 8:30 Dinner with Nielsen External Advisory Board members Friday, October 3 (New Addition of Grainger Hall | Website | Directions) 7:30 - 8:00 Registration and Continental Breakfast 8:00 - 8:30 Opening Remarks Morning General Sessions: 8:30 - 9:30 Mega trends, their implications and impact presented by Peter Rose(bio) of Yankelovich. Where are the hearts and minds of American consumers? What are the major consumer trends that are likely to shape the consumer marketplace today and in the years to come? Peter Rose will share highlights from the Yankelovich MONITOR State of the Consumer presentation entitled Passion for Precision: The Consumer Empowerment Revolution Hits Full Stride. The Yankelovich MONITOR is now in its 38th year of studying the attitudes, values, and marketplace motivations of American consumers, making it the longest-standing survey of its kind in the country. Come learn more about how consumers have won the empowerment battle with marketers and are now taking their desire for control to altogether new levels as they demand greater precision in all corners of the marketplace. 9:35 - 10:35 Emotional marketing and the secret world of insights in the client mind presented by Daryl Travis (bio) of Brand Trust. Using a case-history approach, Daryl will demonstrate that understanding ways in which the brain works offers deeper insights about a customer’s emotional motivations. This reveals why a customer makes the decisions he or she makes. Using this insight, companies gain a competitive edge by more effectively positioning their products and services and more smartly developing new products–ultimately building and sustaining customer loyalty. 10:35 - 10:55 Break Concurrent Sessions (10:55 - 11:40) New Media: Non-traditional media measurement presented by Doron Wesly (bio) of Millward Brown Measurement and Metrics: Adam Siegal (bio) of Inkling and Scott Marcoux (bio) of General Mills present on Predictive Markets. Prediction Markets are based on the Wisdom of Crowds premise that asserts a diverse group of individuals can better predict a future outcome than a single person. Today, many companies are experimenting with prediction markets to increase the effectiveness of internal decision-making. In this session, you'll learn more about prediction markets and how General Mills recently experimented with their use to conduct consumer research. Concurrent Sessions (11:45 - 12:30) Measurement and Metrics: InStore marketing metrics presented by George Wishart (bio)Nielsen InStore. The store itself represents one of the most powerful media vehicles available to marketers. However, historically the consumer in the store has not been the focus of measurement. With proper audience measurement, the appropriate planning tools, and the appropriate in-store marketing vehicles, this is the new frontier not just for CPG manufacturers, but virtually any company eager to reach consumers. The new In-Store metric being developed by Nielsen and the P.R.I.S.M. Consortium has been designed to provide a common industry metric and allow the store to be treated like a marketing medium. Hear from Nielsen how this metric is being applied to marketing initiatives by retailers and manufactures alike. Learn about real-life examples of in-store marketing initiatives - how standardized in-store metrics contribute to development and enhancement of marketing programs. Culture and Insight: Anthropology in consumer research and Semiotics presented by Patti Sunderland (bio) of the Practica Group. The aim of this session is to provide insight on ways semiotic analysis can be used in market research. After briefly addressing the questions, "What is semiotics?" and "How is a semiotic analysis conducted?", anthropologist Patti Sunderland of Practica Group provides case examples of semiotic analyses that have helped marketers resolve questions and dilemmas. New Media: Measuring Customer Loyalty through Online Communities presented by Cameron Conway (bio) of Satmetrix. This session will provide an introduction to online brand-focused communities (what is and what is not a community) and the best practices for building and launching an online community. Other topics will include methods and tools for keeping members engaged, using the Net Promoter Score as a measure of member (and customer) loyalty and how to determine an ROI for your community. Props, stories (near-truths and real successes) and stunning visuals (PowerPoint) will be used to delivers the speaker’s points.
6:00 - 7:00 Cocktail Hour at Holiday Inn West
Summit Sponsors
Conference Planning Committee
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