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Conference Report
Joan Treistman, President, The Treistman Group LLC
President, AMA Market Research Council
Kelley Styring, Principal, InsightFarm Inc.
Program Chairperson
AMA Truth and Transformation Conference
2 Days
3 Questions
75 Market Research LeadersAnd bowling…
This captures the ACTIVATION IDEAS from the AMA’s Marketing Research Executive Forum
the Truth and Transformation ConferenceMarch 6 – 8, 2011 Emory University, Atlanta, GA
MREF Truth and Transformation Conference
THEME AREAS DISCUSSED
Truth and Relevance :
Marketing Research is relevant when insight delivers business
results.
This module will build a case for business relevance, highlight
spectacular “wins” and point out the difference between strategic
leadership and running a research delicatessen (“would you like fries
with that?”)
Truth and Context :
The more we learn, the less we know. And the more consumer
context matters.
This module will instill context into our thinking as researchers, helping us build holistic insights
that integrate approaches to peel back complexity and reveal truth.
Truth and The Culture of Change
Leadership is embracing and riding the waves of change,
creating the future as we want to live it.
This module will empower Marketing Research as agents of
change by revealing transformative behaviors and
technologies to become a driving force within the company.
Rapid Responses:
Keynote:Phillip Chambers; PepsiCo
Daniel Marcu, Sundance/IFC Gayle Lloyd, Batesville CasketMurli Buluswar, Farmer’s Ins.
Keynote: Kate Whittington – Target Stores
Jason Platt Zolov – HBOMichelle Adams, PepsiCoKarin Kricorian – Disney Theme Parks
Keynote:Ravi Parmeswar – Citibank
William Neafsey – FordKevin Hawkins, FedexDeb L. Hartman, 3M
Closing Keynote:Charles M. Blow, NYT Op-Ed Col
The Plan: speaker/breakout/report back
MREF Truth and Transformation Conference
TOOLKIT
Main Session:Active listening guide used by attendees to make their notes useful in the breakout.
Used in breakout to streamline discussion around activating each theme area.
Breakout and Report Back:
Facilitator s charted ideas from Active Listening Guide in two columns: speaker highlights and activation ideas.
Groups used dots to “vote” on the priority ideas, ideas charted included in the final report.
Facilitators completed poster s with 3 priority ideas (most votes) and a participant (not speaker or facilitator) was tasked with presenting back to the full group.
Tools for listening and reporting back:
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Truth and Relevance :
Marketing Research is relevant when insight delivers business
results.
This module will build a case for business relevance, highlight
spectacular “wins” and point out the difference between strategic
leadership and running a research delicatessen (“would you like fries
with that?”)
Truth and Context :
The more we learn, the less we know. And the more consumer
context matters.
This module will instill context into our thinking as researchers, helping us build holistic insights
that integrate approaches to peel back complexity and reveal truth.
Truth and The Culture of Change
Leadership is embracing and riding the waves of change,
creating the future as we want to live it.
This module will empower Marketing Research as agents of
change by revealing transformative behaviors and
technologies to become a driving force within the company.
Rapid Responses:
Keynote:Phillip Chambers; PepsiCo
Daniel Marcu, Sundance/IFC Gayle Lloyd, Batesville CasketMurli Buluswar, Farmer’s Insurance
“I am a savvy business person who happens to practice the craft of market research.”
Gayle Lloyd, Batesville Casket Co.
“There are huge forces at work that will make business challenging for the foreseeable future....and, we’re drowning in data. We must make intentional choices about what we do.”
Phillips Chambers, Pepsico
“You call yourself service, and you are. You call yourself leadership, and you are.”
Daniel Marcu, Sundance/IFC
“We take an analytical approach to a strategy group.”
Murli Buluswar, Farmer’s Insurance
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Highlights for Phillip Chambers, Pepsico
Phillip Chambers, Pepsico kicks off the
MREF event at Emory University.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Highlights for Phillip Chambers, Pepsico
Rapt attention and lively discussion marked the MREF’s
first day of speakers and breakouts.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Highlights for Daniel Marcu, Sundance/IFC
Daniel says don’t be afraid of Indienomics –
does management want to know the truth?.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Highlights for Gayle Lloyd, Batesville Casket Co.
Gayle makes her teams bold!
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: RELEVANCE
Highlights for Murli Buluswar, Farmers Insurance
Kate shows Murli how the sharks win it!
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Activation Ideas: Truth and Relevance
Small Group Breakout
BREAKOUT #1 REPORT SUMMARY
Organize for Impact:
- create a mission statement aligned to business priorities
- build an organizational profile with identified skill sets
and partnerships to extend impact.
- cultivate diverse talent
- define the center of gravity
.Connect and Know the Business:
- become savvy business people practicing the craft of research.
- transform each research problem into a business problem.
- connect research results to impact or company ROI.
- know the models and case studies of success and failure.
Build a Visible Partnership:
- perform deep analysis but portray it simply and creatively.
- continuously synthesize knowledge; be the VOC.
- create collaboration internally and externally.
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CONTEXT
Truth and Relevance :
Marketing Research is relevant when insight delivers business
results.
This module will build a case for business relevance, highlight
spectacular “wins” and point out the difference between strategic
leadership and running a research delicatessen (“would you like fries
with that?”)
Truth and Context :
The more we learn, the less we know. And the more consumer
context matters.
This module will instill context into our thinking as researchers, helping us build holistic insights
that integrate approaches to peel back complexity and reveal truth.
Truth and The Culture of Change
Leadership is embracing and riding the waves of change,
creating the future as we want to live it.
This module will empower Marketing Research as agents of
change by revealing transformative behaviors and
technologies to become a driving force within the company.
Rapid Responses:
Keynote: Kate Whittington – Target Stores
Jason Platt Zolov – HBOMichelle Adams, PepsiCoKarin Kricorian – Disney Theme Parks
“We spend a lot to control the distortion between the subject and the researcher. We don’t do much about the distortion between the research and the user of the research.”
Kate Whittington, Target Stores
“He (respondent) says he watches HBO on Demand but then he can’t show us in home how to find it on the menu.”
Jason Platt Zolov, HBO
“It is critical to understand this gap between what people say and what they do and what’s really affecting choice.”
Michelle Adams, Pepsico
“We have to have the right questions in place because people really are nicer at Disneyland.”
Karin Kricorian, Disney Theme Parks
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CONTEXT
Highlights for Kate Whittington, Target Stores
Kate’s attentive audience.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CONTEXT
Highlights for Jason Platt Zolov, HBO
Jason helps us understand the
huge gap between stated and
actual behaviors.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CONTEXT
Highlights for Karin Kricorian, Disney Theme Parks
Karin Kricorian helps us understand how guests
really ARE nicer at Disneyland. Who knew?RE
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CONTEXT
Highlights for Michelle Adams, Pepsico
Michelle Adams (left); Kelley Styring
and Cathy Allin collect yet another
snap for Michelle’s Facebook page.
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Activation Ideas: Truth and Context
Small Group Breakout
BREAKOUT #2 REPORT SUMMARY
Understand YOUR Context:
- have a stakeholder lens on the business issues.
- restate the organizational myths/legends as hypotheses.
- create frameworks to help organize the thinking.
Understand the CONSUMER Context:
- use blended techniques and multiple vendors to provide a
holistic view with client owning the results of synthesis.
- consider each answer “AN” answer and not “THE” answer.
- iterate and learn longitudinally to keep up with rapid change.
- triangulate methods and sources to seek convergent truth.
- identify behavior to change, where change comes from,
how change is created and what makes it work
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Truth and Relevance :
Marketing Research is relevant when insight delivers business
results.
This module will build a case for business relevance, highlight
spectacular “wins” and point out the difference between strategic
leadership and running a research delicatessen (“would you like fries
with that?”)
Truth and Context :
The more we learn, the less we know. And the more consumer
context matters.
This module will instill context into our thinking as researchers, helping us build holistic insights
that integrate approaches to peel back complexity and reveal truth.
Truth and The Culture of Change
Leadership is embracing and riding the waves of change,
creating the future as we want to live it.
This module will empower Marketing Research as agents of
change by revealing transformative behaviors and
technologies to become a driving force within the company.
Rapid Responses:
Keynote:Ravi Parmeswar – Citibank
Will Neafsey, FordKevin Hawkins, FedexDeb L. Hartman, 3MSandra Kelly, 3M
Closing Keynote:Charles M. Blow, NYT Op-Ed Col
“Change creates pre-business issue conditions. It’s hard to anticipate how plans already in place are going to affect consumer opinion during a crisis. We have to have constant conversations with stakeholders”
Ravi Parmeswar, Citibank
“In the midst of a crisis we transformed from a large organization that represented the research and the data to a small team that represented the customer"
Will Neafsey, Ford Motor Company
“As simple as this sounds, providing frameworks allows people to think logically and clarify the blur created by change.”
Kevin Hawkins, Fedex
“We hire analysts through an outside agency so we can expand and contract with business needs.”
Deb L. Hartman, 3M
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Highlights for Ravi Parmeswar, Citibank
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Highlights for Will Neafsey, Ford Motor Company
Will sighted
in proper
bowling
attire
denies his
team is
called “the
crushers.”
*bleep*
(too aggressively chasing consumer demand)
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Highlights for Kevin Hawkins, Fedex
Kevin was later
spotted celebrating
a bowling victory.
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MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Highlights for Sandra Kelly and Deb Hartman
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Activation Ideas: Truth and the Culture of Change
Small Group Breakout
BREAKOUT #3 REPORT SUMMARY
Lead with flexibility and by monitoring priorities:
- proactively address changing business objectives.
- step up and lead the thinking
- be strategists with science as a tool.
- provide frameworks that connect consumers to the business.
- identify and focus on critical questions in times of crisis.
- Invite them to your table versus seeking a seat at theirs
Own and personify consumer knowledge:
- identify risks in the marketplace and with public opinion
- have courage to speak up with something relevant to say.
Anticipate Change:
- listen to business partners as we would listen to consumers.
- adapt quickly to conditions; ride the waves
- innovate (not limited to technology) to leap ahead of change
- be the change you want to see
MREF Truth and Transformation Conference
OverviewSpeaker Highlights: CULTURE OF CHANGE
Tweets by Leonard Murphy, The Greenbook Blog
About the TWEETS: Leonard Murphy:
@lennyism is a seasoned and respected industry
leader with an entrepreneurial drive. He is the founder
of several research firms, including MDM Associates,
Rockhopper Research, BrandScan 360, and LMC
Group. He is the Founder and Executive Director of
the Research Industry Trends Monitoring Group &
Publisher of the GreenBook Research Industry Trends
Study, the oldest study in the industry devoted to
tracking changing trends in MR. He is also the Editor
in Chief of the GreenBook Blog. Lenny can be reached
at lmurphy@brandscan360.com
MREF Truth and Transformation Conference
Thanks:
Thanks so much to everyone who contributed time and energy to developing this high impact gathering of Market Research Industry Leaders to the AMA’s Marketing Research Executive Forum -- TRUTH AND TRANSFORMATION CONFERENCE
Emory University – Atlanta, GA – March 6-8, 2011 -Kelley Styring, InsightFarm Inc. and Conference Chairperson
MREF Truth and Transformation Conference 2011.
AMA Marketing Research Council
Joan Treistman
President, The Treistman Group, LLC
Marjette M. Stark
President, Stark Solutions
Patrick T. Crane
Director of Business Research (retired), Eastman Kodak Company
Michelle Adams
Vice President, Shopper Insights, PepsiCo
Denise Brien
Director Brand Research, AOL
Douglas Bowman
Professor of Marketing; Sr. Associate Dean, Emory University
Jeffry Kaufman
Group Manager, Consumer Insights, Avery Dennison
Matt Valle
Vice President, Sales, EmSense Corporation
AMA Partners
Bob Lederer, RFL Online and The Market Research Department Report Eric Bell, Founder, Market Research Global Alliance
AMA Staff
Dennis Dunlap, Chief Executive Officer
Deb Billow, Chief Customer Officer
Christine Moffett, Director of Professional Development
Cher Doherty, Director, Meeting ServicesLynn Brown-Reyes, Program Manager
Lore Torres, Sales Executive
Event Sponsor
APPENDIX: closing keynote and photos
Kelley Styring, Principal, InsightFarm Inc.
Program Chairperson
AMA Truth and Transformation Conference
Joan Treistman, President, The Treistman Group LLC
President, AMA Market Research Council
Charles Blow
Keynoter-”NYTimes Columnist”
“People are motivated by passion, fear, values/ideology, and their individual truths reflect those feelings.”
--- African Americans typically are 5-10% more positive when "Obama"
mentioned; older 40+ whites have a similar "depressing" effect of 5%-10%
Mr. Blow looks for anomalies in data, finding things one normally wouldn't expect
…People tend to gravitate toward outlets that support their opinion; hard news doesn't drive "clicks" the way gossip or celebrity news does….
There are more hits on op-ed columns of the NYTimes website than
the news columns.
Speakers
Listening and Breakouts
…. And bowling! Strike!
…. And bowling! Strike!
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