Welcome! Today we have something special planned for you. Your afternoon will be filled with many interactive, experiential sessions featuring innovative research techniques shaping the future of our industry. You’ll get a chance to ‘speed date’ new research solutions in the hopes of finding a perfect match. You’ll also hear experts share case studies illustrating meaningful outcomes. But best of all, we have two keynote speakers, starting with our own Donna Sabino who will share the results of a LinkedIn study examining Millennials’ usage of and engagement with financial services offerings. Then Isaac Munoz, Manager of Customer Intelligence at Southwest Airlines, will talk about why Southwest updated their visual identity and the scientific approach they took to doing it.

We promise you: you’ll leave inspired!

Cheers,

Melanie Dowe Ipsos UU, Senior Vice President

Research on FIRE: Fast, Interactive, Real & Eye-Opening ExperiencesSan Francisco, CAThursday, August 13, 2015

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Research on FIRE

Today’s Agenda

1:00 – 1:15pm Research on FIRE WelcomeMelanie Dowe, Ipsos UU, Senior Vice President

1:15 – 2:30pm Creativity Expo: Ipsos in the Hot Seat

1st Hot Seat Focusing on What Matters

Taking your consumer insights to the next level means applying System 1 neuro-scientific tools to bridge the consumer say-feel gap across creative, brand, product, pack, innovation and experience learning initiatives. Discover how Ipsos, as the global leader in applied neuro and behavioral research, delivers holistic insight into consumer response with our portfolio of cutting edge neuro – and behavioral research tools including facial coding, Implicit Reaction Time (IRT™) Testing, biometrics, EEG and eye tracking.

2nd Hot Seat Ensuring your social presence is making an IMPACT

In today’s digital age, connecting with consumers in the digital space is critical to making an IMPACT. The Ipsos SMX team will show you how we’re approaching social channel performance analysis and an overall evaluation of your brand’s digital footprint in comparison to the competition. Through the assessment of conversation in your category across key platforms, Ipsos can identify stated gaps in the consumers’ digital experience and diagnose how your communications align with the motivations of your target consumers. And if there is ever a disconnect, or a question, or an opportunity to stretch or strengthen or boost an idea that comes up, we interact – in that moment – with consumers so that we can illuminate that understanding right then… so that you can implement right away. Let us show you how to make an IMPACT in your social performance.

3rd Hot Seat Red Hot Secrets To Success

The Ipsos Loyalty Mystery Shopping team has over 20 years of experience designing and executing effective, actionable programs for a broad range of clients in numerous and diverse industries but perhaps most notably, with today’s top tech firms located right here in the Silicon Valley. Learn from the best. We’ll show you how the world’s biggest brands are leveraging secret shoppers to measure performance and optimize retail strategies.

4th Hot Seat Tips For Turning Up The Heat

What’s new and innovative in qualitative approaches? Methodologies that combine the best of hot and cold research techniques, and leave stodgy focus groups in the dust! Our Ipsos UU qualitative experts will share the latest in qualitative thinking and share two “hot” techniques with examples, tips on when to leverage and thoughts on which elements lead to game-changing results.

5th Hot Seat Keeping Things Movin’ & Shaking

The mobile revolution is in motion. Everyone is carrying small computers in their pockets, which marketers can leverage to trace consumer journeys: with precision, at scale, globally. Today’s technological evolutions provide the same precision in-store, enabling us to trace proximity to shelves, footfall, and even dwell time. Learn how to leverage mobile technologies including iBeacons and geo locations to augment traditional research with amazingly relevant imagery and insights captured by consumers whenever they may experience what’s inside a moment. The Ipsos mobile team will share short usage cases on how our clients are leveraging these new technologies for insights.

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Research on FIRE

2:30 – 3:30pm Moderated Roundtables: Speed Dating for ResearchersSessions will be structured in 20 minute increments. Choose 3 of your favorite topics and speed date your way to deeper insights!

Table 1 Co-Creation Wars: Fueling the Ideation Process with Some Healthy CompetitionModerator: Katie Brinker, Ipsos SMX, Vice President

Competition is one of the greatest motivators, especially when that competitive spirit is fueled by an intrinsic passion or interest in the topic at hand. Learn about a new take on co-creation, leveraging a basic human desire combined with the latest in social media technology. By identifying highly passionate, creatively articulate consumers and placing them into Consumer Tribes challenged against each other, we deliver a new approach to jumpstarting your early stage ideation funnel. In this interactive roundtable, we will discuss and demonstrate the types of competitive battles and challenges we apply to push consumer groups to generate the best ideas, as well as some of the latest themes and trends in the area of co-creation and early stage ideation. Take part and leave inspired on new methods and techniques to ensure the consumer voice is central to your innovation process.

Table 2 Reality Check: Is Your Emotional IQ Causing You To Miss Insights?Moderator: Jeff Etherton, Ipsos UU, Moderator

Empathetic listening is at the heart of great qualitative research, and for many, it is anything but intuitive. Today more than ever, mastering emotional understanding to connect with your customers is so critical, that IUU has developed a training module to help clients improve their skills. The training is grounded in the science and practice of emotional intelligence. In this round table, a dynamic Ipsos UU moderator will share parts of the People Smarts training and lead exercises and conversation around self-awareness and empathy. Participants will have the chance to try out empathetic listening skills, understand the differences between the “real” and the “projected” self and discuss practical applications for leveraging within your business.

Table 3 Emotional and Rational Appeals in AdvertisingModerator: Rod Keller, Ipsos ASI, Senior Vice President

Purely emotional appeals in advertising came to national prominence in 1984 with Apple’s famous Super Bowl commercial of the same name. And in this constantly moving chaotic carnival of media spin, celebrity culture and meme-of-the-moment, emotionally-based ads seem to be more prominent than ever before. So what works? And what doesn’t? Why? Talk about it with your peers and with Rod Keller, Senior Vice President of Ipsos ASI, who has spent his entire career observing, measuring and learning about the intersection of consumers, brands, emotions and advertising.

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Table 4 Research Roadmaps: A Path To SuccessModerator: Mike Bellmont, Ipsos Connect, Senior Vice President

Step 1: Building Your Research Roadmap. A veteran of nearly 20 years in the technology sector, Mike will share tips and trends on how his clients work to maximize their research dollars for most impact and return on investment when they’re building their foundational research with audience segmentation, brand health/competitive landscape tracking, purchase path journey mapping, messaging development and testing, and in-market effectiveness research. Learn what type of foundational, pre-launch and post-launch research is done by start-ups and emerging companies. Get a research roadmap as a starting point for building out your company’s use of research dollars. Step 2: Honing Your Research Roadmap. For established tech companies, this segment features tips and trends on how established companies work to maximize their research dollars for the most impact and return on investment. Learn what’s new in purchase path research techniques, channel health research, messaging development/testing and thought leadership research.

Table 5 Marketing to Affluent Consumers in the U.S. Moderator: Steve Kraus, Ipsos Connect, Senior Vice President

The Affluent marketplace is more important than ever before. Just 20% of Americans now hold nearly three-fourths of the net worth, and Affluents are precisely the consumer that marketers in many categories want to target: high spending, early-adopting, highly-influential consumers who are willing to spend as they pursue their passions. Dr. Stephen Kraus, Chief Insights Officer for the Ipsos Affluent Survey, will share and answer your questions about the latest data from the Ipsos Affluent Survey, which has tracked the lifestyles, media habits and purchase patterns of Affluents for nearly 40 years; in particular, the focus will be on Affluent use of technology, digital media and social networks.

Table 6 Marketing to Kids and Families Moderator: Donna Sabino, Ipsos Connect, Senior Vice President

Talk with, ask your questions of and engage with Donna Sabino, the industry Guru on kids and families. Donna is Senior Vice President and leader of the Ipsos Kids & Family Center of Excellence. In this role, Donna guides clients in their development of communication strategies, utilizing data-driven insights, to better connect with the Millennial and post-Millennial generations and the constituencies that care about them.

Table 7 Mobile Marketing Q&A Moderator: Stuart Ryder, Ipsos Interactive Services, Senior Vice President

You heard their brief talk on what’s new and happening with mobile research, geo-location and beacons. In this session, come ask your specific questions of the Ipsos Connect experts.

Table 8 It’s No Secret: Tips For Optimizing Your Mystery Shopping ProgramModerator: Craig Bradley, Ipsos Loyalty, Senior Vice President

Mystery Shopping has evolved beyond the days of ‘secret shoppers.’ As distribution channels become increasingly complex and the need to execute a customer experience that delivers on your brand promise becomes more critical, more companies require an evolved Mystery Shop program. Craig will share recent case studies and best practices for developing Mystery Shopping programs with better design, better execution and better impact.

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Research on FIRE

3:30 – 4:00pm Coffee Break

4:00 – 4:30pm Winning Affluent MillennialsDonna Sabino, Ipsos Connect, Senior Vice President

For the past few years, Millennials have captured the collective attention of myriad interested parties within our society. With new motivations, new expectations and a new set of digitally-enabled tools, Millennials are shaking up nearly every aspect of our day-to-day lives. Heretofore immutable societal institutions are just now coming to terms with this generation and recognizing it is unlike any they have seen before. LinkedIn, in partnership with Ipsos, conducted a global investigation to better understand how Millennials and Affluent Millennials in particular regarded and related to financial institutions when compared to other generations. During this presentation, Donna shares findings from this remarkable investigation including what Millennials are looking for, who they trust, where they turn for advice, intelligence and information, and how they view the future.

4:30 – 5:00pm Research Taking FlightIsaac Munoz, Southwest Airlines, Senior Business Consultant, Customer Intelligence

The purpose of marketing departments is to make their brand relevant in the marketplace by focusing on breakthrough familiarity, getting the highest brand consideration, and having the most customers. By 2012, Southwest Airlines had accomplished all three. So, why would a brand with such feats feel the need to update its visual identity? Southwest Airlines is a company that does not like to rest on its laurels. Change should not come from competition, as that would be reactionary. Change should begin from the inside out. Isaac’s presentation will cover why Southwest airlines updated their visual identity and the scientific approach they took to doing it.

5:00 – 6:30pm Cocktail Party

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Research on FIRE

Our Speakers

Melanie Dowe, Ipsos UU, Senior Vice President 425.954.5780 • melanie.dowe@ipsos.com

Melanie brings over 20 years of experience in qualitative research to her role as a Senior Vice President at IUU. She has a strong foundation in hands-on research project management, qualitative research skills and global research expertise. Prior to joining IUU, Melanie owned and operated an independent qualitative research firm. She worked with a small group of Fortune 500 clients in the technology, financial services and travel & leisure sectors. This is Melanie’s second management role at Ipsos. Previously, she was the Managing Director of Ipsos’ San Francisco office, building the west-coast practice from start-up, to a profitable, fast-growing enterprise and a Senior Vice President of business development, responsible for initiating, building and managing Ipsos client relationships.

Katie Brinker, Ipsos SMX, Vice President312.375.8552 • katie.brinker@Ipsos.com

Katie joined Ipsos in 2008 as a Qualitative Research Consultant. During her time as a moderator, she conducted consumer research for a wide range of Fortune 500 companies. Clients at The Procter & Gamble Co., Microsoft, Mars, Heinz, Nokia, Kraft and T-Mobile have relied on her as a strong strategic consultant due to her keen ability to identify consumer insights and turn them into actionable recommendations. For the past four years, Katie has been part of the Ipsos Social Media Exchange (SMX) and currently leads the short-term community (Pop-up & Instant) team. During her time with SMX, she has helped to successfully build, manage and advise innovative online research community solutions for clients across multiple industries.

Donna Sabino, Ipsos Connect, Senior Vice President 646.313.7691 • donna.sabino@ipsos.com

Donna Sabino is Senior Vice President and leader of the Ipsos’ Youth Specialization. In this role, Donna guides clients in their development of communication strategies, utilizing data-driven insights, to better connect with Millennials, post-Millennials and the constituencies that care about them. Prior to founding this Center of Excellence, Donna was Vice President, Research and Market Development at the New York headquarters MTV Networks, Kids & Family Group where she developed research initiatives to understand and motivate next-gen audiences. Donna is an elected member of the Media Research Council and serves as co-chair of the Advertising Research Foundation’s Generations Committee.

Mike Bellmont, Ipsos Connect, Senior Vice President 425.586.5581 • mike.bellmont@Ipsos.com

Mike is the senior leader for the Ipsos Technology sector team and has a broad range of experience in the technology and media sectors. He has worked closely with clients such as Microsoft, Intel, T-Mobile and Amazon. Mike joined Ipsos in 2000 and brings a total of twenty years of market research experience, including five years in project management with N.K. Friedrichs and The Market Solutions Group. He graduated from The University of St. Thomas with a B.A. in Marketing and a minor in Economics.

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Steve Kraus, Ipsos Connect, Senior Vice President 415.293.9711 • steve.kraus@ipsos.com

Dr. Stephen Kraus is Senior Vice President and Chief Insights Officer of Ipsos Connect’s Audience Measurement Group. In this role, Steve helps lead the Ipsos Affluent Survey, now in its 38th year of tracking the lives, lifestyles, spending patterns and media habits of affluent Americans. Steve is author of three books on success and affluence in America, and his insights are widely cited in the media. He has a Ph.D. in social psychology from Harvard University.

Rod Keller, Ipsos ASI, Senior Vice President415.597.4014 • rod.keller@ipsos.com

Rod Keller leads the Western region for Ipsos ASI, our advertising research practice. A second-generation ad guy, his expertise is in account planning and marketing research. Having worked with a very wide number of major brands, Rod’s greatest passion is in helping companies in categories such as consumer electronics, automotive, retail and CPG – categories in which brands play a central role in consumer choice.

Craig Bradley, Ipsos Loyalty, Senior Vice President 541.974.2104 • craig.bradley@ipsos.com

Craig is responsible for the overall strategic direction of the global Ipsos Mystery Shop business. This includes sales growth and global client management, operational execution, knowledge management and thought leadership. He has extensive experience in designing, managing and executing Mystery Shop Audit programs for global multinational companies. He previously worked for Market Pulse International, Chevron and PriceWaterHouseCoopers and is a Chartered Accountant by profession.

Jeff Etherton, Ipsos UU, Moderator 206.913.9344 • jeff.etherton@Ipsos.com

Specializing in qualitative research methods for over 16 years, Jeff is a highly skilled and experienced qualitative moderator and works with clients dealing with diverse topics, products, and service issues. Jeff’s work has spanned across sectors from tech to consumer packaged goods. Beyond focus groups, Jeff conducts a wide variety of in-context research, whether it be in-home, in-store, or even aboard a moving train to uncover true motivations and behaviors of consumers. Jeff’s experience, skill and flexibility in any situation are proven assets to his loyal clients. Jeff has worked with Ipsos for the past nine years and prior to that owned his own qualitative research consultancy.

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Research on FIRE

Stuart Ryder, Ipsos Interactive Services, Senior Vice President 312.665.0573 • stuart.ryder@ipsos.com

Stuart is Senior Vice President and Global Head of Mobile for Ipsos Interactive Services where he leads the development and activation of mobile solutions. With over 20 years of research experience, he has worked extensively with clients to isolate product requirements based on key marketing and sales issues and develop designs for new products based on clients’ business needs. Stuart began his career at Information Resources, Inc., where he managed Client Service, Product Management and Solutions Development teams in the US and internationally. After several years in demand planning information services development, he joined Ipsos ASI in 2010, focused on in-market and brand equity products and joined Ipsos Interactive in 2013.

Kate Danaj, Ipsos UU, Qualitative Research Director408.429.4158 • kate.danaj@ipsos.com

Kate has spent nearly 20 years specializing in the technology space working with a host of key industry players, including: OEMs, software developers, service providers, technology consultants, and advertising agencies. As the Ipsos UU Technology team lead, Kate ensures that research projects are designed with her clients’ needs in mind, successfully deliver actionable results, while ensuring a stellar experience for her clients. She leads a team of sector experts working as integrated team, along with solid logistics support to achieve outcomes and expectations. Kate received her Masters of Science degree from Northwestern University in Integrated Marketing Communications and is based in Southern California.

Tara Kenneway, Ipsos UU, Qualitative Research Director206.201.3407 • tara.kenneway@ipsos.com

With more than 20 years’ experience in brand building, Tara’s passion for brand strategy and innovation informs her approach to research. Her experience in brand and product launches spans a variety of categories – from cereals to baby care, laundry care, condiments, wine & spirits, and fashion, among others. Favorite methodologies include ethnography, Consumer Link Workshops and immersive experiences.

Isaac Munoz, Southwest Airlines Senior Business Consultant, Customer Intelligence

Isaac is a Senior Business Consultant of Customer Intelligence at Southwest Airlines, where he supports Advertising, Market Planning, Partnerships, Community Outreach, International Expansion and Diversity & Inclusion. Isaac’s research has been published in the Journal of Business Research, the Journal of Advertising Education, Journal of Computer-Mediated Communication, the ARF (Advertising Research Foundation), and two chapters on the 3 Volume book entitled, “We Are What We Sell: How Advertising Shapes American Life. . . and Always Has” and most recently a chapter on the Wiley-Blackwell Encyclopedia of Consumption and Consumer Studies. He holds his PhD from the University of Texas at Austin in Advertising Strategy and Consumer Behavior.

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