Leveraging cutting-edge emerging technologies for generating actionable customer insights July 18 & 19, 2012 Cincinnati, USA Organized by Co-Produced by Market Research in the Mobile World North America 2012 Welcome from Merlien Institute We would like to welcome you to today’s event. This international conference is designed to bring together insight executives, market researchers and technology developers to discuss the challenges and opportunities of leveraging mobile technologies for generating actionable customer insights. Your contact persons at this conference Jasper Lim Lukas Pospichal Lenny Murphy Diane Liebenson Alison White Conference Director Conference Conference Chair Sponsorship Reception & Manager Manager Networking Events Below you will find a few administrative details for your information. Should you have any queries or problems during the conference, please speak with the contact persons. PRESENTATIONS The presentation slides, videos and materials resulting from this conference will be made available on Merlien’s website (www.merlien.net). An email will be sent to you on how to access the materials two weeks after the conference. BADGES Badges have been provided to help you identify fellow participants and the speakers. Easy identification also helps the conference staff when delivering messages. Please return your badge to the registration desk at the end of the conference. QUESTIONS If you have any questions during the conference, please raise your hand and wait for the speaker to address you. It would be helpful if you could announce yourself by name and organization before asking your question. 2 Tuesday, July 17, 2012: Pre-Conference Networking Evening 7:00 PM - MRMW Welcome Party at The Bistro organized by Research Mafia, NewMR and Research Access 10:00 PM Sponsored by Survey Analytics and GreenBook - Admission is FREE. Market Research in the Mobile World DAY ONE: Wednesday July 18, 2012 Module 1: How New Technologies Are Transforming the Insight Function 7:30 Registration and welcome coffee Opening remarks by Merlien Institute and Chair 8:00 Chair: Leonard Murphy - GreenBook; Russ Speiller - P&G; Guy Rolfe - Kantar Reaching the Next Billion through Mobile 8:20 Nathan Eagle - JANA A New Vision For Consumer Privacy In The Era of Big Data 8:40 Rolfe Swinton - RealityMine Marketing ROI in the Era of Big Data 9:00 Don Sexton - Columbia University Market Research The Next Frontier 9:20 Gayle Lloyd - Hillenbrand Networking Break [Ask The Experts] 9:40 Harnessing Entrepreneurial Approaches to Drive Innovation in Market Research Jason Hauer & Ann Lauer (Calcara) - The Garage Group Track 1: Delivering Business Value Through Track 2: Emerging Research Technologies: Uses Smarter Research Cases From The Field Driving Mobile Research: How Chrysler took its Mobile is Making Great Insight Work Quicker, Research to the Next Level - the Driver's Seat Easier and Cheaper (and Other Lies) 10:00 Brooks Pettus - Qualvu Ross McClean - Over The Shoulder Scott Slagle - Chrysler Group Siamack Salari - Everyday Lives Is Eye-Tracking Making us Blind and Market Research in Disguise: Learning more Other Research Maladies about your customers, partners and employees 10:20 Dr. Stephen Needel - Advanced Simulations using games and mobile Brandon Beeken - Wayin The Research Community That Is Always On Pushing the Limits of Mobile: Leveraging Filip De Boeck - Insites Consulting Augmented Reality for Next Generation 10:40 Consumer & Shopper Insights Matt Kleinschmit - Vision Critical Networking Break [Ask The Experts] Aligning Business Objectives & Research Design 11:00 Carol Shea - Olivetree Research Emotions To Business Value: Measuring What Mobile Research in Africa 11:20 Matters For Real-time Engagement Shirley Wakefield - Pondering Panda David Johnson - Decooda The Client Side - Client Priorities & Vendor Value Why Recall Must Die: Capturing the Point of Propositions: Synergies or Disconnects? Emotion 11:40 Bryan Dorsey - John Deere, Mark Lloyd - P&G, Andrew Jeavons - Survey Analytics Michelle Lemiere - Alcon Labs 12:00 Activation Session - Roxana Strohmenger - Forrester 12:30 Lunch Establishing A Global Benchmark For Mobile Research Tom Van Aman - Allstate, Nick Nyhan - Kantar, Andy Lees - Lumi Mobile, Seamus McAteer - Metaresolver, 1:30 Guy Rolfe - Kantar Mobile, Kristin Luck - Decipher, Jeff Sellinger - Shopkick 3 Market Research in the Mobile World DAY ONE: Wednesday July 18, 2012 Module 2: Validation & Use Cases Track 1: Making The Case For Research Track 2: So How Does This Work Again? New Reinvention Technologies For Insight Generation Here and Now: Using mobile technologies to Mobile Apps – A Prescription for Physician deepen your understanding of consumer and Research 2:30 shopper needs Sean Conry - Confirmit Julie Wittes-Schlack - Communispace Pat Graham - GfK Knowledge Networks Jennifer Furia - P&G Breaking the Survey Length Paradigm through Mobile vs. Online Surveys – The Rise of the 2:50 Mobile Research Smartphone Bob Yazbeck - Gongos Research Tom Wells - Nielsen The evolution of the 360 degree mobile A Tale of Two Emotions: Mobile Research and community the Emotional Experience at Two Coffee/Donut 3:10 AJ Johnson - BrainJuicer Franchises David Forbes - Forbes Consulting 'Magazine Question Hunt' Gamification for Youth Consumer Confidence Index in Growth online research: Speaking to 7-10 year olds Markets 3:30 using Games for Surveys Alistair Hill - On Device Research Betty Adamou - Research Through Gaming Confessions of a Tracking Addict - Impact of Smart MR Using Non Smart Phones 3:50 linguistic and visual changes in survey design Navin Williams - Mobile Measure Bernie Malinoff - Element54 Sherri Stevens - Millward Brown Networking Break [Ask The Experts] Engaging the C-Suite in Research as a Business Tool 4:10 Terena Campagna - About Face Understanding the TRUE Shopper Journey: Gaining The Information Advantage Through Text How location analytics and GPS-triggered Analytics 4:30 mobile surveys were used for next-generation Tom H.C. Anderson - Anderson Analytics (OdinText) shopper insights Thaddeus Fulford-Jones - Locately Getting the Most Out of Mobile Insights (or, How A Breakthrough in Measuring the Impact of we got over the incredibly inspiring Social Media on Sales 4:50 awesomeness of mobile qual and learned to Michael Wolfe - BBDO "The Worth" develop some killer new insights approaches) Zoe Dowling & Aliza Pollack - Added Value Y u no like me? How focusing on speed and the Competing for respondent attention in the mobile respondent can lead to a higher quality research world: Do I take a survey or play Angry Birds? experience (plus a sneak peek at Google's John Barrett - Infosurv 5:10 mobile survey platform). Paul McDonald - Google Consumer Surveys 5:30 Activation Session - Roxana Strohmenger - Forrester Day 1 Closing Remarks 5:45 Guy Rolfe, Kantar 7:00 PM - Main MRMW Networking Evening organized by Research Mafia, NewMR and Research Access 10:00 PM Sponsored by Hotspex, KL Communications, Gen2 Advisors and GreenBook - Admission is FREE. 4 Market Research in the Mobile World DAY TWO: Thursday July 19, 2012 Module 3: The Research Industry's Threats & Opportunities Opening remarks by Merlien Institute and Chair 8:00 Chairs: Leonard Murphy, GreenBook; Russ Speiller - P&G; Guy Rolfe - Kantar A Technologist's Research Manifesto 8:20 Jason Anderson - Blizzard Entertainment Harnessing the Power of the Arab Spring in the Middle East for Market Research 8:40 Hany Mwafy & Perry Bahgat- iQual Modern "Social" Online Qualitative Research 9:00 Simon Chen - Ramius Sylvie-Catherine Croteau - Ad Hoc Research The Mobile Impact on Market Research Panels 9:20 Leslie Townsend - Kinesis Networking Break [Ask The Experts] Using Research To Drive Business Impact 9:40 Tim McCutcheon - MarketProbe Track 1: Defining The Role of Researchers In The Track 2: Leveraging Technology to Compete In A Future Changing Marketplace The Intimacy of Data Creative mobile strategies from innovative 10:00 Tim Stock - Scenario DNA brands Scott Stein - QuestBack Co-Creation: Inverting the research and Is It The Right Time For Real Time Research? 10:20 innovation process Matt Warta - Gutcheck Philip McNaughton - Face Harnessing the power of a mobile work Keeping It Real 10:40 marketplace for experiential research Michael Winnick - Dscout Bob Bahramipour - Gigwalk Networking Break [Ask The Experts] The Ins & Outs of International Online Research 11:00 Michael Holmes - EMI - Online Research Solutions Small Leaps, Big Purchase Moments: Using 2012 the Year of Access Digital Qual to Understand key moments in Tim Lynch - FocusVision 11:20 product transitions Steve August - Revelation Andrew Sauer - P&G Association Panel: The Role of Trade Orgs "Operationalizing Emotion:" From Big TV During Disruptive Industry Change Campaign to Mobile Sandy Janzen - MRIA, Mark Michelson - MMRA, Alan Zorfas - Motista 11:40 Matt Valle- AMA, Foster Winter - QRCA, Barry Morsillo - MSPA, LaToya Lang - MRA, Reg Baker - ESOMAR, Todd Powers - ARF 12:00 Activation Session - Gregg Archibald - Gen2 Advisors 12:30 Lunch Establishing Global Social Media Research Benchmarks Nicholas McCracken - Ford, Tricia Benn - Rogers Publishing Limited, George Rassias - Ontario Lottery & 1:30 Gaming, David Johnson - Decooda, Annie Pettit - Conversition, Malcolm De Leo - Netbase, Michael Wolf - BBDO, Tom H.C. Anderson - Anderson Analytics (OdinText) 5 Market Research in the Mobile World DAY TWO: Thursday July 19, 2012 Module 4: The Road Ahead: Market Research in 2020 Track 1: Making The Case For Research