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Day 2 Tuesday 14th May 2013
14.25
The Curious Incident of the Insight That Wasn’t
Jeanette Kaye, Deputy Managing Director and Rob Egerton, Associate Director – HRW
Through the story of a well-meaning but flawed market researcher, Mr R.E. Searcher, this paper will highlight
that there is still room for improvement in how we explore questions. How often have we all looked at results from a tracker, or
material development, which look plausible but then don’t reflect the later reality? This paper is an opportunity to share stories of how
we can be better and challenge ourselves in developing truer insights.
14.50
Keynote Speaker
Nick Southgate, IPA Behavioural Economics Consultant
Nick Southgate began his advertising career at Ogilvy & Mather as a graduate trainee in the planning department.
There he cut his teeth on brands like Lucozade Sport and Eagle Star and on various COI projects.
He joined Cogent Elliott in 2002 and in 2004 moved to dfgw (formerly Duckworth Finn Grubb Waters). There he worked on more COI
business, this time with HMR&C, as well as with Kerrygold Butter and Expedia.
In 2007 he moved to Grey London as a Planning Partner. There he worked on Nokia, Visa and Toshiba producing the ‘Timesculpture’
film that also made Campaign’s TV Top Ten and helped dramatically revive Toshiba’s fortunes.
Nick now works freelance on a myriad of projects that include Grey’s GSK portfolio in the UK, the IPA’s Behavioural Economics
initiative and The School of Life, the educational institute founded by Alain De Botton.
15.15
Panel Discussion
This session will bring together the speakers from the last three papers to answer your questions about how we can challenge the
way we do things and tap into the field of Behavioural Economics to gain more meaningful insights into how our respondents react
and decide.
15.45
Conference Awards and ‘Agency Tales’ prize draw
16.00
Conference Close
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Annual Conference Programme • Let me tell you a story
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