SHOPPER INSIGHTS - IIR

12th Annual 

SHOPPER 

INSIGHTS 

IN ACTION 

Championing the Value of 

Activating Research at Retail 

IN-STORE 

The New, Integrated, 

Multi-Channel, Socially 

Interwoven Journey 

to Purchase 

MOBILE 

ONLINE 

BILLY BEANE 

General Manager, 

Oakland A’s 

and Subject of 

Moneyball 

JOHN GERZEMA 

Co-Author, 

Spend Shift 

and The Brand 

Bubble 

DARREN MARSHALL 

VP Global Shopper 

Development, 

The Coca-Cola Co 

ANNIE ZIPFEL 

VP Owned 

Brands and 

Packaging, 

Target 

Corporation 

DAVID EAGLEMAN 

Neuroscientist 

and International 

Bestselling Author, 

Incognito 

SEAN BRUICH 

Measurement & 

Monetization 

Analytics, 

Facebook 

MARTHA WALSH 

Director, Global 

Customer Insights, 

Walmart 

KATE HAMMER, Ph.D. 

Chief Storyteller 

KILN 

July 18-20, 2012 

Marriott Downtown Magnificent Mile 

Chicago, IL 

www.shopperinsightsevent.com

12th Annual 



IN ACTION 

Every July in Chicago, your industry gathers to champion the activation of research at retail. 

The gathering is known as The Shopper in Insights in Action Event… where the focus 

is ALWAYS on the action. 

We’re often asked how we continue to improve 

and evolve the event every year, year on year… 

Our answer is simple. 

It is a privilege to be the trusted brand for hosting the annual voice of the industry. There is no 

other event that’s more practical and on point with exactly what you need whether you are a 

shopper marketer, retailer, researcher or category leader. We take this very seriously. Our 

dedicated team spends countless hours making sure we understand what matters most to you, 

your brand, your category and growing your business. 

Responding to the resulting behavior shifts regarding the economy, digital and social 

commerce, our timely 2012 theme and focus is grounded in navigating The NEW, Integrated, 

Multi-Channel, Socially Interwoven Journey to Purchase. 

The 2012 agenda is designed to be holistic... 

We’ve made sure to capture a diversity of insights from big box to small box to boutique shops. 

We include research on the multicultural shopper to the consumer revolution in China retail. 

Through specific real world case examples and prolific visionary expertise, we make sure to 

provide a Global Economic Update revealing long-term implications to shifting shopper 

dynamics and behavior. 

The event that never stops growing... 

We proudly announce 15 main stage keynote presenters, more than 80 speakers, 

and 5 brand new tracks covering Segmentation, Mobile and Social Commerce, ROI and 

Measurement, and Technology as a Research Tool and Shopping Tool. 

Remaining loyal to the core and history of the Shopper Insights program, we’ll continue to discuss 

the rapidly transforming areas in Category Management, Insights in the Store, Insights Beyond 

the Store, Collaboration, Retail Brands, and Global Capabilities & Emerging Markets with 

ALL BRAND NEW content from those who are driving innovation and making things happen. 

Chances are future growth will come from the fringes, so find out what will remain center of the 

plate for value-minded consumers and the biggest opportunities to expand in China, India, 

Ukraine, Switzerland and more. 

In a digital world where mobile is a lifestyle not a technology, we recognize that social 

commerce is going to forever change the way we look at and segment our shoppers. This year 

pays particular attention to the digital space and segmentation as a focus area. 

In an increasingly complex and intensely competitive environment where change and 

uncertainty are the New Normal, understanding customer behavior and translating that 

strategically calls for mass collaboration of retailers, manufacturers and supplier and agency 

side thought leaders. 

At Shopper Insights in Action, that’s exactly what you’ll get. You’ll have the unique opportunity to 

learn from the most accomplished storytellers across disciplines, industries and expertise. 

This is certainly a Shopper Revolution and there’s a lot to talk about and share. 

We look forward to seeing you this July in Chicago. 

Rachel McDonald 

Conference Director, 

Shopper Insights in Action 

Institute for International Research 



Kim Rivielle 

Managing Director, 

Marketing & Business Strategy Division 


Lessons From A Legendary Leader 

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“You want insight to be 

robust, actionable and right. 

But we run the risk of making 

the pursuit too complex and 

too difficult, because really 

what you want at the end 

of the day is not perfection, 

but something you can act 

upon. 

” 

– A. G. Lafley, Former CEO, Procter & Gamble 

and Keynote 2011 

The Industry Has Spoken 

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“Great conference, I am 

definitely coming back next 

year and will bring more of 

my staff. The material was 

relevant and actionable. 

Thank you! 

” 

– Art Sebastian, Director, Sales Strategy & 

Customer Development, Kraft Foods 

“Best cross pollination of 

manufacturers, retailers, and 

suppliers I’ve seen at an 

event. 

” 

– JD Spangler, VP Global Business Development, 

HanesBrands 

Our Social Community Agrees 

••••••••••••••••••••••••••••••••••••••••• 

@bwhittaker: 

Had a day 

filled w/great 

shopper insights 

techniques. 

#shopper360 

@ SteveLevine1: 

#shopper360 really 

good conference. 

Shopper insight 

conference 

yieldedinsight 

#shopper360 

2 

www.ShopperInsightsEvent.com

16 Keynotes and 80+ Speakers Representing the Most Accomplished 

Storytellers Across Disciplines, Industries & Expertise 

Main 

Stage 

Keynotes 

1 2 3 4 5 6 7 8 

9 10 11 12 13 14 15 16 

BILLY BEANE, General Manager, Oakland A’s and Subject of Moneyball 

discusses objectivity that numbers can bring to the business world...Create Value 

DAVID EAGLEMAN, Renowned Neuroscientist and Author Incognito: The 

Secret Lives of the Brain marshals new data from social neuroscience to 

show that people use the same brain circuitry to relate to brands as they do 

to one another… What Matters to the Mind of the Consumer? 

JOHN GERZEMA, Co-Author, Spend Shift and The Brand Bubble explores 

post-crisis values and behavior shifts and the new imperatives for business… 

Shopper Revolution 

MARC GOBE, CEO, Emotional Branding LLC reflects on the future of retail 

in a social economy. Capture the limitless opportunities offered for those 

who have a social voice…Social Commerce as an Ecosystem 

KEN ERICKSON, Ph.D., CEO & Cultural Anthropologist, Pacific Ethnography 

Company reveals research on consumer revolution in China retail… 

Global Retail Research 

ANDREW DUGUAY, Senior Economist, ITR presents a global economic 

outlook with distinct points that business leaders must not miss… 

Separate Fact from Fiction 

KATE HAMMER, Ph.D., Chief Storyteller, KILN provides you with the tools to 

craft better stories across the product/brand lifecycle…Connecting the Dots 

DARREN MARSHALL, Vice President, Global Shopper Development, 

The Coca-Cola Company shares how their movement for Shelf Savvy Marketing 

is empowering leaders around the world…Convert Shoppers into Buyers 

MARTHA WALSH, Director, Global Customer Insights, Walmart delivers a 

deep understanding of the path-to-purchase through the lens of the trip type… 

Create Shopper Missions 

ANNIE ZIPFEL, VP Owned Brands and Packaging, Target Corporation 

explores impactful strategies that revitalize both categories and owned 

brands…Growth in Private Brand 

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12 

13 

14 

15 

16 

SEAN BRUICH, Measurement & Monetization Analytics, Facebook unveils 

the new ROI tool that links in-store sales to social, mobile and traditional 

media…The New KPI’s 

JEFF SMITH, Partner, Prophet provides you with the business case for 

building a strong consistent brand and how that “start to finish” strategy can 

help you create value…Brand Excellence 

MIKEL CIRKUS, Global Director, Conceptual Design Group, Firmenich Flavors 

examines future trends shaping tomorrow’s global consumer… 

What’s Trending Now? 

KRISTIN FERRARACCIO, Director, Category Management, Activision Blizzard 

DARD NEUMAN, Ph.D., President of Insights, SmartRevenue showcases 

how the consumer moves through gaming platforms… 

Gamers Shop the Way they Play 

RICHARD WINTER, President, POPAI reveals an exclusive first look at a 

Shopper Engagement Study focusing on traditional intercept interviews, 

eye-tracking, and neuromonitoring…What Makes a Shopper Stop? 

Retailers 

Jeffrey Boorjian, VP, Marketing, 

CAESARS ENTERTAINMENT 

Sharonda Britton, Director of Marketing, 

African American and Asian, WALMART 

Deanna Canedo, Director of Marketing, Hispanic, WALMART 

Cindy Casper, Senior Director Insights, SAM’S CLUB 

Ned Kumar, Web Strategist, FEDEX SERVICES 

Stanley Lucas, Director, Customer Insights, LANE 

BRYANT, FASHION BUG AND CATHERINES PLUS- 

CHARMING SHOPPES, INC. 

Damodar Mall, Director Food Strategy, FUTURE GROUP 

Harry Overly, VP of Marketing, USA Grocery, 

TREEHOUSE FOODS 

Connie Walsh, Director of Marketing and Packaging, 

STAPLES 

LaNoir Washington, Senior Manager, Global 

Consumer Insights, WALMART 

Ben Wynkoop, Director of Visual Merchandising & 

Category Planning, 7-ELEVEN 

Manufacturers 

Tetyana Abrosimova, Head of Consumer Marketing, 

LG ELECTRONICS UKRAINE 

Michelle Adams, VP, Strategic Insights, PEPSICO 

Rafael Alcaraz, Ph.D., VP Global Advanced Analytics, 

Digital Media, and Strategic Foresight, 

THE HERSHEY COMPANY 

Andres Amezquita, VP eCommerce, MATTEL, INC. 

CarrieAnn Arias, Director of Shopper Marketing, 

DOLE FRESH VEGETABLES 

Jamie Borteck, VP Marketing, 

FOOD SHOULD TASTE GOOD 

Jill Boyce, Director Shopper Insights, SARA LEE 

Tom Burkemper, Senior Director Category 

Management/Trade Marketing, 

ANHEUSER-BUSCH INBEV 

Lauren Cercone, Director of Consumer & Shopper 

Insights, DOLE FRESH VEGETABLES 

Rob Colarossi, VP, Category Leadership, 

HOSTESS BRANDS 

Rich Ezra, VP Marketing, EK SUCCESS BRANDS 

T G FuQua, Brand Manager Shopper Marketing, 

TYSON FOODS 

Craig Geiger, Director Category Management, 

BARILLA AMERICA 

Sangeeta Gupta, Director, Consumer Strategy & 

Insights, PEPSICO INDIA 

Anne Jones, VP, Shopper Marketing and 

Business Development, KIMBERLY-CLARK 

Mike Klein, Associate Director, Sales Analytics & 

Insights, POST FOODS 

Tracy Luckow, Senior Director, Strategy, Insights & 

Innovation, DANNON 

Bryce McTavish, VP, Channel Marketing, MILLERCOORS 

Phil McGee, Director, Shopper Insights, Campbell's North 

America & Pepperidge Farm, CAMPBELL SOUP COMPANY 

Nancy Montague, Senior Director of Global Category 

Development, WRIGLEY 

Kelley Peters, VP Integrated Insights & Strategy, POST FOOD 

Mike Quintan, Senior Manager, Consumer Strategy 

and Insights, FRITO-LAY NORTH AMERICA 

Vikram Sarma, Global Shopper Insights Lead, 

Specialty Division, CLOROX CO. 

Chris Shaw, Group Leader, Category Business 

Planning, H.J. HEINZ CO. 

Simon Small, Global Sales and Category 

Development - Confectionery, NESTLÉ 

JD Spangler, VP Global Business Development, 

HANESBRANDS 

Joy Steinberg, Consumer Care Insights, BURT’S BEES 

Joe Tasker, Category Manager, 

LACTALIS AMERICAN GROUP 

Christian Thompson, Senior Director of Shopper 

Insights, KELLOGG’S 

John Whitaker, VP Consumer & Shopper Insights, 

HANESBRANDS 

Heath Willis, Director, Global Shopper Marketing, 

COCA-COLA REFRESHMENTS 

Digital & Mobile 

Chip Jessopp, Vice President, GROUPON 

David Laird, Research Director, B2B Insights, YAHOO! 

Lisa Landsman, Team Manager, Commerce CPG 

Sales, GOOGLE 

Catherine Roe, Head of CPG, GOOGLE 

David Wolf, VP, Global Business & Market Development, 

AMERICAN EXPRESS 

Thought-Leaders 

Candace Adams, Ph.D., President, Global Retail Strategy, 

SMARTREVENUE 

Priya Baboo, EVP, Shopper Insights & Strategy, 

VIDEOMINING 

Louis-Michel Barbotin, President Global Shopper 

Insight, SYMPHONYIRI 

Mark Berry, EVP, Retail & Shopper Insights, 

IPSOS MARKETING 

Joe Beier, EVP, GFK SHOPPER & RETAIL STRATEGY 

Ralph Blessing, EVP, GFK NEW PRODUCT WORKS 

George E. Brown II, Senior Account Executive, 

MEYERS RESEARCH CENTER 

Carmen Bryant, Research Director, ESSENCE 

COMMUNICATIONS 

Alison Chaltas, EVP, GFK SHOPPER & RETAIL STRATEGY 

Andy Cremer, Vice President, RTC 

Brant Cruz, VP, Retail and eCommerce Practice, 

CHADWICK MARTIN BAILEY 

John Dranow, CEO, SMARTREVENUE 

Sarah Gleason, EVP, GFK SHOPPER & RETAIL STRATEGY 

Cheryl Halverson, VP, Retail & Services, 

GONGOS RESEARCH 

Brenda Hurley, Senior Vice President, C+R RESEARCH 

Ellie Hutton, VP, Community Panel Research, 

VISION CRITICAL 

Jeff Inman, Associate Dean for Research and Faculty, 

Katz School, UNIVERSITY OF PITTSBURGH 

Kris Medford, Director, Shopper Sciences, 

INTERBRAND DESIGN FORUM 

Nadine McCracken, VP, Retail Solutions and 

Product Development, SMARTREVENUE 

Jeff McKenna, Senior Consultant, 


Aaron Reid, Ph.D., Founder and Chief Behavioral 

Scientist, SENTIENT DECISION SCIENCE 

Dhiraj Rajaram, Founder, CEO & Chairman, MU SIGMA 

Juan Ruiz, Research Director, C+R RESEARCH 

Susan Sentell, President & CEO, GLADSON 

James Sorensen, Senior Vice President, 

TNS RETAIL & SHOPPER 

Tom Sullivan, President, VIDEOMINING 

Bruce Vierck, Vice President, RTC 

Christi Walters, Principal, Consumer Products, 


John Williamson, Founder & CEO, QUALVU 

Kaye Young, Senior Vice President, SMARTREVENUE 

To Register CALL 888.670.8200 INTERNATIONAL 941.554.3500 EMAIL Register@iirusa.com 3

AGENDA AT A GLANCE ........................................................................................ 

1 

DAY ONE SYMPOSIA ....................................................................................... WEDNESDAY July 18, 2012 

8:00 Registration and Morning Coffee 

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8:30 Chairman Address 

John Dranow, CEO, SMARTREVENUE 

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Opening Keynote 

9:00 The Ripple Effect – Creating a Global Movement to Convert Shoppers into Buyers 

Darren Marshall, Vice President, Global Shopper Development, 

THE COCA-COLA COMPANY 

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9:45 Networking Break 

Every session is focused on how insights drive activation at retail. Each session is 40 minutes followed by 5 minutes to transition to the next. Move between them as much as you’d like. 

GLOBAL CAPABILITIES AND 

MOBILE AND SOCIAL 

EMERGING MARKETS 2 RETAIL BRANDS 3 CATEGORY SOLUTIONS 4 COMMERCE 5 SEGMENTATION 

All New 

for 2012 

1:30 The 5 Cs of the Bazaar in 

Modern Retail: Context, 

Conversation, Comfort, Celebration 

and Culture 

Damodar Mall, Director Food 

Strategy, FUTURE GROUP 

Sangeeta Gupta, Director, Consumer 

Strategy & Insights, PEPSICO INDIA 

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2:15 Global Growth Opportunities: 

Shoppers are Showing the Way 

Louis-Michel Barbotin, President 

Global Shopper Insight, 

SYMPHONYIRI 

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3:30 Making Properties, Assets & 

Sponsorships Make Sense at Retail 

for Shoppers 

Heath Willis, Director, Global Shopper 

Marketing, COCA-COLA 

REFRESHMENTS 

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4:15 Mobile Shopping Innovation 

in Emerging Markets 

Tetyana Abrosimova,Head of 

Consumer Marketing, 

LG ELECTRONICS UKRAINE 

1:30 Featured Session Creating 

Private Brands in conjunction with 

Branded Products 

Ben Wynkoop, Director of Visual 

Merchandising & Category Planning, 

7-ELEVEN 

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2:15 Integrating Shopper Insights 

for Scalability 

Dr. Candace Adams, President, Global 

Retail Strategy, SMARTREVENUE 

Nadine McCracken, VP, Retail 

Solutions and ProductDevelopment, 

SMARTREVENUE 

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3:30 Driving Private Brand 

Through Product Innovation 

Connie Walsh, Director of Marketing 

and Packaging, STAPLES 

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4:15 Structuring an Organization 

for Private Brand Development 

Harry Overly, VP of Marketing, USA 

Grocery, TREEHOUSE FOODS 

1:30 Pasta Meal Season Wheel of 

Fortune: Applying Shopper Insights 

to Drive Incremental Seasonal Sales 

Craig Geiger, Director Category 

Management, BARILLA AMERICA 

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2:15 Insights that Align all your 

Marketing and Category 

Management Activities 

Rich Ezra, VP Marketing, 

EK SUCCESS BRANDS 

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3:30 Be an Expert in Price & 

Promotion Strategy 



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4:15 Know Before You Go: A 

Shopper-Centric Retail Story 

Tom Burkemper, Senior Director 

Category Management/Trade Marketing, 

ANHEUSER-BUSCH INBEV 

Keynote 

10:15 Make Your Move: Global Economic Update 

Andrew Duguay, Senior Economist, ITR 

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11:15 New Research Revealed! What Makes a Shopper Stop: A 360 Degree View of 

Today's Shopper Based Upon Neuro, Eye-Tracking, & Intercept Interview Data 

A Panel moderated by Richard Winter, President, POPAI including 

Michelle Adams, Vice President, Strategic Insights, PEPSICO 

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12:15 Lunch 

1:30 Leveraging Digital Insights 

and Media Throughout the Entire 

Journey to Purchase 

Catherine Roe, Head of CPG, 

GOOGLE 

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2:15 The Hidden Dangers of Using 

Aggregate Data to Develop Mobile 

Marketing Strategies to Reach 

Consumers 

Rafael Alcaraz, Ph.D., Vice President 

Global Advanced Analytics, Digital 

Media and Strategic Foresight, 


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3:30 Featured Session 

Reinventing Retail for the 

Next-Generation Customer 

Chip Jessopp, Vice President, 

GROUPON 

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4:15 Addressing In-Store Changes 

Nancy Montague, Senior Director of 

Global Category Development, 

WRIGLEY 

1:30 Layering Segmentation 

Methodologies to Uncover the Path 

to Purchase and Align Elements of 

Retail Strategy 

Stanley Lucas, Director, Customer 

Insights, LANE BRYANT, FASHION 

BUG and CATHERINES PLUS - 

CHARMING SHOPPES, INC. 

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2:15 Featured Session The Aging 

Boomer: The Largest Opportunity for 

Retail Consumer Growth in our 

Lifetimes 

Anne Jones, Vice President, Shopper 

Marketing and Business 

Development, KIMBERLY-CLARK 

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3:30 Filling Up the Shopping Cart: 

A Look at Bicultural Hispanic Shoppers 

Brenda Hurley, Senior Vice President, 

C+R RESEARCH 

Juan Ruiz, Research Director, 

C+R RESEARCH 

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4:15 Multi-Channel Millennial 

Shopper: Using Shopper Insights to 

Win in Beer 

Bryce McTavish, VP, Channel 

Marketing, MILLERCOORS 

1 

Kick-Off Keynote 

5:00 The Shoppers’ Experience of Retail in China: Local Meetings, Global Patterns 

Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY 

DAY TWO THE CONFERENCE ......................................................................... THURSDAY July 19, 2012 


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8:00 Chairman Address 

Phil McGee, Director, Shopper Insights, Campbell's North America & 

Pepperidge Farm, CAMPBELL SOUP COMPANY 

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Opening Keynote 

8:30 Emotional Branding at Retail: Building a Social Voice for Your Brand 

Marc Gobe, CEO, EMOTIONAL BRANDING LLC 

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Keynote 

9:30 Moneyball: The Art of Winning an Unfair Game 

Billy Beane, GM, OAKLAND A’S and Subject of MONEYBALL 


INSIGHTS BEYOND 

THE STORE 2 INSIGHTS IN THE STORE COLLABORATION ROI & MEASUREMENT 

DIGITAL/TECHNOLOGY 

3 4 5 AS A RESEARCH TOOL 

1:30 Using Hybrid Methods for 

Multi-Cultural Insights 

George E. Brown II, Senior Account 

Executive, MEYERS RESEARCH 

CENTER 

Carmen Bryant, Research Director, 

ESSENCE COMMUNICATIONS 

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2:15 Featured Session Driving 

Retail Growth via Shopper 

Platforms 

Vikram Sarma, Global Shopper 

Insights Lead, Specialty Division, 

CLOROX CO. 

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3:30 Activating the Shopper Along 

the Journey to Purchase in the 

Store 

Simon Small, Global Sales and 

Category Development - 

Confectionery, NESTLÉ 

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4:15 Capturing the Value of 

Shopper Insights Across Retail 

Channels 

TG.FuQua, Brand Manager Shopper 

Marketing, TYSON FOODS 

1:30 Demystifying the Allure of 

Casino Floor Merchandising 

Jeffrey Boorjian, Vice President, 

Marketing, CAESARS 

ENTERTAINMENT 

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2:15 Part I: Triangulating the 

Shopper: Using Multiple 

Methodologies to Drive Produce 

Department Reinvention 

Lauren Cercone, Director of 

Consumer & Shopper Insights, 




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3:30 Reinventing the Retail Environment: 

How to be Unique, Compelling and 

Profitable In-store 

Joe Beier, EVP, GFK SHOPPER & 

RETAIL STRATEGY 

Ralph Blessing, EVP, GFK NEW 

PRODUCT WORKS 

•••••••••••••••••••••••••••••••••••••••••••• 

4:15 The Gift That Keeps Giving (or How 

to Make Your Work Work Harder for You) 

Phil McGee, Director, Shopper Insights, 

Campbell's North America & Pepperidge 

Farm, CAMPBELL SOUP COMPANY 

Jeff Inman, Associate Dean for 

Research and Faculty, KATZ SCHOOL - 

UNIVERSITY OF PITTSBURGH 


Baseball & book signing with Billy Beane, GM, OAKLAND A’S and Subject of MONEYBALL 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

11:00 Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer 

David Eagleman, Renowned Neuroscientist and International Bestselling Author, 

INCOGNITO: THE SECRET LIVES OF THE BRAIN 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

11:45 Gamification: When Gamers Shop the Way they Play 

Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD 

Dard Neuman, Ph.D., President of Insights, SMARTREVENUE 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

12:30 Lunch 

1:30 Featured Session How 

Shopper Emotions Unlock 

Understanding of Retailer Choice 

Jill Boyce, Director Shopper Insights, 

SARA LEE 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15: Insights to Action: 

How to Make the Most of your 

Investment in Insights 

Alison Chaltas, EVP, GFK SHOPPER 

& RETAIL STRATEGY 

Sarah Gleason, EVP, GFK SHOPPER 

& RETAIL STRATEGY 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 PART II: Produce Department 

Reinvention: Partnering with your 

Retailers to Implement your 

Insights In-Store 

CarrieAnn Arias, Director of Shopper 

Marketing, 


•••••••••••••••••••••••••••••••••••••••••••• 

4:15 The Ever Elusive Insight: 

Uncovering Insights in a Stack of 

Findings 



1:30 Trade Spending ROI: 

Maximizing the Organization’s 

Profitability 

Kelley Peters, VP Integrated Insights 

& Strategy, POST FOODS 

Mike Klein, Associate Director, Sales 

Analytics & Insights, POST FOODS 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15: Featured Session The 

Shopper’s Journey 

David Laird, Research Director, B2B 

Insights, YAHOO! 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 Improving Conversion Using 

Member Insights 

Dhiraj Rajaram, Founder, CEO & 

Chairman, MU SIGMA 

•••••••••••••••••••••••••••••••••••••••••••• 

4:15 Understanding the 

“Shopper Equity” of Your Brands 

Mark Berry, Executive Vice President, 

Retail & Shopper Insights, 

IPSOS MARKETING 

Keynote 5:00 Heroes of the Purchase Story - Kate Hammer Ph.D., Chief Storyteller, KILN 5:45 Cocktail Reception 

1:30 Leveraging New Shopper 

Metrics for Success at Retail 

Chris Shaw, Group Leader, Category 

Business Planning, H.J. HEINZ CO. 

Priya Baboo, EVP, Shopper Insights & 

Strategy, VIDEOMINING CORPORATION 


•••••••••••••••••••••••••••••••••••••••••••• 

2:15: Web 2.0 Something: The 

Future of Online Shopping 

Brant Cruz, Vice President, Retail 

and eCommerce Practice, 




•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 Shopper Communities: How 

Manufacturers & Channel Partners Optimize 

Sales through Ongoing Consumer Conversations 

Christi Walters, Principal, Consumer 

Products, GONGOS RESEARCH 

Cheryl Halverson, Vice President, 

Retail & Services, GONGOS RESEARCH 

•••••••••••••••••••••••••••••••••••••••••••• 

4:15 Opportunities are Endless with 

an Online Community: Experience 

Burt’s Buzz with Burt’s Bees 

Joy Steinberg, Consumer Care Insights 

Manager, Global Insights, BURT’S BEES 

Ellie Hutton, Vice President, Community 

Panel Research, VISION CRITICAL 

4 


............................................................................................................................... 

DAY THREE THE CONFERENCE ............................................................................. FRIDAY July 20, 2012 

7:30 Morning Coffee 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

8:00 Chairman Address: Phil McGee, Director, Shopper Insights, 

Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

8:15 Spend Shift: How the Post-Crisis Values Revolution is Changing the 

Way We Buy, Sell, and Live 

John Gerzema, Co-Author, SPEND SHIFT and THE BRAND BUBBLE 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

9:00 Evolving ROI from “Evaluation” to “Explanation” 

Sean Bruich, Measurement & Monetization Analytics, FACEBOOK 

Keynote 

9:45 Managing Customer Touchpoints to Deliver Exceptional Brand Experiences 

Jeff Smith, Partner, PROPHET 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

11:00 Target’s Guest Insights-Owned Brand Success 

Annie Zipfel, VP Owned Brands and Packaging, TARGET CORPORATION 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Keynote 

11:45 Walmart’s Path-to-Purchase Through the Lens of Trip Type 

Martha Walsh, Director, Global Customer Insights, WALMART 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

12:30 Lunch followed by Dessert and Coffee in the Exhibit Hall 


1 


THE STORE 2 INSIGHTS IN THE STORE 3 COLLABORATION 4 ROI & MEASUREMENT 5 


AS A SHOPPING TOOL 

1:30 Break the Rules & Transform 

Your Shopper Insights 

JD Spangler, VP Global Business 

Development, HANESBRANDS 

John Whitaker, VP Consumer & 

Shopper Insights, HANESBRANDS 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15 Macro Trends & Innovation 

Impacting Today’s Shopper 

Tracy Luckow, Senior Director, 

Strategy, Insights & Innovation, 

DANNON 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 The Rules to Back-to-School 

Shopping Have Officially Changed 

Christian Thompson, Senior Director 

of Shopper Insights, KELLOGG’S 

1:30 Featured Session Sam’s 

Club 360 Degree Segmentation 

Cindy Casper, Senior Director 

Insights, SAM’S CLUB 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15 Ways a Small Company 

Activates on Insights 

Jamie Borteck, Vice President of 

Marketing, FOOD SHOULD 

TASTE GOOD 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 Get out of my Head and Into 

my Cart! How a Multitouch 

Ethnographic and Implicit Emotion 

Shopper Study Drove Creative 

In-Store Insight 

Aaron Reid, Ph.D., Founder and Chief 

Behavioral Scientist, SENTIENT 

DECISION SCIENCE 

Mike Quintan, Senior Manager, 

Consumer Strategy and Insights, 

FRITO-LAY NORTH AMERICA 

1:30 Category Reinvention and 

Retail Leadership: Building Better 

Relationships with Your Retailers 

Rob Colarossi, Vice President, 

Category Leadership, HOSTESS BRANDS 

Kaye Young, SVP, SMARTREVENUE 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15 Manufacturers and Retailers: 

Partnering for Success 

Kris Medford, Director, Shopper 

Sciences, INTERBRAND DESIGN 

FORUM 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 Partnering for Profit: Retailers 

and Manufacturers Collaborate at 

the Shelf 

Susan Sentell, President & CEO, 

GLADSON 

1:30 The New KPIs: From 

Transactional to Relational 

Ned Kumar, Web Strategist, FEDEX 

SERVICES 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15 Featured Session Insights 

into Measuring the Walmart 

Multicultural Consumer Sharonda 

Britton, Director of Marketing, African 

American and Asian, WALMART 

LaNoir Washington, Senior Manager, 

Global Consumer Insights, WALMART 

Deanna Canedo, Director of 

Marketing, Hispanic, WALMART 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 Open Session 

Since we publish this brochure up to 

five months prior to the live event, 

we’ve left this session open to ensure 

you learn the most up-to-the-minute 

insights. If you have industry-leading 

information to share and would like 

to be considered for this session, 

please contact Jon Saxe at 

jsaxe@iirusa.com. 

1:30 From Check-in to Check out: 

How American Express Connects 

Buyers & Sellers in the Digital Space 

David Wolf, Vice President, Global 

Business & Market Development, 

AMERICAN EXPRESS 

•••••••••••••••••••••••••••••••••••••••••••• 

2:15 How Mobile Shopper Insights 

Empower You to Make Decisions 

Based on the Facts 

John Williamson, Founder & CEO, 

QUALVU 

•••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••• 

3:30 The Future of Google Wallet 

Lisa Landsman, Team Manager, 

Commerce CPG Sales, GOOGLE 

Concluding Keynote 

4:15 Future Trends Shaping Tomorrow’s Global Consumer 

Mikel Cirkus, Global Director, Conceptual Design Group, FIRMENICH FLAVORS 

MORE 

PRODUCTIVE 

WAYS TO 

MAXIMIZE YOUR 

NETWORKING 

EXPERIENCE 

•••••••••••••••••••••• 

Achieve 

More 

➢ THE EXTENSION ROOM Have you ever attended a session, and when it was over, wish you could 

learn more on that topic? Now you can. Newly added this year, the Extension Room offers a full immersive 

experience so you can continue your educational journey after the session ends. It will feature white 

papers, an article shop, case studies, an information lab and a human library – focused on specific topics 

areas that will rotate throughout the event. Topic themes may include: Digital Shopper, In-Store, 

Emerging Technologies, Retail Activation and more. 

If you are interested in exploring opportunities to add intellectual collateral to this room, please 

contact Jon Saxe at jsaxe@iirusa.com. 

➢ CONTENT REVIEW BOARD ensures no commercialism from the platform. Our diligent board 

gets a sneak peek at all presentations to ensure they are content driven and not a summary of the 

company’s capabilities. 

➢ EXECUTIVE SUMMARY delivered to you after the event summarizing key findings, takeaways and 

highlights– a reference as you implement your key takeaways from the event. 

➢ CORPORATE MATCHMAKING connects you with the experts you are most likely to benefit from meeting. 

As the event grows larger every year, the need to connect with relevant industry leaders becomes more important than ever. 

➢ SHOPPER CONNECT a private online community created exclusively attendees. From the moment you register, you’ll gain visibility 

into who’s attending before you arrive so you can organize meetings, personalize your on-site agenda and keep in touch after the event. This 

site is exclusive for paid conference attendees. 

➢ MENTOR PROGRAM If you're a first-timer, you’ll never be alone. We’ll pair you up with a veteran attendee who can show you the 

ropes and help you maximize your experience. 


MAIN STAGE KEYNOTE SPEAKERS Invite You to Think Bigger ........................... 

Wednesday, July 18, 2012 


ANDREW DUGUAY 

RICHARD WINTER 

KEN ERICKSON 

The Ripple Effect – Creating a Global Movement to Convert Shoppers into Buyers 9:00 

Darren Marshall, Vice President, Global Shopper Development, THE COCA-COLA COMPANY 

As one of the world’s most respected marketers, The Coca-Cola Company doesn’t just shape brands that people love, it builds brands 

that people buy … 1.7 billion times a day … in over 200 countries. In our new world of more stores, more media, and more brands, 

every shopper becomes critical to the global growth agenda. Learn how The Coca-Cola Company’s movement for Shelf Savvy 

Marketing is empowering leaders around the world to convert shoppers into buyers, creating value for all those who touch its brands. 

Make Your Move: Global Economic Update 10:15 

Andrew Duguay, CPF, Senior Economist, ITR ® 

Maximizing the future is all about separating fact from fiction. The fear and uncertainty about the global markets are enough to 

cause any business leader to wonder if the recovery is durable or not. Andrew Duguay will be presenting the economic outlook for 

our industry and for the global economy with the clarity that business leaders have come to expect from ITR ® . This is a must 

meeting for leaders looking to prepare for the changes that are coming over the next few years. 

New Research Revealed! What Makes a Shopper Stop: A 360 Degree View 11:15 

of Today's Shopper Based Upon Neuro, Eye-Tracking, & Intercept Interview Data 

A Panel moderated by Richard Winter, President, POPAI including 

Michelle Adams, Vice President, Strategic Insights, PEPSICO 

Get an exclusive first look at POPAI’s findings from the 2012 Shopper Engagement Study, which incorporated traditional intercept 

interviews, eye-tracking, and neuromonitoring to develop a 360 degree view of today's shopper. This study, the first of its kind with over 

2400 grocery shoppers across the U.S., will equip attendees with actionable insights that will help them better win shoppers at the shelf. 

• What shoppers are looking at, engaging with, and responding to emotionally in the retail environment. 

• Where the buy buttons are located in the brain and the steps you need to take to help activate them in-store. 

• The path-to-purchase and what drives the cycle including purchase influencers, outlet choices & drivers of product choice in-store. 

Shoppers' Experience of Retail in China: Local Meanings, Global Patterns 5:00 

Ken Erickson, Ph.D., CEO & Cultural Anthropologist, PACIFIC ETHNOGRAPHY COMPANY 

Drawing on field research since 1999 across multiple product categories in urban and rural China, we'll explore the Middle 

Kingdom's retail spaces. How do generational differences shape shopping practices? How are big-box retail, global brands, and 

local "traditional trade" experienced by shoppers? What are the opportunities to improve the Chinese—and global—retail 

experience, from this vantage point? Learn key generational changes that limit and direct shopper expectations in China. 

Thursday, July 19, 2012 

Emotional Branding at Retail: Building a Social Voice for Your Brand 8:30 


Buying habits are changing around us as well as the notion of time and space. The challenge for manufacturers and retailers is to adapt to 

consumers that are purchasing products anywhere and anytime often after an online search and recommendations from friends. Brands that 

are successful are those that have become part of the conversation. Marc’s presentation will reflect on the future of retail in a social economy. 

Only through this new emotional engagement, will you be able to capture the limitless opportunities offered for those who have a social voice. 

6 

MARC GOBE 

BILLY BEANE 


DARD NEUMAN 

KRISTIN FERRARACCIO 

Moneyball: The Art of Winning an Unfair Game 9:30 

Billy Beane, General Manager, OAKLAND A’S AND SUBJECT OF MONEYBALL 

How did one of the lowest paid teams in baseball win three American League West Division titles? Go behind the scenes of Michael 

Lewis’ best-selling book Moneyball (now a major motion picture) and discover how Beane shattered traditional MLB beliefs that big 

payrolls equated wins by implementing statistical methodology that inevitably led the Oakland A’s, one of the worst teams in baseball, 

to four consecutive playoff appearances and three American League West Division Titles. The conventional wisdom in Major League 

Baseball is that wealthy teams will win out. However, during Beane’s four seasons in Oakland, the A`s won more regular season games 

than the New York Yankees, who during the same period spent $350 million more on player payroll than did the Athletics. Combining 

baseball and business strategies and offering an unprecedented look inside the inspiring true story, Billy Beane discusses objectivity 

that numbers can bring to the business world. Be inspired and uplifted by this rousing sports-underdog story. 

Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer 11:00 

David Eagleman, Renowned Neuroscientist and International Bestselling Author, INCOGNITO: 

THE SECRET LIVES OF THE BRAIN 

What motivates people to care about a brand? Why do people show loyalty to corporations? What is the role of emotion in 

decision-making? Brain scientist David Eagleman marshals surprising new data from social neuroscience to show that people use 

the same brain circuitry to relate to brands as they do to one another. This suggests strong motivation for companies to work on 

reputation, loyalty and trust - subconscious issues which powerfully navigate customer decisions, but are missed by traditional 

methods of market research. Traditional research fails for two reasons: (1) it usually probes the conscious mind of the customer, which 

is not, in the end, what drives actual purchasing decisions, and (2) it is geared to measure the immediate influence of branding 

changes, while investments in social reputation pay off on a slower time scale. In this talk, Dr. Eagleman translates cutting-edge 

neuroscience into everyday examples to illuminate customer motivations, emotions, and decision-making from new angles. 

Gamification: When Gamers Shop the Way they Play 11:45 


Kristin Ferraraccio, Director, Category Management, ACTIVISION BLIZZARD 

In this new retail environment, what tools are needed to understand how the consumer moves through gaming platforms to 

research, shop, and buy in the category? How can consumer and shopper insights be integrated and leveraged to drive marketing 

and merchandising strategies and solutions along the path to purchase? What is the relationship and impact of the online 

experience with the in-store experience? In order to drive customer leadership, Activision partnered with SmartRevenue to gain 

insight into how their consumer behaves and shops in these interconnected platforms. 


................................................................................................................................. 

Heroes of the Purchase Story 5:00 

Kate Hammer Ph.D., Chief Storyteller, KILN 

In the 21st century consumers are bored of hearing about you. Product detail? Brand image? It’s all old news. The real protagonist in 

every purchase is someone else – probably someone you’ve never met: your consumer. Their stories matter… to them. And you 

need to find ways to marry your decisions and actions to them and their stories. Kate’s presentation provides you with the tools to 

craft better commercial stories, tips on how to prioritize the consumer and examples showing stories in action across the 

product/brand lifecycle. Stop talking about “engagement” and start telling stories. 

KATE HAMMER 

Friday, July 20, 2012 

Spend Shift: How the Post-Crisis Values Revolution is Changing the Way We 8:15 

Buy, Sell, & Live 


New spending patterns reveal how post-crisis values shifts can be recognized in today’s consumer behavior and are remaking 

capitalism for the better. While the consumerist psyche is changing even faster than the economy, companies can adapt and thrive. 

In the process, they may also feel a lot better about their impact on the communities they serve and on the planet they share with 

JOHN GERZEMA 

their customers. John’s talk focuses on how societal values are changing and how businesses can connect with customers who vote 

with their dollars, every day after the recession. 

Evolving ROI From “Evaluation” to “Explanation” 9:00 


Over the course of the last 5 years, thousands of companies have increasingly looked to Facebook to help fulfill a variety of 

marketing objectives, yet, questions key to ROI measurement still loom large, particularly for our clients with offline sales outcomes. 

Sean addresses three areas key to enabling ROI measurement in a digitally, connected world: 

SEAN BRUICH 

• Why cross platform, person-based audience measurement is crucial 

• How earned media and social data can be successfully incorporated into marketing mix models 

• Why we believe that massive scale, test/control approaches are crucial to decomposing success into best practices 

Managing Customer Touchpoints to Deliver Exceptional Brand Experiences 9:45 


Senior leaders know that a strong brand is essential to innovating and growing the business, capturing market share and increasing 

customer loyalty. Equally important are your internal branding efforts to engage employees and deliver on the brand promise to the 

customer. As organic growth depends more and more on the relationships that you build with your customers and how the 

JEFF SMITH 

Customer Experience is managed the case for building your Employer Brand is stronger than ever. This session provides you with 

the business case for building a strong consistent brand both externally and internally and how that “start to finish” strategy can 

help you create value that goes right to the bottom line. 

Walmart’s Path-to-Purchase Through the Lens of Trip Type 11:00 

Martha Walsh, Director, Global Customer Insights, WALMART 

The language of trip types is nearly ubiquitous; whether a shopping cart contains 3 items or 30 or the weekly grocery trip is referred 

to as a “Stock Up’ or ‘Variety’. Trip types provide manufacturers and retailers common ground on which to build strategies to drive 

loyalty and sales. Learn how Walmart drives higher shopper engagement by applying key learnings around specific trip types and 

MARTHA WALSH 

the key touch points that enhance or detract from the shopping experience. 

Target’s Guest Insights-Owned Brand Success 11:45 

Annie Zipfel, VP Owned Brands and Packaging, TARGET CORPORATION 

The key to building a successful business is constantly evaluating “what’s working” or “not working” and then adjusting in order to 

thrive. The same is true in seeking to grow a category that includes Owned Brands. Businesses need to be analyzed, which will 

then lead to impactful strategies, which, if followed, can revitalize both categories and Owned Brands. 

ANNIE ZIPFEL 

Future Trends Shaping Tomorrow’s Global Consumer 4:15 

Mikel Cirkus, Global Director, Conceptual Design Group, FIRMENICH FLAVORS 

Today’s consumer, in every area, is about to embark on an incredible journey. The landscape of discovery and possibilities is 

limitless. Looking at global trends in Connectivity, Empowerment, and Wellbeing open the door for us to new opportunities. 

From the clean slate of a “New Page” to the “Neo-Urbanism” of the cities of the future, we’ll explore how the essentials of life will 

translate to the new frontier of consumer experience. 

MIKEL CIRKUS 


DIVE DEEP ON YOUR MOST REQUESTED CRITICAL TOPIC AREAS 

DAY ONE SYMPOSIA .............................................................................................. 


8:30 Welcome & Opening 

Remarks from Symposia 

Chairperson 

John Dranow, CEO, 

SMARTREVENUE 

Wednesday Keynotes 

OPENING KEYNOTE 

9:00 The Ripple Effect – 

Creating a Global 

Movement to Convert 

Shoppers into Buyers 

Darren Marshall, Vice President, 

Global Shopper Development, 

THE COCA-COLA COMPANY 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 


•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

KEYNOTE 

10:15 Make Your Move: 

Global Economic Update 

Andrew Duguay, Senior 

Economist, ITR 

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NEW RESEARCH REVEALED 

11:15 What Makes a 

Shopper Stop: A 360 

Degree View of Today's 

Shopper Based Upon 

Neuro, Eye-Tracking, & 

Intercept Interview Data 

A Panel moderated by Richard 

Winter, President, POPAI including 

Michelle Adams, Vice President, 

Strategic Insights, PEPSICO 

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12:15 Lunch 

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Each session is 40 minutes followed by 5 minutes to transition to the next session. Choose from 5 breakout sessions. 

1 

GLOBAL CAPABILITIES AND 

EMERGING MARKETS 

2 RETAIL BRANDS 

1:30 The 5 Cs of the Bazaar in Modern Retail: 

Context, Conversation, Comfort, Celebration 

and Culture 

Damodar Mall, Director Food Strategy, FUTURE GROUP 

Sangeeta Gupta, Director, Consumer Strategy & 

Insights, PEPSICO INDIA 

This presentation provides manufacturers and retailers 

with novel ways to engage with shoppers on a two-way 

basis at the moment-of-truth. It illustrates how we can 

create opportunities for conversations that are mutually 

meaningful and beneficial. An exploration of the nature 

and role of bazaar conversations and behavior, and 

understanding how this contrasts with modern retail 

experiences has yielded fascinating shopper insights of 

special interest to Asia Pacific markets. 

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2:15 Global Growth Opportunities: Shoppers 

are Showing the Way 

Louis-Michel Barbotin, President Global Shopper 

Insight, SYMPHONYIRI 

Hear how major retailers continue to grow their 

business by offering a renewed wide range of products 

and by answering the needs of extremely demanding 

Shoppers in tough economical environment in Western 

World as well as in developing countries. 

• A renovated multi segmented Private Label range: 

from low cost to Health & Wellness and not 

forgetting main stream 

• A dynamic innovative and differentiated product 

range: Reinventing tastes, formats, packaging, 

communication 

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3:30 Making Properties, Assets & 

Sponsorships Make Sense at Retail for 

Shoppers 

Heath Willis, Director, Global Shopper Marketing, 

COCA-COLA REFRESHMENTS 

During this presentation, you’ll learn how to leverage 

key assets and insights in a meaningful manner to key 

retailers and suppliers in order to maximize ROI and be 

as relevant to shoppers as possible. Hear how to 

reassess existing partnerships to ensure companies are 

getting the most out of spend and deploy key funding 

against initiatives that will build brands, affinity and be 

meaningful to large customers. 

1:30 Creating Private Brands in Conjunction 

with Branded Products 

Ben Wynkoop, Director of Visual Merchandising & 

Category Planning, 7-ELEVEN 

Private Brands have come a long way in the last 10 years, 

with many retailers investing significant time and money 

to develop products that are at the same or higher 

quality and innovation as leading brands, a major shift 

from the Private Label ‘knock-off’ strategy 10-20 years 

ago. Retailers are under pressure to differentiate to gain 

shoppers from their competition; brands are under 

pressure to stay ahead of Private Brands and shopper 

demand. This case study will review how to create 

innovative Private Brands that meet shopper demand and 

compliments existing brand offerings, as opposed to 

cannibalize brands, in order to grow the total category. 

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2:15 Integrating Shopper Insights for 

Scalability 

Dr. Candace Adams, President, Global Retail 

Strategy, SMARTREVENUE 

Nadine McCracken, VP, Retail Solutions and 

Product Development, SMARTREVENUE 

With the proliferation of data sources, all too often we 

find ourselves in a state of paralysis vs. action as we try 

to sort through what really is an insight and how we can 

bring these seemingly disparate data sources together. 

And with the evolution of trendy medium, it is critical to 

act quickly to uncover the most effective methods to 

reach individual shoppers, both in-store and pre-store. 

This session will focus on best practices regarding the 

integration of attitudinal data with product movement, 

consumer panel and behavioral data, store propensity, 

and other qualitative research. 

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3:30 Driving Private Brand Through Product 

Innovation 

Connie Walsh, Director of Marketing and 

Packaging, STAPLES 

This session will discuss how Staples’ private brand has 

focused not only on driving bottom line success but 

also driving topline sales with new product innovations. 

You will learn how the own brand team at Staples 

leverages customer insights, trend information and 

design to launch new products and grow categories. 

This session will include case studies in a number of 

office supply categories. 

Main Conference 

Kick-Off Keynote 

5:00 Shoppers' 

Experience 

of Retail in China: Local 

Meanings, Global Patterns 

Ken Erickson, Ph.D., CEO & 

Cultural Anthropologist, 

PACIFIC ETHNOGRAPHY 

COMPANY 

Drawing on field research since 1999 across 

multiple product categories in urban and rural 

China, we'll explore the Middle Kingdom's 

retail spaces. How do generational differences 

shape shopping practices? How are big-box 

retail, global brands, and local "traditional 

trade" experienced by shoppers? What 

are the opportunities to improve the 

Chinese—and global—retail experience, 

from this vantage point? Learn key 

generational changes that limit 

and direct shopper 

expectations in China. 

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4:15 Mobile Marketing Shopping Innovation in 

Emerging Markets 

Tetyana Abrosimova, Head of Consumer 

Marketing, LG ELECTRONICS UKRAINE 

Actionable shopper insight is an idea based on 

fundamental discovery concerning shopper needs, 

attitudes, trends & behaviors that is relevant to business 

strategy, creates additional value for the shopper and 

competitive advantage for the company. This session 

takes you through mobile case study from emerging 

market of Ukraine focused on designing a shopping 

experience, developing communication and creating 

product with respect to shopper insights. 

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4:15 Structuring an Organization for Private 

Brand Development 

Harry Overly, VP of Marketing, USA Grocery, 

TREEHOUSE FOODS 

Learn how retailer Treehouse Foods applied 

fundamental CPG marketing techniques to store brand 

marketing functions. This presentation will explore how 

to combine consumer driven insights and innovation 

with customer/account strategies to drive store brand 

success. 

Hear how Treehouse Foods created talented and 

diverse skillsets to accommodate forward thinking 

innovation with sales and customer requests. 

8 


....................................................................... WEDNESDAY July 18, 2012 


CATEGORY SOLUTIONS 

MOBILE AND SOCIAL 

3 4 

COMMERCE 

5 

1:30 Pasta Meal Season Wheel of Fortune: 

Applying Shopper Insights to Drive Incremental 

Seasonal Sales 

Craig Geiger, Director Category Management, 

BARILLA AMERICA 

Barilla continues to mine and apply shopper insights 

beyond the Pasta Category. In this presentation, Craig 

will detail how the Barilla team applied shopper insights 

to drive incremental category sales beyond Pasta, 

utilizing the Pasta Meal Season Wheel of Fortune as a 

guide to grow the retailer basket. 

• Research design and application 

• Multi-category merchandising 

• Testing and results 

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2:15 Insights that Align all your Marketing and 

Category Management Activities 

Rich Ezra, VP Marketing, EK SUCCESS BRANDS 

The presentation will demonstrate the process EK 

Success used to gain foundational consumer and 

shopper insights in the paper crafting category and 

how these insights are transforming marketing and 

retail go-to-market plans. Specific examples will be 

given on leveraging the category hierarchy of needs to 

rebrand a product line including packaging 

improvements as well as aisle layout. 

• Core foundational insights about consumers and 

shoppers are essential, especially the emotional 

mental models guiding behavior 

• Leveraging new digital tools like QR codes in a way 

that supports the insights about the desired consumer 

and shopper experience 

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3:30 Be an Expert in Price & Promotion 

Strategy 



In this session, Lactalis American Group presents on a 

custom built “Elasticity Tool” with the goal of helping 

retailers make fact based pricing and promotion decisions. 

• Identify consumer perceived Base Price thresholds 

• Identify Base Price gaps relative to key competitors 

• Models and predicts merchandising efficiency 

• How responsive consumers are to price changes 

• Estimates the impacts of specific base price changes 

1:30 Leveraging Digital Insights and Media 

Throughout the Entire Journey to Purchase 

Catherine Roe, Head of CPG, GOOGLE 

Your consumer has left the building, literally. The 

traditional means of reaching your loyalists and 

attracting new consumers no longer works in today's 

digitally savvy world. Consumers - not brands - now 

decide how, when and if they care to engage with your 

brand. 

• Why winning pre-store is now just as important as 

winning in-store 

• How savvy retailers and CPG companies have 

leveraged digital to drive sales, market share & ROI 

• How social media is now integrated and influencing 

search results and ultimately sales 

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2:15 The Hidden Dangers of Using Aggregate 

Data to Develop Mobile Marketing Strategies 

to Reach Consumers 

Rafael Alcaraz, Ph.D., Vice President Global Advanced 

Analytics, Digital Media and Strategic Foresight, 


The use of mobile technology in the CPG industry has 

increased significantly in the past five years, adding a 

layer of complexity to the marketing researcher’s task. 

Although point-of-sale data have become more 

accessible, the data do not represent the individual 

characteristics necessary to successfully segment and 

target consumers at a granular level. Rafael presents a 

masked analysis in which he reveals insights based on 

aggregate point-of sale-data may lead to a significantly 

different mobile marketing strategy than insights 

obtained from mining frequent shopper data. 

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3:30 Reinventing Retail for the 

Next-Generation Customer 

Chip Jessopp, Vice President, GROUPON 

How can retailers stay relevant, develop new and repeat 

customers and deliver a compelling experience for 

today's shopper? As the founder of the group buying 

concept, Groupon will talk to us about who she is, how 

she behaves and the fact that her relationship with 

Groupon. 

SEGMENTATION 

All New 

for 2012 

1:30 Layering Segmentation Methodologies to 

Uncover the Path to Purchase and Align 

Elements of Retail Strategy 

Stanley Lucas, Director, Customer Insights, 

LANE BRYANT, FASHION BUG AND 

CATHERINES PLUS - CHARMING SHOPPES, INC. 

You will hear how to design in-home groups and 

shop-a-longs to understand the emotional and rational 

elements of the path to purchase and innovative 

quantitative techniques. Align all dimensions of your 

category strategy—pricing, promotion, product 

development, sales associate training, and 

merchandizing. 

• How to get more value out of a shopper 

segmentation 

• How to layer qualitative and quantitative results for 

more complete insight 

• How to provide the depth and breadth of insight 

needed to align all elements of retail strategy 

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2:15 The Aging Boomer: The Largest Opportunity 

for Retail Consumer Growth in our Lifetimes 

Anne Jones, Vice President, Shopper Marketing 

and Business Development, KIMBERLY-CLARK 

There are 79 million Boomers today and they account 

for $230 billion in purchasing power. Come hear how 

the Boomer consumer will transform the retail world 

from new emerging categories and products, product 

expectations, the shopping experience and new 

channels. 

• Understand key Boomer trends and how they will 

impact retail 

• Learn about the key categories that over-index with 

Boomers 

• Discover the drivers of unlocking growth potential 

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3:30 Filling Up the Shopping Cart: A Look at 

Bicultural Hispanic Shoppers 

Brenda Hurley, Senior Vice President, C+R RESEARCH 

Juan Ruiz, Research Director, C+R RESEARCH 

U.S. Hispanics are now younger, more bicultural, and 

exposed to more products, services, cross-media and 

messaging than ever before. As this segment of the 

population continues to evolve to eventually become 

up to a quarter of your target customers, learn where 

they like to shop; brand loyalty; attitudes and usage of 

national vs. store brand vs. Latin American brands; etc. 

Will culturally-driven messaging still be relevant? 

Presenting results from survey data, online bulletin 

boards and in-the-moment mobile research, C+R 

Research takes a serious look into the shopping habits 

of bicultural Hispanics. 

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4:15 Know Before You Go: A Shopper-Centric 

Retail Story 

Tom Burkemper, Senior Director Category 

Management/Trade Marketing, ANHEUSER-BUSCH 

Shopper Centricity receives a lot of lip service, but truly 

putting the Shopper at the center of retail marketing 

and merchandising efforts is rarely executed. 

Anheuser-Busch InBev (AB InBev) developed a strategic 

process to move the organization toward Shopper 

Centricity, focusing on key path to purchase 

touchpoints derived from a blend of shopper research 

techniques, including virtual shopping. Working with 

Decision Insight’s suite of ShopperIQ research 

solutions, AB InBev was able to identify the winning 

merchandising strategy before retail activation. Case 

studies will demonstrate key research conducted during 

this journey. 

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4:15 Addressing In-Store Changes 

Nancy Montague, Senior Director of Global 

Category Development, WRIGLEY 

During a time of retail reinvention, learn how to work 

with retailers to ensure clear path to purchase... for the 

everywhere consumer. This presentation will cover 

trends and challenges in the transforming world of 

grocery and convenience retailing. Learn how to use 

shopper understanding and insight to connect and 

engage with your shoppers by meeting their 

unarticulated needs at retail. 

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4:15 Multi-Channel Millennial Shopper: Using 

Shopper Insights to Win in Beer 

Bryce McTavish, VP, Channel Marketing, 

MILLERCOORS 

Understanding the new Millennial Shopper and 

beer drinker; how shopper and behavioral insights 

leads to breakthrough communication and 

programming across channels. 

• Identifying the need and developing a solution 

• Using Shopper Marketing to unify 

cross-functional teams 

• Working with your agency to connect the 

shopper and consumer 

A BRAND YOU CAN TRUST - THE PLACE TO BE 

• Content you can count on by the leading minds in shopper research, shopper marketing and category management 

• The tradition of legendary keynotes continues - always challenging the way you respond to shoppers 

• 100% all new case studies, never repurposed or repeated 

• Consistently features 70% client-side speakers, double the industry average 

• Where the industry assembles every year to explore, debate and respond to the changing shopping ecosystem 


100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD 

DAY TWO THE CONFERENCE ............................................................................ 


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8:00 Welcome & Opening Remarks – Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, CAMPBELL SOUP COMPANY 

8:30 OPENING KEYNOTE 

Emotional Branding at Retail: Building a Social 

Voice for Your Brand 


9:30 KEYNOTE 

Moneyball: The Art of Winning an Unfair Game 

Billy Beane, General Manager, OAKLAND A’S 

and Subject of MONEYBALL 

•••••••••••••••••••••••••••• 10:30 Morning Break – Baseball and book signing with Billy Beane, General Manager, Oakland A’s and Subject of MoneyBall •••••••••••••••••••••••••••• 


1 


THE STORE 

1:30 Using Hybrid Methods for Multi-Cultural 

Insights 

George E. Brown II, Senior Account Executive, 

MEYERS RESEARCH CENTER 

Carmen Bryant, Research Director, 

ESSENCE COMMUNICATIONS 

While shoppers today may have similar needs driven by 

issues such as the financial crisis and other more global 

activities, there are also key differences that need to be 

understood and acted upon to be a successful 

marketer. In addition, manufacturers and retailers are 

increasingly charged with obtaining actionable insights 

with growing budget constraints. During this session, 

you’ll learn the ways in which they have been able to 

link different insights to address multi-cultural issues. 

This includes integrating qualitative, quantitative and 

syndicated data to help better target your core 

customer and be a better resource to your business 

partners. 

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2:15 Driving Retail Growth via Shopper Platforms 

Vikram Sarma, Global Shopper Insights Lead, Specialty 

Division, CLOROX COMPANY 

As retail trips stay flat/down, retailers face pressure to 

find ways to ‘build baskets’. This session gets into 

uncovering key insights from shoppers and how to 

translate them into ‘basket building’ platforms working 

with retail partners. In one case study, a retailer literally 

saw baskets the week of execution go 2x greater than 

their weekly average basket. 

2 

INSIGHTS IN THE STORE 

1:30 Demystifying the Allure of Casino Floor 

Merchandising 

Jeffrey Boorjian, Vice President, Marketing, 

CAESARS ENTERTAINMENT 

Each day thousands of customers walk through the 

doors of Caesars Entertainment’s 50+ global casinos 

enamored with the stimulating environment geared to 

attract to their senses. Hundreds of decisions have 

been made to optimize the customer experience on the 

gaming floor in regards to slot product, signage, 

lighting, and floor layouts. Key objectives of this 

presentation: 

• Provide insight into how the world’s largest gaming 

company thinks about the in-store experience & 

merchandising 

• Share ideas & tactics on how to engineer customer 

behavior 

• Demonstrate the synergies between retail & casino 

floor challenges 

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2:15 Part I: Triangulating the Shopper: Using 

Multiple Methodologies to Drive Produce 

Department Reinvention 

Lauren Cercone, Director of Consumer & Shopper 

Insights, 




Dole and TNS Retail and Shopper present results on a 

comprehensive study of produce department shoppers’ 

in-store behavior, with a broad overlay of retailers’ 

current practices, beliefs and attitudes toward the 

department and the Shopper Insight function. 

Complementary data-gathering techniques, including 

eye tracking, path tracking, intercepts, and qualitative, 

were interwoven to yield rich insights that will 

profoundly affect the future of the hottest real estate in 

the store. 

3 

COLLABORATION 

1:30 How Shopper Emotions Unlock Understanding 

of Retailer Choice 

Jill Boyce, Director Shopper Insights, SARA LEE 

Understanding how shoppers make channel and retailer 

choices is an important step in the consumer-shopper 

journey. While many frameworks have focused on very 

rational elements of shopper decision-making, Sara 

Lee’s framework focuses on the emotive elements of 

store choice. Humans make decisions very emotionally, 

and it is in tapping into this understanding – how we 

want to feel when shopping and how we want to be 

perceived by others – that we can best influence 

shoppers. The power in this work comes from 

understanding how retailers and brands fit with 

shoppers’ emotions so that we can develop a full range 

of shopper marketing and category management 

initiatives based on shopper insights. 

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2:15 Insights to Action: How to Make the Most of 

your Investment in Insights 

Alison Chaltas, EVP, 

GFK SHOPPER & RETAIL STRATEGY 

Sarah Gleason, EVP, 

GFK SHOPPER & RETAIL STRATEGY 

As companies step up their investment in shopper 

insights, it is increasingly important that these dollars 

drive meaningful change. Yes, there are very simple 

steps that can be taken to be sure research reports do 

far more than sit on a desk collecting dust. This 

presentation will dig into what works across the 39% of 

organizations surveyed indicated they were effective at 

translating shopper insights into winning actions, 

including: 

• Encourage teams to work cross-functionally 

• Leverage insights as strategic currency with retail 

partners 

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3:30 Activating the Shopper Along the Journey to 

Purchase in the Store 

Simon Small, Global Sales and Category Development - 

Confectionery, NESTLÉ 

This discussion will outline the principals of shopper 

activation through the shopper journey. The uses of 

different messaging and cues in various parts of the 

store have a direct correlation to shopper category 

conversion rates. A shopper’s cognitive state is 

predictive to both impulse shopping rates as well as 

perceived shop experience. By activating a category 

focused on the shopper a retailer is able to drive both 

category expansion and shopper satisfaction ratings. 

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3:30 Reinventing the Retail Environment: How to be 

Unique, Compelling and Profitable In-store 

Joe Beier, EVP, GFK SHOPPER & RETAIL STRATEGY 

Ralph Blessing, EVP, GFK SHOPPER & RETAIL 

STRATEGY 

Both retailers and manufacturers want innovation in 

store, but retail redesign requires tremendous 

operational and financial resources. How can retailers 

and manufacturers become more data-based in 

reinventing the retail environment? What insights are 

really needed to understand core shopper influencers 

and competitive differentiation? GfK will combine the 

best of proven shopper research with new concept 

development processes to share new ways to engage 

shoppers. 

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3:30 PART II: Produce Department Reinvention: 

Partnering with your Retailers to Implement your 

Insights In-Store 

CarrieAnn Arias, Director of Shopper Marketing, 


Shoppers and retailers agree: perceptions of a grocery 

store’s quality and freshness rest heavily on the produce 

department. Retailers have made produce a focal point 

of mission statements, marketing campaigns and total 

store design, but are Shoppers in agreement with 

retailer on how well this is working? Dole partnered 

with TNS Retail and Shopper on a comprehensive study 

of produce department shoppers’ in-store behavior. 

Carrie will review how this research was and will be 

brought life in-store. 

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4:15 Capturing the Value of Shopper Insights 

Across Retail Channels 

TG.FuQua, Brand Manager Shopper Marketing, 

TYSON FOODS 

Learn how a strategy including analytics from Nielsen, 

NPD group, Mintel, Technomic, ECRM , Smart Revenue, 

Spectra, Crest and others led to “Proven” ROIC 

success; with the adoption by the sales and marketing 

team, as well as key national retail decision makers. 

Examples and discussion will include the results of B2B 

and B2C social media, creative design, consumer 

promotions, and recognition from the industry including 

the 2011 Category Captain selection in Progressive 

Grocer and Supermarket News. 

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4:15 The Gift That Keeps Giving (or How to Make 

Your Work Work Harder for You) 

Phil McGee, Director, Shopper Insights, Campbell's 

North America & Pepperidge Farm, 

CAMPBELL SOUP COMPANY 

Jeff Inman, Associate Dean for Research and Faculty, 

KATZ SCHOOL - UNIVERSITY OF PITTSBURGH 

Last year, Campbell Soup shared highlights from its 

ground-breaking Path to Purchase study. This study 

identified critical moments of influence across the 

marketing mix and how they can be leveraged to create 

or reinforce shopper loyalty. In this new session, Phil 

McGee from Campbell Soup and Jeff Inman from the 

University of Pittsburgh will show you how they 

partnered to extract new and compelling learning from 

an existing, robust data set. 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

4:15 The Ever Elusive Insight: Uncovering Insights in 

a Stack of Findings 



Most marketers have no shortage of shopper research 

findings. But to return the investment in shopper 

research, findings must be turned into insights and 

strategies that inspire stakeholders and inform the 

process of designing actionable retail solutions. During 

this presentation, you’ll hear best-in-class methods for 

translating findings into useable insights and powerful 

strategies. 

• Methods for synthesizing findings into insights and 

strategies that will inspire the design process 

• Techniques for creating alignment and collaboration 

among teams 

• Examples of artifacts that help bring insights and 

strategies to life for all stakeholders 

10 


............................................................................ THURSDAY July 19,2012 

11:00 KEYNOTE 

Emotion, Motivation, and Reputation: 

What Matters to the Mind of the Consumer 

David Eagleman, Renowned NEUROSCIENTIST and 

International Bestselling Author, INCOGNITO: 

THE SECRET LIVES OF THE BRAIN 

11:45 KEYNOTE 

Gamification: When Gamers Shop the Way they Play 


Kristin Ferraraccio, Director, Category Management, 

ACTIVISION BLIZZARD 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 


4 

ROI & MEASUREMENT 

1:30 Trade Spending ROI: Maximizing the 

Organization’s Profitability 

Kelley Peters, VP Integrated Insights & Strategy, 

POST FOODS 

Mike Klein, Associate Director, Sales Analytics & 

Insights, POST FOODS 

A multi-stage approach was used to better understand 

the promotional and EDLP ROIs at each individual 

customer. Post was able to understand the specific 

volume associated with buying down the everyday price 

and the effects of all promotions in-store. The 

implications of this study are “game changing” and the 

audience will gain an understanding of the importance 

of measuring the efficiencies of trade spending and 

creating strategies to spend better will increase both 

sales and profitability. 

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2:15 The Shopper’s Journey 

David Laird, Research Director, B2B Insights, YAHOO! 

Technology allows marketers to create digital 

experiences that are relevant and personalized, 

ultimately benefiting the shoppers’ experience. The 

internet enables shoppers with access to more 

information than ever before, making shopping more 

social, more fun, and less impulsive. Our insights 

illustrate how marketers can strengthen relationships 

with their target audiences to maximize ROI. 

• The internet, both mobile and pc based, is a 

consistent and trusted part of the shopping 

experience 

• Relevant, personalized ads influence shopper 

decisions 

• Changes in the way deals and circulars are distributed 

have changed the way consumers shop and consider 

brands 

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••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

3:30 Improving Conversion Using Member Insights 

Dhiraj C Rajaram, Founder, CEO & Chairman, 

MU SIGMA 

How do you get your best customers to activate? What 

are the key characteristics of these customers that 

enable you to maximize the return from your activation 

campaigns? An online retailer wanted to improve the 

conversion rate of members who signed up on their 

websites. This presentation is about identifying member 

segments and driving value through targeted activation 

campaigns using these segment level characteristics 

along with customer level insights. 

5 


AS A RESEARCH TOOL 

1:30 Leveraging New Shopper Metrics for Success 

at Retail 

Chris Shaw, Group Leader, Category Business Planning, 

H.J. HEINZ CO. 

Priya Baboo, EVP, Shopper Insights & Strategy, 

VIDEOMINING CORPORATION 


This presentation will focus on new shopper metrics 

that provide valuable guidance for optimizing every 

retail touch point. These metrics provide a systematic 

framework to improve parameters, such as exposure, 

engagement and conversion, by optimizing market 

execution that resonates well with the changing needs 

of consumers. Breakthrough video analytics 

technologies provide the ability to continuously track 

and monitor these metrics in a scalable manner for 

achieving retail excellence. 

••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

2:15 Web 2.0 Something: The Future of Online 

Shopping 

Brant Cruz, Vice President, Retail and eCommerce 

Practice, CHADWICK MARTIN BAILEY 



Learn how new technologies like customization, 

co-creation and social shopping will lead eCommerce 

companies to change the way they help their customers 

shop online. 

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3:30 Shopper Communities: Optimize Sales through 

Ongoing Consumer Conversations 

Christi Walters, Principal, Consumer Products, 


Cheryl Halverson, Vice President, Retail & Services, 


Online research communities provide manufacturers 

and retailers with an ongoing stream of information and 

insights. Hear how corporations learn from consumers 

in-and out of-the community environment; and envision 

how mobile-enabled communities can enhance 

insights, and channel partner relationships. Learn 

best practices for engaging members in activities: 

path-to-purchase longitudinal exploration, 

consumption trends, marketing program evaluations, 

co-creation and ideation. 

Tuesday Evening Activities: 

End of Day Keynote 

5:00 

Heroes of the 

Purchase Story 

Kate Hammer Ph.D., Chief 

Storyteller, KILN 

In the 21st century consumers 

are bored of hearing about you. Product detail? 

Brand image? It’s all old news. The real 

protagonist in every purchase is someone else – 

probably someone you’ve never met: your 

consumer. Their stories matter… to them. And 

you need to find ways to marry your decisions 

and actions to them and their stories. Kate’s 

presentation provides you with the tools 

to craft better commercial stories, tips on how 

to prioritize the consumer and examples 

showing stories in action across the 

product/brand lifecycle. Stop talking 

about “engagement” and 

start telling stories. 

•••••••••••••••••••••••••••••••••••••••••••• 

5:45 Cocktail Reception 

Now it’s time to make things happen as you 

collaborate over drinks with the industry’s most 

innovative partners as they showcase the newest 

advancements and latest innovations. Meet with those 

who can help you bring these ideas to life with the right 

tools, techniques and expertise at the annual cocktail 

reception in our bustling exhibition pavilion. At the 

Shopper Insights in Action event, the only thing that 

rivals our content is our networking. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••• 

Join our network of 7000+ 

Shopper Focused Leaders 

& Stay Connected 

All Year Long 

........................................ 

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4:15 Understanding the “Shopper Equity” of Your Brands 

Mark Berry, Executive Vice President, Retail & Shopper 

Insights, IPSOS MARKETING 

Market research traditionally measures the tangible 

"equity" each shopper assigns to your brand even 

before they enter the store. All forces being equal, we 

know that these shoppers will purchase according to 

their underlying distribution of brand preferences and 

associated brand equity. However, these forces are 

rarely in balance all the time, and some brands and 

companies are simply better at shopper marketing and 

in-store execution than others. Ipsos Marketing believes 

that the concept of brand equity should be divided into 

“consumer equity” and “shopper equity.” While 

traditional consumer equity for a brand represents how 

much consumers desire a brand, shopper equity 

measures how much shoppers are influenced to actually 

buy the brand in-store. In addition to providing a 

detailed understanding of this approach, Mark will also 

share a recent case study conducted in 2012. 

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4:15 Opportunities are Endless with an Online 

Community: Experience Burt’s Buzz with Burt’s Bees 

Joy Steinberg, Consumer Care Insights Manager, 

Global Insights, BURT’S BEES 

Ellie Hutton, Vice President, Community Panel 

Research, VISION CRITICAL 

Join Burt’s Bees and Vision Critical in this presentation 

about key learnings, techniques, and best practices in a 

behind the scenes look at the Burt’s Buzz community 

panel. This session will showcase methodology used to 

better understand the consumer’s view of health and 

wellness, impact of “natural”, and sustainability in the 

context of product development through to branding, 

positioning, packaging, and concept testing changes 

made based on deeper understanding of path to 

purchase. 

Shopper 360 

Shopper Insights in 

Action Group 

@Shopper360 

#Shopper360 

www.myshopper360.com 

Shopper Channel 


100% PRACTICAL STORIES, ALWAYS LESSONS YOU CAN APPLY TO YOUR WORLD 

DAY THREE THE CONFERENCE ........................................................................ 

7:30 Morning Coffee 

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8:00 Chairman Address – Phil McGee, Director, Shopper Insights, Campbell's North America & Pepperidge Farm, Campbell Soup Company 

8:15 OPENING KEYNOTE 

Spend Shift: How the Post-Crisis Values Revolution is 

Changing the Way We Buy, Sell, and Live 


9:00 KEYNOTE 

ROI Measurement: Measuring In-Store Sales in a Cross 

Platform World Including Social, Search, & Traditional Media 


••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 10:30 Networking Break ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 


1 


THE STORE 

2 

INSIGHTS IN THE STORE 

3 

COLLABORATION 

1:30 Break the Rules & Transform Your Shopper 

Insights 

JD Spangler, VP Global Business Development, HANESBRANDS 

John Whitaker, VP Consumer & Shopper Insights, 

HANESBRANDS 

Research is not always aligned with the “speed of 

retail.” Study complexity and using external resources 

at times falls short of the need for real-time shopper 

feedback. Discarding some of the conventional wisdom 

of the past 20+ years can result in breakthrough 

innovation in how shopper insights are gathered. 

This session will bring to life how an organization can 

transform the speed and quality of their shopper 

insights in a highly cost-effective manner. 

• Targeted in-sourcing can be cost-effective when done 

with foresight 

• Simple surveys can be highly powerful and influential 

• Share of Wallet is an example of the effectiveness of 

this approach 

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2:15 Macro Trends & Innovation Impacting Today’s 

Shopper 

Tracy Luckow, Senior Director, Strategy, Insights & 

Innovation, DANNON 

Responding to dramatic shifts in consumer behavior, 

find out where future growth will surface. Full of 

possibility and opportunity, today’s shopper creates 

their own path…in store and beyond. Learn how to 

follow and connect with shoppers, anticipate future 

trends and maintain cultural relevance. Explore the key 

trends and macro themes that retailers and 

manufacturers can leverage to enhance the shopping 

experience and drive sales. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

1:30 Sam’s Club 360 Degree Segmentation 

Cindy Casper, Senior Director Insights, SAM’S CLUB 

Sam’s Club has crafted a 360 degree view of its member 

base in order to create meaningful and actionable 

segments to drive strategy across many facets of the 

organization. Members are clustered and profiled 

based on a combination of attitudes, in-club 

transactional history and out of the club transactional 

history. These disparate sources are linked at the 

Member level enabling Sam’s Club to not only 

understand member behavior across retailers, but the 

drivers behind the behavior of our member. 

• How rich insights incorporate both the “what” and the 

“why” of consumer behavior 

• How a comprehensive view of your customer can help 

increase the ROI of customer investments 

• Learn how to target your highest potential customers 

and opportunities to pursue in each segment 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

2:15 Ways a Small Company Activates on Insights 

Jamie Borteck, Vice President of Marketing, 

FOOD SHOULD TASTE GOOD 

This presentation will share unique challenges and 

opportunities a thriving small company goes through to 

drive results through insights. Audience will see 

in-store activation, awards, and other marketing activity 

from a high-growth company in the natural foods space. 

• Differences between large and small company 

research 

• Examples of small company activity (with majority to 

in-store) 

• Topline references to leveraging resource-efficient 

consumer feedback 

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1:30 Category Reinvention and Retail Leadership: 

Building Better Relationships with Your Retailers 

Rob Colarossi, Vice President, Category Leadership, 

HOSTESS BRANDS 

Kaye Young, Senior Vice President, SMARTREVENUE 

Hostess Brands partnered with SmartRevenue to better 

understand changing shopper behavior in the bread 

and bakery aisles. In-store research insights into how 

shoppers shop the bread and bakery aisles led not only 

to a reinvention of the aisle, but also allowed Hostess to 

demonstrate its thought leadership and become a key 

category partner with retailers. In this presentation, you 

will learn how Hostess is connecting in-store insights to 

optimized shelf sets and layouts to re-invent the 

category and drive conversion from existing traffic in 

the store, and how to effectively leverage insights to 

build better partnerships with retailers. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

2:15 Manufacturers and Retailers: Partnering 

for Success 

Kris Medford, Director, Shopper Sciences 

INTERBRAND DESIGN FORUM 

Your retail relationships are the key to category and 

brand growth. Whether you’re the category captain or 

the underdog, the basics of being influential are the 

same, but you need to scale your plans accordingly. 

With insights gained from working with many of the 

world’s top CPG brands and retailers, we’ll help you 

understand the opportunities for innovation at retail 

and how to get concepts sold in. Retailers will learn 

how to better leverage their vendor partners to grow 

categories. 

•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

– Director, Category Shopper Insights, Nestle Purina 

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3:30 The Rules to Back-to-School Shopping Have 

Officially Changed 

Christian Thompson, Senior Director of Shopper 

Insights, KELLOGG’S 

Kellogg’s Senior Director of Shopper Insights presents 

new research on how to understand the attitudes and 

behaviors of the back to school shopper and what is 

going into the basket and why. What motivates and 

influences them? The rules of back-to-school shopping 

have officially changed.Take a look into how the 

shopping patterns and behaviors are evolving. 

Leverage the change in habits and look how to move 

to what is important to the shopper during this peak 

retail season. 

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3:30 Get out of my Head and Into my Cart! How a 

Multitouch Ethnographic and Implicit Emotion 

Shopper Study Drove Creative In-Store Insight 

Mike Quintan, Senior Manager, Consumer Strategy and 

Insights, FRITO-LAY NORTH AMERICA 

Aaron Reid, Ph.D., Founder and Chief Behavioral 

Scientist, SENTIENT DECISION SCIENCE 

What motivates a shopper to pull a snack off the shelf 

and into the cart? How does a business better gauge 

the emotional drivers for target audiences season by 

season so that it can serve them better? This case study 

reveals how to access the emotional and subconscious 

drivers of shopper behavior by combining ethnography, 

online implicit association methods, and in-store 

observation and interviewing methods. Presenters will 

address how their deep dive into shopper psychology 

led to understanding the true drivers of 

decision-making. Methods to be discussed include 

ethnography, in-store observation, quantitative implicit 

emotion assessment and segmentation, and how the 

research findings were brought to life through 

storytelling in creative in-store marketing executions. 

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3:30 Partnering for Profit: Retailers and 

Manufacturers Collaborate at the Shelf 

Susan Sentell, President & CEO, GLADSON 

Retailers and manufacturers work diligently to create 

shopper-centric planograms that maximize the return 

on each foot of shelf space but surveys show a big gap 

between planning and execution. Learn how a 

combination of collaborative thinking, execution tools 

and accurate product data are significantly improving 

planogram accuracy when first set, maintaining the shelf 

according to plan, reducing out-of-stocks and driving 

profits. 

• The common causes of poor planogram execution 

• Best practices in combining planning and execution 

tools to make sure the shelf is stocked and maintained 

according to the plan 

• How retailers and manufacturers are driving profits by 

collaborating on shelf execution 

12 


.................................................................................... FRIDAY July 20,2012 

9:45 KEYNOTE 

Managing Customer Touchpoints 

to Deliver Exceptional Brand 

Experiences 


11:00 KEYNOTE 

Target’s Guest Insights Owned Brand Success 

Annie Zipfel, VP Owned Brands and Packaging, 

TARGET CORPORATION 

11:45 KEYNOTE 

Walmart’s Path-to-Purchase Through 

the Lens of Trip Type 

Martha Walsh, Director, Global 

Customer Insights, WALMART 

••••••••••••••••••••••••••••••••••••••••••••••••••• 12:30 Lunch followed by Dessert and Coffee in the Exhibit Hall •••••••••••••••••••••••••••••••••••••••••••••••••••• 


4 

ROI & MEASUREMENT 

1:30 The New KPIs: From Transactional to Relational 

Ned Kumar, Web Strategist, FEDEX SERVICES 

Today’s business is about relationships and interactions 

and so the challenge is how does one go about 

quantifying and measuring the ROI from those 

relationships and engagements. How can we quantify 

the level of engagement of our customers in social 

channels? In this session, Ned takes a dive into some of 

the key metrics that has gained critical importance in 

driving loyalty, brand advocacy, and return on marketing 

spend. The focus will be on the digital front with 

emphasis on social engagement and relationship 

marketing. 

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2:15 Insights into Measuring the Walmart 

Multicultural Consumer 

Sharonda Britton, Director of Marketing, African 

American and Asian, WALMART 

LaNoir Washington, Senior Manager, Global Consumer 

Insights, WALMART 

Deanna Canedo, Director of Marketing, Hispanic, 

WALMART 

African Americans and Hispanics combined make up 

approximately a quarter of the US population, and 

represent nearly $2 trillion in purchasing power. Via 

ethnographies, shop-a-longs and the calibration of a 

concentrated 2011 A&U study conducted by Walmart’s 

Global Customer Insights team, you’ll hear the key 

opportunities to assist in the pricing, assortment and 

community needs of today’s multicultural customers. 

• Leverage the growth and purchasing power of the 

multicultural consumer 

• Key opportunities to meet the multicultural 

consumers retail needs 

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3:30 Open Session 

Since we publish this brochure up to five months prior 

to the live event, we’ve left this session open to ensure 

you learn the most up-to-the-minute insights. If you 

have industry-leading information to share and would 

like to be considered for this session, please contact 

Jon Saxe at jsaxe@iirusa.com. 

Save 

the Date 

T H E 2 N D A N N U A L 

INTERNATIONAL 

SHOPPER INSIGHTS IN ACTION 

OCTOBER 2012 • LISBON, PORTUGAL 


5 Main Conference 

AS A SHOPPING TOOL 

Concluding Keynote 

1:30 From Check-in to Check out: How American 

Express Connects Buyers & Sellers in the Digital 

Space 

David Wolf, Vice President, Global Business & Market 

Development, AMERICAN EXPRESS 

During this session you’ll hear how to link digital 

behavior to actual in-store spend in ways never been 

done before. David Wolf offers a fresh twist on how to 

reach high-spending shoppers engaged in social 

networks, location-based services and other daily deal 

applications worldwide. 

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2:15 How Mobile Shopper Insights Empower You to 

Make Decisions Based on the Facts 

John Williamson, Founder & CEO, QUALVU 

What better time to study shoppers than during their 

natural shopper journeys, and what better way to 

engage them than to leverage what every consumer 

has in his pocket today ‒ smartphones? By empowering 

consumers with a flexible platform for sharing a variety 

of media files (photos, videos, text messages, etc.) that 

leverages social media dynamics, the world’s leading 

companies are able to get a bargain of their own: the 

knowledge and insight that came from accompanying 

consumers in their natural shopping element during 

their moments of truth. 

John discusses the value of mobile for collecting 

shopper insights, and how retailers can leverage 

in-the-moment shopper insights to make more strategic 

business decisions. 

• Gain a high level of participant engagement shared 

by consumers right from the stores 

• Leverage smartphones and tablets – to not only 

capture the voice and face of consumers; their 

moments of truth; their surroundings; their attitudes, 

but bring their shopper journey to life 

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•••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 

3:30 The Future of Google Wallet 

Lisa Landsman, Team Manager, Commerce CPG Sales, 

GOOGLE 

Mobile Wallets are making their way into shoppers’ 

hands. Hear how Google is leveraging technology to 

guide shoppers along the digital path to purchase. 

• Trends in mobile commerce and how it will impact 

shopping 

• Closing the loop between online ads and offline sales 

• How Google emerging as a shopper marketing 

platform 

4:45 

Future Trends 

Shaping Tomorrow’s 

Global Consumer 

Mikel Cirkus, Global Director, 

Conceptual Design Group, 

FIRMENICH FLAVORS 

Today’s consumer, in every area, is about to 

embark on an incredible journey. The landscape 

of discovery and possibilities is limitless. 

Looking at global trends in Connectivity, 

Empowerment, and Wellbeing open the door 

for us to new opportunities. From the clean 

slate of a “New Page” to the “Neo-Urbanism” 

of the cities of the future, we’ll explore 

how the essentials of life will translate 

to the new frontier of consumer 

experience. 

An integrated, multi-channel 

approach calls for 

collaboration 

BRING YOUR 

ENTIRE TEAM 

Consumer & Shopper Researchers 

No other event offers the breadth and 

depth of insight into shopper needs, 

attitudes, trends and behavior. 

Category Leaders 

Own your own success by incorporating a 

deep understanding of shoppers needs 

into your category growth strategies. 

Shopper Marketers 

Discover how the best brands are 

activating insights and succeeding in 

converting shoppers into buyers 

anywhere, anytime. 

Retailers & Manufacturers 

Navigate the changing retail 

environment together. 

Digital, Social & Mobile 

Learn how to navigate new digital, social 

& mobile insights throughout the entire 

journey to purchase. 

IT’S A SHOPPER REVOLUTION AND 

THERE IS A LOT TO LEARN AND SHARE. 

TAKE ADVANTAGE OF TEAM DISCOUNTS. 

LEARN MORE ON PAGE 15. 


FOR INVESTING IN THE WORLD’S LARGEST, MOST COMPREHENSIVE SHOPPER 

THANK YOU to our Supporters ........................................................................... 

FOCUSED EVENT AND HELPING THE INDUSTRY REINVENT SHOPPER-CENTRICITY 

The Most Holistic 

Event That Mirrors 

The Real World 

Year after year we continue to unite the most relevant audience of qualified 

decision makers with over 70% client side participants. It’s the one and only 

event that attracts the complete customer-facing team – the reason it has 

become the industry gathering place to share and learn from the best 

visionary minds in the world. 

MARQUEE SPONSOR ......................................................................................................... 

SmartRevenue provides shopper-centric insights that help companies know where the purchase decision is made and why; strategies to optimize 

pre-store and in-store marketing and merchandising; and solutions for category and retail reinvention. SmartRevenue’s insights, strategies and 

solutions are founded on the integration of quantitative and qualitative ethnography, quantitative data collection, advanced analytics, 

technology, and real world experience to deliver next-generation customer solutions. A pioneer in shopper marketing, SmartRevenue counts 

many of the largest global manufacturers, retailers, and service providers as clients. Visit us at www.smartrevenue.com for more information. 

SPONSORS & EXIBITORS ...................................................................................................... 

MEDIA PARTNERS .............................................................................................................. 

WHERE 

REAL TIME 

COLLABORATION 

& PARTNERSHIPS 

HAPPEN 

••••••••••••••••••••••• 

JOIN THE 

INDUSTRY. 

The Right People. 70% of our attendees are from mega retailers and 

best-in-class national brands. 

It’s Industry Specific. Conversations are highly-targeted and authentic. 

Return on Investment. Many of our sponsors have attributed Shopper Insights in 

Action to the start of major business deals. 

The Optimal Ratio. Unlike most trade shows or large events, Shopper Insights in 

Action has 40 booths and more than 600 in attendance. You will stand out. 

The Right Audience. An event packed with decision makers looking for new 

tools, techniques, and partnerships. 

To explore sponsorship and exhibit opportunities, contact: Jon Saxe at jsaxe@iirusa.com or 646.895.7467. 

For media partnerships and press coverage contact: Alexandra Saland at asaland@iirusa.com or 646.895.7309. 

©2012 Institute for International Research, Inc. All rights reserved 

14 


............................................................................... Details 

3 

EASY 

WAYS 

TO REGISTER 

 

CALL: 

888.670.8200 

or Intl: 941.554.3500 

@ 

EMAIL: 

register@iirusa.com 

INVESTMENT OPTIONS FOR MANUFACTURERS & SERVICE PROVIDERS 

Pass Options 

Description 

ONLINE: 

www.ShopperInsightsEvent.com 

THE EARLIER YOU REGISTER, THE MORE YOU SAVE ............................................ 

Register by March 23 Register by April 27 Register by May 25 Register by June 22 Standard 

SAVE $400 SAVE $300 SAVE $200 SAVE $100 & Onsite Rate 

Main Conference + Symposia 

Access to All Sessions on 

Wednesday, Thursday & Friday 

$3,595 $3,695 $3,795 $3,895 $3,995 

Main Conference Only 

Access to Thursday 

& Friday Sessions 

$2,595 $2,695 $2,795 $2,895 $2,995 

INVESTMENT OPTIONS FOR RETAILERS 

Register by March 23 Register by May 25 Standard 

Pass Options 

Description 

SAVE up to $200 SAVE $100 & Onsite Rate 

Main Conference + Symposia 

Access to All Sessions on 

Wednesday, Thursday & Friday 

$1095 $1195 $1295 

Main Conference Only 

Access to Thursday 

& Friday Sessions 

$849 $895 $995 

Tiered pricing valid through 

expiration date. New Pricing takes 

effect at specific dates indicated. 

All fees must be paid in full by 

expiration date or price will increase 

to next level tier. 

DATE & VENUE 

July 18-20, 2012 

Marriott Downtown 

Magnificent Mile 

540 North Michigan Avenue 

Chicago, IL 60611 

BOOK YOUR ROOM 

To book your hotel stay, contact the hotel 

directly by calling the Reservations 

Department at 800.228.9290 and asking 

for the ”Institute for International 

Research” rate or mentioning the group 

code which is “SHOP 2012”. Guests can 

also fax a request to 312.836.6139. 

Reservations must be received no later 

than Monday, June 25, 2012. Reservations 

received after this date will be accepted on 

a space and rate availability basis. 

YOUR REGISTRATION INCLUDES 

• Access to conference presentations & breakout sessions 

• Morning coffee and afternoon lunch 

• Full conference presentations in electronic format & speaker handouts* 

• A copy of the SIA executive summary distributed via email after the event 

• Exhibit hall admittance 

• Opportunity to meet 1-on-1 with speakers 

NOTE: We do our best to secure all of the presentations from our speakers for you. Occasionally, distribution of 

presentation materials is prohibited by the speaker or their respective company. Thank you for your understanding. 

PAYMENTS 

Payment is due within 30 days of registering. If registering within 30 days of the event, payment is due immediately. 

Payments may be made by check, Visa, MasterCard, Discover, Diners Club or American Express. Please make all checks 

payable to the “Institute for International Research, Inc.” and write the name of the delegate(s) on the face of the 

check, as well as our reference code: M2415. If payment has not been received prior to registration the morning of the 

conference, a credit card hold will be required. 

BENEFITS OF SENDING YOUR WHOLE TEAM 

SIA requires both a cross-functional teamwork and the ability to work with numerous vendors, partners and suppliers. 

We’ve created a robust program covering it all – from insights to strategy to activation. This is an event for the entire 

customer team across geographies, disciplines and functionalities - the topics are comprehensive and business relevant 

and the format is highly collaborative. With so much value, this is the one event you must attend as a group. As a team, 

you can split up amongst concurrent sessions – maximizing the return on your company’s investment. We are happy to 

work with you to coordinate additional private functions, meet and greets with speakers and or activities that would 

allow you to extract even more value from this event. 

SEND MORE, SAVE MORE! 

SAVE 

SEND 

25% off the standard rate Group of 7 or more 

20% off the standard rate Group of 5 or 6 

15% off the standard rate Group of 3 or 4 

For information on customized group packages & standard group discounts, call Terrence Johnson at +1 646.895.7429. 

NOTE: No two discounts can be combined. Please note that early registration discounts may be a better value than 

some of the discount opportunities here, so please register today. For groups of 10 or more please contact us. 

DO YOU QUALIFY FOR A DISCOUNT? 

Take 30% off the standard rate if you are a Government, Non-profit or Academic Professional 

Take 25% off the standard rate if your company is a sponsor 

Take 20% off the standard rate if someone from your company is a speaker 

NOTE: No two discounts can be combined. All discounts are off the standard price. 

CANCELLATION POLICY: If you need to make changes or have questions, contact us via email at register@iirusa.com. Cancellations 

must be in writing and must be received by IIR prior to 10 business days before the start of the event. Upon receipt of a timely 

cancellation notice, IIR will issue a credit voucher for the full amount of your payment, which may be applied towards registration fees at 

any future IIR event held within 6 months after issuance (the “Expiration Date”). All credit vouchers automatically expire on the Expiration 

Date and shall thereupon become void. In lieu of issuance of a credit voucher, at your request, IIR will issue a refund less a $795 

processing fee per registration. Registrants are advised that no credit vouchers or refunds will be issued for cancellations received less 

than ten business days prior to start of the event, including cancellations due to weather or other causes beyond the Registrant’s control. 

IIR therefore recommends that registrants allow for unexpected delays in making travel plans. Substitutions are welcome at any time. 

If for any reason IIR decides to cancel this conference, IIR accepts no responsibility for covering airfare, hotel or other costs incurred by 

registrants, including delegates, sponsors, speakers and guests. 

WHAT SHOULD I WEAR: Casual & comfortable attire is suggested. We recommend bringing a sweater, as conference rooms may be cool. 

AUXILIARY AID: Any disabled individual desiring an auxiliary aid for this conference should notify IIR at least 3 weeks prior to the 

conference in writing, by faxing +1 212.661.6045. 

INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information, or would like to be removed 

from our database, please contact our database department at +1 212.661.3876. 


12th Annual 



IN ACTION 

July 18-20, 2012 



708 Third Avenue, 4th Floor 

New York, NY 10017-4103 

NEW FOR 2012 

• 100% new main stage keynotes - the most prolific minds today 

• New Symposia on Segmentation - what matters to: Multicultural, 

Boomers and Millennials 

• More Global Perspectives than ever: China, India, France, 

Switzerland, Ukraine and more 

• Extension Room offers a full immersive experience to dive deeper 

• New speakers on Digital, Social and Mobile from 

Groupon, American Express, Yahoo! and Google 

• Global Economic Update examining shifts in shopper spending and 

behavior around the world 

BACK BY POPULAR DEMAND 

• Global capabilities and emerging markets Symposium 

• Diverse retail perspectives including Target, Walmart, 7-Eleven, 

Sam's Club and more 

• Content review board ensuring no commercialism from the podium 

• Mentor program for first timers 

• 100% all new case studies always focused on the “IN ACTION” 

Experience for yourself, why this is considered 

the VOICE OF THE INDUSTRY. 

If you've already received a mailing, please pass this along to someone else who might be 

interested in attending. Together let's keep the earth clean and the networking growing. 

M2415 

12th Annual 



IN ACTION 



IN-STORE 

The New, Integrated, 

Multi-Channel, Socially 

Interwoven Journey 

to Purchase 

MOBILE 

ONLINE 

BILLY BEANE 

General Manager, 

Oakland A’s 

and Subject of 

Moneyball 

JOHN GERZEMA 

Co-Author, 

Spend Shift 

and The Brand 

Bubble 


VP Global Shopper 

Development, 

The Coca-Cola Co 

ANNIE ZIPFEL 

VP Owned 

Brands and 

Packaging, 

Target 

Corporation 


Neuroscientist 

and International 

Bestselling Author, 

Incognito 

MARTHA WALSH 

Director, Global 

Customer Insights, 

Walmart 

SEAN BRUICH 

Measurement & 

Monetization 

Analytics, 

Facebook 

KATE HAMMER, Ph.D. 

Chief Storyteller 

KILN 

July 18-20, 2012 


Chicago, IL 

www.shopperinsightsevent.com

SHOPPER INSIGHTS - IIR

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