MARKET RESEARCH - IIR

The 

MARKET 

RESEARCH 

EVENT 

2012 

CONNECTING THE BEST IN INSIGHTS 

FROM AROUND THE WORLD 

The NEW Value Proposition: 

Transforming Insight Partners into Strategic Consultative Leaders 

NOVEMBER 12-14, 2012 • www.TheMarketResearchEvent.com 

CONFERENCE GUIDE

MONDAY, NOVEMBER 12TH 

TMRE Summits 

You can attend any session in any summit. Sessions are 40 minutes with 5 minutes to transition to the next session. 

Business 

to Business 

Shopper 

Insights 

Social Media 

Listening 

Ad & Media 

Research 

Room: Galeria South Room: Estate III Room: Addison East Room: Galeria North 

8:15 Choice by Committee – 

Understanding B2B through 

the Conjoint Lens 

John Dahl, Global Customer 

Insights Department Manager, 

3M 

8:15 Achieving the Win- 

Win-Win: Driving Profitable 

Business Growth by 

Optimizing Your Portfolio 

for Both Consumers AND 

Shoppers 

Karen Gryson, Director, Global 

Marketing Strategy & Insights, 

The Coca-Cola 

Company 

8:15 Your Brain on Music 

Videos: Neuroscience 

Insights Into the Best Video 

Environments for Your Ads 

Stephanie Fried, VP, Research 

Insights & Analytics, VEVO 

8:15 How Media Agencies Use 

Cross Media Effectiveness Data 

Jorge Ruiz, Partner, Director of 

Media Analytics, Neo@Ogilvy 

Molly Elmore, Vice President, 

Market Research, InsightExpress 

5 Minutes to Transition to the Next Session 

9:00 How to Use Customer 

Panels to Conduct Higher 

Quality Market Research for 

Lower Cost in Less Time. A TI 

Case Study 

Eddie Accomando, Global 

Semiconductor Research 

Program Manager, 

Texas Instruments/ 

Anthroconsulting 

9:00 Shopper Intent vs. 

Behavior: Brands Winning 

In-store and Strategies to 

Improve Your Sales 

John Dranow, CEO, 

Smart Revenue 

Richard Winter, President, 

POPAI 

9:00 It’s More Than Just 

Buzz: How to Leverage Social 

Market Research and Social 

Media Listening to Gain 

Insights 

Caroline Klompmaker, Global 

Insights Business Lead, Burt’s 

Bees Division of Clorox 

9:00 Buyer-Graphics: Plan and 

Buy TV on Purchase Behavior, 

Not Age/Sex Demos 

Terese Herbig, Senior Vice 

President Sales & Marketing, 

TiVo 

9:45 Morning Networking & Refreshment Break (Royal Palm Pre-Assmebly) 

10:15 Leveraging B2B 

Insights to Drive Strategic 

Acquisitions, Product 

Enhancements, and 

Expansions in B2B Markets 

Andrew Vranesic, Global 

Product Marketing Manager, 

GE Healthcare 

10:15 The TRUE Shopper 

Journey: Using Location 

Analytics & In-store Mobile 

Surveys for Shopper Insights 

Dr. Thaddeus Fulford-Jones, 

CEO, Locately 

10:15 Why is Social 

Intelligence the disruptive 

force in Market Research? It’s 

all about context. 

Mitch Loder, Account Manager, 

evolve24 

Noah Krussel, Director Analytical 

Services, evolve24 

10:15 Movie Going in the 

Digital Age: How Changes 

in Media Consumption Have 

Changed the Movie Going 

Decision Making Process 

Jon Gibs, Senior Vice President, 

Research, NBC Universal 


11:00 Information is the 

Difference that Makes a 

Difference 

Hal Bloom, Vice President, 

Market Research, Sage North 

America 

11:00 Incorporating Shopper 

Methods in Traditional 

Package Testing 

Deborah Campbell, Head of 

Consumer and Marketplace 

Insights, Gerber 

11:00 Social Media: One of 

the Most Powerful Tools in 

Your Market Research Toolkit 

Today 

Melva G. Benoit, SVP, Analytics 

Innovation Research and 

Strategy, FOX Broadcasting 

Company 

11:00 The Food Path to 

Purchase: Understanding How 

Consumers Interact with Media 

and Advertising Along the Way 

Caryn Klein, Vice President, 

Research & Insights, Time, Inc 


2 www.TheMarketResearchEvent.com


TMRE Summits 

You can attend any session in any summit. Sessions are 40 minutes with 5 minutes to transition to the next session. 

Mobile & 

Technology 

Global Research 

& Insights 

Room: Addison West Room: Estate I Room: Estate II 

Trends 

8:15 See addendum or the 

TMRE Connect App for more 

details. 

8:15 Please attend another 

session in another track during 

this time. 

8:15 Using Metaphor 

Elicitation To Capture 

the Mood of the Nation 

Stephen Hahn-Griffiths, Chief 

Strategy Officer, Leo Burnett 

HALF-DAY 

WORKSHOP 

Monday: 1:00 - 4:00 

Room: Veranda Salon III 

9:00 Trend Report: Millennial 

Usage of Mobile & Digital 

Technology 

Kate Pawlicki, CEO, PulpLab 


9:00 Research Without 

Borders: Globalization of 

the Marketing and Research 

Functions in a Brave New 

World 

C. Frederic John, Former 

Senior Business Leader, 

Consumer Market Intelligence, 

MasterCard Worldwide 

9:00 The Cure for the 

Common Trend 2.0: How to 

Design and Communicate 

Trends that Spark Change 

Dipanjan Chatterjee, 

Senior Specialist, Trends, 

Target Corporation 

9:45 Morning Networking & Refreshment Break (Royal Palm Pre-Assmebly) 

10:15 Follow That Post: 

A Guide to Finding Your 

Customer’s Voice Across 

Social Media 

Rachel DiPento, Research 

Analyst, Customer Insights, 

Charming Shoppes, Inc., 

a subsidiary of ascena retail 

group inc. 

10:15 In-Depth 

Understanding the B of BRIC 

Insights into the Brazilian 

Consumer Market 

Suzana Pamplona Miranda, 

Global Strategic Insights 

Director, Johnson & Johnson 

Consumer Brazil 

10:15 Hispanic Millennials: 

New Strategies for 

Classification & Understanding 

the Importance of a Cultural 

Connection 

Elizabeth Ellers, Executive Vice 

President, Corporate Research, 

Univision 

What The Battle 

of Gettysburg 

Can Teach Market 

Researchers 

About Strategy 

Neil Marcus, Assistant 

Vice President, MetLife 

Julie Brown, President, 

The Center for Strategy 

Research, Inc. 

Mark Palmerino, Ph. D, 

EVP, Research Director, 



Mark Rhodes, Ph.D, 

Organizational Strategy 

and Design Consultant, 




11:00 The Era of Untethered 

TV Begins: How Are 

Portability and Connectivity 

Changing the Video 

Landscape? 

Mark Loughney, Vice President, 

Sales & Strategy Research, 

ABC TV Network 

11:00 Connected Devices 

Enabling New Behavior in 

Emerging Markets 

Jasmeet Sethi, Regional 

Manager, Consumer Insightså, 

Ericsson ConsumerLab 

11:00 Digital Empowerment: 

Leveraging the Power of 

the Digital Market Research 

Ecosystem to Deliver 

Measurable Impact 

John Williamson, Founder 

& CEO, Qualvu 


www.TheMarketResearchEvent.com 3


TMRE Summits 

Business 

to Business 

Shopper 

Insights 

Social Media 

Listening 

Ad & Media 

Research 

Room: Galeria South Room: Estate III Room: Addison East Room: Galeria North 

11:45 Beyond Mystery 

Shopping: Using Alternative 

Approaches to Exploring the 

Insurance Purchase Journey 

of Consumers and Small 

Businesses 

Barbara Steinfeld, Director, 

Customer Research, 

The Hartford 

Greg Grzywacz, Assistant 

Director, Customer 

Research, 

The Hartford 

11:45 Opening Horizons 

for New Categories: How to 

Fuse Consumer Upbringing, 

Shopper Insights and 

Category Approach into 

Actionable Strategy 

Aya Tonoyan, Head of Category 

Management, Ferrero-Russia 

11:45 Brand Communities 

and the Impact on Product 

Innovation 

Suresh Subbiah, President of 

North American Operations, 

QuestBack 

11:45 The State of Man 

Marketing to Men in Today’s 

MacGuyver Manhood World 

Thomas Grayman, Senior Director, 

Strategic Insights Research, 

SPIKE/ Viacom Entertainment 

Group 

12:30 Lunch for Summit Participants on the Grand Lawn 

1:45 Insights Into Today’s 

Small Business Owners 

Cindy Casper, Sr. Director 

Insights Partner, Sam’s Club 

1:45 Fast Thinking Shoppers: 

Understanding Consumer 

Decision Making Through 

Behavioral Economics 

Lalin Anik, Duke University, 

The Fuqua School of Business, 

Dan Ariely’s Center for 

Advanced Hindsight 

John Traynor, President and 

CEO, InVivo BVA USA 

Kimberly Clark 

1:45 Technology and the 

Mature Market 

Janet Darvish, Product Research 

and Insights Manager, AARP 

1:45 Eyes Don’t Lie,” Bridging 

the See Say Gap 

Jeff Bander, President of the 

Americas and General Manager, 

EyeTrackShop 

Nigel Foote, Managing Director, 

eQ Emotional Intelligence Ltd 


2:30 Building Long-Lasting 

Customer Relationships in a 

B2B Environment 

Courtnie V. Hallendy, 

Strategic Research Manager, 

Toyota Financial Services 

2:30 Researching and Fully 

Understanding the Consumer 

Experience with your Brand 

Amy Burgdorf, Director, 

Market Research & Insights, 

Carhartt Inc. 

2:30 Turning Measurable 

Social Media Insights into 

Business Results 

Wayne St. Amand, VP of 

Marketing, Crimson Hexagon 

2:30 R-Language Choice 

Modeling 

Jerry W. Thomas, President/CEO, 

Decision Analyst 

John Colias, Senior Vice President, 

Advanced Analytics, Decision 

Analyst 

Brett R. Townsend, 

Director of Insights, 

PepsiCo 

3:10 Networking & Refreshment Break (Royal Palm Pre-Assembly) 

3:40 Interactive Discussion 

for Business to Business 

Researchers 

Moderated by Eddie 

Accomando, Global 

Semiconductor Research 

Program Manager, Texas 

Instruments/Anthroconsulting 

3:40 Understanding 

the Shopper’s Journey in 

Adopting a Retailer Mobile 

App 

Wendy Yeung, Manager, 

Consumer & Shopper Insights, 

SAFEWAY, Inc 

3:40 Market Research Done 

Social Media Style 

Barry Jennings, Global Insights 

Group, Dell 

3:40 Measuring the 

Immeasurable: Leveraging 

Primary Research to Consult 

Clients on Media Effectiveness 

Joe Richards, Senior Manager 

of Research, AutoTrader.com 



TMRE Summits 

Mobile & 

Technology 

Global Research 

& Insights 

Room: Addison West Room: Estate I Room: Estate II 

11:45 Taking it to the Streets: 

Designing the Mobile Web 

Survey Experience 

Keith Chrzan, Chief Research 

Officer, Maritz Research/ 

Sawtooth Software 

Ted Saunders, Manager, Online 

Research, Maritz Research 

1:45 Learning Labs: Adaptive 

& Continuous Methods to 

Stay Ahead of Consumer 

Trends and Technology 

Young Ko, Executive 

Vice President, Socratic 

Technologies 

2:30 Breaking the “Survey” 

Paradigm Through Mobile 

Research 

Chris Elsbury, Director, 

Knowledge & Insights, 

Coca-Cola 

Camille Nacita, Principal & 

COO, Gongos Research 

3:40 The Always On, 

Always Connected Traveler: 

A Case Study in How 

InterContinental Hotels Group 

Created a Customer-Centric 

Mobile Strategy 

Chris Lamb, Product 

Manager for Mobile Apps, 

InterContinental 

Hotels Group 

11:45 Getting Things Done 

Minimizing Hurdles in Global 

Innovation 

Theresa Farrell, Marketing 

Research & Analytics Technical 

Leader, Kimberly Clark 

Corporation 

12:30 Lunch for Summit Participants on the Grand Lawn 

1:45 Transforming Dreamers 

into Riders: Expand 

the Market by Deeply 

Understanding Emotions 

Along the Journey 

Daryl Travis, Founder & CEO, 

Brandtrust 

Greg Alley, Sr. Director 

Consumer & Market Insights, 

Harley-Davidson Motor 

Company 


2:30 ENCORE SESSION: 

Opening Horizons for new 

Categories: How to Fuse 

Consumer Upbringing, 

Shopper Insights and 

Category Approach into 

Actionable Strategy 

Aya Tonoyan, Head of 

Category Management, 

Ferrero-Russia 

3:10 Networking & Refreshment Break (Royal Palm Pre-Assembly) 

3:40 Mastercard-Master 

Insights – The Journey From 

Questioning to Listening in 

Latin America 

Ricardo Alvarez Diaz, 

Mastercard 

Trends 

11:45 U.S. Hispanics on 

Facebook: Behavioral Insights 

and Trends That Matter 

Robert D’Onofrio, Head of 

Audience Insights, Facebook 

1:45 Applying the Political 

Model to the Creation of 

Great Advertising 

Greg Czernik, Global Consumer 

Insights Director – Whiskey, 

Beam Global 

2:30 Generational Marketing 

Driving Relevant Insights via 

Primary Research 

Lyle Swart, Former Director of 

Consumer Insights, Taco Bell 

Corporation / YUM! Brands 

Danielle Blugrind, Strategist 

and Moderator, 

Insightography 

3:40 The Power of Music In 

Ads: Is there an ROI? 

Elliot Lum, Vice President, 

Strategic Marketing, Columbia 

Records, a Division of 

Sony Music 

4:30 

KICK-OFF 

KEYNOTE 

The Art of 

Enchantment: 

How to Influence 

People’s Hearts, 

Minds, and Actions: 

Guy Kawasaki, Former Chief 

Evangelist of Apple, 

co-Founder of Alltop.com, 

Author of Enchantment, 

Reality Check, The Art 

of the Start, Rules for 

Revolutionaries, How to 

Drive Your Competition 

Crazy, Selling the Dream, 

and The Macintosh Way 

This session is open to all 

attendees. 

5:45 

5:30 

Opening 

Night Cocktail 

Reception in the 

Exhibit Hall 

(Grand Ballroom) 

Book Signing with 

Guy Kawasaki 

Reminder: If you 

participated in the group 

matchmaking program and 

have been assigned a TMRE 

cohort, remember to meet 

at your designated exhibit 

booth at 5:45. Your group 

and booth are located on 

your conference badge. 

7:30 - 10:30pm 

Oecan’s 12 Opening Night 

Bash 

Space is limited, to reserve 

your spot visit: http://www. 

theresearchclub.com/events/ 

boca-raton/ 


TUESDAY, NOVEMBER 13TH 

MORNING KEYNOTES 

7:30 Coffee and Continental Breakfast (Grand Pre-Assembly) 

8:30 Morning Welcome from your TMRE 2012 Conference Host (Royal Palm Ballroom) 

8:45 Marvels and Flaws of Intuitive Thinking 

Daniel Kahneman, Eugene Higgins Professor of Psychology, Professor of Public Affairs Emeritus, Princeton University, 

Nobel Prize in Economics, Best-Selling Author, Thinking, Fast and Slow 

9:40 Beyond Business Model Innovation: Embedding Innovation in Everyday Business When the Customer 

Makes the Rules 

Ron Williams, Co-author, The Value Path 

Insights Leadership & 

Transformation 

Sessions are 40 minutes followed by 5 minutes to transition to the next session. 

Data Analytics 

& BIG Data 

Insight Driven 

Innovation 

Strategy 

& Futuring 

ROI & 

Measurement 

Room: Valenica Room: Estate I Room: Estate II Room: Addison East Room: Galeria North 

11:15 World-Class 

Market Research and 

Analytics: Road Map to 


Brian E. Cain, Vice 

President Global Market 

Research and Analytics, 

Merck 

11:15 A Consultant, 

Research and Client 

Walk into a Bar: An 

Honest View of the 

Roles and Interactions 

Between Stakeholders 

of the Consumer 

Insights Process 

Gabriela Barrios, Project 

Leader - Center for 

Consumer Insight, 

Boston Consulting 

Group 

Mauricio Bermudez, Sr. 

Director - Consumer 

Insights, Burger King 

Corporation 

Juan Andres Tello, Sr. 

Director, SKIM 

Americas 

11:15 Developing 

Products with 

Consumers, Not Just 

for Them: A Targus 

Story 

Natalie Amick, Senior 

Marketing Research 

Manager, Targus USA 

Angela Zavila, VP of 

Research Services, 

KL Communications 

11:15 Shattering the 

Proverbial Glass Ceiling: 

Tools and Techniques for 

Getting in the Game 

Jackie Wilgar, SVP, 

Marketing, North 

America - Live Nation 

Entertainment, 

Ticketmaster 

Kelley Peters, Vice 

President, Integrated 

Insights & Strategy, Post 

Foods 

Melva Benoit, SVP 

Consumer Insight & 

Audience Research, Fox 

Broadcasting Company 

Moderator: 

Kristin Luck, 

President, 

Decipher, Inc. 

11:15 The Business 

Relevance of Linkage: 

Why Do it and What 

it Can Mean for Your 

Loyalty/Customer 

Experience Research 

Brent Craige, Customer 

Research and Insight, 

Hewlett-Packard 


12:00 Raves, Faves, 

and Craves...This is No 

Place for Complacency 

Mary Zane, Head of 

Consumer Insights, US, 

Carlson Restaurants, 

TGIFriday’s 

12:00 Big Data 

Intelligence: Unraveling 

the Customer 

Experience Journey 

Inderpal Bhandari, Chief 

Data Officer & VP of 

Knowledge Solutions 

Express-Scripts, Inc. 

Debjani Deb, Managing 

Partner, EmPower 

Research, a Genpact 

company 

12:00 Creating a 

Culture for Successful 

Innovation 

Wendy Higgins 

Chambers, Director 

Consumer and Customer 

Insights, Beverage and 

Breakthrough Innovation, 

Campbell Soup 

Company 

12:00 Creating and 

Fostering Strategic 

Partnerships: Leading 

the Change from 

Functional Silo to 

Engaged Strategic 

Partnership 

Gail Santoro, 

Leader, Global 

Marketing Intelligence, 

GE Healthcare Systems 

12:00 Where’s the ROI? 

It’s in the CLV! – The 

Bottom Line $ense of 

Customer Loyalty 

Howard L. Lax, 

Ph.D., Vice President, 

Consulting, 

GfK Customer Loyalty 

12:45: Lunch on the Grand Lawn 



MORNING KEYNOTES (cont’d) 

10:25 Presentation of the EXPLOR Award & Disruptive Innovation Award (Grand Ballroom) 

10:30 Networking Break in the Exhibit Hall (Grand Ballroom) 

Book Signing with Daniel Kahneman and Ron Williams 

10:45 - 11:00 The Innovation Demo Zone 


The New MR Toolkit: 

Breakthrough & 

Practical Applications 

Consultative Skill 

Development 

Brand 

Insights 

Interactive 

Sessions 

Room: Galeria South Room: Estate III Room: Addison West Room: Veranda Salon III 

10:45 - 11:00 

Demo Zone 1 

Room: Estate Ballroom 

Salon III 

11:15 How Mobile is 

Changing the Way We 

Capture Early Buyer 

Feedback 

Joyce Salisbury, Senior 

Manager, Global 

Product Research, 

General Motors 

11:15 Treat Your 

Clients Like Your 

Kids—Tell Them a 

Story 

Brett Townsend, 

Director of Insights, 

PepsiCo 

11:15 The Ideals 

Behind Brand 

Growth: Millward 

Brown Hosts a 

Conversation with 

Jim Stengel 

Jim Stengel, Former 

Global Marketing 

Officer, P&G and 

Author of Grow: 

How Ideals Power 

Growth and Profit at 

the World’s Greatest 

Companies 

Eileen Campbell, Global 

CEO, Millward Brown 

Mary Ann Packo, CEO, 

Millward Brown 

North America 

11:15 The Next 

Generation 

Researcher: 

Skillsets, Interests & 

Backgrounds to Look 

For & Nurture 

Discussion Leader: 

Deborah Campbell, 

Head of Consumer & 

Marketplace Insights, 

Gerber 

Join the conversation 

about this industry 

hot topic with fellow 

attendees. 

The Science of Why 

– Uncovering What 

Consumers Feel Verses 

What They Think 

What motivates you? 

Come hear what a fun, 

interactive technique 

called MindSight revealed 

with in-the-moment 

research conducted at 

coffee shops. You can also 

take a demo of MindSight 

yourself – and see what 

emotions are triggered 

when you see popular ads. 

10:45 - 11:00 

Demo Zone 2 

Room: Estate Ballroom 

Salon II 


12:00 High 

Octane Insights: 

Understanding What 

Drives Consumer 

Behavior 

Diana M. Gabbard, 

Consumer Insights, 

EoR FVC, BP Retail 

Fuels Marketing 

Andrew Bernard, 

Vice President, 

Burke, Inc. 

12:00 The Art 

of Pecha Kucha: 

DeVry’s Template for 

Activating Insights 

through Storytelling 

and Visualization 

Lisa Wolfe, Senior 

Director, Consumer 

& Market Insights, 

DeVry Inc. 

12:00 Linking Brand 

Metrics To Business 

Value: Measuring the 

Brand Health of a 

“Smarter Planet” 

Dan Whysong, Senior 

Client Research 

Consultant, Brand 

Image and Advertising, 

IBM 

12:45: Lunch on the Grand Lawn 

12:00 Amplifying the 

Impact of Insights: 

Insights as Strategic 

Partner to the 

Business 


Ray Hippeli, Director 

of Market Research, 

Fidelity Investments 




attendees. 

Real-time Insights and 

the Modern Consumer 

Consumers today are 

more engaged, connected, 

and informed than ever 

before. A nearly unlimited 

amount of information 

is at their fingertips, 

influencing every step 

of the purchase cycle. 

Google Consumer Surveys 

provides researchers with 

technology needed to 

collect data and discover 

insights quickly enough to 

keep pace. 







& BIG Data 


Innovation 

Strategy 

& Futuring 

ROI & 

Measurement 


2:00 Presenting the 

Winner of the Annual 

EXPLOR Award 

CASE STUDY 

2:00 Come Together: 

Data, People and 

Music People Working 

Together to Transform 

EMI 

David Boyle, Senior Vice 

President Consumer 

Insight, EMI Music 

2:00 Atlantic City: 

Building a Foundation 

for Future Growth 

Rich Mirman, Consultant, 

Atlantic City Alliance, 

Former CMO, Caesars 

Entertainment, The 

Mirman Group, LLC 

Judy Melanson, Vice 

President, Travel and 

Hospitality Practice, 

Chadwick Martin Bailey 

2:00 Winning the 

Brand Share Battle 

Larry Friedman, Chief 

Research Officer, TNS 

Frank Sarrazit, Global 

Director, Brand and 

Communications, TNS 

2:00 Market Research 

Milestones: Helping you 

to Drive Organizational 

Insights 

Nikki Gainey, Director 

of Business Analysis, 

GE Healthcare 


2:45 Empowering the 

Voice of the Market 

Researcher at the 

Highest Levels of the 

Organization 

Vinita Deo, Market 

Intelligence, Samsung 

Electronics America 

2:45 Sparking Passion: 

Lessons Learned 

from Reebok|CrossFit 

Facebook Fans 

JD Pike, Director, 

Consumer/Business 

Insights Group, Reebok 

Jen Drolet, COO, 

iModerate 

2:45 Insights into 

Action: Accelerating 

Differentiation in 

Innovation 

Marie-Agnès Beetschen, 

R&D Global Sr. Director 

Consumer Technical 

Insights, Unilever UK 

2:45 Taking Risk to 

Push a Company’s 

Strategic Thinking 

Ed Clarke, Vice President 

of Market Research and 

Strategy, Liberty Mutual 

Insurance 

Ryan McManus, Liberty 

Mutual Insurance 

2:45 Keep your 

‘Friends’ Close – 

Expanding your 

View of Social Media 

Applications as 

Research Tools 

Peter Shafer, Senior Vice 

President, Enterprise 

Solutions, Toluna 

Mark Simon, Leader, 

Global Technology 

Practice, Toluna 

3:30: Afternoon Refreshments & Networking Break in the Exhibit Hall (Grand Ballroom) // 3:35 - 3:50 Demo Zone 1 (see pg 11) 

CLOSING KEYNOTES 

4:00 Consumer Insights – A Day To Learn, A Lifetime To Master 

Robert J. Atencio, Global Vice President Consumer Insights, Pfizer Consumer Healthcare 

4: 45 Leaders Make the Future (of Market Research and More) 

Bob Johansen, Future-Forecaster, Former President and Current Fellow, Institute for the Future, 

Author, Leaders Make the Future 








Development 

Brand 

Insights 

Interactive 

Sessions 


2:00 The Next 

Evolution of Shopper 

Insights…Behavior 

Design 

William Leach, 

VP, BrainJuicer® 

Behavioral Labs & 

former Director of 

Shopper Insights, 

PepsiCo 

Kyle Nel, Head of 

International Research, 

Lowe’s Home 

Improvement 

2:45 A Comparison 

of Website and 

Survey-Based 

Customer Comments: 

Do They Tell the Same 

Story? 

D. Randall Brandt, 

PhD, Vice President, 

Customer Experience 

& Loyalty, Maritz 

Research 

David Ensing, PhD, 

Vice President, VoC 

Integration, Maritz 

Research 

2:00 Making an 

Impact – Data 

Visualization 

and Deployment 

Techniques that Bring 

Research to Life 

Rajit Chakravarty, 

Global Customer 

Insight Manager, BP 

Lisa Gudding, 

Executive Vice 

President, GfK 


2:45 Data 

Visualization: 

Using Imagination 

to Overcome the Data 

Deluge 

Camille Kubie, Former 

Director, Global Brand 

& Design, GE 

2:00 Structured 

Qualitative Research 

and its Ability to 

Impact Consumer 

Marketing 

Tom Snyder, Chairman 

and Founder, Emotion 

Mining 

Clark Nesselrodt, CEO, 

Emotion Mining 

2:45 Transforming 

Insights into 

Breakthrough 

Innovation - An NPD 

Case Study 

Mayur Kshetramade, 

Senior Vice President, 

Client Services, 

Affinnova 

2:00 The Science 

of Branding YOU 


Beverly Crowell, Senior 

Associate Consultant, 

Career Systems 

International 




attendees. 

2:45 Understanding 

Consumers at a 

Deeper Level: Getting 

Comfortable with 

New Approaches, 

Techniques & 

Methodologies 


Miguel Ares, 

Customer and 

Market Intelligence, 

Bloomberg News 




attendees. 

3:30: Afternoon Refreshments & Networking Break in the Exhibit Hall (Grand Ballroom) 

3:35 - 3:50 

Demo Zone 1 

Room: Etate Ballroom 

Salon II 

Social intelligence is the 

key to a successful social 

commerce strategy. Join 

us as we explore how 

to leverage Facebook’s 

Social Graph to learn 

how to convert fans into 

superfans, drive sales, 

increase customer loyalty, 

and enhance customer 

service and deliver 

targeted direct marketing 

offers to your fan base. 

5:30 

Cocktail Reception in the Exhibit Hall 

Book Signing with Bob Johansen 

(Grand Ballroom) 

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


WEDNESDAY, NOVEMBER 14TH 

MORNING KEYNOTES 

7:30 Coffee and Continental Breakfast 

8:00 Morning Welcome from your TMRE 2012 Conference Host 

8:15 Winning the Story Wars 

Jonah Sachs, Author, Winning the Story Wars, Co-Founder & Creative Director, Free Range Studios 





& BIG Data 


Innovation 

Strategy 

& Futuring 

ROI & 

Measurement 


10:30 Creating 

the Future: Insight 

Transformation at 

L’Oreal USA 

Mark Brooks, Vice 

President, Consumer 

& Market Intelligence, 

L’Oreal USA 

10:30 See addendum 

or the TMRE 

Connect App for more 

details. 

10:30 Moving 

Beyond the Rational: 

Using Emotional 

Needs to Drive Brand 

Differentiation 

Sylvia Choe, Senior 

Director, Portfolio 

Strategy & Research, 

Marriott International 

Anders Bengtsson, 

President at Protobrand 

10:30 Hear from the 

Winners of the Annual 

Disruptive Innovator 

Award 

Tom Anderson, Chief 

Executive Officer, NGMR 

10:30 How Real-Time 

Research Will Transform 

Insights, Marketing and 

Product Departments 

Matt Warta, CEO, 

GutCheck 

Bob Schroer, Fabric 

Enhancers Sr. Researcher, 

Procter & Gamble 


11:15 Segmentation 

as a Change Agent: 

A Customer-Centric 

Approach 

Jeff VanDeVelde, Senior 

Vice President, Director 

of Enterprise Client 

Experience and Loyalty, 

SunTrust Banks, Inc. 

Rich Schreuer, Senior Vice 

President, Chadwick 

Martin Bailey 

11:15 Pushing 

Segmentation Beyond 

the Obvious: Using 

Multi-Dimensional 

Solutions to 

Develop Actionable 

Segmentation 

Deborah Campbell, 

Head of Consumer and 

Marketplace Insights, 

Gerber Products 

Company 

11:15 Successful New 

Product Development: 

Using Insights for 

Consumer Co-Creation 

for the iPad App 

Rachel Dreyfus, VP 

Marketing Intelligence, 

Time Warner Cable 

11:15 Giving the 

Gift of Insight to Your 

Company: A Gift That 

Everyone Will Open and 

Love 

Janine Keogh, 

Vice President, Consumer 

Insight & Strategy, 

Kraft Canada 

11:15 Break the Rules 

& Transform Your 

Consumer Insights 

Ryan Lein, Director, 

Category Management 

and Consumer Insights, 

HanesBrands 

12:00: Lunch in the Exhibit Hall (Grand Ballroom) 



MORNING KEYNOTES (cont’d) 

9:00 Demise or Rebirth: A Moment of Truth for the Market Research Industry 

Phillip Chambers, SVP Global Insights, PepsiCo 

9:45 Morning Networking & Refreshment Break in the Exhibit Hall 

Book Signng with Jonah Sachs 






Development 

Brand 

Insights 

Industry 

Roundtables 


10:30 Falling Dow + 

Rising Tao: What the 

Quest for Balance 

Means for Your Brand 

Mary McIlrath, 

Senior Vice President, 

C+R Research 

Erin Barber, 

Vice President, 

C+R Research 

10:30 The Art of 

Storytelling: Getting 

Traction and Action 

Sara Bergson, Senior 

Director of Marketing 

& Strategy, Global 

Beverages Group, 

PepsiCo 

10:30 Occupying 

the Consumer 

Mind: Bringing Your 

Customer Segments 

to Life 

Kelly Garrett, Manager 

of Consumer Insights, 

Belkin, Inc. 

Nichole Clinkinbeard, 

Research Account 

Manager, Quester 

10:30 The Future of 

the Insights Industry 


Peter Harrison, SVP, 

Innovation, PepsiCo 

Join your industry 

peers for candid 

conversations privy 

to your industry. 


11:15 Beauty Gets 

Attention, Insights 

Get to the Heart 

Mark Bergen, VP Sales, 

Vision Critical 

Jennifer Friedman 

Perez, Senior Director, 

Market Intelligence, 

Allure 

11:15 Bringing 

Research to 

Life Through 

Collaborative, 

Engaging, and 

Inspiring Work 

Sessions 

Katy Mogul, Sr. 

Manager, Consumer 

Insights//Innovation 

& New Products, 

Logitech 

Jason Kramer, 

Managing Director, 

Vital Findings 

11:15 Creative is 

Better: Rethinking 

Consumer Panels to 

Drive Innovation 

Pat Masker, Senior 

Director, Innovation 

Insights, Frito-Lay 

Christine Haskins, 

Principal and Innovation 

Consultant, 

Ideas To Go 

Susan Robertson, 

Principal and Innovation 

Consultant, 

Ideas To Go 

11:15 Pharma & 

Healthcare Interactive 

Industry Roundtable 

Moderated by: Nicki 

Gainey, Director of 

Business Analysis, 

GE Healthcare 





12:00: Lunch in the Exhibit Hall (Grand Ballroom) 







& BIG Data 


Innovation 

Strategy 

& Futuring 

ROI & 

Measurement 


1:30 My Life in the 

Trenches: Real Life 

Adventures of a 

Researcher 

Tracy Luckow, Senior 

Director, Strategy, 

Insights and Innovation, 

Dannon 

1:30 It’s an Inside 

Job: The Benefits of an 

In-House Quantitative 

Market Research Team 

Ryan Vraney, Senior 

Decision Science Analyst, 

Takeda Pharmaceuticals 

U.S.A., Inc. 

1:30 Consumer 

Insights: Unlocking 

Growth 

Laurie Monsees, 

Creative Vice President 

of Innovation, Hallmark 

Cards, Inc. 

1:30 Unlocking Critical 

Points of Difference to 

Stand Out in Cluttered 

Categories 

Marissa Vidler, 

Key Accounts Director, 

The Pret Group 

Bill Eisele, Hallmark 

Cards, Inc. 

1:30 Transforming 

Your Tracking Program 

for Today’s Multi- 

Dimensional World 

Alice Farver, SVP/Partner, 

blueocean Market 

Intelligence 

Diana Polvere, VP, 

Sesame Workshop 


2:15 Empowering 

Employees Through 

Customer Feedback”- 

Making Customer 

Satisfaction Data 

Actionable 

Deni Vanzant, Manager, 

Customer Experience 

& Satisfaction Program, 

Southwest Airlines 

Kim Ned, Associate 

Manager, Customer 

Insights, Southwest 

Airlines 

2:15 Customer 

Experience Evolution: 

Driving Customer 

Loyalty through 

Innovation 

Ray Hippeli, Director 

of Market Research, 


Matt Green, Director – 

Customer Experience, 


2:15 Creating New 

Experiences for 

Clamshell Computing 

Matt Yurdana, User 

Experience Design 

Strategist, Intel Labs 

2:15 Playing Leapfrog 

with a Unicorn? 

Reinventing a Banking 

Brand after the 

Economic Storm 

Ravi Parmeswar, 

Managing Director, Global 

Franchise Strategy Head, 

Citi 

2:15 Please attend 

another session in 

another track 

CLOSING KEYNOTE 

3:00 Netnography: A Powerful Approach for Social Media Insight 

Robert V. Kozinets, Professor of Marketing, Chair of Marketing Department, Schulich School of Business, York University 

3:45 Conclusion of TMRE 2012 








Development 

Brand 

Insights 

Industry 

Roundtables 


1:30 Show Me 

the Money: The 

Role Psychology 

& Understanding 

Emotions Play in 

Shopper Store and 

Product Selection 

Michelle Adams, 

Former VP Strategic 

Insights, PepsiCo and 

Founder & President, 

Marketing Brainology 

1:30 Using Data 

and Insights for 

Storytelling 

Jeremy Murrell, 

Director, Center of 

Research Excellence, 

Brown-Forman 

1:30 Leveraging the 

“Honeymoon Period”: 

Three Tips to Evaluate 

your Early Customer 

Lifecycle 

Laura Winn, Vice 

President, Client 

Solutions, CMI 

Steven DiCarlo, Vice 

President, Fidelity 

Investments 

1:30 Financial 

Services & Insurance 


Telisa Yancy, Director, 

Advertising, Brand, 

and Media, American 

Family Insurance 






2:15 Genpop vs. 

Targeted Sampling: 

Can the “Crowd” 

Predict the Behavior 

of your Target 

Consumer? 

John Barrett, Vice 

President, Client 

Solutions, Infosurv 

2:15 The Toughness 

of Soft Skills 

Florence Guesnet, 

Senior Global CMI 

Director, Global 

Commerce, Consumer 

Knowledge, Heineken 

International 

2:15 “Moving Brands 

Forward Through a 

Multidimensional 

View of Research” 

Silvena Milenkova, VP 

Research, Buzzback 

Jean Enloe, Consumer 

Insights Manager, 3m 

2:15 Please attend 

another session in 

another track during 

this time. 

NOTES 


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