conference report - greenbook · phillip chambers; pepsico daniel marcu, sundance/ifc gayle lloyd,...

Conference Report

Joan Treistman, President, The Treistman Group LLC

President, AMA Market Research Council

Kelley Styring, Principal, InsightFarm Inc.

Program Chairperson

AMA Truth and Transformation Conference

2 Days

3 Questions

75 Market Research LeadersAnd bowling…

This captures the ACTIVATION IDEAS from the AMA’s Marketing Research Executive Forum

the Truth and Transformation ConferenceMarch 6 – 8, 2011 Emory University, Atlanta, GA

MREF Truth and Transformation Conference

THEME AREAS DISCUSSED

Truth and Relevance :

Marketing Research is relevant when insight delivers business

results.

This module will build a case for business relevance, highlight

spectacular “wins” and point out the difference between strategic

leadership and running a research delicatessen (“would you like fries

with that?”)

Truth and Context :

The more we learn, the less we know. And the more consumer

context matters.

This module will instill context into our thinking as researchers, helping us build holistic insights

that integrate approaches to peel back complexity and reveal truth.

Truth and The Culture of Change

Leadership is embracing and riding the waves of change,

creating the future as we want to live it.

This module will empower Marketing Research as agents of

change by revealing transformative behaviors and

technologies to become a driving force within the company.

Rapid Responses:

Keynote:Phillip Chambers; PepsiCo

Daniel Marcu, Sundance/IFC Gayle Lloyd, Batesville CasketMurli Buluswar, Farmer’s Ins.

Keynote: Kate Whittington – Target Stores

Jason Platt Zolov – HBOMichelle Adams, PepsiCoKarin Kricorian – Disney Theme Parks

Keynote:Ravi Parmeswar – Citibank

William Neafsey – FordKevin Hawkins, FedexDeb L. Hartman, 3M

Closing Keynote:Charles M. Blow, NYT Op-Ed Col

The Plan: speaker/breakout/report back


TOOLKIT

Main Session:Active listening guide used by attendees to make their notes useful in the breakout.

Used in breakout to streamline discussion around activating each theme area.

Breakout and Report Back:

Facilitator s charted ideas from Active Listening Guide in two columns: speaker highlights and activation ideas.

Groups used dots to “vote” on the priority ideas, ideas charted included in the final report.

Facilitators completed poster s with 3 priority ideas (most votes) and a participant (not speaker or facilitator) was tasked with presenting back to the full group.

Tools for listening and reporting back:


OverviewSpeaker Highlights: RELEVANCE



results.




with that?”)

Truth and Context :


context matters.









Rapid Responses:

Keynote:Phillip Chambers; PepsiCo

Daniel Marcu, Sundance/IFC Gayle Lloyd, Batesville CasketMurli Buluswar, Farmer’s Insurance

“I am a savvy business person who happens to practice the craft of market research.”

Gayle Lloyd, Batesville Casket Co.

“There are huge forces at work that will make business challenging for the foreseeable future....and, we’re drowning in data. We must make intentional choices about what we do.”

Phillips Chambers, Pepsico

“You call yourself service, and you are. You call yourself leadership, and you are.”

Daniel Marcu, Sundance/IFC

“We take an analytical approach to a strategy group.”

Murli Buluswar, Farmer’s Insurance



Highlights for Phillip Chambers, Pepsico

Phillip Chambers, Pepsico kicks off the

MREF event at Emory University.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Phillip Chambers, Pepsico

Rapt attention and lively discussion marked the MREF’s

first day of speakers and breakouts.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Daniel Marcu, Sundance/IFC

Daniel says don’t be afraid of Indienomics –

does management want to know the truth?.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Gayle Lloyd, Batesville Casket Co.

Gayle makes her teams bold!

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Murli Buluswar, Farmers Insurance

Kate shows Murli how the sharks win it!

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M

Activation Ideas: Truth and Relevance

Small Group Breakout

BREAKOUT #1 REPORT SUMMARY

Organize for Impact:

- create a mission statement aligned to business priorities

- build an organizational profile with identified skill sets

and partnerships to extend impact.

- cultivate diverse talent

- define the center of gravity

.Connect and Know the Business:

- become savvy business people practicing the craft of research.

- transform each research problem into a business problem.

- connect research results to impact or company ROI.

- know the models and case studies of success and failure.

Build a Visible Partnership:

- perform deep analysis but portray it simply and creatively.

- continuously synthesize knowledge; be the VOC.

- create collaboration internally and externally.


OverviewSpeaker Highlights: CONTEXT



results.




with that?”)

Truth and Context :


context matters.









Rapid Responses:

Keynote: Kate Whittington – Target Stores

Jason Platt Zolov – HBOMichelle Adams, PepsiCoKarin Kricorian – Disney Theme Parks

“We spend a lot to control the distortion between the subject and the researcher. We don’t do much about the distortion between the research and the user of the research.”

Kate Whittington, Target Stores

“He (respondent) says he watches HBO on Demand but then he can’t show us in home how to find it on the menu.”

Jason Platt Zolov, HBO

“It is critical to understand this gap between what people say and what they do and what’s really affecting choice.”

Michelle Adams, Pepsico

“We have to have the right questions in place because people really are nicer at Disneyland.”

Karin Kricorian, Disney Theme Parks



Highlights for Kate Whittington, Target Stores

Kate’s attentive audience.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Jason Platt Zolov, HBO

Jason helps us understand the

huge gap between stated and

actual behaviors.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Karin Kricorian, Disney Theme Parks

Karin Kricorian helps us understand how guests

really ARE nicer at Disneyland. Who knew?RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Michelle Adams, Pepsico

Michelle Adams (left); Kelley Styring

and Cathy Allin collect yet another

snap for Michelle’s Facebook page.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M

Activation Ideas: Truth and Context



Understand YOUR Context:

- have a stakeholder lens on the business issues.

- restate the organizational myths/legends as hypotheses.

- create frameworks to help organize the thinking.

Understand the CONSUMER Context:

- use blended techniques and multiple vendors to provide a

holistic view with client owning the results of synthesis.

- consider each answer “AN” answer and not “THE” answer.

- iterate and learn longitudinally to keep up with rapid change.

- triangulate methods and sources to seek convergent truth.

- identify behavior to change, where change comes from,

how change is created and what makes it work


OverviewSpeaker Highlights: CULTURE OF CHANGE



results.




with that?”)

Truth and Context :


context matters.









Rapid Responses:

Keynote:Ravi Parmeswar – Citibank

Will Neafsey, FordKevin Hawkins, FedexDeb L. Hartman, 3MSandra Kelly, 3M

Closing Keynote:Charles M. Blow, NYT Op-Ed Col

“Change creates pre-business issue conditions. It’s hard to anticipate how plans already in place are going to affect consumer opinion during a crisis. We have to have constant conversations with stakeholders”

Ravi Parmeswar, Citibank

“In the midst of a crisis we transformed from a large organization that represented the research and the data to a small team that represented the customer"

Will Neafsey, Ford Motor Company

“As simple as this sounds, providing frameworks allows people to think logically and clarify the blur created by change.”

Kevin Hawkins, Fedex

“We hire analysts through an outside agency so we can expand and contract with business needs.”

Deb L. Hartman, 3M



Highlights for Ravi Parmeswar, Citibank

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Will Neafsey, Ford Motor Company

Will sighted

in proper

bowling

attire

denies his

team is

called “the

crushers.”

*bleep*

(too aggressively chasing consumer demand)



Highlights for Kevin Hawkins, Fedex

Kevin was later

spotted celebrating

a bowling victory.

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M



Highlights for Sandra Kelly and Deb Hartman

RE

AD

TW

EE

TS

fro

m t

he B

OT

TO

M

Activation Ideas: Truth and the Culture of Change



Lead with flexibility and by monitoring priorities:

- proactively address changing business objectives.

- step up and lead the thinking

- be strategists with science as a tool.

- provide frameworks that connect consumers to the business.

- identify and focus on critical questions in times of crisis.

- Invite them to your table versus seeking a seat at theirs

Own and personify consumer knowledge:

- identify risks in the marketplace and with public opinion

- have courage to speak up with something relevant to say.

Anticipate Change:

- listen to business partners as we would listen to consumers.

- adapt quickly to conditions; ride the waves

- innovate (not limited to technology) to leap ahead of change

- be the change you want to see



Tweets by Leonard Murphy, The Greenbook Blog

About the TWEETS: Leonard Murphy:

@lennyism is a seasoned and respected industry

leader with an entrepreneurial drive. He is the founder

of several research firms, including MDM Associates,

Rockhopper Research, BrandScan 360, and LMC

Group. He is the Founder and Executive Director of

the Research Industry Trends Monitoring Group &

Publisher of the GreenBook Research Industry Trends

Study, the oldest study in the industry devoted to

tracking changing trends in MR. He is also the Editor

in Chief of the GreenBook Blog. Lenny can be reached

at [email protected]


Thanks:

Thanks so much to everyone who contributed time and energy to developing this high impact gathering of Market Research Industry Leaders to the AMA’s Marketing Research Executive Forum -- TRUTH AND TRANSFORMATION CONFERENCE

Emory University – Atlanta, GA – March 6-8, 2011 -Kelley Styring, InsightFarm Inc. and Conference Chairperson

MREF Truth and Transformation Conference 2011.

AMA Marketing Research Council

Joan Treistman

President, The Treistman Group, LLC

Marjette M. Stark

President, Stark Solutions

Patrick T. Crane

Director of Business Research (retired), Eastman Kodak Company

Michelle Adams

Vice President, Shopper Insights, PepsiCo

Denise Brien

Director Brand Research, AOL

Douglas Bowman

Professor of Marketing; Sr. Associate Dean, Emory University

Jeffry Kaufman

Group Manager, Consumer Insights, Avery Dennison

Matt Valle

Vice President, Sales, EmSense Corporation

AMA Partners

Bob Lederer, RFL Online and The Market Research Department Report Eric Bell, Founder, Market Research Global Alliance

AMA Staff

Dennis Dunlap, Chief Executive Officer

Deb Billow, Chief Customer Officer

Christine Moffett, Director of Professional Development

Cher Doherty, Director, Meeting ServicesLynn Brown-Reyes, Program Manager

Lore Torres, Sales Executive

Event Sponsor

APPENDIX: closing keynote and photos

Kelley Styring, Principal, InsightFarm Inc.

Program Chairperson

AMA Truth and Transformation Conference

Joan Treistman, President, The Treistman Group LLC

President, AMA Market Research Council

Charles Blow

Keynoter-”NYTimes Columnist”

“People are motivated by passion, fear, values/ideology, and their individual truths reflect those feelings.”

--- African Americans typically are 5-10% more positive when "Obama"

mentioned; older 40+ whites have a similar "depressing" effect of 5%-10%

Mr. Blow looks for anomalies in data, finding things one normally wouldn't expect

…People tend to gravitate toward outlets that support their opinion; hard news doesn't drive "clicks" the way gossip or celebrity news does….

There are more hits on op-ed columns of the NYTimes website than

the news columns.

Speakers

Listening and Breakouts

…. And bowling! Strike!

conference report - greenbook · phillip chambers; pepsico daniel marcu, sundance/ifc gayle lloyd,...

Documents