The Road to TMRE 2024

July 30-31, 2024

With consumers at the heart of market research, it becomes more imperative for innovators to take a data-driven approach to enhance their innovation efforts. In this special Road to TMRE 2024 presentation from our sister site, All Things Insights, we examine how the rise of AI for insights is inevitably met with equal counterpressure to preserve a consumer-centric mindset. As we embark on the Road to TMRE 2024 in Orlando this fall, join us for a free, two-day digital event with leaders from some of the world’s biggest companies as we explore successful uses of AI for market research while remaining human centered in your business strategies.

Video Day 1: CONSUMER-CENTRICITY SUMMIT

Championing consumer-centricity in the age of AI is a hallmark sign of a business that’s determined to create meaningful customer connections that drive bottom-line impact – and the insights function is uniquely positioned to be the driving force behind it. This summit will delve into being a consumer-centric champion, how to leverage the latest in skills and tools, such as AI, to do so, and ways to keep humanity at the core of this critical business strategy.

11:00am – 11:05am 5 mins

Consumer-Centricity Summit

Day 1 Welcome

Seth Adler – Head of IMI Media, All Things Insights

11:05am – 11:50am 45 mins

Consumer-Centricity Summit

PANEL: Consumer Intelligence vs Artificial Intelligence: The Showdown of the Century

In an era where technology and humanity intersect, it’s time to shift focus to where humans, the consumers, shine through. Artificial Intelligence is undoubtedly beneficial, revolutionizing industries with its ability to analyze vast amounts of data and identify patterns at unprecedented speeds. However, does AI truly grasp nuanced human behaviors and the critical concept of being consumer-centric? This panel will drill down on the intricacies of understanding consumer demands, discuss why being consumer-centric is so important, and unearth how AI can be incorporated to illuminate bringing the consumer to the forefront of your business.

Aarti Bhaskaran – Global Head, Research & Insights, Snap Inc.
Michael Nevski – Director, Global Insights, Visa
Suann Griffin – Former Senior Director, Insights, Serta Simmons Bedding
Jolanta Oliver – Director, Digital, Menu, Foundational Insights, McDonald’s
Jennifer Ng – GM, Advertiser Insights, The Trade Desk

11:50am – 12:10pm 20 mins

Consumer-Centricity Summit

Cultural Insights & Neurological Immersion: A Recipe for Relevance

Explore Johnsonville’s research journey where innovative methods, including multicultural consulting, agile qual + quant research, and neurological smartwatch immersion, come together. Discover how these techniques were pivotal in crafting a media campaign with universal appeal, emphasizing the importance of diversity and authentic representation. This session reveals how Johnsonville, in collaboration with C+R, navigated the challenges of engaging a diverse audience through a culturally informed and technologically advanced approach, providing a media campaign that resonates with today’s multicultural world.

Amanda Krivanec – Senior Quantitative Research Director, C+R Research
Ashleigh Williams – Senior Qualitative Research Director, C+R Research
Karen Kraft – Assoc. Director, Consumer Insights & Analytics, Johnsonville

12:10pm – 12:30pm 20 mins

Consumer-Centricity Summit

Defend, Grow, or Maintain? Strengthen Your Brand with Mental Advantage Analysis

Most insights teams will know that brand health trackers can be rigid, non-actionable, and inefficient. But brands now have the opportunity to gather actionable insights with a new framework, introduced by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science, in her book, Better Brand Health. This new framework covers innovative concepts such as Category Entry Points, Mental Availability, and Mental Advantage analyses. Mental Advantage Analysis highlights how strongly brands are associated with different category entry points (CEPs) or brand attributes, relative to their size and the CEPs’ (or attributes’) commonality. Join our session to see how Mental Advantage Analysis provides clear and actionable takeaways on which attributes a brand should defend, grow, and maintain.

Sam Usher – Senior Solutions Consultant, quantilope

12:30pm – 12:50pm 20 mins

Consumer-Centricity Summit

Unlocking Consumer-Centric Excellence: Best Practices for a Consumer-Centric Mindset

Join Tripp Hughes, Senior Director for Consumer Strategy at Organic Valley, to delve into the transformative power of OV’s consumer-centric approach. The Organic Valley team is committed to putting the consumer at the center of the conversation that shapes our current and future corporate growth strategies, brand strategies and marketing plans. In this session, discover how values-based claims are driving disproportionate growth and how today’s consumers are eating with their hearts, not just their heads. Learn how Organic Valley is leveraging a mix of research methodologies to understand and engage deeply with consumers. Explore the shift from functional health to holistic wellbeing, uncover some of the keys to OV’s consumer-centric mindset approach to creating emotional engagement, building trust, and achieving a competitive advantage through quality and purpose.

Tripp Hughes – Senior Director of Consumer Strategy & Insights, Organic Valley

12:50pm – 12:55pm 5 mins

Consumer-Centricity Summit

Close of Day 1

Video Day 2: AI FOR CONSUMER INSIGHTS SUMMIT

Uncover the future of consumer insights with AI: where data meets innovation to decode consumer behavior like never before. Join us as we unravel the latest trends and best practices, showcasing how AI is reshaping the way we understand consumer behavior and make informed business decisions.

11:00am – 11:05am 5 mins