AM Wednesday 14 March


Check the session codes to navigate your way around the Impact 2018

SC Adapting to change in society and culture

BB Challenges for business and brand

TD Opportunities through technology and data

EZ Encounter new voices and techniques


8.00
Registration

9.15
Welcome from Jane Frost CBE, CEO of the Market Research Society.

9.30

Keynote: Maggie Aderin-Pocock MBE

Space scientist and broadcaster, Maggie Aderin-Pocock, on the process of investigation, communicating complexity, project leadership and women in the sciences

Interviewer: Richard Young, journalist and editor

10.15
Networking break

ROOM 1

TD

10.45

New realities: insight through virtual reality, simulation and observation

Virtual Reality has brought new and diverse experiences in gaming and other industries, promising deeper levels of immersion and empathy. But how can such opportunities benefit participant engagement and data collection? We highlight groundbreaking innovation from the RSC and O2, and their agencies, giving a glimpse into the future of insight.

Chair: Betty Adamou, designer and founder, Research Through Gaming

Pippa Bailey, head of innovation, Ipsos MORI & Becky Loftus, head of audence nsight, Royal Shakespeare Company & Dr Alastair Goode, cognitive scientist, Gorilla in the Room

Ian Bramley, quantitative research, Populus & Jessica Salmon, head of insight, O2

Peter Pashley, head of development & Adrienne Law, producer, ustwo games

ROOM 2

BB

10.45

Marketing to the next generation of consumers

Consumers of all types are changing rapidly. From owners to users? From fitting in to standing out. Will they even want the same things tomorrow as they do today? Joeri Van den Bergh shows us how the speed of change is affecting multiple generations of customers at the same time. A panel of insight and marketing professionals tells us how they respond to this challenge and keep up with the pace of the next generation of consumers.

Chair: Tim Phillips, author

Joeri Van den Bergh, professor, Vlerick Business School, and author of How Cool Brands Stay Hot

Begonia Fafian WE knowledge and insights director, Coca Cola Company

Cristina Petcu, research director, Sony Pictures

Nick Steel, growth strategy and insight director, Nomad Foods

Encounter Zone

EZ

10.45

The Entrepreneurs’ Bootcamp: beyond brand extension

Extending a brand’s reach and scope used to be about taking baby steps – making incremental moves into adjacent spaces; new markets, new product lines, new sectors. Today, brand stretch requires taking real risks, because realising the rewards is so much harder. In this fully interactive workshop participants will work with a group of famed entrepreneurs and walk away with ideas, inspiration and intelligence that will allow them to leap from developing a brand, to nurturing an entire brand ecosystem. A must-attend events for brand managers and their insight partners.

Participants: Andrew Graham, co-founder, Mr and Mrs Smith

Reka Mehr MBE, UK director, Mass Challenge

Solveiga Pakštaite, CEO, Mimica

Conrad Persons, CEO, Mash Strategy

11.45
Short break

ROOM 1

SC

11.55

Behind the headlines: truth, prejudice and Brexit

In a world of tension, uncertainty and where the very definition of truth is in flux, how can society and commerce interpet and act upon the changes around us. What is insight’s role in steering the world to safe harbour?

Chair: Brian Tarran, editor, Significance, magazine of the Royal Statistical Society

Viki Cooke, founding partner, BritainThinks & Tufyal Choudhury, research and policy lead, Aziz Foundation

Luke Perry, deputy head of qualitative, Jigsaw Research & Catherine Hunt, head of insight and evaluation, Prime Minister’s Office and Cabinet Office Communications

Jon Puleston, VP innovation, Lightspeed & Lindsay Richards, research fellow, Centre for Social Investigation, Nuffield College

ROOM 2

TD

11.55

The evolution of social media insight - Part Two

Dynamic, award winning, examples of social listening, brand planning and delivering, at its best. To drive commercial return from social media you have to add to the social and cultural conversation. Three brands demonstrate how they used social insight to step out of the sea of social sameness to drive real performance.

Chair: Fran Cassidy, founder Cassidy Media Partnership

Saskia Jones, data strategy director, partner, BBH & Jack Foley, senior brand manager, KFC UK and Ireland

Bridget Middleton, social media and content manager, TfL

Room 3

EZ

11.55

The Write Stuff: discover the hidden power in your words

It’s all very well being naturally insightful, but can you communicate it in writing? Two experienced and talented business writers from the Dark Angels business writing team will take you on a whistle stop tour of your own creativity. In just one hour, you will amaze yourself.

Participants: John Simmons, independent writer and brand consultant, formerly a director of Interbrand & Newell and Sorrell.

Elen Lewis, writer, editor and author, including editor of Market Leader and The Marketing Society

PM Wednesday

12.55
Networking lunch

13.25 - 14.05
Lunch Session

Lunchtime keynote: David Schneider

The comedian, actor, co-writer of The Death of Stalin and co-founder of social media agency That Lot, on how to build your personal and professional brand on Twitter, Facebook, Instagram and beyond.

14.10

Keynote: Dexter Dias QC

Join Dexter Dias, human rights barrister and author of The Ten Types of Human, as he outlines his vison of who we are and, more importantly, what we can be.

Interviewer: Peter Totman, head of qualitative research, Jigsaw Research

14.55
Short Break

ROOM 1

TD

15.10

Data science: disruption and opportunity

In the drive to create a wider role for insight and to gain recognition as a true driver of business growth, a panel of client leaders examine how data science can be used to disrupt established working practices, the challenge of extracting value from the data tidal wave, and how to integrate evidence sources within the leadership of the Insight function. They provide their own personal views on the challenges and opportunities for the future.

In association with International Journal of Market Research (IJMR)

Chair: Corinne Moy, global director of marketing and data science, GfK UK

Keynote: Edwina Dunn, CEO, Starcount

Other panellists:
Owen Abbotts, head of big data, Office for National Statistics

Andrew Geoghegan, global head of consumer planning, Diageo

Nick Rich, VP, consumer insights, InterContinental Hotels Group

Claire Rainey, head of research change & continuous improvement, Sky

ROOM 2

SC

15.10

The persuaders: behaviour change for social good

Innovative approaches to behaviour change research are having a major impact on new ways of thinking and talking about socio-economic issues. Obesity, retirement savings and suicide prevention are some of the biggest issues of our time and have all been heavily researched over the years. In this session we will explore how new ways of researching these topics have led to a paradigm shift in the conversation and demonstrate that organisations are at the forefront of not just understanding behaviour, but being able to truly influence behaviour.

Chair: Caroline Florence, global director of marketing & data science, GfK

Sarah Grant, research manager, InSites Consulting & Pauline Shepherd, head of market research, European Outdoor Group

Robin Pharoah, director of global insight, Future Agenda & Ian Stevens, programme manager, suicide prevention, Network Rail

Lisa Edgar, founder, The Big Window & Lindsey Rix, managing director, savings and retirement, Aviva UK

Encounter Zone

EZ

15.10

Laughter, researchers and the Great British Public

This’ll be fun – a workshop where delegates compare their senses of humour to the nation’s. We’ve segmented the population by humour type, and lined up a team of comedy writers and producers to explore how humour works. We’ll even explain why Mrs Brown’s Boys is the UK’s best loved comedy. Be prepared to learn and laugh – but make no mistake, for the insight world, comedy is a serious business.

Participants: Pauline McGowan, Peter Dann, Kate Benson, researchers, The Nursery

Steve Hall, stand-up comic and writer

Paul Powell, writer and producer

Dave Cohen, writer, songwriter and comedy tutor

16:10
Networking break

16.40

Keynote: Val McDermid

Award-winning crime novelist Val McDermid on forensic thinking, puzzle solving and the power of online communities.
Interviewer: Martin Lee, co-founder and strategist, Acacia Avenue

17.15

Closing remarks and awards shortlist

MRS CEO Jane Frost CBE rounds up two days of conference and reveals the contenders for the Impact Awards 2018

17.30

Closing drinks

After two days of brain food, join us for a drink and a chance to unwind. Take stock and kick back in style.