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Applied Intelligence Zone

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Jane Frost CBE, CEO of the Market Research Society


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Need for speed: how Unilever, in partnership with Capgemini put consumer insight at the heart of decision making – at scale, with speed

In a joint initiative, Capgemini and Unilever created the People Data Centre to bring big data and digital analytics into that consumer-centric approach. The PDC helps Unilever understand its consumers in every dimension, creating compelling insights for decision-makers across the business – including stakeholders such as retailers. This real-time insights engine means Unilever can “listen” to unprompted conversations in places never imagined possible, performing advanced analytics on an incredible variety of data – from internal business metrics to traditional market research; from social media, search blogs and forums to consumer care lines. Simply put, PDC has shown what the future of research looks like.

Delivered by:
Alex Owens, CMI Vice President, Global Head of People Data Centres & Consumer Data Governance, Unilever
Kees Jacobs, Vice-President, Capgemini Consumer Products & Retail; Global Lead for ‘Insights & Data’


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Headline speaker: Jamie Bartlett, writer and presenter, and former Director of the Centre for the Analysis of Social Media, Demos

Worlds Collide: looking to 2030 

Jamie Bartlett has been chronicling some of the most important technological, social and political trends of the past decade for the BBC, the Telegraph and the Spectator, but he comes to Impact 2020 fresh from the success of his BBC podcast series The Missing Cryptoqueen. His explorations of the way technology is reshaping business, politics and society – from the dark web to Cambridge Analytica, AI to cybersecurity – have given him a rare insight into our future... and the technology decisions we need to take to secure it. As we contemplate the next decade, join him to open Impact 2020 with a window on 2030.


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The 7th Year Itch: How to separate foresights from fads

Lida looks to the future

To make good decisions for the future, we need to understand the hidden influencers, for whom the future has already happened. But marketing hype relies on buzzwords and hot trends, not careful calculation. It's time to deploy research disciplines to mitigate the risks associated with innovation. Lida Hujić from TFTK Insight Innovation Culture helps us look forward and be future-proof.

Delivered by:
Lida Hujic, TFTK Insight Innovation Culture

Applied Intelligence Zone

BE YOURSELF: The Secret To Standing Out From The Noise And Discovering Yourself

Market research is becoming more competitive, from both a business and personal point of view. You have to stand out from the noise, to be unique for people to notice you. In the AIZ, Jake will take you back to his graduate days, explaining how he created the ResearchGeek blog that supercharged his career as a Forbes Columnist, tech firm board member and representative of MR companies from all over the world – including those in the FTSE100 and Fortune500. He won't tell you how to be like him, or even the person next to you... but he will explain the path to being different.

Delivered by: Jake Pryszlak, ResearchGeek




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2020 customers

Tim Phillips presents our opening debate…

CMO? CDO? Perhaps even the CFO? Who owns the customer in the future? And what role does research - from passive data to behavioural economics - play in defining and delivering them? Our panel explores.

Delivered by:
Tim Phillips (chair)
Alex Owens, CMI Vice President, Global Head of People Data Centres & Consumer Data Governance, Unilever
Marie Oldham, Chief Strategy Officer, VCCP Media
Jessica Salmon, Head of Customer Retention & Value Marketing, O2 (Telefonica UK)


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Views from the top: research's next decade in people and projects

The client perspective

What are big challenges ahead for the research profession? How do we position our disciplines as must-haves in commerce and government? And how do we secure the next generation of research talent? Join insight leaders from Tesco and Pepsi - and offer your own challenges for their consideration.

Delivered by:
Naomi Kasolowsky, Group Insight Director, Tesco
Alex Alder, Customer Insights Director, Barclays UK


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The slow journalism guide to dataviz

We all need Delayed Gratification

Every researcher wants their work to be considered, insightful and impactful. Those are also the watchwords of Delayed Gratification, the magazine of the 'slow journalism' movement. Rob Orchard explains how to take a longer view – and produce world-renowned data visualisations that are redefining the genre.

Delivered by:
Rob Orchard, Owner, The Slow Journalism Company & Editor, Delayed Gratification

Applied Intelligence Zone

Theme chair: Dr Rachel Lawes, Lawes Consulting

Truisms: How to have new ideas

The Methodology Hothouse tackles two questions: the how and why of methodological innovation. The Hothouse begins with a chance to try out a tool from semiotics that stimulates imagination and helps us think differently. Truisms is an interactive game that we’ll play to begin the Hothouse, with a prize at the end for the most original idea.

Delivered by: Dr Rachel Lawes, Lawes Consulting


The State of Qual

AQR interviewed 29 senior client-side researchers about the state of qual, impactful methodologies and what the future of research looks like. So is everyone a quallie in the age of ubiquitous quant data? Is the focus group dead? And why does anyone commission qual post-2020? Join the debate...

Delivered by:
TBC (chair)
Oliver Sweet, Head of Ethnography, Ethnography Centre of Excellence, Ipsos MORI
Judy Taylor, ConsultJMT
Caroline Noon, Founder, Vivid Research

Mash-ups versus methods: the sorcery for modern insight

If the future of research is blended methodologies to pursue insights uniquely tailored to client needs, MESH are blazing a trail. Learn how they built the Share of Mind metric for TSB from quant, qual, passive data and AI analytics.

Delivered by:
Fiona Blades, President and Chief Experience Officer, MESH Experience




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Lunch Session - Wellbeing: protecting ourselves, guarding others

Impact editor Jane Bainbridge in the chair

It seems incredible that it's taken until the third decade of the 21st century to treat workplace wellbeing in a serious and structured way. Join Impact editor Jane Bainbridge and an expert panel to explore mental wellness in the research industry - and how MR can drive wider understanding of wellbeing in every sphere.

Delivered by:
Jane Bainbridge, Head of Editorial, Impact Magazine and Research-Live (chair)
Jennifer Roberton, Managing Director UK, Respondi
Dane Krambergar, Head of Workplace Wellbeing Services, Mind
Rebecca Ormond, workplace leader, PwC
Sophie Holland, Research Executive, Opinium


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Doubt My Data: The Game Of Dubious Insights

From the master of the MR workshop…

Our society’s future rests on our ability to sort the factual wheat from a fake-news chaff in an arms race of dodgy stats and populist spin. But are researchers immune to outlandish claims and off-beam data? Find out in Tom Ewing's Call My Bluff-style gameshow extravaganza.

Delivered by:
Tom Ewing, Wordbeast
Lauren Raby, Knowledge and Insights Specialist, The Coca-Cola Company
Lucy Davison, Founder, Keen As Mustard Marketing
Joe Glassfield, Behavioural Scientist, Corporate Culture


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2020 Society: inclusion, fragmentation, connection

Research looks inward to reach out

Diversity and inclusion have become major themes for corporates, government and society at large. But are we hearing the right mix of voices in research? What are the unconscious biases and methodological limitations that prevent us delivering a full picture for a future without exclusions based on gender, orientation, race or conformity to ‘the norm’. Ali Camps chairs our panel tasked with making a case for each of four categories – and discuss how MR should respond.

Delivered by: Ali Camps, Deputy Chairman & Partner, Quadrangle (chair)
Kenny Imafidon, MD & Co-Founder, ClearView Research
Melissa Gonsalves, Director of Strategic Insight, Differentology
Ella Fryer-Smith, Freelance Research Consultant
Marie-Claude Gervais, Co-Founder and Research Director, Versiti

Applied Intelligence Zone

Theme chair: Danny Russell, DRC

Bonfire of the Vanities: Time to Consign Behavioural Economics to the Flames?

Does BE tell us anything about making brands more attractive, resilient and sustainable over time? Or is it just a 'box of tricks' for short-term kicks? Join David and Chris to explore its limits in research.

Delivered by:
David Penn,  founder and MD, Conquest
Chris Radford, author of Attractive Thinking

A Window To Better ‘Facts’? The Importance Of The Johari Window In Making Effective B2B Decisions

‘Internal’ facts can be dangerous and hamstring business growth and change. Why do business decision makers need to challenge their understanding of ‘truth’ and develop a method of best practice to obtain the best ‘facts’? It's time for MR to explore new techniques to build 'truth' and 'trust' for more compelling insights.

Delivered by:
Imogen Williams, Research Manager, B2B international
James Gibson, Insight Manager B2B, Europe, Michelin




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2020 Tech: AI: more questions than answers

Ivana Bartoletti is the co-founder of the Women Leading in AI Network - and her day job involves helping businesses with privacy and ethical challenges in the digital age. As consumer and regulatory attitudes shift with the arrival of disruptive new technologies, she’s brilliantly placed to ask: is it time to rethink privacy for the age of AI?

Delivered by: Ivana Bartoletti, Technical Director, Deloitte - Cybersecurity and Privacy & Co-founder, Women Leading in AI Network

Applied Intelligence Zone


How to attract and retain bright young talent

To survive and thrive, all agencies need to attract and retain the very best young talent. Times are changing. It’s no longer good enough to rely on employee motivators that appealed to previous generations. Young researchers today are just as ambitious, yet have a slightly different set of priorities when choosing where to work.

In this panel discussion led by Jack Tadman, Research Manager at insight agency Opinium, we’ll hear from an inspiring group of previous MRS Young Researcher of the Year award winners. They’ll bring their journeys to life, explore how they navigated their early career journeys and hear from them exactly what agencies need to do to attract and retain young talent in 2020 and beyond.

Delivered by: Jack Tadman, Research Manager, Opinium Research (chair)
Katherine Nicholls, Director of Research, Natives
Momo Monroe, Strategic Researcher, The Future Laboratory
James Crouch, Head of Omnibus & Partner, Opinium
Amy Jones, Senior Evidence Manager, Girl Effect


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Headline speaker: When will we get beyond bias?

Campaigner, author and feminist Caroline Criado-Perez helped get Jane Austen onto our tenner and Millicent Fawcett into Parliament square. Her award-winning book, Invisible Women: Exposing Data Bias in a World Designed for Men, tackles the sexism inherent in products, services and policy. Join us to hear how she researched the imbalance embedded in our culture – and how she's turning awakening into action to improve the future for all of us.


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Networking drinks reception sponsored by Acumen