Schedule and agenda

08:15

Registration & coffee

09:00

Welcome from Jane Frost CBE, CEO, MRS

09:10

Main Stage

Opening keynote

The disruption decade: what comes next

Dex Hunter-Torricke has worked with the world’s highest-profile technology leaders and most innovative organisations, advising them on how to communicate and galvanise change.

In this visionary keynote, Dex will draw on his experience from working at organisations including Facebook, SpaceX and the UN to explore the transformative social, economic and technological forces that are reshaping all aspects of business, the workplace and humanity and advise how leaders and organisations should navigate and lead through periods of great change.

Dex Hunter-Torricke

Dex Hunter-Torricke, Global Communications & Marketing Leader, Former Communications & Public Policy Advisor to Elon Musk (SpaceX) & Mark Zuckerberg (Facebook)

09:50

Main Stage

Keynote panel

Separating fact from fiction in a world of mis (and) disinformation: insights for the market research industry from the frontlines of journalism

Distinguishing between fact and opinion has become a critical challenge in 2025 for any industry that depends on accurate data. The rise of AI-generated news stories, data trends and deepfake testimonials makes it easier than ever for false information to masquerade as truth. This can infiltrate consumer insights, leading to faulty business decisions, misaligned strategies and distorted market realities. How can researchers ensure they're reporting facts rather than amplifying biased opinions?

In this session we will look at the phenomenal rise of mis- and dis-information and growth of information illiteracy.  We will look at the how the frontline of journalism is putting in tools and processes to tackle it and how the market researchers should adapt these techniques to ensure that their data and insights remain factual.

Chair: Crawford Hollingworth

Panellists:

Hebe Campbell
Hebe Campbell, Video Journalist & Presenter, The Independent
Chris Morris
Chris Morris, CEO, Full Fact (former Senior Correspondent, BBC News)
Senior representative to be announced , CNN Worldwide
Crawford Hollingworth
Crawford Hollingworth, Global Chairman and Founder, The Behavioural Architects

10:30

Morning refreshments

Stream A

NEXT GEN RESEARCH: METHODOLOGY INNOVATION

Stream B

POWERING BRAND & MARCOMMS STRATEGIES: THE BEST OF QUAL & QUANT

Stream C

RESHAPING THE INSIGHT FUNCTION: FROM DATA PROVIDER TO IMPACT DRIVER

11:00

Stream A

Opening comments from the Chair

James  Sallows

James Sallows, Global Marketing Effectiveness, LEGO Group

Participants: LEGO Group,

11:00

Stream B

Opening comments from the Chair

Georgie  White

Georgie White, Chief Customer Officer, Holland & Barrett

Participants: Holland & Barrett,

11:00

Stream C

Opening comments from the Chair

Fiona Lovatt

Fiona Lovatt, Human Insights Director Europe Nutrition, The Coca Cola Company

Participants: The Coca Cola Company,

11:05

Stream A

Presentation

From backseat to self-drive: brand tracking ain’t what it used to be

Brand tracking should be one of the most important tools in a marketers’ toolbox, but often it’s dismissed as slow, backward looking and incapable of influencing decisions at speed.

Kantar will show how innovation is putting brand tracking back at the heart of marketers’ toolkits: a breakthrough in data reporting finally delivers short-term true signals and underlying trends, and the application of machine learning and AI provides future foresight and predictions delivered in real time. Hear how this new approach is being implemented by clients like TUI and Vodafone.

Think brand tracking is boring? Then you don’t know brand tracking!

Adele Jolliffe, Head of Brand Consultants, Kantar
Kirsten Kuhnert, Head of Customer Insights, Vodafone UK
Nisha Khimji, Research Manager, Vodfone UK
Mo Khaled, Brand Marketing Analytics Lead, TUI

Participants: Kantar, Vodafone UK, Vodfone UK, TUI,

11:05

Stream B

Presentation

Redefining investment: Vanguard's bold brand strategy and market transformation

Vanguard has shaken-up the personal investor category, changing the way the competition approaches marketing and drawing new investors into the market.

This case study will explore how Vanguard built its brand in a new market – from leveraging distinctive brand assets to challenging prevailing market codes and opening to new lucrative customers. It will spotlight the value of macro thinking – research does not exist in a vacuum and is more visionary and dynamic when combined with real world data, media planning and wider cultural norms. The session will also uncover the value of a strong partnership between client, communications, media, research and analytics partners.

Nicola Wright, Account Director, The Nursery Research & Planning
Laura Parsonage, Head of Client and Brand Insight, Vanguard Investments Europe

Participants: The Nursery Research & Planning, Vanguard Investments Europe,

11:05

Stream C

Presentation

A 360° consultative playbook for next level success

Vue aimed to break into gaming by leveraging big screens for events. This session will reveal how a 360° consultative approach turned Vue’s aspirations into real-world success.

This isn’t just a case study; it's a powerful guide for revolutionising research. Hear how to engage the C-suite from the start, ensuring they champion your insights. Discover creative methods that inspire stakeholders to see the world through their audience’s eyes, challenging their expectations while building empathy. Explore the untapped potential of frontline colleagues and co-creation opportunities with your audience. And realise the impact of using dynamic debriefs and implanted support and ongoing collaboration to embed insight.

Karis O'Leary-Smith, Research Partner, One Minute to Midnight
Ruth Hinton, Group Head of Customer Experience and Insight, Vue International
Shona Gold, Executive Director of Brand, Marketing & Communication, Vue International

Participants: One Minute to Midnight, Vue International,

11:35

Main Stage

Swap stream

11:40

Stream A

Presentation

Navigating nuance: how conversational AI is redefining product experience insights across cultures

Product experience isn’t just an objective entity; it’s a dynamic interplay between a product and a person, evoking feelings, behaviours, and thoughts in the moment. By leveraging AI-powered conversational approaches, we can now capture consumers’ descriptions of their product experiences, in their own words, in the moment and at scale.

Find out how the innovative and targeted application of conversational AI bridged the gap between global product development and local market success, empowering Haleon to navigate the complexities of cross-cultural consumer behaviour with precision and insight.

Ansie Collier, Global Innovation Director, MMR Research
Katherine Mendoza, R&D Consumer Science and Product Experience Global COP Lead, Haleon

Participants: MMR Research, Haleon,

11:40

Stream B

Panel

Love triangles: building better brand relationships for a triple win in sustainability

Let’s tackle one of the most pressing societal shifts of our generation: the challenge of sustainability in a world where businesses, consumers, and the planet all have competing needs. Explore how brands can move beyond sustainability paralysis and reshape their relationships with consumers to drive positive impact.

This thought-provoking session will share snippets of C Space and Hall & Partners’ latest multi-method research study, "The S Word." It will provide a framework for navigating complexity of the landscape and practical tools to help businesses better understand and work with the "say-do gap" - both that of consumers and of their own businesses.

Chair:

Denise Hicks, Global Sustainability Lead, C Space

Panellists:
Hayley Bramble, Global Strategy Director, Hall & Partners
Michael Lofty Gierges, EVP President Home & Distribution Business, Schneider Electric

Participants: C Space, Hall & Partners, Schneider Electric,

11:40

Stream C

Panel

The art of persuasion in stakeholder engagement

There’s a widening empathy gap that often exists between customers and board members. In this session, we will explore how research that’s framed in ways that speak to both customer realities and boardroom priorities, and turn complex data into persuasive narratives, can serve as a bridge to close that empathy gap.

The focus of this panel session will be on transforming transactional relationships into consultative, value-driven partnerships. Join an interactive panel debate which explores the power of influence, negotiation, and strategic communication in fostering consultative partnerships that drive real-world success.

Chair:

Alison Bainbridge, Founder, Kokoro

Panellists:
Abhishek Velani, Senior Propositions Manager, Costa Coffee
Courtney Parker, Senior Insights Manager, Costa Coffee
Eze Klass, Insights Manager, BT, EE
Farrah Mosaheb, Category & Shopper Strategy Controller, Premier Foods
Geraldine Shore, Insight Manager, TUI

Participants: Kokoro, Costa Coffee, BT, EE, Premier Foods, TUI,

12:10

Main Stage

Swap stream

12:15

Stream A

Presentation

Empathy in algorithms: how are AI-generated twins different to human respondents?

Assess the true efficacy of synthetic respondent data in qualitative research through an exploration of AI-generated 'twins' and their ability to deliver consumer insights.

Based on the latest findings from AI twin pilots in Japan and the UK, delve into the complex world of affective matching, evaluating AI's capacity to mirror human insight in category exploration, innovative product ideation, and critically assessing new product ideas.

Maya Ilic, Vice President of Communities Innovation, Ipsos
Beccy Stamp, Business Lead for Community Panels, Ipsos UU

Participants: Ipsos, Ipsos UU,

12:15

Stream B

Presentation

MRS Thinks - Purpose, politics and power

It is well understood that Brands have responsibilities to wider society, employees and planet. And polling consistently shows that people want to buy from and work for brands that align with these values. But brands that overtly adopt socially liberal policies, are in danger of causing a backlash if perceived as promoting ‘woke capitalism’. 

As positions in society on a wide range of issues become more polarised and politicised, what is a brand to do?

The latest Delphi report explores solutions, suggesting brands focus less on top-down agendas and instead empower grassroots initiatives to support community growth.

Chaired by:
Colin Strong, Chair, Delphi Group & Global Head of Behavioural Science, Ipsos

Participants: Ipsos,

12:15

Stream C

Presentation

From insight to impact: driving customer-centric transformation at Morrisons

What makes Morrisons the first choice for customers, why do they choose us, and why do customers prefer us over other supermarkets? These were the integral questions Morrisons wanted to answer when it partnered with STRAT7 Researchbods on a project that played a pivotal role in shaping Morrisons’ customer closeness agenda.

This case study will showcase the impact targeted market research had on transforming Morrison’s strategy and decision-making and how it has led the leadership team to embrace customer-centric goals which have driven rapid and impactful changes in the organisation.

Panel:
Huw Williams, Client Director, STRAT7 Researchbods
Alex Rose, Senior Customer Manager, Morrisons

Participants: STRAT7 Researchbods, Morrisons,

12:45

Stream A

MRS Shorts

People matter: navigating AI, synthetic data, and ethics

This session promises to challenge conventional thinking and offer fresh insights into the evolving landscape of market research and the increasing reliance on AI-driven insights and synthetic data.

As more companies turn to synthetic data, Farid will highlight its limitations in capturing the "why" behind consumer decisions, emphasizing that the unique insights provided by human experiences remain irreplaceable. The session will expose the ethical risks synthetic data poses, particularly in the realms of diversity, equity, and inclusion (DEI). Farid will explore how AI-driven data can perpetuate biases, skew representation, and damage the credibility of insights.

Farid Jeeawody, Partner, Hall & Partners

Q&A led by:

Dr Mark Thorpe
Dr Mark Thorpe, Board Director, Truth Consulting & Group Head of Thought Leadership and Senior Advisor, Instinctif Partners

Participants: Hall & Partners, Truth Consulting & Group Head of Thought Leadership and Senior Advisor, Instinctif Partners,

12:45

Stream B

MRS Shorts

Beyond screens: disruptive market research with XR (extended reality) surveys

With the emergence of spatial computing devices, a new era is dawning for market research.

This session introduces Rexee, an innovative tool for immersive interviews which leverages AR (Augmented Reality) and VR (Virtual Reality) technology.

Hear results from a recent case study which demonstrates how this novel phyigital approach is revolutionising product testing; driving strong participant engagement and delivering high quality outputs at speed.

Ennio Armato, Global CEO, FFIND

Participants: FFIND,

12:45

Stream C

Workshop

Allyship workshop: turning good intentions into impact

Ever wanted to help and support your colleagues but not been sure how? Find out what allyship means to different individuals, how to become an effective ally and how to nurture greater allyship across your organisation.

Tom Holliss, Chief People Officer, Zappi
Hakeem Allen, Founder, Anti Racist Social Club

Participants: Zappi, Anti Racist Social Club,

13:05

Stream A

Lunch

13:05

Stream B

Lunch

13:25

Stream C

Lunch

13:45

Stream A

Presentation

Choose your own adventure: navigating your career journey in market research

You attend a sports camp. When you get there, you must choose between a hiking excursion, or a sports tournament. You choose the tournament and turn to page 15. You go to breakfast and are surprised to see blue eggs are being served. Do you eat the blue eggs or hide them in your napkin…? But what do sports camps and blue eggs have to do with Market Research?

Our sector has developed rapidly and with it has come multiple career options. In this session, Amanda and Shannon will guide you through some of the choices you could make – in the style of a ‘Choose Your Own Adventure’ book.

Amanda Hammond, Qualitative Senior Research Executive, Sky
Shannon-Vitale Rogers, Research Analytics Manager, Sky

Participants: Sky,

13:45

Stream B

Presentation

Semiotics on trial: how brand & comms analysis shaped a landmark legal case

It’s rare to work on a landmark legal case – especially one that leads to a $175 million settlement. This remarkable case study demonstrates the power, robustness and compelling nature of expert semiotic analysis and shows how more specialist analytic techniques in market research can play a major role outside marketing.

Join Chris to hear about his experience of being an expert witness in brand semiotics for the Attorney General’s Office of Massachusetts legal case against Uber & Lyft Technologies. Hear how his analysis of brands and marketing materials was pivotal in helping the AGO to make their case that Uber & Lyft Technologies were misclassifying workers.

Chris Arning, Founder - Director, Creative Semiotics

Participants: Creative Semiotics,

14:20

Stream A

Presentation

How Google is decoding online customer experiences

This presentation will walk delegates through the highlights of a ground-breaking, multi-stage project, combining a literature review, qualitative research, quantitative survey and live experiments. The Behavioural Architects & Google will demonstrate how experimental methods, that replicate real-world purchase scenarios and post-purchase interactions, have provided valuable insights that traditional surveys cannot capture and a deeper understanding of customer experiences. Examine how leveraging behavioural science within customer experiences can create positive brand impact, build brand loyalty and surpass consumer expectations.

Dipesh Mistry, Director, The Behavioural Architects
Sarah Ashley, Senior Research & Insights Manager, EMEA Marketing Insights, Google

Participants: The Behavioural Architects, Google,

14:20

Stream B

Presentation

#SussingOutSocials: slotting in, to scope it out

Social media shapes culture and consumer mindset, but its complex and rapidly changing idioms of practice are a challenging arena for brands. Despite having some of the best metrics available, the Vodafone UK social media team had limited understanding of what made their content successful or irrelevant. And researching social media performance beyond metrics is challenging.

This presentation will reveal how Vodafone UK went beyond the likes, follows and shares using a 360 multi-pronged approach. Hear how this holistic approach has led to a new framework to guide all future content creation across platforms.

Rhiannon Price, Partner, We Live Context
Kirsten Kuhnert, Head of Customer Insights, Vodafone UK

Participants: We Live Context, Vodafone UK,

14:20

Stream C

Panel

Empowering inclusion: a trauma informed approach to insight

Insight has the power to delve into the most pressing social issues of our time, uplifting voices in research. True inclusivity in research supports the meaningful inclusion of even deeply traumatised individuals. In this session, panellists will reflect upon what makes a trauma informed approach to insight, and crucially the value it brings to address specific business challenges; from enhancing customer services to improving strategic communications.

Hear how to overcome barriers to inclusion for audiences in vulnerable circumstances and examine Thinks Insight & Strategy’s Participant Empowerment Model which outlines key principles for building in inclusion by design.

Chair:

Dr Carol McNaughton Nicholls, Managing Partner, Thinks Insight & Strategy

Panellists:
Talia Coroniti, Director, Thinks Insight & Strategy
Adina Pintilie, Associate Director, Thinks Insight & Strategy
Jane Buswell, Deputy Head of Strategic Communications, Ministry of Justice
Janet Arrowsmith, Asylum & Family Human Rights Insight Team, Home Office

Participants: Thinks Insight & Strategy, Thinks Insight & Strategy, Ministry of Justice, Home Office,

14:50

Main Stage

Swap stream

14:55

Stream A

Presentation

The future of advertising: The Trade Desk and PA Consulting’s blueprint for measuring the value of connected omnichannel campaigns

The media landscape has never been more fragmented. While almost every brand is a multi-channel advertiser, very few are omnichannel advertisers able to connect the dots across channels.

The Trade Desk and PA Consulting’s will share their research journey and key findings from an ambitious program of research which comprised a neurological experiment, a quantitative demand space segmentation and an ethnographic media study, to understand the true value of a connected omnichannel strategy.

Examine key findings with implications for researchers discussed. Hear best practice guidance for conducting experimental, mixed-methodology advertising research and gain expert insights into the future of digital media planning, with strategic takeaways for key media channels.

Holly Riedlinger, Principal Consultant, PA Consulting
Robyn Lee, Consultant, PA Consulting
Sara Picazo, EMEA Research & Insights Director, The Trade Desk

Participants: PA Consulting, The Trade Desk,

14:55

Stream B

Presentation

Re-Imagining masculinity: an ethnographic exploration of masculinity, vulnerability and the gen z divide

The 'Manosphere'—an online space where masculinity influencers and bad actors help shape male identity. In a world where gender norms are in flux, particularly for gen Z, traditional concepts of masculinity are being both challenged and reinforced. What does this mean for brands trying to engage young men and brands seeking to understand and respond to vulnerable groups?

Ipsos and Nationwide will explore how aggressive forms of masculinity can be damaging for everyone, and how brands can better engage men in more nuanced and meaningful ways. Hear how ethnography plays a crucial role in understanding and responding to these cultural shifts.

Lucy Neiland, Business Anthropologist, Ipsos
Alyson McCormack, Customer Vulnerability Manager, Nationwide

Participants: Ipsos, Nationwide,

14:55

Stream C

Presentation

How tactical storytelling at Pepsico is extending the influence of insight

Discover how, in a sea of data, tactical storytelling has helped PepsiCo to become both human-centric and business-oriented. And, how developing curiosity, critical thinking and saliency within a tactical storytelling framework has ensured the insight team are as influential as ever.

This session is a blue print for how insights teams can become more influential in global organisations. It will outline the storytelling approach that external partners need to develop if they are to work closely with in-house teams. It will reveal the important of developing those innate human skills that work in harmony with AI.

Grant Feller, Founder, Every Rung
Tracey Neis, Sr. Director, Strategy and Insights for Global Foods, PepsiCo

Participants: Every Rung, PepsiCo,

15:25

Main Stage

Swap stream

15:30

Stream A

Presentation

How generative AI unearthed nuggets of insight from a data mountain for next level planning

“Annual planning is next week; tell us everything consumers want next year” The words that strike fear into any client-side researcher.

Discover how Strive Insight helped Virgin Media O2’s insight team tackle the insight-mountain and identify gaps in research programs. Their solution digested masses of research and insight, cross referencing this against the business’ major commercial and consumer objectives, all against a backdrop of the nation’s cultural, behavioural and attitudinal calendar.

Examine how the output: a generative-AI enabled synthesis of the company’s key initiatives - married to core needs in the market, prioritised and illustrated over time – has revolutionsised inputs into planning.

Ciara Fay, Associate Director , Strive Insight
Blaithin Stack, Market Research & Insight Manager, Virgin Media O2

Participants: Strive Insight, Virgin Media O2,

15:30

Stream B

Presentation

Evolving together: ‘decolonising’ Save The Children’s storytelling through participative semiotic research

Like the aid sector as a whole, Save the Children is grappling with how historic power and privilege have shaped current culture and practice, working towards a solidarity-based system. Since stories create culture, communications are central to this: alongside structural change, the charity needed to tackle ‘decolonising storytelling’.

This session explores how a semiotic approach offered fresh perspective, challenging unconscious biases in storytelling and delivering clear guidelines on what evolved comms could look like. Examine the cross-team participation approach used to explore, stress-test, and activate the insights to catalyse collaborative organisational change.

Nick Gadsby, Founder and Principal, The Answer
Lucia Patel, Insight Lead, Save The Children

Participants: The Answer, Save The Children,

15:30

Stream C

Panel

MRS Thinks - Tackling the data quality crisis and bolstering trust in research

Ensuring data integrity and combating fraud is a growing issue for the sector. As the number of click farms and bad actors increase the challenge of maintaining trust in research has never been greater. This session will examine the financial impact of fraud and examine the latest research into buyer confidence in data. Panellists will discuss industry progress towards reclassifying research fraud as a distinct criminal offence and introduce the Global Data Quality Pledge.

Chair:

Liam Kay-McClean, Deputy Editor, Research Live

Panellists:

Debrah Harding
Debrah Harding, Managing Director, MRS
Melanie Courtright
Melanie Courtright, CEO, Insights Association
Joanna Bygrave, Director Quality and Security, NIQ BASES

Participants: Research Live, MRS , Insights Association, NIQ BASES,

16:00

Main Stage

Swap stream

16:05

Stream A

Presentation

Immersive innovation: engaging gen Z and alpha for deeper insights

This session explores how immersive VR technology is reshaping creative consumer research at Mondelez. It will walk delegates through on a study with Gen Z and Alpha using VR platforms and high-quality VR tools to ideate a new snack concept. Join Mondelez as they share key findings and recommendations showing how VR can transform insight generation and product innovation in engaging new ways.

Angela Fernandes, Director of Consumer Science, Mondelez

Participants: Mondelez,

16:05

Stream B

Presentation

Decoding discovery: researching how viewers are really deciding what to watch

Hear findings from a major new study exploring the reality of how people really discover what to watch in today’s complex viewing landscape.

Join MTM and Sony as they unpack their multi-method methodology and reveal some surprising truths about audiences' real-world behaviours. Explore the high stakes and lengthy searches of shared viewing occasions; the speed viewers make assumptions and decisions; how brands can influence audiences in 'hot' (quick, emotion-led decisions) and 'cold' (more time to consider) mindsets across their browsing and viewing journeys; and how to influence household ‘viewing shepherds.’

Philippe Epailly, Director and Head of Quantitative Team, MTM
Sarah Halmkin, Senior Research Manager, Sony Pictures Television

Participants: MTM, Sony Pictures Television,

16:05

Stream C

Presentation

AI in research: evolving from researcher to strategic advisor

Researchers wear many hats—moderator, analyst, consultant, and more. Historically, clients have paid for all these roles, but AI changes the game. This session will explore how AI is reshaping the researcher-client dynamic, breaking free from process constraints and positioning researchers as trusted advisors. Firefish will demonstrate how, with AI, researchers can get paid for the value of insights delivered, not for the process they manage. Through their work with Bumble, they’ll show how AI can help companies with limited resources deliver high-quality qualitative research and build strategic partnerships.

Richard Owen, Head of Innovation, Firefish
Dylan Brownsword, Head of Marketing Research, Bumble

Participants: Firefish, Bumble,

16:35

Main Stage

Afternoon refreshments

17:05

Main Stage

Closing keynote

The science of influence

Tali’s interest lies at the intersection of neuroscience, psychology and behavioural economics. She is the acclaimed author of The Optimism Bias, The Influential Mind and most recently Look Again. Through her work she considers how the mind deals with emotional, social and influencing factors that affect behaviour and decisions, how adept we are at influencing and changing people’s minds and why we stop noticing both the great and not-so-great things around us.

Tali will apply her research to some of the great challenges of the age showing how we can break through entrenched beliefs, reframe ideas and influence change.

Dr Tali  Sharot
Dr Tali Sharot, Professor of Cognitive Neuroscience & Director, Affective Brain Lab, University College London

17:45

Main Stage

End of conference

Delegates are warmly invited to continue discussions and networking at the drinks reception

Conference Party

We are delighted to partner with The Research Club who will be hosting the official annual conference after party!

The conference party is one of the highlights in the social calendar and is a popular event, we strongly advise all conference delegates to register early to avoid disappointment on the night, sign up now and take advantage of the SUPER Early Bird Ticket price.

Book your tickets now!