Schedule and agenda

08:30

Registration & coffee

09:15

Main Stage

Welcome

Jane Frost CBE, CEO of MRS

09:20

Main Stage

Opening comments from the Chair

Georgie White, Director of Customer Experience & Insight, Holland & Barrett

09:30

Main Stage

Keynote address

Pippa Crerar, Political Editor, The Guardian

Election 2024: a turning point?

Recent scandals have eroded the public’s trust in politicians, institutions and cherished brands. Even more uncertainty and change lie ahead due to global unrest, the looming general election and the continuing cost of living crisis.

In this keynote, multiple award-winning journalist, Pippa Crerar, who has reported on six general elections, seven prime ministers and was responsible for exposing the Partygate and Barnard Castle scandals, will explore what current affairs and the forthcoming election are likely to mean for businesses and a disenchanted public.

Pippa Crerar
Pippa Crerar, Political Editor, The Guardian

10:05

Main Stage

Keynote Panel

Insights revolution: navigating new horizons with generative AI

Join panellists as they share experiences of using generative AI, evaluate both the opportunities and limitations and consider the radical impact it will have on the market research sector.

  • Discussing how organisations are using generative AI today to support research needs
  • Where and when to invest in AI to maximise its benefit for insight generation and dissemination
  • Considering how the role of the researcher will evolve as generative AI transforms the sector
  • Finding your USP: blending proprietary models with LLMs to create bespoke market research applications
  • Addressing the key challenges associated with generative AI – hallucinations, privacy, bias and transparency

Keynote-image-ac-24-3

Chair:

Nick North, Director of Audiences, BBC

Panel:

Kelly  Beaver
Kelly Beaver, MBE, CEO, Ipsos UK & Ireland
Josh Muncke, Director of retail, consumer and services, Faculty
Chris Lindsley, Global Insight & Analytics Director - Insights Centre of Excellence, Reckitt
Jatin Aythora, Director of Research & Development, BBC

10:45

Morning refreshments

Stream 1

Stream 2

Stream 3

11:15

Stream 1

Opening comments from the Chair Seema Hope, Global Head of Consumer Research, Economist

Seema Hope, Global Head of Consumer Research, Economist

Participants: Economist,

11:15

Stream 2

Opening comments from the Chair Neil Mortensen, Director of Audiences, ITV

Neil Mortensen, Director of ITV Insight Group, ITV

Participants: ITV ,

11:15

Stream 3

Opening comments from the Chair Georgie White, Director of Customer Experience & Insight, Holland & Barrett

Georgie White, Director of Customer Experience & Insight, Holland & Barrett

Participants: Holland & Barrett,

11:20

Stream 1

Presentation

Combining behavioural economics and qualitative research to develop breakthrough communications for McDonald’s

Exploring perceptions into trust for McDonald's food quality for creative development, is always fraught with difficulty. There is often a lot of scepticism, people answer in a way that they ‘think they should’ making it hard to decipher their true feelings, thus obstructing the creative communication development process.

Find out how behavioural economics married with qualitative research helped McDonald’s get to the real, unfiltered truth and moved the dial on McDonald’s trust food quality perceptions.

Dinisha Cherodian, Strategy Director, BAMM
Joe Beveridge, Strategy Partner, Leo Burnett
Fainareti Schortsaniti, Head of UK Insight, McDonald's

Participants: BAMM, Leo Burnett, McDonald's,

11:20

Stream 2

Presentation

Unravelling the cost-of-living crisis across borders

The cost of living crisis is a global dilemma but how do you create a global view on a topic that is felt so differently around the world?

Visa’s multi market study breaks conventional boundaries. Hear how a methodology that blends AI enabled technologies with more human connections and collaboration with local specialists, has created a rich tapestry of human stories and experiences from every corner of the world to understand global consumer behaviour.

Andy Fitzgibbons, Business Director, C Space
Alastair Webb, Senior Consultant, C Space
Sarah Emmerson, Senior Insight Manager, Visa

Participants: C Space, Visa ,

11:20

Stream 3

Presentation

Rethinking client-agency collaboration and recreating the role of researchers

Created in response to the Grenfell tragedy, the Building Safety Regulator’s (BSR) purpose is to deliver far-reaching, industry-wide reforms. BSR’s insight team proposed developing a Theory of Change (ToC)roadmap for how it intends to deliver change, defining its activities, intended behavioural outcomes and long-term cultural impacts.

This case study demonstrates how client and agency insight teams can join forces to lead strategic, organisational-wide, internal client initiatives. It will show that insight leaders are well placed to facilitate cross-functional stakeholder collaboration to drive business goals and embed research across organisation.

Arabella McNeill, Head of Customer Insight, Building Safety Regulator
Louise Skowron, Senior Director, Verian
Samantha Bond, Independent Researcher

Participants: Building Safety Regulator, Verian,

11:50

Stream 1

MRS Shorts

Generative AI vs researcher…the results

What happens when you give researchers access to AI? In this simple head-to-head contest, researchers were equipped with a customised version of ChatGPT-4, optimised for research, and a client jury judged whether it resulted in better quality work. Hear how the client jury voted and find out if AI lived up to the hype.

Dr Paul Marsden, Chartered Psychologist, Brand Genetics
Mark Barraud, Insights, Innovation and Portfolio Strategy Director, AB InBev Europe

Participants: Brand Genetics, AB InBev Europe,

11:50

Stream 2

MRS Shorts

Collaboration that works: a client perspective

With 10+ years in an agency and 15 years client side, Ritanbara will share her experience of what truly makes a good client agency collaboration.

Gain an understanding of the pulls and pressures of working in an in-house team and discover how decisions are really made.

Ritanbara Mundrey
Ritanbara Mundrey, Global Head of Innovation & Insights for Dairy, Nestle

Participants: Nestle ,

11:50

Stream 3

MRS Shorts

Reimagining health research for the LGBTQIA+ community

This powerful and provocative talk will include practical advice on how to reimagine the participant experience of health research for members of the LGBTQIA+ community.

Hear how to achieve better outcomes through co-creation and inclusive research design.

Raphaëlle Bartuschat
Raphaëlle Bartuschat, Consultant, C Space

Participants: C Space,

12:05

Swap Stream

12:15

Stream 1

Presentation

Global connections, local power: How PepsiCo digitalized its insights

Based on learnings from PepsiCo’s journey building Ada, its in-house insights platform, Stephan and Babita will deliver A “how-to” guide for insights leaders who want to innovate their people, process and technology.

Client-side insight teams will gain a tangible, step-by-step guide on how to implement change across the insights function from one of the biggest consumer-centric brands in the world. Technology and agency attendees will understand how they can support, enable and evangelize a shared vision for the future of insights with the right blend of tools and partnership.

Babita Earle, MD, Zappi
Monica Tenorio, Vice President, Insights, Analytics & Marketing Capabilities Europe, PepsiCo
Stephan Gans, SVP, Chief Consumer Insights and Analytics Officer, Pepsico

Participants: Zappi, PepsiCo, Pepsico,

12:15

Stream 2

Panel

Considering public attitudes towards AI in research design

In this provocations-style panel discussion, Thinks Insight & Strategy and the Centre for Data Ethics and Innovation seek to get suppliers and buyers of insight to consider the influence they may be having on how they shape the world that citizens and consumers live in, particularly in terms of whether the use of AI in research that informs policy reflects what the public want.

  • How is the insights industry shaping the impact of AI on knowledge creation?
  • What are the attitudes of the UK public towards the use of AI in different contexts?
  • How should the views of the public be factored into the use of AI in research for the public sector?

Lucy Farrow
Lucy Farrow, Associate Partner, Thinks Insight & Strategy
Chloe Juliette, Associate Director, Thinks Insight & Strategy
Sylvie Hobden, Head of Public Attitudes, Centre for Data Ethics and Innovation

Participants: Thinks Insight & Strategy, Centre for Data Ethics and Innovation,

12:15

Stream 3

Presentation

Investigating hidden youth resistance to ‘woke culture’…and then asking AI to do it

Could there be greater youth resistance to “woke culture” than first meets the eye - and if so, how can researchers unearth this alternative (and potentially controversial) view?

In this session Jigsaw will share findings from this fascinating qualitative study of 16-34 year olds and then compare the results against research 2.0 carried out using AI. How did AI perform when investigating these sensitive societal issues?

Alex Johnston, Director, Jigsaw Research
Eloise Wroe Wright, Qualitative Specialist, Jigsaw Research

Participants: Jigsaw Research,

12:45

Main Stage

Swap Stream

12:50

Panel

Synthetic respondents: do we need humans at all?

Following the launch of 'The BEST Framework for Gen AI'  published by MRS Delphi Group - chair of the group Colin Strong will today host a discussion exploring the impact synthetic respondents will have for market research. What exactly are synthetic respondents, how viable and reliable are attempts at replicating human responses, and what does this disruptive approach mean for traditional research?

Chair:

Colin Strong

Colin Strong, Chair of MRS Delphi Group and Head of Behavioural Science, Ipsos

Nikki Lavoie
Nikki Lavoie, EVP Marketing, Brand & Innovation, Savanta
Rose  Tomlins
Rose Tomlins, Head of Brand and Customer Insight, Virgin Money
Patrick Alcantara
Patrick Alcantara, Strategic Customer Insight Lead, AXA

Participants: Ipsos, Savanta, Virgin Money, AXA,

12:50

Stream 2

Presentation

Harnessing neuroscience and behavioural science to drive EU policy change

Examine the transformative influence of sustainability research. Join Walnut Unlimited and Climate Catalyst to hear how by leveraging insights derived from neuroscience and behavioural science, brands can take on a pivotal role in inspiring meaningful action.

Gain practical guidance, rooted in neuro- and behavioural science, on how to craft sustainability messages and examine the tools needed to make successful sustainable communications

Nick Saxby, Associate Director, Walnut Unlimited

Tierney Smith
Tierney Smith, Head of Communications, Climate Catalyst

Participants: Walnut Unlimited , Climate Catalyst,

12:50

Stream 3

Round Table

Celebrating MRS’s 2023 Changemakers

MRS’s Changemaker award recognises individuals in the research, insight and data analytics sector who are making specific contributions to meaningful diversity, inclusion and equality initiatives.

In this interactive session, we share the inspiring actions of this year’s finalists and ask delegates to consider and discuss what they already do well in their workplaces and what more they can do to drive inclusivity and positive change.

Led By:

Dr Mark Thorpe, Board Director, Truth & Group Head of Thought Leadership (Instinctif Partners) & Changemaker panel judge

Changemaker panellists:

Tom  Richer
Tom Richer, Inclusive Researcher & Community Manager, Open Inclusion
Dr Shivonne Gates
Dr Shivonne Gates, Impact & Evaluating Lead, The Front Line
Katya Des-Etages, Senior Research Executive, Channel 4
Christina Lai, Consultant User Researcher, Kainos

Participants: Truth & Group Head of Thought Leadership (Instinctif Partners) & Changemaker panel judge, Open Inclusion, The Front Line, Channel 4 , Kainos,

13:20

Stream 1

Lunch

13:20

Stream 2

Lunch

13:35

Stream 3

Lunch

14:20

Stream 1

Fireside chat

A duty to collaborate

The Financial Conduct Authority’s Consumer Duty regulation requires financial services firms to evidence that customers receive good outcomes.

In response, a consortium of firms are partnering on an innovative research programme to demonstrate compliance with the communications testing requirements. Join Charlotte and Michael for a discussion on the journey and benefits of this innovative cross industry collaboration.

Michael Worledge, Financial Services Sector Head, Harris Interactive / Toluna

Charlotte May
Charlotte May, Group Head of Customer Research, Legal & General

Participants: Harris Interactive / Toluna, Legal & General,

14:20

Stream 2

Fireside chat

Are you being served? Meeting CMOs future insight need

This session is designed to explore the  evolving insight needs of CMOs and  discover how agencies and internal insight teams can support these going forward. What do CMOs need from strategic  partnerships in Insight and what blend of  sources  are they looking for from their internal and external partners ? How can we jointly deliver customer insight as a competitive benefit?  

Jane Stiller, CMO, ITV

In conversion with:

Katie McQuater
Katie McQuater, Editor, Impact Magazine & Research-live.com, MRS

Participants: ITV, Impact Magazine & Research-live.com, MRS,

14:20

Stream 3

Panel

Market research Room 101: what will you banish?

Ever wondered what the research industry could do without? In this interactive gameshow, two teams of client and agency-side industry leaders will put forward their contenders to be banished for good and then you, the audience, get to cast the final vote. Is it time to bid adieu to impact? Say goodbye to a seat at the top table? Call for the death of the debrief? Nothing’s off the table!

Hosted by:

Lucy Davison

Lucy Davison, Founder & MD, Keen as Mustard

Panellists:

Paul Hudson
Paul Hudson, CEO, FlexMR
Danny Russell
Danny Russell , Non-Executive Director, FlexMR
Shehnaz Hansraj
Shehnaz Hansraj, Head of Research & Insight, Viking Cruises
Nicola Stevens
Nicola Stevens, Head of Insight, Close Brothers
Lisa Hulme-Vickerstaff
Lisa Hulme-Vickerstaff, Strategy and Communications Expert
James Sallows
James Sallows, Media and Market Research Professional

Participants: Keen as Mustard, FlexMR, Viking Cruises, Close Brothers,

14:50

Stream 1

MRS Shorts

Value-driven career choices: attracting young talent to market research

Discover the influence of company values and social responsibility in attracting and retaining young talent in the industry.

Ben Davis
Ben Davis, Client Services Executive, MM Eye

Participants: MM Eye,

14:50

Stream 2

MRS Shorts

Achieving better representation of marginalised groups in research

Find out where to look for inspiration, resources and tools to help steer the industry towards better representation of marginalised groups both in research and across our industry.

Rania Benameur, Associate, Flood & Partners

Participants: Flood & Partners,

14:50

Stream 3

MRS Shorts

Access all audiences – how to make your qual more inclusive

Firefish and Barclays worked together to understand the banking needs of D/deaf customers and people with mental health or neurodivergent conditions. In this MRS Shorts session, they will share their client-agency partnership approach, provide three north star principles for designing research and inspire with practical tips on how to make your next qual project more inclusive. 

Natalie Rehling
Natalie Rehling, Strategy Manager, Firefish Group
Rebecca Clayton
Rebecca Clayton, Senior Design Researcher, Barclays

Participants: Firefish Group, Barclays,

15:05

Swap Stream

15:15

Stream 1

Presentation

Building the beauty store of the future

L’Oreal wanted to create a seamless online and offline beauty retail experience for its global customer base. In this session, you’ll hear how a project which combined qualitative, quantitative and AI and placed voice of the customer research at the heart of L’Oreal’s decision making, helped internal and external stakeholders quickly understand how to craft the best buying experience for different consumers in different markets.

Lynsey Showman, Chief Growth Officer, Basis

Alexia Scherier
Alexia Scherier, Global Consumer Insight Director, L’Oréal Consumer Products Division

Participants: Basis, L’Oréal Consumer Products Division,

15:15

Stream 2

Panel

Fraud & data quality in market research: how AI is fast forwarding the need for a solution

  • Sizing the AI data quality & fraud problem and examining the industry initiative to tackle it
  • Examining new implementations of bot and fraud solutions in market research
  • Discussing investment needs and next steps for agencies and clients
  • Examining approaches to data fraud being implemented by other sectors

Chair:

Debrah Harding

Debrah Harding, Managing Director, MRS

Panellists:
Melanie Courtright, CEO, Insights Association

Simon Glanville
Simon Glanville, Managing Director, RONIN
Debbie Lawrence, Group Head of Data Management, London Stock Exchange Group

Participants: MRS , Insights Association, RONIN, London Stock Exchange Group,

15:15

Stream 3

Presentation

Using emotional insights to reinvent the traditional charity ad narrative

Examine how a flexible, adaptable, iterative research approach revealed a radical new direction for Cancer Research UK’s advertising strategy and how smart tech and biometrics measured the impact of new positive emotive messaging.

Rachel Binks, Senior Consumer Insight & Experience Manager, CRUK
Kelly Edmondson, Consumer Experience & Insight Manager, CRUK

Participants: CRUK ,

15:45

Swap Stream

15:50

Stream 1

Panel

MR|UX|CX: unifying insight to support customer centricity

  • Gaining a 360 view of users when launching new propositions
  • Adapting organisational structure to deliver better customer centricity
  • Case studies where a blended approach has maximised impact of insights

Chair:

Jason Foster, CEO, Cynozure

Panellists:
Stuart Whyte, Chief Product Officer, ImpactSense
Rachel Smith, Global Insight Lead, Pentland Brands

Francesco Isgro
Francesco Isgro, Researcher & Strategist, Kiska
Helen  Devine
Helen Devine, UX Research Lead, Economist

Participants: Cynozure, ImpactSense, Pentland Brands, Kiska , Economist,

15:50

Stream 2

Presentation

The changing meanings of Britishness and the implications for iconic British brands

What does ‘Britishness’ mean and how has it changed? What will it look like in the future and how can British brands adapt to that future?

This presentation, which brings together foresight, cultural analysis and semiotics, explores how Heinz responds to the changing cultural understandings of British identity.

Katrina Russell, Associate Director, Sign Salad
Emma Jones, Head of Insights Northern Europe, Kraft Heinz

Participants: Sign Salad , Kraft Heinz ,

15:50

Stream 3

Round Table

Reimagining the insight function of the future

Gain fresh ideas from three insight teams that are reshaping the culture of their workplaces and attracting and developing new talent as a result.

Join this ideation session to collaborate on how to create great places to work.

Chair:

Nick Rich

Nick Rich, Vice President, Insights & Analytics, Carlsberg Group & InterContinental Hotels Group

Panellists:

Sarah Jenkins
Sarah Jenkins, Managing Director, Magenta
Nas Allmomen
Nas Allmomen, Associate Director & DE&I Lead, Magenta
Ettie Etela
Ettie Etela, Research Director, MM Eye
Lian Mico
Lian Mico, Delivery Development Director, Human8

Participants: Carlsberg Group & InterContinental Hotels Group, Magenta, MM Eye , Human8,

16:20

Afternoon refreshments

16:50

Main Stage

Fireside chat with Raphael Rowe

Telling untold stories

Raphael Rowe is a TV presenter, broadcaster and investigative journalist.

Raphael breaks the mould in serious journalism. After spending 12 years in prison for a murder he didn’t commit, he became the first journalist from a mixed ethnic background with dreadlocks and a prison background, to report for the BBCs Radio 4 flagship Today programme before moving to TV journalism. Raphael is best known for his Netflix show, Inside the World's Toughest Prisons – the 2nd most watched factual programme on Netflix in 2023. His investigative journalism and hard-hitting documentaries for Panorama, BBC2, BBC3 and Netflix have uncovered miscarriages of justice and shone a light on under-served and diverse populations.

He’ll share his incredible story, discuss social injustices and demonstrate how the power of qualitative research and captivating storytelling transforms outcomes for people with no platform.



Raphael Rowe, Journalist and Broadcaster

In conversion with:

Sinead Jefferies, Chair, MRS

17:40

Main Stage

Closing comments from the Chair

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!