09:20

Main Stage

Welcome

Jane Frost CBE, CEO, MRS

Room 1

09:30

Keynote interview

Lady Hale, former President of the Supreme Court

As the UK’s first female law lord and President of the Supreme Court, Lady Hale won global attention in announcing the 2019 prorogation of Parliament to be unlawful. Yet that dramatic moment was merely the pinnacle of a career throughout which she was hailed as a pioneering reformer. In a wide-ranging interview Lady Hale will discuss overcoming career hurdles, championing equality and critical role of the law and evidence in today’s society.

Lady Hale

Lady Hale, Former President of the Supreme Court and author of Spider Woman

Interviewer:

Martin Lee
Martin Lee, Co-Founder, Acacia Avenue

10:20

Keynote interview:

Gill Barr, Non-Executive Director N Brown Group plc, Wincanton plc and PayPoint plc. Marketing and Strategy Director roles at Coop, John Lewis, Kingfisher and MasterCard

In conversation with Caroline Hawkings, UK MD, Savanta.

10:40

Debate

The state of DE&I in market research and the way forward

Diversity, equality and inclusivity (DEI) are at the top of the corporate agenda. In this session, we will highlight key findings from the recently conducted GRBN Global Diversity, Equality & Inclusivity (DEI) Survey, which measured the state of DEI in our sector in 10 countries across the globe. The panel will discuss the implications of these findings for our sector and offer their views on how we can co-create a more diverse, equal and inclusive future.

Chair:

Andrew Cannon, GRBN Panel

Panel:

Charlene Adamah
Charlene Adamah, Co-Founder, Director, Client Solutions, CORe & Schlesinger Group Europe
Steven Lacey
Steven Lacey, Co-Chair MRS Unlimited and MD, The Outsiders
Dyna Boen, Managing Director, Escalent
Keyona Osborne-Pannell, Analyst, Justice Leader, Mental Health Advocate
Franklin Nyatsambo
Franklin Nyatsambo, Senior Consultant, Project Success, Lucid

Participants: GRBN Panel, CORe & Schlesinger Group Europe, The Outsiders, Escalent, Lucid,

11:30

Networking Break

11:50

Provocation

A conflict of opinion: Why we need to embrace cognitive polyphasia

The ability of people to hold conflicting ideas about the same subject without experiencing dissonance is a perennial feature of research. In this provocation we will explore why the public are able to apparently hold conflicting ideas about so many issues - and what they are really telling us.

Chair:

Ben Page

Ben Page, Chief Executive, Ipsos

Participants: Ipsos,

12:10

Debate

More than a numbers game: Reimagining how data and research can work together

Some of the largest tech companies with their unlimited amounts of data still need surveys and other more traditional forms of market research to help them make critical business decisions. We bust some of the myths about what both disciplines can and cannot achieve. It will help all businesses understand where to focus on skills and organisational structures to enable data and research to work in partnership to deliver accelerated insight.

Chair:

Rhea Fox

Rhea Fox, Chief Digital Officer, Paperchase

Panel:

Mike Bowen
Mike Bowen, Principal Researcher, Spotify
Sydney  Stanback
Sydney Stanback, Global Advertiser Researcher, Brand Research, Pinterest

Participants: Paperchase, Spotify, Pinterest,

12:50

Keynote interview

The CMO Agenda: Pete Markey, Chief Marketing Officer, Boots UK

The CMO role is ever broadening and increasingly focused on macro-issues as well as those facing the CMOs own organisation. Global brands are now expected to lead on issues such as sustainability, and diversity & inclusion as well as developing and marketing products that meet consumers’ needs. Pete discusses the role of insight and evidence in prioritising these critical and sometimes competing demands.

Pete Markey

Pete Markey, CMO, Boots

Interviewer:

Crispin Beale
Crispin Beale, Group President, Behaviorally & CEO Insight250, Senior Advisor , mTab

13:20

Lunch

13:50

Provocation

Research’s final blind spot: Why we need to start including rural voices

The market research industry rightly champions diversity and inclusivity, but rural opinions are routinely missing from mainstream research projects. Rural people are at the heart of current debates around land use and climate change, and they also have views about your clients' brands and advertising. It’s time you started listening.

Paul Flatters
Paul Flatters, Co-founder, FieldMouse Research
Sarah Morris
Sarah Morris, Co-founder, FieldMouse Research

Participants: FieldMouse Research,

14:10

Debate

Happy talk: Translating a feeling of happiness and wellbeing into brand success

This debate will reveal fresh insights into today’s consumers and the link between happiness and brand success. Join us to hear from three leaders in the insight’s community, who will share their reflections on original research conducted by buzzback and its implications for their brands.

Chair:

Jenny Lindsay

Jenny Lindsay, Client Service Director, Buzzback

Panel:

Dr Christian Niederauer
Dr Christian Niederauer, Director Strategic Insight & Consumer Affairs, Europe Colgate-Palmolive
Dieter Deceuninck
Dieter Deceuninck, Global Director Strategy & Insights - Waters & Aquadrinks, Danone
Yigit Kocak
Yigit Kocak, Global Strategy & Insights Manager, Mondelez

Participants: Buzzback, Europe Colgate-Palmolive, Danone, Mondelez,

14:50

Provocation

Not another mid-life crisis: We need to stop the navel-gazing and start creating

If the pandemic has taught us anything, it's how creative, innovative and close knit our insight community really is. Imagine if we could anchor that to drive our industry, rather than a fear that DIY, the bots or even consultancies are going to replace our expertise? A call to arms for confidence and creativity.

Danielle Todd

Danielle Todd, Head of Client Strategy, Relish

Participants: Relish,

15:10

Debate

Gen Zs assemble!: What impact will upcoming younger generations have on the future of research and beyond?

Generation Z considers itself more accepting and open-minded than any generation before it. Almost half of Gen Zs are minorities, compared to 22% of Baby Boomers, and the majority of Gen Z supports social movements such as Black Lives Matter, transgender rights, and feminism. Hear straight from Gen Z young researchers themselves, as we discuss: How can and should future research adapt to the ever-changing and shape-shifting younger generations to come?

15:40

Networking Break

15:50

Analysis

Tom Cruise stole my identity; deepfakes, echo chambers and the responsible use of AI

What is real amongst the noise? How do we place trust in data and AI when our very eyes may well be deceived? How do we ensure that, as individuals and businesses we are capturing the full potential of AI technology whilst being ethical?

Accenture’s Global lead of Responsible AI Ray Eitel-Porter will talk about deepfakes, the use of responsible AI and the potential pitfalls of falling into an echo chamber mindset with the use of AI to power recommendations.

Ray Eitel-Porter
Ray Eitel-Porter, Global Lead for Responsible AI, Accenture

Participants: Accenture,

16:10

Keynote interview

Paul Polman, Business leader, campaigner and co-author of “Net Positive: how courageous companies thrive by giving more than they take”

Paul Polman works to accelerate action by business to achieve the UN Global Goals, which he helped develop. As CEO of Unilever (2009-2019), he demonstrated that a long-term, multi-stakeholder model goes hand-in-hand with excellent financial performance, and has been described by the Financial Times as "a standout CEO of the past decade." Paul’s new book, “Net Positive”, is a call to arms to courageous business leaders, setting out how to build net positive companies which profit by fixing the world’s problems rather than creating them. He Chairs IMAGINE and Saïd Business School, and is Vice-Chair of the UN Global Compact as well as B Team Leader. Paul is Honorary Chair of the International Chamber of Commerce, which he led for two years.

Paul Polman

Paul Polman, Former CEO Unilever, Chair of Imagine and author

Interviewer:

Babita Earle
Babita Earle, EVP Strategic Partnerships, Zappi


Session Sponsor

Session sponsored by: Zappi

Room 2

10:50

Skills

9 to Thrive: What a way to build team culture

Laser-focused on survival, we deprioritised team culture. We beavered away remotely on datasets and forgot to replenish relationships. Consequences came: poorer mental health and the not-so-Great Resignation. As MR rebuilds, cultural kinship will be the hallmark of resilient and thriving groups. We’ll offer provocation on how to revitalise team spirit, for all that might lie ahead.

Lizzy Moroney

Lizzy Moroney, Head of Customer Strategy, Firefish

Participants: Firefish,

11:10

Case Study

Raise her voice: marginalised girls finding their voice in no man’s land

It’s hard to navigate being a teen. And even harder when juggling multiple identities and cultural expectations. Raising/raise her voice reveals the psychological and social challenges Congolese teenage girls face integrating into their host country (South Africa). This girl-led study will showcase the reality for teenage refugees. We challenge the notion of passive respondent; girls are empowered to become active researchers with a participatory methodology, so you'll see their world as seen through their eyes. Hear her speak, unfiltered. Are you listening?

Amélie Truffert
Amélie Truffert, Partner, Ordinary Differences
Rhonda Nicholl
Rhonda Nicholl, Associate Director, Ordinary Differences

Participants: Ordinary Differences ,

11:30

Networking Break

11:50

Skills

Coming out of COVID and starting a new venture: How to embrace the challenge

For those entrepreneurial researchers who are pondering on whether to make the leap and start your own venture; we discuss five strategic challenges and how you can best prepare yourself to address them for business success. Our speaker provides practical advice and shares personal insights in her journey from start-up to established business.

Fiona Blades

Fiona Blades, President and Chief Experience Officer, MESH

Participants: MESH,

12:10

Case Study

Ten years to save the world: How communities can shape a greener future

The 2020s are seen as the last opportunity to stop irreversible damage to wildlife, nature and the environment. WWF is bringing people together to fight for our planet. Hear how they’ve partnered to launch an innovative insight community that empowers supporters to help drive positive environmental action.

Matt Bishop
Matt Bishop, Communities Manager, Jigsaw Research
Becca Ford, Senior Research Manager, WWF-UK

Participants: Jigsaw Research, WWF-UK,

12:30

Case Study

Post-Secularism: Gen Z and Spirituality in the Covid Crisis

Gen Z’s engagement with spiritual activities increased significantly during the pandemic, when compared to other age groups, turning to these as sources of support. A representative survey within the UK provided a timely insight into spirituality and wellbeing during the second wave. As we focus on rebuilding society, what can we learn from Gen Z about investing spiritually to enhance our holistic human experience?

Rebecca Purton
Rebecca Purton, Research Officer, Bible Society

Participants: Bible Society,

12:50

Lunch

13:50

Skills

The Tomorrow People: How to talk about the future?

Qualitative researchers, how much would you love to be able to speak with confidence on The Future? Much qual research is located in the here and now of family homes and supermarket aisles. Where does one find a point of leverage with huge topics like the metaverse, China and decentralised economies? Semiotics has the tools you need.

Rachel Lawes

Rachel Lawes, Founder, Lawes Consulting

Participants: Lawes Consulting,

14:10

Case Study

The heart of the matter: understanding the emotional, financial, and societal impact of healthcare

In the US, almost half of all cardiac patients are readmitted to hospital within three months of a procedure, costing $10bn to the healthcare system. How did Philips Healthcare and its research partner navigate the challenges and tensions faced by patients, healthcare professionals and caregivers, in trying to alleviate healthcare costs, disrupt thinking and shape policy?

Laura Hunt
Laura Hunt, Business Director, Insites Consulting
Amy Pratt
Amy Pratt, Sr. MI&A Manager for Consumer Health, Philips Healthcare

Participants: Insites Consulting, Philips Healthcare,

14:30

Case Study

Tackling destitution in the UK: Accessing and Engaging a Marginalised Population

Too many people in vulnerable and marginalised communities across the UK continue to experience destitution. But evidence on the scale and impact of destitution is hard to find. How can we successfully engage these marginalised communities in robust quantitative research which effectively informs policy and improves lives?

Dr Emma Wincup
Dr Emma Wincup, Research Manager (Qualitative), Joseph Rowntree Foundation
Professor Suzanne Fitzpatrick
Professor Suzanne Fitzpatrick, Professor of Housing and Social Policy and Director of I-SPHERE, Heriot-Watt University
Alex Thornton
Alex Thornton, Senior Director, Kantar Public

Participants: Joseph Rowntree Foundation, Heriot-Watt University, Kantar Public,