09:20

Main Stage

Welcome

Jane Frost CBE, CEO, MRS

Room 1

09:30

Keynote interview

Saj Arshad, Chief Customer & Marketing Officer, Santander UK and incoming President, MRS - in conversation with Jan Gooding, President, MRS

Saj Arshad

Saj Arshad, Chief Customer & Marketing Officer, Santander UK and incoming President, MRS

Participants: MRS,

10:00

Keynote Interview

Dan Breznitz, professor and chair of Innovation Studies at the Munk School of Global Affairs and Public Policy, University of Toronto and author of Innovation in Real Places: Strategies for Prosperity in an Unforgiving World

Longlisted for the FT Business Book of the Year 2021, listen in as Dan Breznitz offers a challenge to prevailing ideas about innovation and a guide to identifying the best growth strategy for communities.

Prof. Dan Breznitz

Prof. Dan Breznitz, Author of Innovation in Real Places: Strategies for Prosperity in an Unforgiving World

Interviewer:

Tim Phillips
Tim Phillips, Author and journalist


Session Sponsor

Session sponsored by: Britain Thinks

10:40

Debate

Walk the walk: How to avoid greenwashing on your sustainability journey

Greenwashing is defined as behaviour or activities that make people believe that a company, government, or organisation is doing more to protect the environment than it really is. Idealists would have us believe doing the right thing is easy. For long established businesses with embedded, legacy supply chains, change is hard. Is green washing inevitable as businesses transition from business as usual to ‘new’ business as usual? We will explore how to navigate that journey avoiding the pitfalls of green washing – bringing together the world of insights and research with science-based targets

Chair:

Caroline Bates

Caroline Bates, Co-Founder, Citizen Good

Panel:

Marina Bradford
Marina Bradford, Founder, BEMARI (B Corp)
Andy Stephens
Andy Stephens, Head of Sustainable Food, COOK
Michelle Feeney
Michelle Feeney, Founder and CEO, Floral Street

Participants: Citizen Good, BEMARI (B Corp), COOK, Floral Street,

11:20

Networking Break

11:40

Provocation

Let’s get real: There is no silver bullet for cyberfraud and its impact on sample quality

Sadly, there is no magic fix to overcome the challenges of cyberfraud, but you don’t have to be a victim! That’s the honest truth. In this provocation we’ll unpack the perils of the online sample ecosystem and examine the current state of cyberfraud and its impact on insights. We’ll look at what we might be able to change, and what we’re going to have to live with.

Lisa Wilding-Brown

Lisa Wilding-Brown, Chief Executive Office, InnovateMR

Participants: InnovateMR,

12:00

Debate

Neuromania and the new irrationalism: Is it time to put the ‘human’ back into research?

Why do we humanise animals yet animalise humans? Why ignore what make us different from animals: our ability to think and feel? Surely it’s a crude reductionism that ‘explains’ human behaviour purely in terms of neurons, or heuristics and biases. So, is it time to put the ‘human’ back into MR?

Chair:

David Penn

David Penn, CEO, Conquest Research

Panel:

Dr Shane Hanson
Dr Shane Hanson, Head of Insight & Innovation, Personal Care, Panasonic Europe
Caroline Whitehill
Caroline Whitehill, Co-Founder, Acacia Avenue
Anthony Tasgal
Anthony Tasgal, Trainer, author, speaker, brand/comms strategist and lecturer

Participants: Conquest Research, Panasonic Europe, Acacia Avenue,

12:40

Keynote Interview

The Entrepreneur’s Agenda: Joanna Jensen, founder, Childs Farm

Joanna Jensen is the founder of Childs Farm, a phenomenal British success story with award-winning ethical, natural and sustainable skincare products. Joanna’s is the story of a mum and business leader with passion, conviction and the determination to achieve commercial success with a brand that is both highly effective and good for its customers and the planet.

Joanna Jensen

Joanna Jensen, Founder, Childs Farm

Interviewer:

Sinéad  Jefferies
Sinéad Jefferies, Founder, Vela

13:10

Lunch

13:40

Provocation

Asking for Trouble: Understanding what people think when you can’t trust what they say

Most research projects are commissioned based on methodology. But who you ask and how you ask is the easy part. The hard part is working out what to do with the answer. Drawing on his new book Jon will explain why being open and explicit about the biases and flaws that characterise response can not only enhance our ability as researchers, but more importantly drive the development of more creative, challenging and compelling ideas.

Jon Cohen

Jon Cohen, Managing Partner, Kindling Strategy

Participants: Kindling Strategy,

14:00

Debate

The Changing Face of 'Good Business'

What it takes to be thought of as a 'good business' is shifting, perhaps accelerated by Covid, COP26, the Food Strategy and more. The old expectations of quality product and service, reliably delivered at the appropriate cost is now table-stakes and customers and consumers are now expecting more. Three of the trailblazers of the new norms will be panellists discussing what it takes to be a good business in the 2020s.

Chair:

Bob Bayman

Bob Bayman, Managing Director, Elephants Can't Jump

Panel:

Amanda Richards
Amanda Richards, Global CMO, Pura
Michael Cheeseman, Marketing Manager, Bio&Me
Dr Lara  Ramdin
Dr Lara Ramdin, Chief Innovation Officer, Dole Sunshine Company
Lawrence Bate, Director of Strategy and Impact, British Heart Foundation

Participants: Elephants Can't Jump, Pura, Bio&Me, Dole Sunshine Company,

14:40

Provocation

The zoom group fantasy: Asking some hard questions about online qual

Come on, online groups are convenient, inclusive, useful and we all get to finish by dinner time – what’s not to love? But are they real group, or more akin to set of simultaneous depth interviews? This provocative presentation, based on input from researchers, clients and participants, ask some hard questions about online research. And about time too.

Peter Totman

Peter Totman, Head of Qualitative , Jigsaw Research

Participants: Jigsaw Research,

15:00

Opinion

International innovation and leadership

International thought leaders share their views on how to most effectively utilise the following levers to innovate and lead in the insight & data space:

  • Technology v Methodology
  • Culture
  • Bravery
  • Disruption
  • Speed v Accuracy

Chair:

Crispin Beale

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

Panel:

Tony  Costella
Tony Costella, Director, Global Consumer & Marketing Insights, Heineken : Netherlands
Mariela  Mociulsky
Mariela Mociulsky, Founder & CEO, Trendsity : Argentina
Shirley K Ng
Shirley K Ng, Research Principal, GM International & China HQ, Shanghai
Michelle  Gansle
Michelle Gansle, VP, Global Strategic Insights, McDonald's

Participants: mTab, Heineken : Netherlands, Trendsity : Argentina, GM International & China HQ, Shanghai, McDonald's,

15:40

Networking Break

15:50

Keynote Interview

James Timpson OBE, Chief Executive, The Timpson Group

Timpsons has consistently rated as one of the UK’s best companies to work for over 18 years. How does that happen? James discusses a culture based on trust and kindness . To do this there are various benefits such as free holiday homes, a Dreams Come True scheme, weekly Lotteries and mental health support. James pioneered the recruitment of ex-offenders, to the extent that Timpson now employs over 600 prison leavers (this is over 10% of the Company). James is Chair of the Prison Reform Trust and supports various prison charities and support groups, and was presented with an OBE in 2011 for the training and employment of disadvantaged people.

James Timpson OBE

James Timpson OBE, Chief Executive, The Timpson Group

Interviewer:

Louise McLaren
Louise McLaren, Managing Director, Lovebrands

Room 2

10:40

Findings

A hybrid future: Exploring human interactions on- and off-line

Lockdown saw qualitative research pivot from face-to-face approaches to wholly online methodologies. Fast forward to 2022, and online is an integrated part of our research toolkit. But do we really understand how virtual and in-person environments influence response and highlight different aspects of participant identity? In this session we will provide theoretical and real-world examples to enhance your understanding of the participant psyche and the impact methodology can have.

Dr Emma McHarg
Dr Emma McHarg, Head of Data Science, The Nursery
Lucy Foylan
Lucy Foylan, Account Director and Dr Emma McHarg, head of data science, The Nursery

Participants: The Nursery,

11:00

Case study

Advertising effectiveness in the metaverse: Exploring the real effect of AR

In research, we always want to explore the latest technologies as an enabler to more effective solutions. In the case of Augmented Reality, it’s use in advertising had never been realistically identified. However, technical advancements have finally allowed for more precise measurement of this channel, translating into the greatest understanding of AR yet. Listen in as we explore real life measurement in the virtual world.

Arifa Haque
Arifa Haque, Sales Data Insights Senior Manager EMEA, Yahoo
Sarah Robson
Sarah Robson, On Device Research
Dr. Ali Goode
Dr. Ali Goode, Cognitive Scientist, Gorilla in the Room

Participants: Yahoo, On Device Research, Gorilla in the Room,

11:20

Networking Break

11:40

Skills

Keeping close, though far away: How to strengthen client relationships

During lockdown, client-agency relationships were forced to reflect the plot of ‘Sleepless in Seattle’: a storyline that’s likely to continue in the new hybrid working world. This highly practical session will provide tips and tricks on how to strengthen those relationships, maintain and develop your network, and communicate effectively, virtually.

Daniel Wain

Daniel Wain, Founder, Daniel Wain Consulting

Participants: Daniel Wain Consulting,

12:00

Case study

Understanding vulnerability: accessing and communicating with customers in vulnerable situations

Lowell, a debt management company, is on a mission to better understand how they can support their customers in vulnerable situations. The number of vulnerable people in UK is set to rise, the time is now for brands to understand vulnerability in its many forms and build products, services and experiences with these audiences in mind. This case study presentation will explore routes to accessing and understanding these hard to reach audiences and how blended insights can play a part in affecting positive change.

Lynette Greenwood
Lynette Greenwood, Proposition Development, Lowell Group
Rebecca Hitchmough
Rebecca Hitchmough, Associate Director, Walnut Unlimited

Participants: Lowell Group, Walnut Unlimited,

12:20

Case study

Hybrid segmentation: Having your cake and eating it for researchers and marketeers

When it comes to segmentations, can we ever please everyone? Can we really mix the needs of the marketeer with those more operationally driven? Marketing teams want to know the human. What do they think? What makes them tick? The operational side of the business is looking for mappable, behaviour-focused data which can be used to target specific customers. Are we trying to have our cake and eat it? Listen in as we demonstrate how the right approach to segmentation ticks the right boxes for all parts of the business.

Matt Drew
Matt Drew, Head of Customer Research and Analytics, Very
Sam Gardner
Sam Gardner, Partner & Director of Analytics, Boxclever

Participants: Very, Boxclever,

12:40

Case study

Innovating for care: how Macmillan identified the key drivers that best improve cancer patients’ quality of life

Macmillan’s mission is to reach and improve the lives of people living with cancer. This means understanding where to place strategic investment is vital. Following a large-scale quantitative research programme, we developed a simulator that predicts which needs, so which Macmillan interventions, would produce the greatest gains in patients’ quality of life. Not only did the simulator prove invaluable during the pandemic, it is a future-proof solution for rebuilding and growth.

Karsten Shaw
Karsten Shaw, Director of Analytics, Yonder
Peter Gerry
Peter Gerry, I&P Partner (Strategy & Innovation), Macmillan Cancer Support

Participants: Yonder, Macmillan Cancer Support,

13:00

Lunch

13:40

Skills

Why you’re going to need a bigger boat: How to harpoon overworking and overwhelm for good

Mental wellbeing in the sector is in decline. Overworking and burnout are more prevalent now than ever, and researchers are struggling to cope. Join this session to learn what you, as a leader, can do to address the root cause of the problem, and not just paper over the cracks.

Stephanie Rowley

Stephanie Rowley, Founder, Stephanie Rowley Coaching

Participants: Stephanie Rowley Coaching,

14:00

Case study

Commercial partnerships: Spotting the opportunities and minimising the risks

For many companies, commercial partnerships present promising opportunities to achieve strategic ambitions through investment of revenue. But what happens if the choice of partner creates reputational risk and the partnership itself contradicts the values of your audience? The Football Association shares its approach and experiences in avoiding scoring an own goal.

Harriet Jowett
Harriet Jowett, Behavioural Insight Lead, The FA
Ollie  Blake
Ollie Blake, Insight & Data Lead, Commercial & Marketing, The FA

Participants: The FA,

14:20

Case study

Financially sensitive: Putting the consumer at the centre of mental health support and services

At the height of the pandemic, Catalyx’s in-depth participant study across six market territories sensitively captured people’s reactions and feelings towards their mental health needs. Learn how the research helped Swiss Re identify the right type of mental health product for their customers.

Guy White
Guy White, CEO & Founder, Catalyx
Matt Singleton
Matt Singleton, L&H Accelerator Manager, Life & Health Products, Swiss Re

Participants: Catalyx, Swiss Re,

14:40

Skills

Your storytelling still sucks: How to forget the report and focus on connecting with the audience

Deck of beautiful charts? Check. Ready to tell a story? Not likely! The research and data industry has invested significantly in training, tech and tools to improve the quality of storytelling in insight reporting over the last decade or so. But has this really led to effective storytelling that truly drives decisions and actions? Too much emphasis on the visual content itself, rather than using the content as a catalyst for a great conversation, means we are not as effective as we could be. If you really want to be a great storyteller you don't need to worry about the colour contrast and alignment on chart 43 of your deck. Discover how to really make an impact.

Caroline Florence

Caroline Florence, Founder, Insight Narrator

Participants: Insight Narrator,

15:00

Case Study

Buried gold in recycled research

The Archive of Market and Social Research has discovered that there is demand for recycled research from historians, schoolteachers and university students. You will learn why old research is valuable (‘pure gold!’) and how it can be recycled for new users. You will be surprised by AMSR research that demonstrates how little care agencies take to keep research results for more than 5-7 years. And you will learn how you can help AMSR preserve the material needed to develop the next generation of insight professionals and social historians before it gets deleted or lost in the Cloud.

Phyllis Macfarlane
Phyllis Macfarlane, Chair of Contents Committee, AMSR
Adam Phillips
Adam Phillips, Chief Executive, AMSR
Alice Naylor
Alice Naylor, Modern British Historian, Portsmouth University

Participants: AMSR, Portsmouth University,