Programme - all times in GMT

MRS Delphi Group chair Colin Strong talks to Dr Camilla Pang, neurodivergent author of Explaining Humans, winner of the Royal Society science book prize in 2020. Having been diagnosed with autism spectrum disorder at the age of eight, Pang describes her book as a ‘love letter to science’ that ‘provides insights into different ways of thinking and the challenges of being neurodiverse in a normal world’. What can we learn from Pang to ensure research is conducted inclusively, and also that it reflects the perspectives of all types of human behaviour, for the betterment of business and society?

Interviewer:

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

Dr Camilla Pang, Scientist and author of 'Explaining Humans'

Recent events across the globe have put diversity and inclusion (D&I) at the top of the corporate agenda. Brands are evaluating their internal and external policies, investing in senior D&I executives and making sure diversity of thought is applied across all business practices. The need to reflect the views of all groups in society has never been greater - and so insight agencies have a critical role to play. What are the challenges and tactics for reinventing the way we engage with consumers, citizens and respondents?

Chair:

Babita Earle, Chair of MRS D&I Council and EVP Strategic Partnerships, Zappi

Panel:

Michelle Gansle, Senior Director, Foresight, Innovation and Growth Insights, Mars Wrigley

Elaine Rodrigo, Chief Insights & Analytics Officer, Reckitt Benckiser

Christine Avallone, Customer Insights Professional, Verizon

Jake Steadman, VP, Customer Insight & User Research, Deliveroo

Qualitative researcher were seekers of ‘lived experience’ before it was fashionable to be so, empathy and subjectivity are our defining traits. ‘We’ also tend to be left-leaning politically, often attracted to the job to give ‘a voice to the voiceless’. But as our political culture polarises, isn’t objectivity what are our respondents, clients and our profession, really need and deserve?

Peter Totman, Head of Qualitative , Jigsaw Research

Are we heading to a place where user research and market research converges into something much more powerful than its separate parts? Where are the strengths and weaknesses of each approach; where can they combine to build more growth for the business? And where do they contradict each other, possibly giving the business different versions of the truth? This session will explore how two very different brands are bringing the best of both worlds together: iterative and strategic, product and market, user and customer.

Chair:

Christian Walsh, Content and Digital Director, MRS

Panel:

Gemma Newell, Creative Director for Design Research, BBC

Giles Colborne, Founding Partner and CEO, Cxpartners

Lisa Payne, Creative Director of Design Strategy & Research, Sky

What does it mean to be a social brand in 2021? This interview will tackle the importance of personal alignment and purpose, how to build and manage trust with your audience, how to measure the non-tangible factors of a brand’s success and what she has learned about the world in 2020/21 through the Pinterest lens.

Andréa Mallard, Chief Marketing Officer, Pinterest

Interviewer:

Sinéad Jefferies, Founder, Vela

November’s election showed the divides in the U.S. are cultural as well as socioeconomic. Business has come increasing pressure to speak out on social issues – but many Americans are uneasy with corporate activism.  How then does business and insight world navigate a disunited America? And what lessons are there for British business in the wake of Brexit?

Chair:

Graeme Trayner, Managing Director, The Glover Park Group

Panel:

Marissa Shorenstein, Marissa Shorenstein Consulting

Robert Schwartz , VP and Global Leader of Brand Transformation, IBM Services

In a world upturned by coronavirus and widespread uncertainty, the public seek guidance from authorities: governments, health services… but also brands, who share the responsibility of supporting and reassuring customers. As we emerge from the pandemic, how can we place humans at the centre of brand strategy? What is the future of brand trust and can it be reforged as strongly?

Chair:

Dr Cristina de Balanzo, Director, Walnut Unlimited

Panel:

Steve Clayton, Chief Storyteller, Microsoft

Christina Finlay, Director, Data & Analytics, Nest Corporation

Dr Christian Niederauer, Director Strategic Insight & Consumer Connections, Colgate-Palmolive

It turns out that markets have had dominant players and disruptors for at least 500 years. Learn the eternal rules of how markets work, and therefore how to allow your brand to thrive, in this thought-provoking contrast between current consumer markets and the art market in Venice in the Rensaissance.

Martin Lee, Co-founder, Acacia Avenue

Doing effective PR means we encourage people to take part in our studies, join our profession and trust us with their data, as well as support growth. ‘How to be famous’ equips attendees with the tools to communicate with the media. Stand in the shoes of a journalist and learn how to elevate the perception of insights.

Lucy Davison, Founder and Managing Director, Keen as Mustard Marketing

Learn how to leverage consumer motivations, using a blend of psychology and behavioural science, to explore different roles your brand can play, across multiple situations and scenarios. This session will take you through a set of four practical exercises, with real examples of how brands used this approach, to fuel brand growth.

Mindy Cultra, VP & Head of Creative Analytics, The Sound

What is necessary in research right now? Young researchers are the leaders of the future and are often asked what they think the future of research will be. But the views and opinions of younger researchers on what’s happening in research right now are just as important. They shouldn’t have to wait until the future to be heard, and the industry can’t afford to wait to listen to them. Hear from MRS &more members on what’s at the top of their wish-list.

Chair:

Jennifer Roberton, Managing Director, respondi. MRS Board Member and MRBA Trustee

Panel:

Theo Francis, Founder & Director, GuineaPig Fieldwork & Co-founder & Director at Colour Of Research (CORe)

Chloe Bartlem, Research Manager and Associate Partner. And 2020 finalist for the MRS' Young Researcher of the Year., Razor Research

Amanda Hammond, Commercial Research Executive. And 2020 finalist for the MRS' Young Researcher of the Year & Bloom Mentee 2020., ITV

The organised insight industry is around 100 years old and MRS is celebrating its 75th anniversary. The industry has survived many recessions, wars, pandemics, and political upheavals. Having spent collectively over 75 years in the industry, Eric and Stan have seen most upheavals, if not all. The insights industry is incredibly resilient and has played a significant role in resilience of businesses and society. What can we learn from our roots and heritage that has enabled us to survive all these years? Why is the industry thriving today? What are the transformations going on in the world and how that is impacting the industry? What would it take to ensure that the industry flourishes going forward?

Chair:

Jane Frost, CEO, MRS

Participants:

Stan Sthanunathan, EVP, CMI , Unilever

Eric Salama, Chair and Director, ComicRelief / MorningConsult