Programme
Main Stage
Welcome
Jane Frost CBE, Chief Executive Officer, MRS
Strategy & Analysis
Debate
The heat is on: How can the insight industry best respond to the climate emergency?
Chair:
Jem Fawcus, founding member of the Insight Climate Collective, Founder and CEO, Firefish Group
Panel:
Participants: Firefish Group, Philips, UK - Ipsos Mori,
Provocation
The Happiness Revolution: We need to use our powers for good instead of evil
Climate change. Pandemics. Threats to democracy. It’s a mess; we need to make change now. We can make things better. The MR community has 75 years of experience in finding solutions for brands. We can use that to find solutions for society. Researchers, there’s a plan. It’s a Happiness Revolution.’ Join the movement and fight the good fight.
Rachel Lawes, Principal, Lawes Consulting
Participants: Lawes Consulting,
Debate
Being the change: Using our craft to shape the new (and better) world
Last year changed everything. From daily routines to long-held identity constructs, by the end of 2020, the world was hardly recognisable.
As we move towards a more similar daily routine, what changes do we wish to keep in order to overcome systemic injustice?
Each of us, irrespective of our particular practice and specialism, is in a position to help shape the way in which new approaches and cultures are formed. Each of us can play our part in crafting from this moment of flux a world of true equality.
This session will be a platform for agency practitioners – including advertising data, qualitative and quantitative experts – to speak of how they are using their craft to build a better world.
Chair:
Michael Brown, Founding Chair, MRSpride
Panel:
Participants: MRSpride, YouGov, Out in Research USA and Marketing Manager Suzy, McCann London, Relish,
The CMO Agenda
Iain Walters, Marketing @ Glue Home
The internet-enabled home is a reality – with many households buying into the remote, measurable and flexible control of appliances. Glue Home are behind a new Smart Lock that can remotely control access to your front door. What have been the challenges in understanding consumer demand, as well as consumer fears in this most fast-growing of markets? Listen in as Iain Walters, ex-P&G, Google, King and BT marketeer, shares his views on marketing trends – and what he really needs from the insight world.
Iain Walters, CMO, Glue Home
Participants: Glue Home, Quadrangle,
Lunch
Debate
Next-generation evidence: Lessons from the United States, Australia, and China
This international panel will provide in-depth insights around the strength, role, value and trust of market research today. What lessons can we learn from the way they manage the variety, velocity, veracity and volume of data? What is the changing role of intelligence for some of the world’s leading brands and how does trust in insight differ across the globe? Listen in as the world speaks.
Chair:
Crispin Beale, Senior Strategic Advisor, mTab
Panel:
Participants: mTab, Microsoft - USA, Samsung Electronics - Australia , GM International Research & Consumer Insights, General Motors,
Debate
What kind of leaders does the future need now?
The Covid-19 crisis has been a testing time for leaders. With an evolving ‘new normal’ ahead of us, driven by new demands and values, the old leadership models are changing. What does modern leadership need to look like, during a crisis and beyond?
This panel examines where leadership is headed and the new models that are emerging, identifying the leadership qualities required to rebuild and thrive in this changed world.
Vanella Jackson, CEO, Hall & Partners
Participants: Hall & Partners, Women of The Future, Wolff Olins, The Kindness Consultancy,
Break
Provocation
The Working Class: We need to confront the UK’s biggest unconscious bias
Meet the UK’ largest diverse group, ’The Working Class’, an audience that is often demonised, stereotyped and ignored by the marketing, communications and research community. Based on primary research, we'll highlight why this is the case and showcases the positives of this audience that we are as marketers should not only acknowledge but also embrace in order to make better research, communications and country.
Steven Lacey, Managing Director, The Outsiders
Participants: The Outsiders,
Keynote interview
James Graham, OBE, Olivier Award-winning playwright and screenwriter
James is an Olivier Award-winning playwright and screenwriter of works including Brexit: the Uncivil War, Quiz, Ink, This House, The Vote and Labour of Love.
In conversation with Marc Brenner, former editor of Research magazine.
Interviewer:
Marc Brenner, former editor of Research magazine
Final Remarks
Close
Skills & Practice
Case Study
Dear Diary: How Coronavirus diaries tapped into the emotional state of a nation
What has 2020 really been like to live through? In April, BritainThinks launched the Coronavirus Diaries, a unique study examining the national mood. The responses provide invaluable context for BritainThinks' work and for their clients’, including Nationwide, who will join them to discuss its impact on their strategy and broader impact of insight, in a time of change.
Participants: Nationwide, BritainThinks,
Skills
Fuelling innovation: How to deliver excellence to R&D teams
Research and development teams need to design superior products; they need to find their edge, win in their categories and innovate with impact in new ones. What’s the best way to fuel this process? Agencies, you’ll see what it takes to deliver great R&D research – learn the core techniques. Clients, you’ll learn how to guide agencies to deliver what you need.
Hannah Rogers, Head of New Business and Client Lead, Blue Yonder
Participants: Blue Yonder,
Case Study
Deep water dive: building consumer-centricity to drive effective planning
How can the consumer be immersed in the innovation process from the very outset? In this study, we examine how a blend of techniques surfaced new insight for all departments across a brand, helping to strategically plan, deliver and communicate.
Participants: Danone, BuzzBack Europe,
Skills
Drag queens, activists and sneaker-heads; How to use leading edge consumers to successfully navigate cultural change and future-proof your brand
With one foot in the future, leading-edge consumers are natural navigators of change, but it’s a niche area of research filled with mystique. I’m here to demystify the process. Providing practical tips on getting the most from working with leading-edge consumers and what you should expect as a tangible output.
Kelly McKnight, Head of Culture + Trends and Illume Network founder, InSites Consulting
Participants: InSites Consulting,
Case Study
Reality Bites: Using augmented reality to power innovation during Covid-19
Concept and pack testing is an area that’s ripe for innovation - a need made even more pressing by Covid-19. Hear how Kadence International and Asahi UK piloted the use of augmented reality for this purpose, testing pack designs for Fuller’s London Pride, one of Asahi UK’s flagship brands. We'll share findings of this pilot, with a focus on the role AR could play in the testing process across the industry.
Participants: Asahi, Kadence International,
Skills Zone
Uncovering the unconscious: How to use digital ethnography in consumer story telling
We will examine best practice digital ethnography as a route into uncovering unconscious consumer behaviour. Not to be confused with other online methodologies, digital ethnography enables an in the moment ability to deep delve into consumer’s lives. With greater scope than traditional ethnography and the ability to be present without influencing consumer behaviour, digital ethnography offers an opportunity unlike other methodologies. This session will cover what digital ethnography is, and importantly what it is not; when to use it; and how best to design your project to optimise engagement.
Sarah Jenkins, Director, Magenta
Participants: Magenta,
Case Study
Reversing the innovation odds: playing to strengths
Nielsen estimate that 80% of innovation fails within a year. It’s not hard to see that the innovation odds are stacked against us and why it can so often feel like an uphill battle to get new products to market. We will take you through the journey that J&J Self Care have been on, facing into the realities of failing innovation and how they have embraced a new approach that is about playing to everyone’s strengths.
Participants: J&J, The Forge Insight,
Lunch
Case Study
Putting purpose into action: Bringing to life Tommy Hilfiger’s commitment to inclusive fashion
There are an estimated 2 billion people in the world with some form of disability and, while clothing exists that meets their needs, it often puts function before fashion. Tommy Hilfiger wanted to change this with their adaptive collection. Hear how they partnered with Firefish to illuminate the opportunity, develop the revolutionary range & its communication, championing the project internally to take the brand on a new purpose-led journey.
Participants: Tommy Hilfiger, Firefish USA,
Case Study
Lessons from the pandemic front-line: patient experience during the COVID-19 pandemic
In 2020, it has been hard to find any aspect of life unaffected by coronavirus. But what does that mean for doing research with those personally affected? And what can they tell us about the NHS? Join this session to hear about our research with hospital inpatients during the pandemic.
Panel:
Participants: Care Quality Commission (CQC), Ipsos MORI,
