TMRE Day 1 Brings Together Stories & Strategies for Success
“In the end, we’ll all become stories.” – Margaret Atwood
Day One of The Market Research Event (TMRE) in Scottsdale, Arizona was a dynamic display of stories, all meant to “break through the complexity and deliver on transformative insights.” Consumer insights leaders from across the globe shared best practices, tips and takeaways to help marketers and market researchers better understand and connect with their audiences. Here are some highlights of Day One, which was kicked off by David Boyle, TMRE Chairperson and Director of Consumer Insights, Harrods:
- Beth Comstock, former CMO and Vice Chair of GE, and author of Imagine it Forward, provided an inspirational presentation on “Confronting Accelerating Change.” Beth indicated that 70% of time, people and money should be spent on present ideas, 20% on next ideas, and 10% on new ideas. She also emphasized that “If failure is not an option, then neither is success. You can’t have one without the other. Risk is the will to act on imagination.”
- Kylan Lundeen from Qualtrics,shared some amazing experiences the Qualtrics Dream delivers to conference attendees. Through their website, qualtrics.com/dreamteam, TMRE attendees can submit their wishes and requests for memorable event experiences.
- Nicola Blue from American Express explored the leadership qualities needed to transform teams and embrace disruption and discussed the 5Es of strategic leadership: Envision, Engage, Enable/Equip, Encourage, and Execute.
- Elizabeth SloanfromABC Television shared her insights on understanding the complex role emotions play in consumer behavior. Her presentation included some of the innovative techniques and technological advancements ABC TV is utilizing to make business decisions and optimize content.
- Rama Mallika from Paypal talked about the top internal roadblocks: cultural challenges to accept change and poor data literacy. He also described use cases to illustrate the value of instrumented data in market research.
- Sandra Molano from The Coca-Cola Company talked about the drivers of change for macro forces.
- Rachel Lorraine from Pizza Hut discussed a virtual testing platform to measure what consumers see, think and do on the Pizza Hut website.
- Allen Bevans from Google and Keith Johnson from GutCheck discussed breaking down barriers to innovate for sustainable growth. They described how niche is the new normal and stressed that product development is a process, not a single event.
- Jonathan Schneider and Liz Moore from The Candor Company showed that today’s research reports must make you believe and feel regardless of how you do it.
- Zeynep Tufecki, Techno Sociologist, Assistant Professor at UNC Chapel Hill and author of Twitter and Tear Gas: The Power and Fragility of Networked Protests discussed the social and moral implications of how we use big data to make decisions.
Action-packed Day One closed with a thought-provoking Oxford style debate about Artificial Intelligence replacing researchers. The debate was moderated by David Boyle, TMRE Chairperson and Director Consumer Insights at Harrods. Debaters were David Ginsberg, Vice President of Research at Facebook; Marina Kosten, Vice President, Consumer Research International Theatrical Distribution at 20th Century Fox; Zeynep Tufecki, Techno Sociologist, Assistant Professor at UNC Chapel Hill and author; Bruce Boston, Senior Theorist at Nest Labs; Anthony Lambrou, Corporate Strategy Artificial Intelligence Lead at Pfizer.
Thanks to all Day One presenters, vendors, sponsors, attendees, and #TMREvent staff for an amazing day of insights and inspiration!