Top 10 sessions you won't want to miss at TMRE!

1 November 2019 | 5 min read | Written by Mitch Scott

Conference season is in full swing! Next week our team is jetting off to Las Vegas to attend The Market Research Event (TMRE). Taking place at the Mirage this year, TMRE is an annual conference that attracts 1000+ career Market Research & Insights professionals from around North America.  

Both Rival and our sister company Reach3 will be at the event this year. We’re at booth 904, come say hello 🤗

This year’s event is full of big-name players from Amazon and Facebook to PepsiCo and Nestlé. TMRE is known for its keynote speakers and thought provoking content. We’ve narrowed the agenda down into our top 10 can’t miss sessions:

1. Panel discussion: Disrupt or Die: How Kraft Heinz & Chipotle are reinventing market research

Track 1: Talent & Leadership

Tuesday, 5 November 2019 | 11:15 am – 11:55 am

We’ve said it before, and we’ll say it again: it’s time to rethink traditional market research. This session caught our eye as it promises to reveal how some of the biggest brands today are changing their approach to insights. We’re looking forward to an interesting discussion from Kim Spaid of Kraft Heinz Company and Ally Sigmon of Chipotle.

2. How Cargill Protein iteratively developed ideas, then tested & learned to accelerate customer sell – in under 6 weeks

Track 4: Innovation & Future Growth

Wednesday, 6 November 2019 | 2:00 pm – 2:45 pm

When was the last time you started with an idea and went to market in just 6 weeks? In product development, having a great idea isn’t enough—speed is just as crucial. We’re looking forward to hearing from Cory Lommell of Cargill Protein to hear how his team has accelerated product innovation at their company.

3. Agile Innovation with Next Gen Insights Communities

Track 4: Innovation & Future Growth

Tuesday, 5 November 2019 | 2:45 pm – 3:25 pm

Insight communities are nothing new in market research — in fact, according to the GRIT report, this is a widely adopted technology in the space. But we can’t help but wonder: what’s new in the community space? How are brands innovating when it comes to their insight communities? (Full disclosure: we think the future of communities needs to be mobile-first and more agile – that’s why we built Chat Lab!)

This session from MillerCoors promises to reveal what’s new in insight communities. We can’t wait to hear it.

4. Keynote: The A & I Ecosystem of the Future

Tuesday, 5 November 2019 | 8:30am – 9:00am

Consumer engagement with brands is shifting. People are cutting the cable, consuming content on multiple screens, seeking out authentic experiences and taking control on how they engage with brands. This is disrupting marketing, media AND the Analytics & Insights Industry. In this heavy-hitting session, we’ll see P&G Chief Analytics and Insights Officer Kirti Singh speak on how P&G is leading disruption by innovating and using today’s next-gen technology, the power of big data, and behavioral sciences to create the next S curve of Analytics & Insights that better meets consumers’ needs and delivers growth.

5. Presentation: The Customer (Experience) Is Always Right: Adobe’s Data-Driven Operating Model

TRACK 4: Innovation & Future Growth

Tuesday, 5 November 2019 | 11:15am - 11:55am

Adobe has transformed the way it runs its business leveraging a data-driven operating model (DDOM) that aligns performance metrics to the customer journey.  In this session, John Copeland, VP of Marketing & Consumer Insights, will discuss how Adobe made these changes in the data, tools, and processes it follows to run its business. We’re hoping to better understand the challenges and opportunities faced across these dimensions to better equip companies in similar situations!  

6. Presentation: The keys to Unlock Brand Authenticity 

TRACK 5: Breakthrough Brand Insights

Tuesday, 5 November 2019 | 12:00pm - 12:45pm

Authenticity is not just a buzzword – it’s a true driver of how consumers are making purchasing decisions today.  In this session we’ll hear from Ryan Buesser of PepsiCo about the understanding and catering to the 69 percent of consumers who say that they would be likely to spend more money on a brand they perceive to be authentic. We’re looking forwarding to learning about the Brand Authenticity Index to understand how brands can capitalize on this trend and create authentic connections.  

7. Keynote:  Scenes from the Year 2029

Tuesday, 5 November 2019 | 9:15am - 10:00am

Another powerful keynote – In this mind-bending session, Professor, Futurist and Author Amy Webb will offer a provocative series of snapshots from our near and far future. How will we communicate? Where will we live? Will sophisticated algorithms and artificially intelligent systems replace the relationships we have with other humans? What will our technology do for us? To us? The possibilities are exciting, inspiring – and a little scary. Not to scare you off from attending, we hope 😜

8. Presentation: Data Fitness - How Reebok is Defining the Next Generation of Agile Insights

TRACK 5: Breakthrough Brand Insights

Wednesday, 6 November 2019 | 12:05pm - 12:45pm

In an interesting perspective on the retail space, JD Pike, Director of Global Consumer Insights at Reebok, takes on the concept that agile is the new norm and is driving important transformation across many companies. At the same time, this way of working has forced critical trade-offs impacting quality, flexibility and scale of data-driven decisions. Attend this session if you want to learn from Reebok how to become more customer-centric for the survival of your brand.

9. Presentation: Tell Me Your Story: Applying Narrative Therapy Techniques to Generative Research

TRACK 3: CX & UX Research

Wednesday, 6 November 2019 | 12:05pm - 12:45pm

Global convenience store giant 7-Eleven can teach insights professionals a thing or two about purchasing behaviour. Chris Wardlaw, UX Senior Researcher from 7-11, will address the challenges individuals often have opening up about difficult or personal topics such as financial habits or embarrassing personal behaviors. Chris will introduce some techniques that allow respondents to narrate their story to elicit a deeper understanding of their motivations and values. You will leave with an understanding of the Tree of Life method in one-on-one and group settings as well as its caveats.  

10. Presentation: Converting Conversation into Clicks: How Kimberly-Clark Uses Conversational Insights to Drive Click & Collect for Personal Care Products

TRACK 4: Innovation & Future Growth

Wednesday, 6 November 2019 | 12:05pm - 12:45pm

If you’re in CPG you definitely don’t want to miss this session! Now worth $26 billion in the U.S. alone, the online grocery market is a promising area of growth for both retailers and consumer packaged goods manufacturers. Although this service is being utilized by many shoppers, lagging conversion for personal care items prompted Kimberly-Clark to initiate a study to better understand Walmart’s Online Grocery Pick-up shopping behaviors and, more specifically, the barriers that exist to purchasing personal care items through this service. In this fun and engaging session by Laura Plaukovich, Senior Manager of Shopper Insights at Kimberly-Clark, and Jon Dore, Vice President & Founding Partner of Reach3 Insights, you’ll learn how:

  • Conversational research exercises leverage modern messaging services instead of email to gather immersive, in-the-moment insights
  • Chat, voice and video can be used to facilitate organic communication with your customers, ultimately allowing you to uncover richer and more authentic insights than traditional methods
  • Innovative mobile and video deliverables can help strengthen retail customer relationships and inspire action

Laura and Jon recently presented this material at the Corporate Researchers Conference in Orlando and took home the EXPLOR award for best customer case study voted by a live audience. If that's not incentive to check out this session, I don't know what is 🤷‍♂️

Can't wait to see you in Vegas! 😎

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Written by Mitch Scott

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