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£680 + VAT
£580 + VAT
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Discover how integrated data insights are driving faster decision-making, enhancing customer understanding, and empowering organisations to take informed strategic and commercial risks with confidence.
Data Driven Insights 2025 looks at accelerating smarter business decision making. Attend to stay ahead in the evolving world of data-driven, decision-making and hear how to unlock powerful insights by blending human intelligence, AI capabilities and data integration.
Our keynote speaker, CEO of Ipsos UK Kelly Beaver MBE will address the growing data quality challenges facing the research sector and how these are being addressed through the MRS Campaign for Better Data. Book your place to discover how MRS, in collaboration with sector leaders, is advancing the mission towards better data.
Attend to hear how to:
Key contributions from:
Microsoft * L’Oreal * Just Eat Takeaway * Motability Operations * Network Rail * Ancestry * Trainline
E-Tabs
E-Tabs has been providing award-winning, leading data visualization and reporting solutions to the market research industry for over 30 years. We help businesses all over the globe boost their productivity and engagement by making the process of producing their reports and visualizations quick, simple and cost effective.Media Partner
Breaking market research news, latest job vacancies, industry reports, in-depth analysis and cutting-edge opinion for customer insight professionals.
Petra Audy, Founder & Managing Director, Tracey.ai
Dr. Petra Audy is a media researcher focusing on how consumers behave, navigate and experience complex digital environments. By employing innovative methodological designs, she looks beyond what is visible through current digital metrics and examine consumer engagement in a disruptive digital economy. Awarded by the prestigious Marie Sk?odowska-Curie Fellowship, she currently investigates the link between consumer interactions and intentionality on social media. Building on her academic work on ‘invisible engagement’, she has founded Tracey.ai with the aim to transform how brands and firms communicate on social media—making advertising more beneficial for both advertisers and consumers. By identifying what truly matters to real people on social media and distinguishing between multiple types of engagement, her ultimate goal is to enhance the effectiveness of marketing communication, while prioritizing relevance over mere exposure.
Kelly Beaver MBE | CEO, Ipsos UK
Alice Bresciani, Strategic Insight Director, Yonder Consulting
Alice is a skilled insight professional with over 13 years of experience. She started her career in media and creative agencies, where she gained extensive exposure to different facets of insights, encompassing both qualitative and quantitative methods, as well as digital insights. Subsequently, she served as a Strategist at Carat, further focusing on digital and social insights.
At Yonder, she utilises her varied expertise and enthusiasm for cutting-edge digital technologies in the insights sector. Together with Network Rail, she developed a new methodology that combines various tools to enhance the understanding of audience behaviours in the digital space. Her background in communications and media agencies – spanning insight and strategy departments – equips her to provide not only data, but also actionable insights that are essential for organisations like Network Rail to make informed business decisions.
Natalie Delahunty, Head of Brand Insight, Trainline
Rayan Hafeel, Senior Consultant, Ipsos Data Labs
Rebecca Hatherall, Chief Operations and Strategy Officer, System 1
James Hinde, Research Director, DJS Research
Eileen Irvin, Co-Head, Survey Research Methods Centre, Ipsos
Eileen Irvin is Co-Head of the Ipsos UK Survey Research Methods Centre, where she specialises in high quality, large scale random probability surveys that are used for Official Statistics and service regulation. She has particular experience in research involving innovative methods and the use of Artificial Intelligence (AI) in the research process, including delivering “Marginal Moments”, a research and development project using generative AI personas to understand undecided voters in the UK general election.
Zuzana Kalistova, Consumer & Market Intelligence Manager, L’Oréal CZ/SK/HU
Zuzana Kalistova provides key insights into the consumer beauty market. As L’Oréal’s Consumer & Market Intelligence Manager, she leads insights across all brands, ensuring L'Oréal anticipates evolving consumer needs. Her expertise lies in navigating the complex intersection of data analysis and market trends to drive innovative brand strategies in both online and offline environments.
Tigran Khachatryan, Senior Data Scientist, Exolyt
Liam Laville, Global Head of Insight, Just Eat Takeaway
Liam is Global Head of Insights at Just Eat Takeaway.com, Europe's leading food delivery player. He has been at the company for over 8 years where he has responsibility for all of their customer, courier and partner insight programmes across all 16 JET markets. Prior to joining JET he worked within the global CMI team at Unilever across the Tea & Ice Cream categories, and before this worked across a range of brands and sectors at research agencies like Kantar and Hall & Partners.
Louisa Livingston, Founder & Director, Forward Thought & member, MRS Advanced Insights and Analytics Counci
Louisa Livingston has worked at large corporations and smaller brands, developing and leading Insight, CRM, data and innovation teams in places like Harrods, Hachette and EMI Music. She is a consultant looking for ways to enable all businesses to access expert-level advice that too often remains behind big company walls. She is also the author of PROMPT for Fashion Retail – part of a series exploring how large language models can help brands to understand their audiences and make the most of generative AI.
Ajay Mathur, Data Governance Leader, Motability Operations
Caren Osborne, Senior Strategic Communications Manager, Network Rail
Caren has over 20 years of experience in public sector communications and marketing, with a strong focus on behaviour change campaigns. She is currently Senior Strategic Communications Manager at Network Rail, where she has led the creation and delivery of strategies and campaigns on a wide range of topics, including sustainable travel, post-COVID rail recovery, journey disruption, and diversity, equity, and inclusion. Having won several communications awards for the best use of insight and evaluation, Caren is passionate about ensuring communications and marketing strategies are evidence-led, grounded in research, and deliver tangible outcomes for both the business and rail passengers.
Lewis Reeves, CEO, Walr
Andrew Regan, Head of Research and Insight, Network Rail
Olly Robinson, Senior Director, Basis
Olly is a Senior Director at Basis, an award-winning international insight consultancy. He’s a mixed-methods researcher with a quant leaning and more than 15 years’ experience helping brands grow through insight-led approaches to innovation.
Ceira Rutledge, Principal, Yonder Consulting
Davide Tiberti, Head of Consumer Research, Which?
Ben Walton, Chief Commercial Officer, Walr
Julian Watson, Founder & Director, Sketch Insight
Jonathan Williams, Founder, One Strategy Studio
09.00 Registration and breakfast
09.25 Welcome from the Chair
Ben Walton, Chief Commercial Officer, Walr
09.30 Keynote address: Kelly Beaver MBE | CEO, Ipsos UK
Launching the MRS Campaign for Better Data
Strengthening and evolving the quality of data across our industry is crucial for maintaining and building on the trust of clients, participants and the wider public. In this keynote, Kelly Beaver, MBE, Chief Executive of Ipsos in the UK & Ireland will address the importance of aligning around the most up to date industry best practice at a time when data is being generated, shared and synthesised at an unprecedented rate. Discover how the MRS, in collaboration with industry leaders, is advancing the mission toward better data.
10.00 Panel: Shaping the next decade of data-driven insights
Over the next decade, data-driven insights will play a vital role in accelerating decision-making, deepening understanding of customers and the public, and strengthening confidence in strategic and commercial decisions. This session will explore how developments in AI-powered analytics, synthetic data, data integration, and data governance are set to transform insight generation and reshape business models and research practices.
Chair: Louisa Livingston, Founder & Director, Forward Thought & member, MRS Advanced Insights and Analytics Council
Panellists:
Ajay Mathur, Data Governance Leader, Motability Operations
Eileen Irvin, Co-Head, Survey Research Methods Centre, Ipsos
Jonathan Williams, Founder, One Strategy Studio
Julian Watson, Founder & Director, Sketch Insight
10.35 Enhancing Network Rail’s digital audience understanding
Network Rail sought to enhance its digital communication strategy by gaining a deeper understanding of its diverse audience groups and prioritising engagement with key segments. This presentation will demonstrate how data-driven audience understanding moved beyond basic digital audience measures, using content, engagement, and influence metrics to build a richer understanding of 11 key audience segments, with media, transportation bodies, and industry professionals emerging as the most influential.
Hear how Network Rail used data-driven insights to refine its communication strategy through understanding stakeholder interactions across digital platforms. This ensured that targeted messaging aligned with strategic goals, maximising impact and fostering stronger engagement with key groups.
Ceira Rutledge, Principal, Yonder Consulting
Alice Bresciani, Strategic Insight Director, Yonder Consulting
Andrew Regan, Head of Research and Insight, Network Rail
Caren Osborne, Senior Strategic Communications Manager, Network Rail
11.05 Morning refreshments
11.35 How Just Eat Takeaway is empowering local teams with data-driven insights
Just Eat Takeaway (JET) is a digitally native business with a longstanding focus on data-led decision-making, both tactically and strategically.
To support the individual insight needs of local markets, the Global Insight team (in partnership with Basis Research) runs a programme of local-market ‘Connected Reviews’ each year. These include local briefing sessions and bespoke, narrative-led debriefs, integrating multiple data sources (everything from AI analysis of unstructured social data and customer closeness transcripts through to the fusing of attitudinal survey data with internal behavioural data).
This case study showcases how the effective integration of multiple, diverse datasets is truly driving decision-making across a complex, global business.
Olly Robinson, Senior Director, Basis
Liam Laville, Global Head of Insight, Just Eat Takeaway
12.05 Optimising propositions to drive switching behaviours: a data-driven approach at Trainline
Trainline sought to identify the most effective levers to convert non-users across the UK, France, Italy, and Spain. 35-45 potential actions were identified and evaluated —ranging from brand messaging to product features.
This session will explore the trade-off exercise that quantified the impact of each action on switching behaviour, identifying those considered both important and persuasive. It will examine how these insights which fed into a simulator model, estimated revenue impact and guided strategic decisions.
Hear how this model has been central to Trainline’s investment in brand and product features, ensuring data-driven decision-making with tangible business impact.
James Hinde, Research Director, DJS Research
Natalie Delahunty, Head of Brand Insight, Trainline
12.35 Lunch
13.40 Decoding TikTok beyond conventional analytics
As TikTok reshapes social trends, traditional analytics often miss key insights by focusing only on metadata. This session explores a six-month study using Exolyt’s VideoAI toolbox to analyse TikTok's visual content alongside metadata, revealing emerging trends and consumer behaviours.
The presentation will highlight how AI powered video analysis enabled brands to dive deeper into TikTok communities and identify brand-specific and industry relevant consumer shifts and market movements. It will also show how researchers and strategists can integrate video insights into market studies, trend analysis, and strategic decision-making providing a qualitative edge to data-driven market research.
Tigran Khachatryan, Senior Data Scientist, Exolyt
14.10 Uncovering invisible engagement: an observational data-driven approach for predictive social media analytics
Traditionally used social media metrics, such as likes, comments, shares or impressions fail to capture real consumer engagement, often leaving key marketing questions unanswered. This case study showcases how uncovering invisible engagement, can help brands move beyond vanity metrics to gain a true, data-driven understanding of consumer engagement, ultimately driving more impactful business decisions.
Explore how L’Oréal partnered with Tracey.ai to uncover the power of invisible engagement including dwell time, expanding posts, browsing content, searching for brand-related information or saving posts. Hear how the AI-driven methodology provided scenarios for effective campaign architecture leading L’Oréal to optimise its campaigns.
Petra Audy, Founder & Managing Director, Tracey.ai
Zuzana Kalistova, Consumer & Market Intelligence Manager, L’Oréal CZ/SK/HU
14.40 Afternoon refreshments
15.10 Empowering stakeholders with self-service insights and driving operational efficiencies at Microsoft
Microsoft’s Business Sales Operations (BSO) team faced overwhelming internal queries, impacting the team’s efficiency. They were looking for a solution which would increase the BSO teams' productivity, whilst also empowering stakeholders to self-serve the information.
The solution provided by Ipsos Data Labs was an AI-enabled chatbot called 'George' which has since seen exponential adoption across EMEA and is now a global initiative.
This session explores the methodology and impact of this forward-looking chatbot solution. Hear how Microsoft’s tools, together with Ipsos’s expertise in AI, automation and advanced analytics, came together to revolutionise insight democratisation across Microsoft.
Rayan Hafeel, Senior Consultant, Ipsos Data Labs
Joseph Brooker, Senior Sales Manager, Microsoft
15.40 Accelerating business decisions through data governance and storytelling: creating a vibrant, data-driven culture
Organisations today face significant challenges due to fragmented and poorly defined data, often resulting in slow and ineffective decisions. In this session you’ll hear how Motability Operations transformed data driven decision making by integrating diverse business-critical datasets, building a robust data governance framework, and leveraging data storytelling to bridge gaps between technical teams and business stakeholders.
This presentation will demonstrate:
Ajay Mathur, Data Governance Leader, Motability Operations
16.10 Panel: Doubling down on trust and integrity in our data
Lewis Reeves, CEO, Walr
Rebecca Hatherall, Chief Operations and Strategy Officer, System 1
Davide Tiberti, Head of Consumer Research, Which?
16.40 End of conference
To book for someone else click here.
£580 + VAT
£680 + VAT
£580 + VAT
Please let us know if you have any accessibility requirements ahead of the event
1 CPS Voucher
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