Driving Transformation Through Insight

Winning and innovating strategies for commercial success

Welcome to the first MRS conference that is entirely devoted to exposing the mechanics of successful transformation in business and society. It is designed to help both agencies and clients learn how others have implemented, managed and sustained successful change.

It is an unmissable event for anyone who understands that the best insight is directed toward making a positive, quantifiable and lasting impact on business. This conference will show you how you can create your own successful stories of change.

It is the first MRS conference that offers a platform to research entrepreneurs, who have themselves created powerful change within their own businesses. Listen in as, alongside their senior clients, they lay bare the methodologies, strategies and challenges that underlie some of the most illuminating and effective engagements that created real value for customers.

Through eight case-studies and a keynote conversation, Driving Transformation Through Insight will help to change the way you think about insight’s role in creating the world anew.

Welcome to a conference that will help you to make sense of the challenges in this age of commercial disruption.

Hear how:

• PepsiCo and Big Green Door used insight to transform the juice category
• The FCA and The Big Window Consulting used insight to help transform attitudes to older consumers
• Superdry and ABA Research transformed its understanding of consumer motivation
• Jungheinrich and Sapio Research transformed the way that customers could pay for service
• Delta Air Lines and MESH Experience transformed the way it measured its marketing effectiveness
• Cancer Research UK and System 1 Group transformed the creative direction of the charity’s advertising
• British Museum and Morris Hargreaves McIntyre used insight to transform exhibition visits
• Ebay and Engage Research transformed the customer journey
• And you’ll also hear from our keynote interviewees: Jan Gooding, global inclusion director, Aviva, and MRS President; and Professor Patrick Barwise, emeritus professor of management and marketing, London Business School – who will help you to identify the real drivers of change and innovation.

You’ll learn:

• Strategies for ensuring effective agency and client partnerships
• How to ensure that transformation is managed and measured
• Strategies for overcoming resistance to creative change
• How to use insight to spark real and lasting transformation
• Strategies for creating innovate systems for generating change
• How to blend an ‘entrepreneurial’ and ‘analytical’ approach the transformation process
• Strategies for helping to identify areas ripe for transformation
• Research methodologies that target, direct and enable meaningful change

Who is the conference for?

• Marketing managers and directors who want to effect lasting change, through deeper customer understanding
• Clientside insight teams who want to focus insight techniques on creating quantifiable change
• Insight directors from research agencies who want to anticipate client demand

With special thanks to:

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