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Driving Transformation Through Insight

Driving Transformation Through Insight

Winning and innovating strategies for commercial success

In a nutshell

  • Thursday, 05 October 2017

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


Media Partner

Where is the event taking place?

Radisson Blu Edwardian

9-13 Bloomsbury Street

    With thanks to:

    Media Partner

    Survey Partner


    9.15 Registration and coffee


    9.45 Opening comments from the Chair

    Marc Brenner, Former editor, Research magazine


    9.50 Transforming the juice category through insight
    How PepsiCo used insight as the catalyst for reframing the juice category and to rewrite the rules for consumers and the trade, while inspiring innovation across the entire marketing mix.

    Andrea Thompson, Senior Innovation Manager, PepsiCo (WESA)
    Sarah Palmer, Founder, Big Green Door


    10.20 Through the minds of older consumers: a changing perspective for financial services
    As the structure of our population transforms, we need to make transformational changes to the way we fulfil consumers, older consumers needs. Discover how the FCA’s Ageing Population seeks to instigate this among the financial services community. We explore both what this meant for our approach and, at least as importantly, the recommendations for the industry.

    Victoria McLoughlin, Manager, Ageing Population Strategy, FCA

    Lisa Edgar, Founder & Director, The Big Window Consulting


    10.50 Morning refreshments & networking


    11.10 Transformation through emotion: daring to feel not think
    Customers said they bought Superdry because it’s ‘well made’. Alarm bells rang. Discover how the teams innovated to bypass this over-rationalisation. Today, turnover’s been reenergized by leveraging the real growth drivers - emotions!

    Tim Quinlan - Customer & Market Insight Manager, Superdry
    Fran Pearce – Global Marketing Manager, Superdry
    Alison Bainbridge, Founder, ABA Research


    11.40 Transforming service: from design thinking to ‘Power Buy The Hour’
    Sapio Research and Jungheinrich used design thinking to develop a new telematics technology proposition. Discover how insight shaped the proposition, informed price points, outlined a route to market and provided the foundation for a press launch.

    Neil Warren, Used equipment, rental and workshop director, Jungheinrich UK
    Guy Washer, Founder & Managing Partner, Sapio Research


    12.10 How Delta Air Lines drove transformation through a new approach to marketing measurement
    Learn how the insight and marketing teams at Delta successfully switched the entire company from a traditional reference metric to a one number marketing impact score.

    Catherine Willis, General Manager Customer Research, Delta Air Lines
    Fiona Blades, President & Chief Experience Officer, MESH Experience


    12.40 Lunch


    13.50 Keynote conversation: Driving lasting transformation and creative innovation
    Join our keynote guests as, in an interactive forum, they discuss their views on what drives successful innovation and transformation. How can insight spur real, profitable and lasting change in business? How can organisations overcome the barriers to creative innovation? What are the meaningful measures of success? How can insight and commercial teams best work together to ensure focused change?

    Tim Phillips, Journalist

    Jan Gooding, Global Inclusion Director, Aviva - President, MRS
    Professor Patrick Barwise, Emeritus Professor of Management & Marketing, London Business School


    14.30 Transforming communications: getting to the heart of giving
    Discover how the application of “System 1” thinking helped to increase the effectiveness of CRUK marketing. They will be showing examples of how this innovative System 1 approach has helped create 5-star emotional ads that are driving long-term growth for the charity.

    Becky Johnson, Senior Marketing Manager, Cancer Research UK
    John Kearon, Founder & CEO, System1 Group


    15.00 Afternoon refreshments & networking


    15.20 Transforming customer experience: changing the seller experience on ebay
    Find out how ebay combined insight from multiple sources to change the seller experience – identifying growth targets, feeding into a new customer journey and resulting in more targeted and effective communications.

    Mark Loder, Market Research Manager, ebay
    Deb Sleep, Founder & Director, Engage Research


    15.50 Learn from the audience: the insights fuelling the British Museum’s exhibitions programme.
    How has the British Museum transformed special exhibition visits from 80,000 to 250,000 in a decade? The answer is a virtuous cycle of formative and summative evaluation that puts core and target audiences at the heart of its exhibitions development strategy.

    Stuart Frost, Head of Interpretation, British Museum
    Gerri Morris, Director, Morris Hargreaves McIntyre


    16.20 The Innovation Debate
    What lessons can brands learn from the way that nimble and entrepreneurial research and brand agencies innovate, transform and organize within their own businesses? Three agencies owners offer delegates their words to live by.

    Tim Phillips, Journalist


    Sarah Palmer, Founder, Big Green Door

    John Kearon, Founder & CEO, System1 Group

    Fiona Blades, President & Chief Experience Officer, MESH Experience

    Lisa Edgar, Founder & Director, The Big Window Consulting


    16.50 Closing remarks from the Chair


    17.00 End of conference


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    Please click on the photographs to view each speaker's biography.

    Delegate fee until 11 August 2017

    MRS Member £355 (£426 inc VAT)
    Non-Member £485 (£582 inc VAT)

    Please note: Early Bird fees must be paid in full by 11.08.17

    Delegate fee from 12 August 2017

    MRS Member £455 (£546 inc VAT)
    Non-Member £585 (£702 inc VAT)

    Company Partner Discount rate - £325 (£390 inc VAT) or 1 Company Partner ticket


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