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Join The Coca-Cola Company, Unilever, RB, KraftHeinz, Kellogg’s and others as they share their research experiences & insight journeys.
Hear how leading FMCG brands are using insight to deepen customer understanding, strengthen brand connection, optimise product positioning, improve product experience and drive behaviour change.
Hear how:
GlobalWebIndex
GlobalWebIndex is a market research company that provides audience insight across 45 countries to the world’s largest brands, marketing agencies and media organizations. It has offices in London, New York, Los Angeles and Athens, with plans to expand even further afield in 2019 and beyond. The company maintains a global panel of more than 22 million connected consumers, which it leverages to create over 35,000 data points on the behaviors and perceptions of internet users around the world. All in all, GlobalWebIndex offers aggregated data representative of 2 billion digital consumers on a global scale. Clients including Twitter, Google, Spotify, WPP, IPG and Omnicom Group can gather in-depth insights into audience behaviors, perceptions and interests through a combination of survey and analytics data using the GlobalWebIndex platform. Those looking for even more bespoke research can enrich the GlobalWebIndex core data using a range of custom solutions, such as brand trackers, segmentation and concept testing, among others.Shopper Intelligence
Until now, what actually happens in real life stores leading up to a purchase is like a data black hole. Shopper Intelligence provides systematic measurement of shoppers in packaged goods, benchmarking across all major categories and retailers in the UK since 2011 including discounters and on line. In 2019 we are adding to our existing survey driven data a world first measurement of in-store behaviour. Brand new AI driven technology allows us to measure interactions in great detail across the entire store with thousands of “real life” shoppers, benchmarking all categories, displays, and gondola ends right down to brand level. At a base level you get your category/segment/brand “conversion funnel” in quantitative terms, which tells you exactly where you win or lose the shopper at the moment of truth; compared to others. From there you can compare different instore executions to measure what works best. The unique aspect of the Shopper Intelligence ‘s subscription database is that each category is explained in context with all the others. The ability to say exactly how it differs is key to persuasive proposals to retail buyers or senior management.Survey Mechanics
Survey Mechanics is a complete UK-based market research solution - easy, quick and affordable, professional online surveys with instant results. Simple to use, with online and phone support. No limit to number of surveys, email invitations, questions or sample size (no pay per complete!) and compatible with the major panel solutions. Unlimited analysis with online cross tabbing and filtering of results, and the unique Automatic Analysis Engine gives you insight instantly, whatever your expertise – so you won’t miss anything and you could have your answers today…Media Partner
Breaking market research news, latest job vacancies, industry reports, in-depth analysis and cutting-edge opinion for customer insight professionals.09.00 Registration & coffee
09.30 Opening comments from the Chair
Phil Dorsett, Expert Solutions Director at Kantar
09.40 Food trends discovery
Join Mindshare for a fascinating exploration into using social media and search data to identify and explore food trends through a variety of analysis lenses. Examine how using a combination of linguistic and emotional analysis, AI image analysis and location data delivers a nuance understanding of underlying attitudes and allows segmenting analysis regionally.
Catherine Cooke, Digital Insights Director, Mindshare UK
10.10 The Last Mile - don’t be content
Last Mile Content is the hot new content marketing frontier. This is brand communication content seen by the consumer when she turns into a shopper- online or offline. In today’s omnichannel reality, we need to think well beyond just driving conversion. How can this content maximize trans-channel storytelling? How do you integrate it with social purpose? Can it build long term brand value? Or is it just about the ‘deal’?
Join Unilever and Brandscapes Worldwide Consultancy to examine insights principles behind great last mile content. Consider the multidisciplinary approach required and how to use AI enabled technology platforms.
Jayanth Narasimha, Business Head, Brandscapes Worldwide
BV Pradeep, Global Vice President - CMI - Market Clusters, Unilever
Namita Mediratta, CMI Director, Global Content Excellence, Unilever
10.40 Morning refreshments
11.10 PANEL: Exploring connection in 2019
Building connection is fundamental to any brand’s success. At the end of 2018, Opinium spoke to 6,000 UK consumers and conducted 48,000 brand reviews to determine the Most Connected Brands in the UK. Join panellists as they discuss these findings and look beyond the individual brands to the Super categories of how FMCG performs vs categories such as technology, media and the much-maligned retail brands to discuss whether FMCG has slipped down the pecking order in consumer consciousness. If FMCG has indeed lost its crown, how can that connection be regained?
Chaired by: Steve Looney, Research Director, Opinium
Panellists:
Hannah Teale, Associate Director, Opinium
Colin Haddley, Director of Strategy, insight, capability and marketing services, Kraft Heinz
Joe Harper, UK & Ireland social lead, Kellogg’s
11.50 Powering growth through augmented brand intelligence
Never has our connected world provided such a wealth of data to inform sales activation and brand-building. But there’s a problem. Most FMCG brands are struggling to unlock its value effectively. They are data rich, but insight poor. In this case study, Kantar Millward Brown will share how augmented brand intelligence is being used to identify actionable connections across these valuable data sources and ultimately driving effective decision making and profitable growth in a sector where others continue to fall behind.
Simon Atherley, Senior Client Director, Offer & Innovation, Kantar
12:20 Address from Sponsor: GlobalWebIndex
Sandy Livingstone, Director, Corporate, GlobalWebIndex
12.35 Lunch
13.45 Empowering consumers to take their health into their own hands
In this Indian case study hear how RB empowered consumers to protect themselves from the dangers of air pollution. Explore how robust research, harnessing the power of ethnography, mobile diaries and quantitative segmentation, was used to fuel a powerful behavioural change strategy and to maximise product appeal amongst different groups. Examine how research fundamentally shifted the brand’s communication strategy to focus on a new hard-hitting, emotive campaign to educate people about the health effects of air pollution.
Victoria Edmonds, Director, Ipsos MORI
Oliver Sweet, Head of Ethnography, Ipsos MORI
Hamzah Sarwar, Global Consumer Insight Lead, RB
14.15 Beverages, Boomers & Beyond
Coca-Cola was keen to deepen its understanding of the 60-80s age group in terms of their thoughts and feelings towards beverages to ensure that their portfolio could better serve the needs of this demographic. Engage blended complementary research approaches to deliver a holistic and forward-thinking view of the market to enthuse and inspire the team. Hear how the project used exploratory webnography to deepen understanding of the lives, motivations, needs and behaviour of this group; semiotics to decipher category codes; trend analysis to further deepen understanding and inspire forward looking initiatives and an online occasion-based drivers & barriers study.
Marie Sutton, Director, Engage Research
Véronique Chene, New Beverage & Innovation Senior CIM - Western Europe, The Coca-Cola Company
14.45 Afternoon refreshments
15.15 PANEL: From storytelling to story doing
With fake news prevailing, and mistrust in politicians and institutions at an all-time high, there’s an opportunity for brands to establish their support for and alignment with people’s values and demonstrate how they create value in the world. However, ‘brand purpose’ has become an organisational mantra that all too often is neither lived nor followed through … meaningless tumbleweed. FMCG brands now need to make a fundamental shift from storytelling to story-doing.
Chaired by: Richard Owen, Chief Transformation Officer, Hall & Partners
Panellists:
Simon Coley - Co-Founder, Karma Cola
Jeff Macdonald - Culture and Effectiveness Partner, Core Purpose
15.55 Capturing emotional responses during product experience
Behavioural science tells us how a consumer feels about a product which is key to repeat usage. This presentation will examine a new, non-intrusive wearable technology from neuroscience which captures emotional metrics to optimise the development of new recipes and formulas. Explore how behavioural science principles and advances in neuro measurement applied in product research, adds value and depth to our understanding of product performance – ensuring that products live up to consumers’ expectations.
Grant Montague, Vice President, PRS IN VIVO
16.25 Closing remarks from the chair
16.35 Drinks reception sponsored by GlobalWebIndex
This event has taken place
£480 + VAT
£610 + VAT
£350 + VAT
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