Attend this conference to discover how to extract high impact insight and respond to new consumer priorities in the FMCG market.

Join brands, retailers and agencies to hear how novel research approaches are dramatically improving cost, speed, agility and quality of insight generation in FMCG; from concept development through to customer purchase. Find out what’s important to consumers in 2020 and respond to changing consumer needs faster and better.

Spend a morning gaining new ideas from bite sized insight stories at the FMCG virtual conference.  You’ll  have the opportunity to hear 8 innovative case studies , enjoy 2 panel debates and put your questions to our excellent line-up of speakers at this year's virtual FMCG Research Conference. 

Key contributions from:

GSK, Tesco, Unilever, Coca Cola, ASDA, Mondelez, SPAR, Bibendum Wine, Farmdrop, Agriculture and Horticulture Development Board and more…

  • Explore FMCG consumer trends and deepen understanding of consumers’ lives, motivations, attitudes and behaviour
  • Evaluate the effectiveness of data driven insight for delivering low cost insight without compromising on quality
  • Examine how behavioural methodologies are enabling lean and agile design & innovation process
  • Examine methodologies to reconnect brands with their customers’ bricks and mortar customer journeys
  • Examine original ways to convey powerful research stories to stakeholders
  • Unpick what sustainability really means for brands and consumers
No Biography Available

10.00 Opening remarks from the Chair
Steve Looney, Research Director, Opinium

 

10.05 Putting quality first to help Tesco retain a top position in market

Tesco and Walnut Unlimited embarked on a ground-breaking, two-year program of research with one overarching goal: to put quality first in Tesco’s FMCG product range. Face-to-face research and taste tests were conducted with a staggering 80,000 consumers across the UK providing an unprecedented understanding of quality perceptions for Tesco and competitors.
In this talk, Walnut Unlimited & Tesco will share a detailed breakdown of the approach, highlights of the findings and impacts on the business, as well as the operational learnings from undertaking this mammoth project.

Lucinda Gardner, Research Manager, Walnut Unlimited
Natalie Arpino, Insight Manager, Brand Insights, Tesco

 

 

10.20 Understanding the modern consumers’ food mindset

We trust farmers but have no idea what they do. We want a more transparent food system but don’t read product labels. Some of us say we are vegans but eat pork regularly. 
At a time of changing diets and unprecedented scrutiny of the journey from farm to fork, Blue Marble teamed up with AHDB to explore the complexities of the modern consumer mind. Encompassing everything from flexitarianism to toys for pigs, this research provides a powerful window into how consumers feel – or think they feel – about the food system and pointers on how food and retail brands can meet consumer expectations.  

Laura Weston, Research Manager, Blue Marble
Susie Stannard, Consumer Insight Manager, Agriculture and Horticulture Development Board

 

10.35 Data and dentists – two things no one should be afraid of!

While some may actively avoid the pain of going to the dentist (dentophobia), for GSK marketers the delight of a dentist visit is in the insight gained – and the pain is in the difficulty of eliciting revealing insights from Dental Experts at large scale and reasonable cost.
Traditionally, GSK Consumer Health prioritised insight discovery through face-to-face networking, alongside high cost expert surveys and focus groups. Insights are found, but it is prohibitive to scale and difficult to avoid the professional bias inherent in surveys and discussion groups. So, GSK Consumer Health decided to test a novel approach, creating and analysing digital data sets:

  • Iteratively exploring structured and unstructured data
  • Using pioneering analytical technologies such as network and influence modelling and text mining with natural language processing
  • Developing a bespoke global crawler to identify key topics and themes

Hear how data insights delivered an effective engagement and relevancy programme for GSK Consumer Health.

Andrzej Moyseowicz, Founder – Innovation Director, Freemavens
Matteo De Angelis, Client Lead, Freemavens
Alexandra Wren, Global Consumer Business Insights & Analytics Director, Oral Health, GSK Consumer Health

  

11.55 A snapshot of the nation: using photography to provide a new lens on customers’ lives for Asda

Despite the vast amount of data that Asda holds on customers, the link to real customers can sometimes be lost amongst the data. The Asda Insight team wanted to bring customers to life, for their Executive team, grounding the data they engage with in an in-depth view of real customers.
In this session ResearchBods will share how they brought customers’ lives to life through the medium of photos which together with other customer information generated an interactive photo dashboard for the Asda’s Insight team. Hear how the tool has informed areas such as Christmas 2019 campaign analysis, planning for 2020 and has also aided NPD.

Elaine Morris, Insight Director, ResearchBods
Liz Lamb, Senior Director, Customer Insight Data Analytics, ASDA

 
11.05 Comfort break

 

11.20 When insight does marketing: delivering ‘beautiful’ research stories to key stakeholders

Unilever needed to put their new deodorant to the test – REALLY to the test – beyond home usage, beyond qual and beyond hot room and scientific testing. The insight team needed to tell a powerful efficacy story to get internal and external stakeholders fully on board and to bring to life consumer feedback.
Partnering with Unilever and Phoenix Dance Theatre, BlueYonder created a TVC standard, research based testimonial demo, that pushed the boundaries of R&D and delivered results more precise, more real, more powerful (and far more time and cost effective) than the work of traditional marketing agencies. A new era of insight stories had begun!

Hannah Rogers, Client Lead, BlueYonder
Representative, Unilever

 

11.35 Panel: the role of research in driving forward packaging and brand design

As we enter a new decade and the world adjusts to life lived in the presence of Covid-19, it’s essential to understand consumers’ changing relationship with the designed world around them. We are being forced into new behaviours at an unprecedented rate of knots and brand design must adapt. To navigate this new world, a human-centred approach to creative development is needed to capitalise on advancements in the likes of AI and AR, and ensure a better designed world for consumers. Join panellists to consider:

  • How will consumers’ relationship with design change over the coming decade?
  • How may it already have changed in the advent of the pandemic?
  • What is the role of packaging and design in a post single-use universe?
  • How should we research consumers’ ever-more complex relationship with new touchpoints?

Chaired by:
Chris Aukett, Director, The Big Picture
Panellist:
Cecilia Sylvan Martin, Director The Big Picture
Jill Marshall, Consultant to the creative industry
John Mathers, Chairman, British Design Fund
Dan Broadwood, Marketing Director, PLENISH

 

12.55 Delivering lean and agile NPD innovation 

Mondelez’s SnackFutures innovation team was looking for a more efficient and learning-based approach to developing the ideas and executions for a new disruptive snacking brand. The new brand centres around trends in sustainability and reusing waste materials to produce delicious and healthy snacks. 
Hear how a new behavioural science approach produced a smarter and faster research process as a viable alternative to the traditional NPD research process. SnackFutures are now sprinting, creating minimum viable products (MVP’s), testing, learning and soft-launching products much earlier in the innovation process and reducing overall time to market.

Nicki Morley PhD, Senior Director and Innovation lead, Kantar, Insights Division, UK

  

12.10 Using online qual survey for exploratory category research

SPAR, the world’s largest international food chain, used a new research methodology, namely an online “Qual survey”, for the first time in Q4 2019 to explore consumer attitudes and language around sustainability and packaging in the fresh produce category, in preparation for a possible repositioning of its offer. Understand the motivations for SPAR selecting this novel approach and the benefits and outcomes achieved.

Richard Clark, Director, MRQual
David Bird, Research & Insights Manager, SPAR UK

  

12.25 Pourtraits: designing fun, appealing wine labels for revellers

To engage a new generation of wine shoppers, Bibendum Wine wanted to understand whether label design and format could help them grow the category. Could the success of cans and fun labelling experienced by the beer industry be leveraged in wine?

In this session, Bibendum Wine and FlexMR will detail how this question was answered using a unique Pourtraits Segmentation and online consumer panel. Hear how the project encouraged quick, honest and engaged feedback from consumers that actively shaped packaging that appealed to them. Examine key outcomes from this project and how the approach has enabled Bibendum Wine to put new designs forward with confidence.

Maria Twigge Research Director, FlexMR
Alex Chambers, Research & Insight Manager, Bibendum Wine

 

12.45 Closing comments from the Chair

 


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