Exclusive for &more members, an unmissable conference created for and by young researchers

Last year, &more hosted the first MRS conference created purely for young research talent. This sell-out event returns in 2020, in a virtual format, to initiate discussion, exchange ideas and provide a platform for young professionals.

Join conference chair, Jennifer Roberton from respondi and our sponsors Unilever to hear some of the best new thinking in the sector plus:

  • Discover how AI helped Durex tackle ‘taboo’ topics and gain deep insight into their consumers’ needs (Discover.ai)
  • Explore how neuroscience is advancing minority representation in advertising (Walnut Unlimited)
  • Examine the future of our morphing landscape since the beginning of the pandemic and lockdown – what will life look life? (Tapestry Research)
  • Create your new skillset and career perspective with inspiration from the Razor Research panel

Don’t miss all this, plus case studies from RB, MediaCom & talkSPORT, ITV with John Lewis & Partners and more…

Join us on the 8th October for an afternoon of powerful insight, the latest ideas and bite-sized case studies, brought together exclusively for young research professionals. With attendees from across the globe, it is an event not-to-be-missed.

Initiate change, exchange ideas and create the future with &more.

This event will be hosted on BigMarker - a high performance virtual conference platform. As with all &more events, tickets are heavily subsidised to be accessible to young researchers. Book your ticket now for just £65 + VAT (usual conference price £195 + VAT).

Please note, this conference is only for members of &more, the MRS young researchers’ network for those under 30 or within the first 5 years of their research career. Find out more about the network here.

No Biography Available

13.00-13.10 Opening comments from the Chair

Jennifer Roberton, Managing Director, respondi

 

13.10-13.30 The newest methodologies for some of the world’s oldest questions: using AI to explore shopper needs and development ideas for Durex

Sex and intimacy is often the most private part of people’s lives, and yet there is an almost overwhelming wealth of information about it on the internet. Durex partnered with Discover.ai to harness the potential of this information, and identify what users of the contraception, lubricant and sexual wellness categories are really looking for, and which cultural trends could be harnessed in line with Durex’s taboo breaking positioning.
The result was a fascinating breadth of information about how our language and culture around sex and intimacy are transforming, and demonstrates how technology can be used to get the best from ‘taboo’ research topics.

Oana Stroie, Consumer Insights Manager, RB Health UK
Hannah Marcus, Strategist, Discover.ai


13.30-13.50 Game Changers: the opportunities around women’s football

2019 was predicted to be the breakthrough year in Women’s Sport with viewership growing significantly. However, advertisers simply didn’t know who the fans of women’s football or what the benefits to their brand could be.
MediaCom collaborated with talkSPORT to gain, for the first time, an in-depth understanding of the women’s sports market and the potential opportunities to advertisers. Though a combination of traditional techniques with the latest innovations, MediaCom embarked on a journey to understand the fandom, perceptions around the sport and the role brands can play in it.

Leanne Meakin, Research Manager, Mediacom
Susanna Tatevosyan, Research Manager, MediaCom

13.50-14.10 Edgar the Dragon Inspires Excitement on ITV

The launch of the John Lewis & Waitrose Partners Christmas advert is arguably the most anticipated ad of the year. So, when JL&W approached ITV about doing something truly memorable in the build-up to Christmas they had a real challenge on their hands. 
ITV created a campaign that tapped into the strengths of the channel and the heritage of its brand and programmes. Excitable Edgar gate-crashed promos throughout December.
For JL&W the campaign success metric was excitability, but how do you reliably measure that? This demanded a fresh approach to measuring its true impact, utilising unique biometric technology.

Elisha Temminck, Commercial Research Manager, ITV
Amanda Hammond, Commercial Research Executive, ITV

 

14.00-14.15 Interval – content shown from the Impact 2020 &more Ideas Dash

 

14.15-14.30 Sponsor address

Speaker/Sponsor to be announced

 

14.30-14.55 PANEL - The rise of the side hustle: how young researchers are upskilling through creative freedom 

We all know COVID19 has been awful in so many ways, but it’s also created opportunities to think, reflect and do more of the interests we have outside of work.
This session focuses on how some researchers have used this pause to pursue their passions and put some muscle into their side hustles. The panel will discuss how these side hustles are being transferred into different elements of market research, how this is stimulating career growth and what this means for employers of younger people in the industry. 

Chloe Bartlem, Research Manager, Razor Research
Zoe Wearden, Research Manager, Kadence 
Dafydd Jones, Senior Research Executive, RDSI
Anouk Vincenti, Insights Manager, Google 

 

14.55-15.10 Interval – content shown of the Impact 2020 &more Ideas Dash


15.10-15.30 Avoiding tokenism: neuroscience and the representation of minority groups in advertising

The representation of minority groups in advertising can enhance brand image, foster trust and fuel engagement. However, if done poorly, this “representation” may appear tokenistic and negatively impact the brand’s image. Enter: the need for neuroscience comms testing. When conducting research of ads representing minority groups, EEG and GSR measurements can show a negative response when the ad does not follow some key principles. In this talk, Nick will explore these principles, giving the audience an understanding of how to produce effective communications when representing minority groups.

Nick Saxby, Walnut Unlimited

15.30 – 15.50 Cultivate the human skills researchers need today

More than ever, young researchers need to adapt and respond to challenges, to be brave and to show up. They need to balance their technical skillset (coding, analysis) with the ‘soft’ people skills necessary to gather rich insights. This session will discuss listening with everything; how to ask open, unbiased questions, use clean language and cultivate empathy. All skills that enable research to be used as a force for change, that responds to the challenges ahead of us.

Nina Gavin, Behavioural Insights Lead, ICE Creates

15.50-16.10 Looking up from the Lockdown

For brands, the Covid-19 pandemic has represented a massive step into the unknown. There’s been such a rapid, enforced change in how consumers live their lives and their priorities going forwards that it’s difficult to know how to act and communicate with their audience.
Tapestry Research identified four distinct types of person, defined by their attitudes, behaviour, and confidence in the future, allowing us to answer questions about brand’s tone of voice, messaging, and how to stand out from the crowd.
The findings will be presented by members of the &more network, who took the lead on shaping the scope, executing the research and being part of the roll-out, helping them to develop their skills and make a real difference to clients.

Jack Curry, Research Executive, Tapestry Research
Lily Spencer, Data Analytics Manager, Tapestry Research

16.10-16.30 Open Q&A for all speakers and closing comments from the Chair

Jennifer Roberton, MB, respondi


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