Market Research
Ever wonder what your customers are really thinking? Do you think you already know how to answer this question using traditional market research such as surveys and focus groups?
Ground breaking market research techniques are being developed and utilized that allow firms to actually see inside of their customer’s minds, to better understand the motivations behind their behavior and to make even better marketing and strategic decisions. These innovative methods measure the sub-conscious, allowing firms to understand complicated reactions and decisions such as in-the-moment buying decisions, brand preferences, or reactions to marketing or packaging, in ways that traditional market research does not.
Measuring the Un-Measurable will explore new methods in market research and how they provide new insight into your customers. Learn how companies have utilized the results from these techniques, including turning them into an innovative, award-winning marketing campaign.
Register for Measuring the Un-Measurable Today!
Speakers
Matthew Valle
VP Sales
EmSense Corporation
Matt has 15 years of experience in research-based consulting. Prior to EmSense, he held senior roles with MarketTools, managing both the Central Region in Chicago and the P&G Team in Cincinnati. Matt was previously a partner at Information Specialists Group (ISG), a boutique research firm in Minneapolis. Prior to ISG, Matt was an Account Executive with NFO WorldGroup and held marketing and research positions with Thomson (now Thomson Reuters). Matt has served in various leadership roles with the AMA, and is currently serving on the AMA Marketing Research Advisory Council through 2011/2012. He holds an MBA in Marketing and a BA in Statistics from the University of Minnesota, and an MA in International Relations from The Fletcher School at Tufts University.
Candyce Wisner
Consumer and Marketing Insights Leader
Truvia, Cargill Health and Nutrition
Candyce is a life long native of St. Paul. Her first foray into the world of marketing research was with SuperValu nearly three decades ago. She’s held various B2B and B2C marketing research leadership positions with prominent Twin Cities based companies ever since. She considers her current role as Consumer & Market Insights Leader for Truvia™ natural sweetener from Cargill Health & Nutrition a once in a lifetime career opportunity. Cargill is an international provider of food, agricultural, financial and industrial products and employs 138,000 people in 67 countries.As an ingredient supplier, Truvia™ natural sweetener represents one of the very few branded consumer products Cargill has ever brought to market.
Candyce received a BA in Journalism from the University of Minnesota. She is a Trailing Baby Boomer, an Empty Nester, half of an “Cosmopolitan Center/Established Couple,” sits squarely on the line between the mid-level and periphery in Hartman’s World of Health & Wellness , an “Eat, Drink & Be Merry”, a Foodie, a Gemini …and based on a proprietary segmentation Cargill has developed on consumer sweetness preferences, she is among the 10% of shoppers who are “Simply Sugars.”
Bruce P. Miller
Partner/President
Market Data Corporation
Bruce Miller is founder and President of Market Data Corporation (established 1983). He is also a partner in MDC’s sister companies; IDENTITY RESEARCH which specializes in the application of neuroscience and virtual reality to marketing, SYNAPSE PLANNING an advertising planning company, and CUSTOMER SHARE GROUP which models customer behavior and develops programs to build loyalty and increase volume.
Mr. Miller’s 30+ years in marketing research includes extensive experience in consumer segmentation and brand strategy development for major US consumer packaged goods portfolios.
Mr. Miller partners with Jeremy Bailenson of Stanford University (Professor of Communication and Founding Director of Stanford's Virtual Human Interaction Lab) in the development of new research techniques that incorporate implicit memory associations and virtual reality to uncover deep insights about consumers and their relationships with brands. This work has lead to ground-breaking strategies to build brand love and a new theory of how brand love development may be the next frontier that pushes marketing science beyond the realm of segmentation which has underscored its purpose and existence since the late 70s .
Joe Colacurcio
Research Manager
NM Incite
Joe Colacurcio is a Research Manager at NMIncite, a Nielsen McKinsey Company, with 4 years experience at Nielsen. Prior to joining Nielsen, Joe worked for several years in Management Consulting. As part of his current role at in Automotive, Joe has led buzz research initiatives for several major automotive manufacturers. Helping automotive brands understand how to listen to consumers speaking online, build advocacy and strengthen customer service channels, and offer brand defense in times of crisis is a primary focus of his work.
Kathy Doyle
President
Doyle Research
Kathy Doyle is President of Doyle Research Associates, a qualitative research firm founded in 1986 and based in Chicago. Doyle Research offers a full range of qualitative research services for every stage in the NPD process, including focus groups & in-depth interviews; online focus groups, bulletin boards, and immersion; ethnography; social media analysis; and idea generation. Kathy has presented at a number of conferences and seminars over the years, including QRCA, PDMA, IIR and MRA, on topics ranging from ethnography, to conducting research with kids and teens, to social media analysis.
