Keynotes

Jessica Carbino

Bumble

More Than Love: The Surprising Science (and Business) of Online Dating

Session Overview:

After studying trends in modern dating for Tinder and Bumble, Dr. Jessica Carbino can speak, with rare insight, on wider shifts in human behavior: invaluable for every industry, business, and vertical trying to navigate today's digital marketplace.

In this keynote, Dr. Carbino asks, and answers, a number of important questions: How is technology influencing the way we make personal choices? How is the web changing what we want—and what we don't want? What can Tinder and Bumble tell companies and marketers about desirability, options, even subconscious impulses? And what does it mean for users (and consumers) of different ages, locales, incomes, cultures, and educations? Touching on choice architecture, UI/UX, behavioral economics, and the sociology of the "swipe," Dr. Carbino shows how smartphone dating means more—much more.

Speaker Bio:

Sociologist, Bumble

What can online dating tell us about behavior? Ask Dr. Jessica Carbino. As Bumble's Sociologist—and one of Fast Company's Most Creative People of 2017—she offers an unparalleled look at relationships, technology, and decision-making. Called the "Dr. Ruth of the swipe right generation" (LA Weekly), Carbino delves into the data to share surprising insights on modern love—and life.

Dr. Jessica Carbino is the Sociologist at Bumble (and formerly at Tinder) where she conducts product tests, analyzes user data, and aligns social needs with mobile product and user experience. LA Weekly described her as the "Dr. Ruth of the swipe right generation." Dr. Carbino received her PhD. in sociology from UCLA. Her doctoral research has broadly focused on sex, dating and relationships. Her dissertation, "Dating in the 21st Century," used data from several online dating sites to answer the age-old question: "what do men and women want?"

Her work has been featured in major news outlets including The New York Times, Time Magazine, Marie Claire,Cosmo, Men's Health, New York Magazine, and The Colbert Report. She has appeared on many TV programs, including ABC's Good Morning America, ABC's 20/20, CBS' The Doctors, CNN, and HuffPost Live; and was named to Fast Company's "100 Most Creative People in Business" list in 2017. She also produced and hosted a weekly radio show at UCLA Radio called "Hook up With Dr. Jess." She is a native of Philadelphia, Pennsylvania and attended Emory University, where she graduated with High Honors in just three years. Prior to Emory, Carbino worked on Capitol Hill.

David Coletto

Abacus Data

Does Generation Matter? Making the Case for Generational Analysis and Why it Matters to Marketers and Researchers

Session Overview:

There are powerful new forces at work in the modern marketplace, a dynamic driven by the intersection of disruptive technology and a new generation of consumers, citizens, and employees who were raised differently, and have different values and different expectations.

Misunderstanding these new realities will represent increasing peril for businesses, employers, politicians, and governments. Millennials are now the largest consumer market, employee constituency, and voting bloc in Canada. The population of millennials is 9.2 million, representing more than a quarter of the country’s population, and we haven't yet reached "peak millennial".

Not since the baby boomers has there been a more powerful cohort in North American society. Millennials have the power to shape markets, pick winners and losers, and elect or defeat governments. And the change they are driving is occurring at a pace that has never been seen before. Just ask the operators of taxi fleets and daily newspapers how quickly the new consumer marketplace is changing their fortunes.

This revolutionary generational change represents enormous risk but also creates an incredible opportunity for the companies and organizations that are positioned to capitalize on it.

As one of Canada's foremost experts on generational change and youth, David has spent almost eight years, as the founder and CEO of Abacus Data, trying to understand his generation and working with brands, associations, and public sector organizations to reorient themselves for this millennial-dominated world. He's convinced that a generational analysis is critical to understanding the forces at work in our consumer world. 

Through an engaging, data-filled presentation, David will argue that a generational lens is needed by all organizations, large or small, who are seeking to understand the dynamics at work in the market. Don't miss this session by the founder of Canada's only research firm dedicated to helping organizations navigate the unprecedented threats being caused by the generational change in Canada and around the world.

Speaker Bio:

CEO, Abacus Data

A marketing research leader and expert on Millennials, David Coletto delivers strategic advice and research design expertise to many of Canada's foremost corporations, advocacy groups, and political leaders. A leader in online research methodologies, public affairs research, corporate and organizational reputation studies, and youth research, Coletto has led projects for top-tier companies in many sectors including pharmaceutical, transportation, financial services, educational, natural resource, telecommunications, media, arts and cultural, tourism, and retail.

David's clients have included Nestle, Sysco, Google, Ernst & Young, the RCMP and Hudson's Bay, among many others.

Having earned a doctorate in 2010, David is an Adjunct Professor teaching courses on polling and public opinion, political marketing, research and public affairs. He is also an instructor at the Clayton H. Riddell Graduate Program in Political Management.

He is an outspoken proponent of transparency in the polling industry and is regularly called upon by media and organizations alike to provide expert analyses of public opinion and research methodologies.

Jon Montgomery

The Amazing Race Canada

Dreaming Big, Living Bigger

Session Overview:

While Jon Montgomery always wanted to be a Canadian National Team athlete, he didn't know which sport it would be in. Keeping his eyes wide open, living outside his comfort zone, trying new things, and accepting the challenges that presented themselves enabled him to find his passion and his opportunity to realize his dreams. Montgomery's story inspires others to go after what they're looking for, no matter how daunting the task may at first seem.

Speaker Bio:

Host, The Amazing Race Canada

Jon Montgomery delighted Canadians by winning Gold in Men's Skeleton at the Vancouver 2010 Olympics. Now, as host of The Amazing Race Canada, he is a charming ambassador for our country's most beautiful sights. In his talks, Montgomery shares his Olympic journey and important lessons on teamwork, leadership, and dreaming big. Whether he's in snowy Nunavut, on a lentil farm in Saskatchewan, or on stage presenting a keynote speech, Montgomery is genuinely funny and always inspiring.

Proudly Canadian, Jon Montgomery says that being the host of The Amazing Race Canada has given him an even greater appreciation for the country. "I already had a profound sense I was a lucky man to be Canadian, but doing this show, you get to meet other Canadians, you get to see how they interact with the racers and a sense of commonality amongst the people." For his work on the show, Montgomery received a Canadian Screen Award for Best Host in a Variety, Lifestyle, Reality/Competition, or Talk Program or Series.

In February 2009, Montgomery won the Whistler World Cup, which served as the test event for the Vancouver Olympics. At that time, he called the victory the highlight of his career, adding that it was especially meaningful to win at home in front of family and friends. But what he really yearned for was Olympic gold. At the 2010 Olympics, he defended his home track once more, but this time, he did it in front of the world. The now infamous video of Montgomery drinking a pitcher of beer while walking through the streets of Whistler surrounded by screaming fans is sure to go down in Canadian lore.

It was Montgomery's natural curiosity that launched his Skeleton career. Wandering through Calgary Olympic Park years ago, he saw a Skeleton racer whip by at top speed. Fearing it was a Luge accident, he inquired as to what the sport was all about at the visitor's centre. He immediately signed up for a "discover session" and began his long journey to Olympic gold. He won his first World Cup event in January 2008, and also won a silver medal at the World Championships that same year, finishing the season ranked second overall on the World Cup. Some called it quick success, but Montgomery sees things differently. He's been sliding since 2002, but didn't experience his first win until the 2007/2008 World Cup tour. As he says, "I had my butt handed to me on countless occasions when I first started."

Montgomery and his wife Darla are also committed and passionate about giving back. They are affiliated with WaterAid, which works with the poorest and most marginalized communities in sub-Saharan Africa, Asia, the Pacific region and Central America, and Right to Play, which uses the power of play to educate and empower children to be guardians of their own health and active participants in their communities.

Jim Sterne

Digital Analytics Association

Artificial Intelligence for Marketing: Getting Started

Session Overview:

AI and machine learning are coming at us fast. You need to know the basics and understand the practical applications. Starting with a quick overview of AI and ML (hold the math!), you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

  • What are artificial intelligence and machine learning?
  • How do they work?
  • What are they good at?
  • How are they useful in marketing?

Speaker Bio:

Founder and Chairman, Digital Analytics Association

Jim Sterne is a professional explainer.

Jim sold business computers to first-time owners in the 1980's, consulted and keynoted about online marketing in the 1990's, founded a conference and a professional association around digital analytics in the 2000's and recently published his twelfth book, Artificial Intelligence for Marketing: Practical Applications. Jim founded the eMetrics Summit running 83 conferences in 18 cities from 2002-2017. The audience created the Digital Analytics Association and made Jim Board Chair.

Jim was named one of the 50 most influential people in digital marketing by a top marketing magazine in the United Kingdom, and identified as one of the top 25 Hot Speakers by the National Speakers Association.

 

 


Speakers

Ciaran Acford

Rocky Mountaineer

On-Time Departure, to On-Time Insights!

Session Overview:

Just like the importance of making sure the train arrives on schedule, Rocky Mountaineer and Ipsos have partnered to ensure that insights are delivered in a "just-in-time" framework. These insights, based on a program of ongoing interviewing throughout the season, ensures that Rocky Mountaineer has the latest insights to drive continuous improvement in service levels. This has become core to Rocky Mountaineer's positioning, since the on-board service experience is one of the core pillars of the brand.

The teams work collaboratively in the off-season to build and test reporting solutions that will deliver insight to the business and are tailored to the specific needs of the end user. The Ipsos team works meticulously during the operating season (April - October) to process the guest contact information and send out survey invites in a timely manner.

Once the survey is live, the results are fed into a reporting portal that updates in the moment as surveys are completed. The reports are automated to coincide with the agreed reporting schedule at Rocky Mountaineer and offer different views in order to be able to gather relevant insights (year-over-year comparison, monthly trending, data by route, and service class). Each survey is also linked to internal operational data which adds an additional element to the analysis and allows for insights to be discovered based on factors such as rail car, train manager, and length of journey.

During the travel season, the Rocky Mountaineer team review the data on a daily basis to identify new trends and to monitor the impact of planned initiatives. This analysis allows stakeholders, particularly those from the guest experience department, to make tweaks to the service delivery and ensure that Rocky Mountaineer is offering guests a world-class product. The Rocky Mountaineer team also works collaboratively with catering and hotel partners to share the relevant feedback and drive the highest-quality service for its guests.

The presentation will cover how the teams work together in order understand the data and communicate the findings to stakeholders across the business in a fashion that is consistent with driving Insights to Solutions!

Speaker Bio:

Research Manager, Rocky Mountaineer

Ciaran is an experienced researcher with experience working both on the vendor and client side. Ciaran began his career working for Ipsos in London delivering multi-market research projects for global FMCG clients, focusing primarily on solving clients' innovation and forecasting challenges. During his time in the UK, Ciaran was awarded the MRS Advanced Certificate in Market and Social Research Award and also successfully executed the first Overnight Concept Test for Ipsos globally.

Ciaran also spent time as a Research Manager for Ipsos Mexico, managing the client relationship for several local and global brands as well as product testing mandates as part of Ipsos's global client programs. During this time, he was also able to further his experience in qualitative and consumer segmentation research.

In 2017, Ciaran made the move to become a client-side researcher as Research Manager at Rocky Mountaineer. In this role, he leads all aspects of research design and execution, in line with the organization's strategic vision. His work covers a broad spectrum of research, including guest satisfaction, ad tracking, and guest segmentation, along with many internal research initiatives.

Tasneem Ali

Nielsen Canada

How Do We Get 6x Higher ROI on Digital Campaigns?

Session Overview:

Digital marketing modeling has never been more valuable to CMOs—and the need for effective models never greater—than today. For years, marketers have tried to assess how to best spend their marketing budget? Each year, they try to make decisions around simple questions, yet very complex to answer:

  • How much to spend? What to spend it on? What business results to expect from my digital marketing?

Nielsen’s presentation will showcase how each of these questions can be effectively answered through rigorous digital solutions using client and consumer data.

Advertisers have an increasing number of ways to reach consumers with marketing messages, particularly in digital. Traditional tools in market to assess MROI are challenged around three key issues:

  1. Granularity 
  2. Synergy 
  3. Timing and actionability

These traditional tools can measure one channel but not cross channels easily. Manual analytics cannot keep up with “big data” solutions. Big data identifies prospects well, but measuring media ROI requires “complete” data. 

Through (client) case studies, we will answer 3 key client burning questions in today’s world:

  1. What's working—and what's not working—with my efforts to drive sales in the digital world?
  2. How should I optimize my media allocation across all touchpoints?
  3. What is my ROI from different media touchpoints?

The presentation will be co-presented by Cynthia Pachovski, VP, and Tasneem Ali, Director. 

Speaker Bio:

Director, Nielsen Canada

Tasneem is a skilled researcher with ten years of Market Research experience spanning four countries. In her current role as Director, Tasneem works directly with clients to provide strategic research solutions and insights appropriate to their business.

From traditional market research, Tasneem has expanded her expertise to digital and marketing effectiveness and MROI solutions over the past two years.

Jason Allsopp

Ipsos

Defining the Client-Vendor Partnership in 2018: The Truth About a Successful Client-Vendor Partnership

Session Overview:

BCLC and Ipsos have been partnering on research for many years, spanning the breadth of all types of research, from simple omnibus research to complex modelling, from taking stated data and reporting on it to calibrating stated data to actual data. This evolution in calibrating stated to actual is particularly important in the area of iGaming, where there is a genuine lack of information on what is happening within the grey market. Our partnership history is rich, and the marketing decisions emanating from these studies are founded on true insight.

This journey, and the multiple types of research needed, have never been better exemplified than through the development of Lotto Express 2.0. The research executed in the delivery of this service was extensive and varied, from gap identifying, to concept development, through to post-concept trial acceptance in the marketplace. None of this can happen without communication, and this doesn't happen without a partnership. This presentation will demonstrate the breadth of the partnership, and the fruits that can happen when a partnership is built on trust, communication, and transparency.

Speaker Bio:

Vice President - Lottery and Gaming, Ipsos

Jason Allsopp is the Vice President of the Lottery and Gaming team at Ipsos, having 20 years of market research experience. He manages the company's agency of record relationships with a number of lotteries. Jason regularly attends lottery and gaming industry conferences such as NASPL, LaFleur's, and PGRI, in addition to Canadian Gaming, FSTA, and G2E, having presented on a variety of topics through speaking and panel engagements

Lan An

TD Bank

Leveraging Insights to Deliver Customer Value

Session Overview:

Transforming insights into actionable solutions is a challenging task for many organizations. In order to break down functional silos, TD took a collaborative approach to the challenge of increasing customer value. Together, the Insights team, along with representatives from four other groups within Marketing and Product, responded to the call for a better understanding of customer value and integrating key differentiators into our day-to-day operations. By combining the insights yielded from survey data as well as existing customer data, we were able to deeply understand consumer behaviours and quantify the revenue impact. The result was a set of guiding principles and a playbook now used to evaluate pricing decisions and support product leaders in uncovering new and sustainable revenue streams, all through the lens of increasing visible value to the customer.

Speaker Bio:

Manager of Marketing Analytics and Insights, TD Bank

Lan has held a number of roles across TD Marketing, including Marketing Planning, Customer Analytics, and Customer Insights. In her role on the Insights team, Lan is responsible for driving the Innovation priority within TD's three-year strategy. Prior to completing her MBA at the Ivey School of Business, Lan spent close to six years in consulting with Level5 Strategy Group and Grow Trade Consulting, where she delivered management consulting services to clients across a range of industries. Some of her key projects included sales and marketing integration (consumer packaged goods), pricing strategy (oil and gas), customer segmentation (retail), and new product development (telecommunications).

Rob Berger

Maru/Blue

The Respondent's Voice: Feedback from the People Who Fuel Our Industry

Session Overview:

As an industry, everything we do hinges on the information we get from people who answer our questions. But we tend to take them for granted, and think of them as just "sample". And we ask a lot of them. We ask them to give us their time, put up with our obscure and often boring questions, work their way through long grids, and plow through long, mobile-unfriendly surveys. And then after we're done taking from them, we just say thanks and goodbye. We don't ask "was it as good for you as it was for me?" Until now, that is.

In this video-driven presentation, we give voice to respondents, having them tell us what they like, what they hate, and why they respond. Using ethnographic techniques, we observe them as they answer good and bad questions and are disqualified for studies. Using facial coding, we measure their emotional reactions as they complete surveys. We also quantitatively measure their perceptions of the survey process, and explore what they think happens with the feedback they provide.

This presentation brings the voice of the respondent right into the conference, allowing us to observe what's working and what's not. Let's learn and improve the respondent experience.

Speaker Bio:

Managing Director of Market Communities, Maru/Blue

Rob is the Managing Director of the Market Communities division at Maru/Blue, leading its online sampling practice globally. He is responsible for the sales, marketing, and development of the highest quality of online sample sources for Maru/Blue clients. As an industry leading expert in online sampling, he acts as the organization's expert in building high-quality online panels and undertakes research on research into online sampling techniques, leading for him to be a sought-out speaker on the challenges facing the online sample industry. He has written a number of whitepapers focused on online sampling techniques and methods.

With over 20 years' experience in Market Research, prior to Maru/Blue, Rob worked at Vision Critical as Senior Vice President, and Managing Director of Market Panels, and at Ipsos as a Vice President, focused on online data collection, online panels, and insight communities.

Daniel Berkal

The Palmerston Group

From the Triforce to Bermuda: Why Triangles are More Powerful Than You Think

Session Overview:

The idea of triangulation has been a fundamental principle in several diverse academic fields. From economics to urban planning, a significant amount of discourse has been given to building unique scenarios which allow conversations to thrive. This has explicit usefulness in qualitative research.

It's incredibly difficult for people to have a natural conversation while concentrating solely on each other. By focusing attention on a third place, people open up. In a casual example, think of a dog park. There are a hundred people who wouldn't talk with each other in the street. But they become more approachable with a dog. The threat is taken away.

Socializing happens better in threes than in twos. Having an external focus has the subtle effect of relaxing the conversation and building a natural dynamic. It can be as simple as sitting by a fountain or something more complex such as incorporating a videographer with an active role. In its most surprising form, it's actually brought our clients into the front room and removed the glass altogether.

We have actively been incorporating triangulation principles into our methodology design for the past few years with remarkable success. This presentation will concentrate on smart examples that offer usable lessons for today's modern researcher.

This presentation will incorporate a group exercise that will have attendees get actively involved.

Speaker Bio:

Daniel Berkal is Senior Vice President of Research and Innovation, and a Partner, at Toronto's The Palmerston Group. An accomplished leader in the industry, Daniel's team has conducted literally hundreds of energetic focus groups of various sizes, in-depth interviews, and ethnographies, and has accompanied shops, mystery shops, videographies, and ideation sessions among consumers and professionals in North America, Central America, Europe, and Asia. He specializes in immersive methodologies and hard-to-reach participants.

The recipient of the 2011 "Qually" for excellence in Qualitative Research, Daniel has worked on some of the most innovative brands in business and is best known for completely immersing himself in consumer environments. With projects featured in Fast Company and Forbes, he's been called "Hands down, the most unique, thought-provoking and game-changing qualitative researcher in the business. Period."

His team was awarded back-to-back 2012 and 2013 Great Mind Awards by the Advertising Research Foundation in New York City. In 2013, he completed a 25-city speaking tour which included stops in Canada, the United States, Italy, New Zealand, and South Africa. He recently presented at ESOMAR's 2015 Global Qualitative event in France and recently at the 2016 Worldwide Qualitative Research Conference in Vienna. He led a team that received the "Best Qualitative Project" award from the MRIA in 2017 for work with Cirque du Soleil.

Daniel holds degrees from McGill University and The University of Texas at Austin. He regularly instructs at the Miami Ad School campuses in New York, Minneapolis, and Miami, and is currently on the Board of Directors of the QRCA.

Vincent Bouchard

SOM

The Heart of the Matter: Turning Emotions Into Insights

Session Overview:

Advertising in Canada is on the verge of becoming a 15-billion dollar industry. It has enjoyed steady growth in the past few years, and projections seem to indicate that it will continue to grow in the future. Accordingly, advertising research remains a critical component of the advertising process, helping agencies and clients gain valuable insights each step of the way.

In order to stand out, sponsors and brands throughout the country try to connect with consumers at an emotional level. But how can you really know if you succeeded? How do you measure emotion? For once, we will give the brain a break.

In this thought-provoking talk, using common wisdom, new technology, and an actual case study, we will show how ad agencies and clients can benefit from advancements in the health sciences. For all those interested in growing their advertising ROI, this talk will explain how to quickly go at the heart of consumers' emotions by measuring heart rate variability and thus producing valuable insights. Because deep down, we all know that the heart never lies.

Speaker Bio:

Vice President, SOM

Mr. Vincent Bouchard is Vice President at SOM, a full-service marketing research company based in Quebec City and Montreal and founded in 1986. After working for a few years in advertising research for Cossette (ad agency) and dabbling in agro-economic research in Vietnam, he returned to Montreal and joined SOM in 1998.

In his career spanning 25 years, he has covered topics such as advertising effectiveness, program evaluation, employee engagement, labor market analysis, customer satisfaction, and several others.

Mr. Bouchard is a passionate researcher and a strong believer in emotions and their usefulness in uncovering consumers' secrets. During his experience as a focus group moderator, he has often been puzzled by the intricacies of body language and by the sometimes wide gap between the spoken word and reality. This exciting new technology gives him an extra tool in his researcher toolbox.

Krista Brown

Coast Capital Savings

Requirements Gathering: Evolving Researchers Into Partners

Session Overview:

Now, more than ever before, clients are expecting partnerships, not one-way vendor relationships. Actionable and value-driven insights are table stakes in establishing and nurturing long-term client relationships and satisfaction. So, how can researchers strive to achieve partner-level status in the eyes of their clients?

In this talk, Krista Brown will make the case for requirements gathering as being the most important step in determining the value of a research project and the actionability of results. She will discuss how this step in the research process is key in establishing a partnership with clients that will not only deepen their understanding of the value of research but also provide an impactful return on investment. Krista will share a format she uses and continuously develops for defining requirements with clients, as well as examples of its application.

This talk is suited for client-side researchers and agency-side researchers alike.

Speaker Bio:

Manager of Member Insights, Coast Capital Savings

Krista Brown has a diverse background of both agency-side (Ipsos Reid, Enquiro) and client-side (BC Lottery Corp.) market research experience. She is currently Manager of Member Insights at Coast Capital Savings, where she is developing a program of customer understanding and insights. Her philosophy to research is that it's not just about designing a kick-ass methodology, but book-ending any research with consultation and business acumen to guide its applications and use, helping clients to realize "aha!" moments in understanding their audiences.

Krista is also the current Chair of the MRIA's BC Chapter where she leads a scrappy and driven group of market researchers in their quest to spread research knowledge and insights.

In her spare time, she enjoys listening to podcasts, hanging out with her parrotlet, Butters, and checking out the latest trends in funky yet fashionable socks.

Luis Carreiro

Elsient

Incorporating AI to Revive the Research Experience

Session Overview:

Now that messaging apps are embedded in daily life, the expectation of a conversation and an immediate response has grown. And with advances in AI, many marketers are using chat bots to replicate live interactions and improve their customer experience.

Available technology opens possibilities to bring market research forward in this way as well. In this presentation, we will show how we applied three key principles (focus, engagement, and empathy) to build an AI-enabled virtual moderator that delivers a conversational research experience at scale. We will also share a live demo and results and feedback from projects we conducted with real participants.

Speaker Bio:

Co-Owner, Elsient

Luis co-founded Elsient in September 2014. With over a decade of market research and brand strategy experience at leading research companies (Ipsos ASI, Youthography), agencies (Arnold Worldwide, Crispin Porter Bogusky), and brand consultancies (Level5 Strategy Group), Luis has been providing actionable insights and recommendations to impact key marketing, media, and creative decisions for some of the world's leading companies and brands.

Understanding consumers at the convergence of culture, technology, and brands has been the driving force of Luis' career. Luis holds a B.Sc.(Hon) in Economics and Computer Science from the University of Saskatchewan and is a RIVA-trained moderator.

Holly Carter

Confirmit

Automation in Market Research Drives Rapid and Impactful Action

Session Overview:

Market research clients are demanding research results faster than ever before as they struggle to keep up with consumer and market changes.

To meet this demand, Market Researchers are constantly seeking new opportunities to be agile and automate as many processes as possible. New innovations and evolving methodologies are now available to help researchers turn around projects faster, and respond to client demands in an agile way.

In this presentation, Holly Carter, Product Marketing Director at Confirmit, and Raj Manocha, Executive Vice President of Delvinia, will dive into the various opportunities researchers can leverage to respond to clients' demands for agile, rapid research, leveraging new technology and research methodology to turn research insights into actionable solutions faster and with greater impact. Holly and Raj will use case studies from Confirmit's clients - including Delvinia - to demonstrate how organizations are automating and streamlining their data processes in an effort to gain high-quality research in a clear and easily understandable format that drives action and, ultimately, game-changing business results.

Speaker Bio:

Product Marketing Director, Confirmit

Holly Carter is a Product Marketing Director with Confirmit, the world's leading SaaS vendor for customer experience, voice of the employee, and market research solutions. In this role, Holly works closely with the Product Management team, ensuring that Confirmit's latest innovations are communicated to customers. Holly is a regular webinar presenter and speaker at market research events, regularly providing guidance on key market research topics such as creating engaging surveys, generating ROI, and the role of automation.

Holly has two Bachelors' degrees in Business and Marketing, and an MBA. With nearly 20 years' experience in business and technology, Holly brings a wealth of insight into the applications of market research and the customer experience.

Robyn Carter

Jump Rope Innovation

Innovating Classics: How to Stay on Trend While Staying True to Your Brand

Session Overview:

What happens to a brand when the way consumers interact with it is changing and you find yourself competing in uncharted territory?

Consumers are changing. Shopping habits are changing. Lifestyles and eating patterns are constantly evolving, as are perceptions of well-known brands…and not always for the better. Mars Wrigley Confectionery US knew that for our brands to lead, the company had to wrap our hands around not just what was happening, but the insight behind why, and even more-we needed to increase our ability to predict what would happen next.

Heather Lidofsky, Director of Portfolio at Mars Wrigley Confectionery US, and Robyn Carter of Jump Rope Innovation share the journey to deepen understanding of consumers and category trend dynamics, the insights driving those dynamics, and the path forward for iconic treats like M&M'S and Twix.

Speaker Bio:

Founder and President, Jump Rope Innovation

Robyn Carter is a trends and innovation expert with over 20 years of experience working with some of the world's top consumer-packaged goods and service brands. Robyn founded Jump Rope Innovation in 2004 to help clients to uncover consumer insights and category trends, and to leverage the relationship between the two as a springboard for leading innovation.

Eric Chue

Interac

Another Industry Disrupted - How Interac is Leading the Way to a Cashless Canada

Session Overview:

Canada is among the most cashless countries in the world, and we are moving closer and closer to a cashless society. This presentation will share research conducted by Interac with partners Rank Research and Dig Insights that has used innovative methodologies to track this change and has uncovered surprising insights into the dynamic behind it.

Interac deployed a multi-year, large-scale mobile diary and an attitudinal segmentation to measure the attitudes behind this significant social change as well as accurately measuring the change itself. In doing so, we have uncovered unique insights into the challenges of measuring behaviour at a granular level and how to overcome them. We have also seen some traditional research assumptions turned upside down. Comparing behaviour and attitudes, we are seeing that, consistent with recent learning from behavioural economics, behaviour may be driving attitudes and not, as is commonly assumed, the other way around. People are being influenced by what is available at point of sale and other environmental factors which are impacting behaviour despite relatively stable measured attitudes.

This presentation shares:

  • How we are using innovative methodologies to understand the movement away from cash in Canada.
  • The surprising respective roles of attitudes versus behaviour in this movement.
  • The strategies that Interac is taking in light of these changes.

Speaker Bio:

Director of Research and Industry Insights, Interac

Eric heads up market research for Canada's world-class debit system. He is responsible for providing strategic insights to support the delivery of Interac products and services that are part of the everyday lives of Canadians, as well as supporting the delivery of emerging payment solutions that provide easier ways to keep money secure and accessible in real time for whatever-or whomever-matters. Eric is on Interac's Advanced Analytics team, where he finds opportunities to integrate traditional market research data with internal data sets ("big data") to arrive at new insights not possible with either one alone. His knowledge and work in research are informed by his prior role as Director of Marketing where he was a user of insights to drive marketing strategies. Through his 17 years at Interac, Eric has witnessed the transition of payments firsthand and in-depth, first from physical cash to electronic payments, then to the increasingly complex and competitive digital marketplace of today.

Prior to Interac, Eric has held roles in marketing, finance, and research in a wide range of industries, including telecommunications, pharmaceuticals, and publishing. He studied Economics at San Diego State University and University of Texas at Austin, and was formerly the Toronto Chapter President and a member of the Board of Directors of the Marketing Research & Intelligence Association (MRIA).

Kristina Cigic

ATB Financial

A Case Study of User Experience (UX) Research

Session Overview:

Saying is one thing, but doing is another. The case of a little robot. ATB Financial has a new team member. She's about four feet tall, her name is Pepper...and she's a robot.

In April 2017, the ATB Emerge team (in charge of innovation at ATB) approached the UX Research team, asking us to help find out if robots have a place in banking. Though people will always remain at the centre of ATB's relationship with its customers, there is so much opportunity with robotics and artificial intelligence, especially when it comes to helping our human team members and customers. And let's face it, with the pervasiveness of services such as online banking, it's clear that the way people want to experience their bank is changing. The question is whether a little robot like Pepper can really find a place in that experience.

This presentation will cover the mixed qualitative and quantitative methodology used to collect data during four months of customer interactions with Pepper at three ATB branches in Calgary.

UX research is not only about gauging people's perceptions and attitudes about something; it's about understanding and making inferences about their behaviour. It's about realizing that what people say and what people do often contradict, and that we need to dig deep to uncover what the truth is. In order to answer our research questions, our methodology had to have ways to evaluate the attitudes and behaviours of our customers. We couldn't just ask people what they thought, we also had to observe them in a real-world context to truly understand the role Pepper could have in their lives.

What we found validated the methodological approach we had chosen. As it turns out, what people said was not the same as what people did! We'll discuss how we integrated all the insights that came out of the quantitative research and observational data. Our discussion will also have special focus on the actions taken and decisions made by our client in response to the findings, and how Pepper's role at ATB continues to evolve with the help of research. Video of Pepper in action, showing off her dance moves, and interacting with customers will be featured during the presentation.

Speaker Bio:

Senior Research Manager, ATB Financial

Kristina is a Senior Research Manager at ATB Financial, where she is specializing in User Experience (UX) research. Kristina has a Political Science degree from the University of Calgary, and also has a certificate from the University of Georgia's Principles of Marketing Research program. Kristina is a member of the MRIA's Alberta Chapter Board and the Emerging Leaders Task Force (ELTF).

Laura Craig

Elsient

Incorporating AI to Revive the Research Experience

Session Overview:

Now that messaging apps are embedded in daily life, the expectation of a conversation and an immediate response has grown. And with advances in AI, many marketers are using chat bots to replicate live interactions and improve their customer experience.

Available technology opens possibilities to bring market research forward in this way as well. In this presentation, we will show how we applied three key principles (focus, engagement, and empathy) to build an AI-enabled virtual moderator that delivers a conversational research experience at scale. We will also share a live demo and results and feedback from projects we conducted with real participants.

Speaker Bio:

Co-Owner, Elsient

Laura has over 20 years of experience in research, advertising and marketing, and has focused exclusively on qualitative research for the past eight years, first as a Vice President at Ipsos then as co-founder of Elsient in September 2014. Prior to that, she held a senior position at RBC as Manager of Advertising for Investments and Insurance, working collaboratively with creative agencies and using research to contribute to the creation of successful campaigns.

Laura holds an MA in Sociology from the University of Calgary, and is a RIVA-trained moderator and a Certified Marketing Research Professional (CMRP).

Michael Dalzell

Stormtech

Leveraging In-survey Respondent Videos to Create and Activate Personas

Session Overview:

STORMTECH develops a wide variety of performance apparel and accessories for over 10,000 companies in more than 30 countries. A 40-year old, global, B2B-focused outdoor apparel brand, STORMTECH was looking to pivot and also build a strong B2C brand and double revenues in the next five years. STORMTECH realized that it needed to define the markets and consumers it was best suited to engage with in this shift to B2C. They engaged Lux Insights, a full-service market research agency, as their insights partner in this journey. Lauren McCrae, Director at Lux Insights, and Michael Dalzell, Vice President of Marketing at STORMTECH, will share this fascinating consumer research story through an engaging presentation on how in-survey respondent videos were leveraged to bring to life their outdoor consumer personas. This will include showcasing some of these videos and how they translated to marketing strategy and tactics.

The multi-phased research process began with qualitative research in Canada and the US to understand how consumers perceive the category. This helped inform the quantitative research, conducted to develop and understand personas in the category and identify which ones the STORMTECH brand was best suited to pursue. Leveraging third-party technology, respondents in the quantitative survey were encouraged to upload videos on their attitudes, activities, and motivations to be outdoors.

These videos were pivotal in socializing the research findings through workshops with STORMTECH stakeholders and also with the brand strategy agency, Stoke. The agency leveraged the videos with the research findings to inform B2C strategy. Hear how these workshops were essential to the success of this project, including with the company founder and President, who participated in all four workshop sessions. They ensured that everyone was aligned with objectives, insights, and how to activate the findings. Learn how the Marketing team and agency used these consumer insights and videos to develop a new logo, B2C facing name, brand guidelines, tone, voice and positioning.

Speaker Bio:

Vice President of Marketing, Stormtech

Determine who wants your product or experience. Ensure they know you exist. Engage them in a way they won't forget. And make sure they have a choice of when, where, and how to buy. Sounds simple enough, but to do all of this well on a national scale requires rock-solid strategy and flawless execution. Over the years, Michael has developed a three-pronged marketing formula that consistently delivers; it has driven double-digit growth with hundreds of millions of dollars in sales while engaging customers and keeping them coming back for more.

Michael joined STORMTECH in 2017 as Vice President of Marketing to lead all global brand marketing strategies and B2C retail initiatives to drive growth. In developing a strategic brand and positioning platform, thereby gaining a deep understanding of the consumer and implementing an engaging content-based marketing strategy, he is spearheading the goal to double revenues in the next five years.

Michael's experience has centered on active/outdoor lifestyle brands, first in the ski resort industry and most recently with The North Face in the San Francisco Bay Area. When he gets a chance on the weekends, he enjoys skiing, mountain biking, surfing, and just being outdoors-passions that have helped him be a better marketer for these active/outdoor-focused brands. Michael holds a Bachelor of Arts in Political Science from St. Francis Xavier University and an MBA from Telfer School of Management at the University of Ottawa.

Sandra Davies

Human Branding Inc.

How the "Encultured Brain" Influences Brand Perceptions

Session Overview:

Brand tracking is a staple of monitoring brand health, but how often do you actually see your brand in action? By going out and speaking to your customers in-situ, you not only get a sense of how your brand is performing, but the context within which your customers interact with your brand. Where traditional brand tracking studies often only measure customers’ rational responses, an Applied Anthropology ThinkingTM approach goes deeper, to take into account the culture that is influencing your customers’ perceptions.

By understanding that customers view your brand through what we call the "encultured brain", you can build strategy to respond to the ebbs-and-flows of culture. Join us to learn more about how leveraging cultural anthropology to assess your brand can deliver insights that are influential, enduring, and predictive.

Speaker Bio:

Vice President Strategist, Human Branding Inc.

Sandra Davies is a Vice President of Human Branding Inc., an innovative market research consultancy that has pioneered the use of applied anthropology thinking to create game-changing business results for international clients across a wide range of industries.

Sandra is inspired by understanding human behavior and discovering insights that can drive brand growth. Her career spans several years in qualitative research consultancy for pharmaceutical and consumer brands as well as almost 20 years of strategic brand building with global consumer packaged goods giant, Unilever, on brands like Dove, Axe, Lipton, and Sunlight.

As a native of North Vancouver and a graduate of UBC's Sauder School of Business, Sandra is excited to be part of the MRIA Conference in Vancouver this year.

Anna Finkelshtein

Hotspex

Neuroscience of Storytelling: Hardwired to Connect

Session Overview:

"Humans are not ideally set up to understand logic; they are ideally set up to understand stories."
- Roger C. Schank, Eminent Psychologist

Storytelling has played a critical role in influencing how human brains evolved to process information. In ancient times, wisdom, societal knowledge, and norms were passed on to new generations through stories. This understanding is crucial in effectively applying storytelling in our lives and jobs.

In the modern world, stories play a key role in marketing and communications (no one knows this better than advertising firms). It has proven to be tremendously important in building businesses and growing brands. We have often seen how compelling a well-crafted narrative can be—it makes business ideas: 1) easier to digest and adopt, 2) more memorable, and 3) humanized and relatable to consumers.

So, how does the brain perceive stories? How do stories help us draw connections between ideas and objects faster? How can we use stories to establish these connections which are essential to successful marketing?

This talk aims to bring insights about why storytelling works, and to give a fresh perspective to the audience on the following points which will enable more effective use on-the-job:

  • Understanding and unlocking the behavioural and neuroanatomical foundation of storytelling, as well as how it impacts the business providers and consumers.
  • The "what, "why", and "how" of storytelling; how this learning is important to thriving and navigating through the competitive landscape of today's market research industry.
  • Why effective storytelling helps position brands, products, and services that are more relevant to consumers, and in return, help businesses achieve greater return on investments.

Speaker Bio:

Behavioural Scientist, Hotspex

Anna entered Market Research after obtaining a PhD in Cognitive Psychology that focused on human perception of multisensory experiences. During her years at Hotspex she has worked with both the Innovation and Research departments to design, implement, and execute consumer research that integrates conscious, non-conscious, and behavioral metrics to provide rich insight into the decision-making process. Dr. Finkelshtein’s current role includes research support and expanding Hotspex’s behavioural science expertise through knowledge dissemination and continued innovation.

Jaime Garcia

Saskatchewan Government Insurance

Build Award-Winning Advertisements Using Neuroscience Testing Methods

Session Overview:

Saskatchewan holds the record for the Canadian province with the highest number of impaired drivers. According to Saskatchewan Government Insurance (SGI), in 2016, Saskatchewan had nearly 1,200 impaired driving accidents, killing 53 people and injuring 578 others. There are approximately 100 collisions per month linked to impaired driving, and that math equals almost four per day. In late 2016, the Saskatchewan Ministry of Justice and SGI announced changes to Saskatchewan's impaired driving laws, increasing penalties for those who get behind the wheel after consuming alcohol.

In addition to changes in legislation, SGI embarked on a new advertising campaign to warn the public about the dangers of drinking and driving. SGI and Insightrix Research partnered on a multi-phased project to determine the most effective elements to include in a drinking and driving advertisement. This included focus group sessions followed by neuroscience measurements designed to measure concentration, emotion, and attention, and post-advertising recall research.

To determine what commercial elements work best in drinking and driving ads, Insightrix utilized drinking and driving advertisements from across the world including Canada, Australia and the United Kingdom. Project participants were asked to watch the advertisements and neuroscientific measurements were collected. Three pieces of neuroscience equipment (EEG, eye tracker and facial coding equipment and software) were employed to capture and record participants' unrationalized emotions and nonverbalized data.

The results for this project identified those elements that make drinking and driving advertisements most effective. Based on the research results, SGI was able to commission an advertising firm to develop commercials combatting drinking and driving. The campaign, called "people shouldn't disappear", evoked the correct emotions and went on to win a public service award for its effectiveness in illustrating the impacts of drinking and driving.

This presentation will detail the effectiveness of using neuroscience to develop award-winning public service advertisements, ensuring it evokes the correct emotions and commands the attention of today's easily-distracted public.

To view the advertisements, click here.

Speaker Bio:

Manager of Customer Insights, Saskatchewan Government Insurance

Jaime's career began in the creative industry, specifically new media and digital marketing. Over the years, he transitioned into the business aspect of marketing, where he recognized the relationships between business objectives, research, operations, and consumer needs.

Jaime seeks to understand the current technological and media challenges, and how to engage and communicate with customers. He seeks innovative methods to serve customers better and create enhanced customer experiences. 

Leading the Customer Insights team at SGI, Jaime's main challenges are to take customer feedback and turn it into actionable objectives. The main challenges at the moment are educating the public on traffic safety and understanding customers across Canada, as SGI CANADA is growing and moving into new regions across the country.

Roy Gonsalves

Delvinia

Automation in Market Research Drives Rapid and Impactful Action

Session Overview:

Market research clients are demanding research results faster than ever before as they struggle to keep up with consumer and market changes.

To meet this demand, Market Researchers are constantly seeking new opportunities to be agile and automate as many processes as possible. New innovations and evolving methodologies are now available to help researchers turn around projects faster, and respond to client demands in an agile way.

In this presentation, Holly Carter, Product Marketing Director at Confirmit, and Roy Gonsalves, Delvinia’s Senior Vice President of Client Development, will dive into the various opportunities researchers can leverage to respond to clients' demands for agile, rapid research, leveraging new technology and research methodology to turn research insights into actionable solutions faster and with greater impact. Holly and Raj will use case studies from Confirmit's clients - including Delvinia - to demonstrate how organizations are automating and streamlining their data processes in an effort to gain high-quality research in a clear and easily understandable format that drives action and, ultimately, game-changing business results.

Speaker Bio:

Senior Vice President of Client Development, Delvinia

Roy brings 20 years of market research experience to his role as Senior Vice President of Client Development with Delvinia. Throughout his career, he has worked with some of the largest global data collection companies in the industry with a focus on data collection. He is adept at understanding client needs and building a level of service and trust through intricate, reliable solutions and quality data sets. Roy has played an important role in the growth of Delvinia’s business units, including AskingCanadians and Methodify, since joining the company in 2011. He is a past member of the MRIA’s Research Agency Council and was recently elected to serve on the organization’s National Board of Directors.

Andrew Grenville

Maru/Blue

The Respondent's Voice: Feedback from the People Who Fuel Our Industry

Session Overview:

As an industry, everything we do hinges on the information we get from people who answer our questions. But we tend to take them for granted, and think of them as just "sample". And we ask a lot of them. We ask them to give us their time, put up with our obscure and often boring questions, work their way through long grids, and plow through long, mobile-unfriendly surveys. And then after we're done taking from them, we just say thanks and goodbye. We don't ask "was it as good for you as it was for me?" Until now, that is.

In this video-driven presentation, we give voice to respondents, having them tell us what they like, what they hate, and why they respond. Using ethnographic techniques, we observe them as they answer good and bad questions and are disqualified for studies. Using facial coding, we measure their emotional reactions as they complete surveys. We also quantitatively measure their perceptions of the survey process, and explore what they think happens with the feedback they provide.

This presentation brings the voice of the respondent right into the conference, allowing us to observe what's working and what's not. Let's learn and improve the respondent experience.

Speaker Bio:

Chief Research Officer, Maru/Matchbox

A thirty-year research veteran, Andrew leads Maru/Matchbox in the development of innovative and informative approaches to research and analytics. Andrew is the author of numerous research products and measurement scales, with a focus more recently on automating survey design and reporting. A process he created for measuring emotions and feelings while being exposed to video or audio is currently patent pending. He has also worked in the Innovation space, developing a system for crowdsourcing and co-creating ideas for new products and services.

Andrew has conducted an extensive amount of research on research, with a focus on the development of survey tools, adapting to mobile devices, and data and sample quality. He has published numerous peer-reviewed journal articles and book chapters in the areas of sociology, research methods, and medicine, and has been quoted in many publications including The Economist.

Jane Ha-Trapp

Insights West

Sexual Harassment in the Workplace: Is the Market Research Industry Exempt?

Session Overview:

In December of 2017, in response to the #metoo movement and significant media discussions and social media buzz on the topic, Insights West decided to undertake the most comprehensive and groundbreaking survey of its kind in Canada to explore sexual harassment in the workplace. Our survey showed that a significant number of Canadian women had experienced some form of workplace sexual harassment, and more importantly, a minority opted to report it to HR. This study also delved into specific forms of harassment, as well as opinions on whether things are improving or getting worse, and how significantly it has impacted individuals. Insights West conducted a subsequent survey among a random sample of Canadian professional women, and in partnership with the MRIA, compared the results to women in the marketing research industry—and we will be presenting these results along with implications for our industry.

Speaker Bio:

Vice President, Insights West

As Vice-President at Insights West, Jane provides guidance on research design and management, plus analysis and interpretation on implementing the results. She is known for meticulous attention to detail as well as the ability to zoom out to the broader picture of the client’s business context. For over 20 years, Jane has been designing and implementing research programs for clients in the tourism, technology, financial services, retail, energy, media, education, and non-profit sectors. Her expertise includes usage and awareness, branding and advertising, customer satisfaction and loyalty, market assessment, program evaluation, segmentation, concept testing, discrete choice, and pricing analysis. Jane lives in Calgary, AB with her husband and gets a kick out of travelling, hiking, camping, volleyball, and Tae Kwon Do.

Lesley Haibach

Ipsos Loyalty

Your Customers are Working Too Hard! Minimizing the Customer Effort Ratio

Session Overview:

Customer Effort has received a lot of consideration in the last few years, with many organizations measuring the CES (Customer Effort Score) based on the amount of effort customers put into handling a request.

The premise is that the less effort customers require to participate in an interaction, the more likely they are to recommend and continue doing business with a company. This is relevant in high-touch customer interactions, and also notably relevant in complaint management. It makes intuitive sense that when customers face negative "critical incidents" or "moments of truth" in their experience, the more effort they exert to resolve the issue, the more dissatisfied they will be, thus impacting loyalty and advocacy.

But what about the effort of the company itself? Ipsos' research on research shows that Customer Effort in isolation is not enough. The "Customer: Company Effort Ratio" is what truly matters! This ratio, which takes both perceived customer and company effort into account, is three times more predictive of a customer's propensity to continue to do business with a company after a critical incident or complaint than the CES on its own.

Following a negative incident or complaint, companies have an opportunity to intervene, and can reduce the Customer Effort with well-timed interventions. Keeping all customers happy at all times is costly and unrealistic, so what can an organization do to find the right balance? Join us to find ways to optimize effort scores by learning how to prioritize and manage customer interventions.

Find out if your customers are working too hard!

Speaker Bio:

Senior Vice President, Ipsos Loyalty

Lesley Haibach is a Senior Vice President with Ipsos Loyalty - Canada, where she has been since 2011. With over 17 years of market research experience, Lesley has assisted some of North America's largest multi-unit retailers in developing and implementing ongoing customer experience tracking programs and employee engagement programs designed to catapult satisfaction and loyalty levels, and improve sales and corporate profitability.

Over the years, Lesley has developed a specialization in the realms of customer and employee research from both a national and global perspective, and is currently working with a variety of financial services and retail clients. More recently, Lesley has been involved in taking the customer experience for her clients to the next level through customer journey mapping research and national syndicated research.

Lesley holds a business degree from the Ryerson School of Business and a Bachelor's of Education from Brock University, and has her designation as a CMRP (Certified Marketing Research Professional) with the Marketing Research and Intelligence Association (MRIA).

Alexander Johnston

Royal Ontario Museum

Out of the Depths: The Blue Whale Story

Session Overview:

In the world of big data, there is an equally important need for in-depth qualitative research to provide direction and to find the hook that engages an audience. This is a case study of the Royal Ontario Museum's exhibition "Out of the Depths: The Blue Whale Story" and how qualitative research provided guidance, not only about the most effective advertising message and communication strategy, but also about the direction and the story of the exhibition itself.

Two highly relevant and current investigation techniques were used to fully comprehend the meaning of the exhibit to the audience: storytelling and co-creation.

In addition to the qualitative exploration, a review of visitor evaluation through quantitative exit interviews helped in further evaluating the overall success of the exhibition and determining whether the design and content met visitors' expectations.

Insignia Research conducted a series of in-depth sessions with Toronto and GTA residents in September 2016, on behalf of the ROM. The objective of the groups was to test advertising creative for an upcoming exhibition about two blue whales that the ROM curatorial team salvaged in Newfoundland in 2014. This was to be a ROM original exhibition, and the museum needed guidance on the direction of the story being told within the exhibition-should it be about the conservation of endangered blue whales, their life and evolution, or something else? What emerged was a surprising twist of the audience appetite to fully understand the uniquely Canadian and ROM creation and ownership of this exhibit. What started with the ROM marketing team needing to test the effectiveness of the advertising creative evolved into a multi-faceted immersion into "The Depths" and the uniqueness of this epic ROM story.

This formative qualitative research has resulted in an exhibition whose success has exceeded the expectation of ROM staff in both attendance and visitor excitement.

Speaker Bio:

Audience Insight Specialist, Royal Ontario Museum

An insight specialist with a combined eight years' experience of research design, execution, and reporting, Alexander finds tremendous personal value in connecting organizations with their audiences. Working in Ontario's cultural institutions including the Art Gallery of Ontario, Science North, and currently the Royal Ontario Museum, Alexander has a passion for data-driven decision-making and illustrating insights for their practical application. He also takes great pride in his continuing experience mentoring students from institutions such as the University of Toronto and Humber College. A tech enthusiast and traveler at heart, he spends his free time taking in live music performances and, despite a love of the city, also enjoys an escape from the concrete jungle of Toronto to the open spaces of Northern Ontario.

Jon Kamin

viadata.io and yconic.com

The Second Party Data Revolution: What is it, Why Should You Care, and How Can You Participate?

Session Overview:

Every day, we strive to help create a more truthful and more meaningful conversation. How to do it? By understanding "the why" that drives clickers to click!

Viadata.io believes that, when it comes to audience data and analytics, the Emperor presently has no clothes. Applying data without validation, transparency, intelligence, or an ability to analyze actions at a one-to-one level, makes that data all but meaningless.

Marketers spend ever-more dollars on pure digital campaigns and programmatic media management, but to what end? Are they asking the right questions? Do they actually know who they are engaging with? Slowly, the market is waking up and seeing that without transparency in the marketplace, we just have a lot of well-funded big data collectors collecting big data.

Second-party-sourced data is the solution to these issues. Providing transparency and specificity on a one-to-one basis, viadata.io is embarking on a process of collecting, aggregating, predicting, and deploying against big data from reputable sources, potentially revolutionizing the industry in Canada in the process.

About Our Solution

  1. Collection (Continuously evolving group of data points. Our goal is to understand the entire lifecycle of a profile. Therefore, it is important to be collecting across key strategic publishers.)
  2. Aggregation (Combining behaviours and aligning on affinities means a more complete 360-degree profile based on previously unavailable criteria.)
  3. Prediction (Predicting behaviours with a higher-than-normal degree of confidence. That we are even working with ideas and measures like statistically valid numbers, degrees of confidence, and other concepts means that we take the analysis side to be important.)

Applications

  • Richer, deeper understanding of profiles/customers (complete 360-degree view).
    • Allows you to build richer profiles based on onsite activities and behaviors across the entire web.
  • Digital marketing ‘test and learn loops'.
    • Creative.
    • Channel.
  • Integration of classic "traditional" and "proven" market research techniques.

Surveys that FURTHER verify/validate information (both first and second).

Speaker Bio:

Managing Director, viadata.io and yconic.com

Jon is the Managing Director of viadata.io, emerging from yconic.com to become a leading provider of timely second-party user data from some of Canada's most reputable publishers. Prior to viadata.io, Jon led digital businesses in the automotive space for both Torstar Digital and Autotrader, and started his career as a consultant at Bain & Company. Jon holds an MBA from the University of Toronto.

Anik Karimjee

Rank Research

Another Industry Disrupted - How Interac is Leading the Way to a Cashless Canada

Session Overview:

Canada is among the most cashless countries in the world, and we are moving closer and closer to a cashless society. This presentation will share research conducted by Interac with partners Rank Research and Dig Insights that has used innovative methodologies to track this change and has uncovered surprising insights into the dynamic behind it.

Interac deployed a multi-year, large-scale mobile diary and an attitudinal segmentation to measure the attitudes behind this significant social change as well as accurately measuring the change itself. In doing so, we have uncovered unique insights into the challenges of measuring behaviour at a granular level and how to overcome them. We have also seen some traditional research assumptions turned upside down. Comparing behaviour and attitudes, we are seeing that, consistent with recent learning from behavioural economics, behaviour may be driving attitudes and not, as is commonly assumed, the other way around. People are being influenced by what is available at point of sale and other environmental factors which are impacting behaviour despite relatively stable measured attitudes.

This presentation shares:

  • How we are using innovative methodologies to understand the movement away from cash in Canada.
  • The surprising respective roles of attitudes versus behaviour in this movement.
  • The strategies that Interac is taking in light of these changes.

Speaker Bio:

Principal, Rank Research

With over 20 years of experience in marketing research, advertising, and strategic planning, Anik Karimjee has established himself as one of Canada's premier marketing research consultants. Since 2005, he has applied his craft at Rank Research Group (RRG), a consultancy that he founded with the explicit directive of "making research better".

Throughout his career, Anik has worked in several different areas of the industry, giving him a unique perspective on the marketing function and the role research must play in order to best drive a company's profitability. Currently at RRG, Anik works with companies such as Telus, Interac, and Sleeman, helping them manage their research resources and engage with their consumers. In addition to the day-to-day management and consulting, Anik has led the development of two key tools at RRG. The first is a planning model that helps companies use best practices, leverage past learning, and ensure that research ROI is realized. The second is an Enterprise Dashboard used by upper management to quickly gain an understanding of the key metrics that are impacting the company's performance.

Tiffany Kieboom

ATB Financial

A Case Study of User Experience (UX) Research

Session Overview:

Saying is one thing, but doing is another. The case of a little robot. ATB Financial has a new team member. She's about four feet tall, her name is Pepper...and she's a robot.

In April 2017, the ATB Emerge team (in charge of innovation at ATB) approached the UX Research team, asking us to help find out if robots have a place in banking. Though people will always remain at the centre of ATB's relationship with its customers, there is so much opportunity with robotics and artificial intelligence, especially when it comes to helping our human team members and customers. And let's face it, with the pervasiveness of services such as online banking, it's clear that the way people want to experience their bank is changing. The question is whether a little robot like Pepper can really find a place in that experience.

This presentation will cover the mixed qualitative and quantitative methodology used to collect data during four months of customer interactions with Pepper at three ATB branches in Calgary.

UX research is not only about gauging people's perceptions and attitudes about something; it's about understanding and making inferences about their behaviour. It's about realizing that what people say and what people do often contradict, and that we need to dig deep to uncover what the truth is. In order to answer our research questions, our methodology had to have ways to evaluate the attitudes and behaviours of our customers. We couldn't just ask people what they thought, we also had to observe them in a real-world context to truly understand the role Pepper could have in their lives.

What we found validated the methodological approach we had chosen. As it turns out, what people said was not the same as what people did! We'll discuss how we integrated all the insights that came out of the quantitative research and observational data. Our discussion will also have special focus on the actions taken and decisions made by our client in response to the findings, and how Pepper's role at ATB continues to evolve with the help of research. Video of Pepper in action, showing off her dance moves, and interacting with customers will be featured during the presentation.

Speaker Bio:

Senior Research Manager, ATB Financial

Tiffany is a Senior Research Manager at ATB Financial, where she is specializing in User Experience (UX) research. Tiffany has a primatology degree from the University of Calgary and is a former member of the MRIA's Alberta Chapter Board.

Heather Lidofsky

Mars Wrigley Confectionery

Innovating Classics: How to Stay on Trend While Staying True to Your Brand

Session Overview:

What happens to a brand when the way consumers interact with it is changing and you find yourself competing in uncharted territory?

Consumers are changing. Shopping habits are changing. Lifestyles and eating patterns are constantly evolving, as are perceptions of well-known brands…and not always for the better. Mars Wrigley Confectionery US knew that for our brands to lead, the company had to wrap our hands around not just what was happening, but the insight behind why, and even more-we needed to increase our ability to predict what would happen next.

Heather Lidofsky, Director of Portfolio at Mars Wrigley Confectionery US, and Robyn Carter of Jump Rope Innovation share the journey to deepen understanding of consumers and category trend dynamics, the insights driving those dynamics, and the path forward for iconic treats like M&M'S and Twix.

Speaker Bio:

Portfolio Insights, Mars Wrigley Confectionery

Heather Lidofsky leads Portfolio Insights at Mars Wrigley Confectionery for their US Chocolate, Fruity Confections, and Gum and Mint businesses. She connects the dots across brands and across the category business units to help deliver business growth through innovation rooted in unmet consumer needs. 

Diana Lucaci

True Impact

Digital Experiences That (Literally) Activate the Senses

Session Overview:

There is a mountain of evidence in favour of physical or printed media. However, what solutions are there for digital marketers? What is the future of immersive digital experience, and how will they captivate our attention? Enter haptic technology, the bridge between human senses and technology.

Haptics is the science of applying touch sensation and control to computer developed applications. With the help of haptic feedback, people can "touch" virtual objects and make them seen tangible. When applied correctly, a series of forces, vibrations, or motions will enhance the brand experience. For example, when watching a mobile video of a powerful car zooming by, the addition of haptics will elicit greater brain activation than the video alone.

Billions of devices have adopted this technology; however, what are the mechanisms behind its success and what kind of haptic executions will resonate best with an audience? To answer this question, True Impact partnered with Immersion to conduct a scientific study on the effects of digital experiences enhanced with haptic feedback. Using neural metrics, biometrics, and post-surveys, the study sheds lights into the:

  • Non-conscious effects of haptic feedback.
  • Impact of different haptic executions of various intensities.
  • Best practices that will dictate the future of rich physical human-computer interactions.

Speaker Bio:

Founder and CEO, True Impact

Diana Lucaci is the Founder and CEO of True Impact, Chair of the Neuromarketing Science and Business Association (NMSBA, 2012-2018 term), Committee Member of the Standards Council of Canada, and winner of the Best in Class research award from the Marketing Research and Intelligence Association (MRIA). True Impact's mission is to drive business growth through brain science, having partnered with Canada Post, Nissan, General Motors, Colgate-Palmolive, Yahoo Canada, Miller Coors, and many other organizations. She holds a degree in Neuroscience and Psychology from the University of Toronto.

Raj Manocha

Delvinia

Remarks and Introduction of Monday Closing Keynote

Speaker Bio:

Executive Vice President, Delvinia

As Executive Vice President of Delvinia, Raj leads the sales and commercialization efforts across Delvinia's business units, all of which are focused on innovative data collection. When a new product or business is ready for the market, Raj leads the company's sales and operations teams in commercializing the venture. Since joining Delvinia as Director of Sales for its AskingCanadians brand in January 2011, Raj has played a pivotal role in building the AskingCanadians brand across Canada; in leading the expansion of the company’s data collection services into the United States with the launch of AskingAmericans; and in developing Methodify, Delvinia’s research automation platform.

Julie Christine Marchand

Ipsos

Driving Canada's Desirability: Leveraging Insights to Develop Impactful Messaging Strategy

Session Overview:

More and more global travellers are using digital and mobile channels to find inspiration for their next trip, to shop, and to make travel decisions - if destinations cannot make an impact or create emotional connections quickly and genuinely, they will not prosper. Destinations need to create personalized messages to travellers that are both authentic to the destination and compelling for the traveller.

Destination Canada worked with Ipsos to update the Global Tourism Watch, a multi-country tracking study, to incorporate components that could help drive a targeted messaging strategy. New analytical techniques (Bayesian Network Modeling) were employed to elicit better insights into the structure of brand attributes and how they relate to the desirability of a destination. These techniques identified how Canada could differentiate itself against key competitors and how targeted messages could be crafted for specific sub-segments of the traveller population. Destination Canada established a systematic approach to translate insights into meaningful solutions for messaging Canada as a tourism destination.

This presentation will focus on the process that Destination Canada and Ipsos employed to identify messaging strategies for various target audiences and how the research was utilized by marketing teams and ad agencies for tactical execution.

Speaker Bio:

Director, Ipsos

Julie Christine Marchand is Director at Ipsos, where she has worked since 2004 in a variety of roles. Julie Christine has a strong, diverse research background, which includes experience in many different facets of marketing, loyalty, and advertising research. As an experienced project lead, Julie Christine manages several travel and tourism programs, including the Global Tourism Watch for Destination Canada.

Prior to Ipsos, Julie Christine worked as a Management Consultant for Oliver Wyman, where she worked on strategic and market research projects for a diverse client base across North America.

Julie Christine holds a Bachelor of Commerce degree from McGill University.

Meliza Matos

Groupe Dynamite Inc.

Connecting a Fast Fashion Company to its Customers

Session Overview:

I will present a business case of how the insights from the market research implemented at a fashion company based in Montreal called Groupe Dynamite Inc. (GDI) are being used by different teams.

Two-and-a-half years ago, when I started working at GDI, there was essentially no market research function. Through doing a diagnosis of the practices and the research needs of the company, I recommended to implement online communities to initiate marketing research. It was a challenging endeavour, as we received a lot of disbelief from executives and internal employees, very natural for a product-centric company. Nevertheless, after a lot of buy-in and convincing, we finally got the budget to pilot the execution of one online community for the brand Garage, for three months (January, 2016). The results were very positive. Two years later, we have online communities for both Garage and Dynamite brands, with more than 3,000 customers each. The Garage community has been around for almost two years, and the Dynamite community, launched in November, 2016, turned one year old last November!

Zooming in on the Dynamite brand, starting market research in 2016 proved to be a tough endeavor! Even though market research was being done for Garage teams for six months at that time, the teams that worked with the Dynamite brand have a different culture and target a different customer/market. Implementing market research there was like starting from scratch.

However, after one year of following up, having meetings with different levels of clients, proposing research projects to teams, showing the dollar value of the customers that give us feedback, and sharing results to bring teams closer to the insights, I started to turn disbelievers into believers! Through our Insight community, we gather feedback with qualitative and quantitative methods though a vast array of online tools. The feedback we gather about Dynamite products, marketing initiatives, and their retail experience with us and our competitors is now valued by marketers, buyers, and designers.

The implications that this presentation has for both clients and suppliers are on how to do change management and implement marketing research to solve problems that really matter to our internal clients, and make it a success. Clients can reapply some of the learnings for themselves, and suppliers can refresh some of the challenges on the client side.

Speaker Bio:

Senior Market Research Specialist, Groupe Dynamite Inc.

Meliza Matos is a McGill University MBA graduate with eight years of experience in Business Development and Sales Marketing in CPG, Retail, Insurance, and Aerospace Industries, and has also been a Marketing guest lecturer at two private universities in Peru. Currently, Meliza is Senior Market Research Specialist at Groupe Dynamite Inc., one of the growing Fashion Retail companies in Canada. With the mandate to build the market research function from scratch, Meliza leveraged her business development experience to inspire organizational change and executive buy-in to connect a fashion company to its customers. She considers herself not a market researcher but a marketer of research.

Lauren McCrae

Lux Insights

Leveraging In-survey Respondent Videos to Create and Activate Personas

Session Overview:

STORMTECH develops a wide variety of performance apparel and accessories for over 10,000 companies in more than 30 countries. A 40-year old, global, B2B-focused outdoor apparel brand, STORMTECH was looking to pivot and also build a strong B2C brand and double revenues in the next five years. STORMTECH realized that it needed to define the markets and consumers it was best suited to engage with in this shift to B2C. They engaged Lux Insights, a full-service market research agency, as their insights partner in this journey. Lauren McCrae, Director at Lux Insights, and Michael Dalzell, Vice President of Marketing at STORMTECH, will share this fascinating consumer research story through an engaging presentation on how in-survey respondent videos were leveraged to bring to life their outdoor consumer personas. This will include showcasing some of these videos and how they translated to marketing strategy and tactics.

The multi-phased research process began with qualitative research in Canada and the US to understand how consumers perceive the category. This helped inform the quantitative research, conducted to develop and understand personas in the category and identify which ones the STORMTECH brand was best suited to pursue. Leveraging third-party technology, respondents in the quantitative survey were encouraged to upload videos on their attitudes, activities, and motivations to be outdoors.

These videos were pivotal in socializing the research findings through workshops with STORMTECH stakeholders and also with the brand strategy agency, Stoke. The agency leveraged the videos with the research findings to inform B2C strategy. Hear how these workshops were essential to the success of this project, including with the company founder and President, who participated in all four workshop sessions. They ensured that everyone was aligned with objectives, insights, and how to activate the findings. Learn how the Marketing team and agency used these consumer insights and videos to develop a new logo, B2C facing name, brand guidelines, tone, voice and positioning.

Speaker Bio:

Director, Lux Insights

As a Director at Lux Insights, Lauren oversees Lux's qualitative research practice and is one of the firm's leading moderators. Lauren specializes in brand and public affairs research in diverse sectors including retail, technology, and government, working with clients such as STORMTECH, Fitbit, WD-40, and WorkSafeBC.

Lauren spearheaded Lux Insights' submission for the Qualitative Research Consultants Association (QRCA) Qually Award, which was selected as a top-three finalist that she will be presenting at the Annual Conference in Phoenix in late January. Lauren's presentation at the QRCA Annual Conference on how to apply a behavioural economics framework to better understand target market behaviour was specially selected to be streamed as a live webinar to researchers all over the world.

Lauren is actively involved in the business community through her work as a member of the Women's Leadership Circle of the Greater Vancouver Board of Trade. Prior to joining Lux, Lauren worked in London, UK at Ipsos MORI's Social Research Institute, and for various public policy think tanks. She holds a Double Masters in International Political Economy and International Security from the London School of Economics (LSE) and Sciences Po Paris.

Lang McGilp

Insightrix Research

Build Award-Winning Advertisements Using Neuroscience Testing Methods

Session Overview:

Saskatchewan holds the record for the Canadian province with the highest number of impaired drivers. According to Saskatchewan Government Insurance (SGI), in 2016, Saskatchewan had nearly 1,200 impaired driving accidents, killing 53 people and injuring 578 others. There are approximately 100 collisions per month linked to impaired driving, and that math equals almost four per day. In late 2016, the Saskatchewan Ministry of Justice and SGI announced changes to Saskatchewan's impaired driving laws, increasing penalties for those who get behind the wheel after consuming alcohol.

In addition to changes in legislation, SGI embarked on a new advertising campaign to warn the public about the dangers of drinking and driving. SGI and Insightrix Research partnered on a multi-phased project to determine the most effective elements to include in a drinking and driving advertisement. This included focus group sessions followed by neuroscience measurements designed to measure concentration, emotion, and attention, and post-advertising recall research.

To determine what commercial elements work best in drinking and driving ads, Insightrix utilized drinking and driving advertisements from across the world including Canada, Australia and the United Kingdom. Project participants were asked to watch the advertisements and neuroscientific measurements were collected. Three pieces of neuroscience equipment (EEG, eye tracker and facial coding equipment and software) were employed to capture and record participants' unrationalized emotions and nonverbalized data.

The results for this project identified those elements that make drinking and driving advertisements most effective. Based on the research results, SGI was able to commission an advertising firm to develop commercials combatting drinking and driving. The campaign, called "people shouldn't disappear", evoked the correct emotions and went on to win a public service award for its effectiveness in illustrating the impacts of drinking and driving.

This presentation will detail the effectiveness of using neuroscience to develop award-winning public service advertisements, ensuring it evokes the correct emotions and commands the attention of today's easily-distracted public.

To view the advertisements, click here.

Speaker Bio:

Research Director, Insightrix Research

Lang joined Insightrix Research in 2007, and has close to 20 years of market research experience. He and Insightrix's team of researchers and statisticians are responsible for managing full-service research projects from initial conception and project design to analysis and reporting. Prior to joining Insightrix Research, Lang worked with the mystery shopping company Service Intelligence. He began his research career working with Ipsos-Reid.

At Insightrix, Lang oversees the research department, including development of staff and working with clients on their complex business challenges. His market research experience coupled with his business background is a powerful combination of expertise for our clients.

Rico Mangabang

Nissan Canada Inc.

The Art of Integration

Session Overview:

Consumers feel overwhelmed by advertising from all angles, while marketers struggle to make the most of ad formats and channels to best reach and engage with consumers. This session explores the disconnect between how marketers and consumers perceive campaign success, and identifies several guiding principles for brands to consider when implementing multichannel campaigns that build successful brands and avoid the pitfalls of fragmentation.

This session will focus on the Canadian results of the study, conducted across 45 countries, and will provide local analysis of how consumers and marketers view integration, the importance of customizing content for each placement, and the characteristics of campaigns that work.

This session will also illustrate how Nissan Canada applied these principals to achieve success in a cross-channel integrated campaign.

Speaker Bio:

Market Intelligence Manager, Nissan Canada Inc.

Rico joined the Market Intelligence team at Nissan Canada in 2012. During this time, the brand has enjoyed dramatic growth, fueled by the research and insights generated by Rico's team. This included a CASSIE award in 2017 for the spectacular success of the Nissan Rogue communications program.

Prior to Nissan Canada, Rico spent six years at Kia Canada during a period of significant growth, working with the sales team in Business Development, Sales Operations, and finally as District Manager, Central Region.

He began his career at Nissan in the Philippines where he was the Manager of Market Planning, responsible for all research relevant to planning and product development.

Steve Mossop

Insights West

Sexual Harassment in the Workplace: Is the Market Research Industry Exempt?

Session Overview:

In December of 2017, in response to the #metoo movement and significant media discussions and social media buzz on the topic, Insights West decided to undertake the most comprehensive and groundbreaking survey of its kind in Canada to explore sexual harassment in the workplace. Our survey showed that a significant number of Canadian women had experienced some form of workplace sexual harassment, and more importantly, a minority opted to report it to HR. This study also delved into specific forms of harassment, as well as opinions on whether things are improving or getting worse, and how significantly it has impacted individuals. Insights West conducted a subsequent survey among a random sample of Canadian professional women, and in partnership with the MRIA, compared the results to women in the marketing research industry—and we will be presenting these results along with implications for our industry.

Speaker Bio:

President, Insights West

Steve Mossop is President of Insights West, a progressive, full-service marketing research company that offers insights-driven solutions via leading-edge tools and normative databases to public and private sector clients in Western Canada. Incorporated in the spring of 2012, Insights West now has about 20 employees and has one of the largest, most engaged online consumer panels (25,000 people) in Western Canada. Insights West has publicly released over 150+ different opinion polls on topics as diverse as municipal and provincial elections, bridge tolls, bike lanes, charitable giving, gas-fracking, road safety, cyber-bullying, employee satisfaction, smart phone attitudes, and many other topics.

Insights West has developed a normative database of 400+ companies based on 100,000 interviews for our "Brand Reputation Insights" model, which tracks corporate reputation and digital interactions with brands. Insights West has also created normative databases for Employee Satisfaction, Creative Testing & Tracking, and Alumni Engagement to provide context for client scores.

Steve was previously President of Market Research Canada West within Ipsos-Reid for 17 years, managing approximately 30+ client service staff and a $15M business through offices in Vancouver, Calgary, Winnipeg, Milton, Houston, and Seattle.

Steve is a frequent public speaker in British Columbia. His accomplishments include launching Insights West to be the fastest growing BC market research company in the past four years, winning BCAMA’s 2001 Marketer of the Year Award, and winning Business in Vancouver’s “Top 40 Under 40” Award in 2006. Steve was chair of the BCAMA’s Senior Executive Program for four years, an exclusive group of BC’s top marketers that meets once per month throughout the year. Steve is an active member of EO Vancouver, and he holds a Bachelor of Business Administration degree from Simon Fraser University with a concentration in Marketing.

Paul Neto

Kantar Insights Canada

The Art of Integration

Session Overview:

Consumers feel overwhelmed by advertising from all angles, while marketers struggle to make the most of ad formats and channels to best reach and engage with consumers. This session explores the disconnect between how marketers and consumers perceive campaign success, and identifies several guiding principles for brands to consider when implementing multichannel campaigns that build successful brands and avoid the pitfalls of fragmentation.

This session will focus on the Canadian results of the study, conducted across 45 countries, and will provide local analysis of how consumers and marketers view integration, the importance of customizing content for each placement, and the characteristics of campaigns that work.

This session will also illustrate how Nissan Canada applied these principals to achieve success in a cross-channel integrated campaign.

Speaker Bio:

Vice President of Digital and Media, Kantar Insights Canada

In this current role as Vice President of Digital and Media, Paul's agenda is to reinforce Kantar's position as a market leader in digital and media through thought leadership, innovation, and guiding clients through their digital challenges and initiatives.

After graduating from the University of Waterloo, Paul has led a number of digital innovation, product, and research roles that have included international exposure. Notably, his tenure has included leading a group of technologists at comScore, and serving as Research Director at YuMe where he pioneered research in virtual reality, neuroscience, and connected television.

Paul also co-founded a venture-funded, research-based AI/ML company, Crowd Science, that was later acquired by YuMe. Using research and machine learning, he worked with some of the largest online publishers such as Forbes, Reuters, Everyday Health, Federated Media, and Meredith, enabling audience analytics to power ad targeting and insights.

As a regular speaker at research and media conferences and panels including ARF, IAB, and Variety, Paul was a recipient of the IAB Service Excellence Award in 2015.

Kristen Owens

Ipsos Marketing

Leveraging Insights to Deliver Customer Value

Session Overview:

Transforming insights into actionable solutions is a challenging task for many organizations. In order to break down functional silos, TD took a collaborative approach to the challenge of increasing customer value. Together, the Insights team, along with representatives from four other groups within Marketing and Product, responded to the call for a better understanding of customer value and integrating key differentiators into our day-to-day operations. By combining the insights yielded from survey data as well as existing customer data, we were able to deeply understand consumer behaviours and quantify the revenue impact. The result was a set of guiding principles and a playbook now used to evaluate pricing decisions and support product leaders in uncovering new and sustainable revenue streams, all through the lens of increasing visible value to the customer.

Speaker Bio:

Vice President, Ipsos Marketing

Kristen Owens has worked at Ipsos for over 15 years, and has experience with a variety of quantitative research methods and analytical tools (ranging from simple to complex). In her early years at Ipsos, she worked with clients in both the CPG and Telecom sectors, and for the last several years has focused primarily on financial services. She has a BA from the University of Western Ontario and a Research Analyst diploma from Georgian College.

Cynthia Pachovski

Nielsen Canada

How Do We Get 6x Higher ROI on Digital Campaigns?

Session Overview:

Digital marketing modeling has never been more valuable to CMOs—and the need for effective models never greater—than today. For years, marketers have tried to assess how to best spend their marketing budget? Each year, they try to make decisions around simple questions, yet very complex to answer:

  • How much to spend? What to spend it on? What business results to expect from my digital marketing?

Nielsen’s presentation will showcase how each of these questions can be effectively answered through rigorous digital solutions using client and consumer data.

Advertisers have an increasing number of ways to reach consumers with marketing messages, particularly in digital. Traditional tools in market to assess MROI are challenged around three key issues:

  1. Granularity 
  2. Synergy 
  3. Timing and actionability

These traditional tools can measure one channel but not cross channels easily. Manual analytics cannot keep up with “big data” solutions. Big data identifies prospects well, but measuring media ROI requires “complete” data. 

Through (client) case studies, we will answer 3 key client burning questions in today’s world:

  1. What's working—and what's not working—with my efforts to drive sales in the digital world?
  2. How should I optimize my media allocation across all touchpoints?
  3. What is my ROI from different media touchpoints?

The presentation will be co-presented by Cynthia Pachovski, VP, and Tasneem Ali, Director. 

Speaker Bio:

Vice President, Nielsen Canada

Cynthia is Vice President, and is leading Nielsen Advertiser (including MROI) and Marketing Cloud in Canada.

Her 20+ years of experience and current position give her continuous exposure to market research best practices (nationally and globally), new technologies, and digital and data science challenges.

Ryan Persaud

BCLC

Defining the Client-Vendor Partnership in 2018: The Truth About a Successful Client-Vendor Partnership

Session Overview:

BCLC and Ipsos have been partnering on research for many years, spanning the breadth of all types of research, from simple omnibus research to complex modelling, from taking stated data and reporting on it to calibrating stated data to actual data. This evolution in calibrating stated to actual is particularly important in the area of iGaming, where there is a genuine lack of information on what is happening within the grey market. Our partnership history is rich, and the marketing decisions emanating from these studies are founded on true insight.

This journey, and the multiple types of research needed, have never been better exemplified than through the development of Lotto Express 2.0. The research executed in the delivery of this service was extensive and varied, from gap identifying, to concept development, through to post-concept trial acceptance in the marketplace. None of this can happen without communication, and this doesn't happen without a partnership. This presentation will demonstrate the breadth of the partnership, and the fruits that can happen when a partnership is built on trust, communication, and transparency.

Speaker Bio:

Director for Business Intelligence, BCLC

Ryan Persaud is the Director for Business Intelligence at BCLC. He manages a team of research and analytics professionals who are always looking to dig deeper into data to help deliver better-educated outcomes for the business.

Sam Pisani

Logit

Gala Awards Dinner

Speaker Bio:

Managing Partner, Logit

Throughout his 20 years at the helm of The Logit Group, Sam’s vision has always been to reinvent and reinvigorate data collection within the research industry. From building a dynamic team of research execution professionals, to staying on the forefront of technological, methodological and regulatory trends, Sam embodies the passion that the Logit team brings to research execution.

Victoria Prevette

Destination Canada

Driving Canada's Desirability: Leveraging Insights to Develop Impactful Messaging Strategy

Session Overview:

More and more global travellers are using digital and mobile channels to find inspiration for their next trip, to shop, and to make travel decisions - if destinations cannot make an impact or create emotional connections quickly and genuinely, they will not prosper. Destinations need to create personalized messages to travellers that are both authentic to the destination and compelling for the traveller.

Destination Canada worked with Ipsos to update the Global Tourism Watch, a multi-country tracking study, to incorporate components that could help drive a targeted messaging strategy. New analytical techniques (Bayesian Network Modeling) were employed to elicit better insights into the structure of brand attributes and how they relate to the desirability of a destination. These techniques identified how Canada could differentiate itself against key competitors and how targeted messages could be crafted for specific sub-segments of the traveller population. Destination Canada established a systematic approach to translate insights into meaningful solutions for messaging Canada as a tourism destination.

This presentation will focus on the process that Destination Canada and Ipsos employed to identify messaging strategies for various target audiences and how the research was utilized by marketing teams and ad agencies for tactical execution.

Speaker Bio:

Market Research Analyst, Destination Canada

Victoria Prevette is a Market Research Analyst at Destination Canada. She has over 13 years of experience working on domestic and international research, both on the client and supplier side. Victoria's expertise in consumer, brand, and advertising research lends itself to her current role where she manages the Global Tourism Watch, a multi-country tracking study. Through her work, Victoria provides the Canadian tourism industry with strategic insights, helping to paint a picture of what travellers from different countries look like, what their preferences are, and how to attract them to Canada.

Victoria is a certified Project Management Professional and holds a BComm in Marketing from the University of British Columbia.

Angus Reid

Angus Reid Institute

A Look at the Canadian Polling Industry: Past, Present, and Future

Session Overview:

Dr. Angus Reid is one of the few who can claim they started polling Canadians back in the 60s and since then he has personally seen the radical transformation of data collection methods from door-to-door pencil/paper, landline telephones, cellphones, email surveys, online panels, communities, IVR, to chatbots and SMS. Through his experience building companies like Angus Reid Group, Vision Critical, Angus Reid Institute and now Angus Reid Forum, Angus has surveyed over 10 million Canadians on questions that matter. The one certainty in our industry is the insatiable need for organizations, governments and companies to understand the opinions of their customers and stakeholders. The one challenge that keeps pollsters up at night is finding technology solutions and methods that allow us as researchers to take a random sample of Canadians that is representative and projectable to the population at large. In Angus’s keynote speech he will reflect on 50 years of polling and what it means for the marketing research industry in Canada, what we have learned, and where we are going in the future.

Speaker Bio:

Chairman, Angus Reid Institute

Dr. Angus Reid is Canada's best-known and longest-practicing pollster. He's spent more than four decades asking people what they think and feel about top social, governance, and economic issues. From 1979 to 2001, he was founder and CEO of Angus Reid Group, which grew into the largest research firm in Canada, with revenues of $60 million. It was sold to Ipsos SA in 2000. In 2003, he joined his son Andrew's research software start-up, Vision Critical, as CEO. When he retired as executive chair in 2014, Vision Critical had 600 employees worldwide and revenues over $100 million.

Angus has written numerous columns on economic, social, and governance issues, as well as the best-seller; "Shakedown: How the New Economy is Changing our Lives" (1996). He has a BA and an MA in Sociology from the University of Manitoba, and in 1974, he received a Ph.D. in Sociology from Carleton University in Ottawa.

He is the recipient of a Canada Council Doctoral Fellowship and the Entrepreneur of the Year Award, and was inducted into the Marketing Hall of Legends (2010).

Michael Rodenburgh

Ipsos

On-Time Departure, to On-Time Insights!

Session Overview:

Just like the importance of making sure the train arrives on schedule, Rocky Mountaineer and Ipsos have partnered to ensure that insights are delivered in a "just-in-time" framework. These insights, based on a program of ongoing interviewing throughout the season, ensures that Rocky Mountaineer has the latest insights to drive continuous improvement in service levels. This has become core to Rocky Mountaineer's positioning, since the on-board service experience is one of the core pillars of the brand.

The teams work collaboratively in the off-season to build and test reporting solutions that will deliver insight to the business and are tailored to the specific needs of the end user. The Ipsos team works meticulously during the operating season (April - October) to process the guest contact information and send out survey invites in a timely manner.

Once the survey is live, the results are fed into a reporting portal that updates in the moment as surveys are completed. The reports are automated to coincide with the agreed reporting schedule at Rocky Mountaineer and offer different views in order to be able to gather relevant insights (year-over-year comparison, monthly trending, data by route, and service class). Each survey is also linked to internal operational data which adds an additional element to the analysis and allows for insights to be discovered based on factors such as rail car, train manager, and length of journey.

During the travel season, the Rocky Mountaineer team review the data on a daily basis to identify new trends and to monitor the impact of planned initiatives. This analysis allows stakeholders, particularly those from the guest experience department, to make tweaks to the service delivery and ensure that Rocky Mountaineer is offering guests a world-class product. The Rocky Mountaineer team also works collaboratively with catering and hotel partners to share the relevant feedback and drive the highest-quality service for its guests.

The presentation will cover how the teams work together in order understand the data and communicate the findings to stakeholders across the business in a fashion that is consistent with driving Insights to Solutions!

Speaker Bio:

Executive Vice President - Canada West, Ipsos

Michael Rodenburgh is Executive Vice President for Ipsos in Western Canada. In his role, he leads a team of 30 people focused on marketing, loyalty, and advertising research. He is regarded as an innovative thinker in the research industry, and has significant experience working with some of North America's largest companies.

Michael has been in the marketing research industry for over 20 years and has held senior executive positions in client services, product development, and business development. Michael is an award-winning researcher, and was awarded MRIA's "Best in Class" award in 2003 for the best overall research study in Canada, and more recently "Best Paper" at the November 2012 ESOMAR Digital 3D Dimensions conference in Amsterdam.

He is a Certified Marketing Research Professional (CMRP) and has an undergraduate degree in Political Science from McMaster University. He is a frequent speaker at industry conferences and writes often for various research industry publications.

Mark Russell

Kantar Insights Canada

The Art of Integration

Session Overview:

Consumers feel overwhelmed by advertising from all angles, while marketers struggle to make the most of ad formats and channels to best reach and engage with consumers. This session explores the disconnect between how marketers and consumers perceive campaign success, and identifies several guiding principles for brands to consider when implementing multichannel campaigns that build successful brands and avoid the pitfalls of fragmentation.

This session will focus on the Canadian results of the study, conducted across 45 countries, and will provide local analysis of how consumers and marketers view integration, the importance of customizing content for each placement, and the characteristics of campaigns that work.

This session will also illustrate how Nissan Canada applied these principals to achieve success in a cross-channel integrated campaign.

Speaker Bio:

Vice President of Client Service, Kantar Insights Canada

Mark joined Kantar Millward Brown in 2013, after a career in automotive marketing and the advertising agency business. He has quickly become an asset on a variety of Kantar projects around the world, making use of his advertising background and deep knowledge of the automotive industry. He currently runs the syndicated automotive brand equity and ad tracking study, and consults on a wide range of automotive projects at Kantar Insights Canada.

Previously, Mark was Vice President and Director of Account Service and Strategic Planning at Dentsu, and was responsible for a long reign of success with key clients Toyota and Lexus Canada, which included 12 CASSIE Award wins for the work. He also enjoyed a one-year secondment to Toyota as Marketing Manager for Passenger Cars. Prior to Toyota and Lexus, Mark was the National Marketing Manager at BMW Canada, where he was responsible for dramatic growth in both the automotive and motorcycle divisions.

Layla Shea

Upwords

"Fail Fast" with Your Research to Succeed Sooner

Session Overview:

Design Thinking buzzwords are all around us these days-like agile, fail fast, and sprints. Whether your organization is practicing any of these methods or not, there's something to be said for the principles within them. With the Design Thinking process, you start by deeply understanding your target (or "empathizing" in Design Thinking terms), so that you can define their problems and then ideate around resolving them. The next step is to quickly prototype (in many cases this can be a conceptual idea or message), and "test" for feedback. This process enables teams to quickly learn about what's working and not working in order to optimize the idea (hence, "failing fast"). This session will show you how using an iterative approach to online qualitative research enables cross-functional teams to "fail fast". We'll demonstrate how this is done by learning about the principles that are of interest to the target, and just as importantly, those that are not (and the reasons why), along with participant-generated ideas for how to improve-and improve fast. These parameters can help marketers and decision-makers to not just get helpful insights, but also drive solutions that enable clear decision-making.

Speaker Bio:

Founder and Chief Insights Officer, Upwords

Layla Shea started Upwords in 2008 to design highly-effective online qualitative research that effectively intersects human understanding with clients' business needs. For the past decade, Upwords has been guiding clients across a broad spectrum of industries to see their "consumers" and "customers" as humans. Formerly a marketer at Coca-Cola and S.C. Johnson, a research consultant and facilitator at Sklar Wilton & Associates, and a RIVA-trained Focus Group Moderator, Layla's finely tuned skills help her connect with participants' true feelings, and she relishes the role of connector between clients, brands, and consumers. Layla and the Upwords team guide clients from understanding to insights, using the learnings to then illuminate solutions that drive effective business decisions.

Shane Skillen

Hotspex

What's Keeping CMOs Up at Night?

Session Overview:

"With CMO tenure shrinkage a near constant, what does the future of the marketing function hold?"

  • Will the CMO go extinct, being replaced by Chief Growth Officers?
  • What is the impact of this on long-term brand building?
  • What is the impact on the career trajectories for marketers?
  • What does all this mean for the insights business?
  • How do current CMOs want their insights served up?
  • How will the requirements for successful insights leaders change in the coming years?
  • Where are the emergent opportunities in insights going to reveal themselves?  

Shane has had the privilege of interviewing many sitting and recently-departed CMOs to find answers to these questions. Shane will give a provocative talk that will help all stakeholders of the insights industry understand what the future holds.
Three Takeaways from Shane's Talk:

  1. The future of marketing straight from the CMO's lips.
  2. What is keeping CMOs up at night that insights professionals can help with. 
  3. How CMOs are looking for insights professionals to evolve in the future.

Speaker Bio:

Founder and CEO, Hotspex
Former Chair of the MRIA

As founder and CEO of Hotspex, Shane has surrounded himself with talented marketing and behavioural scientists to build innovative award-winning methodologies, while working with 15 of the top 20 global advertisers in over 30 countries. 

In recent years, Shane and his team have launched cutting-edge implicit measurement tools, and Hotspex has been voted among the top 20 global most innovative insights consultancies for three years in a row. 

With over 6,000 followers on LinkedIn, Shane's opinion of the future of marketing, insights, and advertising is sought after by senior marketers around the world. His passions are for super-cool, tech-driven new ideas, the future of MR, and his wife and three young sons.   

Anouk ter Haar

GfK Norm.

Optimizing for Omni-Channel Shopping

Session Overview:

As omni-channel shopping grows in importance for consumer goods in North America, retailers and manufacturers need to gain more insight into the differences in how people shop online versus in-store. Just as with in-store shopping, consumers have difficulty telling researchers what impacts their decisions.

Leading manufacturers turn to a simulated environment to discover how consumers shop, tracking search and keyword usage, understanding navigation usage and how decisions are made in an online shopping expedition. This presentation will show how a tea manufacturer gained insight into the differences between online and in-store decision-making and turned that into actionable strategies with their retail partners.

Speaker Bio:

Global Marketing Manager, GfK Norm.

Anouk built the marketing programs from the ground up and has been involved since the early development of GfK Norm. GfK Norm offers simulated shopping capabilities for in-store and e-commerce shopping in 2D, 3D, and immersive virtual environment forms.

Norm prides itself as curious to find out why people make one decision rather than the other. Why people choose the way they do, and all the factors behind that very decision. More specifically, our passion is human behaviour in a purchase situation. Where every decision matters.

Chris Thorne

GfK Canada

Optimizing for Omni-Channel Shopping

Session Overview:

As omni-channel shopping grows in importance for consumer goods in North America, retailers and manufacturers need to gain more insight into the differences in how people shop online versus in-store. Just as with in-store shopping, consumers have difficulty telling researchers what impacts their decisions.

Leading manufacturers turn to a simulated environment to discover how consumers shop, tracking search and keyword usage, understanding navigation usage and how decisions are made in an online shopping expedition. This presentation will show how a tea manufacturer gained insight into the differences between online and in-store decision-making and turned that into actionable strategies with their retail partners.

Speaker Bio:

Vice President, GfK Canada

Chris is responsible for building business in the consumer goods sector and has particular expertise in quantitative research in the areas of shopper marketing and omni-channel shopping. He has been the primary lead for Canada for FutureBuy, GfK's annual syndicated study of omni-channel marketing trends.

Matthew Unger

iComply Investor Services

Blockchain Forensics: Opportunities and Risks of Public Blockchains

Session Overview:

Blockchain technology is reshaping how we think about the storage and sharing of finance, communications, and personal identity information management systems. What makes blockchain exciting for marketers and researchers is that in order for blockchain to function, it requires highly ordered, structured data that is open to the public-this creates numerous opportunities, but it also opens up some sobering questions about how we will choose to use this technology to shape the future of our society. Will public blockchains destroy our notions of privacy, or can new opportunities for business intelligence be used by marketers to gain deep insights without actually taking ownership of the data?

Speaker Bio:

Founder and CEO, iComply Investor Services

Matthew Unger is founder and CEO of iComply Investor Services Inc (iComply), a RegTech software company offering the world’s first global regulatory automation service for blockchain securities. iComply specializes in digital identity, legal workflows, and compliance automation for banks, fintech, and issuers of tokenized assets. Matthew is experienced in both innovation management and financial services and has led projects ranging from Richard Branson’s Virgin Oceanic to publicly-traded companies, crown corporations, and SMEs. Matthew studied fintech, blockchain, and artificial intelligence at MIT and previously spent 7 years in the Canadian financial services sector. Matthew is a member of the Forbes Technology Council and also serves on the board of directors at Surfrider Foundation Canada, a global charity dedicated to the protection and enjoyment of waves, oceans, and beaches.

Heidi Wilson

Ipsos Loyalty

Your Customers are Working Too Hard! Minimizing the Customer Effort Ratio

Session Overview:

Customer Effort has received a lot of consideration in the last few years, with many organizations measuring the CES (Customer Effort Score) based on the amount of effort customers put into handling a request.

The premise is that the less effort customers require to participate in an interaction, the more likely they are to recommend and continue doing business with a company. This is relevant in high-touch customer interactions, and also notably relevant in complaint management. It makes intuitive sense that when customers face negative "critical incidents" or "moments of truth" in their experience, the more effort they exert to resolve the issue, the more dissatisfied they will be, thus impacting loyalty and advocacy.

But what about the effort of the company itself? Ipsos' research on research shows that Customer Effort in isolation is not enough. The "Customer: Company Effort Ratio" is what truly matters! This ratio, which takes both perceived customer and company effort into account, is three times more predictive of a customer's propensity to continue to do business with a company after a critical incident or complaint than the CES on its own.

Following a negative incident or complaint, companies have an opportunity to intervene, and can reduce the Customer Effort with well-timed interventions. Keeping all customers happy at all times is costly and unrealistic, so what can an organization do to find the right balance? Join us to find ways to optimize effort scores by learning how to prioritize and manage customer interventions.

Find out if your customers are working too hard!

Speaker Bio:

Vice President, Ipsos Loyalty

Starting her career as an academic researcher, Heidi now has over 20 years' experience in both B2C and B2B market research and consultancy for diverse sectors including Financial Services, Telco, Pharma, and Food Services. For the past six years, her core focus has been Financial Services, where she strives to identify innovative ways to find nuggets of insight in large tracking programs.

Heidi is skilled at building and maintaining positive, professional, and lasting business relationships with both clients and colleagues, through her performance and credibility. Part of her experience includes leading multi-disciplinary teams for large-scale enterprise programs, incorporating feedback from teams around the globe. She specializes in customizing strategies to achieve target-specific results within a competitive marketplace.

When not working with her phenomenal team at Ipsos, Heidi can be found on the ski slopes with her family or experimenting with a new sous-vide recipe in the kitchen.

Mark Wood

MRIA Chair

Gala Awards Dinner

Speaker Bio:

MRIA Chair

Mark has been on the supply-side of market research for 20+ years, focusing on quantitative research techniques. He has worked for several agencies and across a multitude of sectors over his career, including financial, automotive, beverages, and CPG. For the last 10 years, Mark has focused his attention to large, complex research studies and addressing the needs of these studies specifically focused on measurements in the media and logistics sectors. He has been actively involved in volunteering for the MRIA for a number of years, serving on several committees including Standards and the Research Agency Council, as well as being a Director on the National Board (Chair 2016 – 2018).

Sina Zapfe

CBC

On the Pulse of Canadian Audiences: Driving Audience Growth and Engagement Through Agile and Actionable Market Research for CBC

Session Overview:

This client-side presentation will deliver a behind-the-scenes look at the growing demands and responsibilities of CBC's own Custom Research Insights Department. With two insight communities and thousands of Canadians at their fingertips, CBC's research team has been instrumental in helping senior decision makers pick up programs that audiences will love, developing engaging ad campaigns, and settling disputes on show titles and host outfits.

Case studies will include a look at the recent re-launch of CBC's flagship Newscast, The National, a series of campaign pre- and post-tests, and sometimes difficult discussions with Creative Directors.

The Research Team's newest endeavour is testing digital products and UX designs and helping the organization deliver on its digital-first strategy.

Speaker Bio:

Manager of Custom Research, CBC

Sina Zapfe started her career in Germany, consulting on communications strategies and research for brands like Volkswagen, Continental, and Volkswagen Financial.

Sina has worked for CBC Research for over a decade and is currently the Manager of the Custom Research Insights team, and is responsible for designing and executing custom research studies for all of CBC's programming areas such as News, TV Entertainment, Radio, Sports, Kids, Digital, Communications, Marketing, and Brand.

Lydia Zorn

Insignia Marketing Research

Out of the Depths: The Blue Whale Story

Session Overview:

In the world of big data, there is an equally important need for in-depth qualitative research to provide direction and to find the hook that engages an audience. This is a case study of the Royal Ontario Museum's exhibition "Out of the Depths: The Blue Whale Story" and how qualitative research provided guidance, not only about the most effective advertising message and communication strategy, but also about the direction and the story of the exhibition itself.

Two highly relevant and current investigation techniques were used to fully comprehend the meaning of the exhibit to the audience: storytelling and co-creation.

In addition to the qualitative exploration, a review of visitor evaluation through quantitative exit interviews helped in further evaluating the overall success of the exhibition and determining whether the design and content met visitors' expectations.

Insignia Research conducted a series of in-depth sessions with Toronto and GTA residents in September 2016, on behalf of the ROM. The objective of the groups was to test advertising creative for an upcoming exhibition about two blue whales that the ROM curatorial team salvaged in Newfoundland in 2014. This was to be a ROM original exhibition, and the museum needed guidance on the direction of the story being told within the exhibition-should it be about the conservation of endangered blue whales, their life and evolution, or something else? What emerged was a surprising twist of the audience appetite to fully understand the uniquely Canadian and ROM creation and ownership of this exhibit. What started with the ROM marketing team needing to test the effectiveness of the advertising creative evolved into a multi-faceted immersion into "The Depths" and the uniqueness of this epic ROM story.

This formative qualitative research has resulted in an exhibition whose success has exceeded the expectation of ROM staff in both attendance and visitor excitement.

Speaker Bio:

Executive Vice President, Insignia Marketing Research

A strategic planner and qualitative research expert with over 25 years' experience in tourism, branding, and retail research, Lydia co-founded Insignia in 1990. Lydia's work focuses on identifying strategic brand solutions for her clients, leveraging her qualitative and strategic planning skills with the disciplines of social anthropology and behavior therapy. She has undertaken projects in Canada, the U.S., Mexico, China, Japan, South Korea, Australia, India, UK, France, and Germany, with a focus on destination branding and attractions.

Lydia has pioneered revolutionary techniques designed to explore the subconscious, uncovering deeply-rooted emotional triggers. Lydia has worked on major campaign design and evaluation projects for Destination Canada, ROM, Destination British Columbia, Tourism Toronto, Hershey, and Johnson and Johnson.

 

 


Moderators

Greg Jodouin

PACE Public Affairs & Community Engagement
MRIA Government Relations Consultant

Panel – Calgary Elections Polling Review

Session Overview:

In October 2017, MRIA announced that it was launching an independent review to find out the causes of underperforming and conflicting election polling results in the Calgary municipal elections held in the fall of that year.

This session will be a panel discussion with the national experts that led the independent Calgary Review Panel: Dr. Christopher Adams, and Professor Paul Adams. The discussion, facilitated by MRIA’s Government Relations Consultant Greg Jodouin, will cover the panel's key findings and recommendations as they pertain to polling during elections and how it is covered by the media.

The Calgary Review Panel was tasked with verifying and explaining the wide discrepancies that occurred between the polls, the reporting by the media, voter intentions as the election progressed, and the actual final outcome. As the standard-bearers for the market and survey research industry, MRIA believes that what happened in Calgary needs to be better understood so that it can be prevented in the future.

Don’t miss the Calgary Review Panel’s important insights into election polling.

More information on the Review Panel can be found here.

Speaker Bio:

President and Owner, PACE Public Affairs & Community Engagement
MRIA Government Relations Consultant

Greg has a long-standing relationship with the MRIA, having worked as its government relations consultant for several years, providing counsel on various government or partner initiatives. His chief objective is to ensure that government legislation, programs, and policies help create a positive business environment for researchers rather than unduly prohibiting industry practices.

 

 


Panelists

Christopher J. Adams

St. Paul's College at the University of Manitoba

Panel – Calgary Elections Polling Review

Session Overview:

In October 2017, MRIA announced that it was launching an independent review to find out the causes of underperforming and conflicting election polling results in the Calgary municipal elections held in the fall of that year.

This session will be a panel discussion with the national experts that led the independent Calgary Review Panel: Dr. Christopher Adams, Professor Paul Adams and (TBD). The discussion, facilitated by MRIA’s Government Relations Consultant Greg Jodouin, will cover the panel's key findings and recommendations as they pertain to polling during elections and how it is covered by the media.

The Calgary Review Panel was tasked with verifying and explaining the wide discrepancies that occurred between the polls, the reporting by the media, voter intentions as the election progressed, and the actual final outcome. As the standard-bearers for the market and survey research industry, MRIA believes that what happened in Calgary needs to be better understood so that it can be prevented in the future.

Don’t miss the Calgary Review Panel’s important insights into election polling.

More information on the Review Panel can be found here.

Speaker Bio:

Rector, St. Paul's College at the University of Manitoba

Christopher holds a PhD from Carleton University. After completing his doctoral studies in 1995, he held senior positions in the polling industry until 2012 for a number of firms, including the Angus Reid Group and Probe Research. In 2012, he was appointed to serve as Rector of St. Paul’s College at the University of Manitoba where he also holds an Adjunct Professorship in Political Studies. His areas of teaching include marketing research for MBA students as well as quantitative research methods in business and the social sciences. He continues to be a frequent media commentator on topics relating to polling, and his academic writing has appeared in numerous books and journals, including The Canadian Annual Review of Politics and Public Affairs and the Journal of Parliamentary and Political Law.

Paul Adams

Carleton School of Journalism and Communication

Panel – Calgary Elections Polling Review

Session Overview:

In October 2017, MRIA announced that it was launching an independent review to find out the causes of underperforming and conflicting election polling results in the Calgary municipal elections held in the fall of that year.

This session will be a panel discussion with the national experts that led the independent Calgary Review Panel: Dr. Christopher Adams, Professor Paul Adams and (TBD). The discussion, facilitated by MRIA’s Government Relations Consultant Greg Jodouin, will cover the panel's key findings and recommendations as they pertain to polling during elections and how it is covered by the media.

The Calgary Review Panel was tasked with verifying and explaining the wide discrepancies that occurred between the polls, the reporting by the media, voter intentions as the election progressed, and the actual final outcome. As the standard-bearers for the market and survey research industry, MRIA believes that what happened in Calgary needs to be better understood so that it can be prevented in the future.

Don’t miss the Calgary Review Panel’s important insights into election polling.

More information on the Review Panel can be found here.

Speaker Bio:

Associate Professor, Carleton School of Journalism and Communication

Paul Adams was educated at the University of Manitoba, Oxford University, and Columbia University. He is currently an Associate Professor of Journalism at Carleton University. He was a lecturer in Political Studies at the University of Manitoba (1982-84), and taught journalism at Massey University in Wellington, New Zealand (2012). As a journalist, he worked in the parliamentary bureaus of CBC Television, CBC Radio, and the Globe and Mail, and also served as the Globe’s Middle East correspondent. He was involved with the design, interpretation, and reporting of political polls with CBC and the Globe and Mail. Adams managed and presented focus group research on Palestinian political issues, conducted for the National Democratic Institute, to Palestinian political parties as well as the office of the Vice-President of the United States. He was executive director of EKOS Research (2005-10), during which time he helped manage polling during two elections and worked on political polls with The Toronto Star, Globe and Mail, La Presse, and CBC. He is the author of several books, writes a weekly a column on the media for iPolitics.ca, and has written recently for healthydebate.ca, the Ottawa Citizen, and The Walrus.

 

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