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Workshops

Workshops: Add More to Your Conference Experience...


PRE-CONFERENCE WORKSHOPS on Monday, October 13, 2008
Both morning workshops will take place between 9:00 – 12:00
CHOOSE ONE OF THE AM WORKSHOPS

AM Workshop A

Driving a Stronger Strategic Perspective & Success from Research Insights

Mike Brown
VP of Strategic Market Planning & Communications, YRC Worldwide
Lori Schade
Manager, Market Research, YRC Worldwide

Researchers live in a world of samples, surveys and statistics, but our biggest opportunity is to translate research-based insights into drivers of great strategic business decisions and successes. As senior management teams are increasingly looking for broader strategic thinking to come from within their organizations, researchers are in a unique position to enable strategic thinking efforts, capitalizing on access to vital business intelligence and the opportunity to introduce more innovative thinking & planning techniques. This interactive workshop will highlight an approach to use insights to enable stronger strategic thinking & plans that lead to successful business results through:

  • Matching opportunities with appropriate strategic thinking exercises
  • Demonstrating straight forward, easy to comprehend tools to dramatically increase the number of new ideas considered from research results
  • Suggesting approaches to prioritize strategic thinking efforts & build plans for the highest likelihood of success.
About YRC Worldwide: A Fortune 500 company, and one of the largest transportation service providers in the world, with more than 66,000 employees and $10 billion in revenue. Based in Overland Park, KS, its transportation & logistics brands include Yellow, Roadway, USF, New Penn and YRC Logistics. She’s responsible for all customer research across the corporations’ brands.
AM Workshop B
CUSTOMER EXPERIENCE MANAGEMENT: CLOSING THE GAP BETWEEN RESEARCH AND RESULTS Valory MyersAssociate Vice President, Synovate Customer Experience John Carroll IIISenior Vice President, Synovate Customer Experience

The problem is all too familiar: most organizations invest significant resources on customer experience, satisfaction and loyalty research, but many have great difficulty when asked to identify any decisions, process changes, or business results that have been impacted directly by streams of customer information.  It begs the question, “Why are we spending the money on this research in the first place?”

We can all make ourselves more valuable to our organizations when we help them solve this important problem.  Join us for a hands-on workshop in which you will learn about proven tools that you will be able to apply immediately in your own organization including:

  • A customer listening post audit
  • An experience and change management diagnostic
  • An insight to action planning workshop format
     
During the session you will also have the opportunity to tap into the collective expertise of your peers to brainstorm actions you can take to close the gap.  Together, we’ll discuss best practices both in customer listening post research design and in the surrounding management processes that are needed to make sure customer insight is connected to improving customer results and business performance. 

 


Afternoon workshops will take place between 1:00 – 4:00
CHOOSE ONE OF THE PM WORKSHOPS

PM Workshop A

Holistic Research Strategies for Consumer Product Insights

David Lundahl
President & CEO, Insights Now

Greg Stucky, Vice President, Insights Now
Learn about practical applications of holistic principles to deepen your consumer product insights. During the workshop you will learn how holistic research elicits consumer responses to products experienced as a whole, rather than only single facet of a consumer product experience. This approach is the only way to understand the link between marketing and product development decisions and the emotive basis for consumer behavior. This half day workshop will offer the following:

  • Review recent advances in consumer behavioral psychology
  • Introduce the Consumer Behavior Pyramid™, a consumer psychology based framework for holistic research design
  • Introduction to holistic research best practices as research techniques for
    holistic research design, analysis and insight
PM Workshop B

Turbo Charge Your Innovation Ideation: Techniques for Developing Fresh Concepts

Holly M. O’Neill
President, Talking Business

Want to develop more new product ideas? Do you need to boost your ideation skills? In this interactive, mind expanding workshop, you’ll discover thought-provoking brainstorming exercises designed to boost your creative power and trigger breakthrough ideas. Problem solving and opportunity development are constant challenges for marketing research professionals. Creative techniques can work wonders to help generate new concepts and options. With renewed energy, you’ll be inspired to re-think your innovation assignments, thus achieving a higher level of creative excellence and marketing research effectiveness. This hands-on workshop will show you how to tap more of your natural genius to develop ideas that work. In this session, we not only think outside the box, we get outside the box.

  • Learn insider secrets for planning ideation workshops that better leverage your time for more effective results
  • Discover thought-provoking, practical ideation exercises that inspire creativity and fresh concepts
  • Take-away brainstorming exercises that you can add to your toolbox • Participate in a fast-paced, interactive new product ideation session
  • Innovative techniques as well as tried and true ideation exercises will be demonstrated. Best of all, this session shares the secrets of innovation specialists – great tips for marketing research professionals.
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