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I. APPLYING NEUROSCIENCE TO MEASURE AD EFFECTIVENESS (9:45-10:45)
A&E Television Networks is partnering with NeuroFocus, a leader in neuroscience research, to conduct a series of studies which explore how emotional engagement with program content impacts advertising effectiveness. Hear from AETN's head of ad sales research, as she reveals case studies that provide insight into the priming effect of various types of programming formats, the neurological effectiveness of brand integrations, and how a multiplatform campaign impacts brand resonance as it unfolds across screens. See the science in action as they demo the technology that helps marketers get closer to the truth.
Marcela Tabares, Vice President, Advertising Sales Strategic Insights Research - AETN
II. WHAT'S NEEDED FOR SUCCESS IN MARKET RESEARCH /INSIGHT GENERATION TODAY AND IN THE FUTURE? GET IT FROM THE THOSE ON THE FRONT LINES...THE RECRUITERS (11:00 - 12:00)
Discover what qualification the ideal candidate needs to have in this rapidly changing environment. Are current? Can you justify your budget? Can you convince senior management that market research is critical to a company's success? This candid discussion will address these issues and more.
Mark Wolf, Director, Market Research - Guardian Life Insurance
Shirley Baron - Smith Hanley Associates LLC
Susan F. Lustig, VP, Market Research/Insights/Account Planning - The Forum Group
Ian Lewis, Director, Research Impact Consulting Practice - Cambiar LLC
Sunita Manwani, Vice President, Market Research/Insights - The Forum Group
III. WHAT IS REVOLUTIONARY ABOUT DYNAMIC METRICSTM (After Lunch)
Arguably, the most-important objective of market and consumer research is learning how consumers make choices, learning what goes into their decision to select one brand or product option out of the set of competing brands and options. Consumers do not make these choices randomly or by throwing darts at a board. If you ask them, via typical surveys, the data will lead you astray much of the time. By realistically giving respondents "skin in the game," examining attitudinal and behavioral data with and without "brand" considerations as they acquire information and ultimately make a decision, they then validate against actual purchase behavior. Dynamic MetricsTM provides direct evidence and insight into what really is important to consumers. Perhaps more importantly, it also identifies what is not important to them.
Using modern online technology, Dynamic MetricsTM places qualified consumers into realistic simulations, introduces consequentiality (they know their behavior during the simulation will make a difference in whether they receive hard cash or "leave it on the table"), presents them with consumer-oriented product features, gathers attitudinal and behavioral measures as information is acquired, and experimentally examines how this information impacts consumer evaluations and choice with and without the presence of brand. After making a product selection, Dynamic MetricsTM uniquely gives respondents a means to act on their decisions in the marketplace and to be anonymously rewarded for sharing that information. In follow-up phases, providing a better alternative to customary advertising-marketing-consumer research, Dynamic MetricsTM also measures whether intended messages are persuasive attitudinally and affect purchases.
Gail Conn, CEO - Phi Power Communications
Jack Jacoby - Phi Power Communications