Research

I.  VESTA^TM GREEN MARKETING SOLUTIONS - ROADMAP FOR DEVELOPING A SUCCESSFUL ADDITION TO THE MARKETERS TOOLBOX. (9:45-10:45)
The presentation will demonstrate how a progressive research program facilitated and validated the development of an innovative one-to-one marketing channel for a desirable target audience.  The custom research Vesta GMS commissioned, determined the scope of the potential audience, in this case dry cleaning adults in the U.S.  The second phase of this research program confirmed hypotheses about the value of the targeted audience to marketers and that the 'green' benefits of the program itself enhanced consumer perceptions.  In partnership with participating clients, custom research confirmed the success of the respective programs. 
Speaker: Jeff Jensen, CEO - Vesta Green Marketing Solutions


II.  CULTUREOGRAPHY, A NEW DIMENSION IN CONSUMER INSIGHT (11:00 - 12:00)
The purpose of this session is to provide fuel, process, and context for outside-the-box thinking on researching influences or constituencies that aren't commonly considered, in order to improve brand performance, communication effectiveness, consumer engagement, and product saliency. In the course of the session, we will explore innovative approaches from outside industry conventions that will expand the thinking of the group, foster interaction, inspire provocative debate, and push the boundaries of the envelope of thinking about what we need to know to motivate desired actions and preferences in selected consumer segments and situations.
Speakers:
Mark Wolf, Director, Market Research - Guardian Life and Chair of the ANA Research Committee
John Krubski, Chairman - International Thought Leadership Council


III.  ANA RESEARCH COMMITTEE TAKING THE LEAD (After Lunch)
Many of the ANA's committees produce industry white papers that either tackle a specific issue/problem or support/bring awareness to an issue affecting the marketing community. The ANA Research Committee has yet to take on a leadership initiative. The purpose of this session is to discuss and identify an initiative the committee can own to further advance market research impact on the marketing community. This is a smart knowledgeable group and it's time we put some skin into the game.
Facilitator: Mark Wolf, Director, Market Research - Guardian Life and Chair of the ANA Research Committee