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Date & Time
Starts: Tuesday, May 20, 2008 at 9:30am
Ends: Tuesday, May 20, 2008 at 2:30pm
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Location
ANA Headquarters
708 Third Avenue (btw 44th and 45th Street)
33rd Floor
New York, NY 10017
Agenda
AGENDA
I. Do You Have Pull? Predicting Consumer-Pull via Emotional Attachment
In this increasingly fractured media and marketing world...how do consumers select among the hundreds of products/brands and services they buy and the thousands of media options they consume every day? Simply stated, it's a complex issue.
The answer lies in Emotional Attachment and "pull". Consumers "pull" things toward them that they are attached to. How, why, when and what consumers "pull" is the core issue we will wrestle with in the media and marketing years ahead of us. NewMediaMetrics was founded on understanding and predicatively measuring consumer "pull". Based on academic fundamental truths about attachment between mother and child (Attachment Theory and the Bonding Process, 1937-present), NewMediaMetrics employs a patented approach that quantitatively (and accurately) predicts emotional attachments/loyalties-in other words, consumer "pull".
With a proven way to predict and link purchase behavior and predicted cross-platform media consumption, NMM's provides clients with a distinct competitive advantage. Don't miss it.
Speaker: Gary Reisman, Principal - NewMediaMetrics
II. Learning to Speak Customer: Developing the Right Retail Strategy for a Challenged Economy
In today's declining global economy, marketing professionals and operations strategists need to be on top of the constant shifts and dynamic market forces that affect their industry. More importantly, they must be prepared to react to changes quickly to ensure continued sales growth for their brands and driving customer advocacy.
But how do organizations develop and execute the right retail strategy for a declining economy? How do they know whether or not the strategy will yield the expected outcomes?
Attendees will learn how Empathica's approach is helping organizations across a broad range of industries weather the current challenged economy by arming them with the tools they need to understand and act on consumer expectations, behavior and perceptions.
Attendee ROI:
* Learn about current and emerging trends for obtaining consumer feedback in a tough economy. Which is the right path for you - "beating down the door" with Computer Assisted Telephone Interviewing (CATI) or leveraging a richer, interactive online experience for "listening" to your customers?
* Hear the latest in consumer intelligence gathering, including the ways that progressive retailers are reshaping their Retail Theater based on application of advanced Structural Equation Modeling.
* Discover how to demonstrate the effects of the right retail strategy by leveraging powerful business intelligence tools that provide insight and validation for management.
Speaker: Gary Edwards, PhD, EVP, Client Services- Empathica Inc.
III. Getting the Most Quality Out of Qualitative Research
Industry leader Hy Mariampolski takes on the focus group bashers and ethnography skeptics in an engaging and affirmative presentation on how to maximize investments in qualitative research.
Critics of qualitative research are often correct. Participants can be unqualified. Interviews are often mismanaged. Study results can be mind-numbing recitations of who said what.
On the other hand, properly designed and well-managed qualitative research can deliver indispensable strategic insights and valuable marketing guidance when everyone - research users, vendors and consultants - play by the rules. Based on his experience as a teacher and researcher, Hy will describe how to gain the most benefits from qualitative research. He will review current best practices in such areas as:
• The right and wrong reasons to employ qualitative research
• Choosing the techniques that match your objectives
• When ethnographic tools are indispensable
• Moving from findings to insights to recommendations
Speaker: Hy Mariampolski, Ph.D., President - QualiData Research Inc.