Tue21Nov201712 - 2PMPullman Hotel, Circular Quay in Sydney
What is buzzing in marketing research? Which trends are being leveraged and taken forward? What’s on the research buyers’ and users’ road map and what is their vision for the future?
We mapped the key trends and evolutions using McKinsey’s strategic 3-horizon framework: (1) what do corporate research professionals see as things they need to act upon today, (2) what are the aspects they are working on to be ready for tomorrow and (3) what are the key elements on their radar for the day after tomorrow.
The ideal seems to be a blending of quick validation and deep understanding, this session will paint a path towards achieving the insights nirvana, true always-on ‘fusion research’. While we will also talk about a future where researchers make use of Artificial Intelligence and Virtual Reality to get to the best insights and to generate maximum business impact.
Wed22Nov201712 - 2PMPullman Hotel, Circular Quay in Sydney
Many of us, as marketers and consumer insights specialists live in a bubble. We can easily become victims of our own unconscious biases, allowing us to assume that the world we know is the world that everyone knows, despite the fact we know this isn’t true.
If we can better see things from our consumer’s perspective, we can better understand how we can make a meaningful difference to that consumer’s world. Consumer understanding can be enhanced by engaging with ‘Consumer Safaris’ – going out and speaking to real people in everyday scenarios. It could also include an observational experience to balance practicalities with the benefits of a habitual exercise.
In this session, we will explore how we can digitalise this experience; allowing us to engage with more consumers for longer. Supplementing the work being done, when we go out to see what is happening in the suburbs of Sydney, or in regional Australia.
A shared, digital experience can transform the individual ‘consumer connect’ into an opportunity for team learning and engagement, culminating in definite action for the business.
Thu23Nov201712 - 2PMPullman Hotel, Circular Quay in Sydney
Being consumer centric is not a one-off thing. True customer centricity requires an ongoing conversation with people who are interested to take your brand and category forward.
But ongoing, structural approach should also be present inside the company, where you create a habit of consumer listening across all company stakeholders. This requires removing barriers that inhibit consumer connection within your organisation, both in terms of ease of connection and the speed at which a connection is made. In this context, people often refer to the rise of the DIY solutions. Although these have made it easier to do things in a fast and lean way, the number of businesses using these approaches is limited due to the time investment and skill set needed.
Structural consumer collaboration allows marketers to have their finger permanently on the pulse. They make it easy for internal stakeholders to install consumer checks right when an information need occurs, while getting tangible, digestible insights in return.
In this session, you will see and hear how you achieve this with local and global cases.
Fri24Nov201712 - 2PMPullman Hotel, Circular Quay in Sydney
For years, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books aiming to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves a little ‘lost in translation’.
In this session we aim to simplify the world of marketing in three main ‘Brand Religions’ that go beyond the classic ‘Kotler-ian’ thinking.
Penetration Religions: models inspired by thinkers like Byron Sharp, stating that brands grow through penetration by building mental and physical availability.
Influencers Religions: theories emphasising the power of word-of-mouth and its impact on brand equity.
Relationship Religions: schools of thought inspired by gurus like Kevin Roberts that stress the importance of emotions and relationships in marketing.
You will discover the core beliefs behind each of these ‘Brand Religions’, illustrated by relevant case study examples and find out how to track the different performance metrics that go hand in hand with these.