2013 Technology Conference Program
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"Solutions for Your Research and Your Business”
May 29 & 30, 2013 | Millennium Broadway, New York
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OVERVIEW
As the pace of change accelerates across an expanding spectrum of platforms, technologists in the market research industry are hard-pressed to stay ahead of the curve. That’s why industry professionals rely on the CASRO Technology Conference to learn how to implement the latest, most effective technologies in the market research space. For nearly two decades this event has been broadly acclaimed for featuring detailed explanations and demonstrations of real world solutions and collaboration among companies. After an industry-wide "Call for Papers & Proposals" we are pleased to announced the selected presentations below.

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CASRO Technology Conference Committee:

Tony DiPonio, Senior Vice President, Information Systems, Market Strategies International; Chair Hugh Davis, Managing Director, reInvention
Tony DiPonio
SVP, Information Systems
Market Strategies International
Committee Chair

Hugh Davis
Managing Partner
Critical Mix
Kristin Luck
President
Decipher
Tim Macer
Managing Director
meaning limited






           Patrick Panzenboeck
       SVP & Partner
       C+R Research
Christian Super
Technology Catalyst
Ipsos
Michael Webster
SVP, Research Solutions
Burke, Inc.

 

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Tuesday May 28
 

8:00 p.m. to
9:30 p.m.


Pre-Conference Gathering – sponsored by Critical Mix
Meet up with your fellow conference attendees. Drinks are on us.
Rooftop Bar at the Sanctuary Hotel (132 W. 47th St.)

 

 


Wednesday May 29

8:00.a.m.
Registration Opens

8:00.a.m.
Breakfast with exhibitors – sponsored by Toluna

8:45 a.m

Opening Remarks

  • Diane K. Bowers, President, CASRO
  • Tony DiPonio, SVP, Information Systems, Market Strategies International; Chair
9:00 a.m.

The State of Technology in Market Research
 The social media and mobile revolution has taken consumers by storm, and the fall-out continues to be both an opportunity and a disrupter for market research. It is challenging assumptions about sampling, survey length, data quality and the best tools to use, as well as opening up new research channels. We go beyond the speculation, and reveal some new data on how these changes are impacting on research, from the industry's only technology-specific annual survey.

  • Tim Macer, Managing Director, meaning limited
 
9:25 a.m.

Introduction: Keynote Address

  • Kristin Luck, President, Decipher
     
9:30 a.m.
Keynote Address: "Contagious: Why Things Catch On"


Jonah Berger, Professor of Marketing, The Wharton School; author, "Contagious: Why Things Catch On"


sponsored by -

10:30.a.m.


Break with Exhibitors and Book Signing with Jonah Berger

(each attendee will receive a copy of Jonah's book.)

11:00 a.m. Introduction: Text Analytics & Big Data
  • Tony DiPonio, SVP, Information Systems, Market Strategies International
11:05 a.m.
The Continuous Improvement Cycle:
A Framework for Market Research in the Age of Big Data

Big data research uses large quantities of data to determine what behaviors a broad customer base has exhibited, essentially determining "what" these customers do. Traditional market research methods rely on self-reported measures such as surveys and focus groups to identify the motivations and attitudes of a targeted customer base, or in other words, "why" customers feel the way that they do. This paper introduces a novel "Continuous Improvement Cycle", which serves as a framework that holistically integrates traditional and cutting-edge research methodologies – effectively demonstrating an approach that can serve as a model for market research organizations in the rapidly shifting research landscape.
  • Gregory Mishkin, Vice President, Research & Consulting, Market Strategies International
11:40 a.m.

Using Big Data Analytics to Dramatically Reverse a Sales Decline

This case study describes how an innovative approach to research helped Sprint reverse the customer defections plaguing the company. The research revealed that the secret was to understand what features attract customers rather than which ones make them loyal. As a result, Sprint added 644,000 net subscribers in Q3 2010, a dramatic turnaround from losing 565,000 during the same period in 2009. This presentation brings to life three keys of big data technology for market research: The application of technology for sample collection, cleaning and organization; the application of Natural Language processing technologies for data analysis; and how to use new technologies to solve real business problems.

  • David Rabjohns, CEO, MotiveQuest
12:15 p.m.

Big Data, Text Analytics, and the Next Generation of Research
Social and online text, survey verbatims and other forms of enterprise feedback uniquely capture factual, attitudinal, and behavioral information. This data provides a valuable complement to traditional research sources and is fueling a next generation of Big Data-infused research. The key to unlock this treasure trove is text analytics, a set of technologies and practices that make sense of high-velocity, high-volume "unstructured" data. Methods are reliable, robust, and accurate when properly selected and applied, typically as part of a comprehensive approach to Big Data research analytics. This presentation will introduce the research challenges that motivate adoption of text analytics and will survey solutions for you to investigate and apply.
  • Seth Grimes, Principal Consultant, Alta Plana Corporation
12:55 p.m.

Lunch
Sponsored by Cross-Tab

2:15 p.m.

Data is the New Oil – It Will Determine Our Currency
To remain competitive, businesses today need to understand and use new data warehouse technologies (marketing analytics, predictive modeling, and business intelligence) not to mention integrated marketing management solutions to just survive.While this sounds completely overwhelming, this presentation will distill the Big Data myths and demonstrate the feasibility of using Big Data by businesses of any size. Big Data analytics can reveal insights hidden previously by data too costly to process and promotes an investigative approach to data, in contrast to the somewhat static nature of running predetermined reports.
      • Corrine Sandler, CEO, Fresh Intelligence

2:50 p.m.

Introduction: Technology Trends
  • Christian Super, Technology Catalyst, Ipsos
2:55 p.m.
Crowdsourcing Social Media Scoring –
Evaluating Alternative Approaches for Text Analytics

Mining social media data typically yields a mountain of unstructured text. While software tools can expedite the process, manual coding is the most reliable way to analyze this data but requires significant time and resources. But what if we could leverage the collective human resources of the World Wide Web to help us analyze our data? Crowdsourcing has proven an effective solution to operational challenges in other industries - could it also be viable for text analytics? In this presentation, we will explore the feasibility of crowdsourcing text analytics by examining intercoder reliability between datasets coded using alternative approaches.
  • John Crockett, Vice President – Digital Innovation & Data Management, Environics Research Group
3:30 p.m.

Phish Rising: How Internet Criminals are Undermining the Viability of Online Survey Research…and why you should be happy about it

Over the last two years, the decline of spam has given rise to a new crop of online threats, and the resulting shift in the Internet security landscape spells trouble for online survey research. The sudden emergence of phishing as a top-tier threat vector for Internet abuse has ignited a digital arms race between Internet criminals and an alliance of big brands and Internet Service Providers whose customers are being exploited. This new war for the consumer inbox is being waged with new tools and more aggressive tactics. Survey research is caught squarely in the crossfire. Many survey invites look like phish, putting our ongoing ability to reach and engage respondents at tremendous risk. The solution requires commitment from research providers and clients, to align messaging practices with the new reality, improving response rates along the way.

  • Kruno Kunovic, IT Director, Ipsos
4:05 p.m.

Break with Exhibitors

4:35 p.m.

Introduction: Emerging Technologies
  • Patrick Panzenboeck, Senior Vice President & Partner, C+R Research
4:40 p.m.
Gamified Surveys: Journey Into Product Development
Using games to engage respondents and garner feedback is a concept that continues to evolve. In this presentation we will peek "under the hood” to see the development and inner workings of a new "ResearchGame" for the Campbell’s Soup Company carried out in February 2013. This online consumer study utilized narrative, frame of mind, projective techniques as well as more "typical" game mechanics to support the clients’ objectives and encourage co-creation for their new product launch. From hand-drawing storyboards to graphics design, programming, testing, launching and closing, we’ll watch the game develop and get the perspective of the respondents who played it as well as another new title, "T.E.S.S.A Undercover Agents" - recently completed for an academic client.
  • Betty Adamou, CEO & Founder, Research Through Gaming
5:25 p.m.

Adding Observation to Copy Testing with Kids
Kids articulate themselves in a simpler manner than adults, and may have difficulty recognizing or expressing complex thoughts or feelings. This is why in-person interviews/focus groups with kids remain a popular and necessary part of any youth-focused research toolbox as we’re able to observe kids’ emotions and provide our clients with a more complete picture and thorough understanding of the topic at hand. Online survey research offers some great tools for measuring kids’ reactions to products, advertising, etc., but it doesn’t tell the whole story. This case study will showcase copy testing conducted with kids using facial expression technology to not only measure kids’ expressed opinions to advertising in a traditional online survey, but observe (and code) their emotions to that advertising.
  • Brenda Hurley, Senior Vice President & Partner, C+R Research
  • Martin Salo, Co-founder, Product Director, Realeyes
5:55 p.m.
Closing Remarks
  • Tony DiPonio, Market Strategies International
6:00 p.m.
Adjournment Day I

6:00 p.m.-
7:00 p.m.

Cocktail Reception with Exhibitors - Sponsored by

Thursday, May 30
8:00.a.m.   Breakfast with Exhibitors

8:50 a.m. Opening Remarks
Tim Macer,
Managing Director, meaning limited

9:00 a.m. Panel Discussion: Compliance & Technology
Issues to be discussed include ISO, SOC 2 and other legal and regulatory compliance issues.
  • Tim Macer, Managing Director, meaning limited (moderator)
  • Tony DiPonio, Senior Vice President, Information Systems, Market Strategies International
  • Peter Milla, Principal, Peter Milla Consulting
  • Patrick Panzenboeck, Senior Vice President & Partner, C+R Research
  • Michael Webster, Senior Vice President, Research Solutions, Burke, Inc.



10:00.a.m. The Future of Market Research: Breaking Barriers for the Advancement of Our Industry
As active members of the market research community, we need to take it upon ourselves to impact the future of our industry in a very real way. This requires approaching business, innovation, creativity and passion in a fully unique way – and breaking out of the box that we, as an industry, have created for ourselves, our clients and our respondents. During this session we will investigate and dissect the phenomenon of "collaborative competition” and explore ways to truly advance the market research industry to another level in 2013 and the future.
  • Kristin Luck, President, Decipher
10:15 a.m.

Introduction: Mobile Research

  • Michael Webster, Senior Vice President, Research Solutions, Burke, Inc.
10:20 a.m. Finding Meaning in Mobile Behavioral Data


As we move into the mobile research world, we encounter new capabilities, one of which is the behavioraldata collected from users’ mobile devices. But who are the people who will let you track their devices, and how do they compare to the general population? What data is available? And more importantly, how does one go about analyzing this type of data, and what kind of decision-making information can it yield? During this session, we will share findings from research on research that answer these questions, and present a behaviorally targeted survey case study.


  • Melanie Courtright ,Vice President, Research Now
  • Roddy Knowles, Research Manager, Mobile Subject Matter Expert, Research Now
10:55 a.m.   Break with Exhibitors

11:25 a.m. The Attention Span of a Goldfish: Impacts of Survey Mobilization on Respondents

It’s been said that goldfish have an attention span of only a few seconds, and so it also is with the mobilized consumer. Market researchers must address this reality from multiple angles in order garner rich actionable data from survey outreach. This session investigates two recent studies featuring eBay on the behavior of respondents who access online surveys from mobile devices. Demonstrating that this behavior is a swiftly moving target, the study results were updated six months after the initial findings, displaying interesting trends in response rates. During this session, research results will be used to analyze the best ways to reach respondents.

  • Kristin Luck, President, Decipher
12:00.p.m. Mobile Research in Emerging Markets –Heineken goes mobile in Africa & The Middle East

This presentation will describe how Heineken has used mobile data collection to profile over 1 million outlets across Africa to maximize its opportunities in a growth region which has limited sources of market information. The presentation will provide case study information, describing the issues faced by Heineken, how mobile technology has enabled them to address those issues, and how the business delivers actionable results to make market decisions.

 

  • Dave King, Executive Vice President, Mobile Solutions, Confirmit

 

12:35 p.m.

Conference Prize Winner Announced – iPad Mini (64GB)
You must be present to win.

- Sponsored by

 

 

 

12:40 p.m.
Closing Remarks
  • Tony DiPonio, SVP, Information Systems, Market Strategies International; Committee Chair
12:45 p.m.
Conference Adjournment



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