Technology & Innovation Event Program
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CASRO Technology & Innovation Event
May 28 - 29, 2014 | Chicago










Innovation to Inspire & Implement -

The most influential innovations, present and future, will be demonstrated and discussed at the all-new CASRO Technology & Innovation Event. Join us for keynote presentations from leading change agents, topic-driven panel discussions and a showcase of the latest innovations. An expanded program and multiple tracks means more speakers and a greater variety of topics.




Why Attend the All-New CASRO Tech & Innovation Event?

There are plenty of reasons packed in this 1-minute video. Watch Now, Register Soon – Early Rate Ends May 2.



 

PREMIER SPONSOR






CONFERENCE PROGRAM

Tuesday, May 27

7:00.p.m.

Pre-Conference Welcome - sponsored by Critical Mix


Get a jump on your networking as you take in one of the hottest new spots in Chicago. Exciting and innovative, the Filini bar and restaurant at the Radisson Blu is the perfect place to kick off this event. Meet up with fellow attendees in this unpretentious and stylish setting. Drinks are on us!




Wednesday, May 28

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7:45 a.m.

Registration/Breakfast



8:30 a.m.

Welcome



9:00 a.m.

The Future is Wow: Trends and Technology That Will Define The Decade to Come

Expand your mind with the provocative possibilities that technology can and may soon enable. We go beyond market research to gain awe-inspiring perspective that will really get your juices flowing. Hear from a leading visionary who travels the globe to talk to inventors and entrepreneurs as she seeks transformational ideas worthy of investment. This dynamic session will get you thinking about what’s on the horizon and sets the stage for the presentations to follow.



9:35 a.m.

Keynote: Gary Vaynerchuk, Entrepreneur, Social Media Guru, Best-selling Author

- sponsored by Decipher

NewYork Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with consumers in meaningful ways and beat the competition. Nervous about new technologies? Not sure how to determine which platforms are delivering meaningful data and which aren’t? Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks, for both marketers and researchers, is different now. Gary shows that context matters more than ever. Whether it’s a marketing campaign or the research supporting it, he’ll show us how brands are developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr and how, as researchers, we can embrace social media and other emerging marketing trends to allow for a more holistic picture of brand health.




10:35 a.m.

Break with Exhibitors & Book Signing - sponsored by Decipher

Meet Gary and get a signed copy of his latest book, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, in which he explains how to connect with customers and beat the competition. It’s not just about developing high-quality content, but adapting it specifically for social media platforms and mobile devices.

11:05 a.m.

Minority Report: Collaborative Insight Synthesis and Immersive Storytelling

The customer research groups within Eli Lilly and Company have played a
pivotal role in illuminating the patient journey by combining disparate data and information to build collaborative stories using a software platform called Synthesis. Synthesis and several other technologies are then combined to produce high immersion, multi-touch data and content visualization in collaborative environments called Explorer. Leveraging cloud computing/connectivity and gaming network protocols, Explorer creates instantaneous interactivity of content and live discussion at multiple locations and via multiple devices. See how Customers and Insights come to life - Welcome to the world of Explorer!

  • Mark Kershisnik, Senior Director Global Market Research & Operations, Eli Lilly and Company
11:55 a.m.



12:00 p.m.











12:15 p.m.

Disruptive Behavior: How Innovators are "Acting Up”

Moderated by Hugh Davis, Critical Mix and Mike Webster, Burke

Could We Be More Innovative About How We Innovate?

Innovation is something we all like to encourage in our research businesses, but it appears that our industry is focused primarily on just one area when it comes to advancement and invention: products. Through a comprehensive look at innovation inside and outside our industry, we will be challenged to consider other forms of innovation: profit models, networks, structure, process, service, channel, and brand, to name but a few.
This session continues with rapid-fire presentations on novel technologies and emerging platforms from the following:

  • Ascribe: Dean Kotchka, Chief Product Officer

  • Cross-Tab Marketing Services: Stephan Mayer, Vice President, Operations & Client Services

  • InContext Solutions: Rich Scamehorn, Chief Research Officer

  • TrueSample: Mark Menig, General Manager

  • Vennli: Dan Farrell, Vice President, Customer Success and Sales
1:00 p.m.

Lunch - sponsored by Lightspeed GMI



Track Sessions

Wednesday, May 28 | 2:15 P.M. - 2:45 P.M.

- Choose from the following three sessions -

Track: Tech Impact: Research Transformation

"Surprising, Futuristic and Real: Start Harnessing Big Data Now”

It’s time to stop just talking about Big Data! After being hyped in the international press, countless technology company advertisements, and conferences around the world, Big Data is beginning to lose its charm, primarily because executives don’t know where to start. Fortunately, there are proven practical Big Data applications that are working now and are ready to be adopted widely across industry sectors, functions, and markets. This presentation provides real world cases studies which show basic techniques any organization can use now to start harnessing Big Data to improve business results.
  • John Carroll, Global Head of Customer Experience Innovation, Ipsos Loyalty


Track: Innovation in Storytelling & Data Visualization
"MaxDiff Gamification”


What happened when a card game replaced a traditional MaxDiff choice model as a component of a multinational tracking study? This presentation discusses some of the findings of that process, including the impact of the gamified module on completion rates, correlation with prior technique, and regional variations.



Track: Jagaad! Tech Innovation Around the Globe
"Tapping the Basic Mobile Phone to Give the ‘Un-webbed’ a Voice”


In the developed world it is relatively easy to reach citizens; however, in many emerging markets Internet penetration is under 20 percent, and the world’s ‘unwebbed’ have little means to make their voices heard. By harnessing the power of non-smartphones throughout the world, businesses and organizations can reach people to better understand customer and citizen needs.




Wednesday, May 28
| 2:50 P.M. - 3:20 P.M.


- Choose from the following three sessions -

Track: Tech Impact: Research Transformation
"Wearables, Quantified Self & Market Research: How the FitBit era changes everything”


Thanks to devices and apps that track everything from body weight to sleep patterns to driving behavior and personal financial health, there is now an ecosystem of inter-connected data sources that is easily accessible to the market researcher. This presentation will focus on the opportunities & challenges presented by these new data sources. Particular emphasis will be placed on understanding the key characteristics of this behavioral data, and the inherent risks around privacy and security. You also will see a demonstration of an early prototype of a "Master Market Research Application” that stitches together data from various self-quantifying technologies such as the FitBit, Withings scale, and LoseIt!



Track: Innovation in Storytelling & Data Visualization
"Fizzy Visuals: A Coca-Cola Story”


Coca-Cola’s marketing team has always been a heavy consumer of analytics: they update their tactical brand activities on a monthly basis. With a major shift in their competitive landscape in recent years, they now need to manage bigger volumes of quantitative market research information and serve them to an increasing number of internal clients in a faster and more flexible way. See how an innovative visualization platform displays the results of their research studies, making them simpler, safer and more versatile and changed the dynamics of their team and their interaction with research data.


Track: Jagaad! Tech Innovation Around the Globe
"Sustainable Research: How Research Innovation & Technology Unlocks Knowledge About the Emerging Classes”


The emerging classes represent one of the biggest opportunities for global companies. There is a huge role for market research to gain insight into their lives and needs. Old research models don’t work. PepsiCo and MESH re-thought the model in Brazil to pilot Sustainable Research in communities in Sao Paulo, bringing state-of-the-art research techniques (Real-time Experience Tracking and Customer Networks) using mobile, online and face-to-face, to elicit a powerful picture of how to engage with new soft drink consumers.




Wednesday, May 28
| 3:25 P.M. - 3:55 P.M.


- Choose from the following three sessions -

Track: Tech Impact: Research Transformation
"What Does Mobile Mean? – New Revelations from Behavior Data”

Many consumers are seemingly engaged in an obsessive love affair with their mobile devices. This study takes a closer look - how they engage with apps vs. mobile web, as well as their general perceptions of mobile devices and mobile technology. This research study employs an innovative approach of integrating survey research with a single-source passive tracking technology to capture mobile behaviors across phones and tablets. This intersection of big behavior data and survey data results in a holistic understanding of consumers’ usage and impressions of mobile so the end client – Salesforce.com - can leverage the insights to optimize their mobile marketing services and benefits to their business customers.

  • Julie Easton, , Marketing Research Manager, Global Content Marketing & Research, Salesforce ExactTarget Marketing Cloud
  • Eric Tsai, Digital Intelligence Manager, Luth Research

Julie Easton

Eric Tsai







Track: Innovation in Storytelling & Data Visualization
"Humans + Machines vs. the Data Deluge: How We Will Go Together from Big Data to Big Insights”


The constant buzz of big data’s potential is simply the latest manifestation of humanity’s struggle to cope with the task of finding meaningful insights in an overwhelming amount of information. From the Gutenberg printing press to Deep Blue, it seems our capacity to innovate technology, is exceeded only by our ability to generate more information than our tools can process. This talk focuses on describing a deep learning approach that integrates the respective strengths of machines and humans to fully process and understand rich sets of data. Drawing on examples from popular social companies like Facebook, Amazon and Netflix, and featuring a demonstration based on digital qual data, you will hear about a new way for market researchers to think about developing technology for insight generation.



Track: Jagaad! Tech Innovation Around the Globe
"Tablets Killed the Paper Star"

Conducting research in emerging and developing markets via tablets is proving quite effective. Not only do they enable running projects at 50% the cost of paper at twice the speed, they also open the door to new aspects never even possible with pen and paper and generate up to a ten-fold boost in data quality and fieldwork management benefit.




Wednesday, May 28
| 4:00 P.M. - 4:30 P.M.


- Choose from the following three sessions -
on

Track: Tech Impact: Research Transformation
"Market Research in 2020”

Join us for a discussion about how technology will evolve during the next six years to enhance the experience of respondents, accelerate the process of data collection and analysis, and provide more accurate, meaningful results that offer researchers early insights for decision making. Hear predictions on: How survey methodologies will advance to meet evolving needs; the evolution of standards for building composite workflows from mixed-vendor solutions; Changes in compliance, privacy, and data collection modes; transformation of the survey experience.


Gloria Park Bartolone


Patrick Comer


Mary McDougall

Peter Milla



Track: Innovation in Storytelling & Data Visualization
"Unbeaten Paths to Insight: How Yahoo Canada Used Neuroscience, Mobile and Online to Understand Impact of Technology on Memory”


The nature of human memory is changing. What we choose to remember – if not what we’re actually able to remember – has changed as digital tools allow us to delegate more to devices and the web. But does this increasing reliance on technology to help us remember come at a cost? Yahoo Canada, working with Fresh Intelligence, developed a research study to uncover and explore the effect of technology on memory. The study combined brain-imaging technology and in-depth qualitative mobile and quantitative on-line research, among other elements, in order to understand how use of technology to help us remember affects us at a neural level. The results have deep implications for publishers and marketers, across the range of online and offline channels. Learning from this presentation will enable pioneering innovative projects and an understanding of how to successfully combine explicit online methods and implicit neuroscience experiments into research design.

 


Josh Cormie

Nick Drew


Track: Jagaad! Tech Innovation Around the Globe
"Engaging Global Youth with Random Domain Intercept Technology”


Emerging markets are the concern of every global brand manager and that presents challenges to the market researcher of the future. Emerging methods of accessing the Internet (smartphone/tablets) are adding new tools and methodologies but are they enough? What happens when you compound that with wanting to measure the voice of youth, a traditional pain-point in online research? RIWI has repurposed the URL bar to create an entirely new technique of collecting data in every country in the world. We’ll see how the company’s RDIT™ (Random Domain Intercept Technology) is utilized in a nano-survey format to engage youth on computers, tablets and smartphones – capturing more than 50,000 responses in 60 different countries among 14-to 29-year-olds.


Eric Meerkamper


Grant Miller
4:30.p.m.

Break with Exhibitors


5:00 p.m.

Fireside Chat with Leaders of Technology & Innovation in Market Research

Hear the fresh, unabashed opinions of top executives intent on pushing the research industry in new directions. What’s fluff and which technologies and innovative new research methods will really define opinion gathering in the future? Bring your opinions – and be prepared to share them – in a lively exchange with the audience.

Moderated by Kristin Luck, Decipher


Pat Graham

Niels Schillewaert

Ben Smithee

Mary Sobiechowski

Kristin Luck

6:15 p.m.

Adjournment, Day 1


6:45 p.m.

Cocktail Reception in Exhibit Area - sponsored by Ascribe


7:45 p.m.



Dinner (On-Site)
- sponsored by Research Now

Get comfortable and fill up on delicious Chicago cuisine at this relaxed and highly social setting.

8:45 p.m.

Entertainment

Enjoy live music – and take the stage – with a karaoke band! Prove your prowess at ping-pong, air hockey, foosball and other bar games. Sample some of the Windy City’s favorite local brews.



Karaoke- sponsored by Jibunu




Games - sponsored by Critical Mix


Thursday, May 29
7:30.a.m.
..
Breakfast


8:15 a.m.

Opening Remarks

8:45 a.m.

The Power Of Big Data: How We Predicted the World's Largest Music Poll Using Social Media

In 2013 Nick Drewe's Warmest 100 correctly predicted 92 out of 100 songs on Australia's Hottest 100 music poll, known as the world's largest music democracy, using social data collected from Twitter and Facebook. This year after Triple J, the radio station that runs the countdown, tried to stop voters from sharing their votes on social media, Drewe looked to photos shared on Instagram to compile a prediction. Nick shares some surprising results from the different sampling methods, and explains how social data can be collected and used beyond predicting people's music tastes.


9:30 a.m.

The Future of Research Storytelling: Ethnographic Animation

Welcome to the intersection of ethnography, real-world physics, and storytelling, where animation is not solely about a mouse, some dwarves, and a bunch of talking toys. Ethnographic Animation is a new process and key strategy to communicate human-centered research to decision makers, venture capitalists and customers. Ethnographic Animation also is a powerful tool for doing business, conveying complex concepts and garnering heightened emotional response from both your participants and your final audiences. The medium allows you to visualize an expanded set of results and then provide the real world physics and actual data files to empower a client's team to take action from your research. It is social science storytelling that brings human experience into an age of big data, complex visualizations and new methods of production.

10:15.a.m.

Break with Exhibitors


Track Sessions


Thursday, May 29
| 10:45 A.M.
- 11:15 A.M.

- Choose from the following three sessions -

Track: Tech Impact: Research Transformation
"Innovation in Web Data Collection: How ‘Smart’ Can I Make My Web Survey?”


Researchers now understand the need to optimize surveys to mobile devices, but still most follow traditional online web design practices. Let’s take a step back and look at how respondents actually use mobile devices and then create surveys that allow them to use features they find familiar and comfortable. This research explores questions that take advantage of the mobile platform, such as voice-to-text, camera and touch functionality (slider scales and roller bars). Participants’ aptitude for and willingness to use these features will be measured; data captured in new question formats will be compared with data collected via traditional question presentations.

Melanie Courtright

Ted Saunders

Jonathan Tice


Track: Emerging Qualitative Tech
"How Do Your Customers Really Feel?”


Marketers recognize that emotion drives brand loyalty and purchase decisions. However, traditional methods of measuring consumers’ emotional response, such as surveys and focus groups, rely on self-report. With consumers unable or unwilling to correctly articulate their emotions, moderators struggle to gather unfiltered emotional response – especially in a group environment where outside influence is highly prevalent. Using the first qualitative research study with facial coding, learn how 20/20 Research and Affectiva were able to: leverage key emotional data points to facilitate the moderator’s discussion with individuals; gather objective, accurate feedback from participants; and gain a better understanding of how consumers respond to your products and brands.

Jim Bryson

Nick Langeveld

Track: Innovation in Storytelling & Data Visualization
"Beyond the Dials: Moving Moment-to-Moment Research Online”

 

Traditionally, "moment-to-moment research” was conducted offline with groups using dials. Recently, to meet client demand for larger samples, faster turnaround and cost efficiency, moment-to-moment has moved online. Find out how HSN, a company at the forefront of this mode of research, has utilized new technology to understand how its audience feels in the moment about what they’re seeing, hearing and experiencing.

Elizabeth Merrick

David Paull


Thursday, May 29 | 11:20 A.M. - 11:50 A.M.

- Choose from the following three sessions -

Track: Tech Impact: Research Transformation
"Supplementing Survey Data with Facebook Likes”


For a variety of reasons, including sample coverage, cooperation rates and the cost associated with surveys, there are many research questions that go unanswered at local levels of geography. This presentation showcases patent-pending technology that aggregates and analyzes Facebook Likes to predict consumer behavior at the local level – filling gaps left by survey data.

 


Track: Emerging Qualitative Tech
"Getting to Deeper Insights Using Real Time Mobile Phone Video Chats for Qualitative Re
search”

Based on the hypothesis that an "in the moment” methodology (real-time mobile phone video chat), will yield deeper insights into a brand/product experience than post-experience research, this presentation will review insights gleaned from video chats conducted during a shopping experience and after.


Track: Innovation in Storytelling & Data Visualization
"Charting Collections of Social Media Connections: Creating Maps and Measures with NodeXL”


Social media can be a bewildering stream of comments, a daunting fire hose of content. With better tools and a few key concepts from the social sciences, the social media swarm of favorites, comments, tags, likes, ratings, and links can be brought into clearer focus to reveal key people, topics and sub-communities. One such tool is the Social Media Research Foundation's NodeXL project, which makes analysis of social media networks accessible to most users of the Excel spreadsheet application. With NodeXL, Networks become as easy to create as pie charts. Learn how to use the tool and generate your own images of Twitter, flickr, YouTube, and email networks.
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12:00.p.m.

Deep Dish Pizza Lunch- sponsored by Cross-Tab



12:10 p.m
.



Emerging Innovations in Sampling Technologies
(with lunch)
Moderated by Tim Macer, meaning limited

Hear from industry leaders about how they are employing technology to engage and manage respondents.

Patrick Comer

Bob Fawson

Kurt Knapton

Mark Simon

Tim Macer

1:15 p.m.

Escaping The Zombie Data Apocalypse: It’s Alive!

We are all under threat from Zombie Data: not actually fully dead, but not quite alive. Zombie Data is the product of rational, cold and clinical Left-Sided thinking. To avert the Zombie Data Apocalypse, and reach the Promised Land of Insightment, we need to go over to the Right Side and practise Storytelling…

 

As researchers and clients, most of us have sacrificed the art of storytelling on the altar of a cold-hearted calculus: an arid, mechanistic, reductive and "meaning”-less form of business communication employing decks of unstructured, overwhelming and unenlightening matter. What our presenter affectionately calls "The Data Freighter”.

In the DRIP world that is Data Rich Insight Poor, we mislead ourselves into believing that information is a replacement for ideas. We live in an Attention Economy, where we need to think more of massaging, and less about messaging: to go from "prove” to "move”. Framing our communication and findings using the principles of storytelling will help us all. We are born storytellers: it is simply a matter of reminding ourselves of the fact and re-learning the key principles.

1:55 p.m.
Closing Remarks

2:00 p.m.
Bid Farewell with a Local Brew





CASRO TECHNOLOGY & INNOVATION EVENT COMMITTEE:

Kristin Luck
President & CMO
Decipher; Co-Chair....
Hugh Davis
Managing Partner
Critical Mix; Co-Chair





Tim Macer
Managing Director
meaning limited
Patrick Panzenboeck
SVP & Partner
C+R Research
Christian Super
Technology Catalyst
Consultant
Michael Webster
SVP, Research Solutions
Burke, Inc.
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