Top 10 Reasons Why You Cannot Afford to Miss The Market Research Event in 2011

What are the 10 Ten Reasons you can’t miss The Market Research Event?

  1. 1. TMRE is the most comprehensive conference in the world for elevating the business value of insights to advance the industry forward. With 175+ Speakers and 140+ Best in Class Sessions, it’s the experience of 8 conferences in one trip.
  2. 2. TMRE is the only event focused on the BUSINESS VALUE OF MARKET RESEARCH

  3. 3. TMRE invests in the highest caliber of keynotes ‘ bringing you visionaries that will transform your thinking.
  4. 4. All the hottest topics in market research are covered in depth, including: Social Media & Communities * Trends * Segmentation * Ad & Media Research * Technology & Mobile * BRIC * Shopper Insights * Activating Insights * Marketing Research & Brand Insights * ROI & Performance Measurement * Insight Driven Innovation * Data Analysis & Integration * Insight Leadership * Business to Business Research * Innovations in Tools & Methodologies * What’s Next?
  5. 5. Year round insights and networking. Get access to the private TMRE online community and post event webinar series.
  6. 6. No commercialism from the platform. Every session is reviewed by our content advisory board to ensure the highest integrity of content.
  7. 7. More meaningful networking. Over 12 hours of dedicated networking time to enable you to make the right connections PLUS you have the opportunity participate in the EPCOT’s world renowned International Food & Wine Festival.
  8. 8. TMRE has a proven record of uniting the more client-side participants than any other industry event in the world. More than 60% of our attendees are from client-side companies.
  9. 9. You have more choices. At TMRE you always have anywhere from 7-9 concurrent sessions running at the same time, making sure you can always choose a session that is relevant to you and your business.
  10. 10. The event with the greatest representation of researchers from around the world. We’ve scoured the globe to bring you the best of the best in market research. (Look for the sessions with the flags in the brochure to see those that have a global focus.)

Download the TMRE Brochure to see the full updated program.

If you mention priority code TMRE11Blog and save $300 if you register by Friday! If you have any questions about the event, please feel free to contact Jennifer Pereira at

Join us for an upcoming webinar with the author of “What Customers Want”

In association with Strategyn, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Why Your Idea is Worth Nothing, and How to Create Growth Plans that Work
Tony Ulwick, Founder & CEO, Strategyn
Thursday, September 22nd, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now at:
Please use priority code MWS0041BL when registering

You just had what you thought to be a great idea, but the reality is less than one idea in a million is actually worth anything. Fewer than that are worth a lot. Why? To start, most ideas are generated in markets that are not worthy of investment – they are either too small or not under-served. But more importantly, most ideas address one or two customer needs, not dozens, and therefore fail to provide customers with significant new value. When customers cannot find solutions that help them get a job done significantly better, they simply continue to buy the products and services they are used to using.

In this webinar, Tony Ulwick, the author of “What Customers Want” and founder of Strategyn, will provide you with more insight into why most ideas are worth nothing and a framework for overcoming this challenge. These insights will be useful for any organization who is trying to accelerate its growth through innovation.

What you will learn:
‘ Why most ideas don’t succeed in the marketplace
‘ A customer-centric framework for creating ideas that customers will embrace
‘ A method for creating a growth plan that will accelerate your company’s growth

Who will benefit from this webinar:
Executives who need to accelerate their growth and have not achieved their growth goals.

About Tony Ulwick:
Tony Ulwick is an inventor, entrepreneur and a thought leader in the field of strategy and innovation. As an inventor, Tony has spent 20 years creating Outcome-Driven Innovation, a powerful innovation process that has a success rate of 86 percent – that is 5 times the industry average. He holds 4 issued and 6 pending patents that explain how he reinvented this complex process.

As an entrepreneur, Tony is the founder and CEO of Strategyn Consulting and the co-founder and managing director of Strategyn Equity Partners. His work has generated billions of dollars in revenue growth for companies such as Microsoft, Johnson & Johnson, Motorola, Colgate-Palmolive and others. The focus of his businesses is to help companies accelerate growth through sound strategy and innovation.

As a thought leader, Tony has won the best business idea award from Harvard Business Review. he has authored the best selling book, “What Customers Want.” His articles, which have been published in the Harvard Business Review and MIT Sloan Management Review, are cited in hundreds of publications. His counter-intuitive views have challenged the way academics and executives think about strategy and building a culture of innovation.

The BRICs are Coming!

This is a great example of why market research is so interesting.

To be successful in understanding potential changes in business, we must be able to know when to look at things through binoculars and when to look through a microscope. BRICs (Brazil, Russia, India and China) is a great example of this because I would be here for months typing and researching every minute detail of why we should be thinking about the changing economies and consumer trends that are now shaping Brazil, Russia, India and China. But, I can’t do that. Well, I could ‘ but I won’t. For three reasons: 1) I’m sure someone already has; 2) that will not help me drive strategic decision-making for my organization; and 3) you’re not really that interested. I’ll take you on the path from binoculars (still focused on idea, but not the details of that idea) to the microscope (the important, relevant details).

Binoculars The four countries that make the BRICs currently account for more than a quarter of the world’s land area and more than 40% of the world’s population They are considered to be at a similar stage of newly advanced economic development that is expected to create a much larger market of middle class consumers.

If you’re not sure what this means for your business, then you have to focus your lenses’

Refocused As the economies in these countries continue to explode in the next 10-20 years, the number of people that shift from poverty into the discretionary-spending middle class will likely grow faster than the overall economy.

So, now I know that BRICs is important for me to understand because there will be more spending power, and more demand for discretionary products and services.

What, specifically, is going to cause these changes and for what industries/products/services?

Consider the following (as provided by Deloitte, 2010):

1. As countries become more developed, the opportunity for women to become educated increases, thus leading to increased female labor participation. The rise in two-income households leads to increased demand for the convenience of modern retailing.

2. As the middle class rises, there is often an increase in the availability of consumer credit that leads to more lending and higher-ticket purchases.

3. Demand for travel and leisure services is expected to grow as the number of automobiles increase as they allow from great emphasis on entertainment and leisure. Automobile ownership allows for greater freedom in choosing where to shop or be entertained. It enables spending larger amounts on each shopping trip, and thus allows for less frequent shopping farther from home.

4. Middle-class consumers, with discretionary spending power, have the ability to set aside some their income for future needs such as retirement, healthcare, or children’s education. An increased ability save leads to increased demand for financial services.

(Did I make that look too easy?)

In closing, the BRICs may be an important focus for many of your organizations that, of course, would require much more investigation than the blanket example I provided. Market research can be very complicated, especially in the four developing nations that are expected to change the face of middle-class around the world. We all know that once you pull out the microscope you find more to investigate the story becomes much more complex. In regards to BRICs, you’ll learn what other companies have discovered by attending this years The Market Research Event in Orlando.

Garrett McGuire (@GJMcGuire) is a Consumer Insights Analyst for a major retailer. His areas of focus are advertising research, brand equity, and providing consumer insights for many marketing initiatives. Prior to his current position, he was a graduate student at Michigan State University where he began his blog, “The Journal of a mAD Man,” that explains the theories and methods of advertising.

Are you effectively measuring, aligning and communicating your customer strategy?

Are you looking for ways to revolutionize your customer experience? The Total Customer Experience Leaders Summit is only ONE month away – don’t worry, there’s still time to secure your spot and save $100 off the standard rates!

Take a look at why you need to attend this October:
1. A Whole New Focus: Growing out of our past Linkage Strategies Event, Total Customer Experience Leaders is about integrating the voice of the customer into disparate pieces of customer research data within B2B and service oriented B2C companies.

2. Innovative Keynotes: Hear from client-side experts and award winning authors on creating customer-centric culture, the practice of storytelling, leveraging senior leadership and discovering authentic experiences.

3. Cross-Industry Speakers: Listen to a diverse group of leaders share industry specific case studies which include experiences from financial services, automotive, manufacturing, retail, healthcare and industrial companies.

4. Social Media CRM Symposium: Join our symposium day and learn how to better manage your customer experience by linking social media research to financial value.

5. Customizable Tracks: Personalize your onsite agenda by choosing between two unique tracks – Strategy & Action Planning.

6. Executive Summary: This is the only collaborative event that offers an event debrief with real-time practical insights for you to take back to your company.

7. Interactive Forums: Participate in collaborative sessions with your peers from these companies already signed on to attend:
AAA // AAA Arizona // AIG American General // Allstate Financial // American Family Insurance // AT&T Investment Management Corp // Blueocean Market Intelligence // Burke Inc. // Concentra Financial // Constant Contact // CPI Card Group // Customer Bliss // Customer Experience Partners // CVS Caremark // Diebold, Inc. // Discover Financial // EMC Innovation Network // Expedia // Farmers Insurance Group // Fedex Corporation // Forrester // GE Healthcare // Harrahs // Intel // JD Powers & Associates // Kelley Blue Book // Loyalty Research Center // Maritz Research // Martins Point Health Care // McDonald’s Corporation // Microsoft Corporation // Mr Randy Bell // National Grid // Peppers & Rogers Group // Petra Consulting Group // Pfizer // Rockwell Automation // Sam’s Club // Sara Lee // SPSI // Strategic Horizons Llp // SuperValu Inc. // Synovate // The Story Factor // Universal American Corporation // University of Georgia – Terry College of Business // UPS // Wright Express Corp.

The Total Customer Experience Leaders Summit will enable you to effectively measure, align and communicate your customer strategy to ensure business relevance. Please use priority code TCEL11BLOG when registering.

We look forward to seeing you this October in Phoenix!

The Total Customer Experience Leaders Event Team
Visit the event webpage or follow us on Twitter for event updates and industry news:

CALL FOR PRESENTERS – Submission Deadline Extended: The Mobile Marketing Conference

Submit a proposal to speak at the top industry event for mobile marketing.

Your Opportunity
Production has begun for the groundbreaking new event – The Mobile Marketing Conference (TMMC). A top destination for marketers, digital experts, strategists and mobile evangelists, TMMC reveals extraordinary ideas about leveraging the mobile medium to build brand awareness, consumer engagement and increased profits. The TMMC experience will empower you to connect more meaningfully with consumers through this “always on” medium. TMMC will be chaired by Jeff Hayzlett, Former CMO of Kodak and Author of The Mirror Test.

The Mobile Marketing Conference
Capturing Share of Mind, Catalyzing Transactions & Proving ROI
We are actively recruiting speakers to bring The Mobile Marketing Conference to life in 2012. The submission deadline is Thursday, September 8, 2011. Proposals will be accepted on a rolling basis so early submission is encouraged.
Added Bonus: All speakers will receive complimentary admission to the entire event (a $3,000+ value) and a discount code for 20% off the standard rate to pass along to colleagues and contacts.
This call for presenters is limited to client-side companies. If you are a vendor, consultant or solutions provider and wish to get involved, please see special notice below.

Topic Areas
We are looking for best in class presentations around mobile strategy, user experience & engagement and what’s next. Specifically we are seeking case studies demonstrating the following key initiatives:
‘ Maximizing Brand Impact in the Mobile Space
‘ Using the Mobile Medium to Build Awareness & Engagement
‘ Developing Brand Appropriate Short & Long Term Mobile Strategies
‘ Translating Mobile Strategy at the Regional Level for Global Programs
‘ Harnessing the Amplifier Effect: Integrating Mobile into Your Overall Marketing Strategy
‘ Triggering Desired Customer Actions through Mobile
‘ Extending Engagement through Push Notifications
‘ Extending Your Loyalty Programs through Mobile
‘ Using Mobile to Drive Awareness of & Participation in Social & Digital Campaigns
‘ Mobile Usage Insights: Emerging Patters of Consumer Behavior
‘ Capitalizing on Augmented Reality to Deliver Truly Personalized Mobile Experience
‘ Generating Operational Efficiencies with Mobile
‘ Allocating Your Mobile Spend
‘ Understanding the Opportunities with LBS
‘ Engaging Customers at the Point of Experience to Capture Real Time Feedback

Please do not feel limited to by the list above. We are happy to consider topics not listed here that you feel would add value and be appropriate.
Formats Include
1. Case study presentation (30-45 minutes long)
2. Interactive ideation and brainstorming sessions to engage the audience in discussion (30-45 minutes long)
3. Panel with 3-4 people debating/discussing a particular topic (30-45 minutes long)

Speaker Benefits
Speakers enjoy many benefits of presenting at IIR’s leading conferences including:
‘ Advance the purpose and value of mobile marketing
‘ Position their company as a pioneer in mobile marketing
‘ Reinforce their own position as a leader
‘ Share results of an exciting project
‘ Network with other industry leaders and participate in high-level discussions
‘ Access to IIR’s private online community exclusively for speakers
Submission Guidelines & Deadline
For consideration, please email Krista Vazquez at with the following information by Thursday, September 8, 2011.
‘ Proposed speaker name(s), job title(s), and company name(s)
‘ Contact information including address, phone and e-mail
‘ Title of presentation
‘ Brief overview of the presentation (1 short paragraph plus 2 bullets that illustrate audience takeaways): Please note: if your proposal is selected, portions of this description will be printed in the brochure and used online to promote your participation
‘ Brief speaker biography (2 sentences max)
Special Notice to Vendors, Consultants & Solution Providers
Whether you are looking to build awareness, generate new business or strengthen existing relationships- a presence at The Mobile Marketing Conference will help you achieve your goals. Be at the right place at the right time. A limited number of sessions on the program are reserved for our event sponsors. Solution providers who wish to become part of the program should contact Melissa Ashley at
Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in The Mobile Marketing Conference.
All the best,
Krista Vazquez
Conference Director & Director, Special Projects
Institute for International Research

TMRE Keynote Spotlight: Seven Dimensions For Shopper Marketing Success

Leading up to The Market Research Event, we’ll profile the keynotes, tracks and themes at the 2011 event.  Over the next few weeks, we’ll be looking at the exciting keynote sessions.  For more information on TMRE, taking place November 7-9, 2011; in Orlando, Florida, download the brochure now.  If you register using code TMRE11BLOG, you can save $300 off of the standard registration rate!  This rate expires Friday, September 16, 2011.

Featured Presentation: Seven Dimensions For Shopper Marketing Success

Featured Presenter: Dr. A.K. Pradeep, Chief Executive Officer, NeuroFocus, Inc.

About the session:
Retail is a riot today’a riot of signage, product displays, shelf talkers, in-store video, and so much more. All these stimuli overwhelm the cognitive brain’our ‘conscious’ mind that we think makes all our decisions.

But it doesn’t. In fact, the subconscious portion of our brains actually makes as much as 95% of our daily decisions, without us even being aware of it. Our senses flood our brains with 11 million bits of information a second, but our conscious minds can only process 40 bits a second.

What does this mean for retail marketing? If you learn what the brain loves, what it looks for, and what it avoids, you can create products and packaging, marketing materials, and store and aisle designs that attract the subconscious ‘ that ‘iceberg’ inside our heads that lies submerged below the much smaller surface of our consciousness.  Join Dr. Pradeep for a fascinating look into how neuromarketing is remaking marketing and retailing in the 21st century.

Your Customers Are Social, Are You?

I recently happened upon this great post “Top 5 Reasons Why Customer Service is Avoiding the Social Media Wave” and many of the points made rang true.

Two quotes in particular stood out to me, firstly: “Your customer service team is best equipped to handle service inquiries and provide content that helps educate your customers.”

Many are afraid to make the first leap into social because they don’t know what to say, or fear that no one cares to hear it, when in fact you might be the best expert for a particular topic. If you’re avoiding social your voice is going unheard and customer service issues may be going unaddressed (as the voice of your company who is on social media doesn’t have the knowledge or access to the solutions.) A social media strategy that is purely “owned” by marketing isn’t providing the best possible experience for your customers and customer service needs to exist throughout all touch-points.

The second point that struck me was “Probably the most valuable aspect of social customer service (at this point) is pure acknowledgement of being heard.” U customers take to social media as a way to get their voices heard, and they will be doing so whether or not you’re there to hear them. By addressing customer service issues on social media, you can then escalate private issues to a different channel, while allowing the customer to feel heard.

If these points still don’t have you sold on social, I also recently read “ 5 Businesses That Will Live (Or Die) By Social Media” on BNet. This post outlines some of the businesses that customers expect to see on social media, and the results may surprise you.

Is your company currently addressing customer service issues on social media? What strategy do you find works best for you? Share with us in the comments.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at

Research and innovation ‘ experiment and observe…

It has been a long time since Paul Lazarsfeld, founder of modern empirical social science, has shown how powerful observational methods are. His famous piece of work “Die Arbeitslosen von Marienthal” is a classic for everybody interested in sociology. Sociographic was the order in those days.

Today it looks to me as if observational methods within market research are on the rise again; especially the increasingly used online qualitative methods such as online research communities or social media monitoring.

The use of these methods is beneficial not only for generation of insights, but is becoming increasingly important for innovation management process. This is partly due to the nature of innovation on the one hand, and, on the other hand because of the – for years underestimated – power of observation.

* Foto by jcolman

From the most common method focus groups to modern behavioral economics, observations bring forth new insights, perspectives and new thinking. The usefulness of observations has nearly always been proven in our studies.

In particular for the innovation process, we have found that this method can be ideally combined with other methods. Thus, a social media monitoring approach as a precursor and input for a consumer study is ideal. Furthermore, we have seen that the combination of asynchronous methods (e.g. community research) can provide a high density of information if it is combined with synchronous elements (e.g., chat)..

For a contemporary view of innovation, it is important both to establish working practice and environments that support the idea process. And again, that is a perfect field for the use of observational method. Because consumers don’t tell what they think, don’t think what they feel, and don’t always act as they tell us how they feel and think… an old but familiar dilemma..

There will be lots of more thoughts and talks about obversation and innovation at the The Market Research Event 2011 in November in Orlando, Florida, hosted by IIR USA.

About the author: Christian D??ssel is blogging about market research in German language here and here. After having worked for TNS, TBWA and other strategy and market research agencies he now holds the position of Senior Research Director at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.