Tag Archives: American Cancer Society

The American Cancer Society’s Kimberly Cason On the Future of Research

I recently sat down with The Future of Consumer Intelligence 2014 speaker Kimberly Cason, Senior Consultant, Marketing Research, American Cancer Society, Inc. We are fortunate to have her share her critical insight with our FOCI community before the event kicks off in two weeks. This year, FOCI explores the emerging role of decision science and the convergence of knowledge points – insights, foresights, social science, marketing science and intelligence with technology as a central driving force and profound connector.
We are barraged by information – and within this sea of data we must remember to think of the problem we are trying to solve and how we can we use this convergence of information to better understand people.  Translating the new “understanding” into future opportunities means that the role of a researcher is changing. FOCI accelerates disruptive innovators in the research space and pushes people to take risks, to think outside of traditional research methods and insights gathering and explore new and alternative tools and technologies. FOCI will bridge the gap between what people say they are going to do and what they actually do.
Here is what Cason had to say:
IIR: A big theme of this year’s conference is ‘humanization of data.’ Why do you think understanding PEOPLE (not consumers) presents an opportunity for strategic action?
Cason: Marketing has moved to a custom-level. When you walk into the Nike store, you get greeted by name and they know how many steps you’ve taken that day (if you are a user of their gear).  We have to move with it or risk putting ourselves into extension by not providing relevant insights.
IIR: How is technology not only changing how we do things, but also how we understand the world, business, and people?
Cason: Technology is so engrained in our lifestyles that not only our purchasing behavior is deeply impacted by it, but also our personal lives ‘ how we communicate with family and friends, even.  How we integrate (or choose not to integrate) technology into our lives defines us internally and externally, shaping our own personal brands.  Even where we choose to engage defines us. 
IIR: How has the role of ‘the researcher’ changed?
Cason: There is an entirely new set of skills required to manage the holistic picture.  I’ve become versed in Google Analytics, for example.  There are entire semesters of information I’ve had to learn as the field evolves.  Social media wasn’t even on our radar when I was in grad school (in 2005).
IIR: Describe a situation where you’ve taken a risk or thought outside the box of tradition market research methods. How did that benefit your business?
Cason: I love the quasi qual/quant methodology that allows you to gather large amounts of qualitative data using survey tools.  (Hot Spot message testing, for example.)  These methods allow us to collect the data in one week compared to 6 if we used a traditional focus group recruiting and interview strategy.  Both have their advantages and disadvantages, of course, but these methods allow for a disaster check when time isn’t on your side.
IIR: Where do you see the emerging space of marketing science and role of data scientists in the next five years?
Cason: We have always been story tellers.  Now, we have to tell the story not only from the driver’s seat of the car we’re in, but within the context of the entire freeway ‘ all the other variables that come into play’is there traffic, what’s the weather like, are other drivers distracted, how reliable is the car, how far to the next exit, etc.?  It’s no longer useful to bring one methodology to the table when presenting the whys behind our results.  We have to look at all the influential factors and determine which are relevant.
IIR: How has the increasingly connected consumer affected market research?
Cason: It’s a huge opportunity for us!  Those that can turn down the noise and find the nuggets of meaningful data will go far.
Want to hear more from Kimberly in person? Join her at Future of Consumer Intelligence 2014 in Los Angeles, CA in a few weeks. She will be presenting in a session entitled, ‘Award-Winning, Top-Tier Research on a Budget!’ 
** As a reader of our blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when you register: http://bit.ly/1mvqyD0**
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Speaker Spotlight: Kimberly Cason

I recently sat down with The
Future of Consumer Intelligence 2014 
speaker Kimberly Cason, Senior Consultant,
Marketing Research, American Cancer Society, Inc. We are fortunate to have her
share her critical insight with our FOCI community before the event kicks
off in two weeks. This year, FOCI explores the emerging role of decision
science and the convergence of knowledge points – insights, foresights, social
science, marketing science and intelligence with technology as a central
driving force and profound connector.
We are barraged by information – and within this sea of data
we must remember to think of the problem we are trying to solve and how we can
we use this convergence of information to better understand people.
 Translating the new “understanding” into future opportunities
means that the role of a researcher is changing. FOCI accelerates disruptive
innovators in the research space and pushes people to take risks, to think
outside of traditional research methods and insights gathering and explore new
and alternative tools and technologies. FOCI will bridge the gap between what
people say they are going to do and what they actually do.
Here is what Cason had to say:
IIR: A big theme
of this year’s conference is ‘humanization of data.’ Why do you think
understanding PEOPLE (not consumers) presents an opportunity for strategic
action?
Cason: Marketing
has moved to a custom-level. When you walk into the Nike store, you get greeted
by name and they know how many steps you’ve taken that day (if you are a user
of their gear).  We have to move with it or risk putting ourselves into
extension by not providing relevant insights.
IIR: How is
technology not only changing how we do things, but also how we understand the
world, business, and people?
Cason: Technology
is so engrained in our lifestyles that not only our purchasing behavior is
deeply impacted by it, but also our personal lives ‘ how we communicate with
family and friends, even.  How we integrate (or choose not to integrate)
technology into our lives defines us internally and externally, shaping our own
personal brands.  Even where we choose to engage defines us. 
IIR: How has the
role of ‘the researcher’ changed?
Cason: There is
an entirely new set of skills required to manage the holistic picture. 
I’ve become versed in Google Analytics, for example.  There are entire
semesters of information I’ve had to learn as the field evolves.  Social
media wasn’t even on our radar when I was in grad school (in 2005).
IIR: Describe a
situation where you’ve taken a risk or thought outside the box of tradition
market research methods. How did that benefit your business?
Cason: I love the
quasi qual/quant methodology that allows you to gather large amounts of
qualitative data using survey tools.  (Hot Spot message testing, for
example.)  These methods allow us to collect the data in one week compared
to 6 if we used a traditional focus group recruiting and interview
strategy.  Both have their advantages and disadvantages, of course, but
these methods allow for a disaster check when time isn’t on your side.
IIR: Where do you
see the emerging space of marketing science and role of data scientists in the
next five years?
Cason: We have
always been story tellers.  Now, we have to tell the story not only from
the driver’s seat of the car we’re in, but within the context of the entire
freeway ‘ all the other variables that come into play’is there traffic, what’s
the weather like, are other drivers distracted, how reliable is the car, how
far to the next exit, etc.?  It’s no longer useful to bring one
methodology to the table when presenting the whys behind our results.  We
have to look at all the influential factors and determine which are relevant.
IIR: How has the
increasingly connected consumer affected market research?
Cason: It’s a
huge opportunity for us!  Those that can turn down the noise and find the
nuggets of meaningful data will go far.
Want to hear more from Kimberly in person? Join her
at Future of Consumer Intelligence 2014 in Los Angeles, CA in a few
weeks. She will be presenting in a session entitled, ‘Award-Winning,
Top-Tier Research on a Budget!’
 
** As a reader of our
blog, you get an exclusive 15% discount on your FOCI 2014 pass. Use code FOCI14BLOG when
you register: http://bit.ly/1mvqyD0**

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Value is the TMRE Difference: The Proof is in the Numbers

The Market Research Event
is the world’s top market research and consumer insights event.  For more than
a decade, we’ve brought you the very best in consumer insights by presenting
ground breaking case studies and the most cutting edge advances in technology
and methodology. This year we couple that best practice with new sessions
focused on personal and executive development.  It’s the event your
industry trusts for unparalleled networking opportunities, never before heard
case studies and the world’s most inspiring keynote speakers.

Without a doubt, TMRE is the must attend insights event of 2013. See why The
Market Research Event is considered the industry’s most trusted event – Proven
Value is the TMRE Difference, the proof is in the numbers:


7 World-Class Keynotes Take the Stage Including:
  • Malcolm Gladwell, Author, Blink, The Tipping Point &
    David & Goliath
  • Dan Pink, Author, A Whole New Mind & To Sell is Human
  • Jane McGonigal, Author, Reality is Broken
  • Joan Lewis, Global Consumer & Market Knowledge Office,
    Procter & Gamble
  • Jeremy Sack, Vice President & Director, Pragmatic Brain
    Science Institute, Lieberman Research Worldwide

And more!
Download the brochure for the full conference program: http://bit.ly/160l3Ef

130+ Sessions to choose from, giving you the power to create your own agenda.
Choose the sessions YOU want to learn more about, and move freely between the 9
concurrent tracks as much as you like. 
More content than you can cover on your own? Have no
worries, the TMRE 2013 Executive Summary will share key takeways from the
event, or send your team! Click here for more on group discounts.
175+ Cross-Industry, Research
& Insights Experts share best practices and what’s on the horizon for our
industry. Hear from Panera Bread, Kellogg’s, American Cancer Society, eBay,
J&J Consumer Products, AT&T Mobility, Pfizer, Dunkin’ Brands, NBCUniversal,
Bank of America and more.

1,000+ of the leading insights and research professionals from across the globe
- 60% from the client-side, ensuring you meet the RIGHT people. This high
caliber attendee only has time for one event a year, and this is it.

98% of attendees would recommend TMRE over any other event

5 Completely New Content Areas for 2013, based on extensive requests from you
and your peers on what you need to know now, including: Big Data &
Predictive Insights, Cross Platform & Digital Insights, Strategic Planning,
Competitive & Business Intelligence and User Research & Customer
Experience.  

0 Commercialism from the Platform

Mention code TMRE13LINK & Save 15% off the standard
rate.
Register today: http://bit.ly/160l3Ef
TMRE
October 21-23, 2013
Nashville, TN

TMRE is more than a conference. It’s a game
changer. We’ll see you there.

Best,

The TMRE Team
#TMRE

The Wait is Over ‘ The TMRE 2013 Program is Here

We’re researchers, but we’re also trained scientists. Skeptical of the instant insight, DIY sensations, we’re classically trained and we must ensure the integrity of data and insights. Yet we also need to keep up with the accelerated pace of business decision making.

Pairing the tried and true rigor with new, more nimble approaches can bring incredible opportunities to collect richer insights – faster and cheaper. So now it’s up to us – the “experts” to find the perfect balance of rigor and expediency. In doing so, we’ll ensure the future relevancy of our entire industry. The race is on.

Full Program Revealed for the World’s Top Market Research & Consumer Insights Event


* TMRE13BLOG to save 15% off the standard registration rates.




TMRE is your trusted partner through change. 

We’ve scoured the earth to bring you the world’s best case studies showcasing the business value of market research and the most breakthrough and disruptive advances in the industry.

This year’s program also offers hands on sessions designed to evolve and elevate your skills in storytelling, data visualization, persuasive presentation techniques, situational leadership and more. And in true TMRE fashion, we set the stage to expand your mind with the world’s most sought after keynote speakers like Malcolm Gladwell and Dan Pink, Author of To Sell is Human.

130+ Sessions. 175+ Speakers. 100+ Exhibitors.


As always, the comprehensiveness of the agenda is unmatched by any other conference in the world and the caliber of the speakers is yet again unprecedented. Our 2013 theme explores Your Dual Role: Protecting the Science of Understanding While Translating Real Insight into Confident Business Decisions.

10 reasons to register for TMRE right now:

1. It’s exciting enough that we’ll be among the very first in the world to hear Malcolm Gladwell talk about his new book (and sure to be next best – seller) David & Goliath, but it will be absolutely thrilling to hear what happens AFTER his session – a one on one with Joan Lewis, the Global Consumer & Market Knowledge Chief at Procter & Gamble. They’ll dialogue about his latest thinking, its direct implications for researchers, the future of our industry and more.

2. We talked to hundreds of researchers as we put this year’s program together and almost everyone agreed that researchers urgently need to develop critical new skills – and fast. Among those most in demand are persuasive presentation skills, storytelling, business improv and strategic thinking. We’ve added double sessions and hands-on workshops to this year’s agenda so you can get ALL of the training you need at TMRE. (And bring your cowboy hat because our storytelling workshop is being led by Grammy and Emmy nominated country music songwriters!)

3. The researcher’s role is now a hybrid one – grounded in science and data but polished in business acumen.  Our new track on Your Hybrid Skillset features case studies from experts who have mastered this new dual role with tips for how you can do the same.

4. For years we’ve considered including Competitive Intelligence and User Research in TMRE. As these groups work more collaboratively with insights teams, in 2013 we welcome these teams with open arms.  Learn how to better integrate with CI and user teams to develop truly holistic consumer and market views.

5. It’s serendipitous when one of the world’s best known and best selling authors just happens to write a new book on the EXACT topic you’re craving more information about. Dan Pink, Author of To Sell Is Human, recognized that even though we aren’t in “sales” by title, we are indeed in sales by responsibility. We must “sell” the value of insights and research to our end users, internal and external clients daily.  Dan will bring a wealth of knowledge about how those not classically trained in sales can excel.

6. TMRE is proud to once again host two of the research industry’s most prestigious awards. The winners of the annual EXPLOR award will be on hand to present their case study demonstrating the business impact of technical innovation and the winners of NGMR’s Disruptive Innovator Award will unite in a provocative panel about what true innovation really means for our industry as a whole.

7. Years ago we informally started pairing first time attendees with event veterans to answer some questions about the event and make a few onsite introductions.  Years later we’re calling it our TMRE Mentor program and it assigns mentors to first timers and offers paired matchmaking, reserved seating with other first timers and other valuable experiences to help maximize your conference investment.

And for those who have been with us for years, we’ve been having fun thinking of new onsite perks for our 2013 TMRE Ambassador program which rewards our most loyal attendees and passionate advocates. We’ve just confirmed a private session with Jane McGonigal, Author of Reality is Broken and the world’s undisputed leader on gamification. Get your questions ready!

8. In 2012, two Fortune 500 companies sent groups of 15 or more to TMRE . They used the experience not only to immerse their entire team in what’s new and next in the industry, but also as a team building and bonding experience.  It worked like a charm and inspired us to enlist the expertise of a group concierge to help you leverage the conference experience as a team building event as well. Please contact Anastasia Ioannou at AIoannou@iirusa.com for more information about group packages and pricing.

9. Today, big data and predictive analytics are the name of the game. We’re dedicating an entire track to reveal how companies are using big data to uncover big insights that lead to game changing results. Hear from Panera Bread, Kellogg’s, American Cancer Society, eBay and more.

10. TMRE is truly the most comprehensive program in the world for researchers and insights executives. In addition to EVERYTHING listed above, hear the latest on Mobile & Social Insights, Shopper Insights & Analytics, Youth & Millennials, Transformational Industry Leadership, Brand Insights & Engagement, Customer Driven Innovation, Strategic Planning, Predictive Insights & Futuring, Breakthrough Methodologies & Disruptive Technologies and so much more. Download the brochure for the full conference program. * Mention Blog Reader Code TMRE13BLOG to save 15% off the standard registration rates.

More than 130 sessions. More than 175 speakers. More than 1,000 industry leaders in attendance.

TMRE is more than a conference. It’s a game changer.

Don’t just take our word for it!