Tag Archives: Nashville

#TMRE13 Tweet-up: Nashville – You’re Invited

We’re only a few weeks away from the 2013 Market Research Event! TMRE has always been a place of best practice and discovery. Now, as our industry transforms and faces the most dramatic changes it has ever seen, TMRE will transform you into a hybrid researcher and advisor.

Nashville welcomes TMRE: THE Market Research Event!

We’re super thrilled to be in Nashville, Tennessee, for this year’s event. We’ve partnered with the folks at visitmusiccity.com to offer you a free visitors guide and special discount just for TMRE attendees.

Nashville continues its emergence as a cultural, artistic and entertainment-rich destination, filled with unique music and event venues, a myriad of art galleries, plantation homes, botanical gardens and greenways, honky-tonks, professional sports and fine dining. 

Nashville has a host of unique attractions, including the Country Music Hall of Fame and Museum, the Frist Center for the Visual Arts, the Grand Ole Opry, Belle Meade Plantation, The Hermitage, Ryman Auditorium and more.

#TMRE13 Tweet-Up

We also want to see you at our pre-conference kick-off, meet & greet, Twitter roll call, Tweet-up on Sunday night!

Also don’t forget to download the TMRE Connect app before you go. It’s the official event networking website, mobile website, and iOS and Android native app, allowing you to start your experience immediately! Create a profile, send private message and request meetings, create a personal agenda and access the presentations afterwards.

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Check out the tweetups on Tweetvite.

You will want to dress comfortably for the weather, which you can take a look at here.

 We can’t wait to meet you there!



Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

TMRE 2013: Breaking Records and Making History

This year’s attendees represent the highest client ratio in
the history of TMRE.  Real take away value
lies in aggregating the right mix of people with the right expertise, content
and experience.

Don’t miss your chance to network with
the best in the industry:

20|20 Research
3M Company
7th Sense Research
20th Century Fox
A & E Television Networks
AAA Northern California
Abbott Nutrition
Absolute Value LLC
AcuPoll Research Inc
Added Value
Alcoa Inc
Alpina Productos Alimentarios
Altria Client Services
American Cancer Society
American Heart Association
American Honda Motor
Amgen Inc
Amway Corporation
Analytics Quotient Inc
Annik Technology Services Pvt.
Applied Marketing Science
Arbitron Inc /Scarborough Research
AT&T Mobility
ATK Federal Cartridge Company
Aviador Group
Avnet, Inc
Bacardi USA
Bank of America
Barilla America Inc
Bayer Healthcare Pharmaceuticals Inc
Bellomy Research
Belmont University
Best Buy
Bloomberg Wealth
Blue Cross Blue Shield of Massachusetts
Blue Print Research Group
Borders Inc
Bose Corporation
Bovitz Research Group
BP Fuels Value Chain
Brand Integrated Consulting
Broadband Dynamics
Brown Forman
Burke Inc
Bush Brothers & Company
BuzzBack Market Research
C+R Research
C&C Market Research
Campbell Soup Company
Canadian Tire Corporation
Canon USA Inc
Capital One Financial
CareCredit A GE Money Company
Centene Corporation
Center for Strategy Research
Centrac DC Marketing Research
CFI Group
Chadwick Martin Bailey
Charles Schwab & Co
Chattem Inc
Cint USA
Cisco System
Clear Seas Research
Clearvoice Research
Cleveland Clinic
Colgate Palmolive
Communicus One
Connection Research
Connexion Research
Consensus Point
Constellation Brands Inc
Consumer Insights
Converse Inc
Copernicus Marketing Consulting
Corey Moore
Cotton Incorporated
Crimson Hexagon
Critical Mix
Crown Imports
Cuna Mutual
Curiosity Research
CVS Caremark
Davis Research LLC
Daymon Worldwide
Decision Insight
Deep Marketing Alliance
Del Taco Inc
DIG Insights
Dine & Associates Inc
Dine Discoveries
Directions Research Inc
Discovery Research/Focalytic
Dole Fresh Vegetables
Doyle Research
Dunkin Brands
E & J Gallo Winery
Edward Jones Trust Co
Elanco Animal Health
EMI Online Research Solutions
EmPower Research
Erickson Living
Ernst & Young
Estudio Silvia Roca
Experience Renewal Solutions
Farm Credit Mid-America
Farmers/Foremost Insurance Company
Fast Future

Florida’s Natural Growers
Focus Coast to Coast
Focus Groups of Cleveland
Forbes Consulting Group
Ford Credit
Ford Motor Company
Fordham University
Foremost Insurance
Fresh Intelligence
Frito Lay
Fuld & Company
Gadd Research Inc.
Gap Inc
GE Capital
General Mills
General Motors
Georgia Pacific
GfK Knowledge Networks
Global Market Research
GMO Research
GOJO Industries
Gongos Research
Google Consumer Surveys
Hall & Partners
Hallmark Cards Inc
Hamilton Beach Brands
Harris Interactive
Hasbro Inc
HAVI Global Solutions
HawkPartners LLC
Healthways Inc
Heineken International
Heinz North America
Hotspex Inc
Hub Media Research
Ideas To Go
IFC & Sundance Channel
In4mation Insights
Information Alliance
InsideHeads LLC
Insight Express
InVivo BVA
Ipsos Loyalty, North America
JLG Industries Inc
John Deere
Johnson & Johnson
JM Smucker Company
JP Morgan Chase
K12 inc.
Kao Brands Company
Kellogg Co
KeyStat Marketing Inc
Kimberly-Clark Corporation
KL Communications
Kohler Company
L & E Research
Lands’ End
Latitude Research
Libran Research & Consulting
Lieberman Research Worldwide
Lincoln Financial Group
Lufthansa Cargo
Lundberg Farms
Luth Research LLC
M/A/R/C Research
Manthan Services
Market Logic
Maritz Research
Market Decisions Corporation
Market Strategies International
Marketing Resources Solutions Inc
Marketing Systems Group
Marketing Workshop
Marketlab Inc
MarketVision Research
Marriott International
Mars Chocolate
Mars Petcare
MAXimum Research Inc
McDonalds Corporation
Mckee Food Corporation
McNeil Consumer Healthcare
Mead Johnson Nutrition
Meredith Corporation
Meritus Analytics
MFour Mobile Research
Michigan State University
Microsoft Corporation
Millward Brown
Milwaukee Journal Sentinel Inc
Miner & Co
MIT Media Lab
Mktg Inc.
MMR Research Worldwide
Morpace Inc
Motivequest LLC
Motorola Inc
MSW.ARS Research
Murphy Research
myCLEARopinion Panel
Napkin Labs
NBC Sports
NBC Universal
Nestle USA
Netpop Research
NetQuest Mexicana
Nutro Company
O2 Integrated (a Gongos Enterprise)
OConnor Market Research
Oklahoma Department of

Opinion Access Corporation
Optimal Strategix
ORC International
Panera, LLC
Parker Consulting Inc
Participant TV
Pepsi Co Inc
Performance Research
Pert Group
Philips Healthcare
Phoenix Marketing Intl
Precision Opinion
Procter & Gamble Company
Prodata Team
Provide Commerce
PT. Kadence International
Publix Super Markets Inc
Q & A Research Incorporated
QualQuant Signals
Radius Global Market Research
RealityCheck Consulting Network
Remington Outdoor Co.
Research & Marketing Strategies
Research Now
Research Panel Asia
Roll Global
Rosetta Stone
Rousch Fenway Racing
Russell Research
Sachs Insights
Sage Publications Inc
Sample Solutions
Sam’s Club
Sargento Foods Inc
SC Johnson
Schlesinger Associates
Schreiber Foods Inc
Scotia Bank
Seagate Technology
Sentient Decision Science
Sky Consulting
Smith-Dahmer Associates
Society of Actuaries
Soctratic Technologies
Sonoco Products Company
Stericycle Expert Solutions
Strategic Research Partners
Sun Trust Banks
Sundance Channel
SuperValu Inc
Swedish Match
Symphonyiri Group Inc
Takeda Pharmaceuticals USA Inc
Target Corporationc
Target Insights
Teach for America
Tervis Tumbler
Teva Pharmaceuticals Ind
TGaS Advisors
The Center for Creative Emergence
The Family Room/Just Kid Inc
The Garage Group
The Hartford
The Hershey Company
The Integer Group
The Johns Hopkins Health System
The Millennial Train Project
The Modellers
The Nielsen Company
The NPD Group Inc
The Olinger Group
The Pert Group
The Return on Innovation Project
The Shullman Research Center
The Stevenson Company
The Walt Disney Company
The Weather Channel
Thoroughbred Research Group
Time Warner Retail
TiVo Inc
TTI NA Incorporated
TracFone Wireless Inc
Travelers Insurance
Tuned In Research
UBS Financial Services Ugam Solutions
UL Workplace and Health
Universal Music Group
Universal Orlando
US Cellular
USC Annenberg School for Comm
Van Meter Inc
Vanderbilt University
Vision Critical
Vital Findings
Walt Disney Parks & Resorts
Washington Speakers Bureau
Weiner, Edrich, Brown, Inc.
What They Think Research
Whirlpool Corporation
Wilson Jill Associates, Inc.
Wisdom Professional
Wizards of the Coast
Wolverine worldwide
Wood Care Products of Sherwin Williams
Yahoo! Canada
Yankee Candle
ZS Associates
Download the brochure for the full agenda here: http://bit.ly/19tvwJC
October 21-23,
Nashville, TN
Mention code TMRE13BLOG & Save 15% off the
standard rate. Register today: http://bit.ly/19tvwJC
The TMRE Team

TMRE: The Proof is in the Pudding

We’ve been telling you from the start, TMRE 2013 is the year NOT to miss. From the
180+ rarely seen speakers, 130+ content driven sessions, 100+ cutting edge exhibitors
to the 1200+ attendees,  60% of which are client side, TMRE truly is more
than just an event, it’s a game changer.

But don’t take our word for it, it’s important to hear feedback check out what
your peers have to say about their experience at TMRE as well as why they are
excited for this year’s upcoming experience:

“I’ve attended this conference (TMRE) many times, last
year I tried a different conference and didn’t learn nearly as much – so I’m
excited to be going back! Looking forward to learning all that’s new in the
Market Research world!” – Sheila Dreyer Van Buskirk, Market Research
and Competitive Intelligence Manager, GE Capital Retail Finance
‘TMRE is a staple conference/experience for our organization
in knowledge sharing, networking, and innovation techniques, as well as sharing
our own techniques, knowledge, and findings to the research community. TMRE is
a huge asset to the Artist Analysis & Research Department at Universal
Music Group.”- Alisa Olander, Artist Analysis & Research, Universal
Music Group
‘I found The 2012 Market Research Event to be one of the
most academically and technically stimulating conferences I’ve been to in quite
some time.  Of particular interest was the “Storytelling” track
as we have built our internal Insights Team around this premise.  The
successful research professional of today must elevate their skill sets well
beyond the traditional qualitative and quantitative analytics to include
refined leadership skills, data visualization, and compelling storytelling. 
Looking forward to TMRE 2013!”- Katie Ozdemir, Director, Consumer
Insights, Universal Orlando Resort
‘Last year was my first ever TMRE conference and now it will
always be a staple in my professional development schedule.  It’s the only
place where you can interact and borrow market research ideas with peers from
so many different industries.  Each session provides great takeaways that
you can leverage in your day-to-day as well as insightful keynote speakers that
prompt our community to think about the broader impact research has on the
world.  For me, attending TMRE is my yearly reminder of why I love doing
research.” - Kassandra M. Barnes, Research & Content Manager,
‘I’ve attended three TMRE events and will continue to attend
because of the high quality presentations and networking opportunities. 
There’s no better way to interact with market research professionals to learn
about new techniques and approaches. I look forward to the next TMRE so that I
can catch up with friends I’ve made at previous conferences, as well as make
new connections.” – Todd Blickenstaff, Lexus Product Planning
This year we couple best in class business cases with
professional development sessions focusing on building skills like data
visualization, story-telling and strategic thinking and transforming
researchers into game changers. Download the brochure and see for yourself: http://bit.ly/14CW6wL
Want to become a TMRE Ambassador?
If you’re a loyal TMRE attendee and singing
TMRE’s praises, we want to recognize and reward you, support your efforts and
make your mission little easier and a lot more fun. By empowering our
ambassadors with tools to spread the word about TMRE, you’ll be able to offer
exclusive discounts to your contacts and rack up VIP experiences and other
perks for yourself. TMRE ambassadors are an eclectic mix of past attendees,
former speakers and long standing sponsors ‘ all those that know, trust and
love the brand. To learn more, contact please contact Ali Saland at asaland@iirusa.com
Make the choice the industry
TRUSTS every year. Register today: http://bit.ly/14CW6wL
October 21-23,
Nashville, TN
Mention code TMRE13LINK & Save 15% off the standard
rate. Register today: http://bit.ly/14CW6wL
The TMRE Team

The ‘Insight’ Scoop into the Job of a Market Researcher

A market researcher’s job is crucial to the success of
marketing. Market research can identify market trends, demographics, economic
shifts, customer’s buying habits, and important information about competition. Knowing
this information is essential to the success of your business as it will guide
you in making strategic business decisions, uncovering unmet customer needs,
and in many cases, help you discover new ideas.
At TMRE 2012 last year, IIR’s Marc Dresner sat down with Frederic
John, Senior Business Leader, Global Intelligence Team, MasterCard, Principal
at C Frederic John & Associates, Vice President, Esomar, in an exclusive interview
to discuss the changing role of the market researcher and the increasing need
to the specific market research candidates.
According to John, the industry can no longer rely on people
stumbling into the profession as it has done historically. Market research has
been lucky historically that it has attracted people out of three groups
including, people with quantitative statistical skills; people with psychology
or sociology backgrounds; and a people including who simply fell into the
field, realized they loved it and never left.
‘The reality is we have benefited from these generalists who
didn’t go in with a math or psych background, but were able to learn the basics
and then apply a lot of other characteristics and skills to their projects. So,
it is very important for us to make an active effort to get these people to
consider us,’ he explained.’
So, what makes a great market researcher?
‘I think disposition is more important than discipline,’ said
John. He believes that what truly makes a successful market researcher is someone
with curiosity, who likes to solve puzzles, and who is interested in understanding
how things work. This requires people who really are trying to get at the nuts
and bolts of what’s driving human behavior.
‘Our greatest contribution to business is essentially understanding
consumer motivation – getting at what people do, why people do things, and
ultimately why they change or what may get them to change behavior,’ commented
John shared some advice to fellow market researchers: ‘You’ve
got to have fun on the job!’ he said. ‘We’ve all been on projects that send us
home depressed. But, most of the time, you’ve got to enjoy what you are doing.’
To watch the full interview, click here: http://bit.ly/12v2p54
Stay tuned for more on this topic at the upcoming TMRE 2013 in Nashville!

Jorge Ruiz, Ogilvy on Cross Media Data

The inundation of consumer data thanks to the proliferation
of mobile devices and social media has inspired the term ‘Big Data.’ The
majority of data out there is unstructured and non-actionable causing many
companies across industries to be overwhelmed by the volume.

Luckily, cross-media
or communications is a solution as it establishes an interaction
between the different media elements. Cross media opens a line of communication
with an existing or potential customer produces results that are measurable.
Cross-media communications are structured to move the audience or prospect
across the different media using strong “calls-to-action.” Each touch
point builds on the experience and the “narrative bridge” teases you
to investigate. 
Since the inception of mass communication, marketers have
been issuing the same message on multiple channels. Coordinated TV, radio, and
print ads are nothing new. What makes a campaign become cross media is how the
responses are funneled into a single data collection point to generate a
dialogue. Marketers need to gather information from their clients and use that
information to generate the follow on communications ‘ regardless of channel.
These days, marketers have to deal with the overflowing
amount of data that businesses are having trouble keeping track of. They are
being bombarded with information about their customers via television, print,
digital, social, and mobile. As a result, there is an issue of understanding
the level of awareness, favorability and purchase intent amidst all of this
Jorge Ruiz, partner and director of Media Analytics at
Ogilvy, knows effective methods that help businesses utilize this valuable
information. He sat down with IIR’s Marc Dresner at last year’s TMRE to discuss key approaches to media data
in order to go beyond purchase intent. ‘There are effective methods for
executing brand studies with research partners. But, I have to go beyond that
because I have another component to look at, which is ‘how is it selling or how
is it moving acquisition numbers”? Ruiz told Dresner.
According to Ruiz, here are 3 approaches to cross media data:
Survey-Only Data
This works great for time-sensitive purchases. If you do
cross media studies and are able to send out the surveys and tag all your media
to recognize it the day after the event, you can ask purchase questions to
sample people who purchased it in the last 24 hours. It is important because
you want to be able to translate that number into an estimate ROI within the
survey data.
Cross Media Study Data
According to Ruiz, this works when you have the ability to
match to a sales panel. This is very scalable in the consumer packaged goods
world. It’s a matter of combining digital exposure data with sales panel data
and finding ways to create a probability model for your offline exposure data.
Google Search Data
Using data and long-term trends discovered from it, you can
use search as an indirect variable. As you are building consideration you are
actually seeing changes in search and it makes sense for certain categories. As
long as you know people are going to search for product line, it makes perfect
‘There are a lot of different approaches and methodologies,
but I love every single one of them,’ said Ruiz. ‘I worry less about which
approach has the best methodology, and worry about there is not enough scale.’
To watch the full interview, click here: http://bit.ly/12QG68P
Stay tuned for more on this topic at the upcoming TMRE 2013 in Nashville!