B2B Research Conference

09.00 Registration & coffee

09.30 Opening comments from the Chair

Richard Young, Consultant & Journalist

09.40 Panel: What’s important to business leaders in 2018?

In this lively panel discussion - Deloitte and Kantar Millward Brown Corporate debate the importance of reputation, brand equity and social purpose for today’s business leaders.

• Exploring how to build trust and the impact it has on rational and emotional decision making in a B2B environment
• Discussing how to ensure brand equity is intrinsic to everything a business does internally and externally
• Exploring how business leaders can ensure delivery of purpose is top down and bottom up

Chair: Jon Crabb, Client Director, Kantar Millward Brown

Panellists:

Allan Hyde Senior Director, Kantar Millward Brown  

Jo Ouvry, Director of Corporate Affairs, Deloitte

Peter Walshe, Global Strategy Director, BrandZ (Kantar Millward Brown)

10.20 Researching digital micro businesses

The Etsy Insights team regularly speaks to micro business owners all over the world, uncovering the very unique needs and motivations of this group.

• Examining the needs, requirements and make-up of this emergent and rapidly growing breed of digital micro businesses
• Sharing methodological best practices and adapting traditional B2B research techniques to conduct effective research with the micro business population
• Assessing the benefits afforded by working in an agile environment

Jemma Ahmed, Director of Global Market Research, Etsy

10.50 Jon Wood, Company Secretary, BIG

10.55 Morning refreshments

11.20 Smashing myths and demolishing prejudices in B2B communication

Hear new research into the diverse influencers impacting the B2B decision-making process and their preferred communication styles.

• Showcasing cutting-edge research into the communication preferences of the UK business population
• Exploding assumed behaviours, preferences and attitudes to reveal five emerging communications tribes
• Key recommendations for how B2B brands and businesses can navigate this increasingly fragmented landscape and reshape B2B communications

Emily Dickinson, Director, Opinium

Josh Glendinning, Senior Research Manager, Opinium

11.50 Agile Video: building, engaging & understanding a B2B video insight community

In a session designed to inspire and inform, Camelot and Voxpopme will take delegates through their journey of building, engaging and gleaning insights from a b2b video insight community within Camelot’s network of 25,000 independent retailers.

• Going beyond the annual customer satisfaction survey to discover insights that deliver deeper context on in-store marketing, ongoing operations and service performance
• Examining Camelot's blueprint for creating a video research community within their B2B retailers
• Assessing how impactful video can be when shared with stakeholders

Tom Williams, Co-Founder & Regional Director (EMEA), Voxpopme

Paul Clarke, Business Partner - Customer Experience, Camelot

12.20 Researching the impact of Mobile Optimisation for Opinion Research

The MRS and partners explore the impact that poor mobile design and lack of mobile optimisation has on participation, completion, and response rates in opinion research. In an unprecedented collaborative effort, two years of international data including 14 countries from Lightspeed/GMI, Lucid, Research Now-SSI, and Toluna was reviewed for patterns between mobile and non-mobile measurements.

• Examining the key findings
• How does this data extend our knowledge of mobile best practices and drive improvements in mobile research?
• What are the implications of this consolidated information in encouraging commissioners/buyers of research to address the longer-term issues surrounding mobile optimisation?

Chair: Richard Young, Consultant & Journalist

Panellists:

Courtney Williams, Executive Director, Quality, Lucid

Pete Cape, Global Knowledge Director, Research Now SSI

Chris Stevens, CQO, Lightspeed

Nathan Wimble, UK Director Market Research, Toluna

13.00 Lunch

14.00 Introducing an innovative methodology into a traditional sector

This session will explore how online analytics was introduced into a data rich, but technophobic sector, to improve customer journeys, drive sales and improve supply chain relationships.

• Overcoming the challenges of a traditional sector mindset
• Examining how the research approach facilitated improved manufacturer - wholesaler relationships
• Measuring immediate ROI and assessing the long term impact of the research across the organisation

Marie Hense, Senior Research & Innovation Manager , HIM

Alexa Clark, Data Insights Analyst - Bestway

14.30 Panel: Upskilling B2B researchers to meet future client demands

Explore the future challenges facing B2B organisations, the attitudes and aspirations of the millennial workforce and the role of the MRS in ensuring young talent is appropriately skilled to seize future opportunities.

• Future trends and challenges facing B2B organisations
• The millennial workforce: professionals of the future
• Apprenticeships and the MRS

Chaired by:

Virginia Monk, Managing Director, Network Research & Chair, BIG

Panelists:

Allan Hyde Senior Director, Kantar Millward Brown  

Matthew Powell, Director of London, B2B International

Phyllis Macfarlane, Global Training Director, GFK

15.00 Roundtable discussion led by young researchers

Join a discussion led by future leaders of market research to discuss what the future of the insight business will look like and how we should prepare for it.

Chair: Richard Young, Consultant & Journalist

Robert Turnbull, Marketing Insights & Analytics, Twitter

Kymberly Loeb, Research Manager, Acacia Avenue

Jemma Ahmed, Director of Global Market Research, Etsy

Jack Miles, Research Director, Northstar

Alex Wheatley, Innovation Researcher, Lightspeed

Graeme Cade, Director, Circle Research

15.30 Afternoon refreshments

15.50 Visualising the customer journey for insurance decision makers

Hear how QBE used customer journey mapping to get the full 360° picture into the ways it interacts with corporate construction clients.

• Designing a research programme that reflects both the client and the broker customer journeys and how they interrelate
• Engaging QBE stakeholders who are responsible for the relationship with corporate construction clients in a customer journey mapping workshop
• Developing a fully visualised journey map infographic to display‘make-or-break’ moments in the relationship and how QBE could increase its engagement with both clients and brokers

Chris Ward, Senior Marketing Manager, QBE European Operations

Caroline Stovold, Senior Research Manager, B2B International

16.20 Emotional Decision Making: Connecting with B2B customers

Hear two case studies that demonstrate how engaging emotionally is just as important in B2B decision making as it is in B2C.

• Examining how Diversey used semiotic insight to create emotional resonance with audiences, stakeholders and customers

Emily Porter Salmon, Associate Director, Sign Salad

Rafael Echevarria, VP Global Corporate Communications, Diversey

• Putting neuroscience at the centre of an international brand story to engage retail customers

Andy Myers, Director, Walnut

Amanda Jackson, Global Category Manager, Ambius and Premium Scenting

17.15 End of conference & after event drinks reception