Join Brandtrust at The Market Research Event in Orlando, FL October 8-10, 2024.
Don’t miss our client speaker sessions featuring Capital One, ResMed, Bel Brands USA, General Mills, Horizon BCBSNJ, and Frontier Communications.
And be sure to visit Brandtrust in the exhibit hall (Booth #715) to reconnect, relax, charge your devices, put your name in our raffle for a free Storytelling Workshop, and grab your Gift of Human Truth. You read that right — you’ll have the opportunity to select one of the 12 e-books we’ll feature from our favorite authors as our gift to you!
Brandtrust TMRE Speakers
Brandtrust | Speakers:
- Chris Hoel | Director of Research, Brandtrust
- Alex Millet | Managing Director, Brandtrust
How Human Truth Builds Better Brands – And Might Just Save the World!
What if I told you the world is a story you tell yourself, based on experiences and emotions you’ve had in the past? Come hear the completely unbelievable and totally true story of what shapes our experience of reality – and why brands and insights teams can’t afford to ignore it. In an age of AI everything, if we don’t take the time to understand people’s deeper beliefs and motivations for decision-making, we miss the chance to build connections that lead to irrational preference, enduring loyalty, and – just maybe – the key to bridging some of our most vexing societal divides.
- Track 3: HUMAN-POWERED INSIGHTS
- Tuesday, 10/8/2024 | 11:45am – 12:15pm ET
ResMed | Laura McCoy | Senior Director, Global Market Research and Intelligence
Moving from Insights to Strategic Thought Leadership
At an inflection point in an industry that is often defined by shame and stigma, Resmed realized the key to driving business success was recentering around what is most important – the heart and mind of the customer. Laura McCoy will present how insight-inspired leadership can create a more empathetic culture, more purposeful communications and a reinvigorated product experience.
- Track 5: LEADERSHIP, STRATEGY & ROI
- Tuesday, 10/8/2024 | 2:05pm – 2:35pm ET
Capital One | Speakers:
- Laura Catalani | Senior Manager, Market Research
- Lauren Angel | Principal Associate, Market Research
Investing in Emotion: Leveraging Human Truth to Inform Bank Strategy
Join us for an insightful session as we unveil a compelling case study showcasing how to leverage creative research methodology in analytics-focused environments. Market researchers at Capital One sought to bring human emotion and perspective into strategy discussions surrounding the bank. To best understand the thoughts, feelings, perceptions, and behaviors around banking, the team conducted emotional inquiry interviews, an abstract method to assess underlying emotions among consumers. Working closely with Brandtrust, Capital One was able to establish buy-in and trust with key stakeholders and decision makers throughout the research process. Don’t miss this opportunity to learn effective tactics for leveraging unique research methodologies that can help uncover strategic insights.
- Track 7: CURRENT & FUTURE CONSUMER TRENDS
- Tuesday, 10/8/2024 | 11:10am – 11:40m ET
Bel Brands USA | Vikki Cathey | Sr. Strategic Insights Manager
Unlocking Brand Value Through Human Insight
Data is at a surplus – but while it can indicate that problems exist, rarely does it have the power to identify solutions. Learn how Bel Brands leans into human insight when challenges feel complex and nuanced, relying on a deep understanding of the people they serve to illuminate the necessary path toward brand success.
- Track 4: THE INTERSECTION OF ANALYTICS & INSIGHTS
- Tuesday, 10/8/2024 | 4:05pm – 4:35pm ET
Horizon Blue Cross Blue Shield of New Jersey | Jay Driggers | Chief Experience Officer
In the post-COVID healthcare landscape, Horizon Blue Cross & Blue Shield of New Jersey recognized the vital need to re-assess the evolving needs and motivations of individual consumers interacting with their health insurance. This understanding was crucial for developing emotionally resonant engagement strategies with new audiences, products, and hospital systems. By widening the aperture of their day-to-day perspectives, the Horizon BCBSNJ team engaged in deep qualitative research that re-examined a crucial ‘insights trifecta’ which has been a guiding light for their brand behavior. The insights helped the team understand how to delight their customers, offering incredible focus and inspiration for how to evolve their customer experience.
- Track 1: INSIGHTS BEST PRACTICES
- Wednesday, 10/9/2024 | 11:45am – 12:15pm ET
General Mills | Dany Eldik | Plant Manager
Brand leaders can’t create exceptional brands without a culture of engaged employees and strong leadership. While teams are accustomed to investing in deep research to understand their consumers, they can often forget to look inward and to understand what their employees need first. Join General Mills’ Dany Eldik as he discusses how he and his team utilized market research techniques and methodologies often reserved for external audiences in order to examine inward and to understand the General Mills employee experience, and how General Mills leveraged these findings to co-create solutions in collaboration with employees.
- Track 5: LEADERSHIP, STRATEGY & ROI
- Wednesday, 10/9/2024 | 2:40pm – 3:10pm ET
Frontier Communications | Sabrina Lakhani | Former Director, Behavioral Science, Research & Insights
Applying Behavioral Science: From Insight to Impact
In market research, unlocking the why of human behavior can be a complex challenge. But uncovering insights is only half the battle, as insights professionals must then integrate the insights into their organizations. Join us on this journey where insights aren’t mere data points but integral plot twists. As the former Director of Behavioral Science and Insights at Frontier Communications, Sabrina Lakhani uses behavioral science to discover insights AND facilitate transformative internalization and socialization experiences to maximize impact.
- Track 3: HUMAN-POWERED INSIGHTS
- Wednesday, 10/9/2024 | 3:45pm – 4:15pm ET
