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					        The Market
        Research
        Event
        IIR’s Yearly Forum on the Best Practices,
        Key Trends and New Technologies                                                                                            October 26-29, 2004
                                                                                                                                            Hotel Nikko
        Impacting our Industry                                                                                                           San Francisco
                                      Our Unbeatable Line-up of World Class Industry Experts Will Reveal the Information
NEW FOR 2004!                         Necessary for You to Take Action in 2004 and Beyond!
Over 115+                                         Jack Honomichl, the ultimate industry insider, gives a              Roger Thompson, Senior Vice President, Research and
Speakers                                          first hand account of the new revised last chapter of               Strategic Marketing, New Business Division, Darden
                                                  The Marketing Research Industry... An Old Order                     Restaurants talks about finding billion dollar
Including…                                        Crumbles, a New Vision Takes Shape                                  segments in mature categories
Allstate             Mastercard
Financial            Microsoft
Bank of                                           Scott Lutz, President and Chief Operating Officer, Snack            Michele Mandansky, Vice President, Research Director,
                     McDonalds
America                                           Foods Group, ConAgra speaks to your role in maximizing              Yahoo! reveals how market research is furthering sales,
                     Miller Brewing
Best Buy                                          innovation in your organization                                     marketing, product decisions and corporate
                     MRA                                                                                              development
Chattem Inc.
                     NASA
CMOR
                     NBC
ConAgra                                           Eric Leinigner, Senior Vice President, Global and Brand             Shelley Nandkeolyar, Vice President, Interactive Marketing
                     NFL                          Research, McDonald’s is interviewed by Bob Lederer for              and eBusiness, Home Depot talks about the development
Cisco
                     Nokia                        a live Research Department Report                                   of their online gift registry to meet the shopping needs
Darden North
America
                     PepsiCo.                                                                                         of today’s time-pressed consumers
                     Procter and
Diageo
                     Gamble                       Lynda Firey-Oldroyd, Vice President Consumer Insights,
Fisher-Price                                                                                                          Horst Stipp, Vice President of Primary and Strategic
                     QRS                          Gap talks candidly about building a consumer
Ford Motor                                                                                                            Research, NBC presents the future of media marketing,
                     Robert                       insights department from the ground up to drive
Company                                                                                                               product placement and advertising
                     Mondavi                      better decisions and opportunities that lead to sales
Gap
                     Sara Lee
General
Motors               Starwood
                     Hotels                       Dwight Riskey, Senior Vice President, Global Consumer               Richard Burkholder, International Bureau Chief, The Gallup
Gillette                                          Insights and Business Development, Pepsi Co. reveals
                     Taco Bell                                                                                        Poll delivers a special address on conducting the Gallup
Hallmark                                          the role of consumer insights in maintaining growth                 Poll of Baghdad
                     Texas
Cards                                             and financial results
                     Instruments
Hasbro
                     Toyota
HP                                                                                                                    Gerard Tellis, Jerry and Nancy Neely Chair, Marshall
                     Unilever                     C. Frederic John, Vice President, Consumer Intelligence,
Home Depot                                                                                                            School of Business, University of Southern California
                     Universal                    MasterCard International offers insights into
IBM                                                                                                                   delivers an in-depth workshop on Hazard Modeling, a
                     Music Group                  strengthening the synergies between researchers and
                                                                                                                      new approach to understanding the likelihood of
IMRO                 Wachovia                     suppliers
                                                                                                                      product takeoff and growth
Intel                Webster Bank
Kraft                Wells Fargo
                                                  Venky Balakrishnan, Vice President, Global Brand                    Dennis Murphy, Vice President, Market Intelligence, IBM
Leapfrog                                          Planning, Diageo reveals the transformation of the                  will serve as Chairman and help you contextualize and
                     Whirlpool
                                                  traditional market research function to dramatically                put into action all the information revealed
Levi Strauss         US Army                      upgrade its ability to champion growth and drive
Lowe’s               Yahoo!                       insights

           Institute for
           International Research     Don’t Miss Your Opportunity to Obtain All the Latest Information for Market Research Success Under One Roof!
                                                                                                                                                     Supported By
To Register                           Best Practices                         Key Trends                      New Technologies
Call
888-670-8200                          s   Online Research                    s   Legal and Legislative       s   RFID
                                      s   Ethnography                        s   Social and Cultural         s   CATI Software
Fax                                                                                                                                                                     THE UNIVERSITY OF TEXAS
941-365-2507                          s   Segmentation                       s   Consumer Behaviors          s   Wi-Fi                                                  AT ARLINGTON
                                                                                                                                                                        MASTERS OF SCIENCE IN

Email                                 s   Usability                          s   Outsourcing Issues          s   Data Analysis                                          MARKETING RESEARCH



register@iirusa.com                   s   Global Market Research             s   Co-development Research     s   Database Integration
Web                                   s   Sampling                           s   Online Panels               s   Modeling
www.themarketresearch                 s   ROI and Measurement                s   Media and Advertising       s   Online Research Technology
event.com                             s   Business to Business               s   Innovation                  s   Revenue Management

                                                                                                 w w w. t h e m a r k e t r e s e a r c h e v e n t . c o m
Sponsors and Exhibitors
LETTER FROM THE CONFERENCE ORGANIZERS

The Shape of the Agenda                                       YOUR INVITATION TO
                                                              TAKE ACTION IN 2004 AND BEYOND
Day One: October 26, 2004
Kick off the conference with one of our special interest
group symposia based on the most pertinent topics we
uncovered during our market research with YOU! For
access to all four symposia, make sure to check “All
                                                              Why here?
Access" on your registration form.                            The Market Research Event is the only all-inclusive conference offering you the latest and greatest
A. Online Research: No longer a niche topic within            information for becoming an indispensable asset to senior management. You cannot afford to miss this one!
marketing research, online research continues to drive the    Every speaker is keynote-worthy. All the information is NEW – new methods, new technologies and new
industry forward with an ever-growing variety of new          trends impacting your industry.
technologies and techniques for reaching a wider audience     Now in its 2nd year, this cutting edge conference is in a class by itself. Neither an exhibit hall nor a
on a limited budget. To ensure all of our presenters are      tradeshow, our forum is recognized for delivering an unbeatable line up of speakers revealing content you
delivering the highest quality, we have joined forces once
                                                              won't find anywhere else. In addition, 70% of our delegates come from the “client side” to ensure maximum
again with IMRO – The Interactive Market Research
                                                              networking and benchmarking opportunities.
Organization – to help you fuel continuous improvement in
all aspects of your online research initiatives.              Plus, we’ve developed a program which is 100% customizable allowing you to choose from the widest array of
B. Usability: Based on the rising trends in e-business,       sessions to create your ideal conference experience – a feature offered by no other event.
mobility and the creation of user-centric products and
services, we are dedicating an entire day to Usability: The   Why now?
bridge between market research, design and customer
value. Developed in part with UPA – The Usability             Some may argue that market research has finally arrived at its tipping point. After being hit with:
Professionals Association – we'll focus on the latest
                                                                s an onslaught of legislative and legal challenges,
techniques and applications usability professionals
leverage to bring to life the needs of consumers.               s major budgetary cutbacks,

C. Ethnography: Taking qualitative research to the next         s declining recruitment and response rates and
level, researchers everywhere have turned to anthropology       s never-ending requests to deliver hard metrics that support the business,
– most specifically, ethnographic research. Ethnography       2004 has all the signs of the year that research rebounds.
has emerged as a proven market research methodology
which is redefining the researcher-respondent relationship.   A growing recognition among marketing clients that relevant and timely information only flows from a tight
Uncover the potential for ethnographic research by            partnership with their research team underpins this renaissance. The Institute for International Research is
participating in this experiential, in-depth symposium so     proud to be an advocate for the future role of market research. We encourage you to join us for REAL-WORLD
you can go back to the office, get into the field and go      case studies demonstrating market research as a true player in adding value to the organization.
face-to-face with the consumers that matter to you most.

D. Segmentation: Many believe that segmentation               Why you?
hasn't delivered on its promise so we are devoting an
entire day to new ideas, approaches and applications to       As the meeting place for the world’s leading minds in market research and intelligence, this event simply
segmentation. The first half of the day will focus on how     cannot be missed. Whether you are an Analyst, a Manager, a Director or a Vice President you need to be here.
various companies approach segmentation (i.e. based on        Take advantage of our early registration offer by signing up today!
behavior, needs, revenue, geography, etc). The second half
will discuss the extraction of segmentation to insights to
drive a variety of initiatives (i.e. marketing,               New for 2004
communications, customer satisfaction, revenue, usage,          s 100+ distinguished and dynamic speakers
bookings, same store sales, etc.)
                                                                s 90+ sessions
                                                                s 4 special interest symposia on Online Research, Usability, Ethnography and Segmentation
Day Two: October 27, 2004                                       s 8 concurrent tracks allowing customizable learning experiences
Rise and shine early and make sure to grab a cup of             s New program formats including provoking panels, practical training sessions and interactive workshops
coffee because we're jam-packing this day with                  s New venue to accommodate speakers, delegates, sponsors, exhibitors, academics and media
information and insights essential to your success.
Morning keynotes from Jack Honomichl, Pepsi, The Gap            s New website to allow you to navigate through our offerings to build your ideal conference agenda
and McDonald’s plus a legal and legislative panel focusing
on regulatory requirements. Afternoon tracks include:
                                                              Sincerely,
1. Best Practices
2. Market Place Trends
3. New Technologies
4. New Methods                                                Heather Kalish                       Kim Rivielle                                  Dennis Murphy
                                                              Program Director                     Managing Director                             Vice President, Market Intelligence
                                                              The Market Research Event            Marketing and Strategy Division               IBM
Day Three: October 28, 2004                                   IIR                                  IIR                                           2004 Chairperson
Keeping the momentum going, we are kicking off our
morning with keynotes from ConAgra, Yahoo!, NBC and
Mastercard. Plus, a special address on the Gallup Poll of     P.S. Register before August 6 and save $200!
Baghdad and a roundtable discussion on off-shoring
market research. Afternoon tracks include:
1. Best Practices                                             PLUS                        All those who register to attend THE MARKET RESEACH EVENT will
                                                                                          receive a complimentary copy of Jack Honomichl’s new book.
2. Co-Creating Market Research
                                                                                          Register today to get started on your reading before the event!
3. New Technologies
4. The Evolution of Market Research


Day Four: October 29, 2004                                                                                           "Great diversity of topics; well presented
Acquire in-depth and practical learning with one of these                                                            ideas that can be implemented in my
four exciting workshops.
A. Concepts and Methods for Understanding the Financial
                                                                                                                     own company."
   Value of Marketing and Market Research Activities                                                                                         Tracy Trawick, Manager, Market Research,
B. Put the Innovation Back in Market Research: An                                                                                                         Verizon Information Services
   Interactive Session
C. Analyzing Ethnograpic Data: A Hands on Workshop
                                                                ABOUT THE CONFERENCE ORGANIZERS
D. Hazard Modeling: A New Approach to Understanding the
   Likelihood of New Product Takeoff and Growth                             The Institute for International Research (IIR), the world's largest business conference organization,
                                                                            has offices in 32 major cities around the globe including New York, London, Paris, Frankfurt,
                                                                            Milan, Stockholm, Amsterdam, Hong Kong and Sydney. IIR's conferences address the areas of
                                                                            finance, marketing, insurance, pharmaceutical, manufacturing, and information technology.



2          To Register
           Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
                                                                                                                                                                           TA B L E O F C O N T E N T S

SPEAKER FACULTY
Our newly designed program features an ideal balance of “client side” market research practitioners, leading “suppliers” vendors and consultants, plus academics, authors and gurus to
provide you with a dynamic mix of detail oriented tactics and big picture strategies.

Client Side                                                                          Gladys Lau, Director of Marketing, QRS Corporation                                 Steve August, Principal, KDA Research

Pablo Azar, Director, Marketing Strategy and Research, Allstate Insurance Co.        Thomas McDevitt, Director of Market Analysis, Robert Mondavi                       Kimberly Daniels August, Principal, KDA Research

Ed Dobbles, Director of Consumer Research, Best Buy                                  David Brown, Director, Online Strategy & Planning, Starwood Hotels and Resorts     Kevin Lonnie, President, KL Communications

Tracy Trawick, Manager, Consumer & Market Insights, Chattem, Inc.                    Karen Havis, Manager, Market Research, Sara Lee Branded Apparel                    Andrea Dinning, Director, Global TGI, KMR

Amy McDougall, Sr. Manager, Cisco Systems, Inc.                                      Debra Kassarjian, Director of Consumer Insights - Menu Planning, Taco Bell Corp.   Anne Hedde, President / CEO, Lightspeed Research

Scott Lutz, President and Chief Operating Officer, Snack Foods Group, ConAgra        Bill Allen, Marketing Communications Director for RFID Division, Texas             James Brooks, Senior Vice President Marketing and Product Development,
                                                                                     Instruments                                                                        Lightspeed Research
Roger K. Thompson, Senior Vice President, Research and Strategic Marketing, New
Business Division, Darden Restaurants                                                Angela Leaney, VP of Brand Communications, The N (An MTV Channel)                  Paul Malboeuf, Senior Vice-President, Consumer Insights, MORPACE International

Venky Balakrishnan, Vice President, Global Brand Planning, Diageo Plc                Michael K. Nelson, Strategic Research Manager/Internet and Retail Strategy,        Barbara Bylenga, President, Outlaw Consulting
                                                                                     Corporate Planning Department, Toyota Motor Sales, USA Inc.                        Renee H. Frengut, Ph.D., President, eQualitativeResearch, Inc.
Chris Olesen, Senior CP&R Manager, Innovation, Diageo
                                                                                     Joseph Rapolla, Vice President Consumer Marketing Services, Universal Music        Jim Thomas, Senior Vice President - Product Development, RDA Group
Shelly Glick Gryfe, Ph.D., Director, Marketing Research, Fisher-Price                Group
John Williamson, Director, Ford and Lincoln Mercury, Ford Motor Company                                                                                                 Bharath Vijayendra, Vice President - Statistical Modeling and Consulting, RDA
                                                                                     Lieutenant Colonel John M. Keeter, Chief, Market Research & Analysis Division,     Group
Lynda Firey-Oldroyd, Vice President Consumer Insights, Gap                           U.S. Army
                                                                                                                                                                        Jonah Disend, President, Redscout
Andrew Norton, Director, North American Market Research, General Motors              Dale Bass, Vice President, Web Design and Usability Manager, Wachovia
                                                                                                                                                                        Ben Grill, Research Consultant, Sachs Insights
Marcus Helman, Manager of Market Segmentation, General Motors                        John Menke, Senior Vice President, Marketing Database, Webster Bank
                                                                                                                                                                        Mark Safire, Director of User Experience Research, Sachs Insights
Shannon Connell, Director of Consumer Insights and Strategy, Gillette                Susan DeFranco, Sr. Market Research Manager, Wells Fargo Home Mortgage
                                                                                                                                                                        Paris Patton, Research Consultant, Sachs Insights
Marita Wesely Clough, Manager - Trends Group, Hallmark Cards, Inc.                   Joan Smith, Partner, Smith-Dahmer Associates, Whirlpool Corporation
                                                                                                                                                                        Donna Wydra, Vice President, Socratic Technologies, Inc.
Ravit Lichtenberg, Customer Centered Design Services (CCDS), Human Factors           Michele Mandansky, Vice President, Research Director, Yahoo!
Consultant, Hewlett Packard                                                                                                                                             Bill MacElroy, President, Socratic Technologies, Inc.

Meera Manahan, Ph.D, Customer Centered Design Services (CCDS) Manager,                                                                                                  Carl Finkbeiner, Ph.D., Executive Vice President, Center for Strategic Services, TNS
                                                                                     Supplier Side
Hewlett Packard                                                                                                                                                         Gaurav Bhalla, Ph.D., Executive Vice President, Center for Strategic Services and
Shelley Nandkeolyar, Vice President, Interactive Marketing and eBusiness, Home       Michelle Kuhn, President, Aeffect                                                  Corporate Strategy, TNS
Depot                                                                                David Andonian, Chairman & CEO, Affinnova, Inc.                                    Jay Blumenthal, Usability Consultant, Terrapin Systems
Dennis Murphy, Vice President Market Intelligence, IBM                               Linda Stegeman, President, Artafact LLC
Thyra Rauch, Customer Research Architect, DB2 Information Integration and            Jim Roberts, Vice President, Marketing & Decision Support Sciences, Burke, Inc.    Authors/Gurus/Academics
Search, IBM                                                                          John Seal, Vice President, Marketing & Decision Support Sciences, Burke, Inc.      Jack Honomichl, Author and Founder, Inside Research
John W. Sherry, Manager, People and Practices Research Group, Intel Corporation      Robert J. Relihan, Ph.D., Senior Vice President, C&R Research                      Gerard J. Tellis, Neely Chair in American Enterprise, USC Marshall School of
Zena Kostiw, Category Insights Director, Kraft Canada                                John Martin, Ph.D, Chairman, Chadwick Martin Bailey, Inc                           Business
Craig Spitzer, Vice President Market Research, Leapfrog                              Brian Fowler, Manager, Client Services, CfMC                                       Ralph Oliva, Executive Director, ISBM, Professor of Marketing, Penn State
Michael Perman, Senior Director Consumer Insights, Levi Strauss & Company            Melinda Rea-Holloway, Principal, Ethnographic Research, Inc.                       John Bassler, Ph.D., Director, MSMR Program, The University of Texas at Arlington
Melissa Ayers, Director of Development Research, Lowe’s Home Improvement             Kazuyo Masuda, Research Associate, Ethnographic Research, Inc.                     Richard Burkholder, International Bureau Chief, The Gallup Poll
C. Frederic John, Vice President, Consumer Intelligence, MasterCard International    Dennis Cahill, Associate Vice President of Technology, Factiva                     Bob Lederer, Editor and Publisher, RFL Communications
Eric Leininger, Senior Vice President, Global Brand and Business Research,           Christi Walters, Vice President, Business Development, Gongos Associates           Diane Hessan, Author, Customer Centered Growth
McDonald’s
                                                                                     Camille Nicita, Vice President of Qualitative Research, Gongos Associates          Robbie Blinkoff, PhD, Principal Anthropologist, Managing Partner, Context -
John Pruitt, Ph.D., User Research Lead, Windows User Experience Group, Microsoft                                                                                        Based Research Group
Corporation                                                                          Bill Thomas, Vice President of Quantitative Research, Gongos Associates

Elaine Gilman, Usability Engineer, MSN User Experience, Microsoft Corporation        Richard Sussman, Managing Director, Global Development, goZing Research
                                                                                     Matthew Dusig, President / Co-Founder, goZing Research                             Associations
Shwetal Petal, Strategic Modeling Specialist, Miller Brewing Company
Roxana C. Wales, Ph. D., Senior Research Scientist, SAIC, NASA Ames Research         Gregory T. Novak, Chief Operating Officer, Harris Interactive                      Howard Gershowitz, Chair, Government Affairs, CMOR
Center                                                                               Bob Carlson, Web Fountain Vice President, IBM                                      Brian Dautch, Director of Government Affairs, CMOR
Horst Stipp, Vice President, Primary and Strategic Research, NBC                     Mary Meehan, Co-Founder, EVP Cultural Analysis, Iconoculture                       Larry Hadcock, Executive Director, MRA
Cary Meyers, Director of Research, NFL                                               Vickie Abrahamson, Co-Founder, EVP Cultural Analysis, Iconoculture                 Bill MacElroy, Past President, IMRO
Eric Herbst, Director of Media Strategy & Planning, Nokia                            Nancy Francis, Creative Process Consultant, Ideas to Go                            Thyra Rauch, Secretary and Treasurer, UPA
Dwight Riskey, PhD, Senior Vice President, Consumer and Customer Insights,           Susan Robertson, Creative Process Consultant, Ideas to Go
PepsiCo, Inc                                                                         Randall Emond, CEO, Ipsos-FMC
Stan Joosten, Manager, New Consumer Research Technologies, Procter & Gamble          Todd Board, Senior Vice President, Technology & Communications Practice, Ipsos-
Vikram Sarma, Consumer Marketing Knowledge, Procter & Gamble                         Insight




UNPARALLELED INFORMATION AND NETWORKING                                                                                                                                 Table of Contents
OPPORTUNITIES AT THE MARKET RESEARCH EVENT!
                                                                                                                                                                        Letter from Conference Organizers . . . . . . . . . .2
Don’t miss the chance to network and learn from 300 of your industry colleagues. Meet the
market research leaders of today and tomorrow!                                                                                                                          About the Conference Organizers . . . . . . . . . . .2

                                                                                                                                                                        Speaker Faculty . . . . . . . . . . . . . . . . . . . . . . . .3
WHO SHOULD ATTEND:                                                           Based on 2002 and 2003 attendance,
                                                                             you can expect to network with:                                                            Who Should Attend . . . . . . . . . . . . . . . . . . . . .3
Mid-to-senior level cross-industry
professionals with responsibility for:

   Market research
                                                                                Delegate Profile by            Title                                                    Conference At-A-Glance . . . . . . . . . . . . . . .4 - 5

   Market intelligence                                                                                                   Market/Competitive                             Online Research Symposium . . . . . . . . . . . . . .6
                                                                                                                         Intelligence 30%
   Research and development
                                                                                                                         Market Research 40%                            Usability Symposium . . . . . . . . . . . . . . . . . . . .7
   Sales research
                                                                                                                         Marketing 15%
   Strategic research/planning
   Business analysis and intelligence
                                                                                                                                                                        Ethnography Symposium . . . . . . . . . . . . . . . . .8
                                                                                                                         Consumer Insights &
   Business development                                                                                                  Satisfaction 15%
                                                                                                                                                                        Segmentation Symposium . . . . . . . . . . . . . . . .9
   Category development/ management
   Competitive intelligence                                                     Delegate Profile by            Industry                                                 Main Conference Agenda . . . . . . . . . . . . .10-13
   Consumer experience design
                                                                                                                         CPG 25%
   Consumer insights                                                                                                                                                    Post-Conference Workshops . . . . . . . . . . . . . .14
                                                                                                                         Media 5%
   Marketing                                                                                                             Other 7%
   New product development                                                                                               Retail 8%                                      Registration, Travel and Hotel Information . . . .14
                                                                                                                         Healthcare/Pharm 8%
   Usability
                                                                                                                         Transportation 10%
   Anthropology/Ethnography                                                                                                                                             Sponsors and Supporters . . . . . . . . . . . . . . . .15
                                                                                                                         Manufacturing 10%
   Segmentation                                                                                                          Technology/Telecom 11%
                                                                                                                         Financial Services 16%                         Conference Registration Form . . . . . . . . . . . . .16


                                                                                         To Register                                                                                                                                                3
    Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
A G E N D A AT A G L A N C E

                                                           TUESDAY, OCTOBER 26, 2004, PRE-CONFERENCE SYMPOSIA
          ONLINE RESEARCH: Pushing the Envelope             USABILITY: Bridging Market Research,                ETHNOGRAPHY: Transforming the Way                 SEGMENTATION: New Ideas, Approaches
          Forward                                           Design and Customer Value                           Research Enhances Business Strategy               and Applications of Segmentation
7:45                                                                                            Registration

8:30      Chairperson’s Opening Remarks                     Chairperson’s Opening Remarks                       Chairperson’s Opening Remarks                     Chairperson’s Opening Remarks
          Donna Wydra, Vice President, Socratic             Thyra Rauch, Customer Research Architect,           Jonah Disend, President, Redscout                 Michelle Kuhn, President, Aeffect
          Technologies, Inc.                                DB2 Information Integration and Search,
          Treasurer, IMRO                                   IBM, Secretary and Treasurer, UPA

8:45      Forces Driving Online Research Today: How to      Usability: What You Need To Know                    What Are You Doing in my Cupboard?                Conducting Segmentation Research That Matters
          Survive and Thrive In Today’s Market Place        Jay Blumenthal, Usability Consultant,               Ethnography for Understanding Daily Life          Jim Roberts and John Seal, Vice President,
          Gregory T. Novak, Chief Operating Officer,        Terrapin Systems, Contributor, “Research-           Melinda Rea-Holloway, Principal,                  Marketing & Decision Support Sciences,
          Harris Interactive                                Based Web Design & Usability Guidelines”            Ethnographic Research, Inc.                       Burke, Inc.
                                                                                                                Kazuyo Masuda, Research Associate,
                                                                                                                Ethnographic Research, Inc.

9:30      Sampling: Who is Online Today? A landmark         The Value Usability Brings to Product,              Into the Emic: Understanding Users on Their Own   Corporate Taxonomies: Create A Strategic
          study covering the USA, Great Britain, France     Marketing and Design                                Terms for Strategic Advantage                     Perspective on Your Market Segments to Better
          and Germany                                       Thyra Rauch, Customer Research Architect,           John W. Sherry, Manager, People and               Identify and Capture Opportunities
          Anne Hedde, President / CEO, Lightspeed           DB2 Information Integration and Search,             Practices Research Group, Intel Corporation       John Martin, Ph.D, Chairman, Chadwick
          Research                                          IBM, Secretary and Treasurer, UPA                                                                     Martin Bailey, Inc
          James Brooks, Senior Vice President
          Marketing and Product Development,
          Lightspeed Research

10:15                                                                                       Refreshment Break

10:45     Beyond the Traditional Market Research Survey:    Usability for Driving Sales: Launching Home         How Trend Influencers Make Ethnography            Developing the Optimal Cadence of your B to B
          Pushing the Online Envelope Forward               Depot’s Online Gift Registry                        Predictive                                        Communications
          Matthew Dusig, President / Co-Founder,            Shelley Nandkeolyar, Vice President,                Barbara Bylenga, President, Outlaw                Amy McDougall, Senior Manager, Cisco
          goZing Research                                   Interactive Marketing and eBusiness, Home           Consulting                                        Systems, Inc.
                                                            Depot                                               Michael Perman, Senior Director Consumer
                                                                                                                Insights, Levi Strauss & Company

11:30     Best Practices in Online Qualitative Market       Usability for Studying Social Group Dynamics:       Using Ethnography to Proliferate a Decade of      Combining Need-Based with Behavior-Based
          Research                                          The Circle of Friends Case Study                    Successful Campaigning Behind The                 Segmentation To Deliver The Right Message To
          Linda Stegeman, President, Artafact LLC           Elaine Gilman, Usability Engineer, MSN User         Philadelphia Cream Cheese Brand                   Targeted Customer Groups
          Gladys Lau, Director of Marketing, QRS            Experience, Microsoft Corporation                   Zena Kostiw, Category Insights Director, Kraft    Lieutenant Colonel John M. Keeter, Chief,
          Corporation                                                                                           Canada                                            Market Research & Analysis Division, U.S.
                                                                                                                                                                  Army Accessions Command, Center for
                                                                                                                                                                  Accessions Research

12:15                                                                                            Luncheon

1:15      Taco Bell Case Study: Optimizing the Online       Usability for Discovering Customer Experiences      Bringing Down the Wall Between Clients and        Creating Segments Based Upon Customer Value:
          Environment to Build Better Burrito using         Across the Product Lifecycle - Current Examples     Consumers                                         Identifying High Profit Potential Customer and
          Configurator Analysis™                            and Applications                                    Jonah Disend, President, Redscout                 Prospect Opportunities
          Debra Kassarjian, Director of Consumer            Ravit Lichtenberg, Customer Centered Design         Angela Leaney, Vice President of Brand            John Menke, Senior Vice President, Marketing
          Insights, Menu Planning, Taco Bell Corp.          Services (CCDS), Human Factors Consultant,          Communications, The N (a MTV channel)             Database, Webster Bank
          Donna Wydra, Vice President, Socratic             Hewlett Packard                                     Chris Olesen, Senior CP&R Manager,
          Technologies, Inc.                                Meera Manahan, Customer Centered Design             Innovation, Diageo
                                                            Services (CCDS) Manager, Hewlett Packard
2:00      Universal Music Group Case Study: Applying        Best Practices in Intranet Design and Usability –   Longitudinal Ethnography: Evolving Ethnographic   Market Segmentation at General Motors
          Research from a Proprietary Online Panel and      A Wachovia Case Study                               Exploration                                       Marcus Helman, Manager of Market
          CRM Campaigns to Stay on Top of a Chaotic         Dale Bass, Vice President, Web Design and           Paris Patton, Research Consultant,                Segmentation, General Motors
          Industry                                          Usability Manager, Wachovia                         Sachs Insights
          Joseph Rapolla, Vice President Consumer                                                               Ben Grill, Research Consultant,
          Marketing Services, Universal Music Group                                                             Sachs Insights

2:45      Are you Listening?                                Quantitative and Qualitative: Can’t We All Just     How a “Customer Obsessed Company” Was             Finding Billion Dollar Segments in Mature
          Tracking Online Word of Mouth                     Get Along                                           Inspired by Ethnographic Research: A Lowe’s       Categories
          Steve August, Principal, KDA Research             Michael K. Nelson, Strategic Research               Case Study                                        Roger K. Thompson, Senior Vice President,
          Kimberly Daniels August, Principal, KDA           Manager/Internet and Retail Strategy,               Melissa Ayers, Director of Development            Research and Strategic Marketing, New
          Research                                          Corporate Planning Department, Toyota Motor         Research, Lowe’s Home Improvement                 Business Division, Darden Restaurants
                                                            Sales, USA Inc.
3:30                                                                                        Refreshment Break

4:00      PANEL: Getting Breakthroughs in Consumer          Remote Moderated Usability: Reaching                Working on Mars: Understanding How                Extracting Segmentation Insights to Drive
          Insights through Online Communities               Geographically-dispersed or Hard-to-Reach           Scientists, Engineers and Rovers Interacted       Marketing and Communications
                                                            Audiences Without Breaking the Bank                 across Space and Time during the Mars             Michelle Kuhn, President, Aeffect
          David Brown, Director, Online Strategy &          Mark Safire, Director of User Experience            Exploration Rover Mission
          Planning, Starwood Hotels and Resorts             Research, Sachs Insights                            Roxana C. Wales, Ph. D., Senior Research
          Joan Smith, Partner, Smith-Dahmer                                                                     Scientist, SAIC, NASA Ames Research Center
          Associates, Whirlpool Corporation
          Andrew Norton, Director, North American
4:45                                                        Case Study of Nokia: Usability for Striking an      Participant Ethnographic Research for the Hard-   Global Social Economic Levels: Direct Brand
          Market Research, General Motors
                                                            Emotional Chord with Consumers                      to-Reach Subject                                  Comparisons Across Countries for the First Time
          Moderator:                                        Eric Herbst, Director of Media Strategy &           Thomas McDevitt, Director of Market               Andrea Dinning, Director - Global TGI, KMR
          Diane Hessan, Author, Customer Centered           Planning, Nokia                                     Analysis, Robert Mondavi
          Growth, President and CEO, Communispace                                                               Robert Relihan, Ph.D., Senior Vice President,
          Corporation                                                                                           C&R Research

5:30      Getting Started On Monday Morning: A Painless     Creating and Using Personas: A Powerful             A Camera, a Notepad, a Stopwatch, and Some        Ten Lessons from Adventures in Cyber-
          Transition from Telephone to the Web              Complement to Usability Methods                     Carry Out: A Hands on Exercise in Ethnographic    Segmentation
          Karen Havis, Manager, Market Research, Sara       John Pruitt, Ph.D., User Research Lead,             Techniques                                        Todd Board, Senior Vice President,
          Lee Branded Apparel                               Windows User Experience Group, Microsoft            Melinda Rea-Holloway, Principal,                  Technology and Communications Practice,
                                                            Corp.                                               Ethnographic Research, Inc.                       IPSOS-Insight, Inc.
                                                                                                                Kazuyo Masuda, Research Associate,
                                                                                                                Ethnographic Research, Inc.


6:15                                                                                      Conclusion of Day One




                                           Take advantage of            in-depth learning
                                                                                   "hot topics" symposia.
                                                              by attending one of our
                                                  See inside for details on how to get access to all 4.

                    *This conference was produced by Heather Kalish of the Marketing and Strategy division of IIR. She can be reached at hkalish@iirusa.com

             **Many thanks to Wallace Church (www.wallacechurch.com) for inspiring the 8-ball image for use on our cover and promotional materials for this event.



4       To Register
        Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
                                                                                                                                                     A G E N D A AT A G L A N C E

                                                                                   WEDNESDAY, OCTOBER 27, 2004
7:00          Registration and Morning Coffee                                                                         10:30         Issues and Legislation Affecting Marketing Researchers: Focus on Online Regulatory
                                                                                                                                    Requirements
8:00          Chairperson’s Opening Remarks
                                                                                                                                    Howard Gershowitz, Chair - Government Affairs CMOR
              How to Contextualize The Material You Will Hear In This Conference
                                                                                                                                    Brian Dautch, Director of Government Affairs CMOR
              Dennis Murphy, Vice President Market Intelligence, IBM
                                                                                                                                    Larry Hadcock, Executive Director, MRA
8:15          Jack Honomichl Speaks: The Ultimate Industry Insider                                                                  Bill MacElroy, Past President, IMRO
              Jack Honomichl, Founder, Inside Research, Author, The Marketing Research Industry
                                                                                                                      11:30         Building A Consumer Insights Department from The Ground Up
9:15          Maintaining Growth and Strong Financial Results: The Role of Customer Insights at PepsiCo                             Lynda Firey-Oldroyd, Vice President Consumer Insights, Gap
              Dwight Riskey, PhD, Senior Vice President, Consumer and Customer Insights, PepsiCo
                                                                                                                      12:15         Special Demo by WebFountain Technologies
10:00         Networking Break
                                                                                                                      12:20         Luncheon
                                                                                                                      1:00          Research Department Report LIVE!
                                                                                                                                    Bob Lederer, Editor and Publisher, RFL Communications
                                                                                                                                    Eric Leininger, Senior Vice President, Global Brand and Business Research,
                                                                                                                                    McDonald’s
                                                                                         2:15 - 6:15 Concurrent Tracks
2:15            Track #1: Best Practices                           Track #2: Market Place Trends                       Track #3: New Technologies                        Track #4: New Methods
                Conducting Global Market Research                  Decoding Trends for Value: How to Survive in the    New Technologies in Text Mining: A                Harnessing the Power of Voice of the Customer
                Shannon Connell, Director of Consumer              Trend-Ridden Jungle                                 Revolutionary Hybrid Model To Uncover             for Six Sigma Success
                Insights and Strategy, Gillette                    Mary Meehan, Co-Founder, EVP Cultural               Changing Business Issues and Social Trends        Jim Thomas, Senior Vice President - Product
                                                                   Analysis, Iconoculture                              Bob Carlson, Web Fountain Vice President,         Development, RDA Group
                                                                   Vickie Abrahamson, Co-Founder, EVP Cultural         IBM                                               Bharath Vijayendra, Vice President -
                                                                   Analysis, Iconoculture                              Dennis Cahill, Associate Vice President of        Statistical Modeling and Consulting, RDA
                                                                                                                       Technology, Factiva                               Group


3:15            Heaven to Have, Hell to Build: The True Inside     2004 & Beyond: Trends and Counter Trends            The Latest and Greatest Technologies Pushing      Quantifying Emotional Connections: Assessing
                Story of Verizon’s Online Advisory Panel           Marita Wesely Clough, Manager - Trends              the Envelope Forward for Online Research          the Impact Emotional Connections Have On Your
                Kevin Lonnie, President, KL Communications         Group, Hallmark Cards, Inc.                         Renee H. Frengut, Ph.D., President,               Business
                Tracy Trawick, Manager, Consumer & Market                                                              eQualitativeResearch, Inc.                        Christi Walters, Vice President, Business
                Insights, Chattem, Inc.                                                                                                                                  Development, Gongos Associates
                                                                                                                                                                         Camille Nicita, Vice President of Qualitative
                                                                                                                                                                         Research, Gongos Associates
                                                                                                                                                                         Bill Thomas, Vice President of Quantitative
                                                                                                                                                                         Research, Gongos Associates

4:15            Criteria for Successful Segmentation               Off-Shoring Market Research: Where We Are           Market Research Goes Wireless                     Optimizing Revenue and Customer Satisfaction
                Carl Finkbeiner, Ph.D., Executive Vice             Today? Where are we Headed?                         Richard Sussman, Managing Director, Global        in a Complex Product
                President, Center for Strategic Services, TNS      Anne Hedde, President, IMRO                         Development, goZing Research                      John Williamson, Consumer Insights Director,
                Gaurav Bhalla, Ph.D., Executive Vice                                                                                                                     Global Consumer Insights, North American
                President, Center for Strategic Services and                                                                                                             Ford & Lincoln Mercury
                Corporate Strategy, TNS                                                                                                                                  Paul Malboeuf, Senior Vice President,
                                                                                                                                                                         Consumer Insights, MORPACE International

5:15            Developing the Fisher-Price “Play. Laugh. Grow.”   Placement Trends at Graduate Marketing              New Technologies Bringing Market Research         Innovations in Modeling the Response of Local
                Brand Vision: A Case Study                         Research Programs                                   Methods To Life                                   Marketing Effects
                Shelly Glick Gryfe, Ph.D., Director, Marketing     John Bassler, Ph.D., Director, MSMR                 Stan Joosten, Manager, New Consumer               Shwetal Petal, Strategic Modeling Specialist,
                Research, Fisher-Price                             Program, The University of Texas at Arlington       Research Technologies, Procter and Gamble         Miller Brewing Company



6:15          Special Futurist Presentation and Cocktail Reception: “Taking Market Research to a Higher Level”
              Randall Emond, CEO, Ipsos-FMC



                                                                                     THURSDAY, OCTOBER 28, 2004
7:45          Morning Coffee                                                                                   11:00           Transforming Market Researchers into Pro-active, Growth Driving Consumer Insight
8:00          Chairperson’s Recap                                                                                              Champions
              Dennis Murphy, Vice President Market Intelligence, IBM                                                           Venky Balakrishnan, Vice President, Global Brand Planning, Diageo Plc

8:15          Maximizing Innovative Velocity in Your Organization                                              11:45           Romeo and Juliet: The Model for Opting Out of the Research Buyer and Supplier Suicide Pact
              Scott Lutz, President and Chief Operating Officer, Snack Foods Group, ConAgra                                    C. Frederic John, Vice President, Consumer Intelligence, MasterCard International

9:00          Consumer Insights as a Critical Business Partner                                                 12:30           Luncheon
              Michele Madansky, Ph.D., Vice President, Research Director, Yahoo!                               1:15            Dessert & Special Presentation:
9:45          The Future of Media and Advertising                                                                              The Gallup Polls of Baghdad and Iraq: The First Representative Survey of Baghdad’s
              Horst Stipp, Vice President, Primary and Strategic Research, NBC                                                 Resident’s Views About The War, Occupation, and Their Future and the Expanded Second
                                                                                                                               Survey of all of Iraq
10:30         Refreshment Break                                                                                                Richard Burkholder, International Bureau Chief, The Gallup Poll

                                                                                         2:15 - 5:00      Concurrent Tracks
                Track #1: Best Practices                           Track #2: Co-Creating Market Research               Track #3: New Technologies                        Track #4: The Evolution of Market Research
2:15            Breed Early, Breed Often: Boosting New Product     Inventing a New Research Process at GM              How RFID Will Affect the Consumer Marketplace     ISBM’s Trends 2005 Study: Top Business
                Success Rates Using Evolutionary Technology        Andy Norton, Director of Market Research,           in Years to Come                                  Marketing Challenges Revealed
                David Andonian, Chairman & CEO, Affinnova,         General Motors                                      Bill Allen, Marketing Communications              Ralph Oliva, Executive Director, ISBM
                Inc.                                                                                                   Director for RFID Division, Texas Instruments     Professor of Marketing, Penn State

3:15            The NFL: It Isn’t Just for Men Anymore!            Demand Innovation: Co-Creating With Your            CATI Software: New Advantages to Address          Leveraging Market Research At Leapfrog for
                Cary Meyers, Director of Research, National        Customers                                           Today’s Challenges                                Action
                Football League                                    Nancy Francis & Susan Robertson, Creative           Brian Fowler, Manager, Client Services, CfMC      Craig Spitzer, Vice President Market
                                                                   Process Consultants, Ideas To Go                                                                      Research, Leapfrog
                                                                   Susan DeFranco, Sr. Market Research
                                                                   Manager, Wells Fargo Home Mortgage

4:15            Uncovering Shopper Opportunity for Building        How Trend Influencers Make Ethnography              Innovative New Technology Solutions for           Creating a Future for Market Research: The
                Your Brands In-Store                               Predictive                                          Collecting and Analyzing Research                 Evolution from Marketing Research to Marketing
                Vikram Sarma, Consumer and Market                  Barbara Bylenga, President, Outlaw                  Ed Dobbles, Director of Consumer Research,        Science
                Knowledge, Procter and Gamble                      Consulting                                          Best Buy                                          Pablo Azar, Director, Marketing Strategy and
                                                                   Michael Perman, Senior Director Consumer                                                              Research, Allstate Insurance Co.
                                                                   Insights, Levi Strauss & Company

5:00                                                                                        Conclusion of Main Conference




                                                  FRIDAY, OCTOBER 29, 2004: POST CONFERENCE WORKSHOPS 9:00-12:00 PM

 Workshop A                                           Workshop B                                              Workshop C                                              Workshop D

 Concepts and Methods for Understanding the           Put the Innovation Back in Market Research: An          Analyzing Ethnographic Data: A Hands On Workshop Hazard Modeling: A New Approach to Understanding
 Financial Value of Marketing and Marketing           Interactive Session                                     Robbie Blinkoff, PhD, Managing Partner &         the Likelihood of New Product Takeoff and Growth
 Research Activities                               Nancy Francis and Susan Robertson, Creative                Principal Anthropologist, Context-Based Research Gerard J. Tellis, Neely Chair in American
 Carl Finkbeiner and Gaurav Bhalla, Executive Vice Process Consultants and Facilitators, Ideas To Go          Group                                            Enterprise, USC Marshall School of Business
 Presidents, Center for Strategic Services, TNS




                                                                                        To Register                                                                                                               5
   Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
ONLINE RESEARCH SYMPOSIUM


                         ONLINE RESEARCH
                         Pushing the Envelope Forward
7:45   Registration                                                  online research advances.                                     product and messaging opportunities and track
                                                                     • Real-life details about how one company took                PR, advertising and marketing efforts. This
8:30   Chairperson’s Opening Remarks                                   advantage of online qualitative research – what             session will focus on practical applications of
       Donna Wydra, Vice President                                     worked for them and why.                                    tracking and understanding online word of mouth.
       SOCRATIC TECHNOLOGIES, INC.                                   • When to use online qualitative research, what to            Specific topics will include:
       Treasurer, IMRO                                                 expect, and how to make the most of your online             • The nature of online word of mouth and online
                                                                       research project – all based on actual                        communities.
WHERE WE’VE BEEN, WHERE WE’RE HEADED                                   experience.                                                 • Online ethnography and other techniques for
                                                                     • Our take on the future of online research. We                 understanding online communities.
                                                                       predict a blurring of the line between qualitative          • Real world case studies.
8:45   Forces Driving Online Research Today: How to
                                                                       and quantitative, innovative uses of relationship           • How to cost effectively study online word of
       Survive and Thrive In Today’s Market Place
                                                                       panels, and the integration of research into                  mouth.
         From Do Not Call to CAN-SPAM - COPPA to                       business intelligence through an ongoing,                   • How to integrate online word of mouth studies
       HIPPA - Hackers to Spoofers - SMS to IMChat -                   research-on-demand model.                                     into current research practice.
       Voice mail to Caller ID - Shrinking budgets to
                                                                     Linda Stegeman, President                                     Steve August, Principal
       Compressed timelines, our industry has never
                                                                     ARTAFACT LLC                                                  KDA RESEARCH
       experienced such turbulence as today. Learn how
       to leverage these factors driving market                      Gladys Lau, Director of Marketing                             Kimberly Daniels August, Principal
       researchers online as well as the methodologies               QRS CORPORATION                                               KDA RESEARCH
       that have been most successful.
                                                              12:15 Luncheon                                                3:30   Refreshment Break
       Gregory T. Novak, Chief Operating Officer
       HARRIS INTERACTIVE
                                                              1:15   Taco Bell Case Study: Optimizing the Online            TESTIMONIALS: HOW ONLINE RESEARCH
9:30   Sampling: Who is Online Today? A landmark                     Environment to Build Better Burrito using              CAN WORK FOR YOU
       study covering the USA, Great Britain, France                 Configurator Analysis™
       and Germany                                                     This presentation will examine the results of        4:00   PANEL: Getting Breakthroughs in Consumer
                                                                     study in which Taco Bell leveraged a new online               Insights through Online Communities
         Online research is expected to account for over
                                                                     research methodology allowing their consumer to                 Experts are touting the notion of online
       $900M in the USA and $650 in Europe in 2004.
                                                                     build their ideal product. We'll delve deeply into            communities as the next frontier in consumer
       Clients and agencies are investing heavily in the
                                                                     the methodology used, the results vs. a parallel              research. In this session we will explore 4 actual
       development of Internet research techniques.
                                                                     methodology and the respondent experience of                  community applications and discuss the keys to
       Whilst many of these issues have been addressed
                                                                     completing the study. Learn how to capitalize on              successful implementation. Specifically, the panel
       in the well-developed market of the USA, this
                                                                     the web environment in a unique, yet intuitive,               will address a variety of topics including how to
       presentation will provide practical insight into
                                                                     way to:                                                       build a community and recruit the right members,
       European markets, benchmarked against the USA.
                                                                     • Gain a deep understanding of the relationship of            how to measure results, how communities are
       • What is the impact of switching research from
                                                                       the discrete components of products and                     different from panels, how to get consumers to be
         off-line RDD to an on-line sample?
                                                                       services                                                    honest online, and how to get organizations to use
       • Will any change materially impact business
                                                                     • Aid in establishing efficient pricing structures            the insights that are generated.
         decisions based on the research?
                                                                       with input directly from the consumer
       • Does the online / offline population vary in terms                                                                        David Brown, Director, Online Strategy & Planning
         of demographics                                             • Employ interactive technologies allowing                    STARWOOD HOTELS AND RESORTS
                                                                       respondents to freely choose their preferred
       • How does the switch between samples vary by                                                                               Joan Smith, Partner, Smith-Dahmer Associates
                                                                       features for a specified product or service
         product category, country or respondent group?                                                                            WHIRLPOOL CORPORATION
       • How do the differences vary by internet                     Debra Kassarjian, Director of Consumer Insights,
                                                                                                                                   Andrew Norton, Director, North American Market
         penetration or country? What constitutes an                 Menu Planning
                                                                                                                                   Research
         “acceptable” threshold of penetration for                   TACO BELL CORP.
                                                                                                                                   GENERAL MOTORS
         research purposes?                                          Donna Wydra, Vice President
                                                                                                                                              Moderator:
                                                                     SOCRATIC TECHNOLOGIES, INC.
       Anne Hedde, President / CEO                                                                                                            Diane Hessan, Author, Customer
       LIGHTSPEED RESEARCH                                                                                                                    Centered Growth, President and CEO,
                                                              2:00   Universal Music Group Case Study: Applying
       James Brooks, Senior Vice President Marketing                                                                                          COMMUNISPACE CORPORATION
       and Product Development                                       Research from a Proprietary Online Panel and
       LIGHTSPEED RESEARCH                                           CRM Campaigns to Stay on Top of a Chaotic
                                                                     Industry                                               4:45   Panel continued
10:15 Refreshment Break                                                The direction of purchased music is unknown. In
                                                                     the interim, how does UMG, the world's largest         5:30   Getting Started On Monday Morning: A Painless
NEW ADVANCES IN ONLINE RESEARCH                                      music distributor best establish a dialogue with              Transition from Telephone to the Web
                                                                     both music purchasers and music acquirers (e.g.
                                                                                                                                     As a consequence of extensive pre-research as
                                                                     MP3 file swappers)? Considering the sample
10:45 Beyond the Traditional Market Research Survey:                                                                               well as an agreement to avoid direct side by side
                                                                     target and the inherent difficulty in establishing
       Pushing the Online Envelope Forward                                                                                         comparisons of data, Sara Lee Branded Apparel
                                                                     frank honest discussion on this topic, it was felt
         How do you recruit an online panel that is well-                                                                          and Millward Brown were able to transition an
                                                                     that a blind online panel was the best solution.
       balanced and representative of the overall general                                                                          extensive tracking study from one data collection
                                                                     Hear about UMG's innovative research
       population? What types of rewards and incentives                                                                            approach to another without missing monthly
                                                                     infrastructure, including their online panel,
       excite online users? How to avoid spam filters                                                                              reports, or causing undue mayhem. Key in making
                                                                     ethnographic component and a custom blog
       blocking survey invitation emails? Learn about                                                                              this happen was the decision by SLBA to agree to
                                                                     “surveillance” of the major file sharing websites.
       new ways of inviting members to take surveys.                                                                               two things: a full year's worth of parallel tracking
                                                                     • Building a blind online panel designed to obtain
       How do you protect your online panel from                                                                                   and an agreement to walk away from the old back
                                                                       honest information on sensitive subjects
       fraudulent member signups?                                                                                                  data once we had a YAG data point.
                                                                     • Recruiting highlights and lowlights, what worked            • We extended the scope from three categories to
       • Building a panel: Online marketing tips and
                                                                       and what under performed                                      ten and increased sample size by over 300%
         techniques
                                                                     • Adding an Ethnographic Element (Custom Blog                   while only increasing cost by 73%
       • Alliances for reaching desired segments: The
                                                                       & scanning of custom websites) to flesh out the             • Data trended in a parallel manner albeit at
         Napster Partnership
                                                                       survey information collected from the panel                   different levels
       • Spam scoring: Test your email message before
                                                                     • Integrating research into CRM campaigns to                  • Decisions made were similar, yielding good face
         delivery
                                                                       gather invaluable insight into the formulation of             validity
       • Wireless and desktop application-based survey                 UMG marketing strategies
         invitations                                                                                                               • Extensive pre-work enabled us to minimize
                                                                     Joseph Rapolla, Vice President Consumer                         differences in data collection
       • Online fraud protection
                                                                     Marketing Services                                            • Added value of visual prompts, faster
       Matthew Dusig, President / Co-Founder                         UNIVERSAL MUSIC GROUP
       GOZING RESEARCH                                                                                                               interviewing and committed respondents
                                                                                                                                   Karen Havis, Manager, Market Research
                                                              2:45   Are you Listening? Tracking Online Word of
11:30 Best Practices in Online Qualitative Market                                                                                  SARA LEE BRANDED APPAREL
                                                                     Mouth
       Research                                                        Your customers and potential customers are out       6:15   Conclusion of Day One
         Online focus group technology has evolved much              there – in message boards, email lists, review
       more quickly than many researchers realize, and               sites, blogs and news groups – talking candidly to
       we have still only scratched the surface of its               each other about your products, your services and
       potential. Today's online groups are providing                your category. Tapping this storehouse of
       clients with up-to-the minute market insights in              customer experience can provide you with insight
                                                                                                                                             "Excellent! Tactical and
       real time. Drawing from our experience with both
       business-to-business and business-to-consumer
                                                                     about purchasing criteria, attitudes, behaviors, and                    helpful."
                                                                     brand perceptions – enabling you to identify new
       research, this presentation will discuss recent                                                                                                       Tanya Hovanesian, Taco Bell



6         To Register
          Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
                                                                                                                               USABILITY SYMPOSIUM


                          USABILITY
                          Bridging Market Research, Design and Customer Value
7:45   Registration                                                   • How to get the product team involved                   DIVERSIFYING YOUR TOOLKIT: NEW ADVANCES IN
                                                                      • Strengths/Weaknesses of the methodology                USABILITY
8:30   Chairperson’s Opening Remarks                                  Elaine Gilman, Usability Engineer, MSN User
       Thyra Rauch, Customer Research Architect, DB2                  Experience                                               4:00    Remote Moderated Usability: Reaching
       Information Integration and Search, IBM                        MICROSOFT CORPORATION                                            Geographically–Dispersed or Hard-to-Reach
       Secretary and Treasurer, UPA                                                                                                    Audiences Without Breaking the Bank
                                                               12:15 Luncheon                                                            Discover how moderators can gather live usability
WHERE WE ARE TODAY                                                                                                                     input from targeted respondents nationwide – or
                                                               1:15   Usability for Discovering Customer Experiences                   even worldwide – without having to rent a "central
8:45   Usability: What You Need To Know                               Across the Product Lifecycle - Current Examples                  testing location" or facility. Learn how to reach
         This session will present fundamental Usability              and Applications                                                 populations who are otherwise costly or difficult to
       principles and will serve as an introduction to the              With its many products and solutions, Hewlett                  interview with the freedom to observe from your
       rest of the day. The session will also discuss                 Packard has been focusing on creating and                        desk or conference room.
       findings from the book "Research-Based Web                     maintaining an unbeatable Customer Experience.                   Mark Safire, Director of User Experience Research
       Design & Usability Guidelines,” published by the               The Customer Centered Design Services (CCDS)                     SACHS INSIGHTS
       National Cancer Institute.                                     group in Hewlett Packard works with businesses
       • A Brief History of Usability                                 throughout the company to discover and                   4:45    CASE STUDY of Nokia: Usability for Striking an
       • Usability Testing vs. Focus Groups                           implement the optimal customer experience                        Emotional Chord with Consumers
       • Designing a Usable Site                                      throughout the product lifecycle for each business’                Products and services all strive for the same
       • Usability Testing                                            products and solutions. As part of its work, CCDS                prize; emotionally-driven brand positions that can't
       • What is it?                                                  studies HP customers' experiences on products                    be stolen or trumped – true brand differentiation.
       • What should you expect from Usability testing?               and solutions and influences product design,                     This presentation will talk about how to leverage
                                                                      marketing, and strategy. In this presentation,
       Jay Blumenthal, Usability Consultant                                                                                            usability and other methods for emotionally
                                                                      CCDS will review its process and methods, and
       TERRAPIN SYSTEMS                                                                                                                charging your brand image.
                                                                      provide examples from current projects. This
       Contributor, “Research-Based Web Design &                                                                                       • Case studies of how usability, branding and
                                                                      presentation will touch on:
       Usability Guidelines”                                                                                                             design came together to develop a winning
                                                                      • Learn how HP obtains Customer Satisfaction                       product positioning
                                                                        information throughout the product lifecycle
USABILITY AS A VALUE ADD: CASE STUDIES                                                                                                 • Methods for seeking strategic brand emotion
                                                                      • Learn about recent studies HP has been
                                                                                                                                       • Lessons learned for winners in the positioning
                                                                        conducting on customers’ perception of the HP
9:30   The Value Usability Brings to Product, Marketing                                                                                  game
                                                                        brand
       and Design                                                     • Learn about the methods HP applies in its                      Eric Herbst, Director of Media Strategy & Planning
         When the marketing team at IBM wanted to offer                                                                                NOKIA
                                                                        discovery process of Customer Experience and
       its customers a “technology preview” of a solution               Brand perception on its products
       which had yet to be created, they assembled a                  • Hear about HP’s next steps in designing for            CONCLUDING KEYNOTE
       team consisting of a human factors engineer, a                   Customer Satisfaction                                  5:30 Creating and Using Personas: A Powerful
       visual designer, a writer, and a developer. Hear                                                                             Complement to Usability Methods
                                                                      Meera Manahan, Ph.D Customer Centered Design
       how these integrated disciplines were able to                                                                                     Personas, a technique for defining and
                                                                      Services (CCDS) Manager
       produce something that appealed to both the                                                                                     representing users, can be used to aid in the
                                                                      HEWLETT PACKARD
       purchasers, who were concerned about ROI and                                                                                    planning, design, development, and marketing of a
       value propositions as well as the proposed users,              Ravit Lichtenberg, Customer Centered Design
                                                                                                                                       product. They can be used alone but are more
                                                                      Services (CCDS) Consultant
       who were drawn to its technological appeal. The                                                                                 powerful when used in complement to other user-
                                                                      HEWLETT PACKARD
       result garnered this team an award in the                                                                                       centered research and development methods.
       international STC (Society for Technical                                                                                        Hear an exciting case study of how the Windows
       Communication) competition for online materials.                                                                                product team leveraged Personas to understand
       • Out of the box thinking re integration disciplines    2:00   Best Practices in Intranet Design and Usability –
                                                                                                                                       and focus on its target audience; aiding in design
       • How to appeal to multiple audiences online                   A Wachovia Case Study                                            and development decisions for an upcoming
       • How to help the product team identify target                   When First Union and Wachovia merged in                        product release. You will learn:
         market needs and put into quantifiable terms                 September 2001, there were over 400 intranet                     • What Personas are and how they relate to other
         that are meaningful to customers                             sites that had to be restructured for the new                      representations of users
                                                                      corporation. Find out how a user-centered design
       • Reaching outside of the "strict" definitions of                                                                               • The theory and practice behind Personas – why
                                                                      approach helped create a cohesive enterprise site
         usability into the user experience                                                                                              they work
                                                                      that was recognized by Jakob Nielsen as being one
       Thyra Rauch, Customer Research Architect, DB2                                                                                   • How Personas are created from qualitative and
                                                                      of the world's top 10 intranets of 2003.
       Information Integration and Search, IBM                                                                                           quantitative data
                                                                      • Unique challenges in designing an enterprise
       Secretary and Treasurer, UPA                                                                                                    • How Personas can be leveraged in product
                                                                        intranet for 85,000+ employees
                                                                                                                                         design and development activities
                                                                      • Special design and usability considerations for
10:15 Refreshment Break                                                                                                                John Pruitt, Ph.D., User Research Lead, Windows
                                                                        intranets
                                                                                                                                       User Experience Group
                                                                      • Our “Top 10” best practices for intranet success
MORNING KEYNOTE                                                                                                                        MICROSOFT CORP.
                                                                      Dale Bass, Vice President, Web Design and
10:45 Usability for Driving Sales: Launching
                                                                      Usability Manager
      Home Depot’s Online Gift Registry                                                                                        6:15    Conclusion of Day One
                                                                      WACHOVIA
         With the proliferation of online shopping and a
       surge in holiday gift card sales in recent years, the   2:45   Quantitative and Qualitative: Can't We All Just
       Home Deport met the online shopping needs of
                                                                      Get Along
       today's time-pressed consumers with their own
                                                                        Hear how Toyota Motor Sales uses quantitative                             "Great speakers and
       Online Gift Registry and Gift Center. Learn about
                                                                      methods to measure ROI on their non-commerce
       the research they conducted to develop the site
                                                                      website which receives at least 2.5 - 3 million
                                                                                                                                                   topics."
       and enhance the Home Depot’s appeal as a gift
                                                                      unique users in any given month. Learn how their                                          Cathy Selz, Research Manager
       shopping destination.
                                                                      use of proven research methodologies, such as                                                   McDonald’s Corporation
       Shelley Nandkeolyar, Vice President, Interactive               usability testing in addition to quantitative studies,
       Marketing and eBusiness                                        has continued to give more actionable data than a
       HOME DEPOT                                                     “one and done” study. Also covered are
                                                                      methodologies and effective tools for:
11:30 Usability for Studying Social Group Dynamics:                   • Providing “scorecard” to measure the                      "All the presentations were
       The Circle of Friends Case Study                                 partners’/vendors’ effectiveness
         Studying social group dynamics for
                                                                                                                                   above average."
                                                                      • An alternative to JD Power's Manufacturer
       communication products has proven to be a                        Website Evaluation Survey (MWES) as a source                  Michael Spang, Manager, Business Research
       challenge with traditional usability methods. This               for measuring the performance of our sites                                                       Kodak
       presentation will describe a methodology we have               • Enhancing customers' experience on sites and
       used to evaluate and study communication                         increasing overall website satisfaction.
       products in group settings.
                                                                      Michael K. Nelson, Strategic Research
       • Challenges of using traditional usability methods            Manager/Internet and Retail Strategy – Corporate
         to study social group dynamics                                                                                                            "Top notch delivery and
                                                                      Planning Department
       • Circle of Friends studies                                    TOYOTA MOTOR SALES, USA INC.                                                  content."
         - Usability studies
         - Field studies                                       3:30   Refreshment Break                                                                               Denise Dowsett, Director
                                                                                                                                                                                       Yahoo!




                                                                                        To Register                                                                                    7
   Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
ETHNOGRAPHY SYMPOSIUM


                          ETHNOGRAPHY
                          Transforming the Way Research Enhances Business Strategy
7:45   Registration                                            11:30 Using Ethnography to Proliferate a Decade of           3:30   Refreshment Break
                                                                      Successful Campaigning
8:30   Chairperson’s Opening Remarks                                    Philadelphia Cream Cheese is now celebrating its    SPECIAL PRESENTATION
       Jonah Disend, President                                        10th year of unprecedented growth and a               4:00 Working on Mars: Understanding How
       REDSCOUT                                                       successful advertising campaign now spanning the            Scientists, Engineers and Rovers Interacted
                                                                      world-over. A couple of years back, however, the            across Space and Time during the Mars
ETHNOGRAPHY 2004: WHAT AND WHY                                        Brand was facing formidable competitive pressure            Exploration Rover Mission
                                                                      and it needed to determine whether the current                 This talk will demonstrate how ethnographic
8:45   What Are You Doing in my Cupboard?                             "Heaven" campaign was sustainable & capable of a             methods were used to both understand and inform
                                                                      rejuvenation.
       Ethnography for Understanding Daily Life                                                                                    the work of the Mars Exploration Rover Mission.
                                                                        Come find out how the power of ethnographic                Tele-robotic science is a complex process that
         Learn about what ethnography is, how
                                                                      research was able to unleash the true essence of             calls for teams of people to collaborate, coordinate
       ethnographic data is collected and analyzed, and
                                                                      the Brand. See the campaign transformation both              and work across disciplines over extended periods
       what ethnography can do for you.
                                                                      before and after ethnography and how these deep              of time in order to plan for what science to do on
       • The methods definitive of ethnography, including
                                                                      consumer insights continue to help shape the                 any given sol (a Martian day) and then command
         participant observation, the long interview and
                                                                      Brand, the business, and even the people working             the work of the rover.
         other less common tools that are at an
                                                                      on Philadelphia today.
         ethnographer's disposal.                                                                                                  • Do we work on Earth time or Mars time and what
       • Stories from the field about the trials and                  Zena Kostiw, Category Insights Director                        is the difference? The ultimate cross time zone
                                                                      KRAFT CANADA                                                   dilemma.
         triumphs of being a "professional stranger.”
         Learn tips on how to build rapport.                                                                                       • How do we translate our work into commands
                                                               12:15 Luncheon                                                        the rover will understand? Communications
       • Understand when and when not to use
         ethnography.                                                                                                                issues when working with robots.
       • See why businesses need to pay attention to the       ETHNOGRAPHY 2004: NEW METHODS                                       • What kind of work space do we need? Designing
         drivers of ethnographic analysis such as culture                                                                            a facility that supports both collaborative and
         and material culture, social and familial             1:15   Bringing Down the Wall Between Clients and                     individual work and shows us a world 100
         networks, norms, and power.                                  Consumers                                                      million miles away.
       Melinda Rea-Holloway, Principal                                  The session will cover the types of instances              Roxana C. Wales, Ph. D., Senior Research
       ETHNOGRAPHIC RESEARCH, INC.                                    where ethnography is a powerful methodology.                 Scientist
                                                                      Examples will include:                                       SAIC, NASA AMES RESEARCH CENTER
       Kazuyo Masuda, Research Associate
       ETHNOGRAPHIC RESEARCH, INC.                                    • In the development of new products, quantitative
                                                                        testing can rank interest in new products but       4:45   Participant Ethnographic Research for the Hard-
                                                                        offers few insights about how a product will be            to-Reach Subject
9:30   Into the Emic: Understanding Users on Their
                                                                        used once in the world. Ethnography is a                     Restaurant sommeliers are important influencers
       Own Terms for Strategic Advantage
                                                                        powerful predictive tool in this area.                     of the wine purchase decision. In traditional
         “Ethnography” has come to mean many things to
                                                                      • Consumers are often unable to explain how or               research settings however, they tend to exaggerate
       many people, but in reality it boils down to one
                                                                        why they perform low-involvement activities (TV            their "unique" experience and knowledge. How
       thing: understanding the world from the
                                                                        watching, tooth brushing etc.) ethnography can             accurately does conventional research reflect what
       perspective of Others – that is, those people who
                                                                        offer deep insights as to actual behaviors in              they tell the diner? This is a question that
       you want to buy and use your products. This is
                                                                        these areas                                                confronts marketers whose products are
       increasingly important for firms hoping to reach
                                                                      • In almost all activities there is a disconnect             represented or "sold" by others in public places.
       global or rapidly changing markets – both of which
                                                                        between consumers' verbalized understanding of             • The sommelier is central to the restaurant sales
       are the case for Intel. This talk describes how a
                                                                        how, when and why they do things and their                   process.
       small group of social scientists are helping Intel to
                                                                        actually behavior, ethnography bridges this                • The sommelier has highly personal, even
       address the material conditions, the daily activities
                                                                        disconnect by focusing exclusive on true                     contrarian, view of his or her recommendations.
       and the very stories that shape the needs and
                                                                        behavior.                                                  • The research must enter the restaurant world to
       desires of people in different parts of the world.
                                                                      • Some consumers are less able to express their                assess accurately what the sommelier says about
       • Struggling with ambiguity, strangeness and
                                                                        feelings than others (e.g. children), in these               a given wine.
         anxiety in the practice of ethnography
                                                                        cases a ethnography can offer insights through             • "Playing" a diner involves more than being a
       • Translation, interpretation and presentation of
                                                                        interpreting non-verbal communication and                    diner.
         our data to colleagues
                                                                        behaviors
       • Experiments in incubating a human-centered                                                                                Thomas McDevitt, Director of Market Analysis
                                                                      • Auto-Ethnography – allows the total removal of
         perspective within our corporation                                                                                        ROBERT MONDAVI
                                                                        the researcher and trains the consumer to better
       John W. Sherry, Manager, People and Practices                    understand their motivations (and then relay               Robert J. Relihan, Ph.D., Senior Vice President
       Research Group                                                   them to the client).                                       C&R RESEARCH
       INTEL CORPORATION
                                                                      Jonah Disend, President
                                                                      REDSCOUT
                                                                                                                            5:30   A Camera, a Notepad, a Stopwatch, and Some
10:15 Refreshment Break                                                                                                            Carry Out: A Hands on Exercise in Ethnographic
                                                                      Angela Leaney, VP of Brand Communications
                                                                      THE N (A MTV channel)
                                                                                                                                   Techniques
ETHNOGRAPHY 2004 IN PRACTICE:                                                                                                        Strap on your pith helmet, and join the two
CROSS-INDUSTRY CASE STUDIES                                           Chris Olesen, Senior CP&R Manager, Innovation
                                                                                                                                   patron saints of ethnography, Melinda Rea-
                                                                      DIAGEO
                                                                                                                                   Holloway and Kazuyo Masuda as they take you on
10:45 How Trend Influencers Make Ethnography                                                                                       a whirlwind tour of ethnographic techniques in this
                                                               2:00   Longitudinal Ethnography: Evolving Ethnographic              hands on workshop. Take on the role of
       Predictive
                                                                      Exploration                                                  ethnographer as you discover things about
         Integrating Trend Influencers as one segment of
                                                                        Learn about the uses of longitudinal ethnography           yourself, the people around you, and the research
       an ethnographic project allows insights to become
                                                                      to explore the consumer process of exploration,              method.
       richer and more importantly, predictive of
                                                                      selection, adoption, utilization and abandonment             • Learn a little bit about basic ethnographic
       emerging opportunities. This is because Trend
                                                                      to guide the development of innovative and                     techniques through educational and fun
       Influencers allow you to clearly hear and
                                                                      effective products and services.                               exercises.
       understand the aspirations of the mainstream
                                                                      • Overview of longitudinal ethnography                       • Have a good excuse to stare at your colleagues –
       consumer.
       • How Trend Influencers allow you to identify the              • Examples of materials and methodologies used                 "I'm doing ethnography!”
         societal shifts that create trends                           • Case studies with video                                    • Watch ethnographic video and work with other
       • Guidelines for knowing which trends will be                  Paris Patton, Research Consultant                              attendees and the presenters to milk out
         embraced by the mainstream                                   SACHS INSIGHTS                                                 insights, ethnographically.
       • How breaking traditional research rules can                  Ben Grill, Research Consultant                               • Discover first hand what ethnographers are doing
         enhance the insights without compromising the                SACHS INSIGHTS                                                 and what doing ethnography can do for you.
         work                                                                                                                      Melinda Rea-Holloway, Principal
       • How Outlaw’s approach worked at Levi’s                2:45   How a ”Customer Obsessed Company” was                        ETHNOGRAPHIC RESEARCH, INC.
       Barbara Bylenga, President                                     Inspired by Ethnographic Research                            Kazuyo Masuda, Research Associate
       OUTLAW CONSULTING                                                Melissa Ayers – Director of Development                    ETHNOGRAPHIC RESEARCH, INC.
       Michael Perman, Senior Director Consumer                       Research for Lowe’s Home Improvement, will
       Insights                                                       explain how in-depth, in-home and in-store            6:15   Conclusion of Day One
       LEVI STRAUSS & COMPANY                                         research inspired a cultural shift within Lowe’s to
                                                                      focus on the customer. Together with Caroline
                                                                      Gibbons Barry, President of PortiCo Research, she
                                                                      will present the very insights and video footage of
                                                                                                                                             "Exceeded my
                                                                      customers taking on “Do-It-Yourself projects” that                     expectations."
                                                                      changed the way Lowe’s operates.
                                                                                                                                              Mike Dunn, Boeing Employees' Credit Union
                                                                      Melissa Ayers, Director of Development Research
                                                                      LOWE’S HOME IMPROVEMENT

8         To Register
          Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
                                                                                                                   S E G M E N TAT I O N S Y M P O S I U M


                          SEGMENTATION
                          New Ideas, Approaches and Applications of Segmentation
7:45   Registration                                                    segmentation and attitudinal segmentation. This                 • There are over 120,000 casual dining
                                                                       combination will allow Army recruiting to identify                restaurants with over 95,000 different brands or
8:30   Chairperson’s Opening Remarks                                   and locate prospects by lifestyle segmentation and                concepts, and 1400 multi-unit chains
       Michelle Kuhn, President                                        then tailor the message by attitudinal                          • Finding and proving opportunities in existing,
       AEFFECT                                                         segmentation. You will learn:                                     emerging, or pre-emergent segments is
                                                                       • The various applications to USAAC's Customer                    increasingly challenging, but required
WHY SEGMENTATION HASN'T DELIVERED ON ITS                                 Relationship Management Initiatives (Targeted                 Roger K. Thompson, Senior Vice President,
                                                                         Messaging, Goarmy.com portal, Leads                           Research and Strategic Marketing, New Business
PROMISE AND WHAT TO DO ABOUT IT
                                                                         prioritization).                                              Division
                                                                       • The primary research methods used to correlate                DARDEN RESTAURANTS
8:45   Conducting Segmentation Research That Matters
                                                                         attitudes, motivators, and barriers specific to
         A common downfall of segmentation research is
                                                                         Army service geo demographic data.                     3:30   Refreshment Break
       that the segments derived are not as actionable as
                                                                       • The procedure for how records are coded with
       desired. This may happen because there are not
                                                                         custom segmentation and applied to leads for           4:00   Extracting Segmentation Insights to Drive
       very clear distinctions across segments on
                                                                         recruiters to work.                                           Marketing and Communications
       variables such as demographics or key behaviors
                                                                       • How USACC has been able to integrate this                       Once segments are identified, learn how to
       that allow companies to best locate individuals in
                                                                         custom segmentation into their marketing                      prioritize your segments, gather insights from
       order to target them with marketing efforts.
                                                                         communications and recruiting processes.                      them, and use your insights to drive marketing
       • A common myth about segmentation is that
                                                                       • Applying recruitment production analysis by                   communications planning, execution, and
         there are segments "out there" waiting to be
                                                                         segmentation type to provide insights into                    evaluation. Prompt stronger return-on-investment
         discovered.
                                                                         marketing communication effectiveness.                        from brand and marketing communications by
       • There are seldom any clearly right or wrong ways
         to segment, or the existence of the "one correct"             Lieutenant Colonel John M. Keeter, Chief, Market                ensuring communications are solidly aligned to
         set of segments.                                              Research & Analysis Division                                    your prioritized segments.
                                                                       U.S. ARMY ACCESSIONS COMMAND, CENTER FOR                        • Communications research with targeted
       • Learn to add value to segmentation efforts by
                                                                       ACCESSIONS RESEARCH                                               segments
         better identifying segments that differ in useful
         ways.                                                                                                                         • Integrated marketing communications planning
                                                                12:15 Luncheon                                                           for targeted segments
       • Useful differences are typically characterized by
         segments that are optimally identifiable,                                                                                     • Development of marketing communications for
         targetable, and/or profitable, depending on your       1:15   Creating Segments Based Upon Customer Value:                      targeted segments
         objectives.                                                   Identifying High Profit Potential Customer and                  • Evaluation of programs
                                                                       Prospect Opportunities                                          Michelle Kuhn, President
       Jim Roberts and John Seal, Vice President,
       Marketing & Decision Support Sciences                             Improving the bottom line is getting more                     AEFFECT
       BURKE, INC.                                                     challenging everyday. That's especially true when
                                                                       your organization's increasingly aggressive revenue      4:45   Global Social Economic Levels: Direct Brand
                                                                       goals are usability coupled with increasingly
9:30   Corporate Taxonomies: Create A Strategic                                                                                        Comparisons Across Countries for the First Time
                                                                       limited resources. Webster Bank is addressing
       Perspective on Your Market Segments to Better                                                                                     Local and regional social economic classification
                                                                       that challenge by identifying and courting high
       Identify and Capture Opportunities                                                                                              systems have existed for many years. However, a
                                                                       potential "under deserved" market. You'll learn
         Though classic market segmentation can                                                                                        system that allows an understanding of the social
                                                                       how Webster:
       efficiently divide markets into identifiable groups,                                                                            economic standing of a consumer in multiple
                                                                       • Uncovered millions of dollars in hidden value
       the downside can be the “shoving” of customers                                                                                  countries around the world has previously been
                                                                         within its own customer base
       into tightly defined buckets that limit the ability to                                                                          unavailable. Global TGI has developed a system
                                                                       • Applied their detailed customer insight to select
       identify and exploit new opportunities. Hear about                                                                              that provides this valuable insight, which feeds
                                                                          high priority prospects within its footprint
       a new approach that allows managers with                                                                                        into the consumer targeting process.
                                                                       • Developed a targeted, highly personalized
       different responsibilities across the organization to                                                                           • Consistent approach around the world
                                                                          portfolio improvement program for the field sales
       use a common segmentation scheme to view                                                                                        • Allows for direct comparisons across countries
                                                                         staff to fully leverage this substantial opportunity
       customers from different angles. Learn how a                                                                                    • Giving an understanding of social economic
                                                                       • Identified and communicated with newly
       corporate taxonomy can:                                                                                                           levels and how they differ
                                                                          acquired high potential profit customers and
       • Create a strategic framework to better integrate                                                                              • Providing a greater insight for targeting
                                                                          dramatically reduced attrition
         your marketing strategies                                                                                                       consumers
                                                                       • Identified the most important factors driving
       • Create a common language across your company                                                                                  Andrea Dinning, Director - Global TGI
                                                                          retention
         to open up new cross-selling opportunities                                                                                    KMR
       • Link research components from individual                      John Menke, Senior Vice President, Marketing
         product or market areas to the broader business               Database
                                                                                                                                5:30   Ten Lessons from Adventures in
         initiatives of the company including product                  WEBSTER BANK
                                                                                                                                       Cyber-Segmentation
         positioning, buying media, communication and
                                                                2:00   Market Segmentation at General Motors                             While traditional market segmentation concepts
         database systems                                                                                                              and values hold at a high level, cyberspace raises
       • Make traditional segmentation techniques more                   Early in the twentieth century GM's planners
                                                                                                                                       new questions around linking motivations,
         useful by focusing them within strategic                      realizing that some people did not want black cars,
                                                                                                                                       behaviors, and surface profiles, as well as tradeoffs
         customer groupings.                                           outflanked the Ford Model T by offering cars in
                                                                                                                                       between different types of information,
                                                                       different colors. GM has continued to study the
       John Martin, Ph.D, Chairman                                                                                                     (dis)continuities between online segmentations in
                                                                       automotive market to try to understand why people
       CHADWICK MARTIN BAILEY, INC                                                                                                     different parts of the world, and underlying
                                                                       buy what they buy. Today, with a diverse portfolio
                                                                                                                                       segment "personas" in cyberspace. This
                                                                       of nameplates, GM faces the challenge of finding
10:15 Refreshment Break                                                                                                                presentation will cover lessons learned over the
                                                                       unique customers for its various entries
                                                                                                                                       course of several segmentation research programs
                                                                       • Brief history of market segmentation at GM
BEST PRACTICES FOR APPROACHING SEGMENTATION:                                                                                           focused on Internet populations.
                                                                       • Current methods of market segmentation
CHOOSING WHICH MODEL IS RIGHT FOR YOU                                                                                                  • How well and how often can "hearts"
                                                                       • Future directions
                                                                                                                                         (motivations & benefits sought) map to "hands"
                                                                       Marcus Helman, Manager of Market Segmentation                     (behavior) in this new and evolving world?
10:45 Developing the Optimal Cadence of your
                                                                       GENERAL MOTORS                                                  • What distinguishing dimensions and "core
       B-to-B Communications
         What do your customers think of your                                                                                            personas" seem to recur?
                                                                EXTRACTION OF SEGMENTATION TO INSIGHTS TO DRIVE                        • What are special data issues to deal with in
       communications with them? Just Right, Too Much
                                                                BUSINESS STRATEGY                                                        incorporating behavioral cyber-data?
       or Want More and what do these answer reveal
       about your marketing communications plans? You                                                                                  • What are the advantages and disadvantages of
       might be surprised to find there are some critical       Keynote Presentation                                                     segmenting in cyberspace vs. "traditional"
       insights to optimize your segmentation strategy.         2:45  Finding Billion Dollar Segments in Mature                          markets?
       • What’s the magic number of touches?                          Categories                                                       Todd Board, Senior Vice President, Technology and
       • Do all segments speak the same language?                        Darden Restaurants is the world's largest casual              Communications Practice
       • Are all touches equal?                                        dining restaurant. Our goal is to be a leader in                IPSOS-INSIGHT
       • How do you get a large team seeing the customer               casual dining for generations. One fundamental
         in the same light?                                            strategy is creating an enterprise of segment-           6:15   Conclusion of Day One
                                                                       leading brands such as Olive Garden, Red Lobster
       Amy McDougall, Senior Manager
                                                                       and Seasons 52. Each brand must be consumer
       CISCO SYSTEMS, INC.
                                                                       centric; built around enduring consumer needs
11:30 Combining Need-Based with Behavior-Based
                                                                       and each capable of generating annual sales of at                         "Kept my interest from
                                                                       least $1B.
       Segmentation To Deliver the Right Message To
                                                                         Like many competitors in mature industries, it is                       beginning to end."
       Targeted Customer Groups                                        increasingly difficult to find large untapped                                Marc Helfman, Quicktest/Heakin Research
        Hear an exciting and timely case study from the                oportunities. We will discuss some innovative
       US Army on their efforts to link lifestyle                      approaches that have been effective for us.


                                                                                       To Register                                                                                   9
  Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
C O N F E R E N C E D AY 2

WEDNESDAY OCTOBER 27, 2004
7:00   Registration and Morning Coffee                                • The business leadership role for market research       11:30 Building A Consumer Insights Department from
                                                                        at PepsiCo.                                                     The Ground Up
8:00   Chairperson’s Opening Remarks                                  • His "Insights Model" for articulating, organizing                Hear from Lynda Firey-Oldroyd, a pioneer in the
       How to Contextualize The Material You Will                       and leading the development of strategic                       evolution of marketing research to marketplace
       Hear In This Conference                                          insights that can lead organizational growth.                  insights within organizations such as R.J.
                                                                      • Future challenges to PepsiCo's Consumer and                    Reynolds, Frito-Lay, PepsiCo, Taco Bell, Levi
       Dennis Murphy, Vice President Market Intelligence
       IBM                                                              Customer Insights organization and to the                      Strauss and Company. Lynda joined Gap Inc. in
                                                                        market research field.                                         October of 2003, and has been charged with
8:15   Jack Honomichl Speaks: The Ultimate Industry                    Dwight Riskey, PhD, Senior Vice President,                      establishing consumer insight capabilities across
                                                                       Consumer and Customer Insights                                  the organization. Here, she has begun to build a
       Insider
                                                                       PEPSICO, INC                                                    world-class team, which is contributing to a wide
         Jack Honomichl started his career in the
                                                                                                                                       variety of initiatives, including brand positioning,
       marketing/advertising/public opinion research
                                                                10:00 Networking Break                                                 advertising development, consumer segmentation
       industry in 1957 at the Chicago Tribune's research
                                                                                                                                       and pricing. In addition to some case studies of
       department. Since then, he has had well over 400
                                                                10:30 PANEL Issues and Legislation Affecting                           her work with Gap, you will learn her approach to
       articles published in the trade and academic
                                                                       Marketing Researchers: Focus on Online                          consumer insights which includes:
       press, is the author of Honomichl on Marketing
                                                                       Regulatory Requirements                                         • Insights transformation. Our society's
       Research, a widely used textbook, and founder in
                                                                                                                                         information explosion has created a virtual war
       1990 of Inside Research, according to Barron's,                  This panel presentation and debate will give an
                                                                                                                                         with information that can only be fought with
       "The Bible of the Market Research Industry".                   overview of several parallel regulatory tracks that
                                                                                                                                         analysis, discrimination, clarity of
         For the first time ever, Mr. Honomichl will reveal           are working their way through the FTC, FCC and
                                                                                                                                         communications and a clear line of sight to what
       the highlights from the revised last chapter of his            other state and federal agencies. Since many
                                                                                                                                         is truly important to the organization.
       latest book, The Marketing Research Industry..An               researchers employ mixed modes of data
                                                                      collection, understanding how differing laws affect              • Functional Transformation. The role of
       Old Order Crumbles, a New Vision Takes Shape
                                                                      certain types of research are critical. The panel                  marketplace insights is best leveraged, not as a
       (available from Inside Research, 2003): an
                                                                      will also outline steps that the industry is taking to             resource to draw from when needed, but as an
       engaging report that is a personal evaluation of our
                                                                      proactively engage regulators and legislators to                   entity that shapes organizational understanding
       industry and its goings on. In a candid, fact-filled,
                                                                      ensure our long-term survival.                                     and facilitates related actions.
       highly personalized manner, Honomichl will
                                                                      • The National Do Not Call List: History Since the               • Organization transformation. Organizational
       analyze how the marketing research industry got
                                                                        1995 Telephone Consumer Protection Act and                       empathy is critical to the success of marketplace
       into its current situation, what went amiss, and
                                                                        Current Status                                                   insights that are highly leveraged as a source of
       how to cope with what the future holds. It's bound
                                                                                                                                         competitive advantage.
       to inspire and change your mind!                               • The National Do Not FAX List
                                                                      • The CAN-SPAM Act of 2004: Introduction and                      Lynda Firey-Oldroyd, Vice President Consumer
       Jack Honomichl, Founder, INSIDE RESEARCH
                                                                        Requirements                                                    Insights
       Author, The Marketing Research Industry
                                                                                                                                        GAP
                                                                      • CMOR’s Position and Contributions to the FTC
9:15   Maintaining Growth and Strong Financial                          Deliberations of CAN-SPAM
                                                                                                                               12:15 Special Demo of WebFountain technologies
       Results: The Role of Customer Insights at                      • Pending Legislative/Regulatory Actions on Web-
       PepsiCo                                                          based Spyware Issues
                                                                                                                               12:20 Luncheon
         PepsiCo is one of the world's largest food and               • MRA/IMRO Programs for Reconciling U.S. and
       beverage companies with annual revenues of $30                   European Data Privacy Act Provisions
                                                                                                                               1:00     Research Department Report LIVE!
       billion. Hear from Dwight Riskey on the                         Howard Gershowitz, Chair, Government Affairs
                                                                       CMOR                                                               RFL Communications is the world’s foremost
       transformation of the marketing research function
                                                                                                                                        publisher of business information for market
       as an instrument for corporate leadership and                   Brian Dautch, Director of Government Affairs
                                                                                                                                        research professionals. Hear Bob Lederer, Editor
       growth. In his 23-year career at FritoLay and                   CMOR
                                                                                                                                        and Publisher at RFL interview Eric Leininger,
       PepsiCo, Dwight has had significant achievements                Larry Hadcock, Executive Director                                Senior Vice President, Global Brand and Business
       in many areas of marketing and new product                      MRA                                                              Research, McDonald’s during an interactive
       development. He will present PepsiCo's
                                                                       Bill MacElroy, Past President                                    personalized session you won’t want to miss.
       philosophy, practices and advances in
                                                                       IMRO                                                             Bob Lederer, Editor and Publisher
       understanding today's consumer. His presentation
       will cover:                                                                                                                      RFL COMMUNICATIONS
                                                                                                                                        Eric Leininger, Senior Vice President,
                                                                                                                                        Global Brand and Business Research
                                                                                                                                        MCDONALD’S

                                 2:15 Tracks Begin (45 minute presentations with a 15 minute break between each one)

               Track #1:                                        Track#2:                                       Track #3:                                       Track #4:
             Best Practices                                Market Place Trends                              New Technologies                                  New Methods

2:15   Conducting Global Market                 2:15    Decoding Trends for Value: How         2:15    New Technologies in Text Mining:        2:15    Harnessing the Power of Voice of
       Research                                         to Survive in the Trend-Ridden                 A Revolutionary Hybrid Model to                 the Customer for Six Sigma
         It is no secret that the consumer              Jungle                                         Uncover Changing Business                       Success
       landscape has changing behaviors                Today’s marketplace is riddled with             Issues and Social Trends                         The effective use of Voice of the
       from all over the world and as                  trends. Trends for trends sake are                With the explosion of both                   Customer (VOC) can serve as a
       brands go global, research must                 merely fascinating. But when                    traditional and new outlets –                  powerful catalyst for Six Sigma
       follow. Hear from Shannon Connell               strategically applied to a business             including local and global                     success at any company, resulting
       who has been charged with the                   opportunity or problem, they yield              newspapers, magazines, blogs, wire             in greater profitability through
       important task of conducting                    powerful results. This presentation             services and trade publications –              improved quality, efficiency and
       market research on a global scale               will discuss how companies can                  opportunities and threats driving              customer satisfaction. Case study
       to learn how to:                                deconstruct the values underlying               reputation are everywhere. Meet                examples will highlight how firms
       • Define the global consumer?                   trends, and turn that information               with IBM and Factiva, the creators             can more effectively use customer
       • Understand various consumer                   into innovation in concert with the             and users of WebFountain, to learn             survey information within the
         behaviors on a global basis                   speed of today’s changing                       how you can become more                        framework of Six Sigma. You will
       • Motivate the organization to think            consumers.                                      strategically important to the                 learn how to:
         about the consumer when you are               • Trend identification and it’s                 organization by:                               • Identify and quantify customer
         in a non-US country                             importance to market research                 • Monitoring complex messages                    critical to quality (CTQ) areas that
       • Take an idea and expand it to                 • Tools to deconstruct trends that                over multiple brands and                       have the greatest impact on
         another country                                 apply to your business                          timeframes                                     customer satisfaction.
                                                       • How to use trends to get at the               • Detecting the signals of emerging            • Set measurable Six Sigma
       Shannon Connell, Director of
       Consumer Insights and Strategy                    "why" of consumer behavior                      trends over billions of pieces of              objectives for quality or
       GILLETTE                                        • How insights are yielded through                structured and unstructured                    satisfaction improvement
                                                         connections made across                         information.                                 • Evaluate success (or failure) of
                                                         categories among trends and                   • Discovering both emerging                      achieving Six Sigma project
                                                         values                                          opportunities and threats to                   objectives
 "Extremely valuable and                                                                                 proactively manage your                      • Estimate the bottom-line financial
                                                        Mary Meehan, Co-Founder,
 worth the time. There were                                                                              company's reputation                           impact of achieving Six Sigma
                                                        EVP Cultural Analysis
                                                        ICONOCULTURE                                                                                    quality and satisfaction
                                                                                                       Bob Carlson, Web Fountain Vice
 new processes that I can                               Vickie Abrahamson, Co-Founder,                 President                                        improvements.
                                                                                                       IBM                                             Jim Thomas, Senior Vice President,
 take to the office and                                 EVP Cultural Analysis
                                                                                                                                                       Product Development
                                                        ICONOCULTURE                                   Dennis Cahill, Associate Vice
 implement immediately!"                                                                               President of Technology                         RDA GROUP
                                                                                                       FACTIVA                                         Bharath Vijayendra, Vice President,
  Lynn Welsh, The Olson Research Group, Inc.                                                                                                           Statistical Modeling and Consulting
                                                                                                                                                       RDA GROUP

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                                                                                                                                     C O N F E R E N C E D AY 2

3:15   Heaven to Have, Hell to Build:         3:15   2004 & Beyond: Trends and               3:15   The Latest and Greatest                    3:15    Quantifying Emotional
       The True Inside Story of Verizon's            Counter Trends                                 Technologies Pushing the                           Connections: Assessing the
       Online Advisory Panel                           Trend cycles seem to be emerging             Envelope Forward for Online                        Impact Emotional Connections
         This presentation will focus on             more rapidly as a result of                    Research                                           Have On Your Business
       the evolution of The Star Council             technology, accelerated social                   The industry is so risk-averse that                In this breakthrough presentation,
       Advisory Panel, in terms of how it            diffusion, instantaneous                       even with great new opportunities                  hear Gongos Associates' new tool
       was built, how it was sold in to              communication and more                         to connect with consumers in a                     for identifying and translating
       management and even how it was                willingness to accept our inability            whole new way, clients instinctively               emotional connections to develop
       sold in to members. The bumps                 to escape new ideas.                           seem to automatically revert back                  true differentiation.
       along the road in building a B2B                This presentation covers current             to the traditional methods to                      • Questionnaire design that helps
       advisory panel will be presented,             emerging and evolving trends as                conduct qualitative research.                         consumers tap into their
       along with revelations learned in             well as their effect on the                    • Net-Centric qualitative tools for                  subconscious.
       building a flexible research                  marketplace and consumers.                       conducting fully optimized virtual               • Prioritizing the relative
       instrument that can provide                   Marita Wesely Clough, Manager -                  focus groups and in-depth                           importance of emotional
       management with insights and                  Trends Group                                     interviews via web-cams and                         connections, connecting
       direction from a trusted reliable             HALLMARK CARDS, INC.                             interactive videoconferencing                       emotional connections to specific
       source.                                                                                      • In-depth analysis of non-verbal                     brands and determine critical
       • Brand Vs. Blind                                                                              reactions and behaviors online                      unclaimed "white spacing" in the
       • Recruiting Options & Obstacles                                                             • Reaching worldwide consumers                        market.
       • Logistics during development                                                                 in their homes through studies                   • Saturn case study
         phase                                                                                        translated into the language of                  Christi Walters, Vice President,
       • Security/Verification Issues                                                                 their choice                                     Business Development
       • CRM options                          "Informative with excellent                           • Designing online emoticon                        GONGOS ASSOCIATES
       • Panel success stories on a                                                                   surveys                                          Camille Nicita, Vice President of
         meager budget                         networking opportunities."                           • Cost-effective ways to conduct                   Qualitative Research
       Kevin Lonnie, President                                                                        online ethnographic studies                      GONGOS ASSOCIATES
                                                     Christopher Wooley, The Stanley Works
       KL COMMUNICATIONS                                                                            Renee H. Frengut, Ph.D., President                 Bill Thomas, Vice President of
       Tracy Trawick, Manager, Consumer                                                             EQUALITATIVERESEARCH, INC.                         Quantitative Research
       & Market Insights                                                                                                                               GONGOS ASSOCIATES
       CHATTEM, INC.

4:15   Criteria for Successful                4:15   Off-Shoring Market Research: A          4:15   Market Research Goes Wireless               4:15   Optimizing Revenue and Customer
       Segmentation                                  Roundtable Discussion                            Can you survey participants today                Satisfaction in a Complex Product
       What does it take for a                         Does offshore outsourcing hurt               in real-time via handheld wireless                   An automobile can potentially be
       segmentation to be useful and                 the US economy by draining away                devices? Can you demographically                   produced in trillions of possible
       actionable? Based on many years               jobs and investment or does it                 and geographically target                          configurations. Hear a unique
       of experience creating and using              ultimately make the US and the                 individuals in real-time? What                     research methodology that has
       segmentations in many sectors,                market research industry stronger?             about privacy concerns? What are                   successfully been applied to
       practical criteria are advanced, and          Is it a cost-cutting tactic that               the pros and cons of various types                 product offering optimization and
       then used to understand pros and              should be encouraged or should it              of wireless devices: cellular phone,               revenue management across Ford's
       cons of alternative segmentation              be punished in some way?                       palm pilot, blackberry, laptop? Are                car and truck products.
       strategies.                                     Join this exciting roundtable                survey answers transferred in real-                • Internet-based interviewing using
       Carl Finkbeiner, Ph.D., Executive             discussion and "debate" on                     time or batched at a later date?                     a "constrained menu choice"
       Vice President, Center for Strategic          outsourcing trends including pros,             • Wireless devices: Understanding                  • Unique "Coverage" metric that
       Services                                      cons and a forecast into the future.             the pros and cons                                  goes beyond typical "reach"
       TNS                                           Anne Hedde, President                          • Wireless carriers: Learn about                     calculations to allow evaluation
       Gaurav Bhalla, Ph.D., Executive               IMRO                                             contracts and costs of wireless                    and comparison of entire product
       Vice President, Center for Strategic                                                           data delivery                                      offerings, not just features
       Services and Corporate Strategy                                                              • Creating an opt-in audience of                   • Simultaneously optimize a
       TNS                                                                                            wireless consumers                                 product lineup for customer
                                                                                                    • VOIP: Voice over IP surveying                      satisfaction and profitability
                                                                                                      from cellular phones                             John Williamson, Consumer
         "Very happy that the speakers were a good balance                                          • Wi-Fi surveys: What is it and                    Insights Director
                                                                                                      what are the opportunities?                      NORTH AMERICAN FORD + LINCOLN
          of practitioners/users rather than consultants                                                                                               MERCURY
                                                                                                    Richard Sussman, Managing
          trying to"sell".                                                                          Director, Global Development                       Paul Malboeuf, Senior Vice
                                                                                                    GOZING RESEARCH                                    President, Consumer Insights
                                                          Pat Mundstock, We Energies                                                                   MORPACE INTERNATIONAL

5:15   Developing the Fisher-Price            5:15   Placement Trends at Graduate            5:15   New Technologies Bringing                   5:15   Innovations in Modeling the
       “Play. Laugh. Grow.” Brand Vision             Marketing Research Programs                    Market Research Methods To Life                    Response of Local Marketing
         When Fisher-Price wanted to                   Hear an overview of recent                     Hear from Stan Joosten whose                     Effects
       refresh corporate image for the new           developments in the placement of               role is to prototype and pilot new                   Local media response in National
       millennium, they turned to the                students and graduates at                      technologies which bring innovative                Mix Models has historically been
       marketing research team. The goal             marketing-research master's-degree             research methods to life. One of                   difficult to measure. This is
       was to devise a contemporary                  programs, looking at internships               his current interests is to create a               because local marketing is more
       corporate vision and advertising              and permanent placement.                       consumer driven innovation                         often than not exclusive to a given
       campaign while remaining                      • How is 2004 different from                   process, enabled by state of the art               DMA. This is further complicated
       consistent and committed to our                 2003?                                        technology.                                        with media fragmentation (e.g.
       brand heritage. Hear the process              • What seems to account for the                  In his twelve years with P&G he                  radio stations, out-of-home
       used to develop a message that                  differences?                                 has successfully led several critical              placements, etc.) and the increase
       would resonate with today’s moms              • Where are students getting                   IT projects in various business                    of alternative local media venues.
       worldwide:                                      internships?                                 areas and locations, ranging from                  • Increasing ROMI at the local
       • Identifying attitudinal shifts              • What kinds of work are they                  supply chain management to R&D.                      market level
         between Baby Boomer and Gen X                 doing?                                       Stan Joosten, Manager, New                         • How to measure local media
         moms.                                       • Where are graduates being hired?             Consumer Research Technologies                       effectively
       • Exploring emotional triggers.               • What is the situation for                    PROCTER AND GAMBLE                                 • More effective measurement of
       • Gaining feedback on early-stage               international students who need                                                                   local Out-of-Home effects
         creative directions and                       work visas?                                                                                     • Measuring the volume
         determining global applicability.
                                                     John Bassler, Ph.D., Director,          "A lot of great info                                        contribution of marketing events
       • Confirming the persuasive power             MSMR Program                                                                                      Shwetal Petal, Strategic Modeling
         of commercial executions.                   THE UNIVERSITY OF TEXAS AT              presented."                                               Specialist
       Shelly Glick Gryfe, Ph.D., Director,          ARLINGTON                                                                                         MILLER BREWING COMPANY
                                                                                                                     Justine Gibb, Intuit
       Marketing Research
       FISHER-PRICE

6:15   Special Futurist Presentation and Cocktail Reception:                                        • Business Balanced Scorecarding will require MR to widen its approach
       “Taking Market Research to a Higher Level”                                                   • Specialization is a minimum necessity
         Hear about new practices being developed based upon technology, industry                   • Added value will be brought to the “C-suite” based upon new practices that
       trends and business needs.                                                                     make the linkages
       • Today’s global marketing challenges require new approaches to Innovation and                Randall Emond, CEO
         Marketing Impact                                                                            IPSOS-FMC
       • Products and practices will be transformed to better fit the needs of the                                                                                      Additional
         marketing company                                                                                                                                              sponsorships available,
                                                                                             6:45 - 7:45 Cocktail Reception                 Co Sponsored by
                                                                                                                                                                        see page 15.

                                                                                       To Register                                                                                     11
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C O N F E R E N C E D AY 3

THURSDAY OCTOBER 28, 2004
7:45   Morning Coffee                                                 wonder if TV will remain the #1 advertising                      buyers treat research like a commodity. Supplier
                                                                      medium in the future. Hear from Horst Stipp,                     consolidation and the increased role of purchasing
8:00   Chairperson’s Recap                                            Ph.D., an expert in media research for over 20                   managers only increase the tempo of this dance of
                                                                      years, on the future of media and marketing, of                  death.
       Dennis Murphy, Vice President Market Intelligence
       IBM                                                            advertising and product placement. You won't want                 Companies and firms that wish to avoid this fate
                                                                      to miss this special keynote which will discuss:                 will have to learn to forge much deeper – and
8:15   Maximizing Innovative Velocity in Your                         • Changes in media technologies and the social                   probably riskier – partnerships across the void that
                                                                        and cultural trends that shape media                           divides them. This will demand a willingness to
       Organization
                                                                        consumption and the effectiveness of marketing                 shed old habits and break existing taboos of
         Business success is easy ... in theory. Simply
                                                                      • New research findings on how media is used                     “business as usual.” It may also require a
       steward your existing wealth while also creating
                                                                        today                                                          willingness to buck one's organization.
       future wealth growth engines. Unfortunately,
                                                                      • How to conduct better consumer research to                     C. Frederic John, Vice President, Consumer
       quarterly earnings pressures encourage companies
                                                                        better manage the future of your business                      Intelligence
       to get better and better at what they already do at
                                                                      Horst Stipp, Vice President, Primary and Strategic               MASTERCARD INTERNATIONAL
       the expense of developing new ideas. At times, it
       seems as though corporate evolution is at odds                 Research
       with innovation.                                               NBC                                                      12:30 Luncheon
         Scott Lutz will show you how to beat these odds
       on innovation. Instead of focusing on the standard      10:30 Refreshment Break                                         1:15    Dessert & Special Presentation: The Gallup
       mix of brainstorming and idea generation                                                                                        Polls of Baghdad and Iraq: The First
       techniques, Scott will challenge the myths of           11:00 Transforming Market Researchers into                              Representative Survey of Baghdad’s Resident’s
       innovation and discuss how to blend corporate                  Pro-active, Growth Driving Consumer Insight                      Views About The War, Occupation, and Their
       soul, consumer intimacy and the importance of                  Champions                                                        Future and the Expanded Second Survey of all of
       unleashing the pioneer spirit into winning ideas.                Diageo, the world's #1 premium spirits company                 Iraq
       Scott Lutz, President and Chief Operating Officer              is better known by its brands such as Johnnie                      In possibly the most challenging project in
       Snack Foods Group                                              Walker, Baileys, Smirnoff, Tanqueray, and                        Gallup’s history, 1,178 people in Iraq’s capital
       CONAGRA                                                        Guinness. Four years ago the company's traditional               were interviewed in August 2003 with researchers
                                                                      market research function was transformed to                      conducting hour-long, in-person interviews on all
9:00   Consumer Insights as a Critical Business Partner               dramatically upgrade its ability to extract &                    manner of topics currently affecting Baghdadis.
         Consumer Insights has become an essential                    champion powerful, growth driving insights. The                  The voices of Baghdad’s citizens had not been
       business partner for all areas of the organization.            successful journey from market researcher to                     heard – until then. In an even more challenging
       Learn how Yahoo! is using consumer insights not                insight champion within Diageo illustrates the                   project, in March and April of 2004 Gallup went
       only to drive product and marketing decisions, but             critical factors for this transformation.                        back into Iraq to record the views of 3,444 Iraqis
       also is helping Yahoo! achieve sales goals, inform             • A brand and consumer centric corporate culture                 representing 93% of the citizens in the whole of
       corporate development, public relations and                    • Total organizational commitment to the                         Iraq.
       network integration. Plus, how Yahoo! is:                        transformation                                                   Gallup’s director of international polling, Richard
       • Using its network of 274MM users to gain                     • Fundamental changes in organization structure                  Burkholder, oversaw Gallup’s both landmark polls
         insight into consumers needs                                   and ways of working                                            and will address his experiences in Iraq and cover
       • Helping advertisers understand the impact of                 • Development of new capabilities and behaviors                  the methodological challenges he overcame
         their online marketing efforts                               • Constant coaching and development                              including:
       • Leveraging consumer insights to drive the new                • Standardization                                                • Sampling
         Yahoo! brand positioning and "Life Engine"                   Venky Balakrishnan, Vice President, Global Brand                 • Design
         campaign                                                     Planning                                                         • Recruitment
       • Uncovering consumers unmet needs to drive                    DIAGEO PLC                                                       • Training
         innovation                                                                                                                    • Supervising
       Michele Madansky, Ph.D., Vice President,                11:45 Romeo and Juliet: The Model for Opting Out of                       He will also speak more broadly on polling
       Research Director                                              the Research Buyer and Supplier Suicide Pact                     overseas as he has had extensive experience
       YAHOO!                                                           The research industry is experiencing a crisis                 conducting nation-wide polling of consumers in
                                                                      largely of its own making, with suppliers and                    more than 16 countries around the world.
9:45   The Future of Media and Advertising                            buyers locked in a no-win struggle that threatens                Richard Burkholder, International Bureau Chief
         With the rapid development of media                          to destroy the relevance of the profession. Behind               THE GALLUP POLL
       technologies, such as TiVo/DVRs, many marketers                a facade of cordial partnerships, suppliers
       are worried about the future of advertising and                ruthlessly cut costs to meet financial goals while


                                 2:15 Tracks Begin (45 minute presentations with a 15 minute break between each one)

                Track #1:                                       Track #2:                                    Track #3:                                         Track #4:
              Best Practices                          Co-Creating Market Research                         New Technologies                         The Evolution of Market Research

2:15   Breed Early, Breed Often:               2:15    Inventing a New Research               2:15   How RFID Will Affect the                  2:15    ISBM’s Trends 2005 Study: Top
       Boosting New Product Success                    Process at GM                                 Consumer Marketplace in Years                     Business Marketing Challenges
       Rates Using Evolutionary                         One of the most important                    to Come                                           Revealed
       Technology                                     aspects of new vehicle                           RFID is perhaps one of the most                   The Institute for the Study of
         This presentation will offer an up-          development is the work of                     important technologies to hit the                 Business Markets (ISBM) is a
       close view of how one universally              designers, who shape the look and              marketplace in the last few                       center of excellence in the Smeal
       recognized household brand                     feel of both the interior and                  decades. There has been a lot of                  College of Business Administration
       reclaimed lost market share                    exterior of a new car or truck.                coverage of the technology, but                   at Penn State. Hear the results
       through applying "evolutionary"                  To assist in this process, GM is             what exactly is Radio Frequency                   from their survey of business
       theory to the process of package               leveraging a new market research               Identification and how is it used?                marketing experts which showed
       redesign – and insight into how                technique which encourages more                  Hear from Bill Allen, marketing                 that “growth” has become the
       brands such as Aeropostale,                    open ended dialogues with their                communications manager for TI-                    biggest challenge. Hear how these
       Dannon, P&G and others are                     customer, and allows GM to                     RFid Systems on how RFID is                       results impact market researchers
       currently doing the same.                      incorporate customer feedback into             being used today and some                         and the business to business
       • How the combination of the                   a rapid, iterative, design                     perspectives on how it will                       marketing community at large.
         Internet and genetic                         development process.                           continue to evolve as an important                Ralph Oliva, Executive Director
         recombination theory are                     • The value of rapid cycles of                 element of future.                                ISBM
         revolutionizing the product                    feedback on the new product                  Bill Allen, Marketing                             Professor of Marketing, PENN STATE
         research, design and                           design process                               Communications Director for RFID                                The Institute for the Study of
         development processes in many                • A documentary capturing the                  Division                                                        Business Markets’ (ISBM)
         of the world’s leading CPG                     experience of a team that has                TEXAS INSTRUMENTS                                               mission is to advance research
                                                                                                                                                       and teaching in B-to-B Marketing in
         companies                                      used this process
                                                                                                                                                       academia, and to improve B-to-B Marketing
       • Why the volatile business world              • Lessons learned from pushing a                                                                 practice for our Member firms in industry.
         demands product "evolution" and                new process forward in a well-                                                                 The ISBM was founded in 1983, is
         how to make YOUR products                      established organization                                                                       supported by over 60 Member corporations,
                                                                                                                                                       and networked with practical B-to-B thought
         succeed                                       Andy Norton, Director of Market                                                                 leaders throughout the world. If your focus is
       • Case history: how a Fortune 500               Research
         company shaved months off of its              GENERAL MOTORS
                                                                                              "Informative, thought                                    “B-to-B”— marketing from one business or
                                                                                                                                                       “value chain” to another - ISBM Membership
         product design and development                                                       provoking and relevant."                                 will be valuable for you and your firm. For
                                                                                                                                                       more, please see www.isbm.org, or call (814)
         cycle, and won back market
                                                                                                           Terry Dolan, Walt Disney World              863-2782.
         share!
       David Andonian, Chairman & CEO
       AFFINNOVA, INC.
                                                                                                                                               3:15    Leveraging Market Research At
                                                                                                                                                       Leapfrog for Action
12        To Register
          Call 888-670-8200 Fax 941-365-2507 Email register@iirusa.com Web www.themarketresearchevent.com
                                                                                                                                         C O N F E R E N C E D AY 3

3:15   The NFL: It Isn’t Just For Men           3:15   Demand Innovation: Co-Creating            3:15    CATI Software: New Advantages                      The voice of the consumer has
       Anymore!                                        With Your Customers                               to Address Today’s Challenges                    played a major role in the 9-year,
         Inside the NFL, the statistic is a              In this fun, interactive session,                The world of CATI interviewing                  meteoric rise of LeapFrog. We
       frequently cited one: 43% of fans               you'll learn tips for how to run an              has evolved dramatically over the                 have gone from three employees
       are women. Hear about the                       ideation session with a group of                 past few decades, mostly a result                 with a vision of delivering higher
       segmentation study conducted with               consumers, in conjunction with you               of changing economics and market                  quality educational toys to
       Burke, Inc. that identified how                 and your team.                                   forces.                                           America's third largest toy
       women follow NFL football for a                   You'll learn how to:                             Hear how call centers are now                   company. From the start, though,
       variety of reasons and in a                     • Get the rich, juicy consumer                   significantly more flexible and how               our philosophy of doing the right
       multitude of different ways.                      insights that you need.                        new CATI technology allows:                       research, doing research right,
       • The segmentation was used to                                                                   • Full power and flexibility of the               adding value, and having impact
                                                       • Listen to consumers in a new
         segment women based on their                                                                     widely used Survent CATI system                 has driven LeapFrog products to be
                                                         way, so you can generate ideas
         attitudes, perceptions, and                                                                                                                      fun and effective in achieving their
                                                         that truly meet their needs.                   • Multiple languages, including
         interactions with NFL football.                                                                                                                  educational objectives.
                                                       • Choose the appropriate                           multi-byte languages
         Why do they follow the sport?                                                                                                                    • Insight into the range of
                                                         consumers to work with.                        • Remote dialers for
         How closely? How and where do                                                                                                                      consumer feedback tools
                                                       • Train your team and the                          power/predictive dialing
         they watch, and with whom?                                                                                                                         LeapFrog uses,
                                                         consumers in a mindset that's                  • Remote real-time monitoring
       • Segmentation findings suggests                                                                                                                   • Thoughts on how to work with
                                                         conducive to idea generation                   • Improved security over remote
         that there are four distinct groups                                                                                                                your organization to focus your
                                                         rather than idea suffocation.                    telnet connections
         of female fans, who vary from                                                                                                                      limited research resources on the
                                                       • Nurture and build fledgling ideas               Brian Fowler, Manager, Client
         one another in their football-                                                                                                                     most important areas where
                                                          so they become workable,                       Services
         specific attitudes, motivations for                                                                                                                research provides usable
                                                         practical solutions.                            CFMC
         involvement, origins of interest                                                                                                                   answers,
                                                       Nancy Francis, Creative Process                                                                    • Insight into how the Marketing
         and overall interest level, and
                                                       Consultants                                                                                          Research group at LeapFrog
         merchandise ownership.
                                                       IDEAS TO GO                                “I look forward to attending
       • Results from the segmentation                                                                                                                      ensures our learning has impact
                                                       Susan Robertson,Creative Process                                                                     throughout the company.
         will be used to assist the NFL in
         better targeting programs and
                                                       Consultants                                more of your events in the                              Craig Spitzer, Vice President
                                                       IDEAS TO GO
         messaging in order to better
                                                       Susan DeFranco, Senior Market
                                                                                                  future!"                                                Market Research
         connect with its female fan base.                                                                                                                LEAPFROG
                                                       Research Manager                                      Julie Villano, Thomson Healthcare
       Cary Meyers, Director of Research               WELLS FARGO HOME MORTGAGE
       NATIONAL FOOTBALL LEAGUE                                                                                                                   4:15    Creating a Future for Market
                                                                                                                                                          Research: The Evolution from
4:15   Uncovering Shopper Opportunity          4:15    How Trend Influencers Make                                                                         Marketing Research to Marketing
       for Building your Brands In-store               Ethnography Predictive                    4:15    Innovative New Technology                        Science
         As manufacturers witness the                    Integrating Trend Influencers as                Solutions for Collecting and                       This presentation will discuss the
       consolidation of retailers in the               one segment of an ethnographic                    Analyzing Research                               potential evolution of Market
       marketplace, understanding how to               project allows insights to become                  In retail, competition is fierce                Research towards Marketing
       enable your brand to win at the                 richer and more importantly,                     and margins are low. Best Buy has                 Science in order to increase the
       point of purchase is a critical                 predictive of emerging                           used Consumer Research as a tool                  relevance and impact of the
       enabler to ensure brand building                opportunities. This is because                   to maintain its competitive                       discipline in managerial decision-
       success.                                        Trend Influencers allow you to                   advantage.                                        making. It will also focus on the
       • How do I understand my brand's                clearly hear and understand the                    This presentation will cover some               required mindset and behaviors
         "sales fundamental" opportunities             aspirations of the mainstream                    of the key tools, techniques and                  necessary to realize this evolution.
         with shoppers at a specific                   consumer.                                        philosophies that Best Buy has                    • The realities and implications of
         retailer?                                     • How Trend Influencers allow you                developed, including:                               Market Research's historical
       • How does a retailer's value                     to identify the societal shifts that           • Speed; in collection, analysis and                focus on the linkage between
         perception affect my brand                      create trends                                    decision making                                   consumer information and
         equity?                                       • Guidelines for knowing which                   • Cross-functional the development                  consumer insight for the
       • How does my brand contribute to                 trends will be embraced by the                   of an inclusive learning model                    discipline and its professionals
         the retailer's category value                   mainstream                                     • Total Decision Support; covering                • Introduction of the Marketing
         perception?                                   • How breaking traditional research                not only traditional Consumer                     Science's broader view of
       • What is the category sales                      rules can enhance the insights                   Research, but all key consumer                    consumer, competitor and
         opportunity for retailers by                    without compromising the work                    and market inputs                                 company information
         improving shopper perceived                   • How Outlaw’s approach worked at                                                                  • The nature of the changes
                                                                                                         Ed Dobbles, Director of Consumer
         sales fundamentals?                             Levi’s                                                                                             necessary to realize a Marketing
                                                                                                         Research
       Vikram K. Sarma, Consumer &                     Barbara Bylenga, President                                                                           Science function and profession
                                                                                                         BEST BUY
       Market Knowledge Manager, Family                OUTLAW CONSULTING                                                                                  Pablo Azar, Director, Marketing
       Care Market Strategy & Planning                 Michael Perman, Senior Director                                                                    Strategy and Research
       PROCTER & GAMBLE                                Consumer Insights                                                                                  ALLSTATE INSURANCE CO.
                                                       LEVI STRAUSS & COMPANY


5:00   Conclusion of Main Conference




                                About the Venue                                            DISCOUNT OPPORTUNITIES!
                                The Hotel Nikko San Francisco is located in
                                                                                           As the must-attend market research event of the year, we would like
                                the Heart of the City, just steps from
                                                                                           to offer you the opportunity to receive a discount. You are eligible if:
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POST CONFERENCE WORKSHOPS

 FRIDAY OCTOBER 29, 2004 Post-Conference Workshops 9:00-12:00pm                                                           (Choose one)

    WORKSHOP A                                   WORKSHOP B                                       WORKSHOP C                                       WORKSHOP D

 Concepts and Methods for                        Put the Innovation Back in                      Analyzing Ethnographic Data:                     Hazard Modeling: A New
 Understanding the Financial                     Market Research: An                             A Hands On Workshop                              Approach to Understanding
 Value of Marketing and                          Interactive Session                                                                              the Likelihood of New Product
 Marketing Research Activities                                                                      We will start the workshop with an            Takeoff and Growth
                                                   In this fast-paced, interactive               introduction to ethnography and one
                                                                                                 method for ethnographic analysis. We will        The Segway scooter, DVD recorders,
   The current operating environment of          workshop, you’ll learn how to develop                                                            HDTV, TiVo
                                                 and nurture every-day creativity and            then split into small groups to analyze a
 companies is placing an increasing                                                              particular data set (provided by Context)           There is tremendous uncertainty about
 emphasis on accountability. Marketing           innovation within your team or company.
                                                                                                 and create an ethnographic deliverable.          the potential success of really new
 activities, including Marketing Research,       You'll gain an understanding of how the
                                                                                                                                                  products and the right marketing strategy
 are not exempt and are routinely being          three cornerstones of creativity interact
                                                                                                    The groups will come back to together         to achieve that success. Take this
 asked to provide a justification for            and result in an environment that fosters
                                                                                                 to present their work and formulate an           opportunity to spend a morning with
 requested budgets and expenditures.             idea generation rather than idea
                                                                                                 overall set of findings and insights.            Gerard Tellis to learn about a new
                                                 suffocation.
                                                                                                                                                  method for predicting the likelihood of
   Intuitively acceptable explanations,                                                                                                           “takeoff” for new products one year
 such as 'the ad research budget is less         • Person – Understand how each                    We will conclude the session with one
                                                                                                                                                  ahead of its introduction.
 than 1% of the total ad spending' that            individual contributes to the                 technique for making the findings useful
                                                                                                 for marketing communications and new               This interactive learning session will be
 were once the staple of budget and                development of ideas in his own
                                                                                                 product development. Within this                 begin with the results from Tellis'
 performance review meetings are less              unique way. You'll change your
                                                                                                 experiential session you will learn how to:      breakthrough study, "The International
 acceptable to C-suite executives today.           mindset from “How creative are you?”
                                                                                                                                                  Takeoff of New Products: The Role of
                                                   to “How are you creative?”
                                                                                                                                                  Economics, Culture, and Country
   This workshop will discuss concepts           • Process – Gain tools and techniques to        • Work with ethnographic data?
                                                                                                                                                  Innovativeness". You'll then learn how to
 and case studies that help establish the          stimulate lateral thinking.                   • Systematically bring it all together and       employ the "hazard model" the vehicle
 value of Marketing and Marketing                • Environment – How to create an                  make sense of it? Present ethnographic         Tellis used to analyze data within his
 Research activities.                              environment that uses every idea as             findings and insights?                         study. Also covered within:
                                                   potential stimulus for other ideas.           • Apply it to what you do?                       • An overview of Hazard models
 Carl Finkbeiner, Ph.D., Executive Vice
 President, Center for Strategic Services                                                                                                         • The pros and cons of the method and
                                                   Join us for a fun-filled day of               Robbie Blinkoff, PhD, Managing Partner &           software code to run hazard models
 TNS
                                                 experiential learning. No lecture – all         Principal Anthropologist
 Gaurav Bhalla, Ph.D., Executive Vice                                                                                                             • How to use sales data in one country
                                                 hands on learning! We will work on
 President, Center for Strategic Services                                                        CONTEXT-BASED RESEARCH GROUP                       to forecast sales in other countries
                                                 YOUR real-life business challenges to
 and Corporate Strategy                          demonstrate the different principles and                                                         • How to decipher whether to employ a
 TNS                                             techniques of infusing innovation into                                                             Waterfall strategy vs. Sprinkler strategy
                                                 your daily work (and personal!) life.                                                              when launching new products
                                                                                                                                                  • How to leverage the hazard model
                                                 Nancy Francis and Susan Robertson,                                                                 within your own company
                                                 Creative Process Consultant and                                                                  • 30 years of research on modeling new
                                                 Facilitators                                                                                       product growth: What have we learned
                                                 IDEAS TO GO

                                                                                                                                                  Gerard J. Tellis, Neely Chair in American
                                                                                                                                                  Enterprise
                                                                                                                                                  USC MARSHALL SCHOOL OF BUSINESS


 As a Quirks Reader, Receive 15% Off Standard Registration Fee.
                      Quirk’s Marketing Research Review is the leading U.S.-based magazine for the research industry and is the only monthly magazine devoted
                      entirely to marketing research. With 11 annual issues of its print magazine, and its feature-packed Web site (www.quirks.com), Quirk's provides
                      practical applications in marketing research through in-depth discussions of research techniques, case histories, and the most comprehensive,
                      accurate and timely directories of marketing research providers, including the Researcher SourceBook™.


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%      Call          (888) 670-8200 or (941) 951-7885                                                                                                                                Plattsburgh, N.Y. 12901
                                                                                                                                                                                           Permit No. 44
h      Mail          Institute for International Research, New York
                     P.O. Box 3685
                     Boston, MA 02241-3685                                                            Which workshop would you like to attend? (Choose one)
ok     Email         register@iirusa.com                                                               Ì Financial Value (M1628B5)                       Ì Innovation (M1628B6)
f      Internet      www.themarketresearchevent.com                                                    Ì Ethnographic Data (M1628B7)                     Ì Hazard Modeling (M1628B8)
Please register the following delegate(s) for The Market Research Event (please photocopy this form   Ì I am an IMRO and/or UPA member and qualify for a 20% discount off the standard registration fee
for additional delegates)                                                                             Ì I am a Quirks subscriber and qualify for a 15% discount off the standard registration fee
Name ___________________________________________________ Title ___________________________            Ì I am an alumni of University of Texas at Arlington and qualify for a 15% discount off the standard
Company ________________________________________________________________________________                registration fee.
                                                                                                      Ì I am a CMOR or MRA member and qualify for a 15% discount off the standard registration fee.
Approving Manager ________________________________________________________________________

Address _________________________________________________________________________________             *Note: No two discounts can be combined
City _________________________________________________ State ______________________________           INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information or
                                                                                                      would like to be removed from our database, please contact Natalie Small at 212-661-3500
Zip/Postal code _______________________________________ Country ____________________________          ext.3193, Or fax this brochure to her attention at 419-781-6036. Please keep in mind that
Phone _______________________________________ Fax ________________________________________            amendments can take up to six weeks.
                                                                                                                                     PLEASE DO NOT REMOVE MAILING LABEL
Email ___________________________________________________________________________________
Ì I cannot attend, but please keep me informed of future events
Ì Yes, keep me informed about future events via fax

Signature ________________________________________________________________________________
Ì Yes, keep me informed about future events via email

Signature ________________________________________________________________________________
Please charge my credit card Ì Visa        Ì MasterCard      Ì American Express     Ì Diners Club

Card number ___________________________________________________ Exp. Date ________________

Signature ________________________________________________________________________________

Ì Payment enclosed
Ì Please bill my company P.O. #___________________________________________________________
Please send me more information on Ì Exhibitions        Ì Sponsorships
Please indicate which events you will attend:
Ì I will attend a symposium, the conference and a workshop
Ì I will attend a symposium and the conference
Ì I will attend the conference and a workshop
Ì I will attend the conference only
Ì I will attend a symposium only
Which symposium would you like to attend? (Choose one)
    Ì Online Research (M1628B1)                     Ì Usability (M1628B2)
    Ì Ethnography (M1628B3)                         Ì Segmentation (M1628B4)
Ì I would like the option to attend sessions within all 4 symposia and will pay an additional $100
  fee for an “all access pass”


                                                                                                      M1628

				
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Description: Ethnography Revenue Management Hotels document sample