Event Recap: Quirk’s Event Chicago
W5er’s Amy R. Castelda and Nick Lowery
The Quirk’s Event Chicago conference delivered an impressive lineup of sessions that tackled the most pressing and forward-thinking topics in marketing research, from the rise of AI and synthetic data to leadership, innovation, and the evolving role of insights.
The following recaps highlight some of the most impactful sessions, key takeaways, and fresh perspectives that left us inspired and better equipped to navigate the future.
Gaining and retaining a seat at the C-suite table
Pamela Forbus brought wisdom from over 30 years of leadership experience at some of the world’s most iconic brands—PepsiCo, Disney, Pernod Ricard, and Mondelez International—sharing what truly sets standout leaders apart and how they earn (and keep) their place at the C-suite table.
Forbus’ message was clear―whether you're an insights practitioner or a research provider, your ability to influence senior decision makers hinges on more than just data about leadership, strategy, and presence.
She introduced four key questions every professional should regularly ask themselves:
What is my role?
Who do I serve?
How can I have impact?
Am I a Corporate Athlete?
When digging into How can I have impact? she emphasized the importance of ‘Executive Presence, becoming politically savvy (read Survival of the Savvy by Brandon and Seidman), and learning the language of the C-suite (read Power by Jeffrey Pfeffer). She reminded us that navigating high-integrity politics isn’t just helpful—it’s essential for both personal career growth and business success.
Forbus also introduced the powerful concept of being a Corporate Athlete. Drawing parallels to elite athletes—who spend 90% of their time training and just 10% performing—she asked how often are you practicing your craft? Are you tweaking your deck right up until showtime, or have you already locked your content and are now focused on storytelling and delivery? Just like athletes, we need a team around us—mentors, peers, coaches—to support our development and help us keep sharpening our edge.
Her real-world insights and candid stories made this a standout session—packed with practical wisdom and inspiring reminders of the leader we each have the potential to be.
Synthetic vs. Real – The Showdown in Market Research
L&E Research dove headfirst into one of the hottest topics in our industry right now: synthetic vs. real data in market research. With AI rapidly transforming how we collect and interpret insights, they offered a much-needed look at when synthetic data delivers—and when it falls short.
L&E put both synthetic (AI-generated) and real consumer responses to the test, comparing how each responded to the same stimuli. The side-by-side results were surprising and thought-provoking, offering a grounded perspective on where synthetic data fits into our research toolkit.
The team didn’t just talk theory—they broke down exactly where synthetic samples shine and where they still can’t replace the nuance, emotion, and depth human participants bring.
This session was a great reality check—AI is powerful, but human intuition still has a critical role to play. For anyone navigating modern methodologies, this was an essential conversation.
Design Thinking in Action: How Mars Wrigley stays ahead with customer-centric innovation
Meeting customer needs versus what we think they need are often two very different things. Mars Wrigley highlighted how they successfully met this challenge with their new product launch, Skittles Pop’d. This freeze dried candy has quickly become the top product in its category, largely because Mars took the time to truly listen to their customers.
Brand enthusiasts often feel a sense of concern and even panic when they believe their favorite product is being changed. Recognizing this, Mars Wrigley developed a product that stayed true to what consumers love about Skittles, while also introducing something innovative. Mars leveraged real customer data to predict which ideas would resonate most, including packaging and product design, as well as product naming and shelf placement.
Mars shared valuable strategies that any company can apply to increase new product launch success, emphasizing the importance of listening to real consumer feedback and ensuring innovation aligns with customer expectations.
Getting to the heart of the matter: Effective and “healthier” messaging in a crowded market
In the wake of the pandemic and the growing focus on health and wellness, personal care has become a more significant priority than ever before. Qunol, the leading heart-healthy brand in the vitamin, mineral, and supplements industry, shared insights on how brands can refresh their messaging to stand out in an increasingly crowded market.
Qunol's goal was to expand its market share while ensuring they didn’t alienate or confuse their loyal customer base. To achieve this, they utilized advanced ad testing, targeting health-conscious consumers who prioritize self-care. By enlisting a high-profile spokesperson like Tony Hawk, Qunol refined their messaging, creating a clearer understanding of their products and the specific benefits of each. This approach helped cut through the noise in a competitive industry and engaged their audience with a more focused and impactful message.
The Coca Cola Company: How to reframe an emerging category with Simply Pop
As new brands like Ollipop and Poppi have carved out space in the emerging prebiotic soda category, Coca-Cola recognized an opportunity to enter this growing market. To explore this potential, Coca-Cola leveraged its Simply Beverages brand to better understand consumer experiences and perceptions around prebiotic sodas.
Coca-Cola sought to determine whether this product was just a passing or sustainable trend. At the time there was still some confusion around prebiotic soda benefits, with some retailers unsure how to best position these new products on shelves. Coca-Cola’s goal was to reshape the category, targeting a broader audience that valued health while still wanting an enjoyable, tasty beverage.
By shifting consumer perceptions, Coca-Cola aimed to show that prebiotic sodas could be just as delicious and easy to drink as traditional sodas, creating a compelling option for health-conscious consumers without compromising taste.
What’s Next?
We’re excited to see what’s in store for The Quirk’s Event NYC, July 23-24! For a sneak peek of sessions and all the details, visit the event website here. We’ll see you there!
ICYMI
W5 was proud to sponsor the water stations, helping everyone stay hydrated and clear-headed to make the most of two action-packed days of learning 💙
