On October 15, Knect365 hosted The Market Research Event (TMRE) in Scottsdale, Arizona at the Westin Kierland. Now in its eighteenth year, TMRE brings together over one thousand insights and market research professionals aimed to tackle industry complexities head on and advance insights together as a community.

Attendees had the pleasure of hearing Peyton Manning’s out of industry perspective―encouraging us to stay “fast, fluid, and flexible,” a heated Oxford style debate on the role of AI in MR and if and how AI will replace the current day researcher, and networking events from the Cowboy Cookout to the Una Noche in Mexico Party complete with a mariachi band.

To navigate the wealth of knowledge, the conference hosted speaker sessions in six strategically crafted tracks:

The conference kicked off with industry and topic-specific breakfast roundtables including a Women In Insights breakfast focused on women leading digital transformation in market research and identifying what’s needed to grow the pipeline of women in the digital arena—and their path to the C-suite.

Hosted by Laura Chaibi, Head of Market Intelligence and Syndicate Digital Data at Middle East Broadcasting Center, UAE, and sponsored by WIRe (Women In Research), the session shed light on the lack of women in the boardroom and the challenge of “you cannot be what you cannot see,” and the much needed change in business practices to support improving the leadership path for young and upcoming women. Senior women in the room offered a key piece of advice: To make it to the C-Suite you have to be a business person, not just a researcher. If you don’t know your company’s P&L or have a sense of how money is coming into and out of your organization, it makes it difficult to determine ROI for yourself and your contributions.

Following the breakfast kickoff, the conference offered 3 days of intensive workshops, peer-lead sessions, and motivational keynotes. Molly Hayes, Global Director, Innovation Insights at Anheuser-Busch InBev, presented on The Other Half: Reconnecting Women & Beer. Haynes spoke to the idea that as an industry “we’ve been ruled by myths.” These previous held myths kept Anheuser-Busch InBev focused only on what they could see above the surface. With an aim to challenge these myths by uncovering the authentic story of womanhood and beer, Anheuser-Busch InBev was able to create lasting change by bringing the beer category more in alignment with women’s needs and motivation, and ultimately creating opportunities to unlock global category growth. Hayes provided attendees with these five takeaways when conducting research intended to uncover and create emotional brand connections:

  • Establish the myths adopted by your organization and challenge them
  • Start broad, ask the deeper questions at a human level
  • Don’t jump to conclusions
  • Establish how you can work within the consumer construct (we aren’t here to change the consumer)
  • Patience and commitment

TMRE 2019 is slated for November 5-7 at The Mirage in Las Vegas, Nev. TMRE also now offers an Executive Education Program, allowing you to advance your credentials and achieve skill recognition while at TMRE. For more information on the Executive Education Program and 2019 conference, visit the TMRE website.

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