Positioning a product/service is a key strategic marketing activity, and doing it well is essential for success. A company must differentiate its own product/service from competitors so that customers believe the firm?s offering is both unique and highly desirable.

A wide range of research tools have been developed to assist marketers in their quest to position their products/services effectively. This tutorial provides an introduction to several methods commonly used in product positioning research. Topics to be discussed include: Positioning Concepts, Quadrant Analysis, Brand Mapping, Benefit Structure Analysis and Laddering. The content will be presented from a conceptual, non-technical perspective, with attention given to the data collection requirements, analysis and interpretation of each approach. Similarities and differences among the methods will also be discussed.

Prior Knowledge Required:
A basic course in statistics is very desirable. Some familiarity with multivariate techniques, such as factor analysis and discriminant analysis is helpful, but not essential.

Benefits of Attending:
You will understand basic positioning concepts and their application across several industries. Attendees will also understand how to use several tools commonly used in positioning research, including Quadrant Analysis, Factor Analysis Maps, Discriminant Analysis Maps, Correspondence Analysis Maps, MDS Maps, Benefit Structure Analysis and Laddering.

B) Marketing Research ROI
Chuck Chakrapani, Chief Executive Officer, Millward Brown Canada

ROI on marketing research is the number one hot topic today. More and more clients are demanding to know what results their research dollar produces ? not in general terms, but in terms of dollars and cents. It has become very important for marketing researchers to know how to measure ROI. This workshop discusses the issues involved and some possible solutions.

C) Survey-Based Approaches to Pricing Research
David W. Lyon, Principal, Aurora Market Modeling

This tutorial will describe various methods of measuring price-demand relationships in surveys.Methods covered will range from direct questioning approaches, including the van Westendorp PSM technique, to trade-off techniques, including standard conjoint analysis and some choice-based techniques. Each approach will be briefly introduced, followed by a discussion of its advantages, disadvantages, limitations and any special considerations.

2- Hour Tutorials

1:00 - 3:00 p.m.

D) What?s New In Online Research
Jeff Miller, Senior Vice President, Burke, Inc.

Online research has become a commonly used tool in the marketing researcher?s toolkit, yet the medium is still rapidly evolving. In addition to highlighting current trends in the online research field and discussing the latest online research techniques, this tutorial looks at some of the latest ?research on research? within the online arena. The session will also cover current best practices in the design and deployment of online surveys. Key ideas include:

See how the online environment is evolving
Become familiar with the ?hot? topics and trends
Learn from the latest online research R&D
Hear about the latest best practices for online research

5:00 - 5:30 p.m. First Time Attendee Orientation

5:30 - 7:00 p.m. Welcome Reception in Exhibit Hall

Monday, September 26

7:15 a.m. - 6:30 p.m. Conference Registration Open

7:15 - 8:00 a.m. Continental Breakfast in Exhibit Hall

8:00 - 8:30 a.m. Welcome and Introductions
Jack Weekes, Chairperson of the Board, American Marketing Association
Joan Treistman, Committee Chair

Presentation of David K. Hardin Award Winner

This annual award goes to the author(s) of a peer-reviewed feature article published in Marketing Research magazine judged best for the year by the editor, associate editors and the editorial review board. Editors are asked to consider innovativeness of the research, it usefulness and applicability for other researchers, and the potential societal or economic benefits or implications of the research.

Recipient(s):
"What's Your Preference"
Marketing Research,Summer 2004
by: Steve Cohen and Bryah Orme

8:30 - 9:15 a.m. Keynote Speaker

How Dunkin' Brands, Inc. Uses Collaborative Market Research To Be A Market Leader
John Luther, Chief Executive Officer, Dunkin? Brands Inc.

When functioning as it was meant to function, an Insights Group not only makes business success possible, it also makes collaboration natural within organizations and creates a culture of curiosity, positivity and confidence. A best-practices Insights Group not only articulates the best and worst of any brand (in a honest way), but it also creates powerful cultural and consumer messaging. In this session, you will be exposed to the unique model via which Dunkin' Brands, Inc conducts insights work and the myriad "wins" that have resulted from it.

9:15 - 10:00 a.m.

Word-of-Mouth and Buzz ? Your Customers are Talking!
Dave Balter, Founder, President, BzzAgent, Inc.

Creating positive brand experiences has never been more important. In our powerful, networked world, impressions travel around the globe at the speed of light, touching an exponential number of people along the way. Word-of-Mouth, peer-to-peer networking and advocacy are at work in today?s market place. And they are shaping the destiny of many brands. The question is, how are you making them work for you? With over 90,000 volunteers in their network of passionate brand evangelists, BzzAgent has tapped into the art and science of real Word-of-Mouth and has uncovered the mysteries behind who is really creating it, when it occurs and how companies can accelerate and augment its effects. Learn how brands like Lee Jeans, Ralph Lauren, Penguin Group, Anheuser-Busch and many others build Word-of-Mouth, evangelism and advocacy.

10:00 -10:30 a.m. Refreshment Break in Exhibit Hall

10:30 - 11:15 a.m.

How Does Honda Research and Develop Products Around Diverse Consumer Groups?
Aziz Ucmakli, Assistant Senior Manager, Research and Development America, Honda Motor Co. Inc.

In the automotive industry, traditional research techniques are not always reliable in terms of projecting or isolating the unique demands and requirements of diverse consumers, such as Generation Y. For this reason, Honda Research and Development employed a number of ?ground level? primary research techniques ? the results of which were inextricably linked to the design theme, the functional innovations and the core essence of the Honda Element. This involved looking beyond market assumptions, focusing on unmet buyer needs and employing non-traditional methods in both market research and product design. These techniques and applications have now become a central part of Honda?s primary research methodology and will be reviewed during this session.

11:15 a.m. - 12:00 p.m.

Instant Reactions and Long-term Decisions: The 2004 Presidential Debates
Kathleen A. Frankovic, Director of Surveys, CBS News

In the fall of 2004, CBS News learned how debate viewers ? especially uncommitted voters ? responded to the candidates as they presented their positions. CBS News tracked reactions from those voters ? a nationally representative sample ? in their homes, watching television. The reactions and responses to post-debate questions were reported within minutes of the debate?s conclusion and were made available via the CBS News website. They learned what moved voters and how that affected the rest of the campaign. This presentation will highlight some of those on-screen moments.

12:00 - 1:30 p.m.

Charles Coolidge Parlin Award Luncheon
Hosted by the AMA Chairperson of the Board- Jack Weekes
( Recipient to be announced )

1:30 - 2:00 p.m. Break on Your Own

2:00 - 2:40 p.m.

Revitalizing a Trusted Icon: The American Red Cross Experience
Sharron Silva, Director, Research and Analysis, American Red Cross

Few organizations are challenged to perform their most difficult work in the midst of the intense media attention generated by a major disaster. Learn how the American Red Cross uses market research to monitor and respond to donor concerns and to guide communication strategies in times of disaster, and in quieter times, as they prepare for the next disaster. Gain insight into some of the unique marketing challenges facing this well known humanitarian organization.

2:40-3:00 p.m.
Refreshment Break in the Exhibit Hall

3:00 - 3:40 p.m.

Retail Rituals: Exploring Women?s Changing Attitudes and Behaviors Toward Shopping
Carrie McCament, Co-Founder, Frank About Women
Janie Curtis, Managing Director, Frank About Women

Women are complex. Finding someone who gets it isn?t. Paramount to understanding how to win with women is understanding how and why they shop. Frank About Women recently completed the second wave of a nationally representative study among almost 1400 women, and the results are quite telling. Women?s shopping behavior continues to evolve- two out of three women say they are shopping differently today than they did just a few years ago. The study?s findings drive home the reality that women shop with both rational factors and emotional drivers in mind.

3:40-4:00 p.m. Tuesday Program Highlights

4:00 - 4:40 p.m.

Measuring the Value of Research
Diane Schmalensee, President, Schmalensee Partners
A. Dawn Lesh, Senior Vice President, Performance Analytics & Insights

Marketing researchers are frequently asked to demonstrate the value of their contributions to their organizations. This talk, which summarizes more than 70 interviews with respected corporate marketing research heads and their clients, describes best practices for measuring the return on research investments. It identifies three main approaches to measuring the value of research and compares the pros and cons of each:

Helping their clients determine how much a new research project is really ?worth?
Competing successfully with other corporate functions for scarce budget dollars and resources
Building closer relationships with their clients by sharing a common language and outlook

5:00 - 6:30 p.m. Reception and Exhibit Showcase

Tuesday, September 27

7:15 a.m. - 5:00 p.m. Conference Registration Open

7:15 - 8:00 a.m. Continental Breakfast in the Exhibit Hall in Exhibit Hall

8:00 - 8:40 a.m. Concurrent Sessions

Integrating Your Communications Efforts ? Creating Messaging That is Clear, Concise and Accurate For Your Constituents
Jo Sullivan, Senior Vice President ? Development and Communications, American Society for the Prevention of Cruelty to Animals (ASPCA)

Organizations ? nonprofit and for profit ? can have many messages going out to its constituents. The organization often does not realize that those multiple messages reach essentially the same person. The ASPCA took thoughtful steps to ensure a plan would be developed to streamline this messaging. Through extensive quantitative and qualitative research, the ASPCA was able to develop a communications strategy which allowed every vested department to get the word out but also ensured the recipient always had a clear view of the association as a whole.

Re-Thinking Call Center Metrics
Mary Howe, Quality Practice Leader, Hewitt Associates LLC

Human resource outsourcing is a $30 billion plus business, expected to grow to $55 billion by 2006. In the world of HR outsourcing, customers that call the contact center are not buying anything and only have a distant impact on whether their employer renews their contract with the outsourcer. So, what quantitative value is there in investing research dollars to measure the callers? experience? Hewitt Associates has recently analyzed linking call center customer satisfaction to operational and financial success in a non-direct sales call center environment. They will review their findings in this session.

Using Choice Modeling to Drive Decision-Making at Marriott Vacation Club International
Steve Cohen, Director, Market Research, Marriott Vacation Club International

Using choice modeling with target consumers, Marriott was able to make market-based decisions on the configuration of its new resorts. Steve will describe a highly successful partnership between internal cross-functional organizations, the research department and the research company. In addition he will discuss the stakeholder process; the decision inputs of a particularly demanding and complex research design; the analytics and output; and ultimately, the actions taken by MVCI as a result. This is a must-attend session for those in mostly consumer sectors, those with complex value propositions, and anyone seeking insight on how to make market research actionable for executives.

EXPLOR- Simulating the C-Store: A Truly Convenient and Cost-Effective Online Research Solution
Michelle Adams, Group Manager, Consumer Strategy & Insights, Frito-Lay

Frito-Lay faced the challenge of refining new product introductions in the convenience store environment in a less expensive and timely manner. This approach has proven to be a reliable framework for repeated C-store studies. This session will explore applications, the client value/benefit, the application of multivariate models and how Frito-Lay gained acceptance of the technique from multiple departments and divisions.

8:50 - 9:30 a.m. Concurrent Sessions

An Integrated Approach to Identifying Key Initiatives that Drive Business Performance Using the HP Business Performance Chain
Swati Saxena, Researcher & Methodologist, Hewlett-Packard

This session describes the process of integrating disparate sources of data within an organization into vital information that can be used to influence corporate decision making with the same rigor provided by financial data. Swati will discuss how to become familiar with the challenges of conducting end-to-end linkage research within a large corporation. In addition to sharing the overall methodological approach used, Swati will highlight the benefits of driving action at different levels within an organization and reveal the challenges that are typically faced when conducting such research. An empirical example illustrates a link between employee, operational, transactional and loyalty customer survey data, and financial metrics.

How Market Research Gets "A Seat At The Table"
Richard Kelly, Vice President, Global Market Research, GE Global Consumer Finance

Learn about the traits that helped establish a leader and examples of how GE Consumer Finance Market Research is getting aligned to those traits and driving business results through research processes and innovation. At the conclusion of this presentation, attendees will understand how research policy is developed by leveraging GE Leadership values.

The Research No One Wanted
Debra Kassarjian, Director, Consumer Insights Menu Planning, Taco Bell Corporation

After hundreds of thousands of dollars of production cost and a full market test, it was clear that the advertising for Taco Bell?s rice bowl wasn?t clear. Unfortunately no one was pounding down our door for ad research. This session will discuss just one of many test market ?misses? that were done leading up to doing traditional research untraditionally (traditional research being ad testing, untraditional being speed, cost, and focus). See how they developed a ?think outside the bun? approach called 360 AdView, as well as learn a more holistic way to do ad research.

EXPLOR- Driving and Coordinating Enterprise-wide Action from Real-time Customer Feedback
Anthony Pichnarcik, Global VOC Leader, Honeywell Automation and Control Systems (ACS)

Eight billion dollar Honeywell Automation and Control Systems preserves millions of dollars of service contract revenue and enjoys an ROI exceeding 100% per year though online Voice of Customer (VOC) systems that automatically open and assign cases when satisfaction scores fall below specified thresholds. Learn how integrated email and phone contact increase responses rates and give ACS independence from call center vendors and new found negotiating leverage.

9:30 - 10:00 a.m. Refreshment Break

10:00 - 10:40 a.m. Concurrent Sessions

Search for Excellence ? Understanding When and How to Influence B2B Purchasers
John Topping, Head of B2B Technology, Google, Inc.

This session will present new research that helped marketers use the search function more effectively. The study reflects how search is used at various stages of b2b technology purchases, including the relative importance of search compared to other sources of information. It also identifies search terms used throughout the purchase process, and helps marketers optimize paid search listings by identifying the characteristics (including keywords) that are more likely to attract users.

How the U.S. Army?s Approach to Enlisting Nurses Can Help You Attract and Acquire New Customers
Claudia Beach Tamplin, Operations Research Analyst, Center for Accessions Research, US Army Accessions Command

In this presentation, learn how the U.S. Army applied advances in discrete choice modeling and market simulation tools to identify the optimal benefits package offerings and communications messages to help the Army Nurse Corps achieve its enlistment goals in a seller?s market ? where too much demand is chasing too little nursing supply. Attend this session to hear a simple, jargon-free example of how discrete choice can be applied to address very specific business problems

Designing Highly Actionable Needs/Attitude-Based Segmentation Studies
Donald F. Falkinburg, Assistant Vice President, Market Research & Competitive Intelligence, CIGNA

After participating in this session, attendees will understand how needs / attitudes-based segments are derived and profiled; design and implement actionable needs/attitude-based segmentation studies;and identify what major analytic techniques are available for performing segmentation analysis, including their advantages and disadvantages. Learn how target segments are derived and how you can ensure that segmentation findings are highly actionable.( can be used to increase client retention, penetration, and new account acquisition).

EXPLOR- The "Right Moment" for Online Advertising Testing at Eli Lilly
Daryl Papp, Director of Marketing Research for Neuroscience, Eli Lilly and Co.

The anonymity of the Internet provides an ideal environment for surveying individuals suffering from potentially embarrassing ailments. Discover how Eli Lilly and Company used the latest developments in presenting multi-media stimuli in web questionnaires to test the highly visible launch commercial in its Cialis advertising campaign.

EXPLOR- Unilever?s AXE Online Community: Getting Unique, Continuous Consumer Insights
Alison Zelen, Senior Manager, Consumer & Market Insights, Unilever

Learn how the AXE team has used an online community to gain and sustain its leading-edge understanding of a hard-to-reach group of target consumers: males, ages 18-24. You will hear why Unilever created the community, how it works, when it is appropriate to use and the lessons Unilever has learned about online research.

10:50 - 11:30 a.m. Concurrent Sessions

Measuring Trust - How Research Can Help Build Trust in your Brand
Meg G. Sloan, Senior Market Research Manager, eBay Inc.

Trust is an issue which is important to virtually any brand. In today?s evolving marketplace, trust is still the foundation of every good brand relationship. In a time of corporate scandals, spoofing/phishing and identity theft, consumers are less trusting than ever before.

In quantitative research, the idea of trust is typically relegated to one attribute among a long list of emotional connections, hardly enough to quantify the trust relationship. Come learn how eBay developed and implemented a research system to deconstruct trust in their brand and measure their ?trust drivers? over time. Understanding what contributes to trust for your brand can help drive brand preference, share of wallet and of course, your corporate reputation.

?Action Research? ? An Approach for Establishing Value
Ed King, Director Consumer Insights & Market Innovation, Humana, Inc.,

Humana views itself as a disruptively innovative health insurer in a consumerist space. In 2004, Humana decided to ramp up its ability to obtain and act upon ?outside-in? consumer voices. To execute against this objective it hired marketing researchers with a CPG background and developed a new ?marketing research? function. This session will describe a 1st year case study emphasizing lessons learned by a new marketing research team who needed to quickly establish itself within a culture that rarely appreciated the value of marketing research. Processes will be described that helped define a new playing field focusing upon actionability ? resulting in traction and a seat at the strategic table.

The Voice of the Customer
Dorrie Krueger, Managing Director Strategic Bear Planning, Build-A-Bear Workshop

Build-A-Bear Workshop was founded in 1997 with one store and now operates over 170 stores in the US/Canada as well as stores in 4 international countries. A critical part of the growth of the brand has been the voice of the customer in its decisions. The company has measured its guest satisfaction since 1998 and pays store bonuses on both sales and customer service. Nevertheless, it goes much farther than that ? whether it?s input from the cub advisory board on products and promotions; leveraging a database of over 11 million unique households for market research; responding to 7,500 or more letters and e-mails received each month; or surveying store associates for feedback on its operations, the company is committed to having the voice of its customers present in everything it does.

EXPLOR- Saving Active Web-Site Intercept Recruitment
Jeremy A. Netka, Manager, Marketing Research, Masterfoods USA
Lynn Stables, Vice President, Millward Brown

Pop-up blocking technology has jeopardized the research industry's long-standing approach for actively recruiting web-site visitors for surveys. Learn how innovative new approaches ? including branded interstitial and layered invitations ? let Masterfoods USA complete an important evaluation of its re-launched Pedigree.com site

11:30 a.m. - 1:00 p.m. Lunch in the Exhibit Hall

1:00 - 1:40 p.m. Concurrent Sessions

Why Are My Customers Leaving?
Randy Malone, Director of Market Intelligence, VTech

This session will show how information integrated from multiple sources (annual brand loyalty tracking study, sales data, advertising expenditures, etc.) is used to analyze a product?s position in the market place. This multi-pronged approach to research allows informed conclusions to be drawn that in turn empower each division within the company to react meaningfully to the changing market. The ?What? So What? Now What?? cannot always be answered from a single source, so answers must be sought from all available information sources, not limited to, but always including, customer input.

How To Use Customer Knowledge to Build a Competitive Advantage
Scott Winston, Vice President Operational Excellence, Washington Mutual

Innovative product, process and relationship design with customers is the driving force in achieving the customer focus. This session will explore the key issues and success factors in establishing a ?customer focused? culture. Learn what we did to change management practices, embrace the change and sustain it within the organization.

1:50 - 2:30 p.m. Concurrent Sessions

Airport Passenger Satisfaction Takes Off
Greg Phillips, Marketing Research Manager, Port Authority of New York and New Jersey (PANYNJ) Airport Department

In 2003, PANYNJ initiated an aggressive approach to developing improvement plans from the customer perspective to aid in PANYNJ's effort to operate and maintain a unified system of safe and secure regional airports, providing the region with unsurpassed global access and restoring the region as the nation's prime gateway for passengers and cargo. With PANYNJ's continuing emphasis in 2004 on information to action, the final deliverables were targeted action plans for improvements at each airport terminal as well as recommendations for Reward and Recognition programs to drive results.

Quantifying the Impact of the Contact Center on Customer Churn Behavior
Don Semonick, Area Manager, SBC Internet Services

This session details the value of linking customer survey data to actual customer behavior. SBC Internet Services will describe in detail the approach the company used to merge and analyze transactional satisfaction data with customer disconnect data. This exercise provided quantifiable insight that enables SBC Internet Services to proactively target customers likely to churn and to reach out to them prior to disconnect. The results were eye-opening and powerful at all levels of management. Learn how you can deliver this insight into your organization.

1:00 - 1:30 p.m. Concurrent Sessions

RESEARCH COMPANY SEMINAR- Improving Executive Decision-Making with Predictive Market Intelligence
Hal King, Chief Executive Officer and Founder, King Brown & Partners
Dr. Chris Diener, Director of Analytics, King, Brown & Partners

Coupled with industry case studies, this session will describe (1) how to identify the need and timing for different kinds of marketing intelligence based on custom research and predictive analytics and (2) how to create a successful market intelligence process as it applies to identifying/ attracting the best customers, developing products/services, and creating positioning and messaging. Hal will cover briefly the following predictive analytic areas and applications?Choice Modeling/Conjoint Analysis, Segmentation Modeling, Structural Equation Modeling, and Data Fusion?and the ability to improve the accuracy and precision of strategic, marketing decision-making with predictive market intelligence.

RESEARCH COMPANY SEMINAR- Measuring the Retail Shopping Experience ? Blending Methodologies to Fully Evaluate the Customer?s Experience
Christian Riepe, Associate Vice President, Ipsos-Insight

Retailers not only have to fend off competition from other stores in the same sector, but they are also faced with determining how to survive when behemoth mass merchandisers encroach on their business. One answer many retailers are using is to improve the shopping experience by finding ways to ?tweak? the experience to keep the customers coming back for more. In this session, attendees will learn:

How one national retail chain implemented a full-scale research program to better understand and improve the customer?s shopping experience
How to utilize ethnographic research to experience the store from the shopper?s perspective
How to use surveys and focus groups to measure competitive positioning relative to the shopping experience

1:30 - 2:00 p.m. Concurrent Sessions

RESEARCH COMPANY SEMINAR- Are We Creatures of Habit, or Creatures of Change: Using Research to Understand Human Behavior
John Fricker, Vice President - Conversion Model, TNS
Dr. Jan Hofmeyr, Chief Executive Officer, the Customer Equity Co.

This session will highlight the necessity, as well as the means, to better understand what drives human behavior and as a result how companies can use this information to manage markets and brands more effectively. What drives us to do the things we do, make the choices we make, and change our minds or even break promises we fully intend to keep? We are complex beings on the whole, but the truth is that there are only a few very simple mental mechanisms that direct our attention, our interests, and our ultimate choices in all areas of our lives. As marketers and researchers, we must consider and address these fundamental questions. If we do not, we can not expect to anticipate markets and influence how people behave toward brands. There is in fact a better and simpler way to explain behavior, choices, and broken promises. We begin with a concept called commitment. This presentation explains the basic dimensions of commitment, and how to utilize such a concept in marketing and research to benefit brands.

RESEARCH COMPANY SEMINAR- Product Optimization
Jeffrey Adler, President, Centrac DC Marketing Research

This session was inspired by an estimate that 85% of new product introductions fail -- usually due to the product itself. Since the product is the easiest marketing mix element to measure, why do so many failures occur? Why do so many "optimized" products fail? This session will address a methodology we have successfully implemented, and the actionable results it provides. Join our session, as we apply this actionable methodology to a variety of advertisements, products and services.

2:00 - 2:30 p.m. Concurrent Sessions

RESEARCH COMPANY SEMINAR- The Duplicate Email Search ? A First Step to Validating Online Research
Mary Beth Weber, Executive Vice President, Sigma Validation

In collaboration with General Foods? (now Kraft Foods) and based on their concerns regarding the reliability of respondent-level data in traditional research, Sigma Validation developed the Duplicate Number Search in 1978. Similar concerns have now emerged regarding internet research, prompting us to create the ?duplicate email search?. Many of our clients are regular users of internet research, however, they have expressed some concern about this medium of data collection, since there is currently no third-party audit of the respondent data on which they are basing their multi-million/billion dollar decisions. In this session, you will learn more about the types of initiatives being created and implemented to address industry concerns regarding the validity of online research.

RESEARCH COMPANY SEMINAR- Marketing to The New 50-Plus Population: It?s Not Your Parents? 50-Plus Population
Marsha Cohen, Principal, The Second Half
Ann Middleman, Principal, The Second Half

Today?s 50-plus population is healthier, wealthier, and more active than any such cohort in history. They have more disposable income than their parents did, and they intend to spend it on themselves. The presenter, author of Marketing to the 50-Plus Population, will first describe the three distinct segments of this diverse group, and then tell why they are important to marketers.

2:30 - 4:00 p.m. Ice Cream Social in Exhibit Hall

4:00 - 4:40 p.m. Concurrent Sessions

Moving an Entrepreneurial Company to Research Based Decision Making
Keith Rozolis, Vice President Strategic Marketing and Planning, ABC Supply Company Inc.

ABC management was determined to move the company from a strong regional player to an influential national company. To accomplish their strategic goal, ABC used market research to segment the marketplace, target services to specific types of customers, and develop targeted marketing plans. The research used for decision-making evolved from segmentation (based on customer demographic variables, wants and needs) to product/service trade-off exercises. The market intelligence allowed for a precise, targeted marketing strategy, which improved product mix and showed a greater understanding of customer differences. It also focused on ABC?s competitive advantages through creation of greater customer value. This single tracking study has now developed into a research program with quantitative and qualitative components, employing the latest research and analysis techniques (choice based conjoint). Join Keith to discuss how research improved the company?s understanding of the marketplace and affected management decision making to provide a competitive edge

Insights to Impact ? A Coaching Session
Robert Atencio, Director, Consumer Strategy and Insights, Frito-Lay

In a professional field loaded with smart, talented people, how do you stand out? The best way is to have an impact on your business. You can no longer simply provide the best numbers; you must also drive the impact. Although there is no magic formula for driving impact, this session will explore real life examples of how you can lead major transformations for your business. In addition, we will share some basic principles, while outlining potential areas of opportunity within most organizations.

4:50 - 5:30 p.m. Concurrent Sessions

A Focus Group Killed my Favorite TV Show? and Other Myths about Audience Research
Thomas Alfieri, Vice President Program Research, NBC Universal

Despite some well-publicized reports to the contrary, research can improve television programs. This session will include an overview of how audience research is used to develop, launch and improve broadcast television programs. Particular attention will be paid to the role of focus groups; the types of information that can and cannot be obtained from groups; tips on how to select participants; and the importance of managing writers, producers and other creative types in the ?back room.?

Increasing ROMI through Marketing Plan Optimization Analytics at the Coca-Cola ? A Case Study
Lisa Wellington, Senior Manager of Marketing Science, the Coca-Cola Company

How do we boost marketing ROI at the Coca-Cola Company- by optimizing our marketing plans? Come and join us to find out how the market research team is bringing together people, models, data and software to optimize its brands? marketing plans. You will hear new perspectives on how brand and research teams leverage predictive analytics, state-of-the art technologies and best practices planning processes to make better and faster strategic decisions every day. After participating in this session the attendee will gain an appreciation for MPO (Marketing Planning Optimization) and how it can increase marketing ROI in their own organizations and take home real world examples of how to achieve fast user adoption cycles for new processes and enabling technologies.

4:00 - 4:30 p.m. Concurrent Sessions

RESEARCH COMPANY SEMINAR- Marketing Research Ironies
Terry Grapentine, President Grapentine Company, Inc.
Dianne Altman Weaver, Consultant

Often, answers to complex questions have simple, easy-to-understand, wrong answers?especially in marketing research. Are insignificant variables in a regression equation truly not predictive of brand loyalty? Should I use a 5 or 10 point scale? If you want to improve a product, why not just ask consumers, ?How can we make our product better?? You may be surprised by the answers. ?Thou art not what thou seem?st,? Prince Henry proclaims to a very alive Falstaff whom minutes earlier appeared to be dead (King Henry IV, Part 1). Come see how marketing research has its own Shakespearean irony.

RESEARCH COMPANY SEMINAR- A New Benchmark for the Quality of Online Data: Understanding Differences in the Context of Practical Business Decision Making
Cindy Trish, Senior Vice President and Managing Director, Knowledge Networks

The samples and methodologies behind Internet research have powerful implications for marketers. Today's online recruitment techniques include "rivers" (one-time surveys at specific websites), opt-in panels and RDD samples. Knowledge Networks will present a breakthrough study--done in collaboration with a major academic institution--to compare these survey methods with RDD telephone research. The presentation will provide an updated profile of Internet research quality circa 2004, with real market case studies to highlight its value in business decisions-- from allocating marketing dollars to developing new products and brands.

4:30- 5:00 p.m. Concurrent Sessions

Beyond Bulletin Board Focus Groups: New Frontiers in Online Qualitative Research
Steve August, Principal, KDA Research
Kimberly Daniels August, Principal, KDA Research

While qualitative research has come online in the form of chat and bulletin board based focus groups, gathering more in-depth qualitative customer insight via the Internet is still a new frontier. With the rapid development of new online communication tools such as blogs and podcasting and the proliferation of personal digital devices that can deliver photographs and video, there are exciting new possibilities for qualitative researchers. This session will bring attendees up to date on the latest developments and future possibilities in online qualitative research. Through presentation of real world case studies, attendees will learn how the latest online technologies can be utilized to engage respondents for longer periods of time, combine individual, group and contextual techniques in a single study, and allow respondents to more easily share their world with us.

RESEARCH COMPANY SEMINAR- Linking Brand Equity to Brand Dollars: What is the ROI of Improving Your Brand Equity Scores?
Jim Roberts, Vice President, Decision Sciences, Burke, Inc.

Companies work hard to improve brand strength using research systems to track changes in attitudinal measures of brand equity. Such tracking systems are necessary but not usually sufficient to demonstrate to senior management that marketing efforts to build brand awareness, brand recognition, and brand regard really do ?pay off? on the bottom line. Attend this session to learn about Burke?s approach to linking brand equity measurement to customer value in dollars by identifying the key drivers of the ?building blocks? of brand equity: customer acquisition and retention.

RESEARCH COMPANY SEMINAR-Exploring the Link Between Research and Performance Improvement
Michelle Turner, Director, Research and Development, Maritz
Wally Balden, Director of Web-based Research, Maritz

This presentation focuses on taking customer satisfaction research beyond simple reporting of numbers. Many companies today are not satisfied with their ability to use customer feedback to improve performance and/or achieve desired business results. By integrating customer feedback into a continuous improvement process, we can provide tools that help our clients identify and prioritize areas in need of attention, determine root cause, and create unit level processes to drive customer focused improvements ? all facilitated quickly and effectively via the Web.

After participating in this session, the attendee should have a better understanding of how they can use their customer satisfaction data to help create customer driven performance improvement within their organization and gain a better understanding of how they can use the web to help facilitate the process.

6:00 - 8:00 p.m. Evening Event

Wednesday, September 28

7:15 a.m. - 12:00 p.m. Registration

7:15 - 8:00 a.m. Continental Breakfast in Foyer

8:00 - 8:40 a.m.

Closing Remarks
Joan Treistman, Program Chair

2005 EXPLOR Award Winner Announced
Beth Rounds, Senior Vice President, Business Development, MarketTools
Chair, 2005 EXPLOR Award

8:40 - 9:20 a.m.

2005 EXPLOR AWARD Winner Presentation

9:20 - 10:20 a.m.

Online Consumer Insights: Lessons from the Front Line

Moderator: Thomas Brailsford, Head of Advancing Capabilities, Hallmark
Panelists:
Joyce Ann-Lindbloom Salisbury, Manager, Interactive Research Tool Development, General Motors
Mike Troutman, Director, Business Research Initiatives, Eastman Kodak Company
Lynne Kerger, Senior Manager, Research Group, Chicago Tribune

When companies and consumers engage in an online dialog, it's a win-win situation for marketers and customers. Several leading manufacturers will share their experiences in leveraging an ongoing, online relationship to conduct research, provide information, develop insights and successfully guide their managements' decisions.

10:20 - 10:40 a.m. Refreshment Break

10:40 a.m. ? 12:00 p.m.

Handling the Demands of Consumer Insights
Moderator: Don E. Shultz, Professor Emeritus in Service, Northwestern University
Panelists:
Program Directors: John Bassler, Director, MSMR Program, the University of Texas at Arlington; Madhav N. Segal, Ph.D., Director, Master of Marketing Research (MMR) Program & Professor of Marketing, Southern Illinois University Edwardsville; Monika Wingate, Director, A.C. Nielsen Center for Marketing Research, University of Wisconsin-Madison; Srinivas Reddy, Director of Coca-Cola Center for Marketing Studies, University of Georgia

Alumni: Kris Kumar, Director, Consumer Research, Burger King Corporation
Isil Clark, Marketing Research Manager, Worldwide Customer Satisfaction Program, Agilent Technologies, Inc.; Ed Dobbles, Director, Best Buy; Adrian C. Bing-Zaremba, Director of Business Strategy and Insights, McNeil Consumer and Specialty Pharmaceuticals (a division of Johnson & Johnson)

"Have we seen the enemy? Is it us? If upper management questions the value of marketing research, we must ask "How well prepared is the marketing research industry to provide value to upper management?" The future of our consumer insights and research departments as well as our individual careers will be determined by the answer to this question. Don Schultz who has raised this issue in "Marketing News" will reflect on his point of view. Directors of Market Research Graduate Programs will discuss how their schools are developing candidates to meet the needs of today's corporations. Graduates of these programs, who have been working in the marketing research industry for at least five years, will share their experiences. They will tell their stories of how their expectations and training were on the mark or had to be modified to match company and career needs. Attendees will have the opportunity to interact with this distinguished panel to develop an action plan, one that will ensure a bright future for those currently employed in the marketing research industry and those planning to be a part of it.

12:00 p.m. Conference Adjourns