MRS IMPACT 2021 – NEXT WEEK!

Updated: Mar 16



The MRS Impact conference is taking place next week and the line up of speakers is the most diverse it has ever been! Celebrating this diversity we have listed in this blog some of the sessions lead by ethnic Market Research professionals and the sessions around Diversity and Inclusion that we highly recommend!


CORe will be represented by our very own Theo Francis and MRS have kindly offered all of our CORe members a chance to book themselves tickets at the MRS Members cost, £300 including VAT.


If you haven't already got yourself a ticket to the 3 day event, then this is your chance to. To make use of this offer please email kulvir.dhillon@mrs.org.uk.

Here are the sessions to be looking out for:



DAY 1 – 16 MARCH


10:50 The Impact Magazine Debate


The long and short of it: From in-the-moment insight to long-term

Never has it been so important for organisations to have access to timely, reliable insight about their customers and consumers in general. However, there is a fine balance to be struck between gathering in-the-moment data to stay close to customers now, and understanding longer-term trends to build resilience for the future, ­as highlighted by Covid-19. How can research suppliers help organisations with this ­– what are they looking for?

Chair: Katie McQuater, Editor, Impact and Research Live

Panel:

Dr Parves Khan, Global Research and Insight Director, Pearson

Elaine Rodrigo, Chief Insights & Analytics Officer, Reckitt Benckiser

Tim Warner, UK Exec Lead for Insights, Data, Business Intelligence & Advanced Analytics, PepsiCo


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11:50 DEBATE - Rewriting His-Story: Do we need to invent a new language to speak to male consumers in 2021?

It has never been a stranger time to be a man. Conflicting messages abound; be a good man, be masculine, reject masculinity, redefine masculinity. For brands speak to men, it’s not just about navigating this mess, it’s about cutting through it. This debate will draw insights from some of the most taboo-breaking categories to ask: how should we really be talking to male consumers in 2021?

Chair: Hannah Marcus, Strategist, Discover.ai

Panel:

Will de Groot’s, Founder and Cultural Strategist, MEND

Sherrell Honoré, Consumer Insights Manager, Durex, RB

Abigail Mliner, Marketing and Sales Manager, Make Love not Porn

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13.30 DEBATE - The future can’t wait: The next generation on entrepreneurship, diversity and a new recipe for data

What is necessary in research right now? Young researchers are the leaders of the future and are often asked what they think the future of research will be. But the views and opinions of younger researchers on what’s happening in research right now are just as important. They shouldn’t have to wait until the future to be heard, and the industry can’t afford to wait to listen to them. Hear from MRS &more members on what’s at the top of their wish-list.

Chair: Jennifer Roberton, Managing Director, respondi. MRS Board Member and MRBA Trustee

Panel:

Theo Francis, Founder & Director, GuineaPig Fieldwork & Co-founder & Director at Colour Of Research (CORe)

Chloe Bartlem, Research Manager and Associate Partner. And 2020 finalist for the MRS' Young Researcher of the Year., Razor Research

Amanda Hammond, Commercial Research Executive. And 2020 finalist for the MRS' Young Researcher of the Year & Bloom Mentee 2020., ITV



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12:20 Case Study - Getting real: Artificial intelligence in a time of crisis

Creative development was not immune from the challenges caused by the pandemic. There is more pressure in choosing which ads to invest in as budgets tightened and in launching ads that could be deemed irrelevant. How did artificial intelligence play a significant role with creative executions? And are they really cost and time effective?

Neha Sharma, CMI Director, Global Brand Engagement, Unilever

Stephanie Kristen Pineda, Global Client Lead, Product and Research Innovations, Kantar


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14.20 CASE STUDY – Drive for progress: How to get consumers to embrace a new technology in a Covid world threatened by climate change?


Discover how electric car manufacturers worked with Facebook and The Nursery in a global study to understand how consumers really feel about electric cars. Using models derived from behavioural economics and anthropological psychology they were able to find out what’s actually going on inside consumers’ heads and what the auto industry needs to do to unlock the true drivers to purchase.

Shekhar Deshpande, Head of Strategy, Global Accounts, Facebook Lucy Banister, Co-Founder, The Nursery

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14.40 CASE STUDY - A question of privilege: When older, white, middle-class researchers are just not the right people for the job

Many young people from ethnic minority backgrounds are seeing their future blighted by COVID-19. Disclosing their experiences to researchers who seem to have so many privileges can add to the sense of exclusion. Versiti reports on its work to train ethnic minority young people in qualitative research to understand ethnic inequalities in the impacts of COVID-19 and build capacity among ethnic minority young people. The project team and the client, Youth Futures Foundation, will discuss experiences, lessons and key insights.

Sope Otulana, Head of Research, Youth Futures Foundation

Marie-Claude Gervais, Co-Founder and Research Director, Versiti


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