2015 MRIA NATIONAL CONFERENCE #mria15
What will be amazingly different in 2015?
National Student Competition, with nine teams competing for $6,000 in prizes and generously sponsored by Market Probe and Scotiabank • “SPITCH Elevator Pitch” competition among exhibitors • Contests include Let’s Make a Deal, Trade Show Bingo and Rock, Paper, Scissors • Over $5,000 in door prizes to be won, generously sponsored by Canadian Tire • More than 30 students participating • “Carte Blanche” Gala Awards Dinner • Back by popular demand – the Photo booth on Gala Awards Night, generously provided by Millward Brown • Two opening parties at the Marriott on Sunday May 24 • 40 exhibitor booths • Baristas, dessert bars, candy buffet, live entertainment… and much much more…. • And to top it all off, our special Latin-themed Tuesday night Salsa Party at Steam Whistle • CLICK HERE FOR THE CONFERENCE APP
WELCOME
FROM THE CONFERENCE CHAIR
Kara Mitchelmore, MBA, FCMA, CMRP CEO and Conference Chair
Hello everyone, It is my pleasure as this year’s Chair, to invite you to attend the 2015 MRIA National Conference. I hope that you are excited about “Storytelling – From Insights to Impact,” being held at the elegant Marriott Eaton Centre in beautiful downtown Toronto, May 24–26, 2015. This conference is the first of its kind for MRIA with over 75 speakers, 30 from client side researchers, a 40-booth tradeshow, and and the first-ever student and elevator pitch competitions. I encourage you to go to the conference website and look at the exciting speaker program featuring Ted-talk style presentations each afternoon; contests and great door prizes; the prestigious excellence awards dinner; four social events in total; great food; and so much more! There will definitely be something for everyone! With the conference being in Toronto, and many of our members living in the area, we are expecting a great turnout. And while early bird pricing has now passed, there is still incredible value to be had by purchasing a single day or a full conference pass. If you have not done so already, register today and be entered into prize draws, to win your pass or for free hotel room nights (contests close May 15 2015). Looking forward to seeing you at the conference – it is the must-attend event of the spring!
Kara Mitchelmore, MBA, FCMA, CMRP, CEO / Présidente-directrice générale Marketing Research and Intelligence Association / L’Association de la recherche et de l’intelligence marketing Email: kmitchelmore@mria-arim.ca • (416) 642-9793 ext./poste 8724
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BIENVENUE DE LA PRESIDENTE DE LA CONFERENCE
Kara Mitchelmore, MBA, FCMA, PARM PDG et présidente de la conférence
Cordiales salutations à tous et toutes, Il me fait plaisir, en ma qualité de présidente, de vous inviter à participer au Congrès national annuel de l’ARIM, édition 2015. J’espère que, comme moi, vous attendez avec impatience cet événement dont le thème sera “Storytelling – From Insights to Impact” et qui aura lieu du 24 au 26 mai 2015 à l’élégant Marriott Eaton Centre de Toronto. Nous y recevrons plus de 75 conférenciers, dont 30 du côté client, un salon de 40 kiosques, une compétition étudiante de même qu’un concours de présentations éclairs (elevator pitch). Je vous invite à vous rendre au site web du congrès pour y découvrir la superbe brochette de conférenciers que nous vous proposons, le menu de conférences genre “TED Talk” en après-midi, le prestigieux gala et remise de prix, quatre événements sociaux et bien plus encore. Tout le monde y trouvera son compte, gourmets inclus! Nous nous attendons à une très forte participation des membres de la région torontoise qui accueille ce congrès. Les billets à prix réduit ne sont plus disponibles mais il reste encore des places d’une journée ou pour l’ensemble du congrès, l’un ou l’autre une bonne affaire. Enfin, n’oubliez pas de participer au tirage au moment de votre inscription; vous pourriez gagner un remboursement de vos frais d’inscription ou des nuits gratuites à l’hôtel. Au plaisir de vous rencontrer au congrès, l’événement à ne pas manquer ce printemps!
Kara Mitchelmore, MBA, FCMA, PARM, CEO / Présidente-directrice générale Marketing Research and Intelligence Association / L’Association de la recherche et de l’intelligence marketing Email: kmitchelmore@mria-arim.ca • (416) 642-9793 ext./poste 8724
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THANK YOU TO OUR SPONSORS
Without your resounding support this year, we could not deliver this world-class event! P INN AC L E
S ILVE R
P L AT INU M BRONZE
GO L D
MEDIA & MARKETING
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CONFERENCE PROGRAM
MRIA’S CONFERENCE IN 2015 IS SHAPING UP TO BE THE “MUST ATTEND” EVENT OF THE YEAR Storytelling, in simplest terms, is the conveying of events through the use of words and images. Stories attempt to move beyond the mere recollection of events by providing additional detail and visuals that bring to life otherwise dull or complex issues. Stories engage an audience by relating to their experiences and emotions, motivating them to act, in a way that the mere presentation of charts, graphs, and statistics alone cannot do. Storytellers illustrate relationships that might have otherwise been missed, and create a personal connection with the audience that can incite them to accept an idea or concept more readily. For 2015 we have created a powerful lineup of over 70 speakers, and nearly half are client side researchers. We have four keynotes, plenaries, Ted-talk afternoons, panellists, moderators and workshops.
Sunday, May 24, 2015 TIME
9:00 am - 12:00 pm
SESSION
MRIA Board of Directors Meeting [Salon 1]
12:00 pm - 1:00 pm
Lunch - Board and Chapter Presidents [Bay]
12:00 pm - 5:00 pm
Exhibitor Set up [Exhibitor Hall]
1:00 pm - 3:00 pm
Chapter Council Meeting [Salon 1]
1:00 pm - 3:00 pm Storytelling 101 Workshop for Student Competition [York A&B] Paul Smith For student competition teams and judges only 4:00 pm - 5:00 pm Speed Networking [Salon 2 - 5] Created and sponsored by ASDE 5:30 pm - 8:30 pm
Official Launch -- 2015 Exhibitor Hall Opening Party
8:30 pm - midnight
The SNAP (Sunday Night After Party) [Adelaide]
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CONFERENCE PROGRAM
Monday, May 25, 2015 MAIN SESSION [Grand Ballroom] 7:15 am - 5:00 pm
7:00 am - 8:40 am
Registration
Breakfast
8:40 am - 9:00 am Opening Remarks Ray Kong, Ipsos and Shane Skillen, MRIA Chair and Kara Mitchelmore, MRIA CEO 9:00 am - 10:00 am
Keynote, Lead with a Story Paul Smith
10:00 am - 10:30 am Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO 10:00 am - 11:45 am
tudent Competition - Presentations to S Judging Panel [Simcoe Room] Sponsored by Market Probe and Scotiabank 10:30 am - 11:45 am Panel - The Downward Paradigm Shift in Canadian Consumer Insights Moderated by Sabrina Clarke 11:45 am - 12:15 pm Presentations of Student Competition Finalists Judges - Paul Smith/John Morton, Market Probe/ Lisa Ritchie, Scotiabank 12:15 pm - 1:00 pm 1:00 pm - 4:30 pm
1 2
Lunch and Barista Bar
Elevator Pitch Competition [Simcoe Room] Sponsored by SSI
CONCURRENT SESSIONS
TED TALKS - [Salon 1, 2, 3] MODERATED BY GfK 1:00 pm - 1:25 pm If you want to be in the Theatre then you need to be theatrical Steve Levy, COO, Ipsos 1:25 pm - 1:50 pm
ow Storytelling Changed Canadian History H Heather Whyte - CPA Canada
1:50 pm - 2:15 pm
Dropkicking 10 Big Data Myths Annie Pettit - Research Now
2:15 pm - 2:40 pm Pasta Sauce - From Idea To Shelf Mary Logan, Research & Incite, and Jennifer Coombe, Catelli Foods Corporation Canada 2:40 pm - 3:10 pm Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO
3:10 pm - 3:35 pm
ehavioural Economics in the Real World B Kelly Peters, BEWorks
3:35 pm - 4:00 pm Launching into New Entertainment Territory Tara Murphy, Cineplex and Carla Flamer, Ipsos Reid 4:00 pm - 4:25 pm
Superbowl Ads: Are they worth it? Steve Mossop, President of Insights West
TED TALKS - [Salon 4, 5]
MODERATED BY MILLWARD BROWN
1:00 pm - 1 :25 pm Leveraging Research into Brand Leadership Kevin Press, Sun Life, Barbara Eshpeter-Jenkins, Sun Life Financial, and Gail Cowling, OnResearch
1:25 pm - 1:50 pm Conversations that Matter Kim Blanchette - Alberta Energy Regulator
1:50 pm - 2:15 pm
The Leadership Contract Vince Molinaro - Knightsbridge
2:15 pm - 2:40 pm Many Voices - One Story Lesley Haibach, Ipsos Reid and Ken LeClair, Ipsos and Lisa Butler, Manulife 2:40 pm - 3:10 pm Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO 3:10 pm - 3:35 pm
Research Automation - Future is Now Steve Mast, Delvinia
3:35 pm - 4:00 pm
nglish Canadian Humour Same or Different E from U.S.? Sylvestre Marketing & Hershey
4:00 pm - 4:25 pm Death by Survey Length Scott Megginson, Millward Brown, Raj Manocha, AskingCanadians, and Monica Alfonso, Unilever
3 4
TED TALKS - [York A & B] MODERATED BY TNS 1:00 pm - 1:25 pm
Have I got a Story for you Amy Davies - RSG
1:25 pm - 1:50 pm What Clients REALLY Want … from Presentations Bernie Malinoff, element54 1:50 pm - 2:15 pm Confessions of a Newbie Client Side Researcher Arthur Poon - Ceridian
2:15 pm - 2:40 pm
Privacy Breaches: the New “Fire” Derrick Leue - LMS ProLink
2:40 pm - 3:10 pm Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO
3:10 pm - 3:35 pm
TV is Dead. Or is it Really? Michael Rodenburgh - IPSOS
3:35 pm - 4:00 pm A Village Tells a Story Andrew Micak and Elizabeth Hall, Rogers 4:00 pm - 4:25 pm Making Millennial’s Lotto Dreams Come True Zena Kostiw, OLG and Catherine Dine, Dine Discoveries
TED TALKS - [Adelaide Room]
3:10 pm - 4:25 pm Data Visualization
A hands-on workshop introducing the “Future of Story Telling” Presented by: Bitsy Bentley, VP Data Viz, Chris Thorne, GfK
CLOSING SESSIONS
4:30 pm - 5:30 pm Scotiabank - Big Data, Small Brains: Making Effective Decisions in a World of Data Overload [Grand Ballroom] Lisa Ritchie, Scotiabank
5:30 pm - 5:45 pm Let’s Make a Deal [Grand Ballroom] AskingCanadians 5:45 pm - 6:30 pm
Free Time
6:30 pm - 1 0:00 pm 2015 MRIA Gala Awards Reception and Dinner “Carte Blanche” [Grand Ballroom] The Grand Ballroom, Convention Floor, Monday 6:30 pm cocktails and 7:30 pm dinner
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CONFERENCE PROGRAM
Tuesday, May 26, 2015 MAIN SESSION [Grand Ballroom] 7:30 am - 9:00 am Breakfast
7:45 am - 4:00 pm Registration
9:00 am - 10:00 am Keynote - Storytelling: From Insights to Impact Kristin Luck
10:00 am - 10:30 am N etworking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO
10:30 am - 11:45 am P anel – Digital and Social Media impact on Research Twitter/Google/Facebook/Rogers Sponsored by Ipsos Gayle Lunn, Ipsos UU 11:45 am - 12:00 pm E levator Pitch Winner’s Presentation Sponsored by SSI 12:00 pm - 1:00 pm Lunch and MRIA Annual General Meeting
1 2
CONCURRENT SESSIONS TED TALKS -
[Salon 1, 2, 3]
MODERATED BY MARKET PROBE
1:00 pm - 1:25 pm C ommunity-based Research for Collective Storytelling Keith Neuman and Suelyn KnightEnvironics
1:25 pm - 1:50 pm T he Ties that Bind Camilla Jenkins, Kellogg’s and Caroline Fletcher, The Sound Research 1:50 pm - 2:15 pm Dynamic Story Telling Rudy Nadilo - Dapresy
2:15 pm - 2:40 pm Great Story Telling Begins With You Ellen Eastwood Research Consultant
2:40 pm - 3:10 pm Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO 3:10 pm - 4:25 pm Best practices in Market Research/ Consumer & Shopper Insights Kamal Sharma, Hershey Canada and Susan Innes, BMO Financial Group
TED TALKS -
[Salon 4, 5]
MODERATED BY ASKINGCANADIANS
1:00 pm - 1:25 pm T ell Your Stories Here Luke Stringer, Twitter
1:25 pm - 1:50 pm Designing for Efficiency Kimberly Sanderson, RBC
1:50 pm - 2:15 pm T ested for Life in Canada Cedric Painvin, Canadian Tire
2:15 pm - 2:40 pm O pportunity or Threat: The Impact of Social Media on Corporate Reputation Sean Simpson, Ipsos
2:40 pm - 3:10 pm Networking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO 3:10 pm - 3:35 pm M odernizing Mediums for Insight Narratives Jack Miles, Northstar Research 3:35 pm - 4:00 pm R ebranding Italy Mary Mills, Saatchi & Saatchi
4:00 pm - 4:25 pm Last call at the Sample Oasis Rob Berger, Vision Critical and Andrew Grenville, Vision Critical
3 TED TALKS -
[York A & B]
MODERATED BY ENVIRONICS
1:00 pm - 1:25 pm S ame Story - Many Different Ears Robin Brown - Environics
1:25 pm - 1:50 pm A Story About Students & Co-Created Tool Jacquelyn Salnek, yconic & Julie Gauvin, TFO Media 1:50 pm - 2:15 pm Fifty Shades of Values Christie Christelis, Consilient Inc.
2:15 pm - 2:40 pm D elight is in the Details Stavros Davidovic, Telus and Chris Randall, ResponseTek
2:40 pm - 3:10 pm N etworking - Rock Paper Scissors Tournament Shane Skillen, MRIA Chair, Hotspex CEO 3:10 pm - 3:35 pm How to Co-Author a Bestseller Stefania Traglia, Keurig and Juliann Ng, GfK
3:35 pm - 4:25 pm Panel: Fostering an Optimal Partnership for Storytelling Moderator: Jacquelyn Salnek, yconic CLOSING SESSIONS
4:30 pm - 5:30 pm W hat is i? Transforming Market Research from a Cog in the Wheel to being the Wheel [Grand Ballroom] Marie Wolfe, Unilever
5:30 pm - 5:45 pm Closing Remarks and 2016 Conference Introduction [Grand Ballroom] Kara Mitchelmore, MRIA CEO and Carolyn O’Keefe, Chair, MRIA Board 5:45 pm - 6:00 pm Let’s Make a Deal [Grand Ballroom] AskingCanadians
7:00 pm - 10:00 pm L a bienvenida a una noche de música salsa – Welcome to our Salsa Party Evening Event at Steam Whistle Brewery
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TRADESHOW EXHIBITORS
We started the 2015 Exhibitor Hall with 40 booths offered, a record! We maximised on the space and got creative with three booth styles in two rooms, including the Grand Ballroom. We thank all of our exhibitors for stepping up and invite all of you to strut your stuff in the Elevator Pitch Competition.
Visit the MRIA National Conference website at http://conference2015.mria-arim.ca/news/index.php
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THANK YOU JUDGES AND MODERATORS ROOM MODERATORS
MONDAY, MAY 25, 2015 [Salon 1, 2, 3] Chris Thorne Vice-President, GfK Canada MONDAY, MAY 25, 2015 [Salon 4, 5] Sandy Shiffman Managing Director, Firefly Canada MONDAY, MAY 25, 2015 [York A & B] Margot Acton Senior Vice President, Brand & Communications Lead, TNS Canada TUESDAY, MAY 26, 2015 [Salon 1, 2, 3] John Morton President, Market Probe Canada TUESDAY, MAY 26, 2015 [Salon 4, 5] Amber Bartlett Senior Sales Manager, AskingCanadians TUESDAY, MAY 26, 2015 [York A & B] Jillian Barber Senior Research Consultant, Environics
ELEVATOR PITCH COMPETITION JUDGES Paul Long Manager, Marketing & Market Research, CPA Canada Vicki Muscat Senior Research Analyst, Atlantic Lottery Corporation Kamal Sharma Shoppers Insights Manager, Hershey Canada
EXCELLENCE AWARDS JUDGES Kara Mitchelmore Awards Chair
Ed Gibson Founder, CRC Research Kimberlee Niziol Jonas Strategic Insights Manager, Roche Canada Carla Gail Tibbo President and Founder, Incisive Marketing
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STUDENT COMPETITION JUDGES
Joe Amati Associate Director, Insights and Planning, Kellogg Canada Kim Blanchette Vice President, Alberta Energy Regulator Amy Davies Senior Vice President, Research Strategy Group Inc. Katie Law Insights Manager, McCain Foods Kristin Luck Serial Entrepreneur Raj Manocha Senior Vice President, AskingCanadians John Morton President, Market Probe Canada Carolyn O’Keefe President, MQO Research Annie Pettit Chief Officer, Peanut Labs Lisa Ritchie Senior Vice President, Customer Knowledge and Insights, Scotiabank Paul Smith Best-selling author of Lead with a Story Mark Wood Vice President, Client Service, TNS Global
THANK YOU TO OUR 2015 CONFERENCE COMMITTEE COMMITTEE
CONFERENCE AND TRADE SHOW CHAIR Kara Mitchelmore Tel: 416-642-9793 ext. 8724 Toll-Free: 1-888-602-6742 ext. 8724 Email: kmitchelmore@mria-arim.ca SPONSORSHIP CHAIR Carolyn O’Keefe Tel: 709-753-1251 Email: carolyn@mqoresearch.com SPONSORSHIP VOLUNTEER Anu Bhalla Tel: 416-422-4603 Email: abhalla@advanis.net SPONSORSHIP VOLUNTEER AND CONFERENCE MC Jordan Levitin Tel: 416-572-4455 Email: jordan.levitin@ipsos.com SPONSORSHIP VOLUNTEER Shane Skillen Tel: 416-487-5439 ext. 225 Email: shane.skillen@hotspex.com PROGRAM CO-CHAIR Joseph Chen Tel: 416-476-3995 Email: jochen@hersheys.com
MRIA STAFF
MANAGER, COMMUNICATIONS Anne Marie Gabriel Tel: 416 642 9793 ext. 8723 Toll-Free: 1-888-602-6742 ext. 8723 Cell: 647-535-3557 Email: amgabriel@mria-arim.ca MANAGER, MEMBER SUPPORT Erica Klie Tel: 416 642 9793 ext. 8727 Toll-Free: 1-888-602-6742 ext. 8727 Email: eklie@mria-arim.ca MEMBER DEVELOPMENT Dan Jackson Tel: (416) 642-9793 ext. 8726 Toll-Free: 1-888-602-6742 ext. 8726 Email: djackson@mria-arim.ca SOCIAL MEDIA Karl MacIsaac Tel: (416) 642-9793 ext. 8734 Toll-Free: 1-888-602-6742 ext. 8734 Email: kmacisaac@mria-arim.ca EVENT LOGISTICS Fiona Somerville Tel: (416) 642-9793 ext. 8733 Cell: (416) 509-6722 Email: fsomerville@mria-arim.ca
PROGRAM CO-CHAIR Julie Sylvestre Tel: 514-284-0878 Email: julie@sylvestremarketing.com MARRIOTT HOTEL Elke Smith Event Manager Phone: 416-204-9082 Fax: 416-343-9027 Email: elke.smith@marriott.com EVENT FUSION Alice Parnis 416.504.9777 Email: alice@eventfusion.net
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LOOK WHO’S COMING
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