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CONFERENCE
PROGRAM
5
YEARS OF RESEARCH INTELLIGENCE
A FUTURESPECTIVE
LETTER FROM THE CONFERENCE CHAIR
LETTRE DU PRÉSIDENT DE LA CONFÉRENCE
5
YEARS OF RESEARCH INTELLIGENCE
A FUTURESPECTIVE
I am told that people don’t read
long letters from conference
Chairs and to be honest, I
don’t blame them…… so I’m
going to make this brief and
to the point. A warm
welcome to the 50th
anniversary conference of
the MRIA – I hope that you
can feel the buzz around this
rather different MRIA conference
that so many people have told me
that they are feeling. This will be one to remember as we give
a nod to the successes of the past, but stay true to our theme
of Futurespective, and pull back the curtain on the future.
The conference will focus on how the research industry needs
to evolve to remain relevant. As you read the program, and
subsequently attend the sessions, you can’t help but notice
exceptional business leaders from the fields of marketing,
advertising, loyalty and public opinion research – this is a very
different program. The topics being discussed include critical
issues shaping the future of these disciplines.
The Tradeshow will house the transformational technologies
that are altering the infrastructure of marketing research and
forcing the industry to be increasingly nimble.
On m’a dit que les gens ne lisent pas de longues lettres de
présidents de conférence et, pour être honnête, je ne les blâme
pas… je serai donc bref et j’irai droit au but. Une chaleureuse
bienvenue à la conférence du 50e anniversaire de l’ARIM.
J’espère que vous sentez toute l’animation inhabituelle
entourant cette conférence plutôt différente de l’ARIM que
tant de gens m’ont dit qu’ils ressentaient. Elle se promet d’être
inoubliable puisque nous saluons les succès du passé, mais
qu’aussi, fidèles à notre thème Futurspective, nous levons le
rideau sur l’avenir.
La conférence sera axée sur la façon dont l’industrie de la
recherche doit évoluer pour demeurer pertinente. À mesure
que vous lirez le programme, et que vous assisterez
subséquemment aux séances, vous ne pourrez vous empêcher
de remarquer les leaders exceptionnels du monde des affaires
dans les domaines du marketing, de la publicité, de la
fidélisation et de la recherche sur l’opinion publique – il s’agit
d’un programme très différent. Les sujets qu’on y discutera
touchent aux enjeux cruciaux façonnant l’avenir de ces
disciplines.
Le salon professionnel hébergera les technologies
transformatrices en voie de changer l’infrastructure de la
recherche marketing et de forcer l’industrie à devenir de plus
en plus habile.
The many social opportunities will allow you to catch-up with
old friends, network with new colleagues and exchange ideas
of the day in an engaging and fun atmosphere.
Le grand nombre d’activités sociales vous permettront de
renouer avec de vieux amis, de faire du réseautage avec de
nouveaux collègues et d’échanger sur les idées du jour dans
une atmosphère stimulante et amusante.
Get all you can out of the conference. Learn a lot.
Be inspired. Use your networking skills. Celebrate the past.
Peer into the future.
Tirez tout ce que vous pouvez de la conférence. Apprenez
beaucoup. Laissez-vous être inspiré. Utilisez vos compétences
en réseautage. Célébrez le passé. Scrutez l’avenir.
See you there,
Au plaisir de vous voir à la conférence,
Steve Levy
President, Ipsos Reid - Market Research Canada East
Steve Levy
Président, Ipsos Reid – Recherche marketing de l’est du Canada
C O N F E R E N C E
Michael Adams
Norman Baillie-David
Tricia Benn
Pete Blackshaw
Darrell Bricker
Eileen Campbell
Satjiv Chahil
Winnie Chan
Tony Chapman
Mike Colledge
Ruth Corbin
Rob Daniel
Catherine Dine
Steve Earwaker
Lisa Elder
Arthur Fleischmann
Lynn Fletcher
Donna Goldfarb
Will Goodhand
Ann Green
Allan Gregg
Elizabeth Hall
Jan Hofmeyr
Nigel Hollis
Ani Ieroncig
Margo Jay
Debra Kavchak-Taylor
Timothy Keiningham
Robert Kolatschek
Ian M. Lightstone
Christopher Loudon
Brent Lowe-Bernie
Bernie Malinoff
Jacquie Matthews
Bill McCollam
Elissa Moses
John Morton
Keith Neuman
Julie Pearson
Kelley Peters
Annie Pettit
Jeff Plowman
Ken Powaga
Bill Ratcliffe
Sarah Roberton
Scott Robinson
Fabien Rolland
Irene B. Rosenfeld
Joel Rubinson
Shane Skillen
Tony Speed
Tracy Stone
Nat Stone
Greg Taylor
Aidan Tracey
Ken Whyte
S P E A K E R S
President, Environics
Vice President and Director of Public Opinion Research for TNS Canada
Senior Director, Rogers Connect Market Research and Client Services, Rogers Publishing Limited
EVP of Digital Strategic Services, Nielsen Online
Chief Executive Officer, Ipsos Global Public Affairs
CEO, Millward Brown
Senior Vice President, Global Marketing, Personal Systems Group, Hewlett-Packard Company
Senior Manager, Strategic Marketing Research, RBC Royal Bank
Founder and CEO, Capital C
President, Canadian Public Affairs, Ipsos Reid
Managing Partner and CEO, CorbinPartners Inc.
Managing Director, Research & Loyalty, Maritz Canada
President, Dine & Associates
Vice President, Financial Services, Medallia Inc.
President, heads up
President/CEO, john st.
EVP and Chief Strategy Officer, BBDO Canada
Vice President of Consumer & Market Insights, Unilever, Americas
Business Development Director and official Juicy Evangelist, BrainJuicer
SVP, Marketing Solutions, Millward Brown
Chairman, Harris/Decima
Senior Research Manager, Special Projects and Operations, Rogers Connect Research and Client Services, Rogers Publishing
International Director for Innovation Brand & Communication, Synovate
Executive Vice President and Chief Global Analyst, Millward Brown
Marketing Research Director, Canada Post
chief insight officer, Hidden Truths
Consumer Insights, Molson Coors Canada
Global Chief Strategy Officer and Executive Vice President, Ipsos Loyalty
Director, Consumer Insight & Strategy, Kraft Canada
Director, MJI Global Inc.
Executive Publisher & Editor-in-Chief, Marketing Magazine
President, comScore Media Metrix Canada
President, element54
President, Ipsos ASI Canada
Vice-President, Digital Strategy, Sun Life Financial
Chief Analytics Officer, EmSense
President, Market Probe
Group Vice President, Public Affairs, Environics Research Group
Senior Advisor Public Opinion Research Directorate Public Works and Government Services Canada
Senior Director, POST Foods LLC
CRO, Conversition Strategies Inc.
Sharpe Blackmore Euro RSCG
Senior Vice President-Customer Loyalty, GfK Custom Research North America
Senior VP, BrainJuicer North America
Senior Research Associate, Environics Research Group Inc.
Director, Consumer Insights & Loyalty Strategy, Maritz
Director – Marketing Research, Aeroplan
Chairman and Chief Executive Officer, Kraft Foods Inc.
Chief Research Officer, The ARF
Founder & President, Hotspex Inc.
Director, Market Knowledge & Donor Insight, Canadian Blood Services
Associate Vice President, Consumer Research & Insights, Canadian Tire Corporation
Manager, Advisory Services, Knowledge and Practices, Public Opinion Research Directorate,
Public Works and Government Services Canada
Co-founder-Steam Whistle Brewing
President, Mosaic Experiental Marketing
Publisher & Editor-In-Chief, Maclean’s
WWW.MRIA-ARIM.CA/CONFERENCE2010/SPEAKERS/DEFAULT.ASP
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5
YEARS OF RESEARCH INTELLIGENCE
A FUTURESPECTIVE
C O N F E R E N C E
Sunday, May 30th
12:30 – 2:00
MRIA National Board of Directors Meeting
12:30 – 2:00
MRIA Chapter Council Meeting
2:00 – 2:45
Welcome Reception
Simultaneous
Marketing /
Public Affairs
breakout
sessions
The 50th Anniversary celebration kicks off on Sunday
night May 30 at our conference hotel - the Westin
Harbour Castle - with a casual 'drop in' opening
reception. Stop by after you have checked into the
hotel, swing by on your way home from the Game,
Shopping, Dinner, make plans to rendez-vous with
someone you haven't seen for a while or make new
friends before the Conference even starts. Background
entertainment will include reels of advertising from
across the 50 years of organized marketing research
in Canada.
Marketing - Harbour Ballroom C
“Mobile Moment of Truth” – GPS Ethnography for
Marketing & Research
Bernie Malinoff, President, element54
Fabien Rolland, Director – Marketing Research, Aeroplan
Monday, May 31st
Breakfast
(Metro Ballroom)
8:45 – 9:00
Public Affairs - Pier 2/3
A Decade of Research and Advancing the Blood
Donation Cause in Canada
Mike Colledge, Senior Vice President and Managing
Director, Ipsos Reid
Tony Steed, Director, Market Knowledge & Donor Insight
Canadian Blood Services
Intro to Day - Steve Levy, Conference Chair &
President, Ipsos Reid - Market Research Canada East
9:00
Intro to Session
9:00 - 10:45
Canada 1960-2010 and Beyond
Are We Getting It Right?
(Metro Ballroom West and Centre)
Moderator - Ken Whyte, Publisher & Editor-In-Chief,
Maclean’s
Allan Gregg, Chairman, Harris/Decima
Michael Adams, President, Environics
Darrell Bricker, Chief Executive Officer, Ipsos Global
Public Affairs
10:45 – 11:00
11:00
11:00 – 12:30
Break
Intro to Session
The Value of Research in Marketing –
The Marketers’ View
(Metro Ballroom West and Centre)
Moderator - Chris Loudon, Executive Publisher &
Editor-in-Chief, Marketing magazine
Bill McCollam, Vice-President, Digital Strategy,
Sun Life Financial
Satjiv Chahil, Senior Vice President, Global Marketing,
Personal Systems Group, Hewlett-Packard Company
Greg Taylor, Co-Founder, Steam Whistle Brewing
Marketing - Harbour Ballroom A
How Molson Canadian got its Mojo Back
Shane Skillen, Founder & President, Hotspex Inc.
Debra Kavchak-Taylor, Consumer Insights, Molson Coors
Canada
Marketing - Harbour Ballroom B
How Knowing the Secrets of Men Can Improve
Your Brand and Your Life
Catherine Dine, President, Dine & Associates
Tracy Stone, Assistant Vice President, Consumer
Research and Insights, Canadian Tire Corporation
Lisa Elder, President, heads up
Location: Westin Harbour Castle
– Harbour Ballroom
7:30
Lunch In Tradeshow
(In Tradeshow – Metro Ballroom East)
8:30 – 12:30
7:30 pm
to 9:30 pm
P R O G R A M
3:00 – 3:45
Simultaneous
Marketing /
Public Affairs
breakout
sessions
Marketing - Harbour Ballroom A
Making a Splash - Tapping into Research to Awaken
a Sleeping Giant. A Case Study on Premium Plus
Robert Kolatschek, Director, Consumer Insight &
Strategy, Kraft Canada
Jeff Plowman, Sharpe Blackmore Euro RSCG
Marketing - Harbour Ballroom B
Using Marketing Research as a Business
Development Tool - Panacea or Ethical Dilemma?
Ani Ieroncig, Marketing Research Director, Canada Post
Norman Baillie-David, Vice President and Director of
Public Opinion Research, TNS Canada
Marketing - Harbour Ballroom C
Brands in the Boardroom
Dr. Ruth Corbin, Managing Partner and CEO,
CorbinPartners Inc.
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C O N F E R E N C E
Public Affairs - Pier 2/3
Urban Aboriginal Voices – Insights from a
Landmark Canadian Study
Dr. Keith Neuman, Group Vice President,
Public Affairs, Environics Research Group
Sarah Roberton, Senior Research Associate,
Environics Research Group
4:00 – 4:45
Simultaneous
Marketing /
Public Affairs
breakout
sessions
Tuesday, June 1st
7:30
Breakfast
(In Tradeshow – Metro Ballroom East)
8:15 – 8:30
Intro to Day and Session
8:30 – 10:00
Commitment, Loyalty, Happiness and Love:
Changing Customer Relationships
(Metro Ballroom West and Centre)
Marketing - Harbour Ballroom A
Me to We Research: A New Way of Looking
Will Goodhand, Business Development Director and
official Juicy Evangelist, BrainJuicer
Marketing - Harbour Ballroom B
Social Media Research: From Buzz To Biz
Annie Pettit, CRO, Conversition Strategies Inc.
P R O G R A M
Tim Keiningham, Global Chief Strategy Officer and
Executive Vice President, Ipsos Loyalty
Jan Hofmeyr, International Director for Innovation
Brand & Communication, Synovate
Margo Jay, chief insight officer, Hidden Truths
10:00 - 10:20
Break – tradeshow
Marketing - Harbour Ballroom C
Forget The Gatekeeper, Overturning Orthodoxies,
Meaningful B2B Research in 2010
Tricia Benn, Senior Director, Rogers Connect Market
Research and Client Services, Rogers Publishing
Limited
Elizabeth Hall, Senior Research Manager, Special
Projects and Operations, Rogers Connect Research,
Market Research and Client Services
10:20 - 10:30
Intro to Session
10:30 – 12:00
The Value of Research in Advertising –
The Agency View
(Metro Ballroom West and Centre)
Public Affairs - Pier 2/3
The New Government of Canada Standards:
Taking the Next Step
Nat Stone, Manager, Advisory Services, Knowledge
and Practices, Public Opinion Research Directorate,
Public Works and Government Services Canada
Julie Pearson, Senior Advisor Public Opinion Research
Directorate Public Works and Government Services
Canada
12:00 – 12:30
6:00 – 7:00
Reception
(In Tradeshow – Metro Ballroom East)
7:00
50th Anniversary Golden Gala
Think Hollywood. Think 60’s Glam. Think Madmen.
Think Martinis.
(Metro Ballroom West and Centre)
Moderator - Ian Lightstone, Director, MJI Global Inc.
Tony Chapman, Founder and CEO, Capital C
Aidan Tracey, President, Mosaic Experiental Marketing
Arthur Fleischmann, President/CEO, john st.
Creativity In Advertising: What Is It Good For?
(Metro Ballroom West and Centre)
Eileen Campbell, CEO, Millward Brown
12:30 - 2:00
Lunch
(In Tradeshow – Metro Ballroom East)
1:30 – 4:30
Toronto Time
• Summerhill LCBO Tour and Wine Tasting
• Vintage Streetcar Tour of Downtown
• Segway Tour of the Distillery District
• Hippo Amphibious Tour – “The Bus That Floats”
• Toronto Island Bicycle Tour
8:00
“Summer’s Edge” Party at Andrew Richard
Designs
Featuring entertainment by
Suzie McNeil and a
Rock/Paper/Scissors Tournament
(571 Adelaide Street East)
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5
YEARS OF RESEARCH INTELLIGENCE
A FUTURESPECTIVE
C O N F E R E N C E
Wednesday, June 2nd
7:30
Breakfast
(In Tradeshow – Metro Ballroom East)
8:45 - 9:00
Intro to Day/Session
Steve Levy
9:00 – 10:15
The Future of Marketing Research
(Metro Ballroom West and Centre)
11:30 – 12:15
Simultaneous
Advertising/
Loyalty
breakout
sessions
Break – tradeshow
10:45 – 11:30
Advertising - Harbour Ballroom B
If my heart could do my thinking, would my
brain begin to feel? Neuroscience: A case study
examined
Ann Green, SVP, Marketing Solutions, Millward Brown
Simultaneous
Advertising/
Loyalty
breakout
sessions
Loyalty - Harbour Ballroom A
Putting Customer Feedback Surveys to Work in
New and Improved Ways
Steve Earwaker, Vice President, Financial Services,
Medallia Inc.
Advertising - Harbour Ballroom C
The Future of Researching Advertising Effectiveness
Nigel Hollis, Executive Vice President and Chief Global
Analyst, Millward Brown
Bill Ratcliffe, Senior VP, BrainJuicer North America
Loyalty - Pier 2/3
Profiting from Customer Churn
Ken Powaga, Senior Vice President—Customer Loyalty,
GfK Custom Research North America
Loyalty - Harbour Ballroom A
Towards a Comprehensive Picture of Customer
Loyalty: Linking Attitudinal Research with
Behavioral Research
Rob Daniel, Managing Director, Research & Loyalty,
Maritz Canada
Scott Robinson, Director, Consumer Insights & Loyalty
Strategy, Maritz
Advertising - Harbour Ballroom C
Importing Ads From Other Markets.
Some Things Just Don’t Transfer Well.
Jacquie Matthews, President, Ipsos ASI Canada
Loyalty - Pier 2/3
Management & Metrics: Customer Experience
Measurement for Improved Business Performance
Winnie Chan, Senior Manager, Strategic Marketing
Research, RBC Royal Bank
John Morton, President, Market Probe Canada
Advertising - Harbour Ballroom B
Measuring the Digital World
Brent Lowe-Bernie, President, comScore Media Metrix
Canada
Lynn Fletcher, EVP and Chief Strategy Officer, BBDO
Canada
Joel Rubinson, Chief Research Officer, The ARF
Peter Blackshaw, EVP of Digital Strategic Services,
Nielsen Online
Donna Goldfarb, Vice President of Consumer &
Market Insights, Unilever, Americas
10:15 – 10:45
P R O G R A M
12:15 – 1:15
Lunch
(Metro Ballroom West and Centre)
1:15 – 1:25
Intro to Keynote
Janine Keogh, Vice President,
Consumer Insight & Strategy, Kraft Canada
1:25 – 2:15
Keynote Address
Irene Rosenfeld, Chairman and Chief Executive Officer,
Kraft Foods Inc.
2:15 – 2:30
Wrap Up
Steve Levy
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E X H I B I TO R S
Acrobat Research
Advitek Inc.
ASDE Survey Sampler
Canadian Viewpoint Inc.
CLS Lexi-tech Ltd.
Confirmit
Consumer Contact / Research By Net
Evoke Research Group
Fresh Intelligence Research Corp.
GfK Research Dynamics
Global Market Insite (GMI)
Hotspex Inc.
Ipsos Reid Corporation
Itracks
Kraft Canada Inc. Consumer Insight & Strategy Group
LMS Prolink Ltd.
Logit Group
Markelytics Solutions India
Market Dimensions
Market Probe Canada
709/711
500
715
705
614
205
203
606
206
600/602
401
200
300/302
204
304/306
407
403
618
103
620
A N D
F L O O R P L A N
Medallia Inc.
Network Research Field Services
Opinion Search Inc.
Pricing Solutions Ltd.
Quick Test / Heakin
Research House Inc.
Research Now
ResponseTek
Rosetta Studio
Strategic Communications Inc.
StatCube
Survey Sampling International
Synovate Ltd.
Tele-Surveys Plus Inc. / Télé-Sondages Plus Inc.
TNS Canadian Facts
Toluna / Greenfield Online
Tri-L Research Ltd.
University of Georgia
Visual Diagnostics Inc.
Vision Critical
Voxco
400
406
202
616
207
307
707
405
713
502
305
107
301/303
105
717/719
201
404
Table top T16
604
402
101
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5
YEARS OF RESEARCH INTELLIGENCE
A FUTURESPECTIVE
C O N F E R E N C E
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