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Tuesday, December 1
11:30 a.m.-11:40 a.m. ET

Patricio Pagani, Black Puma Ai
Presentation: N/A
Our world has transformed at a remarkable pace during the COVID pandemic. Across Insights, budgets dedicated to traditional research are shrinking while investment in advanced analytics keeps growing. What are the challenges and where are the opportunities? Understanding this new landscape is critical to achieving success in 2021 and beyond.

Martha Rea, Phoenix Marketing International
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One of the weaknesses in traditional Customer Experience (CX) and Brand Health tracking programs is that they do not include enough actionable information for organizational implementation. Phoenix will share a proven approach in this area via a case study on successfully conducting this integration using "analyst assisted" machine learning coding with predictive modeling. The net result is how this integration can make a Brand Health tracking or CX program much more efficient. The approach can utilize more streamlined surveys but, most importantly, provide the action areas that can be addressed to strengthen brand health and customer experience. In addition to showing how the approach can direct marketing development calendar prioritization efforts, we will share our insights showing how the importance of managing a brand, product, and customer experience varies across industry types, as one of the illustrations of how the analytic process can deliver additional strategic insight.

Guy Wates, Measure Protocol
Recent research by Measure shows that 50% of individuals are concerned about online survey privacy and 60% would share more data if they felt privacy was protected. This is just the beginning of mass consumer enlightenment surrounding the vulnerability-and value- of their data.
Sharing a unique perspective from both sides of the research marketplace, this session covers the formula needed today to increase respondent engagement, participation and satisfaction (and, ultimately, data quality).
This means going far beyond the point-in-time interaction and giving respondents a consistently great experience that protects their basic freedoms.
Explore the trust principles necessary to build an ecosystem that provides a better user experience. Discuss new research illustrating that data quality is a direct function of trust.
Discover how building trust with respondents can directly impact their willingness to share new types of data, such as behavioral data and mobile device activities.
Jeremiah Bullock, GfK & Gilad Barash, Dstillery
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While the talk of cookieless world is endless on the Marketing/Ad Tech side, how does the retirement of cookies impact Consumer Insights and Digital Analytics - your work today and your work tomorrow? This session will bring this dynamic issue to life by presenting the facts through the vantage point of Insights & Analytics.
You will learn:
  • What does cookieless mean for data professionals?
  • What will the transition look like to a world when they cease to exist?
  • How does this impact core insight and measurement areas such as consumer behavior analytics and attribution modeling?
  • What role does AI play in post-cookie tracking and how can my expertise contribute to future tracking solutions?
  • How do I effectively collaborate with my colleagues in Media and Marketing to become a partner in preparing for this new world?

Connections & Conversations
1:50 p.m.-2:15 p.m. ET
Michael Becker, Identity Praxis
2:20 p.m.-2:50 p.m. ET
Globally, people are connected, people are concerned & conflicted, and people want control. These sentiments are coming from people (aka consumers, users, investors, patients, etc.), worldwide, and they are reshaping the landscape of the market and people engagement in nearly every way. In this session Michael Becker will provide a broad perspective on the factors—people sentiment, trust, social norms, technology, regulation, cybercrime, and more—that are reshaping today’s marketplace. He will lay out a multi-year, multi-horizon, strategic roadmap and framework that you can follow as you look to engage and serve the future personal data empowered, digital savvy, phygital individual.
Lisa Speck, Gongos & Carl Van Ostrand, DISQO
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Practically born with a smartphone in their hand, Gen Z will become the most studied generation of consumers yet. And when it comes to digital, behavioral data allows us to truly see what they care about, who they are, and what they're doing. Join Gongos and DISQO as they illustrate how behavioral data-when converged with secondary sources and trends-can fuel more on-point strategies for Gen Z, and beyond.
Randall Froeschle, Kellogg's & Andrew Glor, Foresight Associates
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The presenters will share insights from primary research on future changes of U.S. shopping behaviors during the peak of the first COVID wave. Of 15 behaviors, the average respondent intended to change seven, and demogs rather than COVID impact on their lives was a better predictor.
Crucially, the study revealed polarizing behaviors in categories like snacks & beverages: certain consumers intending to consume more and others less. We will then share the findings from a more recent study with Kellogg's, aimed at predicting the impact due to covid and eventual new norm for the bars category, using data such as geolocation and stringency.
It confirmed the polarization and revealed the need for deeper portfolio and consumer understanding to make better predictions regarding behavior in a post-pandemic world to inform strategy.

  • How to use unstructured data to predict impact of COVID
  • How to go beyond averages and segment the market to get it right
  • KPI's to inform early corrective actions
Rebecca Brooks, Alter Agents, Amishi Takalkar, Nailbiter & Mary Mathes, Alpha-Diver. Moderated by Bianca Pryor, BET.
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This fast-paced session includes three distinct but interrelated presentations:

Frozen in Place? Predicting customer behavior in 2021 and beyond
Many CPG brands have added millions of new households this year - how can they tell how many will stick? This is the big question - and it's important to not only assess consumer & shopper behavior to forecast, but also to identify the opportunities retailers and brand have to INFLUENCE behavior in the quarters ahead. We know WHAT is happening right now, but that still leaves a gap in forecasting. So, psychology (and neuroscience) provide some more durable lenses we can employ in identifying what will drive consumers moving forward.

  • The two core mindsets that have emerged among consumers in the U.S. this year
  • 3 questions brands can ask that will provide 'tells' as to the durability of current behavior
  • Ideas for how to win in 2021 with the prevailing mindset of your customers.

Mary Mathes, Director of Data Insights, Thriveplan


Using data to predict what pandemic changes will stick
The COVID-19 Pandemic is an unprecedented event in the modern era. The CPG industry is beginning to see the implications that the new normal is an unstable environment. However, there is hope for research that can more effectively prepare CPG manufacturers to predict shopper and consumer behavior. NAILBITER partnered with RB to uncover an inside look on the shopper experience during the pandemic's hardest months and now there are key indicators in the data that will help precint what changes are here to stay.

  • Observe real shoppers and see how behavior has changed since the start of the pandemic
  • Internalize key findings from the behavioral learnings that NAILBITER uncover across in-store, online, and at-home consumer channels
  • Leverage these findings to more closely align their decision making and research approach with the way shoppers engage with the aisle in the New Normal

Amishi Takalkar, Co-Founder, CEO, NAILBITER


Three ways rising consumer fear affects data and insights
New research on consumer fear and anxiety, conducted both before and during the global pandemic, reveals the tremendous impact of current events on the American psyche. We already knew that consumers are operating from a place of insecurity, driven by long-running trends and emerging concerns, but how will rising fear affect the data we collect and the insights we share? Organizations - from market research agencies to brands - must adapt to this reality to maintain authentic, trusting and engaged relations with consumers.

  • Examine original research that compares data on fear-based behaviors both pre- and post-pandemic
  • Explore how our current reality is impacting consumer sentiment and behaviors, and what we can all do to keep up
  • Uncover the specific factors that are influencing fear and anxiety among certain groups
  • Understand the breakdown of traditional demographic divides to a more nuanced audience

Rebecca Brooks, CEO, Alter Agents


Harris III, Istoria Collective
4:25 p.m.-5 p.m. ET
At the intersection of storytelling and wonder, Harris III developed a structured process that can dramatically change a team's culture, or rapidly accelerate an individual's transformation, from the story they feel stuck in, to the life they want to live.
Illusionist, consultant and master storyteller Harris III has worked with leaders at Apple, DIsney, Nike, and such agencies as NASA. He is the author of the newly published The Wonder Switch

Wednesday, December 2
11:30 a.m.-11:35 a.m. ET
Kevin Brilliant, Chicago Bulls; Adam Klene, Chicago Bulls & Jon DeLord, piLYTIXSports
11:35 a.m.-12:15 p.m. ET

Nick Pylypiw, Cape Fear Collective
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Systemic racism is a complex and multi-dimensional problem that manifests in several different ways. No single narrative or data point can fully capture the pervasive and damaging nature of this crisis, but we have to start somewhere. In this dashboard we attempt to decompose the far-reaching effects of systemic racism into tangible components. We hope these insights will aid in the development of strategies and solutions to combat systemic racism and forge a more equitable future.

Natalie Wozniak, 84.51 & Victoria Dickman-Burnett, 84.51
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Text analytics provide opportunities to quantify unstructured data. This presentation features a high-level overview of using text analytics to create better insights for a long-running transactions survey. This analytic approach allows us to go beyond summarizing with text analytics to look at directional relationships between text and quantitative data. This has the potential to drive decision making, allowing us to examine the relationship between topics mentioned in satisfaction survey open end responses and quantitative measures of key drivers. Text analytics enable more flexibility in research and business decision making, allowing for analysis on emerging themes without adding additional data collection.

Connections & Conversations
1:45 p.m.-2:10 p.m. ET

Matt McCoy, Coy Innovation; Wallon Walusayi, 3Data & Drew Jackson, StreetMetrics
2:15 p.m.-2:45 p.m. ET

A term coined in 1981 by Faith Popcorn, cocooning is the cultural trend where individuals feel more comfortable at home. Now in 2020, much. of the population has been forced to stay at home due to the unprecedented dangers of in-person interaction. How has technology evolved to measure this consumer behavior and what is the future of the customer journey? We will discuss this and more with innovative tech and data companies.

Michelle Niedziela, HCD Research
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Context often goes overlooked when examining market research results, yet it plays a major role in consumer behavior and decision making. Market research is often conducted in a lab-like environment, asking consumers to answer survey questions about how they imagine themselves using a product or service in a more natural environment. HCD has begun to apply smart-speakers to market research to a wide range of research applications. We will discuss smart speaker surveys, why context is so important in the consumer decision making process, and how in-the-moment research can contribute insights that reflect real-time drivers, thoughts, and behaviors.  
Julia Blumenstyk, The Ad Council & Roddy Knowles, Feedback Loop
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Shortly after news of coronavirus cases broke in the U.S., the Ad Council quickly rallied our partners and resources to produce critical public health messaging. The Ad Council has a longstanding history of responding in times of need - dating back to civilian mobilization during World War II, to the polio and the AIDS epidemics, to Hurricane Katrina, 9/11 and Hurricane Sandy. But since the outset of the COVID pandemic, what would usually have taken weeks to develop only took days. In this presentation, we'll discuss how an agile mindset and agile research tools helped us execute a rapid-response effort that delivered compelling, relevant, and life-saving messages to the American public.
Attendees will learn:
  • How to work at rapid speed without sacrificing audience feedback
  • Examples for where and how to incorporate audience feedback throughout your process, even in the age of a pandemic.
  • Tips for helping your organization adopt an agile mindset.

Kenton White, Advanced Symbolics
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Extensive, high-profile polling misses during the recent U.S. election season have once again brought scrutiny to traditional polling methods.

Could AI provide more accuracy?

Polly, the AI Pollster, nailed several elections that traditional polling missed: UK's Brexit Referendum, Trump's surprise victory in 2016, and Canada's Liberal Minority government in 2019.

The latter was the source for the international documentary Margin of Error, which examined the future role AI will have in public opinion research and the anti-change pundits who are resisting this change with academic arguments that don't hold up to scrutiny.

In this presentation the kimono on Polly will open, revealing how AI actually works and confronting the fear mongers head on.

You will learn:

  • AI can account for online bias
  • AI converts posts to votes
  • AI determines demographics and location

Susan Sivek, Alteryx
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It can be difficult to understand how to predict models operate and how they make decisions. Moreover, hidden inside them may be biases that both skew your conclusions and result in uneven or unfair treatment for some people.
What does it mean to look inside your models, and what are some tools you can use to understand how they work? And, most importantly - why should you care? Join us to discuss key issues of interpretability, bias and impact in predictive analytics.




Gongos, Inc. is a consultative agency that places customers at the heart of business strategy. Partnering with insights, analytics, marketing, strategy, and customer experience groups, Gongos operationalizes customer centricity by helping companies both understand their customer needs and deliver on them better than anyone else.

From product innovation to portfolio management, customer experience to consumer journeys, pricing strategies to marketing optimization, and trend analysis to predictive modeling, Gongos provides both outside-in and inside-out approaches to drive greater customer retention and acquisition.

Spanning the entire customer centricity value chain, Gongos works alongside B2C and B2B companies to assess the data they have, gain the data they need through primary and secondary research, curate insights for stakeholder audiences, and guide teams toward implementation strategies that inspire customer-committed cultures. Visit to learn more.








Relative Insight’s technology was originally designed to support law enforcement agencies identify paedophiles online.

Today, we apply the same methods of language comparison to uncover crucial and unexpected differences in the way people talk. This then helps brands and organisations inform new strategies to interact and communicate more effectively with their audiences.

For more information please visit






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