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DAY 1: OPENING SESSION 24 August 2022

Welcome to Country

Data Everywhere: How data and AI are changing research

Data Everywhere: How data and AI are changing research

DAY 1: MORNING SESSION 24 August 2022

Creative Insights: Which types of insights projects excel and fail when creatively shaping and promoting brands.

The future of work isn't so much about where we work, but what we'll be doing - and if we have the skills for a future ready workplace.

So much of the narrative about work after Covid has focussed on where people will work - at home or the office - and about more flexible working patterns. In effect the focus has been on working conditions not the jobs to be done. But with the relentless progress of AI, automation, smart technology and changing customer behaviour and preferences (who buys tea makers anymore?), the jobs to be done will change radically. Skills Consulting Group set a goal to be a leading force in up-skilling and re-skilling with leading edge consultancy and training programmes to ensure New Zealand has a work force fit for purpose for both the the benefit of employers and employees. The intent was to create a \'fit for purpose\' index. From this consultancy services and training programmes would be developed. To this end Skills Consulting Group commissioned TRA to conduct a programme of research. The work included desk research, qualitative research with employees across various skill levels and other demographic sector and also among business owners, HR and talent professionals. A quantitative study was then undertaken to validate and size the hypotheses and issues raised by the exploratory research. The results of this work is an in depth understanding on the mindset of employees of all types as regard what the future will hold for their working life and economic consequences. From an employer perspective we have been able to measure the level of preparedness and foresight about the needs they will have from their workforce and the plans they have in place to adapt and evolve. From this insight, Skills Consulting Group are able to shape their strategy for a service offer delivers future focussed programmes that raise employee satisfaction and engagement and provide employers with a future proofed work force.

DAY 1: Afternoon Breakout Session 1: INTELLIGENCE 24 August 2022

72 Hours to Deliver!

A head-to-head comparison of three approaches for fast decision making Is it better to turn the project down because of the inherent risk of a tight timeline, to pull together a team to respond with a tried and tested method, or to lean on some of the new tools which use AI to fast track analysis whilst fieldwork is taking place? In this paper, our client, Arnott's will present the Lewers team with such a scenario. Three teams will separately respond to the same brief and the client will compare the results and declare a winner, as well as highlighting the strengths and weaknesses of each approach.

Turning Surveys Inside Out

As market researchers, we spend a lot of time helping our clients design the perfect customer experience, whilst overlooking the experience of the people we rely on the most - survey respondents! At Painted Dog we want to explore what that experience is like in 2022 - in a world where attention spans are decreasing and competition for our attention and focus is ever increasing. Furthermore, we want to go beyond simply asking respondents what the experience is - this is not a survey about surveys - we want to unravel the non-conscious thoughts and feelings to truly understand how the survey experience is processed in a human brain. The next step will be then applying what we learn to create the ìoptimal survey experienceì which we expect will result in better quality data, lower drop out rates, and happier respondents!

DAY 1: Afternoon Breakout Session 2: TRENDS 24 August 2022

Cultural Trend Monitoring: Mondelez and the World of Snacking over the Last 2 Years

The last 2 years have been a rollercoaster and weíll do our best to avoid using the P word! In this paper weíll bring you in to the wonderful world of Mondelez and a program we have been running over the last 2 years. This exciting project was originally developed in response to the P word, but has evolved to measure cultural sparks and trends that are being used to inform business decision making at Mondelez. Weíve had the pleasure of working in partnership to make this research come to life, with input from all parties, Mondelez, Nature, and The Lab. One of the most unique parts of this project was developing a consumer segmentation to recruit a group of consumers that we would then track their lives over the next 2 years through video ethnographies with findings validated through quantitative research. This paper highlights the key themes which have emerged over the last two years, how this has had an impact on Mondelezí business and showcases a true use of mixed methodologies to achieve this. One such example we explore is the impact of rapid, bulk shopping, over a long period of time, which has changed habits and made it harder for brands to catch attention and enact trial as consumers spend less time in supermarkets and more often come armed with a pre-planned list.

Sports and the Shift in the Australian Consumers' Psyche

For many Australians, sports play a substantial role in both their personal and cultural identity. But as COVID threw the world into a tailspin, the professional sports market became uncertain and volatile. Like much of the rest of the world, Australia experienced a patchwork of lockdowns and restrictions, ultimately leading to spectating rules that changed frequently and varied by code and location. Some fans used their newfound free “lockdown” time to seek alternative and deeper methods of engagement with their favorite sports through broadcast viewing, social media, or sports news sites. But other fans appear to have disengaged, often for several reasons, leaving many brands (and agencies) to question the new value behind sponsorships. So, with continuing uncertainty, what is (or will be) the new role of sports in the Australian psyche? Will popularity surge now that restrictions are lifting and crowds are permitted to return? Or, have leagues lost segments of their fanbase for good? Our research seeks to better understand how Australians have engaged with their favorite leagues during the pandemic, and will work to uncover the new drivers of value when it comes to sponsorships and ads in the sports category.

The importance of human centricity in the metaverse

The world our clientsí customers live in is changing... The metaverse/web 3.0 will be a fundamental change to how we live, communicate, shop, buy, travel, learn, play and work. It will shift the construct of everyday life for customers, employees and businesses, and therefore the research industry. Itís clear that the shift to web 3.0 will be faster and more dynamic than many are likely prepared for. Itís closer than you probably think, and the risk facing organisations who donít adopt a strategy that understands consumers who primarily use virtual currency, to buy virtual products, in virtual neighbourhoods, is enormous. Research suppliers have a unique opportunity, and responsibility to our clients collaborate on how they can enter and thrive in web 3.0; learning from the lessons of the previous internet eras and giving them the advantages needed to be the disruptor, and not the disrupted. This discussion will will look to encapsulate the latest thinking on changes coming to consumers and citizens through web 3.0, focusing on thought leadership, presentation of hypothesis and thought-provoking challenges for our clients, to drive discussion around web 3.0, the metaverse and implications on human behaviour, consumerism and citizenship in this new dynamic.

DAY 1: Afternoon Breakout Session 3: RESEARCH+ 24 August 2022

Humans & COVID - What is the most interesting human insight that has emerged due to COVID-19?

The Australian Broadcasting Corporation (ABC) is Australia’s largest public broadcaster. The ABC has a weekly reach of 69% of all Australians across our 5 Television Stations, 11 radio networks and digital offerings, and connect with 80% of Australians each month. We aspire to inform, educate and entertain all Australians. The ABC Audience Data and Insights team (AD&I) are responsible for conducting research and utilising internal and external data to identify audience needs, measure performance and uncover underlying trends that will ensure that we are producing and sharing content that reflects and contributes to Australian society, culture and identity via appropriate channels. When COVID-19 lockdowns were announced in March 2020, we understood that the media landscape and audience needs and behavioural patterns had changed overnight. Our audiences were concerned and uncertain about events and looked to us to provide information that would help them through their situation. The organisation pivoted instantly to ensure it was meeting our audience’s requirements, with our news teams delivering up the latest pandemic updates to a public that was concerned and reliant on us. Through this work we uncovered a key insight that helped us to understand our audiences’ needs through the pandemic. For our audiences, there was an underlying need to immerse themselves in COVID information to ensure the safety of their friends and families, yet at the same time there was a need to escape from COVID. We have dug deep on this insight through all of our work over the past 2 years to help us understand how we are performing in the changed media landscape. The tension for us has been getting the balance right. The ABC is still early on in understanding the new world of media that has been impacted massively by the COVID-19 Pandemic. We would love to share with you in detail what we have learnt so far….

Would you like FinData with that?

For a Quick Service Restaurant (QSR) client, we used a multitude of data sources (behavioural financial spend data, standardised delivery partner reports, qualitative diary study and quantitative attitudinal survey) to help understand current and potential customers in order to guide growth.

Closing the loop with customers does drive ROI, but how much?

The old adage that a disgruntled customer leaves your business and churns to a competitor, is more true than ever. Service strategy suggests, that by speaking or communicating with disgruntled customers, with the aim of resolving their issue or at the very least helping them understand why they encountered a challenge, will save these customers and make them advocates of the brand. This is indeed true at AustralianSuper, but the rate of migration from detraction to promotion, although positive may surprise some. With superannuation regulations changing, retirement needs becoming more complicated, the need for a Closed Loop programme to help our members was evident, but ROI needed to be established. Hence, in 2021/22 AustralianSuper created a longitudinal Call Back campaign to validate the ROI and drive change within the business.

DAY 1: Afternoon Breakout Session 4: TECH OPENING SESSION 24 August 2022

Opening Discussion in the Round: Talking Tech

Welcome to the new Tech Stream at the Human Insights Conference. This opening session will open the discussion of us Tech professionals,. What are we using? And for what? What are we trialling? What are we excited about that is emerging? This discussion will be with the current tech users in the room. Be a part of the discussion! The insights from this session will be collected and released. We will also be discussing the pain points to narrow the areas for our Res-Tech Hackathon in Nov.

Panel Discussion: What are the Chief Product Officers currently planning for?

Welcome to our first panel discussion with Chief Product Officers, discussing the evolving role of CPOs in helping foster data-driven cultures and the impact it will have on the Insights Industry. Hitting some hard topics like: What are the common challenges of trying to use data for decision-making What can we do to foster data-driven cultures Recommendations for product leaders: What should you consider? How to Cultivate a Data Culture for Analytics Success

Showcase

DAY 1: CLOSING SESSION 24 August 2022

Growing the essential belief in research: How can we increase our credibility in the minds of research end-users by better understanding their attitudes?

A constant challenge in our industry is building and maintaining belief in research amongst those who use it in their decision making. Belief is more than research impact - it is the genuine confidence that research can guide the correct business decisions. Stonger belief can also help users leverage research in the right manner and in the right context, rather than mis-guided representations. However we do not always get visibility of how end-users think. But by uncovering this we get the chance to increase the credibility of our work as an industry. An end-user's belief in research might be shaped by factors like polling failures, business philosophies, respondent authenticity, areas of misunderstanding, technical jargon and more. So, lets get a clearer view of end-user thinking through some new primary research. In this session, we will explore and navigate attitudes to research amongst users and illustrate these in various personas. We will link these to the core idea of belief in research, and explore how belief impacts research spending and how research is used. Finally, we will also share some of our own approaches to increase belief.

GAME ON - Debate / Discussion around the hard topics in the industry

Competition exists in every industry. At it’s best it drives innovation and thought leadership, and at it’s worst it erodes margins and category value. The research industry sits in a precarious position. Unlike accounting or psychology it is not widely considered a ‘profession’, but increasingly a tool or a skill that anyone can learn or implement. The nuances of being a researcher, understanding of quality data and analytical approaches are not well understood or always appreciated. This leaves the industry vulnerable. Is the way we compete within our industry making this worse? How do we encourage healthy competition in our industry? Should there be rules that everyone should abide by? In the bigger scheme of protecting the integrity of research and category value would we all benefit from being frenemies? Don’t miss seeing some of our industry leaders debate their perspectives on the industry, their approach to competing and growing their own business and if they would like to see change. Are we islands or is there common ground?

In Conversation with Louis Theroux - Insights with Humans across the Globe Q&A

Streamed live from London, Louis will be discussing his insights into humans and the data leveraged from his work across the globe.

7:00 - 11:45pm
GALA DINNER