Session B

2:00 pm - 3:30 pm

CHAIR – Lisa Lewers

14:05 I’m Not in Market Research, I’m in Marketing

Penny Burke –  Essence Communications

Penny Burke is a marketer first and a market researcher second. She came out of the womb knowing how to sell, and has built her entire career on understanding how to engage an audience and move them to action.

Having worked the majority of her career in advertising as Head of Strategy Planning, working on many iconic Australian brands, Penny ventured into the pure world of market research. She built a market research company that is now 14 years old and to this day she still thinks of herself as a marketer, not a researcher.

In this session Penny will share the 7 key differences in thinking that distinguishes a researcher from a marketer – from responding to a research pitch brief to growing a business from scratch. If you are a interested in building your business, this might be the session for you!

14:25  How Intelligent Naivety Can Boost Innovation

Erica Van Lieven & Stijn Poffé – Insite Consulting

I’ve never been more convinced that diversity is essential for successful leadership in times of crisis.”

Lloyd W. Howell, Jr., CFO of a Fortune 500 company, summarises what we have all witnessed in the current climate: team diversity unlocks more and better ideas. This may explain why only 14% of companies succeed in accelerating growth and increasing profitability in downturns (Boston Consulting Group, 2019).

At a time when innovation is crucial, we will present the three key principles of the ideation process that many companies miss:

1. Consumer insights at the core: successful innovation is always based on a true consumer insight

2. Diversity breathes creativity: the key to success is sourcing the right people for the right ideas

3. Balancing divergence and convergence: aim for volume then select, prioritize and fine-tune your ideas.

We’ll uncover the power of creative crowdsourcing in generating exceptional ideas through local and global client cases, as well as our own COVID-19 research-on-research challenge. By briefing our 400,000-strong creative network, eÿeka, we set out to help brands prepare for the ‘new normal’ in May 2020, and create a better future in a post-COVID-19 world. We’ll demonstrate the power of intelligent naivety to solve innovation challenges under any circumstances.

14:45  Quality & Distinctiveness Program

Robert Barnfield & Mandy Prowse – ABC

The Australian Broadcasting Corporation (ABC) is Australia’s largest public broadcaster, reaching ABC reaches more than two-thirds of the Australian population each week across our 5 Television Stations, 11 radio networks and vast digital offerings. We are operating in an increasingly competitive media landscape; one with increasing competition from global players, digitisation and the responsibility to fulfil on our charter to deliver to all Australians, while constrained by a fixed and reduced operating budget.

To thrive in this challenging environment, our management and content teams need to understand what our audiences think about our content on offer, to ensure we are delivering a point of differentiation in the marketplace. To meet organisation needs we developed the ABC Quality & Distinctiveness Research Program.

Since the introduction of the Quality & Distinctiveness program, we have improved our audience experience with our NPS growing from 32 to 51 and we have commissioned and re-commissioned programming that uniquely serves our population.

At a time when it is difficult to measure success, the Quality and Distinctiveness program has become a key part of the way the ABC understands our audiences.  This program has given our organisation meaningful, actionable results to ensure we deliver to audiences.

15:05  Q&A Discussion

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