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IIEXBEHAVIOR201711.07.2017 – 11.08.2017
Venue SIX10
Chicago
IIeX Behavior is imagined and presented by
IIeX Behavior is supported by
DON’T MISS OUR UPCOMING EVENTS.
Are you ready to experience even more cutting-edge technologies, fresh perspectives, and new connections? Join us at another event soon!
• IIeX Asia Pacific December 12 - 13, 2017 in Bangkok
iiex-ap.insightinnovation.org
• IIeX Europe February 19 - 20, 2018 in Amsterdam
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• IIeX Health March 27, 2018 in Philadelphia
iiexhealth.insightinnovation.org
• IIeX North America June 11 - 13, 2018 in Atlanta
iiex-na.insightinnovation.org
Are you ready to learn how to better understand, measure, and predict consumer behavior? You’re in the right place.
IIeX Behavior is designed to keep your business one step ahead of the curve by implementing the most cutting-edge
technologies and tools in the insights arena. Get ready for two days of networking, collaboration, and learning from
industry thought leaders.
This year we’ve expanded to two tracks – Track One’s speaking sessions are located in the 2nd floor auditorium,
and Track Two’s interactive workshops are located on the 10th floor Landmark room.
Download our mobile appTo access the most accurate up-to-the-minute version of the agenda and to connect with other
attendees, download the Bizzabo app for OSX or Android, search for IIeX Behavior, and
press Join to access the event information. The access code to join the IIeX community is iiex.
Get connected via wi-fiThe network name is Venuesix10 and the password is “gogreen!”
Need help?If you have questions on-site, or need any help, please stop by the GreenBook table on the second floor.
You can also email us at [email protected], and we’ll get back to you ASAP.
Tweet about the eventJoin the conversation online using the conference hashtag: #iiexbehavior – you can also follow
us at @GreenBook for updates!
Downloading presentationsAll presentation PDFs will be uploaded to our event website within the next few weeks.
We’ll send an email to all attendees once they’re available.
01
WELCOME TO IIEX BEHAVIOR
INNOVATION.INSIGHTS.IMPACT.Learn how to leverage behavioral science and
nonconscious measurement tools. Take part in
hands-on workshops to discover new solutions
for your business. Prepare yourself for nonstop
learning, networking, and collaboration.
Two days of nonstop content. Industry
thought leaders will be taking the stage to
tell you what the future of insights holds,
and how to keep your business one
step ahead of the competition.
8:45AM-9:00AMOpening Remarks
Will Leach (TriggerPoint) & Melissa Davies (Kellogg)
9:00AM-9:20AMClient Interview: The (Behavioral) Science of Women – Inspiring Change through Unexpected Partnerships
Will Leach (TriggerPoint) & Kate Hooper (Women’s World Banking)
9:20AM-9:40AMFantastic! – Inside the Brain of a Fan
Matthew Tullman (Merchant Mechanics)
9:40AM-10:00AMHow System1 Thinking Unlocks Profitable Growth
John Kearon (System1 Group)
10:00AM-10:20AMBeyond Concept to Commitment: Applying Experimental Auctions to Music Subscription Fees
Rainier van Rietschoten (Veylinx) & Frances Karandy (Pandora Radio)
7:30AM-8:45AMJoin us for coffee and a light breakfast before sessions begin.
WELCOME: REGISTRATION & COFFEE
10:20AM-10:40AMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.
MORNING BREAK: NETWORKING & INNOVATION SHOWCASE
03
PLENARY SESSION
Applying Behavioral Science For Business Impact Chaired by Will Leach & Melissa Davies / 2nd floor auditorium
AGENDA: DAY ONE
10:40AM-11:00AMBehavioral Science + Scalability = Market Research Nirvana
Amit Dhand (NAILBITER) & Michelle Gansle (Wrigley)
11:00AM-11:20AMBehavioral Science & Brand Building
Dr. Dan Young & Gera Nevolovich (Hotspex)
11:20AM-11:40AMDrive Consumer Engagement with Digital
Advertising Using Rapid Mindstate Profiling™
& Behavioral Design
Will Leach (TriggerPoint), Tom Rouse (Limetree
Marketing Group) & Steve Durman
(Four Man Furnace)
11:40AM-12:00PMApple vs. Samsung: System 1 Ad Testing
Anders Bengtsson (Protobrand)
12:00PM-12:20PMInsights from The Second Science Project
Steve Kakos, Kelly Leonard & Meagan O’Brien
(Second City Works)
TRACK 1
Behavioral Science & Decision-MakingChaired by Paul Conner / 2nd floor auditorium
10:40AM-11:20AMWorkshop: Creating the Conditions for Producing 5-Star
Emotional Advertising That Delivers Profitable Growth
Paul Spriggs (System1 Agency)
In this workshop, Paul will share key solutions in
overcoming barriers to creating effective advertising.
11:20AM-12:00PMWorkshop: Deeper, Faster Listening – Emotional
Metrics from Free Text
Alastair Herbert (Linguabrand)
In this workshop, you’ll learn the secrets of how to become
a better listener in both your business and personal life,
and you’ll find out how problematic volumes of free text
are a goldmine of emotional information.
TRACK 2
WorkshopsChaired by Gregg Archibald / 10th floor Landmark room
12:20PM-1:20PMEnjoy lunch and networking with your fellow insights professionals.
LUNCH: NETWORKING & INNOVATION SHOWCASE
04
AGENDA: DAY ONE
05
1:20PM-1:40PMDiscrete Choice in the (Almost) Real World
Michael Hagerty (CheckmateVR)
1:40PM-2:00PMApplied Neuroscience: Assuring the Product
Meets the Promise
Glenn R. Kessler (HCD Research)
2:00PM-2:20PMHow to Simulate, Predict, and Validate
Consumer Intent
Thor Ernstsson (Alpha)
2:20PM-2:40PMThe Power of Nudge: Applying Behavioral
Economics to Influence Shopping Decisions
Jonathan Asher (PRS IN VIVO)
2:40PM-3:00PMThe Intersection of Diction and Cognition:
Leveraging Language for Innovation
Carolyn Reed (Verilogue)
3:00PM-3:20PMClient Spotlight: Applying Behavioral Science
to Guarantee Profitable Innovation
Moderated by Alex Hunt (System1 Group) with panelists
Ewa Witkowska & Kate Schardt (PepsiCo)
TRACK 1
Behavioral Science & InnovationChaired by Alex Hunt / 2nd floor auditorium
1:20PM-2:00PMWorkshop: Task Don’t Ask! A Real-Life Application
of the Attribute Elicitation Task
Mikayla Ford (Fresh Squeezed Ideas)
In this workshop, you’ll have a chance to put yourself in the
respondents’ shoes and generate some real-life attributes
through a new market research tool that originated in
clinical psychology: the Attribute Elicitation Task (AET).
2:00PM-2:40PMWorkshop: Inside the Memory – Revealing What People
Can’t or Won’t Say in Conventional Research
Doug Grant (Inqui Research)
In this session, you’ll learn how memory-reconstruction
methods will reveal what people can’t or won’t tell you in
conventional research. Using real world examples, you’ll
see how to get past conscious thought and better
understand the underlying drivers of decision making.
2:40PM-3:20PMThe Business of Behavioral Economics Workshop:
An Introduction To The Human Intention/Action Gap
& The Interventions That Drive Behavior Change
Elizabeth Schwab (Chicago School of Professional
Psychology) & Katie Suib (Brandtrust)
Attendees will be introduced to the common and most
practiced behavioral economics principles and learn how
they can be applied to business and marketing challenges.
TRACK 2
WorkshopsChaired by Dana Stanley / 10th floor Landmark room
AGENDA: DAY ONE
3:20PM-3:50PMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.
AFTERNOON BREAK: NETWORKING & INNOVATION SHOWCASE
3:50PM-4:10PMMake Them Feel, Teach Them That (Elements
of Successful Creative)
Timothy O’Brien (Forethought)
4:10PM-4:30PMThe 9 WHY’s: 4 Motivations & 5 Costs that
Drive Consumer Behavior
Hunter Thurman (Thriveplan)
TRACK 1
Behavioral Science in Advertising Chaired by Matthew Tullman / 2nd floor auditorium
3:50PM-4:30PMWorkshop: Uncovering Moving Power Tactics Using
VR – Unlock Profitable Growth at Point of Sale
Gabriel Aleixo (System1 Research)
Using real world case studies, we will explore how
Virtual Reality can help marketers overcome many of
the limitations faced by traditional shopper research.
Participants will have the opportunity to trial a Virtual
Reality research platform and see how this technology
will affect the way shopper marketing is done.
TRACK 2
WorkshopsChaired by Dana Stanley / 10th floor Landmark room
AGENDA: DAY ONE
PLENARY SESSION
Behavioral Science in Advertising & Brand Building Chaired by Matthew Tullman / 2nd floor auditorium
4:30PM-4:50PMCertainty Index as a Game Changer in Online Consumer Research
Rafal Ohme, Ph.D (Inemo)
4:50PM-5:10PMA New Age for Automated Consumer Neuroscience: Bringing Credibility, Speed and Scale to the Picture
Pedro Chaves (MindProber)
5:10PM-5:30PMClient Spotlight: Applying Behavioral Science to Drive Profitable Brand Growth
Mike Mickunas (Kellogg) & Alex Hunt (System1 Agency)
5:30PM-5:40PMClosing Remarks
Matt Tullman (Merchant Mechanics) & Alex Hunt (System1 Agency)
5:40PM-6:30PMJoin us as we celebrate the launch of System1’s new book! Enjoy a comedy show with Cash Levy, refreshments, and networking.
NETWORKING RECEPTION: PINK & DRINK WITH SYSTEM1
06
THANKS TO OUR SPONSORSTHANKS TO OUR SPONSORS
07
EXHIBITORS
NOTEPAD+PEN SPONSOR
WORKSHOP SPONSORS
NEURONSINC
MEDIA PARTNERS
BAG SPONSOR
Insights + Inspiration
08
8:45AM-9:00AMOpening Remarks
Gregg Archibald (Gen2 Advisors)
9:00AM-9:20AMFrosted Flakes & Fake News: Food Misinformation and Millennial Behavior
David Lundahl (InsightsNow)
9:20AM-9:40AMMaking Waves with Sound
Elissa Moses (Ipsos Neuro & Behavioral Science Center)
9:40AM-10:00AMApplying Behavioral Sciences to Consumer Decision Making
Kristin Sharp (Mizzouri) & Natalia Lumpkin (Mars)
7:30AM-8:45AMJoin us for coffee and a light breakfast before sessions begin.
WELCOME: REGISTRATION & COFFEE
10:00AM-10:20AMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.
MORNING BREAK: NETWORKING & INNOVATION SHOWCASE
PLENARY SESSION
Behavioral Science & Shopper Marketing Chaired by Gregg Archibald / 2nd floor auditorium
AGENDA: DAY TWO
AGENDA: DAY TWO
09
10:20AM-10:40AMCulture Mapping Data to Uncover Behavioral Archetypes & Ideologies
Tim Stock (scenarioDNA)
10:40AM-11:00AMCorp Innovation & The Business Impact Of Artificial Intelligence
Jason Sosa (Blackbox.ai)
11:00AM-11:20AMThe Science Behind Great Mobile Experiences
Diana Lucaci (True Impact)
11:20AM-12:00PMBlocking the Blockers – How Mobile Ad Format Influences Ad Exposure & Content Engagement
Kimberly R. Clark, Ph.D (Merchant Mechanics) & Paul Donato (The Advertising Research Foundation)
12:00PM-12:10PMClosing Remarks
Will Leach (TriggerPoint) & Melissa Davies (Kellogg)
PLENARY SESSION
Behavioral Science & Analytics Chaired by Will Leach & Melissa Davies / 2nd floor auditorium
We hope you enjoyed IIeX Behavior 2017! If you’re a research supplier interested in learning how to take your
marketing to the next level, please join us again tomorrow at Insights Marketing Day. IMD will introduce you to
strategies and best practices that you can implement immediately to get better results from your marketing efforts.
The event is located at R5 Chicago at 1046 W. Kinzie Street, and begins at 8:30AM tomorrow. You can find more
information and register at imd-chicago.insightinnovation.org, or stop by the GreenBook table on the 2nd floor to
get registered by the events team. See you then!
JOIN US AGAIN TOMORROW FOR INSIGHTS MARKETING DAY!
THANKS TO OUR SPONSORS
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THANKS TO OUR SPONSORS
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