• Planet-Hollywood1

    Bringing together the market research community’s most forward thinking innovators

    30th Annual Las Vegas MRA Chapter Conference Presented by SWMRA & NWMRA
    April 5th – 7th, 2016   Planet Hollywood Hotel & Casino

  • Exchanging business cards at conference

    Bringing together the market research community’s most forward thinking innovators

    30th Annual Las Vegas MRA Chapter Conference Presented by SWMRA & NWMRA
    April 5th – 7th, 2016   Planet Hollywood Hotel & Casino

  • networking2

    Bringing together the market research community’s most forward thinking innovators

    30th Annual Las Vegas MRA Chapter Conference Presented by SWMRA & NWMRA
    April 5th – 7th, 2016   Planet Hollywood Hotel & Casino

  • hero8

    Bringing together the market research community’s most forward thinking innovators

    30th Annual Las Vegas MRA Chapter Conference Presented by SWMRA & NWMRA
    April 5th – 7th, 2016   Planet Hollywood Hotel & Casino

Better Insights

In depth education on practical, applicable research skills you can leverage today

World Class Speakers

Twelve highly Curated education sessions focusing on the future, consumer insights,  and specialty research

Smarter Networking

Be part of a warm and inviting research community.  Join us for our reception tuesday evening and take a ride on the High Roller.

Download Our Event Program Preview Guide




Allan Fromen

Vice President at IDC

Allan Fromen is a research consultant, who uses market insights to help companies differentiate themselves and grow their business. He is currently Vice President and Consulting Partner for IDC’s Global Buyer Behavior Practice, and has held leadership positions at IBM, Thomson Reuters, and GfK. He holds an MS and PhD in Industrial/Organizational Psychology and is…

Read More

Howard Fienberg

Director of Government Affairs at the Marketing Research Association

Based in Washington, DC, Howard is MRA’s lobbyist for the survey, opinion and marketing research profession in the U.S., focusing primarily on consumer/data privacy/security, the TCPA, and the funding and integrity of the decennial Census and American Community Survey (ACS). Howard has over 17 years of public policy experience. Before MRA, he worked in Congress…

Read More

Alex Genov

Head of UX Research and Web Analytics at Zappos

Alex is an experienced customer research professional who applies his Social Psychology background and his passion for research, design, and innovation to the software industry. His professional goal is to help teams create remarkable products and services which make people’s lives easier and more enjoyable. Currently Alex is leading UX Research and Web Analytics for…

Read More

Karen Kraft

Supervisor of Consumer Insights at Hormel Foods

Karen oversees all custom consumer insights research done for Hormel Brands and its subsidiaries.  She personally oversaw all consumer insights following the 2013 acquisition of SKIPPY® Peanut Butter and recently led initiatives to develop global brand positionings for both the SKIPPY® and SPAM® Brands. Prior to joining Hormel in 2011, Karen worked for sixteen years…

Read More

Randy Krum

President at InfoNewt, LLC

Randy Krum is an infographics and data visualization designer, author of the book, “Cool Infographics: Effective Communication with Data Visualization and Design,” and instructor of Infographics and Data Visualization Design at Southern Methodist University’s Continuing and Professional Education program (CAPE). Randy also runs the popular website, coolinfographics.com. Started in 2007, the site has grown into…

Read More

Kristin Luck

Growth Strategist

Ranked as one of the top 100 sales and marketing experts to follow on social media, Kristin Luck is a serial entrepreneur and a globetrotting keynote speaker on technology and innovation. She’s a futurist and growth hacking expert, specializing in nontraditional marketing and branding strategies, and is a regular contributor to both the commercial (Fast…

Read More

Elizabeth Merrick

Head of Customer Insight Analytics at Nest

Elizabeth Merrick is the Head of Customer Insight Analytics at Nest, a Google company focused on thoughtful home products.  Her work focuses on global new product development, growing customer value, and strategic partner insights. Previously, Elizabeth was the Senior Manager of Customer Insights and CRM at omnichannel retailer, HSN, where she pioneered a number of…

Read More

Jennifer Romano-Bergstrom

UX Researcher at Facebook

Jen Romano-Bergstrom leads the UX research for Privacy products at Facebook. She has been conducting quantitative and qualitative user-centered research for over 12 years. She specializes in eye tracking, experimental design, usability testing, survey design, and UX for older adults. Jen is the co-author of Eye Tracking in User Experience Design (2014) and Usability Testing…

Read More

Stephen Trask

Stephen is a Johns Hopkins trained Data Scientist that uses machine learning to help clients make better decisions. He is a pioneer in Neuromarketing, trained in manual facial coding, and has been Quantifying Engagement for more than six years.  Stephen has built algorithms to find the signal in the noise of automated facial coding and other biometric data and his…

Read More

Heather R. Younger, J.D., CCXP

Chief Customer Fanatic at Customer Fanatix

Heather is a people-focused leader with proven expertise in building Voice of the Customer and Voice of the Employee Programs and acting as a catalyst for customer-driven cultural & process improvements. Heather is a frequent author on LinkedIn’s Pulse platform, a contributor for the Huffington Post blog community and enjoys speaking on topics of importance to…

Read More

For 29 years the Las Vegas chapter event has been a rousing success. Come Join us for an amazing lineup of speakers on our 30th Anniversary.

April 5th

  • 4:00pm-5:00pm Registration at Planet Hollywood
  • 6:00pm-9:00pm Reception at HighRoller

April 6th

  • 8:00am Registration
  • 8:00am-9:00am Breakfast
  • 9:30am-9:45am Opening Remarks
  • 9:15am-10:15am Growth Hacking Your Brand Strategy

    Speaker:  Kristin Luck / Growth Hacker at Kristin Luck Consulting

    Without a doubt the research industry is struggling to evolve at the pace of technology innovation. We are facing a distinct gap between our traditional research methods and today’s greater “business intelligence” opportunities. This “gap” spills over into our own firms’ marketing (or lack of) tactics, providing us with a unique opportunity to grow through non-traditional marketing avenues that are technology based and beyond. From creative storytelling to marketing automation and social media, this session will give attendees a firm understanding of the online marketing ecosystem and illuminate strategies for implementing low cost, innovative alternatives to traditional marketing. Using real-world case studies, the session will illustrate techniques for launching, growing, and sustaining your business through field tested growth hacking strategies.

  • 10:15am-10:45am Break
  • 10:45am-11:30am Beyond Marketing Research VS User Research: A call for holistic person-understanding in business

    Speaker: Alex Genov / Head of UX Research and Web Analytics at Zappos

    The talk will introduce a new way of thinking about how companies approach understanding their users, customers, consumers, fans, followers etc. – in short, understanding the people whose lives they affect. The new approach and mindset is applicable to companies of any size – from rebellious startups to established “captains of industry” type corporations.

    The new research mindset introduced in this presentation challenges calcified assumptions about how we approach understanding customers. These assumptions are most vividly apparent in large companies whose bureaucratic structure developed through the years establishes silos and sharp boundaries between understanding people for sales and marketing purposes versus understanding people for product design and development purposes. Once we realize that the final object of our understanding are real people with real behaviors, emotions, motivations, goals, etc., we will recognize that our customer research has to have a common business objective and a co-ordinated and complementary sets of methods across the whole organization.

    The talk will highlight a cross-functional, cross-silo research case study from Zappos – a company that was built and operates on challenging common wisdom and the status quo. Practical takeaways will be offered.

  • 11:30am-12:15pm What’s Old Is New Again – Making Legacy Brands Relevant To Today’s Consumer

    Speaker: Karen Kraft / Supervisor of Consumer Insights at Hormel Foods

    There are lots of older brands out in the market place.  At some point, brands have to choose between changing with the times or risk becoming irrelevant and going by the wayside.  Identifying when a brand is at that crossroads and utilizing consumer insights from both past (often Baby Boomers) and potential future brand users (often Millennials) can breathe new life into old brands.

    This will be told through an example of how this process is working for the SPAM® Brand and has led to its biggest year of sales in its 83 year history.  The example shows how corporate consumer insights can be the catalyst for change and work to get collaboration between marketing divisions, multiple market research vendors, and ad agencies.  It also shows how both qualitative and quantitative insights work together to show the full picture of the state of a brand and its future.

  • 12:15am-1:30pm Lunch Session: Meeting the Regulatory Challenges to Your Research’s Success

    Speaker: Howard Fienberg / Director of Government Affairs at the Marketing Research Association

    Howard Fienberg, MRA’s lobbyist, will cover some of the top legal/regulatory concerns facing researchers, including: the latest privacy and data security regulations/legislation in the U.S. and Europe; the Privacy Shield (replacing the U.S.-EU Safe Harbor); and the Telephone Consumer Protection Act (TCPA) rules for telephone research. Howard will also discuss ways to avoid the ire of policymakers, the Federal Trade Commission (FTC) and rapacious class action trial lawyers.

    M® Brand and has led to its biggest year of sales in its 83 year history.  The example shows how corporate consumer insights can be the catalyst for change and work to get collaboration between marketing divisions, multiple market research vendors, and ad agencies.  It also shows how both qualitative and quantitative insights work together to show the full picture of the state of a brand and its future.

  • 1:30pm-2:15pm The role of emotion data to predict behavior

    Speaker: Stephen Trask, MT / Data Scientist and Engagement Expert

    In psychology, emotion is often defined as a complex state of feeling that results in physical and psychological changes that influence thought and behavior.

    One of the theories behind how individuals experience emotion states that when emotions occur, physiological reactions such as sweating, trembling and muscle tension occur. More specifically, it is suggested that emotions result when the thalamus sends a message to the brain in response to a stimulus, resulting in a physiological reaction often described as a change in heart rate, galvanic skin response, etc.  The most common types of physiologic responses are facial expressions and micro expressions.

    Facial expressions are one or more changes of the muscles beneath the skin of the face. They are biologically determined and indicate changes of inner emotional states (Sato et. al. 2010). They objectively measure and quantify human emotional response, transcending differences in language, culture, religion, and gender. Facial expressions are a form of nonverbal communication and they are considered to be the primary means of conveying social information between humans.

    The ability to identify these facial expressions when they occur enables the observer to understand what another individual is experiencing on an emotional level, independent of any verbal communication.

    Micro expressions are very brief facial expressions, lasting between 1/25th and 1/15th of a second. They occur when a person either deliberately or unconsciously conceals an emotion being experienced.

    Understanding how consumers make decisions requires market research that listens better not only to what is stated – but what emotions are experienced and left unarticulated. Moreover, research conducted by Procter & Gamble shows that individuals’ self-report data and nonverbal metrics were inconsistent approximately 40% of the time.  Our data shows that approximately 1 in every 3 verbatim responses typically correspond to a social norm, as opposed to the respondents’ true belief.

    Using methodologies that transcend verbatim or self-report data, such as the measurement and quantification of facial expressions, researchers are able to understand how a product’s attributes and overall experience generate engagement that can be measured on an emotional level. These methodologies will also enable the researcher to determine which verbatim is strongly supported, or perhaps contradicted by the respondents’ physiologic response to a question or stimuli.  With enough data, predictive models can be built to forecast uptake and product acceptance.

    This presentation will describe how results from studies applying facial coding methodologies are commonly applied, and how they should be applied in the future.

  • 2:15pm-3:00pm Using Eye Tracking to Understand What Consumers Cannot Describe

    Speaker: Jen Romano-Bergstrom / UX Researcher at Facebook

    In market research, we often focus on asking consumers about their preferences and opinions in order to impact product design. However, other methods that measure consumers’ behavior may provide additional insight that is often overlooked. For example, observational measures, including reaction time and accuracy can inform about consumers’ choices, and implicit measures, such as eye tracking can inform about consumers’ attention.

    Understanding what consumers look at while using a product is not as difficult as it once was. Modern technology has made this eye-tracking technique quite simple and affordable. Eye tracking is unique in that it allows researchers to study people’s eye movements and fixations to better understand how they visually perceive information. One key strength of eye tracking is that it allows researchers to collect feedback passively as the individual views information. Most other methods of evaluation and testing – such as in-depth-interviews and focus groups – involve an interviewer asking people about their reactions, which can introduce additional error into the evaluation.

    In this talk, you will learn about modern eye tracking and how it can help you to understand consumers’ perceptions. We will discuss recent research projects in which eye-tracking data supplemented existing methods for evaluating materials. We will discuss how eye tracking has revealed important findings that led to changing the appearance of products and ultimately improved the consumer experience. Attendees will learn about pros and cons of using eye tracking with desktop, mobile and paper products, and what the different types of data and visualizations can tell you. In addition, we will touch on other innovative implicit measures, such as galvanic skin response and facial expression analysis, and how these may be useful in your research toolkit.

  • 3:00pm-3:30pm Break
  • 3:30pm-4:15pm Visualizing Research Data

    Speaker: Randy Krum / President at InfoNewt, LLC

    Data visualizations, charts and infographics are commonly used as designs for content marketing, but many companies are applying those skills to confidential, proprietary data to better communicate internally and with customers. Randy and his designers at InfoNewt have designed hundreds of graphics based on both
    quantitative and qualitative research for companies all over the world. While much of InfoNewt’s design work is confidential, this talk will share many of the custom chart styles and innovative data visualization methods used to bring consumer research and market research data to life. From consumer profiles to survey respondent distribution, expect to see some new ways to visualize your data.

  • 4:15pm-5:00pm How to Predict The Future

    Speaker: Elizabeth Merrick / Head of Customer Insight Analytics at Nest

    Good marketing research is proactive and prescriptive – which means it needs to predict the future in some way.  This session will review the basics of approaches used by top researchers across the globe – including propensity modeling, trends in technology, and machine learning – so you have a robust toolbox next time someone asks you to predict the future.

  • 8:00pm Las Vegas 30th Party - Hosted By STS

    Location: Planet Hollywood Hotel & Casino

April 7th

  • 8:30am-9:30am Breakfast
  • 9:45am-10:30am Understanding the Wearables Intender

    Speaker: Allan Fromen PhD / Vice President at IDC

    The wearables market is expected to explode, estimated to be a +$50 Billion dollar market in 2019. But who are the consumers that will drive this growth? This session will paint a picture of the wearables intenders – who they are, their technology sophistication, social media usage, and more. By understanding their attitudes towards privacy, fashion, health, etc., – as well as their brand preferences – researchers will gain invaluable insights into an important consumer segment that will be at the cutting edge over the next few years. The discussion will include implications for marketing to this group, as well as the viability of conducting market research via the actual wearables devices.

  • 10:45am-11:30am The Future Impact of Qualitative Research on Customer Experience Transformation

    Speaker: Heather R. Younger / Chief Customer Fanatic at Customer Fanatix

    Many organizations and customer experience (CX) professionals invest most of their resources on gathering insights from quantitative research channels. While those avenues play a part in understanding what customers want from the organizations with which they choose to do business, there are some often overlooked qualitative methods to glean amazing customer insights and truly transform the customer’s experience. Heather will reveal some of the more effective methods to discovering the voice of the employee and the customers. At times funny and passionate, Heather will share stories and actual case studies that illustrate that qualitative research methods for customer insights will be a significant part of the future of organizational customer experience transformation.

  • 11:30pm-2:00pm Lunch & Raffle
Background Image

Get ready to rock in…

Proudly sponsored by

Interested in becoming a sponsor? Sponsorships Available  – Get in touch

Register Now

Background Image

Venue Information

Hotel & Speaker Session Venue

Planet Hollywood Resort & Casino
3667 S Las Vegas Blvd
Las Vegas, NV 89109

Reception Venue

Join us Tuesday April 5th 6pm to 9pm at the base of the HighRoller, the world’s largest Ferris wheel.  Enjoy great food, drinks and take a free ride to the top of Las Vegas.

3545 S Las Vegas Blvd
Las Vegas, NV 89109

What are you waiting for? 2019!?