PowerPoint Presentation
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WELCOME
HOW HYBRID RESEARCH DRIVES PENSKE FORWARD.
Sterling to intro: Hello everyone! And welcome to todays special
webinar. My name is Sterling Jackson. Im the head of customer
marketing here at Qualtrics where I have the privilege of working
with some of the smartest minds in the research industry. 1
ANGELA LANCASTERManager of Market Research, Penske
ADAMROSSOWChief Marketing Officer, iModerate
Sterling to intro continued: I am absolutely delighted to have
with us today two very special guests. Id like to extend a special
welcome to Angela Lancaster. Angela is an expert market researcher
known for her innovative approaches and for her ability to make
impact with actionable insights. Shes been doing this for over 10
years both on the supplier side and the corporate side. Today,
Angela joins us from Penske where she manages research thats
helping to transform the $6B privately held global transportation
company. Im also extremely pleased to be joined by Adam Rossow the
CMO of one of the most progressive insights agencies anywhere,
called iModerate. This agency is doing some extraordinary work in
the research industry to help some of the most well-known brands in
the world uncover hidden truths about their customers and derive
truly meaningful intelligence from those insights to help those
brands become the leaders in their category. Adam joins us from
Denver, Colorado.
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TODAY
A look at the role of Market Research at PenskeHow hybrid
research fits into Penskes Market Research strategy
Case Study: Rental Partners
iModerate + Qualtrics partnership
Sterling: Now before I turn the time over to Adam and Angela,
let me remind our audience that todays webinar is recorded and can
be accessed anytime at Qualtrics.com. We have an exciting agenda
today where we will talk about
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Sterling + Adam to briefly introduce/explain iModerate/Qualtrics
Partnership (TBD)
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(transition slide, Sterling to pass it off to Angela to
introduce who Penske is, what they do, and discuss MR at
Penske)
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CUSTOMER RESEARCHCustomer Experience(VOC)Marketing Insights
& Analytics
When I joined Penske three years ago, Qualtrics was already
place and was my preferred survey application, having been using
since almost its inception. I connected with iModerate through my
vendor speed dating practices. Lets just say, while Penske and
Qualtrics have been in a serious relationship for a long time - I
felt strongly Penske and iModerate should go on an actual date!
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WHY HYBRID?1Easy integration saves time3Adds qualitative
expertise4Debut new methodology to PenskeSeamless respondent
experience 2
Angela
How did I see iModerate bringing value to Penskes research
initiatives?
1. First, they could integrate with Qualtrics, which meant as my
respondents took a survey or were offered an intercept opportunity
on the web, they could flow seamlessly from the quantitative
research experience to a qualitative one.
2. This helps immensely because our research, web and IT team
can use our Qualtrics application saving me technical coordination
and integration time. (
