IIeX Forums2015Presented by

Supported by

Behavioral Marketing &Nonconscious Measurement

8:00AM–9:15AMRegistration & Welcome Coffee

9:15AM–9:25AMWelcome & Opening RemarksAlex Hunt (BrainJuicer) & Will Leach (TriggerPoint)

9:25AM–9:45AMBeyond Biometrics – It’s Time to Move Faster!Joan Lewis (Joan M. Lewis LLC)

Module 1: Driving Brand Equity

9:45AM–10:05AMLeveraging BE Principles to Get Teens to Reassess What They Think They Know About CigarettesMark Hall (FCB Garfinkel)

10:05AM–10:25AMPutting a Brand Where Their Passions Belong: Brand Building Via Emotional AffiliationMikio Fujitsuka (Johnson & Johnson Consumer Inc.)

10:25AM–10:45AMWhen the Behavioral Sciences Turn the Classical Marketing Model on Its HeadAlex Hunt (BrainJuicer)

10:45AM–11:05AMBE in Action Sessions: Brand Equity•“FreeingBehaviourThroughTechnology”

by Stephen Phillips (ZappiStore) •“BrandsAreAboutFeelings,NotFacts” by Daryl Travis (Brandtrust)

11:05AM–11:35AMNetworking Break & Innovation Showcase

Welcome & Introductions

Behavioral Marketing November 9

11:35AM–11:55AMDesigning for Behavior ChangeStephen Wendel (Morningstar, Author of Designing for Behavior Change)

11:55AM–12:15PMBreaking Up is Hard to Do: Using Behavioral Economics to Speed New Product AdoptionColin Ho & Brad Bane (Ipsos)

12:15PM–12:35PMMeasuring the Intangible - What Do Customers Truly Value?Leigh Caldwell (The Irrational Agency) & Lizzi Seear (InterContinental Hotels Group)

12:35PM–12:55PMBE in Action Sessions: New Product Development•“BrandsAreStereotypes.Here’sWhyItMatters”

by Collette Eccleston, Ph.D (LRW)•“ApplyingBehavioralEconomicsPrinciplestoCreateaDeliciousNewProductCategory” by Dr. Alexandrea Hunt (C Space)•“BehavioralTestonomics:LeveragingHumanBehaviortoUncoverFutureNeeds”

by Dr. John Barrett (Consensus Point)

12:55PM–2:10PMLunch & Innovation Showcase

2:10PM–2:30PMJumping Point: Beginning Your First Behavioral Design Activation ProjectWill Leach (TriggerPoint)

2:30PM–2:50PMHow Capital One Uses Behavioral Design to Tackle Its Biggest Behavioral ChallengesCathy Bendall (Capital One)

2:50PM–3:10PMWhat Behavioral Economics Can Teach Us About ShoppersJoel Rubinson (Rubinson Partners Inc.)

3:10PM–3:30PMBE in Action Sessions: Shopper Marketing•“PuttingYourMoneyWhereYourMouthIs”

by Anouar El Haji (Veylinx)•“SupermarketoftheFuture” by Ana Iorga (Buyerbrain)•“ResearchOutputandtheCaseforOptimism”

by Charlie Richards (Tonic Insight)

3:30PM–4:00PM Networking Break & Innovation Showcase

4:00PM–5:00PMTying It All Together: Interactive WorkshopMark Earls (Author of HERD and Copy Copy Copy)

5:00PM–5:15PMClosing RemarksAlex Hunt (BrainJuicer) & Will Leach (TriggerPoint)

5:15PM–6:30PMNetworking Reception

Behavioral Marketing November 9

Module 2: Driving New Product Innovation Module 3: Driving Shopper Marketing

8:00AM–8:45AMRegistration & Welcome Coffee

8:45AM–9:00AMWelcome & Opening RemarksGregg Archibald (Gen2 Advisors) & Michelle Adams (Marketing Brainology)

9:00AM–9:20AMOne Size Fits Some: “Little Big Data” and the Evolution of Nonconscious Consumer SegmentationMatt Tullman (Merchant Mechanics)

9:20AM–9:40AMThe Notion of EmotionDr. Collette Eccleston (LRW)

9:40AM–10:00AMThe Science Behind Mobile DesignDiana Lucaci (True Impact) & Parisa Durrani (Plastic Mobile)

10:00AM–10:30AMClient Panel: New Horizons in Applied NeuroscienceModerated by Carl Marci (Nielsen Company), with panel-ists Andy Smith (The Hershey Company), Marjorie Reedy (Merck) & John Trenholm (Toys “R” Us)

10:30AM–10:50AMNetworking Break & Innovation Showcase

10:50AM–11:10AMThe Next Generation of Social Intelligence: How New Social Listening Approaches and Technologies Are Un-locking Deeper Meanings, Emotions, and PredictionsRob Key (Converseon)

11:10AM–11:30AMSorry, the Digital You Is More Interesting: Using Social Media as a Back Door into the MindVesselin Popov (The University of Cambridge Psychometrics Centre)

11:30AM–11:50AMIt’s Not What You Say, It’s How You Say ItDan Emodi (Beyond Verbal)

11:50AM–12:10PMWhat Persuades Consumers to Love (and Buy) Brands? Quant + Qual Tells the StoryKacy Doster (Communicus)

12:10PM–12:40PMThe Business of Nonconscious Measurement: Making It Work in Client OrganizationsModerated by Gregg Archibald (Gen2 Advisors) with panelists Joan Lewis (Joan M. Lewis LLC), Patricia Montesdeoca (Colgate Palmolive) & Amy Marcus (Prudential Financial)

12:40PM–1:40PMLunch & Innovation Showcase

Nonconscious Measurement November 10

Module 2: Neuro Models for Non-Neuro DataModule 1: New Horizons in Neuroscience

1:40PM–2:00PMA Visual Mosaic of UnderstandingAnders Bengtsson (Protobrand)

2:00PM–2:20PMSticky Takes Eye Tracking from Inaccessible to SaaSJeff Bander (Sticky)

2:20PM–2:40PMThe Consumer Sense of Self: Are We Truly Sentient?Aaron Reid, Ph.D (Sentient Decision Science)

2:40PM–3:00PM“All Dressed Up with No Place to Go”: How to Incorporate Nonconscious (Implicit, System 1) Insights into Marketing Strategies and ExecutionsPaul Conner (Emotive Analytics)

3:00PM–3:20PM Decoding Human Motivation and Transforming Marketing StrategyDr. David Forbes (Forbes Consulting Group)

3:20PM–3:40PM Fast Pitch Round: 3 Start-ups Poised To Change Nonconscious MeasurementKevin Keane (Brainsights), Rana June (Lightwave Inc.) & Lucas Parra (NeuroMatters)

3:40PM–4:00PMNetworking Break & Innovation Showcase

4:00PM–4:20PMFace Value: The Power and Promise of Emotion from VideoDr. Marian Bartlett (Emotient)

4:20PM–4:40PMNeurowearables Are HereJavier Minguez (BitBrain Technologies)

4:40PM–5:00PMBuilding Brands in the Brain the Neuro-Insight WayPranav Yadav (Neuro-Insight)

5:00PM–5:40PM Client Panel: Our Biometric FutureModerated by Matt Tullman (Merchant Mechanics), with panelists Zach Schendel (Netflix.com), Kristian Gravelle (AstraZeneca) & Anshul Jain (International Flavors & Fragrances Inc.)

5:40PM–5:50PMClosing RemarksGregg Archibald (Gen2 Advisors)

Nonconscious Measurement November 10

Module 3: Scalable Measurement Approaches Module 4: Our Biometric Future

To complement the IIeX Forums, we are thrilled to be hosting hands-on, interactive workshops focused on implicit measurement on November 11. Please note this is an invitation-only event, but attendance is free to attendees of IIeX Forums. Please register in advance at nimf.insightinnovation.org/wednesday-workshops/ 9:00AM–12:00PMJ. Walter Thompson New York466 Lexington AvenueNew York, NY 10017

Registration begins at 8:30 AM.

In this workshop, participants will gain deep knowledge into implicit methods and how to incorporate them into their existing research framework. The sessions will feature hands-on training from five expert behavioral scientists, technologists, and insights professionals. The session will include one-on-one interaction and training with implicit research techonology and a robust dialogue on best-practices for design and business application. Participants will walk away from this workshop with their own implicit research study ready for deployment and the knowledge of how to create new implicit studies for brand positioning, concept testing, ad testing, package testing and more. Topics include:

+ Science behind implicit methods (Aaron Reid, Ph.D., Chief Behavioral Scientist & Cyrus McCandless, Director of Behavioral Science at Sentient Decision Science) + Data that results from implicit testing (Nate Decker, Ph.D., Behavioral Scientist at Sentient Decision Science) + Business applications for implicit research (Stephen Springfield, Senior VP, Brand Strategy at Sentient Decision Science) + Practical Design and Survey Integration (Clint Taylor, VP, Strategic Tehnologist at Sentient Decision Science)

This workshop is highly relevant for both client and supplier-side researchers. Please join us there!

Wednesday Workshops November 11

Education Partner Networking Luncheon Sponsor

VIP Sponsor Notepad & Pen Sponsor

BE Showcase Sponsor Media Partner

IIeX Forums Sponsors Thanks for your support!

Title Sponsor

Premier Sponsors

Platinum Sponsor

Gold Sponsors

V V