August 10, 2018


Greetings & welcome

The 2018 Educational Forum

The Annual Educational Forum hosted by the Southwest chapter of the Insights Association has grown into a unique event that promotes networking and education. Our 2018 event will bring together research experts who are shaping the future of marketing research. Enjoy two motivating days of high-level content in an energetic, warm and welcoming environment. It’s a genuine peer-to-peer event where life experience merges with learning. You are guaranteed to collaborate and connect with a community of MR professionals “who do what you do,” share your interests and can help you succeed. It’s also a lot of fun.



Don’t forget to attend

Event / Conference Schedule

Join us in Plano for networking, education and fun!

Thursday evening kicks off the event with a cocktail reception from 6:00 to 8:00pm.  Enjoy some fantastic food and drinks while catching up with your research friends and making new friends.  The speaking sessions kick off Friday morning with breakfast, lunch, and snack breaks throughout the day while hearing from some great companies about the fascinating work they are doing.

 Plano was voted “Best Place to Live” in the Western United States by CNN Money.   Explore the vibrant, tree-lined streets at The Shops at Legacy and Legacy West with boutique shopping, indulge your inner foodie with our restaurants, and enjoy the latest Indie films at Angelika.  Plan some meetings while you are in the area to take advantage of what Plano has to offer!

The Shops at Legacy  http://shopsatlegacy.com/
Legacy West                   https://legacywest.com/

Day 01 full schedule

August 9, 2018



Sponsored by Televergence Solutions


Day 02 full schedule

August 10, 2018


Gathering & Welcome Speech


Staying in Style With Today’s Customers: How Fossil Uses Analytics to Get Ahead

In recent years, the traditional watch market has seen a significant disruption across the world impacted by the rise of wearables that are changing the definition of a watch. Today’s wearables are smart, connected and well-suited for today’s busy lifestyle. Moreover, the department store channel which is Fossil Group’s most dominant selling channel experienced a strong decline at the expense of online only retailers like Amazon, Tmall and Zalando. These are indeed the beginnings of a new era in consumers’ needs, preferences and shopping behavior. Fossil Group is a global company specializing in the design, marketing, distribution and innovation of lifestyle accessories including watches, smartwatches, handbags, small leather goods and jewelry. It has a diverse portfolio of owned and licensed brands that offer a wide range of lifestyle accessories. Given the current market dynamics, Fossil Group’s global analytics team was tasked to understand consumers’ needs, preferences and shopping behavior in key markets in the Americas, EMEA and APAC that would allow Fossil Group to increase revenue across various categories and channels, and to reduce costs. Fossil Group’s global analytics team took a multi-functional approach using a system of research studies in key markets in the Americas, EMEA and APAC to influence the outcomes of key business areas including brand, product design, marketing, pricing and distribution of Fossil Group’s owned and licensed brands. The approach used research techniques that included a combination of traditional, modern and advanced methodologies. These efforts have fostered greater transparency and dialogue in understanding the impact of broader business decisions on the consumers.


Deepa Iyer

Simple. Smart. Driven. Build & Execute a CX Strategy in an ROI-driven World

Translating engagement to business results and balancing financial goals with the demands of creating compelling customer experiences is a constant challenge. Learn how to build and communicate models so the organization (and each stakeholder) sees the value of delivering a great customer and employee experience. Learn to target, measure and achieve benefits of call reduction, increased retention, referral increases, and reduce cost to serve from CX improvements.


Diane Magers, CCXP


Sponsored by M/A/R/C


Humanizing AI: Using Research To Improve the Player Experience

I would like to share WWCE’s opportunities and wins with regard to its automated agent, Amelia. Walking through the different research phases and how the learnings were used to build future research phases and future development plans for Amelia.


Leena Murray

AI Driven Markets of One

Marketers are evolving their campaigns to reach markets of one and we’re collecting a lot more data, especially language, voice, social and other “dark data” than we’re able to process without AI. An AI business strategy isn’t optional when every industry is competing against disrupters like Uber, AirBNB or Amazon. Fortune reports, “The amount of data we produce every day is truly mind-boggling. There are 2.5 quintillion bytes of data created each day at our current pace, but that pace is only accelerating with the growth of the Internet of Things (IoT). Over the last two years alone 90 percent of the data in the world was generated.” Did you know that 22 U.S. soldiers commit suicide every day? Debi will present a use case with the mission to save lives among U.S. veterans. Developed as a shared business ecosystem, this application creates a market of one and opens up the possibility for us to change lives. Businesses share insights from personal data to target ads and content, create loyalty and build trusted relationships with their customers. The AI discovers patterns and acts upon insights and triggers. For example, “Good AI” is being trained to recognize changes in a person’s voice, heart rate, activities, finance, and health conditions then intervene with mellow music, a micro loan to cover an overdraft, a call from family, or an emergency response team. Research is under way to apply AI to the diagnosis and treatment of mental illness, PTSD or Alzheimer’s. Of course, we need to insure privacy protection and give the consumer control over who, when and why his or her data is collected. As we create markets of one, we are creating databases and decision systems that may affect critical decisions and we’re collecting highly sensitive and confidential information. I believe that it’s our shared responsibility to bring diverse people, systems and ideas together, driving profit AND social responsibility. It’s important for us all to understand the opportunities and the challenges of AI so that we can create a more wonderful world for our children. It’s our opportunity to correctly design and train systems that can potentially make better critical decisions, free from human bias.


Debi Stack

Let’s Build Some AI! (AI Demo Followed By AI Q&A Panel: Chris Robson, Debi Stack, Leena Murray)

We have all read many articles and seen presentations on the importance of AI. We are all familiar with Alexa, and Self Driving Cars, and social media ‘bots’. But what is the relevance to Research and Insights – and, what does it look like to actually apply some AI? In this presentation Chris will attempt – without a safety net – to actually build and run a small example of AI in action in front of you. This won’t be just a series of slides, but an actual demonstration of training and running a Machine Learning Algorithm. They say never work with children or animals, but we will get up to our necks in Pythons and Pandas – and if those mean nothing to you today then this is the perfect talk for you. While we will be demonstrating some pretty advanced technology, there is no need for you to know anything prior to this. Whether you are a technical type or totally digitally challenged you will be able to see the power that these new capabilities bring.


Chris Robson

Safeguarding Data: A Healthcare Marketing Research Case Study

Texas Health sought to understand the overall impact of various marketing initiatives and the relationship of physician practice marketing to the system. Our team was asked to analyze data and explore the impact of a particular effort. This was a sensitive project because of the regulations in place for healthcare and associated data. There was a need to be guarded with our findings. While research was put on hold, we discussed ways to safeguard and confirm alignment with legal and compliance. This presentation will walk through a timeline of the project, number of data sources, types of data, and measures put in place to ensure compliance with state and federal regulations.


Melissa Barrow


Sponsored by Consumer Opinion Services

Fusing Physical and Digital – Retail Analytics Insights

Glass-Media is the industry change leader advancing projection-based, end-to-end, digital storefronts for brands/retailers with a physical footprint. Through the combination of the company's proprietary display technology and analytically infused IoT platform, retailers are empowered to make the offline-online retail experience more seamless through the merging of physical and digital. Through a dynamic storefront, retailers can leverage cross-channel marketing and achieve a holistic omnichannel retail experience. Through the Glass-Media digital storefronts, brick-and-mortar retailers are successfully boosting store traffic, building brand awareness, increasing customer engagement and driving offline/online conversion.


Daniel Black

Understanding Value Propositions: A Measurement of Word Currency

Words have unique meanings in unique settings. The way that people explain themselves can provide excellent insight into how the world is viewed. The problem this presents is that when you are constructing a story, some words and phrases have far more value than others. Words become currency. Less is often more, but sometimes less just becomes less. The value of a product or company is oftentimes gauged by how it is explained. Businesses and products must have value propositions to be successful. Value propositions are the commitments companies give for the investment you provide when you purchase a product. When a consumer “invests,” they expect something in return. It’s important to know what these unique value propositions are and how they can be leveraged for your own, your client’s, or your product’s success. Market research can be a key driver of this insight if applied properly. This interactive session will help you see the importance of understanding your unique value proposition; how you can leverage research processes to develop a value proposition that matters; and what to do with this word currency when you have it.


Vaughn Mordecai


Sponsored by Nuance

Lunch Break

Speakers from around the world

Professional Event Speakers

Affordable Event Packages

Reception Only

$ 90 Per Person

  • Admission to Opening Reception
  • Admission to Speaker Sessions
  • Breakfast Friday
  • Lunch Friday
  • Register Now

Full Conference

$ 229 Member Rate

  • Admission to Opening Reception
  • Admission to Speaker Sessions
  • Breakfast Friday
  • Lunch Friday
  • Register Now

Full Conference

$ 249 Non-Member Rate

  • Admission to Opening Reception
  • Admission to Speaker Sessions
  • Breakfast Friday
  • Lunch Friday
  • Register Now

Friday Only

$ 160 Non-Member Rate

  • Admission to Opening Reception
  • Admission to Speaker Sessions
  • Breakfast Friday
  • Lunch Friday
  • Register Now
Trusted hands behind us

Our Great Sponsors

Interested in becoming one of our beloved sponsors?  Click here for sponsorship info or contact Jami Pulley at jpulley@criticalmix.com for more information.

Don't Forget To Book Your Room

Event Venue

OH, Please don’t forget to invite your friends too!
Before its too late

Book Your Room

Marriott at Legacy Town Center
Room Rate $169 – Good through July 23rd

Address: 7121 Bishop Road Plano TX 75024
Name of Event: Educational Forum - Insights Association Southwest Chapter
PH:Marriott reservations at 1 (800) 228-9290

For room needs outside of the event dates contact Jessica Keeton Jessica.keeton@marriott.com or call Jessica at 972-473-4228