About The Event

The Annual Educational Forum hosted by the Southwest chapter of the Insights Association (formerly the MRA) has grown into a unique event that promotes networking and education. Our 2017 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.


The Curtis
Denver, CO


Wednesday & Thursday
August 9th – 10th, 2017

Our Speakers

Location Location Location

Learn, network and relax at the Curtis Hotel in gorgeous Denver Colorado

The Curtis Hotel
1405 Curtis Street
Denver, CO 80202
Room Rate $205\night
Parking: $41 valet, $36 Self-park per night

Important reminder to register for the SW-IA discounted room rate at the Curtis Hotel. Because of some problems with the online registration, we are asking if you would CALL the Curtis Hotel Direct to book your room, using the code: IGC or mention the Southwest Insights Association. Call 303-571-0300 or toll free at 800-525-6651 24 hours a day.

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Last year our tickets sold fast so don’t miss. Conference will start in

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Conference Schedule

  • Day 1

    August 9th, 2017

  • Day 2

    August 10th, 2017

  • 08:45am - 09:40am
    This presentation is the result of a collaboration between three female founded and led companies – Grayce & Co, Heartbeat AI, and Beacon Insight Group. It outlines powerful insights into the Newfashioned Millennial Woman gained over the course of two years (before the election in 2016, and in May 2017). Based on innovative qualitative and quantitative approaches we explore a fascinating paradox that shapes Newfashioned Women’s thoughts and feelings about the future. We dive into 5 key areas to be aware of when marketing to these women. And we provide juicy insight into an overlooked but very important topic: her sexuality, including attitudes and asks from brands and products. We end with three key implication areas to provide guidance on how to “Build like a Woman.”

  • 09:40am - 10:30am
    Are recruiting agencies necessary? Yes. Are they ALWAYS necessary? No. In a perfect world, we can find the balance between the two. Sometimes the people you need are right in front of you, but in a world of "traditional research" they can easily be missed. With a little creative thinking and an open mind we can use tools like Tinder, UBER, Couchsurfing.org, Meetup.com, Instagram, Facebook, Craigslist, Reddit, Workaway.info, and Helpx.net to access HIGH quality, authentic recruits. These tools are available to anyone,  but accessing them comes with some & know-how and insider community tips. Semantics matter; authenticity matters; and timing matters. Listeners will walk away feeling inspired with fresh ideas and tangible tips on how to use each community effectively. Tory will share case studies ranging from using Instagram to recruit autologous stem cell transplant patients to using Couchsurfing.org to streamline discussions about beer.

  • 10:45 am - 11:30 am
    Although the Net Promoter Scale (NPS) has been widely used in the business world to measure customer satisfaction and loyalty, it has some limitations when used in a greater evaluation model. The major drawback is with regards to binning responses into simplistic categories and limiting the analytical opportunities that provide variance, which is critical to consider while understanding trends and drawing actionable insights. The Boy Scouts of America are taking thoughtful steps away from traditional business customer experience metrics toward multi-level evaluation models which explore different segments including scouts, youth and parents beyond overall satisfaction and recommendation ratings to truly understand factors that drive satisfaction, loyalty and engagement. This approach affords the opportunity to introduce measures that are more multidimensional and allow for more nuanced interpretation. Also, in order to increase the usefulness of our data and the actionable steps we can take, we changed our yearly membership experience survey approach to a monthly data collection schedule. We accomplish this through rotational evaluation by exercising controls and using matched samples of our population to gain timely and frequent feedback. This revision creates a means to track metrics longitudinally and provide valid insights to stakeholders that drive improvement throughout the year. A comparison of these results with historic data that heavily relied on NPS suggested that a multitude of measures provides a holistic understanding of the customer journey which can assist in rationalizing the final reason for their satisfaction or loyalty outcomes.

  • 11:30am - 12:15pm
    90% of our decision are made subconsciously, why not use more neuro and behavioral research methods in research? The goal of the presentation help researchers to use both conscious and subconscious methods as they provide a complementary perspective of what’s happening, leading to better insights. The basic principles, added value and how to use behavioral research methods will elaborated. Methods include eye tracking, facial coding, virtual shopping and online UX (online shopper marketing), and example in shopper marketing, advertising and digital will be presented.

  • 13:45pm - 14:30pm
    The 2016 election results were a surprise to many, but you may be yourself surprised with the fact that much of the polling associated with this election was actually pretty accurate. This discussion will start with a short background on methodologies used for polling during the election then move to take a deeper look into the accuracy of published polls once the results were in and discuss how the election results were so unexpected on election night and what lessons can be learned from our experience.

  • 14:30pm - 15:15pm
    People love TV. They really love TV, and video content has never been better. But, the TV industry has traditionally had an NPS that is lower than the IRS. People hate what they go through to get the shows and movies they love. DISH was founded on innovation – and transforming the way consumers watch TV. However, we haven’t always told our story in a compelling way, and haven’t always had a clear organization wide plan to build our relationship with consumers, resulting in less than optimal receptivity and gravity toward the DISH brand. The DISH ‘Tuned In To You’ positioning launched in February was nearly two years in the making, and was developed to start a new relationship with consumers based on trust, transparency and solving pain points. Join Patti Fries, Director of Consumer Insights and Marketing Effectiveness for DISH and SlingTV, as she walks you through this dynamic research and insight journey, as well as the category, company, culture and consumer factors that influenced the unique Tuned In To You story. Patti will also address the various research methods leveraged to track and optimize performance of the new campaign, and the data-driven approaches used to drive increased business revenue. Just as importantly, learn how research has helped transform the Tuned In To You campaign into a brand promise that has become an employee rallying cry for how DISH teams treat their customers and partners.

  • 15:45pm - 16:50pm
    Graphic Design 101! Our world is becoming increasingly visual in its display of data. Researchers constantly are creating data that are displayed to clients and those data need to be presented in a visually compelling way to cut through the clutter. No matter how much we want to deny it, design and visual display of information are at the core of making people pay attention to research and data. This isn’t just for consumers or ad agencies, this is for our business consumers, the consumers of our research… our clients. We cannot simply brush aside the topic, saying it’s for creative agencies, designers or marketers. Researchers need to know how to present research in a visually appealing way in order to stay relevant and keep up with the business community. Researchers don’t need to hire a professional — with a bit of training and a practical approach to design basics, all researchers have the opportunity and capacity to make visually appealing improvements to their end products that helps research get more traction and more play in the business world.