X

August 9-10, Virtual Event

IDEA Forum 2022

Schedule At A Glance

Tuesday, August 9

RSS
09Aug
09Aug

Welcome to the IDEA Forum

12:00 PM — 12:10 PM   
Event details

Speakers:

damon.jones
Damon Jones - Burke Institute
Damon plays a critical role in Burke’s Data Collection Division as he oversees the day-to-day operations involved in the execution of telephone research projects. He manages the execution of our Hispanic telephone data collection through our subcontractor partner network. In addition to his day-to-day responsibilities, Damon serves as Chair of Burke’s Inclusion & Diversity Strategic team called Kaleidoscope and serves on multiple teams within the organization.
The recipient of the 2020 MRX Diversity Champion Award, Damon is continually involved in staying current in MR Data Collection and general industry knowledge by his active membership in the Insights Association.
He is a Board advisor of the North Atlantic Chapter of IA and serves as Chair of that Chapter’s Diversity and Education Committee which he formed during his tenure as President in 2014-15, and serves on the national Insights Association’s Chapter Leadership Committee and the IDEA (Inclusion, Diversity, Equity & Access) Council. He has been a presenter at multiple educational conferences.
Damon has a bachelor’s degree in Business Administration from the University of Cincinnati with a double major in Marketing and Management. He is a graduate of the University of Georgia’s Principles of Marketing Research Certification Program and of Cornell University’s Online Diversity and Education Certification Program. He has been with Burke since July of 1996.

Belinda.brown
Belinda Brown - Gazelle Global Research Services
Belinda serves as the Director of Marketing and Business Development for Gazelle Global Research Services. Previous to her tenure at Gazelle, Belinda primarily worked in clinical environments with the Westchester Institute for Human Development and the Child Welfare Program for Westchester County in New York. Belinda additionally served under the Director of Communications as a writer for the Coalition to Stop Gun Violence in Washington, DC. Belinda earned a Bachelor’s degree in Psychology and in English from Carnegie Mellon University as well as a Master’s degree in Business from the University of Illinois. She maintains interest in the field of maternal/fetal health as a trained birth doula and is passionate about D.E.I in market research and beyond.

09Aug
09Aug

Opening Keynote: Shevrin Jones, Florida State Senator

12:10 PM — 12:40 PM   
Event details

Speaker:

shevrin.jones
Florida State Senator

Florida State Senator Shevrin “Shev” Jones is an educator, public servant, and consensus builder who has dedicated his life to serving others and building pathways to opportunity. Thanks to the encouragement of his close-knit family and supportive teachers, Jones recognized from a young age the power of education as the great equalizer, a foundation that drove Shevrin into teaching to help students reach their full potential. A proud graduate of Florida A&M University, Jones taught high school chemistry in Broward Public Schools before founding L.E.A.D. Nation, a South Florida nonprofit organization committed to youth leadership development and social entrepreneurship training. Jones’ firsthand look at the inequities in education and society at large propelled him to enter public service, and since 2013, he has served in the Florida legislature, championing meaningful bipartisan legislation including two consecutive bills to secure dignity for incarcerated women; statewide expansion of a clean syringe exchange program; safety and oversight for athletic coaches for youth athletic teams; increased investment in underserved communities; and greater transparency and accountability for law enforcement. The first LGBTQ State Senator elected in Florida history, Jones served on President Barack Obama’s College Promise Task Force and is an active member of the Alpha Phi Alpha Fraternity Inc., Young Elected Officials Network, and Millennial Action Project’s Florida Future Caucus. Today, Jones is completing his Ph.D. in Educational Leadership at Florida Atlantic University, and he was recently appointed to President Biden’s Board of Advisors on Historically Black Colleges and Universities.

09Aug
09Aug

IBM’s Racial Equity in Design Initiative: Busting open the myth that the pipeline doesn’t exist

12:45 PM — 1:10 PM   
Event details

IBM's Nigel Prentice and Jessica Tremblay speak to the creation of IBM's Racial Equity in Design initiative, the impact of the work both inside and outside of IBM in the design industry, and discuss challenges overcome along the way in order to create equitable, long-term change for Black designers by designing a new culture inside IBM. They’ll speak to how their team overshot IBM’s hiring goal on hiring diverse talent, and they’ll discuss tactics other companies can adopt to ensure they are hiring diverse teams.

Speakers:

nigel.prentice
Nigel Prentice - IBM

Nigel has been a leader in software, technical transformation, and design since he founded one of Austin’s first digital product consultancies in 1996. Since then, he has worked with local startups, government institutions, and enterprise organizations to lead various technology and design efforts across dozens of industries at every scale. Prior to IBM, he was the Austin studio leader for Adaptive Path, one of the original user experience design consultancies.

Nigel joined IBM in 2014 and since then has held a number of leadership and executive roles, driving the adoption of design and design thinking, while using those tools to achieve prioritized business outcomes. Currently, Nigel is the design executive for the global Ecosystem Platform & Experiences team, where he drives the creation of holistic partner experiences in IBM’s multi-billion dollar go-to-market.

In addition, Nigel leads IBM’s Racial Equity in Design initiative. While investing IBM’s considerable resources at the scale of the enterprise, this work contemplates the redesign of culture using the power of deep empathy combined with user experience design. Through Nigel’s leadership, the company is implementing long-term transformation around closing the racial equity gap in the profession of design while improving the career experiences for Black designers inside IBM and beyond.

 

JessicaTremblay - He...
Jessica Tremblaym - IBM

Jessica is a designer and community leader dedicated to IBM’s Racial Equity in Design Initiative. As the program manager, Jessica’s role is to ensure programs and work streams are successful with delivering on their goals to make long-term, equitable change for designers of color. 
Jessica joined IBM as a visual designer and front-end developer, and has taken on many roles since 2014. She organized IBM’s first FED@IBM community dedicated to front-end developers with members across the globe, and is also the lead for IBM’s 100+ Enterprise Design Thinking global chapter network.
Outside of IBM, Jessica dedicates her time to educating and encouraging women to be a part of design and tech initiatives. She speaks and leads workshops with organizations such as Future Front Texas, Women Who Code, and Girls Who Code with hopes that other women will pursue leadership opportunities in tech.

09Aug
09Aug

DE&I Disruptors: Key Takeaways for Disrupting Bias and Affecting Real Change

1:15 PM — 1:40 PM   
Event details

84.51°, the Cincinnati-based data powerhouse that helps Kroger and its customers create customer-centric shopper journeys, is a leader in the DE&I space.

Terron Wilson, the architect of 84.51's DE&I roadmap and an advocate for maintaining the company's culture of diversity, inclusion and belonging will lead a presentation on how organizations can disrupt bias and successfully invest in its people and culture to affect real change and impact the bottom line. When associates feel supported, included, valued, and respected for who they are and what they contribute, the organization flourishes.

For example, as part of 84.51's ongoing efforts to foster an inclusive culture, it developed the "Inclusive Leader Journey," an eight-week transformative experiential program built on research regarding Intrinsic Inclusion and is positively impacting members of the leadership team. Another example of investing and invigorating company culture will be shared by Nancy Reilly, VP of Consumer Research. Her team started a DE&I forum that brings together the leadership team monthly to discuss and educate each other on a specific diversity topic. The group identifies key takeaways and unique, creative tangible actions to be taken on that topic.

Attendees will learn:

  • How disrupting bias drives inclusion and belonging
  • How to build empathy and engagement among teams
  • Unique and creative ways to implement learnings

Speakers:
terron.wilson
Terron Wilson - 84.51°
Terron brings a passion for driving a diverse culture of inclusion and a sense of belonging in her role as Diversity, Equity & Inclusion Manager. She is responsible for managing major initiatives related to 84.51°’s DE&I roadmap to ensure the company is fulfilling its goals and commitments. Additionally, Terron develops DE&I strategies to help sustain the shift to a culture of inclusion that is demonstrated through an inclusive environment and behaviors. She has been at 84.51° since 2008, spending over 10 years on the Customer Communications team as a Campaign and Partnership Manager. She was a founding member of 84.51°’s Insightful Inclusion Council in 2016, where she helped translate 84.51°’s 3-year DE&I roadmap into actionable and measurable deliverables.

09Aug
09Aug

How to Drive Belonging for Women in the Workplace

1:45 PM — 2:10 PM   
Event summary
Learn how the drivers of belonging change based on workforce demographics and how to create better workplaces where women (and men) can thrive.
Event details

Belonging is not created equally. Learn how the drivers of belonging change based on workforce demographics and how to create better workplaces where women (and men) can thrive.

Key Takeaways:

  • Learn how leaders can leave their people Net Better Off, and the benefits of doing so
  • How to support women in the pandemic era
  • How to drive trust, job satisfaction, and ratings of a great place to work using the Net Better Off framework
09Aug
09Aug

Diversity-Forward, Human-First: How Insights Strengthen Ulta Beauty’s DE&I Efforts

2:15 PM — 2:40 PM   
Event details

A people-first approach impacts Ulta Beauty associates, guests, partners, and the communities the leading retailer serves. The company believes it has a responsibility to inspire positive, foundational change and drive greater diversity, inclusion and equity across the industry and the world. With a strong culture that sets it apart and celebrates passion and purpose, it follows the company’s DE&I commitments that serve as strong anchor for work across the business. Learn about Ulta Beauty’s established process to quantify progress and push the organization to always improve relative to diversity, equity, and inclusion. In this session, we will review how Ulta Beauty’s Insights team tracks performance of its DE&I commitments and the keys to long-term success within these ongoing efforts.

Speaker:

Julie Hermann
Julie Hermann - Ulta Beauty
Julie Hermann is a market research manager at Ulta Beauty focused on bringing the customers' voice and passion for beauty to life for the organization. She has been creating market research connections for over 15 years, with experience on the supplier and client sides of research in a variety of industries including beauty, retail, QSR and financial, at McCain Foods USA, Millward Brown and HAVI Global Solutions. Julie earned her B.S. in Statistics from Northern Illinois University and M.S. from DePaul University's Kellstadt Graduate School of Business.

09Aug
09Aug

Honing Your Lens: How cultural competency within your organization

2:50 PM — 3:15 PM   
Event details

As we consider the phases of bringing DEI to the consumer insights industry, most efforts have been employee and recruitment related. However, have you thought about DEI in the space of marketing research business practices and reporting?

Join Jaswant Singh as she speaks about Burke's efforts on become more cultural competent to serve different research organizations and stakeholders.

Attendees will leave with thoughts on:

  • Why DEI efforts should be embedded within research organizations’ operations and business practices
  • What constitutes cultural competency
  • Ways they might go about bring cultural competency to their organization

 

Speaker:

Jaswant Singh 
Jaswant Singh - Burke Inc.
A Cincinnati native, Jaswant is a researcher with a passion for business and the human psyche. She enjoys helping organizations bring their visions to life and pave the way for strategic action. Jaswant considers market researchers stewards of the consumer voice. For this reason, she is passionate about enabling all voices to be heard through proper business practices.

09Aug
09Aug

Breaking the bias through diverse hiring

3:20 PM — 3:45 PM   
Event details

With diversity becoming a driving force across industries, it's important to apply an inclusion lens in the research industry to drive a greater diversity of industry professionals and support a larger and more diverse client portfolio. While front line staff remains diverse, senior leadership in organizations remain largely homogenous. Imran Khan will talk about his experience of starting Addison Research that became one of the most reputable agencies in the APAC region, serving Chinese, Japanese and Korean customers. What was the driving force behind this agency? How was diversity applied as a leading force behind Addison's success.

Speaker:

Imran.khan
Imran Khan - Schlesinger Group
Imran helps key APAC clients achieve their business goals through unique and specialized research solutions. He is a proven leader with a strong track record of leveraging and building strong partnerships with clients in international markets such as Korea, China, and Japan. Imran joined Schlesinger Group in 2021 when Addison Research was acquired by the company. He was one of the founding members of Addison Research and led a robust and mature team of sales professionals to position the company as the most preferred supplier for international clients, with a keen focus on East Asia. Imran brings a wealth of expertise and leadership to the Schlesinger family. While serving as an expert in qualitative and quantitative research solutions, Imran also brings strong policy and research expertise, having previously served as a Senior Policy Advisor to the Government of Ontario. In this role, he led extensive and transformational research initiatives which have helped shape the social services and post-secondary education sectors in Ontario, Canada. Imran has worked with the Toronto 2015 Pan / Parapan American Games to develop their large-scale volunteer strategy and has advised the TO2015 and the Government of Ontario on various diversity and inclusion strategies. Presently, he serves as an Advisor on the University of Toronto’s Governing Council Secretariat. Imran proactively speaks about leveraging diversity to create organizational excellence and champions minority hiring. Imran and his wife have recently launched their self-funded scholarship named the Pearson-Khan Award for Women's Empowerment. This scholarship aims to recognize young Muslim women in Canada who have overcome financial hardship to play a role in women's empowerment.

09Aug
09Aug

Panel Discussion: DEI in the Insights Profession

3:50 PM — 4:20 PM   
Event summary
Details Coming Soon!
09Aug
09Aug

Intersectionality in Insights – How We Honor Intersectional Selves in Hiring, Showing Up and Manifesting In Our Work

4:25 PM — 4:55 PM   
Event details

Kimberlé Crenshaw, the law professor at Columbia and UCLA, who coined the term intersectionality, describes it as the way people’s social identities can overlap. We invite you to join our panel discussion on what it means, how it presents,  and how we can extend it to hiring and retaining talent, which ultimately impacts the insights industry.

09Aug
09Aug

Closing Remarks

5:00 PM — 5:10 PM   

Wednesday, August 10

RSS
10Aug
10Aug

Welcome to Day 2

12:00 PM — 12:10 PM   
Event details

Speakers:

damon.jones
Damon Jones - Burke Institute
Damon plays a critical role in Burke’s Data Collection Division as he oversees the day-to-day operations involved in the execution of telephone research projects. He manages the execution of our Hispanic telephone data collection through our subcontractor partner network. In addition to his day-to-day responsibilities, Damon serves as Chair of Burke’s Inclusion & Diversity Strategic team called Kaleidoscope and serves on multiple teams within the organization.
The recipient of the 2020 MRX Diversity Champion Award, Damon is continually involved in staying current in MR Data Collection and general industry knowledge by his active membership in the Insights Association.
He is a Board advisor of the North Atlantic Chapter of IA and serves as Chair of that Chapter’s Diversity and Education Committee which he formed during his tenure as President in 2014-15, and serves on the national Insights Association’s Chapter Leadership Committee and the IDEA (Inclusion, Diversity, Equity & Access) Council. He has been a presenter at multiple educational conferences.
Damon has a bachelor’s degree in Business Administration from the University of Cincinnati with a double major in Marketing and Management. He is a graduate of the University of Georgia’s Principles of Marketing Research Certification Program and of Cornell University’s Online Diversity and Education Certification Program. He has been with Burke since July of 1996.

Belinda.brown
Belinda Brown - Gazelle Global Research Services
Belinda serves as the Director of Marketing and Business Development for Gazelle Global Research Services. Previous to her tenure at Gazelle, Belinda primarily worked in clinical environments with the Westchester Institute for Human Development and the Child Welfare Program for Westchester County in New York. Belinda additionally served under the Director of Communications as a writer for the Coalition to Stop Gun Violence in Washington, DC. Belinda earned a Bachelor’s degree in Psychology and in English from Carnegie Mellon University as well as a Master’s degree in Business from the University of Illinois. She maintains interest in the field of maternal/fetal health as a trained birth doula and is passionate about D.E.I in market research and beyond.

10Aug
10Aug

Bringing Your Whole Self to Work in Market Research

12:10 PM — 12:45 PM   
Event details

Have you ever felt like you were holding part of yourself back at work? Have you been inspired by someone at work who doesn't hold themselves back, confident in everything that they are? Our panel explores the notion of bringing your whole self to work and making space for others to do the same. Based on lived experiences, we examine why it is important individually and organizationally, barriers to overcome and what you can do to tomorrow to foster belonging in your organization.

Speaker:

male.standard
Matt Valle, Rock n' Roll Research Podcast
Matt has spent his entire career in and around market research and insights. He started on the client side at Thomson Reuters and since has held various senior roles at companies like MarketTools, GfK, Magid and UserZoom. His undergrad is in Statistics from the University of Minnesota and holds graduate degrees from Tufts University and Minnesota. He is a long-time drummer and the founder and host of the Rock n’ Roll Research Podcast.

10Aug
10Aug

IDEA Council - Research on Research (Gender/Sexual ID)

12:50 PM — 1:15 PM   
10Aug
10Aug

How to Pander, Less

1:20 PM — 1:45 PM   
Event details

DEI in research has traditionally meant looking at market research through the lens of "multicultural".  However, this lens presents problems in research because it fails to take into account that all multiculturals do not have the same needs when it comes to identifying and creating insights.  We have found that Black consumers, in particular, are often outliers in the way we should be designing questions and interpret data.  Their needs are more likely to be misrepresented, underrepresented, white-washed or even brown-washed and this can lead to perceptions of pandering.
We decided to start with Black consumers, who typically are the toughest group to win over, in order to understand what it takes to uncover insights that lead to better authentic connections for brands.  The result is a framework that works not only for Black consumers, but any consumer group.  This talk will share this framework and is a testimony of what happens when you lead with those who typically lie in the fringes.  It can inspire results for the masses that are more inspiring and actionable.

Key Takeaways:
- What do brands who show up authentically to Black consumers have in common?
- What are the 3 lenses you should be using to develop insights that will create long term authentic relationships?
- What happens when businesses fail to look through all 3 lenses and how this could be impacting you or your client's overall business?
- What are the steps needed to build insights that generate more authentic relationships?

 

Speakers:

Tiffany Davis - The Clorox Company
Tiffany is responsible for bringing multicultural consumer-first strategies to market for top Clorox brands including Pine Sol, Clorox Bleach, Burt’s Bees, Hidden Valley, and more. Her work has a direct impact on how each brand reaches and is perceived by BIPOC consumers which impact not just sales and profits but also community engagement. She is a passionate seasoned insights leader with 20 years of experience in developing and executing consumer and market research strategies for top consumer and technology brands, including Wells Fargo, The J.M. Smucker Company, and Meta. In her spare time, she moonlights as a guest lecturer for different universities such as Southern Methodist University and the University of Madison.

 

Dawn Carr - Mahogany Insights
Dawn is the founder and CEO of Mahogany Insights, a strategy and market research firm dedicated to helping companies connect with Black consumers. She has more than 20 years of experience, including brand management at P&G and Frito Lay. Dawn has personally spoken to over 2500 consumers and has worked with 70+ brands on creating effective and actionable insights. She serves as an external consultant on the Ipsos Inclusion Council. She is currently working on her MLA in Sustainability at Harvard University where her academic research focuses on sustainability in Black communities.

10Aug
10Aug

Measuring Progress in Achieving Societal Inclusion of People in Marginalized Communities

1:50 PM — 2:20 PM   
Event details

Our client is the Minnesota Governor's Council on Developmental Disabilities; the brand is the State of Minnesota.  Since the year 2000 MarketResponse has conducted qualitative and quantitative studies, with the ultimate goal of improving IPSII (independence, productivity, self-determination, integration and inclusion) for people with developmental disabilities.
 

Speaker:

damon.jones
Tom Pearson - MarketResponse International

Tom Pearson founded MarketResponse International in 1992. At a time when U.S. research focused on traditional models and the prototypical “American”, Pearson imported methods from Europe that responded to the account planning and cross-cultural branding needs of global marketers. His firm flourishes from its distinction as the most experienced firm in the field of motivational research. Pearson has designed, moderated, analyzed and advised clients on qualitative and quantitative research studies in North and South America, Europe, the Middle East, and Asian Pacific regions. Tom has served clients in consumer products, banking, healthcare, telecommunications and automotive industries. He earned his MBA from Drake University and an undergraduate degree in Economics from Iowa State University.

10Aug
10Aug

Discussion Groups

2:25 PM — 2:55 PM   
10Aug
10Aug

Action Speak Louder: Striving to give every respondent a voice

3:00 PM — 3:25 PM   
Event details

While brands and researchers alike have stepped forward to share their strong support for diversity and inclusion, it takes much more to transform research practices and outcomes. With help from GfK, Microsoft has set in motion an ambitious and challenging program to make surveys and other market research more representative and more accessible. While this journey is still very much in progress, important strides have been made in key areas – such as mobile-centric survey design, greater Hispanic representation, and accessibility in survey programming and formatting.

Takeaways
• Essential respondent groups are often excluded from research because they are harder to reach, require special accessibility considerations, and/or have limited access to key technologies.
• The industry has no standard solutions for these inclusion issues – a challenge that marketers and researchers needs to face collectively and with consistent focus
• Microsoft has already seen promising results in taking on some nagging inclusion issues – but there is much more to take on and solve
 

Speakers:

Josh Billig - Microsoft
Josh has worked in the market research Industry for over 25 years. His experience spans the technology and advertising industries, including positions at Verizon, Showtime Networks, TBWA Chiat Day, & Microsoft. Josh is passionate about evolving market research methodologies, analytics, and storytelling to better align with the cultural context and corporate priorities.

 

Shelley Krasnick - GfK
Shelley has over 20 years of experience in research, usability, strategy and customer insights. Her career spans multiple industries on the corporate and vendor sides of the business, with experience working at The Coca-Cola Company, Microsoft and Nordstrom. Shelley has an avid interest in finding ways to drive change in research, identifying new ways to address business problems while using GfK’s ‘Research Ninja Skills’ to ensure quality and confidence in our insights.

10Aug
10Aug

When Traditional Methodologies Just Won’t Do… Learnings from Pfizer’s DEI Research Experience

3:30 PM — 3:55 PM   
Event details

Learn why we need new and different methodologies to uncover bias; how bias shows up and is experienced as a lived experience.
We'll get a look inside the work being done at Pfizer and see the methodology in action. 
 

10Aug
10Aug

Panel Discussion: Making Research More Inclusive, Equitable & Accessible

4:00 PM — 4:35 PM   
Event details

Panel discussion exploring the advances made and the hills yet to climb. 

10Aug
10Aug

DEI Commercial Reel - Which brands are getting it right?

4:35 PM — 4:45 PM   
10Aug
10Aug

Wrap Up - What's Next? Lessons Learned, Actions To Take + How We Measure Progress

4:45 PM — 5:00 PM   

 

Sponsors

 

IDEAtor Founders