Market research is at a crossroads but that crossroads goes beyond new technology. New technologies are evolving and transforming how we collect data and generate insights. But in parallel, the client is struggling to answer the ever elusive question: "How will these insights impact my business?" In this session, a prominent Canadian company (Bell Canada) and its research partner (Illumina Research Partners) will share the research and organizational challenges faced, solutions implemented and outcomes achieved in creating business impact using a recent joint research initiative on corporate sponsorship.
It's time to take the market research conversation to the next level. Yes, new technologies really matter. Yes, traditional methods for data collection are no longer a focus for many researchers. And yes, new technologies are delivering cheaper and faster insights. Despite these technology breakthroughs, clients and researchers continue to face the same pain points and struggles using research as the launch pad for creating meaningful business impact.
Resource pressures on time and budget continue to intensify. More often than we want, and regardless of the data collection method used, business stakeholders are apathetic about research endeavours, unclear and misaligned on research insights, and uncertain of business implications and actions. Researchers are under pressure to deliver more profound, business relevant insights cheaper and faster while struggling to engage internal stakeholders and impact business outcomes. The unspoken truth is that most research dollars go to projects that never leave the pages of a research report or the boardroom of a research presentation.
In this thought-provoking and informative session, a major Canadian company (Bell Canada) and its research partner (Illumina Research Partners) will share the challenges faced, solutions implemented, and results achieved on the path to changing the conversation, approach and business impact of corporate sponsorship research.
Linda and Yvonne will share a 21st century client-supplier working model to reduce costs and increase impact, specific techniques for engaging and aligning stakeholders (from researchers, to business managers and senior executives), and concrete tools to take research insights and business thinking to the next level and identify confident actions that get implemented.
As a result of this session, participants will gain a fresh perspective of the struggles and barriers researchers and clients face and how to tackle them to create business impact in the 21st century. Learning will be achieved through the story of Bell Canada's journey to reinvent sponsorship research and enable breakthrough business thinking, positioning and investments. Three specific learning outcomes include:
President and CEO. Illumina Research Partners
Yvonne Brouwers is President and CEO of Illumina Research Partners. For 25 years, Yvonne has worked closely with significant Canadian organizations as a researcher, management consultant, and thought leader enabling business growth and success. Along the way she gained a unique and rich perspective of the challenges clients and researchers face in translating research projects into business results. She has passionately dedicated her career and company to developing a powerful purpose and unique process for achieving business impact through research. Yvonne is a MBA, Certified Marketing Research Professional (CMRP), and Certified Management Consultant (CMC).
|Linda Di Luzio
Director of Market Insights. Bell Canada
Linda Di Luzio is a Ph.D. in Sociology with 13 years' experience as a market research professional who has worked on both sides of the proverbial industry fence as a market research buyer and vendor, both in Canada and overseas in New Zealand. In 2005, she moved back to Montreal and joined Bell's Market Knowledge Centre where turning research results into business insights are among her primary accountabilities. Today, Linda is Director of Market Insights at Bell Canada where she leads a team of insight generators through primary research, secondary research and competitive intelligence. She also teaches Marketing Research at McGill's School of Continuing Studies.