Schedule and agenda

Exploring perceptions into trust for McDonald's food quality for creative development, is always fraught with difficulty. There is often a lot of scepticism, people answer in a way that they ‘think they should’ making it hard to decipher their true feelings, thus obstructing the creative communication development process.

Find out how behavioural economics married with qualitative research helped McDonald’s get to the real, unfiltered truth and moved the dial on McDonald’s trust food quality perceptions.

The cost of living crisis is a global dilemma but how do you create a global view on a topic that is felt so differently around the world?

Visa’s multi market study breaks conventional boundaries. Hear how a methodology that blends AI enabled technologies with more human connections and collaboration with local specialists, has created a rich tapestry of human stories and experiences from every corner of the world to understand global consumer behaviour.

Created in response to the Grenfell tragedy, the Building Safety Regulator’s (BSR) purpose is to deliver far-reaching, industry-wide reforms. BSR’s insight team proposed developing a Theory of Change (ToC)roadmap for how it intends to deliver change, defining its activities, intended behavioural outcomes and long-term cultural impacts.

This case study demonstrates how client and agency insight teams can join forces to lead strategic, organisational-wide, internal client initiatives. It will show that insight leaders are well placed to facilitate cross-functional stakeholder collaboration to drive business goals and embed research across organisation.

What happens when you give researchers access to AI? In this simple head-to-head contest, researchers were equipped with a customised version of ChatGPT-4, optimised for research, and a client jury judged whether it resulted in better quality work. Hear how the client jury voted and find out if AI lived up to the hype.

With 10+ years in an agency and 15 years client side, Ritanbara will share her experience of what truly makes a good client agency collaboration.

Gain an understanding of the pulls and pressures of working in an in-house team and discover how decisions are really made.

This powerful and provocative talk will include practical advice on how to reimagine the participant experience of health research for members of the LGBTQIA+ community.

Hear how to achieve better outcomes through co-creation and inclusive research design.

Based on learnings from PepsiCo’s journey building Ada, its in-house insights platform, Stephan and Babita will deliver A “how-to” guide for insights leaders who want to innovate their people, process and technology.

Client-side insight teams will gain a tangible, step-by-step guide on how to implement change across the insights function from one of the biggest consumer-centric brands in the world. Technology and agency attendees will understand how they can support, enable and evangelize a shared vision for the future of insights with the right blend of tools and partnership.

In this provocations-style panel discussion, Thinks Insight & Strategy and the Centre for Data Ethics and Innovation seek to get suppliers and buyers of insight to consider the influence they may be having on how they shape the world that citizens and consumers live in, particularly in terms of whether the use of AI in research that informs policy reflects what the public want.

• How is the insights industry shaping the impact of AI on knowledge creation?
• What are the attitudes of the UK public towards the use of AI in different contexts?
• How should the views of the public be factored into the use of AI in research for the public sector?

Could there be greater youth resistance to “woke culture” than first meets the eye - and if so, how can researchers unearth this alternative (and potentially controversial) view?

In this session Jigsaw will share findings from this fascinating qualitative study of 16-34 year olds and then compare the results against research 2.0 carried out using AI. How did AI perform when investigating these sensitive societal issues?

Examine the transformative influence of sustainability research. Join Walnut Unlimited and Climate Catalyst to hear how by leveraging insights derived from neuroscience and behavioural science, brands can take on a pivotal role in inspiring meaningful action.

Gain practical guidance, rooted in neuro- and behavioural science, on how to craft sustainability messages and examine the tools needed to make successful sustainable communications

The Financial Conduct Authority’s Consumer Duty regulation requires financial services firms to evidence that customers receive good outcomes.

In response, a consortium of firms are partnering on an innovative research programme to demonstrate compliance with the communications testing requirements. Join Charlotte and Michael for a discussion on the journey and benefits of this innovative cross industry collaboration.

Discover the influence of company values and social responsibility in attracting and retaining young talent in the industry.

Find out where to look for inspiration, resources and tools to help steer the industry towards better representation of marginalised groups both in research and across our industry.

Firefish and Barclays worked together to understand the banking needs of D/deaf customers and people with mental health or neurodivergent conditions. In this MRS Shorts session, they will share their client-agency partnership approach, provide three north star principles for designing research and inspire with practical tips on how to make your next qual project more inclusive. 

L’Oreal wanted to create a seamless online and offline beauty retail experience for its global customer base. In this session, you’ll hear how a project which combined qualitative, quantitative and AI and placed voice of the customer research at the heart of L’Oreal’s decision making, helped internal and external stakeholders quickly understand how to craft the best buying experience for different consumers in different markets.

Examine how a flexible, adaptable, iterative research approach revealed a radical new direction for Cancer Research UK’s advertising strategy and how smart tech and biometrics measured the impact of new positive emotive messaging.

What does ‘Britishness’ mean and how has it changed? What will it look like in the future and how can British brands adapt to that future?

This presentation, which brings together foresight, cultural analysis and semiotics, explores how Heinz responds to the changing cultural understandings of British identity.