IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

The Power of Self-Moderated Peer-to-Peer Discussions

Deeper sharing. Surpising twists. New insights.

Sound good?

These results and more can occur when you remove the moderator from the equation in discussion groups.

Consumer-to-consumer discussions can yield unparalleled empathy and achieve fresh, genuine insights in an enviroment more like a book club than a traditional research group. Learn from this case study how this innovative approach has worked with sensitive topics like Alzheimer’s and how it can work for your next project, too.

Key Takeaways

  • The great value of gathering unfiltered, natural language from highly engaged participants
  • How unmoderated discussions, consumer-to-consumer can be particularly enlightening with sensitive topics — let’s talk about sex!
  • Important ‘gotchas’ to watch out for as well as best practices for unmoderated research

 

Speaker(s)

  • Kim Bowers – Brado

    Vice President, Group Leader, Brado

    Kim Bowers is Vice President of Creative Strategy at Brädo Creative Insight, a growth and innovation firm offering a full suite of innovative, mixed methodology services. With more than 15 years of experience in marketing, Kim has a passion for helping clients achieve insights that can inspire bold execution and can help teams align swiftly.

  • Melissa Spencer – Merck

    Director, Global Customer Insights, Merck

    Melissa Spencer is a marketing research professional with more than 20 years of experience. Her passion lies in the application of insights to identify and solve business problems as well as in mentoring new professionals. Presently, Melissa is a director for Merck’s Human Health business, supporting new product development.

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
3:40pm to 4:25pm EDT