2016 Insights & Strategies Conference May 18-20, 2016 in New Orleans

ISC2016

Market Strategies International Workshop: 50 Shades of Consumers

. . . Okay, maybe not 50 different shades, but certainly more than one.

In this interactive workshop, we'll look beyond traditional demographics and explore a bottom-up (rather than top-down) approach to understanding consumers.

We'll explore four different types of consumers — Lead Users, Creatives, Early Adopters, and Brand Advocates.

These groups form naturally around shared traits and preferences, the exact kind of commonalities that can spell gold for marketers . . . and market researchers.

We'll look at ways to identify members of each group plus the benefits of working with each and how best to collaborate with them.

Speaker(s)

  • Gwen Ishmael – Market Strategies International

    Senior Vice President, Head of Qualitative, Market Strategies International

    Gwen is passionate about infusing the voice and creativity of consumers into client’s research and product development processes. During her career, she has led qualitative and pipeline initiatives for companies like Acura, Allstate, Facebook, Johnson & Johnson, Nestle Purina, Pepsico, Reckitt Benckiser, Royal Philips and T‑Mobile.

See the full conference schedule
2016 Insights & Strategies Conference
Friday, May. 20, 2016
2:30pm to 4:00pm MDT