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 – Escalent

    Senior Vice President Research & Consulting, Escalent

    Passionate about infusing the voice and creativity of consumers into the research process for Escalent clients, Gwen leverages her rich background as a teacher, marketer and researcher. Entering the supplier world after more than a decade owning brand and new product development responsibilities for Coca-Cola and US WEST (now CenturyLink), she has provided strategic thinking and recommendations to companies such as Acura, Allstate, Delta Facet Company, Electrolux, Facebook, Johnson & Johnson, 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