Jessica SouthardSenior Manager, Consumer and Market Insights at Mars
Stephen KrausExecutive Director at University of Georgia | MRII
Stephen helps companies grow their reputation and revenue with a deep science-based understanding of what makes people tick. He works at the intersection of thought leadership, consumer insights, socio-demographic trends, and marketing strategy. Stephen’s research experience spans qual and quant, custom and syndicated, B2B and B2C. Additional areas of expertise include digital trends, audience measurement, affluence/luxury, generational marketing, and data-driven decision-making. He teaches at the University of San Francisco School of Management and holds a Ph.D. in social psychology from Harvard University.
What's it about?
“The real art of discovery consists not in finding new lands, but in seeing with new eyes.”
Join Jessica Southard, Senior Insights Leader at MARS Incorporated, in this complimentary educational webinar about emerging approaches to better predict future consumer behavior.
What's in it for me?
Jessica has spent her career synthesizing diverse sources of data into actionable insights. In this webinar, she’ll discuss moving from insights to foresight – an emerging field that combines market research with futurism. She’ll cover how to:
Blend insights from traditional market research with the study of shifting demographics, emerging lifestyle trends, and the social sciences (e.g., psychology, sociology, economics).
Use “futures thinking” to bridge the gap between tactical plans and long-range strategic thinking
Evolve from thinking about individual “trends” in isolation to a broader perspective recognizing that many trends are connected and quickly intersecting.
Identify when small trends are likely to hit a tipping point and turn into transformative macro-trends
She’ll also address some of macro-trends poised to radically reshape consumer behavior, including wealth inequality, pandemic aftershocks, the growing importance of mental well-being, resource scarcity, the global aging population, and disruptive technologies.
Who is this for?
All those interested in understanding long-term strategic planning with foresight
This webinar is brought to you by a unique collaboration between ESOMAR, the world’s leading international research association; the University of Georgia’s Center for Continuing Education, the leader in self-paced online research courses; Market Research Institute International, a nonprofit association of industry practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
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Membership fees start at EUR 100 for 12 months
University of Georgia | MRII offer highly acclaimed online certificate courses covering the Market Research process from beginning to end. The courses are based on the Market Research Core Body of Knowledge (MRCBOK™) – a compilation of the underlying principles and essential skills which comprise the Market Research process. These online, start-anytime courses are endorsed by ESOMAR, corporations, and thousands of practitioners worldwide.
Graduates of the Principles of Market Research can earn the highly coveted industry research certifications, and members of ESOMAR (and their company colleagues) enjoy a course discount!
CRIC was established in August of 2018 following the bankruptcy of the former Canadian marketing research association.
CRIC’s mandate is to:
represent the highest standards, ethics and best practices in research, analytics and insights;
advocate for sound policy and regulations that encourage a supportive environment for research and analytics;
support new and innovative ways to gather insights;
protect the public trust and encourage participation in research and analytics;
represent the profession both domestically and internationally;
serve as a source of information for the industry; and
be a forum for collective industry action.
A key focus is on building and strengthening relationships with the international research, analytics and insights community. As such, the association has adopted the ICC/ESOMAR Code on Market, Opinion and Social Research and Data Analytics. As well, CRIC has incorporated the polling standards of the American Association for Public Opinion Research (AAPOR) and the World Association for Public Opinion Research (WAPOR), in order to promote the highest ethics and transparency in policy-related and public opinion polling.