Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other food products and a provider of animal care services, with US$33 billion in annual sales in 2015. It was ranked as the 6th largest privately held company in the United States by Forbes.
Headquartered in McLean, Virginia, United States, the company is entirely owned by the Mars family. Mars operates in five business segments around the world: Mars Wrigley Confectionery, Petcare, Food, Drinks, and Symbioscience, the company's life sciences division.
Market Logic injects market and consumer insights into everyday business decisions, helping companies to create winning innovation and customer experiences, and ultimately to accelerate growth.
Over 100,000 insights professionals, researchers, and business users from F500 CPG, Retail, Healthcare, FinServ, Media, and Automotive organizations are using Market Logic to make better decisions every day.
What's it about?
Mars always strives for insights management excellence, which led them to launch their “Zero Waste Research” initiative in 2020. . But the need to supercharge insights management meant this initiative quickly became critical with business landscape changes, a global pandemic, and pressures to do more with less. In this session, Mars & Market Logic will share how a partnership co-created a smarter, more innovative insights management platform to underpin their journey to Zero Waste Research.
This session will also share details around Mars’ robust testing methodologies that helped facilitate this process. The team will then deep dive into some of the great new features, including exciting new integrations with top research partners and products, as this initiative and partnership continue to evolve in 2022 and beyond.
They’ll also look beyond the platform, considering imperatives for change management and user adoption across all functions. Finally, the team will present some best-practice ways of working that continue to aid in their long-term, successful insights management strategy.
What's in it for me?
A first-hand account of the Mars insights management journey and how they approach "Zero Waste Research."
Learn how to combine technology and effective partnerships to supercharge insights management
Walkthrough of the various methodologies and processes that made this a success
A deeper understanding of how to integrate to research partners, vendors and tools streamline insights and knowledge management
Tips and tricks for change management and integrating new ways of working for success
Live Q&A with industry-leading insights experts
Who is this for?
This session is a must-see for any enterprise insights professionals and management interested in taking their insights teams to the next level.
This session also has broader takeaways for various business functions and is open to anyone looking to gain a deeper understanding of how proper insight management can lead to greater innovation and growth throughout your organisation.
Brendan EmmersonConsumer Technical Insight Scientist at Mars
Brendan joined MARS Global Pet Nutrition in August 2020 in the Consumer Technical Insights role, where he works on consumer research, methodology development & knowledge management.
Based in the UK, Brendan holds a PhD in Sensory Marketing from Leeds Beckett University, where he specialised in congruity between the sensory attributes in products and their respective marketing. He has a depth of experience in the international FMCG industry and has held previous roles with Grocery Retail enterprises, including ASDA and Morrisons.
Blaire StevensonInsights Transformation Lead at Mars
For the past nine years, Blaire Stevenson has been a part of the Mars Wrigley organisation as an integral part of their Consumer & Shopper Insights teams. She has held various roles during her time at Mars Wrigley, with a particular focus on optimising processes and strategy.
Blaire’s current role, Insights Transformation Lead, has been newly developed to accelerate the rate of change within the Mars Insights team and throughout the larger organisation. In this position, Blaire is responsible for leading Knowledge Management strategy, capability building, and communication strategy. She has over 15 years of experience in the insights field, holding previous roles in supplier-side and manufacturing with NPD and Pepsico.
Jennifer GreeneAccount Director, Global Customer Success at Market Logic Software
Jennifer has more than 14 years of experience in customer success and brand development. Beyond her time at Market Logic, she has held similar positions at Marketing, Digital Media, Analytics, and SaaS organisations throughout the Greater Chicago Area.
Her current role at Market Logic has her specialising in strategic partnership building and fostering platform adoption within Market Logic partner organisations to build a strong and innovative insights management culture.
Jennifer attended the University of Wisconsin Madison and holds an MBA in Strategic Marketing from Northern Illinois University.