mrs annual conference 18–19 march 2014 call for contributions · 2018-02-16 ·...

MRS Annual Conference 18–19 March 2014 Call for Contributions

IDEAS TO SHAPE YOU,

YOUR BUSINESS

AND SOCIETY

mrs.org.uk/impact2014

Deadline for submissions is 4 October 2013.

2

ImpaCt 2014

Great ideas create impact.

they are the ideas that drive change in society and transformation in business. they empower citizens and reward consumers. they are a compelling combination of instinct and expertise. they are wildly imaginative and rigorously evidence-based.

Impact 2014 is a platform for those great ideas. It will be a conference that will make a tangible difference to the way delegates think, work, live and trade.

It will be a conference that celebrates ideas that have proved their worth, as well as audacious and experimental ideas that could be the future’s common currency. this is a call for individuals and organisations from across the marketing and insight spectrum.

We need your expertise, passion and imagination. We need your ideas.

What’s the big idea?

Impact 2014: the themes;

Business (page 5)Ideas for stimulating growth, sharpening persuasion and sparking innovation.

Society (page 6)Ideas for empowering citizens, planning for change and supporting government.

Science & technology (page 7)Ideas for tapping the mind, extracting rich insight and experimenting for profit.

trends (page 8)Ideas for boosting trust, resolving conflict and negotiating privacy.

Creativity (page 9)Ideas for superior communication, creative partnership and imaginative ideation.

Click here to submit your idea

http://www.mrs.org.uk/impact2014

http://www.mrs.org.uk/impact2014/contribute



3

ImpaCt 2014

When submitting your contribution, remember this critical rule – ideas count.

Every contribution at this conference will need to communicate a strong idea. the idea needs to be clear, and, ideally, part of the title of your contribution. Whether it’s a keynote speech, case study, debate topic, session proposal or workshop – what is the one big idea that you want to leave people with? Of course, within your submission there will be room for subtlety, nuance and detail, but keep the top-line message in mind at all times.

In a nutshell, figure out the story you want to tell and lead with the big idea behind that work or view. ask yourself, why would a delegate sit through my contribution? What is it about my idea or argument that matters?

the key to success

Example 1You want to present a case study on how tracking adverse public reaction to a brand helps it to successfully reinvent.the Idea: Scandal is good for a brand.

Example 2You want to lead a workshop that outlines the principles of storytelling. You know that myth helps to play a part in that.the Idea: Game of Thrones’ approach to storytelling is the key to successful communication.

Example 3You want to contribute to a session that looks at how cooperation and co-creation help to generate NPD.the Idea: Crowdsourcing is the new face of management consultancy.

Example 4You want stage a fiery debate on international privacy issues and data protection. the Idea: The US government’s PRISM initiative has much to teach us about deep customer understanding.

Example 5You want to lead a workshop that considers the ever-widening skills base required in order to gain an understanding of consumers and citizens. the Idea: The Swiss Army Knife is the future insight professional.

Here are a few broad examples. they are for illustrative purposes only and the content shouldn’t necessarily be taken seriously, or as an indication of a predetermined area of focus at conference.






4

ImpaCt 2014

We’re building a richly diverse conference and so want to hear from anyone involved in the new age of understanding.

this conference is designed to attract the talents of a wide range of professionals. It will be an exchange for diverse ideas, opinions, skills and experience.

In building a conference that examines the face of modern research and understanding, mRS is putting out a call to all relevant sectors. We want to hear from anyone with a professional stake in generating and acting upon commercial and social evidence. We welcome submissions from the following professions and beyond.

Research agencies. marketing directors. Business owners. ad planners. ad creatives. product designers. Futurologists. Economists. Government. policy influencers. trendspotters. Journalists. Digital marketers. Data analysts. Brand strategists.

If you want to challenge, provoke and inspire with your ideas, we want to hear from you.

Who can submit?Click here to submit your idea



mrs.org.uk/impact2014 5

In your application please quote the ‘A’ code on the left. It makes it easier for us to consider your idea.

Ideas for stimulating growth, sharpening persuasion and sparking innovation.

We welcome case studies, debate participants and workshops on the following topics. We also welcome your own session ideas under the general theme.

a1 Growth and competitivenessIn business, profitability is the ultimate measure of success. How has business achieved edge through closer customer understanding? How has rich information helped organisations to broaden reach, keep competition at bay and achieve increased profitability? How has deep analysis tapped potential markets and territories? We want to hear how insight has made a quantifiable impact to the bottom line of the world’s leading brands.

a2 Communication and persuasionSuccessful communication with customers and stakeholders is critical to the success of any business. How has insight driven fresh engagement through advertising, marketing and public relations? How can organisations break through clichés and present original, persuasive and clear stories? How can business broker meaningful conversation with a sceptical and disengaged customer base? What will be the future channels of communication?

a3 Change and innovationInnovation is the lifeblood of any organisation and managing the process of change is critical. How has insight steered successful new product development? When does insight matter more than inspiration? What part can insight play in creating and managing cultural change within organisations? How can insight mitigate risk? Do cooperation, co-creation and the crowd spur true innovation? How can a change and innovation culture be successfully seeded within an organisation?

a4 Suggest an idea Would you like to suggest an idea that falls under the broad theme? We’d love to hear from you. We are looking for the most original, entertaining and informative sessions.

BusinesstHEmES In DEtaIl





Ideas for empowering citizens, planning for change and supporting government.


B1 Empowerment and democracyOffering a voice to the harder-to-reach groups is critical if we are to ensure that there is fair representation. How is the insight world empowering these groups and helping to encourage democracy? Migration is under the media spotlight, what role is the insight business playing to ensure that the facts remain to the fore? In a time of rising homelessness, how is insight helping to support those in need? What role does insight play in understanding and planning for the needs of refugees and asylum seekers? How do we avoid exploitation in giving children a voice?

B2 Wellbeing and familyPromoting healthy lifestyles, planning for care and supporting families of all descriptions are critical to the general wellbeing of the nation. How do we support those in need? How can we successful plan for the future provision of services? How interventionist should government be in the support of family? What are the true measures of a content nation? What role should ‘nudging’ play in the process of behaviour change?

B3 politics and pollingThere will be a UK general election in two years. How are pollsters and strategists preparing? In an age of political disengagement how can the electorate be reconnected with the big issues? When does research and insight become a hindrance to the political process? How can the political parties battle cynicism? What can the political parties learn from the business world?

B4 Suggest an idea Would you like to suggest an idea that falls under the broad theme? We’d love to hear from you. We are looking for the most original, entertaining and informative sessions.

SocietytHEmES In DEtaIl

In your application please quote the ‘B’ code on the left. It makes it easier for us to consider your idea.





Ideas for tapping the mind, extracting rich insight and experimenting for profit.


C1 Emotion and psychologyWe’ll be exploring the new technologies and practices behind understanding emotion. We welcome the most experimental examples of how this methodology has added real value to commerce and society. We’ll examine the way in which various types of sensory testing can be used to gain deeper understanding in the world of product development. How can behaviour change be effected at the very deepest level? Where is the next wave of emotional testing coming from? Even with technology and scientific advances, are we any more accurate in our reading of emotion than we were twenty years ago? What are the ethical considerations when reading emotion and employing psychology for profit?

C2 Collecting and miningWe are interested in hearing from practitioners who have used technology to combine various sources of data in order to gain a holistic view of opinion and intention. How are vast storehouses of data being rationalised so that a clear view emerges? How can organisations ensure that data always remains robust and relevant? In an age of big data what is necessary to ensure that fine detail remains? What value is there in making data available to a customer base? What are the challenges in the continuous collection and mining of data?

C3 Experiment and playThe principles of experiment and play are well established as critical factors in keeping customers and participants engaged. The creation of virtual worlds can help us to understand and anticipate behaviour. How are virtual societies, shopping environments and business exchanges casting light that helps fuel commerce? Gamification has established itself as useful tool in engaging customers, but has this practice fulfilled its potential? What’s next in the world of play and experimentation?

C4 Suggest an idea Would you like to suggest an idea that falls under the broad theme? We’d love to hear from you. We are looking for the most original, entertaining and informative sessions.

Science and technologytHEmES In DEtaIl

In your application please quote the ‘C’ code on the left. It makes it easier for us to consider your idea.





Ideas for boosting trust, resolving conflict and negotiating privacy.


D1 trust and authenticityWe live in an age where the majority of people have lost trust in companies, institutions and government. They demand authenticity in their dealings with these entities. What is the real truth? We welcome stories that show the genuine levels of discontent and offer solutions for how trust can be regained, how an authentic engagement can be re-established. What are the real drivers of trust? What is authenticity? What is the public really asking for and how can organisations respond?

D2 Identity and conflictSocial, economic, religious and political factors are causing unrest at a community, national and global level. Nationhood and identity are under scrutiny. What is really going on? We want to hear from those who have been on the frontline of this conflict. How accurate is our understanding of the situation and what does that understanding offer in terms of solutions?

D3 Censorship and privacyThe internet has offered individuals the ultimate in freedom. We have freedom to discover, to watch and to communicate. These freedoms are under scrutiny. What rights do we have to anonymity? What should and shouldn’t we be able to view? We want to hear from organisations that have valuable insights in this area and are able to offer a view of how censorship and privacy is likely to develop over the next few years – and what it mean for society and business.

D4 Suggest an idea Would you like to suggest an idea that falls under the broad theme? We’d love to hear from you. We are looking for the most original, entertaining and informative sessions.

trendstHEmES In DEtaIl

In your application please quote the ‘D’ code on the left. It makes it easier for us to consider your idea.





Ideas for superior communication, creative partnership and imaginative ideation.


E1 Storytelling and designClear storytelling and illuminating design are the cornerstones to any customer communication. What are the latest developments in this area? We want to look beyond simple narrative building and infographics and look to the new and daring methods of putting a message across. How can successful applications of storytelling and design help to make a quantifiable difference to profitability?

E2 partnership and collaborationIn order to reach the creative solution for communication, NPD or branding a wealth of different disciplines must be brought together. We want to hear from those organisations that have been part of a cross-discipline collaboration to create a new product, solve a problem or test a concept. We’re particularly interested if the customer base is integrated into the collaborative process.

E3 Ideation and outcomesWhat are the real tools required for effective creative thinking? How are the best ideas generated? What techniques ensure that blue sky thinking doesn’t remain blue sky and that practical outcomes are reached? How have organisations successfully unshackled themselves from conservative thinking, embraced risk and created out of category products and services that change the face of the market?

E4 Suggest an idea Would you like to suggest an idea that falls under the broad theme? We’d love to hear from you. We are looking for the most original, entertaining and informative sessions.

CreativitytHEmES In DEtaIl

In your application please quote the ‘E’ code on the left. It makes it easier for us to consider your idea.






10

Create a practical, inspiring and energetic experience for delegates.

WorkshopsImpaCt 2014

Conference workshops offer delegates an immersive, interactive and hands-on experience. Over the past five years, they have proved one of the most popular elements of conference.

The most successful workshops offer a combination of practical learning, entertainment and collaboration. If you think that you could design a workshop that delivers on these experiences, we want to hear from you.

If your workshop proposal resonates with the conference themes; then so much the better. All workshops are about an hour long and we can accommodate most seating configurations. You could have 30–60 delegates in the room.

tell us in no more than 500 words how you would satisfy a roomful of delegates in search of ideas, skills and inspiration.






11

Step 1. Visit the websiteThis year’s application form can be found at mrs.org.uk/impact2014. We can only accept submissions that are proposed via the application form.

Step 2. Use the codePlease quote the session code when proposing your idea. The codes can be found in this document next to the session titles. When you use the code it makes it easier for us to consider your idea.

Step 3. Choose the formatTell us which format your idea would best suit. Is it a case study? A debate? A workshop? A keynote idea? Or is it an original session? Again, this helps us to deal with your application in the quickest way possible.

Step 4. State the big ‘idea’. You should be able to do this in about 10 words. For all intents and purposes, it is the title of your submission.

Step 5. Give us the detailYou have 500 words to make your case. At the submission stage we cannot accept supplementary documents.

Step 6. Who is involved?Tell us who will be presenting your idea on the platform. Ensure that all names on the form have agreed to participate.

Be contentiousChallenge, provoke and inspire with your ideas. Prepare a submission that demonstrates real passion for its subject matter.

Be originalIdeas must not have been previously presented or published.

Be unbiasedNo sales pitches. No one wants to hear them and they are unlikely to make the cut.

Be coveredContributors must ensure that they have permission from any interested party to present information contained in the paper or session.

Be creativeDelegates do not want to sit through an endless procession of PowerPoint slides. We are keen to feature dynamic, creative and original approaches to presentation.

Be awareCopyright in all MRS Conferences remains with MRS. Presentations are likely to be recorded and used on MRS websites. Papers, if submitted, could feature in the International Journal of Market Research. Papers may also be submitted to other publications with the prior written permission of MRS.

How to applyImpaCt 2014

make clear your idea and share your passion. Click here to submit your idea






12

When is the submission deadline?4 October 2013.

How do I submit?There’s only one way and that’s online at mrs.org.uk/impact2014/contribute

Do I have to use the theme and session codes on the application forms?Yes. It makes our jobs simpler and that means we can get back to you sooner.

When will I receive a response?We give every submission thorough consideration, so please be patient with us. You will receive an automatic confirmation when you make your submission online. The conference team will be in contact with you again by the end of November.

What happens if my submission is successful?It’s the beginning of a journey. One of the conference chairs will contact you and it’s possible that they will request that you make some changes so that your contribution fits with the broader session.

What happens if my submission is unsuccessful?We will tell you. Unfortunately we cannot give individual reasons for why your submission was unsuccessful nor offer advice on how to prepare a submission in future.

When is the presentation deadline?Final presentations will be due in the first week of March 2014.

For further information please contact:James Coyle e: [email protected] t: +44 (0)20 7566 1852

last wordsImpaCt 2014

the FaQs you need to know. Click here to submit your idea



mailto:[email protected]


mrs annual conference 18–19 march 2014 call for contributions · 2018-02-16 ·...

Documents