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Are researchers consultants? Should they be? Can they be? How?
April 16 @ 12:00 pm - 1:00 pm
Free
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 non-profit educational institute comprising of practitioners maintaining and evolving the Market Research Core Body of Knowledge (MRCBOK™); and the Canadian Research Insights Council, Canada’s market research association.
All registrants will receive a link to the online recorded video, so you can view the webinar later if more convenient.
What’s it about?
Clear evidence is mounting that not only are managements and stakeholders looking for information from their Consumer Insights teams, but they are looking for advice too. It is also very clear that being consultative leads to far greater association of consumer insights (CI) with positive business impact. If that is the case, how do we become more consultative and make being a consultant part of our DNA?
Key takeaway
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- Hard evidence of the need for consulting as a core trait of the researcher
- What it means to be a consultant and how you can apply the principles of consulting in your role
- The impact of being consultative on the business
Speakers:
Simon Chadwick
Managing Partner, Cambiar Consulting
Simon founded Cambiar over 20 years ago as a change management consulting firm specializing in the insights industry, prior to which he was CEO of four Kantar companies and Global CEO of NOP World. He is very active in the worldwide research industry and was closely involved in the founding of both MRII and the Insights Association.
Today he is also Editor-in-Chief of ESOMAR’s Research World. Simon is a Fellow of the Market Research Society, a Laureate of the Insights Association and an ESOMAR Insight250 Legend.
Kahren Kersten
Founder of Experience Insights, Specialist Consultant, Cambiar Consulting
Since Kahren’s career began in 2007 in London, she has driven new thinking on the intersection of market research, design and social sciences. In 2017, Kahren joined Cambiar Consulting’s mission to elevate the impact of the insights profession.
She founded Experience Insights in 2020 and became the VP of Research on Research at the Insights Career Network in early 2024. Kahren has spoken at over 20 industry events and holds degrees from the University of Leeds and NCSU, along with multiple behavior-change design awards.
Ed Keller – Moderator
Executive Director, MRII
Ed Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the “seminal moment in the development of word of mouth.” His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.