IIEXBEHAVIOR201711.07.2017 – 11.08.2017

Venue SIX10

Chicago

IIeX Behavior is imagined and presented by

IIeX Behavior is supported by

DON’T MISS OUR UPCOMING EVENTS.

Are you ready to experience even more cutting-edge technologies, fresh perspectives, and new connections? Join us at another event soon!

• IIeX Asia Pacific December 12 - 13, 2017 in Bangkok

iiex-ap.insightinnovation.org

• IIeX Europe February 19 - 20, 2018 in Amsterdam

iiex-eu.insightinnovation.org

• IIeX Health March 27, 2018 in Philadelphia

iiexhealth.insightinnovation.org

• IIeX North America June 11 - 13, 2018 in Atlanta

iiex-na.insightinnovation.org

Are you ready to learn how to better understand, measure, and predict consumer behavior? You’re in the right place.

IIeX Behavior is designed to keep your business one step ahead of the curve by implementing the most cutting-edge

technologies and tools in the insights arena. Get ready for two days of networking, collaboration, and learning from

industry thought leaders.

This year we’ve expanded to two tracks – Track One’s speaking sessions are located in the 2nd floor auditorium,

and Track Two’s interactive workshops are located on the 10th floor Landmark room.

Download our mobile appTo access the most accurate up-to-the-minute version of the agenda and to connect with other

attendees, download the Bizzabo app for OSX or Android, search for IIeX Behavior, and

press Join to access the event information. The access code to join the IIeX community is iiex.

Get connected via wi-fiThe network name is Venuesix10 and the password is “gogreen!”

Need help?If you have questions on-site, or need any help, please stop by the GreenBook table on the second floor.

You can also email us at iiexevents@greenbook.org, and we’ll get back to you ASAP.

Tweet about the eventJoin the conversation online using the conference hashtag: #iiexbehavior – you can also follow

us at @GreenBook for updates!

Downloading presentationsAll presentation PDFs will be uploaded to our event website within the next few weeks.

We’ll send an email to all attendees once they’re available.

01

WELCOME TO IIEX BEHAVIOR

INNOVATION.INSIGHTS.IMPACT.Learn how to leverage behavioral science and

nonconscious measurement tools. Take part in

hands-on workshops to discover new solutions

for your business. Prepare yourself for nonstop

learning, networking, and collaboration.

Two days of nonstop content. Industry

thought leaders will be taking the stage to

tell you what the future of insights holds,

and how to keep your business one

step ahead of the competition.

8:45AM-9:00AMOpening Remarks

Will Leach (TriggerPoint) & Melissa Davies (Kellogg)

9:00AM-9:20AMClient Interview: The (Behavioral) Science of Women – Inspiring Change through Unexpected Partnerships

Will Leach (TriggerPoint) & Kate Hooper (Women’s World Banking)

9:20AM-9:40AMFantastic! – Inside the Brain of a Fan

Matthew Tullman (Merchant Mechanics)

9:40AM-10:00AMHow System1 Thinking Unlocks Profitable Growth

John Kearon (System1 Group)

10:00AM-10:20AMBeyond Concept to Commitment: Applying Experimental Auctions to Music Subscription Fees

Rainier van Rietschoten (Veylinx) & Frances Karandy (Pandora Radio)

7:30AM-8:45AMJoin us for coffee and a light breakfast before sessions begin.

WELCOME: REGISTRATION & COFFEE

10:20AM-10:40AMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.

MORNING BREAK: NETWORKING & INNOVATION SHOWCASE

03

PLENARY SESSION

Applying Behavioral Science For Business Impact Chaired by Will Leach & Melissa Davies / 2nd floor auditorium

AGENDA: DAY ONE

10:40AM-11:00AMBehavioral Science + Scalability = Market Research Nirvana

Amit Dhand (NAILBITER) & Michelle Gansle (Wrigley)

11:00AM-11:20AMBehavioral Science & Brand Building

Dr. Dan Young & Gera Nevolovich (Hotspex)

11:20AM-11:40AMDrive Consumer Engagement with Digital

Advertising Using Rapid Mindstate Profiling™

& Behavioral Design

Will Leach (TriggerPoint), Tom Rouse (Limetree

Marketing Group) & Steve Durman

(Four Man Furnace)

11:40AM-12:00PMApple vs. Samsung: System 1 Ad Testing

Anders Bengtsson (Protobrand)

12:00PM-12:20PMInsights from The Second Science Project

Steve Kakos, Kelly Leonard & Meagan O’Brien

(Second City Works)

TRACK 1

Behavioral Science & Decision-MakingChaired by Paul Conner / 2nd floor auditorium

10:40AM-11:20AMWorkshop: Creating the Conditions for Producing 5-Star

Emotional Advertising That Delivers Profitable Growth

Paul Spriggs (System1 Agency)

In this workshop, Paul will share key solutions in

overcoming barriers to creating effective advertising.

11:20AM-12:00PMWorkshop: Deeper, Faster Listening – Emotional

Metrics from Free Text

Alastair Herbert (Linguabrand)

In this workshop, you’ll learn the secrets of how to become

a better listener in both your business and personal life,

and you’ll find out how problematic volumes of free text

are a goldmine of emotional information.

TRACK 2

WorkshopsChaired by Gregg Archibald / 10th floor Landmark room

12:20PM-1:20PMEnjoy lunch and networking with your fellow insights professionals.

LUNCH: NETWORKING & INNOVATION SHOWCASE

04

AGENDA: DAY ONE

05

1:20PM-1:40PMDiscrete Choice in the (Almost) Real World

Michael Hagerty (CheckmateVR)

1:40PM-2:00PMApplied Neuroscience: Assuring the Product

Meets the Promise

Glenn R. Kessler (HCD Research)

2:00PM-2:20PMHow to Simulate, Predict, and Validate

Consumer Intent

Thor Ernstsson (Alpha)

2:20PM-2:40PMThe Power of Nudge: Applying Behavioral

Economics to Influence Shopping Decisions

Jonathan Asher (PRS IN VIVO)

2:40PM-3:00PMThe Intersection of Diction and Cognition:

Leveraging Language for Innovation

Carolyn Reed (Verilogue)

3:00PM-3:20PMClient Spotlight: Applying Behavioral Science

to Guarantee Profitable Innovation

Moderated by Alex Hunt (System1 Group) with panelists

Ewa Witkowska & Kate Schardt (PepsiCo)

TRACK 1

Behavioral Science & InnovationChaired by Alex Hunt / 2nd floor auditorium

1:20PM-2:00PMWorkshop: Task Don’t Ask! A Real-Life Application

of the Attribute Elicitation Task

Mikayla Ford (Fresh Squeezed Ideas)

In this workshop, you’ll have a chance to put yourself in the

respondents’ shoes and generate some real-life attributes

through a new market research tool that originated in

clinical psychology: the Attribute Elicitation Task (AET).

2:00PM-2:40PMWorkshop: Inside the Memory – Revealing What People

Can’t or Won’t Say in Conventional Research

Doug Grant (Inqui Research)

In this session, you’ll learn how memory-reconstruction

methods will reveal what people can’t or won’t tell you in

conventional research. Using real world examples, you’ll

see how to get past conscious thought and better

understand the underlying drivers of decision making.

2:40PM-3:20PMThe Business of Behavioral Economics Workshop:

An Introduction To The Human Intention/Action Gap

& The Interventions That Drive Behavior Change

Elizabeth Schwab (Chicago School of Professional

Psychology) & Katie Suib (Brandtrust)

Attendees will be introduced to the common and most

practiced behavioral economics principles and learn how

they can be applied to business and marketing challenges.

TRACK 2

WorkshopsChaired by Dana Stanley / 10th floor Landmark room

AGENDA: DAY ONE

3:20PM-3:50PMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.

AFTERNOON BREAK: NETWORKING & INNOVATION SHOWCASE

3:50PM-4:10PMMake Them Feel, Teach Them That (Elements

of Successful Creative)

Timothy O’Brien (Forethought)

4:10PM-4:30PMThe 9 WHY’s: 4 Motivations & 5 Costs that

Drive Consumer Behavior

Hunter Thurman (Thriveplan)

TRACK 1

Behavioral Science in Advertising Chaired by Matthew Tullman / 2nd floor auditorium

3:50PM-4:30PMWorkshop: Uncovering Moving Power Tactics Using

VR – Unlock Profitable Growth at Point of Sale

Gabriel Aleixo (System1 Research)

Using real world case studies, we will explore how

Virtual Reality can help marketers overcome many of

the limitations faced by traditional shopper research.

Participants will have the opportunity to trial a Virtual

Reality research platform and see how this technology

will affect the way shopper marketing is done.

TRACK 2

WorkshopsChaired by Dana Stanley / 10th floor Landmark room

AGENDA: DAY ONE

PLENARY SESSION

Behavioral Science in Advertising & Brand Building Chaired by Matthew Tullman / 2nd floor auditorium

4:30PM-4:50PMCertainty Index as a Game Changer in Online Consumer Research

Rafal Ohme, Ph.D (Inemo)

4:50PM-5:10PMA New Age for Automated Consumer Neuroscience: Bringing Credibility, Speed and Scale to the Picture

Pedro Chaves (MindProber)

5:10PM-5:30PMClient Spotlight: Applying Behavioral Science to Drive Profitable Brand Growth

Mike Mickunas (Kellogg) & Alex Hunt (System1 Agency)

5:30PM-5:40PMClosing Remarks

Matt Tullman (Merchant Mechanics) & Alex Hunt (System1 Agency)

5:40PM-6:30PMJoin us as we celebrate the launch of System1’s new book! Enjoy a comedy show with Cash Levy, refreshments, and networking.

NETWORKING RECEPTION: PINK & DRINK WITH SYSTEM1

06

THANKS TO OUR SPONSORSTHANKS TO OUR SPONSORS

07

EXHIBITORS

NOTEPAD+PEN SPONSOR

WORKSHOP SPONSORS

NEURONSINC

MEDIA PARTNERS

BAG SPONSOR

Insights + Inspiration

08

8:45AM-9:00AMOpening Remarks

Gregg Archibald (Gen2 Advisors)

9:00AM-9:20AMFrosted Flakes & Fake News: Food Misinformation and Millennial Behavior

David Lundahl (InsightsNow)

9:20AM-9:40AMMaking Waves with Sound

Elissa Moses (Ipsos Neuro & Behavioral Science Center)

9:40AM-10:00AMApplying Behavioral Sciences to Consumer Decision Making

Kristin Sharp (Mizzouri) & Natalia Lumpkin (Mars)

7:30AM-8:45AMJoin us for coffee and a light breakfast before sessions begin.

WELCOME: REGISTRATION & COFFEE

10:00AM-10:20AMNetwork with your fellow insights pros and check out exhibits showcasing innovative new technologies.

MORNING BREAK: NETWORKING & INNOVATION SHOWCASE

PLENARY SESSION

Behavioral Science & Shopper Marketing Chaired by Gregg Archibald / 2nd floor auditorium

AGENDA: DAY TWO

AGENDA: DAY TWO

09

10:20AM-10:40AMCulture Mapping Data to Uncover Behavioral Archetypes & Ideologies

Tim Stock (scenarioDNA)

10:40AM-11:00AMCorp Innovation & The Business Impact Of Artificial Intelligence

Jason Sosa (Blackbox.ai)

11:00AM-11:20AMThe Science Behind Great Mobile Experiences

Diana Lucaci (True Impact)

11:20AM-12:00PMBlocking the Blockers – How Mobile Ad Format Influences Ad Exposure & Content Engagement

Kimberly R. Clark, Ph.D (Merchant Mechanics) & Paul Donato (The Advertising Research Foundation)

12:00PM-12:10PMClosing Remarks

Will Leach (TriggerPoint) & Melissa Davies (Kellogg)

PLENARY SESSION

Behavioral Science & Analytics Chaired by Will Leach & Melissa Davies / 2nd floor auditorium

We hope you enjoyed IIeX Behavior 2017! If you’re a research supplier interested in learning how to take your

marketing to the next level, please join us again tomorrow at Insights Marketing Day. IMD will introduce you to

strategies and best practices that you can implement immediately to get better results from your marketing efforts.

The event is located at R5 Chicago at 1046 W. Kinzie Street, and begins at 8:30AM tomorrow. You can find more

information and register at imd-chicago.insightinnovation.org, or stop by the GreenBook table on the 2nd floor to

get registered by the events team. See you then!

JOIN US AGAIN TOMORROW FOR INSIGHTS MARKETING DAY!

THANKS TO OUR SPONSORS

TITLE SPONSOR

GOLD SPONSORS

THANKS TO OUR SPONSORS

SPOTLIGHT SPONSOR