The 2020 FC Connect Digital Insights Summit was so info-packed, it was physically impossible to watch every session live. But not to worry! All recordings are available and we’re parsing them out into bite-sized chunks for easy watching, on your busy schedule.  

We are putting together the summaries and links to all 40 speaking sessions into a weekly Top 10 series: one list per week for the next four weeks. Simply click to download the ones that intrigue you! 

Automated Analytics: Qualitative Data to Quantifiable Insights in Seconds 

Speaker: Dorothy Wang, Senior Partner Manager at Talkwalker 

The variety and amount of information available to researchers, analysts, and marketers is abundant, to say the least. Yet, with all the data scattered around and perpetually increasing, it gets difficult to properly utilize it. Talkwalker offers a new approach to analytics, providing a single source of truth to analyze data from your social media, online mentions, surveys, and own data in one platform. 

Learning Objectives: 

  • How to instantly uncover, understand and visualize the context around any topic at a glance 
  • How to identify and listen to the voice of the customer in an instant 
  • How to democratize your data approach through a single source of truth 

Understanding the “U” in UX 

Speaker: Kim Callery, Design Program Director at IBM Watson 

As a design leader, you are responsible for building experiences that lead to better business outcomes, regardless of whether they happen in product, marketing, strategy, or the organization. I will talk through how you can cut through the noise, utilize design research to identify problems, symptoms and addressable opportunities across these areas. You will learn how to build experiences that are verifiably more impactful for your business by leveraging insights from your everyday work. 

Learning Objectives: 

  • Understanding the addressable opportunity 
  • Listening and aggregating actionable insights 
  • Mobilizing and leveraging your team 
  • Taking control of the user experience 

Gap Inc.’s Segmentation Story:  Building a Culture Around Our Core Customers 

Speaker: Darleen Franklin, Director of Consumer Insights at GAP, Inc. 

Come learn about how Gap, Inc. successfully partnered across our 4 biggest brands (Old Navy, Gap, Banana Republic, and Athleta) to build a segmentation that has now been infused into the culture of how we work. 

Learning Objectives: 

  • Building strategic partnerships and a core team to drive the work forward 
  • Lessons learned 
  • How we socialized and evangelized the message – then let others continue to carry the segmentation forward 

7 Steps for Building a Scalable DIY Research Program that Influences Business Growth

Speaker: Morgan Molnar, Director of Product Marketing at SurveyMonkey 

The benefits of DIY market research are well known: faster turnaround, cost savings, absolute control of research methods and analysis, data transparency, etc. But whether you’re establishing your research program from scratch or considering moving certain projects from full-service to DIY, it can be challenging to know where to begin. SurveyMonkey has worked with thousands of brands who have made the successful transition to doing their own research—without a larger team or more in-house expertise. In this session, we lay out 7 practical steps to build and scale a DIY research program that delivers high-growth results for your business. 

If you’ve felt the pressure to deliver faster results with fewer resources, then this session is for you. You’ll come away with a sense of how DIY market research can be incorporated into the research roadmap you already have today and a framework that you can implement right away. Plus, you’ll get a few sneak peeks of how SurveyMonkey is innovating to enable more DIY research via panel integrations, automation, AI, and premium support and services. 

Learning Objectives: 

  • The steps to take when establishing and scaling a DIY market research program—with real client examples 
  • How you can conduct more research without a larger team or in-house expertise 
  • An understanding of SurveyMonkey’s suite of market research products and services, including a sneak peek of our new automated solutions 

The Great Consumer Shift: Ten Charts that Show how US Shopping Behavior is Changing 

Speaker: Tamara Charm, Agile Consumer Insights Leader at McKinsey & Co.  

The shifts in consumer behavior due to COVID-19 have been staggering. For example, we saw 10 years of consumer and business digital penetration in less than 3 months. We will talk about 5 big changes to consumer behavior through the lens of McKinsey’s Global Consumer Sentiment survey results. We will also discuss implications for primary insights collection during these unprecedented times. 

Learning Objectives: 

  • Understand the biggest changes to consumer behavior over the past 6 months 
  • Gain a global perspective on these trends 
  • Discuss implications for primary research 

Progress Over Perfection: Becoming the Customer’s Voice Within the Organization 

Speaker: Jeff Dahms, Director of Customer Experience at First National Bank 

During this session, Jeff shares methods used by the CX Team at FNBO that lead to starting their own online insights community called “The Circle by FNBO.” Using some of The Circle’s research tools, Jeff interviews champions of the CX Team’s work so you can hear first-hand the value of the Customer’s Voice within the organization. 

Learning Objectives:

  • Hear directly from organizational leaders why CX Research has become so valuable 
  • Hear how FNBO continually works to connect Customers->Feedback->Business Unit->Employees 
  • Experience the insights provided by Fuel Cycle’s research tools 

The Power of Storytelling in Sports 

Speaker: Renata Policicio, Vice President of Research & Insights at ESPN 

How do you deconstruct and quantify the essence of powerful storytelling to drive meaningful fan engagement and grow brand affinity? Is it possible to ‘crack the code’ on consistently compelling, powerful storytelling? This presentation shows it is possible to quantify it and create a method to complement the magic of telling memorable stories. 

Learning Objectives: 

  • Five traits of powerful sports stories 
  • Sports stories that are relatable, entertaining and lift perceptions of brands 
  • Important nuances by sport, target gender, and age 

Making the Case for User-Centered Research and Design 

Speaker: Mat Morgan, Marketing Director at AEM Corporation 

AEM Corporation works with companies and federal agencies on adopting user-centered research and design methods. User Experience (UX) and Customer Experience (CX) practices can reduce risk, speed project implementation, and increase impact. However, the mindset for, approach to, and evaluation of these projects represents a shift for most organizations. This session will help you to get started. 

Learning Objectives:

  • What value does a user-centered design offer? 
  • How can you design low-risk pilots that teach user-centered principles and create a foundation for additional, meaningful work? 
  • How can you build on UX/CX pilots after that? 

3 Reasons Companies Miss the Mark on Customer-Centricity and How to Fix It 

Speaker: Michelle Huff, CMO at UserTesting 

Businesses are facing major changes with their customer experiences and disruptions to their business models. Understanding customer needs, reactions, and behaviors is now more important than ever and companies are needing to develop a deeper level of customer empathy and intuition. Yet as we rush to deliver new digital experiences for customers, it means less human-to-human interaction. During this presentation, we’ll discuss three reasons companies continue to miss the mark on customer-centricity, new ideas for filling the empathy gap, and the impact of bringing the voice of your customer into decision making. 

Learning Objectives: 

  • How to build impactful personas that help you think like your customers 
  • How to conduct empathy interviews to truly understand customer needs and behaviors 
  • Best practices for scaling empathy across an organization 

Qual is for All – Demystifying a Methodology’s Legacy 

Speaker: Johnny Anderson, Manager of Customer Success at Fuel Cycle 

Qualitative research has often been side-stepped because it’s historically expensive, takes too much time, and requires a lot of resources. From discussion boards to private diary studies to video focus groups, there are increasing ways to tap into qual to enrich traditional quant data and even new UX projects. In this webinar, we will discuss how qualitative research has not only changed overall in the past several years but also how imperative it is to leverage as market research initiatives continue amidst the pandemic. 

Learning Objectives: 

  • Qualitative research has never been easier to field, analyze and report than it is today 
  • Learn how qualitative methods can be used as an alternative or supplement to almost any of type of research including emerging UX initiatives 
  • How to reach larger, more engaged audiences where they are most by promoting qualitative initiatives for mobile devices 

Stay tuned for next week’s Top 10 list! 

Have questions? Let’s chat