Calander Icon23 March 2021
Calander IconStart time: UK Online meeting – 23 and 24 March 2021

Event description

 

UK Online meeting – 23 and 24 March 2021 

Join us for our 6th UK meeting – a regular and popular event in the EphMRA calendar!  The event will be online in March and will take place on the afternoons of 23rd and 24th March.

The overall theme of the meeting is - REFLECT – SHARE – LEARN – OPTIMISE

To set the background, there is much to be positive and optimistic about, with vaccines around the corner and a return to some sense of ‘normality’ again hopefully next year.  However, the COVID-19 pandemic has impacted every aspect of our lives and changed some things. From the personal - the way we as individuals live and work, to the professional - the way companies and organisations, both large and small, interact with their customers and the way they make decisions. Healthcare is no exception.

For our meeting we will focus on 2 aspects of engagement.

1. COVID-19 has brought challenges by way of how we interact with respondents:

2. At the same time, there have been dramatic changes in how cross-functional brand teams and agencies interact and collaborate on projects

With these dramatic changes in mind, we will provide the opportunity for our industry to stop and reflect on how far we have come and what we have learnt.

Over two half days we will be sharing

  1. New and novel approaches to engaging respondents
  2. Fresh ideas on how to engage and facilitate cross-functional brand teams 

In addition, we will be providing guidance from experts in the field on how to optimise your personal impact and engagement on virtual platforms. 

Tuesday 23rd March

Meeting starts at 13.00 UK time

All sessions will be live, with live Q&A at the end

Meeting Agenda Pdf

Meeting Speaker Bios Pdf

Speaker:
David Wright
Hello Ara
Conversational AI Market Research

Convenor: 
Anna Garofalo
Janssen EMEA Market Research Centre of Excellence

Conversational AI Market Research in a Health Setting

David will talk through the latest in Conversational AI technology, and how it applies to the health market with a focus on research.

He will work through Persona, Empathetic and Script design, before discussing (with examples the various conversational channels and how they are utilized, from WhatsApp, Messenger, Voice Assistants to Digital Humans (with examples).

He will also work through the Natural Language tools required to make sense of the conversational data.

Speaker:
Oren Kesler
Wikistrat

Convenor:
Alex Marriott
Cello Health

 

The use of soft gamification techniques to increase engagement among users

The use of gamification as a tool to increase engagement has been known for quite a while. Most digital platforms use gamification that is based on a UX/UI interface and aimed to be similar to a computer game, or on incentives such as points, ranks, and levels. Soft gamification methods such as personalization, the use of storytelling and the use of influencers are being overlooked, despite the high success rate they have in increasing activity and the quality of participation.

In this session, Oren Kesler, CEO of Wikistrat – a company that has been running collaborative simulations and wargames for organizations such as the US Pentagon and NATO for more than 10 years – will review some of the soft gamification methods used by Wikistrat in order to engage their community and create a sense of community among their experts.

Speakers:
Jay Subramaman
Leo Pharma
&
Daniella Heywood,
Branding Science

Convenor:
John Grime
Strategic North

Using implicit associations and other research enhancing approaches to make better decisions

 Pharma clients are finding themselves with less and less resources and have to make decisions more effectively and relying on direct questions and standard KPIs often does not identify a clear path when making key business decisions. Additionally in a COVID world and the majority of research being virtual, we need to keep respondents engaged using different approaches and techniques throughout their interview.

We will share practical applications of using implicit association techniques; AdSam and Sentient Prime, as well as an AI alternative to eye-tracking, and prediction markets via gamified betting platforms. We will also share client company examples of how these techniques have made a difference in their organisations, especially when used in combination.

Speaker:
Lucy Hind
Body Coach

Convenor:
Gayle Hughes
Pfizer

 
Virtual Confidence and Communication

Lucy is often reminded that we move before we speak. This is easily forgotten when we communicate virtually, and with most, if not all of our meetings and interactions online, now is the time to invest in making the most of this medium.

Lucy will investigate how our body language can lay the groundwork for a fruitful interaction and how to turn it around when we feel we are losing our way. She will also be exploring how the interpretation of our value and status in the workplace affects our ability to communicate confidently and clearly. So many of us feel that we are at a disadvantage because we are not able to be face-to-face with our clients and colleagues, and she hopes to change that for you. Lucy is passionate about knowledge, identifying bad habits and empowering individuals to use their bodies and voices as their greatest professional tools. 

Wednesday 24 March

Meeting starts at 13.00 UK time

All sessions will be live, with live Q&A at the end

Fees to attend – delegates and speakers

Speakers:
Elizabeth Kehler & Kirsty Hope
Adelphi Research

Convenor:
John
Grime
Strategic North

Let’s get str-agile – reflections on how the new normal can facilitate a paradigm shift to agile, collaborative research without losing focus on strategy

 Elizabeth and Kirsty, in this session will critically evaluate the disruptive changes occurring in our industry, and the impact they have had, and will have, on the way in which agencies and clients work together. How have these changes impacted our ability to truly deliver agile and meaningful insights in collaboration with cross-functional brand teams.?

 They will share multiple perspectives (industry company, agency, health care professional, behavioural expert, design thinking practitioner) on the impact of COVID on our way of working, agency-client relationships and what this means for agility and efficiency.  In addition, they will argue for the positives brought by our new way of working – and the elements that need to stay to help us continue to communicate and co-create effectively.

 Finally, they will dispel the myth that agile and high-quality research cannot co-exist, rather arguing that through iterative, collaborative design, the two in fact support one another and in turn are supported by the increased uptake of new tools and technology to support virtual working relationships.

Speakers:
Roberto Cortese & Gregg Quy
Elma Research

Convenor:
Anna Garofalo
Janssen EMEA Market Research Centre of Excellence

 

Gamification:  Why, when & how to use it in order to get more value from your stakeholders

 Join Roberto and Gregg in this engaging session to discover why we are all wired to play, what gamification methods you can use and when to best use them. Mixing a little bit of theory with a lot of practical examples and case studies, they will take you through how gamification can transform internal workshops, especially in this virtual environment. At the end of the session, they will discuss how play is a very serious and powerful asset ready to use, highlighting the added value it can deliver.

 

Speaker:
Rhoda Schmuecking
Ipsos MORI

Convenor:
Gayle Hughes
Pfizer

Attitudes to COVID-19 vaccines 

The much hailed COVID-19 vaccines are here and are the key scientific intervention the world has been told is the only real way out of this pandemic. Vaccines might be the beginning of the end, but there’s still a long way to go. The first half of 2021 will be dominated by the rollout of the vaccines, but what does the public believe about where we are now, and what is the evolving impact on their opinions, perceptions, behaviours and views towards vaccines in general?

During this session Rhoda will look at the global rollout of the COVID-19 vaccines which is the largest, fastest and most challenging vaccination programme in history, how the mismatch between vaccine supply and demand is quickly emerging and how attitudes and behaviours toward vaccines have been affected.

Speaker:
Danny Wain
Daniel Wain Consulting

Convenor:
Alex Marriott
Cello Health

Engaging through the ether: how not to deliver a monologue in the presence of witnesses

In this session, Daniel will talk about how to facilitate communication effectively in a virtual online environment with your internal and external stakeholders.   Here are some of the areas he will cover:

  • The fundamentals of communication & how these apply to a medium such as Zoom
  • The importance of clarity of purpose & audience – if you fail to plan, you’re planning to fail
  • Moving from one-way transmission or presenting to 360 degree facilitation – how to make the communication interactive & engaging
  • The importance of agreeing ground rules, roles & agenda, and of setting the scene & mapping out the journey
  • Using online tools to support (but not dominate) the communication
  • Balancing the technical with the emotional demands of virtual communication
  • Being conscious of time & avoiding detours, derailers & detail
At the end of Daniel’s session, you will go away with:
  • Greater knowledge of the range of tools, tips and techniques for effective virtual facilitation
  • How your communication/facilitation could be improved
  • Greater capability and flexibility in facilitating effective online communication
  • Some tangible actions to put into practice when you next have an online meeting

 

 

EphMRA Industry and Agency Members £200

Speakers will be expected to pay if they wish to attend the meeting on the day that they are not speaking.

The meeting is convened by:

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Alex Marriott

Cello Health
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Gayle Hughes

Pfizer
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Anna Garofalo

Janssen EMEA Market Research Centre of Excellence
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John Grime

Strategic North

Agenda

Agenda

Registration is now open.

Fees to attend – delegates and speakers

There will be a fee to attend the meeting for both agency and industry colleagues.

EphMRA Industry and Agency Members £200 (GBP)

Non-members of EphMRA – please enquire for more information

Speakers will be required to pay only if they wish to attend on the day they are not speaking.

Download full agenda