7:45 am — 9:00 am
OfficeKey 5th Fl Conference Room in Rookwood Tower
3805 Edwards Road

Cincinnati, OH 45209 United States
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Marketing Research Community

Topic:  Data Collision: How to prepare for the future of market research through collaboration
Facilitators: Will Krieger, Vice President, and Stephen Yokley, Data Sciences Director, with Research America, Inc.


We all hear about the future. We all want to be ready. Few actually attempt to create the future. And those who do quickly find out just how messy it can be.


This lively session will walk researchers and data scientists through the process that is required for collaboration in the new era of market research, data sciences, and analytics. We will discuss common pit falls and stories from the trenches, as well as the processes we have applied to effectively overcome them. The techniques are important. The knowledge is important. But a process to work across diverse groups, mindsets, and philosophies are what will make or break your organization’s ability to emerge as a key player in this era of change.


One of the presenters is a long-time market researcher. The other is a trained economist and data scientist. Together, they’ve been in the trenches with hundreds of different clients helping them innovate, enhance, and create the future. Their experience has taking them around the globe, in nearly every industry, and they will bring that experience to the group.


Key takeaways:

  • Process for bridging the collaboration gap between marketing research, data sciences, and analytics
  • How to prepare and inspire teams to build for the future
  • What not to do
  • How to more effectively experiment



Will Krieger is Vice President of Research America, Inc. and has more than 12 years of marketing research and consulting experience.  His client experience includes work for diverse business sectors including hospitals, consumer packaged goods, medical devices, pharmaceuticals, financial services, automotive manufacturers, chemical manufacturers, and national trade associations. He received his undergraduate degree and Master of Science degree in marketing from the University of Cincinnati with a special emphasis in brand and marketing research methods.


Stephen Yokley is Data Sciences Director specializing in multivariate analytics and data visualization with experience across multiple industries and categories. Stephen is a top bachelors and master’s graduate from the University of Cincinnati Department of Economics. He began his journey into data analytics through music by touring with a band for nearly two years and attending the nationally recognized university of Cincinnati College-Conservatory of Music.


About this Community: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.



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April 24
7:45 am - 9:00 am
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