Monday, May 25, 2015
10:30 - 11:45 AM
Main Session

Panel - The Downward Paradigm Shift in Canadian Consumer Insights

We have witnessed the swinging pendulum in market research for the past 50 years. Currently, many argue that the pendulum is on the downswing, with negative impacts being felt on the research supply and client side over the past several years. In some cases consumer insights departments have been eliminated altogether, some have become centralized with reduced budgets while others have thrived and grown.

Change is inevitable and with change comes the need to adapt. As researchers we must constantly evolve and keep abreast of new technology, big data, changing market and legislative conditions, shifting consumer sentiments and the impacts of globalization.

Our diverse panel of Marketing Research experts will bring their perspectives on the seismic shifts that we are all experiencing and how we as a community can ready ourselves for the future.

Sabrina Clarke - Moderator
Senior Vice President, Client Service, TNS Canada

Sabrina has worked in market research for 14 years. Her experience is truly international spanning European markets along as well as working for both American and Canadian research companies. She is an innovative thinker and enthusiastic leader with a proven track record in aiding business decisions that build brands and grow businesses. She has worked with many clients in successfully addressing important business issues including: Unilever, Coke, Kraft, Cadbury, Elli Lilly, Kellogg's and Irving Tissue. Sabrina is an industry thought leader in communications, with expertise that spans from traditional and new media to the ultimate extensions of brand at retail. Bringing a consumer centered perspective to building stronger brands through best in class communications that span the consumer path to purchase, in particular, Sabrina is acclaimed for her storytelling capabilities. Sabrina holds a Bachelor degree in International Business Studies from Birmingham (England) University and is member of MRIA.


Zena Kostiw
Director, Customer Insights & Analytics, OLG

Zena Kostiw is a business leader and insights champion – who drives strong business results. She joined P&G post her MBA, working on new product formulations, developing innovation and world-class copy for brands such as Tide, Always, Olay, CoverGirl, and Pampers. At Kraft Foods, she built and lead integrated Custom, Shopper and Analytics Insights teams, and helped them build strong brands and advertising such as Philadelphia  and the world-wide Philly Angel Campaign, Kraft Dinner, Kraft Peanut Butter, and Delissio Pizza. As Director of Insights at Johnson & Johnson, Coca-Cola and currently for Ontario Lottery & Gaming (OLG), she has continued her pursuit of uncovering strong, relevant, unique and compelling consumer insights to help strengthen their Brands to unprecedented levels.

While Zena’s skill sets span Consumer, Analytics and Shopper Insights, her research passion has been application of Ethnographic research specifically, having been professionally trained in this area in San Diego via renowned anthropologists and psychologists and through training with the IIR in New York City.

Zena has shared her passion as Conference Speaker at The International Institute for Research Annual Conference, San Francisco, 2001 – “Using Ethnography to Optimize the World-Wide Philly Angel Campaign”. As an on-going supporter of the MRIA, she has offered her support and business learnings to Client side MRIA teams and conferences. She is a standing presenter at the National Lottery Marketing Meetings (ILC) and Quarterly Sales and Marketing Meetings, presenting Insight learnings and Macro trends affecting our various current consumer segments.


Bettie Lye – Panelist
Principal, REV Food Service & Ignite Foodservice and Retail Research & Consulting

Bettie Lye has been in the research industry for over 20 years working client side with Kraft, Coca Cola, Hershey and McCain. She is a thought leader who has extensive experience across all aspects of market research. For the past 9 years, Bettie lead the research team at McCain Foods as the VP of Marketing Research for McCain Foods across North America and AMENA. She has recently left McCain to start her own Research consulting business. In the past few years, Bettie has won many customer and industry awards including Women of Influence Diversity Award and Star Women in Grocery Award.


Paul Neumann – Panelist
Partner, Synqrinus

Unconventional and empathic typify Paul's career to date. An unplanned yet exciting journey spanning seventeen plus years has allowed Paul the valuable opportunity to see and work with Consumer and Brand Research from many vantage points on both the client and supplier side.

Regardless of role, Paul has always been driven to find and apply powerful research insights that can help drive the diverse set of well-known businesses and brands he's had the privilege to work on including; Campbell's, Hellmann's, Skippy, Snapple, Tommy Hilfiger, Crown Royal, Smirnoff and Guinness.

Paul recently partnered with a Research startup called Synqrinus that specializes in helping research and optimize advertising, new product concepts, packaging, and the shopper experience via PULSE, their proprietary online quali/quant research tool.