Tuesday, May 26, 2015
3:35 - 4:25 PM
Ted Talks - York A & B

Panel: Fostering an Optimal Partnership for Storytelling

Researchers and marketers alike must be storytellers, because, after all, knowing the story of your brand and the people that interact with it (or don’t) can empower, should inspire, and must incite action within an organization. But researchers don’t become story tellers overnight. As our industry evolves what are we doing to foster story telling strategies, techniques and skills? Further to this, what type of environment and relationship between buyers and suppliers is required to generate a story that is truly actionable?

In order to foster storytellers what has to present in the buyer-supplier relationship? How can it be built as a partnership, with collective goals? What skills, techniques, or practices can we foster within our organizations so we develop storytellers, foster growth for our brands and impact the businesses we’ve been tasked to build?

Join us for a moderated session with client side market research professionals that will address these questions and more.

Moderator: Jacquelyn Salnek

Jacquelyn Salnek
Director, Insight Solutions, yconic

With 13 years of experience in research and strategic marketing, Jacquelyn has helped propel leading brands in Canada with her insight-driven results. Her unrelenting thirst for solving tough business challenges and keen instinct allows her to elicit clarity on the attitudes, behaviours and values of Canadians, with a particular penchant for Millennials and our next generation, GenZ. These insights have empowered decision-makers with the confidence to act and move their business forward.

Over the course of Jacquelyn’s career she has designed and executed countless research projects, using a wide range of both qualitative and quantitative methodologies. Constantly honing her design techniques to ensure the data is rich and robust for storytelling.

Jacquelyn is an experienced research facilitator and speaker, and has worked with brands across a variety of industries, including media and technology, consumer-packaged goods, travel, financial, education and the non-profit sector.

Jacquelyn is also involved in her community and has conducted a number of workshops on the shift towards insights and storytelling with students in the Research Analyst Program at Georgian College.


Melissa Hugh – Panelist
Shopping Insights Manager, Coca-Cola

Melissa is the Shopper Insights Manager at Coca-Cola, responsible for Immediate Consumption channels. In this role, she consults for internal stakeholders, retail and operator partners and is integral in the development and execution of shopper- and consumer-driven strategies and tactics.

Prior to joining Coca-Cola in February 2014, Melissa spent more than 6 years at Ipsos Reid, where she had vast exposure to quantitative and qualitative research methodologies for a broad number of industry verticals. For the last few years in her time with Ipsos Reid, Melissa specialized in innovation research for consumer packaged goods, and played a key role in the launch of several new product launches.

Melissa holds a Bachelor of Arts degree in Psychology from Wilfrid Laurier University.


Alyssa Rodrigo – Panelist
Insights Manager, Labatt Breweries of Canada

Alyssa Rodrigo is an Insights Manager at Labatt Breweries of Canada. She received both a Bachelor of Commerce – Marketing Management, and a Master's of Science in Marketing and Consumer Studies, with a focus on message communication and gambling research, from the University of Guelph.

Alyssa soon after joined Ipsos ASI, where she was successful in helping her clients develop the equity of their brands and marketing communications.  Alyssa was also a part of various innovation teams at Ipsos, helping to develop and roll out new tools, such as the ‘In-Store pre testing’ and the ‘Virtual Real Time Labs’.  

Alyssa has worked with a number of high-profile clients across many categories, bringing a broad perspective to her current roll at Labatt.

As an Insights Manager, Alyssa continues to strive to deliver actionable insights that improve the knowledge of the consumer, the competition and the industry landscape.


Keeshan Selvakumar – Panelist
Manager, Consumer Research, Corby

Keeshan manages the Consumer Research function at Corby, a leading manufacturer and marketer of spirits and imported wines. His experience over the last six years has given him unique exposure to qualitative and quantitative research, traditional and leading-edge methodologies, supplier and client side roles, and working with global icons such as Harley-Davidson, Absolut Vodka, Chivas Regal and many more. His passion lies in capturing consumer insights and translating them into strategic recommendations (often through storytelling!) to influence key decision makers and drive overall business growth... working in the coolest industries is just an added bonus.