Conference features fusion of consumer insight and storytelling


Posted at Aug 24 2019 12:02 PM

Officials of leading strategic research, consulting, and marketing solutions firm Synergy Market Research + Strategic Consultancy seal the deal with partners for the mounting of its flagship conference, which carries the theme "The Next Frontier" this year.

MANILA, Philippines – One of the country's premier strategic research firms is tackling trends and innovations in its flagship conference this year.

Synergy Market Research + Strategic Consultancy will again hold "Consumer Insighting & Storytelling Conference," this time with the theme "The Next Frontier."

Touted as 'the learning event of the year’, the conference is scheduled August 28-29 at The Marquis Events Place, Bonifacio Global City, Taguig.

'The Next Frontier' will feature trends and innovation that will play pivotal role in consumer 'insighting,' dovetailed with great storytelling in brand or data to enable firms deal with increasing and fast-changing consumer expectations.

This is the only learning event focusing on the intersection of consumer insighting and storytelling – two imperative skills that require constant honing and learning.

Some things to look forward to in this conference:

1. Discover the power of consumer insighting – an enabler to understand relevant information and trends.

Understand changes in consumer behavior and how to seize the subsequent innovation and opportunities from keynote speaker Henry Mason.

Managing Director of TrendWatching and author of the book "Trend-driven Innovation," his trend findings help marketers, CEOs, researchers, and anyone else interested in the future of business and consumerism, to dream up new goods, services and experiences for their customers.

2. Gain insights from new or latest research to be shared by experts in their current fields.

Learn more from PwC’s Global Consumer Insights Survey, 2019, through Benjamin Azada, Consulting Managing Principal of PwC. This research gathered sentiments from more than 21,000 online consumers in 27 territories.

Listen to the need to become laser-focused on customer experience by introducing another metric crucial to navigate the customer world these days: return on experience.

Also for sharing during the conference is the one conducted by Prof. Harold Culala, Dean of the Far Eastern University’s Institute of Education, on the Gen Z and Alpha Gen.

Culala had shared this in conferences abroad and in journals with an academe point-of-view, but this time puts on the marketing lens.

The need to understand these generations is now. Marketers need to harness the power of understanding them as, according to Culala: "If you don’t understand how they think, they will be your future competitors."

3. Hear stories about brands and data storytelling to surface ideas on how to stay agile or disrupt markets.

From disruptive stories to digital transformation to deliver highly improved customer experience, or how to transform the company to stay agile -- company and brand stories will be shared by leaders and experts.

Bring your 'parallel-thinking' hat to apply the lessons and new directions from these exciting and rich stories to your own industry or company.

4. Discover new evolved quantitative or qualitative methods to mine content and data that help change the current paradigm.

What is consumer insighting without storytelling – whether these be qualitative or quantitative?

Foreign and local speakers will share insights, experiences, and expertise to provide sources of inspiration. These are research results re-imagined so companies can view these from fresh perspective, or get new frames of reference.

5. Unlock creative approaches and ideas to trail blaze in this ever-changing and exciting environment.

In unlocking creative approaches, one shouldn’t forget the human-centered approach – ie., listening and asking consumers every step of the way. This will be discussed by an expert on design thinking, coupled with a session on the creative approach, including content creation.

It will be a full two-day, enriching and meaningful conference, said Germaine Reyes, CEO & President of Synergy Market Research + Strategic Consultancy.

"Never before has consumer insighting been more compelling (and exciting) as it is now given the current landscape and situation…to meet increasing, fast-changing consumer expectations," Reyes said.

This conference is a must for brand and marketing professionals, decision-makers; entrepreneurs, start-up companies; C-level executives; content and digital managers; advertising and research practitioners, strategists and planners, thought leaders or those who want to stay ahead, she said.

Synergy Market Research + Strategic Consultancy, conference organizer, has been in the industry for almost 20 years, and one of the most preferred companies for strategic research, consulting, and marketing solutions. It has worked with top companies in the Philippines and in other countries.

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