This session will be of interest to research professionals who are looking for innovative new ways to integrate technology into their toolbox of research approaches. Mobile research is a powerful qualitative tool, providing intimate insights into the day-to-day lives of respondents, and can also be scaled up to provide quantitative solutions, making it perfect for mixed-method approaches to research projects.
Mobile research is also accessible, both in terms of cost and reach, and as such this session will be of interest for participants from SMEs, non-profits, governments, and large corporations alike.
The case studies in this session draw on retail and consumer-packaged goods examples, so participants from these sectors will find the insights provided to be especially valuable.
Category Strategy, Barilla Canada
Saeed Haniff leads Barilla Canada's Category Strategy team which includes the responsibility for Shopper Insights and In-Store Marketing. His extensive Tier 1 CPG experience in category development, loyalty card data, and shopper insights have brought award-winning results to major retailers such as Loblaws, Sobeys, and Walmart. Regarded as a people-first leader who focuses on coaching and inspiring creativity in others, Saeed is a dynamic guest speaker at universities and colleges and a sought-after conference speaker specializing in presenting upcoming industry trends.
General Manager, Field Agent Canada
Jeff Doucette is the General Manager of Field Agent Canada, which offers the most robust and advanced mobile shopper platform in Canada. His previous experience in Canada and internationally with both Unilever and L'Oreal, and his consulting background in retail trends and shopper marketing, places him at the forefront of developments in the Canadian Consumer Packaged Goods and Retail industries.