Road to TMRE

Video now available on-demand
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Cultural Insights & Neurological Immersion: A Recipe for Relevance

July 30 | 11:50 AM CT

Explore Johnsonville’s research journey where innovative methods, including multicultural consulting, agile qual + quant research, and neurological smartwatch immersion, come together. Discover how these techniques were pivotal in crafting a media campaign with universal appeal, emphasizing the importance of diversity and authentic representation. This session reveals how Johnsonville, in collaboration with C+R, navigated the challenges of engaging a diverse audience through a culturally informed and technologically advanced approach, providing a media campaign that resonates with today’s multicultural world.

Key Takeaways

1. Multicultural Consideration: Emphasizes the importance of understanding diverse perspectives for authentically engaging campaigns with varied audiences.
2. Innovative Methodology Integration: Highlights the benefit of blending qualitative and quantitative research methods to comprehensively explain audience reactions.
3. Technological Research Advancement: Showcases the value of using neurological smartwatches to measure real-time emotional and cognitive responses for more effective campaign refinements.

Speakers

Amanda Krivanec

Vice President, Quantitative Research

Ashleigh Williams

Senior Director, Online Qualitative Research