About a 2 min. read
Another CRC is in the books, and the CMB team is walking away inspired. The Insights Association hosted CRC in the heart of New York City, aggregating research and insights professionals gathered for three packed days of learning, networking, and fun. The weather and company could not have been better!
The event kicked off with a presentation that explained and explored Systems 1 and 2 (emotional vs. logical) thinking, and encouraged researchers to explore how System 1 (emotional thinking) drives decisions for consumers. It also focused on how emotion can help research and insights professionals meaningfully communicate learnings and inspire change amongst their teams, and stakeholders as well.
Other sessions explored the future of work, touching on hybrid workplaces and the notion of bringing one’s whole self to work. The struggles and journeys our colleagues in the insights industry face have been heightened, and it was inspiring to hear personal stories about microaggressions and implicit bias, as well as the importance of representation in insights. While the industry has work to do, we’re making strides towards improving representation and culture, as well as continuing to evolve our research methodologies. The IDEA Council shared best practices and considerations about how and when to ask about gender identity and sexual orientation, helping us continue to progress toward more inclusive insights, and expanding our awareness of the diversity of our communities. The topics of cultural fluency and multicultural marketing were at the forefront of these sessions, with the importance of understanding how cultural context shapes beliefs, habits, and preferences.
Under the theme of evolving consumers, CMB co-presented with Synchrony, a financial services brand, sharing an inspiring case study about how consumer purchasing behavior is nuanced by generation. Sheila Dreyer Van Buskirk, VP of Research and Insights at Synchrony, not only identified those nuances, but partnered with Lori Vellucci and the CMB team to bring those learnings to life through video teasers, and an insights roadshow, teaching Synchrony teams across the country about their audiences and unique generational considerations. This presentation was interesting because it looked at the evolution of consumer behaviors over time, exploring how their needs have evolved as they’ve emerged into financial independence.
In addition to providing education, CRC facilitated ample opportunities to connect and network. There were excursions, including touring the MoMA (Museum of Modern Art) and CMB’s sponsored event hosted at The Edge, a glass Skydeck with 360-degree city views. Overall, CRC 2022 was a fun opportunity to expand my knowledge, reconnect in-person, and make new friends from across the insights industry!
Want to learn more about CMB and Synchrony’s generational research or discuss how to reimagine how insights are shared within your organization? Contact us to learn more!