MRS Annual Conference: Seven sessions I am looking forward to

March is upon us, and brings with it longer, brighter days. The promise of chocolate eggs. Daffodils. And one of the highlights of the research industry calendar: the MRS annual conference. 

The conference always comes at a time of renewal. Winter is on its way out and there is renewed optimism about the year ahead. Delegates come together to learn from each other, be inspired, celebrate excellence and seek out strategies for change.

1. Pippa Crerar, political editor, the Guardian

In an historic year of multiple elections globally, it seems apt that the day kicks off with a keynote address from Pippa Crerar, political editor at the Guardian. Crerar will delve into what the forthcoming UK election is likely to mean for businesses as well as the public.

Past keynote addresses at the conference have proved to be prescient, so I’ll be paying close attention to what Crerar – who was responsible for exposing the Partygate and Barnard Castle scandals – has to say about public trust.

2. Insights revolution: navigating new horizons with generative AI

The theme of the conference this year is Applied Transformation, and the day has been curated to celebrate excellence in the sector while addressing the transformative issues facing research agencies and in-house teams.

Of course, one of the biggest issues is generative AI, and you’d be hard pressed to find an industry conference in any sector that isn’t covering it. Promising to evaluate its opportunities and limitations for market research is a keynote panel session chaired by Nick North, director of audiences at the BBC.

Joining North on the panel are Kelly Beaver, chief executive, Ipsos UK & Ireland, Josh Muncke, director of retail, consumer and services at Faculty, Chris Lindsley, global insight and analytics director – Insights Centre of Excellence, Reckitt and the BBC’s director of research and development, Jatin Aythora. I’m keen to find out what they think about where and how businesses should invest in AI, and how the role of the researcher might evolve in the coming years.

3. Fraud and data quality in market research

There is a need for urgency in addressing some of the issues facing our sector. A panel session on fraud and data quality, chaired by MRS managing director Debrah Harding, will highlight why AI is fast-forwarding the need for solutions to this problem.

Panellists Melanie Courtright, chief executive at the Insights Association, Simon Glanville, managing director at Ronin, and Debbie Lawrence, group head of data management at the London Stock Exchange Group, will also discuss investment needs and practical next steps.

4. Are you being served?

But AI won’t be the only theme of the day. Regardless of the tools and technologies available, the ability to collaborate is critical. For that reason, I’m looking forward to my conversation with ITV chief marketing officer Jane Stiller about what marketers are looking for from their insight partners.

During the session, we’ll touch on the blend of skills clients want from insight and how agencies and in-house teams can work together to deliver customer insight as a competitive benefit.

5. Rethinking client-agency collaboration and recreating the role of researchers

Collaboration is woven throughout the conference, with a case study presentation from Verian and the Building Safety Regulator – set up in response to the Grenfell disaster – due to explore how client and agency insight teams can work together to lead initiatives throughout organisations.

6. Collaboration that works – a client perspective

Also sharing her perspective on the topic of collaboration, based on insights from a career split between agencies and client-side, is Ritanbara Mundrey, global head of innovation and insights for dairy at Nestlé.

Mundrey’s presentation is one of the MRS Shorts, a new style of presentation for this year offering short, sharp takeaways for delegates, with a focus on lived experience and experimental approaches.

7. Fireside chat with Raphael Rowe – telling untold stories

One of the highlights of the annual conference, for me, is the compelling and inspiring perspectives from keynote speakers. This year, I’m looking forward to hearing investigative journalist and broadcaster Raphael Rowe, in conversation with Sinead Jefferies, chair of MRS.

Before beginning his career in journalism, Rowe was wrongfully convicted and spent 12 years in prison, and his investigative journalism and documentaries for Panorama, BBC2, BBC3 and Netflix have uncovered miscarriages of justice and shone a light on under-served and diverse populations.

In this final session of the day, Rowe will be interviewed by Jefferies to share his story, discuss social injustices, and highlight the importance of qualitative research and storytelling.

The MRS annual conference takes place on Tuesday 12th March in London. For more information, visit mrsannualconference.com.

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