"The Research Thing"
Wednesday, October 26, 2005 - Panel Discussion
Please RSVP --- *In the event that your plans change, please be courteous and inform us.*
"The Research Thing"
Time:
6 to 8 p.m. (reception before and after)
Location:
The Boston Consulting Group,
430 Park Avenue (between 55th and 56th)
19th Floor, The Lounge
Speakers:
Jon Stamell, Chairman, CommunitasOnline LLC
Richard Baker, CEO, Premium Knowledge Group
Carolyn E. Setlow, Senior Vice President, GfK NOP
Generously hosted by invitation of The Boston Consulting Group
Historically luxury marketers have been "research averse." Off-put by the costs and/or unwilling to invest in either quantitative or qualitative research, many luxury brands have viewed the discipline as a stepchild in the marketing mix. This view has caused them to lag behind other brands who are making use of new technologies to gain deeper and richer insights about their customers and non-customers.
What are the best and the brightest doing to better assess the impact of their brands on their best customers?
How is the web being used to provide a highly efficient vehicle for discovering the wants and needs of their top clients? How are brands 'taking a temperature' of their success and monitoring their position against competitors?
Four leaders in the research field will discuss 'best practices' of companies who have begun to understand the competitive advantage and power of highly targeted research and new technologies in marshalling "knowledge" to enhance the brand, build profits and gain great share of spend of best customers.
About the Speakers:
Jon Stamell
Jon Stamell has spent more than twenty-five years in market research, strategic planning and marketing. His experience includes international consulting, expansion and acquisitions, market research, brand identity planning, image enhancement, e-commerce and CRM.
He has done extensive work for the foreign ministries of Chile and Norway, 1994 Winter Olympic Games, UK Department of Trade & Industry, South African Tourism, Chilean salmon and wine industries, Norwegian seafood industry, Wines From Rioja, Spain, Vietnam Ministry of Fisheries, Classic Malts of Scotland, Distell, S.A., major American brands such as Carpet One, EF Education, L.L.Bean, Glen Ellen, Sebago and Perot Systems and professional service firms including Weber Shandwick Worldwide, Development Counselors International and PT&Co
Jon speaks frequently to international audiences about demystifying the American market, most recently in Santiago, Chile this month where he was hosted by the American Chilean Camber of Commerce and Chilean Corporate Management Institute. He is the author of Celebrate Your Mistakes (Irwin Publishing) and FutureShift 2010 (ICARE, Santiago, Chile), and has been profiled by both CNN and CNBC. He received his B.A. from the University of Michigan, did graduate work at Harvard's Yen Ching Institute and received an M.B.A. from the University of Maine. On the side, Jon is a published cartoonist and his cartoons, taking a satirical look at business and technology, can be found on the Internet and in various publications.
Jon has been guiding the conceptual development of CommunitasOnline since its inception along with Christopher Samuels who has guided market research at McKinsey & Co., Boston Consulting Group and Mitsubishi International. He also is President of Stamell & Associates, a strategic planning and marketing consulting firm.
Richard Baker
Richard Baker graduated as valedictorian from the University of Dallas and served 3 years as an officer in the United States Navy. He began his business career at the Bloom Agency (now Publicis), where he worked on several categories of high-end consumer goods and services including jewelry, second home/resort property and cosmetics.
In 1979 he founded a management consulting firm with renowned social psychologist David A. Kolb. Baker & Company's largest clients included Kodak, Bosch and numerous divisions of General Motors including Cadillac, Pontiac, and Corporate Marketing Educational Services. In 1999 he sold many of the assets and methodologies of his firm to J.D. Power and Associates, joining them to head the Consulting Division and conduct research into customer loyalty in 13 industries including automotive, hotel, travel and financial services.
As CEO of PKG, Richard uses his extensive background in research and analysis to lead methodology development, oversee major study activities and provide a long-range vision for the company. Richard is also the Founder and CEO of The Luxury Marketing Council of Dallas-Fort Worth.
Carolyn E. Setlow
CAROLYN E. SETLOW is Senior Vice President of GfK NOP, located in New York City. The parent GfK Group, headquartered in Nuremberg, Germany, is among the top five largest market research organizations in the world. She served in a senior capacity at the company's predecessor firms, NOP World, RoperASW and Roper Starch Worldwide, prior to its recent acquisition by GfK. She is responsible for helping key clients of GfK NOP gain competitive advantage by leveraging the proprietary tools and expertise of GfK NOP in four key areas: Market Opportunity, Brand Strategy, Marketing Effectiveness and Customer Relationship Management. Her clients include premium brands such as Clinique, Estee Lauder, Saks Fifth Avenue, Sony, etc.
Ms. Setlow joined Roper Starch Worldwide in 1991. She served as Group Senior Vice President and a member of the firm's Executive Committee . She consecutively managed Roper's custom research group, its syndicated consumer insights practice as well as corporate client development and marketing. She is also a frequent speaker on consumer insights and for many years authored a monthly column "Roper on Retail" in DSNRetailingToday.
From 1988-91, Ms. Setlow served as President of Harris/Scholastic Research, a division of Louis Harris and Associates, Inc. in collaboration with Scholastic Inc., the premier educational publisher. Earlier (from 1970 to 1977), she progressed from Research Analyst to Executive Vice President of Louis Harris and Associates.
In 1982, Ms. Setlow joined SetloWear, Inc., a family-owned industrial uniform manufacturing company, and a year later was named President. In 1986, she was responsible for the sale of the company to the Williamson Dickie Manufacturing Company of Fort Worth, Texas; and continued as President during the transition to new ownership.
From 1978-82, Ms. Setlow held the position of Vice President for Corporate Planning of Newsweek, Inc., a division of the Washington Post Company. Here, she was responsible for the design and management of the company's strategic planning process.
Ms. Setlow is a member of the Board of Trustees of Human Resources Research Organization (HumRRO) in Alexandria, VA., and the Honorary Board of Trustees (formerly Chairman of the Board) of the Northside Center for Child Development Inc. in New York City, a Harlem-based mental health clinic. She also serves on the Board of Directors of the Children's Tumor Foundation (formerly, National Neurofibromatosis Foundation, Inc.), headquartered in New York. She formerly served on the Boards of the American Republic Life Insurance Company of New York, the New York Federation of Protestant Welfare Agencies, and The National Council on Aging. She is a member of the Women's Forum and the Committee of 200, two by-invitation-only organizations of accomplished women; and a former member of the International Young Presidents' Organization. She was one of 25 women honored as most influential women in American business in March 2001 in ceremonies by NOW Legal Defense and Education Fund.
She received a B.A. in History from Smith College in 1968 and an M.A. in International Relations from the Fletcher School of Law and Diplomacy in 1970, where she specialized in the field of Public Diplomacy. In 1981, sponsored by Newsweek Inc., she attended the Harvard Business School's Program in Management Development. She resides in New York City, and is the mother of two sons: Alexander, 21; and Daniel Sommer, 18. She converses comfortably in French, and has a working knowledge of Spanish.