How Can Brands Best Understand Their Consumers: Social Listening? Traditional Brand Tracking? Or Both? (9/21/2018)



Luncheon Event on


Friday, September 21, 2018


How Can Brands Best Understand Their Consumers:

Social Listening?

Traditional Brand Tracking?

Or Both?



Bill Pink, Kantar N.A.     Rob Key, Converseon



We kick off the Market Research Council’s 2018-2019 season with an in-depth look at one area where big data challenges a well-established research tradition.  Rob Key, Founder and CEO of Converseon will debate Bill Pink, Head of Brand Guidance Analytics, Kantar NorthAmerica.  How Can Brands Best Understand Their Consumers? Social Listening, Traditional Brand Tracking, Or Both?


In the modern marketing and measurement landscape, businesses are deluged with data coming from a variety of sources such as sales panels, digital conversations on social media, e-commerce behaviors, and traditional surveys.  The ironic fact is that while there are more data sources than ever before to leverage to inform decisions, at the same time many marketers feel like it’s harder than ever before to know what is really going on.   What approaches make the most sense today for best in class brand measurement and management?


Will big data eventually displace survey research?


About Our Speakers

Rob Key, founder and CEO, has led Converseon, the award winning, AI powered, social intelligence, SaaS technology and consulting firm, for over a decade as it evolved through multiple stages (none more exciting than the current). Converseon was among the very first "social" agencies in 2003.  Then, based on that experience, the firm bootstrapped into one of the world's leading social listening platforms in just 2 years.

Prior to founding Converseon, Rob served as head of the Innovation Group at Y&R and as a member of board. He speaks at a wide range of events (SxSw, AdTech, Conference Board, etc.) and is a former director of WOMMA, a founding member of the Society of New Communications Research, and was named to the "iMedia 25" -- the Top People You Should Know in Interactive.

Bill Pink is the Head of Brand Guidance Analytics for Kantar in North America. In this role, he works both externally with priority brands and internally with across Kantar’s analytics and solutions teams to develop and deploy optimized tracking programs, which we refer to as brand guidance systems.  These research programs are designed to leverage survey and non-survey data assets to measure in-market performance and to connect data intelligently for better prescriptive recommendations and predictive power.  In effect, Bill is driving our re-invention of tracking programs for a new marketing and measurement landscape. 


Bill is a frequent speaker at industry forums and his work is often published in industry publications (Ad Map, ARF, MSI). He holds a Ph.D. and an M.A. in politics from New York University, specializing in methodology, and a B.A. in political science and Spanish language and literature from Colgate University. Bill is married and in his free time can be found playing golf or skiing with his two sons or going on hikes with his dog.


To reserve your place, email to:  or call the MRC office at (212) 481-3038. 


Luncheon Details:

Meeting date: Friday, September 21, 2018


Time: 12noon – 2:00pm


Where: Yale Club of New York, E. 44th St. & Vanderbilt Ave., 18th Fl.


Luncheon Fees: 

                   (payment at the Door via Cash or a Check only)

$65 – MRC Current & Life Members

$75 – Guests


For Reservations: Call 212-481-3038 or Email to:


Reminder:  MRC Active Members MUST ATTEND AT LEAST FIVE (5) luncheon meetings per program year to maintain their membership status.



2018-19 Season - Luncheon Dates

September 21              October 19

November 16              December 14


January 11, 2019

Feb. 22      March 15

April 26     May 17

June 21


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