The Canadian Research Insights Council (CRIC) is pleased to invite you to ESOMAR’s first Canadian “Best of ESOMAR” event in Toronto on November 12, 2019. Join ESOMAR’s North American team and other research and insights professionals for an informative night that will feature two presentations from last year’s ESOMAR Congress in Berlin.

McNext – McDonald’s Canada adopts a fusion approach to menu innovation

Michaela Charette from McDonalds and Michael Edwards of Dig Insights will share how they created a fusion recipe for innovation testing by using CPG innovation screening methodologies as a starting point and reinvented them to reflect QSR realities.

Touch and Go – The activating power of the tangible

Over the past decade, we’ve seen digital prompt a new role for physical media as a channel of inspiration and experience activation – a role so compelling that digital pure-plays are taking note and rethinking the role of physical in their own business models. But what of the physical communication? Does print advertising still have a role to play in today’s hyper-digitized path to purchase? How can digital communications break the barrier and engage physically, for a more immersive, realistic experience? To answer these questions, we begin with an understanding of the human senses. Touch a fascinating sense, because it conveys movement, social interaction and quality of an object. As market researchers, understanding touch can open up new insights about perceived product characteristics and more. Diana Lucaci of True Impact will describe how Canada Post and True Impact undertook a major consumer neuroscience study comparing how the consumer’s brain responds to physical and digital forms of advertising. The research provides insight into the brain’s response to direct mail and digital advertising, and lays the groundwork for the optimal sequence of media.