sago

Driving Insights & Setting
Winning Strategies in 2025

Recordings Available | Virtual Event

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Recordings are now available for Sago Vision ’25

Join industry leaders to uncover the reality of the market research landscape and prepare to elevate your strategies, drive impactful insights, and chart a successful course in 2025.

This groundbreaking inaugural event is packed with candid discussions, insightful presentations, and interactive sessions, including:

Uncovering the Market Research Reality
Unlocking the Full Potential of Qualitative Research
Addressing the Need for Improved Research Experiences
Speed to Insights: One Company’s Journey
Igniting Innovation in AI & Technology
Vision ‘25: A Look Ahead

Relive the excitement, sign up to watch the recordings today!

Event Schedule

Experience and uncover the transformative insights and opportunities within the dynamic landscape of market research.

sago

Welcome to Vision ‘25

10:00 - 10:15 AMReed Cundiff

Uncovering the Market Research Reality: A Candid Discussion on the State of the Industry

Delve into the challenges and learnings that have defined the industry in the past year with Sago Executive Chairman Steve Schlesinger, Insights Association CEO Melanie Courtright, and M/A/R/C Research CEO Merrill Dubrow. As only these leaders can do, they take us through a candid exploration of the experiences, triumphs, and hurdles faced. Join us as we reflect on the challenges and learnings and how we, as an industry, can leverage these experiences to chart a course for a more resilient and forward-thinking future that will propel us towards continued growth and success.

10:15 - 10:55 AMSteve Schlesinger, Merrill Dubrow, Melanie Courtright

Humanize Your Impact: Why Qual Research Matters (Still)

Great research should always be about human connection at its heart – and qualitative research is often the most direct path to that connection. Yet more and more it is either rushed and poorly executed, or cast aside entirely in favor of faster or more budget-friendly alternatives. It’s time to reverse these trends, and this panel explains why.
Join this dynamic session with leading insights authorities as they discuss:
• How the qualitative research landscape has evolved
• Their firsthand experiences in creating business impact through qual research
• How organizations can make the shift from seeing insights as an expense to an investment
• Tune in and discover why being on the side of the human is a good idea for your business.

11:00 - 11:40 AMIsaac Rogers, Susan Waltman, Amy Elkes

Future-Proofing Market Research: Embracing Diversity, Equity, Inclusion, and Belonging

Discover how Diversity, Equity, Inclusion, and Belonging (DEIB) fuel innovation, foster fairness, and amplify engagement, paving the way for a future where every voice is celebrated. In this insightful discussion, Angela Lau and Julia Eisenberg delve into the pivotal role of DEIB in the future of market research. Gain valuable insights on ensuring diverse representation in research, cultivating diverse and inclusive workplaces, and satisfying client demands for DEIB commitments. Join us to uncover the transformative power of DEIB in driving market research excellence and business success.

11:40 - 11:50 AMAngela Lau, Julia Eisenberg

Research Integrity: Data & Panel Quality

Uncover invaluable insights and cutting-edge techniques to boost your data integrity, protect against fraud, and elevate the reliability of your research process in this session with Sago experts Chawntae Applegate and Rob Berger. They'll dive into the specific challenges facing both data and panel quality and share how to systematically tackle them to deliver exceptional results and a positive respondent experience.

12:00 - 12:15 PMChawntae Applegate, Rob Berger

Respondent Revolution: Addressing the Need for Improved Research Experiences

Respondents are the foundation of all market research. Yet in recent years the focus has been on the latest and greatest technologies while respondent experience has languished. Join our panel of experts from across industries to discuss the biggest challenges in respondent engagement, how they're addressing them, and what they expect of their research partners.

12:15 - 12:55 PMReed Cundiff, Gregory Kline, Charlie Rader

Speed to Insights: How Eli Lilly Went From Traditional Research to An Innovative Approach to Insights

Discover how Lilly revolutionized its approach to insights through partnership, technology, and recruitment. This session uncovers the challenges faced in the traditional research landscape and delves into the strategies employed to enhance partnerships, both internally and externally, through proactive communication and a focus on education. Hear firsthand how changes in recruitment and the incorporation of digital tools led to impactful advances in respondent experience, diversity, and data quality, propelling Lilly toward a future of optimized research practices and market leadership.

1:00 - 1:40 PMShannon Childs, Shellie Miller

Tips for Becoming Fast & Agile

You're short on time - in your projects and day-to-day work life. If tips to make your research processes fast and flexible will help, this short session is for you! In just 10 minutes, Sago experts Christine Clark and Ash Wade will share actionable tips to add speed and agility to your research while building deep customer connections. Join us and make it the most useful coffee break of your day!

1:40 - 1:50 PMAsh Wade, Christine Clark

Igniting Innovation: Exploring the Intersection of AI, Tech, and Market Research Realities

Every company today must ask itself how best to incorporate technology and AI into its various business functions, and market research is no exception. So how do you find the best path forward? Join this panel discussion to hear the answer from experts across the industry. They’ll discuss the role of AI and where to leverage it for the most impact, how to balance the use of technology with the need for human insight, and how to mitigate the risk of over-reliance on automated tools that may not fully understand context or nuance. Plus, you’ll get a glimpse into what trends are coming next and how companies can harmonize innovation with ethical responsibility for a thriving future.

2:00 - 2:40 PMRaj Manocha, Carlo Marcelino, Rick Kelly, Matthew Geary

QualBoard AI Reveal

Ready for the next level of AI integration in your qual research? Join Isaac Rogers, President of Sago, as he reveals QualBoard's newest and biggest AI feature to date. See how it works and learn how it will add the kind of efficiency you've only dreamed about to your projects. You don't want to miss this.

2:40 - 2:50 PMIsaac Rogers

Facing Forward: A Transitional Context of Consumption

This decade is a massive marketplace pivot. Bridging generations. Bringing in a new tech regime. Breeding different aspirations and lifestyle expectations. All of which is overhung by volatility, disruption and uncertainty. Consumers are leaning into these changes with anticipation and enthusiasm. In this presentation, Kantar Knowledge Lead J. Walker Smith will highlight the key macro shifts at work and the implications for brands. The future is emerging with a new emphasis on normality, time, mental health and wellbeing and a shift away from traditional ways of building households and finding security.

3:00 - 3:50 PMJ. Walker Smith

Vision ’25 – Closing Remarks

3:50 - 4:00 PMReed Cundiff

Event Speakers

Amy Elkes

Director of Global Insights

Velcro Companies

Driving Insights & Setting Winning Strategies in 2025

Recordings are now available for Sago Vision ’25

Event Schedule

Welcome to Vision ‘25

Uncovering the Market Research Reality: A Candid Discussion on the State of the Industry ​

Humanize Your Impact: Why Qual Research Matters (Still)

Future-Proofing Market Research: Embracing Diversity, Equity, Inclusion, and Belonging

Research Integrity: Data & Panel Quality

Respondent Revolution: Addressing the Need for Improved Research Experiences

Speed to Insights: How Eli Lilly Went From Traditional Research to An Innovative Approach to Insights

Tips for Becoming Fast & Agile

Igniting Innovation: Exploring the Intersection of AI, Tech, and Market Research Realities

QualBoard AI Reveal

Facing Forward: A Transitional Context of Consumption

Vision ’25 – Closing Remarks

Event Speakers

Amy Elkes

Angela Lau

Ashley Wade

Carlo Marcelino

Charlie Rader

Chawntae Applegate

Christine Clark

Gregory Kline

Isaac Rogers

Julia Eisenberg

J. Walker Smith

Matthew Geary

Melanie Courtright

Merrill Dubrow

Raj Manocha

Reed Cundiff

Rick Kelly

Rob Berger

Shannon Childs

Shellie Miller

Steve Schlesinger

Susan Waltman

Driving Insights & Setting
Winning Strategies in 2025

Uncovering the Market Research Reality: A Candid Discussion on the State of the Industry