Total Credits: 3 Advance Credits
Our PNW June in-person session will feature two of our favorite speakers from the QRCA Philadelphia conference!
Session 1: Mirena Zannou
From Supplier to Partner - a client-side perspective on what makes a strong partnership
How can you go from Supplier to Partner? Mirena will share a case study on how she partnered with agencies to fuel product innovation thinking and redesign the path to purchase.
Session 2: Paula Rosecky and Kahren Kersten
Shifting Perspectives: How to Evolve from Traditional to Transformational Insights Generation
Join us for this interactive session as we explore insights generation strategies inspired by muses outside the traditional ‘insights industry.’ Discover how their methods can help address today’s toughest challenges for insights professionals—such as widespread CI staff layoffs, extreme budget cuts, and an overemphasis on AI at the expense of human skills. Through a blend of individual and collaborative exercises, we’ll guide you in cultivating heightened self-awareness, creativity, and a transformative perspective to demonstrate your value.
Schedule
9:30: Participants Arrive
10:00 - 10:30 Intros
10:30 - 11:30 Session 1: From Supplier to Partner
11:30 – 12:30 Lunch and Introduction to Fieldwork Seattle, our hosts
12:30 – 3:00 Session 2: Transformation Insights. Will include 15-minute break.
Afterwards: out for cocktails, location TBD for anyone that wants to join
Paula Rosecky is an accomplished insights strategist with over 15 years of experience translating consumer attitudes and behavior into actionable strategies. She has worked with clients across various sectors, including technology, food & beverage, e-commerce, and sportswear, with a particular passion for the experiences of consumers ages 40 and over. Paula excels at deeply understanding consumer needs and decision-making.
Skilled at recognizing the hidden potential in individuals, Paula also facilitates growth and positive change through workshops, speaking engagements, and coaching tailored to individual and company goals.
Outside of work, Paula finds inspiration in water activities, believing they clear the mind and spark creativity.
Paula is a long-time member of QRCA and has served as past co-chair of the Pacific Northwest Chapter.
With a BA in Business Management (University of Leeds, UK), Kahren’s career began in London in 2007 as a market researcher in NPD, advertising and CX. She sought out opportunities to learn and apply an array of quantitative and qualitative tools and techniques, innovating on research methods as she progressed to leadership roles, winning new business in turn. During her time in the UK, Kahren worked at BrainJuicer (now System1 Group), denstu’s Vizeum UK, GfK NOP and MarketCast, among others. In 2017, Kahren moved back to the US to pursue an MA in Industrial and Product Design (NCSU), where she blended existing career knowledge with newfound design skills. In her final year, she worked full time in Electrolux’s design team. It was here that she first spotted an opportunity to bridge siloed functions to arrive at stronger, more meaningful insights. After graduating in 2020, Kahren founded Experience Insights, a solo consultancy using interdisciplinary methods to holistically inform business strategy and design exceptional experiences. Kahren works with a variety of industries and business types. At the heart of her approach is the blending of diverse skills sets and perspectives, extracting the unique value and knowledge that individuals possess to facilitate alignment, innovation and ultimately greater business impact.
Mirena is a visionary Global Consumer Insights leader with a dynamic career spanning Europe and North America, driving innovation and excellence. Her journey into the world of market research and consumer insights began at the London School of Economics and Political Science (LSE), where she discovered a passion for deciphering consumer behavior. Since then, Mirena has spent 15 years leading learning agendas for billion-dollar brands at major companies like Procter & Gamble and Nike. She is currently the Sr Director of Member Insights at First Tech, building the company's Insights department and elevating CX capabilities.
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