Panel Discussion: Analyzing the changing dynamics between clients and agencies

Improving data quality and new technologies give clients more control and possibilities to conduct 100% personalized research in house. In this panel we will look into the changing role of in house researchers and agencies.

• Assessing the current situation – what solutions provided by agencies are already handled by clients internally and why?
• Agencies role switch – from research experts into technology providers or strategic partners: what agencies need to deliver to bring value
• Shifting to in-house instead of out-source research: How will skill-sets need to change to make that vision possible

Panelists:
Elisabeth Trawinski, Director US Consumer Data Insights, Reckitt Benckiser Group
Mac Smith, Head of User Research, Core Search, Google