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presents
2006
SPRING WORKSHOPS &
SEMINARS
Philadelphia
• May 10
–12, 2006
EMBASSY SUITES HOTEL / CENTER CITY
1776 Benjamin Franklin Parkway at Logan Square
PROGRAM
MARKET RESEARCH
Moderators / Chairpersons:
Marcy Updike, Director of Market Research, JHA, Inc.
Leesa Martin, Director of Market Research, Nationwide Insurance
PART I
Qualitative /
Quantitative Research Methods:
Moving Beyond the Norm
Wednesday, May 10th,
8:30 – 10:00
Speakers:
Jenny Hodge, Assistant Vice President, Marketing Strategy, American
Modern Insurance Group
David Gittelman, Director of Marketing, Reliance Standard Insurance
Brief Description:
One of the first tasks in conducting primary research is determining
the best method of obtaining data. Regardless of whether your research
is outsourced or done in house, a researcher must understand the key
differences between the various techniques and have a clear
understanding of the type of data that can be obtained from each. In
this session, the presenters will begin by reviewing the pro’s and
con’s of each method and how the data can be used. In taking the
discussion a step further, the presenters will also challenge attendees
to consider combining the different methods as a way of increasing
response rates and enhancing the use of the data.
Who Should Attend:
Individuals who want to:
• have a clearer understanding of the different methods of conducting
research
• discover how to mix the different methods
Break: 10:00 – 10:30
Developing a
Questionnaire That Works
Wednesday, May 10th,
10:30 – 11:45
Speakers:
Heidi Kleban, Manager of Market Research, UnumProvident
Linda Naiditch, Assistant Vice President, Mathew Greenwald &
Associates
Brief Description:
We can all ask questions. So what’s the big deal about questionnaire
design? It’s because it’s an art to write questions that are clear and
unambiguous, that effectively tap the underlying issues you need to
learn about, and that measure them accurately. Never fear, help is here!
This session will briefly review the basics of questionnaire design,
highlighting techniques for improving the quality of your data
collection tools and avoiding common pitfalls. Beyond these basics, we
will teach you a simple technique for helping you write more effective
questions. Called cognitive interviewing, it reveals how respondents
are understanding the questions we write. By the end of the session,
you will know how to conduct a cognitive interview yourself.
Who Should Attend:
This is a must-attend for any individual who wants to:
• Improve the quality of their questionnaires
• Have a better understanding of common pitfalls in questionnaire design
• Learn a new technique for pretesting questions that will help you
write more effective questions
Lunch: 11:45 – 1:00
Sampling: The Not So Ugly
Subject… Anymore
Wednesday, May 10th,
1:00 – 2:15
Speakers:
Tarie Summers-Herbek, Group Insurance Product Marketing, Mutual of Omaha
Ryan Arnold, Director, Primary Research, Integras Consulting
Brief Description:
Have you ever wondered if you are surveying enough people? How do you
know how many completed surveys are needed to ensure you are obtaining
a reasonable sample? What are your options if you don’t have enough
completed surveys? You don’t need to avoid this topic anymore. Through
examples, Terrie and Ryan will demonstrate how attendees can calculate
the appropriate number of completed surveys, and review the different
resources available to obtain a sample regardless of the type of
research you are trying to conduct. In addition, the presenters will
discuss how to weight results to ensure the data represents the
population. This session is not intended to be a technical step-by-step
but more of an overview. Strong statistical skills are not a
requirement, just a desire to learn.
Attendees
of this session will be provided a free CD with a sample
calculator.
Who Should Attend:
Individuals who want to:
• challenge themselves and have a desire to learn
• obtain links to resources that can be used in calculating sample
requirements
Break: 2:15 – 2:30
The What, Why and How of
Segmentation
Wednesday, May 10th,
2:30 –
3:30
Speakers:
Lisa Kozlowski, Manager Market Research, The Westfield Group
Brief Description:
An insurance company’s market is composed of several segments of users
that can be defined by a number of factors such as industry type and
company size, purchase and usage behavior, and demographic,
psychographic and sociographic factors. An in-depth understanding of
how its market purchases and uses its products allows a company to
target its products and communications messages, and thus maintain
competitive advantages. By segmenting the market, a company can target
product offerings and communications strategies to the appropriate
segments for greater overall effect. This session will provide an
overview of the purpose, objectives and methodology for conducting
segmentation studies as well as how segmentation studies can be used
within the organization.
Who Should Attend:
Anyone involved in market research, marketing or strategy who wants to
understand how to do and how to use the data from a segmentation study.
Part II
Analyzing Data
Thursday, May 11th,
8:30 – 9:45
Speakers:
Maynard Robison, Director of Insurance Research, The Response Center
Brief Description:
Insurance is an abstract, highly regulated, and often confusing
product. Nonetheless, customers do have distinct desires regarding
their insurance policies and service. Insurance companies can develop
real competitive advantages by understanding those desires thoroughly,
and doing so is the purpose of applying market research techniques to
product development.
This session will focus on the product development process, from the
Idea Generation stage through Product Development and Testing Products
prior to their launch. We will cover research techniques that can be
applied at each stage including qualitative research for idea
generation and conjoint approaches and product configurators for the
product development stage.
We will rely mainly on examples related to auto insurance product
development, using data drawn from The Response Center’s web omnibus
survey program.
Who Should Attend:
This session will be useful to people involved in product development,
pricing, underwriting, targeting, customer communications, and pricing.
Break: 9:45 – 10:15
Extreme Makeover: The
Report Edition
Thursday, May 11th,
10:15 – 11:30
Speakers:
Heidi Alpren, Senior Market Research Analyst, JHA
Stephanie Shields, Market Research Analyst, CIGNA
Brief Description:
Okay…Ty Pennington won’t be attending this session but there will still
be plenty of discussion on how to redesign a research report. Have you
ever wondered how you can make your reports easier to understand and
more appealing for your client? If you answered yes, then this is the
session for you. During this session the presenters will take a bland
report and make it over to be more appealing. By demonstrating how
changes in graphs, flow of the document and arrangement, the presenters
will take us through a step-by-step review of how small changes can
breathe new life into your reports.
Who Should Attend:
This is a must for individuals who want to:
• Increase the clarity and understanding of their research reports
• Is looking for new ways to present data
Lunch: 11:30 – 1:15 (Luncheon
Speaker - Dr. Norman Baglini)
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SPECIAL
GUEST LUNCHEON
SPEAKER
Thursday,
May 11th
Dr.
Norman Baglini, former president and CEO of the American Institute for
Chartered Property Casualty Underwriters (CPCU) and current professor
of risk management and insurance at Temple University.
Dr. Baglini will speak on a subject whose underlying actions are so
important in today’s environment…. ethics. He will engage attendees in
an interactive discussion about ethical behavior and decision marking
in the context of risk management and how these practices and decisions
affect our bottom line. This is certain to be a most insightful and
thought-provoking dialogue with the audience. |
The Internet… Its Not
Just For Surfing Anymore,
Putting the World Wide Web to Work For You
Thursday, May 11th,
1:15 – 2:45
Speakers:
Dave Bradford, VP International Sales and Marketing, Itracks
Brief Description:
We have all been told about how the internet is changing the way
business is being conducted today. The internet has become such a vital
tool in gathering competitive intelligence….and now in data collection.
During this session our speakers will discuss the many different ways
of using the internet for data collection, the pros and cons, and the
potential pitfalls you need to be aware of. In addition, attendees will
have an opportunity to experience first hand how an online focus group
is conducted.
Who Should Attend:
This is an important session for any individual who wants to:
• Learn the latest techniques in using the internet for data collection
• Have a better understanding of how to improve upon what they are
already doing for research via the internet
• Gain first hand experience in conducting online qualitative research
COMPETITIVE
INTELLIGENCE
Moderators / Chairpersons:
Ed Budd, Executive Director, Research Knowledge Development, Allstate
Insurance
Herb Sauer, Strategist, MetLife
Part I
Focus for Value
Wednesday, May 10th,
8:30 – 10:00
Speakers:
Rick Marchetti, Director, Strategic Research, The Hartford
Brief Description:
There are myriad ways to design a CI unit: Should it reside in the
Field? Home Office? Both? Should the focus be tactical or strategic?
What should be the team's deliverables, and who should be its customers
within the organization? Rick Marchetti will provide insights for
making each of these decisions, discuss pitfalls to avoid, and tell us
how to position the CI team as a valuable asset to the organization.
Who Should Attend:
Anyone with current or potential responsibility for leadership of or
influencing the priorities of a competitive intelligence team. Anyone
who, as a customer of a CI team, desires a better understanding what
the CI team can be expected to deliver.
Break: 10:00 – 10:30
Serving Multiple
Constituencies
Wednesday, May 10th,
10:30 – 11:45
Speakers:
Herb Sauer, Strategist, MetLife
Brief Description:
The CI team must balance the demands of many different customers, and
each of those customers may subscribe to a different view of what
competitive intelligence is and how it should be used. Herb Sauer will
share his insights from his experience in making CI actionable for
multiple, diverse constituencies.
Who Should Attend:
Any provider of competitive intelligence who is concerned with
satisfying the diverse demands of multiple customers, and any consumer
of CI who wants to better understand the capabilities of the CI team.
Lunch: 11:45 – 1:00
Getting Granular with
Rate Analysis
Wednesday, May 10th,
1:00 – 2:15
Speakers:
Tom Forristell, Vice President, InsurQuote
Brief Description:
Proliferation of increasingly sophisticated rate plans puts more
pressure on competitive intelligence teams to provide customers
detailed, tactical analysis of rate competitiveness at the zip code and
territory level. Tom Forristell, now with InsurQuote and formerly with
Progressive Direct, will discuss taking rate analysis to the granular,
detailed level.
Who Should Attend:
Anyone who is charged with providing analysis of personal lines rate
plans and rate competitiveness, or who relies on such analysis.
Break 2:15 –2:30
Do You Need a Champion?
Wednesday, May 10th,
2:30 – 3:30
Speakers:
Ed Budd, Executive Director, Research Knowledge Development, Allstate
Insurance
Brief Description:
Must the competitive intelligence team have a "champion" at the
executive level to survive? Ed Budd of Allstate will discuss strategies
for cultivating champions and for surviving & thriving until you do.
Who Should Attend:
Anyone involved in competitive intelligence who is concerned with
building and maintaining organizational support for that effort.
Part II
Simulation
Thursday, May 11th,
8:30 – 2:45
Speakers:
Rick Marchetti, Director, Strategic Research, The Hartford
Herb Sauer, Strategist, MetLife Auto & Home
Tom Forristell, Vice President, InsurQuote
Ed Budd, Executive Director, Research Knowledge Development, Allstate
Insurance Company
Brief Description:
Participants will be invited to apply the concepts discussed on
Wednesday in a simulation exercise. The objective of the day's activity
will be to define a coherent methodology for handling most competitive
intelligence questions.
Who Should Attend:
Anyone with current or potential responsibility for leadership of or
influencing the priorities of a competitive intelligence team. Anyone
who, as a customer of a CI team, desires a better understanding what
the CI team can be expected to deliver and how CI can most effectively
be put to use.
Break: 10:00 – 10:30
Lunch: 11:30 1:15 (Luncheon
Speaker, Dr. Norman Baglini)
INSURANCE
HOT TOPICS
Moderators / Chairpersons:
Clint Harris, Vice President, Insurance Research & Publication,
Conning Research & Consulting
Terence Martin, Vice President, Life & Health Research, Research
& Consulting
Overall Description:
You see the headlines almost every day: Avian flu is spreading
unchecked around the globe. While it has not yet become a deadly horror
with human-to-human transmission, many believe it is only a matter of
time before Avian flu or another infectious disease becomes a global
catastrophe. The first hot topic program will explore the threat of a
pandemic and how it may affect the overall economy, and the insurance
industry specifically. Insurers do not have to wait for the pandemic to
take action. Our second program will explore current trends in the
banking/insurance relationship. The Citigroup/Travelers divorce marked
the end… or did it?
Pandemic: Projections,
Preparations and Planning to Prosper
Friday, May 12th,
8:30 – 10:45
Speakers:
Dr. Gigi Kwik Gronvall, associate at the Center for Biosecurity and
assistant professor of Medicine at The University of Pittsburgh
Thomas Holzheu, Senior Economist, Swiss Re Economic Research &
Consulting
Dean Kidd, Managing Director of Guy Carpenter and leader of the
company's global Accident & Health (A&H) Specialty Practice
Dom Yezzi, Jr., Vice President of Specialty Commercial Lines at ISO
Brief Description:
This session will analyze the threat of a pandemic— from models of
spread and severity, to its potential impact on health, life and
property-casualty insurers. It will begin with Dr. Gronvall setting the
stage of what to expect from a pandemic. Her presentation will discuss
models of how quickly a pandemic might spread, how severe its impact
might be, and preparations companies can take. Thomas Holzheu will
discuss the macro and micro impact of a pandemic on life and P&C
insurance investments. The remainder of the panel will present various
aspects of how the insurance industry will be affected: what to expect,
how to prepare, and, perhaps, how to prosper though it.
Who Should Attend:
This session will be of interest to all conference attendees.
Break: 10:45 – 11:15
Banking and Insurance
Convergence:
The Surprising Twist on the Trend that Fizzled
Friday, May 12th,
11:15 – 12:00
Speakers:
Clint Harris, Vice President, Insurance Research & Publication,
Conning Research & Consulting
Terence Martin, Vice President, Life & Health Research, Research
& Consulting
Brief Description:
Graham Leach Bliley opened the floodgates of bank and insurance
mergers. But after the initial Citigroup/Travelers merger, what
followed was not much more than a trickle. With Travelers P&C spun
off (now Travelers/St. Paul), Travelers Life & Annuity being sold
to MetLife, and J.P.Morgan selling its insurance operations, the
bank/insurance era seems to have ended. However, there has been a
stream of banks buying property-casualty and specialty insurance
agencies, and – surprise – insurance companies buying or establishing
banks. We will discuss some of the bank/insurance combinations that
have worked, what new relationships are being created, and
opportunities for growth in this new environment.
Who Should Attend:
Attendees interested in marketing, product development, and strategic
planning will benefit from this session.
ADJOURN: 12:00 Noon
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The Franklin Files
1728
– Opened his own printing office in Philadelphia
1736 – Helped found the Union Fire Company (first volunteer fire
brigade)
1737 – Appointed Postmaster of Philadelphia
1742 – Proposed the idea for the University of Pennsylvania
1751 – Helped set up the Pennsylvania Hospital
1752 – Helped found the “Philadelphia Contributionship for the Insuring
of
Houses by losses from Fire”
1757 – Went to England to represent Pennsylvania
1776 – Signed the Declaration of Independence and went to France as an
ambassador.
1783 – Signed the Treaty of Paris
1787 – Signed the Constitution |
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