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Paths to Knowing Home Improvement - 2014 Spring Conference
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When: 4/10/2014
8:30 AM to 3:30 PM EST
Where: DoubleTree by Hilton Orlando Airport
5555 Hazeltine National Drive
Orlando, Florida  32812
Presenter: The Home Improvement Research Institute
Contact: Christina Sacher-Brown

Online registration is closed.
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Paths to Knowing Home Improvement
2014 HIRI Spring Conference

Sponsored by




Sarah Catlett
Vice President & HIRI Account Director

Christina Hloros Vice President & Associate Head of Global MONITOR

Not Just Another United State: Distinguishing Consumer Attitudes in Canada, Mexico & the United States

Doing quality marketing and research in Canada and Mexico require a baseline understanding of consumers in those markets.  Some think of Canada as another US state while Mexico remains a true puzzle.  Understanding the cultural values, attitudes and perceptions that define Canadian, Mexican and American consumers is a critical step in learning about these markets and building a deep, authentic connection to them. Leveraging The Futures Company's proprietary Global MONITOR resources, this session will provide perspective on some of the important cultural similarities and differences between consumers in North American markets and how your business can translate them into growth opportunities.

David Dutwin
EVP and Chief Methodologist

Mark Delaney
VP Client Service

Knowing Your Market: Options for Representative Research

This presentation will focus on research techniques employed when targeting hard to reach populations. These include specific ethnic groups such as Hispanics and African Americans as well as other audiences such as contractors. The pros and cons of varying methodologies such as phone and internet panels will be discussed and case studies of projects will be reviewed to provide actionable examples.

James Gillula
Managing Director
Consulting Services

The Outlook for the US Economy and Home Improvement Spending

Will 2013’s upswing in the housing market continue through 2014? Will unemployment continue to be an issue? What will quantitative easing mean for our industry? This session will provide a review of issues such as these, forecasts for key economic variables, and what it all means to our industry.


George Leon
Sr. Vice President

Conjoint Models -- Powerful Tools To Maximize Sales

Customers in home improvement are constantly making purchase decisions regarding products and services. Conjoint models and simulation techniques can be used to better understand those decisions and how to optimize your offerings. In this session, you will learn about the different types of conjoint methods, how to pick the one best for your business issue and how it can be applied via some real-life examples in home improvement.

Kent Panther
Senior Vice President, Strategic Planning

Improving Marketing Measurement, ROI and Effectiveness: The Latest Tools.

As the pressure to evaluate marketing efforts has increased, the good news is that new measurement tools are more powerful and easier to use than ever. With a focus on home and building product manufacturers, we’ll discuss the latest ways to measure public relations, traditional and online advertising, social media, customer feedback, direct marketing, retail channels, and more.

Lou Celi
President Americas and Chief Marketing Officer

Incorporating Macro Into Business Analytics

Macro matters. Trends at the country, industry and city level are increasingly intertwined with business strategy and performance. Growth, industrial production, interest rates, consumer spending, demographic shifts, and commodity prices are just some of the macro trends that can drive sales opportunities, operating costs, and business risks—and that can unexpectedly derail the best laid plans. This presentation will discuss how macro insights, data, and models are being used by strategic planners and marketing for market sizing, stress testing, and risk assessment.

Justin Sutton
Director, Insights and Innovation

In The Moment Research

Until recently, physically being in the right place at the right time was the only way to observe consumer behavior. But today, there are new ways to be "in the moment” without the time and expense of having to physically be there. This session will explore some of these approaches, such as moodstate video diaries, live screenshare, in-vehicle video, virtual ethnography, virtual shop-alongs, and voice-mail journaling.


Registration Information
Early Registration
Regular Registration
Early Registration
Regular Registration
By March 14, 2014
March 15, 2014
By March 14, 2014
March 15, 2014

The fee for the conference includes a printed copy of the conference presentations, a continental breakfast and lunch.
  • Travel and other expenses are not included in the registration fee.
  • Cancellations received by March 14, 2014 will receive a full refund. After March 14, 2014, there are NO REFUNDS.  Substitutions in attendees can be made at any time at no charge.  To ensure a name tag, be sure to contact the HIRI office if a substitution is made.

    Printable Brochure

    Registration officially closed April 1, 2014.  Any registrations made after that day are not guaranteed receive hand out materials/meals/nametags or be included in the attendee list.

    • General Managers in the Home Improvement Industry
    • Marketing and Sales Managers
    • Financial Analysts
    • Analysts Tracking Trends in the Industry

    • Investment Analysts
    • Product Designers/Developers
    • Market Assessment/Development Strategists
    • Marketing Researchers

    Hotel Information
    Stay on site at the DoubleTree by Hilton for the low rate of $114 per night.  Please reserve your room by clicking here or call the hotel directly at 407-856-0100.  Make sure to tell them you are with the Home Improvement Research Institute to take advantage of this special rate. 

    In addition to our negotiated room rate, if you book as part of our block you are guaranteed to receive one of the newly renovated rooms.

    Complimentary 24 hour transportation to/from the airport is provided.  Parking is also complimentary to guests. Check in is 3:00 pm EST/ Check out is 12:00 PM EST

    Pre Conference Dinner

    If you will be staying in Orlando overnight prior to the conference please join us for our group dinner at Bonefish Grill. 
    We will provide transportation to and from the hotel. 
    We will need a reservation for transportation and our table.

    RSVP to dinner

    View Dinner Menu