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2013 Spring Conference
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When: April 17, 2013
8:00 AM EST
Where: DoubleTree by Hilton Orlando
5555 Hazeltine National Drive
Orlando, Florida  32812
Contact: Angie Angel

Online registration is closed.
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Announcing the

HIRI 2013 Spring Conference

New Approaches for Deep Insights into Home Improvement 

April 17, 2013

8:30 AM – 3:30 PM

Orlando, Florida

New Location in Orlando offers:

· Hotel room cost down 50%

· Warm weather

· Numerous flight choices

· Convenient airport hotel

· No taxis or rental cars needed

· Ideal for add-on vacation if desired



                                                                                  Sponsored by:




Connecting with the Consumer: Using Qualitative Research to Deepen and Expand Quantitative Insights
Survey data is invaluable to understanding the marketplace, but it only gives us part of the story. Qualitative research helps illuminate the "why behind the buy,” and deepens our understanding of consumers' wants, needs and expectations. This session will cover some unique ethnographic and online social observatory approaches that can be used to bolster your company's understanding of consumer trends and market segments.


Sarah Catlett, Vice President
Ken Harbarta, Vice President
The Futures Company

Actionable Market Segmentation - A Crash Course
Market segmentation has been around for decades yet making it actionable remains a key problem. This session will cover various ways to segment the market, criteria for an actionable segmentation, selecting the best segmentation method for your market and some real-life examples.

George Leon, Senior Vice President
National Analysts Worldwide

Exploring New Research Channels and Reaching The Right Consumers
Social media has opened up new ways to reach consumers. Combined with more traditional approaches this can be very powerful when you connect with the right consumer. This session will explore these approaches and discuss ways to identify & work with Lead Users, Early Adopters and Brand Advocates to provide the unique insights each group offers.


Gwen Ishmael, Senior Vice President Insights & Innovation
Decision Analyst

The Outlook for the US Economy and Home Improvement Spending
 Now that there are signs of a revival of the housing market, where will the home improvement market head in 2013 and for the next few years? This session will provide a review of key economic variables, their forecast for the future and what it all means to our industry.

James Gillula,
Managing Director, Consulting Services
IHS Global Insight

Today’s Mobile Technology A Powerful Tool For Market Intelligence
Nowadays smartphones are ubiquitous. Photos and video seemingly capture everything happening today. In this presentation you will learn about how to use this technology to bring you closer to consumers and what is happening in the real world. Covered will such areas as crowd sourcing, low incidence research, and mobile ethnography.

Joe Tomandao,
Vice President of Sales
Gigwalk Inc.

Creative Research to Drive Smarter Innovation

As markets get more competitive and resources remain limited, finding the right direction for product development is a daunting challenge. In this presentation, The Stevenson Company's research team will share a creative consumer research process developed to provide richer and deeper insights on consumer wants, needs and behaviors. This process has been used successfully by home improvement clients to provide guidance on how to design innovative products that will appeal to consumers across price tiers and retail channels.

Cindy Williams, Director of Qualitative Services
Bob Tancula, Vice-President – Research
The Stevenson Company

Socialized Research: Engaging The Connected Consumer For Deeper Insight

The proliferation of digital technology and the pervasiveness of social media have changed the consumer dynamic. The future is about socializing research – the addition of a little "social” into everything we do so that consumers are engaged in ways that capitalize on and mimic their expectations given the realities of today's new world. In this presentation we will explore how you can engage the connected consumer to enable true collaboration that will drive innovation, inform decision-making, and enable your organization to operate in a more flexible and dynamic way.

Laura Fitzpatrick,  Vice President, Social Spaces, Global Expert



The deadline to register for the HIRI 2013 Spring Conference is April 5, 2013.

Full payment is required at the time of registration.
To receive member pricing, please log in prior to registration.

HIRI Members receive a substantial discount on their registration fee. Please see the following table for the fee structure for this conference. The fee includes the conference, conference materials, continental breakfast and lunch.

Registration Fee

HIRI Members







If you need to stay overnight in Orlando, HIRI has a block of rooms at The DoubleTree by Hilton Hotel Orlando Airport 

The deadline to register at this hotel is April 2nd for the special HIRI rate of $114.  The group code is HIR
The number of rooms at this special rate is limited
  - Please book your room early.
Orlando with its many attractions is a popular destination and convenient hotel rooms can be hard to find if you wait.


Please Note:

Travel and other expenses are not included in these registration fees.

Refunds for cancellations will be issued at the following scale:

By March 15th

From March 16th – March 30th



March 31th or later

No refund

Substitutions of attendees can be made at anytime at no charge.

DoubleTree by Hilton Hotel Orlando Airport

5555 Hazeltine National Drive
Orlando, FL 32812

Phone: 407-856-0100


 Attendees must reserve their own rooms by April 2nd and identify themselves as being a part of HIRI group to receive the special rate. Any guest room reservation received after the established cut-off date will be accepted on a space and rate available basis. Attendees will settle their account with the hotel individually. Do not delay in making your reservation as rooms will go quickly!


At The DoubleTree by Hilton Hotel Orlando Airport, located just 10 minutes north of Orlando International Airport (MCO), they offer complimentary 24-hour airport transportation to hotel guests. The modern guest rooms and suites feature flat-panel TVs, luxurious Sweet Dreams® bedding, and wireless high-speed Internet access.


Free shuttle 24-hours a day

If driving from the airport:

Head north onto Jeff Fuqua / S Semoran Blvd. Turn left onto Hazeltine.

Hotel will be immediately on right.

Distance from Hotel: 2 miles

Drive Time: 10 minutes



Ample free on-site self-parking


CLICK HERE for printable brochure and registration form