Insights Association’s
Corporate Researchers Conference (CRC)

Feeding the Future: A Segmentation Journey Fueled by Empathy, Insight, and Action

September 10, 2025 | 1:45 PM

In today’s ever-changing landscape, consumer insights leaders are tasked with turning empathy into impact. This session will explore a segmentation study commissioned by Feeding America, a leading non-profit organization dedicated to addressing hunger and improving access to food assistance nationwide. The study aimed to deepen understanding of the diverse communities facing food insecurity—an issue that brings not only logistical challenges but also emotional complexities and stigma.

Given the sensitive nature of the topic, it was essential to approach the research from a human-centric lens—recognizing that empathy, respect, and personal connection would be key to building trust and capturing authentic experiences. During this session, we’ll walk through the full research journey, from design to execution, demonstrating how blending human-centered thinking with thoughtful research design helped uncover insights that informed more inclusive, responsive food assistance programs—while honoring the voices of those most impacted.

Key Takeaways

• Strategic Application of Segmentation
  Learn how well-defined neighbor segments provided a framework for designing more relevant, inclusive, and respectful food assistance and support services to help people thrive.
• End-to-End Research Process
  Understand how interviews, surveys, and segmentation worked together to build a rigorous, insights-driven understanding of community needs.
• Holistic Engagement Strategies
  See how personal interactions—whether virtual or in-home—helped create space for trust, empathy, and richer conversations.

Amanda Krivanec, VP Quantitative Research, C+R Research will be joined by Kanika White McGhee, Director, Human Centered Design and Incubation, Feeding America.Feeding the Future: A Segmentation Journey Fueled by Empathy, Insight, and Action

The Chain of Trust: Ensuring Integrity Across the Sample Supply Chain

September 10, 2025 | 3:40 PM

With today’s sample often aggregated from a mix of sources—sometimes with limited visibility into their origins—how can research buyers truly verify what they’re getting? This session offers a clear-eyed look at how to build and maintain trust throughout the sample supply chain. We’ll focus on the importance of third-party verification, specifically the ISO 20252 auditing process, as a proven way to validate claims, standardize practices, and reduce exposure to fraud. Rather than relying on brand names or certifications at face value, we’ll share frameworks and questions buyers can use to hold every link in the chain accountable. In a high-risk environment, it’s not just about who you buy from—but how well they’re audited, certified, and aligned with your quality expectations.

Todd Eviston, Senior Vice President, Operations, C+R Research will be joined by a panel of data quality and insights experts.