The Market Research Event (TMRE)

Unleash the Power of Insights

At TMRE 2026, you will master insights-driven strategies, discover innovative research methods and learn how to build influence within your organization. This is more than a conference—it is a catalyst to building better business outcomes.

For the first time, TMRE will be held alongside Content Marketing World and content from LIONS brands Effie, WARC, and Contagious—bringing insights and marketing teams together in a shared experience built around one goal: turning insight into impact.

This event is designed for teams looking to align disciplines, collaborate more seamlessly, and use insights to shape strategy, improve effectiveness, and drive growth.

Lux-Hosted Session: 

Culture in Motion: Anticipating Consumer Change with Digital Ethnography

Speaker: Cheryl Auger, Senior Director of Client Engagement at Lux Research
Speaker: Shilpa Khanna, Associate Director, Transformational Growth Insights at Clorox

Date: Day 1, October 5
Time: 3:50 pm – 4:20 pm MDT (30 minutes)

In a marketplace where consumer expectations and cultural conversations are constantly evolving, organizations need approaches that move beyond purely functional or behavioral insights. This session explores how Lux Research’s digital ethnography empowers clients to decode the beliefs, motivations, values, and tensions shaping consumer behavior in real time.

By observing and analyzing the language consumers use across digital conversations, the Lux approach captures how people express meaning in their own words. These linguistic patterns offer a powerful lens into culture, revealing not just what consumers are talking about, but why it matters and where it’s headed next.

Grounded in Lux Research’s contextual intelligence methodology, this session will demonstrate how organizations can:

• Identify emerging cultural shifts and demand spaces before they reach the mainstream
• Understand the motivations, attitudes, fears, and values influencing consumer behavior
• Decode the themes and belief systems shaping audience decision-making
• Translate cultural insight into innovation, positioning, and growth opportunities

The session will also explore how maturity modeling and predictive cultural analysis enable organizations to prioritize opportunities within the “zone of innovation,” where emerging consumer expectations are on the cusp of broader adoption.

Through a blend of methodology, frameworks, and applied examples, attendees will discover how digital ethnography can help them anticipate change, deeply understand evolving consumer cultures, and make more confident, future-forward strategic decisions.