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planung & analyse

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Quirk's Market Research Review

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D.I.M.M.

Tijdschrift voor Marketing

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Official knowledge partner

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#esoCONG

Congress 2011

Impact - Research reloaded

Amsterdam / 18-21 September

Why does IMPACT matter? Is Market Research effective? The value and profitability of any product or service and the impact of it in the marketplace depends on... view more

Congress 2011 in Amsterdam will turn the spotlight on to the positive contribution, energy and momentum that exists in the industry. It will provide a platform to celebrate market research and the impact it has on business and society through the insights it generates. In these challenging times, research needs to display renewed dynamism and be reloaded with pioneering concepts.

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Overview

Why does IMPACT matter? Is Market Research effective?

The value and profitability of any product or service and the impact of it in the marketplace depends on the decisions driven by effective market research.

Decision makers require guidance to help them connect with their audience and support their corporate strategy. Connecting business with consumers, society with citizens, and providing actionable insights that impact on business and society is what market research is there for.

Congress 2011 in Amsterdam will turn the spotlight on to the positive contribution, energy and momentum that exists in the industry. It will provide a platform to celebrate market research and the impact it has on business and society through the insights it generates. In these challenging times, research needs to display renewed dynamism and be reloaded with pioneering concepts.

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Programme

Download PDF version (1.79 Mb)

 

Sunday, 18 September
08.00 - 21.00 - Exhibition (16.00 - 19.00)
08.00 - 09.00 Workshops registration
at the Mint hotel
09.00 - 17.00 Workshops (held in parallel)
  • Qualitative research 3.0: Towards strategic consulting (new)
    Rethinking the reach, scope and connections to intelligence, strategy and design

  • Selling your company
    Getting the best deal
  • Transferring and applying insights impactfully
    Implanting your insights deeper in client decisions
16.00 - 19.00 Congress registration
in The HUB (Gashouder, Westergasfabriek)
16.00 - 19.00 Exhibition
in The HUB (Gashouder, Westergasfabriek)
19.00 - 21.00 Welcome reception - sponsored by SSI
in The HUB (Gashouder, Westergasfabriek)
Monday, 19 September - Congress day one07.45 - 23.00
- Exhibition (07.45 - 19.00), Open exhibition (14.00 - 19.00)
07.45 - 19.00 Congress registration
in The HUB (Gashouder, Westergasfabriek)
07.45 - 19.00 Exhibition
in The HUB (Gashouder, Westergasfabriek)
Transformatorhuis
08.30 - 08.45 Boost session
08.45 - 09.20 Welcome
Ged Parton, Programme Committee Chair
Eberhard van der Laan, Mayor of Amsterdam
Jochum Stienstra, ESOMAR Representative in the Netherlands
President's address
Dieter Korczak, ESOMAR President
Introduction to the programme and Keynote
Ged Parton, Programme Committee Chair
09.20 - 10.05 Keynote
Inside the mind: illusion and reality
Richard Wiseman, Chair in the Public Understanding of Psychology, University of Hertfordshire, UK
10.05 - 10.15 60-second fast track
Various companies making 60-second presentations
10.15 - 10.45 Networking break
in The HUB (Gashouder, Westergasfabriek)
Parallel 1
Transformatorhuis
  Parallel 2
Westerunie
  Impactful Business
Innovative scenario planning
    Impactful Research
Effective consumer understanding
10.45 - 10.50 Introduction by session chair
Ged Parton, Synovate, UK
  10.45 - 10.50 Introduction by session chair
Tom Wilms, Royal Grolsch N.V. a SABMiller Company, Netherlands
10.50 - 11.10 A fresh look at our eyes
How innovation scenarios can harness research insights and further drive business impact
Germaine Gazano, LVMH Parfums & Cosmetiques, France
Christophe Rebours, InProcess-Design Innovation, France
  10.50 - 11.10 The why instead of what of consumer behaviour
An evolutionary-based new model
Marie-Anne Simons & Jan Waldorp, AIMgen Lab, Netherlands
Harry B.M. van de Wiel, University of Groningen, Netherlands
11.10 - 11.30 From a snapshot to a movie
Pushing the boundaries of marketing ROI
Ram Krishnamurthy, The Coca-Cola Company, USA
Vittorio Raimondi, Foresight Associates, USA
Patricio Pagani, Infotools, New Zealand
  11.10 - 11.30 Reality is cheap
The value of consumer imagination
Nick Gadsby, Lawes Gadsby Semiotics, UK
11.30 - 11.40 Discussion   11.30 - 11.40 Discussion
  Impactful Business
Enabling better predictions
    Impactful Research
Harnessing journalism for effective communication
11.40 - 11.45 Introduction by session chair
Ged Parton, Synovate, UK
  11.40 - 11.45 Introduction by session chair
Tom Wilms, Royal Grolsch N.V. a SABMiller Company, Netherlands
11.45 - 12.05 Predicting brand decisions through emotional engagement
Evaluating creative work: a bioquali approach (survey research + neuroscience) required
Henk Eising, Heineken International, Netherlands
Rafal Ohme, Human Mind & Brain, Poland
Cristina de Balanzó, TNS, UK
  11.45 - 12.05 Making insights count
Using journalistic principles to deliver meaning and impact to eBay’s business
Roger Banks, Incite Marketing Planning, UK
Barbara Langer, eBay, UK
12.05 - 12.25 Predictability of movie box office based on trailer testing
Using neuroscience and bio-sensory measurements for predictive modeling
W. Bryan Smith & Keith Winter, EmSense, USA
  12.05 - 12.10 Discussion
12.25 - 12.40 Discussion   12.10 -12.40 Interactive presentation
As stimulating as black coffee
Communications that are hard to sleep after
Lucy Davison, Keen as a Mustard, UK
12.40 - 14.00 Lunch
in The HUB (Gashouder, Westergasfabriek)
14.00 - 17.30 Open exhibition
in The HUB (Gashouder, Westergasfabriek)
Transformatorhuis
14.00 - 14.45 Online panel sampling forum
The issue of online panel sample quality has been subject to intense discussion in recent years. A number of useful initiatives have been created to solve some of the key issues, but the industry does not have a clear answer to some of the difficult questions such as respondent authenticity or cross-survey de-duplication that this area of research has presented. This forum will provide an open discussion on how the industry can solve the problems around panel sampling and ensure high quality online research results. A panel of experts will be asked to discuss the issues and propose directions that can help the various industry initiatives looking at this area to provide the guidelines that are necessary for continued growth.

Chaired by:
Reg Baker, Market Strategies International, USA

Panelists:
Kees de Jong, SSI, USA
Jeff Hunter, General Mills, USA
Robert Bond, Partner and Notary Public, Speechly Bircham, UK
Parallel 1
Transformatorhuis
  Parallel 2
Westerunie
  Emerging Approaches
Mobile advertising and gamification: hype or reality?
    Impactful Society
Identifying attitudes, values and lifestyles for better fundraising efforts and brand understanding
14.45 - 14.50 Introduction by session chair
Mike Cooke, GfK NOP, UK
  14.45 - 14.50 Introduction by session chair
Pravin Shekar, The Social Catalyst, Krea, India
14.50 - 15.10 Mobile = location = effect
The effect of location of perceived intrusiveness of mobile ads
Marnix van Gisbergen, De Vos & Jansen Marketinggroep, Netherlands
Vassilis-Javed Khan, NHTV Breda University, Netherlands
Paul E. Ketelaar, Radboud University and Katholieke Universiteit, Netherlands
Arief E. Hühn, Radboud University, Netherlands
  14.50 - 15.10 Translating the language of consumers into global fundraising efforts
Putting trends to good use
Sotta Long, UNICEF, Switzerland
Nick Chiarelli, Iconoculture, UK
15.10 - 15.30 Gamification
What it is… and what it’s not
Kyle Findlay & Kirsty Alberts, TNS Global Brand Equity Centre, South Africa
  15.10 - 15.30 "All humanity is one undivided and indivisible family" (Mahatma Gandhi)
Emerging markets, emerging cultures, emerging families: a case study
Catriona Ferris, Unilever, UK
Barbie Clarke, Kids and Youth, UK
15.30 - 15.40 Discussion   15.30 - 15.40 Discussion
15.40 - 16.20 Networking break
in The HUB (Gashouder, Westergasfabriek)
  Impactful Research
Appraising surveys and researchers
    Impactful Society
Enhancing performance through ethics awareness and customer empowerment
16.20 - 16.25 Introduction by session chair
Kim Dedeker, Kantar, USA
  16.20 - 16.25 Introduction by session chair
Pravin Shekar, The Social Catalyst, Krea, India
16.25 - 16.45 All fun and games?
Myths and realities of respondent engagement in online surveys
Reg Baker, Theodore Downes-Le Guin, Joanne Mechling & Erica Ruyle, Market Strategies International, USA
  16.25 - 16.45 "I hadn't really thought about that!"
The organisational impact of research ethics; a case study
Marie-Agnès Beetschen, Unilever, UK
Agnes Nairn, EM Lyon Business School, France
16.45 - 17.05 Crowd interpretation
Are participants the researchers of the future?
Peter Claes, Vlaamse Radio-en Televisieomroep, Belgium
Gigi Ilustre, H.J. Heinz, Netherlands
Niels Schillewaert, Annelies Verhaeghe & Joeri Van den Bergh, InSites Consulting, Belgium
  16.45 - 17.05 The Financial Intelligence FQ-game
A multi-cultural study into financial literacy and its relationship with emotional wellbeing
Chris Kersbergen, ING, Netherlands
Jan Kienhuis, Epiphany Research Based Consultancy, Netherlands
17.05 - 17.25 Too much reality?
The perils of easy access to hearts, minds and bedrooms
Sangeeta Gupta, Pepsico, India
Anjali Puri, TNS APAC, India
17.05 - 17.15 Discussion
17.25 - 17.40 Discussion  
17.40 - 17.45 Mini break
in The HUB (Gashouder, Westergasfabriek)
Transformatorhuis
17.45 - 18.45 ESOMAR Annual General Meeting (AGM) - for members only
18.00 - 19.30 Networking drinks
in The HUB (Gashouder, Westergasfabriek)
Westerunie
19.00 - 23.00 Fringe Event: ResearchUncovered.TV
Tuesday, 20 September - Congress day two 07.45 - 00.30
- Exhibition (07.45 - 18.30), Open exhibition (14.00 - 18.30)
07.45 - 18.30 Congress registration
in The HUB (Gashouder, Westergasfabriek)
07.45 - 18.30 Exhibition
in The HUB (Gashouder, Westergasfabriek)
Parallel 1
Transformatorhuis
  Parallel 2
Westerunie
08.50 - 09.00 Boost session   08.50 - 09.00 Boost session
  Impactful Business
Managing innovation, reputation and ROI with results
    Uncovering behavioural economics
09.00 - 09.05 Introduction by session chair
Suzana Pamplona Miranda, Johnson & Johnson Consumer, Brazil
  09.00 - 09.05 Introduction by session chair
Kim Dedeker, Kantar, USA
09.05 - 09.25 Design empowered innovation
How "design thinking" can enrich marketing and business innovation
Mark Whiting, Ben Wood & David Stocks, Added Value, France
  09.05 - 09.40 Interactive presentation
Research in a world of irrational expectations
How new thinking from Behavioural Economics changes the way we look at and conduct research
Stephen Phillips & Abigail Hill, Spring Research, UK
09.25 -09.45 Enlightened gardens
Innovation beyond the obvious
Ank van Ophoven, Philips Lighting, Netherlands
Pamela Pauwels, Philips, Netherlands
Jochum Stienstra, Ferro Explore!, Netherlands
    The Talent Contest
ESOMAR Young Researcher of the Year Award finals
09.40 - 09.45 Introduction by session chair
Gunilla Broadbent, Former ESOMAR President
09.45 - 10.05 Measuring and managing reputation
Yogesh Chavda, Amway Corporation, USA
Scott Miller, Synovate North America, USA
  09.45 - 10.00 Emerging social media opportunities
Effectiveness of Twitter messaging for healthcare products
Kim Fass, BuzzBack, USA
10.05 - 10.25 Believe in better
How a challenging client demanded ROI on his research. And got it.
Danny Russell, BSkyB, UK
Fiona Blades, MESH Planning, UK
Hugh Wilson, Cranfield School of Management, UK
  10.00 - 10.15 Six people, six lives, one hope
Listening to employees
Preriit K. Souda, TNS Global, India
10.15 - 10.30 Time to board your digital health express
Using the wisdom of crowds to explore hotspots of eHealth applications in China
Yan Zhu, BrainJuicer, China
10.25 - 10.40 Discussion   10.30 - 10.35 Q&A
10.35 - 10.40 Award winner presentation
10.40 - 11.20 Networking break
in The HUB (Gashouder, Westergasfabriek)
Transformatorhuis
11.20 - 12.20 Keynote
Failing to change means a standstill
Marc Lammers, Head Coach of the 2008 Olympic Gold Medal Dutch women's national field hockey, Netherlands
12.20 - 12.30 60-second fast track
Various companies making 60-second presentations
12.30 - 14.00 Lunch - sponsored by Affinnova
in The HUB (Gashouder, Westergasfabriek)
14.00 - 18.30 Open exhibition
in The HUB (Gashouder, Westergasfabriek)
Parallel 1
Transformatorhuis
  Parallel 2
Westerunie
  Impactful Business
Inspiring journeys into building knowledge centres and team synergies
  14.00 -15.00 Why should you open an office in...?
14.00 - 14.05 Introduction by session chair
Sven Arn, H,T,P, Concept, Germany
  Chaired by:
Mike Cooke, GfK NOP, UK

Do you plan on expanding your geographical footprint? Do you need to be where the market grows? Or do you simply plan to grow your business from the virtual walls of your internet connection?
Discover the answers to these questions and more at the Pecha Kucha session on 'Why should you open an office in...?'

Participants:
  • Brazil –
    John Kearon, BrainJuicer, UK
  • India –
    Gayathri Swahar, The Nielsen Company, India
  • China –
    Isabelle Zhu, IPSOS, China
  • Russia –
    Elena Koneva, Synovate Comcon, Russia
  • Virtual space –
    Ray Poynter, Vision Critical, UK
14.05 - 14.25 Research getting a C-suite seat
Start building (open) knowledge centers
Nord van de Mosselaer, Vodafone Amsterdam, Netherlands
Philip De Wulf, Psilogy, Belgium
 
14.25 - 14.45 Engage, inspire, act
3 step stones towards developing more impactful products
Stan Knoops, Gita Coenen & Soraia Rodrigues, Unilever, Netherlands
Niels Schillewaert & Tom De Ruyck, InSites Consulting, Belgium
 
14.45 - 15.00 Discussion  
15.00 - 15.40 Networking break
in The HUB (Gashouder, Westergasfabriek)
  Impactful Business
Achieving ROI through superior modelling
    Impactful Research
Research appraised: serious issues and a pinch of fun!
15.40 - 15.45 Introduction by session chair
Suzana Pamplona Miranda, Johnson & Johnson Consumer, Brazil
  15.40 - 15.45 Introduction by session chair
Mike Cooke, GfK NOP, UK
15.45 - 16.05 Re-defining marketing measurement
Impacting the bottom line through deep understanding of offline and online interactions
Hilary Perkins, MarketShare, UK
Marcus Missen, NSPCC, UK
  15.45 - 16.05 Market research reloaded
Wim van Slooten & Pieter-Paul Verheggen, MOA, Center for Marketing Intelligence & Research, Netherlands
16.05 - 16.25 Building profit through innovation in property development
Matt Elliott, VicUrban, Australia
David Laffin & John Marinopoulos, Strategic Intelligence Group Australia
  16.05 - 16.25 Being strategic, being accountable
George V. Pappachen, Kantar/WPP, USA
16.25 - 16.45 From brilliant to actionable
It takes technical brilliance and constant questioning to achieve the truly actionable in marketing ROI
Rafael Alcaraz, The Hershey Company, USA
Steve Cohen & Mark Garratt, In4mation Insights, USA
  16.25 - 16.35 Discussion
16.45 - 16.55 Discussion   16.35 - 16.55 The Punch & Judy social media show
How to work within the new ESOMAR Social Media Guidelines
Graeme Lawrence & Pete Comley, Join the Dots, UK
16.55 - 17.10 Mini break
in The HUB (Gashouder, Westergasfabriek)
Transformatorhuis
17.10 - 18.10 Key clients interview
Listen to the people who really know
Chaired by:
Ged Parton, Synovate, UK

Panelists:
  • Gilbert Heise, Head of Market Research at Volkswagen, Germany
  • Jeff Hunter, Director, iTECH Consumer Insights at General Mills, USA
  • Joan M. Lewis, Global Consumer & Market Knowledge Officer at The Procter & Gamble Company, USA
  • Lorna Walters, Senior VP Global Director Market Research at Reckitt Benckiser, USA
20.00 - 00.30 ESOMAR Dinner Party
at the Beurs van Berlage

During the evening the following ESOMAR awards will be presented:
  • Representatives’ Excellence Awards
  • Excellence Award for the Best Paper 2011
  • Excellence Award for Standards of Performance in Market Research (The John Downham Award)

Transportation details available at the Congress registration desk.
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Presentation abstracts

Monday, 19 September - Congress day one

 

Keynote - Inside the mind: illusion and reality

Richard Wiseman, Chair in the Public Understanding of Psychology, University of Hertfordshire, UK

Professor Wiseman will provide his view of perception and decision making, focusing on the role of emotion, simplicity and the 'wow' factor.


A fresh look at our eyes
How innovation scenarios can harness research insights and further drive business impact

Germaine Gazano, LVMH Parfums & Cosmetiques, France
Christophe Rebours, InProcess-Design Innovation, Franc

Innovation in the competitive mascara market dates from the 1950s. To go beyond incremental innovation and redefine category boundaries, InProcess capitalized on its anthropocentric approach and its methods in complexity management to provide LVMH Research with a fresh look at the eye. Using a case-study of eye make-up innovation for Dior, this presentation explains the key components of a user-centric approach which skillfully blends research and design. Let's open our eyes to innovation!


From a snapshot to a movie
Pushing the boundaries of marketing ROI

Ram Krishnamurthy, The Coca-Cola Company, USA
Vittorio Raimondi, Foresight Associates, USA
Patricio Pagani, Infotools, New Zealand

The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static understanding of consumers) into a series of frames (future brand performance over time). Early applications and benefits include the identification of high return marketing initiatives scalable across regions, as well as the creation of a company-wide language able to connect business goals to marketing actions.


Predicting brand decisions through emotional engagement
Evaluating creative work: a bioquali approach (survey research + neuroscience) required

Henk Eising, Heineken International, Netherlands
Rafal Ohme, Human Mind & Brain, Poland
Cristina de Balanzó, TNS, UK

The process of integrating traditional pre-testing methods with neuro-scientific methods based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements is described in this paper. This is a first step towards a new methodological approach to pre-testing creative ideas. Study results are discussed concerning the role of emotions in advertising and the utility of combining biometric and qualitative measures for predicting brand decisions. This effort has helped Heineken International to better connect with consumers and make informed brand decisions.


Predictability of movie box office based on trailer testing
Using neuroscience and bio-sensory measurements for predictive modeling

W. Bryan Smith & Keith Winter, EmSense, USA

Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, packaging, concepts and other marketing-relevant stimuli. However, little research has yet been conducted to determine the actual market validation of these measures. To advance this learning, EmSense has conducted the first large scale test on the value of neuroscience for assessing in-market predictive capability. This study was based upon more than 8,000 respondent tests, over twelve months.


The why instead of what of consumer behaviour
An evolutionary-based new model

Marie-Anne Simons & Jan Waldorp, AIMgen Lab, Netherlands
H.B.M. van de Wiel, University of Groningen, Netherlands

Today, with global markets developing, the major challenge for consumer research is to find innovative models to turn data into fundamental insight in buying motives. This presentation introduces evolutionary theory as the foundation of a new, global motivational research approach, focusing on the ultimate why of consumer behaviour. To create actionable insight, a new measuring method and marketing model based on the evolutionary costly signalling theory will be presented along with results of the scientific and commercial validation of the model and online visual projective test.


Reality is cheap
The value of consumer imagination

Nick Gadsby, Lawes Gadsby Semiotics, UK

It is becoming apparent that human imagination and the fantasies it makes possible are crucial for human happiness. It has been believed that imagination is a subjective and idiosyncratic capacity, however recent research shows this is not the case – the things people hope, fantasise and dream about are shaped by culture. This presentation shows how semiotics have been used to understand how and what consumers imagine and fantasise about and how brands and comms can use this resource to create highly compelling strategy.


Making insights count
Using journalistic principles to deliver meaning and impact to eBay’s business

Roger Banks, Incite Marketing Planning, UK
Barbara Langer, eBay, UK

A new way of delivering insights – both verbally and in writing – using tools unashamedly borrowed from the world of journalism, will be introduced in this presentation. The presenters argue that the application of journalistic principles to the communication of insights can deliver significantly greater impact to clients’ businesses than current methods of delivery. More effective communication of insight delivers superior meaning and impact to eBay and other clients.


"As stimulating as black coffee"
Communications that are hard to sleep after

Lucy Davison, Keen as a Mustard, UK

Recipients of research communications are often left confused and un-inspired. As a result, although research must be used to drive change within our clients, a lot of researchers’ work is wasted. Researchers need radically different approaches to communication. It gives insights from other methodologies, including journalism, and suggests five things researchers can do to create communications that have high visibility and impact. Finally, it gives three case study examples of how researchers have understood the principles of communication and used them well for clients.


All fun and games?
Myths and realities of respondent engagement in online surveys

Reg Baker, Theodore Downes-Le Guin, Joanne Mechling & Erica Ruyle, Market Strategies International, USA

This presentation describes an experiment in which a single questionnaire was fielded in four different styles of presentation: text only, decoratively visual, functionally visual, and gamified. Respondents were randomly assigned to only one presentation version. To understand the effect of presentation style on the survey experience and data quality, we compare response distributions, respondent behavior (such as time to complete) and self-reports regarding the survey experience and level of engagement across the four experimental presentations.


Crowd interpretation
Are participants the researchers of the future?

Peter Claes, Vlaamse Radio-en Televisieomroep, Belgium
Gigi Ilustre, H.J. Heinz, Netherlands
Niels Schillewaert, Annelies Verhaeghe & Joeri Van den Bergh, InSites Consulting, Belgium

Research is becoming increasingly a commodity. We see a trend towards DIY research on the client side. Researchers are no longer in the business of data collection or analysis only. The researcher of the future needs to be an insight generator and inspirer. This presentation challenges common premises via the principle of crowd interpretation where research participants instead of researchers are asked to analyze and interpret research data with the goal of generating better insights. Two case studies in cooperation with the VRT and Heinz illustrate findings.


Too much reality?
The perils of easy access to hearts, minds and bedrooms

Sangeeta Gupta, Pepsico, India
Anjali Puri, TNS APAC, India

The prevailing celebration of technology-enabled access to “raw” consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture, more impactful storytelling), they have also led to a focus on the anecdotal story, on data rather than analysis, and on micro-reality at the cost of the macro view. Furthermore, to remain relevant researchers must reclaim their role as meaning makers and framers of reality – as interpreters, and not merely cameras.


Translating the language of consumers into global fundraising efforts
Putting trends to good use

Sotta Long, UNICEF, Switzerland
Nick Chiarelli, Iconoculture, UK

This presentation describes UNICEF’s adoption of a global, cross-category trends framework, and the organization’s on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights some of the ways it has made trends accessible and actionable for its global offices. The discussion concludes with examples of some real output from these processes in the form of innovative and compelling fundraising ideas.


"All humanity is one undivided and indivisible family" (Mohandas K. Gandhi)
Emerging markets, emerging cultures, emerging families: a case study

Catriona Ferris, Unilever, UK
Barbie Clarke, Family Kids and Youth, UK

Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a study into emerging markets, the purpose of which is not just to identify differences in family life, but to analyse and emphasize important cultural diversity that can add to brand understanding. It also highlights important shared values that are key to understanding family life and child development in fast growing markets.


"I hadn't really thought about that!"
The organisational impact of research ethics; a case study

Marie-Agnès Beetschen, Unilever, UK
Agnes Nairn, EM Lyon Business School, France

Ethical behaviour can have very positive impacts on corporate performance, resulting in higher employee motivation and involvement, lower staff turnover and a better bottom line. This presentation reviews a pioneering case study of how Unilever built a global research ethics awareness programme and how it impacts staff and corporate culture. The presenters aim to stimulate creative discussion on how to approach ethics proactively at the level of the whole organization. It shows that developing ethical codes and training employees can actually be fun and have far reaching consequences.

The Financial Intelligence FQ-game
A multi-cultural study into financial literacy and its relationship with emotional wellbeing

Chris Kersbergen, ING, Netherlands
Jan Kienhuis, Epiphany Research Based Consultancy, Netherlands

When it comes to financial management, people live between the emotions of “hope” and “fear”. The Financial Intelligence “FQ” test is an online study designed to measure financial literacy and emotions, and how this influences attitude, behaviour and emotional wellbeing. Conducted in 12 countries, it proves that a financial services company that empowers and educates its customers will help them to both overcome some of the “fear” and to make better financial decisions for themselves at the same time.


Mobile = location = effect
The effect of location of perceived intrusiveness of mobile ads

Marnix van Gisbergen, De Vos & Jansen Marketinggroep, Netherlands
Vassilis-Javed Khan, NHTV Breda University, Netherlands
Paul E. Ketelaar, Radboud University and Katholieke Universiteit, Netherlands
Arief E. Hühn, Radboud University, Netherlands

This presentation reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four rear-projection screens). Participants received either a location-congruent ad (showing a product on a shelf near the consumer), or a location-incongruent ad (the advertised product was not near the consumer). Results show that consumers perceive less intrusiveness when receiving location-congruent ads.


Gamification
What it is… and what it’s not

Kyle Findlay & Kirsty Alberts, TNS Global Brand Equity Centre, South Africa

“Gamification” is sweeping the online and business worlds, but how much is hype vs. reality? The promise of gamification is that the addition of game-like elements can increase participation and engagement in any process or experience, whether in the real world or online. Gamification brings behaviour change methodologies into the digital age by explicitly providing the mechanics to improve user engagement This presentation will review these claims and investigate what gamification is and what it is not.

 

Tuesday, 20 September - Congress day two

Design empowered innovation
How "design thinking" can enrich marketing and business innovation

Mark Whiting, Ben Wood & David Stocks, Added Value, France

How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and journeys in ethnography, insights become deeper. By embracing chaos and play in brainstorms, creative teams explore beyond the stated problem. By iterating and early prototyping, ideas become real and develop more rapidly. Design empowered innovation has the capacity to deliver better ideas, realised earlier, with the relevance to redefine their categories.


Enlightened gardens
Innovation beyond the obvious

Ank van Ophoven, Philips Lighting, Netherlands
Pamela Pauwels, Philips, Netherlands
Jochum Stienstra, Ferro Explore!, Netherlands

Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This presentation reviews the innovative and engaging process of ‘co-creating’ insights: mating consumer insights to company knowledge. This helped Philips go beyond the obvious, without the fallacy of ‘thinking inside-out’. The presentation also shows how co-creation of insights can help a brand come up with high impact concepts.


Measuring and managing reputation

Yogesh Chavda, Amway Corporation, USA
Scott Miller, Synovate North America, USA

A novel approach to leveraging reputation tracking data in business decision making to improve a leading direct selling company’s global reputation is reviewed in this presentation. It documents how reputation drivers were isolated, tracked and weighted for resource investment; how improvement metrics underpin an executive incentive program that is promoting internal behavior changes; and how simple data characterizations are helping improve data-driven decision-making. It includes examples from the company’s growing body of evidence that reputation improvement promotes sales growth.


Believe in better
How a challenging client demanded ROI on his research. And got it.

Danny Russell, BSkyB, UK
Fiona Blades, MESH Planning, UK
Hugh Wilson, Cranfield School of Management, UK

This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting’s Brand and Content campaign evaluation tracking. It includes the rapid development of processes, technology, teams and people but, most importantly, tackles the issue of delivering insight that impacts on decision-making. Both parties believe passionately that research must impact on decision-making and deliver a return on investment and wanted to prove this. However, the journey together has taken us far beyond the numbers.


Keynote - Failing to change means a standstill

Marc Lammers, Head Coach of the 2008 Olympic Gold Medal Dutch women's national field hockey, Netherlands

Marc will provide bridges from the sport world to our industry through examples of successes and failures; self-development; attention to performance; and leadership.


Research getting a C-suite seat
Start building (open) knowledge centers

Nord van de Mosselaer, Vodafone Amsterdam, Netherlands
Philip De Wulf, Psilogy, Belgium

This presentation reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or methodologies, but by combining various research projects in a comprehensive program and by engineering not just the insights generation (including co-creation and crowd sourcing) but also insights dissemination and outreach.


Engage, inspire, act
3 step stones towards developing more impactful products

Stan Knoops, Gita Coenen & Soraia Rodrigues, Unilever, Netherlands
Niels Schillewaert & Tom De Ruyck, InSites Consulting, Belgium

Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such introspective views could lead us to missing the point: inspiring people. A two-sided evolution is required. On one side, the insights team needs to upgrade capabilities and provide the best insights; on the other side the R&D team needs to engage with the consumer world, be inspired in their daily work and act upon the insights.


Re-defining marketing measurement
Impacting the bottom line through deep understanding of offline and online interactions

Hilary Perkins, MarketShare, UK
Marcus Missen, NSPCC, UK

The presentation describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer journey to understand interactions between these touchpoints and correctly attribute effects to achieve maximum ROI through optimal forward plans. The approach is based on a number of case studies conducted globally and across different industry verticals, while showcasing the results of one study for a Children’s Charity.


Building profit through innovation in property development

Matt Elliott, VicUrban, Australia
David Laffin & John Marinopoulos, Strategic Intelligence Group Australia

This presentation will demonstrate: key stages in the development of dynamic and innovative models based on consumer, industry and business research and intelligence; market research driving decisions and strategy, resulting in a significant increase in the design, value and profitability of new communities and housing developments; guidance provided to decision makers to help them connect with employees, consumers and government stakeholders whilst supporting corporate strategy; and connecting business with consumers and key stakeholders to optimise the design of new communities and housing developments.


From brilliant to actionable
It takes technical brilliance and constant questioning to achieve the truly actionable in marketing ROI

Rafael Alcaraz, The Hershey Company, USA
Steve Cohen & Mark Garratt, In4mation Insights, USA

This presentation will describe the collaboration between Hershey’s and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical methods, coupled with scalable and speedy software run using parallel processing on the “cloud”, will be addressed. Results have then been placed in a marketing enterprise-wide simulation model, where the findings have been pressure-tested by senior executives. The presentation will document how a close relationship between a savvy client and advanced modelers led to groundbreaking results.


Market research reloaded

Wim van Slooten & Peter Verheggen, MOA, Center for Marketing Intelligence & Research, Netherlands

In light of recent developments in the market research sector, MOA ( the market research sector organisation in the Netherlands) has formed a think tank. This group has investigated developments in ICT and other non-market research sectors, resulting in a plan for organising and defining the market research field of activity. This 'market research reloaded' concept focuses on the needs of users of marketing and/or business intelligence and is based on the integration of different data streams in order to ensure optimal decision-making.


The Punch & Judy social media show
How to work within the new ESOMAR Social Media Guidelines

Graeme Lawrence & Pete Comley, Join the Dots, UK

Fancy a break from the conference papers? Come enjoy some fun seaside marionette entertainment. At the same time, you’ll learn all about the new ESOMAR Social Media Research Guidelines.


Research in a world of irrational expectations
How new thinking from Behavioural Economics changes the way we look at and conduct research

Stephen Phillips & Abigail Hill, Spring Research, UK

Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from ‘real’ truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just what they say about human behaviour but also how they go about discovering this truth. This presentation demonstrates the Behavioural Economics reasoning behind human behaviour and assesses if, when and how we can use some of these insights to change the way market research is conducted.


 

Key clients interview - Listen to the people who really know

Chaired by:
Ged Parton, Synovate, UK

The people who truly understand the value that consumer understanding and insight work can make to business decision making are the leaders of Insight functions in the various corporate companies. These leaders are completely aware of the positive difference that great insight work can deliver to their respective companies.

Gilbert Heise (Volkswagen group), Jeff Hunter (General Mills), Joan M. Lewis (P&G) and Lorna Walters (Reckitt Benckiser) are blue chip representatives of the client world. As heads of department for their organizations they are uniquely positioned to provide a personal perspective on the impact of market research.

In the client keynote session they will share their hard hitting and important views on research as a positive force before taking questions from Congress attendees.

Taking their subject as the client view on insight and understanding as a business decision driver this will be a keynote session not to be missed.

Panelists:

  • Gilbert Heise, Head of Market Research at Volkswagen, Germany
  • Jeff Hunter, Director, iTECH Consumer Insights at General Mills, USA
  • Joan M. Lewis, Global Consumer & Market Knowledge Officer at The Procter & Gamble Company, USA
  • Lorna Walters, Senior VP Global Director Market Research at Reckitt Benckiser, USA

 

Wednesday, 21 September - Congress day three

Developing second generation mobile research techniques
How mobile research can enhance the enjoyment of media consumption

AJ Johnson, Ipsos MORI, UK
Rolfe Swinton, Lumi Mobile, UK

A unique mobile research platform that creates flexible and engaging research applications via a toolkit of real-time question and feedback tools is introduced in this presentation. The ultimate mobile research objective is to develop a method that supplies clients with insight and increases participants’ enjoyment of the experience. Our results show that it’s possible to engage and interact with 200 viewers of a TV show for over two hours; moreover, over 70% agreed it improved their TV experience. The presentation addresses new opportunities for the research industry.


The game experiments
Researching how gaming techniques can be used to improve the quality of feedback from online research

Jon Puleston, GMI, UK
Deborah Sleep, Engage Research, UK

The concept of “gamification” is sweeping across the marketing communication industry, and is being discussed in marketing departments, advertising agencies and even governments around the globe. We began exploring the idea of game-play in greater depth last year. We examined the theory behind game-play, and looked at how it was being used in other fields, with the aim of discovering how we could integrate this thinking more effectively into our surveys. This presentation assesses the impact that gamification could have on market research.


Evolving better concepts
How “survival of the fittest” techniques can be combined with a choice based consumer interface to improve the innovation process

Michelle Gansle, Mars, Netherlands
Kevin Karty, Affinnova, USA
Erin Breland, Affinnova, USA
Gemma Tyson, Mars Food, Netherlands

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and limited ability to test multiple variations. By comparison, conjoint methods can test many variations but make assumptions that pose challenges (e.g. no interaction between concept elements). A newer technology, real time evolutionary optimization, can test large concept spaces with high discrimination while accounting for interactions. A case study. demonstrates how the technology works.


What can tobacco addiction teach us about consumer decision making?
Consumer behavior, hedonic forecast and reward

Cristina Blanco & Carlos Velasco, Neurosketch, Colombia
Alejandro Salgado-Montejo & Enrique Guarin, Feed Back Profile, Colombia

Understanding the impact of tobacco addiction on information processing and motivation sheds light on how emotion, anxiety, reward, and hedonic forecast are involved in consumer behavior. The presenters seek to relate how changes in reward and hedonic forecast mechanisms in chronic tobacco use can help understand the way emotion and anxiety intervene in the decision making process. Physiological and behavioral measures were used to evaluate responses to anti-tobacco advertising. A model relating sensory processing, uncertainty, reward systems and anxiety with decision making is presented.

< BACK


Behaving economically with the truth
How Behavioural Economics can help market research to better understand, identify and predict behaviour

Orlando Wood, Alain Samson & Peter Harrison, BrainJuicer, UK

Traditional economists would have us believe that people are rational, utility-maximising, cost-minimising and socially isolated individuals with stable preferences. This view also pervades market research and our practices, but is being challenged by a relatively new field in the social sciences, known as Behavioural Economics (BE). This paper provides a new framework for understanding BE and identifies some of the influences on behaviour the research industry regularly overlooks. It shows how BE has been used to develop a new mass ethnographic approach – The Behavioural Detectives.


Keynote

David McCandless, London-based author, data-journalist and information designer, UK

David champions the use of infographics and data visualisations to explore new directions for journalism and design - and to discover new stories in the sea of data swamping and surrounding us. In an age of high-speed living and info overload, visualised information has incredible potential to help us quickly understand, navigate and find meaning in a complex world.

Print

Speakers/authors

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

Abigail Hill

Abigail Hill

Abi is a Senior Researcher at Spring Research. She holds BSc in Social Anthropology from LSE (London School of Economics and Political Science). Her areas of specialty include advocacy, exploring gender variations in marketing response and the impact of behavioural economics on research practice. In the final session of the MRS conference in 2010 in which young researchers pitched new research ideas she was named winner.


Agnes Nairn

Agnes Nairn

Agnes Nairn is Professor of Marketing, EM Lyon Business School, UK. As a researcher, writer and consultant on issues related to ethical marketing and market research, she also designs and delivers research ethics programmes to major organisations. Nairn is a professor of marketing at two of Europe’s leading business schools and has published internationally, including a recent book, Consumer Kids. She serves on a number of government expert panels and on the board of several journals. She a frequent commentator on issues related to ethics, children and marketing on TV, radio and press.


AJ Johnson

AJ Johnson

AJ Johnson is Vice President of the Ipsos Open Thinking Exchange, a group within Ipsos which believes that “the best innovations are the result of uninhibited exploration and collaboration.” He jointly founded the Access and Engagement Group at Ipsos Global Operations and leads the global initiative to develop the use of mobile phones as a research tool. Johnson is a member of ESOMAR, a committee member of the ASC, a member of the Market Research Society (MRS), chair of the judges for the MRS-sponsored Technology Effectiveness Award and a regular speaker on the market research conference circuit. In 2010 he was presented with the MR Disruptive Innovator Award by the Next Gen Market Research Group and nominated for Best Innovation at the MRS Research Awards.


Alain Samson

Alain Samson

Alain Samson is Scientific Advisor at BrainJuicer Labs, UK, BrainJuicer’s Research & Development division. He began his career in media, followed by studies at UC Berkeley, the University of Michigan, and finally the London School of Economics, where he received a PhD in Social Psychology. He subsequently became a consultant, working independently and through LSE Enterprise. As a consultant, researcher and author, Alain has spanned the boundaries between applied and academic research, particularly in relation to consumer psychology and consumer behaviour.


Alejandro Salgado-Montejo

Alejandro Salgado-Montejo

Alejandro Salgado-Montejo is Co-Director of the Neuromarketing Laboratory, FeedBack Profile, Colombia. In his role as Head of Knowledge and Innovation at Neurosketch and co-director of the Neuromarketing lab driven by Feedback Profile and Neurosketch, he has worked with some of the most prestigious marketing and advertising agencies in Colombia. Salgado-Montejo is a founding member and director of research groups interested in neuroscience and related fields. He currently seeks to integrate neuroscience, emotion, behavior and consumer research to provide models and predictions about how we make decisions and behave in context. Salgado-Montejo was trained in neuroscience in Brazil and Colombia, and has participated in the development of three research laboratories involving neuroscience, sensory and affective research and consumer behaviour. He has been an invited speaker in the fields of neuroscience, marketing and education.


Anjali Puri

Anjali Puri

Anjali Puri is Regional Director, Qualitative Research, TNS Asia-Pacific. A seasoned qualitative researcher with close to two decades in the industry, Puri has held a number of regional and global positions in earlier roles. She has extensive experience across categories in India and Asia Pacific, particularly food & beverage, healthcare and technology. Anjali has been active in the development of new qualitative methodologies and has been responsible for shaping contemporary thinking in qualitative research globally, particularly in the area of consumer decision making and social media. She is a frequent presenter at ESOMAR and other industry forums, and the recipient of the ‘Best New Thinking’ award by the UK MRS in 2006.


Ank van Ophoven

Ank van Ophoven

Ank van Ophoven is Marketing Intelligence Specialist, Philips Lighting, Netherlands. Ank is a member of the Insights and Marketing Intelligence (I&MI) team of Philips Lighting since 2006, covering the Homes segment (consumer lamps and luminaires). Her expertise and passion is in gaining insight into drivers and motives of various target groups. She facilitates insights and concept generating workshops, is engaged in numerous studies with both global and regional scope covering innovation processes, insight and concept validation and supporting product launches. She is also an expert in branding and communication studies. Before joining I&MI team she worked as the competence leader for application testing at Philips Lighting and has more than 10 years experience as consultant in qualitative research. She holds a degree in Economical Psychology.


Annelies Verhaeghe

Annelies Verhaeghe

Annelies Verhaeghe is Senior Manager at the ForwaR&D lab department, InSites Consulting, Belgium. At the ForwaR&D Lab she is in charge of the development of new methods and tools which enable us to fill blind spots in consumer understanding. Currently, she is engaging in online observational research and text analytics but in the past has been involved in connected research, online panel research and innovation research. Recently, Verhaeghe won the Young Researcher of the year Award 2009 from ESOMAR and has been a regular speaker at ESOMAR conferences.


Barbara Langer

Barbara Langer

Barbara Langer is Head of Research, eBay Europe, UK. Prior to joining eBay in 2005 she held senior research positions at BSkyB and T-Mobile. Langer began her career at Research International, where she specialised in advertising and new product development research for clients in the technology, FMCG and pharmaceutical sectors. She holds a BA Hons in Management Studies and French from Leeds University, UK.


Barbie Clarke

Barbie Clarke

Barbie Clarke is Managing Director, Family Kids and Youth, UK, which she set up with a small team of researchers seven years ago. Formerly Director of the Family division of GfK NOP, Clarke has worked with children and families in many countries. She completed her PhD in child and adolescent psychosocial development at the University of Cambridge where her research looked at children’s use of digital media. A trained child therapist, she has worked with young offenders and in high schools. She is a part-time lecturer and supervises postgraduate students in child and adolescent development at the University of Cambridge. Barbie is spokesperson for the MRS on children’s research, and sits on the children’s editorial board at the BBC.


Ben Wood

Ben Wood

Ben Wood is Director, Added Value, France. After five years at Added Value London, Wood transferred to Paris in 1998 to help develop the French office. He also has a group role driving Added Value’s Innovation offer R&D. Wood leads international innovation/NPD, segmentation, brand positioning, trend and retail strategy projects with strong expertise in the fashion, FMCG, beer & spirits, luxury and automotive categories. He specialises in developing new ways to generate insights, opportunity platforms and ideas and was at the forefront of the integration of digital communities, experts and semiotic decoding in the innovation process.


W. Bryan Smith

W.

W. Bryan Smith is Vice President, Neuroscience Research, Emsense, USA. Smith has more than 18 years of neuroscience research experience, with extensive expertise in electrophysiology, experimental design and data management, signal processing, and scientific team leadership. He holds a Bachelor of Science degree in Neuroscience from the University of Southern California, and a PhD in Neuroscience from Caltech, where he was awarded the Ferguson Prize for most outstanding PhD thesis in 2004.


Carlos Velasco

Carlos Velasco

Carlos Velasco is General Director of Neurosketch and Co-Director of the Neuromarketing lab driven by Feedback Profile and Neurosketch. He has initiated conferences on neuromarketing and neurotraining and directed neuromarketing projects with recognized national and international organizations. Velasco has worked in innovation and conducted research in social psychology, neuroscience, consumer psychology and neuromarketing. He belongs to the Psychology and Health research group at the Pontificia Universidad Javeriana and to Neural by Design foundation, a nonprofit organization he cofounded which works in translating knowledge and research to market research and other organizational processes.


Catriona Ferris

Catriona Ferris is Consumer Insight Manager at Unilever and has been with the company since 2002. Based in London, Catriona is a global research professional who works on international brands in the Home Care sector. She was previously responsible for European research for SlimFast and the global research on a new business opportunity project within the New Vitality Platforms team. Ferris has also managed the Unilever research programme for a variety of food brands including Hellmann's, PG Tips and Bertolli. Prior to Unilever, Catriona was Section Head at Procter and Gamble responsible for leading a range of consumer insights, which helped guide the R&D programme. She worked on many brands including Pantene, Head & Shoulders and Fairy Liquid.


Chris Kersbergen

Chris Kersbergen

Chris Kersbergen is Head of Branding, ING Insurance & Investment Management Europe & Asia. Kersbergen has been a partner, senior consultant and director with leading agencies in the area of corporate branding and communications for over ten years (GCI, Euro RSCG and BBDO).
He joined ING Group in 2005 as the global head of HR communications and Employer Branding and then moved to ING’s Global Marketing team to become the global head of Brand Activation & Identity. From there on Chris has been closely involved in the brand strategy for the different businesses going forward, as ING is separating the ING Group into a bank and different stand-alone insurance companies.
Chris holds a master in Politics & Communications from the VU University Amsterdam, followed business courses at amongst others INSEAD and Harvard and is part of the supervisory board of the Dutch Youth Foundation.


Christophe Rebours

Christophe Rebours

Christophe Rebours is CEO of InProcess, France. After graduating from the Ecole Boulle and the Ecole Nationale Superieure des Arts Decoratifs (ENSAD), he began his career in Germany as an industrial designer before working throughout Asia for large consumer electronics groups and cultural NGOs. After collaborating with Philippe Starck, he heads Plan Creatif agency’s product design department. Convinced that innovation resides in the confluence of both design and ethnology, Rebours founded InProcess in 2002 to offer companies, brands and start-ups an innovation approach nurtured by insights from human sciences. He also co-founded Violet, pioneering start-up of the Internet of Things and co-creator of the Karotz/Nabaztag rabbit, and Impedimenta®, an incubator for innovations applied to everyday mobility (with sociologist B. Marzloff).


Cristina de Balanzó

Cristina de Balanzó

Cristina de Balanzó Bono is Global Head of Neuroscience at TNS, based in the UK. With eleven years experience in advertising, including the position of account planner at McCann Erickson from 2004 to 2009, she is a graduate in Sociology and has recently completed her doctorate in communication. Her doctoral thesis deals with consumer insight and cognitive neuroscience. de Balanzó Bono has written and spoken on the subject of biometric research and how it can help strategy and advertising effectiveness. She is also a member of the Strategy and Creativity research group at the Universidad Ramon Llull de Barcelona and combines her work with teaching at universities and schools of marketing and communication.


Cristina Blanco

Cristina Blanco

Cristina Blanco is an intern at the Neuromarketing Laboratory of FeedBACK-Neurosketch and a student of psychology interested in neuroscience and behaviour modeling. She has completed internships at the San Ignacio University Hospital in Neuropsychology, and is currently a member of the Hippocampus Research group at Pontificia Universidad Javeriana.



Danny Russell

Danny Russell

Danny Russell is Marketing Strategy Director, British Sky Broadcasting (BSkyB), UK. He joined Sky in 1998 as the company’s first ever consumer researcher, following a career at Boots, Kraft and British Airways. He has since grown his remit to include responsibility for all of Sky’s insight, research, analysis, competitor intelligence, customer engagement and database functions. As such he is responsible for ensuring that Sky retains its relentless focus on the customer by providing inspiring and challenging insight right across the BSkyB business. This includes managing the award winning Sky Customer Satisfaction Tracker that is delivered to the Executive. An industry activist, Russell is vice-chairman of AURA.


David Laffin

David Laffin

David Laffin is Research Director at Strategic Intelligence Group, Australia. He has over 20 years of experience delivering high quality market research across a range of industries. Laffin jointly presented a paper on Integrated Customer Intelligence at the ESOMAR Financial Services Conference in London. The paper was nominated for the Best International Research Paper and published in ESOMAR's "Excellence in International Research 2006" yearbook. He holds a BSocSc, Applied Research from RMIT University.


Closing Keynote Speaker

David McCandless

David McCandless

London-based author, data-journalist and information designer, UK

David McCandless works as a data-journalist and information designer across the print, advertising, TV and web spectrums. His design work has appeared in over forty publications internationally including The Guardian, Wired and Die Zeit. His blog and book Information Is Beautiful are dedicated to visualising ideas, issues, knowledge and data - all with minimal use of text.


David Stocks

David Stocks

David Stocks is WPP Manager / Project Manager at Added Value, France. After graduating as an industrial designer, Stocks gained freelance and permanent experience working with a design consultancy Open2Design and client side for manufacturing companies such as The Early Learning Centre, Astor Bannerman Medical and Richardson Sheffield designing products from toys, housewares, to medical equipment. Following this he moved into design and innovation management by gaining a master’s degree in Innovation Management from Cranfield University. He then joined WPP as a Fellow, initially placed at Ogilvy Healthworld in a Digital Account Management capacity.Today Stocks works in Added Value’s Paris office on brand development projects and with the unique task of bringing learnings, experience and tools from the world of design, and building them into AV innovation.


Deborah Sleep

Deborah Sleep

Deborah is a founder and Director of Engage Research, a company based around a team of senior consumer research directors collaborating with clients to get the absolute best from their research using a range of techniques, including a large proportion of online work.

With over 20 years of market research experience, Deborah is an international FMCG research specialist, a practitioner both of qual and quant research, and a strong believer in the ability of the two to successfully co-habit.


Elena Koneva

Elena Koneva

Elena Koneva, currently Managing Director of Synovate Comcon (Russia), came to marketing research in 1987, starting her professional career in VCIOM and staying at the origins of this field in Russia. She has founded her own research company COMCON in 1991, growing it to a successful business, one of the leading in the local market in its field. Her company joined Synovate in 2010.

Elena has psychological and sociological background. She has excellent reputation as one of the best expert in Russia and one of the most successful CEOs in her field.


Enrique Guarin

Enrique Guarin is an intern at the Neuromarketing Laboratory of FeedBACK-Neurosketch and a student of psychology interested in behaviour analysis, emotion and neuroscience. He has completed internships at the San Ignacio University Hospital in Neuropsychology, and is currently a member of the Hippocampus Research group at Pontificia Universidad Javeriana.


Fiona Blades

Fiona Blades

Fiona Blades is Chief Experience Officer, MESH Planning, UK. In 2007, Fiona was listed in the entrepreneurs section of ‘Ones to watch’ for Research Magazine, having set up MESH Planning in 2006, following a career as a Marketing Manager and then as an advertising planner. As Planning Director at Claydon Heeley, Blades saw the potential to develop a new 360 degree approach to tracking experiences enabling clients to quickly understand how every element of their marketing is working. She is a member of Cranfield School of Management’s MSc Advisory Board, Hackney and City Carer’s Partnership Board as well as the Research Liberation Front.


Gayathri Swahar

Gayathri Swahar

Gayathri Swahar is Associate Director, The Nielsen Company, India. She holds a doctoral degree in Organizational Behaviour and is a hardcore research professional with 8 years of experience. She is currently with The Nielsen Company and she supports the segmentation and choice modeling exercise for the region.
Her latest work has been on game way research designs. Her other research interests include online media modeling, discrete choice modeling, a-priori and post-hoc multi domain segmentation and multilevel data modeling.


Germaine Gazano

Germaine Gazano

Germaine Gazano is Market and Consumer Intelligence Director, LVMH Perfumes and Cosmetics, France. Gazano has more than 25 years of experience in empowering innovation in the food and cosmetics industries. After a PhD in neurobiology, she started working at Nestlé where she helped to create the sensory analysis labs and managed technical development for chocolates. She then worked for 10 years at L'Oréal, where she managed cosmetic evaluation for all L'Oréal brands. A two-year mission at Danone enabled her to manage the sensory research team and to support the creation of a new R&D organisation before joining LVMH in 2002. Currently, she manages the Market and Consumer Intelligence team for LVMH’s cosmetics and perfume brands (Dior, Guerlain, Givenchy, Kenzo) which covers a variety of areas including consumer insights. She has also successfully created an Innovation Pole for Dior.


George Pappachen

George Pappachen

George Pappachen is Chief Privacy Officer at Kantar/WPP. George contributes to the development and implementation of a comprehensive data strategy by guiding privacy and information governance policy across the Group and he works directly with internal and external clients on these issues. George is also an attorney with background in technology, advertising, and media. George is a graduate of the University of Florida, US.


Gigi (Mary Grace) Ilustre

Gigi Ilustre

Gigi started her marketing research career at San Miguel Corporation in the Philippines where she rose from the ranks and honed her expertise in both quantitative and qualitative research methodologies. She later moved to Philip Morris, managing multi-country research accounts in Asia-Pacific during her expatriate stint in Hong Kong, and finally, doing various consumer insightment projects as Consumer Insights & Research Manager for the Philippines. In September 2010, Gigi relocated to Europe to join the Heinz office in the Netherlands.


Keynote panelist

Gilbert Heise

Gilbert Heise

Head of Market Research, Volkswagen, Germany

Gilbert Heise has been with Volkswagen since 1996 and is currently Head of Market Research at Volkswagen, Germany. While at Volkswagen, Gilbert has served as the head of CRM, Croup Customer Insight and Analysis and Trend Research and Data Analysis. He is the winner of a German marketing award to brand strategy and has consulting experience in the areas of online marketing, automotive marketing and market research for companies such as Mercedes, Smart, Leica Camera etc.)

He is the Author of several books and articles about automotive marketing and online marketing strategy and was educated at University of Göttingen, with a Diploma.-Kfm. “Conjoint Analysis in Car Product Development” and at the University of Kassel, Univ. of Maryland, Dr. rer.pol. International Customer Segmentation in Automobile Marketing“


Gita Coenen

Gita Coenen

Gita Coenen is Research & Development Management Trainee at Unilever R&D Vlaardingen, the Netherlands, rotating over the Sensation Perception Behaviour, Packaging and Consumer Technical Insights departments. Her background is in Industrial Design Engineering, specialized in Strategic Product Design, focusing amongst others on consumer research in New Product Development, applied research methods & technologies in design, Brand & Product strategies.


Graeme Lawrence

Graeme Lawrence

Graeme Lawrence is Director, Sales & Marketing and a Board Director at Join the Dots, previously known as Virtual Surveys, UK. With over sixteen years of market research and marketing experience, he has extensive consumer research experience across a range of categories, including FMCG, retail, finance and leisure & tourism. Lawrence has spoken at a numerous conferences, in particular regarding online communities and the development of social media research techniques. He has presented a number of case studies with consumer brands over the last few years including UB, easyJet, Next, Kellogg’s and BBC World Service.


Henk Eising

Henk Eising

Henk started his research career at Motivaction Amsterdam were he served in several functions. He built a long standing career at Heineken as an International Market Research Manager. In 2008 Henk was elected as client researcher of the year at MOA, The Netherlands.




Hilary Perkins

Hilary Perkins

Hilary Perkins is Vice President, Strategy at MarketShare, UK. Following a long career within the alcohol drinks industry, she turned her attention to a life-long interest in econometrics stimulated by her Master’s degree many years ago. Perkins now works with a range of global and local companies, helping them to measure the bottom line impact of both offline and online marketing and other key business drivers in order to maximise consumer responses to investment.


Hugh Wilson

Hugh Wilson

After an early career with IBM, Logica and others, Hugh Wilson is now Professor of Strategic Marketing at Cranfield School of Management, UK. He directs the Cranfield Customer Management Forum, a syndicate of twelve blue-chips exploring best practice in the development of profitable relationships in a multichannel world. He has been honoured by the UK’s Secretary of State for Industry and Tim Berners-Lee as one of the hundred individuals who have had the most influence over the development of e-commerce. He is listed in the Chartered Institute of Marketing’s Guru Gallery of “the 50 leading marketing thinkers alive in the world today”.


Isabelle Zhu

Isabelle Zhu

Isabelle (Yi) Zhu is the co-General Manager of Ipsos ASI in Greater China, one of the key specializations within Ipsos Group, focusing on advertising and brand research and consulting. She is a trilingual speaker, educated in China and France, have been working in marketing communication and research field for more than 13 years including China and the U.S. She worked as one of the few pioneers to found the Ipsos ASI specialization business in Greater China back in 2003.


Jan Waldorp

Jan Waldorp

Jan Guus Waldorp is R&D Director, AIMgen Lab, Netherlands. Waldorp (BA) is an evolutionary psychologist, marketer, author and journalist. He has specialized in motivational market research for 15 years. In 2009, Waldorp co-founded the AIMGen Lab for Predicting Human Behaviour. He is pursuing his doctorate at the University of Groningen, on evolutionary psychological cost signalling theory as a basis for motivation research and tests to predict human behaviour for on line market research. As a marketer and journalist he has worked for clients like EuroCard; Visa; KLM, SAS, NOS, VARA, Dutch Ministry of Foreign Affairs, ABN-Amro, Bloomberg, Financieele Dagblad, USA Today, Wall Street Journal, and The Financial Times.


Jan Kienhuis

Jan Kienhuis

Jan Kienhuis is the Founder and CEO of Epiphany Research Based Consultancy, Netherlands. Kienhuis is regarded as one of the most innovative researchers in Europe and is adept at both B2B and B2C research. In 2002, he was recruited as one of the first employees of MetrixLab where he led the commercial organization. He left Metrixlab in 2009 to fulfill his entrepreneurial aspirations of opening his own business and implementing his ‘no compromise’ vision of market research. He started his career as a management trainee at KPN Telecom followed by a career at VODW Marketing in 1998, a boutique consultancy with a blue-chip client list and a very strong marketing reputation.


Keynote panelist

Jeff Hunter

Jeff Hunter

Director, iTECH Consumer Insights at General Mills, USA

Jeffrey Hunter is Director of iTECH, Consumer Insights at General Mills, Inc. – a consumer package foods company. The iTECH team mission is to identify, develop, and implement strategic research solutions. Jeffrey Hunter has been with General Mills for twenty-two years and has worked on both business unit and corporate assignments. He holds degrees in Asian languages, marketing research and quantitative methods from the University of Minnesota.


Keynote panelist

Joan M. Lewis

Joan Lewis

Global Consumer & Market Knowledge Officer at The Procter & Gamble Company, USA

Joan M. Lewis is the Global Consumer & Market Knowledge (CMK) Officer at Procter & Gamble (P&G). Joan’s organization makes over five million consumer contacts in about 100 countries, and invests in over 20,000 consumer research studies, every year. She’s responsible for overseeing about 1,300 global CMK professionals, employed in over 50 countries. Joan joined P&G in 1987, and she has touched virtually every area of P&G’s global business, including spending several years in Europe leading work in several developing countries. Joan was recognized as one of Ad Age Magazine’s “Top 25 Women to Watch” in 2010.


Jochum Stienstra

Jochum Stienstra

Jochum Stienstra is Director at Ferro Explore!, Netherlands, where he has been involved in qualitative research since 1989. As a renowned qualitative researcher, Stienstra publishes on a regular basis in newspapers (Financieel Dagblad) and magazines (Tijdschrift voor marketing).He has been involved in many ESOMAR conferences and won the ESOMAR award for Best Paper in 2008. He is the current ESOMAR Representative for The Netherlands.


Joeri Van den Bergh

Joeri Van den Bergh

Joeri is the co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in Belgium, the United Kingdom, France, Switzerland and the Netherlands. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom he has provided research and advice on how to target the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics.


John Marinopoulos

John Marinopoulos

John Marinopoulos is Managing Director, Strategic Intelligence Group, Australia. With over 20 years of experience delivering marketing and strategic business intelligence, Marinopoulos has spoken widely at conferences in Australia, Europe, USA and Asia and is an authoritative voice globally on the use of research and knowledge in organisations. In 2006 he authored the chapter on the future use of research in the ESOMAR Market Research Handbook. Marinopoulos holds a Bachelor of Science and a Master’s of Science in Statistics from Monash University.


John Kearon

John Kearon

John Kearon is Chief Juicer and Founder, BrainJuicer Group PLC. His role in conceiving and leading BrainJuicer made him Ernst & Young’s ‘Emerging Entrepreneur of the Year’ in 2005 and 'Entrepreneur of the Year' in 2009, for the London and South region. Prior to BrainJuicer John founded innovation agency, Brand Genetics which invented new products and services for large blue-chip companies. Before starting his first business, John had been a Planning Director at Publicis and before that a graduate of Unilever's management programme.

John’s recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.


Jon Puleston

Jon Puleston

Jon Puleston heads the GMI Interactive team, part of the GMI group specializing in the design of interactive surveys & development of technology for conducting interactive online research. He founded Media Intelligence, where he developed the industry’s first ever flash survey authoring software and pioneered techniques such as virtual shopping, clicktesting, online dial testing.

Jon has conducted extensive research investigating techniques to improve panel engagement with the aim of increasing the quality of data and completion rates from online surveys. He has published several papers & articles on this topic and presented the findings at numerous MR conferences around the world. He has a background in media marketing spanning 15 years. He studied Physics at Bristol University.


Keith Winter

Keith Winter

Keith Winter is President and Chief Executive Officer, Emsense, USA. He has more than 20 years of international and domestic experience leading and growing technology, content and advertising companies. Winter previously held senior management positions at Exponential, Marketron, Electronic Arts and Disney Interactive, where each one of them experienced significant new growth and revenue levels under his leadership. Keith holds a BS in Business and BA in Psychology from Pepperdine University and an MBA from the University of Texas at Austin.


Kevin Karty

Kevin Karty

Kevin Karty is Vice President of Analytics, Affinnova, Inc., USA. Karty joined Affinnova in 2001, where he has been integral in developing the IDDEA platform and supporting technologies. He earned his PhD in Political Science from MIT in 2000 after completing his undergraduate work in Politics, Economics, and Theater at Brandeis University. While at MIT, he co-taught undergraduate and graduate statistics classes at MIT and Harvard. Karty published his dissertation work on federal advisory committees in the American Review of Public Administration and Business and Politics and has contributed to multiple marketing publications.


Kirsty Alberts

Kirsty Alberts

Kirsty Alberts is an Associate Managing Consultant at the TNS Global Brand Equity Centre (South Africa) where she leads a team of consultants dedicated to delivering insights relating to the strength of customers' relationships with their brands. She has worked with some of the most successful and well-known brands in the world, including P&G, GSK and Visa. Alberts has presented at several conferences, including SAMRA 2010 and 2011, and contributed to multiple publications in South African newspapers and industry journals and magazines.


Kyle Findlay

Kyle Findlay

Kyle Findlay is Senior Research & Development ExecutiveTNS Global Brand Equity Centre (South Africa), where he feeds his passion for uncovering what makes people tick and sharing it with others. His main areas of interest relate to non-linear systems dynamics and he has a strong desire to bring the hard sciences to bear on the question of why people do what they do. This passion has encouraged him to delve into specific scientific areas such as neuroscience, chaos theory and network theory. Kyle has published articles in Admap Magazine and Research World, and has presented papers and hosted expert Q&As at a variety of conferences. In addition he is the recipient of several awards, including a WPP Atticus Award and both the Gold and Silver awards for best paper at the 2010 SAMRA conference.


Keynote panelist

Lorna Walters

Lorna Walters

Senior VP Global Director Market Research at Reckitt Benckiser, USA

Lorna Walters joined Reckitt Benckiser as SVP Market Research in 2007. Lorna is responsible for all research covering Reckitt Benckiser Household, Personal Care, Healthcare and Food brands around the world. Prior to joining RB Lorna was CEO for Research International USA. Lorna began her career in Market Research in the UK with AGB/Taylor Nelson and BMRB and then moved to the client side, firstly for Gillette as European Market Research Director and then with Quaker Oats in Brussels and the USA.


Lucy Davison

Lucy Davison

With over 20 years of B2B marketing and branding experience, Lucy Davison founded Keen as Mustard Marketing (UK) in 2006 to provide full-service marketing support to growing businesses. Prior to founding Mustard, Lucy was global marketing director at Research International for seven years. Before that she was a marketing and PR consultant working with a range of companies, including Wickens Tutt Southgate (now Brand House), Coley Porter Bell, Eagle Star and Nelson Bakewell. With degrees in both English Literature and Landscape Architecture, Lucy started her career in architecture and design at YRM, Fitzroy Robinson and Conran.


Marie-Agnès Beetschen

Marie-Agnès Beetschen

Marie-Agnès Beetschen is Senior Director, Head of Global Consumer Technical Insights for Unilever R&D. Marie-Agnès started her career in Nestlé, before joining Unilever Home Care Business. She currently heads up Consumer Technical Insight global function across the Food and Home and Personal Care Categories of Unilever. Marie-Agnès is a strategic thinker with a passion for human behaviors and the interactions between consumers and products. Her role has been recently to initiate cultural changes around products promises, offering inspiration and encouraging breakthrough thinking on Holistic product design to support Innovation.


Marie-Anne Simons

Marie-Anne Simons

Marie-Anne Simons is R&D Director, AIMgen Lab, Netherlands. Simons (Drs) is an evolutionary psychologist, marketer, applied art historian, and author. She has specialized in motivational market research for 15 years. In 2009, Simons co-founded the AIMGen Lab for Predicting Human Behaviour. She is pursuing her doctorate at the University of Groningen, on evolutionary psychological cost signalling theory as a basis for motivation research and tests to predict human behaviour for on line market research. As a marketer and journalist she has worked for clients like EuroCard; Visa; KLM, SAS, NOS, VARA, Dutch Ministry of Foreign Affairs, ABN-Amro, Bloomberg, Financieele Dagblad, USA Today, Wall Street Journal, and The Financial Times. In 1997, Simons was awarded the European Women Achievement Award.


Keynote Speaker

Marc Lammers

Marc Lammers

Head Coach of the 2008 Olympic Gold Medal Dutch women's national field hockey, Netherlands

“Too often we want to improve our weaknesses, but it might be wiser to... train our strong sides for 75 percent and our weak sides for 25 percent. Try it and you will notice that everybody is starting to feel better. That is the point where you start distinguishing yourself from other people."

Marc Lammers is an example of a modern-day coach who isn’t afraid to take new approaches to win. He served as the head coach of the Dutch women's national field hockey team until 2008 and coached the Gold Medal winning team at the 2008 Beijing Olympics. As a coach he prepared 'his' ladies' team for more than 280 international matches.

A rather good hockey player himself, he served as the national coach of Spain’s Hockey team at a relatively young age. During his stay in Spain he led the Spanish team from 20th to fourth place at the world ranking list at the 2000 Sydney Olympic Games.

In 2003, under his guidance the Dutch women's national field hockey team won the European Championships in Barcelona and finished second at the 2004 Olympic Games in Athens. Over the next two years, the Netherlands won the Champions Trophy and the European Championships setting the stage for the 2008 Olympic Games. In an exciting finale, he coached his team to victory in Beijng by defeating the host China in the finals to win the Gold Medal.

Marc is well-known for his innovations, using a diverse array of technology in his modern-style of coaching, including video glasses, analysis software, and heartbeat meters. He even has a verb named after him: lammering.

Photo by: Roy Beusker


Mark Garratt

Mark Garratt

Mark Garratt is Co-founder of In4mation Insights, USA. He worked as Director of Analytics at Miller Brewing and Gillette, where he transformed pricing and promotion analytics. He is an expert in choice modeling, hierarchical Bayesian models, pricing, sales forecasting, and marketing mix. In 1994, he published the seminal article in the Journal of Marketing Research on experimental designs for choice models. In 2004 and 2010, he published papers in Marketing Science on advanced choice models for trade-up and quantity decisions. Garratt chaired the annual AMA A/R/T Forum conference in 1996 and served on the conference committee three times. In 2000, he won the AMA’s Best Presentation award.


Mark Whiting

Mark Whiting

Mark Whiting is Director, Added Value, France. Whiting studied modern history at Oxford University before beginning his career in marketing intelligence with the British specialist in opinion polling, MORI. During the last 15 years he has worked for three of the leading global market research agencies – Gallup Poll, Research International and TNS Sofres – specialising in international consumer research, as well as in the research department of the Financial Times. Whiting moved to Paris to join Hennessy in 2001 as Consumer Research Manager, before assuming the role of Director of Marketing Intelligence at Moët Hennessy in 2004. He joined Added Value France in 2010.


Marnix van Gisbergen

Marnix van Gisbergen

Marnix van Gisbergen is Research Director, DVJ Marketresearch, Netherlands. He studied Communication Science at Radboud University, and after graduating worked there as an Assistant Professor in Communication Science (1998-2005) and finished his dissertation project in 2006. In 1999, he became General Manager at Marketing Symbolics, a foundation aiming to increase cooperation between business and science. Between 2005 and 2007, van Gisbergen was as a Lecturer in Leisure Management at the Breda University of Applied Sciences. His research interests include the effects of advertising and communication strategies on consumer behavior.


Matt Elliott

Matt Elliott

Matt Elliott is Director of Marketing Strategy and Planning, VicUrban, Australia. He has over seven years of experience in the construction industry delivering marketing and strategy expertise. Elliott holds a MBus, Marketing from RMIT University and a BBus, Finance from Victoria University.




Michelle Gansle

Michelle Gansle

Michelle Gansle is Innovation & Category Insights Manager at Mars Foods (Netherlands) for the European Foods division. Gansle has 13 years of experience in Marketing, Market Research & Business Development, mostly focused in innovation and consumer packaged goods. She has worked internationally at or for FMCGs including Clorox, Henkel and Nestle.


Nick Chiarelli

Nick Chiarelli

Nick Chiarelli has specialised in global consumer trends and helping clients turn these insights into business opportunities and competitive advantage for the past eleven years. As Director Europe, Chiarelli is spearheading the expansion of Iconoculture, Inc. into Europe. Since its inception in 1992, Iconoculture has been a global consumer research and advisory company illuminating not only what’s important to consumers worldwide but also why it’s happening and where it’s heading. Previously Chiarelli was Director of Consumer Trends with GfK Roper Consulting team, another specialist global consumer trends service. He is a regular conference speaker, both in the UK and internationally.


Nick Gadsby

Nick Gadsby

Nick Gadsby is Director, Lawes Gadsby Semiotics, UK. As one of the UK's finest semioticians, Gadsby is well-known on the UK conference circuit for his interesting and insightful presentations on topics as diverse as Marxism to Magic. His experience and knowledge of the social sciences have helped position semiotics at a strategic level for developing original and game-changing brand and consumer insights. Gadsby launched Lawes Gadsby Semiotics in 2011, and is currently completing his PhD in Digital Anthropology at UCL on World of Warcraft.


Niels Schillewaert

Niels Schillewaert

Niels Schillewaert is Professor of Marketing at the Vlerick Leuven Gent Management School and Managing Partner of InSites Consulting, Belgium. Schillewaert specializes in research methods, customer satisfaction, branding & positioning and pharmaceutical market research. He was the winner of ESOMAR’s 2009 Best Paper Award, as well as the Academy of Marketing Science Conference’s 2001 Best Paper Award. He has contributed to many ESOMAR conferences and published in leading scientific journals such as The Journal of Marketing, The International Journal of Research in Marketing, Journal of Services Research, and Journal of the Academy of Marketing Science.


Nord van de Mosselaer

Nord van de Mosselaer is Corporate Reputation Manager, Vodafone, Netherlands.


Orlando Wood

Orlando Wood

Orlando Wood is Managing Director at BrainJuicer Labs, UK, BrainJuicer’s Research & Development division. He is passionate about finding better ways of understanding what people really think and feel and what actually motivates behaviour. Wood’s work on innovative, and particularly, emotional measurement approaches makes him an in-demand conference speaker. His work has won several awards including ESOMAR’s Best Methodology Paper, Research’s ISBA Advertising Effectiveness Award in 2007, the Research Conference Best Paper and the MRS David Winton awards in 2010.


Pamela Pauwels

Pamela Pauwels

Pamela Pauwels is Director Customer Insights and Innovation, Philips Healthcare, Netherlands. Pauwels began her career as Consumer Insight Manager at IgloMora (Unilever) and soon became Senior European Consumer Insight Manager Family Goodness at Unilever. She moved to Philips, beginning there as Director Insight and Value Propositions at Philips Lighting. Pauwels has presented papers previously, and contributed to the book: "Branding: State of the art visions from Dutch professionals” (ed. A. Mosmans, 2008, Kluwer).


Patricio Pagani

Patricio Pagani

Patricio Pagani is Group Director - Global Clients, Infotools, New Zealand. Pagani moved from the client side to lead an expansion from 30 to 80 countries and helped create what is now the ‘currency’ of insights generation within Coca-Cola. In 2010, Patricio added the Microsoft account to his portfolio and is broadening Infotools’ footprint in Latin Markets. With a strong academic background, he leads signature training workshops around the world, and is Vice President of the New Zealand Market Research Society.


Pete Comley

Pete Comley

Pete Comley is the Chairman of Join the Dots, previously known as Virtual Surveys, UK, a company he started in 1998 to specialise in online research. In recent years, running online communities become a major part of his business and Virtual Surveys has also become experts more generally in social media research. Comley started work at Research International in 1981. He then worked at both Nestle and Lever. He was then a director at Simon Godfrey Associates (SGA), where he was responsible for Internet research and also worked on NPD research. Pete has been heavily involved in developing the Internet as a method for data collection since 1995. He has presented numerous papers and run courses on this subject for ESOMAR, the MRS and many others.


Peter Claes

Peter Claes

Peter Claes is Marketing Manager, VRT, Belgium. He studied applied economics at the University of Antwerp and Birmingham, andmedia and communication at the University of Ghent, and obtained a master in marketing and advertising at the Solvay Institute (University of Brussels). After four years as a strategic planner at BBDO in Brussels and Amsterdam, Claes moved to VRT, the national broadcasting company in Belgium. As general marketing manager, he is responsible for the marketing and branding of all television, radio and online brands of the VRT. He has a passion for creative advertising and branding operations which resulted in several international awards. In 2010, he was chosen as advertising personality of the year in Belgium.


Peter Harrison

Peter Harrison

Peter is an experienced researcher and facilitator who enjoys experimenting with new research approaches and thinking. In his role in BrainJuicer Labs he is developing new research approaches that incorporate findings from Behavioural Economics and gaming to provide new perspectives and recommendations. He is also a regular blogger and tweeter on these topics and ran the MRS’s first ‘playshop’ at this year’s conference. Peter led the early stage development of BrainJuicer's award-winning DigiViduals, a social media research tool, shortlisted for two ESOMAR Congress awards in 2010.


Philip De Wulf

Philip De Wulf

Philip de Wulf is Founder and Managing Fellow of Psilogy, Belgium. De Wulf (Drs) is a licensed psychologist from the University of Ghent, Belgium. He has over 15 years of experience in strategic marketing and brand management both in global marketing intelligence/strategic planning and consultancy and business management roles.He began his career in various marketing functions in the food & beverage and fashion industry and has learned the tricks of global branding & brand diversifications while working for Heineken and Camel . Before starting his own consulting practice, he was Senior Vice President Americas at Synovate. For Vodafone he has accepted the challenge to set-up, structure and build the Life Rhythm Knowledge Center as an independent knowledge & conversation platform.


Pieter Paul Verheggen

Pieter Paul Verheggen

Drs. Pieter Paul Verheggen (1961) studied Psychology at the University of Amsterdam. After his study Verheggen worked in France. Since 1992 Verheggen is managing partner of Motivaction International, the largest independent Dutch market research agency for research based consultancy. Since 2009 Verheggen holds the position of CEO at Motivaction.

Verheggen’s major field of research are the positioning and marketing of products and services (B-to-B as well as FMCG) and New Product Development. He published a book on Ethnomarketing in The Netherlands, presented various papers on research topics like Community Marketing, Segmentation and NPD at national and international seminars and lectures marketing research in MBA-programs.

Verheggen is since 2001 chairman of the Dutch Market Research Association, board member of the international research organisation GlobalNR and council member for special projects of AIMRI.


Rafael Alcaraz

Rafael Alcaraz

Rafael Alcaraz is the Vice President of Global Advanced Analytics in the Insights group at Hershey Foods, USA. He leads the company's ROI accountability efforts to improve the efficiency and effectiveness of the marketing and sales spending budgets in Media and Trade and he leads the Global pricing and retail forecast applications at Hershey’s. In addition Alcaraz (PhD) is anactive member of the marketing and statistical community representing the company’s best interests in associations such as the Advertising Research Foundation, American Marketing Association, and Marketing Science Institute. He has spoken at events sponsored by MSI, the Wharton School, ARF, and others.


Rafal Ohme

Rafal Ohme

Rafal Ohme is Founder and CEO of the Human Mind and Brain Applied Research Center (HMB-ARC), Poland. HMB-ARC adopts cutting-edge scientific discoveries, and creates innovative marketing research methods to study TV, internet, print, radio, outdoor and BTL advertising as well as brand image, packaging, media planning,and in-store behavior. Ohme is also a professor of psychology (PhD), and an expert in emotions, persuasion and unconscious processes. In 1995-1996 he held the Fulbright Scholarship at Kellogg School of Management where he studied advertising.In 1996-2003 he visited the Department of Psychology at Stanford University to research preconscious processing and emotions.


Ram Krishnamurthy

Ram Krishnamurthy

Ram Krishnamurthy is Group Director, Marketing Strategy & Insights, The Coca-Cola Company, USA. In this role he is responsible for delivering consumer and business insights specifically in the area of marketing productivity. This includes developing and deploying appropriate tools and processes across Coca-Cola’s key business units globally, and leveraging these tools to gather and deliver insights that guide decision-making by senior management.In his nine years with The Coca-Cola Company, Ram has also worked in their South East Asia business unit, overseeing the knowledge and insights function and building capability to support and drive fact-based decision making in a group of countries making up the unit. Krishnamurthy has a background in market research with over 15 years of experience.


Ray Poynter

Ray Poynter

Ray Poynter is Executive Vice President and Managing Director of Vision Critical London office, responsible for development of the UK business. Ray has spent the last 30 years at the interface between innovation, technology, theory, and market research, holding director level appointments with Millward Brown, Virtual Surveys, IntellQuest, and The Research Business during that time.

Ray is in constant demand as a workshop leader, keynote speaker, industry consultant, writer, and facilitator, with clients and events extending well outside the domain of conventional research, encompassing, for example, marketing and public sector events.


Reg Baker

Reg-Baker

Reg Baker is President & Chief Operating Officer, Market Strategies International (USA), a custom research company focused on the healthcare, information technology, financial services, telecommunications, and energy industries. Prior to joining Market Strategies, he was Vice President at NORC where he oversaw the national field staff, the company’s CATI centers, and its systems infrastructure. Throughout his career he has focused on the methodological and operational implications of new survey technologies including CATI, CAPI, and now Web. He writes and presents on these and related issues to diverse national and international audiences and blogs off and on as thesurveygeek.


Opening Keynote Speaker

Richard Wiseman

Richard Wiseman

Chair in the Public Understanding of Psychology, University of Hertfordshire, UK

"Richard Wiseman is arguably the most interesting experimental psychologist working today"
Michael Shermer, Columnist - Scientific American.

Prof. Richard Wiseman is based at the University of Hertfordshire and currently holds Britain's first Professorship in the Public Understanding of Psychology. He has gained an international reputation for research into unusual areas of psychology including luck, deception, and the science of self-help.

His three books, The Luck Factor, Quirkology, and 59 Seconds, have all topped the best-seller lists and have been translated into over thirty languages. He has presented keynote addresses at The Royal Society, Microsoft, Caltech, and Google. Over 2 million people have taken part in his mass participation experiments, and his YouTube channel has received over 11 million views.

He is one of the most frequently quoted psychologists in the British media, and was recently listed in the Independent on Sunday's top 100 people who make Britain a better place to live.


Roger Banks

Roger Banks is Managing Director of Incite, UK. He started his career as an economist with FIAT, and then moved to NatWest Bank as a Senior Operational Researcher. His first market research agency role was at BJM Research Partners, where he worked with automotive clients and built up a financial services practice. Prior to joining Incite, Roger spent 20 years with Research International in the UK (where he was Managing Director of RI Specialist Units), USA (Vice Chairman of RI USA) and Singapore (CEO RI Asia), then back in the UK (CEO Mainland Europe, then Group CEO). He holds a BA (Econ) Hons and a MA (Econ), both from the University of Manchester, UK.


Rolfe Swinton

Rolfe Swinton is Co-Founder of Lumi Mobile, UK. He has founded a number of technology startups and has participated in the leveraged buyout of CPIin which he helped build the world's largest book manufacturing company. Prior to Swinton's entrepreneurial career, he worked at Monitor Company where he worked with a range of corporate, government, and nonprofit clients in North and Central America, and Southern Africa. Swinton received his MBA from INSEAD, hisM.Phil from the University of Cambridge, and his BA from Yale University. He also serves as an adjunct professor of entrepreneurship at INSEAD.


Sangeeta Gupta

Sangeeta Gupta

Sangeeta Gupta is Head of Consumer Insights, Pepsico India. She loves to understand people – people as consumers, as clients, as customers and colleagues, people who make all sorts of decisions by “processing” all sorts of information, and enjoys exploring the hows and whys behind the way people think and feel.In her several decades working in research, spread between research and advertising agencies and more recently the “client” end, her biggest highs have come when she has influenced this understanding to make better business decisions. She has authored and presented several papers at ESOMAR events on topics ranging from qualitative research, decision making to innovation.


Scott Miller

Scott Miller

Scott Miller is CEO North America, Synovate. He began his career at Saturn Corporation in Market Survey and Retail Environmental Design disciplines. Miller has nineteen years of experience in automotive MR (with experience in more than 40 countries); and several years in project management, methodological design, focus group moderation and strategic consulting. Formerly head of Synovate’s Research Reinvented activities and former head of Synovate’s Global Client Relationship business, Miller was named CEO of North America in April 2010, and remains co-leader of Synovate’s Global Client Relationship strategy.


Soraia Rodrigues

Soraia Rodrigues

Soraia Rodrigues is a R&D Management Trainee at Unilever Research & Development Centre, The Netherlands. She specialized in Biological and Cognitive Psychology obtaining her master’s degree at the Erasmus University of Rotterdam in 2009. This master track contributed to the development of a broad understanding of how people’s cognition works and ways to approach this by commercial means. Recently, she delivered the project Consumer & U to the R&D community of Unilever. This project combined her experience in consumer behavior with innovative implementation of ways to connect with people.


Sotta Long

Sotta Long

Sotta Long is a Market Measurement Manager at UNICEF, Switzerland, where he has been involved in competitive intelligence, trends, and market insights in fundraising and sales. His previous position at UNICEF involved work with the non-profit organization management industry.




Stan Knoops

Stan Knoops

Stan Knoops is Group Leader Consumer Insights, Unilever, Netherlands. He is a passionate researcher with 15+ years of global experience for leading brands and a transformative leader with a track record of shifting teams from research to insights focus. With strong commercial experience in both MR supplier and buyer organisations, Knoops has experience in the entire domain of qualitative and ethnographic research up to complex quantitative research and creation of new research methods.


Stephen Phillips

Stephen Phillips

Steve Phillips is the Chief Happiness Officer of Spring Research, UK. His work focuses on understanding consumer motivation and behaviour and he was instrumental in developing the Snakes & Ladders approach to exploring the purchase journey. This work won the ‘Best New Thinking’ award at the MRS Conference and also led to Spring winning the industry’s Innovation award. His recent ESOMAR paper on advocacy was nominated for two awards and other work on advocacy gained Spring Research an honourable mention in the WOMMY awards.


Steve Cohen

Steve Cohen

Steve Cohen is Co-founder of In4mation Insights, USA, specializing in the design of research, the analysis of marketing data, and the application of marketing science tools to the solution of business problems. He is a winner of the John & Mary Goodyear award from ESOMAR and has presented at several ESOMAR conferences. He is ESOMAR’s workshop leader for Advanced Segmentation. His seminal work on Maximum Difference Scaling has also won awards from the AMA and Sawtooth Software. Cohen is a two-time nominee for the Paul E. Green Award, given yearly by the Journal of Marketing Research to the paper that “shows the most promise of influencing marketing research and research in marketing over the next five years.”


Theo Downes-LeGuin

Theo Downes-LeGuin

Theo Downes-LeGuin is Chief Research Officer, Market Strategies International, USA. With more than 20 years of market and policy research experience, specializing in technology research, he has expertise in qualitative and quantitative market analysis, brand equity and new product research and has worked with a number of industry-leading computer-manufacturing and software companies. Downes-Leguin has managed market analysis and corporate brand research programs at Intel and various health policy survey programs at RAND. He holds a master’s degree in applied social research from the University of Michigan and has published and presented on a variety of research topics including internet panel data quality, online qualitative research and sensitive question-asking.


Tom De Ruyck

Tom De Ruyck

Tom De Ruyck is Senior R&D Manager, InSites Consulting, Belgium. He has specialized in online (qualitative) research techniques (online discussion groups, insight & co-creation communities, online 1/1, user-coded open ends, user-created brainstorms), text analytics and mobile research. De Ruyck is an author and blogger on new research techniques and a lecturer at the EMS (Brussels) and IESEG (Lille) business schools. He is President of the BAQMaR Steering Committee, Member of MOA's program committee, and Member of the board of advisers at FTO and at Lonbono, as well as the winner of ESOMAR's 2009 Best Congress Paper Award and AMA's ‘4 under 40: Emerging Leader of Industry Award’ in 2010.


Vassilis-Javed Khan

Vassilis-Javed Khan

Dr. Vassilis-Javed Khan is a senior lecturer at NHTV Breda University of Applied Sciences, in the Netherlands. He completed his PhD and P.D.Eng. In Eindhoven University of Technology (TU/e) and his MSc from the University of Patras in Greece. He has worked as post-doctoral researcher at TU/e, visiting researcher at Philips Research in Eindhoven and Vodafone R&D in Maastricht and as software engineer at the CTI in Patras. His research interests fall under the umbrella of HCI and include pervasive computing, location based services, awareness systems and research methods.


Vittorio Raimondi

Vittorio Raimondi

Vittorio is the founder and director of Foresight Associates, a boutique management consultancy specialising in data-driven brand strategy and scenario modeling using System Dynamics.

Prior to this, he was 10 years with Vanguard Strategy, a London based brand consultancy, where he built and lead the consumer practice. In his career, Vittorio has directed consulting engagements in several industries in Europe, Asia and Americas.

In addition to his B.A. in Business Administration, Vittorio holds a Master Phil. in System Dynamics from the Institute for Information Science at University of Bergen, Norway with his thesis work developed at the London Business School. Vittorio lives with his family in Minneapolis, USA.


Wim van Slooten

Wim van Slooten

Wim is the managing director of the Dutch market research sector and professional association, the MOA – Center for Information Based Decision Making & Marketing Research.

He studied commercial economics and marketing, and in 1974 started his career as a junior researcher at InterView market research bureau, now known as Synovate. One of his activities there was to supervise the introduction of the first CATI unit in the Netherlands. In 1985 van Slooten founded his own bureau, MarketResponse, which within 10 years grew to be one of the top five bureaus in the Netherlands. As General Director of MarketResponse, he oversaw the commercial activities, the financial management and the foreign branch offices. Van Slooten downshifted in 1996, becoming (part-time) director of the sector association for market research.

In 2000 he oversaw the merger of the Keurmerkgroep (Hallmark Group) of certified research bureaus with the organisation of practicing professionals from the client and research firms, as well as bringing the “Uw mening telt””(Your Opinion Counts) platform on board. After this merger, van Slooten became the organisation’s new managing director. In addition, he advises business and organisational service providers. He has developed a number of software tools for sector organisations, including a digital turnover registration system, a digital research briefing and a do-not-call registration system.


Yogesh Chavda

Yogesh Chavda

Yogesh Chavda is Director of Consumer & Market Insights, Amway, USA, where he oversees the company’s market research operations, which focus on consumer, distributor and market understanding, with emphasis on new product qualification, analytics, competitive intelligence and brand tracking. Chavda, who joined Amway in 2009, is a veteran in consumer marketing research.


 

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Hotel & venue

A unique location for a unique event! The Westergasfabriek – Amsterdam Creative Conference Centre is a former gasworks built in 1883 by the British Imperial Continental Gas Association. After gas production was terminated at the complex in the 1960s, many of the buildings were demolished. In 1989 the remaining buildings were officially recognized as industrial monuments and saved from demolition.

In 1996, the city of Amsterdam kicked off a formal development project to renovate the remaining buildings and transform the Westergasfabriek and surrounding area into a park and destination for cultural activities. The park was officially opened in 2003.

In addition to hosting events, the Westergasfabriek complex is open to the public and boasts cafes, nightclubs, a bakery, movie theater, and much more. The modern park surrounding the site offers a peaceful open space perfect for a quiet walk, game of frisbee, or a picnic with friends.

Please note: The workshops will take place in the Mint Hotel and not the Westergasfabriek.

Westergasfabriek

Address:

Westergasfabriek
Pazzanistraat 41
1014 DB Amsterdam

Telephone: +31 (0)20 586 07 10
Fax: +31 (0)20 681 30 62

Click here for the venue's website

Click here to get directions

Hotel and Workshops Venue: Mint Hotel

Located right next to the Amsterdam Central Station is the newly built Mint Hotel, with excellent connections to anywhere in Europe by train, boat or plane via Schiphol airport which is just 20 minutes away. Just 10 minutes walk from the Dam Square (with Royal Palace) and Kalverstraat- famous shopping street in Amsterdam.

The hotel can offer free high-speed Wi-Fi, car parking facilities, iMac computers in every room, a beautiful open landscaped court yard, a lounge bar and a penthouse lounge bar.

Mint Hotel

Address:

Mint Hotel Amsterdam
Oosterdoksstraat 4
1011 DJ Amsterdam

Telephone: +31 (0)20 262 1003

Click here for the hotel's and Workshops venue's website

Click here to get directions

 

 


Dinner venue: Beurs van Berlage

Beurs van Berlage

The Beurs van Berlage, located on the Damrak in the center of Amsterdam, was designed by Dutch architect Hendrik Petrus Berlage- the "Father of Modern Dutch Architecture." Constructed between 1896 and 1903, the building was originally designed as a commodity exchange. Its ornaments-free design generated an immense amount of controversy due to its rejection of past styles. It has served as a true influence to many modernist architects.

Today, the Beurs van Berlage is often used as a conference and social event venue, serving as a true Palazzo Publico with concert halls (home to the Dutch Philharmonic Orchestra) and space for exhibitions of architecture and applied arts. In February 2002 the civil ceremony of the wedding of Crown Prince Willem-Alexander and Máxima Zorreguieta was also held there.

 

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