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Asia Pacific 2013

Asia on the Move

Ho Chi Minh City / 7-9 April

Asia Pacific continues to be the fastest growing region, presenting an anchor of stability and new pillar of growth for the global...

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Overview

China and India have – between them – been the world’s two largest economies for 18 out of the last 20 centuries. Historically, therefore, the brief era of western domination looks like being a short punctuation in the continued dominance of these two ancient nations.

Chris Jacques, CEO, M&C Saatchi Asia
ESOMAR Keynote Asia Pacific 2012, Shanghai

Asia Pacific presents an anchor of stability and new pillar of growth for the global economy. While the severity of the financial crisis in the Western hemisphere has created headwinds, Asia Pacific still continues to be the fastest growing region.

This increased vitality and visibility is fuelling a powerful transition, one that has the potential to create a future defined by the region’s consumers, companies and cultures. The ability of market research to offer high value solutions that can sustain, stimulate and rebalance growth across the developed, developing and emerging markets in the region will be key.

Join ESOMAR, as we head to Vietnam for Asia Pacific 2013. Recently reported as the region's star performer* with the market doubling in size in the past 5 years, the country’s relatively young research market presents a hotbed of new opportunities and promise, providing the perfect backdrop for exploring Asia on the Move.

Capture the vibrancy, energy and dynamism of the region while learning firsthand of the advances and practical applications of research that are fuelling this momentum.

*(ESOMAR 2011 Global Market Research)

Programme Committee

Maryan Broadbent

Maryan Broadbent (Committee Chair)
Group Chief Customer Officer
AIA Group, Hong Kong

Alex Wang

Alex Wang
Regional Research Director
Japan Tobacco International, Hong Kong

Andy Zhao

Andy Zhao
President of Overseas cooperation CMRA and Northeast Asia Managing Director
GfK, China

Joan Koh

Joan Koh
Managing Director - Singapore & Malaysia
The Nielsen Company, Singapore

John Smurthwaite

John Smurthwaite
ESOMAR APAC Ambassador and Chairman
TNS, Malaysia

Michihiro Ota

Michihiro Ota
Director for Global Alliances
INTAGE, Japan

Mick Gordon

Mick Gordon
Secretary, MRSI and Managing Director
Ipsos, India

Richard Burrage

Richard Burrage
President, VMRC and Managing Partner
Cimigo, Vietnam

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Programme

Sunday, 7 April 
08:00 - 09:00 Workshop registration
09:00 - 17:00 Workshops (in parallel)
Advances in Market Segmentation
Making better decisions
Workshop overview If you want to achieve a competitive edge in today’s market place, you need the concepts, tools and techniques segmentation can offer. Identifying the needs of different
Advances in Market Segmentation
Making better decisions

Current and Emerging Trends in Qualitative Research
What is affecting our daily work?
Workshop overview More than ever, qualitative research is in the process of rapid change. Technology is playing a greater role at all stages of the research process and, at the same time, so is the
Current and Emerging Trends in Qualitative Research
What is affecting our daily work?

Nicole Reinhold

Research & Innovation Consultant
Socratize
Netherlands
Read more
Nicole Reinhold
, Socratize, Netherlands

Sharon Dimoldenberg

Director
GfK
UK
Read more
Sharon Dimoldenberg
, GfK, UK

16:00 - 19:00 Conference registration
19:00 - 20:00 Welcome reception
20:00 - 21:30 Reception Night at Chill Skybar sponsored by Epinion
Monday, 8 April 
08:45 - 09:00 Boost session
09:00 - 09:10 Opening
Dan Foreman, ESOMAR President
09:10 - 09:15 Welcome
Ralf Matthaes, ESOMAR Representative for Vietnam
09:15 - 09:25 Introduction to programme
Maryan Broadbent, Programme Committee Chair
09:25 - 09:30 Introduction to keynote
Ralf Matthaes, ESOMAR Representative for Vietnam
09:30 - 10:00 Keynote speaker
Understanding Vietnam's Consumers for More Effective and Accountable Market Research
Today we find ourselves faced with the challenge to build up a true understanding of the value of, and professionalism required from, market research for our industry, our clients and for those… Read more
Understanding Vietnam's Consumers for More Effective and Accountable Market Research

Madame Ton-Nu-Thi Ninh

President, Tri Viet Institute for International Studies and Exchange and Senior Advisor to the University President
Ton Duc Thang University
Vietnam
Read more
Madame Ton-Nu-Thi Ninh
, President, Tri Viet Institute for International Studies and Exchange and Senior Advisor to the University President, Ton Duc Thang University, Vietnam

10:00 - 10:15 Q&A
10:15 - 10:25 Sponsor fast track
10:25 - 11:00 Networking break
New Opportunities and Human Dimensions to Growth
11:00 - 11:05 Introduction by session chair
Richard Burrage, Cimigo, Vietnam
11:05 - 11:25 The Last Frontier of Asia
The potential of market research to drive economic and social development in Myanmar
In 2012, Myanmar accelerated its course of political and economic reform. Given its position as Asia’s last significant frontier economy, global and regional research suppliers and their clients… Read more
The Last Frontier of Asia
The potential of market research to drive economic and social development in Myanmar

Chris Riquier

CEO
TNS
Singapore
Read more
Chris Riquier
, TNS, Singapore

Ron Gailey

Director of Insights
The Coca-Cola Company
Thailand
Read more
Ron Gailey
, The Coca-Cola Company, Thailand

11:25 - 11:40 Baring it All
An exploration of the public vs. private face of modern women in Asia Pacific
With the spotlight on Asia Pacific, the impact of economic growth and exposure to the outside world on the lives of women has been immense. The modern woman has emerged, and the modern Asian woman is… Read more
Baring it All
An exploration of the public vs. private face of modern women in Asia Pacific

Bing Natividad

Regional Consumer and Market Insight Manager
Unilever
Singapore
Read more
Bing Natividad
, Unilever, Singapore

Chris Ever Casanare

Associate Research Director
Ipsos
Singapore
Read more
Chris Ever Casanare
, Ipsos, Singapore

Maria Christina Inocentes

Research Manager
Ipsos
Singapore
Read more
Maria Christina Inocentes
, Ipsos, Singapore

11:40 - 11:55 Masculinity
A semiotic and cultural exploration in urban India
A semiotic analysis and cultural exploration of masculinity in India.
This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages --… Read more
Masculinity
A semiotic and cultural exploration in urban India

Satyam Viswanathan

Director
The Third Eye
India
Read more
Satyam Viswanathan
, The Third Eye, India

11:55 - 12:10 The Modern Nomad in Asia
Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour
According to the International Organization for Migration (IOM) the estimated number of international migrants has increased globally from about 150 million people in the year 2000 to 214 million… Read more
The Modern Nomad in Asia
Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour

Stephanie Herold

Senior Brand & Insights Consultant
Clear
Singapore
Read more
Stephanie Herold
, Clear, Singapore

12:10 - 12:30 Discussion
12:30 - 14:00 Lunch
Digital Matters
14:00 - 14:05 Introduction by session chair

Andy Zhao

President of Overseas cooperation CMRA and Northeast Asia Managing Director
GfK
China
Read more
Andy Zhao
, GfK, China

14:05 - 14:25 Screen Age
Digital impacts on Asian middle class lifestyles
Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends… Read more
Screen Age
Digital impacts on Asian middle class lifestyles

Christophe Robert

Director of Online Qualitative Research
Cimigo
Vietnam
Read more
Christophe Robert
, Cimigo, Vietnam

14:25 - 14:45 The Brave New World
Leveraging digital effectively
This presentation will explore the impact and growth of digital in Asia, by asking the following: Does digital lead to an incremental reach and synergistic impact versus other media channels? The… Read more
The Brave New World
Leveraging digital effectively

Bhomik Chandna

Regional Director of Digital Strategy
Millward Brown
Singapore
Read more
Bhomik Chandna
, Millward Brown, Singapore

Priti Mehra

Head of Client Services for Southeast Asia
Millward Brown
Singapore
Read more
Priti Mehra
, Millward Brown, Singapore

14:45 - 15:00 Discussion
Advertising Think Tank
15:00 - 15:05 Introduction by session chair
Mick Gordon, Ipsos, India
15:05 - 15:25 Tuning into TV Ads
How emotion research transforms our understanding of advertising in Asia
It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a… Read more
Tuning into TV Ads
How emotion research transforms our understanding of advertising in Asia

Alastair Gordon

Managing Partner
Gordon & McCallum
New Zealand
Read more
Alastair Gordon
, Gordon & McCallum, New Zealand

Joe Wheller

Managing Director
Cimigo
Vietnam
Read more
Joe Wheller
, Cimigo, Vietnam

Winnie Yeung

Managing Director
Cimigo
Hong Kong
Read more
Winnie Yeung
, Cimigo, Hong Kong

15:25 - 15:45 Advertising Clusters in Asia
Beyond borders
Asia as a region continues to grow in stature and importance. While the rise of India and China has been well-documented, Indonesia and Vietnam are strong performers in recent times. When it comes to… Read more
Advertising Clusters in Asia
Beyond borders

Shivkumar Moulee

Director of Strategic Advisory Services, AMAP Region
Millward Brown
India
Read more
Shivkumar Moulee
, Millward Brown, India

15:45 - 16:00 Discussion
16:00 - 16:30 Networking break
The ABC to Growth: Asian Brands and Cultures
16:30 - 16:35 Introduction by session chair
Alex Wang, Japan Tobacco International, Hong Kong
16:35 - 16:55 The Myth of the Brand in Asia
As the West desperately tries to climb out of recession, Asia is attracting investment. This is where the growth is for brands in all kinds of categories. Few doubt that brands are fantastic tools for… Read more
The Myth of the Brand in Asia

James Parsons

Managing Director (Asia)
Flamingo
Singapore
Read more
James Parsons
, Flamingo, Singapore

16:55 - 17:15 There's No Such Place as Chindia!
Developing cultural precision in growth strategies
Universal concepts like motherhood, beauty, achievement and power – which many of our clients’ brands are built on – can mean very different things across cultures. As growth for… Read more
There's No Such Place as Chindia!
Developing cultural precision in growth strategies

Anjali Puri

Regional Director of Qualitative - APAC
TNS
India
Read more
Anjali Puri
, TNS, India

Poonam Kumar

Regional Director ALM
TNS
India
Read more
Poonam Kumar
, TNS, India

17:15 - 17:35 Softpower ain't so Soft
The truth about celebrity, pop culture and kimchi
We all know that Gangnam Style became a global phenomenon. We all know that in the first few years of the new century Rain was the biggest selling recording artist in the world. We all know that… Read more
Softpower ain't so Soft
The truth about celebrity, pop culture and kimchi

Dave McCaughan

Regional Strategy Planning Director
McCann WorldGroup
Japan
Read more
Dave McCaughan
, McCann WorldGroup, Japan

17:35 - 18:00 Discussion
19:00 - 22:30 Networking dinner
Tuesday, 9 April 
08:45 - 09:00 Boost Session
Creative Thinking, Effective Research
09:00 - 09:05 Introduction by session chair
John Smurthwaite, TNS, Malaysia
09:05 - 09:25 24/7 Diginography
Reality ethnography to decode the context sensitivity of colour among Asian countries
This presentation will explore the combination of online research with the new lifestyles of “NOWSUMERS” -- lives lived more publicly than privately. It will feature the use of an MROC, to… Read more
24/7 Diginography
Reality ethnography to decode the context sensitivity of colour among Asian countries

Dangjaithawin Anantachai

Managing Director
INTAGE
Thailand
Read more
Dangjaithawin Anantachai
, INTAGE, Thailand

09:25 - 09:45 Fun, Fast and Easy
Research's war on rationality
Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation… Read more
Fun, Fast and Easy
Research's war on rationality

Han Zantingh

Managing Director - Asia
BrainJuicer
China
Read more
Han Zantingh
, BrainJuicer, China

Tom Ewing

Digital Culture Officer
BrainJuicer
UK
Read more
Tom Ewing
, BrainJuicer, UK

09:45 - 10:10 Game On
The use of serious play to rapidly define and solve business problems
The market research industry is continually faced with the challenge of being faster, more engaging and more actionable. In addition, market research is increasingly being challenged by new… Read more
Game On
The use of serious play to rapidly define and solve business problems

Evette Cordy

Director
Raspberry Innovation Research + Strategy
Australia
Read more
Evette Cordy
, Raspberry Innovation Research + Strategy, Australia

Penny Darbyshire

Founder
Raspberry Innovation Research + Strategy
Australia
Read more
Penny Darbyshire
, Raspberry Innovation Research + Strategy, Australia

10:10 - 10:30 Discussion
10:30 - 11:00 Networking break
11:00 - 11:10 Be Relevant, Be Distinguished, Be Rewarded
Dan Foreman, ESOMAR President
11:10 - 11:55 Panel discussion
A Data Privacy Dialogue
Do I Know What I Need to Know?
Do I know? Do I analyze? Am I aware?
When it comes to data privacy, standards and laws, we are finding that there are vast regional and cultural differences in how they are viewed ad… Read more
A Data Privacy Dialogue
Do I Know What I Need to Know?

Listen to the experts and learn through examples, experiences and practical problems how they navigate the potential pitfalls surrounding data privacy.



Moderated by:

Pravin Shekar

Kreator-in-Chief, krea and Founder
The Social Catalyst
India
Read more
Pravin Shekar
, ESOMAR Council member and, an advocate of MR/DP standards


Participants:

Andy Zhao

President of Overseas cooperation CMRA and Northeast Asia Managing Director
GfK
China
Read more
Andy Zhao
, GfK, China

Derek Ho

Privacy & Data Protection Counsel
MasterCard Worldwide
Singapore
Read more
Derek Ho
, MasterCard Worldwide, Singapore

Greg Coops

Managing Director
Asian Strategies Research + Planning
Singapore
Read more
Greg Coops
, Asian Strategies Research + Planning, Singapore

Stephen Jenke

Worldwide Head of Data Collection
Kantar Operations
Malaysia
Read more
Stephen Jenke
, Kantar Operations, Malaysia

Research Transformation
11:55 - 12:00 Introduction by session chair
Michihiro Ota, INTAGE, Japan
12:00 - 12:15 Lost in Translation
How Western (mis)conceptions of Asian markets impact market research
The last decade has seen phenomenal growth in market research activity in emerging Asian markets; much of the growth has been driven by Western multinationals seeking to enter or extend their reach in… Read more
Lost in Translation
How Western (mis)conceptions of Asian markets impact market research

David Bakken

Global Chief Insight Officer
KJT Group
USA
Read more
David Bakken
, KJT Group, USA

Sue Siewert

Global MR Market Intelligence Lead
GE Healthcare
USA
Read more
Sue Siewert
, GE Healthcare, USA

12:15 - 12:30 What the Eyes Don't See, the Heart Can't Feel!
The need for market research to drive innovation
Iconic brands like Starbucks and Apple were built on belief and one needs to see, in order to believe. An understanding of the vast changes in India should offer ideas for innovative new brands but… Read more
What the Eyes Don't See, the Heart Can't Feel!
The need for market research to drive innovation

Kartikeya Kompella

Senior Vice-President
Kartik Kompella Associates
India
Read more
Kartikeya Kompella
, Kartik Kompella Associates, India

12:30 - 12:45 Discussion
12:45 - 14:00 Lunch
Inspiring People, Transforming Brands
14:00 - 14:05 Introduction by session chair

Richard Hall

Managing Director
The Nielsen Company
Malaysia
Read more
Richard Hall
, The Nielsen Company, Malaysia

14:05 - 14:25 Brands Without Borders
Co-creating a regional brand vision
This presentation will show how consumer co-creation can play a significant role in developing strong cross-regional brands in Asia.
Mizone is a beverage brand that has grown strongly in the… Read more
Brands Without Borders
Co-creating a regional brand vision

Larasati Dewi

Regional MRCI Director
Danone
Indonesia
Read more
Larasati Dewi
, Danone, Indonesia

Philip McNaughton

USA Research Director
Face
USA
Read more
Philip McNaughton
, Face, USA

14:25 - 14:45 Superpromoter Research
How studying the flow of enthusiasm of customers helps corporate giants
Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media)… Read more
Superpromoter Research
How studying the flow of enthusiasm of customers helps corporate giants

Arne van de Wijdeven

Global Director Customer Director
Philips International
Netherlands
Read more
Arne van de Wijdeven
, Philips International, Netherlands

Rijn Vogelaar

Chief Enthusiasm Officer
Blauw Research
Netherlands
Read more
Rijn Vogelaar
, Blauw Research, Netherlands

14:45 - 15:05 Growing Brands by Connecting with Deeper Human Motivations
Demonstration of a new research approach that directly links to business outcomes
The BIG question for manufacturing and servicing companies is: How can I ensure that my future investments in brands maximise their potential in the market? Through an example in the beer category,… Read more
Growing Brands by Connecting with Deeper Human Motivations
Demonstration of a new research approach that directly links to business outcomes

Indra Chow

Executive Director
Ipsos
China
Read more
Indra Chow
, Ipsos, China

Niels Blichfeldt

Regional Insight Director - Asia
Carlsberg
Hong Kong
Read more
Niels Blichfeldt
, Carlsberg, Hong Kong

Shivani Kapoor

Executive Director
Ipsos
India
Read more
Shivani Kapoor
, Ipsos, India

Sue Phillips

President
Censydiam Institute - Ipsos Marketing
UK
Read more
Sue Phillips
, Censydiam Institute - Ipsos Marketing, UK

15:05 - 15:25 Discussion
15:25 - 15:55 Networking break
15:55 - 16:15 Research Communities in Asia Pacific
A review of similarities and contrasts
How are research communities being adopted in Asia Pacific -- in Japan, China, India, or in  Singapore and Vietnam? Is the future more likely to be MROCs or Community Panels, small and… Read more
Research Communities in Asia Pacific
A review of similarities and contrasts

Ray Poynter

Executive Vice President
Vision Critical
UK
Read more
Ray Poynter
, Vision Critical, UK

16:15 - 16:25 Q&A
16:25 - 17:15 Panel discussion
Marketing Transformation
Customer centricity: from 'product messages' to 'customer experiences'
With the lines blurring between products, services and experiences, engaging customers today requires commitment from the whole organisation – truly putting the customer at the centre. In this… Read more
Marketing Transformation
Customer centricity: from 'product messages' to 'customer experiences'

For this high level discussion Maryan Broadbent, Group Chief Customer Officer at the AIA Group invites an inspired panel of client marketers to share their experience and vision on the challenges and opportunities that the new ‘customer experience’ landscape brings and what it means for research and insight professionals?



Moderated by:
Maryan Broadbent, AIA Group, Hong Kong

Participants:

Dieter Deceuninck

Senior Consumer Market Insight Manager Deodorants Asia Australia
Unilever
Singapore
Read more
Dieter Deceuninck
, Unilever, Singapore

Gaurav Gupta, General Motors, Vietnam

John Trotter

Financial Services Director - Asia
Tesco Bank
Hong Kong
Read more
John Trotter
, Tesco Bank, Hong Kong

Yen Le Thi Hoang

Communication & Marketing Support Director
Nestlé
Vietnam
Read more
Yen Le Thi Hoang
, Nestlé , Vietnam

17:15 - 17:20 Programme summary
Maryan Broadbent, Programme Committee Chair
17:20 - 17:30 Closing
Dan Foreman, ESOMAR President
17:30 - 18:00 Farewell drinks
Print

Presentation abstracts

Monday, 8 April

Keynote speaker

Understanding Vietnam's Consumers for More Effective and Accountable Market Research

Madame Ton-Nu-Thi Ninh, President, Tri Viet Institute for International Studies and Exchange and Senior Advisor to the University President, Ton Duc Thang University, Vietnam

Today we find ourselves faced with the challenge to build up a true understanding of the value of, and professionalism required from, market research for our industry, our clients and for those providing training and education. In this presentation, Madame Ninh will explore the latter part of this conundrum - how the market research industry and education providers can align and optimize short-term training needs with longer term macro needs of education. She will also provide an exclusive overview of the socio-cultural dimensions of the Vietnamese consume market and how this impacts market research.

New Opportunities and Human Dimensions to Growth

The Last Frontier of Asia
The potential of market research to drive economic and social development in Myanmar

Chris Riquier, CEO, TNS, Singapore
Ron Gailey, Director of Insights, The Coca-Cola Company, Thailand

In 2012, Myanmar accelerated its course of political and economic reform. Given its position as Asia’s last significant frontier economy, global and regional research suppliers and their clients have been quick to explore the opportunity for growth presented by the easing of sanctions in the country.
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this presentation will explore these growth opportunities from three perspectives: the agency, the client and the consumer. It will also provide significant insights taken from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies.


Baring it All
An exploration of the public vs. private face of modern women in Asia Pacific

Bing Natividad, Regional Consumer and Market Insight Manager, Unilever, Singapore
Chris Ever Casanare, Associate Research Director, Ipsos, Singapore
Maria Christina Inocentes, Research Manager, Ipsos, Singapore

With the spotlight on Asia Pacific, the impact of economic growth and exposure to the outside world on the lives of women has been immense. The modern woman has emerged, and the modern Asian woman is unique. Her identity is still deeply rooted in her traditional culture, but at the same time, she is coping with the opportunities that up until now have not been afforded to her. She continuously battles with the tension of her public face versus private face -- what should be versus what I want to be.
This presentation will unveil fundamental insights surrounding modern women, in recognition of the influence of social and cultural factors. This will provide a glimpse into the real struggle that modern women are now facing in Asia Pacific.


Masculinity
A semiotic and cultural exploration in urban India

Satyam Viswanathan, Director, The Third Eye, India

A semiotic analysis and cultural exploration of masculinity in India.
This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages -- from antiquity to the present day. An exploration across disciplines -­ including but not limited to history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. In addition, there will be a sharp focus on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies to target the large and rapidly growing male grooming market in India today.


The Modern Nomad in Asia
Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour

Stephanie Herold, Senior Brand & Insights Consultant, Clear, Singapore

According to the International Organization for Migration (IOM) the estimated number of international migrants has increased globally from about 150 million people in the year 2000 to 214 million people today. This phenomenon makes societies across the world more culturally dynamic every day - Asia included. Looking at the latest census from Singapore, only 60% of the population is Singaporean -- 2 million people are foreigners. If we conduct research amongst the country's population, who is looking after the 2 million? A phenomenon we are facing across Asia motivates us to ask the following questions: who are these 'modern nomads' and what do they have in common? This presentation proposes a fresh consumer model that works with concepts of acculturation to capture cultural dynamics of this 'forgotten' consumer in the region.

Digital Matters

Screen Age
Digital impacts on Asian middle class lifestyles

Christophe Robert, Director of Online Qualitative Research, Cimigo, Vietnam

Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends shaping the future of middle class consumers, from Saigon to Singapore, Hong Kong to Delhi? This presentation will share new insights on the impacts of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. These insights result from ethnographic immersions and interviews with a broad range of middle class consumers and in-depth interviews with digital experts across Asia.


The Brave New World
Leveraging digital effectively

Bhomik Chandna, Regional Director of Digital Strategy, Millward Brown, Singapore
Priti Mehra, Head of Client Services for Southeast Asia, Millward Brown, Singapore

This presentation will explore the impact and growth of digital in Asia, by asking the following: Does digital lead to an incremental reach and synergistic impact versus other media channels? The presentation will compare different media using a common currency while relating to the marketing objectives by evaluating the branding impact. How does a digital campaign vary across global geography (with a focus on Asia)? What is the performance of the emerging digital platform of mobile? What are the best practices for digital creatives?

Advertising Think Tank

Tuning into TV Ads
How emotion research transforms our understanding of advertising in Asia

Alastair Gordon, Managing Partner, Gordon & McCallum, New Zealand
Joe Wheller, Managing Director, Cimigo, Vietnam
Winnie Yeung, Managing Director, Cimigo, Hong Kong

It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising 3D Facial Imaging technology. This method directly records human emotions from facial expressions and can be applied to better measure response to marketing stimuli in a manner that enhances traditional surveys. Focusing on Vietnam, but with comparisons to other Asian markets, the presentation relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide unique insights into how Asians are reacting to current TV advertising.


Advertising Clusters in Asia
Beyond borders

Shivkumar Moulee, Director of Strategic Advisory Services, AMAP Region, Millward Brown, India

Asia as a region continues to grow in stature and importance. While the rise of India and China has been well-documented, Indonesia and Vietnam are strong performers in recent times. When it comes to advertising, ad expenditure in the region is growing at close to 7% and is now second only to North America. With the spotlight on Asia becoming even more intense, optimising advertising ROI remains a hot topic among marketers.  With a number of markets in Asia having seen significant evolution and exposure to advertising and brands in recent years, there is a need to ‘refresh’ this work to assess if the clusters still hold in today's context.

The ABC to Growth: Asian Brands and Cultures

The Myth of the Brand in Asia

James Parsons, Managing Director (Asia), Flamingo, Singapore

As the West desperately tries to climb out of recession, Asia is attracting investment. This is where the growth is for brands in all kinds of categories. Few doubt that brands are fantastic tools for making money. So how do brands work in Asia? Do they work in Asia the same way as they do in the West? Do they even work in the West as it is believed they do? This presentation urges a new look at how brands grow and considers how the brand construct idea works specifically in the Asian context. It will question several received wisdoms as it seeks to contribute a more sophisticated understanding of how to get profit out of brands in Asia and in turn, result in a more effective and intelligent Asian research offer.


There's No Such Place as Chindia!
Developing cultural precision in growth strategies

Anjali Puri, Regional Director of Qualitative - APAC, TNS, India
Poonam Kumar, Regional Director ALM, TNS, India

Universal concepts like motherhood, beauty, achievement and power – which many of our clients’ brands are built on – can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian markets, it is becoming critical to develop more precise, market- specific strategies to truly unlock the opportunity here. There are significant historical and cultural differences that shape consumption and brand choices in these markets – which make them remarkably different not just from developed markets but also from each other. We contrast China and India in this paper, with examples of how the same need can mean different things, and the same global positioning strategy can translate to quite different executions in each country.


Softpower ain't so Soft
The truth about celebrity, pop culture and kimchi

Dave McCaughan, Regional Strategy Planning Director, McCann WorldGroup, Japan

We all know that Gangnam Style became a global phenomenon. We all know that in the first few years of the new century Rain was the biggest selling recording artist in the world. We all know that Korean softpower with its government-supporting construct has proved so effective in helping change the image of brands and products from that country. The use of popular media as softpower to influence consumer behaviour is as old as, well as old as we can find records of cultures exporting goods. Using celebrities to sell everything from kimchi to high tech. But why and how do people fall for it ?

Tuesday, 9 April

Creative Thinking, Effective Research

24/7 Diginography
Reality ethnography to decode the context sensitivity of colour among Asian countries

Dangjaithawin Anantachai, Managing Director, INTAGE, Thailand

This presentation will explore the combination of online research with the new lifestyles of “NOWSUMERS” -- lives lived more publicly than privately. It will feature the use of an MROC, to delve into more in-depth, 24/7 ethnography by combining online, mobile and the “status-sphere” lifestyles of today’s consumers. The presentation will investigate their everyday lives, with emphasis on the unconscious part through observations made “beyond spoken words” and analysis ability in relation to colour symbolism.


Fun, Fast and Easy
Research's war on rationality

Han Zantingh, Managing Director - Asia, BrainJuicer, China
Tom Ewing, Digital Culture Officer, BrainJuicer, UK

Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through building tools which truly reflect our attraction for fast, easy and emotionally satisfying decisions and which also turn human understanding into business advantage.


Game On
The use of serious play to rapidly define and solve business problems

Evette Cordy, Director, Raspberry Innovation Research + Strategy, Australia
Penny Darbyshire, Founder, Raspberry Innovation Research + Strategy, Australia

The market research industry is continually faced with the challenge of being faster, more engaging and more actionable. In addition, market research is increasingly being challenged by new competitive threats such as management consultants, service design and user experience agencies. These competitive forces have relied less on the science of research and more on creative and consultative methods, which command price premiums and status. This prestige is attainable by market researchers if consultative and creative methods are merged with the science of research. Using case studies, this presentation demonstrates how this is achieved through the use of non-traditional methods that increase engagement with research users and more successfully convert insights into actions.

Panel discussion

A Data Privacy Dialogue
Do I Know What I Need to Know?

Andy Zhao, President of Overseas cooperation CMRA and Northeast Asia Managing Director, GfK, China
Derek Ho, Privacy & Data Protection Counsel, MasterCard Worldwide, Singapore
Greg Coops, Managing Director, Asian Strategies Research + Planning, Singapore
Pravin Shekar, Kreator-in-Chief, krea and Founder, The Social Catalyst, India
Stephen Jenke, Worldwide Head of Data Collection, Kantar Operations, Malaysia

Do I know? Do I analyze? Am I aware?

When it comes to data privacy, standards and laws, we are finding that there are vast regional and cultural differences in how they are viewed ad applied.

Thanks to the Internet, globalisation and outsourcing, the edges of these differences are blurring, eliminating national silos and spreading the breadth of research projects around the globe.

But where does that leave us – the researchers, brand managers and heads of insight? We’ve invited top data privacy experts to help us explore this question and more…

  • Is data protection the latest trend of the season or is it a key hygiene factor for our industry and our growth?
  • “Does it really apply to my business?”
  • What is important for us to know and do we know it, what are the risks and how can they be managed?

Take part in the dialogue with MR experts and learn through examples, experiences and practical problems how they navigate the potential pitfalls surrounding data privacy.

Find out, question, learn and implement!

Research Transformation

Lost in Translation
How Western (mis)conceptions of Asian markets impact market research

David Bakken, Global Chief Insight Officer, KJT Group, USA
Sue Siewert, Global MR Market Intelligence Lead, GE Healthcare, USA

The last decade has seen phenomenal growth in market research activity in emerging Asian markets; much of the growth has been driven by Western multinationals seeking to enter or extend their reach in Asian markets. In response, a dynamic Asia-based research industry has emerged that in large part replicates Western research methods. However, Western marketers may not be getting all the insight they need and desire from the research they conduct in emerging Asian markets. This presentation will  identify four key misconceptions held by Western marketers and researchers that impact our ability to understand consumers in emerging Asian markets.


What the Eyes Don't See, the Heart Can't Feel!
The need for market research to drive innovation

Kartikeya Kompella, Senior Vice-President, Kartik Kompella Associates, India

Iconic brands like Starbucks and Apple were built on belief and one needs to see, in order to believe. An understanding of the vast changes in India should offer ideas for innovative new brands but it’s often a lot of the same versus anything new because marketers aren’t able to see what’s out there, when researchers probably can.
Can market researchers use their category knowledge to offer consulting services to entrepreneurs? Are researchers ready to go beyond their traditional roles as data providers to be partners in progress? Can market researchers reinvent their business model to be able to help create innovative brands?
Brands can offer a lot to society in terms of innovation and meaning. Can market researchers in India celebrate change by changing themselves to be more meaningful?

Inspiring People, Transforming Brands

Brands Without Borders
Co-creating a regional brand vision

Larasati Dewi, Regional MRCI Director, Danone, Indonesia
Philip McNaughton, USA Research Director, Face, USA

This presentation will show how consumer co-creation can play a significant role in developing strong cross-regional brands in Asia.
Mizone is a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different Asian markets. The key business challenge was to develop a consistent, but differentiated brand voice and vision that worked across markets, supported the growth of the brand and was relevant and attuned to consumer mindset and aspirations.
This presentation  will show how one stream of work was able to bring the consumer voice directly into the creation of a high-level Mizone brand vision, and help build a bridge between the different markets.


Superpromoter Research
How studying the flow of enthusiasm of customers helps corporate giants

Arne van de Wijdeven, Global Director Customer Director, Philips International, Netherlands
Rijn Vogelaar, Chief Enthusiasm Officer, Blauw Research, Netherlands

Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These subjects are very rarely studied in science nor in market research.
This presentation will explain the theory and will present two different cases, including one conducted for Philips in India and one for Microsoft in the Netherlands. The presentation will also share how these companies implemented the results in marketing and new product introductions. The research motivated a mind shift in these companies from thinking in problems to thinking as enthusiasm-inspiring rockstars.


Growing Brands by Connecting with Deeper Human Motivations
Demonstration of a new research approach that directly links to business outcomes

Indra Chow, Executive Director, Ipsos, China
Niels Blichfeldt, Regional Insight Director - Asia, Carlsberg, Hong Kong
Shivani Kapoor, Executive Director, Ipsos, India
Sue Phillips, President, Censydiam Institute - Ipsos Marketing, UK

The BIG question for manufacturing and servicing companies is: How can I ensure that my future investments in brands maximise their potential in the market? Through an example in the beer category, this presentation will show how a PEOPLE-centred approach, using PRECISE drivers of brand growth, combined with PREDICTIVE abilities to anticipate market share can deliver strong business outcomes from research.

Research Communities in Asia Pacific
A review of similarities and contrasts

Ray Poynter, Executive Vice President, Vision Critical, UK

How are research communities being adopted in Asia Pacific -- in Japan, China, India, or in  Singapore and Vietnam? Is the future more likely to be MROCs or Community Panels, small and qualitative or large and quantitative?
Research communities are one of the hottest topics in Europe and North America, but what about Asia Pacific? Are the models in Asia different? What are the implications of: cultural differences, double- byte languages, different technologies (especially in terms of internet and mobile)?
This presentation will highlight the current status quo and indicate the likely directions of travel.

Panel discussion

Marketing Transformation
Customer centricity: from 'product messages' to 'customer experiences'

Dieter Deceuninck, Senior Consumer Market Insight Manager Deodorants Asia Australia, Unilever, Singapore
Gaurav Gupta, Managing Director, General Motors, Vietnam
John Trotter, Financial Services Director - Asia, Tesco Bank, Hong Kong
Maryan Broadbent, Group Chief Customer Officer, AIA Group, Hong Kong
Yen Le Thi Hoang, Communication & Marketing Support Director, Nestlé , Vietnam

With the lines blurring between products, services and experiences, engaging customers today requires commitment from the whole organisation – truly putting the customer at the centre. In this new world of driving customer engagement through real customer interaction across all touchpoints, what are the challenges and opportunities for marketers and what does that mean for research and insight professionals?

Print

Speakers/authors

Keynote Speaker

Madame Ton-Nu-Thi Ninh

Madame Ton-Nu-Thi Ninh

President, Tri Viet Institute for International Studies and Exchange and Senior Advisor to the University President, Ton Duc Thang University, Vietnam

Madam Ton-Nu Thi Ninh is President of the Tri Viet Institute for International Studies and Exchange and Senior Advisor to the University President of Ton Duc Thang University.
Having served her country as a diplomat for more than two decades, she carries vast experience in multilateral institutions including the United Nations and ASEAN and from 2000 to 2003, was Ambassador and Head of Mission to the European Union in Brussels. Her primary focus rests on global issues including international peace and security, development, environment, governance and human rights. Madam Ninh is actively engaged in gender advancement and post-war legacy issues and through her frequent interaction with the public, especially youth, she is known as one of the public figures having an impact in today’s Vietnam. Additionally, she works with the Tri Viet Center for Social and Educational Research - a knowledge and idea exchange to help develop societal awareness around critical issues. Madam Ninh is the recipient of the French Legion d’Honneur (Commandeur), the Belgian Order of Leopold II, and the Vietnamese Medal of Labor - First Class.

Watch: Keynote Madam Ninh at TEDx



Alastair Gordon

Alastair Gordon

Managing Partner, Gordon & McCallum, New Zealand

"Alastair Gordon is Managing Partner of Gordon & McCallum. One of Asia-Pacific's most experienced market research professionals; he has worked across sectors ranging from consumer goods to telecommunications and social policy. Previously, Alastair was Global Head of Custom Research R&D at the Nielsen Corporation. He has held senior positions throughout Asia at regional (Head of Custom Research in Asia-Pacific) and local level (Managing Director of the Nielsen companies in Philippines and Malaysia).
An experienced market research trainer, Alastair has also been a regular speaker at international marketing and research conferences. Alastair holds an MA (Hons) in Political Science from the University of Canterbury and is a Fellow of the New Zealand Market Research Society and a member of ESOMAR."

Andy Zhao

Andy Zhao

President of Overseas cooperation CMRA and Northeast Asia Managing Director, GfK, China

Andy Zhao joined GfK in 1994 and is now the Managing Director of North East Asia for their Consumer Choices sector, covering Mainland China, Japan, Korea, Taiwan and Hong Kong. When he worked in GfK Japan, he set up the China division, which started the Consumer Electronics retail audit. In 1996, Andy was transferred to Hong Kong where he took on the role of General Manager and continued establishing Chinese headquarters. He then moved to Beijing and set up GfK Asia’s Beijing Office as Chief Representative. Andy founded and became General Manager of GfK Retail and Technology China Co., Ltd. in Shanghai. GfK China has become a leading market research company for Technical Consumer Goods retail audits in China. It boasts one of the biggest retail tracking networks in the country, covering 274 cities and 852 counties.

Andy dedicates himself to driving Consumer Choices revenue and also to supporting Consumer Choices business at a global level by working with various global companies. Andy is the Executive Vice Chairman of CMRA (China Market Research Association), guest professor of Peking University and the founder of Asia Pacific Research Committee (APRC). He was also a speaker at ESOMAR Asia Pacific 2012 conference.



Anjali Puri

Anjali Puri

Regional Director of Qualitative - APAC, TNS, India

Anjali Puri leads the Qualitative Research practice in TNS Asia-Pacific. A seasoned qualitative researcher with close to 2 decades in the industry, Anjali 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 and beverage, healthcare and technology. In the last few years, Anjali has been active in the development of new qualitative methodologies and has been responsible for shaping contemporary thinking in qualititative 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.

Arne van de Wijdeven

Arne van de Wijdeven

Global Director Customer Director, Philips International, Netherlands

He has worked for Philips since 1996 in various global senior roles in marketing and business excellence, and is an expert in customer experience. Arne earned the Master of Science degree in Industrial Engineering and Management Science at TU Eindhoven.



Bhomik Chandna

Bhomik Chandna

Regional Director of Digital Strategy, Millward Brown, Singapore

Bhomik Chandna has been working in the research industry for more than 10 years and has been working at Millward Brown for 6 years in Hong Kong and Singapore. Bhomik is the founding member of digital team and is instrumental in developing digital measurement solutions across APAC. He is also a member of Millward Brown’s Futures Group, focusing on innovative and emerging platforms.

Bing Natividad

Regional Consumer and Market Insight Manager, Unilever, Singapore

Bing Natividad is currently the Regional Consumer and Market Insight manager for Unilever

Chris Riquier

Chris Riquier

CEO, TNS, Singapore

Chris Riquier is the CEO of Asia Pacific and a member of the Global Executive Committee of TNS. He is responsible for TNS operations in 15 markets across Asia Pacific. Chris has significant experience in developing and rapid growth markets, being currently responsible for Asia and India, and having previously managed TNS in Africa. He has also been responsible for the expansion of TNS into 7 new markets in the developing world via acquisitions and start-ups in West Africa and Indochina.
Prior to entering the private sector in 1997, Chris was a founding associate of the Marketing Science Centre at the University of South Australia, now known as the Ehrenberg Bass Institute. During this time, Chris lectured in Market Research and Communications in addition to private sector consulting.

Chris Ever Casanare

Associate Research Director, Ipsos, Singapore

Chris Casanare is an Associate Research Director with Ipsos and has 9 years experience in the market research industry. He started his career at PSRC – Research International in the Philippines - and worked there for 7 years, helping him develop a keen eye for the in-depth understanding of a culture. Chris then moved to regional research with Ipsos Singapore, extending his appreciation of different cultures. Chris has a passion for consumer-centric research and takes his job as brand custodian for his clients to heart.

Christophe Robert

Christophe Robert

Director of Online Qualitative Research, Cimigo, Vietnam

Christophe has 13 years of qualitative research experience spread across Vietnam, Hong Kong and the USA. He specialises in ethnography, semiotics and cultural analysis and is especially focused on exploratory research and product development. He has extensive experience and expertise in reaching challenging respondents and devising innovative research solutions. He received his PhD in Cultural Anthropology from Cornell University, New York, in 2005. He speaks French, English and Vietnamese fluently. He has also published academic research on consumption, youth culture, and media in Vietnam.

Dangjaithawin Anantachai

Dangjaithawin Anantachai

Managing Director, INTAGE, Thailand

Dangjaithawin Anantachai has a master's degree in Communication Management from Bond University in Australia and her years with Nielson and Market 21, an Australian Trade Marketing Consultant firm, formed a solid ground for analysis and strategic implications for marketing use.

She is a panel speaker for various international seminar organisations, and guest lecturer at leading universities in Thailand.



Dave McCaughan

Dave McCaughan

Regional Strategy Planning Director, McCann WorldGroup, Japan

Dave McCaughan is Regional Strategy Planning Director for McCann WorldGroup, a global leader in marketing communications with offices in over 170 cities. Based in Tokyo, Dave oversees insight and strategy development for all McCann WorldGroup companies across the Asia region. He began McCann PULSE in 1995, which is now the longest running continuous investigation into people’s lives in Asia and active in twenty key regional cities. Dave has worked on insights and strategy delivery in Asia for brands from Coke to MasterCard to Cathay to Tokyo Disneyland to Sunstar to Johnson & Johnson. He has presented at over 300 conferences globally in the last 20 years, and writes regular columns on Asian insights for Advertising Age and Japan Inc. Dave is also a contributor and sits on the editorial board for ESOMAR's Research World.

David Bakken

David Bakken

Global Chief Insight Officer, KJT Group, USA

David Bakken is Global Chief Insight Officer of KJT Group Inc, a research consultancy based in the United States. Previously he was Executive Vice President and Chief Scientist at Harris Interactive, where he headed the marketing science and research methodology teams and served on the firm's senior management team. In addition to Harris Interactive, David has held senior positions at Stratford Associates and the Gordon S. Black Corporation. He began his market research career at AT&T. David is a recognised thought leader in marketing research and a frequent presenter at conferences sponsored by ESOMAR, AMA and the Advertising Research Foundation. David earned his doctorate in Social Psychology at Boston University and a B.A. in Psychology at the University of Michigan.



Derek Ho

Derek Ho

Privacy & Data Protection Counsel, MasterCard Worldwide, Singapore

Derek Ho is the privacy & data protection counsel for MasterCard in the Asia Pacific, Middle East & Africa region. Prior to joining MasterCard, Derek worked at Sybase 365 (the mobile service division of Sybase), and started his career at a Singapore law firm, Drew & Napier LLC where he was part of the firm’s telecommunications, media and technology practice.



Dieter Deceuninck

Dieter Deceuninck

Senior Consumer Market Insight Manager Deodorants Asia Australia, Unilever, Singapore

Dieter Deceuninck is Regional Consumer Market Insight Manager for Unilever deodorants in Asia Australia. He has been studying Asian consumers for a long time, and is now physically in the region for nearly 2 years. Prior to this, he was Regional Consumer Market Insight manager for Unilever Savoury in Europe, based in Germany. Before his Unilever career, Dieter was the Censydiam head in France within the Synovate structure.



Evette Cordy

Evette Cordy

Director, Raspberry Innovation Research + Strategy, Australia

Evette Cordy is a qualified psychologist with qualitative experience across almost every continent. She is fascinated with the human mind, and driven to understand what the numbers mean. She has managed quantitative research programmes in more than 50 countries. Evette spent eight years at TNS, most recently as Regional Director of Technology, responsible for providing leadership across 32 countries in the Asia Pacific, Latin America, Middle East and Africa regions. She has worked with some of the world’s leading brands, exposing unique insights and value for her clients by having a keen eye for the innovative and extraordinary.

Greg Coops

Greg Coops

Managing Director, Asian Strategies Research + Planning, Singapore

Greg is one of Asia's most persistent and durable researchers arriving in Singapore in 1980 - loved it and never went back to Australia. Initially employed by Frank Small (the man himself) in Sydney, Singapore and Jakarta he set up his own firm Consensus-MBL in Indonesia in 1985, moving to Bangkok to open the MBL Group's Thailand office.

He sold out of MBL which subsequently became NFO then TNS, went sailing around Asia for two years and, in 1991, started Asian Strategies.

Greg has pioneered research in what were once emerging markets - Indonesia, China, Vietnam, Laos, Cambodia and Burma. He specialises in quant. research as well as qual., audience measurement, political polling, travel, events and financial services. Greg runs the firm's legal research division that has him appearing regularly as an expert witness on research in the High Court of Singapore.

Currently Chairman of the Market Research Society (Singapore) Professional Standards Committee, Chairman of the MRSS Asian Research Conference Organising Committee (2008/09), National Representative for ESOMAR and is on the Advisory Board of Festival of NewMR.



Han Zantingh

Han Zantingh

Managing Director - Asia, BrainJuicer, China

Han has been involved in strategic marketing, understanding consumers and concept development for over 15 years, from the start of his career in FMCG in his home country of the Netherlands, to working with New Solutions brand strategy and innovation in the UK, and then moving to managing international spirit brands for Pernod Ricard. Han moved to China in 2005, first to manage Pernod Ricards China whisky portfolio, then set up the Asia part of TAG, an advertising agency, before he moved to BrainJuicer to set up their Asian operations in 2010. He currently runs the Shanghai and Singapore BrainJuicer offices, servicing clients across Asia.



Indra Chow

Indra Chow

Executive Director, Ipsos, China

Indra Chow has over 10 years of global market research and consulting experience, with a specialisation on innovation and new product innovation. She has extensive knowledge in proprietary modeling tools and helps clients improve their return-on-investment of new product launches. Though she began her work with the FMCG sector, Indra now focuses on the automotive industry.
Indra earned a B.A in Economics from the University of California, Berkeley, and a M.A. in International Relations from Yale University.

James Parsons

James Parsons

Managing Director (Asia), Flamingo, Singapore

James Parsons is Managing Director of Flamingo (Asia). He has 20 years experience as a practitioner of qualitative research and brand consultancy. He has been based in Singapore for over a year and before that, lived in Tokyo for four years where he setup Flamingo’s Japan office. He travels regularly in the region to China, India, Philippines, Thailand, Japan and others.

Joe Wheller

Joe Wheller

Managing Director, Cimigo, Vietnam

Joe Wheller leads the Cimigo Vietnam team and works to put consumers into the boardroom through utilising the latest innovations in market research and consumer understanding. He previously worked at the BBC, Synovate, Nielsen, and TNS and specialises in branding and communication research. Joe has lived and worked in the Asia Pacific region for 18 years and has a degree in Southeast Asian Studies.

John Trotter

John Trotter

Financial Services Director - Asia, Tesco Bank, Hong Kong

John is Financial Services Director for Tesco Asia and has been closely involved in using customer insight to drive financial services strategy for the last 15 years. Prior to his current role he led both the UK and International Strategy and Insight teams in Tesco Bank and has first-hand experience of using shopping data garnered in Tesco stores to inform and develop product and marketing strategy and assist the business with credit and underwriting decisions. He has been based in Hong Kong for the last year, covering Tesco’s Asian markets in China, Malaysia, South Korea and Thailand. Prior to this he has lived all his life in Scotland, working for several companies including RBS, Aegon and Standard Life.



Kartikeya Kompella

Kartikeya Kompella

Senior Vice-President, Kartik Kompella Associates, India

Kartikeya Kompella, author, strategist and speaker has over 20 years of work experience across the fields of advertising, direct marketing, CRM, brand consulting and business strategy. He has worked in well-known companies such as MAA Bozell, Equitor Consulting, Timex Watches, JWT and Lowe Lintas. This diverse experience has helped him gain a unique multidimensional perspective to the different aspects of brands and marketing.
Kartikeya is the author of two books on branding and has had multiple papers published in Warc. He ran a column on Interbrand’s website www.brandchannel.com for 5 years and has contributed to various magazines and websites, including Brand Strategist (UK), Brand Republic, All About Branding, BusinessWorld and Business Today online.



Larasati Dewi

Larasati Dewi

Regional MRCI Director, Danone, Indonesia

Dewi Larasati is responsible for regional acceleration projects at Danone Waters Asia as well as for a transversal role across Danone Business Units (Waters, Dairy, Baby division) in Indonesia.

Maria Christina Inocentes

Research Manager, Ipsos, Singapore

Christina Inocentes is a Research Manager with Ipsos and has 5 years experience in the industry. Before entering the world of market research, she spent 2 years studying at the Centre for Research in Pedagogy and Practice (CRPP), established by the Singapore National Institute of Education. Christina's current position with Ipsos Singapore enables her to combine APAC regional work with her passion for consumer life insights - bringing together her psychology training and natural curiosity for human behaviour.

Niels Blichfeldt

Niels Blichfeldt

Regional Insight Director - Asia, Carlsberg, Hong Kong

Niels Blichfeldt is Regional Insight Director, Asia. Carlsberg Breweries. Prior to his present role, he worked over 6 years as International Insights Director in Carlsberg Breweries HQ in Copenhagen. He has worked across many disciplines during his career and started out as Strategic Planner in TBWA and Campaign Company. After that he pioneered the first Consumer Internet Panels in the Nordic through his own company Instant-Answers. After that spent 6 year in Millward Brown Nordic as Senior Consultant where he was responsible for clients like Coca-Cola and Sony. In Carlsberg Niels has been responsible for the introducing a Global Tracking Protocol and bringing Shopper Insights to the Group. Niels holds an M.Sc Economics and Business Administration in International Marketing and Communication, Copenhagen Business School and University and Washington, Michael G. Foster School of Business



Penny Darbyshire

Penny Darbyshire

Founder, Raspberry Innovation Research + Strategy, Australia

Penny Darbyshire believes numbers hold the key to unlocking problems, small and large. She’s a quantitative specialist with extensive experience in applying statistical methods to solve a range of research problems. She specialises in choice modelling for optimising new product and service development, pricing, ranging and other business decisions. After nine years working at TNS, most recently focused on designing, managing and executing choice modelling studies across the Asia Pacific region, Penny now combines her passion for numbers and innovation research to unlock fresh ideas for Raspberry clients.

Philip McNaughton

Philip McNaughton

USA Research Director, Face, USA

Philip McNaughton has worked in the market research industry for 15 years and currently heads the Face team in New York. He has worked in cities around the world from Tokyo to Moscow to San Francisco in sectors including online and offline, qualitative and quantitative, from FMCG to UX through brand strategising, concept creating, creative development and social media monitoring. He has been a speaker at various conferences and events, including several UK MRS conferences and Mobile Research in the Modern World in the USA. Philip has presented at several ESOMAR conferences over the last 4 years, including: Latin America 2012, Shopper Insights 2011, Congress 2010, Consumer Insights 2009 and Qualitative 2009.

Poonam Kumar

Poonam Kumar

Regional Director ALM, TNS, India

Poonam Kumar has worked over 20 years in research and consulting and is a recognised expert on brand development and strategy in emerging markets. She has held several regional positions and advised global clients such as Unilever, Motorola, P&G, Diageo, Kraft, SCA and Mead Johnson. Her work extends across Consumer, Technology. Lifestyle and Travel sectors. She set up and managed a pioneering effort on kids and teens research. In the last few years, Poonam has been working on archetypal branding and guiding both global and local clients on creating sustainable, locally relevant brand strategies in the emerging markets of Asia, Africa and Latin America.

Pravin Shekar

Pravin Shekar

Kreator-in-Chief, krea and Founder, The Social Catalyst, India

Pravin has been in the research domain for the past 15 years and continues to contribute to market research in various avatars: Entrepreneur, Technologist, Research-evangelist, Speaker. He heads two entities: 'krea', an India-centric panel research firm and 'The Social Catalyst', a non-profit trust aimed at professionalising the work of NGOs.

In regular demand as a speaker, Pravin has presented papers and chaired discussions at several conferences. As an ESOMAR Representative for three years, he has organised custom ESOMAR events in India and is spearheading the movement for making MR a career of choice for students.



Priti Mehra

Priti Mehra

Head of Client Services for Southeast Asia, Millward Brown, Singapore

Priti Mehra is Head of Client Services for Southeast Asia at the Millward Brown Singapore office. She has 13 years of research experience, having started her career in 1997 with IMRB India. Prior to her current role, Priti worked four years with Millward Brown South Africa and was responsible for running and managing their Client Services department.
Priti has worked extensively in Indian, Southern Asian, Southeast Asian, and African markets. She also has deep expertise in the area of copy testing, brand building and tracking research in the wider AMET (Africa, Morocco, Egypt and Turkey) region.

Ray Poynter

Ray Poynter

Executive Vice President, Vision Critical, UK

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 of change, research, and technology, having spent most of that time at director level with companies such as The Research Business, IntelliQuest, Millward Brown, and Virtual Surveys. Ray is in frequent demand as a workshop leader and webinar speaker, covering topics as diverse as social media, advanced quant, presenting, and scenario planning. Ray is the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR.

Ray is also author of The Handbook of Online and Social Media Research, contributor to University of Georgia's Principles of Marketing Research course and workshop leader for ESOMAR, MRS, AMSRS, MRIA and others.



Richard Hall

Richard Hall

Managing Director, The Nielsen Company, Malaysia

Richard is a veteran of the research world and has worked across both agency and client side in his twenty years of experience. His career began back in the UK where he worked on the agency side and then progressed to the client side with one of the UK’s leading retailers. In 2000 he moved to Asia and has enjoyed time in Hong Kong, Sydney, Shanghai and Kuala Lumpur in both country and regional roles. He has recently moved from a regional role in Nielsen and is now the country head for Malaysia.



Rijn Vogelaar

Rijn Vogelaar

Chief Enthusiasm Officer, Blauw Research, Netherlands

Rijn Vogelaar is Chief Enthusiasm Officer of Blauw Research - a company with more than 100 researchers in the Netherlands, England and Germany. He is also an internationally renowned author of the book “The Superpromoter” about the power of enthusiasm. In addition to his book, Rijn has started a Superpromoter Academy and a Superpromoter Network. He has over 15 years of experience in marketing and customer relations; his goal in life is to start an international revolution of enthusiasm.

Ron Gailey

Ron Gailey

Director of Insights, The Coca-Cola Company, Thailand

Ron Gailey jumped four years ago from the consistent and relatively predictable role of leading research for a US Bank to being the Director of Insights for Coca-Cola in Asia. He has loved the challenge of collaborating on research in the Asian continent, a place with many cultural nuances and complexities that can be magnified when considering the demands of vastly different markets such as Singapore and Myanmar. Ron's responsibility for collaborating with Coca-Cola’s research teams from Japan to China and Australia to Indonesia has resulted in a fascinating, and at times, wild journey.
Ron lives with his wife and son in Thailand, where they enjoy weekend trips to the countryside and periodic adventures to some of the best scuba diving spots in the world.

Satyam Viswanathan

Satyam Viswanathan

Director, The Third Eye, India

Satyam Viswanathan is a marketer-turned-researcher, with many years of brand management experience both at Colgate Palmolive India and S.C. Johnson North America. He also has extensive experience in social and consumer research.
Satyam has a MBA from the Johnson School at Cornell University and a BA in Economics from Delhi University. He is a Director, and part of the founding team at Junoon Theatre (www.junoontheatre.org) , a non-profit organisation committed to injecting theatre and the arts into communities across India.

Shivani Kapoor

Shivani Kapoor

Executive Director, Ipsos, India

Shivani Kapoor has 16 years of market research and advertising experience in India, a majority of which was in qualitative research.
She has vast knowledge across research areas including innovation, consumer segmentation, positioning/ communication development -- spread over FMCG, durables and auto industries. Shivani is currently overseeing the Censydiam business in India, Ipsos' approach to motivational research, working with both qualitative and quantitative teams. She earned a Bachelor's (Honours) in Economics from Hindu College, Delhi University and a Master's in Management Studies (Marketing) from NMIMS, Mumbai.

Shivkumar Moulee

Shivkumar Moulee

Director of Strategic Advisory Services, AMAP Region, Millward Brown, India

Shivkumar Moulee has worked at Millward Brown over the past decade in numerous capacities - spanning country leadership, innovation and client leadership roles. Prior to choosing research as a career, Shiv worked in advertising at Lowe and brand management at Marico, a leading Indian FMCG company. Shiv has worked across a range of cultures – covering India, China, Australia and Thailand.
Outside of mainstream client service, Shiv is interested in consumer behaviour in a range of spheres and has worked on a number of seminal projects such as Quality of TV Program Viewing, Consumer Decision-making Protocols and Advertising Transference in Asia. He has also presented at various forums including GoaFest (India’s annual advertising awards function) and ESOMAR conferences.

Stephanie Herold

Stephanie Herold

Senior Brand & Insights Consultant, Clear, Singapore

Stephanie Herold is a Senior Brand and Insights Consultant at Clear, M&C Saatchi. She is based in Singapore and looks after insight projects across the SEA region. Stephanie is the practice lead for culture, passionately driving awareness and understanding of emerging challenges and opportunities with consultants and clients in the region.
She is currently finishing her PhD in the field of ethnic marketing methodologies where she is exploring the application of qualitative market research methodologies among respondents with different ethnic backgrounds.Stephanie is frequently presenting at international conferences and writes papers and thought pieces on cultural research topics.

Stephen Jenke

Stephen Jenke

Worldwide Head of Data Collection, Kantar Operations, Malaysia

Stephen Jenke is Worldwide Head of Data Collection with Kantar Operations.
He has broad experience both as a researcher and in senior management and operational roles across the Asia Pacific region and Europe with MRA, Stochastic Marketing, Y.C.H.W. and then Millward Brown. Prior to his current role, he was CEO South Asia with TNS 2005 – 2009 and also had Operational and IT responsibilities for TNS across Asia Pacific, Middle East-Africa and Latin America.

Stephen has been actively promoting quality assurance within the MR Industry for many years, being part of group that setup ISO Quality Assurance in Australia in early 90’s.
In his current role across Kantar, he is leading the roll out of the Kantar Data Collection Quality Standards globally and the Kantar Global Data Collection Supplier Management.



Sue Phillips

Sue Phillips

President, Censydiam Institute - Ipsos Marketing, UK

Sue Phillips has over 25 years of global market research experience with a qualitative specialisation. She is based in London, but worked for 8 years in Asia (Singapore and Hong Kong) in regional roles. Sue is currently the global leader of Censydiam, Ipsos’ approach to motivational research. In 2010 Sue was Programme Committee Chair for the ESOMAR Qualitative conference in Barcelona.

Sue Siewert

Sue Siewert

Global MR Market Intelligence Lead, GE Healthcare, USA

Sue Siewert is Global MR Market Intelligence Lead at GE Healthcare. She has been at GEHC for 8 years now, establishing market research best practices and undertaking large cross-P&L global research projects. Currently she oversees Market Intelligence at GE HC MR. Prior to GEHC, she started the Business Analysis Department at Schwarz Pharma Inc. Earlier at Abbott Hospital Products and Abbott Laboratory Products she introduced forecasting, primary and secondary research plus Competitive Intelligence. Product development and commercialization of new products are her special interest, especially within growth markets. Sue earned an MBA in Marketing at DePaul University and a B.S. in Food Science and Technology at the University of Nebraska.



Tom Ewing

Tom Ewing

Digital Culture Officer, BrainJuicer, UK

Tom Ewing is part of BrainJuicer Labs, BrainJuicer’s experimental R&D team. He works specifically on digital culture and social media experiments, including MROCs. He is a well-known research speaker and multiple award-winner. He was recently honoured as one of the AMA’s 4 Under 40 emerging research leaders. He is also a music writer.

Winnie Yeung

Winnie Yeung

Managing Director, Cimigo, Hong Kong

Winnie Yeung is Managing Director of Cimigo Hong Kong. Prior to joining Cimigo, she was director of Customised Research at The Nielsen Company, Hong Kong. Prior to Nielsen she worked at TNS.
Winnie has over 18 years of experience handling clients from various industries including: public utilities, telecommunications, transportation, FMCG, the insurance and finance sector, pharma as well as retail and statutory bodies. Winnie has particular expertise in designing cross-country research projects and research in customer/employee satisfaction and loyalty, mystery shopping, new product launches and brand building.

Yen Le Thi Hoang

Yen Le Thi Hoang

Communication & Marketing Support Director, Nestlé , Vietnam

Yen has been working in the marketing field for almost 20 years and has been working for Nestlé for 18 years in different positions within marketing management. In the current position Yen is responsible to provide functional leadership in marketing and consumer communication, therefore in charge of research, consumer communication, media including digital, consumer services, PR… across all Nestlé brands of Nestlé Vietnam. Yen is also the custodian of Nestlé as a brand in Vietnam, responsible for leading the company image in line with stated ambition.


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Hotel & venue

The InterContinental Asiana Saigon is an exciting new landmark in the heart of Ho Chi Minh City, located near the Notre Dame Cathedral and the well-known Saigon Post Office.

Only a 35-minute drive from the airport, this luxury 21 story hotel offers 305 beautiful rooms, including 18 suites, a stylish Presidential Suite, and a stylish Club Lounge with panoramic view. Guests can also enjoy their time at the hotel’s fitness center or outdoor pool.

Hotel rooms offer accommodation combining attractive rates and quality and feature modern amenities including air conditioning, cable television, dvd player and iPod docking station, internet access and minibar.

InterContinental Asiana Saigon

Address:

InterContinental Asiana Hotel
Corner Hai Ba Trung St. & Le Duan Bl, Ho Chi Minh
Vietnam

Telephone: +84-8-3520.9999
Fax: +84-8-3520.9955

Hotel & venue's website


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Registration pricing

Please note: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.

Early Bird rate (until 11 February 2013)
Members
Non-members
Regular delegate (Full Conference) EUR 750 EUR 1220
Regular delegate (1 day entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 200 EUR 300

* Read the conditions that apply for registration carefully.

Standard rate (12 February 2013 - 11 March 2013)
Members
Non-member
Regular delegate (Full Conference) EUR 1040 EUR 1420
Regular delegate (1 day entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 300 EUR 400

* Read the conditions that apply for registration carefully.

Late rate (12 March 2013 - 4 April 2013; includes on-site registration)
Online registration open until 4 April 2013, 17:00 CET (GMT+1). On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 1240 EUR 1620
Regular delegate (1 day entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 400 EUR 500

* Read the conditions that apply for registration carefully.

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

The following charges will apply:

  Conference Workshop
Until 25 January 2013 No charge.
Full refund given
No charge.
Full refund given
After 25 January 2013 Cancellation charge:
EUR 400
Cancellation charge:
EUR 200

Cancellation fee can only be waived upon receipt of visa refusal document.

Remote/Streaming Delegates

Standard rate Members Non-members
1 time slot (session parts) EUR 150 EUR 150
2 time slots (session parts) EUR 300 EUR 300
3 time slots (session parts) EUR 450 EUR 450
4 time slots (session parts) EUR 600 EUR 600

* Please make sure to check out the live stream programme to see what sessions are excluded for live broadcasting *

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

  LIVE Streaming
Until 7 April 2013 No refund given

 

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Asia Pacific 2013 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.