ESOMAR events are an excellent way to learn from international experts, explore the latest evolution of tools and techniques, participate in interactive sessions and network with business leaders from all around the world.
Celebrating Asian CreativityJakarta / 11-13 May
Asia's rapid growth and unparalleled economic successes have drawn the world’s attention to the tremendous value that can be...
Asia's rapid growth and unparalleled economic successes have drawn the world’s attention to the tremendous value that can be gained from the region’s cultural and business diversity. But with future paths to success being less certain - what needs to happen to sustain, and ultimately accelerate, the region’s momentum?
Celebrating Asian Creativity focuses on the uniqueness of Asia and how research can inspire local innovation to drive long-term prosperity across markets, economies and industries.
Join us in Jakarta to connect with research experts, business strategists and the top creative minds of the region. This is the regional research event of 2014 – so don’t miss out!
Ron Gailey (Committee Chair)
08:00 - 20:00
Sunday, 11 May
Conference registration: 16:00 - 19:00
Workshop registration: 08:00 - 09:00
08:00 - 22:00
Monday, 12 May - Conference day one
Conference registration: 08:00 - 09:00
|08:45 - 18:00 Tuesday, 13 May|
Monday, 12 May
Asian Research on the Move
We’ll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually hard to penetrate for researchers. We’ve chosen eating on-the-go as subject of our research study – a topic area that allowed us to really "pressure test" the method and technology used. Our findings are very encouraging and clearly indicate that this approach and the technical setup is very suitable for the entire region and that it provides valuable and highly granular insights. We’ll share and discuss our detailed findings and the methods used.
Imagine you are a sponsor of what is arguably the greatest rivalry in Australian sport, the State of Origin. You spend millions on ensuring your logo is visible - on the team jumpers, on the stadium banners, and even on the turf. How do you measure whether this sponsorship has been effective in building brand awareness and equity? Join us as we journey through a path to find an in-the-moment measurement of what people see and how they feel about the different sponsors/brands as they watch the Blues vs. the Maroons. Attendees will walk away with a deeper understanding of whether research via mobile phones is useful, valid and most importantly, whether it is addressing current gaps in research.
Everyone is talking about it. Many are experimenting with it. And some are even doing it. Mobile promises to reach more people, in more countries, with faster results than ever before. Mobile is especially relevant in Asia, where countries boast some of the highest mobile penetrations in the world. But is there more to mobile than data collection efficiencies?
The answer is an undisputable - YES. Mobile can generate deep insights into the mind of the consumer which, when applied to product testing in particular, will lead marketers to make better decisions about innovation and product development.
Based on R&D conducted in Asia, our presentation will demonstrate the power of mobile to elicit in-the-moment consumer responses that capture the fine nuances of the product experience.
Masterclass: Engaging Surveys
Jon Puleston, VP Innnovation, GMI, UK
We are at a tipping point in online survey design as more and more people want to do surveys on mobile/tablet devices; and the Asian markets are leading the way. Up until recently our focus has been on simply getting surveys to work on these devices, but getting respondents to actually complete mobile surveys is the next challenge. Our data is showing that nearly 50% of people who start a survey on a mobile/tablet don’t get to the end, because the surveys we are delivering are often too long a nd there has been poor consumer experience on these devices. We need to up our game. We don’t have all the answers, but this presentation sets out to put some ideas on the table for a fresh new approach based on 2 years of exploratory research and will map out a new survey design philosophy that we are calling “Bonsai” survey design.
Creative Research Approaches
Alastair Gordon, Managing Partner, Gordon & McCallum, New Zealand
Dwinarizki Setyorini, Research Manager, DEKA Marketing Research, Indonesia
Farquhar Stirling, Independent Research Consultant, Farquhar Stirling, Indonesia
Mamiek Slamet Leonardo, Research Director - Analytics Centre of Excellence, DEKA Marketing Research, Indonesia
A key question for Asian retailers is the degree to which “soft factors", such as shopper reactions to branding or in-store experiences, impacts satisfaction and shopper spend. In Indonesia, answering this question is complicated by the respondent’s tendency towards ‘top-box bias’ in rating stores. We examine the impact of the shopper's underlying emotional reaction to a convenience store visit on key outcome measures (e.g. spending, products bought, chain preference). Combining results from a quantitative survey with unique facial-imaging based measurement of shopper reaction, clarifies the interaction between stated reaction to the visit and visit outcomes. We show that Indonesian retailers can derive real benefit from improved chain imagery and that mobile facial imaging provides unique shopper insight.
Evan Kodra, Senior Data Scientist, Affectiva, USA
Namita Mediratta, Consumer and Marketing Insights, Unilever, Singapore
Pankaj Jha, Director of Global Innovations AMAP Region, Millward Brown, India
Rana el Kaliouby, Co-founder and Chief Science Officer, Affectiva, USA
High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence of response bias.
Facial coding represents an opportunity to measure true emotional responses that can mitigate that bias, but facial expressions tend to be significantly more subtle and fleeting in Asian cultures. Given these dual challenges, we present a solution path towards better communication of, and the science behind, emotional insights. We also present results from the first facial expression-sales prediction study in China, in conjunction with Mars Inc., to further explore how facial expressions are connected to actual Asian consumer behaviour.
The traditional innovation process is staggered, comprising an initial product optimisation followed by messaging evaluation. Typically, product offers may be screened as they are moved from one stage to the other. This not only means more time to go-to-market but also risks some relatively less optimal products being rejected when they may actually succeed in the next phase of evaluation by responding better to messaging. There is a need for a singl- stage optimisation process. However, one of the best optimisation tools, conjoint, is limited in its ability to optimise messaging, i.e. preference share impact of response to brand communication. We demonstrate how messaging impact can be modelled into a conjoint model as covariates allowing for a single-step optimisation process.
Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced to sociology, can be applied in consumer research to gain deeper insights into their life-worlds. Dramaturgy has the potential to be the overarching research philosophy that influences how we collect, analyse and interpret data. Dramaturgy, or the theatric metaphor, has a special connect with people in the Indian subcontinent who have been nurtured on a diet of Bollywood. These films, whose origin lies in India’s traditional drama forms (e.g. Yatra) are widely known for their high voltage dramatic contents and emotional impact. People in India are passionate about Bollywood and view it as a consolidation of their everyday lives. This paper celebrates the Indian passion for drama and explores how it can be harnessed and leveraged in consumer research through a case study on women and their multiple identity roles.
Discussion: Creativity in Asia
Joe Wheller, Managing Director, Cimigo, Vietnam
"Research to Creativity is Like a Pin to a Balloon", so said a creative director as he watched his distinctive offering beaten shapeless on the anvil of TVC benchmarking.
Research and creative agencies frequently serve the same client and yet often appear to operate as distinct bastions. Positive engagements exist, but the "them & us" disposition is more prevalent than the "we". This is to the detriment of agencies, our clients, and consumers. This is more than a creative's pride being punctured by respondent indifference. Systemic issues prevent the integration of consumer insight and creativity. This paper proffers solutions and is a must read for researchers cut out of the creative loop, for creatives seeking insight, and for advertisers who want to get more from their partners.
Tuesday, 13 May
The Next Generation of Cultural Connections
Dawn Herdman, President Director, Illuminate Research Asia, Indonesia
Vikas Srivastava, , Johnson & Johnson, India
The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence of globalisation and social media. Yet, there remains a strong need and pull to stay true to their cultural roots in what is largely a conservative and traditional Indonesian society. We will look at how GenZ manages to negotiate these sometimes dichotomous tensions and how it impacts their development and friendships; as well as their short and long term aspirations. This understanding of Generation Z is placed in the broader context; compared with learnings across other consumers groups to identify the shifts across generationsand the key drivers and implications of these.
Alexandre Merza, Customers Expectations & Foresight Specialist, PSA Peugeot Citroën, France
Catherine Becker, Founder, Metis Jujing Marketing Research Consulting, China
Laetitia Ricci, Master Expert Marketing Intelligence & Foresight, PSA Peugeot Citroën, France
Instead of innovating for the sake of technology, PSA Peugot Citroën creates actively for local people so that they can feel great and live well indeed. Rather than an imperial or adaptive approach of innovation, this presentation will expolore how PSA innovates by making best use of a series of ""expectation vectors""coming from synergic global and local innovation genes: global macro-trends; profound socio-cultural trends in local markets; generational dynamics (digital natives vs. other generations); understanding of ""feeling great"" by local digital natives; and local automotive expectation dynamics based on a worldwide customer segmentation.
Asian Cultural Connections
Research has shown that food choices made by an individual is a result of a complex interaction of a range of factors. Flavour preference, an expression of food choice, is an output of these interactions. This paper examines the influence of cultural & contextual factors on flavour preferences by taking aroma as a semiotic system. The attempt is to understand if the semiotic coding of food aroma is idiosyncratic or if there are predictable patterns. And if there are patterns, to uncover some of the rules that guide coding of meanings with food aroma.
Satyam Viswanathan, Director, The Third Eye, India
As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today’s India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
Hijab adoption was on the rise in Indonesia with several women (across age groups) dawning the veil. With this change in dynamics, it was important understand if there was a need for PT L'Oreal to alter the brand portfolio or communicate differently.
This paper explores how the hijab has moved from a symbol of ‘oppression’ in the past to a strong medium of expression. It explores the opportunity that the hijab and halal provide to brands in the space of beauty, as the hijab has become a social currency in terms of a fashion accessory and halal will cerainly become one too. In this scenario, brands need to be prepared in order to meet both these changes as they might present an important inflection for the beauty category.
Masterclass: Collaborating with Consumers
Anouk Willems, Research Innovation Manager, InSites Consulting, Belgium
Erica van Lieven, Managing Director, Direction First, Australia
Tom de Ruyck, Head of Research Communities, InSites Consulting, Belgium
Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too?
In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: ‘automational’, ‘informational’ and ‘transformational’ benefits.
Data Fuel to Power Business
Jingyuan Zhao, Manager - Measurement Science, The Nielsen Company, Singapore
Timothy Banks, Director - Measurement Science, The Nielsen Company, Singapore
Whye Loon Tung, Senior Manager - Measurement Science, The Nielsen Company, Singapore
This talk will showcase a research project on the use of satellite images to classify the rural-urban status of a survey area/region by the Nielsen Singapore Measurement Science Innovation Lab. We explore the use of computational intelligence and machine learning algorithms from computer science to build a robust classifier from the feature data extracted from the satellite images. The results are derived from a pilot study conducted for the Bali island in Indonesia.
This is a global research focusing on mobile news consumption amongst affluent/B2B news consumers. The content can be tailor made to focus on Asia (we survey 3 Asian countries: Singapore, Australia and India) and provide comparision points to global findings.
This research, with a target release date of November 2013, has a unique approach of decoding mobile consumption among the world’s affluent population. In addition to the main research findings, we’ll also be able to provide results from various case studies using actual advertising campaigns to evaluate ad effectiveness relating to mobile news consumption.
Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy. Additionally, there is a widespread belief that advertising builds brand salience but does not drive hard business. In response, we have built customised models for clients in India and Malaysia to show that advertising drives business revenue in addition to brand salience and have ratified the contribution of emerging media. Our presentation will review our study which juxtaposed digital contribution with offline to enable informed comparison between the two and let our client to overhaul their media strategy towards a more inclusive media mix. It will also examine how we proved scalability and flexibility of our methodology by applying it across industry verticals, banking and telecom.
Heesun Kim, Head of Launching Marketing Group in the Mobile Division, Samsung Electronics, Korea, Republic of
Heeyoung Kim, Associate of Integrated Launch Marketing Part in the Mobile Division, Samsung Electronics, Korea, Republic of
Jiyoung Suh, Director of Connection Planning Team, Cheil Communications, Korea, Republic of
Minwook Kim, Senior Research Executive - Digital Division, TNS, Korea, Republic of
Soyoung Lee, Senior Strategy Manager in Connection Planning Team, Cheil Communications, Korea, Republic of
Sungeun Kwon, Head of Digital Division, TNS, Korea, Republic of
Yuri Jung, Manager of the Integrated Launch Marketing Part in the Mobile Division, Samsung Electronics, Korea, Republic of
With the consistent growth of online retailing, clients from various categories have eagerly been interested in understanding journeys that online shoppers take. While the indirect method using observation/behavioral data has recently emerged as one of the innovative methods for this kind of data, the existing analytic methodology has been insufficient to investigate the “hidden” core of the online journey that leads to purchase.
In this study, by integrating the existing path segmentation with the network analysis for each path type, we revealed an in-depth analysis on 1) the characteristics /structure of the journey itself, 2) the key touch points that serve as core nodes on each journey, and 3) the actionable marketing insights for Samsung to maximise the market opportunity.
Vice President - Analytics Centre of Excellence, Starcom MediaVest Group, India
Aarti Bharadwaj leads the Analytics practice for Starcom Mediavest Group in India, which provides analytics consulting to clients in India and Southeast Asia. She has worked on marketing and media analytics for the past four years across brands such as GSK, Kelloggs, HSBC, Castrol, Axis Bank, Coca-Cola and Samsung. She has also worked in GroupM India driving the use of analytics to derive marketing insights. Prior to that, Aarti did research in Development and Energy Economics.
Her published work includes papers on demand forecasting for electricity and intellectual property rights. Aarti has a rich 12 years of experience in quantitative sciences, including research and teaching. She has a degree in mathematics, specialising in quantitative economics from the Indian Statistical Institute, Delhi.
Managing Partner, Gordon & McCallum, New Zealand
Alastair Gordon is Managing Partner of Gordon & McCallum. As 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 levels (managing director of Nielsen companies in the 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 as well as a member of ESOMAR.
Head of Market Research and Product Development, PT L'Oreal, Indonesia
Aldo Fajar has over 12 years of market research experience on both the agency and client side. Fajar started his career with Research International before moving to Indonesia’s leading pharmaceutical company. In 2007, Fajar joined L’Oreal Indonesia as a market research manager. He is now the Head of Market Research and Product Development for L’Oreal Indonesia, overlooking consumer research projects, market intelligence, as well as product evaluation for the Research & Innovation Division. Fajar holds a degree majoring in Psychology with a minor in Statistics.
Customers Expectations & Foresight Specialist, PSA Peugeot Citroën, France
Alexandre Merza, a digital native himself, has been a worldwide Customers Expectations and Foresight Specialist for PSA Peugeot Citroën since 2010. He is a member of different thinktanks, observing the world's transformations, especially through change carrier populations, to build visions for tomorrow's mobility and automotive expectations. Previous work includes Trend Forescasting at ESP Trendlab, New York (Lifestyle & Apparel).
Director, VISA, Singapore
Amit Dogra is an adaptive, versatile and highly-curious consumer insights professional, with 12+ years of rich international experience spanning diverse industries and geographies. Amit holds an extensive portfolio of project work that includes some of the most famous global financial, consumer and technology companies. Coupled with his background in advanced analytics, he provides a unique combination of business and analytical insights for decision making. Amit is familiar with the complex inter-linkages of operations, workflows and relationships between various internal business units. He is an expert at negotiating the needs and interests of multiple stakeholders to achieve successful results.
Regional Director of Asia Pacific, Ipsos InnoQuest, China
Andrew Steel is Regional Director of Asia Pacific at Ipsos InnoQuest. As a recognised expert in product testing, he leads the Ipsos product testing capability across the APAC region. This includes the development of new methodologies, with a special focus on applying mobile technology to uncover deeper insights from product testing.
Prior to joining Ipsos, he worked at Unilever for 20 years, most recently as the R&D/Consumer Insight Director in China where he had responsibility across all categories (personal care, home care, foods). Accomplishments include the development of several patented ingredients, leadership roles in Asia, Europe and Latin America and the integration of discovery science into the technical roadmap. Andrew holds a PhD in chemistry from Nottingham University.
Research Innovation Manager, InSites Consulting, Belgium
With an education in marketing and passion for co-creation, Anouk Willems connects brands with consumers through online research communities. After managing communities for global clients like Unilever, Heinz and eBay, she’s now part of the ForwaR&D lab of InSites Consulting. In her current role, Anouk focuses on innovating the community solutions and exploring new opportunities in the mobile domain as well as using co-researcher techniques. She specialises in consumer immersion solutions and branding & activation projects. In addition to working at InSites, Anouk founded an online platform on DIY ‘Klusopedia’ (Dutch) four years ago and has great affinity for online marketing and social media.
Founder, Metis Jujing Marketing Research Consulting, China
Catherine Becker founded Metis Jujing in Shanghai in 2010. Prior to this, Catherine founded and was CEO of Sorgem International, established Sorgem China and was Research Director at Sorgem (leading qualitative research company) in France.
Catherine holds a PhD in ethnology, was a professor of philosphy and also taught for the MBA programmes at CELSA, a prestigious university in France for communications and marketing, where she was an expert on international brands and specialist on developing countries. (BRICS such as China, India, etc.)
Senior Project Director, TNS, India
Daisy is presently the Senior Project Director at TNS India. Prior to this she held positions in the digital sphere. A qualified journalist by education, she champions the effort to develop and implement innovative research methods at TNS. With expertise in youth and shopper research, Daisy has recently developed a keen interest in market-entry strategy work. Over the past two years, Daisy has been instrumental in executing and planning multiple Brand Equity and Market Entry studies.
Daisy is a travel enthusiast and loves to see and absorb the culture of every place she travels to. For her next destination, Daisy has been eyeing a drive on the Norway Sky Bridge.
Executive Director, Ipsos InnoQuest, China
David Rao is Executive Director at Ipsos InnoQuest in China where he leads a team dedicated to meeting the product testing needs of a global CPG manufacturer. With 15 years of sales, marketing and marketing research experience in the Asia Pacific region, David has worked at Panasonic China, 3M China and British American Tobacco Japan. He has extensive FMCG research experience with rich knowledge in using scan, panel and quantitative data analysis methods. David holds an MBA from the Australian Graduate School of Management, University of New South Wales and a bachelor’s degree from Shanghai University. He is trilingual in English, Mandarin and Japanese.
President Director, Illuminate Research Asia, Indonesia
Dawn Herdman has 16 years' qualitative market research experience spread across Australia, Europe and Asia. In 2011 she founded Illuminate Research Asia in Jakarta, a city to drive her passion for consumer understanding with one of the most interesting, diverse and growing Asian markets. Illuminate works across Asia Pacific with clients such as Johnson & Johnson and Unilever.
Prior to founding Illuminate, Dawn worked for a number of global agencies including Millward Brown Australia, Mori Ireland, Synovate UK and Research International Thailand.
Dawn has a joint Bachelor of Science (hons) and Bachelor of Arts (psychology) from the University of Queensland.
Technical Advisor, Kadence International, Indonesia
A behaviour-exploration addict, Deepak Bengani takes pleasure in decoding behaviour and the pursuit of constantly improving his skills of creating business solutions for brands and corporate entities based on decoding. Deepak's eight-year journey of exploring consumer behaviour is done largely through qualitative research and strategic brand planning. He believes in taking both macro and micro views in order to solve issues.
Deepak's current role includes insights delivery, opportunity identification and strategic consulting for his clients. He gets satisfaction by going beyond the expected, the obvious and by building newer dimensions for his clients to explore. In addition, Deepak leads, monitors, trains and mentors a multicultural team of five researchers to ensure technical development and personal-goal attainment.
Research Manager, DEKA Marketing Research, Indonesia
Dwina Setyorini graduated from the Faculty of Economics at the University of Indonesia, and recently obtained her master’s degree in communications, also from the University of Indonesia.
Dwina started her career in marketing research in 2005 as a researcher in the quantitative division of DEKA, and has since been involved in various studies ranging from consumer goods, insurance products, banking, automotive and pharmaceuticals. Over the years, she has also handled some of the largest multinational clients, such as Unilever, Nestle, Phillip Morris, Mazda and Suzuki. Dwina is also responsible for most of DEKA’s syndicated studies.
Managing Director, Direction First, Australia
Erica van Lieven is the founder of Direction First, an agency that has provided insight to global and local Australian clients for 16 years. Originally trained in science, Erica worked in marketing director roles in FMCG companies before founding Direction First. The agency works closely with clients to provide leading-edge insights and has worked in collaboration with InSites Consulting for the last two years.
Senior Data Scientist, Affectiva, USA
Evan Kodra is Affectiva's Senior Data Scientist. He earned an MS in industrial statistics in 2009 from the University of Tennessee and is in the midst of completing his PhD in interdisciplinary engineering from Northeastern University. His academic research highlights include publications in Geophysical Research Letters and Theoretical and Applied Climatology as well as publicity in USA Today, Yahoo! News, Nature journal, MSNBC News, and others. His industry work analysing the impacts of emotional data on media and advertising research has been presented at conferences such Face and Gesture and ESOMAR.
Independent Research Consultant, Farquhar Stirling, Indonesia
Farquhar Stirling is one of Southeast Asia’s most experienced market researchers. He has worked in survey research for 40 years, 30 of which he spent with the Nielsen Company as managing director in Indonesia for 12 years, and also as managing director of Southeast Asia for 4 years. In the latter role Farquhar oversaw operations in Thailand, Malaysia, Singapore, Indonesia, Vietnam and the Philippines - a region that saw explosive growth.
Prior to working in Asia, Farquhar was research manager with the BBC World Service, designing and coordinating audience-research studies throughout the world.
Vice President - Consumer Research, GfK Mode, India
Geeta Lobo is Vice President of Consumer Research GfK India. She has over 15 years of experience in MR with GfK Mode and TNS. She has worked on a range of studies across sectors, covering both qualitative and quantitative techniques. Geeta's sector focus is on consumer goods. She is currently responsible for research business from the Bangalore branch.
Client Service Director, Luma Research, Australia
Georgia Phillips has over 15 years of experience specialising in ad pre-testing and tracking research. She has partnered with many of the largest global advertisers to help them develop great ads. Georgia has spoken at many international seminars and conferences, sharing her experience and passion for developing great advertising. Georgia holds a BSc (psychology) and BCom (marketing) from the University of Melbourne.
Head of Launching Marketing Group in the Mobile Division, Samsung Electronics, Korea, Republic of
Heesun Kim joined Samsung in 2004 and is currently Head of Integrated Launch Marketing Part in the Mobile Division of Samsung Electronics. She is responsible for management of the Samsung Mobile brand, while participating in various research projects, including brand management and new product development.
Associate of Integrated Launch Marketing Part in the Mobile Division, Samsung Electronics, Korea, Republic of
Heeyoung Kim joined Samsung in 2010, and is currently an Associate of Integrated Launch Marketing Part in the Mobile Division of Samsung Electronics. She is responsible for product marketing for GALAXY Note series.
Managing Director - Asia-Pacific, Research Now, Australia
James Burge oversees and manages Research Now’s sales leadership team based in Asia Pacific, and is responsible for leading the growth and development of the company’s regional business covering Australia, New Zealand, Japan, India, China and Southeast Asia. He also oversees APAC’s marketing function.
James brings nearly 15 years of experience in the research industry and 10 years of experience managing dynamic, fast-growing businesses. He started his research career at ACNielsen and in January 2006 founded and developed research-based consultancy SanMartin+Co, where he served as Executive Director prior to joining Research Now in March 2011.James received his bachelor's degree in business management from the University of Technology in Sydney.
Manager - Measurement Science, The Nielsen Company, Singapore
Dr. Zhao Jing Yuan has more than nine years’ professional experience on big data analysis. Her research interests include statistical modeling, high-dimensional feature selection, machine leaning, and all of their applications.
Jing Yuan received the National University of Singapore Research Scholarship in 2004 and obtained her PhD of statistics in 2008. After completing her PhD, Jing Yuan worked in the healthcare industry, developing advanced statistical methods for drawing inferences from big data in genomics. She currently works for Nielsen, applying and developing innovative methods to improve the existing processes and provide clients with a comprehensive understanding of consumers and consumer behaviour. Jinh Yuan is exploring the meaningful patterns in big data for projects including segmentation and emerging channels.
Director of Connection Planning Team, Cheil Communications, Korea, Republic of
Jiyoung Suh joined Cheil Worldwide in 1996 and is currently Director of their Connection Planning Team. She is responsible for Samsung Mobile's global campaign and strategy development.
Managing Director, Cimigo, Vietnam
Joe Wheller is Managing Director of Cimigo Vietnam, the largest independent market research consultancy in Vietnam.
After obtaining a degree in South-East Asian studies, Joe joined the BBC World Service to conduct international audience and media research. Since then, he has worked with leading research institutions around Asia exploring consumer needs and behaviour.
Joe moved to Vietnam in 2003 and has focused on supporting brands in understanding how to develop their creative communications.
VP Innnovation, GMI, UK
Jon Puleston is Vice President of Innovation for the Lightspeed Research group (GMI & Lightspeed), a Kantar business, where he heads an international team specialising in the design of surveys and the development of specialist tools and technology for conducting research in the online and mobile arena. He acts as a consultant on survey design to companies across the kantar group and many leading independent research companies and clients around the world.
Over the last few years Jon has won multiple awards for his ground-breaking work exploring the ergonomics of survey design and the gamification of research. He was formerly the founding director of Media Intelligence, a research technology business that developed the industry’s first interactive survey-authoring software.
Consumer Insight Manager India, Oriflame, India
Kavita Gulati Rahman joined Oriflame in 2011 and leads all consumer insight activities in Oriflame India. In this position she is responsible for providing insights to support the India business and her work is used to support areas such as product development, customer experience/ service, setting brand targets, innovation evaluation, market adoption, consumer segmentation, shopper knowledge, beauty trends and product testing activities.
She works extensively in aligning teams across the globe, especially the Stockholm-based category team and the Dublin-based R&D team. She is also responsible for handlinginsights for high growth categories.
Prior to Oriflame, she served as a Project Director for TNS India where she showcased her passion for research and thought leadership. Her enthusiasm about understanding consumer behavior is reflected in her 9 years of qualitative research expertise and work on numerous categories and brands. Apart from exploring consumer sentiments and behavior, her interests include music, theatre and travel.
Master Expert Marketing Intelligence & Foresight, PSA Peugeot Citroën, France
Laetitia Ricci is currently Manager of the International Strategic Foresight department and Expert Master in Marketing Intelligence & Foresight for PSA Peugeot Citroën. Prior to this position, she also worked for 10 years in PSA Peugeot Citroën's MR department and another 10 years in FMCG.
Laetitia has also been a leader for different core programmes at CreaConference, an international conference on creativity, as well as a participant in different university programmes (CNAM on creativity and foresight, Telecom Paris Tech on imagination, innovation and creation).
Research Director - Analytics Centre of Excellence, DEKA Marketing Research, Indonesia
Mamiek Leonardo graduated from the Faculty of Economics at the University of Indonesia majoring in marketing management, later pursuing an MBA at the PMI International School.
Mamiek started his career by joining the Management Trainee Programme at Coca-Cola Amatil Indonesia. He also worked for Nestle Indonesia in their consumer insight division. Since then, Mamik has continued his passion for market research with DEKA Marketing Research, becoming one of their key quantitative research directors. Mamiek’s current role covers a wide range of sectors, including FMCG, telecommunication, social research, and financial research. He is responsible for many of DEKA’s major clients, and has particular expertise in financial research.
Head CMI, Britannia Industries, India
Manjunath Desai is currently Head of CMI at Britannia Industries. He has over 17 years of experience in marketing research, media planning in client and agency roles. Previously, Manjunath worked as general manager for Deka Marketing Research (Indonesia); market research manager for Colgate Palmolive (India); associate media director for Starcom Mediavest Group and as research manager for PATHFINDER (India).
Pricipal, Bottom Line Analytics, Australia
Michael Fox has 24 years' experience in modeling consumer demand across a very wide range of products and services, with almost all studies including a pricing component. He holds a graduate degree in astronomy and astrophysics, and an MBA from the University of Alberta, Canada. Michael is also known as a statistician you can actually talk to.
Senior Research Executive - Digital Division, TNS, Korea, Republic of
Minwook Kim is Senior Research Executive of the Digital Division at TNS Korea. Since joining TNS in 2011, he has managed various projects mainly using innovative research methods such as behavioural data. While he played a main role in setting up a Mobile Behave (Mobile Clickstream) panel in Korea, Minwook now focuses more on ad-hoc projects including the “Digital Path to Purchase” based on either PC clickstream data or “Dual-screen” data with PC and Mobile.
Consumer and Marketing Insights, Unilever, Singapore
Namita Mediratta is the Regional Director, Consumer and Marketing Insights for the Hair Category in Unilever.
Namita has lived and worked across many Developed and Emergent Markets as diverse as Turkey, Russia, China, Indonesia, Kenya, Singapore and India, and she has led multiple firsts for Unilever in brand communication, equity and behavioral research. She is also currently leading the first project for Unilever in collaboration with the Asian Consumer Institute in Singapore.
She is a recipient of the prestigious Global Methodology Award from ESOMAR, The World Brand Congress Award for Market Research, as well as multiple recognitions within and outside Unilever. Namita has been invited as a judge, or to speak and chair panels at Consumer Forums and research events in Malaysia, China, Indonesia, Switzerland, Bangkok, and of course, Singapore. She was also voted Research Idol at ESOMAR at the global congress in Montreaux, Switzerland.
She is passionate about understanding and connecting with consumers, and loves to “People Watch”, a hobby she shares with her toddler, Arjun.
Global Head of Innovations, GfK, UK
As Global Head of Innovation and Digital for GfK CE, Norbert Wirth directs the ongoing innovation process for GfK’s Consumer Experience Sector with a particular focus on GfK’s digital strategy. This is done by monitoring and continuously analysing emerging technologies and lifestyles to identify implications on market research methodologies and practices. Norbert is commercially responsible for GfK’s Global Digital Market Intelligence portfolio.
Having consulted numerous Fortune Global 500 companies as a marketing scientist, Norbert’s skill set leverages a very strong business sense with analytical strength and deep knowledge of developments in the digital space."
Director of Global Innovations AMAP Region, Millward Brown, India
Pankaj Jha, Director of Global Innovations AMAP Region, represents the AMAP region aspart of the global team responsible for driving innovations in Millward Brown.
The Global Innovations team heads the R&D of new components that Millward Brown offers to address the changing needs of clients. Currently, he is looking at development of mobile capabilities; creating solutions that provide real time feedback to clients in a cost effective manner as well as leading the Neuroscience practice in the region.
He brings a developing world perspective to the global organization, having worked in leadership positions at MB India where he was heading the Delhi office and earlier within client organizations like Unilever & Airtel (India’s largest Mobile service provider).
Co-founder and Chief Science Officer, Affectiva, USA
Rana el-Kaliouby, Ph.D., is the Chief Science Officer and Co-founder of Affectiva. She is lead inventor of Affdex, the award-winning, automated facial coding technology used by Unilever, Coca-Cola, Mars, Millward Brown, MSW Research, Nielsen, and TNS Global. Rana’s work at Affectiva, and previously at MIT as a research scientist, has been featured in Reuters, Wired, Forbes, FastCompany, The New York times, and more. She was inducted into the Women Engineers Hall of Fame and also received the 2012 "Top 35 Innovators Under 35" Award, the 2006 Global Women and Inventors and Innovators Network Award, and numerous National Science Foundation grants. Rana holds a BSc and MSc in computer science from the American University in Cairo and a Ph.D. from the University of Cambridge.
Regional Director of Asia Pacific, Millward Brown, Singapore
Rob Valsler heads up the Media and Digital work that Millward Brown does across South East Asia, focusing on new methodologies in the campaign evaluation space. He has been central to the evolution of Millward Brown’s CrossMedia Research™ and is a global lead for key media clients. Rob is a frequent presenter at conferences and industry events, including WARC, MRS, IMMAP and ESOMAR.
Before moving to Singapore Rob worked out of the London office running projects across Europe for clients including Coca-Cola, Google and Visa. Prior to Millward Brown he worked in media planning at Aegis agency Vizeum with a focus on online advertising and search./p>
Rob studied at Loughborough University in the UK and Charles University in Czech Republic, achieving a first class honours degree in Communications Research.
CEO, Luma Research, Australia
Sally Joubert is a leading figure in advertising research worldwide. She is co-founder of Luma and developer of add+impact® which is now licensed to MR companies around the world.
Over the past 20 years, Luma has pioneered evolving approaches to advertising research, providing its clients with a powerful combination of fresh intelligence, the latest technology and a wealth of experience. Sally holds a BA (Hons) and an MA (psychology) from the University of Melbourne.
Senior Manager - Business Insight APAC, BBC World, Singapore
Sally Wu heads up the research and insights team in APAC for BBC Global News’ commercial media assets - across all delivery platforms (TV and digital). She is a veteran researcher in the USA media industry and is well versed in various market research methods, both qualitative and quantitative for both TV and digital.
Sally's recent positions include director of media research at Univision Communications in Los Angeles for more than 5 years, where she was responsible for media research operations and best practices of the Spanish-language media mogul’s 64 owned and operated stations across the USA. Sally started her career as a media research analyst at KDTV-TV in San Francisco, California, where she supported the station’s advertising sales team for nearly 5 years.
A native Taiwanese, Sally grew up in Taipei and was educated in both Taiwan and the USA. In addition to holding a journalism degree from Fu Jen Catholic University (Taiwan), Sally also holds a master of arts degree from the Graduate School/School of Communications at Northwestern University (USA).
Managing Director, ORC International, Singapore
Samy Mardolker manages the business for ORC International (Singapore), a global research agency passionate about research that matters. Samy and ORC help clients grow their business with focused insight to better understand their markets, improve the experience of their customers and employees, and drive differentiated strategies. Prior to ORC, Sami was a Director at TNS where he managed a team running multi-country tracking studies and at Ipsos where he led one of the financial services teams.
He holds a Bachelor of Engineering from GOA University, an MBA from Pune University and a Masters in Market Research from the University of Georgia.
Senior Vice President, TNS, India
Sandeep Dutta is Senior Vice President of TNS India. He began his career with PQR (the qual unit of IMRB) nearly two decades back, spent a few years in media only to return to qualitative research again.
Since returning to research, Sandeep has worked with Research International in their UK and India offices before moving to TNS India. During this long haul have had an interesting mix of research studies from rural to digital, ethnography to co-creation with consumers, kid world to grey world…….and more. Special areas of expertise: Cultural studies, Brand strategy and Communication
Passions (current): B&W Photography, Talking about Films, Trekking.
Director, The Third Eye, India
Satyam Viswanathan is a marketer-turned-researcher with many years of brand management experience. He has worked at Colgate Palmolive India and SC Johnson North America, and has also had extensive experience in social and consumer research.
Satyam holds an MBA from the Johnson School at Cornell University and a BA in economics from Delhi University. He is part of the team at Junoon Theatre, a nonprofit organisation committed to injecting theatre and the arts into communities across India.
Senior Strategy Manager in Connection Planning Team, Cheil Communications, Korea, Republic of
Soyoung Lee is currently Senior Strategy Manager of the Connection Planning Team for Cheil Worldwide. She is responsible for consumer and media research and its application on global media strategy and guideline for Samsung Mobile.
Head of Digital Division, TNS, Korea, Republic of
Sungeun Kwon is the Head of the Digital Division at TNS Korea. She leads TNS Korea in regards to digital-powered research and is responsible for the development of different digital research tools and analysis frameworks. Sungeun joined TNS in 2008 and was appointed as Head of the Digital Division in 2011. She has participated in a variety of projects including work in the IT technology industry.
Global Innovation & Digital Executive, GfK Consumer Experiences, China
Susie Zeng's focus is on digital qualitative research with a strong global perspective. She’s responsible for GfK’s digital and mobile qualitative research solution. Susie regularly runs training sessions across GfK’s global network and provides support to researchers who work digital qualitative methodologies. Due to her global engagement in GfK’s innovation activities and her inside knowledge of the APAC region, Susie helps to coordinate development work, marketing and training of global innovation in APAC.
Susie regularly analyses the specific market research environment in the APAC region, from specific client needs to new research trends. Prior to joining GfK, Susie gained comprehensive knowledge by working across many functions in marketing.
Director - Analytics Center of Excellence, Starcom MediaVest Group, India
Sweta Agrawal works with Starcom Mediavest Group’s Analytics Center of Excellence in India, driving analytical solutions for brands like Coca-Cola, Samsung, Axis Bank, and Kotak Mahindra Bank. She has over four years of analytics experience in statistical analysis and predictive modeling. Her previous roles with Citibank and Hewlett Packard involved projects spanning purchase behaviour, customer experience and social media analytics which included presentations at international data analytics conferences. Sweta has a degree in economics, with a specialisation in quantitative economics, from the Indian Statistical Institute, Kolkata.
Director - Measurement Science, The Nielsen Company, Singapore
Dr. Timothy Banks has 18 years’ experience working in Asian marketing research. He is a quantitative specialist, applying advanced analytics to issues such as customer segmentation and pricing, through to sales force effectiveness, sizing, and opportunity assessment. Tim has worked in a variety of roles, from statistical support to commercial lead, in both IMS Health and Nielsen. Today he heads an innovation group for Nielsen across Asia Pacific, implementing new applications of techniques including rolling sampling, remote sensing, statistical control and machine learning to further improve existing Nielsen services and develop new solutions for client needs.
Head of Research Communities, InSites Consulting, Belgium
Tom de Ruyck has been awarded for his work by the American Marketing Association (4 under 40: Emerging Leader of the Industry Award 2010), the MRS (ResearchLive Tweeter of the Year 2011) and the CMO Council USA & Asia (Leadership Award for Contribution to Market Research 2012). Next to his work at InSites Consulting, Tom is Adjunct Professor at IESEG School of Management (Lille, France) & EHSAL Management School (Brussels, Belgium). He is also co-founder and president of the Belgian research association BAQMaR.
Senior Manager - Measurement Science, The Nielsen Company, Singapore
Whye Loon Tung received his BSc (first-class honours) and PhD degrees in computer engineering (computational intelligence) from Nanyang Technological University (NTU) Singapore in 2000 and 2004 respectively. He is also a recipient of the prestigious 2004 Singapore Millennium Foundation (SMF) Postdoctoral Research Scholarship and the 2006 Lee Kuan Yew Postdoctoral Research Fellowship. His current research interests include neuro-cognitive science and the study of brain-inspired learning memory systems, artificial neural networks, fuzzy rule-based systems, computational finance and evolutionary computing techniques.
Loon Tung is currently a senior manager of the Measurement Science (Methods) team at Nielsen Singapore, working on statistical data modeling and data analytics problems.
Manager of the Integrated Launch Marketing Part in the Mobile Division, Samsung Electronics, Korea, Republic of
Yuri Jung joined Samsung in 2006 and is currently Manager of the Integrated Launch Marketing Part of the Mobile Division of Samsung Electronics. She is responsible for the product marketing of the GALAXY Note series.
This beautiful hotel is located in the heart of Jakarta's business and commercial district in the Sudirman and Thamrin area and provides easy access to major commercial and entertainment complexes as well as historic sites and cultural venues. Within a few minutes are the Jakarta History Museum, Old Batavia and the Istiqlal Mosque as well as Orchid Garden Mall and Gelora Bung Karno Stadium.
All 366 air conditioned guest rooms are furnished with exotic Indonesian pieces, offer city or pool views, and are provided with LCD TVs with satellite channels, in-room coffee/tea makers and complimentary bottled water. Additional amenities include complimentary newspapers and slippers.
Aside from elegant guest rooms, InterContinental Jakarta MidPlaza features business amenities including business center and limo/town car service. The hotel has two outstanding International restaurants (Rasa Restaurant & Scusa), Bacchus Bar, Lobby Lounge, Deli and a Pool Bar plus 24 hours room service.
The sophisticated hotel also provides spa, pool, 24-hour fitness centre, sports court and shops.
Hotel Wellness Center and Spa allows guests to relax with massages, body scrubs, body wraps, facials, manicures and pedicures, and the 24-hour fitness centre, sports court and shops facilitate various activities in guests’ free time.
InterContinental Jakarta Midplaza
Jl. Jend. Sudirman Kav. 10-11
Download the booking form by clicking the link below *:
Member preferential rates: 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 21 February 2014)||
|Regular delegate (Full Conference)||EUR 780||EUR 1250|
|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|
|Workshop||EUR 400||EUR 500|
* Read the conditions that apply for registration carefully.
|Standard rate (22 February 2014 - 18 April 2014)||
|Regular delegate (Full Conference)||EUR 1100||EUR 1500|
|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|
|Workshop||EUR 400||EUR 500|
* Read the conditions that apply for registration carefully.
|Late rate (19 April 2014 - 13 May 2014; includes on-site registration)
Online registration open until 8 May 2014,
16:00 GMT. On-site registration is possible.
|Regular delegate (Full Conference)||EUR 1240||EUR 1640|
|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|
|Workshop||EUR 400||EUR 500|
* Read the conditions that apply for registration carefully.
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:
|Until 21 February 2014||No charge.
Full refund given
Full refund given
|After 21 February 2014||Cancellation charge:
Cancellation fee can only be waived upon receipt of visa refusal document.
My enrolment, attendance and/or participation in ESOMAR’s Asia Pacific 2014 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.