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Automotive Research Forum 2013

Driving change, Driving Business

Wolfsburg / 23-24 May

The automotive industry is evolving faster than ever before. With increasing competition, media fragmentation and snowballing...

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Overview

The automotive industry is evolving faster than ever before. With increasing competition, media fragmentation and snowballing pressure to develop greener vehicles and new mobility solutions, traditional research will need to merge new and innovative approaches to address the rising demands from this ever-changing sector.

This newly launched forum will explore how to renew research methodologies and technologies to provide viable solutions for rejuvenating an industry, which has been stagnating for the last decade.

People, cars and what moves them….Join ESOMAR on a journey through mobility at the Autostadt. Wolfsburg. This is not just an event, it’s an experience!

 

Programme Committee

Gilbert Heise

Gilbert Heise (Committee Chair)
Head of Market Research
Volkswagen, Germany

Gunther De Jonghe

Gunther De Jonghe
Senior Manager Market Intelligence
Toyota Motor Europe, Belgium

Remy Pothet

Remy Pothet
Global Automotive Practice Head
TNS, France

Stephan Thun

Stephan Thun
Executive Vice President
Maritz Research, Germany

Ulrich von Hörmann

Ulrich von Hörmann
Research Manager
GfK Automotive Research, Germany

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Programme


= ESOMAR Member

16:00 - 22:00 Thursday, 23 May 
16:00 - 19:00 Forum registration
19:30 - 22:00 Welcome dinner
at The Ritz Carlton, Wolfsburg
09:00 - 18:00 Friday, 24 May - Forum day 
09:00 - 09:05 Opening
Dan Foreman, ESOMAR President
09:05 - 09:15 Introduction to programme and session
Gilbert Heise, Programme Committee Chair
Global Road
Exploring the Automotive Landscape

Come and listen to leading industry experts as they set the scene for our automotive journey.

09:15 - 09:30 Firestarter
The Road to Riches Fuelled by Brand Power
The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced!  This fire-starter presentation will also provide an analysis of who is… Read more
The Road to Riches Fuelled by Brand Power

Nick Bull

Key Account Lead
Millward Brown Automotive
UK
Read more
Nick Bull
, Millward Brown Automotive, UK

Peter Walshe

Global BRANDZ Director
BrandZ Millward Brown
UK
Read more
Peter Walshe
, BrandZ Millward Brown, UK

09:30 - 09:45 Firestarter
Car Industry 2015
No connectivity, no customers- fiction or fact?
The “next big thing” for the automotive industry – the connected car – is explored in this presentation.  For OEMs, this implies significant upfront investments in vehicle… Read more
Car Industry 2015
No connectivity, no customers- fiction or fact?

Markus Müller‐Martini

Managing Partner
mm customer strategy
Germany
Read more
Markus Müller‐Martini
, mm customer strategy, Germany

Matthias Kempf

Founding Partner
Berylls Strategy Advisors
Germany
Read more
Matthias Kempf
, Berylls Strategy Advisors, Germany

09:45 - 10:15 Opening debate
Setting the Business Agenda

Explore the challenges and opportunities in the automotive industry from the research perspective

Traffic Light
Consumer Connection
10:15 - 10:20 Introduction by session chair
Ulrich von Hörmann, GfK Automotive Research, Germany
10:20 - 10:40 AUTO BILD Market Barometer Connectivity
The connected automobile is gaining momentum
‘Connectivity’– one of the biggest opportunities as well as one of the greatest challenges for the automobile industry – was the focus of the 2012 Auto BILD market barometer.… Read more
AUTO BILD Market Barometer Connectivity
The connected automobile is gaining momentum

Clarissa Moughrabi

Head of Market Research
Axel Springer
Germany
Read more
Clarissa Moughrabi
, Axel Springer, Germany

Nicolas Loose

Market and Media Researcher
Axel Springer
Germany
Read more
Nicolas Loose
, Axel Springer, Germany

Thomas Schindlbeck

Founder and Managing Director
Happy Thinking People
Germany
Read more
Thomas Schindlbeck
, Happy Thinking People, Germany

10:40 - 11:00 Where the Rubber Meets the Road
Understanding what drives automotive retail satisfaction
For many consumers there is not a big difference amongst automotive brands.   Because of this, more industry executives believe that the next competitive battleground in the fight for sales… Read more
Where the Rubber Meets the Road
Understanding what drives automotive retail satisfaction

Chris Travell

Vice President
Maritz Research
Germany
Read more
Chris Travell
, Maritz Research, Germany

11:00 - 11:05 Q&A
11:05 - 11:30 Networking break
China Boulevard
11:30 - 11:35 Introduction by session chair
Remy Pothet, TNS, France
11:35 - 11:55 Next Steps Towards Central China
Shifting consumer requests
China is a fast growing economy with the world's largest automotive market, an emerging auto industry, and a competitive automotive marketplace. Better knowledge about the nature of consumer behavior… Read more
Next Steps Towards Central China
Shifting consumer requests

Lifeng Liu

CEO
Ipsos
China
Read more
Lifeng Liu
, Ipsos, China

11:55 - 12:15 Unraveling China's Complex Path to Purchase
In order to engage consumers in the fast developing Chinese automotive market it is crucial to understand how multiple touch points available to them are used as they navigate the path to purchase,… Read more
Unraveling China's Complex Path to Purchase

Andrew Turton

Global Development Director Automotive
TNS
UK
Read more
Andrew Turton
, TNS, UK

Gary Player

Director Market Research
General Motors
China
Read more
Gary Player
, General Motors, China

12:15 - 12:35 Big Data, Better Decisions
How does business intelligence drive change in the Chinese auto market
A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data… Read more
Big Data, Better Decisions
How does business intelligence drive change in the Chinese auto market

Tiger Lee Weihan

Deputy General Manager
Sinotrust
China
Read more
Tiger Lee Weihan
, Sinotrust, China

12:35 - 12:50 Q&A
12:50 - 13:00 Sponsor fast track
13:00 - 14:20 Lunch
Next Stop
The Auto-Lab (Fast Track)
14:20 - 14:25 Introduction by session chair
Stephan Thun, Maritz Research, Germany
14:25 - 14:40 Car Clinics 3.0
Designing better cars by peering into consumer's brains
For Toyota Motor Europe, a challenge is capturing reliable consumer feedback in the beginning of the car development process. As the first moments of exposure to a new car in the showroom are… Read more
Car Clinics 3.0
Designing better cars by peering into consumer's brains

Ronny Pauwels

Product Research Manager
Toyota Motor Europe
Belgium
Read more
Ronny Pauwels
, Toyota Motor Europe, Belgium

Wim Hamaekers

Managing Partner
Rogil
Belgium
Read more
Wim Hamaekers
, Rogil, Belgium

14:40 - 14:55 Beyond the Silo
Joining the research dots to maximise brand insights for the BMW Group
Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights… Read more
Beyond the Silo
Joining the research dots to maximise brand insights for the BMW Group

Harald Schuster

Head of Analytics Brand and Communications Automotive/Tech
GfK
Germany
Read more
Harald Schuster
, GfK, Germany

Sabine Hatz

Head of Market Research Image
BMW Group
Germany
Read more
Sabine Hatz
, BMW Group, Germany

14:55 - 15:10 "The King is dead... long live the King"
The power of research in redesigning an automotive icon: The Range Rover
This presentation tells the story that ends with the successful global launch of the new Range Rover.  How do you redesign an all-new brand flagship? How do you choose between design revolution… Read more
"The King is dead... long live the King"
The power of research in redesigning an automotive icon: The Range Rover

Anne Bolingbroke

Chairman
MM-Eye
UK
Read more
Anne Bolingbroke
, MM-Eye, UK

Steve Hill

Senior Research Manager
Land Rover
UK
Read more
Steve Hill
, Land Rover, UK

15:10 - 15:30 Q&A
15:30 - 15:55 Networking break
The Future Highway
15:55 - 16:00 Introduction by session chair

Ronny Pauwels

Product Research Manager
Toyota Motor Europe
Belgium
Read more
Ronny Pauwels
, Toyota Motor Europe, Belgium

16:00 - 16:20 Psychological Automotive Lifestyles
The analysis of automotive lifestyles to support targeting
Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific… Read more
Psychological Automotive Lifestyles
The analysis of automotive lifestyles to support targeting

Dirk Ziems

Managing Partner
concept m
Germany
Read more
Dirk Ziems
, concept m, Germany

Thomas Ebenfeld

Managing Partner
concept m
Germany
Read more
Thomas Ebenfeld
, concept m, Germany

16:20 - 16:40 Grand Prix Research
The symbiotic relationship between the future winning automotive brand and their ideal research partner
The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm.  This presentation examines Hyundai in particular, for… Read more
Grand Prix Research
The symbiotic relationship between the future winning automotive brand and their ideal research partner

Patricio Pagani

Director
Infotools
New Zealand
Read more
Patricio Pagani
, Infotools, New Zealand

Richard Brookes

Associate Professor of Marketing
The University of Auckland
New Zealand
Read more
Richard Brookes
, The University of Auckland, New Zealand

16:40 - 17:15 Closing Round Table
Manifesto for Change

An interactive panel summarising the forum’s key learnings, future trends and discussions on how the industry should move forward.

17:15 - 17:25 Programme summary
Gilbert Heise, Programme Committee Chair
17:25 - 17:30 Closing
Dieter Korczak, ESOMAR Past President
17:30 - 18:00 Farewell drinks
Sponsored by Maritz Research
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Abstracts

Friday, 24 May

Global Road
Exploring the Automotive Landscape

Firestarter

The Road to Riches Fuelled by Brand Power

Nick Bull, Key Account Lead, Millward Brown Automotive, UK
Peter Walshe, Global BRANDZ Director, BrandZ Millward Brown, UK

The latest, hot off the press, new BrandZ ranking of the Top 10 Automotive Most Valuable Brands (2013) will be announced!  This fire-starter presentation will also provide an analysis of who is up and who is down, why, and trends since 2006, with particular focus on the effects of the global recession, recalls, social media effects and the new ‘value-conscious’ era.

Firestarter


Car Industry 2015
No connectivity, no customers- fiction or fact?

Markus Müller‐Martini, Managing Partner, mm customer strategy, Germany
Matthias Kempf, Founding Partner, Berylls Strategy Advisors, Germany

The “next big thing” for the automotive industry – the connected car – is explored in this presentation.  For OEMs, this implies significant upfront investments in vehicle equipment, infrastructure, backend intelligence and internal and external process redesign. These efforts seem reasonable provided that basic connectivity will become a must-have feature of future cars and that car owners are willing to pay a premium for new services. However, there are no comprehensive insights regarding the real demand for connectivity of car buyers, their willingness to pay, substitution effects on other extras due to budget constraints and impacts on brand /OEM preferences.

Traffic Light
Consumer Connection

AUTO BILD Market Barometer Connectivity
The connected automobile is gaining momentum

Clarissa Moughrabi, Head of Market Research, Axel Springer, Germany
Nicolas Loose, Market and Media Researcher, Axel Springer, Germany
Thomas Schindlbeck, Founder and Managing Director, Happy Thinking People, Germany

‘Connectivity’– one of the biggest opportunities as well as one of the greatest challenges for the automobile industry – was the focus of the 2012 Auto BILD market barometer. The AUTO BILD market barometer is the representative, annual study from Europe’s biggest car magazine. From an online survey among 1,400 car drivers and from two additional online communities backed up by face-to-face explorations this presentation derives a status quo of the market as well as surprising insights that are key to unlocking the market potential of connectivity.


Where the Rubber Meets the Road
Understanding what drives automotive retail satisfaction

Chris Travell, Vice President, Maritz Research, Germany

For many consumers there is not a big difference amongst automotive brands.   Because of this, more industry executives believe that the next competitive battleground in the fight for sales and market share is the retail experience.   This competitive reality resulted in Maritz Research developing a new sophisticated way to understand the satisfaction drivers for automotive sales and service customers.  This technique is “Make or Break Customer Satisfaction” and is designed to provide the tools the industry needs to determine more accurately and with greater precision the specific aspects of the retail experience that will result in the greatest benefit for their customers.

China Boulevard

Next Steps Towards Central China
Shifting consumer requests

Lifeng Liu, CEO, Ipsos, China

China is a fast growing economy with the world's largest automotive market, an emerging auto industry, and a competitive automotive marketplace. Better knowledge about the nature of consumer behavior in Tier 3 to 5 cities and understanding about how automotive consumer expectations differ in central China compared to metropolitan areas will provide considerable insights for OEMs. As auto makers are required to diversify their market proposition in order to cater to a wider than ever range of individual needs, as well as challenged to optimize production volumes and sales efforts, the results of this study will be paramount information to leverage product- and marketing strategies across China.


Unraveling China's Complex Path to Purchase

Andrew Turton, Global Development Director Automotive, TNS, UK
Gary Player, Director Market Research, General Motors, China

In order to engage consumers in the fast developing Chinese automotive market it is crucial to understand how multiple touch points available to them are used as they navigate the path to purchase, and when in the process they do so.  This presentation provides a clear view of which media are used, and which are trusted, to gain information on key elements of the decision-making process including model features, running costs, price and the ownership experience. Should automotive brands place greater emphasis on digital channels to engage consumers?


Big Data, Better Decisions
How does business intelligence drive change in the Chinese auto market

Tiger Lee Weihan, Deputy General Manager, Sinotrust, China

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data hosting, data integration, data quality investigation, data management, data warehouse and data mart, business and location intelligence, data analyses and mining (modeling), operational and analytical, CRM, customer club and loyalty programmes, even database marketing. This presentation delivers a new auto business format with the above concepts and applications, and with a big bang from third party data, i.e. e-commerce, social media and the vehicle internet.

Next Stop
The Auto-Lab (Fast Track)

Car Clinics 3.0
Designing better cars by peering into consumer's brains

Ronny Pauwels, Product Research Manager, Toyota Motor Europe, Belgium
Wim Hamaekers, Managing Partner, Rogil, Belgium

For Toyota Motor Europe, a challenge is capturing reliable consumer feedback in the beginning of the car development process. As the first moments of exposure to a new car in the showroom are impactful on the purchase decision, new car models have to “feel right” for consumers. The question is how to develop a car that emotionally engages consumers, exciting them to test drive and eventually buy it? In this case study, Toyota Motor Europe and Rogil Research looked at a neuromarketing multimode research approach to collect relevant and reliable consumer feedback, combiningbiometric and behavioral measures to elaborate on the emotions generated by various car design elements.


Beyond the Silo
Joining the research dots to maximise brand insights for the BMW Group

Harald Schuster, Head of Analytics Brand and Communications Automotive/Tech, GfK, Germany
Sabine Hatz, Head of Market Research Image, BMW Group, Germany

Joining research dots in the context of brand research is a fascinating journey. It goes far beyond the borders of traditional survey-by-survey approaches: taking more and deeper insights simultaneously into account (e.g. product, service and price related aspects). Based on a global insights integration project, this presentation demonstrates how connecting multiple data sources leads to deeper understanding of markets / target groups (research effectiveness) and leverages the ROR (research efficiency). Linkage of a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand.


"The King is dead... long live the King"
The power of research in redesigning an automotive icon: The Range Rover

Anne Bolingbroke, Chairman, MM-Eye, UK
Steve Hill, Senior Research Manager, Land Rover, UK

This presentation tells the story that ends with the successful global launch of the new Range Rover.  How do you redesign an all-new brand flagship? How do you choose between design revolution and the evolution of an icon?  The social, economic and global challenges with which Land Rover were presented at the time of the redesign are described. The narrative leads us through a research programme that endorses the strength of stakeholder engagement whilst demonstrating the potency of early concept research (ethnographics), innovative consumer immersion examples, as well as more traditional forms of qualitative and quantitative research addressing design specifics, brand portfolio and positioning.

The Future Highway

Psychological Automotive Lifestyles
The analysis of automotive lifestyles to support targeting

Dirk Ziems, Managing Partner, concept m, Germany
Thomas Ebenfeld, Managing Partner, concept m, Germany

Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers – depending on their lifestyle and cultural background –have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group.  Practical research examples from Europe and Asia are showcased.


Grand Prix Research
The symbiotic relationship between the future winning automotive brand and their ideal research partner

Patricio Pagani, Director, Infotools, New Zealand
Richard Brookes, Associate Professor of Marketing, The University of Auckland, New Zealand

The global automotive industry faces converging challenges. KPMG (2012) singled out VW, BMW and Hyundai as well-placed to weather the storm.  This presentation examines Hyundai in particular, for in this new mobile landscape it represents the importance of an ‘asymmetric’ leadership culture (Shim & Steer, 2012) and second-generation competencies (Reeves & Deimler, 2011). This closing presentation will review the implications for auto firms and their globally-integrated, locally-attuned, and technically-savvy research partners.

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Speakers

= ESOMAR Member


Andrew Turton

Andrew Turton

Global Development Director Automotive, TNS, UK

Andy has been on the supplier side of the market research industry for more than twenty five years. In that time he has worked in every role in the research process and has experienced every form of research. He also has extensive global experience, including every major European market, the US market (where he lived for ten years) and the major markets of Asia. Andy is equally at home with qualitative and quantitative techniques and has developed several new research approaches. As an accomplished technical researcher Andy sees research as a means to an end. His focus is on providing clear guidance to clients on the marketing and business challenges facing them.

Anne Bolingbroke

Anne Bolingbroke

Chairman, MM-Eye, UK

Anne has spent her career researching the global automotive market, with more than 20 years of experience on the agency side. She has been lucky enough to have seen the consumer landscape change radically over that period and to develop research solutions that address these constantly evolving challenges.



Chris Travell

Chris Travell

Vice President, Maritz Research, Germany

Chris is responsible for monitoring, analyzing, and commenting on consumer trends in the automotive industry so that manufacturers and dealers can make better strategic and tactical decisions. His MBA is from McMaster University, specializing in Marketing and International Business. Chris then received a graduate scholarship to attend the renowned Institute for International Studies and Training in Tokyo, Japan. Attempting to combine his Japanese experience with his lifelong interest in the automotive industry, Chris began his career working for Mazda Canada and Toyota Canada in various capacities. He joined Maritz in 1996 where he was responsible for the automotive research consultancy. Chris has appeared on CBC, CTV, Global Television, CBC Newsworld, TVO and has been quoted in Automotive News, Time, USA Today, Edmunds, Globe and Mail, Toronto Star, National Post, Detroit Free Press and various other publications in regard to issues related to the North American automotive industry.

Clarissa Moughrabi

Clarissa Moughrabi

Head of Market Research, Axel Springer, Germany

Since 2011 the communications scientist Clarissa Moughrabi has been the head of market research at Axel Springer. The focus of her work is the consequent alignment of all research activities in order to meet current market needs as well as the development of digital media brands. Before taking over the research department at Axel Springer, Clarissa has headed the Marketing & Research department at the Bauer Media Group and was the vice managing director at the agency Mediacom.

Dirk Ziems

Dirk Ziems

Managing Partner, concept m, Germany

Dirk has a psychology degree and has been working as a qualitative, depth-psychological market researcher for more than 20 years with the proprietary morphological approach. From the end of the 1990s, he was managing partner of ifm depth research + strategies in Germany. In 2005, he co-founded ifm Australia. In 2008, he founded concept m morphological research, where he is managing partner. Dirk teaches marketing psychology at the Hochschule für Technik und Wirtschaft (htw). A special focus of his work has been basic and applied automotive research. For German and international clients, including GME / Opel, VW and Daimler, Dirk has conducted German and international studies on targeting, branding, communication and car design. With the proprietary morphological methodology he creates in-depth insights into target groups.



Gary Player

Gary Player

Director Market Research, General Motors, China

Gary is the lead executive in charge of product and brand research for General Motors International Operations, responsible for Europe, Asia, Africa, and the Middle East. He is an experienced product and brand management professional with over 17 years living and working in both developed and emerging markets. Gary joined General Motors as a market research analyst, and has worked in multiple assignments in market research, program management, marketing, portfolio planning, and sales. He assumed his current responsibilities in 2012, based at GM's regional headquarters in Shanghai, China.



Harald Schuster

Harald Schuster

Head of Analytics Brand and Communications Automotive/Tech, GfK, Germany

Harald is head of the GfK B&C Analytics Team for global automotive and tech clients. He has more than 15 years of research experience in brand and communications. His expertise lies in the field of brand analytics, insights integration and storytelling. Harald is responsible for analytics driven top management reports based on various data sources and is expert in a wide range of advanced statistical methods such as Structural Equation Modeling, Bayesian Network Modeling and Time Series Analyses. Harald studied Social Sciences, Marketing and Statistics at the University of Bamberg in Bavaria.

Lifeng Liu

Lifeng Liu

CEO, Ipsos, China

Lifeng has been the Head of Ipsos in Asia Pacific since January 2011, and is a member of the Management Board Executive Committee of Ipsos Group. His expertise includes marketing research, brand research, advertising research, loyalty research, and public affairs research, mainly in the automotive industry.

Markus Müller‐Martini

Markus Müller‐Martini

Managing Partner, mm customer strategy, Germany

Markus has been Co-Founder and Managing Partner of mm customer strategy since 2007. His expertise includes market segmentation, segment potentials, segment-specific customer retention, acquisition, product brand strategies, sales & brand funnel optimisation, positioning, and marketing / media spend effectiveness. Markus is a specialist in sales-funnel optimisation, next-best-offer strategies, purchase drivers, channel choice, market and competitor scenario analyses and financial modelling.

Matthias Kempf

Matthias Kempf

Founding Partner, Berylls Strategy Advisors, Germany

Matthias has a Doctoral degree in Business Administration from the Ludwig-Maximilians-University Munich (2006). From 2000-2008 he was Consultant and Project Manager at Mercer Management Consulting / Oliver Wyman in Munich. From 2008-2011 Matthias held the top management position in marketing and sales at Hilti Germany. He is an expert on automotive technologies, strategy development, and organization and new business models, with intensive coverage of strategic topics around the connected car in projects for suppliers and OEMs.



Nick Bull

Nick Bull

Key Account Lead, Millward Brown Automotive, UK

Today, Nick is Key Account Lead – Automotive, at Millward Brown, a global leader within WPP Group in advertising, marketing communications, media and brand equity research. Over the past 12 years, Nick has worked on various automotive accounts covering both mass market and premium car brands, and has an excellent understanding of different car buyers and their needs. He prides himself on having strong analytical, research design and creative problem solving skills to help answer client questions, delivering practical insight that helps brands be more successful. Nick has spoken on several public platforms in the past, the last one being in Summer 2011 on the subject of what makes successful client/agency partnerships.

Nicolas Loose

Nicolas Loose

Market and Media Researcher, Axel Springer, Germany

Nicolas works as a market and media researcher at Axel Springer where he provides research and market intelligence for print and digital media brands. His topics of interest include the digital transformation of the media landscape and innovative media research approaches. Before joining Axel Springer he worked at several market research agencies for clients, both from the automobile industry as well as the telecommunications sector.

Patricio Pagani

Patricio Pagani

Director, Infotools, New Zealand

Patricio is a company director at Infotools, a leading provider of research services and software tools for some of the world’s largest companies, where he is responsible for innovation and client development. Previously with Coca-Cola, Patricio joined Infotools to lead expansion of the account to more than 90 countries. More recently he managed the growth of Infotools business with Microsoft, and launched the operation of Infotools in Latin America. President of the New Zealand Market Research Society and ESOMAR representative, you will usually find Patricio speaking at different industry forums, discussing what the future may hold for our research industry. A guitar lover, Patricio has recently started to form a music band. As an Argentinean living in New Zealand for the past 10 years, he is now quite fond of rugby while staying loyal to his other passion … football.



Peter Walshe

Peter Walshe

Global BRANDZ Director, BrandZ Millward Brown, UK

Peter turned down a university place to attend the Central School of Speech and Drama in London and began his working life over 40 years ago, developing his communications skills as an actor with some forgettable TV beer commercials, many theatre performances and most famously appearing in Dr Who in the Tom Baker era (playing Erak, the last man in the world). He migrated to the market research industry 35 years ago starting at the very bottom, printing questionnaires, interviewing respondents and collating the numbers. Peter started the famous BRANDZ (the A to Z of Brands) study, now fourteen years old, which has interviewed 2,000,000+ consumers on brands across 31 countries. He drove the launch of Millward Brown’s BRANDZ Global Top 100 Most Powerful Brands (published annually in the Financial Times and now in its 7th year) which quantifies the financial value of brands. Now heading consultancy services from BRANDZ, he is an experienced leader of workshops, has published numerous papers, speaks on many public platforms across the world and is often interviewed on brand related matters.

Richard Brookes

Richard Brookes

Associate Professor of Marketing, The University of Auckland, New Zealand

Richard, has served as Head of the Department of Marketing and is closely involved with executive education (especially the MBA programme) in The University of Auckland Business School, and also teaches in the Honours and Masters programmes. He is a winner of both the Business School and the University of Auckland Excellence in Teaching Awards. In recent years he has served as: Chairperson, Judging Panel for the NZ Marketing Association/Marketing Magazine Annual Marketing Awards (2004-2009); and Chairperson, Judging Panel for the Market Research Society of New Zealand (MRSNZ) bi-annual Market Research Effectiveness Awards (2006, 2008, 2010, 2012). Richard has also been a member of the International Judging Panel: ESOMAR Young Researcher of the Year Award (2009), and a Member, International Judging Panel: ESOMAR Congress Awards for Best Paper Overall (2010).

Ronny Pauwels

Ronny Pauwels

Product Research Manager, Toyota Motor Europe, Belgium

Ronny Pauwels is Manager Product Research at Toyota Motor Europe, where he is responsible for all continuous and ad-hoc product market research covering the full product lifecycle from concept development over product and marketing clinics to early buyer studies. He started his career in 1998 on the agency side where over a period of 10 years he designed and implemented quantitative and qualitative studies in a complete range of marketing disciplines, including brand equity, market potential, brand and product positioning, customer segmentation, etc. Making better cars through better and more innovative research is his vision.

Sabine Hatz

Sabine Hatz

Head of Market Research Image, BMW Group, Germany

Sabine is currently responsible for market research in the field of image, communication and retail for the brands BMW, MINI and Rolls Royce. This includes monitoring brand image and brand strength, pre-testing and evaluation of communication, measuring customer satisfaction and analyzing customer behavior at the retail level. Prior to this, Sabine held various positions at BMW Group Marketing, e.g. Customer Relationship Management and Below the Line Media and worked for an internet startup of Kirch Group. She started her career as a Management Consultant with A.T. Kearny, after having studied Business Administration at LMU in Munich and at UC Berkeley, USA.

Steve Hill

Steve Hill

Senior Research Manager, Land Rover, UK

Steve has thirteen years of experience in the motor industry, eight of those years as Market Research Manager for Land Rover with responsibility for New Product Development and overall brand strategy research. Steve has a global role which involves consistently working in all corners of the world.



Thomas Ebenfeld

Thomas Ebenfeld

Managing Partner, concept m, Germany

Thomas has a psychology degree and has been working as a qualitative, depth-psychological market researcher since the late 1990s with the proprietary morphological approach. He has been managing partner of concept m since 2008 and also works in the field of clinical psychology as well as media and cultural psychology. He regularly has speaking engagements. A special focus of his work for many years has been basic and applied automotive research for German and international clients, among them VW, Seat, Daimler and Johnson Controls. Thomas has conducted German and international studies on targeting, branding, communication and car design. With the proprietary morphological methodology he creates in-depth insights into target groups.

Thomas Schindlbeck

Thomas Schindlbeck

Founder and Managing Director, Happy Thinking People, Germany

Thomas (Dipl. Psych.) is founder and managing director of Happy Thinking People, formerly known as H,T,P, Concept and has accompanied the evolution of Happy Thinking People from the early 1990s "Hot Shop" to one of the leading independent qualitative marketing and communication research agencies. He is still actively involved in research projects with an emphasis on on- and offline media as well as on trend analysis and innovation. His private passion is vintage cars from the 1960s and 1970s and he is the proud owner of a Citroen DS, Peugeot 404, Simca 1500 and a Lancia Fulvia Coupe - and, naturally, a smartphone.



Tiger Lee Weihan

Tiger Lee Weihan

Deputy General Manager, Sinotrust, China

Tiger is an expert in marketing and data analyses in the Chinese auto sector, and now the head of Sinotrust Business Decision Solution & Business Intelligence. He leads his teams to help most of the auto OEMs to develop their applications and make better decisions in data integration, data analyses & data mining, business intelligence, CRM, customer club, and customer loyalty programs.



Wim Hamaekers

Wim Hamaekers

Managing Partner, Rogil, Belgium

Currently the ESOMAR representative for Belgium, Wim holds a master in Communication Sciences and a bachelor in Marketing. He is passionate about how communication works and how it evolved as a result of emerging technologies. He is especially eager to get as close as possible to consumer and shopper reality using objective measures in combination with verbal quantitative and qualitative measures. Wim strongly believes the future of research is in finding the right mix of methods. The only way to get under the skin of consumers is by combining traditional research techniques and objective measures. During the past five years, Wim conducted extensive research on innovations in this respect, including observation cameras, eye tracking, facial coding, EEG (electroencephalogram) and GSR (galvanic skin response).
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Hotel & Venue

ESOMAR Automotive Research Forum 2013 will be held on the 2nd floor of the Piazza building, which is the main entrance hall of Autostadt.

Autostadt is an ultra-modern theme park opened recently by Volkswagen. The original home of the Beetle and generations of cars to follow is interesting if you either like cars, architecture, or landscaping; and for car lovers it is a great way to be part of history.

The park introduces visitors to various brand pavilions of Audi, Lamborghini, Porsche, SEAT, Škoda and Volkswagen, each of them expressing its own brand philosophy via its architecture.

The famous landmark of Autostadt are glass-encased 48-meter high car towers which store an average of 600 cars and are visible far into the distance.

The ZietHouse museum offers its collection of ‘Automobile Milestones’ presenting unique and classic vehicles within a contemporary artwork and enabling them to be seen as artworks of technological design.

Autostadt GmbH

Address:

Autostadt GmbH
StadtBrücke
D - 38440 Wolfsburg
Germany

Telephone: 0049 5361 400
Fax: 0049 5361 4019 59
E-Mail: service@autostadt.de

Venue's website

Recommended Accommodation

This 5 star hotel situated on the west side of the Autostadt offers 153 luxurious rooms and 21 suites and features 600 strong art collection in almost every area of the hotel.

There are 2 restaurants in the hotel, The Grill restaurant serving international cuisine and the Aqua restaurant managed by 3-Michelin-star chef Sven Elverfeld and offering European cuisine.

In their free time guests can enjoy a 40-meter out-door pool, well appointed gym and spa centre with saunas and steam rooms. In the evening one can relax with a nice drink at the Newman’s Bar offering around 200 different fruit spirits or a choice of 100 international rum or whiskey brands.

Address:

The Ritz Carlton, Wolfsburg
Parkstraße 1
38440 Wolfsburg
Germany

Telephone: 0049 5361 607 000
Fax: 0049 5361 608 000
E-Mail: wolfsburg.reservation@ritzcarlton.com

Hotel's website

Hotel reservation

Click here to make your hotel reservation

Autostadt Area Plan

Autostadt Area Plan

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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 8 March 2013)
Members
Non-members
Regular delegate (Full Conference) EUR 699 EUR 799
Academic* n/a n/a
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 250 EUR 250

* Read the conditions that apply for registration carefully.

Standard rate (9 March 2013 - 26 April 2013)
Members
Non-member
Regular delegate (Full Conference) EUR 799 EUR 899
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 250 EUR 250

* Read the conditions that apply for registration carefully.

Late rate (27 April 2013 - 24 May 2013; includes on-site registration)
Online registration open until 20 May 2013, 17:00 CET (GMT+1). On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 899 EUR 999
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 250 EUR 250

* 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 8 March 2013 No charge.
Full refund given
No charge.
Full refund given
After 8 March 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 359 EUR 359
2 time slots (session parts) EUR 559 EUR 559

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

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Automotive Research Forum 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.