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CEE Research Forum 2013

Research Remix

Prague / 17-18 March

Following the successful launch of our first Central and Eastern European Research Forum in 2012, ESOMAR is proud to...

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Overview

The Central and Eastern Europe (CEE) region is comprised of countries, which boast potential for growth and transformation despite a troubled Eurozone economy. With new developments and business offerings entering the region almost daily, CEE countries possess the ability to be game changers in the research industry. They are fertile ground for research growth and areas ripe for opportunity.

Following the successful launch of the CEE Research Forum in Krakow in 2012, ESOMAR is proud to return to the region in 2013 to host a second edition of our CEE Research Forum in Prague. Gain exclusive access to a cocktail of innovative research methodologies, business case studies and regional-country findings. This Forum is a knowledge-exchange platform promoting best research practices with a global-to-local perspective. A must attend event for anyone interested in business in these countries.

Programme Committee

Tatiana Barakshina

Tatiana Barakshina (Committee Chair)
Research Director
Bazis Intelligence Group, Russian Federation

Annelies Verhaeghe

Annelies Verhaeghe
Division Manager
InSites Consulting, Romania

Izabela Rudak

Izabela Rudak
Client Service Director
TNS, Poland

Jiří Michal

Jiří Michal
Manager Consumer Insights & Strategy
Kraft Foods, Czech Republic

Petr Kubánek

Petr Kubánek
Head of Marketing Research
Česká spořitelna, Czech Republic

Radek Jaluvka

Radek Jaluvka
Director
Ipsos Tambor, Czech Republic

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Programme


= ESOMAR Member

16:00 - 22:00 Sunday, 17 March 
16:00 - 19:00 Forum registration
19:30 - 22:00 Welcome dinner
09:00 - 18:30 Monday, 18 March - Forum day 
09:00 - 09:05 Opening
Tatiana Barakshina, ESOMAR Council member
09:05 - 09:10 Welcome
Tereza Šimečková, Simar, Czech Republic
09:10 - 09:20 Introduction to programme and opening keynote
Tatiana Barakshina, Programme Committee Chair
09:20 - 09:45 Opening keynote speaker
Chief Marketing Office of the Future in CEE

Tomas Lauko

CEE Head of Digital
ZenithOptimedia
Czech Republic
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Tomas Lauko
, CEE Head of Digital, ZenithOptimedia, Czech Republic

09:45 - 09:50 Q&A
CEE Regional Research Radar
09:50 - 09:55 Introduction by session chair
Radek Jaluvka, Ipsos Tambor, Czech Republic
09:55 - 10:15 Brand Power, Premium and Potential
How and why it is different and the same in CEE
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts CEE and the rest of the world. This presentation includes a case study… Read more
Brand Power, Premium and Potential
How and why it is different and the same in CEE

Peter Walshe

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

10:15 - 10:35 The G-Local Shopper
Different markets, common needs
General learnings from the world of shopper insights are shared in this presentation in order to give the audience an understanding of how tangible shopper insights can be, and the commonality that… Read more
The G-Local Shopper
Different markets, common needs

Danielle Pinnington

CEO
Shoppercentric
UK
Read more
Danielle Pinnington
, Shoppercentric, UK

10:35 - 10:45 Discussion
10:45 - 11:10 Networking break
Business Matters
11:10 - 11:15 Introduction by session chair
Petr Kubánek, Česká spořitelna, Czech Republic
11:15 - 11:35 Discovering the New Path to Purchase
The content of this presentation was driven by the need to gain a more relevant view of purchase behavior and a better understanding of how shoppers really make purchase decisions, including where and… Read more
Discovering the New Path to Purchase

Dorota Reykowska

Research Director
UM
Poland
Read more
Dorota Reykowska
, UM, Poland

Tadeusz Zorawski

CEO
UM
Poland
Read more
Tadeusz Zorawski
, UM, Poland

11:35 - 11:55 The Advantage of Inconsistency
Increasing insights accuracy thanks to data discrepancy
The most impactful consumer insights come from an inconsistency of consumer attitude. Instead of looking for data cohesion, consumer insight teams should instead pursue data discrepancy. An early… Read more
The Advantage of Inconsistency
Increasing insights accuracy thanks to data discrepancy

Katarzyna Zalewska

Consumer Insights Manager
AmRest CEE
Poland
Read more
Katarzyna Zalewska
, AmRest CEE, Poland

11:55 - 12:15 Pop Concert Experiences
Connecting with consumers through pop-culture
Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help… Read more
Pop Concert Experiences
Connecting with consumers through pop-culture

Robert Zydel

Consumer Insight Director
Saatchi & Saatchi Think Tank
Poland
Read more
Robert Zydel
, Saatchi & Saatchi Think Tank, Poland

12:15 - 12:35 Russian Kids and The West: So Far, So Close
The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The Simpsons, listen to Justin Bieber, aspire to have ‘gangsta… Read more
Russian Kids and The West: So Far, So Close

Anna Demianova

Senior Project Director
Point-Blank International
Germany
Read more
Anna Demianova
, Point-Blank International, Germany

Julia Yuzbasheva

Head of Research
ValidataKIDS
Russian Federation
Read more
Julia Yuzbasheva
, ValidataKIDS, Russian Federation

12:35 - 12:45 Discussion
12:45 - 12:50 Sponsor fast track
12:50 - 14:00 Lunch
Research Remix: Cocktail of Innovative Methodologies (Fast Track)
14:00 - 14:05 Introduction by session chair
Izabela Rudak, TNS, Poland
14:05 - 14:20 Digital Research in CEE
How blue-chip multinationals have used digital research in Poland and Russia
How one of the world’s largest and most successful supermarkets and one of the largest FMCG multinationals tested an online community to conduct online ethnography among its customers is… Read more
Digital Research in CEE
How blue-chip multinationals have used digital research in Poland and Russia

Michalis Michael

Founder and Managing Director
DigitalMR
UK
Read more
Michalis Michael
, DigitalMR, UK

14:20 - 14:35 How We See the World Without Seeing It
A multi-method app-sights study
This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. A hybrid approach, ‘tested and trusted’ and never-used-before… Read more
How We See the World Without Seeing It
A multi-method app-sights study

Josephin Wandt

Sociologist
Colibri Research
Germany
Read more
Josephin Wandt
, Colibri Research, Germany

Ute Rademacher

Business Psychologist
Colibri Research
Germany
Read more
Ute Rademacher
, Colibri Research, Germany

14:35 - 14:50 CEE Emotional Research Mix
Synergy of biometrical measurement and declarative data
The measurement of the real influence of TV commercials on spectator reactions and how to make commercials to arouse intense emotional experiences is explored in this presentation. An innovative… Read more
CEE Emotional Research Mix
Synergy of biometrical measurement and declarative data

Jacek Kowalski

CEO
Neuroidea
Poland
Read more
Jacek Kowalski
, Neuroidea, Poland

Piotr Szczepaniak

Customer Insights Manager
Netia
Poland
Read more
Piotr Szczepaniak
, Netia, Poland

14:50 - 15:05 Co-creation in Central Eastern Europe
CEE consumers have quickly adopted the internet and social networks in particular. This unprecedented level of connectedness gives market research in the CEE an opportunity to move beyond the… Read more
Co-creation in Central Eastern Europe

Jaroslav Cír

Founder, CEO and Crowdmaster
Perfect Crowd
Czech Republic
Read more
Jaroslav Cír
, Perfect Crowd, Czech Republic

Jiří Michal

Manager Consumer Insights & Strategy
Kraft Foods
Czech Republic
Read more
Jiří Michal
, Kraft Foods, Czech Republic

15:05 - 15:15 Discussion
15:15 - 15:35 Networking break
Research Remix: Cocktail of Innovative Methodologies – Master Classes
15:35 - 15:40 Introduction by session chair
Annelies Verhaeghe, InSites Consulting, Romania
15:40 - 16:20 Always-on Research
24/7 dialogues with customers in a community? Yes, we can!
In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is… Read more
Always-on Research
24/7 dialogues with customers in a community? Yes, we can!

Anouk Willems

Senior Research Innovator
InSites Consulting
Netherlands
Read more
Anouk Willems
, InSites Consulting, Netherlands

Tom De Ruyck

Head of Research Communities
InSites Consulting
Belgium
Read more
Tom De Ruyck
, InSites Consulting, Belgium

16:20 - 17:00 Gamification Master Class
This Master Class is borne out of seven years of work exploring how to engage respondents more effectively in online surveys and an award winning work on the gamification of research. The creative… Read more
Gamification Master Class

Jon Puleston

Vice President of Innovation
GMI
UK
Read more
Jon Puleston
, GMI, UK

17:00 - 17:05 Introduction to closing keynote speaker
Annelies Verhaeghe, InSites Consulting, Romania
17:05 - 17:30 Closing keynote speaker
There is no box!
Breaking boundaries by creating a new mindset for the CEE region
This provocative presentation explores the need for un-constrained thinking. People from the CEE region don’t think in terms of either “in” or “out” of the box as both… Read more
There is no box!
Breaking boundaries by creating a new mindset for the CEE region

Steve Keil

CEO
MammothDB
Bulgaria
Read more
Steve Keil
, CEO, MammothDB, Bulgaria

17:30 - 17:35 Q&A
17:35 - 17:50 Programme summary
Tatiana Barakshina, Programme Committee Chair
17:50 - 18:00 Closing
Dan Foreman, ESOMAR President
18:00 - 18:30 Farewell drinks
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Presentation abstracts

Monday, 18 March

CEE Regional Research Radar

Brand Power, Premium and Potential
How and why it is different and the same in CEE

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

A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka brand (the market leading lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and a lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, Sazka regained the position of an Olympic brand as well as the unrivalled position of market leader.


The G-Local Shopper
Different markets, common needs

Danielle Pinnington, CEO, Shoppercentric, UK

General learnings from the world of shopper insights are shared in this presentation in order to give the audience an understanding of how tangible shopper insights can be, and the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers’ generic perceptions and needs are surprisingly similar – although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.

Business Matters

Discovering the New Path to Purchase

Dorota Reykowska, Research Director, UM, Poland
Tadeusz Zorawski, CEO, UM, Poland

The content of this presentation was driven by the need to gain a more relevant view of purchase behavior and a better understanding of how shoppers really make purchase decisions, including where and when they look for information and which sources are the most influential. What is really happening in the pre-retail stage is explored as well as the power of new communication opportunities created by emerging technologies, such as social and mobile media. A multi-category, multi-shopper study has been conducted together with Google to answer these questions.


The Advantage of Inconsistency
Increasing insights accuracy thanks to data discrepancy

Katarzyna Zalewska, Consumer Insights Manager, AmRest CEE, Poland

The most impactful consumer insights come from an inconsistency of consumer attitude. Instead of looking for data cohesion, consumer insight teams should instead pursue data discrepancy. An early detection of a discrepancy between customer opinions, emotions and purchase behaviors protects from false positives and false negatives and ineffective recommendations. One of the consequences is the necessity of merging different types of methods in one research project. This presentation provides examples of data inconsistency concerning the CEE restaurant market which led to critical consumer insights for brands such as KFC, Starbucks and Pizza Hut, thereby changing the strategy of problem solving.


Pop Concert Experiences
Connecting with consumers through pop-culture

Robert Zydel, Consumer Insight Director, Saatchi & Saatchi Think Tank, Poland

Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. T-Mobile organised two unique events aimed at engaging consumers using pop culture. One collaborated with the famed singer Katy Perry (Hungary, Poland), and the second included the equally famed singer Mariah Carey (Croatia, Germany, Montenegro, Macedonia, Poland). These events created challenges for organisers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. The challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation are highlighted.


Russian Kids and The West: So Far, So Close

Anna Demianova, Senior Project Director, Point-Blank International, Germany
Julia Yuzbasheva, Head of Research, ValidataKIDS, Russian Federation

The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The Simpsons, listen to Justin Bieber, aspire to have ‘gangsta style’ and say ‘hey’ instead of ‘privet’. They might appear to be similar to their Western peers, however this is merely a pitfall for international brands aiming to directly export western marketing communication to Russia. Because the differences are not obvious from the outside, it is more important than ever to go beyond the surface and listen to cultural specifics. The paper presents a holistic view of Russian kids between the ages of 5 and 8 from both the perspective of an insider and by contextualising this culture with that of Western Europe. This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids’ brand Rastishka (known as Danino or Danonino in English speaking countries).

Research Remix: Cocktail of Innovative Methodologies (Fast Track)

Digital Research in CEE
How blue-chip multinationals have used digital research in Poland and Russia

Michalis Michael, Founder and Managing Director, DigitalMR, UK

How one of the world’s largest and most successful supermarkets and one of the largest FMCG multinationals tested an online community to conduct online ethnography among its customers is explored in this presentation. DigitalMR worked with three clients to recruit, incentivise and engage participants to undertake research which would provide deeper insights about product category behavior and complement existing research conducted around the subjects of interest.


How We See the World Without Seeing It
A multi-method app-sights study

Josephin Wandt, Sociologist, Colibri Research, Germany
Ute Rademacher, Business Psychologist, Colibri Research, Germany

This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. A hybrid approach, ‘tested and trusted’ and never-used-before qualitative techniques were combined to gather truly authentic app insights. Classic focus groups, online diaries and focus groups conducted in the dark by a blind moderator shed light on the psychology of app usage from a new perspective, opening eyes about the true drivers of the current app boom.


CEE Emotional Research Mix
Synergy of biometrical measurement and declarative data

Jacek Kowalski, CEO, Neuroidea, Poland
Piotr Szczepaniak, Customer Insights Manager, Netia, Poland

The measurement of the real influence of TV commercials on spectator reactions and how to make commercials to arouse intense emotional experiences is explored in this presentation. An innovative measurement of emotional reactions based on FACS (Facial Action Coding System) methodology and a focus on the synergy of a non-intrusive mix of biometrical measurement and declarative data is described. The results of biometric measurement for tested ads against benchmark values are revealed. Benchmarks were constructed on the basis of the results of more than 150 commercials.


Co-creation in Central Eastern Europe

Jaroslav Cír, Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic
Jiří Michal, Manager Consumer Insights & Strategy, Kraft Foods, Czech Republic

CEE consumers have quickly adopted the internet and social networks in particular. This unprecedented level of connectedness gives market research in the CEE an opportunity to move beyond the evaluation of concepts and products into the exciting area of consumer co-creation. The initial role of market research in consumer co-creation consists, first of all, in social network analysis in order to identify opinion leaders and creative users of brands with whom we want to co-create. Market researchers could and should lead the creative process of consumer co-creation itself, a process resulting in the development of truly exciting products and communication. The consumer co-creation case study of Fidorka, a local brand of Kraft Foods, demonstrates how the co-creation process leads to a new and exciting direction for brand communication.

Research Remix: Cocktail of Innovative Methodologies – Master Classes

Always-on Research
24/7 dialogues with customers in a community? Yes, we can!

Anouk Willems, Senior Research Innovator, InSites Consulting, Netherlands
Tom De Ruyck, Head of Research Communities, InSites Consulting, Belgium

In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers in an online community. It is possible, however! In this interactive session, the ‘wow’ and the ‘how’ of Market Research Online Communities, the rising star of online qualitative research, is illustrated.


Gamification Master Class

Jon Puleston, Vice President of Innovation, GMI, UK

This Master Class is borne out of seven years of work exploring how to engage respondents more effectively in online surveys and an award winning work on the gamification of research. The creative processes involved in designing surveys are explored and the areas examined where surveys need to improve: from the language used to write surveys through to survey structure and story board surveys to the effective use of imagery and the design and layout of questions. Ways of producing better surveys by thinking more creatively is demonstrated, including a look at how gamification techniques can be applied to radically improve survey feedback. How this thinking is being applied in practice is illustrated with real life examples with a vision of how surveys might look in the future and where these more creative techniques are going.

Closing keynote speaker

There is no box!
Breaking boundaries by creating a new mindset for the CEE region

Steve Keil, CEO, MammothDB, Bulgaria

This provocative presentation explores the need for un-constrained thinking. People from the CEE region don’t think in terms of either “in” or “out” of the box as both are playing by rules of western Europe. Instead, there is a need to change the rules entirely, and change the game. There is no box; there’s the new path, game, rules and pieces to put forward. If the CEE region tries to emulate and copy, it will always be behind. This region has an enormous potential to leapfrog ahead in the industry by finding the opportunities within its challenges.

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Speakers

= ESOMAR Member


Opening Keynote Speaker

Tomas Lauko

Tomas Lauko

CEE Head of Digital, ZenithOptimedia, Czech Republic

Tomas is responsible for building, strengthening and supporting the development of ZenithOptimedia and Zed Digital in the region of Central & Eastern Europe. This includes leadership of proprietary tools roll-out, digital partnership building and strengthening (Facebook, Gemius, Google) and cross country learning sharing. He also spends time on overall ZenithOptimedia business development and clientservicing in the region. Before joining ZenithOptimedia, Tomas had been working in the advertising business in Germany and Czech Republic, being responsible for local and pan-regional business activities and development.

Watch: Interview with Tomas Lauko at InternetCEE event



Closing Keynote Speaker

Steve Keil

Steve Keil

CEO, MammothDB, Bulgaria

Steve is a co-founder of MammothDB, helping to bring insights to the worlds data. Prior to MammothDB, Steve was the CEO of Sciant – Bulgaria’s largest software application development company. Steve grew Sciant to over 300 people and opened offices in Vietnam before successfully leading the sale of Sciant to VMware (VMW) in late 2007.

Before Sciant, Steve worked in Australia as the general manager of consulting at BMCMedia, which was Asia Pacific’s largest online advertising agency. He is a teacher at Sofia University and an active public speaker in the region, with one of his speeches being featured on TED.com. Steve did his undergraduate studies in Psychology at University of Arizona, and his MBA with distinction at Southern Cross University, Australia.

Watch: Keynote Steve Keil at TEDxBG (2011)



Anna Demianova

Anna Demianova

Senior Project Director, Point-Blank International, Germany

Anna spent the first half of her 10 years in qualitative research at Validata Moscow as a senior research manager, exploring Russian consumers ‘from the inside’. After moving to Berlin, Anna worked as a freelancer for Russian and German research agencies before finally joining the Point-Blank International team. In between, she conducted numerous projects in most of the countries of the former Soviet Union and moderated groups and interviews in Germany and Great Britain. Her international expertise was deepened by two Master’s degrees in sociology and in East European studies. With her ‘outside insider’ perspective of the Russian market, Anna is a passionate cultural translator with particular expertise in the FMCG sector and with children’s audiences.



Anouk Willems

Anouk Willems

Senior Research Innovator, InSites Consulting, Netherlands

With a marketing background, Anouk is on a quest to merge research with structural consumer collaboration. After managing online research communities for global clients like Unilever, Danone and Heinz, she’s now focusing on the role of online research communities in marketing domains. Besides working at InSites, Anouk founded a DIY website ‘Klusopedia’ three years ago (sold in 2011) and has great affinity with online marketing & social media. Anouk was nominated for her work by ESOMAR (“Research Effectiveness Award 2011” - ‘Bringing consumers alive within Unilever R&D') and was a finalist of the NewMR Young Researcher Competition 2011.



Danielle Pinnington

Danielle Pinnington

CEO, Shoppercentric, UK

Danielle has been working in market research since 1988, beginning as a consumer researcher. Her specialisation in shopper research took hold in earnest in 2000, leading to the decision towards the end of 2004 to set up Shoppercentric Ltd as a specialist shopper research agency.
Danielle has worked with a wide variety of retailers, suppliers and agencies in the area of shopper research, helping with the development of the BP Connect flagship stores, as well as providing L’Oreal, Cadbury, Coca Cola, LEGO and GSK amongst others with shopper inputs to their trade strategies.
Danielle has spoken on the subject of shopper research at numerous conferences and exhibitions.



Dorota Reykowska

Dorota Reykowska

Research Director, UM, Poland

Trained as a psychologist, Dorota has been the Research Director for Universal McCann Poland since 2011, with responsibility for developing innovative research methods, creating advanced research plans and cooperating with clients in terms of delivering cutting edge research and results. Dorota has been involved in the development of biometric methodology and the creation of the first Polish neuromarketing project. Previously, Dorota was Research & Development Director and Vice President of the research agency LABoratory & Co. Dorota has been a participant and speaker at many conferences, both scientific (e.g. ICORIA, NeuroPsychoEconomics), and industry (ARF, PTBRiO, Neuroconnections, etc.), as well as the co-author of publications in Polish and international journals and books.



Jacek Kowalski

Jacek Kowalski

CEO, Neuroidea, Poland

Jacek is CEO of Neuroidea, a research agency mixing declarative data with biometrical measurements. Neuroidea is a leading company in the Polish market in the area of emotional research. In 2006-2007 he was co-creator of the first neuromarketing research in Poland (ECM - Exploring Consumers Mind). Jacek graduated from the Warsaw School of Economics with a degree in Marketing and Management, and also holds an MBA from the French Institute of Management.



Jaroslav Cír

Jaroslav Cír

Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic

Jaroslav established Perfect Crowd in 2009 as a marketing consultancy and market research agency specialising in co-creation and crowdsourcing. In 1999 he worked for Unilever in Prague, working as the head of research for Central and Eastern Europe in 1999. At the beginning of 2005 Jaroslav moved to London to become the Global Consumer and Market Insight Director for Rexona. Jaroslav studied psychology and sociology at University of Toronto.



Jiří Michal

Jiří Michal

Manager Consumer Insights & Strategy, Kraft Foods, Czech Republic

Jiří has been involved in market research since 1999. After a professional start at a research agency, he has spent the last 12 years with Kraft Foods in various research positions such as working for CZSK BU for Central Europe, Spain and Portugal, and France. Jiří believes that the research industry needs to focus on business outcomes rather than research outputs to gain the necessary skills to become strategic partners (consulting, storytelling, influencing, synthesis of data from multiple sources, developing rich insights and using innovative research techniques) and to strengthen understanding of the client’s business. Most recently, Jiří´s efforts have focused on internal innovation including crowd-sourcing and co-creation, shopper marketing, and modelling and analytics.



Jon Puleston

Jon Puleston

Vice President of Innovation, GMI, UK

Jon manages a team specialising in the design of interactive surveys and developing specialist technology for conducting interactive online research. He was formerly the founding director of Media Intelligence, a research technology business that developed the industry’s first interactive survey authoring software. Over the last four years he has been conducting extensive research exploring how to engage respondents more effectively in online research. His paper examining the gamification of online research won the 2011 ESOMAR Congress award for best methodology and the 2011 MRS award for innovation in research methodology.



Josephin Wandt

Josephin Wandt

Sociologist, Colibri Research, Germany

Josephin is a student of sociology supporting Colibri Research in qualitative projects. She is preparing her master's thesis on the theoretical perspective of group discussions in the dark and has been in charge of the mobile diaries in the study presented at this conference.



Julia Yuzbasheva

Julia Yuzbasheva

Head of Research, ValidataKIDS, Russian Federation

Julia heads up the Validata special branch, which is focused on research with kids, tweens, teens and their parents. Founded in 2004, it was the first in Russia to concentrate upon this complex audience, developing special methodology and language to go deeply into their psychology. Years of marketing experience on the client side at Danone and Johnson&Johnson, plus 14 years of experience in market research, have made Julia a perfect consultant with thorough strategic input.
 Julia is a frequent participant and speaker in various round tables and conferences including the GLOBAL market research conference in Shanghai, Cosmetic News Forum in Moscow and the World of Childhood conference and exhibition in Moscow. She has been a guest on radio shows and quoted in professional media as a key Russian specialist on teens and kids.



Katarzyna Zalewska

Katarzyna Zalewska

Consumer Insights Manager, AmRest CEE, Poland

Katarzyna has 10 years of experience in market research on the client side, specialising in restaurant markets and previously in financial services. She has been the Consumer Insights Manager since 2007 for AmRest, the largest independent restaurant operator in Central and Eastern Europe, famous for the “Everything is Possible” culture and a portfolio of world-class brands. Katarzyna is responsible for Consumer Insights development for KFC, Pizza Hut, Burger King and Starbucks in Poland, Czech, Hungary and Russia. Katarzyna was a Market Research Specialist in AIG Bank Poland between 2002-2007. She is a fan of direct interaction with customers, tango and horses.



Michalis Michael

Michalis Michael

Founder and Managing Director, DigitalMR, UK

Michalis is a leading consultant on social media strategy who works with high profile and multinational blue chip companies. He is the founder of DigitalMR Ltd, the first holistic Digital Market Research Specialist. His particular expertise entails social media research and marketing strategy. Primarily focusing on social media research, Michalis has worked with numerous blue chip multinational corporations at headquarters, regional and local country levels, including Nestle, Coca Cola, P&G, Citigroup and Saxo Bank. Michalis has extensive experience in banking, FMCG, retail, healthcare, telecomms and automotive industries.



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.



Piotr Szczepaniak

Piotr Szczepaniak

Customer Insights Manager, Netia, Poland

Piotr is the Customer Insights Manager for Netia, an internet and TV provider with more than 1,000,000 customers in Poland, where he is responsible for Customer Insight and Marketing Strategy. In 1996-2010 he worked for Era (T-Mobile Group). He was involved in introducing mobile telefony and internet in Poland, developing new brands and services. Piotr has been an ESOMAR member since 1997. He was trained as a psychologist (Warsaw University, Poland and Bielefeld University, Germany) with strong interests in sociology and philosophy.



Robert Zydel

Robert Zydel

Consumer Insight Director, Saatchi & Saatchi Think Tank, Poland

Robert currently works on the acquisition and distribution of knowledge about customers at Saatchi&Saatchi. Previous market research experience includes his work at CASE, TNS OBOB, and NUQ Research in non-standard qualitative research, with particular emphasis on ethnographic projects. Robert has taught Marketing Research at the University of Warsaw for a number of years. He is a graduate of the Institute of Ethnology and Cultural Anthropology, University of Warsaw, and a member of the Polish Society of Market and Opinion Research (PTBRiO) board.



Tadeusz Zorawski

Tadeusz Zorawski

CEO, UM, Poland

Responsible for leading the Polish Universal McCann branch, Tadeusz is passionate about media, marketing communication, brand management and consumer psychology. Under his leadership Universal McCann (UM) has been the winner in many industry competitions such as the EMEA Best Campaign Award, Global Best Use of Tools and Impactor Media House of the Year. In addition to managing the office, he retains a keen interest in strategy and research, implementing innovative ideas to the UM offerings. He has lead the introduction of neuromarketing, eyetracking and advanced reaction time studies to the UM research portfolio. Tadeusz has been a juror in a number of industry competitions including EFFIE, MEFFIE, Media Trends, and Eurobest, and a repeat speaker at many industry conferences in Poland and abroad. He is a member of The European Advertising Academy, a lecturer at the Harvard Business Review Poland – ICAN Institute, and School of Advertising Champions.



Tom De Ruyck

Tom De Ruyck

Head of Research Communities, InSites Consulting, Belgium

Tom is Head of Research Communities at InSites Consulting and responsible for InSites' community activities in Belgium, the Netherlands and the UK. He is part of the R&D department, a team of five researchers who try on a daily basis to make market research more insightful for customers and more fun to participate in for respondents. Tom is invited frequently as a speaker at (inter)national congresses on market research. Recently, he won ESOMAR's Fernanda Monti Award (Best Congress Paper 2009) as well as the American Marketing Association's '4 under 40 - Emerging Leader of the Industry' award.



Ute Rademacher

Ute Rademacher

Business Psychologist, Colibri Research, Germany

Ute (Ph.D.) is a business and communication psychologist, certified business coach and trainer. She has explored consumers in markets from Stockholm to Cape Town, San Francisco to Moscow in her previous management positions at Research International (now TNS) and Ipsos. In 2007, she started her own company, COLIBRI Research, an agency specialised in qualitative market research and consulting based in Hamburg, Germany. COLIBRI is part of a global, organic network of qualitative experts and small agencies. The company also has developed an app to substitute creative diaries in qualitative consumer studies.


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Hotel & venue

Fully restored to its notable Art Deco glory, the Radisson Blu Alcron offers convenience and luxury for the business traveler. Just 10 kilometres from Prague Ruzyne airport and close to the metro. The hotel is situated just off Wenceslas Square, in the heart of the cultural, historical and shopping areas of Prague.

With 206 bedrooms, a fully equipped fitness center, solarium and sauna it is the perfect hotel for both private and business visits. The hotel offers 2 award-winning restaurants headed by one of the most talented Czech chefs, Jiri Stift, as well as Be Bop Bar with local live jazz three nights a week.

Radisson Blu Alcron Hotel Prague

Address:

Radisson Blu Alcron Hotel Prague
Stepanska 40
11000
Prague 1
Czech Republic

Telephone: +420 2 22 820 111
Fax: +420 2 22 820 100
E-Mail: guest.prague@radissonblu.com

Hotel & venue's website

 


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Registration pricing

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

Early Bird rate (until 18 January 2013)
Members
Non-members
Regular delegate (Full Forum) EUR 450 EUR 550

* Read the conditions that apply for registration carefully.

Standard rate (19 January 2013 - 22 February 2013)
Members
Non-member
Regular delegate (Full Forum) EUR 550 EUR 650

* Read the conditions that apply for registration carefully.

Late rate (23 February 2013 - 14 March 2013; includes on-site registration)
Online registration open until 14 March 2013, 17:00 CET (GMT+1). On-site registration is possible.
Members
Non-members
Regular delegate (Full Forum) EUR 650 EUR 750

* 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
Until 18 January 2013 No charge.
Full refund given
After 18 January 2013 Cancellation charge:
EUR 400

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 200 EUR 200
2 time slots (session parts) EUR 360 EUR 360

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

Cancellation Policy

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

  LIVE Streaming
Until 18 March 2013 No refund given

 

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s CEE 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.