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CEE Research Forum 2014

East Connection: A New Mindset

Bucharest / 23-24 March

The Eastern European Countries, while preserving their own identities, have become more (inter) connected to Western...

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Overview

The Eastern European Countries, while preserving their own identities, have become more (inter) connected to Western Europe and the rest of the world thanks to new technologies and social media developments. Borders are vanishing in the digital space where hyper-connected consumers are on the rise.

So, just how different (and similar) is the CEE region in comparison to the rest of the world? How is market research playing a pivotal role in breaking boundaries and facilitating a new cultural and business mindset for the region?

ESOMAR is proud to host the third edition of our CEE Research Forum in beautiful Bucharest. Gain exclusive access to business case studies, innovative research methodologies, regional country findings and top-level master classes.

ESOMAR CEE Research Forum - the research event tailored for the region

Programme Committee

Alina Serbanica

Alina Serbanica (Committee Chair)
Senior Vice President - Global Respondents Access & Engagement Services (RAES)
Ipsos Interactive Services, Romania

Daniela-Larisa McAndrew

Daniela-Larisa McAndrew
CI Manager Consumer Insight Coffee CE
Mondelēz International, Romania

Jiri Michal

Jiri Michal
Manager Consumer Insights Biscuits CEE
Mondelēz International, Czech Republic

Robert Zydel

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

Tatiana Barakshina

Tatiana Barakshina
Research Director
Bazis Intelligence Group, Russian Federation

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Programme

16:00 - 21:00 Sunday, 23 March 
Forum registration: 16:00 - 19:00
19:00 - 19:30 Bubbling Welcome @Bar 37(Lobby Level)
For members only

An exclusive welcome to our members and new members by Tatiana Barakshina, ESOMAR Council and Alina Serbanica, ESOMAR Representative in Romania.

19:30 - 21:00 Welcome reception
09:00 - 18:30 Monday, 24 March - Forum day 
09:00 - 09:05 Opening
Tatiana Barakshina, ESOMAR Council member
09:05 - 09:10 Welcome
Alina Serbanica, ESOMAR Representative for Romania
09:10 - 09:15 Introduction to programme and opening keynote
Alina Serbanica, Programme Committee Chair
09:15 - 09:40 Opening keynote speaker

Michael Koch

CEO of Kalon Group and Former Founder and CEO
Catalyst Worldwide
USA
Read more
Michael Koch
, CEO of Kalon Group and Former Founder and CEO, Catalyst Worldwide, USA

Cross-Cultural Medley
09:40 - 10:00 Brand Growth 2.0
The only global language in a local dialect
This presentation will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.
 We identify the drivers of brand growth globally,… Read more
Brand Growth 2.0
The only global language in a local dialect

Raluca Răschip

Consumer Goods & Retail Director
GfK
Romania
Read more
Raluca Răschip
, GfK, Romania

10:00 - 10:20 Driving a Responsible Behaviour. Illusion or Reality?
A research on responsible drinking messages
Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a… Read more
Driving a Responsible Behaviour. Illusion or Reality?
A research on responsible drinking messages

Yvan Goupil

Europe Head of Insights & Media
SABMiller
Switzerland
Read more
Yvan Goupil
, SABMiller, Switzerland

10:20 - 10:30 Q&A
10:30 - 10:35 Sponsor fast track
10:35 - 11:00 Networking break
Business Boost
11:00 - 11:10 Introduction by session chair
Daniela-Larisa McAndrew, Mondelēz International, Romania
11:10 - 11:30 How to Motivate People to Save More Money
Traditionally financial behaviours are explained using demographics (e.g. age, gender) and economic factors (e.g. income). However, psychological factors should also be taken into account in… Read more
How to Motivate People to Save More Money

Dominika Maison

Research Company Owner
Dom Badawczy Maison
Poland
Read more
Dominika Maison
, Dom Badawczy Maison, Poland

Tomasz Opalski

Senior Research Manager
ING Bank
Poland
Read more
Tomasz Opalski
, ING Bank, Poland

11:30 - 11:50 Silver Age in CEE
How are people aged 50+ doing nowadays in comparison with the "Westerners"?
Česká spořitelna wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The… Read more
Silver Age in CEE
How are people aged 50+ doing nowadays in comparison with the "Westerners"?

Lenka Korečková

Account Director
Millward Brown
Czech Republic
Read more
Lenka Korečková
, Millward Brown, Czech Republic

Petr Kubánek

Head of Marketing Research
Česká spořitelna
Czech Republic
Read more
Petr Kubánek
, Česká spořitelna, Czech Republic

11:50 - 12:10 Radler, a Refreshing Beer Mix
The antidote to a plunging beer market in Romania
Heineken’s research and marketing teams’ positions couldn’t have been more clear when having to defend a slowing beer market in Romania: explore and unveil business opportunities… Read more
Radler, a Refreshing Beer Mix
The antidote to a plunging beer market in Romania

Codruta Berbecaru

Research Manager
Heineken International
Netherlands
Read more
Codruta Berbecaru
, Heineken International, Netherlands

Panicos Christopoulos

Managing Director and Founder
360insights
Romania
Read more
Panicos Christopoulos
, 360insights, Romania

12:10 - 12:30 Discussion
12:30 - 14:00 Lunch
Consulting Capsule
14:00 - 14:05 Introduction by session chair
Robert Zydel, Saatchi & Saatchi Think Tank, Poland
14:05 - 14:20 Telling Visual Tales
The role and condition of data visualisation in the MR industry
“Most other businesses are very organised and have a thorough understanding of how you present yourself and how you present data, and how important it is, but it struck me that the research… Read more
Telling Visual Tales
The role and condition of data visualisation in the MR industry

Mateusz Galica

Client Service Director
TNS Polska
Poland
Read more
Mateusz Galica
, TNS Polska, Poland

Client's Café - A Business Research Talk Show
14:20 - 14:25 Introduction by session chair
Robert Zydel, Saatchi & Saatchi Think Tank, Poland
14:25 - 14:55 Structural Collaboration with Consumers in Central & Eastern Europe
Central & Eastern Europe is a region in transition. We deal today with an empowered consumer who demands an active involvement in marketing decisions. Moreover, consumption patterns are changing:… Read more
Structural Collaboration with Consumers in Central & Eastern Europe


Moderated by:

Annelies Verhaeghe

Head of Research Innovation
InSites Consulting
Romania
Read more
Annelies Verhaeghe
, Head of Research Innovation, InSites Consulting, Romania

Tom De Ruyck

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


Participants:

Ana Oglindoiu

Senior Marketing Research Expert
ING Bank
Romania
Read more
Ana Oglindoiu
, Senior Marketing Research Expert, ING Bank, Romania

Ioana Ban

Market Research Analyst
Vodafone
Romania
Read more
Ioana Ban
, Market Research Analyst, Vodafone, Romania

Interactive Mini-Workshop Advanced Playshop
14:55 - 15:00 Introduction by session chair
Robert Zydel, Saatchi & Saatchi Think Tank, Poland
15:00 - 16:00 Games for Research
An evolution in online surveys
In this advanced Games for Research playshop, Betty will steer away from ‘gamification’ and allow delegates to understand the use of fully immersive research games that use semiotics,… Read more
Games for Research
An evolution in online surveys

Betty Adamou

Founder and CEO
Research Through Gaming
UK
Read more
Betty Adamou
, Research Through Gaming, UK

16:00 - 16:20 Networking break
Digital Futures (Fast Track)
16:20 - 16:25 Introduction by session chair
Tatiana Barakshina, Bazis Intelligence Group, Russian Federation
16:25 - 16:40 Facing the Internet Landscape Changes
Multi-platform online audience measurement
The recent dynamic developments in technology have led to a shift in online media consumption and consumer behaviour patterns. It is clear that markets need measurement that can provide data on… Read more
Facing the Internet Landscape Changes
Multi-platform online audience measurement

Lauris Lietavietis

Online Audience Measurements Director
Gemius
Poland
Read more
Lauris Lietavietis
, Gemius, Poland

16:40 - 16:55 Using Digital and Mobile Data Tools in the Mobile Consumer’s Research
In an industry including mobile technology, using traditional research methods for capturing consumer behaviour and insights (even those relatively new such as online qualitative and quantitative… Read more
Using Digital and Mobile Data Tools in the Mobile Consumer’s Research

Daria Zenkovich

CRM & Consumer Insights Manager
Nokia
Russian Federation
Read more
Daria Zenkovich
, Nokia, Russian Federation

16:55 - 17:10 Digitised City
Innovative OOH visibility measurement
The main goal of the research in this presentation was to determine the effectiveness of particular types of OOH ad and the impact of these ads on the parameters of advertised brands. The test… Read more
Digitised City
Innovative OOH visibility measurement

Bartosz Barański

Research Manager
Ströer Group
Poland
Read more
Bartosz Barański
, Ströer Group, Poland

Marek Biskup

Client Service Director
Millward Brown
Poland
Read more
Marek Biskup
, Millward Brown, Poland

17:10 - 17:20 Discussion
17:20 - 17:25 Introduction to closing keynote
Tatiana Barakshina, Bazis Intelligence Group, Russian Federation
17:25 - 17:50 Closing keynote speaker
Digital Detox
The Ultimate Guide To Switching Off!
Join us in an exclusive and stimulating journey uncovering the new set of rules for modern etiquette in the digital era. More and more people in the world want to somehow limit the use of technology… Read more
Digital Detox
The Ultimate Guide To Switching Off!

Alex Drozdovsky

Creative Strategic Lead
Proximity BBDO
Russian Federation
Read more
Alex Drozdovsky
, Creative Strategic Lead, Proximity BBDO, Russian Federation

17:50 - 17:55 Programme summary
Alina Serbanica, Programme Committee Chair
17:55 - 18:00 Closing
Tatiana Barakshina, ESOMAR Council member
18:00 - 18:30 Farewell drinks
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Presentation abstracts

Monday, 24 March

Cross-Cultural Medley

Brand Growth 2.0
The only global language in a local dialect

Raluca Răschip, Consumer Goods & Retail Director, GfK, Romania

This presentation will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.
 We identify the drivers of brand growth globally, regionally and locally.
 By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.
 For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?


Driving a Responsible Behaviour. Illusion or Reality?
A research on responsible drinking messages

Yvan Goupil, Europe Head of Insights & Media, SABMiller, Switzerland

Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs) e.g. ‘Do Not Drink and Drive’, ‘Underage’ and ‘Pregnancy’ messages. The presentation will show that conscious and verbal reports are not always consistent with subconscious measures, it will pinpoint that RDMs exert informational influence and it will also establish that the emotional engagement power of RDMs is limited.

Business Boost

How to Motivate People to Save More Money

Dominika Maison, Research Company Owner, Dom Badawczy Maison, Poland
Tomasz Opalski, Senior Research Manager, ING Bank, Poland

Traditionally financial behaviours are explained using demographics (e.g. age, gender) and economic factors (e.g. income). However, psychological factors should also be taken into account in explaining financial behaviours. Our presentation reviews the results of several studies, which correspond to these psychological factors, and which show how important it is to take them into consideration while trying to explain or understand financial behaviours. In the first part we present results of studies showing the importance of psychological factors, which explain financial attitudes and behaviours. Later we present results of an international study conducted in 19 countries, showing cross‐national differences in financial attitudes and in the third part we show psychological factors, which underlie attitudes and behaviour connected to smart shopping.


Silver Age in CEE
How are people aged 50+ doing nowadays in comparison with the "Westerners"?

Lenka Korečková, Account Director, Millward Brown, Czech Republic
Petr Kubánek, Head of Marketing Research, Česká spořitelna, Czech Republic

Česká spořitelna wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused only on people 50+ and has helped us to define five groups that vary by both life and financial activity. This enables us to estimate rough market potential for Česká spořitelna. Thanks to our in-depth look at pre- seniors’ and seniors’ lives, the project resulted in concrete recommendations of what products, services and improvement can be made in bank branches to keep these clients.


Radler, a Refreshing Beer Mix
The antidote to a plunging beer market in Romania

Codruta Berbecaru, Research Manager, Heineken International, Netherlands
Panicos Christopoulos, Managing Director and Founder, 360insights, Romania

Heineken’s research and marketing teams’ positions couldn’t have been more clear when having to defend a slowing beer market in Romania: explore and unveil business opportunities which could reverse a continuously slugged beer market.
 When carving up research tools and analytics while turning untapped consumer needs into business concepts, we had to offset business counter-arguments every step of our work. This was the catalyst for us to back up our findings, and in turn enable bold client decision making by: a) unveiling the hidden and relevant truths about consumer behaviour and motivations b) supporting the business opportunity with relevant market sizing and volumetric forecasting findings and c) defending return on investment questions by brand extension leverage strategy.

Consulting Capsule

Telling Visual Tales
The role and condition of data visualisation in the MR industry

Mateusz Galica, Client Service Director, TNS Polska, Poland

“Most other businesses are very organised and have a thorough understanding of how you present yourself and how you present data, and how important it is, but it struck me that the research industry generally didn’t” - Martin Lambie-Nairn, Graphic Designer.
 To uncover the ground and find the way out, four questions need to be answered:
 1) WHAT are the most common mistakes made by researchers in their reports and offers?
 2) WHY do they do it?
 3) HOW can they change it? (Based on TNS experience)
 There are three significant components of the process that aim to change the way we visualise our data: structured code of rules for researchers, determined project management and involvement of the researchers. Finally,
 4) WHERE can they find help? (Tips for researchers).

Client's Café - A Business Research Talk Show

Structural Collaboration with Consumers in Central & Eastern Europe

Ana Oglindoiu, Senior Marketing Research Expert, ING Bank, Romania
Annelies Verhaeghe, Head of Research Innovation, InSites Consulting, Romania
Ioana Ban, Market Research Analyst, Vodafone, Romania
Tom De Ruyck, Head of Research Communities, InSites Consulting, Belgium

Central & Eastern Europe is a region in transition. We deal today with an empowered consumer who demands an active involvement in marketing decisions. Moreover, consumption patterns are changing: on the one hand, this region is still affected by the economic crisis, but on the other hand, consumers get up-to-speed and increasingly easy access to the same products and brands. It is crucial for brands that want to be successful in the region to be locally relevant. In this session, we will provide you with a glimpse of the changing environment through a research talk show that will be set up exclusively for this event. This Client Cafe will contain inspiring research results and consumer testimonials illustrating the changes taking place in this region.

Interactive Mini-Workshop Advanced Playshop

Games for Research
An evolution in online surveys

Betty Adamou, Founder and CEO, Research Through Gaming, UK

In this advanced Games for Research playshop, Betty will steer away from ‘gamification’ and allow delegates to understand the use of fully immersive research games that use semiotics, avatars, linguistics, music/sound effects, consumer psychology, behavioural economics and more in order to evoke appropriate emotions/create relevant situations for the purposes of data collection and bridging the 'empathy gap'. Betty will give a list of best practices and hands-on guidance, while illustrating the future of this methodology with emerging technologies. Delegates will be shown and taught the tools to delve deeper into the use of research games and have the confidence to apply those learnings back in the office while being able to identify and overcome the methodological issues the games highlight.

Digital Futures (Fast Track)

Facing the Internet Landscape Changes
Multi-platform online audience measurement

Lauris Lietavietis, Online Audience Measurements Director, Gemius, Poland

The recent dynamic developments in technology have led to a shift in online media consumption and consumer behaviour patterns. It is clear that markets need measurement that can provide data on internet-users’ behaviours with different types of content, on different types of devices, as well as duplication among the types of content and devices. Gemius, facing this challenge, developed the concept of multi-platform measurement that is currently being implemented on selected markets where Gemius conducts its gemiusAudience research. In this presentation, Lauris Lietavietis, Audience Research Director at Gemius, will show the outcomes of these tests in chosen markets.


Using Digital and Mobile Data Tools in the Mobile Consumer’s Research

Daria Zenkovich, CRM & Consumer Insights Manager, Nokia, Russian Federation

In an industry including mobile technology, using traditional research methods for capturing consumer behaviour and insights (even those relatively new such as online qualitative and quantitative studies) is not enough nowadays. Nokia is trying to explore new approaches to consumer studies by combining the new innovative research ways with the available tools of reaching consumers in digital marketing, social media marketing, search engine marketing and CRM. This allows them not only to capture the consumer behaviour / reaction most precisely and in real time, but also to be more efficient in terms of timings, costs, avoiding problems of panel quality, etc. Exploiting such platforms also provides the opportunity to simply be closer to the consumers.


Digitised City
Innovative OOH visibility measurement

Bartosz Barański, Research Manager, Ströer Group, Poland
Marek Biskup, Client Service Director, Millward Brown, Poland

The main goal of the research in this presentation was to determine the effectiveness of particular types of OOH ad and the impact of these ads on the parameters of advertised brands. The test consisted of two parts: a city tour accomplished in a driving simulator (respondents equipped with eye-tracking glasses were driving in a simulator which took them along the programmed route, ca. 7 minutes) and an in-depth CAPI interview combined with implicit methods.

Closing keynote speaker

Digital Detox
The Ultimate Guide To Switching Off!

Alex Drozdovsky, Creative Strategic Lead, Proximity BBDO, Russian Federation

Join us in an exclusive and stimulating journey uncovering the new set of rules for modern etiquette in the digital era. More and more people in the world want to somehow limit the use of technology and understand the degree of their dependence on the Internet. Digital Detox is a recognized global trend, but still has not been fully studied. We are going to ask ourselves why are we constantly pulled to the network, the algorithms are changing society and the person, how to explain the new feelings that we experience, what new processes are happening in the human mind in this fully digitalised world. In general Digital Detox is a period of time during which a person refrains from using electronic devices such as smartphones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world etc. More and more people these days say: "break free of your devices and go on a digital detox".

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Speakers/authors

Opening Keynote Speaker

Michael Koch

Michael Koch

CEO of Kalon Group and Former Founder and CEO, Catalyst Worldwide, USA

Michael Koch, an originating pioneer of the Global Digital Production industry, leads the Kalon Group of companies as Founder & Chief Executive Officer. Michael's expertise lies in developing new ventures and high performance digital development teams that are able to grow rapidly, effectively, and globally.

Michael brings his experience as an entrepreneur, visionary, investor, and operator to every aspect of Kalon. This young tech mogul has built companies that have delivered for many of the top global brands such as P&G, Visa, Fed Ex, Pepsi Co, Mars, Campbell's, Nike, AT&T, Microsoft. Michael understands that building a leading global technology company requires a keen understanding of business vision, global delivery process, and technology required to accelerate the success of his clients.

Most recently, as Founder & CEO of Catalyst Group and previously Founder & CEO of Provision, Michael built and implemented a industry leading global delivery model and scaled to a development center of over 400 resources for the second largest advertising network. His digital team delivered across 267 offices in 79 Countries worldwide. In addition, Michael launched and sold three privately held digital production companies most notably Kinergy Worldwide before the consolidation and creation of Kalon Global Group.

As former Captain of the Wake Forest University football team, Michael understands the leadership needed to excel and win in athletics and business. Michael’s favorite quote is, “The speed of the leader determines the rate of the pack” and there is no doubt he sets a tenacious pace for Kalon.

Watch: Catalyst, the leading augmented reality technology is made in Romania

Watch: Michael Koch on augmented reality cover of Forbes magazine



Closing Keynote Speaker

Alex Drozdovsky

Alex Drozdovsky

Creative Strategic Lead, Proximity BBDO, Russian Federation

Clients and coworkers say: 'Alex has a passion for creative planning that is inspiring. He is a twister of creativity looking forward to shake up the status quo!'

Originally from Lithuania currently working in Moscow. Over the past years Alex has worked as a creative and brand strategy integrating leader on the agency side at BBDO, Proximity, BrandScience, OMD Media Direction on the European and Russian markets. He also provides creative and brand strategy direction consultancy for startups and NGO’s. At the moment he is consulting one of the most iconic football club brands - FC Spartak Moscow, regarding their home stadium 'Otkritie Arena' brand development and creative launch. Creative Director and Founder of MADPRESENTER – a global team of communication experts sharing the belief in presentations that inspire and change status quo, passionate about visual storytelling, engaging stories that resonate with hearts and minds of the audience. TEDx organiser and speaker.

His skills set covers: brand strategy, creative direction, trend spotting, concept development and ideas generation, visual thinking, presentations design and engaging keynote speaking, team leadership, advanced facilitation and consulting in a wide field of workshops and change processes.

Alex seeks to match ambitious brand goals with creative ideas and find the pulse of the modern consumer. 'Little things, done right, matter. Well-designed moments build great brands!' - he says.



Ana Oglindoiu

Ana Oglindoiu

Senior Marketing Research Expert, ING Bank, Romania

10 years of experience in retail banking out of which 7 in marketing intelligence, taking part in building the ING Bank retail experience from its early stages.

Responsable with all marketing research projects; focus on integrating market research data at each level of business strategy. Extensive experience in designing differrent research methodologies, adapted to business particularities, aiming to enrich internal knowledge of the market and consumers.

Involved in building a strong, complete marketing intelligence nucleus for supporting a customer centric philosophy with relevant data.

Taking part in numerous projects (such as internal NPS, product launches, creative concepts, positioning and repositioning strategies, channel development, etc.) acting as an internal consultant and analist on consumer behavior and market trends.
Specialties: Marketing Research, Analysis, Marketing Intelligence, Net Promoter® Score Certificate, Customer Behavior, Strategic Planning, Survey Development, Campaign Management, Customer Experience, Business Development.



Annelies Verhaeghe

Annelies Verhaeghe

Head of Research Innovation, InSites Consulting, Romania

Annelies Verhaeghe is Head of Research Innovation at InSites Consulting. She has an interest in consumer insight activation and neo-observational research techniques such as multimedia ethnography and social media netnography. Annelies won the ESOMAR Young Researcher of the Year Award in 2009 and has been a regular speaker at ESOMAR and other market research events in addition to having several publications in academic and trade journals. She is also in charge of the daily operations at the research hub of InSites Consulting in Romania and has a passion for the region in general.



Bartosz Barański

Research Manager, Ströer Group, Poland

An experienced researcher and manager, Bartosz has been involved with the research industry since 1997. At the beginning of his career he worked primarily as a television market researcher and in the field of outdoor since 2001. In 2005-2006 he was the director of the Warsaw branch of the media agency Media Concept. He joined the Ströer Group two years ago and is responsible for all research projects, including Postar, which will be implemented in the forthcoming months by the company established by Ströer, AMS and Clear Channel.



Betty Adamou

Betty Adamou

Founder and CEO, Research Through Gaming, UK

Betty Adamou is the CEO and Founder of Research Through Gaming Ltd, the world’s first and only company specialising in games for research. She is an award winning researcher and the author of white papers: The Future of Research Through Gaming (2011), co-author of Using Games in Academic Research (2013) which is being published in the SAGE book of methods this year and TESSA & Dubious - Exploring Games for Research (2013). Betty is a ResearchGameTM designer and has also invented/spear-headed software systems, ResearchGame designs and invented new research terminologies such as 'ResearchGames' and 'Playspondents'. Betty is a sought after speaker, University lecturer and workshop leader, embarking on her PhD next year. Her upcoming book: Playspondents; Making Games for Research is due for publication in December 2013.



Codruta Berbecaru

Codruta Berbecaru

Research Manager, Heineken International, Netherlands

As Research Manager for Heineken International, Codruta has conducted wide front-end innovation projects involving global brands, driving organizational understanding on how initiatives impact the business and Heineken portfolio, and creating business and consumer value in a consumer inspired, brand led organization. Leading the Global Brand Steering community of practice by connecting the knowledge existing in countries and then building on state of art examples shared by local CMI teams, Codruta has specialized in identifying new opportunities in on-trade business, with a deep understanding on draught portfolio development, building on ways to enrich consumer touchpoint effectiveness, product and packaging development and global roll-out. Codruta is an experienced speaker at marketing events across regions.



Daria Zenkovich

Daria Zenkovich

CRM & Consumer Insights Manager, Nokia, Russian Federation

Daria has broad experience in marketing, both in marketing communication mix strategy and planning and in consumer research. With Nokia for five years executing various roles in marketing in Russia and the Eurasia area, Daria previously spent six years working for international advertising agencies dealing with the clients from various industries (from FMCG to luxury alcohol and telecommunications) and in a number of advertising spheres, such as ATL and BTL communication, CRM, and strategic planning.



Dominika Maison

Dominika Maison

Research Company Owner, Dom Badawczy Maison, Poland

Dominika has over 20 years of experience in marketing research and is owner of a marketing research company (Maison Research House) specializing in motivational research. At the same time, she is a Professor at the University of Warsaw (PhD). Main research areas include implicit consumer attitudes, non-conscious motivation and consumer decision making. Dominika is the author of books about consumer attitudes, behavior and marketing research (e.g. “Qualitative marketing research methods. How to understand the consumer”) and about the application of implicit association tests to consumer research (“Implicit consumer attitudes. Potential for using the IAT method”). In 2003 – 2008 Dominika was President of the Polish Society of Market and Opinion Research (PTBRiO) and is currently the ESOMAR representative for Poland.



Ioana Ban

Ioana Ban

Market Research Analyst, Vodafone, Romania

Ioana Ban is a market research professional passionate about innovative ways of facilitating dialogue between consumers and brands. She has worked in the market research industry since 2007, starting at Daedalus Millward Brown and gaining a broad experience in qualitative methodologies. In 2011 she joined Vodafone Market Insights where she employs her know how of online tools and research design. She has had a wide range of market research experience both on client as well as on agency side, having both designed and implemented integrated research projects for product launch as well as brand and communication optimisation.

Lauris Lietavietis

Lauris Lietavietis

Online Audience Measurements Director, Gemius, Poland

As the Gemius expert in online audience measurement, Lauris’s main responsibility is the business development of Gemius online audience research, gemiusAudience. Moreover, his duties include business development and responding to various customer needs related to multiplatform communication – including mobile, applications and stream – with relevant Gemius research. Lauris is a well-known and valued professional with extensive knowledge and experience in internet business and online audience measurement in particular. His online experience comes from both the research and publisher’s side. Lauris is a regular visitor and speaker at the largest industry events throughout Europe.



Lenka Korečková

Lenka Korečková

Account Director, Millward Brown, Czech Republic

Even after 10 years in marketing research Lenka is still enthusiastic about the qualitative approach. She is skilled in focus groups, in-depth, creative and ethnographic interviews with business people, adults as well as children. Lenka likes to help her clients with brand strategies. In such projects she has experience with creating nonstandard presentation forms for clients’ usage.

She has big experience with telecommunication services and bank sectors – esp. projects about brand positioning, rebranding, developing communication strategies and their effectiveness measuring, supporting creating new concepts and satisfaction studies.



Marek Biskup

Marek Biskup

Client Service Director, Millward Brown, Poland

Marek Biskup has held the position of Client Service Director in Millward Brown Poland since 1992 and was one of the founders of SMG/KRC Poland (Millward Brown Poland since 2000), the largest Polish research institute. He has led market research for the last 22 years for clients such as Carlsberg, Coca-Cola, Citi, Coty, France Telecom, Gerber, ING, Johnson&Johnson, Levi Strauss, Master Foods, Motorola, Nestlé, P&G, Philip Morris, Philips, Polkomtel, SabMiller, Texaco, T-Mobile, TVP, Unicredito, Unilever and many others. Marek is involved mainly in qualitative projects that support strategic consulting, brand architecture construction, communication designing, creative thinking techniques and ethnographic research.



Mateusz Galica

Mateusz Galica

Client Service Director, TNS Polska, Poland

Mateusz is Client Service Director at TNS Polska, responsible for client relations, corporate communication and data delivery. Mateusz has been at TNS Polska since 1999, with earlier experience at Machina Press (monthly magazine) and TJ. Partner (ad agency). Mateusz is a member of PTBRiO and the Polish PR Academy, and earned “The best corporate communication team 2010” award.



Panicos Christopoulos

Panicos Christopoulos

Managing Director and Founder, 360insights, Romania

Before launching 360insights, Panicos was the Managing Director for Synovate in Romania, leading its successful launch in 2003 and driving the company to market leadership in 2007. He began his research career with MEMRB in Saudi Arabia more than 15 years ago. A degree in Economics and subsequently an MBA, combined with his multicultural experience, have empowered his quest for business change.



Petr Kubánek

Petr Kubánek

Head of Marketing Research, Česká spořitelna, Czech Republic

Petr is the Head of Marketing Research for the financial group of Ceska Sporitelna, the largest bank in the Czech Republic and member of the Erste Group. Petr is responsible for all research activities and customer insights in the bank and its subsidiaries. He is actively involved in strategic bank projects as well as in Erste Group research projects in the CEE region. Petr has 11 years of experience in marketing research in the banking and financial services. He graduated from the Department of Economics and Management at the Institute of Chemical Technology Prague and holds a number of certificates in marketing, marketing research and statistics.



Raluca Răschip

Raluca Răschip

Consumer Goods & Retail Director, GfK, Romania

After graduating in marketing, Raluca has pursued her market research career with passion. She began with the GfK Consumer Panel division as a researcher in 2002 and after three years assumed responsibility for managing the division while consulting all major clients in the FMCG sector within GfK. In 2011 Raluca became the GfK Consumer Goods and Retail Director, supporting clients with Panel research and ad-hoc studies, integrating consumer and market knowledge from all divisions. Since 2012 Raluca is part of the Regional Consumer Goods and Retail Strategy Team, actively contributing to the business development in Central and Eastern Europe.



Tom De Ruyck

Tom De Ruyck

Head of Research Communities, InSites Consulting, Belgium

Tom is Head of Research Communities at InSites Consulting and in charge of InSites’ global activities in terms of community research: thought leadership, steering innovation and business development. Tom has given more than 200 speeches around the world at major international marketing, research and technology conferences. Leading in-depth workshops and chairing research events (a.o. for MOA, BAQMaR, MRS & ESOMAR) is among his favorite activities. He is co-author of 'The Consumer Consulting Board' and published over 50 white papers (ESOMAR), articles in academic journals (a.o. IJMR), business books and trade magazines. In addition, he is an influential blogger/tweeter (@tomderuyck) on social media, industry trends and online research communities.



Tomasz Opalski

Tomasz Opalski

Senior Research Manager, ING Bank, Poland

With a master’s degree in economics (University of Economics, Katowice) and as Senior Research Manager at ING Bank Śląski, Tomasz is responsible for conducting and purchasing marketing research for the retail division of ING Bank Poland. His seven years of experience at ING has mainly focused on marketing and product research, including satisfaction, NPS, and communication surveys. Since 2010 Tomasz has coordinated approximately 50 surveys annually. Cumulatively Tomasz has 15 years of experience in research in a wide range of industries (banking, furniture, consulting, local authorities). He has been a participant in many research conferences and was a speaker for ESOMAR’s CEE Research Forum 2012. Tomasz has been awarded the NPS Associate Certificate by Satmetrix (London 2010).



Yvan Goupil

Yvan Goupil

Europe Head of Insights & Media, SABMiller, Switzerland

A French national, Yvan Goupil has 20+ years of international marketing research and insights experience. Throughout his career Yvan has held positions of increasing responsibility at top blue chip FMCG companies, e.g. the Coca-Cola Company, Danone, PepsiCo and presently SABMiller where he is Europe Head of Insights and Media. He is an emotionally intelligent, high-touch leader who has worked in multi- cultural environments and has lived in five countries to date. He is passionate about the new frontier digital and non-verbal research techniques offer to business practitioners in better understanding what people do and feel. Yvan holds a postgraduate degree in Quantitative Marketing and a master’s degree in Business Administration.


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Hotel & venue

Novotel Bucharest City Centre Hotel is a business-friendly hotel located in central Bucharest, within walking distance of Cretulescu Church, Central University Library, and other main city attractions like Lipscani Old Town, National Art Museum, Romanian Athenaeum, Cismigiu Garden and Stavropoleos Church.

Within a unique blend of classical architecture and modern, functional design the hotel offers 258 air-conditioned guestrooms with wonderful city views, complimentary wired high-speed and wireless internet access, restaurant, bar and summer terraces.
Recreational amenities include an indoor pool, a health club, a sauna, a steam room, and a children's club.

The hotel is located 18 km from the Otopeni airport and the nearest bus or metro stations are just minutes walk away (University square).

Go Green

Novotel Bucharest City Centre is one of the 400 Accor Hotels that has enrolled in the “Plant for the Planet: Billion Tree Campaign” launched by the United Nations Environment Programme (UNEP). This innovative global reforestation program aims to reinvent the common practice in hotels: the reuse of bath towels by customers. With the motto "Here, your towels plant trees" and the formula "5 towels reused = 1 tree planted", the 1000 Group hotels already participants show to each customer the meaningful of the gesture.

For more information on involvement in sustainable development program please visit Accor Group Planet 21 Programme.

Novotel Bucharest City Centre Hotel

Address:

Novotel Bucharest City Centre Hotel
Calea Victoriei 37B Sector 1
010061 Bucharest
Romania

Telephone: +40 21 3088500
Fax: +40 21 3088501
E-Mail: H5558@accor.com

Hotel & venue's website

 


Hotel reservation

Download the booking form by clicking the link below *:

Novotel Bucharest City Centre Hotel reservation form
.doc (136 Kb)

Please note:
Rates and rooms will be based on availability at the time of your request.



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Registration pricing

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 17 January 2014)
Members
Non-members
Regular delegate (Full Forum) EUR 450 EUR 550

* Read the conditions that apply for registration carefully.

Standard rate (18 January 2014 - 28 February 2014)
Members
Non-member
Regular delegate (Full Forum) EUR 550 EUR 650

* Read the conditions that apply for registration carefully.

Late rate (1 March 2014 - 20 March 2014; includes on-site registration)
Online registration open until 20 March 2014, 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 17 January 2014 No charge.
Full refund given
After 17 January 2014 Cancellation charge:
EUR 125

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

Disclaimer

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