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Overview

Congress 2012 marks ESOMAR’s 65th anniversary – a milestone that calls for celebrating our industry’s global achievements to date and more importantly, for painting a vibrant and compelling vision for the future of market research.

It is an exciting time to be in the market research industry.

Opportunities, of course, do not come without challenges…we live in a continually evolving society, struggling to maintain a balance of power in a fast-changing world with dynamic markets. These are stimulating times, where we must explore what’s at the heart of clients’ needs and how to meet their demands for increased speed, enhanced quality and value-enriched products and services.

Congress 2012 will demonstrate the impact and inspiration that research has in helping business and society transform and evolve to take on the exciting decade ahead of us. In Atlanta we will:

• Engage thought leadership from new and experienced talent in the industry, demonstrating the innovation and relevance they provide in the pursuit of insights in all fields and markets.
• Learn how societal shifts bring challenges as well as new opportunities for public and private organisations
• Investigate opportunities for growth of brands and companies, in a changing world order
• Showcase the circumstances which require courage and daring from researchers
• Embark on a journey back to the future, where traditional methods demonstrate their weight in decision-making
• Pave the way to inspiring new thinking and actions that drive excellence!

 

Programme committee

Judith Passingham(Committee Chair) CEO Northern & Eastern Europe TNS, UK Vinay Ahuya Associate Director for Consumer & Market Knowledge Procter & Gamble, UAE Diane Hessan President and CEO Communispace, USA Fred John Senior Business Leader, Intelligence & Planning MasterCard Worldwide, USA

David Parma President Nielsen BASES and Nielsen Consumer Research, USA Niels Schillewaert Managing Partner, Director ForwaR&D Lab InSites Consulting, Belgium/USA Stan Sthanunathan Vice President - Marketing Strategy & Insights The Coca-Cola Company, USA

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Programme (preview)

• Saturday, 8 September
• Sunday, 9 September
• Monday, 10 September
• Tuesday, 11 September
• Wednesday, 12 September

Saturday, 8 September 08.00 - 17.00
08.00 - 09.00	Workshops registration
09.00 - 17.00	Workshop: Ethnography and Observational Research - Day 1 Applying cultural analysis tools in consumer research

Sunday, 9 September 08.00 - 21.00
08.00 - 09.00	Workshops registration
09.00 - 17.00	Workshops (in parallel): Communicating Insights An interactive workshop to help you create materials with impact Ethnography and Observational Research - Day 2 Applying cultural analysis tools in consumer research Fast, Faster, Fastest (new) Speedy insights into customer needs, behaviors and attitudes Generating Fresh Insight from Co-Creation and the Crowd Predicting Irrationality What behavioural economics can do for us
19.00 - 21.00	Welcome Reception

Monday, 10 September - Congress day one
	Congress registration
Room 1			Room 2
	Celebrating Business How Research Can Really Impact on Business			Celebrating Research Creative Solutions
	Introduction by session chair Judith Passingham (Committee Chair)			Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
	Research Without Borders The globalisation of the marketing and research functions in a brave new world Liz Moore, Chrysalis Partners, USA Fred John, MasterCard, USA Anna Mariano, MasterCard, USA			Research in a World Without Questions New solutions for a post-respondent future Bob Pankauskas, Allstate Insurance, USA Tom Ewing, BrainJuicer, UK
	Ode to the Unsung Hero - A Day in the Life of a Methodology Consultant How Coca-Cola manages an increasingly complex business reality with a global tracking tool that has local relevance Veronica Moreno, The Coca-Cola Company, USA Patricio Pagani, Infotools, New Zealand Javier Quiñones, Infotools, New Zealand			Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More Rolfe Swinton, Lumi Mobile, UK Rana El Kaliouby, Affectiva, USA
	Were You There? The story of the research behind the innovative and award-winning Smirnoff campaign Lyn McGregor, Flamingo, USA Oscar Martinez, Diageo, USA			How Social Commerce Powers Next-Gen Market Research Rich consumer narratives - web behavior - time R. Scott Evans, Bazaarvoice, USA Erin Defosse, Bazaarvoice, USA
	Celebrating Business Using Insights to Drive Real Business Growth			Celebrating Society Opinion Polls and Democracy
	Introduction by session chair Vinay Ahuya, Procter & Gamble, UAE			Introduction by session chair Fred John, MasterCard Worldwide, USA
	Designing the Club of Tomorrow Consumer insights guiding creativity towards success Tom De Ruyck, InSites Consulting, Belgium Thomas Troch, InSites Consulting, Belgium Filip De Boeck, InSites Consulting, USA Henk Eising, Heineken International, Netherlands Caroline van Hoff, Heineken International, Netherlands			Who's Afraid of Opinion Polls? A live case study of spin and rhetoric; what happens when some love and others hate the numbers Caz Tebbutt, Tebbutt Research, Fiji Jenny Hayward-Jones, Lowy Institute for International Policy, Australia
	The New Ladies’ Home Journal, Empowering its Readers to Write How Meredith Corporation has evolved their iconic magazine with the help of its readers Manila Austin, Communispace, USA Britta Ware, Meredith Corporation, USA			The Case of the Tunisian Elections Following the Arab Spring How polling is necessary to understand the influence of cultural, religious and political groups Nebil Belaam, EMRHOD, Tunisia
	How Cars Really Get Bought Beyond the purchase funnel - new insights from digital ethnography Neel Desor, Haymarket Worldwide, UK Robert Ellis, COG Research, UK			How Social Media is Shaping the Future of Politics Gregory Friend, Nielsen, USA Rachel Nevers, Nielsen, USA
	Celebrating Research Behavioural Economics in Action
	Introduction by session chair Niels Schillewaert, InSites Consulting, Belgium/USA
	The ‘Irrationalisation’ of Surveys Using Behavioural Economics to improve research results Jeffrey Henning, Affinnova, USA Kevin Karty, Affinnova, USA
	The Difference Between ‘less bad’ and ‘much better’ Helping conjoint to live up to its promises by leveraging ‘Behavioural Economics' Florian Bauer, Vocatus, Germany
Room 1
	ESOMAR Annual General Meeting (AGM) - for members only

Tuesday, 11 September - Congress day two
	Congress registration
Room 1			Room 2
	Celebrating Business Going for Growth			The Talent Contest ESOMAR Young Researcher Award Finals
	Introduction by session chair Fred John, MasterCard Worldwide, USA			The three best projects submitted by young researchers will be presented in this session. Accepting submissions until 25 May. Read more
	From Rio to the Rest of the World How innovative research, such as that conducted on Gatorade in Latin America, is impacting worldwide Ana Alvarez, PepsiCo Latam, Brazil Fiona Blades, MESH Planning, UK
	Understanding Consumers in Emerging Markets Leveraging mobile technologies to gain in-depth insights about the Brazilian consumer Roxana Strohmenger, Forrester, USA
				Panel Discussion: Research 2030 Mergers & Acquisitions - Strategies and Best Practices
				Introduction by session chair Diane Hessan, Communispace, USA
	Superpromoter Research for Philips in India Identifying influential ambassadors of the Philips brand and finding ways to support them Arne van de Wijdeven, Philips International, Netherlands Rijn Vogelaar, Blauw Research, Netherlands			Mergers in a Changing Market Research World Best practices and future outlook Simon Chadwick, Cambiar Consulting, USA Kees de Jong, SSI, USA Michael Mitrano, Transition Strategies Corporation, USA
	Celebrating Business Insights Uncovered			Celebrating Research Two Worlds - Two Approaches
	Introduction by session chair David Parma, Nielsen BASES and Nielsen Consumer Research, USA			Introduction by session chair Diane Hessan, Communispace, USA
	Using Social Market Research to Identify and Activate Advocates How Sprint used social research to turn their business around David Rabjohns, MotiveQuest, USA			From the Bottom of the Heart! Understanding cultures for better communications Jaisy Desai, Ipsos Marketing, India Michael Sack, Ipsos, USA Akash Sahu, SABMiller, India
	Money Talks Unlocking transformational insight in Banking through storytelling Esther Garland, Face, UK Riki Neill, Face, UK Henrietta De Souza, HSBC, UK			Autism Social media speaks on behalf of a silent audience Annie Pettit, Research Now, Canada
	Celebrating Research Evaluating Online and Neuroscience Techniques			Celebrating Research A Closer Look at Moms
	Introduction by session chair David Parma, Nielsen BASES and Nielsen Consumer Research, USA			Introduction by session chair Niels Schillewaert, InSites Consulting, Belgium/USA
	Data Quality: What Should We Really Be Worrying About? A multi-country examination of the relative importance of various online research techniques and their impact on data authenticity Jon Puleston, GMI (Global Market Insite), USA Mitchell Eggers, GMI (Global Market Insite), USA			Un-Mommed Understanding the true role of moms Wynne Tyree, Smarty Pants, USA Andrea Strauss, Nickelodeon/MTV Networks, USA Jane Gould, Nickelodeon/MTV Networks, USA
	Opening the Black Box An academic evaluation of the ability of EEG to predict advertising effectiveness Steve Watkins, Leo Burnett, UK Cristina de Balanzó, TNS, UK Gemma Calvert, Neurosense, UK			Babyface: Reading Nonverbal Cues to Measure Infants’ Acceptance of Food Products How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers Amy Elkes, Stonyfield, USA Ashley Gabel, Blueberry, USA Payal Kondisetty, Blueberry, USA Lauren Yourshaw, Blueberry, USA
	Celebrating Research Back to the Future - Challenging Conventional Wisdom			Celebrating Bravery The Daring Side of Research
	Introduction by session chair Judith Passingham, TNS, UK			Introduction by session chair Vinay Ahuya, Procter & Gamble, UAE
	The Dynamics of Buying Behaviour How brands grow and markets evolve Michael Constantin, TNS, South Africa Jan Hofmeyr, TNS, South Africa Kyle Findlay, TNS, South Africa			Market Research Challenges in Emerging Economies What CIVETS demands when conducting market research Catalina Mejía, Yanhaas, Colombia
	A Comparison of Website and Survey-Based Customer Comments Do they tell the same story? Randall Brandt, Maritz, USA Michael House, Maritz, USA			The Challenges of Doing Research in a War Zone Showcasing bravery, creativity and pragmatism - a tribute to MR frontier' men and women Rafiq Ullah Kakar, Opinion Research Center of Afghanistan (ORCA), Afghanistan
	The History of Men's Underwear How the simple things react to science and society Dave McCaughan, McCann WorldGroup, Japan
20.00 - 00.00	ESOMAR Dinner Party

Wednesday, 12 September - Congress day three
	Congress registration
Room 1
	Research 2030 Innovation - from Insight to Foresight
	Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
	What's a Nice Insight Like You Doing in a Concept Like This? How marketers can avoid wasting good insights on poorly articulated concepts Lee Markowitz, Ipsos Marketing, USA
	Research 2030 Transformation - Visions of the Future
	Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
	In 2030 the Best Market Researcher in the Organisation Will Be the CEO! David Smith, DVL Smith, UK Elisabetta Osta, Barclaycard, UK
	Socialising Research Welcome to the new normal Shelley Zalis, OTX Ipsos Open Thinking Exchange, Global
	Virtual Future Real Life or Fantasy Matt Kleinschmit, Vision Critical, USA Andrew Reid, Vision Critical, Canada
	The Talent Contest ESOMAR Research Effectiveness Award Finals
	Open to all clients of research who can demonstrate the payback of their research investment (ROI). The three best projects will be presented in this session. Accepting submissions until 25 May. Read more
	Farewell drinks

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Presentation abstracts

Monday, 10 September - Congress day one

Celebrating Business
How Research Can Really Impact on Business

Research Without Borders
The globalisation of the marketing and research functions in a brave new world

Liz Moore, Chrysalis Partners, USA
Fred John, MasterCard, USA
Anna Mariano, MasterCard, USA

Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is actually far better equipped than marketing personnel to deal in a borderless environment, and can serve a unique role in synthesizing learning and providing concrete solutions that cut across geographic frontiers. The emergence of social media creates havoc with traditional marketing structures, but significantly enhances our potential value to the global enterprise.

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Ode to the Unsung Hero - A Day in the Life of a Methodology Consultant
How Coca-Cola manages an increasingly complex business reality with a global tracking tool that has local relevance

Veronica Moreno, The Coca-Cola Company, USA
Patricio Pagani, Infotools, New Zealand
Javier Quiñones, Infotools, New Zealand

This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world’s most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how to survive in an increasingly complex reality with a tool that is relevant to local teams, while leveraging global knowledge. The presentation highlights how a centralized knowledge repository solution enables Coca-Cola strategists to manage an ever-growing portfolio of brands and categories, and provides examples of the synthesising analysis that is possible.

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Were You There?
The story of the research behind the innovative and award-winning Smirnoff campaign

Lyn McGregor, Flamingo, USA
Oscar Martinez, Diageo, USA

The story of the research behind the award-winning Smirnoff's Nightlife Exchange Project that helped return the Smirnoff brand to strong performance globally is described in this presentation. The presenters reveal how an online community was used to mirror the reality of the proposed roll-out of the campaign, later described as one of the most innovative spirits campaigns in recent years by Adweek. Travel across Western developed markets to emergent countries to gain insight into the challenges of rolling out a global campaign across divergent cultures in this presentation.

 

Celebrating Research
Creative Solutions

Research in a World Without Questions
New solutions for a post-respondent future

Bob Pankauskas, Allstate Insurance, USA
Tom Ewing, BrainJuicer, UK

A world without questions imagines a world where directly asking questions is banned How research is shifting from interrogation to observation is explored in this wide-ranging and entertaining, interactive presentation. Researchers are adjusting to the challenge of a data-rich world. The message will be both a celebration of research innovation, and a focused and practical guide to the emerging methodologies of a ‘post-respondent’ world.

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Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More

Rolfe Swinton, Lumi Mobile, UK
Rana El Kaliouby, Affectiva, USA

Mobile is a valid and useful tool to capture consumer insight. Using mobile, we can reach into most any nook and cranny of the world. More than just traditional research, we can use a mobile device to deliver rich media. We can also capture emotional responses to media. This presentation looks at how we have developed, tested, and proven that we can use mobile as a powerful way not only to test ad recall, but to also evaluate the emotional impact a given ad has on a person or any kind of grouping of individuals.

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How Social Commerce Powers Next-Gen Market Research
Rich consumer narratives - web behavior - time

R. Scott Evans, Bazaarvoice, USA
Erin Defosse, Bazaarvoice, USA

The maturation of online social commerce has opened the door to a new type of market research. This new form is rooted in the fluid world of social engagement, where customer product experience proves as challenging to MR as the transition from telephone to online. Coupling online measurement and rich user generated content challenges our notions of predictive analytics and the power of narratives. Embracing semantically empowered tools and behavioral metrics in a social commerce environment promises business insights that more easily connect with the rapidly changing world of contemporary commerce.

 

Celebrating Business
Using Insights to Drive Real Business Growth

Designing the Club of Tomorrow
Consumer insights guiding creativity towards success

Tom De Ruyck, InSites Consulting, Belgium
Thomas Troch, InSites Consulting, Belgium
Filip De Boeck, InSites Consulting, USA
Henk Eising, Heineken International, Netherlands
Caroline van Hoff, Heineken International, Netherlands

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market Research Online Community (MROC) with 120 design-savvy clubbers resulted in a consumer journey map, visualizing their needs, perceptions, experiences and motivations. This served both as a briefing and a source of inspiration for the designers working together on the design of this concept club. The final concept club will be showcased at the Salone del Mobile 2012 in Milan after which it will travel worldwide.

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The New Ladies’ Home Journal, Empowering its Readers to Write
How Meredith Corporation has evolved their iconic magazine with the help of its readers

Manila Austin, Communispace, USA
Britta Ware, Meredith Corporation, USA

In 2011, Meredith Corporation wanted to invigorate and transform The Ladies’ Home Journal to reach a younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of its articles. Meredith turned to their online community of 300 women who had been providing unique and actionable insights since 2007. They were able to hear directly from current and prospective readers what mattered most to them, while testing and refining concepts. Their ideas provided insights that would lead Meredith to successfully re-launch Ladies’ Home Journal in March of 2012. This session will describe how Meredith is pushing the limits of traditional research methods, obtaining continuous inspiration from their customers, and using insights to drive real business growth.

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How Cars Really Get Bought
Beyond the purchase funnel - new insights from digital ethnography

Neel Desor, Haymarket Worldwide, UK
Robert Ellis, COG Research, UK

This presentation is based on a study designed to follow people as they made an important purchase decision - their next new car. The presenters found very different approaches and behaviours, and were able to track the real effect of ads (greater), influence of test drives (less, but with huge potential), importance of word of mouth, dealers and online research. New buyer typologies emerged, and the purchase funnel model was finally discredited. This project has wider implications for anyone conducting purchase process research or planning to target buyers of higher ticket goods.

 

Celebrating Society
Opinion Polls and Democracy

Who's Afraid of Opinion Polls?
A live case study of spin and rhetoric; what happens when some love and others hate the numbers

Caz Tebbutt, Tebbutt Research, Fiji
Jenny Hayward-Jones, Lowy Institute for International Policy, Australia

This is a true story about a pollster and a public policy advisor, who in a small project in the Fiji Islands put public opinion polling at the forefront of public debate at an international level. The project finally gave the people of Fiji a voice. The story twists and turns, including four sitting Prime Ministers, many nations, News Limited, academics, journalists, bloggers, and miles of spin. Public opinion polling is an important part of market research because it drives much of our public image as an industry. Rarely do we get the chance to put the science and rigour of this centre stage in an international public debate about market research.

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The Case of the Tunisian Elections Following the Arab Spring
How polling is necessary to understand the influence of cultural, religious and political groups

Nebil Belaam, EMRHOD, Tunisia

The role of opinion polling in new democracy countries is highlighted in this presentation. Governments and institutions must be aware of the importance of updated and accurate public opinion information, knowledge, and attitudes. Tunisia is a case study example of the necessity of understanding vote restraints and illegal practices.

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How Social Media is Shaping the Future of Politics

Gregory Friend, Nielsen, USA
Rachel Nevers, Nielsen, USA

Through social media, Barack Obama captured the attention of the America’s youngest voters in the 2008 campaign. Social media and its influence in the political arena has since exploded. How valuable is social media? Using Nielsen data, the presentation explores the evolving relationship between this emerging medium and the results of political caucuses, debates, and approval ratings. In addition, the ability of social media to serve as a proxy for opinion/exit polling is investigated. Finally, using a series of case studies to analyze the best and worst practices of social media strategies of candidates, how their own use of social media factors into further internet buzz, TV coverage, and the results of major political events is reviewed.

 

Celebrating Research
Behavioural Economics in Action

The ‘Irrationalisation’ of Surveys
Using Behavioural Economics to improve research results

Jeffrey Henning, Affinnova, USA
Kevin Karty, Affinnova, USA

Survey design has been slow to respond to the key lessons from Behavioral Economics that we often act first, then rationalize our action. The presenters hypothesized that replacing survey methods that assumed rationality with methods that accommodated “predictably irrational” behavior would lead to greater accuracy. Accordingly, a best-in-class traditional approach (monadic) was tested against a discrete-choice exercise with a naturalistic user interface, as well as more natural alternatives to the traditional “none of the above”. Across four CPG categories, the techniques inspired by Behavioral Economics better predicted actual market volumes than traditional techniques.

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The Difference Between ‘less bad’ and ‘much better’
Helping conjoint to live up to its promises by leveraging ‘Behavioural Economics'

Florian Bauer, Vocatus, Germany

Conjoint analysis is one of the most important tools in market research, yet it neglects fundamental insights from ‘Behavioural Economics’: Hence, all conjoint results are subject to two inherent distortions: firstly, linear interpolation fails to depict the typically ‘step-like’ utility functions of quantitative attributes. Secondly, the effects of differing levels of product involvement are artificially evened out. An ‘open source’ correction algorithm that efficiently eliminates both problems and bridges the gap between the rationalistic conjoint analysis and the realistic insights from ‘Behavioural Economics’ has been developed. The algorithm sensitively captures these behavioural effects whilst simultaneously preserving the strengths of conjoint, namely its diverse simulation options.

 

Tuesday, 11 September - Conference day two

Celebrating Business
Going for Growth

From Rio to the Rest of the World
How innovative research, such as that conducted on Gatorade in Latin America, is impacting worldwide

Ana Alvarez, PepsiCo Latam, Brazil
Fiona Blades, MESH Planning, UK

As economies like Brazil emerge, a seismic shift is taking place in the marketing budgets of global brands, out of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market research? The opportunities, issues and practicalities of conducting research in Latin America are explored, using interviews with clients and agencies from the region as well as showcasing the proprietary work Pepsico and MESH are jointly conducting on Gatorade. Listen, debate and form your own views about how to capitalise on the exciting opportunities presented by Latin America and other emerging markets!

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Understanding Consumers in Emerging Markets
Leveraging mobile technologies to gain in-depth insights about the Brazilian consumer

Roxana Strohmenger, Forrester, USA

In the age of the customer, companies must become “customer-obsessed” and focus on customer knowledge and relationships. This is difficult in Latin America where traditional research methods are hindered by factors such as low online adoption. Enter the mobile phone, a device with widespread adoption. This case study focuses on how to use multiple mobile data sources to create a holistic view of how Brazilian consumers (urban and rural) adopt and use technology. Factors such as “breaking” traditional online questions into mobile-enabled questions and how to utilize multiple mobile techniques will be addressed.

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Superpromoter Research for Philips in India
Identifying influential ambassadors of the Philips brand and finding ways to support them

Arne van de Wijdeven, Philips International, Netherlands
Rijn Vogelaar, Blauw Research, Netherlands

Superpromoters are clients who share their enthusiasm about particular products, brands and companies and influence other people by doing so. The theory urges companies to focus more on the enthusiasm of these customers. In 2011, Blauw conducted a research programme for Philips and helped them create a support plan for their superpromoters in India. The presentation reviews both experiences. Rijn Vogelaar is the author of “The Superpromoter, on the power of enthusiasm” published in 2009.

 

Panel Discussion: Research 2030
Mergers & Acquisitions - Strategies and Best Practices

Mergers in a Changing Market Research World
Best practices and future outlook

Simon Chadwick, Cambiar Consulting, USA
Kees de Jong, SSI, USA
Michael Mitrano, Transition Strategies Corporation, USA

Most of us will experience a merger or acquisition at some point in our careers, but many fail to produce the hoped-for benefits. Studies indicate that over half of public acquisitions end up reducing the value of the companies involved. Mergers are almost always more complex than expected, and the announcement press release is sometimes the high point, going downhill from there. Too often there are missed deadlines, major distraction from the core businesses, lasting resentments and a patchwork of non-integrated systems and procedures which haunt the new company for years.

There have been many high profile acquisitions in the research industry in recent years and the trend looks set to continue. This panel discussion between three of our industry leaders will offer a wide ranging and unusually candid account of some recent examples along with practical advice on strategies and best practices.

 

Celebrating Business
Insights Uncovered

Using Social Market Research to Identify and Activate Advocates
How Sprint used social research to turn their business around

David Rabjohns, MotiveQuest, USA

An innovative approach to research helped Sprint reverse the customer defections plaguing the company. The research revealed that the secret was to understand, not what features attract customers but instead, which ones make them loyal. As a result, Sprint added 644,000 net subscribers in Q3 2010, a dramatic turnaround from losing 565,000 during the same period in 2009. This corresponded with a drop in defections from 2.78% in Q3 2009 to 1.81% in Q1 2011, a 35% decrease and Sprint’s lowest churn rate ever. The incremental revenue gained as a result was estimated to be $133m.

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Money Talks
Unlocking transformational insight in Banking through storytelling

Esther Garland, Face, UK
Riki Neill, Face, UK
Henrietta De Souza, HSBC, UK

This presentation illustrates how storytelling can unlock more transformational insight in an industry characterized by inflexibility, complexity and challenging relationships between brands and consumers and elevate beyond the very rational, logical solutions by helping generate greater insight into the meaning of money and banks as an enabler rather than limiter. It will demonstrate that mobile can play integral part in increasing the richness around the stories consumers tell, and that its immediate and “constant” nature makes it the perfect medium for capturing needs, pain points and insights around a subject as broad and pervasive as “money” in consumer’s lives.

 

Celebrating Research
Two Worlds - Two Approaches

From the Bottom of the Heart!
Understanding cultures for better communications

Jaisy Desai, Ipsos Marketing, India
Michael Sack, Ipsos, USA
Akash Sahu, SABMiller, India

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If we look at the religious depictions in India, what stands out are the expressions of emotions and the symbols that communicate these expressions. Yet as market researchers in India we are trapped in a world of words to elicit the deepest emotions from consumers who prefer to communicate through gestures or symbols or maybe even images.

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Autism
Social media speaks on behalf of a silent audience

Annie Pettit, Research Now, Canada

Social media provides caretakers of people with autism with an ideal place to discuss ideas, share options, and work towards a better understanding of the ailment. This session illustrates the types of conversations taking place online about autism, and how the controversial research on autism has been handled in the social media space. How social media is cleaned for research purposes, as well as what sentiment analysis is and how the particular issues that relate to healthcare are handled are reviewed. Some of the ethical issues that arise with healthcare in the social media space, including how anonymity is handled, will be addressed.

 

Celebrating Research
Evaluating Online and Neuroscience Techniques

Data Quality: What Should We Really Be Worrying About?
A multi-country examination of the relative importance of various online research techniques and their impact on data authenticity

Jon Puleston, GMI (Global Market Insite), USA
Mitchell Eggers, GMI (Global Market Insite), USA

Several recent research articles explore the impact of panel sourcing on speeding, fraudulent respondents, and participant engagement. A large number of studies have explored differential cross-cultural responses to survey design and its effect on participant engagement. Very little is understood about the impact of these factors. Is it more important to focus on the quality of the survey design or the intrinsic quality of the panel? Should researchers worry more about speeders, liars, or authenticating identity? Is demographic balance of the panel or its source more important? Should researchers focus on question design to make research more engaging or the psychology of the respondent? How do all these factors vary country by country?

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Opening the Black Box
An academic evaluation of the ability of EEG to predict advertising effectiveness

Steve Watkins, Leo Burnett, UK
Cristina de Balanzó, TNS, UK
Gemma Calvert, Neurosense, UK

Over the past 5-10 years, neuroscience in general, and biometric tools in particular, have become a valuable tool in the marketing process. However, several methods within this toolbox lack transparency, making it difficult for clients to understand how insights were reached and how techniques were validated. The current commercial favourite tool is electroencephalography (EEG) due to its high temporal resolution and (to some extent) ease of application. Results can be used to understand the brain activation patterns that signal effective advertising. These insights into effectiveness and creativity can be applied to the creative development process, without doubt a topic of interest for both advertisers and marketers.

 

Celebrating Research
A Closer Look at Moms

Un-Mommed
Understanding the true role of moms

Wynne Tyree, Smarty Pants, USA
Andrea Strauss, Nickelodeon/MTV Networks, USA
Jane Gould, Nickelodeon/MTV Networks, USA

This presentation is based on a groundbreaking study of what happens when moms take a 48-hour time-out with quantitative follow-up.

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Babyface: Reading Nonverbal Cues to Measure Infants’ Acceptance of Food Products
How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers

Amy Elkes, Stonyfield, USA
Ashley Gabel, Blueberry, USA
Payal Kondisetty, Blueberry, USA
Lauren Yourshaw, Blueberry, USA

Since infants cannot use scales to indicate how much they like something, mothers must use non-verbal cues to infer product acceptance or rejection. As an alternative to an expensive central location test with mother-infant dyads, we used mothers’ mobile phone cameras to record infants’ reaction to yogurt products. Mothers also completed traditional questionnaires. Video analysis provided an objective means for researchers to determine product acceptance, resulting in specific measurement criteria that were validated against mothers’ responses. This methodology presents opportunities to evaluate infant liking of a wide range of products, using common mobile technology.

 

Celebrating Research
Back to the Future - Challenging Conventional Wisdom

The Dynamics of Buying Behaviour
How brands grow and markets evolve

Michael Constantin, TNS, South Africa
Jan Hofmeyr, TNS, South Africa
Kyle Findlay, TNS, South Africa

Two questions periodically arise in our industry: how do brands really grow and why don’t the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are currently in one of these disruptive periods wherein the foundations of our beliefs are being challenged by the likes of Andrew Ehrenberg and Byron Sharp. This is the perfect opportunity to re-evaluate what we thought we knew. This presentation looks at how people really buy based on five years of actual purchase behaviour in order to update our industry’s understanding of how brands grow and how markets evolve.

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A Comparison of Website and Survey-Based Customer Comments
Do they tell the same story?

Randall Brandt, Maritz, USA
Michael House, Maritz, USA

A plethora of general and industry-specific websites make it possible for consumers to share their experiences, often in the form of ratings and open-ended comments very similar to those captured via traditional customer service and satisfaction surveys. But, can/will social media replace surveys as a research tool? This presentation shares results of research comparing web-based customer comments with those captured via a traditional survey method. The presentation shows that the two data sources do not tell the same story, and offers recommendations regarding how to get the most from both sources.

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The History of Men's Underwear
How the simple things react to science and society

Dave McCaughan, McCann WorldGroup, Japan

When you got up this morning did you really think about what specific pair of underwear you put on ?? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers and researchers are good at asking a lot of questions about current activities but we are pretty poor at considering that the reasons products are segmented, marketed and purchased has more to do with technology and social history. This presentation may be entertaining, who would not laugh at a lot of jockey and briefs advertising. But there is also a wake-up call that as we celebrate a milestone in the history of market research we might want to spend more time thinking about history and its influence.

 

Celebrating Bravery
The Daring Side of Research

Market Research Challenges in Emerging Economies
What CIVETS demands when conducting market research

Catalina Mejía, Yanhaas, Colombia

The challenge of market research is perhaps greatest in countries where it becomes nearly impossible to complete any daily polls due to conditions of social inequality, violence as an historical constant and inefficient transportation and communications infrastructure. Colombia is a perfect scenario to test the creativity and the adaptability of research agencies, which can be evidenced through the case study “Security Perception” carried out by YanHaas since 2010 for the military forces, and where a conjunction of factors inherent and external to the research goals constrained the agency to modify the polls, among others, to succeed in the research.

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The Challenges of Doing Research in a War Zone
Showcasing bravery, creativity and pragmatism - a tribute to MR frontier' men and women

Rafiq Ullah Kakar, Opinion Research Center of Afghanistan (ORCA), Afghanistan

Conducting quality research in a country as vast and insecure as Afghanistan is not without its challenges, i.e. high security risks (Taliban), violence, intimidation, corruption, ethnic, linguistic and gender differences, extensive illiteracy, hostility to research and strict cultural restrictions on access to households. This presentation addresses what can be done to overcome these challenges in order to give a voice to the people of Afghanistan and establish a culture of research in Afghanistan.

 

Wednesday, 12 September - Congress day three

Research 2030
Innovation - from Insight to Foresight

What's a Nice Insight Like You Doing in a Concept Like This?
How marketers can avoid wasting good insights on poorly articulated concepts

Lee Markowitz, Ipsos Marketing, USA

Great consumer insights can inspire powerful product ideas, which in turn should be transformed into winning concepts. And yet, as marketers increase their expertise at uncovering insights and truly understanding their consumers’ needs, there is a disconnect in translating these insights into winning concepts – and ultimately successful products. What’s missing is the foresight. How can marketers ensure that the insights gleaned at the fuzzy front end are fully leveraged later in the innovation process during concept development? This presentation will help marketers bridge the gap between insight identification and concept development, so great insights do not suffer in the hands of bad concepts – and great business opportunities are not lost.

 

Research 2030
Transformation - Visions of the Future

In 2030 the Best Market Researcher in the Organisation Will Be the CEO!

David Smith, DVL Smith, UK
Elisabetta Osta, Barclaycard, UK

The audience will journey to what market research will look like in 2030. For a selected number of years between 2012 and 2030, a particular development taking market intelligence to its new level is described. The fundamental shift in the market researcher’s mindset needed to cope with the development is explored. Specific examples of how Barclays Bank is becoming more customer-centric on a worldwide basis will be shared. It will make sense for the most adept researcher in the business to become the CEO.

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Socialising Research
Welcome to the new normal

Shelley Zalis, OTX (Online Testing eXchange) Ipsos Open Thinking Exchange, USA

We are now citizens of a socially networked mobile world where the default setting is “always on”. Embedded within the digital life streams of the millions of people online lies an abundance of data – in pictures, videos, words and interactions. The more people experience this dynamic, two-way engagement, the less they want to be involved in traditional, structured research. The future is about Socializing traditional research – a brave new world of immersion, augmented reality, geo-location, co-creation… the addition of a little “social” into everything we do so that consumers are engaged in ways that capitalize on and mimic their expectations given the realities of today’s new world. Welcome to the new normal. Are you ready?

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Virtual Future Real Life or Fantasy

Matt Kleinschmit, Vision Critical, USA
Andrew Reid, Vision Critical, Canada

Virtual technologies are in a perpetual state of motion with new developments changing and evolving to create new and exciting possibilities. Get up to date on the latest technologies in common use (e.g., virtual shopping, virtual banking, virtual mailbox) as well as some research on research to dispel some myths on virtual research techniques. Then veer into the land of imagination and speculation with augmented reality and 3D capabilities. Comparisons to industries outside of MR such as aviation and gaming take you to year 2030 and beyond.

 

 

 

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Hotel & venue

Atlanta’s Marriott Marquis Hotel, designed by renowned Atlanta architect John C. Portman, Jr., offers an indoor connection to MARTA terminal (metro transport) and is a short 15-minute ride from Hartsfield Jackson International Airport. This sophisticated building in downtown Atlanta is conveniently located in Peachtree Centre and is within walking distance to numerous attractions including the Georgia Aquarium, World of Coca-Cola, CNN Centre, Georgia World Congress Centre, Philips Arena, and the Georgia Dome.

Featuring 50 floors guests can take pleasure in the freshly renovated guest rooms, including 1663 luxurious rooms and 94 spacious suites which offer and amazing skyline views. The hotel offers a unique dining experience at the Sear Restaurant- a chic and fire-inspired dining experience featuring seared steaks and seafood. Mix and network at the Pulse Bar and rest and relax in the famous hotel spa.

Address:

Atlanta Marriott Marquis Hotel
265 Peachtree Center Avenue
Atlanta, Georgia 30303
USA

Telephone: +1-404.521.0000

Venue's website

Map & directions

Hotel reservation

Click here to make your hotel reservation

Useful links

• About Atlanta (Wikipedia)
• City of Atlanta - official website
• What’s hot in Atlanta
• Atlanta travel guide
• Weather in Atlanta
• Convert any currency

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Registration

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 15 June 2012)	Members	Non-members
Regular delegate (Full Congress)	EUR 999	EUR 1640
Regular delegate (1 Day Entrance)	EUR 950	EUR 1050
Academic*	EUR 720	EUR 720
Graduate & Young Professional*	EUR 500	EUR 720
Exhibition Stand Personnel	EUR 650	EUR 650
1 Workshop	EUR 650	EUR 840
2 Workshops	EUR 950	EUR 1330

* Read the conditions that apply for registration carefully.

Standard rate (16 June 2012 - 17 August 2012)	Members	Non-member
Regular delegate (Full Congress)	EUR 1365	EUR 1845
Regular delegate (1 Day Entrance)	EUR 950	EUR 1050
Academic*	EUR 720	EUR 720
Graduate & Young Professional*	EUR 500	EUR 720
Exhibition Stand Personnel	EUR 650	EUR 650
1 Workshop	EUR 740	EUR 930
2 Workshops	EUR 1140	EUR 1520

* Read the conditions that apply for registration carefully.

Late rate (18 August 2012 - 6 September 2012; includes on-site registration) Online registration open until 6 September 2012, 16:00 GMT. On-site registration is possible.	Members	Non-members
Regular delegate (Full Congress)	EUR 1570	EUR 2050
Regular delegate (1 Day Entrance)	EUR 950	EUR 1050
Academic*	EUR 720	EUR 720
Graduate & Young Professional*	EUR 500	EUR 720
Exhibition Stand Personnel	EUR 650	EUR 650
1 Workshop	EUR 740	EUR 930
2 Workshops	EUR 1140	EUR 1520

* 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:

	Congress	Workshop
Until 15 June 2012	No charge. Full refund given	No charge. Full refund given
After 15 June 2012	Cancellation charge: EUR 400	Cancellation charge: EUR 200

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

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Congress 2012 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.