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Market Research in the Mobile World

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#esoDIGITAL #ESOMAR

Digital Dimensions 2014

(Online + Big Data + Social Media + Mobile) Research

Stockholm / 15-17 June

BIG data conveys big challenges and big opportunities for digital researchers!

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Overview

Digital Dimensions 2014 brings you the very best in peer reviewed papers from the world of digital research, and provides you with the opportunity to connect with more than 200 senior researchers from over 25 countries. Digital experts, data analysts, online researchers, social media leaders, mobile geeks and all those in between!

Whether you are a researcher, marketer, analyst, or academic, ESOMAR Digital Dimensions is the must-attend event for the best content and the guiding voice in the industry

Insight

ESOMAR's leading digital research event returns to Europe exploring 3 thematic dimensions:

  1. Online Research and Big Data
  2. Social Media Research
  3. Mobile Research

This event provides a holistic approach to digital research breaking "silo approaches" while maximising business opportunities for both research agencies and end clients.

We will focus on the challenges and opportunities presented by BIG data and show how data from web-tracking, mobile devices and the analysis of user-generated content on social media networks are vital to answer today’s business needs.

Experience

We will also introduce two brand new features to the programme for all conference delegates:

The Data Synergy seminar - On Sunday join our pre-conference seminar as we ask the crucial questions about mobile data. What type of data comes from the mobile environment? How is it collected and is it different to other data? Can mobile and non-mobile data be integrated, and if so, how? What does this mean for individual privacy?

ESOMAR Digital Labs - ESOMAR launches “Digital Labs”, interactive rooms connected to the programme where companies will display cutting edge tech-demos and speedy presentations. An immersive experience to keep you on top of the game!

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Programme

Sunday, 15 June 
Conference registration: 13:30 - 19:00

Data Synergy (14:00 - 18:30)

When mobile data is added to other data sources we start to see the potential for “Big Data” opportunities. Think geo-location data added to loyalty card information with a sprinkling of social media tracking….the results and insights could be amazing… but how can it be done? Read more

13:30 - 19:00 Conference registration
14:00 - 14:05 Opening
ESOMAR
14:05 - 14:15 Introduction to Data Synergy programme

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

Data Synergy for Today
14:15 - 14:25 Introduction: Where Do We Stand Ethically?

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

14:25 - 14:50 Overview and scene setting
A look at where we are, as well as the challenges and opportunities presented by mobile research. Laying other data sources over mobile research means a whole new layer of challenges but could present… Read more
Overview and scene setting

Will Youngman

Digital Consultant | Digital Market Intelligence
GfK
UK
Read more
Will Youngman
, GfK, UK

14:50 - 15:15 How to employ mobile research to monitor executions on the retail floor
Heineken makes agreements with retailers about the executions of promotions and the composition of the shelf space. Heineken wants to know if the promotions are executed according to these agreements… Read more
How to employ mobile research to monitor executions on the retail floor

Marlon Riñoza Plazo

Global CMI Manager Global Brands
Heineken International
Netherlands
Read more
Marlon Riñoza Plazo
, Heineken International, Netherlands

15:15 - 15:30 Discussion
15:30 - 16:00 Networking break
What’s Next for Data Synergy?
16:00 - 16:15 Introduction: What's Next Now and in the Future for Legislation and Ethics?

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

16:15 - 16:40 Overview and scene setting
Insights can be gained from looking at mobile data spanning anything from cross border behaviours (roaming data), through wide areas (behaviours between regions/ cities), at the level of the high… Read more
Overview and scene setting

Alex Johnson

Head of Innovation
Kantar Operations
UK
Read more
Alex Johnson
, Kantar Operations, UK

16:40 - 16:55 Discussion
Data Synergy in the Future - Touch and Feel Sessions

Different companies will demonstrate their data synergy tools to give delegates a feel for what is available.

16:55 - 17:00 Introduction by session chair

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

17:00 - 17:15 SENSUM
Sensum takes behavioural understanding out of the lab and into the mobile world of today. It is a real-time, mobile, behavioural analytics platform for measuring engagement anytime, anywhere.… Read more
SENSUM

Gawain Morrison

CEO
SENSUM
UK
Read more
Gawain Morrison
, SENSUM, UK

Shane McCourt

Co-founder and CFO
SENSUM
UK
Read more
Shane McCourt
, SENSUM, UK

17:15 - 17:30 Upinion

Jacqueline van der Gracht

General Manager
Upinion
Netherlands
Read more
Jacqueline van der Gracht
, Upinion, Netherlands

17:30 - 17:45 VisualDNA
What is Psy-tech?
Big data has demonstrated the potential to have huge predictive power, but very limited explanatory power. Given that all economic activity comes from humans, and all decisions need to be made by… Read more
VisualDNA
What is Psy-tech?

Jacob Wright

Head of Strategy
VisualDNA
UK
Read more
Jacob Wright
, VisualDNA, UK

17:45 - 18:20 Discussion
18:20 - 18:25 Programme summary

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

18:25 - 18:30 Closing
ESOMAR
19:00 - 20:00 Welcome reception
09:00 - 23:30 Monday, 16 June - Conference day one 
Conference registration: 08:00 - 09:00
Opening
09:00 - 09:05 Opening
Adam Phillips, ESOMAR Professional Standards Committee Chair
09:05 - 09:10 Welcome
Pär Rahm, ESOMAR Representative for Sweden
09:10 - 09:25 Introduction to programme and opening keynote
Jon Puleston, Programme Committee Chair
09:25 - 09:55 Opening keynote speaker
The People Side of Innovation
These days, there is much talk about open innovation, business model innovation and innovation culture. These are important topics, but the most significant element to anything related to innovation… Read more
The People Side of Innovation

Stefan Lindegaard

Author and Strategic Advisor
15inno
Denmark
Read more
Stefan Lindegaard
, Author and Strategic Advisor, 15inno, Denmark

09:55 - 10:10 Firestarter
Context Hacks and Emotional Packs
Researching real decisions in a post-Kahneman World
Now we know people make decisions using fast, intuitive System 1 thinking, how can we change research to reflect these decisions? Technology permits us to observe behaviour more easily – but how… Read more
Context Hacks and Emotional Packs
Researching real decisions in a post-Kahneman World

Tom Ewing

Digital Culture Officer
BrainJuicer
UK
Read more
Tom Ewing
, BrainJuicer, UK

10:10 - 10:30 Opening your Mind
A reappraisal of the open-ended question
Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have… Read more
Opening your Mind
A reappraisal of the open-ended question

Alexander Wheatley

Researcher
GMI
UK
Read more
Alexander Wheatley
, GMI, UK

10:30 - 10:50 Digital Labs Circuit

Join us @ the Digital Labs outside the auditorium for a hands-on digital experience with the latest technologies.

10:50 - 11:10 Networking break
Online Research Dimension
11:10 - 11:15 Introduction by session chair
Joseph Blechman, AOL, USA
11:15 - 11:35 Conducting Global Online Qualitative Research
Best practices, innovations and trends
Online qualitative research by definition is digital, allowing researchers to access respondents around the world in a way that was not previously possible. This presentation uses experience and… Read more
Conducting Global Online Qualitative Research
Best practices, innovations and trends

Janet Ziffer

Marketing Research Technical Leader
Kimberly-Clark
USA
Read more
Janet Ziffer
, Kimberly-Clark, USA

Michael Mabey

Director Client Solutions - Americas
SKIM
USA
Read more
Michael Mabey
, SKIM, USA

11:35 - 11:55 Facebook Digital Dimensions
Understanding the role of mobile and social in the consumer shopping experience
Today, in our world of constant connectivity – consumers use their mobile and social media to share, tweet, pin, and like their favorite brands, deals, opinions, and perhaps most importantly… Read more
Facebook Digital Dimensions
Understanding the role of mobile and social in the consumer shopping experience

Jayne Dow

Director - Research and Digital Innovation
Firefly Millward Brown
USA
Read more
Jayne Dow
, Firefly Millward Brown, USA

Juliana Smith Holterhaus

VP, Business Operations
Lumi
USA
Read more
Juliana Smith Holterhaus
, Lumi, USA

Marion Beaufrere

Audience Researcher
Facebook
UK
Read more
Marion Beaufrere
, Facebook, UK

11:55 - 12:15 Research 360: A journey through time and research
Combining the latest methods & techniques to uncover previously hidden insights on the exciting journey from pregnancy to motherhood.
The future of research is supporting decisions with a… Read more
Research 360: A journey through time and research

John Humphrey

Director of Analytics, Insights & Consumer Services
Kimberly Clark Europe
UK
Read more
John Humphrey
, Kimberly Clark Europe, UK

Joost Poolman Simons

Digital Research & Innovation
Ipsos
UK
Read more
Joost Poolman Simons
, Ipsos, UK

12:15 - 12:30 Discussion
12:30 - 13:40 Lunch
Social Media Dimension
13:40 - 13:45 Introduction by session chair
Håkan Ozan, Uppsala University, Sweden
13:45 - 14:00 Firestarter
The Social Media World Tour!
The Social Media World Tour will be a dizzying journey across the world’s digital communications landscape, showcasing regional trends that shape the way consumers and businesses on the ground… Read more
The Social Media World Tour!

Pavel Marceux

Technology, Communications & Media Analyst
Euromonitor International
UK
Read more
Pavel Marceux
, Euromonitor International, UK

14:00 - 14:20 I Will Tell You What They Want, What They Really Really Want
Discovering new product development opportunities via social media
A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds… Read more
I Will Tell You What They Want, What They Really Really Want
Discovering new product development opportunities via social media

Annie Pettit

Chief Research Officer
Peanut Labs
Canada
Read more
Annie Pettit
, Peanut Labs, Canada

14:20 - 14:40 Decomposing Pinterest Virality
An analysis of the drivers of content reach
2013 saw Pinterest grow explosively and quickly solidify its place as one of the most visited social networks. Despite this, relatively little comprehensive research has been done to understand why… Read more
Decomposing Pinterest Virality
An analysis of the drivers of content reach

Dave Choate

Director - Integrated Insights
Starcom
USA
Read more
Dave Choate
, Starcom, USA

14:40 - 14:50 Discussion
14:50 - 15:00 Foundation for the Future
Gunilla Broadbent, President, ESOMAR Foundation
15:00 - 15:20 Digital Labs Circuit

Join us @ the Digital Labs outside the auditorium for a hands-on digital experience with the latest technologies.

15:20 - 15:40 Networking break
15:40 - 15:50 Introduction by session chair
Jerome Sopoçko, Askia Group, France
Guest Speaker: Cross-Industry Update
15:50 - 16:10 Guest speaker
The IPA SocialWorks Project
Measuring the power of social media
Sponsored by LinkedIn, Facebook and Twitter, the IPA (the professional body for advertising, media and marketing communication agencies), in partnership with The Marketing Society and The Market… Read more
The IPA SocialWorks Project
Measuring the power of social media

Fran Cassidy

Owner
Cassidy Media Partnership
UK
Read more
Fran Cassidy
, Cassidy Media Partnership, UK

Search Engine Optimization (SEO) Capsule
16:10 - 16:30 Extracting Consumer Insights from Search Engine Queries
Predictive and non-verbal consumer insights
We can learn from people’s search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their… Read more
Extracting Consumer Insights from Search Engine Queries
Predictive and non-verbal consumer insights

Benjamin Saulnier

Managing Partner
KOS Research
France
Read more
Benjamin Saulnier
, KOS Research, France

Nicolas Chollet

Managing Partner
Clustaar
France
Read more
Nicolas Chollet
, Clustaar, France

User Experience (UX) Capsule
16:30 - 16:50 How to Measure User Experience
…and to calculate its ROI
Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain… Read more
How to Measure User Experience
…and to calculate its ROI

Raimund Wildner

Managing Director
GfK
Germany
Read more
Raimund Wildner
, GfK, Germany

Tim Bosenick

Managing Director
GfK
Germany
Read more
Tim Bosenick
, GfK, Germany

16:50 - 17:00 Q&A
18:00 - 23:30 The NORSTAT Networking Experience
Midsummer celebration

Midsummer celebrationJoin us for a networking experience and an early bird Midsummer celebration!
We start off with a boat trip around beautiful Stockholm waterfront serving pre drinks and later dock by the venue "Skyddsrummet" for Midsummer cocktails, Midsummer inspired finger food and later on - the dance floor is ready for us. We will do our very best to create a relaxed atmosphere and great opportunities to meet and greet new people.
Dress code: smart casual

09:00 - 17:30 Tuesday, 17 June - Conference day two 
Conference registration: 08:00 - 09:00
Social Media Dimension (Part II)
09:00 - 09:05 Introduction by session chair
Jon Puleston, GMI, UK
09:05 - 09:25 Building Relationships that Matter
Engaging with the multi-channel consumer
The raison d’être of market research is to aid decision-making. Research can only have a valid contribution if we understand what the client is trying to achieve and help them set… Read more
Building Relationships that Matter
Engaging with the multi-channel consumer

Grant Bird

Partner
Hall & Partners
UK
Read more
Grant Bird
, Hall & Partners, UK

09:25 - 09:45 The Zero Moment of Memory
An innovative multi-layered hybrid research approach
This one-of-a-kind research is truly thought-provoking and may change the way you use technology. This lively presentation based on client and agency dialogue will illustrate a combination of emerging… Read more
The Zero Moment of Memory
An innovative multi-layered hybrid research approach

Nick Drew

Head of Research
Yahoo!
Canada
Read more
Nick Drew
, Yahoo!, Canada

Olga Churkina

VP
Fresh Intelligence Research
Canada
Read more
Olga Churkina
, Fresh Intelligence Research, Canada

09:45 - 09:55 Q&A
Mobile Research Dimension
09:55 - 10:00 Introduction by session chair
Dan Kvistbo, Norstat Danmark A/S, Denmark
10:00 - 10:20 Smartphone Penetration and Technology Adoption in Global Comparison
From a global perspective online penetration rates vary significantly. However, due to the increase in penetration of connected devices (especially smartphones and tablets) all countries globally have… Read more
Smartphone Penetration and Technology Adoption in Global Comparison

Ingo Knuth

Research Manager DACH
Google
Germany
Read more
Ingo Knuth
, Google, Germany

Thomas Park

Research Manager DACH
Google
Germany
Read more
Thomas Park
, Google, Germany

10:20 - 10:40 Digital Labs Circuit

Join us @ the Digital Labs outside the auditorium for a hands-on digital experience with the latest technologies.

10:40 - 11:00 Networking break
Mobile Research Dimension (session continues)
11:00 - 11:10 Introduction by session chair
Dan Kvistbo, Norstat Danmark A/S, Denmark
11:10 - 11:30 Combining big data and mobile market research best practices
Combining both Big Data from the terabytes of browsing logs and mobile market research via mobile feature phones, Nokia’s consumer analytics has assembled an unprecedented view of browsing… Read more
Combining big data and mobile market research best practices

Adam Berman

President
CatalystMR
USA
Read more
Adam Berman
, CatalystMR, USA

Jeff Hamilton

Head of Consumer Insights
Nokia
USA
Read more
Jeff Hamilton
, Nokia, USA

11:30 - 11:50 How to get so much more from mobile
Case studies on integration and impact
MESH have been capturing mobile data and integrating it with other sources since 2006. Over that time period the industry has recognised the value of mobile but realising its potential and when to do… Read more
How to get so much more from mobile
Case studies on integration and impact

Christopher Wallbridge

Experience Strategist
MESH
UK
Read more
Christopher Wallbridge
, MESH, UK

11:50 - 12:10 Multi-Device, Multi-Purpose, One Connected Consumer
Uncovering the value of multiple screens for online content and advertising
AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada… Read more
Multi-Device, Multi-Purpose, One Connected Consumer
Uncovering the value of multiple screens for online content and advertising

Andrew Consky

Director of Research
AOL
Canada
Read more
Andrew Consky
, AOL, Canada

Cortney Henseler

Director - Consumer Analytics & Research
AOL
USA
Read more
Cortney Henseler
, AOL, USA

Maureen Dawson

Senior Manager - Consumer Analytics & Research
AOL
USA
Read more
Maureen Dawson
, AOL, USA

12:10 - 12:30 Discussion
12:30 - 12:40 Foundation for the Future
Gunilla Broadbent, President, ESOMAR Foundation
12:40 - 13:50 Lunch
Mobile Research Dimension (Part II)
13:50 - 14:00 Introduction by session chair
Joseph Blechman, AOL, USA
14:00 - 14:20 Mobile Behavioural Analytics
A new window on the soul
We look at two themes at the heart of marketing today − the need to work with “big data” and the need to better understand how and where mobile fits in. The mobile phone is central… Read more
Mobile Behavioural Analytics
A new window on the soul

Kulpreet Singh

Senior Vice President
AbsolutData
Netherlands
Read more
Kulpreet Singh
, AbsolutData, Netherlands

Robert Burgoyne

Development Director, Marketing Sciences
TNS
UK
Read more
Robert Burgoyne
, TNS, UK

14:20 - 14:40 Usage of Smartphones in Shopping Malls
Context based mobile surveying using geodata
In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By… Read more
Usage of Smartphones in Shopping Malls
Context based mobile surveying using geodata

Carsten Andreasen

Nordic Research Manager
Google
Denmark
Read more
Carsten Andreasen
, Google, Denmark

Johanna Fyrbjörk

Head of Research Innovation and Applied Technology
Ipsos
Sweden
Read more
Johanna Fyrbjörk
, Ipsos, Sweden

14:40 - 15:00 What do Wearable Devices Bring to Market Research?
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a… Read more
What do Wearable Devices Bring to Market Research?
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?

Alex Johnson

Head of Innovation
Kantar Operations
UK
Read more
Alex Johnson
, Kantar Operations, UK

15:00 - 15:10 Discussion
ESOMAR Global Update
15:10 - 15:20 New technology, new data sources, new privacy risks

Guy Rolfe

Global Mobile Practice Leader
Kantar Mobile
UK
Read more
Guy Rolfe
, Kantar Mobile, UK

15:20 - 15:40 Digital Labs Circuit

Join us @ the Digital Labs outside the auditorium for a hands-on digital experience with the latest technologies.

15:40 - 16:00 Networking break
16:00 - 16:10 Introduction to closing keynote speaker
Jon Puleston, Committee Chair
16:10 - 16:40 Closing keynote speaker
Digital Detox
off is a new emotion
Let's face it, in many ways, new technologies are fantastic. But every hour, technologies and the Internet – applications, social networking, news – are stealing our attention. Something… Read more
Digital Detox
off is a new emotion

Alex Drozdovsky

Creative Strategy Lead
BBDO Worldwide
Lithuania
Read more
Alex Drozdovsky
, Creative Strategy Lead, BBDO Worldwide, Lithuania

16:40 - 16:50 Programme Summary
Jon Puleston, Programme Committee Chair
16:50 - 17:00 Closing

Dan Foreman

ESOMAR President
ESOMAR
UK
Read more
Dan Foreman
, ESOMAR President

17:00 - 17:30 Farewell drinks
Print

Presentation abstracts

Sunday, 15 June

Data Synergy for Today

Overview and scene setting

Will Youngman, Digital Consultant | Digital Market Intelligence, GfK, UK

A look at where we are, as well as the challenges and opportunities presented by mobile research. Laying other data sources over mobile research means a whole new layer of challenges but could present the industry with even greater opportunities. Can it be done and, if so, how? Who will pay for it and what is the ROI?

This overview will be followed by case studies, which illustrate the present way of working in this space.


How to employ mobile research to monitor executions on the retail floor

Marlon Riñoza Plazo, Global CMI Manager Global Brands, Heineken International, Netherlands

Heineken makes agreements with retailers about the executions of promotions and the composition of the shelf space. Heineken wants to know if the promotions are executed according to these agreements and if the shelf is organised accordingly. Heineken uses mobile research to monitor the execution at the retailer floor and evaluates the results in cooperation with the retailers.

What’s Next for Data Synergy?

Overview and scene setting

Alex Johnson, Head of Innovation, Kantar Operations, UK

Insights can be gained from looking at mobile data spanning anything from cross border behaviours (roaming data), through wide areas (behaviours between regions/ cities), at the level of the high street and also in-store/ building. What are the challenges and what are the opportunities in the near future? From an ethical perspective what data can be used, where is the grey and when can it go wrong? Who pays for this type of research?

Given the highly uncertain but potentially fundamental shifts that (big) mobile data could have on the insights field, what type of scenario’s can we expect in the future? Consumer and regulatory end games, for example, are difficult to gauge at this point, so what could the future MR industry look like - what are the challenges, what are the opportunities?

There are tantalising opportunities from the new data landscape, particularly in the mobile context given the continuous proximity to the individual’s behaviours and experiences. It can be challenging to consider the sheer number of would-be insights and to move from the conceptual to the real. In large part this is because of unknowns about the technology and the data. This presentation will shed light on some of those unknowns based on direct experience and suggest ways our view of big data in market research might be informed.

Data Synergy in the Future - Touch and Feel Sessions

SENSUM

Gawain Morrison, CEO, SENSUM, UK
Shane McCourt, Co-founder and CFO, SENSUM, UK

Sensum takes behavioural understanding out of the lab and into the mobile world of today. It is a real-time, mobile, behavioural analytics platform for measuring engagement anytime, anywhere.


VisualDNA
What is Psy-tech?

Jacob Wright, Head of Strategy, VisualDNA, UK

Big data has demonstrated the potential to have huge predictive power, but very limited explanatory power. Given that all economic activity comes from humans, and all decisions need to be made by humans, we feel that adding psychometric data to behavioural data hugely expands the scope of what data can do. Our approach allows cross-domain application of data to any device, any category any objective because its based on human fundamentals. We will demonstrate this using our products and case studies.

Monday, 16 June

Opening keynote speaker

The People Side of Innovation

Stefan Lindegaard, Author and Strategic Advisor, 15inno, Denmark

These days, there is much talk about open innovation, business model innovation and innovation culture. These are important topics, but the most significant element to anything related to innovation will always be people.

It is people that make things happen and this is you, your colleagues, your customers and other external partners that you engage with to bring innovation to market.

It is not that long ago that a good innovator was considered to be a good engineer or R&D person. However, things have changed big time over the last 5-7 years as the open innovation and business model innovation movements continue to rise while companies have failed to upgrade their innovation capabilities during the financial crisis.

In this talk, Stefan Lindegaard will explain the consequences of these changes as he looks into the skills and mindset that are required to be a good innovator in this era of “modern innovation,” which is driven more by openness and business models than internal R&D and patents.

The topics include:

  • the 7 critical personal competencies for innovation success
  • an overview of the types of people and functions you need for a strong innovation team
  • insights on the key elements for corporate innovation training programs
  • a view on why some people kill innovation – and how to deal with them

 

Firestarter

Context Hacks and Emotional Packs
Researching real decisions in a post-Kahneman World

Tom Ewing, Digital Culture Officer, BrainJuicer, UK

Now we know people make decisions using fast, intuitive System 1 thinking, how can we change research to reflect these decisions? Technology permits us to observe behaviour more easily – but how does research test new-to-market products while staying true to System 1? BrainJuicer, serial innovators in this area, explore how to use System 1 to predict and not simply observe behaviour using pack testing as an example.

Opening your Mind
A reappraisal of the open-ended question

Alexander Wheatley, Researcher, GMI, UK

Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have sought to reappraise the role of the open-ended question as not just as qualitative tool, but an exceptionally powerful means of gathering quantitative data. Through the establishment of a simple analytic framework, this presentation outlines how a single open-ended question can be used to replace a complete study’s worth of close-ended questions. Data from over 25 studies will be used to illustrate how a well-crafted open-ended question provides both multi-faceted and easily quantifiable data. Armed with this knowledge the researcher is able to conduct more fruitful and more engaging studies.

Online Research Dimension

Conducting Global Online Qualitative Research
Best practices, innovations and trends

Janet Ziffer, Marketing Research Technical Leader, Kimberly-Clark, USA
Michael Mabey, Director Client Solutions - Americas, SKIM, USA

Online qualitative research by definition is digital, allowing researchers to access respondents around the world in a way that was not previously possible. This presentation uses experience and results from a 10-country project conducted for Kimberly Clark Professional to highlight what we, as suppliers and clients, learned about conducting multi-country online qualitative studies, and what innovations are occurring in the practice of online qualitative research today.


Facebook Digital Dimensions
Understanding the role of mobile and social in the consumer shopping experience

Jayne Dow, Director - Research and Digital Innovation, Firefly Millward Brown, USA
Juliana Smith Holterhaus, VP, Business Operations, Lumi, USA
Marion Beaufrere, Audience Researcher, Facebook, UK

Today, in our world of constant connectivity – consumers use their mobile and social media to share, tweet, pin, and like their favorite brands, deals, opinions, and perhaps most importantly – to consult on key purchase decisions. Social media platforms play an integral role in the path to purchase – often in a highly mobile way - with some 46% of people report checking Facebook when shopping or running errands. As Facebook seeks to define the unique commercial value it brings to the shopping experience through the mobile device and relative to the ecosystem of social networks; this real-time, in-the-moment study provides insight to the moments that matter most.


Research 360: A journey through time and research

John Humphrey, Director of Analytics, Insights & Consumer Services, Kimberly Clark Europe, UK
Joost Poolman Simons, Digital Research & Innovation, Ipsos, UK

Combining the latest methods & techniques to uncover previously hidden insights on the exciting journey from pregnancy to motherhood.
The future of research is supporting decisions with a faster, deeper and richer understanding of consumers’ lives, needs and desires. Kimberly-Clark wants to move away from research in siloes and partnered with Ipsos to bring together researchers, technologies & methods to get a deeper understanding of today's consumer and how we can fully understand their motivations and behaviour in the context of their life.
In this case study we take a first look at the influences that surround the life of an expectant first time mother to be. We bring her ‘life to life’ using a combination of Ethnography, Glassnography (Google Glass), Mobile Diaries, Geofencing (Mobile) and Netnography (Passive) – to push the boundaries of research and gain a true view on the influences that form a mother's decisions and how these change over time as her confidence and experience grow.

Social Media Dimension

Firestarter

The Social Media World Tour!

Pavel Marceux, Technology, Communications & Media Analyst, Euromonitor International, UK

The Social Media World Tour will be a dizzying journey across the world’s digital communications landscape, showcasing regional trends that shape the way consumers and businesses on the ground utilise social media networks. From the USA’s fleeing Facebook generation, to China’s social commerce craze and Russia’s pirate-friendly market, regional economies offer diverse challenges and opportunities to pursuing a social media strategy. We will make sense of this crowded viral marketplace and untangle the facts from fiction.


I Will Tell You What They Want, What They Really Really Want
Discovering new product development opportunities via social media

Annie Pettit, Chief Research Officer, Peanut Labs, Canada

A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds of thousands of opinions from disparate people all around the world. These people have complaints and desires and dreams and disappointments all of which beg for solutions and new developments. Join this presentation for a case study describing how to discover unmet needs via social media. You’ll even come away with a few ideas with which to tease your clients.


Decomposing Pinterest Virality
An analysis of the drivers of content reach

Dave Choate, Director - Integrated Insights, Starcom, USA

2013 saw Pinterest grow explosively and quickly solidify its place as one of the most visited social networks. Despite this, relatively little comprehensive research has been done to understand why some pins are more popular than others. While human behaviors on networks like Facebook and Twitter are becoming increasingly illuminated, we sought to do the same for Pinterest by decomposing the underlying drivers of pin virality, paying special attention to the role of user networks, source domain traffic and social popularity, and the pinned content’s success on other social networks. Combining custom ethnographies with social analytics, we were able to gather a robust sample of inputs to develop a quantitative model of the factors that lead to maximum impressions of pinned content.

Guest Speaker: Cross-Industry Update

Guest speaker

The IPA SocialWorks Project
Measuring the power of social media

Fran Cassidy, Owner, Cassidy Media Partnership, UK

Sponsored by LinkedIn, Facebook and Twitter, the IPA (the professional body for advertising, media and marketing communication agencies), in partnership with The Marketing Society and The Market Research Society, has launched the first stage of cross-industry research into providing definitive guidance on the role that social media can play and how to measure its effectiveness and return on investment. This exciting presentation explores the status of this ambitious project providing best practices for the different ways to measure effectiveness in business terms. Not to be missed!

Search Engine Optimization (SEO) Capsule

Extracting Consumer Insights from Search Engine Queries
Predictive and non-verbal consumer insights

Benjamin Saulnier, Managing Partner, KOS Research, France
Nicolas Chollet, Managing Partner, Clustaar, France

We can learn from people’s search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their needs, fears or emotions towards specific products or brands. By manipulating very large databases of search queries, it is possible to discover major trends but also weak signals (projective aspect). This approach can be conducted internationally in a very short timeframe and with few material constraints. One key advantage to this methodology is that it brings objective, scientific, data-based answers to a very large spectrum of market research questions that classical methodologies fail to cover. It will make it possible to identify and predict consumer trends.

User Experience (UX) Capsule

How to Measure User Experience
…and to calculate its ROI

Raimund Wildner, Managing Director, GfK, Germany
Tim Bosenick, Managing Director, GfK, Germany

Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain technical systems are used, purchased and desired more by users, who rate them more highly than other systems. The evaluation of human-machine Interaction (HMI) is also influenced by components of experience and affects. This has coined the term "User Experience" (UX) as an overall concept for new means of researching and quantifying human-machine interaction. For this reason GfK SirValUse, together with the GfK Verein, conducted a series of fundamental studies in 2011 and 2013 to develop an easily applicable model of User Experience.

Tuesday, 17 June

Social Media Dimension (Part II)

Building Relationships that Matter
Engaging with the multi-channel consumer

Grant Bird, Partner, Hall & Partners, UK

The raison d’être of market research is to aid decision-making. Research can only have a valid contribution if we understand what the client is trying to achieve and help them set measurable objectives – this is a pre-condition to effective brand planning and evaluation. In addressing four key challenges to helping brands plan their digital and social campaigns in the most effective manner, we can help develop work that yields a stronger brand impact and return on investment. Digital activity needs to be given the attention that it deserves in terms of planning and evaluation so that the most inspiring and creative ways to connect with an audience continue to flourish.


The Zero Moment of Memory
An innovative multi-layered hybrid research approach

Nick Drew, Head of Research, Yahoo!, Canada
Olga Churkina, VP, Fresh Intelligence Research, Canada

This one-of-a-kind research is truly thought-provoking and may change the way you use technology. This lively presentation based on client and agency dialogue will illustrate a combination of emerging research methodologies through different technology sources. The audience will be introduced to a multi layered online-mobile hybrid approach with neuroscience experiment and on-line gamification technics – the future of insight development for in-depth understanding of consumer behaviour. Learning from this presentation will enable pioneering innovative projects and understanding how to successfully combine explicit on-line methods and implicit neuroscience experiments into research design. Imagine being able to set the foundation of an innovative holistic cost effective co-created research approach that can bring an in-depth understanding towards consumer behavior in a fun, engaging and insightful manner.

Mobile Research Dimension

Smartphone Penetration and Technology Adoption in Global Comparison

Ingo Knuth, Research Manager DACH, Google, Germany
Thomas Park, Research Manager DACH, Google, Germany

From a global perspective online penetration rates vary significantly. However, due to the increase in penetration of connected devices (especially smartphones and tablets) all countries globally have seen a strong uplift in online access over the last couple of years. Smartphone and tablet penetration is catching up with or even overhauling desktop in some countries, shaking up the old order depending on local adaption rates for new technology. While some Western countries (Germany, France) fall behind, new reference markets (e.g. South Korea, Singapore or Norway) for the future of media consumption arise. CCS allows benchmarking of online usage across 56 countries over a four-year period.

Mobile Research Dimension (session continues)

Combining big data and mobile market research best practices

Adam Berman, President, CatalystMR, USA
Jeff Hamilton, Head of Consumer Insights, Nokia, USA

Combining both Big Data from the terabytes of browsing logs and mobile market research via mobile feature phones, Nokia’s consumer analytics has assembled an unprecedented view of browsing behaviors in emerging markets. This market research provides both global brands and local brands the insights needed to best position with emerging market consumers. Because of the rapid proliferation of mobile across the globe and the need to optimize surveys for all devices including less expensive feature phones, CatalystMR will present best practice insights and tips for effective mobile survey research.


How to get so much more from mobile
Case studies on integration and impact

Christopher Wallbridge, Experience Strategist, MESH, UK

MESH have been capturing mobile data and integrating it with other sources since 2006. Over that time period the industry has recognised the value of mobile but realising its potential and when to do so and for what is a bigger challenge. This presentation will outline how we’ve evolved in this space to respond to an ever-increasing appetite from clients for using mobile for the bigger questions they have. We will also go through real-life case studies of how even ‘simple’ integration, when ‘smart’, creates a resource more powerful than the sum of its parts. In doing so we hope to not only inspire but give practical guidance on best practice application of mobile data.


Multi-Device, Multi-Purpose, One Connected Consumer
Uncovering the value of multiple screens for online content and advertising

Andrew Consky, Director of Research, AOL, Canada
Cortney Henseler, Director - Consumer Analytics & Research, AOL, USA
Maureen Dawson, Senior Manager - Consumer Analytics & Research, AOL, USA

AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.

Mobile Research Dimension (Part II)

Mobile Behavioural Analytics
A new window on the soul

Kulpreet Singh, Senior Vice President , AbsolutData, Netherlands
Robert Burgoyne, Development Director, Marketing Sciences, TNS, UK

We look at two themes at the heart of marketing today − the need to work with “big data” and the need to better understand how and where mobile fits in. The mobile phone is central to our lives in so many different ways. The data that are generated as a result of its usage tell a story about the shape and pattern of our days which offers the opportunity to understand with detail and precision where, when and how tech companies, service providers and brand marketers can most powerfully engage. We will showcase how analytics can guide the process of identifying patterns, helping structure diverse and unstructured data sets and build frameworks that allow us to use them to address the real life marketing challenge of how to best leverage mobile to connect with consumers.


Usage of Smartphones in Shopping Malls
Context based mobile surveying using geodata

Carsten Andreasen, Nordic Research Manager, Google, Denmark
Johanna Fyrbjörk, Head of Research Innovation and Applied Technology, Ipsos, Sweden

In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By surveying shoppers in Sweden close to the in-store experience, Google and Ipsos was able to get new, detailed insights regarding the new digital shopping experience. Using an innovative combination of mobile surveying and geo data, the research project was able to collect data very close in time to the actual behavior.


What do Wearable Devices Bring to Market Research?
Are wearable devices like Google Glass viable alternatives to mobile handsets for market research?

Alex Johnson, Head of Innovation, Kantar Operations, UK

Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a point-of-experience advantage over other methodologies, but where the convenience of quick eye or wrist-level photography could provide additional benefits. It may be easier to capture images and they may be more representative of the experience – but might the quality and volume lead to difficulties with codification? We’ll assess the respondent experience, the types of image captured and how image recognition techniques we use for mobile image data could be applied. We’ll also report on the technology, covering usability, reliability and an initial view on integration to the data collection process.

Closing keynote speaker

Digital Detox
off is a new emotion

Alex Drozdovsky, Creative Strategy Lead, BBDO Worldwide, Lithuania

Let's face it, in many ways, new technologies are fantastic. But every hour, technologies and the Internet – applications, social networking, news – are stealing our attention. Something is always up online and we switch easily. We replace a chance of taking a break by online fuss, a chance of thinking by others’ ideas. We hop from one tab to another, knowing no peace. 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. Digital Detox is a period of time during which a person refrains from using electronic devices such as smart phones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world.

Print

Speakers/authors

Opening Keynote Speaker

Stefan Lindegaard

Stefan Lindegaard

Author and Strategic Advisor, 15inno, Denmark

Stefan Lindegaard is an author, speaker and strategic advisor. His focus on the topics of open innovation, innovation culture and communication for innovators has propelled him into being a trusted advisor to many large corporations. He believes open innovation requires a global perspective and he has given talks and worked with companies on open innovation in Europe, South America, the U.S. and Asia.

Stefan Lindegaard has written three books: Social Media for Corporate Innovators and Entrepreneurs: Add Power to Your Innovation Efforts (August 2012), Making Open Innovation Work (Oct 2011) and The Open Innovation Revolution (May 2010). His blog is a globally recognized destination on open innovation and innovation culture.

Watch: "Open Innovation" talk with Stefan Lindegaard at the re:publica conference 2012



Closing Keynote Speaker

Alex Drozdovsky

Alex Drozdovsky

Creative Strategy Lead, BBDO Worldwide, Lithuania

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 over the past years Alex has worked as a creative and brand strategy integrating leader on the agency side at BBDO Worldwide, Proximity Worldwide, BrandScience, OMD Media Direction, Milk Agency Vilnius on the European and Russian markets. He also provides creative and brand strategy direction consultancy for startups and NGO’s. Currently independently consulting one of the most iconic football brands - FC Spartak Moscow, regarding brand development and new home stadium 'Otkritie Arena' creative launch. PechaKucha, TEDx organiser and speaker passionate about visual storytelling. Creative director and founder at MADPRESENTER – a global team of communication experts sharing the belief in presentations that inspire, change status quo and drive business culture and results. Together with his partners from GoForDigitalDetox initiative Alex researches human relations with modern digitalised world and produce creative solutions for a more savvy lifestyle, at the moment preparing to launch: www.digitalvocabulary.com

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.



Adam Berman

Adam Berman

President, CatalystMR, USA

Adam Berman is the founder of CatalystMR an experienced, customer driven, high-touch, high-quality service leader who provides full service research solutions, supporting technology and process services for the market research industry. With over 17 years experience, Adam Berman is an expert researcher with deep experience in complex online and mobile research techniques.



Alex Johnson

Alex Johnson

Head of Innovation, Kantar Operations, UK

Alex has worked in technology since the mid-90s and in market research since 2000, most of which was with Kantar. He first worked for Millward Brown as an online specialist, having spent a number of years in the web industry. He later joined Kantar’s operations function where he now heads up innovation.
His focus is on collecting or acquiring new and often more complex data, how to analyse it and how to connect it.



Alexander Wheatley

Researcher, GMI, UK

Alex Wheatley is a graduate of Philosophy, Logic and Scientific Method from the London School of Economics. He currently works under Jon Puleston in the Innovation department of GMI. Over the last year he has applied his analytical and creative skill set to explore, evaluate, and present upon the challenges of online survey design and data analysis.
From respondent engagement to sentiment analytics, Alex and the Innovation Department’s research covers all aspects of successful survey design in the modern environment. A large focus of his research has been the analysis of verbatim data and open-ended question design. Live projects, and the large source of data at his department’s disposal, have facilitated the evaluation and experimentation that has led to his current paper and its conclusions.



Andrew Consky

Andrew Consky

Director of Research, AOL, Canada

As Director of Research, Andrew Consky is responsible for leading all research initiatives for AOL Canada; working closely with sales, marketing and content teams to provide audience research, analysis and insights. Prior to joining AOL, Andrew spent more than 10 years leading the digital research and analytics team at Canwest Digital Media; with 3 years as the Director, Digital Media Research at Postmedia Network (formerly Canwest). He started his media research career in radio.
Andrew is actively involved in the IAB Research Committee and the comScore Research Advisory Committee.



Annie Pettit

Annie Pettit

Chief Research Officer, Peanut Labs, Canada

Annie Pettit is the Chief Research Officer at Peanut Labs and Vice President, Research Standards at Research Now. She specialises in listening research and survey methods. Annie speaks at conferences such as IJMR, ESOMAR, CASRO, AMSRS, NewMR, and MRIA, and has published numerous refereed and industry articles. She won Best Methodological Paper at ESOMAR 2013, and the 2011 AMA David K. Hardin Award.
Annie tweets at @LoveStats and is the author of The Listen Lady, a novel about social media research.



Benjamin Saulnier

Benjamin Saulnier

Managing Partner, KOS Research, France

Benjamin is currently Chief Financial Officer and Development Director of KOS.
KOS Sensory and Marketing Consumer Research is a market research firm focusing on : Sensory and Marketing Studies based in France.



Carsten Andreasen

Carsten Andreasen

Nordic Research Manager, Google, Denmark

Carsten Andreasen is Google's Research Manager for the Nordics. He has followed changes in the media landscape for many years. Starting his career in TNS Gallup, SBS TV and has for the last couple of years worked as Deputy Research Manager at DR, Denmark's largest media company, where he worked on the future digital strategy based on changes in usage patterns of media.
Carsten holds a master’s degree in Business and Communications from Roskilde University.



Christopher Wallbridge

Christopher Wallbridge

Experience Strategist, MESH, UK

Chris manages the Business Intelligence and Analytics Unit at MESH in his role as Experience Strategist, leading innovation and bridging the gap between data scientists & statisticians with the wider agency and clients.

Chris has extensive cross-category experience globally in the application of mobile data, and the development of new analytical approaches to harness its potential when integrated with other sources. His core mandate at MESH is to ensure that our work translates into impactful decisions for our clients’ businesses as effectively as possible.

Before MESH he worked at a think-tank consultancy and holds a BSc Economics from the London School of Economics.



Advisor

Colin Strong

Colin Strong

Managing Director, GfK NOP Business & Technology , UK

Colin is a passionate researcher with a wealth of experience working with device and hardware manufacturers, business services organizations, management consultancies, network operators and communications companies.

Colin is engaged across a broad range of issues including passive digital data collection, infographics, integration of ROI analytics and the evolution of smart data. A keen writer, he has established partnerships with academic institutions to explore and promote the importance of behavioral economics within the market research industry.



Cortney Henseler

Cortney Henseler

Director - Consumer Analytics & Research, AOL, USA

Cortney Henseler is Director of AOL’s Consumer Analytics & Research team, where she oversees sales research. Her team is tasked with developing consumer and marketplace insights as well as developing ROI and ad effectiveness solutions for AOL’s clients. Prior to AOL, Cortney was Director of Human Intelligence at Starcom Worldwide.
She worked with global brands including LEGO, Sara Lee, Hanes, Hallmark, and Nintendo and was tasked with infusing consumer insights into client teams to inform communication strategies. She worked on groundbreaking mobile research, comprehensive category consumer journey studies and developed a media budget allocation methodology based on consumer’s actions within a particular category. Cortney received the ARF’s Rising Star award in 2010.



Dan Foreman

Dan Foreman

ESOMAR President, ESOMAR, UK

Dan Foreman has been in the research business for 20 years, building businesses across Europe, Asia Pacific and The Americas. He specialises in emerging technologies and developing markets, having helped organisations grow from start-up to sale. Outside research, Dan is a Non-Executive Director of a publishing business and a precision engineering company. He lives in Royal Tunbridge Wells with his wife and two children.



Dave Choate

Dave Choate

Director - Integrated Insights, Starcom, USA

With a decade of experience in marketing & strategic consulting, Dave is an expert in researching, measuring, and analysing marketing programs with a special emphasis on consumer insight, media strategy, and advertising measurement.
He currently is the Director - Integrated Insights for Starcom where he is responsible for leading research activities for clients such as Kellogg and Jim Beam. Previously Dave led the Insight + Analysis practice at BGT Partners (now part of PriceWaterhouseCoopers Digital Advisory Services) and worked in the Consumer Insights Group at Razorfish.
He received his MBA from the University of Chicago where he studied Marketing and Econometrics, as well as his M. Eng. from Cornell University and his BS from Northwestern University.



Fran Cassidy

Fran Cassidy

Owner, Cassidy Media Partnership, UK

Fran has had over 25 years experience in the media sector- in agencies, as a client, and as a media owner. For 12 years she was Marketing Director of the Carlton Television Group. But for the last 10 years she has run an independent marketing consultancy specialising in the media and marketing services sectors. Clients include Facebook, MTG, News International, BARB, Channel 4 and Sky. Fran is also a Board Director of the UK Marketing Society.



Gawain Morrison

Gawain Morrison

CEO, SENSUM, UK

Gawain Morrison is Co-founder & CEO of SENSUM. With nearly 20 years experience in events, media production, and interactive entertainment Gawain has brought this knowledge into the world of behavioural engagement by marrying design, technology and metrics in one platform.



Grant Bird

Grant Bird

Partner, Hall & Partners, UK

Grant has spent his entire career in the area of brand and communications research and has worked with some of the world’s biggest brands – including Kellogg’s, Ford and McDonald’s - and their agencies to help them develop and deliver great integrated campaigns.



Advisor

Guy Rolfe

Guy Rolfe

Global Mobile Practice Leader, Kantar Mobile, UK

Guy joined Kantar in 1998 and is currently responsible for the mobile data collection strategy of the Kantar group, a role he has held since 2008. He has overseen the development of Kantar systems to enable mobile research and continues to spearhead the exploration of emerging technologies and techniques. Guy also facilitates group-wide collaboration and fosters collective learning, acting as both mobile evangelist and knowledge hub; he works closely with researchers to help them fully explore and exploit their product potential. Prior to joining Kantar, Guy completed a Bachelor of Arts degree in Architecture at the University of Kent.



Ingo Knuth

Ingo Knuth

Research Manager DACH, Google, Germany

Ingo Knuth has studied Political Science, Communication Science and Business Administration at the University of Greifswald (Germany) and Gothenburg University (Sweden). He has received his Ph.D. degree from the University of Hamburg in the area of Media Management.
Ingo has several years of experience in market research and media, including positions as a Research Manager (New Media) at SevenOne Media GmbH (ProSiebenSat.1 Media AG), as a Media Consultant at MediaCom Germany and Initiative Media Germany.
He lectures on media and communication management at various universities. Since 2013 Ingo is a Research Manager at Google Germany, where he is responsible for studies regarding media usage behaviour and advertising effectiveness.



Jacob Wright

Jacob Wright

Head of Strategy, VisualDNA, UK

Jacob Wright spent 15 years in advertising learning exactly the limitations of the current approach to marketing and insight. He has created strategy for award-winning and highly effective campaigns such as IKEA's "Happy Inside", Johnnie Walker China, Coca-Cola Olympics and Stella Artois. He is now Head of Strategy at VisualDNA helping create the next generation of psy-tech applications for them, including managing their relationships with academia, entrepreneurs and social media.



Jacqueline van der Gracht

Jacqueline van der Gracht

General Manager, Upinion, Netherlands

Jacqueline has worked in the field of SME ́s and corporate business for years. She focuses is on new business, innovation and people. Her inquisitive and energetic nature makes that she is always looking for new developments and possibilities to improve the dialogue between companies and between companies and consumers. To Jacqueline, communication is the key in every successful enterprise and finding the right communication tools is crucial, whether they are used to ensure an ongoing dialogue, to gather real-time feedback from customers, or support education and training. That’s why, this year, she decided to invest her experience and know-how into Upinion. She believes that nowadays and future economics are built on sharing and the cooperation of and interaction between companies and people.



Janet Ziffer

Janet Ziffer

Marketing Research Technical Leader, Kimberly-Clark, USA

Janet is a Marketing Research Technical Leader at Kimberly-Clark Professional, based in Atlanta, Georgia. She is responsible for leading all global marketing research activities for KCP’s Health & Wellness segment, including innovation development, market sizing and opportunity assessment, concept development and evaluation, and channel research.
Janet is a career researcher with nearly 25 years of experience in B2B and service marketing. Her experience spans financial services, insurance, healthcare, food service, and professional services with particular expertise in customer satisfaction and loyalty research with leading research agencies including CMI and Elrick & Lavidge. Janet holds a BA in Marketing from the University of Delaware and a MS in Marketing from Georgia State University.



Jayne Dow

Director - Research and Digital Innovation, Firefly Millward Brown, USA

As a natural explorer with an inquisitive disposition, Jayne has spent almost twenty years as a consumer evangelist helping brands create meaningful experiences that bring value in unexpected ways. She lead the integrated strategy and account planning work for numerous global blue-chip brands at Fallon, Goodby Silverstein and Y&R. She has also been immersed in digital since 1998 and lead the efforts to drive channel growth at the Interactive Advertising Bureau (IAB). Jayne joined Firefly in 2012 where she leads qualitative research and the work of Firefly’s digital innovation incubator.
She earned a B.S. in Psychology from the University of North Dakota and completed a post-graduate study on Advertising & Account Planning in the UK.



Jeff Hamilton

Jeff Hamilton

Head of Consumer Insights, Nokia, USA

Jeff Hamilton’s career includes executive leadership roles in both mature and start up technology organisations with an emphasis on mobile technology including mobile handset design, mobile infrastructure and mobile apps.
Presently Jeff leverages Big Data gathered from mobile browsing coupled with mobile market research to identify and develop consumer insights.



Johanna Fyrbjörk

Johanna Fyrbjörk

Head of Research Innovation and Applied Technology, Ipsos, Sweden

Johanna is head of Research Innovation and Applied Technology at Ipsos Sweden, heading the implementation of new digital solutions. Before joining Ipsos Johanna was Product Director at Tobii and has had various positions within Market Research Companies both in Sweden and the UK.
She is also the founder of ZeInSight AB. Johanna holds an MSc in Business Administration and Management from the University of Stockholm, School of Business and the Royal Holloway, University of London.



Advisor

John Forsyth

John Forsyth

Expert Principal, McKinsey, USA

John is a Partner, a Leader of the North American Marketing & Sales Practice, and Director of the global Consumer & Shopper Insights (CSI) group. CSI partners with clients to realise new opportunities by developing a 360° view of consumers and shoppers, translating insights into specific business ideas.

John has deep expertise and extensive experience in marketing strategy, with a particular emphasis on the pharmaceutical, retail, and consumer products industries. He works closely with clients to determine the consumer insights required to achieve their business objectives and then develops programs to reach those goals. He has been quoted in a wide range of business and marketing-related publications and has been a keynote speaker at many conferences on the topics of marketing, consumer insights, and consumer behaviour.
John is a member of the Marketing Science Institute (MSI) Board of Trustees. He holds an A.B. in mathematical economics from Brown University and an M.S. from the Sloan School of Management at M.I.T.



John Humphrey

John Humphrey

Director of Analytics, Insights & Consumer Services, Kimberly Clark Europe, UK

20 years in the industry having previously worked at Johnson & Johnson, IRI and Nielsen. Obsessed with human behaviour and unlocking insights that will drive business profitability. Currently partnering with IPSOS to drive the ‘Non Cupcake Research’ agenda within Kimberly Clark.



Joost Poolman Simons

Joost Poolman Simons

Digital Research & Innovation, Ipsos, UK

Joost is a big Dutch guy with a passion for research, innovation & new technology to bring clients closer to the consumer to get a faster, deeper and richer understanding of their lives, experiences, behaviour and motivations. Exploring the latest thinking & technologies, looking into the future and pushing the boundaries of research using mobile, passive data collection & communities.



Juliana Smith Holterhaus

Juliana Smith Holterhaus

VP, Business Operations, Lumi, USA

Juliana has been a part of Lumi Mobile Technologies since the spring of 2011. She is VP of Business Operations in the New York office. With a background in decision sciences and psychological research, she enjoys engaging and problem solving with clients in the applied market research and consulting space.
Juliana graduated with honours from Amherst College in 2006 and received a Master’s from Columbia University in 2010. In addition to her work at Lumi, Juliana is a PhD Candidate at Columbia and is conducting dissertation research on the motivational science of mobile technology use and engagement.



Kulpreet Singh

Kulpreet Singh

Senior Vice President , AbsolutData, Netherlands

Kulpreet is a Senior Vice President at Absolutdata and heads the EMEA region. Over the past 15 months, he has helped the adoption of Analytics at a dozen global organisations in Consumer Products, Telecoms, Gaming, Pharma and Insurance.

He’s a passionate advocate of leveraging global delivery models in Analytics to create significant and sustainable value for clients.

Kulpreet has over 20 years of experience in building businesses across diverse industries such as Consumer Electronics, Consulting, BPO and Analytics across the globe. During this period,he has lived in India, Switzerland, Turkey and Dubai before settling in UK.

In his previous role Kulpreet headed the UK/Europe region at EXL Service (a NASDAQ listed firm), where he set up the UK and European business from scratch and built it into a $100m business.



Marion Beaufrere

Marion Beaufrere

Audience Researcher, Facebook, UK

Marion Beaufrère is an Audience Researcher for Facebook, where she is responsible for developing techniques to identify and understand segments of Facebook’s audience, as well as providing directly actionable insights to specific advertiser categories. Prior to her role as an Audience Researcher, Marion Beaufrère worked for three years within the Community Operations Team in Facebook where she focused on developing predictive analyses of user behavior. Marion Beaufrère received a Master’s Degree in Management from EDHEC Business School and a Master of Business Administration in International Management from Laval University.



Marlon Riñoza Plazo

Marlon Riñoza Plazo

Global CMI Manager Global Brands, Heineken International, Netherlands

Marlon is responsible for identifying and applying consumer and market insights to guide and drive the global expansion of 3 beer brands (Desperados, Sol, Affligem) and the Cider category. He has been with Heineken since 2012. Before that he was with Phillips as a CMI Capabilities Leader and before that as a CMI Strategy & Development Leader at P&G Asia where he also held the position of CMI Skincare leader and CMI Manager.
Marlon is 33, married with one daughter. He is originally from the Philippians and is now based in Amsterdam the Netherlands.



Maureen Dawson

Maureen Dawson

Senior Manager - Consumer Analytics & Research, AOL, USA

Maureen Dawson has 7 years of digital account management and advertising research experience. She manages ad effectiveness and ROI measurement solutions for AOL’s Retail, Health and Finance clients, developing performance based analyses and media optimisation recommendations for advertiser and agency clients. In addition, she has worked on primary consumer research projects including holiday shopping, CPG shopper decisions, and mobile and multi-screen behaviours, translating findings from these studies into actionable insights for marketers.



Michael Mabey

Michael Mabey

Director Client Solutions - Americas, SKIM, USA

Mike is the Director Client Solutions Americas for SKIM Analytical with US headquarters in New York and corporate headquarters in Rotterdam (Netherlands). He resides in Atlanta, Georgia.
Mike has extensive marketing, strategy and marketing research experience in pharmaceuticals, telecom, healthcare, electric and gas utilities, and manufacturing. His focus is on understanding client needs and identifying and collaborating on solutions to marketing and strategic challenges. Areas of focus include Message and communication strategies; Segmentation; and Strategies for leveraging information-seeking behaviour in social and digital media.
He has an MBA from Emory University in Atlanta.



Nick Drew

Nick Drew

Head of Research, Yahoo!, Canada

After more than ten years on both the agency and client sides of research across three continents, Nick has a wealth of experience in developing innovative and robust studies in response to business objectives and industry needs. Integral to his success has been his ability to bridge the gap between research rigour and compelling market-relevant output – increasingly important in the world of research.
Beyond execution, though, Nick also excels in research strategy: in devising and building research programs, collaborating with and directing cross functional stakeholders to answer business needs, and ensuring the delivery of research excellence throughout.
Nick is an engaging speaker and conferences like TMRE, AdWeek, DX3 have enjoyed his powerful presentations.



Nicolas Chollet

Nicolas Chollet

Managing Partner, Clustaar, France

Nicolas is the co-founder of Paris-based Clustaar, a start-up focusing on search engine query analysis to extract market and consumer insights. Clustaar leverages data from large keyword databases and produces market studies for international corporations in Europe and the US. Previously, Nicolas co-founded One Clic Consulting, an independent marketing agency specialising in Search Engine Optimization. Nicolas has a master in Applied Mathematics from Ecole Polytechnique in France and has worked for Arcelor Mittal before launching a first startup followed by a web consultancy business in Paris, France.

Olga Churkina

Olga Churkina

VP, Fresh Intelligence Research, Canada

Olga Churkina is a multi-cultural sociologist and marketing research professional. After four years of conducting research in Russia, she left her home land to continue her career in Toronto. Currently, Olga is the research director at Fresh Intelligence Research Corp., an innovative, market research firm, and manages Fortune 500 client accounts such as McDonald’s, PepsiCo, Merck and Sun Life Financial.
Her passion is innovation and discovering out-of-box solutions for engaging respondents and gaining real insights to positively impact her clients’ business. Olga Churkina’s recent presentations include: ESOMAR 3D Boston, Shopper Insight 2013 in Philadelphia, ESOMAR Asia Pacific / Melbourne 2011, ESOMAR Best of Canada / Toronto 2011, MRIA Ripe With Innovation / Kelowna 2011, OMI Russia: Innovation is Market Research / Moscow 2012.



Pavel Marceux

Pavel Marceux

Technology, Communications & Media Analyst, Euromonitor International, UK

Pavel entered the communications segment from an academic background of economics and professional experience as a market analyst, two key skillsets he has been able to implement successfully in his pursuit of making sense of today’s digital trends. Nearing five years as Euromonitor’s global Countries & Consumers technology, communications and media analyst, Pavel has collected valuable insights into the increasingly vital relationship between consumers and technology.



Raimund Wildner

Raimund Wildner

Managing Director, GfK, Germany

Raimund has been the Managing Director of GfK Verein since 1995. Involved with GfK since 1984, previously he was assistant to a board member (1984-1985), test market researcher (1985-1988), and manager of the department of Method and Product Development (1988-2009).
Raimund studied Economics, was the University assistant to the chair for statistics, and presented his thesis in statistics in 1984.



Advisor

Richard Blades

Richard Blades

Head of Strategic Projects & Business Development, Telefónica Digital, UK

Richard heads up strategic and business development projects for Telefónica Digital. He recently developed the strategic plan for Telefónica Dynamic Insights – Telefónica’s global unit developing products and solutions using big data, focused on consumer / crowd analytics. He has over 15 years’ experience in the mobile, fixed and digital sectors spanning roles in management consulting (KPMG), business strategy (Vodafone, Telefónica / O2) and product / business development (Novarra, Telefónica, Sonera). An analyst at heart – back in the day he developed programs processing huge data sets (overnight!) and created predictive models (Experian).



Robert Burgoyne

Robert Burgoyne

Development Director, Marketing Sciences, TNS, UK

Bob Burgoyne leads TNS’ global strategic appraisal of the challenge and opportunity presented to the research industry by ‘big data’ – new data sources and associated analytical techniques and use-cases. Bob has spoken at various industry events. Bob works across TNS and other Kantar/WPP companies to test and refine new data methodologies and integration opportunities.



Shane McCourt

Shane McCourt

Co-founder and CFO, SENSUM, UK

Shane McCourt is Co-founder & CFO of SENSUM and is a chartered accountant with 18 years experience, 10 of those with PWC, and is a specialist in information systems and big data analytics.



Thomas Park

Thomas Park

Research Manager DACH, Google, Germany

Thomas Park joined Google in 2008 and looks after market research in Germany, Austria and Switzerland. He studied economics, communications and biology at the University of Mainz and IULM Milan. His first professional experience was in journalism, working as an editorial journalist for the ZDF Mittagsmagazin (a major news format in Germany). His career switched to market research then, when he took on a role as research consultant at Aegismedia.
At Google Thomas Park’s work is focused on cross media advertising effectiveness and brand building in the digital world as well as changes in user behaviour due to the rise of new content and devices.



Tim Bosenick

Tim Bosenick

Managing Director, GfK, Germany

In 2000, Tim founded SirValUse Consulting, now housed within GfK, and one of the largest user experience research and testing consultancies in Europe. In the last 13 years, he conducted dozens of UX projects in different industries, e.g. Automotive, Healthcare, Mobile, Retail and Financial services. His main interests lie in developing new UX research and testing methodologies, especially in how to measure user experience.
He currently consults a range of companies in Europe on how to implement UX thinking and methodologies in their organisation. Tim studied Physics, Philosophy and Psychology and holds a diploma in Sociology from the University of Hamburg.



Tom Ewing

Tom Ewing

Digital Culture Officer, BrainJuicer, UK

Tom Ewing is an acknowledged research industry expert on digital behaviour. He has written and presented widely on the subject, winning multiple awards, and currently works in BrainJuicer Labs specialising in the intersection between digital life, research, and behavioural economics. Prior to BrainJuicer he worked for Kantar Operations as their Social Media Knowledge Leader.



Will Youngman

Will Youngman

Digital Consultant | Digital Market Intelligence, GfK, UK

Will has worked in the business insights industry for 8 years. Initially working at economic and management consultancies in 2010 he moved from consultancy into market research by joining GfK UK as the 2nd member of a new Digital Market Intelligence team. The team focuses on integrating behavioural data with established research techniques and has executed numerous Big Data projects around the world for some of the largest FMCG, Technology, Travel, Finance & Media brands.


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Exhibition: Digital Labs

This year, ESOMAR Digital Dimensions is introducing an exciting new feature, developed especially for this conference as a celebration of the new technology driving the future of the digital market: DIGITAL LABS

The Digital Labs are designed to compliment the traditional exhibition. They are interactive rooms attached to the conference auditorium where leading-edge companies will be displaying their products and services.

So before each networking break, join cutting edge companies and enjoy their presentations of new and innovative technologies, thematically linked to the event programme and covering the 3 dimensions of the conference.

  • Online Research and Big Data
  • Social Media Research
  • Mobile Research

Companies Participating in the DIGITAL LABS labs are:

GMI: www.gmi-mr.com
Kinesis Survey: www.kinesissurvey.com
Norstat: www.norstatgroup.com
Sensum: www.sensum.co

Be sure to ALSO stop by to visit our exhibitors to find out what tools are available to help you be more efficient and successful in this competitive industry.

Companies Participating in the EXHIBITION are:

Confirmit: www.confirmit.com
Netquest: www.netquest.com/en
SSI: www.surveysampling.com
University of Georgia/MRII: www.principlesofmarketingresearch.com

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Networking

ESOMAR's Digital Dimensions 2014 event provides a unique opportunity to connect and engage with more than 200 Senior Executives from over 25 countries. Digital experts, data analysts, online researchers, social media leaders, mobile geeks and all those in between!

All ESOMAR events provide you the opportunity to network with your fellow conference delegates before and during the event, both online and face-to-face.

Online networking
Before, during and after the event

ESOMAR Networking tool

Meet... Message... Create Connections

The ESOMAR Networking tool is a platform designed exclusively to help you, as a conference participant, to network both before and during the event.

3 weeks before the conference you will receive an email inviting you to connect and engage with your fellow conference attendees. There are 3 ways of doing this:

The ESOMAR networking tool allows you to...

  • Set up and control your profile and privacy settings
  • View and filter the conference’s list of participants
  • Send messages to participants
  • View received and sent messages
  • Create and export a “Quick list” of participants

Screenshot examples from Congress 2013

Congress 2013 Networking - Login page Congress 2013 Networking - Patricipants list Congress 2013 Networking - Message

Face-to-face networking

As well as frequent networking breaks throughout each day of the conference, all delegates receive access to:

The ESOMAR Welcome Reception

Join us in the exhibition hall for the commencement of Digital Dimensions 2014. Have a drink and a bite to eat on us and introduce yourself to your fellow conference delegates.

The NORSTAT Networking Experience: Midsummer celebration

Midsummer celebration

Round off day 1 of the event and join ESOMAR and NORSTAT for the Digital Dimensions Midsummer Celebration!

We start off with a boat trip around beautiful Stockholm waterfront serving pre drinks and later dock by the venue "Skyddsrummet" for Midsummer cocktails, Midsummer inspired finger food and later on - the dance floor is ready for us. We will do our very best to create a relaxed atmosphere and great opportunities to meet and greet new people.

Dress code: smart casual

Download flyer
.pdf (346 Kb)

The ESOMAR Farewell Drinks

Finish your experience in style with the ESOMAR Digital Dimensions 2014 Farewell Drinks. Round off your conference with a drink, some last introductions and final goodbyes.

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Hotel & Venue

With an excellent city center location, the Hilton Stockholm Slussen is situated just nearby the historic old town and is within walking distance to many of Stockholm’s main attractions. The area allows enjoying chic Swedish design shops and admiring the beautiful Riddarfjarden waterfront, lined with colorful 17th Century houses.

All bedrooms feature stylish Swedish décor and are filled with daylight and modern amenities. Executive rooms and suites allow guests an exclusive access to the contemporary executive lounge and lovely city and sea views.

The hotel features 2 restaurants with Swedish & international cuisine and stunning city views, along with Eken Bar presenting Stockholm skyline. Guests at Hilton Slussen can also take the opportunity to relax in the hotel sauna or work out in the gym.

Go Green

Hilton Stockholm Slussen is one of the first environmentally certified hotels in Scandinavia. The hotel has the toughest environmental certification in the world: The Nordic Swan. The Hilton Stockholm Slussen is the first hotel in Sweden with organic certified breakfast. From 28th April 2011 60 000 bees live on the hotel rooftop and their honey is being served at the *KRAV-labeled breakfast buffet as one of 20 ingredients certified as organic.

For more information on Hiltons commitment and responsibility towards sustainable future please click here.

Hilton-Stockholm Slussen Hotel

Address:

Hilton Stockholm Slussen
Guldgränd 8, Box 15270
Stockholm 10465
Sweden

Telephone: +46-8-5173.5300
Fax: +46-8-5173.5311
E-Mail: stockholm-slussen@hilton.com

Hotel & venue's website


Hotel reservation

Preferential room rate is now fully booked and no longer available - please make your reservation through the hotel website directly. All rooms and rates will be based on availability at the time of booking.

Hotel & venue's website



Video

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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 28 March 2014)
Members
Non-members
Regular delegate (Full Conference) EUR 1120 EUR 1620
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* Read the conditions that apply for registration carefully.

Standard rate (29 March 2014 - 22 May 2014)
Members
Non-member
Regular delegate (Full Conference) EUR 1320 EUR 1820
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* Read the conditions that apply for registration carefully.

Late rate (23 May 2014 - 15 June 2014; includes on-site registration)
Online registration open until 12 June 2014,
16:00 GMT. On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 1520 EUR 2020
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500

* 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 28 March 2014 No charge.
Full refund given
After 28 March 2014 Cancellation charge:
EUR 400

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

Disclaimer

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



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