Online Research 2010

E-Universe: The Power of Listening

Berlin / 17-19 October

Advances in social media, the empowerment of everyday consumers, and the need for more actionable insights create exciting possibilities and also a mandate to do more, faster. In this information age, market researchers are poised to really lead. The rise of observational research and the power of listening are now the name of the game.

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Overview
Programme
Presentation abstracts
Speakers
Hotel & venue

Overview

This conference edition explores how Web 2.0 platforms, social networks, online panels, communities and mobile research converge in this digital evolution maximizing the business opportunities for the industry delivering creative, timely and actionable recommendations.

Programme

SUNDAY, 17 OCTOBER

09.00 - 17.00	WORKSHOPS Insights and Research Without Asking Questions A Cognitive Approach to Designing and Testing Online Questionnaires
16.00 - 19.00	Conference Registration
19.00 - 20.00	Welcome Reception


MONDAY, 18 OCTOBER - CONFERENCE DAY ONE 09.00 - 17.30 - Exhibition (08.30-19.00)

09.00 - 09.05	OPENING Sue Nosworthy, ESOMAR Vice-President
09.05 - 09.20	Introduction to Programme and Opening Guest Speaker Michael Bartl (Programme Committee Chair)
09.20 - 09.45	OPENING GUEST SPEAKER Web 2.0 - Tackling the future of marketing communications Michael Willeke, Marketing Communications Director, Coca Cola, Germany
09.45 - 09.50	Q&A
09.50 - 10.15	I want my MySpace! Helping an industry innovator (re)innovate Alison Bryant, PlayScience, USA Lauren Christensen, MySpace, USA
10.15 - 10.20	Q&A
10.20 - 11.05	Break
10.50 - 11.05	Company Presentation Confirmit
	ONLINE SPACE
11.05 - 11.10	Introduction by session chair Michael Bartl, HYVE, Germany
11.10 - 11.35	Online action research How interventions can be understood through participant storytelling Josephine Hansom, GfK NOP, UK
11.35 - 12.00	The dots can only be connected with a tune! Claudia Gapp, Nielsen, Austria Frank Hofmann, Nestle, Germany
12.00 - 12.20	Discussion
12.20 - 13.50	Lunch
	THE ONLINE OBSERVATORY
13.50 - 13.55	Introduction by session chair Steve Lavine, former CRO Toluna, USA
13.55 - 14.20	Negative publicity Does it exist and what factors affect how people process it in online environments? Kyle Findlay, The TNS Global Brand Equity Centre, South Africa
14.20 - 14.45	Listening to Social Media from a B2B2C perspective How to strengthen the competitive role as “preferred supplier” with Netnography Steffen Hück & Julia Jonas, HYVE, Germany Anne Grünhagen & Cornelia Lichter, Symrise, Germany
14.45 - 15.10	Web 2.0 capturing real life insights The Narval method and its application to the automotive industry Diouldé Chartier, DCAP Research, France Laetitia Ricci & Virgile Charton, PSA Peugeot Citroën, France Frédéric Lefebvre-Naré, Isée, France
15.10 - 15.35	Naked truth Online focus groups: Getting to the bottom of the consumer’s mind Santiago Kahane, DatosClaros, Argentina Mariana Itzcovich, Unilever, Argentina
15.35 - 15.50	Discussion
15.50 - 16.30	Break
	ESOMAR SESSION
16.30 - 16.45	Introduction by session chair Legislators are homing in on online marketing – an update on privacy issues and their impact on researchers Adam Phillips (ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair)
16.45 - 17.30	Privacy issues in the online space Protecting respondents’ privacy online Mike Cooke, Global Director Online Development, GfK NOP Raising quality through protecting respondent privacy John Ouren, EVP & GM, Panel and TrueSample, MarketTools and co-Chair of the ARF Online Research Quality Council's Research on Research Committee The importance of data security Kees de Jong, CEO, Survey Sampling International
17.30 - 18.30	NETWORKING DRINKS


TUESDAY, 19 OCTOBER - CONFERENCE DAY TWO 09.00 - 17.00 - Exhibition (08.30 - 19.00)

	ONLINE COSMOS: PANELS, COMMUNITIES AND SOCIAL NETWORKS
09.00 - 09.05	Introduction by session chair Lorenz Gräf, Globalpark, Germany
09.05 - 09.45	Facebook Interactive Session Finding validity through the socially connected consumer Moderated by: Sean Bruich & Kathy Dykeman, Measurement Research, Facebook, USA & UK
09.45 - 10.05	Online research….and all that Jazz! The practical adaptation of old tunes to make new music Steven Gittelman & Elaine Trimarchi, Mktg. Inc. USA
10.05 - 10.10	Q&A
10.10 - 10.55	Break
10.40 - 10.55	Company Presentation Toluna
	ONLINE COSMOS: PANELS, COMMUNITIES AND SOCIAL NETWORKS (PART II)
10.55 - 11.00	Introduction by session chair Manila Austin, Communispace, USA
11.00 - 11.20	Rulemaking or Playmaking? Implications of the emerging co-creation landscape Felix Koch & Nick Coates, Promise Corporation, UK
11.20 - 11.40	Synergizing natural and research communities Towards a perfect synergy between listening into conversations on ‘natural’, and on ‘research’ communities Annelies Verhaeghe, Tom De Ruyck & Niels Schillewaert, InSites, Belgium Carel Vereijken, Danone Research, Netherlands
11.40 - 12.00	Why are we trying to create new communities for market research purposes? A case study comparing learnings from an existing community vs. a research panel Charles Pearson, EasyInsites, UK Vicki Kateley, Bounty, UK
12.00 - 12.20	CSI Berlin The strange case of the death of panels Kees de Jong, Survey Sampling International, Netherlands
12.20 - 12.40	Discussion
12.40 - 14.00	Lunch
	ONLINE CROSSOVER: MOBILE RESEARCH
14.00 - 14.05	Introduction by session chair Steve Lavine, former CRO Toluna, USA
14.05 - 14.25	Designing relevance How open and agile research methodologies can help complex organizations respond to change and stay relevant Francesco D’Orazio, Face, UK Tom Crawford, Nokia, UK
14.25 - 14.45	Innovative mobile research in developing countries Emmanuel Bellity, Opismart, France
14.45 - 15.05	Mobile location based research Cross cultural examination of coffee culture Monique Morden, Chris Ferneyhough & Andrew Grenville, Vision Critical, Canada
15.05 - 15.20	Discussion
15.20 - 16.00	Break
16.00 - 16.05	Introduction to Closing Guest Speaker Michael Bartl, HYVE, Germany
16.05 - 16.30	CLOSING GUEST SPEAKER Social Media: a new world audience Roberto Belo Rovella, Interactive Editor, BBC World Service Future Media, UK
16.30 - 16.35	Q&A
16.35 - 16.50	Programme Summary Michael Bartl (Programme Committee Chair)
16.50 - 17.00	CLOSING Finn Raben, ESOMAR Director General
17.00 - 17.30	FAREWELL DRINKS

Presentation abstracts

MONDAY, 18 OCTOBER - CONFERENCE DAY ONE

Web 2.0 - Tackling the future of marketing communications

Michael Willeke, Marketing Communications Director, Coca Cola, Germany

Communication business has become an innovation business in which marketers encounter new kinds of challenges. How will we communicate with our consumers and shoppers in the future? How can brands utilize and move in the digital world? Michael Willeke, Director Marketing Communications at Coca-Cola Germany will share observations and implications that will continue to influence marketing communications.

I want my MySpace!
Helping an industry innovator (re)innovate

Alison Bryant, PlayScience, USA
Lauren Christensen, MySpace, USA

One of the most fascinating cultural phenomena in the past decade, MySpace, is using research as a cornerstone of their plan to reinvigorate and reenergize their brand and audience. In this presentation we will discuss how we integrated deprivation methodology within a larger multi-method online research framework, in order to garner deeply held consumer insights regarding their values and motivations for using MySpace. In addition, we will discuss how research and findings like these can influence brand development and (re)design.

Online action research
How interventions can be understood through participant storytelling

Josephine Hansom,GfK NOP, UK
Harriet Festing, Department of Energy and Climate Change, UK

This presentation should be seen as a piece of online ‘action research’ seeking to understand the impact of an intervention on an individualist level rather than a macro policy level. This research turned participants into action researchers, enabling relevant and self-reflective storytelling without defined methodological boundaries. The subject matter of this research has universal appeal and interest, illustrating one governments work to evaluate and improve on a climate change intervention.

Reflections will also be made about the combined methodology and the iterative process that informed improvements to the case study methodology. The research presented in this case study was commissioned by the Department of Energy and Climate Change and will be used to inform policy and best practice in the UK. The ESOMAR Online Conference will be the first time these findings will be presented to an external audience.

The dots can only be connected with a tune

Claudia Gapp, Nielsen, Austria
Frank Hofmann, Nestle, Germany

The presentation (together with the client) will be based on a real-life Case Study in order to demonstrate our approach combining online research with several other data sources for addressing a particular client business issue
Our frame includes an online survey, retail panel data (volume and value sales, retail prices and distribution) and consumer panel data (penetration rates, frequency and repeat rate) to deliver strategic brand management consultancy.
It evaluates how consumers make decisions, their brand equity and shopping style with in market category dynamics in order to provide a holistic solution to growth opportunities.
This case study will not only demonstrate in a very practical fashion how online surveys can be combined and cross analyzed (for example plotting, market share with brand equity to highlight which brands are underleveraged or overleveraged, retail price index with willingness to pay a price premium in order to asses price relevance etc) to provide insights, but since this is based on an actual client issue, where the findings have already been implemented, the audience will also benefit by seeing the impact of the recommendations from this deep dive approach.
Additionally we will share with the audience the frame which we have developed and which provides a systematic market review starting with category understanding based on Panel figures followed by assessing brand performance within the category down to the shopper and the shopper experience within an online survey.

Negative publicity
Does it exist and what factors affect how people process it in online environments?

Kyle Findlay, The TNS Global Brand Equity Centre, South Africa

The paper looks at how individuals process information about a brand, especially negative information. Research from a variety of fields such as cognitive neuroscience, behavioural economics and psychology tells us that our memories are imperfect machines. Consequently, the paper looks at the factors that determine which pieces of information we are most likely to process, store and recall about a brand. Understanding the role that these factors play in shaping people’s perceptions and expectations is vital insight for anyone trying to shepherd a brand through a scandal. In addition, the paper is also useful to any brand manager trying to understand how the information that they put into the market is received and processed by both customers and prospective customers. Case studies such as a look at the recent Tiger Woods infidelity scandal help bring the insights to life.

Listening to Social Media from a B2B2C perspective
How to strengthen the competitive role as "preferred supplier" with Netnography

Steffen Hück & Julia Jonas, HYVE, Germany
Anne Grünhagen & Cornelia Lichter, Symrise, Germany

Nowadays consumer goods producers demand from their suppliers more than only the products themselves. Strategic suppliers like Symrise, as one of the leading suppliers for flavors and scents worldwide, have to meet their expectations regarding the knowledge of current trends, consumer needs and even innovative application and positioning possibilities.
This paper gives practical insight into B2B-specific business requirements and how the practical application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers as “preferred supplier” within the B2B2C eco system of the food market. The main intention of the paper will be to show how listening to social media with Netnography has generated real competitive advantages for Symrise (in terms of better insights & ideas as well as awareness & positioning/image).

Web 2.0 capturing real life insights
The Narval method and its application to the automotive industry

Diouldé Chartier, DCAP Research, France
Laetitia Ricci, PSA Peugeot Citroën, France
Frédéric Lefebvre-Naré, Isée, France

This case study provides a method with its validity criteria and defines standards of practice, based on spontaneous conversations.

It provides guidelines to qualify “authors” and highlight contents written by genuine general public, as contrasted to so-called “influential buzzers”. The principles and learnings can help researchers and users enhance their own web watch or netnography practice. After thorough search the authors found no e-reputation or Web-watch tool, nor any theoretical corpus that covers the issue. This is a powerful an insightful case study on a topic of major sociological importance throughout the world.

Naked truth
Online focus groups: Getting to the bottom of the consumer’s mind

Santiago Kahane, DatosClaros, Argentina
Mariana Itzcovich, Unilever, Argentina

We must accept it. People do not always tell us exactly what they think. There could be many reasons for this:

the embarrassment of talking about certain things
the high esteem people tend to have for themselves
an intention of giving answers that sound correct rather than being truthful or,
even they may just get bored by our questions and give any answers to finish as quick as possible

This case study intends to show that the online medium gives new ways, online focus groups is just one of them, of approaching this issue and get motivated responses that turn into more sincere and richer information.

ESOMAR Session
Privacy issues in the online space

Expert speakers highlight the key ethical and regulatory issues that researchers must take into account in protecting respondents’ personal data.

Legislators are homing in on online marketing – an update on privacy issues and their impact on researchers
Adam Phillips, ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair
Protecting respondents’ privacy online
Mike Cooke, Global Director Online Development, GfK NOP
Raising quality through protecting respondent privacy
John Ouren, EVP & GM, Panel and TrueSample, MarketTools and co-Chair of the ARF Online Research Quality Council's Research on Research Committee
The importance of data security
Kees de Jong, CEO, Survey Sampling International

TUESDAY, 19 OCTOBER - CONFERENCE DAY TWO

Facebook Interactive Session
Finding validity through the socially connected consumer

Sean Bruich, Measurement Research, Facebook, USA

The world is online, it’s gone social, and in many ways, has turned the field of market research on its head. Consumers are increasingly unwilling to participate in traditional research but at the same time, are engaging with new, lightweight approaches that fit within the context of the user experience and that take advantage of the authenticity of the social web. Our challenge as an industry is significant: how can we as a discipline simultaneously innovate in our methods and technologies while building a new set of foundational research to develop new standards?

Online research….and all that Jazz!
The practical adaptation of old tunes to make new music

Steven Gittelman & Elaine Trimarchi, Mktg. Inc. USA

Online data is cheap, fast and hard to interpret. The lack of structure is commoditizing market researchers. It is an uneasy feeling. We must examine the theoretical underpinnings that have served us well in the past, adapt them and put them back to work. If we do, we will make great music out of what seems to be just a lot of noise. This novel presentation shows how the freedoms of jazz became the foundation of a new structure and of course relates it to our own dilemma. Let’s make new music together.

Rulemaking or Playmaking?
Implications of the emerging co-creation landscape

Felix Koch & Nick Coates, Promise Corporation, UK

This paper proposes a working definition of online co-creation and provides a framework to map the emerging landscape of the discipline itself. Two distinct types of online co-creation are established based on the degree of ‘participant empowerment’ they facilitate.
Two case studies then highlight the direct implications for practitioners when implementing either of the two types.
The paper is based on the experience of having set-up & curated more than 25 online co-creation communities in the past three years.

Synergizing natural and research communities
Towards a perfect synergy between listening into conversations on ‘natural’, and on ‘research’ communities

Annelies Verhaeghe, Tom De Ruyck & Niels Schillewaert, InSites, Belgium
Carel Vereijken, Danone Research, Netherlands

Research panels are under a lot of pressure: response rates are clearly in decline. It has never been harder to motivate people to participate in all different types of research. Thanks to the rise of social media, a whole new stream of consumer information became available. By using methods like ‘social media netnography’ in which online conversations and stories are observed, researchers can dig into this online source of textual and visual information to not only find the answer to research questions, but also to get answers on questions they did not ask. In this context, the dominance of interviewing as a research technique can be questioned.

Unfortunately, not all questions can be answered by observing online conversations as we always will have questions that need to be addressed through interviewing. How to ask these questions best? An authentic, interactive and engaging way to get connected with contemporary consumers are ‘research communities’: participants are brought together on an asynchronous discussion platform around a research topic of the groups common interest.

The fusion between listening into conversations on natural communities and asking questions on research communities will be illustrated by a study conducted together with DANONE (Nutricia) Global R&D.

Why are we trying to create new communities for market research purposes?
A case study comparing learnings from an existing community vs. a research panel

Charles Pearson, EasyInsites, UK
Vicki Kateley, Bounty, UK

There continues to be a strong belief that the creation of what are called MROCs (market research online communities) is a worthwhile and productive endeavour
Yet communities already exist across the internet and new ones form every day without the initiative or supervision of research agencies
How do these fit together? Is one a substitute for the other? And what is the basis for believing that these communities can provide the insight needed to address key business/research questions?
End clients/companies will continue to struggle with what to do, and market researchers are likely making it more confusing and more complicated because of our varied perspectives on how best to approach panels and communities
Using case study examples from one client’s own community and consumer panel, this paper will help provide structure and direction as to the choices and benefits of each approach and suggest a model/framework for the future

CSI Berlin

Kees de Jong, Survey Sampling International, Netherland

Sampling in the online research world is its Achilles Heel. Whilst we remain reliant on access panels that they are essentially fronts for a relatively limited set of online properties and sources we can never claim scientific rigour and true representativeness. That said, there is great pressure on the panel industry to continue to provide 'warm bodies' for research at every decreasing price whilst simultaneously facing ever increasing costs. The panel model as it exists today is unsustainable for many reasons, this presentations explores what’s next.

Designing relevance
How open and agile research methodologies can help complex organizations respond to change and stay relevant

Francesco D’Orazio, Face, UK
Tom Crawford, Nokia, UK

Project Relevance shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches.

This presentation will demonstrate how online research can lead product innovation; testing products still on the drawing board or not even conceived and anticipate future trends and consumer behaviour. The paper will also show integration of online, face-to-face & mobile methodologies in one project stream and will demonstrate how online research complements and enhances traditional research rather then being an alternative to it.

Innovative mobile research in developing countries

Emmanuel Bellity, Opismart, France

Can smartphones help market researchers better understand consumers in emerging countries? The evolution of networks such as 3G,along with lower costs of devices, confirm the view that the Internet will soon be primarily accessed through mobile phones in developing countries. Based on case studies, we will show how the social structure of the smartphonehasevolved: no longera luxury good, it is becoming a mass-market product that can be used to gather data for decision-making purposes.

Mobile location based research
Cross cultural examination of coffee culture

Monique Morden, Chris Ferneyhough & Andrew Grenville, Vision Critical, Canada

This paper provides a concrete example of location based research via mobile devices in an international forum providing a rich view of this interesting new data collection mechanism. The presenters are experts in the field of mobile research and emerging technologies;

This case study involving data collected across multiple countries (Canada, US, UK, Australia, France, Netherlands, Italy) explores the culture of coffee in these locations by leveraging location based behavioural information.

Social Media: A New World Audience

Roberto Belo Rovella, Interactive Editor, BBC World Service Future Media, UK

From Twitter to Facebook, message boards and sentiment tracking, social media and user generated content are fundamentally changing the way media is produced, distributed and consumed.

Major news events such as the Iranian Elections (June 2009) clearly showed that the world is becoming more dependent on social sources and that international broadcasters are increasingly involving audiences in the way they research and tell stories.

BBC World Service broadcasts in 33 languages. We are in a rare position to be able to garner views from around the world on issues and then share these views across our languages.

But with more tools and more content there come challenges: How does a broadcaster maintain quality and yet stay authentic and relevant? How does a big broadcaster such as the BBC marry the culture of the web with their organisational norms? Is social media relevant in all genres of content? And, crucially, how can we measure impact and performance?

Speakers/authors

Andrew Grenville

A twenty-year research veteran, Andrew leads Vision Critical in the development of innovative and informative analytics and approaches to research. Andrew is the author of numerous research products and measurement scales, with applications in a wide range of areas including branding, social capital, health and religion. Prior to joining Vision Critical, Andrew was General Manager and Chief Research Officer of Ipsos Insight Health, where he led a North American-wide team of 50 researchers.

Alison Bryant

Dr. J. Alison Bryant is Founder and President of PlayScience, a research, consulting, and innovation firm on a mission to break down the walls between industry innovators, academics, and consumers. Alison has spent her adult life moving seamlessly between the academic and industry worlds (and usually sitting in both concurrently). She publishes and speaks extensively on youth, families, media, and education, and has worked with clients from MySpace to Microsoft to MTV.

Anne Grünhagen

Dr. Anne Grünhagen joined Symrise GmbH & Co. KG as Marketing Director Business Unit Sweet EAME in 2008. To create customer and brand related concepts Anne Gruenhagen is seeking for relevant consumer insights and trends. Nevertheless she is always interested in delivering the relevant flavor solution as key for customers market success. Starting her business career at Unilever in R&D, she soon continued to work in various marketing and innovation management positions for Bahlsen, Wiberg and Molkerei Alois Müller for the last 13 years.

Annelies Verhaeghe

Annelies Verhaeghe is Senior Consultant at the ForwaR&D lab department at InSites Consulting. At the ForwaR&D Lab’s she is in charge of the development of new methods and tools which enable us to fill blind spots in consumer understanding. Currently, She is engaging in online observational research and text analytics but in the past she has been involved in connected research, online panel research and innovation research.

Charles Pearson

Charles Pearson is the Co-Founder and Managing Director of EasyInsites.

Charles has a diverse and highly accomplished 23 years in the industry starting at BBDO and McKinsey as a marketing sciences analyst, then Nielsen and IRI managing analytics teams, followed by MarketTools, Greenfield, and Research Now heading sales functions. Charles is a regular presenter at industry conferences around the world and has a Masters in Quantitative Methods from New York University and a BA in Political Science from The University of Michigan, Ann Arbor.

Chris Ferneyhough

Chris is now in his 14th year of market research, having specialized mainly on technology research for the last ten years. With his focus in tech research, Chris has been heavily involved in smartphone research since the category was created.

He has worked on global studies for both manufacturers and service providers, in addition to research for smartphone application developers. These projects have included market analysis, usage and attitude, concept testing, and satisfaction and loyalty, to name a few. Chris holds a BA from the University of Western Ontario and an MBA from Simon Fraser University.

Claudia Suárez-Gapp

Claudia is Director Domain Expertise Area Customer Experience –Europe; Brand Health Leader D-A-CH, The Nielsen Company
Conferences on Branding, Customer Satisfaction Studies, Shopper (e.g. Nielsen Client events as Business Breakfasts, Consumer 360 in Switzerland and Austria and Research & Results in Munich), several publications in Trade and Market Research journals in D-A-CH. Previously she was Senior Consultant (SOFRES, Madrid – now tns).

She holds a Master of Business Administration (MBA) - London Business School(London)/Instituto de Empresa (Madrid); over 20 years of experience in Market Research, Teacher of Market Research at the University of Applied Sciences in Vienna, Austria (= Fachhochschule WKÖ Wien).

Cornelia Lichter

Cornelia Lichter has been working for Symrise GmbH& Co. KG as Marketing Director Business Unit Beverages EAME since 2008.
In her role she is responsible for a consumer need driven marketing approach, always looking for relevant trends and consumer insights. She brings a deep brand- and consumer understanding in the company. Starting her business career as strategic planner and brand consultant at the advertising agencies Springer& Jacoby and Jung von Matt, she worked in various marketing, innovation and consumer insight positions for Bacardi Germany and London based Bacardi Global Brands for the last 12 years.

Diouldé Chartier

Diouldé Chartier 19 years in market research. Formerly Director of Strategic Quali at Ifop, and Strategic studies Director at Coca-Cola France.

Founder of DCAP Research, a qualitative research agency dedicated to participative methodologies providing insight for consumer-centric brand and innovation strategy.

Presented at French SEMO 2007 “contributions of reenactment scenes in ethnographic studies”. Taught qualitative methodology at Sciences Po 2003-2008, teaches creativity applied to marketing at Rouen Business School.

Elaine Trimarchi

Elaine Trimarchi is Executive Vice President of Mktg, Inc. She has been a thirty year veteran in data collection and a staunch advocate in data collection quality. PRC Certified.

Emmanuel Bellity

Emmanuel Bellity is the founder of Opismart, a company providing survey-based market research through its opinion-sharing platform on smartphones. Prior to that he was working with Lazard at the International Advisory Group, where he was involved in a variety of missions for governements in emerging countries. He is a graduate of the ENSAE (National School for Statistics and Economics, France) and Columbia University in New York.

Felix Koch

Felix is Consultancy Director at Promise Communities, the online division of the co-creation consultancy Promise. He ran Promise' largest employee community and helped Kraft Foods co-create their new vision with over 4,000 of their staff. Currently, he is leading NPD communities for TATA, Danone and News International. He has spoken at LIFT conference and co-authored a conference paper on online communities. Felix has a MSc. in Media & Communications (LSE) and a diploma in Marketing/Advertising (Berlin University of the Arts).

Frank Hofmann

Frank is Consumer & Marketing Information Manager at Nestlé Deutschland AG. He has several years experience in Marketing and Market Research at Nestlé Deutschland AG with a focus in modelling approaches. Conferences on Brand Positioning Improvement and Brand Building (e.g. at Nestlé Marketing Day 2008 and 2009, Nielsen Client Events in Switzerland and Germany 2009).

He holds a degree as Diplom-Betriebswirt in Business Economics, Mannheim/Germany

Francesco D’Orazio

Francesco D'Orazio holds a PhD in New Media and Sociology. His research focused on immersive media and the social web. Over the past ten years he has been involved in social networking, collaborative research and immersive media as a researcher, web strategist and entrepreneur working for research agencies and web startups.

At Face, Francesco focuses on communities, real-time research, crowd-sourcing and mobile social media. Keynote speaker at conferences such as World Business Forum Milan, MRS Social Media Conference London, AURA Insights Conference London, Social Networking Conference London, The Developing Web London, Word of Mouth Summit Milan, Visual Web Convention London, Serious Virtual Worlds Berlin, Digital Content Distribution Vienna and San Sebatian, Engage Conference London.

Frédéric Lefebvre-Naré

Frédéric Lefebvre-Naré, Qualified independent statistician, with 19 years of experience in quantitative research (Sociovision group, Médiamétrie). Presented at AFM/Syntec Day 2008 “A classification grid of aleas and biases, applied to online surveys during the French 2007 Presidential campaign”.

Trainer in statistics at Institut Supérieur du Marketing. Also one of French top1000 bloggers.

Josephine Hansom

Josephine is a Research Manager at GfK NOP Social Research with a keen interest in qualitative online research methodologies. She has worked in social research since 2005, managing projects on behalf of Government departments and agencies. Josephine is a dedicated qualitative researcher coordinating policy evaluations, stakeholder consultations and communications reviews. As well as regularly presenting at company events targeted at qualitative clients, Josephine presented a paper at the Social Research Association Conference in 2007, co-presented a paper at the General Online Conference (GOR) 2009, as well as co-authoring an article in the Market Research Society magazine ‘Research’ in 2006. She has a BSc in Social Psychology and is currently working towards a Masters in Public Policy at King’s College London.

Julia Jonas

Julia Jonas is responsible Project Manager for Netnography Research in the Innovation Research team at HYVE, an Open Innovation and Co-Creation enabler. She graduated as an MBA with focus on Service Management and Marketing and Consumer Integrated Design at the University of Karlstad, Sweden, where her special interest for B2B networks and Co-Creation in product development was founded. At HYVE she has become an expert in Social Media Research for User Integrated Product Development and Co-Creation in various topic fields, especially in the Food, Cosmetics and Health industry.

Kyle Findlay

Kyle is a senior R&D Executive for the TNS Global Brand Equity Centre, where he feeds his passion for discovering what makes people tick. As part of TNS’ Thought Leadership team, he has made it his goal to share this understanding with a wider audience. His main areas of interest relate to non-linear, systems dynamics and he has a strong desire to bring the hard sciences to bear on the question of why people do what they do.

Kees de Jong

Kees de Jong is CEO at Survey Sampling International. Kees was a member of the project team that created the Code and Guideline conducting research using the Internet, which included the original 25 questions (2005). Kees was also part of the workgroup that revised the questions to the new E26. Kees chaired ESOMAR’s first Panel research Conference in 2006 in Budapest and was involved organizing the debate on quality at the Panel Conference in 2007.

Kees is a serial entrepreneur with a focus on the research industry. As a student Business Administration in Rotterdam, he co-founded his first research company Blauw Research in 1991. Since, he co-founded multiple companies. In 2002 he grew Blauw’s venture Bloomerce to a leading Pan-European Access Panel company. Since 2005 Bloomerce is part of Survey Sampling International. Kees will provide an update regarding the ESOMAR 26 Q and upcoming Internet Research Quality projects.

Laetitia Ricci

Laetitia Ricci spent 10 years in Marketing Research, in a FMCG institute. Arrived in 1997, at PSA Peugeot Citroën, she spent 10 years in the Strategic Marketing Research department, and she is now, in charge of a Strategic foresight department. She presented a core program on “Accelerate the Change in enterprise” at CreaConference 2010, an international conference on creativity.

Lauren Christensen

Lauren Christensen is currently leading MySpace’s digital research strategy and is tasked with reinventing MySpace in the crowded digital landscape. She started her career as an analyst at Millward Brown before moving into the digital research space at MTV Networks. Since joining MySpace earlier this year, she has partnered with PlayScience to conduct the online deprivation study in addition to building a state-of-the-art user experience lab and developing a user panel and community.

Mariana Itzcovich

Sociologist (UBA - University of Buenos Aires). She has been working in market research for more than 10 years, firstly in market research agencies (Research International and Millward Brown) and currently in Unilever.

She’s now working on the Regional Innovation Centre in Buenos Aires, as a CMI global manager for Rexona, and previously worked in Sunsilk and Axe in similar positions.

Michael Willeke (Guest Speaker)

Michael Willeke

Since January 2009, Michael Willeke has been Director Marketing Communications at Coca-Cola GmbH and responsible for the brand marketing of Coca Cola’s entire portfolio in Germany. Michael Willeke is able to draw on many years of work experience in a variety of areas in advertising and marketing management.

As Account Manager and, starting in 2004, Account Director at Aimaq Rapp Stolle in Berlin, he was responsible for the development of brand and communication strategies for various brands in the food, consumer goods and sporting goods sectors. In 2006, he assumed the role of International Marketing Manager at Puma in Herzogenaurach within the Puma Running division. He then became Head of Marketing for emerging markets in 2008 in Salzburg, overseeing the complete Puma portfolio in Eastern Europe, the Middle East, Africa and India.

Michael Willeke was born in Paderborn in 1976. Following his practical training in advertising management, he graduated in 2004 with a Bachelor of Arts in European Media Studies from the University of Potsdam.

Monique Morden

Monique has almost 20 years of experience conducting a broad range of consumer and public policy research in a variety of industries: airlines, technology, workers’ compensation boards, health care, telecommunications and lotteries/gaming.

As a senior executive for an online market research company, her expertise has recently focused on the development and provision of online qualitative and quantitative research methodologies, including developing and leveraging tools and techniques such as online panels, online communities, visual questions, qual-quant techniques and interactive reporting.

Nick Coates

One of Research magazine's ‘50 to Watch’ in 2007, Nick oversees Promise's research activities and has a particular interest in the creative industries, education and the arts, language and semiotics and cross-cultural research. Nick is currently leading Promise's work with LSE Enterprise to produce a report on the history, application and benefits of co-creation.Nick has worked with private sector clients including Hilton, Diageo, ITV, Edexcel, Pearson Education, British Gas and Prudential as well as public sector clients such as DCMS, the Museums Libraries & Archives Council (MLA), Trade New Zealand, Learndirect and the QCA.

Santiago Kahane

BA in Marketing (UCES – University of Social and Business Sciences). Post-grade in Public Opinion Research (IDAES). He has worked in the commercial/ marketing departments at Walmart, TIA and other retail companies. As a consultant, he has participated in a wide range of commercial projects and training programs.

He is currently a Director at DatosClaros, a company that he launched in 2002 with the goal of providing new research methodologies, closer to the new ways people and organizations communicate nowadays.

Sean Bruich

Sean Bruich leads Facebook's measurement research and consumer insights programs. His focus has been on developing innovative methodologies and fast, scalable research products to better understand how advertising and branded content impact user’s behaviors and perceptions. Before joining Facebook, Sean was with Google's Customer Labs and Quantitative Marketing groups, where he managed Google's quantitative advertiser research and later developed ad effectiveness measurement tools for advertisers. Previously, Sean studied Cognitive Neuroscience at Stanford University, utilizing tools such as fMRI and EEG

Steffen Hück

Steffen Hück is responsible for Netnography Research at HYVE. Fascinated by the combination of the two areas "Social Media & Online Communities" with "Open Innovation & Cocreation" he supervises open innovation and market research projects especially in the food, cosmetics and media industries. His focus lies in qualitative innovation research and particularly in social media research and cocreation approaches.
Following his graduation in business administration in marketing and production management at the University of Mainz (Germany) and Dalian (China) he has worked for HYVE AG since December 2006. Before, he gained experiences in marketing consulting and product management at the BMW Group. He is member of the advisory committee of the German Social Media Association “Arbeitsgemeinschaft Social Media”. His paper “Netnography Research - Community Insights in the Cosmetics Industry” has been nominated as best paper of the ESOMAR Consumer Insights conference 2009.

Steven Gittelman

Steven H. Gittelman, Ph.D., has been the president of Mktg; Inc. since 1979. He received his doctorate with a specialty in optimization theory in 1976 from the University of Connecticut and has a background in statistics and sampling theory. He is an expert in online panel quality.

Steve has pioneered new non-probabilistic models to establish metrics to better ground online research. He considers consistency of online data through time to be one of the great challenges in the industry today. He finds the move from a probabilistic to a non-probabilistic underpinning as perhaps one of the most exciting developments in recent years. The creation of “practical best practices” is his rallying call.

Tom Crawford

Tom is currently Director of Research and Consumer Insights at NOKIA UK. Previous to this he was Head of Multimedia Research for Nokia Consumer Insights. Before joining Nokia Tom was Associate Director at Synovate Motoresearch.

Tom De Ruyck

Tom De Ruyck is Connected Research Manager at InSites Consulting and is specialized in online qualitative research. He graduated from the Master of Marketing Analysis program at Ghent University where he was closely involved in research projects. He also holds an Applied Economic Sciences degree (Ghent University) where he specialized in marketing. Tom is specialized in marketing communications, especially new marketing and Web 2.0.

Vicki Kateley

Vicki Kateley is a Research Manager for Bounty (UK) Ltd.

Having started her career as a trainee on Millward Brown’s graduate programme, Vicki went on to spend ten years as a qualitative specialist working across a spectrum of categories and brands including retail, the public sector and financial services. In 2008, Vicki moved client-side to head up the Consumer Insight Team at Bounty parenting club, designing and running bespoke research to measure, support, and maximise the marketing strategies of leading manufacturers and brands in the UK’s young family market.

Hotel & venue

Designed for changes - The unusual character of the andel's Hotel, Berlin's largest design hotel, makes it a unique place to stay in the German capital. Fresh colours and accents, top-quality materials and an open space concept guarantee a perfect sense of comfort and well-being. But don't just take our word for it - come and experience it for yourself.

Andels Berlin

Address:

Hotel Andels
Landsberger Allee 106
D-10369 Berlin
Germany

Telephone: +49 30 453 053 0
Fax: +49 30 453 053 2099
E-Mail: info@andelsberlin.com

Click here for the venue's website

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