-
Congress 2012 - Atlanta / 9 - 12 September
Congress 2012 marks ESOMAR’s 65th anniversary – a milestone that calls for celebrating our industry’s global achievements to date and more importantly, for painting a vibrant and compelling vision for the future of market research.
 |
Qualitative 2010Foresight on Moods and ThoughtsBarcelona / 16-18 NovemberWe live in a time when cultures and technologies are converging more rapidly than ever...when insights are experiencing a shorter shelf life and markets themselves are segmenting into even more niche targets. |
|
Overview
We live in a time when cultures and technologies are converging more rapidly than ever...when insights are experiencing a shorter shelf life and markets themselves are segmenting into even more niche targets.
To adapt to this rate of change, Insight must make way for Foresight - moving past “the current”, to infer the needs and wants of “the future”. It will be through this “foresight” that brands and services will truly gain competitive advantage.
ESOMAR Qualitative 2010 will explore how researchers and marketers can detect early signals in consumer moods to enable companies to create sustainable strategies in an ever- evolving marketplace.
Programme
| MONDAY, 15 NOVEMBER | |
| 09.00 - 17.00 | Workshop
|
| TUESDAY, 16 NOVEMBER | |
| 09.00 - 17.00 | Workshop
|
| 16.00 - 19.00 | Conference Registration |
| 19.00 - 20.00 | Welcome Reception |
| WEDNESDAY, 17 NOVEMBER - CONFERENCE DAY ONE 09.00 - 17.35 | |
| 09.00 - 09.05 | OPENING Frits Spangenberg, ESOMAR’s Past President |
| 09.05 - 09.15 | Introduction to Programme and Opening Keynote Speaker Sue Phillips (Programme Committee Chair) |
| 09.10 - 09.45 | OPENING KEYNOTE Jackie Hughes, Director of European Planning and Research, Kellogg Europe Trading |
| 09.45 - 10.00 | Q&A |
| FROM INSIGHT TO FORESIGHT | |
| 10.00 - 10.05 | Introduction by session chair Joeri Van den Bergh, InSites Consulting, Belgium |
| 10.05 - 10.30 | Phoenix and the power of garbage For possible side effects consult your Doctor or Market Researcher Paul Thomas & Angela Giebner, H,T,P, Germany Ayobamidele Gnaedig, H,T,P, India |
| 10.30 - 10.55 | [Re]searching The future through the past Rose Tomlins & Laura Fry, GfK, UK |
| 10.55 - 11.25 | Break |
| 11.25 - 11.50 | Cooking with Goethe Gaining insights and foresights through cultural patterns in everyday life Ramona Wehlig, Vorwerk International Mittelsten Scheid & Co, Switzerland Jens Lönneker, Thomas Pohne and Kirsten Juchem, rheingold, Germany |
| 11.50 - 12.05 | Discussion |
| BEHAVIORAL ECONOMICS | |
| 12.05 - 12.10 | Introduction by session chair Lluís Martínez-Ribes, ESADE, Spain |
| 12.10 - 12.35 | Behavioral economics: a new business framework? Luke Perry & Alex Johnston, Jigsaw Research, UK |
| 12.35 - 12.40 | Discussion |
| 12.40 - 14.00 | Lunch |
| IDENTIFYING THE ‘FUTURE SHAPERS’ | |
| 14.00 - 14.05 | Introduction by session chair Lluís Martínez-Ribes, ESADE, Spain |
| 14.05 - 14.30 | How fans become shapers of an ice-cream brand Towards the next frontier in conducting insight communities Tom De Ruyck & Niels Schillewaert, InSites Consulting, Belgium Stephan Ludwig, Maastricht University, The Netherlands Martijn van Kesteren, Unilever, The Netherlands |
| 14.30 - 14.55 | Shape the Future with ‘Future Shapers’ and Cutting-Edge Hybrid research techniques Aaron Reid & Stacy Graiko, Sentient Decision Science, USA |
| 14.55 - 15.20 | Planting a seed for behavioral change – shaping the future to happen now Qualitative insight based programme to support health care professionals in smoking cessation Vivek Banerji, Takashi Takenoshita, Bérangère Bragard, McKinsey & Company, UK |
| 15.20 - 15.35 | Discussion |
| 15.35 - 16.05 | Break |
| INTERACTIVE SESSION | |
| 16.05 - 16.10 | Introduction by session chair Joeri Van den Bergh, InSites Consulting, Belgium |
| 16.10 - 17.35 | THE MODERNISM TOUR OF QUALITATIVE RESEARCH Gaudi is Barcelona, and arguably the worlds, foremost example of modernism. His art mixed old cultural traditions, natural elements and the most innovative techniques! This session takes the spirit of modernism into the conference by taking three techniques from outside the industry to inspire the creativity qualitative researchers are renowned for.
|
| 17.35 - 18.35 | NETWORKING DRINKS |
| THURSDAY, 18 NOVEMBER - CONFERENCE DAY TWO 09.00 - 16.40 | |
| UNDERSTANDING CULTURES | |
| 09.00 - 09.05 | Introduction by session chair Luigi Toiati, Focus, Italy |
| 09.05 - 09.30 | Why some slumdogs feel like millionaires and some millionaires like slumdogs The theory of multiple poverty lines Shobha Prasad, Drshti Strategic Research Services, India |
| 09.30 - 09.55 | Arbiters of meaning The hidden role of the interpreter in international qualitative research Peter Totman, Jigsaw Research, UK |
| 09.55 - 10.20 | From intuitive to formal cultural knowledge Reading culture through archetypes Anjali Puri & Poonam Kumar, TNS, India |
| 10.20 - 10.35 | Discussion |
| 10.35 - 11.05 | Break |
| BUILDING AND MAINTAINING A ‘GLOCAL’ BRAND | |
| 11.05 - 11.10 | Introduction by session chair Fabio Paiva, PepsiCo, Brazil |
| 11.10 - 11.35 | Everything’s global, nothing’s really global! Why global brands with global values and global marketing development need local consumer understanding Federico Capeci, Duepuntozero Research, Italy Clara Salmeri, DOXA, Italy |
| 11.35 - 12.00 | Semiotics of taste Application in China for international (and local) food and flavor industries Vladimir Djurovic, Labbrand Consulting, China |
| 12.00 - 12.25 | Energy, beauty, prevention Trends to 21st century Fábio Mariano, inSearch, Brazil Leandro Gaspar, Sanofi Aventis, Brazil |
| 12.25 - 12.40 | Discussion |
| 12.40 - 14.00 | Lunch |
| MAXIMISING AND DELIVERING | |
| 14.00 - 14.05 | Introduction by session chair Anna Thomas, Nunwood APAC, Australia |
| 14.05 - 14.30 | The vitality of Qualitative research in the era of blogs and tweeting An anatomy of contemporary research methods Alan Branthwaite, Ignition Marketing Research Consultancy, UK Simon Patterson, QRi Consulting, UK |
| 14.30 - 14.55 | Navigating the Networked Consumer Using social media as a qualitative research technique to understand the worldwide impact of social networking and its impact on brands Eileen Campbell, Millward Brown, USA Cécile Conaré, Firefly Millward Brown, UK |
| 14.55 - 15.10 | Discussion |
| 15.15 - 15.45 | Break |
| INTERACTIVE SESSION | |
| 15.45 - 15.50 | Introduction by session chair Sue Phillips, Synovate, UK |
| 15.50 - 16.30 | A CALL TO ACTION… “THE FUTURE OF QUALITATIVE” The conference will close with an interactive session on the future of qualitative – for you to return to your companies and feel that this conference has truly inspired change in the way you think about qualitative research. After two days of listening, being challenged and inspired … it’s your chance to contribute to the way you believe our industry will change in the next 2 and 10 years. Let’s develop a collaborative Point of View on the Future of Qualitative! |
| 16.30 - 16.35 | Programme Summary Sue Phillips (Programme Committee Chair) |
| 16.35 - 16.40 | CLOSING Finn Raben, ESOMAR Director General |
| 16.40 - 17.10 | FAREWELL DRINKS |
Presentation abstracts
WEDNESDAY, 17 NOVEMBER - CONFERENCE DAY ONE
Phoenix and the power of garbage
For possible side effects consult your Doctor or Market Researcher
Paul Thomas & Angela Giebner, H,T,P, Germany
Ayobamidele Gnaedig, H,T,P, India
Taking inspiration from drug development, where unexpected side-effects can prove to be serendipitous discoveries, we see similarities to our own work in market research. We ask the question: which beneficial ‘side-effects’ are we missing out on in our day-to-day market research experience and how can we capture these early signals of consumer behaviour, attitudes and potential trends?
We intend to demonstrate from first-hand experiences how easily ignored consumer feedback has become a winning concept, product or campaign:
- The beginnings of the ‘real model’ trend
- The development of trends around sustainability
And demonstrate ways in which we as market researchers can better capture these pearls of wisdom before they are washed away, and convince our clients to see them for the gems they really are!
[Re]searching
The future through the past
Rose Tomlins & Laura Fry, GfK, UK
This practical presentation outlines a model currently being used to predict future patterns and behaviours by re-visiting existing qualitative data. The model uses inter-disciplinary approaches to research and investigation and draws from a variety of relevant academic literature to give researchers a model for re-using data. We argue that techniques for re-visiting and re-examination offer researchers opportunities to uncover new meaning by removing the influence of temporality and re-positioning our point of view. With this, the model provides cost effective approaches to innovation research and means a truly time-saving and sustainable approach to qualitative research.
Cooking with Goethe
Gaining insights and foresights through cultural patterns in everyday life
Ramona Wehlig, Vorwerk International Mittelsten Scheid & Co, Switzerland
Jens Lönneker, Thomas Pohne and Kirsten Juchem, rheingold, Germany
Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe’s Morphology of living beings via a deep psychological theory that bridges cultural differences we studied the structure of everyday cooking and eating habits and arrived at marketable solutions for our client, Vorwerk, maker of the world’s most amazing kitchen robot. Embark on an unusual journey into consumers’ moods and thoughts and what lies beyond them!
Behavioral economics: a new business framework?
Luke Perry & Alex Johnston, Jigsaw Research, UK
Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges.
A key interest will be in helping to understand these challenges and exploring the efficacy of classic and innovative approaches in this area.
Further relevance comes from the provision of valuable background information about behavioral economics and our objective view on the issue of hype vs. value regarding it.
How fans become shapers of an ice-cream brand
Towards the next frontier in conducting insight communities
Tom De Ruyck & Niels Schillewaert, InSites Consulting, Belgium
Stephan Ludwig, Maastricht University, The Netherlands
Martijn van Kesteren, Unilever, The Netherlands
MROC’s and especially the term ‘Insight Communities’ are big at the moment, both in terms of buzz within the research world and client request. Two years ago (ESOMAR Qualitative 2008), we took a first attempt to come-up with a holistic view on how to conduct communities for research in the best possible way. We thought it was time to update this paper. To go beyond and take the leap forward. To contribute to the current debate.
This presentation will illustrate this new way of working by means of an insight community that InSites Consulting conducted for Ben & Jerry’s (Unilever). In this community, brand fans were given the opportunity to become future shapers of a brand they like.
Shape the Future with ‘Future Shapers’ and Cutting-Edge Hybrid research techniques
Aaron Reid & Stacy Graiko, Sentient Decision Science, USA
The inner workings of the consumer mind continue to drive the marketing research industry’s adoption of neurophysiological and other research methods that assess subconscious reactions to marketing. That means scrapping conventional self-reported measures and using a variety of tools to uncover what people can't or won't tell us. It is important to understand an important human truth of decision-making: the real “reason” behind any preference-based decision is not in fact reason-based at all. The real reason is emotion. We are constantly in pursuit of the reasons behind behavior – at our core we want to know why people do what they do. This interactive session will cover a wide scope, from the latest on data modeling methods such as neuromarketing research methods (e.g. fMRI and EEG studies) and physiological measures of emotional arousal (e.g. SCR), to the steps to consider in integrating early-stage qualitative discovery research and follow-up research to avoid missteps or false starts and identify new opportunities. This presentation will showcase how a premier U.S. retailer’s plan for a new design concept in its women’s clothing collection was shaped by these novel research solutions that ultimately exceeded sales expectations that could have been based on a gut level approach alone.
Planting a seed for behavioral change – shaping the future to happen now
Vivek Banerji, Takashi Takenoshita, Bérangère Bragard, McKinsey & Company, UK
We will illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. Through a case example, we will show that in behaviour change programmes, insights play a role not only in the intervention design phase, but the goal of interventions is to help the target population gain greater awareness and insight into their own behaviour. The precise way that action unfolds is by triggering a series of aha! insights.
THURSDAY, 18 NOVEMBER - CONFERENCE DAY TWO
Why some slumdogs feel like millionaires and some millionaires like slumdogs
The theory of multiple poverty lines
Shobha Prasad, Drshti Strategic Research Services, India
We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, things are not so simple- there is a difference between how “rich” people are, measured on absolute scales, and how “rich” they perceive themselves to be. Often behaviour is based on the individual’s perception of his affluence level rather than his actual level of affluence.
This paper explores deeply the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence- with Multiple Poverty Lines and Lines of Aspiration in operation- which can make slumdogs feel like millionaires.
Arbiters of meaning
The hidden role of the interpreter in international qualitative research
Peter Totman, Jigsaw Research, UK
Anyone one involved in international qualitative projects will attest the importance of the interpreter in shaping the overall experience, yet there has been little formal debate about, or exploration, of the role. Until now! We conducted a series of interviews with people involved in international projects, with the actual interpreters themselves but also with researchers, clients and planners, aiming to cast some much needed light on what the role is and what it should be. The findings raised some interesting questions about nature and meaning of research itself.
From intuitive to formal cultural knowledge
Reading culture through archetypes
Anjali Puri & Poonam Kumar, TNS, India
As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. Formalizing implicit, unstructured cultural knowledge is challenging, and what we are sorely missing is a common language and framework that allows us to compare markets on the most important elements that define culture.
This paper presents our efforts to develop a universal, archetype-based framework to understand and compare cultures. It will present:
- A framework of archetypal needs that seem most useful in describing cultural differences
- How dominant archetypes are manifested differently in different cultures
- A commentary (if possible) on the archetypes that are most resonant in each culture at this point of time, with an analysis of underlying reasons
- What implications this has for brands and categories – illustrated with a few examples from categories of interest
- Discussions of brands that have successfully translated an archetypal branding position across diverse cultures
Everything’s global, nothing’s really global!
Why global brands with global values and global marketing development need local consumer understanding
Federico Capeci, Duepuntozero Research, Italy
Clara Salmeri, DOXA, Italy
The paper will share how research can help in the bottom-up marketing process, even in an environment of global brands, when it mixes well enstablished techniques with new ones for gathering spontaneous and consumer-centric insights. The old rule of "think global and act local" becomes fresher, since the local understanding can drive brand strategy and the local marketing team is no more asked to simply translate and adapt global rules. The presentation will share how a new research approach helped a major global brand in deepen dive into "real local consumers", their life, their languages, their way of interpreting the brand itself, giving meaning and power to the local brand management. In a world where even the consumer lacks in breaking globalized stereotypes when speaking of big brands in focus groups, this new approach can provide the Company with a deep immersion on the reality, detecting emerging needs, local wants and behaviors, as well as forecoming strategies to be possibly adopted in Italy.
Semiotics of taste
Application in China for international (and local) food and flavor industries
Vladimir Djurovic, Labbrand Consulting, China
The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing.
In this paper, we begin by explaining how semiotics can be applied during the preliminary stage of product / concept creation. Secondly, we explain how semiotics can be used to prepare probe material and structure the findings of more traditional qualitative research, especially when the researcher interprets consumer expectations towards flavors.
Through two applied semiotic research examples, a practical semiotic structure of taste is presented that can be used for innovation in complex socio-cultural environments.
Energy, beauty, prevention
Trends to 21st century
Fábio Mariano, inSearch, Brazil
Leandro Gaspar, Sanofi Aventis, Brazil
What do we expect from the future? The project is a study of trends on new values and motivations that guide consumers in their search for quality of life and longevity in the new century.
The survey combined different methods aiming at anticipating trends, outline new values and measure segments of consumers grouped by new attitudes.
Navigating the Networked Consumer
Using social media as a qualitative research technique to understand the worldwide impact of social networking and its impact on brands
Eileen Campbell, Millward Brown, USA
Cécile Conaré, Firefly Millward Brown, UK
As the reach of social media continues to expand, marketers need real business insights in order to effectively engage with consumers online.
This presentation will seek to deliver these insights, reporting on findings from the Firefly Millward Brown social media study — the largest-ever study of its kind covering 16 countries across all five continents. Marketers will learn how to leverage social media to provide the maximum impact on brand perceptions, corporate image and consumer purchase decisions.
Speakers/authors
Bookmark this page and visit it regularly for updates.
Leslie Ishii
Renowned actress & educator, USA
A renowned actress and educator from Los Angeles, has starred in roles on hit television series such as LOST and Desperate Housewives and teaches at the elite East West Players.
Tim Ishii
Award-winning jazz saxophonist and Director of Jazz Studies,
University of Texas Arlington, USA
An award-winning jazz saxophonist and professor has travelled the world sharing the stage with jazz legends both past and present, and is the Director of Jazz Studies at the University of Texas Arlington.
Aimee Bryant
Associate Director, Join the Dots, UK
Aimee Bryant is Associate Director at market research agency Join the Dots. Aimee specialises in online qualitative research and mixed-methodology approaches. Her experience spans customer satisfaction, advertising research, pricing research and website usability/development research. Aimee has lead and managed projects for a wide range of FMCG, financial and media clients. Aimee is an Associate member of the Market Research Society.
Andrew Dexter
Founder, Truth, UK
Andy Dexter is founder and head of Truth, the strategic insight consultancy based in London, New York, and Singapore. He is well known in the global market research community both as a practitioner and entrepreneur. He is a Fellow of the Market Research Society and a widely published speaker and at conferences worldwide. Andy holds many research industry and ESOMAR Congress Awards for papers and presentations. His accolades have included, variously, Best Paper, Best Methodology, Best Case History, Best Presentation, and of course the ESOMAR Award for Excellence 2010 for “The Future of Work”.
Benoit Gaillard
Founder, WSI Business Performance, Switzerland
Benoit Gaillard has14 years experience in corporate marketing at P&G and is former Global Marketing Director at NESTEA. In 2011, Benoît embraced the digital marketing revolution and started his digital marketing consultancy with WSI; he now operates his WSI Internet Franchise in Geneva, Switzerland. WSI is the global leading provider of Internet solutions to small and medium sized businesses with over 1500 offices in over 80 countries.
Christiane Quaas
Global Market Research Manager OTC Brands Boehringer Ingelheim, Germany
Christiane is Global Market Research Manager for OTC brands, including Pharamton, at Boehringer Ingelheim in Ingelheim. She conducts global strategic market research, with a focus on translating new brand positioning into new product development and communication. Christiane began her career at Masterfoods Austria before working for Masterfoods Europe and then making the move to Boehringer Ingelheim.
David Bakken
Chief Operating Officer, KJT Group, USA
David Bakken is the Chief Operating Officer of the KJT Group, LLC. Previously he was Executive Vice President and Chief Scientist at Harris Interactive. David earned his Ph.D. in social psychology at Boston University. He specialises in the design and implementation of fact-based solutions in the areas of innovation, pricing, and customer experience for clients in a wide variety of industries including FMCG, automotive, healthcare, technology, and financial services. David is an expert in survey design, a recognised thought leader in marketing research and a frequent presenter at conferences sponsored by ESOMAR, AMA and the Advertising Research Foundation.
Diaa Rashwan
Executive Director, Strategic Marketing Services and Innovations Savola Foods, Egypt
Diaa Rashwan is currently working as Executive Director, Strategic Marketing Services & Innovations at Savola Foods. Diaa has long experience in various areas of market research, consumer, trade and business to business research, and marketing consultancy in a number of areas such particulary in the gulf countries, Saudi Arabia, Yemen, North Africa, Sudan, Levant, Iran, Turkey, Kazakhstan, Senegal, South Africa, Pakistan. He previously held the roles of Head of Business Research for McDonalds International, Middle East and Africa and the General Manager of MEMRB Egypt.
Diana Derval
President and Research Director DervalResearch, USA
Diana Derval is President and Research Director of DervalResearch, a global market research firm specialising in human perception and behaviour. She is also Chair of the Board of Directors of the Better Immune System Foundation. Visionary researcher, inventor of the Hormonal Quotient TM (HQ), member of the Society for Behavioural Neuroendocrinology, and author of “The Right Sensory Mix”, Diana Derval is Adjunct Professor of Marketing and Innovation at Robert Kennedy College in Zurich and teaches sensory science at ESSEC Paris‐Singapore Business School and the University Leonard de Vinci in Paris.
Society for Behavioral Neuroendocrinology, and author of “The Right Sensory Mix”, Diana Derval is Adjunct Professor of Marketing and Innovation at Robert Kennedy College in Zurich and teaches sensory science at ESSEC Paris‐Singapore Business School and the University Leonard de Vinci in Paris.
Dirk Lorré
Owner and Consumer Psychologist Brandstrategists, Belgium
Born in The Golden 60’s Dirk Lorré is a Ph.D. in psychology and psychotherapy. Dirk is a consumer psychologist, fascinated by discovering the motives of human behaviour and the structure of social systems. In 1990 he founded Censydiam for Kids, the first qualitative research agency in main-land Europe with a focus on kids, teens and families. He is also cofounder of Kids2, the communication agency for kids and their family. Recently he co-founded Brandstrategists, a network of strategists dealing with brand and product development.
Dörte Toellner
Managing Director Point-Blank International, Germany
Dotti is co-founder and managing director of Point-Blank International. In nearly 2 decades as a qualitative researcher she has founded 2 companies, travelled the world on the behalf of brands from FMCG to pharmaceuticals and added value to countless businesses. She is known for her lateral thinking. Conjuring up cutting edge research designs and market access strategies, for her consumer brands are her recipe for inspiration and a passionate working life.
Elias Veris
R&D Consultant Insites Consulting, Belgium
Elias Veris is R&D consultant at InSites consulting, developing new methods and marketing knowledge. Currently he focuses on bringing gamification into research, along with making InSites Consulting ready for the mobile revolution, both in terms of marketing knowledge and research tools. Elias frequently blogs on The Conversations Manager's blog, The How Cool Brands Stay Hot blog and ESOMAR's RW Connect as one of the 'New Kids On The Blog'.
Graeme Lawrence
Director, Sales and Marketing Join the Dots, UK
Graeme Lawrence is Director, Sales & Marketing and a Board Director at Join the Dots, previously known as Virtual Surveys, UK. With over sixteen years of market research and marketing experience, he has extensive consumer research experience across a range of categories, including FMCG, retail, finance and leisure & tourism. Lawrence has spoken at a numerous conferences, in particular regarding online communities and the development of social media research techniques. He has presented a number of case studies with consumer brands over the last few years including UB, easyJet, Next, Kellogg’s and BBC World Service.
Helen King
Insight and Innovation Manager Bord Bia, Ireland
Heading the Insight & Innovation department in Bord Bia - The Irish food board, Helen is always on the quest for inspiring ideas. Backed up by a decade of client side marketing planning expertise at Cadburys, she knows the tricks of the trade. At Bord Bia she is renowned for a dynamic consumer centred approach and employing cutting edge research. Helen has fostered and guided many Irish brands’ success. Her initiatives such as forsight4food, and the consumer lifestyle trends programme help to further the Irish standing as a premium supplier of food and drinks worldwide. Her work has been documented in many talks and publications.
Imke Schuller
Senior Creative Innovations Manager Brainjuicer, UK
Imke Schuller is Senior Creative Innovations Manager at BrainJuicer in London. She has international work experience in France, UK, and Germany, specialising in consumer-focused insight and idea generation. Imke has extensive experience in front end of innovation work for major fast moving consumer goods, retail finance and pharmaceutical clients. She is also trained in SIT-methodologies (Systematic Inventive Thinking). In the past, Imke has worked in advertising research for Ipsos in France, and has covered various roles within BrainJuicer, spanning both quantitative and qualitative research. Her academic background covers both social sciences and business.
Jamie Allsopp
Partner Sparkler, UK
Jamie Allsopphas over 10 years experience working in trends and consumer insight. Before joining Sparkler he worked for the Future Foundation where he ran nVision UK. In his role at Sparkler he has launched BAM (British Advanced Mainstream syndicated study), the Universal Music community as well as a BBC Knowledge online community and has worked with clients such as Playstation, Yahoo!, Nokia and Microsoft.
Jo Lowndes
Associate Partner Sparkler, UK
Jo Lowndes is an Associate Partner at Sparkler. Jo began her career in brand strategy and innovation at Big Green Door and has continued to develop this expertise at Sparkler with major brands such as BBC, Nokia, LOVEFiLM, UKTV and Cadbury. In addition to regular consumer research around the UK, this work has taken her far and wide from Helsinki to Sao Paolo and beyond. Jo is passionate about design and plays a linking role between Sparkler’s consultancy work and SparklerStudio’s visual outputs, with the aim of increasing the value of insight and ideas through improved communication.
Joeri van den Bergh
Co-Founder and Partner InSites Consulting, Belgium
Joeri Van den Bergh is the founder of InSites Consulting. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom he has provided research and advice on how to target the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics. Author of the marketing book “How Cool Brands Stay Hot. Branding to Generation Y”, published in Spring 2011.
John Robson
Partner Sparkler, UK
John Robson is one of the Founding Partners of Sparkler with twenty years experience in the sector, having worked as a planner in advertising at AMV, St Luke’s and Lowe Howard-Spink. Back in 2001 he saw the opportunity, with Magnus Willis, to offer brand and comms strategy direct to clients as marketing channels were proliferating, and media-neutral advice was becoming increasingly sought-after. John spearheaded Sparkler’s brand thinking and has written brand strategy papers for various trade publications and industry conferences. This has included speaking at Number 10 Downing Street. He spends most of his time specialising in the development of next generation brand and comms strategies for Sparkler media, technology and retail clients such as Nokia, Yahoo!, LOVEFiLM & TK Maxx.
Julie Curphey
Brand Team Leader Pfizer Pharmaceuticals
Julie Curphey is the european marketing lead for Viagra in Europe. Before this she had a long career in market research including 10 years agency focused on FMCG followed by 8 years client side at Pfizer. Julie likes to challenge thinking and is known for pushing the boundaries on how research is done and what it can deliver. Now on the ‘dark’ side she is enjoying the challenge of truly turning the insights into action.
Leanne Tomasevic
Managing Director Truth, UK
Leanne Tomasevic is Managing Director, UK, of multi-award winning agency Truth. She helped set up the company with Andy Dexter when it launched four years ago, and has played a key role in its success since then. Leanne has a particular drive for creative thinking and innovation in research. She is also passionate about the use of new ‘cultural’ approaches to create growth and leadership for businesses and brands, and has published a number of articles on the subject.
Leanne was also part of the Truth team that won the ESOMAR Award for Excellence 2010, and the ESOMAR Congress Best Case History 2009. She has also been nominated for a BOBI Best Customer Insight award, for cultural analysis in the healthcare industry.
Maarten Schellekens
Director of Global Insights Acer, Switzerland
Maarten Schellekens is Director of Global Consumer Insights at Acer, and in this role he is responsible for all consumer and market intelligence in the company. For the last 10 years, Maarten was Vice-President Consumer and Market Intelligence in Philips Electronics and consultant in the Marketing Practice of McKinsey & Company.
Madhumita Chakraborty
General Manager – Consumer Insights and Strategy PepsiCo, India
Madhumita is a trained economist and holds an MBA in Marketing Communications. She has a decade of experience across consumer research, business research, sales and advisory services spanning food and beverages, telecom, financial services, and durables sectors.
Madhumit started her career at ACNielsen ORG-MARG where she held various roles in customised research and sales. Madhumita has subsequently worked with CMOs and senior marketers in USA, Europe and Asia Pacific in her role as Consultant (Associate Director) of the Sales, Marketing and Communications Practice at the Corporate Executive Board. Having been a provider of research and advisory services, she appreciates the true value of market research in her present role as a user of research at PepsiCo India, were she is responsible for consumer insights and strategy for PepsiCo India’s flavours brand portfolio.
Massimo Cealti
Vice President Consumer and Market Insights Symrise, France
Massimo Cealti has over 20 years of experience in the market research and is currently Vice President, Consumer and Market Insights for the Scent and Care Unit at Symrise. He oversees the global market research function and helping clients grow their business bringing the consumer voice to fragrance development. He previously worked for the Coca-Cola Company, Nestlé, McDonald’s and leading research agencies (IPSOS, Research International). He holds an M.S. in Business Management from Luigi Bocconi University in Milan.
Murat Demiral
Global Knowledge and Insights Director Beverage Partners Worldwide, Switzerland
Murat Demiral is currently located in Zurich and works as Global Knowledge & Insights Director at Beverage Partners Worldwide; a joint venture between Nestlé and The Coca-Cola Company. Murat started his career and spent more than 10 years at Procter & Gamble, working on multiple categories and countries in the Consumer & Market Knowledge department. His last role at P&G was Associate Director, Western Europe Oral Care, located in Geneva. After P&G, Murat joined Ulker Group in Turkey as Head of Consumer Insights. He revamped Ulker’s Insight function, by developing a strong team and creating new capabilities around consumer understanding, innovation, pricing and strategy development.
Nick Johnson
Managing Director Volante Research, UK
Nick Johnson is a research and insight entrepreneur, setting up agencies in the UK, Germany and the US. He has over 15 years experience in research and in advertising agencies as a planner and has conducted research in over 40 markets. Nick is the Managing Director of Volante Research, a global consumer insight agency based in London. He has three young children and all his own teeth.
Nicola Peckett
Head of Communications Samaritans, UK
Nicola Peckett is Samaritans’ Head of Communications. She has worked in the non-profit sector for nearly 20 years, focusing on health issues. Nicola’s previous jobs include communications roles at the Foundation for the Study of Infant Deaths and at ActionAid, as well as two years in Nigeria as a VSO volunteer on an HIV/AIDS project.
Nicole Hanisch
Head of Business Group, Rheingold Institute for Qualitative Market and Media Research , Germany
Nicole was born on the 18th of March 1967 and studied psychology at the University of Cologne, where she majored in morphological psychology. Nicole qualified as a project leader at rheingold and now counts among the institute’s most experienced staff. She has been Business Group Manager since 2003 and specialises in the psychology of international markets and cultures.
Oliver Schieleit
Senior Project Director H,T,P, Concept
Oliver Schieleit is a Senior Project Director at H,T,P, Concept and Member of the Management Board, having been with the company since 2001. Oliver has gathered vast experience in all different areas of qualitative research – from brand diagnostics and consumer insight research to ethnography, co-creation workshops and online research. Since he has been with H,T,P, Concept he has worked on a variety of international projects for clients as diverse as Coca-Cola, Procter & Gamble, LVMH, AB Inbev, Symrise, Mars, Sony Ericsson and Volkswagen and has been able to gather cultural and consumer insights for different categories from Asia, Latin America, North America and all over Europe. Oliver holds an M.A. in political science, communications science and applied cultural studies.
Pia Mollback Verbic
Co-Founder and Director Quipper Research, India
As a Qualitative Market Researcher, Pia Mollback Verbic has worked with start-ups companies, online entrepreneurs, NGOs, MNCs and Fortune 500 companies alike for 15 years. Her approach to market research is holistic and focused on context inclusion - linking consumer insights with larger trends, cultural norms and social constructs. Having lived, studied and worked in Denmark, Germany, Spain, USA and India, Pia takes a strong interest in the cultural complexity and diversity in different parts of the world and is highly sensitive to different business cultures, consumer markets and local research practices. Her specialty is Cross Cultural Research - delivering local insights in a global context.
Piyul Mukherjee
Director Quipper Research, India
With almost 25 years interacting with Indian consumers, mining insights for global clients across categories: from FMCG to finance, education to the social sector, Piyul Mukherjee now enjoys working on projects for clients who are passionate about making the world a better place. She is fascinated by larger changes in the Indian social fabric. At the moment, she is completing her PhD in Sociology on ‘The impact of urbanisation on women and children in small town India. Rapid changes in technology and consumer mindsets has brought with it challenges for marketers and researchers. Piyul is excited about being at the crest of this 'new wave', and looking forward to new dialogues and continuing evolution.
Sheila Keegan
Founding Partner Campbell Keegan, UK
Dr Sheila Keegan is a business consultant, chartered psychologist and a founding partner of Campbell Keegan Ltd., working with private and public sector clients in the areas of change and communication to generate new thinking and new strategies. Her interests lies in the complexity sciences and exploring ways of introducing improvisational and holistic thinking into areas such as team dynamics and organisational change. Sheila is an author, a trainer in qualitative market research and a Master Practitioner of NLP. She is a regular speaker at conferences, universities and to government and commercial bodies and acts as an advisor on cultural trends and consumer psychology.
Simona Sbarbaro
Head of Research and Strategy MTV Networks
Graduated at University of Genoa, Italy in 1997, Simona Sbarbaro is a professional Brand/Marketing and Research Insight Executive with over 10 years of experience gained in the TV and direct marketing areas, both agency and client side.
From 2000 to 2003 she was the International Research Director at Delfo in Milan, Italy, managing multi-country studies in Europe, Africa, USA, Japan, Australia, with a specific focus on media & advertising clients. Simona has been with the MTV network since 2003 and has now assumed the role of MTV International Head of Research.
Tom De Ruyck
Head of Research Communities InSites Consulting, Belgium
Tom De Ruyck is Head of Research Communities at InSites Consulting. Tom is responsible for InSites’ community activities in Belgium, the Netherlands and the UK. Tom is a frequent speaker at international conferences on market research. Recently, he won ESOMAR’s “Fernanda Monti Award” (Best Congress Paper 2009) as well as the American Marketing Association’s “4 under 40 – Emerging Leader of the Industry” award.
Wendy Mitchell
Founder and Managing Director RDSi, UK
Wendy graduated in Psychology and started her market research career specialising in research with children, teenagers and families. In 1984 wendy set up RDSi, an independent consumer research agency and consultancy working in strategic partnership with leading multi national brands. Wendy has a passion for understanding consumer behaviour and the role brands play in consumer lives. Wendy continues to manage RDSi with a very hands on approach to projects with their key clients.
Yvonne Masopust
Corporate Communications Manager Unilever, Austria
Hotel & venue
Barcelona is the capital and the most populous city of the Autonomous Community of Catalonia and the second largest city in Spain, and is located on the northeast coast of the Iberian Peninsula, facing the Mediterranean Sea.
The hotel is located close to Barcelona’s Fira Exhibition Centre and situated between the famous Plaza de España and Gran Via Avenue, in the heart of Barcelona, in an area with a wide cultural offer and excellent communications service to anywhere in the city and the airport.
The popular Montjuic area is just 200 metres from the Fira Palace. The Poble Espanyol, the Miró Art Museum and the famous Magic Fountain are all found here. From the hotel, Barcelona’s historic centre can be easily reached by bus or metro. Poble Sec and Espanya Metro Stations are both 500 metres away.
Address:
Hotel Fira Palace
Avda Rius I Taulet
1-3. Barcelona 08004
Spain
Telephone: +34 934 262 223
Fax: +34 934 248 679
E-Mail: reception@fira-palace.com
Click here for the venue's website
Hotel reservation
Due to high occupancy and the expired room allotment there are no rooms available at the preferred rate for certain dates.
Please check prices and availability at the Fira Palace Hotel's website
Useful links
- About Barcelona
- Discover Barcelona
- Check the weather forecast for Barcelona
- Convert any currency to and from Euro
Facebook Twitter