Insights 2011

A New World Order In Shopper Marketing

Brussels / 27 February-1 March

Companies face a new world order in shopper marketing as consumers have evolved following the recent recession. The global financial turmoil caused a profound change in shopping behaviour: motivations, values and priorities are creating new shifts in the mechanics of commerce… what’s next?

 Buy papers 


Print

Overview

Companies face a new world order in shopper marketing as consumers have evolved following the recent recession. The global financial turmoil caused a profound change in shopping behaviour: motivations, values and priorities are creating new shifts in the mechanics of commerce… what’s next?

Social media, online technologies and mobile devices are changing the shopping experience: the consumer is now in control! This conference explores the crucial role of consumer insights in unlocking the new mindset of shoppers while focusing on leveraging business opportunities for brands and retailers around the world.

Print

Programme

Download PDF version (346 Kb)

 

Sunday, 27 February09.00 - 20.00
09.00 - 17.00 Workshop
  • User Generated Content and Research
    Insights and research without asking questions
16.00 - 19.00 Conference Registration
19.00 - 20.00 Welcome Reception

Monday, 28 February - Conference day one09.00 - 17.30
09.00 - 09.05 Opening
Dieter Korczak, ESOMAR President
09.05 - 09.20 Introduction to Programme and Opening Keynote Speaker
Leyla Namiranian (Committee Chair)
09.20 - 09.50 Opening Keynote
Insights World
Tom LaForge, Global Director of Human & Cultural Insights, Coca-Cola USA
09.50 - 10.00 Q&A
  Consumer Evolution
10.00 - 10.20 Global village, global jungle
7,000,000,000 consumers - there is no market like the global market!
Melanie Howard, Future Foundation, UK
10.20 - 10.30 Q&A
10.30 - 11.00 Networking break
11.00 - 11.05 Introduction by session chair
Leyla Namiranian, Altria Group, USA
11.05 - 11.25 The evolving online consumer - Influence or to be influenced
Understanding global consumer behaviour in a digital world
Reineke Reitsma, Forrester, Netherlands
11.25 - 11.45 The new shopper journey touch points
How non-store retail will influence the shape of retailing of the future
Danielle Pinnington, Shoppercentric, UK
11.45 - 11.55 Discussion
  Validating Insights
11.55 - 12.00 Introduction by session chair
Karin Bruyr, Telenet, Belgium
12.00 - 12.20 Understanding the implicit in shopper behaviour
Cutting-edge in-store eye tracking, locomotion and behavioural analysis with 3D visualizations
Michael Schiessl & Sven Diekmann, eye square, Germany
12.20 - 12.40 Incite to action
Encouraging effective utilization of shopper insights in a global context
Stephanie Grootenhuis, Kraft Foods International, Switzerland
Bernhard Treiber, 4Dshopper, Germany
12.40 - 12.50 Discussion
12.50 - 14.00 Lunch
  Business opportunities through insights
14.00 - 14.05 Introduction by session chair
Andrew Needham, Face, UK
14.05 - 14.25 World of shoppers
How culture shapes shopping behavior and what trends have emerged post recession?
Aruni Ghosh, Nielsen, UAE
Maneesh Kaushik, PepsiCo Middle East and Africa, UAE
14.25 - 14.45 Headroom vs. heartroom
Using customer insight to fine-tune targeting and communications from segmentation models
Debra Walmsley, Leapfrog research and planning, UK
Stephen Barr, Persuasion Engines, UK
14.45 - 15.05 Coca-Cola project shopper 360°
How on-line community research can help brands keep their finger on the pulse of shoppers decision making
Philip McNaughton, Face, UK
Beth Corte-Real, Coca-Cola NW Europe, UK
15.05 - 15.20 Discussion
15.20 - 15.50 Networking break
  ESOMAR session
15.50 - 16.00 Introduction by session chair
Adam Phillips (ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair)
16.00 - 16.20 The Best Case History Award 2010
Getting into the real world of the shopper
Using eye tracking in a multi mode research approach
Wim Hamaekers, Rogil Marketing & Sensory Research, Belgium
Ronald Laan, Heinz Europe, Netherlands
16.20 - 17.00 Panel discussion
How to avoid professional and ethical pitfalls in social media research
Chaired by:
Adam Phillips (ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair)
  FEBELMAR Happening 2011 (Belgian evening)

Tuesday, 1 March - Conference day two09.00 - 17.00
  Designing shopper experience
09.00 - 09.10 Introduction by session chair
Alexander Linder, Swarovski, Switzerland
09.10 - 09.35 Research 3.0
Neuroscience and psychotherapy effect on shoppers
Corrine Sandler & Lana Novikova, Fresh Intelligence, Canada
09.35 - 09.40 Q&A
09.40 - 10.20 Interactive mini-workshop
Hormones and shopping behaviour
Designing the Right Sensory Mix
Diana Derval, DervalResearch, Netherlands
10.20 - 10.50 Networking break
  Retail (R)evolution
10.50 - 10.55 Introduction by session chair
Alexander Linder, Swarovski, Switzerland
10.55 - 11.20 Retail Innovation
Philosophy–based shopping experience
Lluis Martinez-Ribes, ESADE, Spain
Paulina Salazar, m+f=! Retail innovation consultants, Spain
11.20 - 11.45 The emotional shopper
Why understanding how your consumers are feeling can improve business effects
Orlando Wood, BrainJuicer, UK
Wendy Lanchin, The Marketing Store, UK
11.45 - 12.00 Discussion
12.00 - 13.20 Lunch
  Brand Connection
13.20 - 13.30 Introduction by session chair
Emmanuel Huet, The Boston Consulting Group, France
13.30 - 14.30 Interactive session addressing brand decision making
What really drives shopper loyalty?
Robert Passikoff & Amy Shea, BrandKeys, USA
Karen Tillson, Bloomingdale’s, USA
14.30 - 14.55 Guest Speaker
How to ensure shoppers see the moonwalking bear?
Maximizing Shopper Insights to enhance brand loyalty
Dirk van Kemseke, Global Marketplace Insights Manager, Levi Strauss Europe, Middle East & Africa, Belgium
14.55 - 15.00 Q&A
15.00 - 15.30 Networking break
15.30 - 15.35 Introduction to Closing Guest Speaker
Leyla Namiranian (Committee Chair)
15.35 - 16.05 Closing guest speaker
Following the consumer
How the smartest global retailers will achieve growth in 2011
Natalie Berg, Global Research Director, Planet Retail, UK
16.05 - 16.10 Q&A
16.10 - 16.20 Programme Summary
Leyla Namiranian (Committee Chair)
16.20 - 16.30 Closing
Finn Raben, ESOMAR Director General
16.30 - 17.00 Farewell drinks
Print

Presentation abstracts

MONDAY, 28 FEBRUARY - CONFERENCE DAY ONE

OPENING KEYNOTE

Insights World

Tom LaForge, Global Director of Human & Cultural Insights, Coca-Cola USA

"The New World" can really be characterized by a huge shift in the relationships companies have with societies. We are in a relationship economy. And the last thing you want to do in a relationship economy is transactionalize your relationship. Shopper researchers beware; do not lose sight of the longer term relationship as you study the temporal, transactional moment of purchase.
We need to understand the large cultural forces that are reshaping our world, that are reshaping the world in which our company, our brands and our consumer live.

So what are these relationships?
How companies are managing these relationships in ways that inspire consumers and hence shoppers?
How is this shift changing consumers?
What are the macroforces driving us toward this new world order?
How are people responding? Companies? Civil society? Governments?
Can you give me a glimpse of tomorrows shopper?


Global village, global jungle
7,000,000,000 consumers - there is no market like the global market!

Melanie Howard, Future Foundation, UK

As the pace of globalisation quickens again under the drive of renewed growth, so the strategist must think big – anticipating just how any domestic market can fall under pressure from both the import of new competition and emerging shifts in consumer taste. At the same time, it is no cliché that as China, India, Russia and Brazil all become power-economies in their own right so the whole nature of commercial opportunity is being totally re-defined. This presentation will deliver key findings from our proprietary research, a rich combination of quantitative and qualitative content covering 21 markets.


The evolving online consumer - Influence or to be influenced
Understanding global consumer behaviour in a digital world

Reineke Reitsma, Forrester, Netherlands

In the past five years, the global Internet population has grown from about 1 billion to 1.6 billion, and this growth isn't about to stop any time soon. The Internet population will increase in every country in the world over the next five years, but emerging markets will grow at a faster pace. In 2014, one-third of Internet users will come from Brazil, Russia, India, or China (the so-called BRIC countries). With the Internet playing an increasingly fundamental role in many consumers' lives, it becomes easy to assume that everyone is connecting equally. However, in reality, there is still a global divide that exists, both by choice and because of the availability of resources.
Online activities show a wide variance in uptake across countries. India, for example, shows low uptake of retail.


The new shopper journey touch points
How non-store retail will influence the shape of retailing of the future

Danielle Pinnington, Shoppercentric, UK

This presentation will look at the role of digital commerce in the purchase journey, understanding what is the ‘right place’ in this new technology age, and when is the ‘right time’ among the younger, media savvy generation. This presentation will not only share the learnings from original research among young shoppers, but will also give businesses a framework for thinking and planning based on the shopper perspective.
And since the young shoppers of today will be the mainstream shoppers of tomorrow, our paper will give a future view on how non-store retail will influence the shape of retailing of the future.


Understanding the implicit in shopper behaviour
Cutting-edge in-store eye tracking, locomotion and behavioural analysis with 3D visualizations

Michael Schiessl & Sven Diekmann, eye square, Germany

Marketers want to know the optimal location of the POPM, the optimal POPM design, shelf sorting, package design and store layout.
We will present shopper research studies conducted for an electrical goods producer where we have used a cutting edge three dimensional visualization method of eye tracking and locomotion data that answered all these research questions in one study. The 3D visualizations communicate the insights clearly to even the uninitiated, while the detailed data analysis allows aggregating the data in any way thinkable. The insights can then directly be transferred into actions as changes in the store/shelf layout are quickly implemented in the 3D model. This 3D model is then given as a reference to the retail shops, where it is used as a visual reference.


Incite to action
Encouraging effective utilization of shopper insights in a global context

Stephanie Grootenhuis, Kraft Foods International, Switzerland
Bernhard Treiber, 4Dshopper, Germany

This presentation will describe how the Shopper Insights function inside a globally active FMCG company has accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service. The audience should find this paper informative and worth their attention because it describes novel video-based and web-enabled solutions for sharing relevant shopper marketing knowledge in a global context.


World of shoppers
How culture shapes shopping behavior and what trends have emerged post recession?

Aruni Ghosh, Nielsen, UAE
Maneesh Kaushik, PepsiCo Middle East and Africa, UAE

At a macro level this presentation establishes the relationship between ‘Culture’ and ‘Shopping Behaviour’. This paper also identifies the unifying and differentiating themes which define and differentiate between the shopper segments across the globe. This will help in having a fundamental understanding of the shoppers.
At a micro level, the segments are analyzed in detail to understand the key hooks. They are profiled on demographics and behaviour, which provides a comprehensive view of the segments.
By analysing the macro structures and micro compositions, strategic recommendations are provided.

Headroom vs. heartroom
Using customer insight to fine-tune targeting and communications from segmentation models

Debra Walmsley, Leapfrog research and planning, UK
Stephen Barr, Persuasion Engines, UK

This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.

Coca-Cola project shopper 360°
How on-line community research can help brands keep their finger on the pulse of shoppers decision making

Philip McNaughton, Face, UK
Beth Corte-Real, Coca-Cola NW Europe, UK

Project Shopper 360 shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers. This presentation will show how cutting edge community research combined with on the go mobile and video research can get under the skin of how shoppers make decisions across a range of retail environments.

BEST CASE HISTORY AWARD 2010 WINNER

Getting into the real world of the shopper
Using eye tracking in a multi mode research approach

Wim Hamaekers, Rogil Marketing & Sensory Research, Belgium
Ronald Laan, Heinz Europe, Netherlands

AWARD FOR BEST CASE HISTORY (Athens, Greece 2010)

Given to the paper that highlights an interesting application of research that proved beneficial to its users and carries a prize of €1500.

"A good example of integrated research combining traditional methods with new technology. High marks for innovation, evolving better practice."


PANEL DISCUSSION

How to avoid professional and ethical pitfalls in social media research

Chaired by:
Adam Phillips (ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair)

The use of social media has created new opportunities to observe and interact with respondents to gain new insights for clients. However, growing concerns about the collection of personal data without permission means social media can create reputational damage for researchers and their clients if not conducted responsibly. ESOMAR is currently finalising a new Guideline for Social Media Research to address many of these concerns. In this session, speakers talk about client expectations, the different forms of social media research and what researchers should do to uphold professional and ethical standards to ensure they adhere to the new guideline and avoid reputational risks.

  • What clients seek from social media research for consumer insights
    Alexander Linder, Swarovski, Switzerland
  • The different forms of social media research and participant expectations
    Niels Schillewaert, Insites, Belgium
  • How researchers can uphold professional and ethical standards and why they should care
    Adam Phillips (ESOMAR Professional Standards Committee Chair and ESOMAR Legal Committee Chair)

 

TUESDAY, 1 MARCH - CONFERENCE DAY TWO

Research 3.0
Neuroscience and psychotherapy effect on shoppers

Corrine Sandler & Lana Novikova, Fresh Intelligence, Canada

This intellectual audience is hard to surprise with “the latest & greatest.” With all the recent cross-fertilization between neuroscience, psychology, anthropology, marketing and other disciplines, fresh “out-of-the-box” actionable ideas are still hard to come across. Many ideas get re-cycled over and over again. This interactive debate-style presentation will deliver both deep insights and fresh ideas. Einstein said: “You cannot solve a problem from the same consciousness that created it. You must learn to see the world anew.” This presentation will attempt to do just that...


Hormones and shopping behaviour
Designing the Right Sensory Mix

Diana Derval, DervalResearch, Netherlands

Shoppers’ preferences, behaviour, and decisions are strongly influenced by prenatal hormones shaping their sensory perception, body and brain.

Diana Derval will present a groundbreaking scientific method for businesses to predict consumers’ shopping preferences and design the right sensory mix, based on case studies from top brands, among them Sephora, Blacksocks.com, Carl Zeiss Vision, Björn Borg, and Sara Lee.

Through various practical examples and sensory tests, participants will discover the secrets of colour, shape, taste, smell, texture, and sound. They will also discover their Hormonal Quotient® (HQ).

At the end of this interactive workshop, brand and retail managers will be able to:

  • Understand and predict consumers’ behaviour and product preferences
  • Develop powerful product finders based on consumers’ Hormonal Quotient® (HQ)
  • Design the right sensory mix (colour, shape, taste, smell, texture, and sound) online and offline
  • Enhance the shopping experience and increase the conversion rates.

Retail Innovation
Philosophy–based shopping experience

Lluis Martinez-Ribes, ESADE, Spain
Paulina Salazar, m+f=! Retail innovation consultants, Spain

Using a polymathic approach this cutting edge and eye-catching presentation will show a method to devise innovative retail business model using the detection of philosophy –based insights, and then creating a shopping experience based on them.


The emotional shopper
Why understanding how your consumers are feeling can improve business effects

Orlando Wood, BrainJuicer, UK
Wendy Lanchin, The Marketing Store, UK

Advances in neuroscience and psychology have changed our view of how the human mind works – we now know that emotions guide and bias all our decision-making. This new learning has found its way into very few customer experience research approaches, with many retailers continuing to administer long traditional surveys with linear evaluative scales. Few actually ask customers how they feel. In these straightened times it is more important than ever for management to understand their customers’ experience properly if they are to improve and build their retail offer.

This presentation will detail how using an emotional approach can provide actionable insights for management. It will show how understanding your customer base emotionally can make the retail experience a better one.


What really drives shopper loyalty?

Robert Passikoff & Amy Shea, BrandKeys, USA
Karen Tillson, Bloomingdale’s, USA

Today shopper behaviour & brand loyalty are more about emotion than rational decision-making. Experts suggest the ratio in retail sectors is now 70:30. In this economy relying on what consumers “say” isn’t enough to guarantee success. You need to know what they really “think.”
The data used in this interactive session does that. It is a validated leading-indicator loyalty tool (test/re-test reliability of 0.93 off National Probability Samples in the US and UK) used worldwide (30 countries) and is proven to correlate most highly with behaviour, preference, and profitability. The session will examine 2011 quantitative data based on assessments by 36,000 consumers and will examine 4 retail categories & leading brands competing in those categories.


GUEST SPEAKER

 

How to ensure shoppers see the moonwalking bear?
Maximizing Shopper Insights to enhance brand loyalty

Dirk van Kemseke, Global Marketplace Insights Manager, Levi Strauss Europe, Middle East & Africa, Belgium

Post-recession, more consumers are buying for a purpose than previously. Declining purchase frequency and weakening loyalty levels have impacted footfall levels. Shoppers will place a premium on goods that have qualities of timeliness, usefulness, and versatility. By assessing women need states and introducing a new way to buy jeans, the Levi's® brand has given shoppers new reasons to stay loyal or experience the brand for the first time. Integrating product messages in brand communication campaigns will give consumers reasons to buy that were decided before they left home and influence footfall. At the same time, other store productivity metrics need to compensate for the footfall decline in the short term (store capture power, conversion, ASP, UPT) and should indicate the impact of activation programs on loyalty and advocacy levels. Commercial competitor benchmarking at retail is an approach that enables to understand how well we are doing vs the marketplace and facilitates future target setting. By using shopper behavioral observations, we avoid post-rationalization, ie. What we say we do and what we actually do are often two very different things.


CLOSING GUEST SPEAKER

Following the consumer
How the smartest global retailers will achieve growth in 2011

Natalie Berg, Global Research Director, Planet Retail, UK

A new consumer has emerged. Connected, empowered and at times frugal, consumers today are forcing retailers to raise the bar in terms of innovation and assortment. The smartest retailers have acknowledged this shift as an opportunity to become more customer-centric and as a result are leveraging their own brand equity through private label, social media, banner harmonization and channel diversification. In this presentation, we will explore best practice examples of how retailers and brands can achieve growth in the face of new consumer expectations. We will identify emerging retail formats and growth markets for 2011 and beyond.

Print

Speakers/authors

Adam Phillips

Adam Phillips

Chair of ESOMAR Professional Standards and Legal Committees


Amy Shea

Amy Shea

Amy Shea, EVP Global Director of Brand Keys’ Brand Development, has worked with brands for over 20 years, translating research-based insights into effective communications. Her background spans every facet of communications, having led teams in aligning both internal & external communications with a brand’s identity. All this comes with experience in media and a deep background in marketing research. Her work has been recognized with IBM with the David Ogilvy Excellence Award, taking both the Grand Ogilvy and 1st in Category for the research conducted on IBM’s integrated campaign on infrastructure. Amy’s work with the AAAA/ARF Committee to Study Emotional Response in Advertising, Amy led the research and published her findings on what is considered the gold standard in branded entertainment: BMW online films.

A sought-after presenter, Amy brings a direct and creative perspective to the conference stage. She presents on brand development, communications, & differentiation in the US, Europe, and Asia. Her academic background includes an undergraduate degree earned by the University of New Hampshire, with joint studies at Harvard University.


Alexander Linder

Alexander Linder

Dr. Alexander Linder holds currently the position of director corporate consumer and market insights (ccmi) at Swarovski and is responsible for the global portfolio of insights. He is now with Swarovski for more than 11 years and prior to his current assignment, he developed and maintained the reporting system for the Swarovski online shop and the Swarovski website and was heavily engaged in web mining analytics. He is a speaker at many international conferences, like ESOMAR, the Global Benchmarking Group (GBG), Marcus Evans and the Institute of International Research (IIR). Currently he is putting some more emphasize on process standardization and -integration, social media research and qualitative online research. Alexander holds a PhD from the university of Zurich and a degree of business administration from the university of St.Gallen.


Aruni Ghosh

Aruni’s career spans 10 years of which 5+ years have been in the Middle East and North Africa region. He has supervised a plethora of research issues spanning across industries including FMCG, Finance, Automotive & Media.
Currently, Aruni is responsible for a regional role in which he drives innovation initiatives in the region. He is also involved in new product development role. He enjoys developing personnel resources for the marketing research agency, and believes that as a significant challenge for the industry in the medium and long term.
He is currently involved in specific strategic initiatives within Nielsen and for few external clients as well, primarily generating ‘insights’ from multiple studies.


Bernhard Treiber

Bernhard Treiber

Received his doctorate in psychology and worked for research and consulting companies both in the US and Europe before setting up his own agency in 1994. Today, he is managing director of 4Dshopper, a consultancy in the virtual shopper simulation research business for global FMCG companies. His main interest is to bring advanced marketing science tools and software (e.g. choice modeling and segmentation ) to practical business knowledge and insights. His latest work focuses on the design of effective knowledge-sharing systems for large organisations.


Beth Corte-Real

Beth Corte-Real

Beth Corte-Real is European Knowledge and Insights Manager - Sparkling Portfolio at Coca-Cola. Originally from the U.S., Beth has held several senior roles in market research and insights over last 15 years - including roles at Tropicana, Carlsberg and currently at Coca-Cola Great Britain where she heads up the insight and planning team for the sparkling brand portfolio. The research and insight landscape has evolved tremendously over the last 10 years and Beth’s passion is to bring new ways developing consumer insights that challenge businesses to step-change they way they “talk” to consumers – especially youth. Beth has pioneered new thinking into brand strategy and specifically landing insights into action. She has contributed regularly at MRS conferences speaking about co-creation and online community research together with key agency partners, FACE.


Corrine Sandler

Corrine is the founder Fresh Intelligence Research Corp., the most progressive & innovative Canadian MR Company using world-class technology and unique methodologies that empower decision makers with immediate, actionable and transformative intelligence. Over the past 18 years, Corrine has been immersed in the dynamic world of marketing and research and became a recognized innovator in her field. She has worked with some of the world’s finest companies and their market-leading products and brands in developing innovative, sustainable and profitable consumer, brand, corporate and trade strategies for diverse industries and product categories. Corrine holds a Bachelor of Arts degree from the Institute of Marketing Management, South Africa and a Post-Graduate degree in Marketing and Economics.


Danielle Pinnington

Danielle has been working in market research since 1988. She began as a consumer researcher, but her specialization in shopper research took hold in earnest in 2000, leading to the decision towards the end of 2004 to set up Shoppercentric Ltd as a specialist shopper research agency.

Danielle has worked with a wide variety of retailers, suppliers and agencies in the area of shopper research, helping with the development of the BP Connect flagship stores, as well as providing L’Oreal, Cadbury, Coca Cola, LEGO and GSK amongst others with shopper inputs to their trade strategies.

Danielle has spoken on the subject of shopper research at numerous conferences and exhibitions.


Debra Walmsley

Debra Walmsley is the Board Director at Leapfrog Research and Planning. Debra graduated from York University with a Bsc in Psychology. She started her career in research agencies before moving client side, working as research and planning manager for MFI and Safeway. Since joining Leapfrog she has assisted in setting up a major programme of format research for Tesco, and worked with other retail clients including Carphone Warehouse and Pizza Express.


Diana Derval

Diana Derval

Diana is President and Research Director of DervalResearch, a global market research firm specializing in human perception and behaviour, and 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 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.


Guest Speaker

Dirk van Kemseke

Dirk van Kemseke

In his role as Global Marketplace Insights Manager at Levi Strauss Europe, Middle East & North Africa, Dirk leads both qualitative and quantitative research projects across the globe or specific to the European region with a clear focus on Brand & Marketplace performance tracking, Retail Marketing, Digital Marketing and Consumer Segmentation. Before this, Dirk was Consumer Insights Manager and Trade Marketing Manager at Coca-Cola Belgium. He started his career as Account Manager for the Fat & Oil business at Unilever Belgium.

Dirk holds a Master in Applied Economics (University of Antwerp) and a Master in International Marketing Management (University of Hasselt). He was also an assistant Lecturer Marketing and Coordinator of that same Master Program in International Marketing Management.


Karen Tillson

Robert Passikoff

Karen L. Tillson is Director of Customer Insights & Market Research for Bloomingdale’s, one of the most iconic Department Stores in New York. She directs the strategic marketing team charged with defining, protecting, enhancing and communicating the unique multi-channel Bloomingdale’s brand.
Before that, Karen was Vice President of Consumer Insight & Market Intelligence for Liz Claiborne. Prior to that, she held corporate marketing positions of increasing responsibility in advertising and research within the company.
She has an undergraduate degree in advertising from Pennsylvania State University, an MBA in Marketing from NYU, and six years of media and account planning experience at Ogilvy & Mather and Publicis. She presents regularly at industry symposia worldwide.


Lana Novikova

Lana is a psychotherapist and a seasoned research professional. After 3 years at Nestle (Canada) leading consumer and shopper insights for Ice Cream, she left the market research field to follow her dream of helping people on their soul-healing journeys. While attending psychotherapy school in 2009, she got infected by the contagious enthusiasm of the Fresh Intelligence team and joined them as VP of Insights in charge of new product development. Lana’s creativity was nurtured by her academic training in Public Relations (M.Sc., KU, USA) and over 6 years on the supplier-side (ICOM, Canada). Perfectly bilingual (English and Russian), she grew up in Central Asia, lived in Europe and USA, and now settled in Toronto (Canada) with 2 kids. She embraces change in her personal and professional life.


Lluís Martínez-Ribes

Lluís Martínez-Ribes

Lluís Martínez- Ribes is Prof of Retail Innovation at ESADE and retail innovation consultant at m+f =!.

The author of several books and conference papers Lluis leads courses such as Retail innovation and Future Marketing Challenges at ESADE and is a visiting lecturer at SDA Bocconi business school. Fascinated by retail innovation he combines his work at ESADE and consulting to companies including Bayer, Camper, Coca Cola, Fagor, Goodyear, Danone, Habitat, Intersport, Sara Lee, Mattel, Mercadona, Olympic Committee, Prenatal, Pyrinees and Unilever. Two of his projects have been awarded with the Global Marketing Electronic Award 1999 and the Best Marketing Strategy for City Marketing in Spain 2004.


Maneesh Kaushik

Maneesh Kaushik

Maneesh has over 12 years of experience in market research spanning across India and Middle East. Maneesh is a Post-Graduate Diploma holder in Business Management. Starting his career at research agencies, he focused on delivering total research solutions for clients across multiple industries. He has pioneered many initiatives including the leading the communication testing function for Nielsen for Emerging Markets and Africa, and developing the Nielsen Shopper solutions for GCC. Maneesh was also chosen as the one of the top 25 faces in Gulf to influence the arena of marketing by Gulf Marketing Review.

Since 2007, Maneesh has been leading PepsiCo’s Shopper Insights agenda across the Middle East and Africa region, for both beverages and snacks. Maneesh strongly believes that shopper insights must result in measurable and incremental business growth and any shopper solution must deliver on this metric.


Melanie Howard

Melanie Howard

Rejoining the business as part of the successful MBO team, Melanie is taking on the role of Chair in the newly independent Future Foundation. In this capacity she is responsible for networking and promoting the business more widely as well as advising the current executive management team in growing the business and enhancing services to clients. With over 20 years experience in social trends forecasting, Melanie is widely recognised as one of the most knowledgeable and versatile practitioners in this field having designed and directed over two hundred projects across most business sectors during her time at the Henley Centre and with the Future Foundation, which she co-founded in 1996.

Recently she has run a variety of projects including exploring the future of philanthropy with CAF; helping develop an on-line hub for social business at Clearlyso.com and creating new applications for professional networking with Carole Stone at YouGovStone which resulted in Camelot’s Social Innovation Forum on new forms of stakeholder consultation. She is also a non executive director of Band and Brown communications and insight advisor to The Communications Agency, and continues to hold visiting roles at Henley Business School and the Royal College of Art.


Michael Schiessl

Michael Schiessl

Michael Schießl is psychologist, founder, and managing partner of EYE SQUARE. He is an expert in implicit research methodology, ad effects and brand research, user experience and shopper research. He does research, holds talks, and publishes on ad effectiveness, online marketing evaluation, and shopper research.


CLOSING GUEST SPEAKER

Natalie Berg

Natalie Berg

Natalie jointly heads up the Research Analyst Team at London-based Planet Retail. She has 7+ years experience analyzing global retail trends and today is a frequent speaker at industry events throughout Europe and the US. Natalie’s areas of expertise include retail globalization, private label and channel diversification. She has been cited on retail issues in the Wall Street Journal, New York Times and The Economist and also contributes to broadcast media with regular appearances on the BBC, Bloomberg and CNBC. Prior to joining Planet Retail, Natalie spent three years working for WPP-owned Management Ventures from their Boston and London offices. Natalie has a Bachelor of Science in International Business from the University of Connecticut and has also completed studies at Ecole Supérieure de Commerce in Grenoble, France.


Niels Schillewaert

Niels Schillewaert

Prof. Dr. Niels Schillewaert is Professor of Marketing at the Vlerick Leuven Gent Management School and Managing Partner and Director of ForwaR&D Lab at InSites Consulting, a full service online market research company. He has been an ESOMAR member since 2006 and recently served as the ESOMAR Belgian Representative for two years.

Niels holds a Masters in Marketing and Ph.D. in Applied Economics and serves as an ISBM Research fellow at Penn State University. He was awarded for his research several times and has been published at Esomar as well as in leading scientific journals such as The Journal of Marketing, The International Journal of Research in Marketing, Journal of Services Research, Industrial Marketing Management, The Journal of Business Research, The Journal of the Market Research Society and Information & Management.


Orlando Wood

Orlando Wood

Orlando heads up BrainJuicer Labs - the research and development division of BrainJuicer. Orlando has developed and shaped a number of BrainJuicer's research approaches. His work on the role of emotion in communication testing has challenged traditional models of advertising and advertising measurement, and has won both ESOMAR and ISBA Advertising Effectiveness awards. Before heading up BrainJuicer Labs, Orlando worked with clients to generate and test consumer insights, to understand and test their NPD opportunities and to understand the effectiveness of their communications. Orlando talks frequently at conferences on the subject of BrainJuicer's research innovations and the application of these fresh approaches to clients' businesses.


Paulina Salazar

Paulina Salazar

Paulina Salazar is a consultant at m+f=! retail innovation consultants, in Barcelona. She decided to enter in consultancy after working in the marketing department in different industries: food production (beef and poultry), Pharma (Pfizer consumer healthcare) and education institutions. After a brief experience at McKinsey & Company, she decided to specialize in retail innovation.

Miss Salazar holds a Bachellor degree of Marketing by the University of Colima (Mexico) and a Master of Science in Marketing Management by ESADE (Barcelona). She also studied at the University of Otago, in New Zealand, in exchange. Rewarded with the first national prize in Marketing (Mexico), she participated in Becas Lider 2006, a program where 60 top-students from Iberia and Latin America share their experiences with social, political and cultural leaders of Iberia. She did a Master Thesis on Storytelling in Branding and collaborates eventually as a tutor in ESADE in the retail innovation programs.


Philip McNaughton

Specialising in traditional qualitative research for the first 8 years of his career at Synovate working for clients as varied as Dyson, Abbey, Durex, Walkers, Coke, Orange and British Gas. He then joined Face where he developed particular expertise in terms of online and youth research, focusing particularly on pioneering online qualitative techniques - both focus groups and collaboration communities in both the UK and globally. This means that he doesn't spend quite as much time on the motorways of Britain any more, leaving more time to think creatively about how to get clients and consumers talking directly to one another.


Reineke Reitsma

Reineke Reitsma

Reineke serves the Market Research professional role at Forrester and leads a team that helps these professionals understand the changes that are happening in the market research industry and how they should adapt their research agendas, research methodologies, and team structure to continue to be successful. Prior to this position, Reineke spent six years at Forrester managing all quantitative research operations for Forrester in Europe and Asia, including the Consumer Technographics® and UK Internet User Monitor studies and writing quantitative research about the impact of technology on consumer behaviour. Before that she was an analyst at Forrester for four years, focusing primarily on retail and media topics.
Reineke is a graduate in social geography of the University of Groningen, NL.


Robert Passikoff

Robert Passikoff

Robert Passikoff, Brand Key’s founder/president, is a sought-after speaker and thought leader on engagement and loyalty. He has pioneered work in the area of loyalty and engagement, creating the Customer Loyalty Engagement Index, the Brandweek Loyalty Leaders List, the Sports Fan Loyalty Index, and the Women’s Wear Daily Fashion Brand Engagement Index.

His best-selling book, Predicting Market Success, provided marketers with a 21st century perspective on loyalty metrics. His current book, The Certainty Principle, deals with loyalty & brand engagement in more complex, socially-networked media ecology. In 2008, New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.”


Ronald Laan

Ronald Laan

Ronald Laan is Marketing Research Manager H.J. Heinz Benelux. He has 10 years working experience within consumer research. He has been involded in consumer research throughout the whole research funnel. From the early stages to the in-market performance. His expertise lies in the domain of emotional brand building. Focussing on packaging development and communication.


Stephanie Grootenhuis

Stephanie Grootenhuis

Stephanie started her career in 1992 at research and consulting companies before in 1999 she joined Kraft Foods, now second largest food company worldwide. Here she was responsible for the Food Market Research department in Germany before expanding experience to Europe and finally starting first shopper research projects for Kraft Sales Strategy EU in 2003. As member of the now central team “Shopper Insights Kraft International”, her focus in the past 5 years has shifted to also include the regions CEEMA, Asia Pacific and Latin America.


Stephen Barr

Stephen Barr

Stephen Barr is the founding partner of 'Persuasion Engines' and the man behind various attitudinal segmentations, including the tool 'VALUES' which was used on the Boden project. It's successor, the PersuasionEngine, is in beta-test at Boden, as well as a number of other high and low profile companies. Stephen's passion has always been "Why people do what they do" rather than "What they do". Over the years and with clients as varied as HBOS, Hiscox, NSPCC and Sainsbury he consistently aims to align behaviours to the context behind those behaviours. Stephen combines formal training in statistics and psychology, with two decades of applied marketing experience.


Sven Diekmann

Sven Diekmann

Sven Diekmann is political scientist (B.A.), director client relations, and EYE SQUARE senior research consultant. He specializes in user experience and shopper research, and has conducted numerous intercultural POS studies for international companies in the fields of FMCG, domestic appliances, and consumer electronics. As experienced senior consultant he was in charge of projects, among others, for LG Electronics, Wrigley, REWE group, and the German hardware store OBI.


OPENING KEYNOTE SPEAKER

Tom LaForge

Tom LaForge

Tom delights in collecting human and cultural insights from around the world which he uses to help guide the development of portfolio and M&A strategies; brand, product and package creation; and new communications. He has explored such topics as the meaning of well-being, sports and fitness, vitality, indulgence, and the rising value of design in over 30 countries. He is fascinated by the unprecedented set of socio-historic drivers that are generating dramatic attitudinal changes across the globe – such changes as expanding worldviews, increasing demands on producers (and consumers) to address social and environmental challenges, and the increasing value of human creativity. Tom holds degrees in Marketing and Economics from San Jose State University; he's studied consumer psychology at the Censydiam Institute in Ghent, Belgium; and has also taken courses in Human Visual Perception at Stanford University. Keynote presenter in conferences and events worldwide, Tom will open “Pandora’s box” liberating & exploring the macroforces that are driving us towards a new world order.


Wendy Lanchin

Wendy Lanchin

Wendy’s career has spanned both the client and agency world. She trained initially on the account handling side at DMB&B, moved into planning at FCB, & was Planning Director at both McCann Erickson & Publicis. Her experience has covered retail, service, travel and FMCG including such brands as British Airways, Asda, American Express and Nestle. She was the first Head of Marketing for Channel 4 TV, responsible for all corporate & consumer communications and prior to joining The Marketing Store, was Director of Marketing & Communications at the Design Council.


Wim Hamaekers

Wim Hamaekers

Wim Hamaekers is managing partner of Rogil and holds a master in communication sciences. He is passionate about how communication works and evolved the past decennia through the explosion of new technologies. In this respect he is in special eager to get as close as possible to the consumer and shopper reality using objective measures in combination with verbal quantitative and qualitative measures. Wim is responsible for the R&D of the Sense Pack Method which focuses on measuring and predicting the effect of packaging innovations.

Print

Hotel & venue

Visit the city of Brussels in style and stay at the fashionable Hotel Bloom, where contemporary art and comfortable, trendy accommodations come together.

The unique concept of the Hotel BLOOM caters to a wide range of tastes. Enjoy the airy, light atmosphere of the spacious and modern guest accommodations while unwinding in the cushy interior. Step outside the main entrance to find yourself just around the corner from the magnificent cultural center Botanique, next to the Botanical Garden. You can hop on a tram or metro to be whisked off into town and admire the wonderful, historic center. From the grandeur of the Grand Place to the legendary Manneken Pis, Brussels never ceases to charm and impress.

After a pleasant day, this extraordinary hotel will certainly draw you back to indulge in style and relaxation.

Hotel BLOOM!

Address:

Hotel BLOOM!
Rue Royale 250
1210 Brussels
Belgium

Telephone: +32 (0)2 220 66 11
Fax: +32 (0)2 217 84 44

Click here for the venue's website

Useful links

 

Brussels Tourism video



Share |

More info