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CEE Research Forum 2012

Global fuel for local boost!

Krakow / 26-27 March

Research in Central and Eastern Europe (CEE) is flourishing as companies from around the world look to the region for new business opportunities.

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Overview

Research in Central and Eastern Europe (CEE) is flourishing as companies from around the world look to the region for new business opportunities. These countries are experiencing rapid growth in many areas, but for many there is still a vital need to “catch up” with the latest innovations and techniques from the West and to learn and exchange with others in the region. This forum - the first of its kind - is a research booster and knowledge exchange platform that will promote international best practice and feature case studies that can be applied to business needs with a “global-to-local” perspective.

Programme committee

Márta Hoffmann

Márta Hoffmann (Committee Chair)
CEO
TNS Hoffmann, Hungary

Tatiana Barakshina

Tatiana Barakshina
Research Director
Bazis Intelligence Group, Russia

Malgorzata Blachowska

Malgorzata Blachowska
Consumer Insight & Market Intelligence Manager
Nestlé Polska, Poland

Dominika Maison

Dominika Maison
Founder
Dom Badawczy Maison (Maison Research House), Poland

Annelies Verhaeghe

Annelies Verhaeghe
Division Manager
InSites Consulting, Romania

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Programme

To view the live stream programme, please click here

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Monday, 26 March - Forum day one
14.00 - 18.00
12.00 - 14.00 Forum registration
12.00 - 14.00 Welcome coffee
14.00 - 14.05 Opening
Dieter Korczak, ESOMAR President
14.05 - 14.20 Introduction to programme, session and opening keynote
Marta Hoffmann (Committee Chair)
14.20 - 14.50 Opening keynote speaker
Insight Business
As I like..

Kornel Muller, CMI Director Global, Unilever Haircare, UK
14.50 - 14.55 Q&A
  Global Zoom-in: Research in and From Central & Eastern Europe
14.55 - 15.15 The Global Family Today
Nickelodeon kids and family GPS

Carlos Garcia, Nickelodeon, USA
Marcin Lipnicki, Viacom International Media Networks, Poland
15.15 - 15.30 Research Capabilities in Selected Countries in CEE
Marcin Rzepka, PMR, Poland
15.30 - 16.00 Panel discussion
From the Global Stage to the CEE Reality
An interactive debate exploring the research status of the region and future developments

Moderator:
Marta Hoffmann, CEO, TNS Hoffmann, Hungary

Participants:
Marcin Rzepka, Head of Research Services, PMR, Poland
Robert Pinter, Client Service Director, Ipsos, Hungary, Russia and Czech Republic
16.00 - 16.30 Networking break
  Global Zoom-in - The session continues
16.30 - 16.35 Introduction by session chair
Tatiana Barakshina, Bazis Intelligence Group, Russia
16.35 - 17.00 Emerging Middle Class in Russia
Metamorphose of brand perception

Marina Simakova, O+K, Russia
Ioannis Kavounis, The Futures Company, UK
17.00 - 17.25 From Terabytes to Archetypes
The psychology of internet security

Simon Patterson, QRi Consulting, UK
Alexander Erofeev, Kaspersky Lab, Russia
17.25 - 17.30 Q&A
17.30 - 18.00 Guest speaker
How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium
18.00 - 19.00 Networking drinks
Tuesday, 27 March - Forum day two
09.00 - 17.00
  The Business Imperative
09.00 - 09.10 Introduction by session chair
Malgorzata Blachowska, Nestlé Polska, Poland
09.10 - 09.35 What Markets to Enter when Informing a Global Market Strategy?
Jeffrey Hunter, Independent Consultant, USA
09.35 - 10.00 Insight into Poverty
How to approach consumers in crisis

Katarzyna Gawlik, TNS, Poland
Beata Gers, British American Tobacco, Poland
10.00 - 10.25 A Fresh Round of Drinks
Innovating beyond beer in Eastern Europe

Jonathan Gable, BrainJuicer, Germany
Yvan Goupil, SAB Miller, Switzerland
10.25 - 10.30 Q&A
10.30 - 11.00 Networking break
11.00 - 11.05 Industry Transition
11.00 - 11.05 Introduction by session chair
Annelies Verhaeghe, InSites Consulting, Romania
11.05 - 11.30 Guest speaker
Co-creation in Central Eastern Europe
Jaroslav Cír, Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic
11.30 - 11.55 Guest speaker
Multi-platform Internet Measurement - The Indispensable Ignition
Latest trends in online research employed by the regional innovator. A glance at the internet industry in CEE, most rapidly developing region in Europe.

Marta Klepka, International Marketing Director, Gemius, Poland
11.55 - 12.00 Q&A
12.00 - 12.45 FISHBOWL Online Research in CEE Region

The central eastern European region is embracing the new innovations with two different speeds: on the one hand the region we are adopting the new technologies. On the other hand, there is still a need for traditional methods.

This session aims to discuss:

  • How do we see the adoptions of new research techniques?
  • Which techniques will grow in the future?
  • What are triggers & barriers to adopt the techniques?
  • How can we transform traditional research and make it more connected?
  • What are the limitations of both online and social media research in this region?
12.45 - 14.00 Lunch
  Industry Transition (Fast track)
14.00 - 14.05 Introduction by session chair
Dominika Maison, Dom Badawczy Maison (Maison Research House), Poland
14.05 - 14.20 Global Research Transition
The future of insight development in the CEE region

Corrine Sandler, Fresh Intelligence, Canada
Jenna Alexandre, Fresh Intelligence, Canada
14.20 - 14.35 Why Customers Are Loyal
A new approach towards customer satisfaction methodology

Dobromir Cias, Millward Brown, Poland
Katarzyna Polok, ING Bank Slaski, Poland
Tomasz Opalski, ING Bank Slaski, Poland
14.35 - 14.50 Next Please - Online Game for Bank Tellers
Educate your business partner’s sales force through research-driven online game

Jan Lajka, STEM/MARK, Czech Republic
14.50 - 15.00 Discussion
15.00 - 15.20 Networking break
15.20 - 15.25 Introduction to guest speakers
Marta Hoffmann (Committee Chair)
15.25 - 15.35 Virtual Capsule: Meet Customer Demands
Tap into unfulfilled needs

Dan Hill, Sensory Logic, USA
15.35 - 16.00 Guest speakers
Imagine That We Can Test Imagination!
An integrated bio-qual approach to test TV ads on a concept level
Henk Eising, Heineken International, Netherlands
Rafal Ohme, Human Mind & Brain, Poland
Cristina de Balanzó, TNS, UK
16.00 - 16.10 Discussion
16.10 - 16.20 Programme summary
Marta Hoffmann (Committee Chair)
16.20 - 16.30 Closing
Dieter Korczak, ESOMAR President
16.30 - 17.00 Farewell drinks
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Presentation abstracts

Monday, 26 March - Forum day one

Opening keynote speaker

Insight Business
As I like...

Kornel Muller, CMI Director Global, Unilever Haircare, UK

What do Clients expect from Agencies? It is critical for research agencies to deeply understand expectations of their clients, to achieve better customer satisfaction, and generate more business for themselves. It`s simple as that. But what do clients really expect? I often realize agencies misunderstand their role and mission, hence miss out some key business opportunities.

My aim will be to transparently share what clients expect from research agencies. I will demonstrate this through own experiences of optimal agency-client symbiosis from around the world. I will use examples that are directly implementable in CEE, therefore easily transferable to new business opportunities for research agencies, and to impactful insights for clients. Please join me to discuss how we can do better together to our joint benefit.


The Global Family Today
Nickelodeon kids and family GPS

Carlos Garcia, Nickelodeon, USA
Marcin Lipnicki, Viacom International Media Networks, Poland

How similar are families internationally? How different are CEE families from the rest of the world? Can global marketers employ a one size fits all approach? Based on a global study involving 21 countries, including Poland and Russia, this presentation looks at what fuses families together; examines family relationships and the role of technology in creating closer connections; maps the move to a kid-centred family model; uncovers what parents think they know vs. what their kids say they know; examines kids’ hopes for the future and whether this meets their parents’ aspirations; and assesses the impact of the recession on families.


Research Capabilities in Selected Countries in CEE

Marcin Rzepka, PMR, Poland

Just as cultures around the world vary widely, so do business cultures. This can complicate the process of conducting research in remote parts of the world. Many research agencies face problems when executing projects in the Central and Eastern Europe (CEE) region. This presentation will provide a practical overview of research feasibility in CEE regarding various research techniques, approaches and target groups. Participants will be provided with a set of information and cheat-sheets for further use, enabling them to make faster and more informed decisions when carrying out international research projects.


Emerging Middle Class in Russia

Marina Simakova, O+K, Russia
Ioannis Kavounis, The Futures Company, UK

The phenomenon of the ‘middle class’ appeared in Russia less than 20 years ago as a result of dramatic political and economic changes. However, the strata remained vague until a generation later, when the middle class became tangible and provided a new image of the Russian consumer. This presentation is based on a research study which addresses the evolution of consumer values through a changing social context. Furthermore, it shows the metamorphose of brands in consumer minds. The study identifies the values inherent to the new middle class audience in Russia and explores a new territory specific for consumption of alcohol products (with the emphasis on spirits).


From Terabytes to Archetypes
The psychology of internet security

Simon Patterson, QRi Consulting, UK
Alexander Erofeev, Kaspersky Lab, Russia

By 2015 there will be three billion internet users globally, while cybercrime is becoming a major threat to personal, national and international security. Kaspersky Lab, a fast growing player in the global IT security market, commissioned QRi Consulting (formally CRAM International) to conduct motivational qualitative research amongst B2B and consumers. The study consisted of two phases (2009 and 2011) covering eight markets (US, UK, China, Russia, Brazil, Germany, UEA, Spain). Archetype theory, a sophisticated way of looking deeper at brand image and personality as well as the relationships between consumers, potential consumers and the brand, became the foundation of Kaspersky’s global brand strategy.

 

Tuesday, 27 March - Forum day two

What Markets to Enter when Informing a Global Market Strategy?

Jeffrey Hunter, Independent Consultant, USA

Global market strategy requires that one know which markets to enter, and when to enter. This presentation describes a case study in global and eastern European markets where markets were clustered on the basis of cultural and behavioral factors, and a predictive model created to help the firm manage its long term global market strategy.


Insight into Poverty
How to approach consumers in crisis

Katarzyna Gawlik, TNS, Poland
Beata Gers, British American Tobacco, Poland

Poland is a “green island” on the map of current crisis in Europe. However, 72% face difficulties in making ends meet, and 51% declare a subjective sense of poverty. Less affluent consumers are not a marginal group. It is crucial to understand consumption patterns, consumer strategies and aspirations. What expenses must they cut and which are unquestionable needs? How do they manage finances? What is the meaning of brand, and how should these consumers be approached at the shopping level? This presentation uncovers the group’s dynamics as well as core values.


A Fresh Round of Drinks
Innovating beyond beer in Eastern Europe

Jonathan Gable, BrainJuicer, Germany
Yvan Goupil, SAB Miller, Switzerland

Beer consumption fell 8% from 2008 to 2010 across Europe, according to a 19/9/2011 New York Times article. The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular while the market becomes increasingly competitive. This presentation details a case study where Ursus approached BrainJuicer to effectively screen their concepts using the Predictive Markets methodology and at the same time better understand Eastern European beer consumer dynamics. How Ursus used the ‘wisdom of crowds’ to decide which concepts to pursue is presented, and through meta-analysis of concept evaluations illustrates the changing perceptions Eastern Europeans have of beer.


Co-creation in Central Eastern Europe

Jaroslav Cír, Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic

The CEE consumers have quickly adopted the Internet and the social networks in particular. The unprecedented level of connectedness give market research in CEE an opportunity to move beyond the evaluation of concepts and products into the exciting area of consumer co-creation.

The initial role of market research in consumer co-creation consists, first of all, in social network analysis in order to identify opinion leaders and creative users of brands whom we want to co-create with. Consequently, researchers should create exciting online environment to connect users and brands within online communities. And ultimately, market researchers could and should lead the creative process of consumer co-creation itself, a process resulting in the development of truly exciting products and communication.


Multi-platform Internet Measurement - The Indispensable Ignition
Latest trends in online research employed by the regional innovator. A glance at the internet industry in CEE, most rapidly developing region in Europe.

Marta Klepka, International Marketing Director, Gemius, Poland

The vital ignition for the development of advertising and research industry in CEE region is multi-platform communication and its measurement. Internet slowly becomes a ‘traditional’ medium, but it gets a new meaning considering its complexity. Mobile, video, social media… during this presentation you will see that not only the online measurement in CEE is well, but also it sets global trends. You’ll find about the regional internet landscape and learn about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.


Global Research Transition
The future of insight development in the CEE region

Corrine Sandler, Fresh Intelligence, Canada
Jenna Alexandre, Fresh Intelligence, Canada

This presentation illustrates a combination of emerging research methodologies through different technology sources, introducing a multi layered online–mobile hybrid approach. SC Johnson required an innovative approach to understand consumers’ decision-making journey in purchasing air care products. Using mobile telephony features, intelligence was gathered in real-time; combining online and mobile technology within one study resulted in deep mining and differentiated intelligence. A quantitative study for statistical modeling was utilized, followed by a mobile ethnography study. Learnings will enable pioneering innovative projects locally and across the CEE region with a “global-to-local” innovative cost effective research approach.


Why Customers Are Loyal
A new approach towards customer satisfaction methodology

Dobromir Cias, Millward Brown, Poland
Katarzyna Polok, ING Bank Slaski, Poland

Customer Satisfaction projects have developed in time along with the growing experience of research agencies and clients. This presentation demonstrates a unique market research project that provided ING Bank with continuous monitoring of customer satisfaction as well as indicators of churn and acquisition. This presentation demonstrates how the approach towards satisfaction surveys has changed through the years (problems, modifications, and impacts); elaborates on project implementation; presents the elements of quantitative and qualitative reporting; and shows how project output is used in the bank at the level of CRM.


Next Please - Online Game for Bank Tellers
Educate your business partner’s sales force through research-driven online game

Jan Lajka, STEM/MARK, Czech Republic

This presentation uses a project case study involving CSOB, a leading Czech bank, to demonstrate how a research assignment can be turned into a highly useful, multi-purpose tool benefiting the client. The results delivered by conjoint analysis on the bank’s personal banking product portfolio were used to develop an educative online game simulating the selection of suitable products for the bank’s client. Ainnovative concept for training a sales force, the game was eventually merged into CSOB’S internal education framework for the bank’s sales force.


Meet Customer Demands
Tap into unfulfilled needs

Dan Hill, Sensory Logic, USA

Despite discoveries in neuroscience, millions of dollars are spent annually on consumer insight research that analyzes verbal, rational justification for brand preference and purchase decisions. Like an iceberg, most thought lies beneath the surface. Psycho-physiological tools such as eye tracking and facial coding can directly measure the sensory-emotional response that drives purchase decisions, brand loyalty and ultimately, increased revenue. This thought-provoking presentation outlines how these unique market research tools can be used to more effectively develop marketing, advertising and branding strategies for the future.

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Speakers/authors

Opening keynote speaker

Kornel Muller

Kornel Muller

CMI Director Global, Unilever Haircare, UK

Kornel is global CMI Director at Unilever Haircare, based in London. He has been working for Unilever for 12 years in various insight and media related global and regional positions. During his assignments, he was member of the European, Asian and Global CMI Leadership teams. Prior to Unilever he headed the consumer research division of GfK Research Institute in Budapest. Kornel is regular contributor to media, research, marketing and trade conferences and workshops. His in-depth experience in CEE married with his current assignment across five continents, gives him a good understanding of our region from a global perspective.


Guest speaker

Cristina de Balanzó

Cristina de Balanzó Bono

Global Head of Neuroscience, TNS, UK

Cristina de Balanzó Bono is Global Head of Neuroscience at TNS, based in the UK. With eleven years experience in advertising, including the position of account planner at McCann Erickson from 2004 to 2009, she is a graduate in Sociology and has recently completed her doctorate in communication. Her doctoral thesis deals with consumer insight and cognitive neuroscience. de Balanzó Bono has written and spoken on the subject of biometric research and how it can help strategy and advertising effectiveness. She is also a member of the Strategy and Creativity research group at the Universidad Ramon Llull de Barcelona and combines her work with teaching at universities and schools of marketing and communication.


Guest speaker

Jaroslav Cír

Jaroslav Cír

Founder, CEO and Crowdmaster, Perfect Crowd, Czech Republic

Jaroslav studied psychology and sociology at University of Toronto. In 1999 he joined Unilever in Prague, working as the head of research for Central and Eastern Europe. At the beginning of 2005 Jaroslav has moved to London as the global Consumer and Market Insight Director for Rexona. In 2009 Jaroslav established a Perfect Crowd, as a marketing consultancy and market research agency, specializing in co-creation and crowdsourcing.


Guest speaker

Joeri Van den Bergh

Joeri Van den Bergh

Managing Partner, InSites Consulting, Belgium

Joeri Van den Bergh is the co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in Belgium, the United Kingdom, the Netherlands and the USA. He has extensive experience with 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. And has received multiple awards for his papers as well as his best evaluated conference speeches.


Guest speaker

Henk Eising

Henk Eising

International Market Research Manager, Heineken, Netherlands

Henk started his research career at Motivaction Amsterdam were he served in several functions. He built a long standing career at Heineken as an International Market Research Manager. In 2008 Henk was elected as client researcher of the year at MOA, The Netherlands.


Guest speaker

Marta Klepka

Marta Klepka

International Marketing Director, Gemius, Poland

Marta holds the position of International Marketing Director at Gemius. During her career in the company, her duties have been mostly mainly related to international business development as well as sales and marketing on the foreign markets. On her position Marta cooperates directly with a multinational team of over 50 professionals from 30 markets. Before joining Gemius, she worked as a PR&Marketing Specialist in the first private hospital in Poland and as a journalist in the key Polish daily, Gazeta Wyborcza.


Guest speaker

Rafal Ohme

Rafal Ohme

CEO, Human Mind and Brain Applied Research Center (HMB-ARC), Poland

Rafal Ohme is Founder and CEO of the Human Mind and Brain Applied Research Center (HMB-ARC), Poland. HMB-ARC adopts cutting-edge scientific discoveries, and creates innovative marketing research methods to study TV, internet, print, radio, outdoor and BTL advertising as well as brand image, packaging, media planning,and in-store behavior. Ohme is also a professor of psychology (PhD), and an expert in emotions, persuasion and unconscious processes. In 1995-1996 he held the Fulbright Scholarship at Kellogg School of Management where he studied advertising.In 1996-2003 he visited the Department of Psychology at Stanford University to research preconscious processing and emotions.


Alexander Erofeev

Alexander Erofeev

Director Strategic Market Intelligence, Kaspersky Lab, Russia

Alexander Erofeev is Director, Strategic Market Intelligence, Kaspersky Lab, Russia. He started his professional career in market research in 1993 working in various agencies, including Gallup St. Petersburg (an affiliate of Suomen Gallup Oy). Alexander then held marketing and market research positions in several client companies, including Nokia, SAB Miller and Gillette. He graduated from St. Petersburg State University with a degree in Sociology and Economics. Alexander is an experienced presenter and recently spoke at the ESOMAR Best of Russia 2011 event in Moscow.


Beata Gers

Beata Gers

Consumer Research Manager, British American Tobacco Poland, Poland

Beata Gers is Consumer Research Manager, British American Tobacco Poland, Poland. She has been involved in the tobacco industry since 1997 (in Rothmans of Pall Mall and later - British American Tobacco). In 2001 Beata spent a year in cooperation with the Italian branch of British American Tobacco, where she worked on defining the research standards. Presently she is back in Poland where she is continuing her career as CRM and European Insights Manager for the Vogue brand.


Carlos Garcia

Carlos Garcia

Senior Director of International Research and Insights, Nickelodeon Kids & Family (Viacom International Media Networks), USA

Carlos Garcia has 10 years of marketing and advertising research experience in the entertainment business throughout different markets. He was appointed to his current role of Senior Director, International Research & Insight for Nickelodeon in October 2011 and in this position is currently directing and managing all research efforts for Nickelodeon internationally. Carlos joined Viacom in 2002, originally as Research Manager for Mexico, then moved to Sao Paulo in 2004 to launch Viacom’s research efforts in Brazil and Argentina, before moving to Miami in 2005 advancing to Senior Director Business Solutions, focusing on commercial research activities across Latin America.

Carlos holds degrees from MBA Instituto Panamericano de Alta Dirección de Empresa IPADE, Sociology Post Graduated Degree Universidad Autonoma Metropolitana, and B.A Advertising Centro de Estudios Universitarios Publicidad Arte Radio y Television.


Corrine Sandler

Corrine Sandler

CEO, Fresh Intelligence Research, Canada

Corrine Sandler is the founder and CEO of Fresh Intelligence Research Corp., Canada. Over the past 18 years, Corrine has been immersed in marketing and research and has a reputation for unparalleled consumer understanding and insight development. She has worked with the world’s finest companies in developing innovative, sustainable and profitable consumer, brand, corporate and trade strategies. Corrine holds a Bachelor of Arts degree from the Institute of Marketing Management, South Africa and a Post-Graduate degree in Marketing and Economics from the Chartered Institute of Marketing, UK. She has published research articles in several periodicals and has presented at recent international conferences.


Dan Hill

Dan Hill

Founder President, Sensory Logic, USA

Dan Hill is Founder President of Sensory Logic, Inc., USA, a scientific consumer insights firm whose clients have included General Motors, Target, Toyota, Capital One, Nextel, Nationwide Insurance and Eli Lilly. Dan is the author of the books Body of Truth: Leveraging What Consumers Can’t or Won’t Say; Emotionomics: Winning Hearts and Minds; Face Time: How the 2008 Presidential Race Reveals the Importance of Being ON-EMOTION in Politics, Business and in Life; and About Face: The Secrets to Emotionally Effective Advertising. Dan has been featured in numerous national publications including USA Today, The New York Times, The Wall Street Journal, and AdAge. He received his PhD from Rutgers University following studies at Brown and Oxford.


Dieter Korczak

Dieter Korczak

ESOMAR President
Owner, Managing Director, GP Forschungsgruppe Institut für Grundlagen- und Programmforschung, Germany

Dieter holds a diploma in economics and a Ph.D. in sociology from the University of Cologne. Before founding the GP Forschungsgruppe Institut in 1985, he served at a university as an assistant professor and worked as a market researcher for an industrial company and at several market research institutes. He has been an ESOMAR member for twenty-five years and, from 2001 onwards, has served as a Council member and as the ESOMAR German Representative.

He is specifically skilled in social and public research, is an expert on the European Commission, teaches Medical Sociology at a university for applied science, and has published over 20 books as author or editor.

For the last two years he has been a member of the jury for the German Market Research Award.

He remains directly involved in the research projects of his company, especially in the social reporting of poverty and wealth, health technology assessments, and trends in society. Because of his broad knowledge and expertise, he is regularly invited to comment on developments in the industry and society, both on television and in the press.


Dobromir Cias

Dobromir Cias

Research Director, MillwardBrown SMG/KRC, Poland

Dobromir CiaÅ› is a Research Director at MillwardBrown SMG/KRC, Poland. In this position he manages a team of 30 qual and quant analysts and consultants delivering high-end customer tailored research solutions in Poland and other parts of the world. Dobromir specializes in research-based consulting especially in the field of customer segmentation, building standards of services, improving customer satisfaction, advertising communication, pricing and testing of the new products/ services. His personal experience covers over 1,200 projects. Dobromir is a frequent presenter at PTBRiO Congress events.


Ioannis Kavounis

Ioannis Kavounis

Director, The Futures Company, UK

Ioannis Kavounis is Director of The Futures Company, UK, where he is leading the work on Millennials and their impact on future consumer culture. His passion for innovation and inventive thinking has inspired many clients, including Sony, PepsiCo, Adidas, and Samsung. Ioannis has more than 15 years of experience in research, working for both blue-chip marketers (Unilever) and strategic consultancies (Interbrand and his own boutique agency, Onesixtryfourth). He has worked on many well-known family brands such as Kraft, Heinz, Lipton, Cadbury’s, MTV, BCC, etc. Ioannis is a frequently quoted commentator on consumer trends and innovation and has been featured in The FT, Brand Strategy and Elle Magazine.


Jan Lajka

Jan Lajka

Online Research Manager, STEM/MARK, Czech Republic

Jan Lajka is the Online Research Manager at STEM/MARK, Czech Republic. In the last few years he has focused on development of new methodologies and research techniques. Jan has been involved in market research in various positions for 13 years. He studied statistics at Charles University in Prague, and has authored several articles as well as presented at the Spring SIMAR conference in 2011 and 2011.


Jeffrey Hunter

Jeffrey Hunter

Independent marketing consultant, USA

Jeffrey Hunter is an independent marketing consultant based in the USA and specializing in developing markets. Formerly, Jeffrey was a Director of iTECH, Consumer Insights at General Mills, Inc. – a consumer package foods company. He holds degrees in Asian languages, marketing research and quantitative methods from the University of Minnesota. Jeffrey is a frequent contributor to ESOMAR events.


Jenna Alexandre

Jenna Alexandre

Research Analyst, Fresh Intelligence Research, Canada

Jenna Alexandre is Research Analyst at Fresh Intelligence Research Corp., Canada, an innovative market research firm. As a marketing research professional specializing in shopper insights, Jenna has developed a suite of innovative tools and products to provide clients with actionable opportunities. After graduating from York University with a Bachelor’s degree in Marketing, her career in market research spring-boarded at Ipsos-ASI, where she worked with major global CPG and financial clients, specifically focusing on better understanding challenges that brands face in building strong global and local customer loyalty.


Jonathan Gable

Jonathan Gable

Managing Director, BrainJuicer, Germany

Jonathan Gable is Managing Director, BrainJuicer GmbH, Germany. He has broad international experience in marketing and research, both at start-ups and at blue chip companies such as Colgate-Palmolive, General Mills, and Dunkin' Brands. His experience as both a research buyer and supplier gives him a strong understanding of client needs, especially in the German market.


Katarzyna Gawlik

Katarzyna Gawlik

Research Director, TNS Pentor, Poland

Katarzyna Gawlik is Research Director, TNS Pentor, Poland. As a social anthropologist specialized in marketing and business training, Katarzyna has been involved in the market research industry since 2003, having started as a quantitative researcher, and now responsible for managing compound qualitative-quantitative research processes and finding solutions that bring added value to the research results (workshops, data mining, data aggregation). She has studied ethnology and sociology, as well as marketing strategies and philosophy at a postgraduate level. Katarzyna is a co-author of innovative research methodologies, has been involved in recent conferences and has contributed to recent publications.


Katarzyna Polok

Katarzyna Polok

Head of Business Intelligence division, ING Bank Slaśki, Poland

Katarzyna Polok is head of the Business Intelligence division at ING Bank Slaśki, Poland. She is responsible for supporting business decisions, verifications and recommendations concerning business/product development, actual and future portfolio, price policy, profitability, distribution strategy, sales strategy, client strategy and segmentations and other business issues. Katarzyna is In charge of analytical and research assistance in almost all ING Bank internal and external projects and initiatives, and is responsible for coordinating and implementing the NPS project at ING Bank Slaśki, as well as supervising its on-going processing.


Marcin Rzepka

Marcin Rzepka

Head of Research Services, PMR, Poland

Marcin Rzepka is Head of Research Services, PMR, Poland. He has previous experience as a senior researcher at Pentor / Research International, one of the largest market research institutes in Poland, and at PKO Bank Polski. He has experience in consumer and B2B research and business efficiency projects and is specialised in customer satisfaction and segmentation research and product optimisation issues. In addition to the financial sector, Marcin participated in projects in other industries, including FMCG, telecommunications, IT and construction segments. He holds a degree in sociology from the Wroclaw University, majoring in social communication and market research, and has contributed to various research journals.


Marina Simakova

Marina Simakova

Senior Qualitative Researcher, O+K, Russia

Marina Simakova is a Senior Qualitative Researcher at O+K, Russia. She has worked in the field of qualitative research since 2005 for clients such as P&G, Google, Kaspersky Lab, Boswch-Siemens and others. Key areas of specialization include technology, wellness and foods, with an emphasis on innovative research methods and a deep interest in anthropological and axiological sides of analysis. Marina has received a BA in social state management and a MA in social philosophy (Russian University of the Humanities). Nowadays Marina is writing her PhD thesis, 'Between ethics and language', based on scientific research and actual practice at O+K.


Robert Pinter

Robert Pinter

Client Service Director, Ipsos, Hungary, Russia and Czech Republic

Currently Client Service Director for Ipsos Interactive Services (IIS) in Hungary, Russia and Czech Republic. Robert develops and manages the online business done in these countries by IIS. And he is part time assistant professor of Corvinus University of Budapest (Management of Infocommunication Technologies Department). Between 2008-2010 he was the online strategic director of Ipsos Media, Opinion & Market Research Institute in Hungary. In that function he was responsible for the new online strategy of Ipsos, covering two main areas: firstly research with online methods (mainly CAWI - Computer Assisted Web Interviewing), secondly research of online phenomena.


Simon Patterson

Simon Patterson

CEO, QRi Consulting, UK

Simon Patterson is CEO of QRi Consulting, UK. He trained with the late Peter Cooper for 30 years at CRAM International and was MD until Peter sadly passed way last year. Simon is a consumer psychologist, a full member of the MRS, ESOMAR, AQR, QRCA, and the Society of Consumer Psychologists, and Graduate Member of the British Psychological Society. Simon has conducted qualitative research projects around the world, including CEE, since 1994. He is a frequent speaker on qualitative research and projective techniques at seminars and training courses, and has published papers widely.


Tomasz Opalski

Tomasz Opalski

Research Manager, ING Bank Slaski, Poland

Tomasz Opalski, master of economics, ING Bank ÅšlÄ…ski Research Manager responsible for conducting and purchasing marketing researches for retail part of ING Bank Poland. 5-year experience at ING mainly focused on marketing researches (incl. satisfaction, NPS and communication surveys). Since 2010 coordinator of approx. 40 research cases yearly. Person with over 10-year experience in researches in different branches (banking, furniture, consulting, local authorities). Participant of many training and conferences focused on researches. Owner of NPS Associate Certificate given by Satmetrix (London 2010).


Yvan Goupil

Yvan Goupil

Head of Insights, SAB Miller, Switzerland

A French national, Yvan Goupil has 20+ years of international marketing research and insights experience. Throughout his career, Yvan has been holding MR positions of increased responsibility at top blue chip FMCG companies e.g. the Coca-Cola Company, Danone, PepsiCo and presently SABMiller where he is Europe Head of Insights since January 2008. Yvan is an emotionally intelligent, high-touch leader who has been working in multi-cultural environments and has lived in 5 countries so far.
Yvan holds a postgraduate degree in Quantitative Marketing and a masters degree in Business Administration. He is married and a father of 3.

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Hotel & venue

Designed by the famous interior designer duo of Jestico + Whiles, the Andel’s Cracow Hotel is modern, elegant and conveniently located in the centre of the city, just a short walk away from the famous market square with lots of pubs and restaurants, shopping area and main rail station. With modern, funky rooms, floor to ceiling lights, large windows and excellent facilities, including wireless internet, conference rooms, spa, sauna and a fitness room, it is a perfect place for a tourist break or a business trip.

The Old Jewish Quarter and the 16th century Wawel Castle are about 10 minutes walk from the hotel with the big Galeria Krakowska Shopping Centre, containing a load of shops and fastfood restaurants, located next to the hotel. The train station is across the road, which allows quick and easy access to the airport and city.

Andels Cracow Hotel

Address:

Andels Cracow Hotel
ul. Pawia 3
31-154 Cracow
Poland

Telephone: + 48 12 660 01 00
Fax: + 48 12 660 00 01
E-Mail: info@andelscracow.com

Map & directions

Click here for the venue's website


Video

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Registration

Onsite Delegates

Please note: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.

Early Bird rate (until 13 January 2012)
Members
Non-members
Regular delegate (Full Forum) EUR 500 EUR 550

 

Standard rate (14 January 2012 - 2 March 2012)
Members
Non-member
Regular delegate (Full Forum) EUR 550 EUR 650

 

Late rate (3 March 2012 - 22 March 2012; includes on-site registration)
Online registration open until 22 March 2012,
16:00 GMT. On-site registration is possible.
Members
Non-members
Regular delegate (Full Forum) EUR 600 EUR 750

 

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

The following charges will apply:

  Forum
Until 13 January 2012 No charge.
Full refund given
After 13 January 2012 Cancellation charge: EUR 200

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

Remote/Streaming Delegates

Standard rate
Members
Non-members
1 Time Slot EUR 160 EUR 160
2 Time Slots EUR 250 EUR 250
3 Time Slots EUR 400 EUR 400

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

  LIVE Streaming
Until 26 March 2012 No refund given

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s CEE Research Forum 2012 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.