#ESOMAR

Qualitative 2012

Informing strategic decision making and action

Amsterdam / 6-8 November

Connect like never before at ESOMAR Qualitative 2012! Be a part of the global discussion on how qualitative research continues...

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Overview

We all know that uncertainty has shaken the world. Against this backdrop, organisations need to make big decisions to stabilise their futures; futures that are inexplicably linked to the quality and reliability of these decisions.

Clients look to qualitative research for guidance, inspiration, ideas and freshness. When it comes to top-level business decisions, how can qualitative research be heard? Does it just need to shout louder, or is now the opportunity to re-tune and offer a full chorus of consultancy expertise as a trusted partner?

The arrival of big data creates new challenges for clients who need to make sense of all the information out there. It is a golden opportunity for qual researchers to help brands and companies succeed in the connected world.

ESOMAR Qualitative 2012, in Amsterdam, will demonstrate how qualitative research fuels transformational insights, stimulates actions and guides decisions that make the difference.

Programme committee

Andrew Needham

Andrew Needham (Committee Chair)
Founding Partner
Face, UK

Diane Chayer

Diane Chayer
Senior Market Research Manager
LEO Pharma, Denmark

Stan Knoops

Stan Knoops
Head of Consumer Insights Europe + Global Capability leader
Unilever R&D, Netherlands

Valérie-Anne Paglia

Valérie-Anne Paglia
Managing Director IPSOS UU
The Qualitative research Specialists - Ipsos, France

Fiona Ray

Fiona Ray
Founder
Ready About, USA

Pieter Paul Verheggen

Pieter Paul Verheggen
Managing Director
Motivaction International, Netherlands

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Programme

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Monday, 5 November
09.00 - 17.00
08.00 - 09.00 Workshop registration
09.00 - 17.00 Workshop:
Tuesday, 6 November
09.00 - 20.00
08.00 - 09.00 Workshop registration
09.00 - 17.00 Workshops (in parallel):
16.00 - 19.00 Conference registration
19.00 - 20.00 Welcome reception
Wednesday, 7 November - Conference day one
08.45 - 22.30
08.45 - 09.00 Boost session
09.00 - 09.05 Opening
Finn Raben, ESOMAR Director General
09.05 - 09.15 Introduction to the programme
Andrew Needham (Programme Committee Chair)
09.15 - 10.00 Opening keynote speaker
Bolder Questions, Better Answers, Breakthrough Innovation
Gregg Fraley, author of Jack’s Notebook and Chief Solver, KILN, UK
  Transformation
The future is now!
10.00 - 10.05 Introduction by session chair
Pieter Paul Verheggen, Motivaction International, Netherlands
10.05 - 10.30 2020
Creating insights-based explorative future scenarios

Annette Böhmer, Deutsche Telekom, Germany
10.30 - 10.55 A Generation of Brand Centrists
The digital era’s impact on Millennial brand choices

Peter Mackey, Hall & Partners, USA
Brigette Lytle, Hall & Partners, USA
Alexandra Gervis, Hall & Partners, USA
10.55 - 11.10 Discussion
11.10 - 11.40 Networking break
  Transformation In Action
11.40 - 11.45 Introduction by session chair
Stan Knoops, Unilever R&D, Netherlands
11.45 - 12.10 Don't Stop Believin'
The journey we went on to become strategic partners

Dan Hall, Sony Music, UK
Thomas Hoy, Promise, UK
12.10 - 12.15 Q&A
  Research carousel
12.15 - 13.00 Doing More with Less
Crossing the boundaries of qualitative research to increase business impact

Charles Hageman, Air France KLM, Netherlands
Annelies Verhaeghe, InSites Consulting, Belgium
Thomas Troch, InSites Consulting, Belgium
Tom De Ruyck, InSites Consulting, Belgium
13.00 - 14.15 Lunch
  Best Practice Debate
Style over substance: do we feel some tension here?
14.15 - 14.20 Introduction by moderator
Fiona Ray, Ready About, USA
14.20 - 14.30 Delivering the goods
The role of design in the delivery of qual research

Laura Fry, GfK, UK
Kath Harding, MakeMark, UK
14.30 - 14.40 The Use of Film and Video in Research
A simple record or a whole new ball game?

Dominic Scott-Malden, Jigsaw Research, UK
Peter Totman, Jigsaw Research, UK
14.40 - 15.15 Debate

Participants:
Annette Böhmer, Deutsche Telekom, Germany
Laura Fry, GfK, UK
Dominic Scott-Malden, Jigsaw Research, UK
Peter Totman, Jigsaw Research, UK
15.15- 15.45 Networking break
  Digital Space, Social Media And Qualitative Insights - part 1
15.45 - 15.50 Introduction by session chair
Valérie-Anne Paglia, The Qualitative Research Specialists - Ipsos, France
15.50 - 16.15 Getting to Know Wonder Woman
What mobile ethnography can add to how we understand consumers

Chris Jones, BrainJuicer Group, UK
16.15 - 16.40 Self-ethnography for User Experience Design
Embedding user behaviours directly into the design process

Katherine Gough, Nokia Design, UK
Sharmila Subramanian, Face, UK
Riki Neill, Face, UK
16.40 - 16.55 Discussion
16.55 - 18.15 Big Data Brainstorm
How we can apply qualitative techniques to the challenges of BIG Data

Sven Arn, Happy Thinking People, Germany
20.00 - 22.30 Networking evening: dinner canal cruise
Climb onboard and together with your fellow Qualitative Crew, marvel at the fabulous setting as you sail by night along Amsterdam’s beautiful, illuminated canals while enjoying dinner. The perfect backdrop for absorbing the energy of the city while relaxing and networking after the sessions.

Shuttle buses will be available from 19:15 outside the Novotel City Hotel to transport delegates to the canal boats.
Thursday, 8 November - Conference day two
09.00 - 18.00
09.00 - 09.45 Big Data Karaoke Feedback Session
  Methodological Fuel To Inspire Action - part 1 (fast track)
09.45 - 09.50 Introduction by session chair
Diane Chayer, LEO Pharma, Denmark
09.50 - 10.05 Reality Check
Establishing the potential of new ideas in real world context

Jessica Salmon, BT, UK
Robert Cook, Firefish, UK
10.05 - 10.20 Creative Lab
How a local target group inspires global strategy

Henrike Reinhardt, Danone Medical Nutrition, Netherlands
Eva Kulla, SKIM, Netherlands
10.20 - 10.40 Discussion
10.40- 11.10 Networking break
  Methodological Fuel To Inspire Action - part 2 (fast track)
11.10 - 11.15 Introduction by session chair
Pieter Paul Verheggen, Motivaction International, Netherlands
11.15 - 11.30 Mint Innovations
A refreshing European and sensorial qualitative experience

Sandra Corneau, Symrise, France
Laure Boisier, Lb Qualitative Research, France
11.30 - 11.45 Loading Qualitative 2.0
Speed dating with consumers

Anupama Wagh Koppar, L’Oreal, India
Vartika Hali, FireFly, India
Vishal Sampat, FireFly, India
11.45 - 12.00 Lights, Camera, Research, Action!
Bringing TV viewer research literally into the heart of the business

Mike Jeanes, CNBC, UK
Andy Barker, Engage Research, UK
12.00 - 12.20 Discussion
12.20 - 14.00 Lunch
  Digital Space, Social Media And Qualitative Insights - part 2
14.00 - 14.05 Introduction by session chair
Fiona Ray, Ready About, USA
14.05 - 14.30 "The New Dialogue of the New World"
Strategic continuous dialogue with the youth through Facebook communities

Shilpa Jain, Coca-Cola, India
Shashank Khattar, TNS, India
Sandeep Dutta, TNS, India
14.30 - 14.55 Luke Skywalker and Master Yoda
How online methodologies may benefit from a partnership with offline methodologies

Philipp Jaschul, Danone, Germany
Patricia Blau, GIM, Germany
Eva von Rennenkampff, GIM, Germany
14.55 - 15.10 Discussion
15.10 - 15.40 Networking break
  Unilever Qualitative Research Accreditation Programme
15.40 - 15.45 Introduction by session chair
Stan Knoops, Unilever R&D, Netherlands
15.45 - 16.05 Unilever Qualitative Research Accreditation Programme
Manish Makhijani, CMI Global Foods Director, Unilever, UK
Rebecca Wynberg, CEO Global Qualitative, TNS, UK


The programme originators explain the thinking, rationale and principles of Unilever’s ground breaking global programme to partner with gold standard qualitative research practitioners for excellent work.
16.05 - 16.25 Discussion
16.25 - 17.15 Panel Discussion: Qualitative In The New World
  • What new roles and responsibilities should researchers offer to ensure a stronger strategic partnership with their clients?
  • What new skill sets does the digital age demand so that qualitative researchers can bring brands closer to real consumers’ needs?
  • With the new breed of qualitative researcher in mind, what balance needs to be struck between research, communication and technology/on-line knowledge and skills?
  • Which complementary talents should Qual suppliers develop in order to meet the clients' demand for more contextualised insights, authentic consumers experiences and solid cultural point of views?

Moderated by:
Valérie-Anne Paglia, The Qualitative Research Specialists - Ipsos, France

Participants:
Manish Makhijani, CMI Global Foods Director, Unilever, UK
Rebecca Wynberg, CEO Global Qualitative, TNS, UK
Beth Wolff, LEO Pharma, Denmark
Natacha Dagneaud, Séissmo, Germany
Gregg Fraley, author of Jack’s Notebook and Chief Solver, KILN, UK
17.15 - 17.20 Programme summary
Andrew Needham (Programme Committee Chair)
17.20 - 17.25 ESOMAR Qualitative Excellence - Peter Cooper Award 2012
Sponsored by QRi Consulting

Simon Patterson, CEO, QRi Consulting, UK
17.25 - 17.30 Closing
Dieter Korczak, ESOMAR President
17.30 - 18.00 Farewell drinks
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Presentation abstracts

Wednesday, 7 November - Conference day one

Opening keynote speaker

Bolder Questions, Better Answers, Breakthrough Innovation

Gregg Fraley, author of Jack’s Notebook and Chief Solver, KILN, UK

For researchers to be more strategic players in innovation they have to do more than throw insights over the wall and hope for the best. Getting involved in additional aspects of the front end of innovation “cycle” earns them a place at the executive lunch table. These aspects include use of research insights, and trends, to develop bigger, bolder, braver, and more intriguing platform questions for ideation. Platform framing work is followed by open-innovation-friendly forms of idea generation and co-creation. This more rapid innovation cycle (aka Flywheel) is concluded with presentations to management of evocative new product concepts. The emphasis of Gregg Fraley’s keynote is on the imaginative side of innovation. He’ll describe new thinking tools and process ideas that help organizations achieve a faster and more effective innovation cycle. In the process of helping speed things up, researchers become more involved, more strategic, more valuable.

Transformation
The future is now!

2020
Creating insights-based explorative future scenarios

Annette Böhmer, Deutsche Telekom, Germany

Qualitative research at the Creation Center is adding long term strategic value through creating insights based future scenarios and ideating on new product and service concepts. These scenarios allow the decision makers to build their product roadmaps based on a normative scenario but also enables them to adapt their strategy quickly in case of changing circumstances. This gives not only a clear advice but also flexibility as other strategies are already thought through from the point of view of both the customer and company. This explorative future journey shows how qualitative research brings high mid- and long term strategic value for a company that has to decide about billions of infrastructure investments, strategic partnering and standardisation.


A Generation of Brand Centrists
The digital era’s impact on Millennial brand choices

Peter Mackey, Hall & Partners, USA
Brigette Lytle, Hall & Partners, USA
Alexandra Gervis, Hall & Partners, USA

The magnetic force of shared media and culture among Millennials has had a homogenizing effect, uniting the generation in their tastes and preferences. However, there is an inherent tension in their need to be centrists and also form an individual identity. As marketers and researchers, we must tap into this tension as we deploy research methodologies that allow us to explore the bonds of their communities, as well as allow them to express their individuality through self-directed methodologies.

Transformation in action

Don't Stop Believin'
The journey we went on to become strategic partners

Dan Hall, Sony Music, UK
Thomas Hoy, Promise, UK

Compared to our cousins in the advertising and consultancy worlds, qualitative researchers have sometimes struggled to establish truly strategic partnerships with their clients (and for some good reasons!) The purpose of this paper is to show how such a relationship is possible, by examining how Sony Music's relationship with Promise has developed over the last two years. The presentation will do so first by identifying the key barriers to developing a strategic relationship from both a client and agency perspective before then demonstrating how these barriers can be overcome through a combination of fluid and co-creative research processes, sustained efforts to increase credibility and a revised costing model which charges for time rather than process.

Research carousel

Doing More with Less
Crossing the boundaries of qualitative research to increase business impact

Charles Hageman, Air France KLM, Netherlands
Annelies Verhaege, InSites Consulting, Belgium
Thomas Troch, InSites Consulting, Belgium
Tom De Ruyck, InSites Consulting, Belgium

Recession can prompt unusual levels of creativity. We need to do more with less. Researchers need to increase their business impact. The presenters argue that the way to reach this for qualitative research is by crossing three boundaries: 1) they should come forward as a consultant before and after the research project, 2) they should embrace and enrich quantitative research, and 3) allow consumers to take over part of the research process. With the aid of a client case that conducted for Air France and KLM on the transfer procedure, the presentation will show that the future of qualitative research is bright.

Best practice debate
Style over substance: Do we feel some tension here?

Delivering the goods
The role of design in the delivery of qual research

Laura Fry, GfK, UK
Kath Harding, MakeMark, UK

Collaborating with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and more creative ways is advocated in this presentation. Our industry is changing rapidly and with economic pressures, the growth of digital media and an information explosion, clients are demanding that we deliver more, deliver better and deliver quicker. The presentation demonstrates how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what we deliver to our clients is impactful, meaningful and compelling.


The Use of Film and Video in Research
A simple record or a whole new ball game?

Dominic Scott-Malden, Jigsaw Research, UK
Peter Totman, Jigsaw Research, UK

We are all using more film/video in research. The backlash against long PowerPoint presentations means the increasing use of video clips to bring the findings to life, and the standalone five-minute video to accompany the debrief. But is there an increasing tension between the qualitative researcher and the cameraman? Is qualitative research sleepwalking into becoming simple reportage? When does a research debrief become a documentary? Qualitative researchers and their clients should be alert to the dangers as well as the benefits of the increasing use of film, especially in an international context.

Digital Space, Social Media And Qualitative Insights - part 1

Getting to know Wonder Woman
What mobile ethnography can add to how we understand consumers

Chris Jones, BrainJuicer Group, UK

How mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour is illuminated by allowing stories to unfold rather than pre-framing the context. In a recent project with Kellogg’s, BrainJuicer successfully used these approaches to create engaging insights for the Special K brand. Kellogg’s knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, BrainJuicer helped Kellogg’s gain a deeper understanding of the role Special K could play in the target group’s lives and discern insights that would inform the 2013 brand planning process.


Self-ethnography for User Experience Design
Embedding user behaviours directly into the design process

Katherine Gough, Nokia Design, UK
Sharmila Subramanian, Face, UK
Riki Neill, Face, UK

An evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream is demonstrated in this presentation. A meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. In doing so, this presentation will show how self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into Nokia’s Concept development research process in Consumer Intelligence is illustrated, having demonstrated agile, efficient data capture and analysis for User Experience development.


Big Data Brainstorm
How we can apply qualitative techniques to the challenges of BIG Data

Sven Arn, Managing Director, Happy Thinking People, Germany

In qualitative analysis we are used to making sense of contradictory and contrasting data. We know how to condense and summarize and to turn learnings into meaning. This is why we would like to use the wisdom of the qualitative crowd to brainstorm on ideas of how we can apply the principles of qualitative analysis to the interpretation of BIG data. To derive actionable insights from abstract facts and overwhelming figures. We will work together in a workshop session to generate ideas and share these the following morning in a fast and dynamic presentation karaoke session!

 

Thursday, 8 November - Conference day two

Methodological Fuel To Inspire Action - part 1 (fast track)

Reality Check
Establishing the potential of new ideas in real world context

Jessica Salmon, BT, UK
Robert Cook, Firefish, UK

With innovation, we often explore research concepts in research environments where real world context and time to think are often in short supply. This creates a situation where logic and the rational mind can have an unrealistic share of voice when ideas are being explored and evaluated – giving us research answers. In 2009-2010 BT sought to understand how best to position its innovative (for the UK market) fibre optic broadband product. The desire was to get beyond the product facts of headline speed, connection reliability and to really understand the human impact of supercharged internet connectivity. Using a future facing global study and a video enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful TV ad.


Creative Lab
How a local target group inspires global strategy

Henrike Reinhardt, Danone Medical Nutrition, Netherlands
Eva Kulla, SKIM, Netherlands

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. Also, multinationals often find it challenging to obtain local buy in for strategic marketing decisions made on a global level. This presentation showcases how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia Marketers, improving the stimulus material "on the go". In addition, it demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.

Methodological Fuel To Inspire Action - part 2 (fast track)

Mint Innovations
A refreshing European and sensorial qualitative experience

Sandra Corneau, Symrise, France
Laure Boisier, Lb Qualitative Research, France

In December 2010 Symrise was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch a research on Mint with three key objectives: explore consumer motivations and insights regarding Mint; understand consumer expectations in terms of taste and sensorial experience; and detect new business opportunities for Mint product development Research showed that consumers were very happy with the Mint experience at stake, yet Mint is a treasury chest where other kinds of combinations can be made, especially with other flavors or other’s experience. The research showed strong differences between countries: Mint is strongly linked to cultural habits, and has a strong potential for offering new kinds of sensorial experiences.


Loading Qualitative 2.0
Speed dating with consumers

Anupama Wagh Koppar, L’Oreal, India
Vartika Hali, FireFly, India
Vishal Sampat, FireFly, India

As the world changes, humans evolve to new consumption and communication modes. Formats like T20 cricket, Tequila shots, Speed dating, mobisodes, Express delivery, BBM and Twitter symbolize this evolution. In this new world, clients need quick, concise and digestible information for decision-making. Time- poor respondents, overloaded with information, have limited capacity for introspection and sharing. However, qualitative research continues to be a long conversation with an impatient respondent and a verbose report for an eager client. Loading Qualitative 2.0 (beta) is an approach that is cognizant of these changes, to help research be in-tune with real world dynamics.


Lights, Camera, Research, Action!
Bringing TV viewer research literally into the heart of the business

Mike Jeanes, CNBC, UK
Andy Barker, Engage Research, UK

Even the most innovative qual methodologies tend to follow a similar path – brief, fieldwork debrief, with the main consumer interaction being the groups, or ethnography or online community ... this project was different. The “qual” was only one part of the story – the rest involved CNBC viewers, a TV studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers.

Digital Space, Social Media And Qualitative Insights - part 2

"The New Dialogue of the New World"
Strategic continuous dialogue with the youth through Facebook communities

Shilpa Jain, Coca-Cola, India
Shashank Khattar, TNS, India
Sandeep Dutta, TNS, India

This presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca-Cola with TNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave naturally in traditional research environments - it is necessary to meet them in their natural habitat, when we need the youth to be Creative, Connected, Engaged, Available 24 / 7. Youth are known to become bored easily, have short attention spans, and easily dismiss the un-cool (research!). So we decided to meet them in their playing field - Facebook. By developing an ongoing relationship with the consumer, we were able to achieve low attrition rates. Brand teams can access the community in real time - and are using it for multiple tactical and strategic research.


Luke Skywalker and Master Yoda
How online methodologies may benefit from a partnership with offline methodologies

Philipp Jaschul, Danone, Germany
Patricia Blau, GIM, Germany
Eva von Rennenkampff, GIM, Germany

Qualitative online methods are – metaphorically – in their teens. There is potential and experimenting mixed with shortcomings and confusion. To leverage its potential, online research sometimes needs a wise adult, i.e. offline methods. With reference to three case studies, the potential shortcomings of online research will be identified with a demonstration of ways circumvent these shortcomings by combining online with offline methods. The shortcomings and example case studies are: 1) Hard to funnel the mass of data in a tangible way. Case: study for Danone ‘Fruchtzwerge’; 2) Lack of depth in results. Case: institute study on ‘the world of kids’; and 3) Lack of speed. Case: study with MRC for SCA ‘Tempo’. In conclusion, online research is a promising teen who may be the master one day … till then online-offline-combinations will help us to excel.

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Speakers

Opening keynote speaker

Gregg Fraley

Gregg Fraley

author of Jack’s Notebook and Chief Solver, KILN, UK

Gregg Fraley is a serial entrepreneur and international expert in creative problem solving, providing consultancy to Fortune 500 corporations. A keynote speaker on company innovation and commercial creativity, Gregg’s business novel Jack’s Notebook features on reading lists from University of California Berkeley to Cambridge Judge Business School. Always a pioneer, his Emmy-award winning team at Warner Cable’s QUBE earned a cable ACE Award for innovation. He continues this work through KILN, a firm he co-founded in 2010 to create IdeaKeg, a unique subscription service for company teams to generate breakthrough thinking. KILN also provides innovation culture assessments, ideation services, meeting facilitation and qualitative research to clients in North America and Europe.

Alexandra Gervis

Alexandra Gervis

Senior Account Executive, Hall & Partners, USA

Born in South Africa, raised in Florida, schooled in Atlanta (with a stint in Argentina!), Alexandra has come to appreciate a diversity of different perspectives. She first fell in love with Qualitative Research while studying for her Bachelors in Sociology at Emory University. Following her passion, she joined Hall & Partners in 2011 and has since worked on a variety of projects, focusing primarily on brand development and positioning. She has experience across a variety of online methodologies, as well as ethnographic work.


Andy Barker

Andy Barker

Qualitative Director, Engage Research, UK

Andy Barker is Qualitative Director at Engage Research. He has been a qual researcher for almost 25 years. In that time he has led qual units at RI, BJM, YouGov and worked extensively "in the field". He has pioneered online engagement, called for greater eclecticism in method and warned of ethics creep as our methods innovate. He has contributed extensively to the industry debate on qual research in particular as well as regularly blogging for Engage (featured weekly on the Research Live website).


Annelies Verhaeghe

Annelies Verhaeghe

Head of Research Innovation, InSites Consulting, Belgium

Annelies Verhaeghe is Head of Research Innovation at InSites Consulting. She has an interest in consumer insight activation and neo-observational research techniques such as multimedia ethnography and social media netnography. Annelies won the ESOMAR Young Researcher of the Year Award in 2009 and has been a regular speaker at ESOMAR and other market research events and has several publications in academic and trade journals. In addition she is also in charge of the daily operations at the research hub of InSites Consulting in Romania.


Annette Boehmer

Annette Boehmer

Senior Manager Emphatic Research & Ideation, Deutsche Telekom, Germany

Annette Boehmer is Senior Manager Emphatic Research & Ideation at Deutsche Telekom. Having joined the Creation Center in December 2007, she is responsible for Creation Center processes from exploration/insights generation to ideation and conception. Additionally she is responsible for the Net Promoter Score measurement for all digital products of Deutsche Telekom. Annette studied geography and economics in Bayreuth, Munich and Hagen and holds a diploma in geography of Ludwig Maximilians University Munich. After two years of operative marketing and five years at TNS Infratest, she joined the customer insights team at Deutsche Telekom in 2006 where she managed international qualitative and quantitative market research studies.


Anupama Wagh Koppar

Anupama Wagh Koppar

Head Consumer Insight, L'Oreal, India

Anupama Wagh Koppar is Head of Consumer Insight at L’Oreal. With over 16 years of experience across roles in Brand management, Consumer research and Strategic planning, she has worked across diverse industries such as FMCG, healthcare and lifestyle products. Anupama has extensively worked on new Brand launches, repositioning of Brands and Brand architecture. Multi-disciplinary exposure across industries and varied roles enabled her to look at business situations as a whole and look for solutions that address both long term and short term objectives. Brand management across industries has helped her cross pollinate learnings, keeping the consumer at the centre of the thought process and yet remaining focused on contribution. In her current role at L'Oreal she is faced with the challenge of setting up the innovation cell and the set up of efficient practices.


Beth Wolff

Beth Wolff

Head of Patient Insights, LEO Pharma, Denmark

Elizabeth is the Head of Patient Insights at LEO Pharma in Denmark. As a client-side market researcher, she has led projects and teams in pre- and post-launch research programs using a wide range of qualitative techniques. Beth has a keen interest in continuously improving the gathering and also communication of research results. She is a true believer in the power of qualitative research to deliver inspiring insights able to impact key business decisions and strategies if it is generated with an eye on the business and able to inspire new thought and creativity for the client.


Charles Hageman

Charles Hageman

Research Consultant, Air France KLM, Netherlands

Charles Hageman is a Research Consultant at Air France KLM. In this role he is responsible for managing and developing Air France KLM's quantitative private research panel FB@HOME and its online qualitative research community, In touch. Additionally, Charles works on other research projects within Air France KLM. These research projects range from quantitative to qualitative and from continuous to ad hoc studies and include, amongst others, co-creation projects, Brand Image Tracking, qualitative clinics for new business class seats and a multi-client SkyTeam Customer Satisfaction Monitor. Before working for Air France KLM, Charles worked at several agencies as a quantitative and qualitative researcher. He completed his Masters at the Vrij Universiteit Amsterdam and studied at the Leeds Business School in the UK.


Chris Jones

Chris Jones

Head of Juice Generation, BrainJuicer, UK

Chris Jones is Head of Juice Generation at BrainJuicer, based in the United Kingdom. In this role, Chris oversees the company’s global qualitative initiatives that assist clients at the ‘fuzzy front end’ of the innovation funnel. Jones is an insight specialist, experienced in all areas of consumer and business-to- business strategic qualitative research. Prior to BrainJuicer, he managed his own research and planning consultancy, handling blue chip accounts around the globe.


Dan Hall

Dan Hall

Head of Insight, Sony Music, UK

Dan Hall is Head of Insight at Sony Music, UK & International. He heads up a team of researchers working across Sony Music's labels (including Colombia, RCA, Epic, Jive and Syco), working on artist-level and cross label initiatives.


Dominic Scott-Malden

Dominic Scott-Malden

Research Director, Jigsaw Research, UK

Dominic Scott-Malden is a Research Director and senior qualitative specialist at Jigsaw Research. His experience includes Saatchi & Saatchi, Ogilvy and Mather, Wardle McLean, Stimulating World Research and Hall & Partners. In spite of doing qualitative research for 20 years, he finds people’s response to issues, brands, advertising and communications as fascinating as ever.


Eva Kulla

Eva Kulla

Project Director Consumer Health, SKIM, Netherlands

Eva Kulla is a Project Director at Consumer Health for SKIM, based in The Netherlands. She has over eight years of experience in market research managing a wide variety of pre and post launch projects for clients in the consumer health, pharmaceutical as well as FMCG industry. After starting her career in Germany, she joined SKIM in 2006. Eva’s core skill is in the area of qualitative market research: she is an experienced qualitative trainer, moderator and workshop facilitator having worked with B2B, health care professionals, consumers and patients. She also consults on design and set up of qualitative research projects in other SKIM divisions. Eva graduated as Psychologist (MSc) at Technical University Dresden and was a visiting student to Universidad Autonoma de Madrid/Spain.


Eva von Rennenkampff

Eva von Rennenkampff

Research Manager, GIM, Germany

Eva von Rennenkampff is Research Manager at GIM. In the last few years, she has combined her interest in ethnographic research with new online approaches. By being close to the consumer while venturing on new territories in the field of online methodologies, Eva combines two of her main passions: a professional curiosity for the life of others and an interest in finding the most suitable research design for the question at hand. She holds a degree in psychology.


Henrike Reinhardt

Henrike Reinhardt

Global Market Knowledge Manager, Danone Medical Nutrition, Netherlands

Henrike Reinhardt is Global Market Knowledge Manager at Danone Medical Nutrition (Nutricia) based in Schiphol/NL. She has nearly 10 years experience in Market Research covering a variety of qualitative and quantitative projects in FMCG and Healthcare including New Product Development, Communication Research and Brand Tracking. She started her current role at Danone Medical Nutrition in July 2010, before she worked in Germany for global market research companies on both, customised research and market tracking.


 

Kath Harding

Kath Harding

Director and Graphic Designer, MakeMark, UK

Kath Harding is Director and designer at MakeMark in London, UK. She has worked in the graphic design industry for over 20 years cultivating good relationships with the market research industry in particular. Her focus is primarily on developing information design which is respectful of the insight it is communicating, priding herself in allowing the information to drive the aesthetic of a piece. She is passionate about the work she does and is always looking for new ways to push the boundaries between design and insight.

Katherine Gough

Katherine Gough

Head of Ethnographic Resarch, Nokia Design, UK

Kat Gough is Head of Ethnographic Research at Nokia Design. Previously she was responsible for Concept development research - delivering insights that contribute to UX development across the spectrum of Nokia’s devices and software platforms. Prior to Nokia she worked for Seymourpowell providing trend analysis, user research and strategy as part of the industrial design process to clients that included Tefal, Plastic Logic, LG and Unilever. Her academic research at the RCA developed user centred design tools for Unilever, M&S and Nestle. She conducted user research as part of a multidisciplinary design team for the Sorrell Foundation’s JoinedupdesignforHealth initiative to improve the patient experience in the NHS.


Laura Fry

Laura Fry

Qualitative Research Manager, GfK, UK

Laura Fry is the Qualitative Research Manager at GFK and a senior member of GfK's Technology Qualitative team working on large scale, international qual projects for global technology companies. She also leads the Creative Reporting Centre of Excellence at GfK NOP which brings together researchers from across sectors to develop more creative approaches to reporting. Laura has been pivotal at building new relationships with external design consultants and introducing new approaches to reporting to GfK and their clients.


Laure Boisier

Laure Boisier

CEO, Lb Qualitative Research, France

Laure Boisier is CEO of Lb Qualitative Research, a company that she created in 2008. The main expertise of Lb Qualitative Research is sensorial qualitative research. Laure started her career in research working for L'Oreal NPD laboratories in Paris where she helped develop new beauty powders using a sensorial expert panel. She joined Takasago, Fragrance House, where she was responsible for all Fragrance market research projects before becoming a senior qualitative researcher for eQual, managing all sensorial qualitative researches for large European accounts.


Manish Makhijani

Manish Makhijani

CMI Global Foods Director, Unilever, UK

Manish is the global CMI head for the savoury category at Unilever. He has worked in various consumer insight roles within Unilever for the last nine years and worked in different research agencies prior to that. He leads the Unilever Qualitative Researchers’ Accreditation Program globally.


Mike Jeanes

Mike Jeanes

Director of Research, CNBC, UK

Mike Jeanes is Director of Research at CNBC. He has over 20 years of experience on both the agency and client side within the media sector. Previous roles include International Research Director at Time Warner and Head of Research at the Newspaper Society. Mike is a leading authority on International media research, a previous Media Week awards winner, and a regular contributor to industry panels, trade press and conferences.


Natacha Dagneaud

Natacha Dagneaud

Founder, Séissmo, Germany

Natacha discovered qualitative research during her post-graduate in 1993 while being taught how to transform a flipchart marker into a penguin.A graduate from Sciences-Po Paris, she holds a Diploma in Political and Social Sciences from the F.U. Berlin (Freie Universität Berlin) and a Master of Market Research and Marketing from the IEP Paris. She completed her Executive MBA at the Kellogg-WHU in 2009. Since her emigration to Germany in 1995, where she started her career at Gfm-Getas (Ipsos Hamburg) and continued at Sinus and Sigma in later years, she has remained passionate about the multifaceted scope of qualitative tools from a multicultural perspective, and dedicated to playful exploratory approaches. She founded 2001 her own institute with currently 8 consumer profilers.


Patricia Blau

Patricia Blau

Director of Consumer Health Research, GIM, Germany

Patricia Blau is the Director of Consumer Health Research at GIM. She is a psychologist and market researcher with a focus on in-depth qualitative, creative projects. Over the last years Patricia discovered her fascination with qualitative online research. Within online projects for clients and while developing a new research platform, she came to appreciate the complexity and potential of this new access to respondents.


Peter Mackey

Peter Mackey

Global Qualitative Partner, Hall & Partners, USA

Peter Mackey is Global Qualitative Partner at Hall & Partners. With a 30 year career helping businesses optimize customer engagements and brand positions, for the past 15 years he has built, grown and led qualitative research practices, first for Greenfield Consulting (now Millward Brown-Firefly) and more recently for Invoke Solutions. At Hall & Partners, Peter leads the global qualitative practice for the brand and communications research firm. He has worked across countless categories and is an innovator in hybridizing 'qual/quant' solutions. Peter has written and spoken extensively for research conferences and industry journals.


Peter Totman

Peter Totman

Head of Qualitative, Jigsaw Research, UK

Peter has been in the insight generation business (both as ad agency planner and qual researcher) for over 25 years. He is head of qualitative at Jigsaw Research and a long standing AQR committee member.

He is a passionate in his defence of the enduring value (and values) of qualitative research. And yes, he can sometimes come across as a bit of an old fogey.

He has a particular interest in qualitative analysis and has presented papers on this subject at numerous conferences.


Philipp Jaschul

Philipp Jaschul

Senior Market Research Manager, Danone, Germany

Philipp Jaschul is a Senior Market Research Manager at Danone Germany. He has worked across all Danone dairy brands in Germany, Austria and for the last three years, in Switzerland. His responsibilities are driving consumer and brand insights into day-to-day decision making for blockbuster names like Activia and Actimel. Prior to joining Danone, Philip worked for P&G, where he gained experience with their home and beauty care sectors.


Rebecca Wynberg

Rebecca Wynberg

CEO Global Qualitative, TNS, UK

Rebecca Wynberg joined TNS in January 2012 as CEO Global Qualitative. She has a long career as a qualitative practitioner, including 11 years at The Research Business.

In 1994 Rebecca founded Sadek Wynberg Research which became the world’s largest independent qualitative agency. It was sold to Millward Brown, and she then became CEO of Millward Brown’s UK qualitative arm.

Before joining TNS Rebecca worked as qualitative consultant with Unilever to develop a far-reaching global training and accreditation programme.

She has used her brand understanding to experience life from the client perspective by launching a niche food brand.


Riki Neill

Riki Neill

Research Manager, Face, UK

Riki left Nottingham University with a BSc in Psychology and an MSc in Advanced Interactive Technology, learning to use principles of behaviour and cognition to design better technology products. During this time he focused on participatory design. Following this he started his market research career in commercial qualitative research, with 3 years working in markets ranging from financial products, to education and mobile handsets. He moved to Face in 2010 to return to his interests in innovation, collaborative research and new methodologies.
Since then he has worked extensively on projects involving ethnographic methods, working with social media, mobile devices and online communities to find faster and more efficient ways to gather and analyse qualitative data.


Robert Cook

Robert Cook

Director of Innovation and Inspiration, Firefish, UK

Robert Cook is Director of Innovation and Inspiration at Firefish. He has been innovating in qualitative thought and methodology for over 13 years following a previous incarnation as a psychiatrist. An ongoing theme through his working life is a desire to ‘challenge the established and establish the new’ in order to address the shortcomings of existing research methodology. This philosophy has led to the development of new ways of viewing and understanding the world using online methodology, lifelogging data capture and infra-red sleep-spy cameras.


Sandeep Dutta

Sandeep Dutta

Senior Vice President, TNS, India

Sandeep Dutta is Senior Vice President at TNS where he manages the Qualitative business in TNS Gurgeon. Sandeep believes that his first project was the best one so far, and which got him hooked to Qualitative research. It was a study requiring him to dine in Mumbai’s swish restaurants and observe guest behaviour for several evenings. For a self-confessed foodie, there couldn’t have been a better start to a career. A post-graduate in Management, Sandeep has been in the world of market research for 18 years, some of which were spent in the UK.


Sandra Corneau

Sandra Corneau

Sensory & Consumer Science Director EAME, Symrise, France

Sandra Corneau is Sensory & Consumer Science Manager EAME at Symrise, the worldwide flavor & fragrance house. She has worked for Symrise since 2011, firstly as Sensory & Consumer Science Manager, creating the sensory department France, and currently as head of the Sensory & Consumer Science department for the EAME region. Sandra is focused on flavors for all food & beverage categories. Her role consists in supporting sales, marketing & creation in knowing better European food & beverage markets and consumer needs, but also in keeping up with innovative sensory methodologies. With a total of 15 years of experience, Sandra has previous working experience in the food industry at Nestlé and Unilever as a consumer scientist. Sandra has a Master’s degree in Chemistry of Flavors & Fragrances completed with a science degree in Sensory Analysis.


Sharmila Subramanian

Sharmila Subramanian

Research Director, Face, UK

Sharmila Subramanian is a Research Director at Face, with a particular area of focus being insight and consumer closeness research. She has worked in international qualitative research for six and a half years, and during this time, she has developed particular expertise and interest in collaborative, digital and ethnographic approaches to research. Her focus on the application of digital tools for research stems from her academic background, having left university with an MA in Digital Media. She gets to apply these approaches across a range of FMCG and tech clients, and a range of audiences, from youth and gatekeepers to hard to reach sectors.


Shashank Khattar

Shashank Khattar

Project Director, TNS, India

Shashank Khattar is Project Director at TNS. He feels qualitative research, especially digital, is just an extension of his questioning and observing nature: considering his self-confessed addiction to travelling, talking to people and social networking. A graduate in marketing, Shashank has been involved in research for the last five years. As Project Director at TNS Gurgaon, he has worked extensively across Telecom, FMCG (Food and Beverages, Apparel, etc.), Homecare, Financial (Insurance, Lending, Private Equity, etc.), Hi-tech and Automotive categories for national and international clients. Prior to research, he has dabbled in the area of media entrepreneurship for youth and social awareness.


Shilpa Jain

Shilpa Jain

Knowledge & Insights Manager, Coca-Cola, India

Shilpa Jain is the Knowledge & Insights Manager at Coca-Cola India, where she is responsible for taking a peek at the consumer world and generating relevant insights for the business. She is trained in conducting Ideation sessions within the Coca-Cola System and has been a part of many such workshops. In the field of research for the last eight years, she worked in TNS India for over five years before joining Coca-Cola. She is a post graduate in Management, with a specialization in MR, from MICA. Her curiosity for ‘why people do what they do’ led her into this field.


Sven Arn

Sven Arn

Managing Director, Happy Thinking People, Germany

Sven Arn, 43, is Managing Director and Partner at H,T,P, Concept. He has been with the company since 1991 and became Managing Director in 1997. His research focus is in international and cross-cultural research with a specific expertise in insight development, positioning and brand strategy. He works for clients in a wide range of industries and also regularly runs workshops and training courses to develop qualitative skills. He has been on a number of Programme Committees at various Esomar events including Annual Congress, the Qualitative Conference and the Insight Conference. Sven has also been a guest lecturer at the UdK (University of the Arts), Berlin and the Design Academy, Berlin.


Thomas Troch

Thomas Troch

Senior Research Innovator, InSites Consulting, Belgium

Thomas Troch is Senior Research Innovator at InSites Consulting. With a background in industrial design he is on a quest to merge research with creativity. After managing online research communities for global clients including Unilever, Philips and Heineken he is now focusing on the role of research communities in the innovation funnel. As an advocate of consumer-centric innovation, Thomas is a guest lecturer at Artesis University College of Antwerp, Industrial Design Center (HOWEST), Katho, TUDelft, VUB and EHSAL Management School. He was nominated for the ESOMAR Research Effectiveness Award 2011 for his work 'Bringing consumers alive within Unilever R&D'.


Tom De Ruyck

Tom De Ruyck

Head of Research Communities, InSites Consulting, Belgium

Tom De Ruyck is Community Research Expert at InSites Consulting and responsible for InSites' community activities in Belgium, the Netherlands and the UK. He is part of the R&D department, a team of five researchers who try on a daily basis to make market research more insightful for customers and more fun to participate in for respondents. Tom is invited frequently as a speaker at (inter)national congresses 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.


Tom Hoy

Tom Hoy

Senior Consultant, Promise, UK

Tom Hoy is a Senior Consultant at Promise, the insight and Innovation consultancy. He works to embed co-creative processes in client organisations and specialises in Promise's online techniques. Tom has worked for clients including Orange, Samsung, Diageo and Sony Music.


Vartika Hali

Vartika Hali

Head, Firefly, India

Vartika Hali is Head of Firefly. She began as a quantitative researcher in 1998, but soon discovered her passion for qualitative research. Soon after learning the ropes of qualitative research, she moved to specifically working on consumer linked insight program practices and conducted various consumer insight programs, consumer need state segmentation and motivational segmentation exercises. She has led and trained research teams on new tools – running consumer workshops, ethnography, motivational research and new innovative tools. Her entrepreneurial spirit led her to explore a new challenge – setting up the India Qual practice for Firefly.


Vishal Sampat

Vishal Sampat

Account Manager, Firefly, India

Vishal Sampat is an Account Manager at Firefly. He has been a business writer and covered developments in advertising, marketing, media, radio, and event management among other industries. He has over four years of experience in Quantitative Market Research, most of which are at Millward Brown. Vishal has worked on brand tracks, U&As, ad-tests on F&B, skin care and financial brands. His ability to straddle across words and numbers allows a better integration of Quant and Qual. He holds an MMS (Marketing) from Mumbai University.

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Hotel & venue

The newly renovated Novotel Amsterdam City is a 4-star hotel in the heart of Amsterdam's business district, only 15 minutes from the city centre and with convenient transport access by train and tram to Schiphol Airport as well as famous Amsterdam destinations such as Dam Square, Leidseplein, Rembrandtplein and more…

Take advantage of the free wi-fi, network in The Coffee Corner (with take-away coffee and sandwiches) or relax in the hotel gym or sauna. With its unique interior and high-quality cuisine, Asian restaurant, Shoyu, serves a wide variety of sushi and wok dishes, cooked in an open kitchen and is really the place to be.

Novotel Amsterdam City

Address:

Novotel Amsterdam City
Europaboulevard 10
1083 AD Amsterdam
The Netherlands

Telephone: +31 20 7219179
Fax: +31 20 6462823
E-Mail: H0515@accor.com

Hotel & venue's website

How to get there?


Networking evening: dinner canal cruise

Climb onboard and together with your fellow Qualitative Crew, marvel at the fabulous setting as you sail by night along Amsterdam’s beautiful, illuminated canals while enjoying dinner. The perfect backdrop for absorbing the energy of the city while relaxing and networking after the sessions.


Networking evening: From Digital To Human Dimensions - Amsterdam cruise and dinner experienceNetworking evening: From Digital To Human Dimensions - Amsterdam cruise and dinner experience


Video

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Registration

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 7 September 2012)
Members
Non-members
Regular delegate (Full Conference) EUR 999 EUR 1600
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 665 EUR 855
2 Workshops EUR 950 EUR 1330

* Read the conditions that apply for registration carefully.

Standard rate (8 September 2012 - 19 October 2012)
Members
Non-member
Regular delegate (Full Conference) EUR 1320 EUR 1800
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 760 EUR 950
2 Workshops EUR 1140 EUR 1520

* Read the conditions that apply for registration carefully.

Late rate (20 October 2012 - 2 November 2012; includes on-site registration)
Online registration open until 2 November 2012,
16:00 GMT. On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 1520 EUR 2000
Regular delegate (1 Day Entrance) EUR 850 EUR 1000
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
1 Workshop EUR 760 EUR 950
2 Workshops EUR 1140 EUR 1520

* Read the conditions that apply for registration carefully.

Cancellation Policy

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

The following charges will apply:

  Conference Workshop
Until 7 September 2012 No charge.
Full refund given
No charge.
Full refund given
After 7 September 2012 Cancellation charge:
EUR 400
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 (session parts) EUR 180 EUR 180
2 time slots (session parts) EUR 300 EUR 300
3 time slots (session parts) EUR 450 EUR 450
4 time slots (session parts) EUR 600 EUR 600

* Please make sure to check out the live stream programme to see what sessions are excluded for live broadcasting *

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 8 November 2012 No refund given

 

Disclaimer

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