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Qualitative 2013

Brilliant Transformations

Valencia / 17-19 November

The pressure for brands to engage with consumers in smarter ways has led to a wave of new methodologies being voiced...

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Overview

The pressure for brands to engage with consumers in smarter ways has led to a wave of new methodologies being voiced every 5 minutes, often without a clear link to the added value for clients or a relationship with established methods.

For many researchers and CMOs - inspired by the social web and its emerging marketing ecosystem – cool and hip with instant results seem to be the order of the day, creating tensions for those who argue the need for time and in-depth analysis to deliver quality.

Our 17th annual international Qualitative conference, Brilliant Transformations, celebrates the heritage of qualitative research rooted in curiosity, quality and intellect, while uniting the brilliant minds of the global crowd to spearhead change, embrace new possibilities and determine a new value and relevance for qualitative research.

Programme Committee

Beth Wolff

Beth Wolff (Committee Chair)
Head of Patient Insights Center of Excellence
LEO Pharma, Denmark

Enrique Domingo

Enrique Domingo
CEO
Dialogs & B-Yond, Spain

Massimo Cealti

Massimo Cealti
Vice President Consumer and Market Insights
Symrise, France

Pravin Shekar

Pravin Shekar
Kreator-in-Chief
krea, India

Steve August

Steve August
Founder & CEO
Revelation, USA

Steve Hales

Steve Hales
Independent Consultant
UK

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Programme

08:00 - 20:00 Sunday, 17 November 
Conference registration: 16:00 - 19:00
Workshop registration: 08:00 - 09:00
09:00 - 17:00 Workshops (in parallel)
Communicating Insights
An interactive workshop to help you create materials with impact
Are you delivering the impact you need with the delivery of your research? If you are struggling to create clear, punchy, and enjoyable communications from lots of data, then this workshop is for
Communicating Insights
An interactive workshop to help you create materials with impact

Lucy Davison

Managing Director
Keen as Mustard Marketing
UK
Read more
Lucy Davison
, Keen as Mustard Marketing, UK

Understanding Market Research Communities
The power of reflection
Workshop overview Up until about ten years ago, the differences between qualitative and quantitative research could be clearly articulated. But with advances in panel management, text analytics and
Understanding Market Research Communities
The power of reflection

Anita Nayyar

Senior Consultant
Promise Communispace
UK
Read more
Anita Nayyar
, Promise Communispace, UK

Nick Coates

Consultancy Director
Promise Communispace
UK
Read more
Nick Coates
, Promise Communispace, UK

19:00 - 20:00 Welcome reception
08:00 - 22:00 Monday, 18 November - Conference day one 
Conference registration: 08:00 - 09:00
Opening
08:45 - 09:00 Energiser!
09:00 - 09:10 Welcome
Pravin Shekar, ESOMAR Council Member
09:10 - 09:20 Introduction to programme
Beth Wolff, Programme Committee Chair
Tales From The Frontline
09:20 - 09:25 Introduction by session chair
Pravin Shekar, krea, India
09:25 - 09:45 The Shift from “Order-taker” to “Pro-active Consultant”
What does it take? A client side perspective
Many on the agency side are blind to client-side realities – the structural changes, the emergence of adjacent departments with new and different data streams, the DIY ability, the pressure on… Read more
The Shift from “Order-taker” to “Pro-active Consultant”
What does it take? A client side perspective

Edward Appleton

European Consumer Insights Manager
Avery Zweckform
Germany
Read more
Edward Appleton
, Avery Zweckform, Germany

09:45 - 10:00 Creating a New Playbook
Making qualitative research more accessible to newcomers
The biggest challenge to the future of qualitative research is that more and more people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without… Read more
Creating a New Playbook
Making qualitative research more accessible to newcomers

Ray Poynter, Vision Critical, UK
10:00 - 10:15 Why Ditching Depth is Dangerous
Insights from London into the social factors driving violent extremism
Qualitative research is one of the most effective ways of understanding the major issues facing society. However, in the race to generate instant insight and technological solutions, researchers are… Read more
Why Ditching Depth is Dangerous
Insights from London into the social factors driving violent extremism

Michael McLean

Prevent Programme Manager
Westminster City Council
UK
Read more
Michael McLean
, Westminster City Council, UK

Michael Thompson

Research Director
Opinion Leader
UK
Read more
Michael Thompson
, Opinion Leader, UK

10:15 - 10:35 Discussion
10:35 - 10:45 Physical Transformation
10:45 - 11:15 Networking break
Fuel For A Transformational Mind
11:15 - 11:20 Introduction by session chair
Massimo Cealti, Symrise, France
11:20 - 11:40 "How Many People Said That?"
Paradigms for informed decision making
Establishing what drives behaviour, motivates change, or what a future might look like, is not as simple as asking people the question. To address different kinds of questions qualitative market… Read more
"How Many People Said That?"
Paradigms for informed decision making

Jonathan Chandler

Director
Mojo Brand Development
UK
Read more
Jonathan Chandler
, Mojo Brand Development, UK

11:40 - 12:00 "The Power of the Dark Side"
Motivation, positioning and the seven deadly sins
The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply… Read more
"The Power of the Dark Side"
Motivation, positioning and the seven deadly sins

Shobha Prasad

Director
Drshiti Strategic Research Services
India
Read more
Shobha Prasad
, Drshiti Strategic Research Services, India

12:00 - 12:20 Freedom to Reveal or Freedom to Project?
An exploration of modern identity
How do our own and social media persona relate to our 'real selves'? Where does freedom to express our true selves become more an opportunity to project the person we've always wanted to be? The… Read more
Freedom to Reveal or Freedom to Project?
An exploration of modern identity

Peter Totman

Head Of Qual
Jigsaw Research
UK
Read more
Peter Totman
, Jigsaw Research, UK

12:20 - 12:40 Recreating AlaTurca
Consumer goal conflicts as a creative driver for innovation
In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ wants and needs. Three challenges that consumer insights teams are faced with are… Read more
Recreating AlaTurca
Consumer goal conflicts as a creative driver for innovation

Deger Ozkaramanli

PhD Researcher
Delft University of Technology
Netherlands
Read more
Deger Ozkaramanli
, Delft University of Technology, Netherlands

Eapen George

President
Round Feather LLC
USA
Read more
Eapen George
, Round Feather LLC, USA

Erkan Balkan

Insights Manager
PepsiCo
Turkey
Read more
Erkan Balkan
, PepsiCo, Turkey

Pieter Desmet

Full Professor
Delft University of Technology
Netherlands
Read more
Pieter Desmet
, Delft University of Technology, Netherlands

Steven Fokkinga

PhD Researcher
Delft University of Technology
Netherlands
Read more
Steven Fokkinga
, Delft University of Technology, Netherlands

12:40 - 13:00 Discussion
13:00 - 14:30 Lunch
Inspiration, Integration, Innovation - Round 1
14:30 - 14:35 Introduction by session chair
Pravin Shekar, krea, India
14:35 - 14:50 Let's Go Game!
Borders of advantages and gains for gamification compared to in-depth-interviews
Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face quali surveys. A comparative experiment with gamification versus the… Read more
Let's Go Game!
Borders of advantages and gains for gamification compared to in-depth-interviews

Fernando Akira Yagi

Market Intelligence Analyst
Takeda Pharmaceuticals
Brazil
Read more
Fernando Akira Yagi
, Takeda Pharmaceuticals, Brazil

Luiz Marcelo Abate de Siqueira

Brand Manager
Takeda Pharmaceuticals
Brazil
Read more
Luiz Marcelo Abate de Siqueira
, Takeda Pharmaceuticals, Brazil

14:50 - 15:05 Brief Encounters
How qualitative research is able to meet the need for efficiency paradigm
"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative… Read more
Brief Encounters
How qualitative research is able to meet the need for efficiency paradigm

Michael Dorsch

Head of Qualitative
forsa
Germany
Read more
Michael Dorsch
, forsa, Germany

15:05 - 15:20 Insight Mining with Positive Psychology
Adding richness and increasing engagement for respondents and observers
Positive affect has been shown to increase creativity and problem-solving (Isen et al, 1987) and interventions developed from positive psychology, the scientific study of well-being, have been shown… Read more
Insight Mining with Positive Psychology
Adding richness and increasing engagement for respondents and observers

Andrew Soren

Senior Advisor for Talent Strategies
BMO Financial Group
Canada
Read more
Andrew Soren
, BMO Financial Group, Canada

Stacy Graiko

Director, Qualitative Research
Firefly Millward Brown
USA
Read more
Stacy Graiko
, Firefly Millward Brown, USA

15:20 - 15:40 Discussion
15:40 - 16:10 Networking break
16:10 - 17:40 The Delegate Talk Show

Here’s your opportunity to respond to our speakers perspectives and contribute your thoughts to a future vision of qualitative research.



Moderated by:
Steve Hales, Independent Consultant, UK
17:40 - 18:15 Guest speakers
Introduction by session chair
Beth Wolff, LEO Pharma, Denmark
Guest speakers
The Flow of Enthusiasm in Music
How musicians create fans & lessons for qualitative research
An artist experiences enthusiasm on different levels. They are inspired, jam with fellow musicians and at some point, a crowd goes wild. Rijn Vogelaar and James Whelligan talk about these three… Read more
The Flow of Enthusiasm in Music
How musicians create fans & lessons for qualitative research

Jamie Whelligan

Band Member
Whelligan
UK
Read more
Jamie Whelligan
, Whelligan, UK

Rijn Vogelaar

CEO
The Superpromoter Academy
Netherlands
Read more
Rijn Vogelaar
, The Superpromoter Academy, Netherlands

18:15 - 18:20 Foundation For The Future
Finn Raben, ESOMAR Director General
19:30 - 22:00 Networking dinner
09:00 - 17:45 Tuesday, 19 November - Conference day two 
Inspiration, Integration, Innovation - Round 2
09:00 - 09:05 Introduction by session chair
Enrique Domingo, Dialogs & B-Yond, Spain
09:05 - 09:20 The Next Big Thing
New sources of methodological inspiration and influence
Quallies are always looking to increase their range of eclectic sources of inspiration, and that’s why we want to share our new tools and insights from the worlds of education, policing &… Read more
The Next Big Thing
New sources of methodological inspiration and influence

Andy Barker

Head of Qualitative Research
Populus
UK
Read more
Andy Barker
, Populus, UK

09:20 - 09:35 The Beauty and the Beast
How can a bank communicate in times of stress
As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the… Read more
The Beauty and the Beast
How can a bank communicate in times of stress

Jochum Stienstra

Director/Senior Researcher
Ferro Explore!
Netherlands
Read more
Jochum Stienstra
, Ferro Explore!, Netherlands

Tibor van Bekkum

Senior Brand Consultant
Valuebridge
Netherlands
Read more
Tibor van Bekkum
, Valuebridge, Netherlands

09:35 - 09:50 Using the Evidence
The benefits of passive data
Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured… Read more
Using the Evidence
The benefits of passive data

Fiona Naughton

VP Global Marketing
HTC
USA
Read more
Fiona Naughton
, HTC, USA

Robert Cook

Innovation and Inspiration Director
Firefish
UK
Read more
Robert Cook
, Firefish, UK

09:50 - 10:10 Discussion
10:10 - 10:40 Networking break
Vision For Change
10:40 - 10:45 Introduction by session chair
Massimo Cealti, Symrise, France
10:45 - 11:05 How Netnography Can Be Used to Unlock the Full Potential of Crowdsourcing Contests
The case of the chocolate lovers contest
Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an… Read more
How Netnography Can Be Used to Unlock the Full Potential of Crowdsourcing Contests
The case of the chocolate lovers contest

Gregor Jawecki

Managing Director
HYVE
Germany
Read more
Gregor Jawecki
, HYVE, Germany

Johannes Gebauer

Head of Innovation Contests
HYVE
Germany
Read more
Johannes Gebauer
, HYVE, Germany

Maria Fernandez

Consumer Insight and Strategy Manager
Mondelēz International
Spain
Read more
Maria Fernandez
, Mondelēz International, Spain

Susanne Mathis-Alig

Global Innovation Manager
Mondelēz International
Switzerland
Read more
Susanne Mathis-Alig
, Mondelēz International, Switzerland

11:05 - 11:25 Creating a Sustainable Future for MROCs
Preventing the exhaustion of the most promising development of our industry
Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as… Read more
Creating a Sustainable Future for MROCs
Preventing the exhaustion of the most promising development of our industry

Anke Bergmans

Senior Project Leader
Blauw Research
Netherlands
Read more
Anke Bergmans
, Blauw Research, Netherlands

Jos Vink

Managing partner
Blauw Research
Netherlands
Read more
Jos Vink
, Blauw Research, Netherlands

Michelle de Laat

Marketing Intelligence Advisor
ANWB
Netherlands
Read more
Michelle de Laat
, ANWB, Netherlands

11:25 - 11:45 Qualitative Data, Integrative Frameworks, and the Prospect of Strategic Impact
The qualitative data landscape has shifted considerably. The relevance of traditional forms of qualitative research seems to be in decline; e.g., a number of large and leading client companies are… Read more
Qualitative Data, Integrative Frameworks, and the Prospect of Strategic Impact

11:45 - 12:05 Humanising Big Data
Applying a qualitative analysis lens to big data
The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data,… Read more
Humanising Big Data
Applying a qualitative analysis lens to big data

Anupama Wagh Koppar

Head, Consumer and Insights
L’Oreal
India
Read more
Anupama Wagh Koppar
, L’Oreal, India

Sandeep Arora

Senior Vice President & Global Head (Research & Analytics Solutions)
Datamatics Global Services
India
Read more
Sandeep Arora
, Datamatics Global Services, India

Vartika Malviya Hali

Head
FireFly Millward Brown
India
Read more
Vartika Malviya Hali
, FireFly Millward Brown, India

12:05 - 12:25 Discussion
12:25 - 13:40 Lunch
Micro-Global, Hyper-Local
13:40 - 13:45 Introduction by session chair
Steve August, Revelation, USA
13:45 - 14:05 Lessons from Don Quixote
The Sancho Panza way to excellence in cross-cultural research settings
Three experienced international qualitative practitioners (two from Germany and one from the UK) across two research agencies draw inspiration from a classic Spanish novel to put forward a… Read more
Lessons from Don Quixote
The Sancho Panza way to excellence in cross-cultural research settings

Andrew Vincent

Managing Director
Waves
UK
Read more
Andrew Vincent
, Waves, UK

Dörte Töllner

Co-Founder and Managing Director
Point-Blank International
Germany
Read more
Dörte Töllner
, Point-Blank International, Germany

Nina Mueller

Senior Research Director
Point-Blank International
Germany
Read more
Nina Mueller
, Point-Blank International, Germany

14:05 - 14:10 Q&A
14:10 - 14:50 Panel discussion
Making Cross Cultural Qual Work in a Connected World
In an increasingly connected world, qualitative researchers face opportunities and challenges in generating insights across borders and cultures.  Opportunities abound to extend our reach into… Read more
Making Cross Cultural Qual Work in a Connected World


Moderated by:
Steve August, Revelation, USA

Participants:

Andrew Vincent

Managing Director
Waves
UK
Read more
Andrew Vincent
, Waves, UK

Anupama Wagh Koppar

Head, Consumer and Insights
L’Oreal
India
Read more
Anupama Wagh Koppar
, L’Oreal, India

Edward Appleton

European Consumer Insights Manager
Avery Zweckform
Germany
Read more
Edward Appleton
, Avery Zweckform, Germany

Sandrine McClure

Director
Added Value
France
Read more
Sandrine McClure
, Added Value, France

14:50 - 15:20 Networking break
Brilliant Transformations
15:20 - 15:25 Introduction by session chair
Steve Hales, Independent Consultant, UK
15:25 - 15:45 What Do You Do When Your World is Turned Upside-Down?
Case of applied cultural anthropology to a business problem
A company marketed a product which had the highest volume of scripts in the Canadian prescription market for years, dominating its category. With post publication of safety concerns, promotion of the… Read more
What Do You Do When Your World is Turned Upside-Down?
Case of applied cultural anthropology to a business problem

Catharine Bauer

Manager Business Intelligence
Leo Pharma
Canada
Read more
Catharine Bauer
, Leo Pharma, Canada

Johanna Faigelman

Founder and President
Human Branding Inc.
Canada
Read more
Johanna Faigelman
, Human Branding Inc., Canada

15:45 - 16:05 Uncompromising Intimacy: The Route to Transformational Ideas
Getting up close and personal to unlock a company’s potential for transforming healthcare
This is a story of transformation, of a company set on transforming healthcare and research that focused on ‘uncompromising intimacy’ to deliver transformational insight. 23andMe is a… Read more
Uncompromising Intimacy: The Route to Transformational Ideas
Getting up close and personal to unlock a company’s potential for transforming healthcare

Anita Black

Co-Founder
The Magnetic Collective
USA
Read more
Anita Black
, The Magnetic Collective, USA

Neil Rothstein

Vice President, Marketing
23andMe
USA
Read more
Neil Rothstein
, 23andMe, USA

16:05 - 16:20 Discussion
16:20 - 17:00 Closing keynote
Refreshing Marketing
As the President of Coca-Cola Iberia, Marcos is truly at the forefront of decision-making. For his keynote presentation he elaborates on the intense new reality of decision making for business… Read more
Refreshing Marketing

Marcos de Quinto

President
Coca-Cola Iberia
Spain
Read more
Marcos de Quinto
, President, Coca-Cola Iberia, Spain

17:00 - 17:15 Closing
Programme summary
Beth Wolff, Programme Committee Chair
ESOMAR Qualitative Excellence - Peter Cooper Award 2013
Sponsored by QRi Consulting

Simon Patterson, QRi Consulting, UK
Closing
Pravin Shekar, ESOMAR Council Member
17:15 - 17:45 Farewell drinks
Print

Presentation abstracts

Monday, 18 November

Tales From The Frontline

The Shift from “Order-taker” to “Pro-active Consultant”
What does it take? A client side perspective

Edward Appleton, European Consumer Insights Manager, Avery Zweckform, Germany

Many on the agency side are blind to client-side realities – the structural changes, the emergence of adjacent departments with new and different data streams, the DIY ability, the pressure on budgets, organisational challenges – and so perhaps they are often in the dark as to how they should add value when challenged to create more value from their insights. Some feel threatened, not excited, by the shock of the new – social media, big data, mobile, online panels...

Research has to deliver differently in the future to keep abreast of change – client side and agency side alike. However, as a discipline, MR is extremely well positioned to take advantage of an increasing thirst for insights in a sea of information. By talking about some of the challenges and changes he experiences client side, Edward aims to help bridge the gap between buyer and supplier.


Creating a New Playbook
Making qualitative research more accessible to newcomers

Ray Poynter, Director, Vision Critical, UK

The biggest challenge to the future of qualitative research is that more and more people who do not understand the qualitative paradigm are able to conduct projects, using sophisticated tools, without the knowledge of how to conduct and analyse qualitative research. DIY options for online discussions, social media monitoring, as well as smartphone ethnography, put inexpensive but powerful tools in the hands of the many, but they do not necessarily impart any level of understanding or training. It is too late to put the genie back in the bottle. We can’t prevent non-specialists from running projects, so we need to create a playbook for people new to the field. Here is an initial playbook for non-specialists: helping them stay safe whilst exploring the world through a qualitative prism.


Why Ditching Depth is Dangerous
Insights from London into the social factors driving violent extremism

Michael McLean, Prevent Programme Manager, Westminster City Council, UK
Michael Thompson, Research Director, Opinion Leader, UK

Qualitative research is one of the most effective ways of understanding the major issues facing society. However, in the race to generate instant insight and technological solutions, researchers are at risk of overlooking the fundamental strengths of qualitative approaches – depth of insight and understanding of social context. Without these, the explanatory power of qualitative research will be weakened and the method will lose credibility. This presentation examines how this risk can be addressed through discussion of a best practice case study from recent work informing the UK’s prevent counter-terrorism strategy, demonstrating why ditching depth is dangerous.

Fuel For A Transformational Mind

"How Many People Said That?"
Paradigms for informed decision making

Jonathan Chandler, Director, Mojo Brand Development, UK

Establishing what drives behaviour, motivates change, or what a future might look like, is not as simple as asking people the question. To address different kinds of questions qualitative market research generates different kinds of data, uses different rules of evidence and standards of proof ... and often moves between different knowledge paradigms without self-consciously recognising it. This agility underlies some of the real successes of the informed decision making that qualitative market research is all about, but making the wrong leap at the wrong moment or conversely failing to leap at all can be disastrous. This presentation aims to codify some of the major knowledge paradigms that QMR works with.


"The Power of the Dark Side"
Motivation, positioning and the seven deadly sins

Shobha Prasad, Director, Drshiti Strategic Research Services, India

The dark side of human motivation is explored in this presentation which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The assumption that in the "Seven Deadly Sins" lie primeval forces powerful enough to drive behaviour is addressed in this presentation, and used to build a construct to understand motivation and brand positioning.


Freedom to Reveal or Freedom to Project?
An exploration of modern identity

Peter Totman, Head Of Qual, Jigsaw Research, UK

How do our own and social media persona relate to our 'real selves'? Where does freedom to express our true selves become more an opportunity to project the person we've always wanted to be? The findings from a unique research study that seeks to understand the nature of modern identity are detailed in this presentation, while also exploring the implications of online qualitative research.


Recreating AlaTurca
Consumer goal conflicts as a creative driver for innovation

Deger Ozkaramanli, PhD Researcher, Delft University of Technology, Netherlands
Eapen George, President, Round Feather LLC, USA
Erkan Balkan, Insights Manager, PepsiCo, Turkey
Pieter Desmet, Full Professor, Delft University of Technology, Netherlands
Steven Fokkinga, PhD Researcher, Delft University of Technology, Netherlands

In order to achieve radical innovation, companies require an increasingly deep understanding of consumers’ wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritize them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives. This approach was applied in a large-scale innovation project that recreated AlaTurca, a salty snacks brand of PepsiCo, Turkey.

Inspiration, Integration, Innovation - Round 1

Let's Go Game!
Borders of advantages and gains for gamification compared to in-depth-interviews

Fernando Akira Yagi, Market Intelligence Analyst, Takeda Pharmaceuticals, Brazil
Luiz Marcelo Abate de Siqueira, Brand Manager, Takeda Pharmaceuticals, Brazil

Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face quali surveys. A comparative experiment with gamification versus the traditional qualitative approach is addressed in this presentation. Techniques and findings differences are presented to support future decisions on the most appropriate and effective methodology.


Brief Encounters
How qualitative research is able to meet the need for efficiency paradigm

Michael Dorsch, Head of Qualitative, forsa, Germany

"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative research is able to encounter the need for an efficiency paradigm without losing its identity by focussing on qualitative core techniques is demonstrated in this presentation. Brief Encounters is a hybrid approach which challenges our methodological and analytical skills as well as client handling, but hence strengthens our position as researchers.


Insight Mining with Positive Psychology
Adding richness and increasing engagement for respondents and observers

Andrew Soren, Senior Advisor for Talent Strategies, BMO Financial Group, Canada
Stacy Graiko, Director, Qualitative Research, Firefly Millward Brown, USA

Positive affect has been shown to increase creativity and problem-solving (Isen et al, 1987) and interventions developed from positive psychology, the scientific study of well-being, have been shown to increase engagement, verbal fluidity and creativity in clinical and nonclinical populations (Frederickson, 2004, 2008). In this new study, the author demonstrates how using positive interventions at the beginning, during and at the end of focus groups and individual depth interviews increases engagement and creativity for research respondents, netting deeper and richer insights for innovation and foundational research. Additionally, this approach drives engagement and enjoyment of the research process for both respondents and backroom observers and creates high-caliber experiences for all.

Guest speakers

Guest speakers

The Flow of Enthusiasm in Music
How musicians create fans & lessons for qualitative research

Jamie Whelligan, Band Member, Whelligan, UK
Rijn Vogelaar, CEO, The Superpromoter Academy, Netherlands

An artist experiences enthusiasm on different levels. They are inspired, jam with fellow musicians and at some point, a crowd goes wild. Rijn Vogelaar and James Whelligan talk about these three moments of enthusiasm: The Flame (inspiration), The Flow (jamming) and the Flood (the crowd) and translate them into the business world. Looking at the world through the eyes of a musician will give new perspective on business and the way we do qualitative research.

Tuesday, 19 November

Inspiration, Integration, Innovation - Round 2

The Next Big Thing
New sources of methodological inspiration and influence

Andy Barker, Head of Qualitative Research, Populus, UK

Quallies are always looking to increase their range of eclectic sources of inspiration, and that’s why we want to share our new tools and insights from the worlds of education, policing & the legal profession, TV interviewing and Experimental Philosophy. Why these areas? Educators spend their time engaging students and have many tools quallies can benefit from; the police have adapted their witness/suspect interviewing techniques to take account of developments in brain and memory science; TV interviewers – from entertainment to journalism – are adept at creating insightful interview theatre; experimental philosophy is providing new and radical, empirically based accounts of personal identity and human motivation.


The Beauty and the Beast
How can a bank communicate in times of stress

Jochum Stienstra, Director/Senior Researcher, Ferro Explore!, Netherlands
Tibor van Bekkum, Senior Brand Consultant, Valuebridge, Netherlands

As open as qualitative research is, it is hard to take a really good look with an open mind, without any presumptions. On top of that, for clients it is difficult to see their own hidden views, the ‘prejudice-without-knowing’. We present a narrative method that is inherently and radically open, and enables the client not only to look deeper into their consumer, but in the mirror as well. The method helped our client to transform the view on their business (consumer loans) and was integral in cultivating a healthy organisational identity and supported this view.


Using the Evidence
The benefits of passive data

Fiona Naughton, VP Global Marketing, HTC, USA
Robert Cook, Innovation and Inspiration Director, Firefish, UK

Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This passive capture information creates a more pure, detailed and accurate record of what happens in people's lives than has been available to researchers in the past. The exploration and analysis of this new data set creates great opportunities for client innovation against a template of existing behaviour and unmet needs that was previously much more difficult to access and use.

Vision For Change

How Netnography Can Be Used to Unlock the Full Potential of Crowdsourcing Contests
The case of the chocolate lovers contest

Gregor Jawecki, Managing Director, HYVE, Germany
Johannes Gebauer, Head of Innovation Contests, HYVE, Germany
Maria Fernandez, Consumer Insight and Strategy Manager, Mondelēz International, Spain
Susanne Mathis-Alig, Global Innovation Manager, Mondelēz International, Switzerland

Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondelēz International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumers’ needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideas’ relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results.


Creating a Sustainable Future for MROCs
Preventing the exhaustion of the most promising development of our industry

Anke Bergmans, Senior Project Leader, Blauw Research, Netherlands
Jos Vink, Managing partner, Blauw Research, Netherlands
Michelle de Laat, Marketing Intelligence Advisor, ANWB, Netherlands

Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.


Qualitative Data, Integrative Frameworks, and the Prospect of Strategic Impact

The qualitative data landscape has shifted considerably. The relevance of traditional forms of qualitative research seems to be in decline; e.g., a number of large and leading client companies are moving to reduce or eliminate focus groups. At the same time, there has been an explosion of alternative qualitative data types, such as those obtained by “listening” to the social media. There has also been a push to better integrate disparate forms of data to provide greater strategic impact. This integration has often itself been qualitative in nature; e.g., meta analyses and convergent validity. This presentation creates a generalizable but formal framework for the inclusion of qualitative data in a way that is likely to increase the strategic impact of qualitative data.


Humanising Big Data
Applying a qualitative analysis lens to big data

Anupama Wagh Koppar, Head, Consumer and Insights, L’Oreal, India
Sandeep Arora, Senior Vice President & Global Head (Research & Analytics Solutions), Datamatics Global Services, India
Vartika Malviya Hali, Head, FireFly Millward Brown, India

The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data, vastness trends, patterns and predictions can combine with a contrasting world of in-depth enquiry, causality and descriptions. How qualitative analysis can address data diversity and bridge the socio technical gaps that quantitative analytics (regressions/ algorithms/ models) can’t address is illustrated. The need to adopt a new mindset, retain the quintessential research approach and suspend the ‘Traditional Qualitative Agenda’ to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.

Micro-Global, Hyper-Local

Lessons from Don Quixote
The Sancho Panza way to excellence in cross-cultural research settings

Andrew Vincent, Managing Director, Waves, UK
Dörte Töllner, Co-Founder and Managing Director, Point-Blank International, Germany
Nina Mueller, Senior Research Director, Point-Blank International, Germany

Three experienced international qualitative practitioners (two from Germany and one from the UK) across two research agencies draw inspiration from a classic Spanish novel to put forward a transformation agenda. A new and more collaborative model for international qual is advocated for in this presentation, while challenging the underlying assumption that the same approach everywhere will yield the same level of insight. We should learn the lessons of Don Quixote who to his detriment exported his own point of view (an outside-in approach); rather we should adopt the more pragmatic and clear-sighted approach of Sancho Panza to achieve far greater insight when working across borders.

Panel discussion


Making Cross Cultural Qual Work in a Connected World

Andrew Vincent, Managing Director, Waves, UK
Anupama Wagh Koppar, Head, Consumer and Insights, L’Oreal, India
Edward Appleton, European Consumer Insights Manager, Avery Zweckform, Germany
Sandrine McClure, Director, Added Value, France
Steve August, Founder & CEO, Revelation, USA

In an increasingly connected world, qualitative researchers face opportunities and challenges in generating insights across borders and cultures.  Opportunities abound to extend our reach into developed and emerging markets.  Online and mobile extend our reach, giving us the ability to virtually be anywhere at once.  Yet, technology cannot erase the unique aspects of local culture, and the dangers of bringing assumptions across cultures can skew our understanding.  This panel will explore the opportunities and challenges cross cultural qual, and explore best practices for making it work.

Brilliant Transformations

What Do You Do When Your World is Turned Upside-Down?
Case of applied cultural anthropology to a business problem

Catharine Bauer, Manager Business Intelligence, Leo Pharma, Canada
Johanna Faigelman, Founder and President, Human Branding Inc., Canada

A company marketed a product which had the highest volume of scripts in the Canadian prescription market for years, dominating its category. With post publication of safety concerns, promotion of the drug was discontinued for several years. With several innovative drugs in the pipeline for the therapeutic category the company needed to know how to re-enter the market. The research study uncovered strategic and deeply motivating consumer and physician insights to position the new drugs to be successful. The result of the research was that the brand team and marketing had a clear direction as to the strategies that were needed to be in place pre-launch for a successful launch. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.


Uncompromising Intimacy: The Route to Transformational Ideas
Getting up close and personal to unlock a company’s potential for transforming healthcare

Anita Black, Co-Founder, The Magnetic Collective, USA
Neil Rothstein, Vice President, Marketing, 23andMe, USA

This is a story of transformation, of a company set on transforming healthcare and research that focused on ‘uncompromising intimacy’ to deliver transformational insight. 23andMe is a personal DNA service that costs just $99. The company is set on empowering individuals to make better health decisions & building a DNA database to accelerate scientific discoveries & improve global health. However most people are still unaware of the service & DNA testing is rich in misperceptions and concerns. This presentation shares the journey to discover who is most likely to be drawn to this service and the clear, compelling consumer proposition that helped 23andMe take its business to the next level.

Closing keynote

Refreshing Marketing

Marcos de Quinto, President, Coca-Cola Iberia, Spain

As the President of Coca-Cola Iberia, Marcos is truly at the forefront of decision-making. For his keynote presentation he elaborates on the intense new reality of decision making for business transformation, offers his vision of the role and new opportunities for research that this presents and shares the story of how new marketing thinking developed in Spain has been rolled out through the company’s systems worldwide.

Print

Speakers

Closing Keynote Speaker

Marcos de Quinto

Marcos de Quinto

President, Coca-Cola Iberia, Spain

Marcos de Quinto is the President of Coca-Cola Iberia, a division comprised of Spain and Portugal, which in terms of sales, ranks second place in Europe and eleventh place across the globe. De Quinto began his career at the company in 1982 holding various positions in the marketing area. Two years later he joined BSB Advertising as the manager for Southern Spain. In 1990, Marcos returned to Coca-Cola Spain where he initially held the position of marketing services director, before beginning his professional adventures overseas. From 1992 to 1996, Marcos worked as marketing director, first based in Thailand for Southeast and West Asia, followed by Germany. In 1996, he returned to Spain, where he assumed the role of managing director until 2000, when he took over the presidency of the Iberian division. Marcos de Quinto is an economist specialising in econometrics, and has a master’s degree in business management from the Business Institute of Madrid.

Andrew Soren

Andrew Soren

Senior Advisor for Talent Strategies, BMO Financial Group, Canada

Andrew Soren, CPCC, MAPP, is Senior Advisor for Talent Strategies at BMO Financial Group. He designs strategy to build engagement amongst 47,000 global employees, including the development of an employment brand to competitively position BMO in the marketplace. Andrew's career spans brand marketing and sponsorships, culture change, leadership development and organisational psychology. Andrew recently graduated from the University of Pennsylvania's internationally renowned Master of Applied Positive Psychology programme.

Andrew Vincent

Andrew Vincent

Managing Director, Waves, UK

Andrew Vincent has never lost his childhood inquisitiveness to ask ‘Why?’ and believes passionately in the need for research to make an impact in a changing world. He set up Waves in 2005 with the aim of increasing the commercial impact of research and can be found researching in most corners of the world. In addition to being an active practitioner, Andrew is the Chief Examiner for the qualitative module of the UK Market Research Society Postgraduate Diploma and also a guest lecturer at the IE University in Madrid on their graduate program in Market Research and Consumer Behaviour. Andrew has presented at various conferences in the past and earlier this year was awarded Best Presentation at the Southern Africa Market Research Association Conference in Johannesburg.

Andy Barker

Andy Barker

Head of Qualitative Research, Populus, UK

Andy Barker has been in research for over 25 years, having headed qual units in global companies such as RI, created a qual business at YouGov and done the boutique thing at Spinach. He has spoken at many research conferences and published a range of research related articles on subjects as diverse as the McDonaldisation of Consumer Insight, TV Viewer Research Events & Critical Marketing.

Anita Black

Anita Black

Co-Founder, The Magnetic Collective, USA

Anita Black is co-founder of the magnetic collective, a research based consultancy with the mission of helping clients unearth and develop magnetic ideas that build global brands & business and add value to people’s lives. Prior to launching tmc, Anita was Global Head of Qualitative Research at Hall & Partners, and before that worked in a number of leading research firms, as well as spending some time on the client side and in advertising. She is privileged to work closely with such great companies as 23andMe, Microsoft, Unilever, Diageo and UPS, and has previously spoken at conferences in Paris, Istanbul, Rome and Melbourne.

Anke Bergmans

Anke Bergmans

Senior Project Leader, Blauw Research, Netherlands

Anke Bergmans is Senior Project Leader at Blauw Research in the department for social media research. Anke started her career at Blauw as a researcher for government and non-profit organisations with a strong focus on mobility. More recently she has specialised in community research. In this role, Anke and her colleagues develop methods to select the right community members and to motivate them in the most suitable way, which is a necessity for sustainable research communities. Since September 2012 Anke has been managing a continuous research community together with ANWB: ANWB Praatpaal.

Anupama Wagh Koppar

Anupama Wagh Koppar

Head, Consumer and Insights, L’Oreal, India

With over 16 years of experience across roles in Brand management, Consumer research and Strategic planning, Anupama Wagh 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 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 Anupama is faced with the challenge of setting up the innovation cell and efficient practices.

Catharine Bauer

Catharine Bauer

Manager Business Intelligence, Leo Pharma, Canada

Catherine Bauer is a market research professional with a strong strategic focus, skilled at integrating knowledge to achieve business objectives by making actionable recommendations. She has worked in the pharmaceutical industry since 1991 starting at Leo Pharma Canada and gaining a broad industry experience in several functions. Catherine then was the market research lead for two major brands at Wyeth Canada for ten years. In 2010 she returned to Leo Pharma to establish the Sales Effectiveness and Business Intelligence Team. She has had a wide range of market research experience, client side, having executed the entire pre-launch market research plan from Phase II to pre-launch several times, research for the first DTC brand in Canada, and business problems. Catherine has worked on two of the largest brands in Canada, in dollars and scripts.

Deger Ozkaramanli

Deger Ozkaramanli

PhD Researcher, Delft University of Technology, Netherlands

Deger Ozkaramanli is a Ph.D. candidate at the Faculty of Industrial Design Engineering at Delft University of Technology. She studied Design for Interaction at the same university and received her M.Sc. degree with a thesis focusing on designing meaningful goal engagement using conflicting concerns. She also holds a M.Sc. degree from the Industrial Engineering Department at University of Miami. Her PhD project focuses on creating the necessary knowledge and tools for designers to reconcile conflicting goals in an attempt to motivate virtuous behavior. She is a member of Delft Institute of Positive Design, which aims to explore the contribution of design to human flourishing and happiness.

Dörte Töllner

Dörte Töllner

Co-Founder and Managing Director, Point-Blank International, Germany

Dotti Töllner is co-founder and Managing Director of Point-Blank International. In nearly two decades as a qualitative researcher she has founded two companies, travelled the world on the behalf of brands from FMCG to pharmaceuticals and added value to countless businesses. She is known for her lateral thinking. Conjuring cutting edge research designs and providing fresh thinking for consumer brands are her recipe for inspiration and a passionate working life.

Eapen George

Eapen George

President, Round Feather LLC, USA

Eapen George is former VP of innovation network and design experience for the Global Nutrition Group at PepsiCo. He was instrumental in introducing user-centred design thinking to innovate beyond the current category of the company. Eapen created a network of world-class experts in the fields of anthropology, cognitive psychology, and design; and implemented a process to develop innovation opportunities in the US, Brazil, China, India, Russia, and Turkey. Eapen always champions new tools and techniques to develop deeper insights and prototype iterations beyond conventional consumer research techniques. He is now President of Round Feather LLC, developing brands and products in pursuit of feelings beyond features. His passion is to innovate at the intersection of science and art in order to make the consumer's heart sing.



Edward Appleton

Edward Appleton

European Consumer Insights Manager, Avery Zweckform, Germany

Edward Appleton is Senior European Consumer Insights Manager with Avery Zweckform in Munich, Germany. A graduate of Oxford University, he has over 20 years of research experience, on both client and supplier sides. After his start in research with Mass Observation UK, Edward went on to become the group manager of research at Nestle UK, the European research manager at Rohm and Haas and the insights and planning director at Grey Communications Germany. He blogs regularly on http://researchandreflect.blogspot.de, and is a regular contributor to Quirk's and the GreenBook Blog. Edward is bicultural English/German, speaks fluent French and is a member of the Market Research Society UK.

Erkan Balkan

Erkan Balkan

Insights Manager, PepsiCo, Turkey

Erkan Balkan has been responsible for driving consumer insight agenda of Frito Lay Turkey for the last two years. In this role he continues to seek innovative ways of unlocking insights, immersing his stakeholders into consumer’s lives while ensuring every decision is provided with in-depth consumer understanding. Erkan’s professional career started in Ipsos KMG as Research Executive. He then worked as a Senior Research Executive at Millward Brown between 2004-2006. Finally, Erkan worked as Consumer & Market Insight Manager at Unilever until joining Frito Lay Turkey. Erkan graduated from Boğaziçi University’s Business Administration department.

Fernando Akira Yagi

Fernando Akira Yagi

Market Intelligence Analyst, Takeda Pharmaceuticals, Brazil

Fernando Akira Yagi is a professional in business management with specialization in market Intelligence. He has worked for Takeda Pharmaceuticals since 2009 and presently is Market Intelligence Analyst for Antianemics, Antiemetics, Systemic/Topical Vasoprotectors and Neuroprotective products.

Fiona Naughton

Fiona Naughton

VP Global Marketing, HTC, USA

Always obsessed by the pursuit of "why", Fiona is an economist by education but has served in a number of marketing roles across all sorts of sectors driven by human condition – gaming, coffee, mobile, retail amongst others. Her road to her current role as VP of Global Marketing for HTC includes the real-world classic disciplines of Marketing Analytics, Product Marketing, Marketing Communications, Brand Management and stuffing envelopes when needed. Currently residing in Seattle, "international" is an understatement when it comes to global experience - being engaged in a worldwide remit for the last 15 years and previous working experience in Geneva, Tokyo, Prague, Philadelphia, Taipei and Bedford. If she wasn't an over-indulged global marketer , she would like to be a movie director or a spy and her favorite brand changes every time she sees a consumers eyes light up when they talk about their favorite brand.

Gregor Jawecki

Gregor Jawecki

Managing Director, HYVE, Germany

Gregor Jawecki is Managing Director at HYVE Innovation Research, a company specialized in open innovation and co-creation. HYVE merges competencies in innovation and market research, industrial design and community software development to create tools which allow companies across all industries to collaborate more closely with consumers. Clients include Adidas, Audi, Beiersdorf, BMW, Danone, Daimler, Siemens, Swarovski and Unilever. Prior to HYVE he worked in the product development team at Volkswagen of America and finished his PhD studies at Innsbruck University. He is the author of articles on open innovation and co-creation and speaker at various conferences.

Jamie Whelligan

Jamie Whelligan

Band Member, Whelligan, UK

Jamie Whelligan was born in Birkenhead, England. He studied politics at Huddersfield University, where he also formed the band "Lemonade". The band gained a large fan base and played with other world-renowned bands like Oasis. It was at this time that Lemonade met Dutch poet Rijn Vogelaar. After their meeting, Rijn began regularly performing with the band both in England and on their two tours of the Netherlands.

After Lemonade split up Jamie started his own band, Whelligan, with the help of musician Nick Frater. They have recorded 2 albums together, both on the Great Sheiks music label. Jamie’s latest recording is a four-track EP entitled "Mountains and Other Stories". Jamie has also been plying his trade as a licensed busker on the London Underground for the last 10 years.



Jochum Stienstra

Jochum Stienstra

Director/Senior Researcher, Ferro Explore!, Netherlands

Jochum Stienstra is director of Ferro Explore! He has been a qualitative researcher since 1989, and has published in books, magazines, newspapers and several ESOMAR Congress papers. Jochum won an ESOMAR award in 2008 for his paper ‘Loser, hero or human being’. He has a focus on research as input for strategic branding and is specialized in complexity thinking and narrative projects. Jochum studied Dutch language and literature and started in 1989 directly after finishing his study at Ferro Explore! In 1998 he became owner and director of Ferro Explore!

Johanna Faigelman

Johanna Faigelman

Founder and President, Human Branding Inc., Canada

Johanna Faigelman is the founder and president of Human Branding Inc., an innovative market research consultancy that harnesses the power of applied anthropology to uncover the societal and unconsciously rooted knowledge that drives people to action and brings brands to life.

Johanna has close to two decades of marketing experience in addition to graduate and undergraduate degrees in cultural anthropology. Her unique combination of marketing and anthropological expertise reveals previously untapped customer insights and provides game-changing strategic branding direction to Fortune 500 companies around the world.



Johannes Gebauer

Johannes Gebauer

Head of Innovation Contests, HYVE, Germany

Dr. Johannes Gebauer is head of the business division Innovation Contests at HYVE Innovation Community, located in Munich. For more than 6 years he has been counseling well-known international companies and helped them to develop customer-centred innovations. Within the scope of his occupation at HYVE, Johannes has led the setup of many public and in-house innovation communities, including internationally operating companies like Mondelēz, Siemens, Deutsche Telekom, BMW, Procter & Gamble and Lufthansa. He has broad experience with the huge potential online communities provide for new product development processes as well as for marketing purposes. Johannes has considerable knowledge developing and recommending strategies for obstacles that may arise in the B2B and B2C-context.

Jonathan Chandler

Jonathan Chandler

Director, Mojo Brand Development, UK

Jonathan Chandler began his MR career under Peter Cooper at CRAM in the early 1980s. It was here that he established his long term working relationship with his business partner of 30 years, Mike Owen. In 1986 Jonathan set up Context Research with Mike, which became Context Research International in 1996, reflecting the company’s increasing focus on strategic international Research. In 2006 the company became Brand Health International, reflecting the company’s focus in healthcare projects. In 2010, Mojo was born. It became clear to Jonathan early on that there are major benefits to thinking about and challenging what we do. The more we do this, the more we can push the envelope ... which, to Jonathan, is the whole point.

Jos Vink

Jos Vink

Managing partner, Blauw Research, Netherlands

Jos Vink studied business administration and started his career in advertisement. He soon switched his career to join Blauw Research in 1999. Through most of his career Jos worked on branding issues, while in the last 3 years his focus has been on social media research and MROCs.

Luiz Marcelo Abate de Siqueira

Luiz Marcelo Abate de Siqueira

Brand Manager, Takeda Pharmaceuticals, Brazil

Luiz Marcelo Abate de Siqueira is a pharmacist and post graduate in Marketing with 15 years of professional experience. The first 3 years were spent in scientific and academic positions and the last 12 years in the pharmaceutical industry in companies like Eurofarma (local company among the Top 10 in Brazil), Merck Sharp & Dohme, Stiefel Labs (GSK’s Dermatology Company), Glenmark Pharmaceuticals, Mantecorp (formerly Schering-Plough joint venture) and for the last 2 years at Takeda, managing the brands of Dramin and Noripuru.

Maria Fernandez

Maria Fernandez

Consumer Insight and Strategy Manager, Mondelēz International, Spain

Maria Fernandez is the Consumer Insight and Strategy Manager for Global Chocolate at Mondelez International. She has vast experience in all fields of research from quantitative to qualitative for both established businesses and new product development (NPD). Maria has worked the majority of her professional life in coffee and chocolate, although in the past 8 years her focus has been on NPD for chocolate. Her current position has given her the possibility of getting acquainted with consumers from around the world in a category that consumers talk about with ease and pleasure. In one of her studies a respondent said: “if chocolate did not exist, life would be boring”. Maria feels the same and considers she is fortunate to work in such an exciting category.

Michael Dorsch

Michael Dorsch

Head of Qualitative, forsa, Germany

Michael Dorsch holds degrees in Theology as well as Social Science and Politics. He has worked in market research since 1999 for agencies including Research International and TNS Infratest. Since 2013 Michael has been head of the new founded Qualitative Department at forsa in Frankfurt.

Michael McLean

Michael McLean

Prevent Programme Manager, Westminster City Council, UK

Michael McLean is Prevent Programme Manager for Westminster City Council. Prevent is the UK government’s counter-terrorism strategy to support and protect individuals who may be susceptible to radicalisation and divert them away from terrorism. In this role, Michael oversaw the commissioning of Opinion Leader to undertake detailed qualitative research examining local attitudes and perceptions to inform the development of a community-based counter-terrorism programme. Over the last 11 years Michael has worked in a variety of public policy fields within central and local government both in the United Kingdom and in his home country of New Zealand.



Michael Thompson

Michael Thompson

Research Director, Opinion Leader, UK

Michael Thompson has 12 years' experience as a qualitative researcher specialising in social issues. He has worked with UK government departments including the Home Office and Cabinet Office and has a focus on understanding vulnerable groups in order to inform policy and service delivery. Michael's most recent work includes situational analysis to support delivery of the prevent counter-terrorism strategy in the UK.

Michelle de Laat

Michelle de Laat

Marketing Intelligence Advisor, ANWB, Netherlands

Michelle de Laat is Marketing Intelligence Advisor for the marketing & sales department at ANWB, the Automobile Association of the Netherlands. Through her work, Michelle has discovered her passion for new ways of finding consumer insights. Colleagues describe her as a typical next-generation market intelligence advisor because of her knowledge and experience with social media research, MROCs, crowd-sourcing and user-created brainstorms. In 2012, Michelle built the Praatpaal platform together with Blauw Research, a community of very active and enthusiastic members providing ANWB with continuous insights and inspiration.



Neil Rothstein

Neil Rothstein

Vice President, Marketing, 23andMe, USA

As VP of Marketing at 23andMe, Neil Rothstein is responsible for the marketing, branding and customer acquisition activities of the company. Prior to joining 23andMe, Neil worked at Netflix for 11 years, most recently serving as VP, Online Marketing, where he led the company's global online marketing activities across the US, Canada, Latin America, UK, and Ireland. Neil has also had roles with RateItAll, ESPN, and the Atlanta Committee for the Olympic Games.

Nina Mueller

Nina Mueller

Senior Research Director, Point-Blank International, Germany

With over a decade of experience in getting the most out of any Market Research set-up, Nina is a research all-rounder in the truest sense of the word. She prides herself on being a true German pragmatist who never loses track of project minutiae as much as she is a passionate, creative and sometimes unconventional moderator. With her extensive experience in the national and international FMCG category, she knows how to discern and harness each project’s unique cultural context. Nina has an established interest in cross-cultural issues and her thesis as part of her Psychology Masters was ‘Development of intercultural competencies’. She also has more than seven years of experience in setting up, conducting and supervising international qualitative studies for Research International, TNS Infratest and Point-Blank International in European as well as Latin American, Middle Eastern and Asian countries.

Peter Totman

Peter Totman

Head Of Qual, Jigsaw Research, UK

Peter Totman has worked in insight for 25 years, from both the research agency and ad agency perspective - but he still likes it (by and large) He is a familiar yet still fresh conference presence. He has strong views and dislikes bandwagons.

Pieter Desmet

Pieter Desmet

Full Professor, Delft University of Technology, Netherlands

Pieter Desmet is Full Professor of Design for Experience at the Faculty of Industrial Design of Delft University in The Netherlands. He chairs a research group that focuses on the fields of design for emotion and subjective well-being. Pieter is a board member of the International Design for Emotion Society. In addition, he is co-founder of the Delft Institute of Positive Design, a scientific institute that stimulates and initiates the development of knowledge that can help designers in their attempts to design for human flourishing. He published over 80 scientific (journal) papers and book chapters; edited three books, two special issues, and three conference proceedings on a variety of aspects of experience driven design, reaching an audience of both scholars and designers.

Ray Poynter

Ray Poynter

Director, Vision Critical, UK

Ray Poynter is the Director of Vision Critical's University, founder of NewMR, author of the Handbook of Online and Social Media Research, and joint editor of ESOMAR's new book Answers to Contemporary Market Research Questions. Ray has spent the last 35 years at the interface of market research, innovation, and new thinking and is in regular demand as a workshop leader, trainer, consultant, and commentator.

Rijn Vogelaar

Rijn Vogelaar

CEO, The Superpromoter Academy, Netherlands

Rijn Vogelaar was born in Steenbergen, the Netherlands. He studied social psychology at the University of Amsterdam and Leeds University, the latter where he met Jamie Whelligan. Rijn was formerly the CEO (Chief Enthusiasm Officer) of Blauw Research, a market research agency with 100 employees in the Netherlands, England and Germany. In 2009 he published his book The Superpromoter: The Power of Enthusiasm.

Due to the international success of his book, Rijn decided to quit his position as CEO of Blauw to focus on the promotion and implementation of the superpromoter ideas in addition to writing The Enthusiasm Trilogy. Rijn is now an international public speaker and works with a network of companies to implement the superpromoter ideas. He also organises the international Superpromoter Academy (SPA) and in-house Superpromoter Academies for companies.



Robert Cook

Robert Cook

Innovation and Inspiration Director, Firefish, UK

Bob Cook joined the world of qualitative research some 13 years ago following an initial incarnation as a psychiatrist. Since changing tack Bob has combined an understanding of the working of the human mind with a passion for brands and problem solving. Dedicating his life to innovative research, he has consistently sought to develop new practices to address existing shortcomings and to provide new ways of considering the thoughts & behaviour of the people that we seek to understand.

Sandeep Arora

Sandeep Arora

Senior Vice President & Global Head (Research & Analytics Solutions), Datamatics Global Services, India

Sandeep Arora is a strategic planning and research professional with over 17 years of experience handling large multinational clients based internationally. His work experience spans through Nielsen, TNS and Mahindra & Mahindra. Sandeep is the Country Representative for ESOMAR for India and an elected member of the Managing Committee of MRSI (Market Research Society of India). He strongly believes that disruptive innovation will play a pivotal role in altering the dynamics of the Analytics industry and has strategically led successful implementations of technology in the research space. Sandeep is a graduate in Physics from Hindu College in Delhi University and has completed his post graduate studies in Communications from MICA.

Sandrine McClure

Sandrine McClure

Director, Added Value, France

Sandrine McClure is a Director at Added Value Paris. She previously acted as Head of Insight and Development at equal, a Paris based research agency specialized in fostering innovation. She relocated to Paris 6 years ago after having spent 13 years in the UK. During that time she has specialised in innovative methodologies and international Qualitative Research and has worked in cities on 6 continents, from Taipei to El Salvador and Tallinn to Capetown. Sandrine’s areas of expertise focus on categories that trigger sensorial involvement: fragrances, wine and spirits, hot beverages (tea and coffee) and – being French - cheese. Sandrine is a Business School graduate and was Committee chair at ESOMAR Qualitative 2011.

Shobha Prasad

Shobha Prasad

Director, Drshiti Strategic Research Services, India

Shobha Prasad has over 22 years of experience in qualitative and quantitative research and advertising as an account planner, working with prominent Indian and international brands across categories in India/ SE Asia. She is Founder-Director of Drshti and the head of the qualitative division for the last 18 years. Shobha has a keen interest in human behaviour particularly concerning brand loyalties and relationships.

Stacy Graiko

Stacy Graiko

Director, Qualitative Research, Firefly Millward Brown, USA

Stacy Graiko is Director, Qualitative Research, at Firefly Millward Brown, US, where she works with clients in the retail, apparel, beauty, household, CPG and food/beverage categories to deepen connections between brands and their customers. Stacy's penchant for exploration and innovation has been helping her find creative solutions to brand questions for 20+ years and she incorporates archetypes, psychodrama and positive interventions to increase engagement and add insight richness to her work. Stacy has a BA in Psychology from Anna Maria College and an MA in Applied Positive Psychology from the University of Pennsylvania, the seminal academic program in Positive Psychology, and is currently focused on bringing the new science of well-being and creativity to her work with consumers.

Steven Fokkinga

Steven Fokkinga

PhD Researcher, Delft University of Technology, Netherlands

Steven Fokkinga obtained his MSc in Design for Interaction at the TU Delft in 2009. He is currently a PhD candidate of user experience and emotional design at the faculty of Industrial Design Engineering at Delft University of Technology. Fokkinga explores the theoretical possibilities and practical considerations of evoking pleasant and negative emotions in product-user experiences. He is co-founder and board member of the Delft Institute of Positive Design (DIoPD), which aims to investigate the role that products can play in human flourishing and happiness.

Susanne Mathis-Alig

Susanne Mathis-Alig

Global Innovation Manager, Mondelēz International, Switzerland

Susanne Alig-Mathis is Global Innovation Manager at Mondelēz International (formerly Kraft Foods), located in Zurich, Switzerland. After some years as Commercial Brand and Marketing Manager she moved into innovation where she has worked for more than 6 years across different consumer opportunity areas. In her current role, she is responsible for the global chocolate innovation agenda across all Mondelez chocolate power brands including Cadbury, Milka and Lacta. She focuses on large developed chocolate markets across Europe and Australasia as well as emerging growth opportunities in India, Brazil and Russia. Within this sector, Susanne is leading the global innovation strategies and is setting up projects from early consumer exploration to final product development. She has gained broad global consumer understanding, worked with various innovation and exploration research methodologies and has an excellent track record of successful market launches. Susanne holds an MBA from the University of St. Gallen (HSG), Switzerland, with a major in marketing.

Tibor van Bekkum

Tibor van Bekkum

Senior Brand Consultant, Valuebridge, Netherlands

Tibor van Bekkum is owner of Valuebridge. He regularly presents about trademark issues, positioning strategy and identity development (among others at TiasNimbas, AOG School of Management, Leeds Business School, University of Amsterdam, Reputation Institute conference, Spring / Autumn Break, iChange, The Identity Congress). He also regularly publishes articles on these topics in several leading journals (including FD, Merk & Reputatie, Communicatie, Branding NL). Previously, Tibor was employed at the Positioneringsgroep as a senior consultant and member of the management team.

Vartika Malviya Hali

Vartika Malviya Hali

Head, FireFly Millward Brown, 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.
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Hotel & Venue

The Westin Valencia hotel is housed in one of the most impressive modernist buildings of the city – dating back to 1917. Situated on Calle Amado de Saboya, it’s just 15 minutes' walk from the historical, cultural and shopping center of Valencia. Within 1 kilometer you can find several museums and landmarks, such as the City of Arts and Sciences, the Cathedral, Santa Catalina Church and Mestalla Football Stadium.

The hotel was completely renovated in 2006, although the original façade has been preserved. A total of 135 guest rooms, including one Royal Suite (designed by Francis Montesinos), are available.

The hotel features the 850-m² Caroli Wellness Center, a health spa with a relaxing saltwater pool (for adults only), hammam, sauna, gym, kinesis room and solarium. Guests can also relax at El Jardi lobby bar (with piano music from 6 - 9 pm) and the exclusive bar, H-Club Valencia.

The Westin Valencia

Address:

The Westin Valencia
Amadeo de Saboya 16
46010. Valencia
Spain

Telephone: +34 963 625 900
Fax: +34 963 625 909
E-Mail: reservations.westinvalencia@westin.com

Hotel & venue's website


Hotel reservation

Only €127.31
per night

Book now for only €127.31 per night!!!
(including breakfast and tax)

Click here to make your hotel reservation

 

Alternative accommodation

Alternative hotel for booking: SH Valencia Hotel (10 minute walk to venue)




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Registration pricing

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 6 September 2013)
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

* Read the conditions that apply for registration carefully.

Standard rate (7 September 2013 - 25 October 2013)
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

* Read the conditions that apply for registration carefully.

Late rate (26 October 2013 - 14 November 2013; includes on-site registration)
Online registration open until 14 November 2013, 17:00 CET (GMT+1). 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

* 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 6 September 2013 No charge.
Full refund given
No charge.
Full refund given
After 6 September 2013 Cancellation charge:
EUR 400
Cancellation charge:
EUR 200

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

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Qualitative 2013 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.