#esoBEST

Best of - Germany 2011

Innovation Regatta!

Berlin 30 June

Join ESOMAR on an Innovation Regatta - a unique opportunity to listen to wonderful presentations while sailing the Spree. Presentations include:

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Overview

Join ESOMAR on an Innovation Regatta - a unique opportunity to listen to wonderful presentations while sailing the Spree. Presentations include:

The program hosts a dynamic agenda of speakers including:

  • The BMW Group Co-creation Lab by HYVE
  • Understanding the implicit in shopper behaviour by Eye-Square
  • Highlights from the ESOMAR Innovate2010 World Conference in Barcelona and the ESOMAR Insights 2011 World Conference in Brussels
  • Special appearance by guest speaker Dean Wiltse, Founder & President of Thumbspeak LLC and author of “Weapons of mass collaboration”.

Please make sure you arrive on time as the boat sets sail at 14:00 sharp. The presentations will finish at approximately 16:40. The boat will be docking at 17:30/18:00 so guests can leave when they like. However we invite you to stay and join us for drinks afterwards - the bar is open until 23:00.

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Programme

Programme
14.00 - 14.15 Opening
Norman Behrend, Managing Director, Cint Central Europe and Cint Germany GmbH
Setting the scene
14.15 - 14.35 Challenges and Opportunities for Research in the German Market
The ESOMAR Perspective
Dieter Korczak, ESOMAR President and Programme Chair
14.35 - 14.45 Q&A
14.45 - 15.45 Innovation Regatta!
The BMW Group Co-Creation Lab
Managing an innovation hub for a panopticon of users
Gregor Jawecki & Volker Bilgram, HYVE, Germany
Philipp Wiegandt, BMW Group, Germany

The BMW Group has a long-standing history of successfully applying user-centric approaches in new product development. Lead users, for instance, have been involved to generate ideas for new media, innovators were invited to co-develop new services in a virtual innovation lab, and consumer insights in the field of sustainability were gained via netnography. However, despite the impressive results, most projects were independent of one another, e.g. as they were conducted by different teams within the organisation and the identification of participants was done from scratch.
Driven by the intention to use synergies between single co-creation projects, the BMW Group Co-Creation Lab is launched in September 2010. The lab is a central platform for all co-creation activities throughout the value chain. It facilitates the establishment of long lasting relationships with a diversity of users, such as customers, innovators, brand evangelists, lead users and opinion leaders. The case study will show the advantages and challenges of a central co-creation platform along two initial projects. The authors will not only focus on innovation but also on the impact co-creation has on branding, marketing, human resources or public relations.
Understanding the implicit in shopper behaviour
Cutting-edge in-store eye tracking, locomotion and behavioural analysis with 3D visualisations
Michael Schiessl & Sven Diekmann, eye square, Germany

Marketers want to know the optimal location of the POPM, the optimal POPM design, shelf sorting, package design and store layout.
We will present shopper research studies conducted for an electrical goods producer where we have used a cutting edge three dimensional visualization method of eye tracking and locomotion data that answered all these research questions in one study. The 3D visualisations communicate the insights clearly to even the uninitiated, while the detailed data analysis allows aggregating the data in any way thinkable. The insights can then directly be transferred into actions as changes in the store/shelf layout are quickly implemented in the 3D model. This 3D model is then given as a reference to the retail shops, where it is used as a visual reference.
15.45 - 16.00 Q&A
16.00 - 16.30 Guest Speaker
Dean Wiltse
Thumbspeak LLC, Founder & President

Users are consuming more and more media through their smart devices. How does the behaviour changing prevalence of smart phones affect a brand’s ability to engage their customers? Brands have to sift offerings ranging from custom apps, mobile enabled websites, surveys, games, and GPS to find the best mobile capabilities to fit their need. They can think beyond traditional marketing and utilise these new capabilities to build a relationship and have an on-going conversation with their customers.

Attend this session and learn about several of the mobility capabilities currently available and how to integrate the offerings that will meet the needs of your brand and its customers.
16.30 - 16.40 Closing
Dieter Korczak, Programme Chair
Jurgen van Leeuwen, Commercial Director EU, CINT
16.40 - 23.00 Farewell drinks
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Speakers/authors

Guest Speaker Dean Wiltse

Dean Wiltse
Dean Wiltse is a market visionary who has pioneered multiple game changing products and services including mobile relationship marketing and online communities. Dean is the founder and President of Thumbspeak LLC and was the former CEO of Greenfield Online. In 2005, he was nominated for Ernst & Young’s ‘Entrepreneur of the Year’ award and Research Magazine’s ‘Marketing Industry CEO of the Year’ honor.

Dean is the author of “Weapons of Mass Collaboration: How to Use Online Communities to Drive Competitive Advantage”. He is also a sought after public speaker whose appearances have included ESOMAR, the American Marketing Associations, the Council of American Survey Research Organisations, and the Advertising Research Foundation.

Dieter Korczak

Dieter Korczak
Dieter, Sociologist and Economist, has run GP ForschungsgruppeInstitut since 1985. He has been an ESOMAR member since 1987, was the ESOMAR German Representative from 2001 to 2006 and served on the ESOMAR Council from 2007 to 2010. Dieter Korczak worked with Marplan, a subsidiary of McCann Erickson, H.F.& Ph.F. Reemstma GmbH, a tobacco company, Infratest Health and the Research Institute for Sociology at Albertus-Magnus-University, before setting up the GP Forschungsgruppe Institute in 1985. He is an expert for the European Commission, teaches Medical Sociology at a University for Applied Science and has published over 20 books as author and editor.

Gregor Jawecki

Gregor Jawecki
In his role as Director of Innovation Research, Dr. Gregor Jawecki is responsible for cocreation and research projects in various industries. After his business administration studies and working for the product development team at Volkswagen of America in Auburn Hills, Michigan, he joined HYVE in 2004. As part of his PhD studies he focused on innovative online communities and in particular members’ motives to share their ideas with like-minded others and companies.

Michael Schiessl

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

Philipp Wiegandt

Philipp Wiegandt
Dr. Philipp Wiegandt joined the BMW Group after finishing his business administration as well as his PhD studies at the Ludwig-Maximilians University in Munich. His academic focus was on innovation-oriented online communities, co-creation initiatives and their brand and marketing implications. At the BMW Group he gained experience in consumer behaviour, market research, customer integration and community management. Philipp Wiegandt currently works in the department “Analyses and Prognoses Customer, Market and Competitor”. In this position he is, among others, responsible for the development and launch of the BMW Group Co-Creation Lab, the BMW Group’s latest open innovation initiative.

Sven Diekmann

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

Volker Bilgram

Volker Bilgram
Volker Bilgram joined the Innovation Research team at HYVE after graduating in International Business Law from the University of Erlangen-Nuremberg. His academic focus was on new product development and user innovation on collaborative platforms. At HYVE, he is in charge of innovation-centric marketing research particularly in the cosmetic industry, automotive as well as new media. Currently, he is doing research at the TIM Group of the RWTH Aachen exploring the value of co-creation and performance measurement of co-creation initiatives.

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Venue

MS Sanssouci
Ab/an MarkischerUfer
Central Berlin

MS Sanssouci MS Sanssouci