#esoBEST

Best Of - Spain 2011 - Madrid

ESOMAR Afternoon

Madrid 23 May

ESOMAR has the pleasure to invite you to our BEST OF event in Spain. The afternoon will be hosted by the ESOMAR Representative for Spain Daniel Cuende and sponsored by Netquest and Livra.

Print

Overview

ESOMAR has the pleasure to invite you to our BEST OF event in Spain. The afternoon will be hosted by the ESOMAR Representative for Spain Daniel Cuende and sponsored by Netquest and Livra.

ESOMAR will showcase the diversity and talent within the market research industry and its membership at the May 23rd “ESOMAR – BEST OF” event hosted at Universidad Pontificia Comillas, ICADE in Madrid.

The program hosts a dynamic agenda of speakers including:

  • Francesco D’Orazio, Face, UK
  • Cristina de Balanzo Bono, TNS, UK
  • Núria Serrano Abad, Universitat Ramón Llull, Spain
  • Lluís Martínez-Ribes, ESADE, Spain

And topics ranging from mobile research to neuroscience. For more information please see programme below.

This meeting is open for all ESOMAR members and we also welcome anyone who is active in the Market Research Industry.

This free evening is an excellent opportunity for you to meet with our Representative’s and to network with some of the most influential names in your industry.

Please note there is limited space, so contact Helen Parker with your name, email address and Company name, to confirm your place. All guests are welcome.

Print

Programme

Programme
17.00 - 17.10 Opening
Daniel Cuende, ESOMAR Representative for Spain
Prof. Dra. Olga Bocigas, ICADE’S Marketing Department Director
17.10 - 17.40 Designing Relevance
How open and agile research methodologies can help complex organisations respond to change and stay relevant
Francesco D’Orazio, Face, UK

Project Relevance shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches.

This presentation will demonstrate how online research can lead product innovation; testing products still on the drawing board or not even conceived and anticipate future trends and consumer behaviour. The paper will also show integration of online, face-toface & mobile methodologies in one project stream and will demonstrate how online research complements and enhances traditional research rather then being an alternative to it.
17.40 - 17.50 Discussion
17.50 - 18.20 Damasio: a starting point for integrating neuroscience findings into retail research
Cristina de Balanzó Bono, TNS, UK
Nuria Serrano Abad, University Ramon Llull, Spain

We cannot turn our backs on progress, and progress now is linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools, which are currently at our disposal. Can it help us understand the true facets of decision-making? Can it open new ways of viewing the influential aspects of our communication whether that is packaging, shopper marketing or advertising?

Starting with the innovative thinking of renowned neurologist Antonio Damasio and his scientifically proof that emotions are essential to rational thinking, we will translate the findings into day-to-day aspects of marketing and retail research. Do these open new perspectives and opportunities for the future of market research?
18.20 - 18.30 Discussion
18.30 - 19.00 Retail Innovation
Philosophy–based shopping experience
Lluis Martinez-Ribes, ESADE, Spain

Using a polymathic approach this cutting edge and eye-catching presentation will show a method to devise innovative retail business model using the detection of philosophy–based insights, and then creating a shopping experience based on them.
19.00 - 19.10 Discussion
19.10 - 19.20 Closing
Daniel Cuende, ESOMAR Representative for Spain
Print

Speakers

Francesco D’Orazio, Face, UK
Francesco D'Orazio holds a PhD in New Media and Sociology. His research focused on immersive media and the social web. Over the past ten years he has been involved in social networking, collaborative research and immersive media as a researcher, web strategist and entrepreneur working for research agencies and web start-ups. At Face, Francesco focuses on communities, real-time research, crowd-sourcing and mobile social media. Keynote speaker at conferences such as World Business Forum Milan, MRS Social Media Conference London, AURA Insights Conference London, Social Networking Conference London, The Developing Web London, Word of Mouth Summit Milan, Visual Web Convention London, Serious Virtual Worlds Berlin, Digital Content Distribution Vienna and San Sebastian, Engage Conference London.

Cristina De Balanzo, TNS, UK
Cristina has eleven years experience in advertising agencies, including the position of Strategic Planner at McCann Erickson from 2004 to 2009. She holds a degree in Sociology and recently completed her PhD in Communication. She has written and spoken on the subjects of neuromarketing, and consumer insight/creativity. Her doctoral thesis deals with improving advertising effectiveness and consumer insight using a cognitive neuroscience approach.

Cristina now works as Global Head of Neuroscience at TNS, UK. She is also member of the Strategy and Creativity Research Group at the Ramon Llull University in Spain. She combines this with teaching appointments at universities and schools of marketing and communication.

Núria Serrano Abad, Universitat Ramon Llull, Spain
Nuria is currently Head of Strategic Planning in Madrid at a leading advertising agency and an active member of the Strategy and Creativity Research Group at the Ramon Llull University in Spain. She studies the relevance and potential of the newest neuroscience findings about memory for advertising and marketing research. Her background includes being Head of Strategic Planning and Account Planner in leading advertising agencies such as Publicis, JWT and BBDO for more than 15 years. Her international experience includes postgraduate studies (UCLA) and work in Los Angeles, plus working locally with clients in most EU countries.

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

Print

Venue

Conference Room (next to main Hall)
Universidad Pontificia Comillas ICADE
Madrid,
C/AlbertoAguilera,23
28015 Madrid