#esoBEST

Best Of - Thailand 2011 - Bangkok

ESOMAR Afternoon

Bangkok 31 March

ESOMAR has the pleasure to invite you to our BEST OF event in Bangkok. The afternoon will be hosted by the ESOMAR representative for Thailand, Daranee Charoen-Rajapark and Finn Raben ESOMAR Director General.

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Overview

ESOMAR has the pleasure to invite you to our BEST OF event in Bangkok. The afternoon will be hosted by the ESOMAR representative for Thailand, Daranee Charoen-Rajapark and Finn Raben ESOMAR Director General.

ESOMAR will showcase the diversity and talent within the market research industry and its membership at the March 31st “ESOMAR – BEST OF” event hosted at the Four Seasons Hotel in Bangkok.

The program hosts a dynamic agenda of speakers including:

  • Thong Tuong Tuan, FTA Marketing Research
  • Maziar Amirahmadi, abn research
  • Ron Gailey, Coca-Cola
  • Ian Fenwick, Advisor at Sasin Graduate Institute of Business Administration

And topics ranging from the new approaches to old challenges to the latest online issues. For more information please see programme below.

This meeting is open for all ESOMAR members as well as TMRS members.

This free meeting is an excellent opportunity for you to meet with our Representative and ESOMAR Director General 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.

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Programme

PROGRAMME
13.30 - 13.40 Opening and Welcome by
Finn Raben, Director General, ESOMAR
Daranee Charoen-Rajapark, ESOMAR Representative, Thailand
  NEW APPROACHES TO OLD CHALLENGES
13.40 - 14.10 Local small and medium enterprises in less developed countries
Where multitasking researchers and non-traditional research approaches are required
Thong Tuong Tuan, FTA Marketing Research and ESOMAR Representative, Vietnam

The success in market research business might well be coming from SMEs’ (Small & Medium Enterprises) segment, instead of coming from the traditional focus on big multinational corporations. This paper shows how market researchers value the importance of SME segment in Vietnam, a typical developing country and an emerging market in the very near future. This is the segment where multi-tasking researchers and non-traditional research approaches are required.
  ONLINE WORLD
14.10 - 14.40 Korean fever, the no make up look or plain old avatar beauty which beauty type turns you on.
The latest beauty trends in beauty gathered from a Bangkok beauty online community of early adopters
Maziar Amirahmadi, abn research, Thailand

Beauty. We all want it. But how do we get it? We look into the lives of beauty early adopters finding out which products they are using to achieve that perfect look… whatever ‘that perfect look’ may be. We also identify beauty ads that are turning heads and those that are making the audience yawn.
14.40 - 15.10 Coffee Break
15.10 - 15.40 Online panels: Issues that may hurt you, Approaches that help
Ron Gailey, The Coca-Cola Company, Thailand

Online research is an indispensable tool for most companies. Many researchers use online samples and surveys extensively for obvious reasons - they are cost effective and yield good quality. However, online samples have characteristics that can cause serious problems and erroneous findings for researchers. Most researchers are unaware of these issues, particularly in Asia. Ron Gailey is an advocate for understanding online sample attributes that can harm the reliability of a study. With understanding comes the ability to maintain online survey reliability and overall quality. This presentation will take you on a journey of discovery to understand little known factors that can hurt you and some steps you can take to improve your confidence in online sample quality.
15.40 - 16.10 Digimarketing
Implications for market research
Ian Fenwick, Advisor at Sasin Graduate Institute of Business Administration Founding Partner of digiAindra and co-author DigiMarketing, Thailand

Very soon the majority of internet users will be Asian. As their customers move to digital channels so marketers must (however reluctantly) follow them. Then will come the realization that digital marketing is not simply transferring content from analogue to digital devices. The rules are different. The rules right now are still taking shape. Understanding customer behavior in digital channels—what customers do and do not like; what they will and will not allow—must be a key part of the future market research agenda. Digital channels have their own characteristics and norms. They are, for example, far easier for customers to control, far more personal, and intensely interactive. Digital channels involve multiple many-way conversations. Customers can and do talk back: they are suddenly active, involved and participating. This is profoundly unsettling for broadcast, interruption-trained, one- way, megaphone-holding marketers!. But this participation holds out the promise of engaging consumers and thereby developing detailed personal profiles for each and every one. Finally making personalized, 1:1, marketing a reality. The catch is that personalized marketing is based on detailed personal profiles, which need to be developed without raising the privacy hackles of customers, or of regulatory authorities. This will require a degree of diplomacy, transparency and grace rarely exhibited by marketers! The role of market research in devising approaches to personalization without endangering privacy, and in documenting best practice for dialogue marketing will be crucial. The interesting thing is that customer participation in digital channels, provides a whole new data-source for market researchers. For perhaps the first time the innermost workings of markets, and customer decision-making, are voluntarily laid out for analysis by customers on social networks. Digital channels provide both the new challenges for market research and the resources to meet those challenges.
16.10 - 16.30 Discussion
16.30 - 16.40 Closing
Finn Raben, Director General, ESOMAR
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Speakers/authors

Thong Tuong Tuan, FTA Marketing Research and ESOMAR Representative, Vietnam
Mr Tuong Tuan Thong, Master of Marketing, ESCP Europe, has more than 16 years of experience in market research. He started his research career since 1993, at the early stage of research industry in Vietnam. Thong has had a profound understanding on the local market insights and international research practices which produce valued research projects for SMEs in this country, those who would need services beyond a market research task. Since 2006, Thong has been acting as an ESOMAR Representative in Vietnam. He is also a member of America Marketing Association (AMA). understand people – people as consumers, people as clients, people as customers and colleagues, people who make all sorts of decisions by “processing” all sorts of information. She enjoys exploring the hows and whys behind the way people think and feel.

Maziar Amirahmadi, abn research, Thailand
Maz is the co-founder of abn Research which was set up in January 2010 with a view to delivering research that positively impacts the client's business. Maz spent 11 years with AMI/Synovate in Asia (Hong Kong/Japan/Thailand) where he held a number of positions including Managing Director of the Thailand office and Global Director for Community Panels. Previously, Maz worked for 5 years at Gallup and ICM in London.

Ron Gailey, The Coca-Cola Company, Thailand
Ron Gailey joined Coca-Cola a year ago as the Director of Commercial and Consumer Insights for Asia, headquartered in Hong Kong. He is a seasoned market research director with many years of experience in the financial industry and in consumer beverages. He has broad experience in Asia, and is responsible for driving insight synergies and deeper consumer connection for Coca-Cola's senior leadership. Ron has been a frequent speaker and presenter, focusing regularly on research industry improvement. His research on research has shaped the dialogue and focus within the research community for several years.

Ian Fenwick, Advisor at Sasin Graduate Institute of Business Administration Founding Partner of digiAindra and co-author DigiMarketing, Thailand
Dr. Ian Fenwick is an Advisor at Sasin Graduate Institute of Business Administration, and Founding Partner of digiAindra Co. Ltd. He recently co-authored DigiMarketing: The Essential Guide to New Media & Digital Marketing (Wiley 2008).

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Venue

Four Seasons Hotel
Rajadamri Road,
Bangkok 10330
Tel. 66 (0) 2 126-8866
Fax 66 (0) 2 253-9195
http://www.fourseasons.com/bangkok