#esoBEST

Best Of - New York 2011

Esomar Evening

New York 23 February

ESOMAR has the pleasure to invite you to our first event for 2011. The evening will be hosted by the ESOMAR representative’s for the US, Susan Griffin and Beth Uyenco. The Meeting is supported by Microsoft and SSI.

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Overview

ESOMAR has the pleasure to invite you to our first event for 2011. The evening will be hosted by the ESOMAR representative’s for the US, Susan Griffin and Beth Uyenco. The Meeting is supported by Microsoft and SSI.

ESOMAR will showcase the diversity and talent within the market research industry and its membership at the February 23rd “ESOMAR – BEST OF” event hosted at the Microsoft Offices. The program hosts a dynamic agenda of speakers and topics, and provides an opportunity for members and perspective members to network.

This meeting is open for all USA ESOMAR members as well as anyone active in the Market Research Industry.

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Programme

PROGRAMME17.30 - 19.30
Opening and Welcome by
Susan Griffin, ESOMAR Representative
Beth Uyenco, ESOMAR Representative
Gunilla Broadbent, Ex Officio ESOMAR
‘Me-to-We Research’
From asking unreliable witnesses about themselves to asking people what they notice, believe & predict about others

John Kearon, Founder and Chief Juicer of BrainJuicer

John speaks on 'Me-to-We Research', and other research innovations: 'Me-to-We research' challenges a central piece of MR dogma, namely, that practitioners should only ever ask people about their own motivations, actions and future behaviour. It moves from asking unreliable witnesses about themselves to asking people what they notice, believe & predict about others. The presentation unites a number of strands of emerging research with completely new approaches under the theme of ‘We’ research, such as drawing on the "wisdom of crowds" to identify winning concepts, and even employing "research robots" to mine Twitter in order to better understand human behaviour.
Online research... and all that jazz!
The practical adaptation of old tunes to make new music

Steven Gittelman & Elaine Trimarchi, Mktg. Inc. USA

Online data is cheap, fast and hard to interpret. The lack of structure is commoditizing market researchers. It is an uneasy feeling. We must examine the theoretical underpinnings that have served us well in the past, adapt them and put them back to work. If we do, we will make great music out of what seems to be just a lot of noise. This novel presentation shows how the freedoms of jazz became the foundation of a new structure and of course relates it to our own dilemma. Let’s make new music together.
How Disney bridges the multicultural divide
Building trust as a prerequisite for insight

Manila Austin, Director of Research at Communispace Corporation

In 2006, one of the world’s largest and most visited recreational resorts launched a private online community to help to solidify its cultural relevancy and apply proven methods to hardwire the voices of their African American guests into the very fabric of their resorts. Upon launch, the organization found that its ability to derive quality insight was undermined by low participation rates and lagging engagement in brand specific conversation. In this presentation, Manila Austin, Ph.D., Director of Research at Communispace will review some key points from the award-winner paper (ESOMAR Congress 2008, Best Paper Overall), which describes how this high-profile organization—through a process of reflection, dialogue and action—indentified engagement barriers and adjusted a brand-centric frame of reference to re-engage with African American guests more transparently and authentically.
From lliad to Odyssey
The odyssey of our profession

C. Frederic John, MasterCard Worldwide, USA and ESOMAR Council member

The market research profession has been consciously trying to evolve from provider of data to generator of insights and consultant to management. The success of this transformation has been spotty, at best, and its pursuit may mask the need for far more basic shifts in purpose and role. This paper retraces our recent past and likely futures in terms of an odyssey in which we are still out at sea, and quite likely to remain there.
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Venue

Microsoft
1290 Sixth Avenue
Between 51st and 52nd
6th Floor