Workshops
Learning from those who “do” is the best way to truly understand the practical side of research. Throughout the year ESOMAR runs an extensive calendar of workshops aimed at aiding in the development of practical research skills.
All workshops are taught by a workshop leader with extensive knowledge in his or her field and will provide you with an opportunity to train with some of the industry’s leading specialist in the areas.
Additional to the workshops, every summer ESOMAR runs The Summer Academy. Consisting of 4 days of workshops and a 1 day seminar focusing on specific themes and aiming to provide attendees with a comprehensive overview of specific methods and techniques.
Understanding Market Research Online Communities
The power of reflection
Amsterdam / 15 June 2012
In combination with Summer Academy 2012
Back to calendar of WorkshopsWorkshop 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 the kind of inquiry and feedback enabled by Web 2.0 technologies, the boundaries between the two forms of research are blurring. These trends have become flashpoints in a larger debate about sample size, respondent quality and reliability.
Accelerating that (con)fusion is the explosive growth of market research online communities (MROCs).
In this workshop, we’ll define what MROCs are, establish some guidelines for determining when they are (and are not) an appropriate tool, discuss case studies and examples of how they have been used to advance agencies’ and brands’ learning and business objectives, explore and debate the tradeoffs inherent in this methodology, discuss methods for evaluating the success of a community, and jointly develop strategies to employ MROCs in addressing class participants’ immediate challenges.
By the time you leave this workshop, you’ll be able to:
- Make informed recommendations about when MROCs are and are not an appropriate means of addressing a research and/or innovation need;
- Identify the requirements and critical success factors to be considered before embarking on an MROC;
- Understand how and why the approach to recruiting participants and conducting research in MROCs differs from other methodologies;
- Evaluate the tradeoffs associated with this approach;
- Employ proven metrics for evaluating the success of an MROC;
- Be able to create an effective business case and proposal for an MROC.
Level
Intermediate/Advanced
Workshop leader
As Vice President of Client Services, Europe, Cindy manages our London office and oversees the team of community consulting professionals who help our UK and European based clients connect with their customers in a new and meaningful way through private online communities. She provides thought leadership and account stewardship, setting a strategic framework to align client communities with their business priorities. In her role as Director, Cindy has overall responsibility on her client accounts for all aspects of client relationships, and for optimizing the strategic value of their investment. She also works closely with the Sales Team on business development opportunities.
Cindy has more than 25 years of experience as a market research professional in designing, executing, and presenting market research insights using both qualitative and quantitative methodologies. She has worked in a variety of industries, including technology, CPG, and telecommunications exploring issues around brand development, new concept evaluation, demand forecasting, and market opportunity analysis.
Prior to coming to Communispace, Cindy held senior management positions at Knowledge Networks and Research International where she managed large-scale international research engagements. Earlier in her career, Cindy was the founder and CEO of her own market research company (Trish Associates) located in Silicon Valley and Boston where she developed a number of qualitative tools and methods to optimize insights from IT professionals.
Sally is the Managing Director, Europe at Communispace, the innovator and industry-cited leader in full-service private online customer communities—Informing and inspiring global brands through deeply impactful customer insights.
Sally has spent almost 20 years working at senior levels providing extensive leadership running large global operations. Owning growth, strategy and profitability in several sectors she has provided leadership in IT, Telecoms, Services and B2B organizations and provided consultancy for private equity / venture capitalists’ on post M&A strategy in the Telecoms, Media and Digital sectors. A leader in developing new and innovative strategies for growth she has extensive change management and business transformation success and is known for her vision, passion and drive as a leader.
In 2008 Sally joined WGSN, the world’s leading provider of online intelligence, analysis and information to retailers, manufacturers and suppliers as Managing Director for EMEA, embarking on a transformation program bringing leadership in commercial growth, strategy and operational transformation. As a member of the Executive team she was responsible for a client base of 36,000 Retailers, Communication and Media agencies and Publishers. Clients included BBC Worldwide, Burberry, P&G, L’Oreal, ASOS, Arcadia, John Lewis and Gucci. Prior to WGSN Sally was Managing Director of John Brown Media Digital Agency, one of the top contract publishers in the UK creating content in both print and digital media. Prior to joining John Brown Media Sally was Vice President Global Services Sales & Post M&A Strategy for Acision where she joined after leaving HP after 12 years where her focus was on various global roles in the finance and telecoms sectors.
Registration
| Early Bird rate (until 22 April 2012) |
Members
|
Non-members
|
| Seminar |
EUR 500 |
EUR 500 |
| Workshop |
EUR 280 |
EUR 280 |
| Standard rate (23 April 2012 - 20 May 2012) |
Members
|
Non-member
|
| Seminar |
EUR 600 |
EUR 600 |
| Workshop |
EUR 380 |
EUR 380 |
Late rate (21 May 2012 - 7 June 2012; includes on-site registration)
Online registration open until 7 June 2012,
16:00 GMT. On-site registration is possible. |
Members
|
Non-members
|
| Seminar |
EUR 700 |
EUR 700 |
| Workshop |
EUR 480 |
EUR 480 |
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:
| |
Seminar |
Workshop |
| Until 22 April 2012 |
No charge.
Full refund given |
No charge.
Full refund given |
| After 22 April 2012 |
Cancellation charge:
EUR 250 |
Cancellation charge:
EUR 140 |
Cancellation fee can only be waived upon receipt of visa refusal document.
ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.
Facebook Twitter