ESOMAR BEST OF …
The role of Market Research in decision making
Read the review by Philip Lloyd
| Date: | 20 April 2010 |
| Time: | 16:45 – 19:35 |
| Where: | Rotterdam School of Management Erasmus University J-Building, Room J2-38 Burgemeester Oudlaan 50 J-Building, Room J2-38 3062 PA Rotterdam The Netherlands http://www.rsm.nl How to get to RSM: http://www.rsm.nl/home/about/contact |
| Topic: | This event – part of ESOMAR’s Developing Talent Initiative - is held in cooperation with the Rotterdam School of Management (RSM). It provides MBA students with insight into the world of market research practice and an opportunity to network with practitioners. The programme emphasises the role that market research plays in consumer understanding and decision making. Case studies from Unilever, Philips and HYVE demonstrate the relevance of market research in generating insights, fuelling innovation and getting closer to consumers through co-creation. This programme represents highlights from ESOMAR conferences and workshops. |
| PROGRAMME | |
| 16.45 - 16.55 | Opening and introduction Agnes Nairn, Rotterdam School of Management Erasmus University, Netherlands Finn Raben, ESOMAR Director General |
| 16.55 – 17.15 | Insight Generation at Unilever Johannes Hartmann, Vice President Consumer and Market Insight, Unilever, Netherlands Insights are a multi-facetted concept, crucial throughout any innovation cycle. Generating insights is a constant stream of learning, interpreting, applying and then going back to learning. This process of knowledge development can be called "Insighting" -- Insights should be seen as a verb not a noun. This presentation will introduce you to structuring an innovation process and leveraging insights from the research into tangible solutions for consumers. |
| 17.15 – 17.25 | Q&A |
| 17.25 – 17.45 | Fuelling Innovation How Philips Consumer Lifestyle is winning with consumer insight driven innovation Ria Dierikx, Director Consumer and Market Intelligence, BU Domestic Appliances, Philips Consumer Lifestyle, Netherlands This presentation examines how Philips actively listens to consumers by using a groundbreaking market research technique: a private online community of key consumers. In partnership with Communispace, Philips formed Sensorium, an online community of 400 techsavvy consumers that it actively engages to tap into emerging trends, uncover avenues for innovation and, ultimately, to discover insights that could help shape future product offerings from Philips. This includes how Phillips aligns it’s business agenda and innovations, how it ensures that the process surrounding innovation does not dampen creativity and how global market insights are generated while ensuring that cultural differences are respected. |
| 17.45 - 17.55 | Q&A |
| 17.55 – 18.15 | Embracing the customer How Swarovski’s co-creation initiative provides value to the watch industry Dr. Clemens Pirker, HYVE AG, Germany Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest. |
| 18.15 – 18.25 | Q&A |
| 18.25 – 18.35 | Open discussion with students and closing Finn Raben, ESOMAR Director General Agnes Nairn, Rotterdam School of Management Erasmus University |
| 18.35 – 19.35 | Drinks |
| SPEAKERS |
Finn Raben
Finn Raben is an Irishman who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently. He has spent most of his working career in Market Research.
Raben’s career started at Millward Brown IMS in Dublin, followed by AC Nielsen. At TNS, he firstly turned around the ailing Irish business, and subsequently instigated the Global Accounts programme, working with a number of major global clients, including Procter & Gamble, McDonald’s and Microsoft as Global Director of Planning and Coordination for Key Accounts. Most recently at Synovate, Finn was CEO of Southern Europe where he was responsible for integrating and harmonizing the many companies acquired in the region, into the Synovate offering.
Agnes Nairn
Dr Agnes Nairn is a researcher, writer, consultant and speaker who investigates issues related to marketing and children.
She is Professor of Marketing at two of Europe's leading Business Schools, EM-Lyon Business School in France and RSM Erasmus University in the Netherlands. She sits on the Executive Board of the International Journal of Market Research and is currently serving on two government expert panels for the DCSF and DoH/National Social Marketing Centre.
Agnes' academic papers have appeared in a wide range of international journals and she has written policy reports for National Consumer Council (now Consumer Focus), Family and Parenting Institute and Care for the Family. Her research includes the first UK examination of the links between TV Watching, Materialism and Wellbeing in children ("Watching, Wanting and Wellbeing") and some surprising findings about Barbie torture in primary schools ("The Simpsons Rock but Barbie's a Minger").
Johannes Hartmann
Johannes Hartmann is the VP for consumer and market insight for Unilever Foods Categories.
He is leading a global team of about 120 people.
These people are specialized to support Unilever marketers to integrate business relevant consumer knowledge into all strategic brand and innovation development processes.
Johannes is German from origin. He studied in Germany in Berlin in Kiel and graduated in 1989.
After his study he started his carrier with Unilever where he stayed until today.
During his 19 years of service for the company he had the chance to live in different countries around the globe being responsible for various regional and global marketing/consumer insight related functions.
Johannes lives in the Netherlands with his wife and his two daughters.
Dr. Clemens Pirker
Clemens joined HYVE in November 2009 as a team leader in the area of Innovation Communities. He currently focuses on corporate idea- and innovation management solutions. Clemens previously completed his doctorate in the area of research methodology (Innsbruck) and led seminars on marketing, strategy and marketing research. His research activities led him to Boston, London and Columbia (SC). Clemens’ industry experience include a Consumer Science Manager Role at Danone Research (Paris), a Project Leader role at HYVE Innovation Research and a Project Associate appointment at W.L. GORE New Business Development (Munich area).
Ria Dierikx
Ria Dierikx is leading the team of Consumer and Market Intelligence in the Business Unit Domestic Appliances of Philips Consumer Lifestyle. She is supporting marketing and strategy with relevant consumer understanding to drive innovation and marketing planning.
Ria studied Economic Psychology and spent most of her career in international market research. She started at Motivaction in Amsterdam, followed by a research management function in the automotive industry at the European Headquarters of Nissan Motor Company. She joined Philips in 2000 as market intelligence director for new product development for Consumer Electronics. Driving consumer centricity in innovation for durable product categories has been an important theme throughout her career.