GETTING INTIMATE
Programme
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| SUNDAY, 16 NOVEMBER |
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| Workshops 9.00 to 17.00 | |
| 09.00 - 17.00 | Ethnography and Observational Research (2 Days) – Day 1 Applying cultural analysis tools in consumer research In a world where the consumer voice can be heard from all corners of the globe how do you understand who the consumer is and what his wants and needs are? Ethnography and observational research responds to these challenges by observing consumers in their natural environments and then turning these consumer encounters into ideas that transform brands and product categories. Understand the challenges faced in designing and implementing ‘real world’ research, including the methodological tools needed, and the practicalities faced. Please note:You will need to register and attend both days of this workshop. This workshop has an extensive pre-workshop task which will take a few days to complete. Please register early so that you have enough time to complete it. Intermediate to Advanced Level Hy Mariampolski, Managing Director, QualiData Research, USANeil McPhee, Managing Director, Nuance Research, UK |
| 09.00 - 17.00 | Semiotics (2 Days) – Day 1 Cultural insight for enhanced communication Extended Semiotics is a two day workshop. Delegates can choose to attend both days 1 and 2 or either of the two single days, i.e. day 1 only or day 2 only. Day 1 covers the key principles of Semiotics, while day 2 is for delegates who want to extend the learnings from Day 1 to go into both theory and practice of integrating semiotic techniques into the research process. Both days include plenty of hands-on practice. Please note:Delegates wishing to attend day 2 must have already completed day 1 or have equivalent semiotics skills. Intermediate Level Virginia Valentine, Semiotic Solutions, UKMalcolm Evans, Space Doctors, UK |
| MONDAY, 17 NOVEMBER |
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| Workshops 9.00 to 17.00 Conference registration Welcome reception Exhibition |
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| 09.00 - 17.00 | Ethnography and Observational Research (2 Days) – Day 2 Applying cultural analysis tools in consumer research Intermediate to Advanced Level Hy Mariampolski, Managing Director, QualiData Research, USANeil McPhee, Managing Director, Nuance Research, UK |
| 09.00 - 17.00 | Semiotics (2 Days) – Day 2 Cultural insight for enhanced communication Day 2 is for delegates who want to extend the learnings from Day 1 to go into both theory and practice of integrating semiotic techniques into the research process. Both days include plenty of hands-on practice. Please note:Delegates wishing to attend day 2 must have already completed day 1 or have equivalent semiotics skills. Advanced Level Virginia Valentine, Semiotic Solutions, UKMalcolm Evans, Space Doctors, UK |
| 09.00 - 17.00 | What is affecting our daily work? The aim of this workshop is to help qualitative practitioners to stay current with and evaluate new and emerging methods in the marketplace, with a particular emphasis on the technology trends affecting our work. In the workshop you will have demonstrations of a range of services on offer and get to play with some too. We will be reviewing products with a critical eye to assess how valuable they are to the qualitative researcher and what they might add to any project. Intermediate to Advanced Level Sharon Dimoldenberg, Director, GfK, UKJudy Langer, President, Langer Qualitative, USA |
| TUESDAY, 18 NOVEMBER |
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| Conference day one Networking drinks |
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| 09.00 - 09.05 | Opening Frits Spangenberg, ESOMAR President |
| 09.05 - 09.10 | Introduction to the programme and keynote Sharon Dimoldenberg, Programme Committee Chair |
| 09.10 - 09.50 | KEYNOTE “Anatolia – The sun garden” Tuluyhan Ugurlu, Pianist & Componist, Turkey |
| 09.50 - 10.30 | Refreshment Break |
| GETTING INTIMATE WITH CONSUMERS: NEW COMMUNITIES | |
| 10.30 - 10.35 | Introduction by session chair Pervin Olgun, Barem International, Turkey |
| 10.35 - 11.00 | Kiss Kiss - New cultures emerge where old cultures meet Using community based research tools to gather insights on cultural change within the turkish community in Germany Müge Balta & Sven Arn, H,T,P, Concept, Germany |
| 11.00 - 11.25 | Measuring jokes Supporting the launch of a humour TV channel in Hungary György Pásztor, Research International Hoffmann, Hungary Dániel Antal, MTV Networks, Hungary |
| 11.25 - 11.50 | Intimate and intimidating Understanding trends and patterns in food and eating culture Jens Lönneker, Sebastian Buggert & Kirsten Juchem, rheingold Institute, Germany |
| 11.50 - 12.15 | Me, myself and I Studying youngsters identity by combining visual ethnography & nethnography Annelies Verhaeghe & Joeri Van den Bergh, InSites Consulting, Belgium Veerle Colin, MTV Networks, Belgium |
| 12.15 - 12.30 | Discussion |
| 12.30 - 13.45 | Lunch |
| PANEL DISCUSSION | |
| 13.45 - 14.45 | The Omnipresent researcher Implications of web 2.0 in research Moderator: Steve August, Revelation Global, USA Panelists: Akinola Afere, Alder Research, Nigeria Roberto Holguin, Insitum, Mexico Ruchika Gupta, Nokia, India Nicole Reinhold, Philips, The Netherlands |
| 14.45 - 15.15 | Refreshment break |
| GETTING INTIMATE WITH CONSUMERS: NEW DIALOGUES | |
| 15.15 - 15.20 | Introduction by session chair Karina Meyer, Unilever, Brazil |
| 15.20 - 15.40 | In search of platform nine and three quarters... Is internet the magical platform to explore young minds? Charukesi Ramadurai & Shobha Prasad, Drshti Strategic Research Services, India |
| 15.40 - 16.00 | Living in and adapting to a culture of exposure Exploring how visibility affects people’s lives, thoughts and feelings Anita Black, Jon McNeill & Farrah Bostic, Hall & Partners, USA |
| 16.00 - 16.20 | Anticipation marketing Understanding buzz for Generation Now Ellen Baron, Kristin Hickey, Paul Merrell, Ruby cha cha, Australia |
| 16.20 - 16.40 | Bag stories What do bags say about women? Greet Sterenberg & Wendy Hesseling, WeJane, Netherlands Ute Rademacher, Colibri Research, Germany |
| 16.40 - 17.00 | Discussion |
| ROUND TABLE DISCUSSIONS | |
| 17.00 - 18.00 | Round table discussions on topics chosen by delegates What clients want from qualitative. Integrating qualitative and quantitative research. Ethnography – maintaining quality whilst keeping it pragmatic, affordable and actionable. Research in 2020 – what will it look like? Integrating web 2.0 with traditional focus groups and interviews. New methodologies in qualitative research (untried and untested). Researching minorities/women/young people. Moderators: Sharon Dimoldenberg • Akinola Afere • Sangeeta Gupta • Judy Langer • Hy Mariampolski • Sandrine McClure • Pervin Olgun |
| 18.00 - 19.00 | Networking drinks |
| WEDNESDAY 19 NOVEMBER |
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| Conference day two Farewell drinks |
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| POINTS OF VIEW | |
| 09.00 - 09.05 | Introduction by session chair Sandrine McClure, Repères, France |
| 09.05 - 09.30 | Do we need pragmatic polymaths to boost the qualitative research industry? Vivek Banerji, McKinsey and Company, UK |
| 09.30 - 09.55 | Structured sense-making Integrating qualitative and quantitative methodologies through the analysis and synthesis process Richard Radka, Node – Innovation for Growth, Spain |
| 09.55 - 10.20 | It’s engagement, but is it research? Effectively engaging decision makers Alex Johnston, Jigsaw Research, UK |
| 10.20 - 10.40 | Discussion |
| 10.40 - 11.10 | Refreshment Break |
| CLIENT AGENCY PARTNERSHIPS | |
| 11.10 - 11.15 | Introduction by session chair Sangeeta Gupta, PepsiCo, India |
| 11.15 - 11.40 | Together we build the future Getting intimate with consumers via online communities Tom De Ruyck & Niels Schillewaert, InSites Consulting, Belgium Jo Caudron, One Agency, Belgium |
| PANEL DISCUSSION Moderator: Sangeeta Gupta, PepsiCo, India |
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| 12.15 - 13.30 | Lunch |
| GETTING INTIMATE WITH OTHER DISCIPLINES | |
| 13.30 - 13.35 | Introduction by session chair Sharon Dimoldenberg, GfK NOP, UK |
| 13.35 - 14.00 | The role of helpers in advertising Bridging the way from semiotics to storytelling Joseph Sassoon, Alphabet, Italy |
| 14.00 - 14.25 | Getting intimate with our world Increasing our value by increasing our awareness quotient Keren Solomon, Intuit, USA |
| 14.25 - 14.55 | Technography / ethnography in the real world Judith Staig & Rose Tomlins, GfK NOP, UK |
| 14.55 - 15.10 | Discussion |
| 15.10 - 15.30 | Refreshment Break |
| OTHER DISCIPLINES | |
| 15.30 - 15.35 | Introduction by session chair Sharon Dimoldenberg, GfK NOP, UK |
| 15.35 - 16.00 | The culture karma chameleon Attempting to crack some of the “cultural code” in India Ayobamidele Gnadig & Bharti Abhijeet, H,T,P, Concept India, India Harry Key, Bollywood, India |
| 16.00 - 16.25 | The future is hybrid Exploring how qualitative techniques can work in the online world Chris Forrest, The Nursery Research and Planning, UK |
| 16.25 - 16.40 | Discussion |
| 16.40 - 17.00 | CLOSING Sharon Dimoldenberg, Programme Committee Chair Véronique Jeannin, ESOMAR Director General |
| 17.00 | Farewell drinks |