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“The Role of Market Research in Decision Making” – ESOMAR University Tour
The seminar, part of ESOMAR’s Developing Talent initiative, was composed of three presentations centred around the role of Market Research in generating “insights” and were delivered by representatives from Unilever, Philips and HYVE AG.
The event was opened by Prof. Agnes Nairn and Dean George Yip from the Rotterdam School of Management opened the event, and chaired by Finn Raben, Director General of ESOMAR.
“Our presence at RSM provided a fantastic opportunity for ESOMAR to present to both the MBA students and their professors the aim and spirit of our Developing Talent Initiative” stated Angela Canin, Director of Development at ESOMAR. “By reaching out to future managers during their learning phase we hope to provide them with the right tools and message to make decisions about their career and attract them to our industry”.
The presentations started with Johannes Hartmann, Vice President Consumer and Market Insight, Unilever, Netherlands, who discussed how “Insights” are generated within Unilever with a thought provoking video presentation illustrating how marketing departments often ignore the “insights” contained in market research reports at their own peril, while also emphasising the importance of insights throughout any innovation cycle.
Ria Dierikx, Director Consumer and Market Intelligence, BU Domestic Appliances, Philip Consumer Lifestyle, Netherlands, introduced the topic of consumer-driven innovation and provided a detailed overview of how Philips’ Consumer Lifestyle division maintains an online network of 400 tech-savvy consumers that it actively engages to tap into emerging trends.
The last presentation was from Dr. Clemens Pirker, of HYVE AG, Germany, who further explored the topic of consumer-driven innovation by presenting the class with a HYVE’s case study featuring client, Swarovski Crystals. Hyves successful co-creation initiative launched a worldwide “watch design” tournament which brought the company to the attention of thousands of designers and internet surfers, tapping their creativity for insights. HYVE later conducted a similar campaign for Swarovski dedicated to the jewellery market.
‘We were extremely pleased with the outcome of ESOMAR’s first inroad into the MBA class at RSM. We were able to provide great insights into marketing practice and an opportunity to present the world of market research in a positive light” noted Anna Alu, ESOMAR Director Development and Events. “Hopefully it will inspire many students to become passionate about the profession, which is the aim of this initiative’.
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About ESOMAR
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With approximately 5,000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.