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#ESOMAR

B2B Forum 2014

Leading-Edge Research for B2B Marketing Excellence

Atlanta / 14 October

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Overview

ESOMAR is pleased to announce the launch of its first B2B Research Forum. It is “the place 2B” in 2014 – a must-attend event for all practitioners engaged in B2B marketing, including research buyers and suppliers, marketers, NPD personnel and others involved in the decision-making process and value chain.

This refreshing, innovative one-day forum is based on five cohesive pillars:

5 Pillars

  1. Innovation
    Change is engulfing the world of B2B marketing driven by new technology, globalization, new communications and distribution channels; it has increased sophistication of the marketing function.

    The supporting research information/intelligence function is also undergoing significant change, reflecting dramatic innovations in research practices and methods.
  2. Distinctiveness
    B2B marketing is fundamentally different from consumer marketing because of the decisions taking place within a business context. This also shapes how B2B research must be conducted.
  3. Commonality
    There are broad similarities among the challenges and solutions across B2B activity, regardless of sector and whether the target market is comprised of large companies or small and mid-sized enterprises.
  4. Global
    As more and more B2B marketing becomes global, experiences and best practices need to be shared across boundaries.
  5. Business Impact
    Ultimately, it all comes down to providing the data, insight, and guidance that leads to better decision-making and business success.

 

While exploring and building on the commonalities across sectors, the Forum will also focus on a few broad areas of activity including:

  • Financial and business services
  • Equipment (including construction vehicles, automotive, etc.)
  • Industrial/agricultural (heavy manufacturing, construction materials, chemicals, and animal health)
  • Medical/pharmaceutical

 

The dynamism of the Forum will be driven by a mix of approaches to sharing information coupled with a strong commitment to interactive sessions.

Programme Committee

C. Frederic John

C. Frederic John
Principal
Consilience Research & Consulting, USA

David Smith

David Smith
Director
DVL Smith, UK

James Burckhardt

James Burckhardt
Global Marketing Director
D.O.R.C., Netherlands

Owen Jenkins

Owen Jenkins
CEO
Kadence International, USA

Tatiana Barakshina

Tatiana Barakshina
Research Director
Bazis Intelligence Group, Russian Federation

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Programme (preview)


= ESOMAR Member


09:00 - 18:15 Tuesday, 14 October - Forum day 
Forum registration: 08:00 - 09:00
08:00 - 09:00 Welcome coffee and registration
09:00 - 09:10 Welcome and Introduction to the Programme
C. Frederic John, Consilience Research & Consulting, USA / ESOMAR Vice President
Understanding Business Needs
09:10 - 09:15 Introduction by session chair
C. Frederic John, Consilience Research & Consulting, USA / ESOMAR Vice President
09:15 - 09:30 Business Hierarchy of Needs
What if Maslow studied businesses instead?
A large part of B2B research aims to explore, understand and anticipate business motivations. Abraham Maslow proposed a ‘hierarchy of needs’ to explain human motivation. Is there an… Read more
Business Hierarchy of Needs
What if Maslow studied businesses instead?

Owen Jenkins, Kadence International, USA
09:30 - 09:35 Q&A
Social Media Engagement in B2B Research
09:35 - 09:40 Introduction by session chair
C. Frederic John, Consilience Research & Consulting, USA / ESOMAR Vice President
09:40 - 10:00 Social Media Research & B2B Audiences
It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's… Read more
Social Media Research & B2B Audiences

Alex Johnston

Research Director
Jigsaw Research
UK
Read more
Alex Johnston
, Jigsaw Research, UK

Julie Knox

CEO
Jigsaw Research
USA
Read more
Julie Knox
, Jigsaw Research, USA

10:00 - 10:05 Q&A
Cross-Cultural B2B Research
10:05 - 10:10 Introduction by session chair
David Smith, DVL Smith, UK / ESOMAR Council Member
10:10 - 10:25 Comparing Apples to Pommes
Understanding and accounting for cultural bias in global B2B Research
B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of… Read more
Comparing Apples to Pommes
Understanding and accounting for cultural bias in global B2B Research

Conor Wilcock

Research Director
B2B International
USA
Read more
Conor Wilcock
, B2B International, USA

10:25 - 10:40 Strategic B2B Market Analysis for Global Companies
Practical guide
In the face of globalisation, analysis of multi-industry and multi-country B2B market seems increasingly complex and challenging. It can turn into an easy task, though, if the research methodology is… Read more
Strategic B2B Market Analysis for Global Companies
Practical guide

Indre Cesniene

Head of Industrial Research
Euromonitor International
Lithuania
Read more
Indre Cesniene
, Euromonitor International, Lithuania

10:40 - 10:50 Discussion
10:50 - 11:10 Networking break
Executing B2B Research in "Breakthrough" Countries
A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers
11:10 - 11:15 Introduction by session chair

Tatiana Barakshina

Research Director
Bazis Intelligence Group
Russian Federation
Read more
Tatiana Barakshina
, Bazis Intelligence Group, Russian Federation / ESOMAR Council Member

11:15 - 11:25 Turkey
A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers… Read more
Turkey

Erdogan Gundogdu

Director
Eksen Research
Turkey
Read more
Erdogan Gundogdu
, Eksen Research, Turkey

11:25 - 11:35 Russia
A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers… Read more
Russia

Tatiana Barakshina

Research Director
Bazis Intelligence Group
Russian Federation
Read more
Tatiana Barakshina
, Bazis Intelligence Group, Russian Federation

11:35 - 11:45 China
A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers… Read more
China

Ruth Stanat

President
SIS International Research
USA
Read more
Ruth Stanat
, SIS International Research, USA

11:45 - 12:00 Discussion
12:00 - 13:10 Lunch
The Economics of B2B
13:10 - 13:15 Introduction by session chair
James Burckhardt, D.O.R.C., Netherlands
13:15 - 13:35 Guest speaker
The Client Perspective:
Building a World Class B2B Research and Insights Department

This session highlights the client's experience on how to run a B2B market research department; participants will come away with a better understanding of the needs and requirements of clients in… Read more
The Client Perspective:
Building a World Class B2B Research and Insights Department

Janet Ziffer

Marketing Research Technical Leader
Kimberly-Clark Professional
USA
Read more
Janet Ziffer
, Marketing Research Technical Leader, Kimberly-Clark Professional, USA

13:35 - 13:50 The Future's Bright, The Future's Branded
How applying the principles of branding will save the marketing research industry
The old model of the research industry - selling data or information and throwing in analysis for free - is obsolete. In the new world, where a great deal of a traditional researcher's job can be done… Read more
The Future's Bright, The Future's Branded
How applying the principles of branding will save the marketing research industry

Lucy Davison

Managing Director
Keen as Mustard Marketing
UK
Read more
Lucy Davison
, Keen as Mustard Marketing, UK

Paul Buckley

European Region Insights Director
GlaxoSmithKline
UK
Read more
Paul Buckley
, GlaxoSmithKline, UK

13:50 - 14:05 Jumping Off the Barricades
Can a client become supplier and vice versa?
This session is about the evolution of the research demand client-side. It explains how clients are facing the internal dilemma of increasing demand for research vs shrinking budgets. Medium-large… Read more
Jumping Off the Barricades
Can a client become supplier and vice versa?

Marcello Sasso

CEO/Director
Cielo Research
Italy
Read more
Marcello Sasso
, Cielo Research, Italy

Michela Coin

Group Research Manager
II Sole 24 Ore
Italy
Read more
Michela Coin
, II Sole 24 Ore, Italy

14:05 - 14:20 Becoming a Customer of Choice
How to create great relationships with your internal and external suppliers
Measuring and managing the rational and emotional dimensions of relationships, both internally and externally, is key to success in B2B markets. This presentation will discuss how to become both an… Read more
Becoming a Customer of Choice
How to create great relationships with your internal and external suppliers

John H. Fleming

Chief Scientist - Marketplace Practice & HumanSigma® Consulting
Gallup
USA
Read more
John H. Fleming
, Gallup, USA

14:20 - 14:35 Discussion
Interactive session
Legal considerations for successful B2B research
14:35 - 14:40 Introduction by session chair
David Smith, DVL Smith, UK / ESOMAR Council Member
14:40 - 15:05 Putting B2B Research to the Legal Test
B2B research presents unique legal challenges, which are especially significant for multi-country B2B research. Hear three researchers grapple with legal considerations for their projects, in… Read more
Putting B2B Research to the Legal Test

Ashlin Quirk

General Counsel
SSI
USA
Read more
Ashlin Quirk
, SSI, USA

Jared Schiers

VP, ASE Americas
SSI
USA
Read more
Jared Schiers
, SSI, USA

Polly Speros

Vice President of Sales, East
SSI
USA
Read more
Polly Speros
, SSI, USA

15:05 - 15:15 Discussion
15:15 - 15:35 Networking break
Return on Customer Experience
15:35 - 15:40 Introduction by session chair
Owen Jenkins, Kadence International, USA
15:40 - 16:00 When Business Gets Emotional
A cross-category examination of emotions in B2B decision-making
Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade – more than most marketers, researchers, and brand managers… Read more
When Business Gets Emotional
A cross-category examination of emotions in B2B decision-making

John Perls

founder & ceo
JoopLoop
USA
Read more
John Perls
, JoopLoop, USA

Robert Passikoff

Founder & President
Brand Keys
USA
Read more
Robert Passikoff
, Brand Keys, USA

16:00 - 16:20 How do you Feel About Your Trash?
Aligning business with customer expectations: a case study
This case study describing research conducted for a US waste disposal company illustrates the degree to which business decision-making is impacted by emotion, for even the most mundane of business… Read more
How do you Feel About Your Trash?
Aligning business with customer expectations: a case study

Bernadette DeLamar

Vice President
Mozaic Group
USA
Read more
Bernadette DeLamar
, Mozaic Group, USA

Colin Campbell

Consultant
Merkle Consulting Group
USA
Read more
Colin Campbell
, Merkle Consulting Group, USA

16:20 - 16:30 Discussion
Innovation and the B2B Research Professional
16:30 - 16:35 Introduction by session chair

Tatiana Barakshina

Research Director
Bazis Intelligence Group
Russian Federation
Read more
Tatiana Barakshina
, Bazis Intelligence Group, Russian Federation / ESOMAR Council Member

16:35 - 16:50 Why B2B/Industrial is Different and What to Do About It
Your gut is wrong more often than you think. B2B/Industrial is very different than B2C, but you ignore the voice of the market at your peril. In fact, if you are separated from your end user customers… Read more
Why B2B/Industrial is Different and What to Do About It

Mark Towery

Managing Director
Geo Strategy Partners
USA
Read more
Mark Towery
, Geo Strategy Partners, USA

16:50 - 17:05 Diamonds in the Rough
Using the right participants for concept development
Successful front-end innovation (FEI) relies on the ideas and feedback of real people, whether they are internal to your organization or external stakeholders such as actual customers, prospective… Read more
Diamonds in the Rough
Using the right participants for concept development

Kip Creel

President
StandPoint
USA
Read more
Kip Creel
, StandPoint, USA

17:05 - 17:20 B2B Decision-Making: Does 'Good' Matter?
Understanding how an emotional sense of how 'good' a brand is matters in B2B decision-making
Having worked with one of our sister companies, the Good Relations Group, on developing a landmark piece of research in 2013, looking at the importance of companies 'being good' in the eyes of… Read more
B2B Decision-Making: Does 'Good' Matter?
Understanding how an emotional sense of how 'good' a brand is matters in B2B decision-making

Sinead Jefferies

Director
Chime Insight & Engagement
UK
Read more
Sinead Jefferies
, Chime Insight & Engagement, UK

17:20 - 17:30 Discussion
17:30 - 17:45 Closing
C. Frederic John, Consilience Research & Consulting, USA / ESOMAR Vice President
17:45 - 18:15 Farewell drinks
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Presentation abstracts

Tuesday, 14 October

Understanding Business Needs

Business Hierarchy of Needs
What if Maslow studied businesses instead?

Owen Jenkins, CEO, Kadence International, USA

A large part of B2B research aims to explore, understand and anticipate business motivations. Abraham Maslow proposed a ‘hierarchy of needs’ to explain human motivation. Is there an equivalent hierarchy for business?
 The prime motivation for business is to make money. Money, therefore, is the 'foundation' of the pyramid. But what are the higher levels of needs, what replaces ‘esteem’ and ‘belonging’?
 Using his 20 years of experience in B2B research, Owen Jenkins suggests a hierarchy that will help you guide your own B2B research. He will also suggest the business equivalent to sex!!

Social Media Engagement in B2B Research

Social Media Research & B2B Audiences

Alex Johnston, Research Director, Jigsaw Research, UK
Julie Knox, CEO, Jigsaw Research, USA

It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's also a damn sight cheaper!

But recent research we conducted suggests that people posture as much on SM as they do in a traditional research interview, and confirms that small numbers of SM users generate most of the noise and that relying on robots to collect SM data can lead to superficial/misleading interpretations.

So can we even apply SM-based research methods to B2B issues? And how does local business culture affect the way people engage with SM – is the business world more homogeneous than the consumer world when it comes to SM?

Cross-Cultural B2B Research

Comparing Apples to Pommes
Understanding and accounting for cultural bias in global B2B Research

Conor Wilcock, Research Director, B2B International, USA

B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of the cultural biases that are at play when conducting B2B research. An “apples to apples” comparison of multi-country survey data can lean to skewed findings and actions built on bias, not knowledge.

Acknowledging, understanding and accounting for the ways in which respondents from different countries interpret and react to survey questions, is critical in ensuring that cross-cultural research is robust, reliable and drives action.


Strategic B2B Market Analysis for Global Companies
Practical guide

Indre Cesniene, Head of Industrial Research, Euromonitor International, Lithuania

In the face of globalisation, analysis of multi-industry and multi-country B2B market seems increasingly complex and challenging. It can turn into an easy task, though, if the research methodology is refined and based on carefully selected key measures. After all, strategic market research is all about seeing the big picture and translating analysis into actionable results.

In this presentation, we will provide guidelines for effective global B2B market analysis. We will discuss what steps are necessary before starting to actually look for data, what B2B data can be found publicly and how to make it all work for your needs. These guidelines will not only help to learn more about clients and enhance revenue forecasts, but will also enable to spot opportunities and reduce risks.

Executing B2B Research in "Breakthrough" Countries
A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers

Turkey

Erdogan Gundogdu, Director, Eksen Research, Turkey

A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers


Russia

Tatiana Barakshina, Research Director, Bazis Intelligence Group, Russian Federation

A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers


China

Ruth Stanat, President, SIS International Research, USA

A practical tour of recruitment approaches, data sources availability, interviewing traditions …and much more …that add knowledge to global researchers

The Economics of B2B

Guest speaker

The Client Perspective:
Building a World Class B2B Research and Insights Department

Janet Ziffer, Marketing Research Technical Leader, Kimberly-Clark Professional, USA

This session highlights the client's experience on how to run a B2B market research department; participants will come away with a better understanding of the needs and requirements of clients in terms of insights, as well as client's top recommendations for agencies on how to help the team be at the 'cutting edge' of company decision-making.


The Future's Bright, The Future's Branded
How applying the principles of branding will save the marketing research industry

Lucy Davison, Managing Director, Keen as Mustard Marketing, UK
Paul Buckley, European Region Insights Director, GlaxoSmithKline, UK

The old model of the research industry - selling data or information and throwing in analysis for free - is obsolete. In the new world, where a great deal of a traditional researcher's job can be done by a robot assisted by an algorithm, and where data is freely available, marketing researchers must rate and sell the added-value consulting they do, in order to survive. Clients say agencies are hard to distinguish from each other. The visual and verbal language of the industry is not distinctive. This means it is time to escape from the current price-driven, product/commodity trap and emerge into the world of B2B brands. Behaving like a brand means agencies in the future will be increasingly niche and specialist, working as consultants with clearly defined philosophies and messages.


Jumping Off the Barricades
Can a client become supplier and vice versa?

Marcello Sasso, CEO/Director, Cielo Research, Italy
Michela Coin, Group Research Manager, II Sole 24 Ore, Italy

This session is about the evolution of the research demand client-side. It explains how clients are facing the internal dilemma of increasing demand for research vs shrinking budgets. Medium-large companies are internalising the research as much as possible, but the demand is increasing and budgets are low. The solution is to open the research division to the external, to generate new revenues that would help financially sustain the development of the department. In the last two years, several companies, especially in the media industry like SG360, Washington Post and The Economist to name a few, are opening their research department to external clients. During the session, we will present the case of Il Sole 24 Ore.


Becoming a Customer of Choice
How to create great relationships with your internal and external suppliers

John H. Fleming, Chief Scientist - Marketplace Practice & HumanSigma® Consulting, Gallup, USA

Measuring and managing the rational and emotional dimensions of relationships, both internally and externally, is key to success in B2B markets. This presentation will discuss how to become both an internal and external customer of choice, and how this can give companies a significant strategic advantage.

Interactive session
Legal considerations for successful B2B research

Ashlin Quirk, General Counsel, SSI, USA
Jared Schiers, VP, ASE Americas, SSI, USA
Polly Speros, Vice President of Sales, East, SSI, USA

B2B research presents unique legal challenges, which are especially significant for multi-country B2B research. Hear three researchers grapple with legal considerations for their projects, in consultation with one of the research industry’s leading experts on privacy and data law. After this session, attendees will understand better:

  • The definition of “personal data” for B2B and the impact of collection and storage of such data

  • Whether business contact information is subject to less regulation than consumer’s contact information

  • How privacy laws impact respondent recruitment
  • Strategies to avoid conflicts of interest with respondent’s employer
  • How relevant laws differ by country and by region

  • How to minimize risk for your company, your clients and your respondents in a fast-changing legal environment

Return on Customer Experience

When Business Gets Emotional
A cross-category examination of emotions in B2B decision-making

John Perls, founder & ceo, JoopLoop, USA
Robert Passikoff, Founder & President, Brand Keys, USA

Emotion plays a part in everything consumers do. But in B2B, it has played an increasingly more important role over the past decade – more than most marketers, researchers, and brand managers are willing to admit or measure. Some of their reluctance to acknowledge emotion in the B2B space is due to the fact that measures and metrics of emotional engagement have not received the kind of attention "softer" measures like "sharing" or "tweets" have, as well as due to the inability of newer "emotional" forays to provide category-specific emotional metrics that are generalizable at high degrees of confidence. Additionally, this is the first time that social networking/mobile research has been used in the B2B space so comprehensively.


How do you Feel About Your Trash?
Aligning business with customer expectations: a case study

Bernadette DeLamar, Vice President, Mozaic Group, USA
Colin Campbell, Consultant, Merkle Consulting Group, USA

This case study describing research conducted for a US waste disposal company illustrates the degree to which business decision-making is impacted by emotion, for even the most mundane of business services. At least for waste disposal services, it becomes clear that emotions are a key factor influencing decisions for service provider selection, because emotions are a foundation for customer expectations.

A successful business will seek to understand those emotions, discover the expectations driven by each emotion as well as uncover potential variations in these patterns among customers. In this way, the business can best align service attributes, programs and even communications to customer expectations, and perhaps design initiatives to enhance the customer experience.

Of course, these statements can apply equally to B2C and B2B customers. The issue that applies to business customers, however, is being complicated by the common perspective of business managers who will typically say: “My decisions are totally rational; emotions have nothing to do with it.” This case study illustrates methods and techniques by which “Means-End Chain Analysis” – more often referred to as “Laddering” -- can be adapted for successful application among a business audience. The presentation shows how the technique was used to uncover very distinct emotional and psychological patterns among small and medium sized business customers. The range of emotions uncovered resulted in very different need and expectation patterns. As a result, this waste disposal business learned that it needed to offer substantially different service and program and even communications options for customers.

Innovation and the B2B Research Professional

Why B2B/Industrial is Different and What to Do About It

Mark Towery, Managing Director, Geo Strategy Partners, USA

Your gut is wrong more often than you think. B2B/Industrial is very different than B2C, but you ignore the voice of the market at your peril. In fact, if you are separated from your end user customers by distributors and channel partners, you may be flying blind. The question is how to apply the most suitable research, analysis, and decision-making techniques to the context of the B2B environment (do social media and big data matter to B2B, for example). In this presentation, you will take away a clear blueprint on how to do it right. If you are seeking to enter new markets, introduce new products, or re-invigorate growth in existing markets, this session is a How-to Cookbook on analysing market opportunities and the competitive environment, and creating Winning Go-to-Market Strategies.


Diamonds in the Rough
Using the right participants for concept development

Kip Creel, President, StandPoint, USA

Successful front-end innovation (FEI) relies on the ideas and feedback of real people, whether they are internal to your organization or external stakeholders such as actual customers, prospective customers, or distributors. Every person has unique skills and abilities that can be leveraged in the FEI process from understanding customer needs to brainstorming and building product concepts.

Attending this session, innovation executives will understand how to effectively leverage B2B research participants. We will demonstrate how cognitive screening can locate the "diamonds in the rough" - those participants with the greatest potential for completing the task at hand. We will also show how just a small number of these gems can make a big impact on product development research.


B2B Decision-Making: Does 'Good' Matter?
Understanding how an emotional sense of how 'good' a brand is matters in B2B decision-making

Sinead Jefferies, Director, Chime Insight & Engagement, UK

Having worked with one of our sister companies, the Good Relations Group, on developing a landmark piece of research in 2013, looking at the importance of companies 'being good' in the eyes of consumers, we started asking ourselves whether and to what extent this applied to the world of B2B. People buy-in quite easily to the idea that consumers make brand judgements based on emotional factors - but does this really apply to B2B? Do major corporations make serious purchasing decisions based on the power of a brand rather than evaluating cost and benefit ratios? We were determined to find out, so in May 2014 we conducted an investigative piece of research - with online quant followed by in-depth interviews - to examine this question. The results surprised us - and we're sure they'll fascinate you!

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Speakers/authors

= ESOMAR Member


Guest Speaker

Janet Ziffer

Janet Ziffer

Marketing Research Technical Leader, Kimberly-Clark Professional, USA

Janet is a Marketing Research Technical Leader at Kimberly-Clark Professional, based in Atlanta, Georgia. She is responsible for leading all global marketing research activities for KCP’s Health & Wellness segment, including innovation development, market sizing and opportunity assessment, concept development and evaluation, and channel research. Janet is a career researcher with nearly 25 years of experience in B2B and service marketing. Her experience spans across financial services, insurance, healthcare, food service, and professional services with a particular expertise in customer satisfaction and loyalty research with leading research agencies including CMI and Elrick & Lavidge. Janet holds a BA in Marketing from the University of Delaware and a MS in Marketing from Georgia State University.



Alex Johnston

Alex Johnston

Research Director, Jigsaw Research, UK

Alex started his career in research in 1991, working at Research International before moving to Jigsaw Research in 2002. He has spent a large part of his career researching technology, media and telecoms markets. He has spent considerable time researching new technologies, including social media, payment mechanisms, online media consumption, VoIP, VOD and NVOD and mobile media consumption. Alex was one of the research commercial researchers to carry out research into the impact and perceptions of the Internet, back in 1995, on a project for British Telecom. He was also the main project manager for the first email-based online survey ever carried out by Research International, back in 1996. Alex has been interested in new technologies ever since.



Ashlin Quirk

Ashlin Quirk

General Counsel, SSI, USA

With almost 20 years of legal experience and 13 years of in-house marketing and privacy law experience, Ms. Quirk has provided privacy law advice to a multitude of clients in connection with digital, mobile and social media campaigns and research projects globally.

For the past two years, she has been General Counsel and Secretary, responsible for legal compliance globally for SSI, where current responsibilities include incorporating privacy by design principles into SSI's recently launched mobile application.

Previously, she was a member of the Privacy and Data Protection team within the MasterCard Law Department with a focus on the use of personal data in connection with marketing initiatives globally.

She earned her B.A. and J.D. from Georgetown University.



Bernadette DeLamar

Bernadette DeLamar

Vice President, Mozaic Group, USA

Bernadette DeLamar, PhD, Vice President at Mozaic Group, brings a wealth of business and international experience to her B2B and technology-industry clients. She is a professionally trained and seasoned moderator with 20+ years of experience designing and conducting both qualitative and quantitative research assignments for Fortune 500 companies around the world. Her work has resulted in successful new product offerings, product patents, improved services, efficient routes to market as well as compelling message content and campaigns. Bernadette has held senior positions at Ipsos, Doxus/Market Strategies, TNS, and NOP/GfK where she launched the US-based technology research unit. Her articles on motivation research and the effects of technology on respondent interactions have been published in Quirk’s magazine and presented at ESOMAR Congresses. Bernadette is a graduate of the JL Kellogg Graduate School of Business, Northwestern University, and also holds a certificate in Risk Communications from Harvard School of Public Health.



Colin Campbell

Colin Campbell

Consultant, Merkle Consulting Group, USA

Colin Campbell is currently working as Consultant at Merkle Consulting Group in US.

Conor Wilcock

Conor Wilcock

Research Director, B2B International, USA

Conor has worked in market research since joining B2B International in 2007. He has managed research projects spanning over 80 countries for some of the largest companies in the world, including PwC, National Instruments, ELS, Brother, Samsung, Genpact and Honeywell. He specialises in cross-cultural research, and has helped many clients enter new global markets, as well as to improve their offering to businesses in existing markets. His portfolio of work runs the gamut of B2B research, including branding, customer satisfaction and loyalty, product and concept development, and market sizing and assessment.



Erdogan Gundogdu

Erdogan Gundogdu

Director, Eksen Research, Turkey

Erdogan has been in market research for more than 15 years now. He is one of the co-founders of Eksen Research, an international, independent market research agency specialising in hard-to-reach targets and regions. As part of his role, he has overseen hundreds of B2B projects in several fields and regions. Erdogan has a keen interest in the healthcare, agriculture, automotive, telecommunications and energy sectors.
He is a member of ESOMAR, QRCA, AQR, the Research Alliance and the Business Information Group.



Indre Cesniene

Indre Cesniene

Head of Industrial Research, Euromonitor International, Lithuania

Indre Cesniene has 7 years of experience in B2B market research and analysis. Since 2009, she is heading Euromonitor International’s Industrial research. Indre manages a team of industry, data and company analysts that follow 177 industries in the largest 18 global economies. She specialises in B2B industry analysis, industry classifications, industry data collection and standardisation. With her team, she produces opinion pieces, industry reports, podcasts and videos on leading trends in all key B2B industries such as agriculture, electronics, metals, pharmaceuticals, machinery, transport equipment, energy, utilities and others.

Indre holds BSc in Economics and Business from the Stockholm School of Economics in Riga.



Jared Schiers

Jared Schiers

VP, ASE Americas, SSI, USA

Jared Schiers has been with SSI for almost two decades. He joined the Mountain West telephone research team in 1995, then was Director of Client Services and later VP, Marketing for Western Wats, which later became Opinionology. Opinionology merged with SSI in 2011.

In addition to his deep experience in telephone research sampling and data collection, Schiers is an industry expert in online respondent engagement techniques and best practices.

In his current role, Schiers designs and manages all aspects of respondent engagement across SSI’s online panels and sample sources. This includes designing cutting edge quality controls and fraud prevention techniques, managing diverse reward programs, and providing community services to SSI’s millions of online respondents.



John Perls

John Perls

founder & ceo, JoopLoop, USA

John began his career as a copywriter at ad shops that included Grey, DDB Needham, Ammirati Puris Lintas and MVBMS on accounts such as Prudential, Chase, MasterCard and McDonald’s. In 1999, John founded Hammerhead, a full-service ad agency with clients ranging from Akzo Nobel to Honeywell and Samsung. In 2013, John created the architecture for JoopLoop, B2B2C social media marketing software that enables brands and retailers to track user engagement via GPS and VIRAL SALES in dollars and cents via mobile at retail brick and mortar.



John H. Fleming

John H. Fleming

Chief Scientist - Marketplace Practice & HumanSigma® Consulting, Gallup, USA

John Fleming, Ph.D., joined Gallup in 1993. Fleming's consulting insights help Gallup's global clients improve customer engagement and enhance business performance. He is co-author of the book Human Sigma: Managing the Employee-Customer Encounter.

Fleming was instrumental in the development of Gallup's CE11 customer engagement programme. He is Chief Scientist for Gallup's Marketplace and HumanSigma consulting and for the Marketplace Practice, which sets worldwide standards for Gallup's brand measurement and customer engagement management applications. Fleming also leads Gallup's Business Impact Analysis Consulting Group and serves as an internal and external consultant on issues related to research design, analysis, and complex modelling.

Fleming co-authored an article on Gallup's HumanSigma model in the Harvard Business Review (July/August, 2005). He has published more than 20 research articles and book chapters in such prestigious refereed journals as the Journal of Personality and Social Psychology, Social Cognition, the Journal of Experimental Social Psychology, and Personality and Social Psychology Bulletin. A major review of Fleming's research and theoretical contributions was published in Advances in Experimental Social Psychology (Academic Press, 1994).

Before joining Gallup, Fleming spent six years as a member of the psychology faculty at the University of Minnesota. He received his Doctorate in Social Psychology and Master's degree in Psychology from Princeton University and his Bachelor's degree from the College of William and Mary in Williamsburg, Virginia.



Julie Knox

Julie Knox

CEO, Jigsaw Research, USA

Julie started her career in research in 1993, having matriculated from Cambridge University with a BA degree in Geography. She completed the graduate program at Research International, and subsequently spent 8 years working out of the London and New York offices. She has since had a trans-Atlantic career, dividing her time between the UK & US and between agency & client-side. After 6 years with Jigsaw in London, Julie returned to the US in 2010 and started up Jigsaw’s US operation.

Julie is a true research hybrid, working equally comfortably and with equal expertise across both qualitative and quantitative approaches. She has a strong background working with Fortune 500 global companies on the development and marketing of products and services across a broad range of categories.



Kip Creel

Kip Creel

President, StandPoint, USA

Kip Creel is the President and Founder of StandPoint, an Atlanta-based agency specialising in voice-of-the-customer (VOC) studies. StandPoint has generated impactful insights for many notable Fortune 500 companies in healthcare technologies, pharmaceuticals, medical supplies, medical devices, and consumer packaged goods.

Kip is also the developer of SCORE, an award-winning VOC process used by many companies in their front-end-of-innovation activities. StandPoint was named a runner-up for the EXPLOR award, recognizing innovations in market research. Later that year, StandPoint was named a finalist for Atlanta Marketer of the Year based on its unique VOC methods.

Outside of StandPoint, Kip leads the marketing management module for EAGL (Executive Academy for Growth and Leadership).



Lucy Davison

Lucy Davison

Managing Director, Keen as Mustard Marketing, UK

Lucy has 25 years experience in B2B marketing and branding. Keen as Mustard Marketing was founded in 2006 as the first and only agency specialising in the market research industry. Pre – Mustard, Lucy worked at Research International as global marketing director for 7 years. Before that, Lucy was a marketing and PR consultant with Wickens Tutt, Southgate (now Brand House), Coley Porter Bell, Eagle Star and Nelson Bakewell among others. Lucy started her career in architecture and design with YRM, Fitzroy Robinson and Conran. She has a degree in English from UCL, a degree in Landscape Architecture from the University of Greenwich and received a scholarship to study American Literature at Dartmouth College. Lucy is married, with two teenage children and lives in Somerset and London.



Marcello Sasso

Marcello Sasso

CEO/Director, Cielo Research, Italy

Marcello holds a degree in International Business with a Major in marketing. He is currently studying for an MBA, which will be completed by January 2015. He started working in market research in 1999. Bilingual. He is the ESOMAR representative for Italy, and member of ESOMAR, MRA, PMRG, AMA, ICG



Mark Towery

Mark Towery

Managing Director, Geo Strategy Partners, USA

Mark Towery is Managing Director of Geo Strategy Partners, a market research and strategy consultancy focused exclusively on B2B and Industrial Markets. Geo Strategy Partners works with some of the world’s largest manufacturers and B2B Service firms and Mark is involved in the design and analysis of many of the firm’s more significant projects. Mark specialises in converting market insights into Go-to-Market Strategies. Prior to consulting, he managed aerospace manufacturing and support service operations in Europe, Korea, Indonesia, Singapore, and Egypt. He holds a Japan-Focused MBA, and a Certificate of International Finance from the London School of Economics.



Michela Coin

Michela Coin

Group Research Manager, II Sole 24 Ore, Italy

Michela has a degree in statistics and a deep experience in social sciences. With a strong interest in all communication and market research activities, she started working at Gruppo 24 ORE in 2000 and in the market research field in 1997.



Paul Buckley

Paul Buckley

European Region Insights Director, GlaxoSmithKline, UK

Paul Buckley is European Insight Director at GlaxoSmithKine, UK. Paul has been in client-side research for over 30 years, having progressively more senior roles in categories as diverse as detergents (Unilever), soft drinks (Coca-Cola), alcohol (Allied Domecq), beauty (Avon) and most recently healthcare (GSK).

He considers himself fortunate in having worked on some of the world’s most iconic brands and been given license to explore a variety of innovative methodologies as the industry has adapted to the new challenges we face in marketing.

A previous ESOMAR entry was voted best paper at a conference and was published in ‘Market Research Best Practice – 30 visions for the future’. Paul spends his time in London trying to find a sport that he can still beat his children at and enjoys fine wine and cookery.



Polly Speros

Polly Speros

Vice President of Sales, East, SSI, USA

Polly Speros serves as Vice President of Sales, East at SSI and has worked in the market research industry for over 15 years.

Prior to joining SSI in 2013, Polly was a Regional Vice President at Epocrates, leading a team that specialized in providing custom HCP research solutions to Pharma, Device and BioTech.

Earlier in her career, Polly established deep experience in qualitative research methodologies at Campos Market Research in the Pittsburgh market.

Polly has served on numerous PMRG committees, has written articles and spoken at MRA conferences and MRA Alert! Magazine.



Robert Passikoff

Robert Passikoff

Founder & President, Brand Keys, USA

Robert Passikoff, Brand Key’s founder/president, is an innovator and thought leader of pioneering work in loyalty and engagement, creating the Customer Loyalty Engagement Index and the Sports Fan and Women’s Wear Daily Fashion Brand Indices. His first book, ‘Predicting Market Success’, provided a 21st century paradigm for loyalty. His second, ‘The Certainty Principle’, dealt with engagement in a more complex, cross-channel marketplace. In 2012, his company introduced the Digital Platform Engagement Index. His newest book, ‘Brand Strategy In A Digital World’, will be published early in 2014. New York University’s communication school has declared Dr. Passikoff “one of the most-quoted brand consultant in the United States.”



Ruth Stanat

Ruth Stanat

President, SIS International Research, USA

Ruth Stanat is the Founder and President of SIS International Research and a 3 time author about corporate strategy. Founded in 1984, SIS has been a pioneer in strategic market intelligence and B2B research on a global level, with offices around the world.

Ruth Stanat was formerly a Vice President of Strategic Planning for the Chase Manhattan Bank, a Senior Planning Officer of the Mars Corporation and has held senior marketing and strategic planning positions with International Paper Company, Spring Mills, Inc. and United Airlines.

She is the founder of the concept and implementation of "corporate intelligence networks" and comments frequently on issues related to global business expansion and strategic intelligence. She was a founder member and board member of AIMRI and SCIP.



Sinead Jefferies

Sinead Jefferies

Director, Chime Insight & Engagement, UK

Sinéad, a Board Director at CIE, is a highly experienced insight specialist, who has spent time as a client within the B2B environment. She led the insight function at Royal Mail at a time of enormous change in the mails market, helping the organisation understand how well it was performing in delivering partnership to customers, and helping them achieve business growth. Since joining CIE, she has worked with key clients including Aviva, O2 Telefonica, Nestle, Visa and Gazprom. She excels at helping business leaders understand the customer perspective on key strategic issues - transferring her knowledge across industry and between consumer and B2B. She is very involved in the research industry, chairing sessions at the MRS Conference, organising the annual BIG CPS conference focused on B2B.



Tatiana Barakshina

Tatiana Barakshina

Research Director, Bazis Intelligence Group, Russian Federation

Tatiana Barakshina is Research Director at Bazis Intelligence Group, Russian Federation. Tatiana has eight years’ hands-on experience in international market research and has been a lecturer and professional trainer in market research for four years. She has designed and implemented complex market segmentation projects in Europe, CIS and Middle East and collaborates with several Russian publications such as Top Leader Journal, DelovojKvartal, The FederalPress and UralPolit.ru.


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Hotel & venue

Atlanta’s Marriott Marquis Hotel, designed by renowned Atlanta architect John C. Portman, Jr., offers an indoor connection to MARTA terminal (metro transport) and is a short 15-minute ride from Hartsfield Jackson International Airport. This sophisticated building in downtown Atlanta is conveniently located in Peachtree Centre and is within walking distance to numerous attractions including the Georgia Aquarium, World of Coca-Cola, CNN Centre, Georgia World Congress Centre, Philips Arena, and the Georgia Dome.

Featuring 50 floors guests can take pleasure in the freshly renovated guest rooms, including 1663 luxurious rooms and 94 spacious suites which offer and amazing skyline views. The hotel offers a unique dining experience at the Sear Restaurant- a chic and fire-inspired dining experience featuring seared steaks and seafood. Mix and network at the Pulse Bar and rest and relax in the famous hotel spa.

Atlanta Mariott Marquis Hotel

Address:

Atlanta Marriott Marquis Hotel
265 Peachtree Center Avenue
Atlanta, Georgia 30303
USA

Telephone: +1-404.521.0000

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Registration pricing

Member preferential rates: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.

Early Bird rate (until 25 July 2014)
Members
Non-members
Regular delegate (Full Forum) EUR 500 EUR 600

* Read the conditions that apply for registration carefully.

Standard rate (26 July 2014 - 14 October 2014; includes on-site registration)
Online registration open until 10 October 2014, 12:00 GMT.
On-site registration is possible.
Members
Non-members
Regular delegate (Full Forum) EUR 600 EUR 700

* Read the conditions that apply for registration carefully.

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:

  Forum
Until 25 July 2014 No charge.
Full refund given
After 25 July 2014 Cancellation charge:
EUR 400

Cancellation fee can only be waived upon receipt of visa refusal document.

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My enrolment, attendance and/or participation in ESOMAR’s B2B Forum 2014 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.



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