Qualitative 2010

Foresight on Moods and Thoughts

Barcelona / 16-18 November  Buy papers 


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Overview

We live in a time when cultures and technologies are converging more rapidly than ever...when insights are experiencing a shorter shelf life and markets themselves are segmenting into even more niche targets.

To adapt to this rate of change, Insight must make way for Foresight - moving past “the current”, to infer the needs and wants of “the future”. It will be through this “foresight” that brands and services will truly gain competitive advantage.

ESOMAR Qualitative 2010 will explore how researchers and marketers can detect early signals in consumer moods to enable companies to create sustainable strategies in an ever- evolving marketplace.

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Programme

MONDAY, 15 NOVEMBER
09.00 - 17.00 Workshop
  • Current and Emerging Trends in Qualitative Research
    What is affecting our daily work?

TUESDAY, 16 NOVEMBER
09.00 - 17.00 Workshop
  • Moderating Online Immersive Qualitative Research
    Ethnographic inspired online approaches
16.00 - 19.00 Conference Registration
19.00 - 20.00 Welcome Reception

WEDNESDAY, 17 NOVEMBER - CONFERENCE DAY ONE 09.00 - 17.35
09.00 - 09.05 OPENING
Frits Spangenberg, ESOMAR’s Past President
09.05 - 09.15 Introduction to Programme and Opening Keynote Speaker
Sue Phillips (Programme Committee Chair)
09.10 - 09.45 OPENING KEYNOTE
Jackie Hughes, Director of European Planning and Research, Kellogg Europe Trading
09.45 - 10.00 Q&A
  FROM INSIGHT TO FORESIGHT
10.00 - 10.05 Introduction by session chair
Joeri Van den Bergh, InSites Consulting, Belgium
10.05 - 10.30 Phoenix and the power of garbage
For possible side effects consult your Doctor or Market Researcher
Paul Thomas & Angela Giebner, H,T,P, Germany
Ayobamidele Gnaedig, H,T,P, India
10.30 - 10.55 [Re]searching
The future through the past
Rose Tomlins & Laura Fry, GfK, UK
10.55 - 11.25 Break
11.25 - 11.50 Cooking with Goethe
Gaining insights and foresights through cultural patterns in everyday life
Ramona Wehlig, Vorwerk International Mittelsten Scheid & Co, Switzerland
Jens Lönneker, Thomas Pohne and Kirsten Juchem, rheingold, Germany
11.50 - 12.05 Discussion
  BEHAVIORAL ECONOMICS
12.05 - 12.10 Introduction by session chair
Lluís Martínez-Ribes, ESADE, Spain
12.10 - 12.35 Behavioral economics: a new business framework?
Luke Perry & Alex Johnston, Jigsaw Research, UK
12.35 - 12.40 Discussion
12.40 - 14.00 Lunch
  IDENTIFYING THE ‘FUTURE SHAPERS’
14.00 - 14.05 Introduction by session chair
Lluís Martínez-Ribes, ESADE, Spain
14.05 - 14.30 How fans become shapers of an ice-cream brand
Towards the next frontier in conducting insight communities
Tom De Ruyck & Niels Schillewaert, InSites Consulting, Belgium
Stephan Ludwig, Maastricht University, The Netherlands
Martijn van Kesteren, Unilever, The Netherlands
14.30 - 14.55 Shape the Future with ‘Future Shapers’ and Cutting-Edge Hybrid research techniques
Aaron Reid & Stacy Graiko, Sentient Decision Science, USA
14.55 - 15.20 Planting a seed for behavioral change – shaping the future to happen now
Qualitative insight based programme to support health care professionals in smoking cessation
Vivek Banerji, Takashi Takenoshita, Bérangère Bragard, McKinsey & Company, UK
15.20 - 15.35 Discussion
15.35 - 16.05 Break
  INTERACTIVE SESSION
16.05 - 16.10 Introduction by session chair
Joeri Van den Bergh, InSites Consulting, Belgium
16.10 - 17.35 THE MODERNISM TOUR OF QUALITATIVE RESEARCH
Gaudi is Barcelona, and arguably the worlds, foremost example of modernism. His art mixed old cultural traditions, natural elements and the most innovative techniques! This session takes the spirit of modernism into the conference by taking three techniques from outside the industry to inspire the creativity qualitative researchers are renowned for.
  • Red Line: Police Station
    Find out how a police station can teach you more about cognitive interviewing
    Tour Leader: Anjali Puri, TNS, India
  • Blue Line: TAO Sanctuary
    Understand the philosophies and thinking behind TAO sanctuary and western semiotics in the interpretation of projective techniques
    Tour Leader: Luigi Toiati, Focus, Italy
  • Green Line: Business Centre
    Come to the business centre of the Qualitative conference and dive into Behavioral Economics
    Tour Leaders: Luke Perry & Alex Johnston, Jigsaw Research, UK
17.35 - 18.35 NETWORKING DRINKS

THURSDAY, 18 NOVEMBER - CONFERENCE DAY TWO 09.00 - 16.40
  UNDERSTANDING CULTURES
09.00 - 09.05 Introduction by session chair
Luigi Toiati, Focus, Italy
09.05 - 09.30 Why some slumdogs feel like millionaires and some millionaires like slumdogs
The theory of multiple poverty lines
Shobha Prasad, Drshti Strategic Research Services, India
09.30 - 09.55 Arbiters of meaning
The hidden role of the interpreter in international qualitative research
Peter Totman, Jigsaw Research, UK
09.55 - 10.20 From intuitive to formal cultural knowledge
Reading culture through archetypes
Anjali Puri & Poonam Kumar, TNS, India
10.20 - 10.35 Discussion
10.35 - 11.05 Break
  BUILDING AND MAINTAINING A ‘GLOCAL’ BRAND
11.05 - 11.10 Introduction by session chair
Fabio Paiva, PepsiCo, Brazil
11.10 - 11.35 Everything’s global, nothing’s really global!
Why global brands with global values and global marketing development need local consumer understanding
Federico Capeci, Duepuntozero Research, Italy
Clara Salmeri, DOXA, Italy
11.35 - 12.00 Semiotics of taste
Application in China for international (and local) food and flavor industries
Vladimir Djurovic, Labbrand Consulting, China
12.00 - 12.25 Energy, beauty, prevention
Trends to 21st century
Fábio Mariano, inSearch, Brazil
Leandro Gaspar, Sanofi Aventis, Brazil
12.25 - 12.40 Discussion
12.40 - 14.00 Lunch
  MAXIMISING AND DELIVERING
14.00 - 14.05 Introduction by session chair
Anna Thomas, Nunwood APAC, Australia
14.05 - 14.30 The vitality of Qualitative research in the era of blogs and tweeting
An anatomy of contemporary research methods
Alan Branthwaite, Ignition Marketing Research Consultancy, UK
Simon Patterson, QRi Consulting, UK
14.30 - 14.55 Navigating the Networked Consumer
Using social media as a qualitative research technique to understand the worldwide impact of social networking and its impact on brands
Eileen Campbell, Millward Brown, USA
Cécile Conaré, Firefly Millward Brown, UK
14.55 - 15.10 Discussion
15.15 - 15.45 Break
  INTERACTIVE SESSION
15.45 - 15.50 Introduction by session chair
Sue Phillips, Synovate, UK
15.50 - 16.30 A CALL TO ACTION… “THE FUTURE OF QUALITATIVE”
The conference will close with an interactive session on the future of qualitative – for you to return to your companies and feel that this conference has truly inspired change in the way you think about qualitative research. After two days of listening, being challenged and inspired … it’s your chance to contribute to the way you believe our industry will change in the next 2 and 10 years.

Let’s develop a collaborative Point of View on the Future of Qualitative!
16.30 - 16.35 Programme Summary
Sue Phillips (Programme Committee Chair)
16.35 - 16.40 CLOSING
Finn Raben, ESOMAR Director General
16.40 - 17.10 FAREWELL DRINKS
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Presentation abstracts

WEDNESDAY, 17 NOVEMBER - CONFERENCE DAY ONE

Phoenix and the power of garbage
For possible side effects consult your Doctor or Market Researcher

Paul Thomas & Angela Giebner, H,T,P, Germany
Ayobamidele Gnaedig, H,T,P, India

Taking inspiration from drug development, where unexpected side-effects can prove to be serendipitous discoveries, we see similarities to our own work in market research. We ask the question: which beneficial ‘side-effects’ are we missing out on in our day-to-day market research experience and how can we capture these early signals of consumer behaviour, attitudes and potential trends?
We intend to demonstrate from first-hand experiences how easily ignored consumer feedback has become a winning concept, product or campaign:

  • The beginnings of the ‘real model’ trend
  • The development of trends around sustainability

And demonstrate ways in which we as market researchers can better capture these pearls of wisdom before they are washed away, and convince our clients to see them for the gems they really are!


[Re]searching
The future through the past

Rose Tomlins & Laura Fry, GfK, UK

This practical presentation outlines a model currently being used to predict future patterns and behaviours by re-visiting existing qualitative data. The model uses inter-disciplinary approaches to research and investigation and draws from a variety of relevant academic literature to give researchers a model for re-using data. We argue that techniques for re-visiting and re-examination offer researchers opportunities to uncover new meaning by removing the influence of temporality and re-positioning our point of view. With this, the model provides cost effective approaches to innovation research and means a truly time-saving and sustainable approach to qualitative research.


Cooking with Goethe
Gaining insights and foresights through cultural patterns in everyday life

Ramona Wehlig, Vorwerk International Mittelsten Scheid & Co, Switzerland
Jens Lönneker, Thomas Pohne and Kirsten Juchem, rheingold, Germany

Across individuals, cultures or target groups, Psychological Morphology describes how habits, emotions, visuals, products can be seen as unifying "Gestalten" (shapes) that constantly change and develop. From Goethe’s Morphology of living beings via a deep psychological theory that bridges cultural differences we studied the structure of everyday cooking and eating habits and arrived at marketable solutions for our client, Vorwerk, maker of the world’s most amazing kitchen robot. Embark on an unusual journey into consumers’ moods and thoughts and what lies beyond them!


Behavioral economics: a new business framework?

Luke Perry & Alex Johnston, Jigsaw Research, UK

Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges.

A key interest will be in helping to understand these challenges and exploring the efficacy of classic and innovative approaches in this area.

Further relevance comes from the provision of valuable background information about behavioral economics and our objective view on the issue of hype vs. value regarding it.


How fans become shapers of an ice-cream brand
Towards the next frontier in conducting insight communities

Tom De Ruyck & Niels Schillewaert, InSites Consulting, Belgium
Stephan Ludwig, Maastricht University, The Netherlands
Martijn van Kesteren, Unilever, The Netherlands

MROC’s and especially the term ‘Insight Communities’ are big at the moment, both in terms of buzz within the research world and client request. Two years ago (ESOMAR Qualitative 2008), we took a first attempt to come-up with a holistic view on how to conduct communities for research in the best possible way. We thought it was time to update this paper. To go beyond and take the leap forward. To contribute to the current debate.

This presentation will illustrate this new way of working by means of an insight community that InSites Consulting conducted for Ben & Jerry’s (Unilever). In this community, brand fans were given the opportunity to become future shapers of a brand they like.


Shape the Future with ‘Future Shapers’ and Cutting-Edge Hybrid research techniques

Aaron Reid & Stacy Graiko, Sentient Decision Science, USA

The inner workings of the consumer mind continue to drive the marketing research industry’s adoption of neurophysiological and other research methods that assess subconscious reactions to marketing. That means scrapping conventional self-reported measures and using a variety of tools to uncover what people can't or won't tell us. It is important to understand an important human truth of decision-making: the real “reason” behind any preference-based decision is not in fact reason-based at all. The real reason is emotion. We are constantly in pursuit of the reasons behind behavior – at our core we want to know why people do what they do. This interactive session will cover a wide scope, from the latest on data modeling methods such as neuromarketing research methods (e.g. fMRI and EEG studies) and physiological measures of emotional arousal (e.g. SCR), to the steps to consider in integrating early-stage qualitative discovery research and follow-up research to avoid missteps or false starts and identify new opportunities. This presentation will showcase how a premier U.S. retailer’s plan for a new design concept in its women’s clothing collection was shaped by these novel research solutions that ultimately exceeded sales expectations that could have been based on a gut level approach alone.

Planting a seed for behavioral change – shaping the future to happen now

Vivek Banerji, Takashi Takenoshita, Bérangère Bragard, McKinsey & Company, UK

We will illustrate the huge untapped power of insights in bringing about behavioural change for individual and social good, in other words, getting people to make healthier lifestyle choices, and the vital role of qualitative research in facilitating this process. Through a case example, we will show that in behaviour change programmes, insights play a role not only in the intervention design phase, but the goal of interventions is to help the target population gain greater awareness and insight into their own behaviour. The precise way that action unfolds is by triggering a series of aha! insights.

 

THURSDAY, 18 NOVEMBER - CONFERENCE DAY TWO

Why some slumdogs feel like millionaires and some millionaires like slumdogs
The theory of multiple poverty lines

Shobha Prasad, Drshti Strategic Research Services, India

We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, things are not so simple- there is a difference between how “rich” people are, measured on absolute scales, and how “rich” they perceive themselves to be. Often behaviour is based on the individual’s perception of his affluence level rather than his actual level of affluence.

This paper explores deeply the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence- with Multiple Poverty Lines and Lines of Aspiration in operation- which can make slumdogs feel like millionaires.


Arbiters of meaning
The hidden role of the interpreter in international qualitative research

Peter Totman, Jigsaw Research, UK

Anyone one involved in international qualitative projects will attest the importance of the interpreter in shaping the overall experience, yet there has been little formal debate about, or exploration, of the role. Until now! We conducted a series of interviews with people involved in international projects, with the actual interpreters themselves but also with researchers, clients and planners, aiming to cast some much needed light on what the role is and what it should be. The findings raised some interesting questions about nature and meaning of research itself.


From intuitive to formal cultural knowledge
Reading culture through archetypes

Anjali Puri & Poonam Kumar, TNS, India

As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. Formalizing implicit, unstructured cultural knowledge is challenging, and what we are sorely missing is a common language and framework that allows us to compare markets on the most important elements that define culture.

This paper presents our efforts to develop a universal, archetype-based framework to understand and compare cultures. It will present:

  • A framework of archetypal needs that seem most useful in describing cultural differences
  • How dominant archetypes are manifested differently in different cultures
  • A commentary (if possible) on the archetypes that are most resonant in each culture at this point of time, with an analysis of underlying reasons
  • What implications this has for brands and categories – illustrated with a few examples from categories of interest
  • Discussions of brands that have successfully translated an archetypal branding position across diverse cultures

Everything’s global, nothing’s really global!
Why global brands with global values and global marketing development need local consumer understanding

Federico Capeci, Duepuntozero Research, Italy
Clara Salmeri, DOXA, Italy

The paper will share how research can help in the bottom-up marketing process, even in an environment of global brands, when it mixes well enstablished techniques with new ones for gathering spontaneous and consumer-centric insights. The old rule of "think global and act local" becomes fresher, since the local understanding can drive brand strategy and the local marketing team is no more asked to simply translate and adapt global rules. The presentation will share how a new research approach helped a major global brand in deepen dive into "real local consumers", their life, their languages, their way of interpreting the brand itself, giving meaning and power to the local brand management. In a world where even the consumer lacks in breaking globalized stereotypes when speaking of big brands in focus groups, this new approach can provide the Company with a deep immersion on the reality, detecting emerging needs, local wants and behaviors, as well as forecoming strategies to be possibly adopted in Italy.


Semiotics of taste
Application in China for international (and local) food and flavor industries

Vladimir Djurovic, Labbrand Consulting, China

The traditional role of consumer research in the food and flavor industry focuses primarily on new concept creation and product development, as well as product testing.

In this paper, we begin by explaining how semiotics can be applied during the preliminary stage of product / concept creation. Secondly, we explain how semiotics can be used to prepare probe material and structure the findings of more traditional qualitative research, especially when the researcher interprets consumer expectations towards flavors.

Through two applied semiotic research examples, a practical semiotic structure of taste is presented that can be used for innovation in complex socio-cultural environments.


Energy, beauty, prevention
Trends to 21st century

Fábio Mariano, inSearch, Brazil
Leandro Gaspar, Sanofi Aventis, Brazil

What do we expect from the future? The project is a study of trends on new values and motivations that guide consumers in their search for quality of life and longevity in the new century.

The survey combined different methods aiming at anticipating trends, outline new values and measure segments of consumers grouped by new attitudes.


Navigating the Networked Consumer
Using social media as a qualitative research technique to understand the worldwide impact of social networking and its impact on brands

Eileen Campbell, Millward Brown, USA
Cécile Conaré, Firefly Millward Brown, UK

As the reach of social media continues to expand, marketers need real business insights in order to effectively engage with consumers online.

This presentation will seek to deliver these insights, reporting on findings from the Firefly Millward Brown social media study — the largest-ever study of its kind covering 16 countries across all five continents. Marketers will learn how to leverage social media to provide the maximum impact on brand perceptions, corporate image and consumer purchase decisions.

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Speakers/authors

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Aaron Reid

Aaron Reid

Dr. Reid is Chief Behavioral Scientist at Sentient Decision Science, and is the Director of the Center for Automatic Brand Associations. A cognitive psychologist by training, with a published research record in the decision-making literature, Dr. Reid’s areas of expertise include how emotion influences choice, advanced statistical modeling, and the subconscious drivers of brand associations. Dr. Reid frequently presents his research and mathematical models of consumer behavior at trade conferences and is an adjunct professor of psychology at Middlebury College where he has taught his subconscious research methods and his course on “Emotion and Rationality.”

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Angela Giebner

Angela Giebner

Born and raised in East Berlin, she studied German Literature and Politics, and after working as a researcher at Humboldt University she pursued a career in television, before entering the world of market research in 1996. A keen photographer and artist, she has an eye for recognizing beauty in discarded and abandoned things and meaning in seemingly mundane or absurd situations.
Angela is a Senior Project Director at H,T,P, Concept Berlin and member of the Management Board.

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Anjali Puri

Anjali Puri

Anjali Puri heads the Qualitative Research, Shopper Consulting and Digital Media services in TNS India and Sri Lanka. A seasoned qualitative researcher with close to 2 decades in the industry, Anjali has held a number of regional and global positions in previous roles. She has extensive experience across categories in India and Asia Pacific and has worked with clients like P&G, Nestle and GSK apart from several leading marketers in new sectors like telecom and technology. In the last few years, Anjali has been active in the development of new qualitative methodologies and has been responsible for shaping contemporary thinking in qualititative research globally, particularly in the area of consumer decision making and social media.

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Ayobamidele Gnaedig

Ayobamidele Gnaedig

Born in Berlin, grew up in Europe, the U.S. and India. With a degree in performing arts and being a communications trainer with a specialization in NLP, she has worked with H,T,P, Concept since 1997 and opened H,T,P, Concepts Indian branch in 2006.
Winner of the ESOMAR EXCELLENCE AWARD 2007 (with Oliver Schieleit). Traumatized as a teenager by her mothers love for 2nd hand shops and clothes she was forced to develop an excellent eye for spotting the cool brands among the trash ones – and it shows!

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Bérangère Bragard

Bérangère Bragard

Bérangère Bragard is an Engagement Manager in McKinsey and Company’s London Office and serves clients on strategic and marketing themes in the consumer products and healthcare industries. She has led teams that have developed behaviour change programmes on smoking cessation, increasing patient adherence to medication, and improving patient experience.

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Cécile Conaré

Cécile Conaré

Cécile Conaré is Europe Qualitative Manager at Millward Brown. Her enthusiasm, eclecticism and sense of adventure have served her well during over 20 years’ in the marketing industry.

Cécile has worked on both the qualitative and quantitative sides of research in France, as well as in London where she was a senior planner and strategist in a brand consultancy. Cécile holds a B.A. Economics from the University Paris 1 Panthéon-Sorbonne and a Masters in Political Science from Sciences Po. Paris.

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Clara Salmeri

Clara Salmeri

Clara Salmeri, a qualitative research manager at DOXA, the first born research agency in Italy established in 1946. Clara has nearly 20 years of experience in research. Main current interests focus is on contributing to Companies success using research as a strategic tool, coping with emerging tends and technologies, in response to the ever changing commercial environment. She is fond of experimenting with innovative techniques that facilitate effective and rapid go-to-market decisions. Clara is a frequent speaker in industry conferences and public events.

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Eileen Campbell

Eileen Campbell

Eileen Campbell, Global CEO, Millward Brown, has responsibility for all of Millward Brown’s businesses around the world.

Her extensive experience in brand identity, brand equity, advertising, new product development, Internet, and youth marketing positions Eileen as a thought leader in the market research industry. Throughout her career, she has worked extensively both in qualitative and quantitative research for a variety of Fortune 100 companies.

Eileen holds a bachelor’s degree in economics and business administration from Heidelberg University, Tiffin, Ohio, USA.

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Fábio Mariano

Fábio Mariano

Sociologist with a Master in Consumption Sociology. Have been working in Marketing, Trends and Consumer Behavior Research for more than 20 years, developing Ethnographic Research projects for companies in Brazil, United States and countries in South America and Europe.
Author of several articles on research, among papers presented and published in ESOMAR Conferences.
University Teacher for 14 years in ESPM (Escola Superior de Propaganda e Marketing), FAAP (Fundação Armando Álvares Penteado).
Currently is inSearch’s Executive Director, where he serves customers such as Telefônica, Honda, Visa, Sanofi-Aventis, Pifzer, Carrefour, Wal-Mart, HBO, among others.

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Federico Capeci

Federico Capeci

Federico Capeci is general manager and founder of Duepuntozero Research, innovative research agency participated by DOXA. His experience coveres both agency and client sides (Coca-Cola Italia), specializing in communication and brand research, using digital techniques, often integrated with traditional ones. He teaches market research in the University (IED, Istituto Europeo del Design) and he is often a key speaker in important events dedicated to digital marketing and research (IAB Forum, Assirm- Italian esearcher association).

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Jackie Hughes (Keynote Speaker)

Jackie Hughes

Prior to joining Kellogg’s, Jackie spent 14 years with WPP Group, most recently as Head of Qualitative Research and Innovation at Research International / TNS UK. She had previously worked for 10 years in a variety of roles at Ogilvy, latterly as European and then Global Planning Director, supporting clients such, Unilever (Dove, Ponds, Hellmann’s, Slim Fast) and Kraft Foods.

Jackie’s early career developed within the advertising industry in the UK and USA with BMP, DDB and FCB at Director and VP level.

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Jens Lönneker

Jens

Jens Lönneker lives in Cologne and specialises in national and international depth psychology analyses – from basic research and product development to examining advertising activities in the field of food, beverages, scents and print media. As well as this, he publishes articles on youth, media, sponsoring and Verfassungsmarketing® and lectures both in Germany and abroad.
Jens Lönneker was born in Hanover, Germany on 6 November 1957. Upon leaving school, he initially qualified as a banker, then moved on to study psychology at the University of Cologne in 1980. Seven years later, together with Stephan Grünewald, he founded the rheingold Institute for Qualitative Market and Media Research. Today, rheingold is one of the leading institutes in qualitative market research.
Jens Lönneker devotes most of his leisure time to his family. He also enjoys reading and relaxing, as well as being a very enthusiastic marathon runner.

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Kirsten Juchem

Kirsten Juchem

Kirsten specialises in national and international depth-psychological research ranging from basic studies and product development to advertising analysis and is an expert in the field of food, beverages and body care. She has a proven track record in the psychological analysis of international markets and cultures.
Kirsten was born in Cologne on the 11th of November 1963 and trained in business administration before finishing her degree in psychology at University of Cologne, where she majored in morphological psychology.
Kirsten Juchem has been with rheingold since 1999 and is responsible for international research. She also lectures business research.
In her leisure time, Kirsten enjoys socialising, reading, hiking and DIY.

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Laura Fry

Laura Fry

Laura is a Qualitative Research Manager and GfK NOP Technology in the UK and previously worked for University College London to develop a framework for impact evaluation using qualitative methods and geo-spatial techniques. Laura has 4 years industry experience with a passion for innovation in research and technology. She works closely with leading mobile manufacturers to develop cost effective qualitative methodologies aimed at predicting future trends in consumer behaviour.

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Leandro Gaspar

Leandro

Leandro Gaspar has 14 years of experience on the pharmaceutical industry, with a solid professional knowledge and experience acquired through different functions/responsibilities, he has spent the last 10 years of his career as Business Intelligence & Market Research Head, first at Bristol-Myers Squibb and more recently at Sanofi-Aventis.

Leandro is extremely passionate for Innovation and he is always challenging his partners in order to develop special techniques and make methodologies improvements that could help on the final results for each project he manages.

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Niels Schillewaert

Niels Schillewaert

Prof. Dr. Niels Schillewaert is Professor of Marketing at the Vlerick Leuven Gent Management School and managing partner of InSites Consulting. At InSites Consulting he manages consulting & research projects and is Director of InSites Consulting’s ForwaR&D Lab department.Niels was awarded for his research at ESOMAR, the Academy of Marketing Science and PennState University (U.S.A.) and published in leading scientific journals such as The International Journal of Research in Marketing, Journal of Services Research, Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Services Research, The Journal of Business Research, The Journal of the Market Research Society, Survey Research Methods and Information & Management.

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Paul Robert Thomas

Paul Thomas

Paul has been with H,T,P, Concept Berlin since 2007. A native Brit, after studying Psychology, he pursued a career in social education before moving to Germany in 2005.
His experience living between two cultures has taught him never to take things at face value.

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Peter Totman

Peter Totman

Peter has spent 25 years conducting qualitative research designed to maximise insight generation and inform strategic thinking, whether in the context of planner in an advertising agency (Saatchi, Ogilvy) or in research agency environment. Peter’s most pressing objective in his current role at Jigsaw Research is creating a framework for international qualitative that can deliver the same richness of insight as English speaking-led studies.



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Poonam Kumar

Poonam Kumar

Poonam Kumar is Regional Director, Brand Strategy, Asia Pacific, Middle East and Africa at TNS. Poonam has worked over twenty years in the areas of research and consulting and is a recognized expert on Brand Development and strategy in Emerging markets. She has held several regional positions and advised global clients like Unilever, Motorola, P&G, Diageo, Kraft, SCA and Mead Johnson. Her work extends across Consumer, Technology. Lifestyle and Travel sectors. She set up and managed a pioneering effort on kids and teens research. In the last few years, Poonam has been working on archetypal brandingand guiding both global and local clients on creating sustainable, locally relevant nrand strategies in the emerging markets of Asia, Africa and Latin America.

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Ramona Wehlig

Ramona Wehlig

After several years of consulting and managing online feedback and eLearning projects for various companies, she started to work client-side.

Today, she is supporting Vorwerk International as well as the local sales divisions in Europe, Mexico and Taiwan in gaining insights in customer and sales adviser experiences.

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Rose Tomlins

Rose Tomlins

Rose is a Qualitative Research Director at GfK NOP Technology. Based in London, Rose delivered a paper on Technography – ethnography in the real world at the ESOMAR conference in 2008 and writes for a leading technology research blog in the UK (TechTalk). Rose has 9 years industry experience conducting international B2B and B2C qualitative research and specialises in designing multi-modal methodologies that combine both traditional and online methodologies. Rose’s passion for qualitative research has helped deliver innovative methodologies and techniques to the technology sector where she now works with global companies to support their work around innovation and design.

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Shobha Prasad

Shobha Prasad

Shobha has around 20 years of experience in qualitative and quantitative marketing research as well as advertising where she had a stint as an account planner. She has worked on assignments across India and in SE Asia and has been involved with prominent brands such as Asian Paints, Bajaj Auto, Royal Enfield, Godfrey Phillips, Britannia and Godrej. She co-founded Drshti Strategic Research Services where she heads the qualitative division. Her special areas of interest are insighting for R&D and product development, and video-ethnographic methodologies.

Shobha has twice presented papers at ESOMAR conferences and has also been a speaker at the Annual Seminar of the Market Research Society of India on new research methods in advertising testing. Additionally she has had case studies published in Indian business magazines such as Business World.

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Simon Patterson

Simon Patterson

Simon previously worked at CRAM International for over 25 years and was laterally Managing Director working closely with his mentor the late Peter Cooper who pioneered the use of projective techniques and creative qualitative research methods.

Simon is a Consumer Psychologist. He specializes in coordinating international Qualitative studies around the world and has personally conducted research in over 40 countries. He is a highly experienced moderator having conducted well over 1,000 Creative Focus Group Workshops and Focus Groups in the UK, and US, and has worked on a broad spectrum of marketing and branding issues for blue chip clients around the world.

Simon is a Full Member of the MRS,a member of the Society of Consumer Psychology and has given many a Papers at ESOMAR, MRS and QRCA/AQR Conferences.

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Stacy Graiko

Stacy Graiko

Stacy Graiko is Vice President of Research and Brand Strategy at Sentient Decision Science and is on staff at the Center for Automatic Brand Associations. Graiko has spent her career in research and strategy positions with advertising agencies and in client-side positions, helping to uncover the emotional insights (human truths) that motivate consumers to buy. Her agency experience includes Mullen, Fallon and Carmichael Lynch, and she has worked across categories with global brands in a variety of industries. She conducts qualitative research and is a certified focus group moderator, ethnographer, and brand strategist. Graiko has a B.A. degree with a focus on psychology and communications. Graiko is a member of the Qualitative Research Consultants Association, a board member at-large of the New England chapter of the Marketing Research Association, and a member of the advisory board for the Market Research Bulletin.

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Takashi Takenoshita

Takashi Takenoshita

Takashi Takenoshita is a Partner in McKinsey and Company’s London office and a leader in McKinsey’s Healthcare Practice. Within McKinsey, he is the leader of Healthcare Marketing and co-leads the efforts on social marketing for behaviour change. He serves clients in the healthcare, consumer and public sectors. He has also authored “Making a Difference with Consumer Insights – Insights, Interventions and Impact” (ESOMAR Consumer Insights 2009).

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Thomas Pohne

Thomas Pohne

Thomas Pohne was born in Cologne in 1965 and grew up in Cologne and Tel Aviv. He studied psychology, philosophy and cultural anthropology and holds a Master’s degree from the University of Cologne.
After working as a TV journalist, Thomas received 2 years of training in qualitative market research. From 1995 – 2002 he worked as freelance researcher and moderator. He joined the rheingold staff in 2002 and has a proven track record in the psychological analysis of international markets and cultures across the world.
In his leisure time, Thomas likes to eat and sleep. He hates all sports.

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Tom De Ruyck

Tom De Ruyck

Tom De Ruyck is Connected Research Manager at InSites Consulting and is specialized in online qualitative research. He graduated from the Master of Marketing Analysis program at Ghent University where he was closely involved in research projects. He also holds an Applied Economic Sciences degree (Ghent University) where he specialized in marketing. Tom is specialized in marketing communications, especially new marketing and Web 2.0.

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Vivek Banerji

Vivek Banerji

Vivek Banerji is a Senior Consumer Insights Practice Expert in McKinsey and Company’s London office and a leader in the McKinsey’s European Marketing Practice. Within McKinsey, he co-leads the efforts on social marketing for behaviour change, creative qualitative research approaches, and consumer-insight based innovation. He has also authored “Making a Difference with Consumer Insights – Insights, Interventions and Impact” (ESOMAR Consumer Insights 2009), “Do we need Pragmatic Polymaths to boost the qualitative research industry (ESOMAR Qualitative 2008), and “Harnessing Consumer Insight to Drive Innovation” (ESOMAR INNOVATE, 2006).

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Vladimir Djurovic

Vladimir Djurovic

Vladimir is the founder of Labbrand, an innovative branding agency based in Shanghai. He presents at events and universities and delivers training sessions throughout China and Europe on brands and the Chinese market. Vladimir is regularly interviewed for television programs and magazines and has authored a section on China Brands in the book “Histoire de Marques”. Having conducted research using a variety of methodologies and approaches, Vladimir’s recent interest and expertise is the use of applied semiotics for innovation.

Vladimir graduated from the prestigious Ecole Centrale de Paris as well as Shanghai Jiaotong University, holding a masters degree in Applied Mathematics and Management Science and Engineering. Vladimir speaks fluent French, English, Mandarin, Russian and Serbian.

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Hotel & venue

Barcelona is the capital and the most populous city of the Autonomous Community of Catalonia and the second largest city in Spain, and is located on the northeast coast of the Iberian Peninsula, facing the Mediterranean Sea.

The hotel is located close to Barcelona’s Fira Exhibition Centre and situated between the famous Plaza de España and Gran Via Avenue, in the heart of Barcelona, in an area with a wide cultural offer and excellent communications service to anywhere in the city and the airport.

The popular Montjuic area is just 200 metres from the Fira Palace. The Poble Espanyol, the Miró Art Museum and the famous Magic Fountain are all found here. From the hotel, Barcelona’s historic centre can be easily reached by bus or metro. Poble Sec and Espanya Metro Stations are both 500 metres away.

Fira Palace

Address:

Hotel Fira Palace
Avda Rius I Taulet
1-3. Barcelona 08004
Spain

Telephone: +34 934 262 223
Fax: +34 934 248 679
E-Mail: reception@fira-palace.com

Click here for the venue's website

Hotel reservation

Due to high occupancy and the expired room allotment there are no rooms available at the preferred rate for certain dates.

Please check prices and availability at the Fira Palace Hotel's website

Useful links



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