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#esoQUAL

Qualitative 2011

Embrace, inspire and celebrate!

Vienna / 13-15 November  Buy papers 

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Overview

The qualitative professional is by nature curious and always striving to find new angles to human truths and it is because of this that qualitative research has an opportunity to be the change agent in fuelling brand and innovation success.

The wealth of existing approaches, as well as the effective integration of new ones inspired by other disciplines, makes the quest to find answers even more achievable.

Our Qualitative 2011 ‘Embrace, Inspire and Celebrate’ focuses on the successful integration of new and inspirational approaches to existing qualitative design and is a celebration of the positive contribution this evolving and innovative discipline makes to business and society.

Programme committee

Sandrine McClure

Sandrine McClure (Committee Chair)
Head of Insight and Development
equal, France

Julien Dupic

Julien Dupic
Managing Partner
H,T,P, Concept, France

Dan Foreman

Dan Foreman
CEO
Insight International, UK

Jens Lönneker

Jens Lönneker
Managing Partner
Rheingold Institute, Germany

Benjamin Smithee

Benjamin Smithee
CEO
Spych Market Analytics, USA

Charmian Tardieu

Charmian Tardieu
Owner/ Managing Director
MilesFurther, Germany

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Programme

Qualitative 2011 Programme
PDF (525 Kb)

Sunday, 13 November09.00 - 20.00
08.00 - 09.00 Workshops registration
09.00 - 17.00
16.00 - 19.00 Conference registration
19.00 - 20.00 Welcome reception
Monday, 14 November09.00 - 17.30
08.00 - 09.00 Conference registration
09.00 - 09.05 Opening
Dan Foreman, ESOMAR Council Member
09.05 - 09.10 Introduction to the programme
Sandrine McClure (Committee Chair)
09.10 - 09.15 Introduction to the keynotes
Benjamin Smithee, CEO, Spych Market Analytics, USA
09.15 - 10.10 Keynotes
Creative Lenses

A look at creativity through two unique perspectives

Leslie Ishii, a renowned actress and educator from Los Angeles, has starred in roles on hit television series such as LOST and Desperate Housewives and teaches at the elite East West Players.

Tim Ishii, an award-winning jazz saxophonist and professor has travelled the world sharing the stage with jazz legends both past and present, and is the Director of Jazz Studies at the University of Texas Arlington.

10.10 - 10.40 Networking break
  Getting to the heart of the information
10.40 - 10.45 Introduction by session chair
Jens Lönneker, Managing Partner, Rheingold Institute, Germany
10.45 - 11.10 Water wows
Tapping the unleashed potential of mobile phones
Piyul Mukherjee & Pia Mollback-Verbic, Quipper Research, India
11.10 - 11.35 Researching the unresearchable
How research helped Samaritans in their campaign to reduce suicide
Nicola Peckett, Samaritans, UK
Nick Johnson, Volante Research, UK
11.35 - 11.50 Discussion
  The Next Generation of Inspiration
11.50 - 11.55 Introduction by session chair
Charmian Tardieu, Owner/Managing Director, MilesFurther, Germany
11.55 - 12.20 We got a crush on you(th)!
Involving influential Gen Y’ers from 15 global cities to learn why something is cool
Simona Sbarbaro, MTV Networks, Italy
Joeri Van den Bergh, Elias Veris & Tom De Ruyck, InSites Consulting, Belgium
12.20 - 12.45 Smells like teen spirit
Asian youth in the aftermath of globalisation
Madhumita Chakraborty, PepsiCo International, India
12.45 - 13.00 Discussion
13.00 - 14.15 Lunch
  Innovation and Celebration
14.15 - 14.20 Introduction by session chair
Dan Foreman, CEO, Insight International, UK
14.20 - 14.45 Fuel-efficient insights
Getting the most out of multi-approaches
Aimee Bryant & Graeme Lawrence, Join the Dots, UK
14.45 - 15.10 Connecting dots
Pragmatic approach in using and interpreting findings of qualitative research
Diaa Rashwan, Savola Foods, Egypt
15.10 - 15.35 Inspiring the senses
How innovation in the sensory business can benefit from a new angle on research. And: how future qualitative research can learn from sensory!
Massimo Cealti, Symrise, France
Gabriele Niemann, Symrise, Germany
Oliver Schieleit, H,T,P, Concept, Germany
15.35 - 15.55 Discussion
15.55 - 16.25 Networking break
  The Qualitative Fringe
16.25 - 16.30 Introduction by Pecha Kucha MC and Debate master
Benjamin Smithee, CEO, Spych Market Analytics, USA

Has the adoption of technology in qualitative research strategy and design, combined with the fusion of insight generating disciplines, meant an end to qualitative as we know it? Or, is the blurring of research boundaries just a natural progression for the profession and an expansion of the qualitative practice? And what will it all mean for role and skillset of the Qualie?

To fuel the delegate discussion we first challenge the presenters to go Pecha Kucha with a rapid exchange of opinions before the debate kicks off.

16.30 - 16.37 How technology is changing the way we think
Exploring the implications for society and for the research industry
Sheila Keegan, Campbell Keegan, UK
16.37 - 16.44 Blurring the boundaries between qual and quant
How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together
Maarten Schellekens, Acer, Switzerland
16.44 - 16.51 From the blog to the record shop
How online consumer dialogues can be used to catalyse action in fast-changing industries
Jamie Allsopp, Sparkler, UK
Hanna Chalmers, Universal Music, UK
16.51 - 16.58 Break through the one-way mirror!
Run your concept labs by advertising on Facebook
Dirk Lorré, Brandstrategists, Belgium
Benoit Gaillard, WSI Business Performance, Switzerland
16.58 - 17.05 Bridging the gap
A quant geek makes the case for (better) qualitative
David Bakken, KJT Group, USA
17.05 - 18.00 Discussion
18.00 - 19.00 Networking Drinks
Tuesday, 15 November - Conference day two09.00 - 17.00
  Cultural eye openers and analysis
09.00 - 09.05 Introduction by session chair
Julien Dupic, Managing Partner, H,T,P, Concept, France
09.05 - 09.50 Guest Speaker
Cultural differences & consumptions patterns

The power of sensory perception
Diana Derval, President, Research Director, Derval Research,
author of the book "The Right Sensory Mix"
09.50 - 10.20 Networking break
10.20 - 10.45 All for one and one for all
Targeting sustainability - the revival of 'virtues' in research and results
Nicole Hanisch, Rheingold - Institute for Qualitative Market and Media Research, Germany
Yvonne Masopust, Unilever, Austria
10.45 - 11.10 Insight’s third space
Conducting and integrating cultural analysis to drive brand value
Julie Curphey, Pfizer, UK
Andrew Dexter & Leanne Tomasevic, Truth, UK
11.10 - 11.35 Giving a mature brand new shine in Latin America
Imke Schuller, BrainJuicer Group, UK
Christiane Quaas, Boehringer Ingelheim Consumer Healthcare, Germany
11.35 - 11.55 Discussion
  Pick 'n' Mix in the Qualitative Hot House
11.55 - 12.45 Discussions led by
Sandrine McClure, Head of Insight and Development, equal, France

What’s your toughest challenge in Qual at the moment? What keeps you awake at night? Bringing the heat to the programme our Hot House enables you to pick a topic and mix with like-minded peers so that you can incubate and cultivate your ideas and solutions together.

12.45 - 14.00 Lunch
14.00 - 14.30 Cross-fertilisation of ideas
Following on from the discussions this feedback session enables you to share, incubate and cultivate your ideas and solutions together.
14.30 - 15.00 Networking break
  Creative communications and effective dialogues
15.00 - 15.05 Introduction by session chair
Charmian Tardieu, Owner/Managing Director, Miles Further, Germany
15.05 - 15.30 Outside in
Using principles of external creative communications for internal insight deployment
Teresa Kalyan, Nokia, UK
John Robson & Jo Lowndes, Sparkler, UK
15.30 - 15.55 From co-creation to co-deployment: A case study on consumer segmentation
How strong collaboration between the insight function, research agency and ad agency led to effective results
Murat Demiral, Beverage Partners Worldwide, Switzerland
Wendy Mitchell, RDSi, UK
15.55 - 16.20 ‘Don’t play with food!’
How an unorthodox research project helped a charming taboo breaker to find its way into German kids’ hearts
Helen King, Bord Bia – Irish Food Board, Ireland
Dörte Toellner, Point-Blank International, Germany
16.20 - 16.35 Discussion
16.35 - 16.40 Programme summary
Sandrine McClure (Committee Chair)
16.40 - 16.45 Closing
Dan Foreman, ESOMAR Council Member
16.45 - 17.15 Farewell drinks
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Presentation abstracts

Monday, 14 November - Conference day one

Keynotes

Creative Lenses
A look at creativity through two unique perspectives

Leslie Ishii, Renowned actress & educator, USA
Tim Ishii, Award-winning jazz saxophonist and Director of Jazz Studies, University of Texas Arlington, USA

Leslie and Tim Ishii have shared the same last name since birth, but their creativity flourished through two distinctive paths. Leslie, a renowned actress and educator from Los Angeles, has starred in roles on hit television series such as LOST and Desperate Housewives and teaches at the elite East West Players. Tim, an award-winning jazz saxophonist and professor, has travelled the world sharing the stage with jazz legends both past and present, and is the Director of Jazz Studies at the University of Texas Arlington.

Tim and Leslie will showcase their art and share their creative process, providing an in-depth look at how the roots of creativity can be applied to all environments and industries. Together, they will demonstrate how they have mastered their crafts by blending exposures from a wide variety of experiences and education, creating unique identities that will surely resonate your own internal passions and creative process.


Water wows
Tapping the unleashed potential of mobile phones

Piyul Mukherjee & Pia Mollback-Verbic, Quipper Research, India

With the developing world consumer’s access to high tech ‘smart phones’, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth interviews, or even physically present ethnography. Using the example of water, this paper explores the potential of harnessing our end-consumer family members’ ability to use available technology, and present a live hands-on picture of behaviour and innovations.


Researching the unresearchable
How research helped Samaritans in their campaign to reduce suicide

Nicola Peckett, Samaritans, UK
Nick Johnson, Volante Research, UK

The World Health organisation estimates that around 1 million people worldwide die by suicide every year. In the UK, 6,000 people take their own lives every year, and 4,000 of them are men. Samaritans sought to develop an advertising campaign aimed at reducing male suicide. The campaign was aimed at men in low income groups living in the most socially deprived areas of the UK. To help develop the advertising and ensure it dealt with a hugely taboo subject (suicide) in a successful and sensitive way, we conducted research in Glasgow, Middlesbrough, Romford and Solihull - areas of high social deprivation. This presentation showcases how powerful research can be in understanding a rarely researched part of the population and in turning that insight into compelling advertising.


We got a crush on you(th)!
Involving influential Gen Y’ers from 15 global cities to learn why something is cool

Simona Sbarbaro, MTV Networks, Italy
Joeri Van den Bergh, Elias Veris & Tom De Ruyck, InSites Consulting, Belgium

Generation Y (aged 15-30) is the most marketing savvy and advertising critical generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer’s largely documented influence. But what drives this fickle generation and how can global brands develop strategies that are really connecting with youth worldwide? This presentation highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe. Learn how youth is linking marketing concepts such as brand coolness, authenticity, uniqueness, self-identification and happiness to the cities and branded world surrounding them.


Smells like teen spirit
Asian youth in the aftermath of globalisation

Madhumita Chakraborty, PepsiCo International, India

The last 15 years have seen almost all Asian economies opening, resulting in proliferation of western products and brands across countries. For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today more similar to his Western counterpart than his poorer country cousin? Are these values similar across Asia - or do they differ in the more developed countries vs. the developing economies? And which way are they likely to head – are we looking at a “common Teen spirit” across the globe or is it going “glocal”? This presentation seeks answers to these questions, and the implications of these societal changes for marketers.


Fuel-efficient insights
Getting the most out of multi-approaches

Aimee Bryant, Join the Dots, UK

Using one methodology sometimes just isn’t enough... When we were asked by Metro to evaluate the success of a new motoring event in London – we didn’t just want to look at it one-dimensionally, but to aggregate and synthesise different data sources and methodologies to fully assess different aspects of the event - from promotion, to consumer experience, to brand impact and longevity - to pull together a holistic assessment.

We wanted to evaluate the experience through the consumers eyes and take Metro ‘to the event’ when we reported back. At the heart of the research sat an online insight community (online discussions, blogging, multimedia tasks etc), but we also went to the event itself to talk to the visitors and stakeholders, and observe behaviour and reaction to the event, we combined pre- and post-quantitative measures to measure the event impact on attitudes and behaviours and we built in key client data to add context and complete the story.

This presentation focuses on the benefits of integrating different qualitative research methodologies together with quantitative approaches and contextual data to get the most out of your research.


Connecting dots
Pragmatic approach in using and interpreting findings of qualitative research

Diaa Rashwan, Savola Foods, Egypt

This presentation will share a business case showing how qualitative research; when properly interpreted, led to successful business results by finding the proper positioning for a newly launched brand in Sudan, a country with very challenging market dynamics. The case will show how qualitative research can lead to “poor” decisions when the interpretation has been shallow, while on the contrary, when putting the analysis in the right context and connecting it with other relevant consumer knowledge it can lead to extracting meaningful insights.


Inspiring the senses
How innovation in the sensory business can benefit from a new angle on research. And: how future qualitative research can learn from sensory!

Massimo Cealti, Symrise, France
Gabriele Niemann, Symrise, Germany
Oliver Schieleit, H,T,P, Concept, Germany

Invite around 100 women from Germany and the USA. Go with them on an inspirational and multisensory journey into the world of oral care. Encourage and empower them to build their own vision of their personal future oral care sensory experience. Make sure you have a flavourist on board who does magic on the spot – to allow consumers to experience and evaluate their own ideas in real time. Then realize what research can do for sensory innovation – and what this sensory experience can also teach the future of qualitative research. Research with all senses!


How technology is changing the way we think
Exploring the implications for society and for the research industry

Sheila Keegan, Campbell Keegan, UK

Technology has changed society irreversibly. We assume it will proliferate, become more integrated within our lives. However, we rarely consider how technologies themselves affect our brains. Until recently, we viewed the brain as mechanical, ‘hard-wired’ and immutable. But neuroscience reveals it to be dynamic, connected, adaptive throughout life - with an extraordinary degree of plasticity. Our neural pathways grow stronger with use and atrophy with disuse and how we use our brains determines their capabilities. We become, neurologically, what we think. Scientific studies increasingly demonstrate how web usage is changing the way our brains work; strengthening some capabilities and weakening others. These findings are hugely significant for society and for the research industry.


Blurring the boundaries between qual and quant
How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together

Maarten Schellekens, Acer, Switzerland

Doing research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer did let go of the traditional distinction between qualitative and quantitative research, and married them into a new blend of research that carried the advantages of both: insights that are both of high quality, and at the same time robust and representative.


From the blog to the record shop
How online consumer dialogues can be used to catalyse action in fast-changing industries

Jamie Allsopp, Sparkler, UK
Hanna Chalmers, Universal Music, UK

This presentation lays out a vision for the future of insight that sees the wall between quantitative and qualitative research brought down thanks to new digital technologies. It is explored through a project that has catalysed decision-making and pushed new strategies within the world’s largest record company. Universal Music – operating as a leader in a challenging & fast-changing environment - had a need for a nimble approach to research. Speakerbox, as a multi-methodological tool, has provided this. We will look at this project and how a similar approach can benefit other organisations. Ultimately, we argue that whatever the platform or methodology, and no matter how many modern breakthroughs are made, the key to its success lies in the analysis… & implementation of the insight by the business.


Break through the one-way mirror!
Run your concept labs by advertising on Facebook

Dirk Lorré, Brandstrategists, Belgium
Benoit Gaillard, WSI Business Performance, Switzerland

We run concept labs and co-creation sessions leveraging the format of Google and Facebook ads. The ads are tested in real life on Facebook or Google and as consumers click on those ads they provide unique insights into which concept engages them. This process offers qualitative and quantitative benchmarked data about the "connectors" that are used and the need profiles that are triggered by them. The results are rich concepts that can be used to develop the offer, steer the product experience, and develop the on and offline communication.


Bridging the gap
A quant geek makes the case for (better) qualitative

David Bakken, KJT Group, USA

Qual or quant? All too often it seems that market researchers see this as a choice between polar opposites. Qual is touchy-feely and subjective; quant is hard-edged and objective, or so we think. Ever since Michael Gazzaniaga and Roger Sperry introduced us to the neurological evidence for hemispheric specialization in the brain we've had a useful metaphor for characterizing the divide between "creative" qualitative techniques and "analytical" quantitative methods. But, just as both sides of our brains need to function together, qual and quant are complementary and interdependent techniques. Here I present a new framework for thinking about insights and illustrate through case studies ways that we can bridge the methodological divide between qual and quant.


Tuesday, 15 November - Conference day two

Guest speaker

Cultural differences & consumptions patterns
The power of sensory perception

Prof. Diana Derval, President, Research Director, Derval Research, author of the book "The Right Sensory Mix"

Why do Chinese drink tea and Dutch coffee? Why is the Australian flag blue and the French one "tricolore"? During this interactive opening, Prof. Diana Derval will reveal the predictive power of sensory perception and how marketers can use it to address properly various local consumption patterns.


All for one and one for all
Targeting sustainability - the revival of 'virtues' in research and results

Kirsten Juchem & Nicole Hanisch, Rheingold - Institute for Qualitative Market and Media Research, Germany
Yvonne Masopust, Unilever, Austria

Sustainability is the buzzword of the decade. Research briefs are choc-full of requirements and demands for sustainable communication. Companies feel scrutinised for “ethical behaviour“ and want to act out on it. But what exactly is sustainability? Everything from a commitment to save the planet to separation of garbage! With a focus on communication in the new era of sustainability, we designed a price effective multiple-client study, allowing companies with smaller research budgets to also participate.


Insight’s third space
Conducting and integrating cultural analysis to drive brand value

Julie Curphey, Pfizer, UK
Andrew Dexter & Leanne Tomasevic, Truth, UK

Researchers are used to conducting studies that tell us how people think and feel; we have commercialised the observation of behaviour; and we touch on culture via semiotics, ethno, trends and futures. Culture is the “third space” of research - shifts in the cultural surround influence and shape peoples’ beliefs, feelings, and behaviours. But it is less well integrated with more widely used consumer-centric research approaches, and it deserves more recognition. This presentation presents a framework to conduct and integrate cultural analysis, using a case study of work conducted by Pfizer and Truth. This case study shows the impact of these techniques on brands both short and long term, in the all-important landscape of Women’s Health.


Giving a mature brand new shine in Latin America

Imke Schuller, BrainJuicer Group
Christiane Quaas, Boehringer Ingelheim Consumer Healthcare

This presentation is an illustration of a recent development in research techniques: from me to we research. We research embraces the fact that people are bad at predicting and understanding their own behaviour (me research), but very good at observing and predicting other people’s behaviour (we research). In a recent project with Boehringer Ingelheim, BrainJuicer successfully used this approach, combining consumer storytelling to identify consumer insights, and wisdom of the crowds to screen concepts.

Boehringer knew that category perception, reasons for usage, time and frequency of multivitamin intake in Latin America were different from North American or European markets. By using we research techniques, BrainJuicer helped Boehringer gain deeper understanding of cultural category drivers in Latin America, and was able to unveil insights and develop concepts that were especially relevant to these markets.


Outside in
Using principles of external creative communications for internal insight deployment

Teresa Kalyan, Nokia, UK
John Robson & Jo Lowndes, Sparkler, UK

Anyone looking to get their insight and ideas integrated and deployed within their organisation can learn from well-established principles of external consumer brand-building and marcomms. Using creative examples from our global insight and marketing best practice dissemination work with Nokia, we will demonstrate the application of 10 classic marcomms principles to internal communication. Enabling optimal value to be derived from total insight department investment, and providing legacy infrastructure and comms equity which can be easily leveraged in the future.


From co-creation to co-deployment: A case study on consumer segmentation
How strong collaboration between the insight function, research agency and ad agency led to effective results

Murat Demiral, Beverage Partners Worldwide, Switzerland
Wendy Mitchell, RDSi, UK

We celebrate the collaboration between the insight function, research agency and ad agency to bring a global segmentation model to life in an effective way. We draw on a wealth of applied ethnography – in home video diaries, OOH visual diaries, mobile phone alerts, blogs etc. - to bring marketers closer to the lives of their consumers.


‘Don’t play with food!’t
How an unorthodox research project helped a charming taboo breaker to find its way into German kids’ hearts

Helen King, Bord Bia – Irish Food Board, Ireland
Dörte Toellner, Point-Blank International, Germany

Research is often described as the enemy of innovation. In fact, we ask participants about their life patterns, but Innovation by definition is about breaking patterns, it’s about lateral thinking and stepping out of our comfort zones. Cheese strings, the quirky children’s play cheese brand, is based around breaking adult taboos – ‘Don’t play with food’! This idea doesn’t travel easily and requires cultural fine-tuning when exported to another market. We will outline how a new, energising approach was better equipped to assess consumer acceptance than traditional focus groups. And how we, as researchers became enablers instead of deal breakers, when our client had to make tough decisions.


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Speakers/authors

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Opening keynote speaker

Leslie Ishii

Leslie Ishii

Renowned actress & educator, USA

A renowned actress and educator from Los Angeles, has starred in roles on hit television series such as LOST and Desperate Housewives and teaches at the elite East West Players.


Opening keynote speaker

Tim Ishii

Tim Ishii

Award-winning jazz saxophonist and Director of Jazz Studies,
University of Texas Arlington, USA

An award-winning jazz saxophonist and professor has travelled the world sharing the stage with jazz legends both past and present, and is the Director of Jazz Studies at the University of Texas Arlington.


Aimee Bryant

Aimee Bryant

Associate Director, Join the Dots, UK

Aimee Bryant is Associate Director at market research agency Join the Dots. Aimee specialises in online qualitative research and mixed-methodology approaches. Her experience spans customer satisfaction, advertising research, pricing research and website usability/development research. Aimee has lead and managed projects for a wide range of FMCG, financial and media clients. Aimee is an Associate member of the Market Research Society.


Andrew Dexter

Andrew Dexter

Founder, Truth, UK

Andy Dexter is founder and head of Truth, the strategic insight consultancy based in London, New York, and Singapore. He is well known in the global market research community both as a practitioner and entrepreneur. He is a Fellow of the Market Research Society and a widely published speaker and at conferences worldwide. Andy holds many research industry and ESOMAR Congress Awards for papers and presentations. His accolades have included, variously, Best Paper, Best Methodology, Best Case History, Best Presentation, and of course the ESOMAR Award for Excellence 2010 for “The Future of Work”.


Benoit Gaillard

Benoit Gaillard

Founder, WSI Business Performance, Switzerland

Benoit Gaillard has14 years experience in corporate marketing at P&G and is former Global Marketing Director at NESTEA. In 2011, Benoît embraced the digital marketing revolution and started his digital marketing consultancy with WSI; he now operates his WSI Internet Franchise in Geneva, Switzerland. WSI is the global leading provider of Internet solutions to small and medium sized businesses with over 1500 offices in over 80 countries.


Christiane Quaas

Christiane Quaas

Global Market Research Manager OTC Brands Boehringer Ingelheim, Germany

Christiane is Global Market Research Manager for OTC brands, including Pharamton, at Boehringer Ingelheim in Ingelheim. She conducts global strategic market research, with a focus on translating new brand positioning into new product development and communication. Christiane began her career at Masterfoods Austria before working for Masterfoods Europe and then making the move to Boehringer Ingelheim.


David Bakken

David Bakken

Chief Operating Officer, KJT Group, USA

David Bakken is the Chief Operating Officer of the KJT Group, LLC. Previously he was Executive Vice President and Chief Scientist at Harris Interactive. David earned his Ph.D. in social psychology at Boston University. He specialises in the design and implementation of fact-based solutions in the areas of innovation, pricing, and customer experience for clients in a wide variety of industries including FMCG, automotive, healthcare, technology, and financial services. David is an expert in survey design, a recognised thought leader in marketing research and a frequent presenter at conferences sponsored by ESOMAR, AMA and the Advertising Research Foundation.


Diaa Rashwan

Diaa Rashwan

Executive Director, Strategic Marketing Services and Innovations Savola Foods, Egypt

Diaa Rashwan is currently working as Executive Director, Strategic Marketing Services & Innovations at Savola Foods. Diaa has long experience in various areas of market research, consumer, trade and business to business research, and marketing consultancy in a number of areas such particulary in the gulf countries, Saudi Arabia, Yemen, North Africa, Sudan, Levant, Iran, Turkey, Kazakhstan, Senegal, South Africa, Pakistan. He previously held the roles of Head of Business Research for McDonalds International, Middle East and Africa and the General Manager of MEMRB Egypt.


Diana Derval

Diana Derval

President and Research Director DervalResearch, USA

Diana Derval is President and Research Director of DervalResearch, a global market research firm specialising in human perception and behaviour. She is also Chair of the Board of Directors of the Better Immune System Foundation. Visionary researcher, inventor of the Hormonal Quotient TM (HQ), member of the Society for Behavioural Neuroendocrinology, and author of “The Right Sensory Mix”, Diana Derval is Adjunct Professor of Marketing and Innovation at Robert Kennedy College in Zurich and teaches sensory science at ESSEC Paris‐Singapore Business School and the University Leonard de Vinci in Paris. 

Society for Behavioral Neuroendocrinology, and author of “The Right Sensory Mix”, Diana Derval is Adjunct Professor of Marketing and Innovation at Robert Kennedy College in Zurich and teaches sensory science at ESSEC Paris‐Singapore Business School and the University Leonard de Vinci in Paris.


Dirk Lorré

Dirk Lorre

Owner and Consumer Psychologist Brandstrategists, Belgium

Born in The Golden 60’s Dirk Lorré is a Ph.D. in psychology and psychotherapy. Dirk is a consumer psychologist, fascinated by discovering the motives of human behaviour and the structure of social systems. In 1990 he founded Censydiam for Kids, the first qualitative research agency in main-land Europe with a focus on kids, teens and families. He is also cofounder of Kids2, the communication agency for kids and their family. Recently he co-founded Brandstrategists, a network of strategists dealing with brand and product development.


Dörte Toellner

Doerte Toellner

Managing Director Point-Blank International, Germany

Dotti is co-founder and managing director of Point-Blank International. In nearly 2 decades as a qualitative researcher she has founded 2 companies, travelled the world on the behalf of brands from FMCG to pharmaceuticals and added value to countless businesses. She is known for her lateral thinking. Conjuring up cutting edge research designs and market access strategies, for her consumer brands are her recipe for inspiration and a passionate working life.


Elias Veris

Elias Veris

R&D Consultant Insites Consulting, Belgium

Elias Veris is R&D consultant at InSites consulting, developing new methods and marketing knowledge. Currently he focuses on bringing gamification into research, along with making InSites Consulting ready for the mobile revolution, both in terms of marketing knowledge and research tools. Elias frequently blogs on The Conversations Manager's blog, The How Cool Brands Stay Hot blog and ESOMAR's RW Connect as one of the 'New Kids On The Blog'.


Graeme Lawrence

Graeme Lawrence

Director, Sales and Marketing Join the Dots, UK

Graeme Lawrence is Director, Sales & Marketing and a Board Director at Join the Dots, previously known as Virtual Surveys, UK. With over sixteen years of market research and marketing experience, he has extensive consumer research experience across a range of categories, including FMCG, retail, finance and leisure & tourism. Lawrence has spoken at a numerous conferences, in particular regarding online communities and the development of social media research techniques. He has presented a number of case studies with consumer brands over the last few years including UB, easyJet, Next, Kellogg’s and BBC World Service.


Helen King

Helen King

Insight and Innovation Manager Bord Bia, Ireland

Heading the Insight & Innovation department in Bord Bia - The Irish food board, Helen is always on the quest for inspiring ideas. Backed up by a decade of client side marketing planning expertise at Cadburys, she knows the tricks of the trade. At Bord Bia she is renowned for a dynamic consumer centred approach and employing cutting edge research. Helen has fostered and guided many Irish brands’ success. Her initiatives such as forsight4food, and the consumer lifestyle trends programme help to further the Irish standing as a premium supplier of food and drinks worldwide. Her work has been documented in many talks and publications.


Imke Schuller

Imke Schuller

Senior Creative Innovations Manager Brainjuicer, UK

Imke Schuller is Senior Creative Innovations Manager at BrainJuicer in London. She has international work experience in France, UK, and Germany, specialising in consumer-focused insight and idea generation. Imke has extensive experience in front end of innovation work for major fast moving consumer goods, retail finance and pharmaceutical clients. She is also trained in SIT-methodologies (Systematic Inventive Thinking). In the past, Imke has worked in advertising research for Ipsos in France, and has covered various roles within BrainJuicer, spanning both quantitative and qualitative research. Her academic background covers both social sciences and business.


Jamie Allsopp

Jamie Allsopp

Partner Sparkler, UK

Jamie Allsopphas over 10 years experience working in trends and consumer insight. Before joining Sparkler he worked for the Future Foundation where he ran nVision UK. In his role at Sparkler he has launched BAM (British Advanced Mainstream syndicated study), the Universal Music community as well as a BBC Knowledge online community and has worked with clients such as Playstation, Yahoo!, Nokia and Microsoft.


Jo Lowndes

Jo Lowndes

Associate Partner Sparkler, UK

Jo Lowndes is an Associate Partner at Sparkler. Jo began her career in brand strategy and innovation at Big Green Door and has continued to develop this expertise at Sparkler with major brands such as BBC, Nokia, LOVEFiLM, UKTV and Cadbury. In addition to regular consumer research around the UK, this work has taken her far and wide from Helsinki to Sao Paolo and beyond. Jo is passionate about design and plays a linking role between Sparkler’s consultancy work and SparklerStudio’s visual outputs, with the aim of increasing the value of insight and ideas through improved communication.


Joeri van den Bergh

Joeri van den Bergh

Co-Founder and Partner InSites Consulting, Belgium

Joeri Van den Bergh is the founder of InSites Consulting. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom he has provided research and advice on how to target the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics. Author of the marketing book “How Cool Brands Stay Hot. Branding to Generation Y”, published in Spring 2011.


John Robson

John Robson

Partner Sparkler, UK

John Robson is one of the Founding Partners of Sparkler with twenty years experience in the sector, having worked as a planner in advertising at AMV, St Luke’s and Lowe Howard-Spink. Back in 2001 he saw the opportunity, with Magnus Willis, to offer brand and comms strategy direct to clients as marketing channels were proliferating, and media-neutral advice was becoming increasingly sought-after. John spearheaded Sparkler’s brand thinking and has written brand strategy papers for various trade publications and industry conferences. This has included speaking at Number 10 Downing Street. He spends most of his time specialising in the development of next generation brand and comms strategies for Sparkler media, technology and retail clients such as Nokia, Yahoo!, LOVEFiLM & TK Maxx.


Julie Curphey

Julie Curphey

Brand Team Leader Pfizer Pharmaceuticals

Julie Curphey is the european marketing lead for Viagra in Europe. Before this she had a long career in market research including 10 years agency focused on FMCG followed by 8 years client side at Pfizer. Julie likes to challenge thinking and is known for pushing the boundaries on how research is done and what it can deliver. Now on the ‘dark’ side she is enjoying the challenge of truly turning the insights into action.


Leanne Tomasevic

Leanne Tomasevic

Managing Director Truth, UK

Leanne Tomasevic is Managing Director, UK, of multi-award winning agency Truth. She helped set up the company with Andy Dexter when it launched four years ago, and has played a key role in its success since then. Leanne has a particular drive for creative thinking and innovation in research. She is also passionate about the use of new ‘cultural’ approaches to create growth and leadership for businesses and brands, and has published a number of articles on the subject.

Leanne was also part of the Truth team that won the ESOMAR Award for Excellence 2010, and the ESOMAR Congress Best Case History 2009. She has also been nominated for a BOBI Best Customer Insight award, for cultural analysis in the healthcare industry.


Maarten Schellekens

Maarten Schellekens

Director of Global Insights Acer, Switzerland

Maarten Schellekens is Director of Global Consumer Insights at Acer, and in this role he is responsible for all consumer and market intelligence in the company. For the last 10 years, Maarten was Vice-President Consumer and Market Intelligence in Philips Electronics and consultant in the Marketing Practice of McKinsey & Company.


Madhumita Chakraborty

Madhumita Chakraborty

General Manager – Consumer Insights and Strategy PepsiCo, India

Madhumita is a trained economist and holds an MBA in Marketing Communications. She has a decade of experience across consumer research, business research, sales and advisory services spanning food and beverages, telecom, financial services, and durables sectors.

Madhumit started her career at ACNielsen ORG-MARG where she held various roles in customised research and sales. Madhumita has subsequently worked with CMOs and senior marketers in USA, Europe and Asia Pacific in her role as Consultant (Associate Director) of the Sales, Marketing and Communications Practice at the Corporate Executive Board. Having been a provider of research and advisory services, she appreciates the true value of market research in her present role as a user of research at PepsiCo India, were she is responsible for consumer insights and strategy for PepsiCo India’s flavours brand portfolio.


Massimo Cealti

Massimo Cealti

Vice President Consumer and Market Insights Symrise, France

Massimo Cealti has over 20 years of experience in the market research and is currently Vice President, Consumer and Market Insights for the Scent and Care Unit at Symrise. He oversees the global market research function and helping clients grow their business bringing the consumer voice to fragrance development. He previously worked for the Coca-Cola Company, Nestlé, McDonald’s and leading research agencies (IPSOS, Research International). He holds an M.S. in Business Management from Luigi Bocconi University in Milan.


Murat Demiral

Murat Demiral

Global Knowledge and Insights Director Beverage Partners Worldwide, Switzerland

Murat Demiral is currently located in Zurich and works as Global Knowledge & Insights Director at Beverage Partners Worldwide; a joint venture between Nestlé and The Coca-Cola Company. Murat started his career and spent more than 10 years at Procter & Gamble, working on multiple categories and countries in the Consumer & Market Knowledge department. His last role at P&G was Associate Director, Western Europe Oral Care, located in Geneva. After P&G, Murat joined Ulker Group in Turkey as Head of Consumer Insights. He revamped Ulker’s Insight function, by developing a strong team and creating new capabilities around consumer understanding, innovation, pricing and strategy development.


Nick Johnson

Nick Johnson

Managing Director Volante Research, UK

Nick Johnson is a research and insight entrepreneur, setting up agencies in the UK, Germany and the US. He has over 15 years experience in research and in advertising agencies as a planner and has conducted research in over 40 markets. Nick is the Managing Director of Volante Research, a global consumer insight agency based in London. He has three young children and all his own teeth.


Nicola Peckett

Nicola Peckett

Head of Communications Samaritans, UK

Nicola Peckett is Samaritans’ Head of Communications. She has worked in the non-profit sector for nearly 20 years, focusing on health issues. Nicola’s previous jobs include communications roles at the Foundation for the Study of Infant Deaths and at ActionAid, as well as two years in Nigeria as a VSO volunteer on an HIV/AIDS project.


Nicole Hanisch

Nicole Hanisch

Head of Business Group, Rheingold Institute for Qualitative Market and Media Research , Germany

Nicole was born on the 18th of March 1967 and studied psychology at the University of Cologne, where she majored in morphological psychology. Nicole qualified as a project leader at rheingold and now counts among the institute’s most experienced staff. She has been Business Group Manager since 2003 and specialises in the psychology of international markets and cultures.


Oliver Schieleit

Oliver Schieleit

Senior Project Director H,T,P, Concept

Oliver Schieleit is a Senior Project Director at H,T,P, Concept and Member of the Management Board, having been with the company since 2001. Oliver has gathered vast experience in all different areas of qualitative research – from brand diagnostics and consumer insight research to ethnography, co-creation workshops and online research. Since he has been with H,T,P, Concept he has worked on a variety of international projects for clients as diverse as Coca-Cola, Procter & Gamble, LVMH, AB Inbev, Symrise, Mars, Sony Ericsson and Volkswagen and has been able to gather cultural and consumer insights for different categories from Asia, Latin America, North America and all over Europe. Oliver holds an M.A. in political science, communications science and applied cultural studies.


Pia Mollback Verbic

Pia Mollback Verbic

Co-Founder and Director Quipper Research, India

As a Qualitative Market Researcher, Pia Mollback Verbic has worked with start-ups companies, online entrepreneurs, NGOs, MNCs and Fortune 500 companies alike for 15 years. Her approach to market research is holistic and focused on context inclusion - linking consumer insights with larger trends, cultural norms and social constructs. Having lived, studied and worked in Denmark, Germany, Spain, USA and India, Pia takes a strong interest in the cultural complexity and diversity in different parts of the world and is highly sensitive to different business cultures, consumer markets and local research practices. Her specialty is Cross Cultural Research - delivering local insights in a global context.


Piyul Mukherjee

Piyul Mukherjee

Director Quipper Research, India

With almost 25 years interacting with Indian consumers, mining insights for global clients across categories: from FMCG to finance, education to the social sector, Piyul Mukherjee now enjoys working on projects for clients who are passionate about making the world a better place. She is fascinated by larger changes in the Indian social fabric. At the moment, she is completing her PhD in Sociology on ‘The impact of urbanisation on women and children in small town India. Rapid changes in technology and consumer mindsets has brought with it challenges for marketers and researchers. Piyul is excited about being at the crest of this 'new wave', and looking forward to new dialogues and continuing evolution.


Sheila Keegan

Sheila Keegan

Founding Partner Campbell Keegan, UK

Dr Sheila Keegan is a business consultant, chartered psychologist and a founding partner of Campbell Keegan Ltd., working with private and public sector clients in the areas of change and communication to generate new thinking and new strategies. Her interests lies in the complexity sciences and exploring ways of introducing improvisational and holistic thinking into areas such as team dynamics and organisational change. Sheila is an author, a trainer in qualitative market research and a Master Practitioner of NLP. She is a regular speaker at conferences, universities and to government and commercial bodies and acts as an advisor on cultural trends and consumer psychology.


Simona Sbarbaro

Simona Sbarbaro

Head of Research and Strategy MTV Networks

Graduated at University of Genoa, Italy in 1997, Simona Sbarbaro is a professional Brand/Marketing and Research Insight Executive with over 10 years of experience gained in the TV and direct marketing areas, both agency and client side.

From 2000 to 2003 she was the International Research Director at Delfo in Milan, Italy, managing multi-country studies in Europe, Africa, USA, Japan, Australia, with a specific focus on media & advertising clients. Simona has been with the MTV network since 2003 and has now assumed the role of MTV International Head of Research.


Teresa Kalyan

Teresa Kalyan

Senior Marketing Manager, Nokia, UK

Teresa Kalyan is currently Senior Marketing Manager at Nokia working in the Global Retail and Customer Marketing team focusing on “Selling Excellence”. Her roles within Nokia and also with Microsoft invited her to solve internal communications with creative solutions. With more than 15 years of experience in the software and wireless industry, other responsibilites that she has undertaken throughout her career include creating & executing global marketing strategies focusing on consumer propositions, channel marketing and digital media content promotions.


Tom De Ruyck

Tom De Ruyck

Head of Research Communities InSites Consulting, Belgium

Tom De Ruyck is Head of Research Communities at InSites Consulting. Tom is responsible for InSites’ community activities in Belgium, the Netherlands and the UK. Tom is a frequent speaker at international conferences on market research. Recently, he won ESOMAR’s “Fernanda Monti Award” (Best Congress Paper 2009) as well as the American Marketing Association’s “4 under 40 – Emerging Leader of the Industry” award.


Wendy Mitchell

Wendy Mitchell

Founder and Managing Director RDSi, UK

Wendy graduated in Psychology and started her market research career specialising in research with children, teenagers and families. In 1984 wendy set up RDSi, an independent consumer research agency and consultancy working in strategic partnership with leading multi national brands. Wendy has a passion for understanding consumer behaviour and the role brands play in consumer lives. Wendy continues to manage RDSi with a very hands on approach to projects with their key clients.


Yvonne Masopust

Yvonne Masopust

Corporate Communications Manager, Unilever, Austria

Yvonne Masopust, Corporate Communications Manager at Unilever Austria, is responsible for media relations and external communication, internal communication, public affairs and CSR as well as sustainability projects for Unilever in Austria.

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Hotel & venue

Conveniently located in historical city centre at the Ringstrasse, the Radisson Blu Palais Hotel is within walking distance from Stephan's Cathedral, State Opera House, Musikverein, shopping malls and museums.

The hotel consists of two faithfully restored palaces, the Palais Henckel von Donnersmarck and the Palais Leitenberger which were built in 1872. Offering an atmosphere reminiscent of the Austrian-Hungarian Empire, the hotel features 247 elegantly decorated and comfort guestrooms and is 20 minutes by taxi from the Vienna International Airport and is 30 minutes by public transport. The reception team is happy to assist guests with airline bookings.

Radisson Blu Palais Hotel, Vienna

Address:

Radisson Blu Palais Hotel
Parkring 14-16, A-1010, Vienna
Austria

Telephone: +43 1 515170

Map & directions
Click here for the venue's website


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