Summer Academy 2012

Learning and Skills Summer Programme

Amsterdam / 11-15 June



Learning from those who “do” is the best way to truly understand the practical side of research. The Summer Academy consists of 4 days of workshops and a 1-day seminar focusing on specific methods, concepts and techniques to assist researchers in gaining practical skills and access to the latest knowledge in small and dedicated interactive learning sessions.

All workshops are taught by a workshop leader with extensive knowledge in his or her field and will provide you with an opportunity to train with some of the industry’s leading specialists in the areas of social media research, mobile, and online research methods.

The emerging techniques one-day seminar on passive measurement provides a deep investigation of work in progress, developments and applications of passive measurement. It will explore the up-and-coming technologies that will help researchers be the “fly on the wall” to interpret and forecast consumer wants and desires. It will also look at the ethics of this type of measurement and provide debate on how far technological developments can and should be used.

This is a unique opportunity to learn from and engage in lively discussion and debate with leaders in this evolving field.



09.00 - 17.00 Emerging Techniques One-Day Seminar
Passive Methods in Market Research

Extending consumer understanding

If you believe in being “shown the money” then passive measurement is one of the main growth areas in the research industry. According to the Cambiar Capital Funding Index, over the course of 2011 venture capitalists invested $26 million in passive methods, $46 million in online ad measurement and $53 million in mobile research. Contrast that with investment in other more traditional areas of research and it’s clear where the money is flowing.

Arno Hummerston, Managing Director of Client Services, Nurago, UK
AJ Johnston, Director of Innovation Technology, Brainjuicer, UK
Lluis Martinez Ribes, Associate Professor at ESADE Business School, Spain
Neil McPhee, Managing Director, Nuance Research, UK
Peter Laybourne, Chairman, Fathom International, UK
Tom Wilms, Manager Strategy, Media & Insights, Royal Grolsch N.V. a SABMiller Company, Netherlands

09.00 - 17.00 The Latest Trends in Social Media and Market Research
Opportunities & challenges in the fast-changing world of social media.

This workshop brings together, in a practical way, the opportunities and challenges that are being created for market research by the fast changing world of social media. The course is designed to build on the information contained in The Handbook of Online and Social Media Research, a copy of which will be provided to each attendee.

Ray Poynter, Managing Director, Vision Critical, UK

09.00 - 17.00 Mobile Research
Get smart about research on smartphones

Mobile research is growing as the ownership of smartphones sky rockets across the globe. The market research industry is exploring how best to leverage this powerful technology and best practices to follow with this new mode of data collection. This workshop is intended to provide market researchers with confidence in designing solid research studies deployed to smartphone mobile devices. Come out of the workshop with the ability to incorporate and weave mobile research into your research programs and practices.

Andrew Grenville, Chief Research Officer, Vision Critical, Canada

09.00 - 17.00 Co-creation Research
Understanding consumers as co-creators of new products and services

Open innovation and co-creation have become a new paradigm in innovation management. In the center of this attention you find the changing role of consumers from passive beneficiaries to active partners in value creation networks. The active integration of knowledge, ideas, as well as the creativity of consumers is driven by today’s media landscape where social networks and collaborative internet have become important aspects of everyday life. Beside a conceptual classification, the workshop provides a holistic overview of methods, tools, strengths and risks of consumer co-creation.

Gregor Jawecki, Innovation Research Team leader, HYVE, Germany
Dorothée Stadler, Innovation Researcher, HYVE, Germany

09.00 - 17.00 Understanding Market Research Online Communities
The power of reflection

In this workshop, we’ll define what MROCs are, establish some guidelines for determining when they are (and are not) an appropriate tool, discuss case studies and examples of how they have been used to advance agencies’ and brands’ learning and business objectives, explore and debate the tradeoffs inherent in this methodology, discuss methods for evaluating the success of a community, and jointly develop strategies to employ MROCs in addressing class participants’ immediate challenges.

Cindy Trish, Vice President, Client Services, Europe
Sally O'RourkeManaging Director, Europe Communispace


Hotel & venue

The Holiday Inn Amsterdam located south of Amsterdam city centre is an ideal hotel for both business and leisure travellers. RAI train station is a 3-minute walk offering a direct 10-minute service to Amsterdam Airport Schiphol. From RAI station you can also easily catch a metro or tram to Amsterdam city centre, both only a 15-minute ride.

RAI Convention centre, at 600 meters, is within walking distance of the hotel. Holiday Inn Amsterdam is also close to all main offices on the Zuid-As, such as Ernst & Young, ING, ABN Amro, Baker & McKenzie, Akzo Nobel, Accenture and the World Trade Centre. For events or congresses like IBC, IS Europe, PLMA, IFRA and Hortifair Holiday Inn is the right partner.

The Rijksmuseum and Van Gogh Museum are only a short tram ride away. Alternatively you might fancy a relaxing 30-minute walk through the popular neighbourhood Oud-Zuid to reach Amsterdams renowned museum district. You could also opt for renting a bicycle at the reception to discover the city as a true local.

All 264 spacious hotel rooms and meeting rooms have been renovated, in addition to the comfortable and stylish lobby. Holiday Inn Amsterdam features 13 multifunctional meeting rooms, a mini-gym and a cosy bar & restaurant. WI-FI Internet access is available at a charge in all public areas. Please note that this is a full non-smoking hotel.

Holiday Inn Amsterdam


Holiday Inn Amsterdam
- Opposite ESOMAR offices
De Boelelaan 2
1083 HJ Amsterdam
The Netherlands

Tel: +31 (0)20 - 646 2300

Hotel & venue's website

How to get there
(You can follow the same directions as to the ESOMAR office)

Route description

By car (from Schiphol Airport)

From Schiphol Airport you take the A10 Ring road South- bound. Exit the highway when you see the sign for RAI, Buitenveldert, Rivierenbuurt. Follow the signs for WTC, taking you to the street called De Boelenlaan.

Continue on the De Boelelaan and having passed the Holiday Inn Hotel, take the next right, the Tomasso Albinonistraat. Then take the second road on the right.

You can park your car at the Q-park parking which you will find under the Eurocenter 2 building. Tickets you will have to buy at the entrance hall of the building.

ESOMAR office location - map

Route Planner (by Via Michelin)

By public transport

Transport: train, metro nr. 50, metro nr. 51, tram nr. 4
Stop: Amsterdam RAI

From Schiphol Airport or from Duivendrecht take a train to Amsterdam RAI Station.
From Amsterdam Central Station take metro line 51.

Then, when exiting the RAI Station, once outside, walk to the right, under the A10 ring road and pass the bike racks and the tram stop. You will be face to face with the Eurocenter Building 2, where our office is located. Find the main entrance by passing the building and then turning right.

From the West part of Amsterdam, you can take metro line 50, which comes from Station Sloterdijk and goes in direction of Gein.
From the South-East part of Amsterdam, you can take metro line 50, which comes from Gein and goes in direction of Station Sloterdijk.

Tram nr. 4 stops in front of the building, which goes through the city center.

ESOMAR office location - map

Useful links



Early Bird rate (until 30 March 2012)
Seminar EUR 500 EUR 500
Workshop EUR 280 EUR 280
Standard rate (31 March 2012 - 18 May 2012)
Seminar EUR 600 EUR 600
Workshop EUR 380 EUR 380
Late rate (19 May 2012 - 7 June 2012; includes on-site registration)
Online registration open until 7 June 2012,
16:00 GMT. On-site registration is possible.
Seminar EUR 700 EUR 700
Workshop EUR 480 EUR 480


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:

  Seminar Workshop
Until 30 March 2012 No charge.
Full refund given
No charge.
Full refund given
After 30 March 2012 Cancellation charge:
EUR 250
Cancellation charge:
EUR 140

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


My enrolment, attendance and/or participation in ESOMAR’s Summer Academy 2012 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.