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Programme

MENAP 2017 programme
.pdf (369.1 KB)


= ESOMAR Member

Tuesday, 21 March 
Conference registration: 15:00 - 19:00
ESOMAR Training Session
16:00 - 19:00 Towards Behavioral & Near-time Measurement in Consumer Understanding
While 95% of brain's activity is beyond our conscious awareness, why do we spend most of our research budgets measuring the rational mind? What proportion of our marketing spend is based on learnings
Towards Behavioral & Near-time Measurement in Consumer Understanding

Racha Makarem

Head of Analytics & Insights
Publicis Media
UAE
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Racha Makarem
, Publicis Media, UAE

Ravi Shekar

Associate Research Director
Publicis Media
UAE
Read more
Ravi Shekar
, Publicis Media, UAE

19:00 - 20:00 Welcome reception
Wednesday, 22 March - Conference day 
Conference registration: 08:00 - 09:00
Opening
09:00 - 09:10 Welcome
John Presutti, ESOMAR Representative for UAE
09:10 - 09:20 Introduction to programme and keynote
Rafik El Noumeir, Programme Committee Chair
Samar AbdelAal, Awe Research, Egypt
09:20 - 10:00 Keynote speaker
Marketing Is The New Finance
How Data and Information Bias has changed the lens that the Market Research person is looking from. I'll talk about Marketing Mix Models as well as Innovative approaches to measurements of results and… Read more
Marketing Is The New Finance

Wael El Fakharany

Senior Vice President Government Relations and Managing Director
Careem
Egypt
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Wael El Fakharany
, Senior Vice President Government Relations and Managing Director, Careem, Egypt

The Client-Agency Collaboration
10:00 - 10:05 Introduction by session chair
Maryam Kazemi, JTI (Japan Tobacco International), Iran, Islamic Republic of
10:05 - 10:25 Harmonising A Stakeholder Relationship
Through way of a moderated panel with two top MENAP research buyers, and an interactive Q&A with the audience, this presentation aims to emphasize how critical collaboration is in guaranteeing… Read more
Harmonising A Stakeholder Relationship

Lysandros Hadjilambrou

CEO
ConRead
Cyprus
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Lysandros Hadjilambrou
, ConRead, Cyprus

Shaurya Bhasin

Head - Contact Centre, Solutions & Fraud Monitoring
BankMuscat
Oman
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Shaurya Bhasin
, BankMuscat, Oman


What does it take to build a valuable relationship (result and personality-wise) among all stakeholders?

10:25 - 10:40 Connecting And Co-Creating: The Dos And Don’ts
An interactive debate with the speakers of this session
10:40 - 11:20 Networking break
Connecting to the Local and Regional Consumer
11:20 - 11:25 Introduction by session chair
Aram Navasardyan, Armenian Marketing Association / ESOMAR Representative for Armenia
11:25 - 11:45 The Holy Month Of Ramadan Through The Eyes Of Mothers
When Ferrero identified a need to understand the role of confectionery amongst children throughout Ramadan and Eid in KSA, it was clear that simple or conventional approaches would not suffice.… Read more
The Holy Month Of Ramadan Through The Eyes Of Mothers

Arnold Miller

Regional Director Qualitative
Kantar TNS
UAE
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Arnold Miller
, Kantar TNS, UAE

Furio Pezzoli

Consumer Insights manager GCC
Ferrero GCC
UAE
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Furio Pezzoli
, Ferrero GCC, UAE


Hear how emotions helped Ferrero optimise their offerings and build stronger relations with consumers.

11:45 - 12:05 Getting To Know A Protagonist
Zooming in on the character to yield outstanding ROI
Our journey started with trying to understand men – their online world of personal care, ironically the primary expertise of women. But in the end, we uncovered many more valuable insights… Read more
Getting To Know A Protagonist
Zooming in on the character to yield outstanding ROI

Nihan Sahan Eren

Head of Refreshment CMI - NAMETRUB
Unilever
Turkey
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Nihan Sahan Eren
, Unilever, Turkey


See the steps taken to gain richer insights and an online sales increase of 339%!

12:05 - 12:25 MENA Spending Patterns – Where Does The Money Go?
Comparative assessment of spending motivations and patterns in KSA, Tunisia & Egypt, in light of current Economic Dynamics, with special focus on KSA
The inflation wave is hitting full force in the Middle East & North Africa region, at a time where the political scene is not holding strong grounds. Anxiety levels are surging. People are torn… Read more
MENA Spending Patterns – Where Does The Money Go?
Comparative assessment of spending motivations and patterns in KSA, Tunisia & Egypt, in light of current Economic Dynamics, with special focus on KSA

Asli Kokcu Peksen

Insights Manager FOBO MENA
PepsiCo
UAE
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Asli Kokcu Peksen
, PepsiCo, UAE

Ghaida Fatany

KSA Country Manager
Awe Research
Saudi Arabia
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Ghaida Fatany
, Awe Research, Saudi Arabia

Mona Ahmed

Research General Manager
Awe Research
Egypt
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Mona Ahmed
, Awe Research, Egypt


Discover how the region's spending-pattern commonalities and variations can be used to create an optimised macro-level strategy.

12:25 - 12:40 The Cultural And Regional Context
An interactive debate with the speakers of this session
12:40 - 13:55 Lunch
13:55 - 14:00 ESOMAR News Flash
14:00 - 14:20 YES (Young ESOMAR Society) Competition
Young People And The Travel Industry
August Danara, Agility Research and Strategy, Singapore
Trial, Treat or Tempt during the Slowdown in KSA?
Shalini Mukerji, Kantar Worldpanel, UAE
Unlocking Digital Insights
14:20 - 14:25 Introduction by session chair
Federico Trovato, Customer First, Saudi Arabia
14:25 - 14:45 Resistance Is Futile, You Will Be Assimilated
Market research has not kept pace with the population in UAE and Saudi Arabia
Consumers in the UAE region have moved to being all digital, but market research methods are yet to adapt to this reality. With mobile and social media marketing spends exploding in the UAE region,… Read more
Resistance Is Futile, You Will Be Assimilated
Market research has not kept pace with the population in UAE and Saudi Arabia

Dushyant Gupta

SVP
Borderless Access
India
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Dushyant Gupta
, Borderless Access, India

Hector Paris Ayala Garcia, Etihad Airways, UAE

Learn the pros, cons and key takeaways from incorporating digital methods in your business.

14:45 - 15:05 MENAP And The Rise Of Person-centric Measurement, Not Audience Measurement
Reaching value creation strategies for value-destroying segments
With the advent of more robust digital platforms, marketing is moving from audience- and channel-based planning, to person-centric marketing. With this shift in focus, tools to quantify and analyse… Read more
MENAP And The Rise Of Person-centric Measurement, Not Audience Measurement
Reaching value creation strategies for value-destroying segments

Rolfe Swinton

Chief Research Officer
RealityMine
USA
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Rolfe Swinton
, RealityMine, USA


Explore how to approach cross-channel marketing efficiently within today's dynamic media and consumer market place.

15:05 - 15:25 How To Integrate Data From Online Surveys With Social Listening & Analytics
The power of integration
Nowadays social listening and analytics is an integral part of market research and customer insights. Surveys alone are no longer adequate, or fully representative of how consumers perceive brands and… Read more
How To Integrate Data From Online Surveys With Social Listening & Analytics
The power of integration

Divya Radhakrishnan

Director – Consumer Insights Qualitative
Nielsen
UAE
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Divya Radhakrishnan
, Nielsen, UAE

Michalis Michael

Chief Executive Officer
DigitalMR
UK
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Michalis Michael
, DigitalMR, UK


Understand the benefits of social listening and the power of data integration.

15:25 - 15:40 Doing Digital: The Challenges, The Benefits, The Bottom Line
An interactive debate with the speakers of this session
15:40 - 16:20 Networking break
Impacting the Future: From Insights to Foresights
16:20 - 16:25 Introduction by session chair
Samar AbdelAal, Awe Research, Egypt
16:25 - 16:45 In A Connected World Blended Is The Best

Ijaz Shafi Gilani

Chairman
Gilani Research Foundation/Gallup
Pakistan
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Ijaz Shafi Gilani
, Gilani Research Foundation/Gallup, Pakistan


In a world connected by Euro-American led software and China led hardware, competitive and communal instincts of the two seem to create an unusual blend of connectedness competition and cooperation; Indeed blending them can be the best.

16:45 - 17:05 Reaching Markets with Semiotics and Cymbol
Accessing cultural change in the Middle East
Semiotics is a thriving specialist marketing insight methodology. Many leading global brands and organisations are now effectively using semiotics to inform brand strategy, communication, design or… Read more
Reaching Markets with Semiotics and Cymbol
Accessing cultural change in the Middle East

Kourosh Newman-Zand

Semiotician
Space Doctors
UK
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Kourosh Newman-Zand
, Space Doctors, UK


Discover the valuable connection between semiotics and mobile to understanding cultural influencers and consumers.

17:05 - 17:25 In Pursuit Of Human Truths
Gamification, creative experimentation & the reinvention of projective & enabling techniques in qualitative research
The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer… Read more
In Pursuit Of Human Truths
Gamification, creative experimentation & the reinvention of projective & enabling techniques in qualitative research

Dina El Sehrawy

Manager
Millward Brown
Egypt
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Dina El Sehrawy
, Millward Brown, Egypt

Yasmin Badawi

Consumer Insights Manager
Beyti Company
Egypt
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Yasmin Badawi
, Beyti Company, Egypt


Learn how collaboration through creative and experimental questioning can lead to future-proof brands.

17:25 - 17:40 What’s Next For MENAP?
An interactive debate with the speakers of this session
17:40 - 17:45 Programme summary & closing
Rafik El Noumeir, Programme Committee Chair


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Programme committee

Committee Chair

Rafik El Noumeir

Rafik El Noumeir

Senior Insights – Strategy and Marketing Professional MENA, PepsiCo, UAE

Rafik is a veteran PepsiCo Middle East North Africa Insights leader with over 15 years of experience in research and marketing. His experience in the food and beverage industry with PepsiCo ranges from consumer research to general marketing, and most recently on shopper and pricing research. In his free time, Rafik enjoys training for marathons/triathlons, travelling with his family and training his dog.

Committee Member

Aram Navasardyan

Aram Navasardyan

ESOMAR Representative for Armenia / President, Armenian Marketing Association, Armenia

Aram Navasardyan has around 20 years' experience in market research and consulting for local and international companies and research agencies. In 2002 he founded the Armenian Marketing Association and to date has managed and implemented more than 600 research, consulting and development projects in Armenia and South Caucasian region. In addition, Aram has had much experience in mentoring and coaching middle and high-level managers. His full cycle research and consulting agency – MPG LLC became an exclusive member of the Gallup International Association in Armenia in 2011.

Committee Member

Federico Trovato

Federico Trovato

Founder, Customer First, Saudi Arabia

Federico Trovato is the Managing Director and Founder of Customer First, a pioneer consultancy practice founded in Saudi Arabia and specialised in customer experience design and implementation.

Federico has developed extensive capabilities in customer experience, marketing, consumer insights, innovation, consumer segmentation, loyalty and brand equity through his previous work in leading companies such as Procter & Gamble, Benckiser, Coty/Lancaster, AC Nielsen BASES, Philips, BrainJuicer and Abdul Latif Jameel in different marketing, strategy and management roles.

He has completed his academic studies in political sciences at the University of Padova, Italy. Currently residing in Saudi Arabia, Federico speaks English, German, Polish and Italian.

Committee Member

Maryam Kazemi

Maryam Kazemi

Strategic Insights Manager, JTI (Japan Tobacco International), Iran, Islamic Republic of

Maryam is the Strategic Insight Manager of JTI (Japan Tobacco International). She has more than 12 years of experiences in the market research industry working in local as well as multinational research agencies.
As Former Operations Manager of GfK (for four years ) she developed and localised a retail audit panel for HA, AV, TELECOM and IT sectors in Iran.

She is a seasoned researcher and has extensive experience in consumer insights in their journey from purchase through to usage. In addition to her deep knowledge about the nuts and bolts of quantitative and qualitative projects, with her close contact to the sales and marketing teams at JTI, Maryam has further developed her capabilities in market monitoring in different aspects of research design, consumer insights, market forecast, insights to sales and marketing as well as planning the strategy of the market.

Committee Member

Samar AbdelAal

Samar AbdelAal

Insights Director, Awe Research, Egypt

A bomb of oxygen, a shell of energy, a flame of inspiration, a socio-cultural scholar, and a consumer insight consultant. Samar Abdelaal is a strong believer in the boundless possibilities for growth and evolution for every single individual.

Her background and experience in marketing research, communication, anthropology, and philosophy molded her into a multilayered value adding performer within the marketing research domain. She is an inspiration equally to her team and to her clients. Samar's energy is directed to allow herself and others to make the most of any job at hand. Her purpose is to turn Awe into a research "think tank" to develop a reservoir of actionable business insights.