Learning and Skills Summer ProgrammeAmsterdam / 11-15 June
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.
But what are passive methods? In essence, they are methods used to get answers without asking questions and include ethnography, internet tracking using cookies, mobile research, neuroscience and a host of new and emerging methods that focus on understanding consumer needs “from a distance.” The methods are not without controversy and there are questions abound about public versus private space, the ethics of observation and where the line should be drawn when it comes to observing individuals.
The object of this seminar is to understand where passive methods are going and how you can stay ahead of the game in this evolving area of research.
This seminar provides a deep investigation of works in progress, developments and applications of passive methods. 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 these types of methods and provide debate on how far technological developments can and should be used.
For more information, please contact Angela Canin - firstname.lastname@example.org.
|Monday, 11 June
09.00 - 17.00
|09.00 - 09.10||Opening
Adam Phillips, Managing Director, Real Research and Committee Chair of the ESOMAR Professional Standards Committee, UK
|09.10 - 09.20||What is Passive Measurement?
An opening salvo
Peter Laybourne, Chairman, Fathom International, UK
This opening address will set the agenda for the day by offering a definition of passive measurement, and, importantly, what is in and what is out. It will also address some of the ethical issues associated with data collection of this kind and why we, as research users and suppliers, should care about and take heed in how these methods are administered and used. It will also briefly highlight the issues relating to policing such activity in conjunction with the published guidelines set out by ESOMAR.
|A Day in the Life of a Consumer - Tools of the Trade|
|09.20 - 09.25||Introduction by seminar chair|
|09.25 - 09.45||Homes That Can Talk
AJ Johnston, Director of Innovation Technology, BrainJuicer, UK
The ‘Talking Home’ uses the latest digital technologies to capture rich passive and active research data and applies behavioural experimentation to deliver insights to private and public sector clients. The home speaks to us through a plethora of technologies embedded into consumers’ everyday lives. Information gained from mobile devices, routers, smart devices and an increasing number of connected apps, provides market researchers with a digital toolkit to understand and predict consumer behaviour in areas such as family wellbeing, recycling and energy and media usage. This presentation outlines the opportunities and challenges of adopting ‘nudge’ strategies and implementing deliberate interventions to measure the subsequent behavioural change within the home.
|09.45 - 10.05||Mobile Moving Targets
Data and people on the go
Andrew Grenville, Chief Research Officer, Vision Critical, Canada
Mobile devices are capable of provides gushing streams of passive data, but is all of it useful? How? When? Passive data provides us with the ability to track people, transactions, events, rich media (photos, videos, audio) and more. With more of life occurring through mobile phones, there is a massive amount of information available to mine and connect including types of activities completed, applications used, duration, activities conducted, transactions completed, frequency of use, social network connections. In this session we will explore the possibilities and problems, and suggest some of the more promising options.
|10.05 - 10.25||To Pick or Not to Pick the Product
Learning the way they shop
Lluis Martinez Ribes, Associate Professor, ESADE Business School, Spain
In-store shopping time is the last mile in cash-flow generation, thus understanding the customer in such a crucial moment pays off. In this presentation, we will explore the available passive research methods to track not only shoppers’ behaviour, but also their frame of mind.
|10.25 - 10.45||Discussion|
|10.45 - 11.10||Networking break|
|Now That We Have It...How Do We Analyse All of this Data|
|11.00 - 11.15||Introduction by seminar chair|
|11.15 - 11.35||Now that I’ve got it, what the hell do I do with it?
Neil McPhee, Managing Director, Nuance Research, UK
The collection of “passive” data is just that: passive, and is still just dumb data at that stage. It means little without some serious additional work. Whether this is analysis of words (i.e. the text), images (i.e. pictures or videos) or whether it is the analysis of real meaning behind both the data and the first stage analysis, there is a lot to do. Using all our senses is the key to a rigorous and meaningful analytical stage.
Stats, NLP, Sociology, Anthropology, Psychology, Language & Discourse analysis…and don’t get me started on Ethnographic analysis. Is there no end to what we can do? Sadly, there is, and all too often the end is far sooner than it should be. We are too frequently left with an analysis that has all the depth and rigour of a post-programme review of a bad episode of Big Brother, and is probably in breach of our ethical responsibilities to our clients for conducting a professional project. Likewise, our duty of care and best advice needs to be revisited, in the light of even greater opportunities for collecting data. Data is not our main product offering: it is only a means to an end. The new mass data collection tools pose serious challenges as to how we are prepared to move our profession forward and to take account of the possible distraction of too many trees, and too few woods.
|11.35 - 11.55||Artificial Intelligence to Capture Consumers Interests
Learning emotions from Sensorial Products
Núria Agell, Professor, ESADE Business School, University Ramon Lull, Spain
In this presentation we will discuss the use of artificial intelligence tools and how they can leverage information from different sources and in different formats to understand consumers preferences and capture their interests. How can AI reproduce the knowledge of an "expert" who understands consumer behaviour? A case of a chocolate retailer will be used to show how intelligent systems can learn about sensorial products.
|11.55 - 12.15||Applications of Consumer Neuroscience
Understanding insights derived from direct cortical measurements
Tim Harvey, Senior Account Executive, Sands Research, USA
This presentation will focus on the Neurophysiological metrics that are obtained across a variety of research modalities. With global experience acquiring brain responses through EEG (electroencephalogram) and Eye-tracking, the presentation will highlight: How non-verbal Neurophysiological responses are captured; how the suite of metrics is used and what they mean; How to translate the suite of metrics into Actionable Recommendations (case study) and finally anecdotal findings from around the world
|12.15 - 12.35||Discussion|
|12.35 - 13.30||Lunch|
|The Impact of Passive Methods|
|13.30 - 13.35||Introduction by seminar chair|
|13.35 - 13.55||Shopping for Shoes? French Women Do it Online
The role of online in the purchase journey and how this insight can deliver ROI
Arno Hummerston, Managing Director of Client Services, Nurago, UK
We will look at the women’s shoe category in France and explain how potential customers research their purchases, which are the key websites involved and why. Underpinning this is a closer look at how these consumers decide which brand to buy and where. Passive measurement provides the foundation for this insight by tracking actual behaviour and then uncovering the expectations, motivations and attitudes associated with this actual, observed activity.
|13.55 - 14.15||Social Data
Using raw conversations to build smarter businesses
Jed Hallam, VCCP Share, UK
In the next five years business is likely to see the introduction of a new C-Suite member – the Chief Data Officer. With the rise of social technologies and media, the potential data that a business can utilise has exploded.
|14.15 - 14.35||Doing research without asking questions
Sophie Van Neck , Research Manager, InSites Consulting, Belgium
Social media netnography makes use of publicly available user-generated content to answer a research question. Text analytics plays a prominent role in analysing the large amount of data resulting from the method and to see structure in what is out there. That user-generated content can be used in research to measure and track brands, gain patient or consumer insights and to evaluate products or campaigns. In this presentation we will show an example of how we applied text analytics using a bottom-up approach of looking at the data in order to gain consumer insights. The second case will be focused on how we applied data on social media to learn from a product launch and prioritise areas for further product development.
|14.35 - 14.55||Discussion|
|14.55 - 15.35||Look and Feel - The Tools in Action
Different companies will demonstrate their passive method tools to give delegates a feel for what is available. This is a non-commercial demonstration so each presenter will be answering the following questions: What is the purpose of the tool and what are each tools constraints? They will also give an example/case study of the tool in action.
|15.35 - 16.00||Networking break|
|16.00 - 16.50||Panel discussion
Ethics and the Future of Passive Methods
A panel of experts debates the big questions around passive methods:
Peter Laybourne, Chairman, Fathom International, UK
Adam Phillips, Managing Director, Real Research and Committee Chair of the ESOMAR Professional Standards Committee, UK
Bart Nauta, Managing Director, TNS-NIPO, Netherlands
Norbert Wirth, Global Head of Innovation and Digital, GfK CE, UK
Robert Bond, Head of Information Law Group, Speechly Bircham LLP, UK
Tom Wilms Manager Strategy, Media & Insights, Royal Grolsch N.V. a SABMiller Company, Netherlands
|16.50 - 17.00||Closing|
|17.00 - 18.00||Farewell drinks|
Managing Director, Real Research and Committee Chair of the ESOMAR Professional Standards Committee
As Director of Innovation Technology my passion is to push the boundaries of research and find new and improved ways to integrate technology into the research process. Following a degree in Business Studies I spent many years at MORI and Ipsos developing CAPI, online research, research via social media and mobile research. I enjoy spending time with clients, researchers and technologists to help identify and develop the most relevant techniques. A regular on the conference circuit I am enthusiastic about sharing ideas and experiences to keep the market research industry developing. In 2010 I was proud to be voted 'Best Disruptive Innovator' by Next Gen MR and won the Mobile Research Conference's inaugural award for innovation. I am a committee member of the ASC, a group committed to promoting technology innovation and best practice in market research, and chair of judges for the annual ASC / MRS Technology Effectiveness award.
A research veteran of 25 years, Andrew leads Vision Critical in the development of innovative and informative analytics and approaches to research. Andrew is the author of numerous research products and measurement scales, with applications in a wide range of areas including branding, social capital, social media, health and religion. Global social and marketing research is also a focus of Andrew’s work. Andrew has published numerous peer-reviewed journal articles and book chapters and has been quoted in numerous publications, including The Economist.
One of the few people who can say they have been working in the digital marketing research arena for more than 10 years. Previously Head of Global Interactive with TNS and responsible for numerous digital innovations deployed across the TNS group, Arno’s experience in web based research can modestly be described as extensive.
Prior to his move into Market Research Arno set up the first UK online shopping portal (imaginatively called ShoppingUK) in 1996. Judged to be “Best Newcomer” by the MRS in 1998, author of numerous key industry reports (including Global eCommerce Report for TNS and Pan European Internet Monitor for ProActive International) and presenter at ESOMAR, Internet World, IAB and other industry conferences/events. Topics for previous presentations range from ‘The Future of Online Advertising Evaluation’ to ‘Digital Opportunities in a Digital Russia’ and the now infamous ‘What have internet connected toilets got to do with the future?’
Bart Nauta is Managing Director of TNS Netherlands. This includes the well-known research institute TNS NIPO, NIPO Software and Veldkamp - policy research. As a researcher and consultant Bart designed and delivered several large scale stakeholder monitoring projects. Focusing on the Financial Services industry and Telecoms. He is well known for his pragmatic, creative and innovative approach.
Bart says: “To determine whether something is relevant, representativity is key!”
Jed joined VCCP Share in 2011 as its social director. His role involves using social technology to solve the business challenges that face modern brands and helping to build stronger connections between the brand and its consumers. He currently works across O2, MORE TH>N, Unilever, News International, Spotify and McDonalds.
He practises his passion about retail innovation both in the academia as Associate Professor at ESADE Business School, and in consulting as Partner at Martínez+Franch retail innovation consultants (m+f=!) working wordlwide. At ESADE he was Head of the Marketing management department. He has taught at SDA Bocconi (Milan), the Univ. of Edinburgh (UK), the Singapore Manag. Univ., Goizueta B.S. (USA) among others. He has been consultant to companies such Asics, Bayer, Coca-Cola, Nestlé, Sentosa island, Unilever, Zara (Inditex), etc. More: www.martinez-ribes.com
Neil McPhee is the Founder and Managing Director of Nuance Research Ltd (UK), a specialist Qualitative and Ethnographic Research provider. Neil has been a qualitative researcher for 34 years, and is a Certified NLP (Neuro Linguistic Programming) and Hypnotherapy Practitioner. He has presented papers on the use of advanced qualitative research and ethnography at various events including MRS, ESOMAR, AQR/QRCA, ABMRC, AEMRI, BIG (Business Intelligence Group) and IMRA conferences. He has a degree in Politics, Sociology and Economics, and is a Chartered Institute of Marketing Diploma holder.
Neil has been involved in Ethnographic research techniques since the early 1970’s.
Before the foundation of Nuance Research Ltd (UK), he was Qualitative Research Director of MORPACE International Ltd. Previously he had spent 22 years forming, growing and then selling MSS Marketing Research, a full service agency.
As Global Head of Innovation and Digital for GfK CE, Norbert directs the ongoing innovation process for GfK’s Consumer Experience Sector with a particular focus on GfK’s digital strategy. He’s globally in charge of the digital research portfolio and continually monitors and analyzes emerging technologies and lifestyles to identify implications on market research practices. Prior to re-joining GfK he was Director of Advanced Analytics at MarketTools International (MTI) from July 2007 – January 2010. Responsible for MTI’s analytical teams in the US East coast, India and Europe (UK), strategic product planning and the development of new approaches. Before joining MarketTools, Norbert worked for GfK Group, as deputy head of the central Marketing Sciences Department.
Núria is a full Professor at ESADE Business School, University Ramon Llull. She graduated in Mathematics at the University of Barcelona. From 2006 to 2010, she has been President of the Catalan Association for Artificial Intelligence. Currently she is the director of the PhD programme in Management Sciences and the coordinator of the GREC (Research Group on Knowledge Engineering) at ESADE. She is leading several research projects on Artificial Intelligence techniques to decision-making in collaboration with retail companies, B2B and consumer goods producers.
Pete is Chairman of Fathom International Ltd, a global qualitative brand planning agency with an established network in 58 countries around the globe.
He started his career in 1976, as a quantitative researcher, at Research International, before joining Colgate Palmolive as Market Research Manager.
Rejoining the agency side at Schlackman Research in 1981, he was one of the industry’s first Marketing Directors. In 1983, he was appointed Managing Director of the Schlackman Group and was a rare combination of qualitative and quantitative researcher.
In 1986, he co-founded Laybourne Valentine & Partners which pioneered a brand planning approach to research. Fathom International Ltd evolved as a bespoke niche qualitative brand planning agency in 1999 which he still runs today.
In parallel, he was Chairman of Neuroco Ltd, one of the worlds pioneering Neuromarketing agencies, incorporating EEG, eye scanning and qualitative research, later acquired by NeuroFocus
Peter has served on the MRS Council and AQR Committee in the UK, as well as chairing the MRS Annual Conference. He was also part of the subcommittee of ESOMAR Professional Standards which authored a paper on Passive Measurement.
Robert has specialised in data protection and information security since 1983 and is listed as an expert in Chambers (2009 to 2011) and as a “Notable Practitioner” for Data Protection in Chambers UK (2008) where clients describe him as “a brilliant lecturer, a meticulous lawyer” and “responsive – if you contact him, you know he’ll get back to you within the hour” and “authoritative – he really knows his stuff, and he has so many contacts within the EC he can predict trends and what’s coming further down the line, which is very useful for forward planning.”
Regarded also as a leading lawyer in computer games by Legal 500, Robert is listed in the Who's Who of International E-Commerce Lawyers and is listed for Entertainment and Media in Legal Experts 2010. He is recognised as a Legal Expert by Euromoney's Guide to the World's Leading Technology, Media and Telecommunications Lawyers and is listed in Best Lawyers in the United Kingdom for Information Technology. Robert is author of “Software Contracts” published by Bloomsbury and “Negotiating International Software Licenses and Data Transfer Agreements” published by Sweet & Maxwell.
He is chairman of the ICC (UK) E-Business, IT and Telecoms Committee. He is a Fellow of the Institute of Advanced Legal Studies and a Companion of the British Computer Society.
After graduating in Political Sciences at the University of Ghent and studying American Studies and Multilingual Business Communication for two additional years inManama, Sophie joined InSites Consulting in 2007.
In addition to her focus on qualitative research (both online discussion groups and one-on-one interviews), she also focuses on observational research. Sophie works on the FMCG sector and serves on account teams for clients such as Friesland Campina, Carlsberg, Lotus Bakeries and Beneo. In recent years, Sophie has been actively involved in multi-country research projects for global clients such as Skype, Danone, InBev & Philips.
In 2009, Sophie participated as moderator in the Longest Day Event (24h Online Discussion Groups around the world) organised by InSites Consulting.
She also received the QRCA Global Outreach Scholarship in 2010.
Tim serves as a Senior Account Executive for Sands Research, Inc. His work has included international project management, Neuroscientific acquisition and analysis, report writing, Neurophysiological interpretation, sales, marketing, and research operations.
Tim recently moved to El Paso, TX from Denver CO to be closer to Sands Research headquarters. His educational background is in Cognitive Neuroscience, with degrees in Biology and Psychology and minors in Medical Physics, Chemistry, and Business. Prior to Consumer Neuroscience, he served as a financial consultant with a Fortune 100 company and as a Director of Marketing.
Tom, 43 years, joined Royal Grolsch in 2000. In those 10 years Tom has had different marketing roles: market research, marketing management and currently responsibility of Strategy, Media & Insights. During this period Tom was part of the Esprix (the annual Direct Marketing and Sales Promotion prize) jury for four years and jury president for three years. Furthermore Tom was a member of the MOA-Board (Centre for Marketing Intelligence & Research, the branche organization where both research agencies and clients are represented). Before Royal Grolsch, Tom has worked at Sara Lee running Trade Marketing for 5 years. In the period 1990 – 1995 he worked as an Analytical Consultant at the ACNielsen Company. Tom’s holds a master degree in Econometrics at the University of Groningen. Bridging the scientific world with the commercial world and data insights with real consumer understanding are both passions and expertise areas of Tom.