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Programme

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09:00 - 19:00
09:00 19:00

Event registration

09:00 - 10:30
09:00 10:30

Masterclass: Presenting in Asia Parlor V

Parlor V

This complimentary session provides plenty of hands-on advice to presenting in Asia and key tips on engaging your audience. It will be led by Ray Poynter of The Future Place who speaks English and Sami Wong of Concept M who speaks Mandarin, Cantonese, Japanese and English).
Registrations are handled separately.

This session is full.
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17:00 - 19:00
17:00 19:00

Clients Inspiring Clients EN Parlor V

Parlor V

A meet-up for research buyers (only) to network and share best practice and experiences in an informal, private setting.

19:00 - 20:00
19:00 20:00

Welcome reception Exhibition

08:00 - 09:00
08:00 09:00

Event registration

09:0009:25
Opening & Welcome
09:00 - 09:25

Opening EN Ballroom

Ballroom

Niels Schillewaert
ESOMAR President

Welcome EN Ballroom

Ballroom

Shen Hao
President, CMRA, China
ESOMAR Representative for China
Jin Chen
ESOMAR Representative for China

Introduction to the programme EN Ballroom

Ballroom

Lifeng Liu
Programme Committee Chair Chairman and CEO, China Region, Ipsos, China
09:2510:20
Discovering Today's China - The Rise Of Innovation, Start-Ups & Opportunities
09:25 - 10:20

Introduction EN Ballroom

Ballroom

Andy Zhao
Moderator Vice Chairman, CMRA (China Market Research Association) / Managing Director Consumer Choices - North East Asia, GfK, China

The Love Story of Technology + Research EN Ballroom

Ballroom

The development of technology is changing the way of consumer's behavior and business model in China. Research builds a strong connection with technology now. The 3 steps to make the love happen are: cooperating with innovative data sources, building hybrid teams, and showing successful case.

Peking Tan
Founder and CEO, Xinsight, China

How Can Market Research Become Part of a Digital Eco-system? EN Ballroom

Ballroom

Now the Eco-system of marketing is highly digital. How could traditional market research be part of it? Based on our practice, there’re 4 steps: objective oriented, connecting proper data sources, being product on cloud and professional service.

Richard (Ruixing) Zong
Founder, CloudXink, China

Innovation and China Opportunities CH Ballroom

Ballroom

From "made in China" to "innovated in China", the key is to turn consumer insight into product innovation opportunities, which include three core steps: 1) Integrate the traditional qualitative research with design thinking. 2) Integrate consumer insights with trend to create innovation platform. 3) Integrate design resource to produce the new concept.

Chris Zhang
GiSI Research & Consulting, China
10:2010:25
YES (Young ESOMAR Society) CompetitionThree young researchers take the stage with their 60 second pitches. Delegates will vote for the best pitcher via the ESOMAR Live app. The winner will then share their ideas in a longer presentation the next day!
10:20 - 10:25

Introduction EN Ballroom

Ballroom

Niels Schillewaert
Moderator ESOMAR President / Managing Partner USA and co-founder, InSites Consulting, United States

Market Research Belongs In The Boardroom EN Ballroom

Ballroom

Diane Murray
Senior Consultant, Cimigo, Hong Kong

3D Printing And How It Can Help Develop And Co-create Products With Consumers EN Ballroom

Ballroom

Chandrima Roy
Research Executive, Ipsos, India

Consumer Responsibility EN Ballroom

Ballroom

Bri He
Client Service, Kantar Millward Brown, China
10:25 - 11:00
10:25 11:00

Networking break

Discoveries At The Heart Of Client Transformation And Impact
11:00 - 11:05
11:00 11:05

Introduction EN Ballroom

Ballroom

Sally Wu
Session chair Research Director of Business and Audience Insights - Asia Pacific, BBC (Global News), Singapore
11:05 - 11:20
11:05 11:20

Building Effective Networks EN Ballroom

Ballroom

Leveraging the power of the ecosystem to deliver greater impact to business

The world is becoming more complex - consumers are exercising greater choice, information sources of information are fragmenting, and the regulatory and political environment is growing more sensitive. In such an environment, the asks of the Insights function are becoming more demanding - in terms of a widening sphere of influence, becoming more predictive and real time in analytics, and taking on more activities. In such an environment the Insights team is suddenly finding that they finally have a seat at the executive table with the attention of the wider organization. This paper reflects the journey of PepsiCo India to effectively build networks to drive greater impact to business.

Madhumita Chakraborty
Associate Director, PepsiCo, India

Presentation: Case study

11:20 - 11:35
11:20 11:35

Streamlining the Innovation Process to Maximize Efficiency EN Ballroom

Ballroom

The role of market research to lead and facilitate the process

With the advent of digital innovation in research, consumers have evolved from closely watched subjects to partners, collaborators and co-creators. This paper explores the role of market research in facilitating the innovation process. The authors were charged with the mission to supercharge China-specific innovations created for the market by stakeholders. There is a need for agility within innovation to keep up with the fast changing consumer landscape and the quick agility and adaptation of smaller brands and corporations. A goal in this process is to shorten innovation with leaner processes in order to get ideas to market in a shorter turnaround.

Allen Cai
Senior CMI Manager, Unilever, China
Ching Ling Ng
Research Director, Labbrand, China

Presentation: Case study

11:35 - 11:45
11:35 11:45

Discussion Ballroom

Client-Led Discoveries In Consumer Insights
11:45 - 11:50
11:45 11:50

Introduction EN Ballroom

Ballroom

Ritanbara Mundrey
Session chair Head Consumer and Customer Research, Nestlé, India
11:50 - 12:10
11:50 12:10

Sonification EN Ballroom

Ballroom

A new way of engaging with consumers in scientific product communication

Sonification is a new way of engaging consumers with the sensorial perception of a cosmetic product through sound and music. Qualitative consumer studies were conducted in Japan and Korea, aiming to examine how sound and music could enhance the product experience with consumers. This study confirmed that sounds and music, in addition to visual images, can be a key medium of communicating sensorial benefits of cosmetics.

 

Noriko Nakano
Head of Product Performance Evaluation, Nihon L'Oreal Research & Innovation Center, Japan

Presentation: Case study

12:10 - 12:30
12:10 12:30

Video Storytelling in Medical Ethnographic Research EN Ballroom

Ballroom

Uncovering unspeakable dynamics shaping patients' everyday lives

Patients have become the center of most pharma companies' worlds. Immersions are perfect for clients who want and need to understand the patient's world at the individual customer level - to offer better solutions and better serve patients with more customized products. This paper discusses the role of video-based research methods in medical research, why this method is particularly effective for helping those with multiple chronic conditions, to identify patient-centered improvement opportunities, and communicate effectively to clinical and administrative leaders and decision making stakeholders.

Xiaoqiong (Afra) Chen
Head of Ethnography center of exellence Asia Pacific, Ipsos, China
Zou Xiong
Marketing Manager, GlaxoSmithKline, China

Presentation: Research application

12:30 - 12:50
12:30 12:50

The Hunt for an “Authentic” Coffee Experience EN Ballroom

Ballroom

Using intuitive methods and a virtual experience technology to explore a total coffee experience

Although consumers are quite particular when it comes to choosing coffee, understanding the criteria they base their choices on - particularly what causes them to consider coffee 'authentic' - can be difficult. Spurred by the convenience store industry's very successful move into the Japanese coffee market, Coca-Cola Japan saw offering its own 'authentic' coffee as an important growth opportunity. This paper describes how using innovative methodologies successfully gained insights into the above criteria and developed a new serving model.

Humphery Chen
Sales & Innovation Director, INTAGE, Japan
Junichi Ichiba
Senior Manager, The Coca-Cola Company, Japan

Presentation: Case study

12:50 - 13:00
12:50 13:00

Discussion Ballroom

13:00 - 13:10
13:00 13:10

Sponsor fast track Ballroom

Ballroom

Finn Raben
Moderator ESOMAR Director General

Fast track

13:10 - 14:30
13:10 14:30

Lunch

Discover And Learn How To...
14:30 - 15:00
14:30 15:00

Build an Effective Network in your Organisation EN GMO stage (Exhibition)

GMO stage (Exhibition)

Madhumita Chakraborty
Associate Director, PepsiCo, India

Masterclass

15:05 - 15:50
15:05 15:50

Data Fusion, Enlightening Your Business EN GMO stage (Exhibition)

GMO stage (Exhibition)

Data fusion and the value it generates are the expectations for research agencies in DT (Data Technology) era. GMO and China's largest direct sales EC site JD.com's research platform conducted a research project together on mothers who bought past 3-month maternal and child products on JD.com. Through the fusion of Internet purchase data as well as research data, combination of online quantitative and qualitative methodologies, did we analysis of different dimensions of the market demand and potential opportunities.

By joining this session, you can discover how to enlighten real business during data fusion research. I look forward to sharing some very interesting insights with you.

Allen Chow
General Manager Of GMO E-lab Marketing Research, GMO E-Lab Marketing Research, China

Masterclass

Discovering The Undiscovered!
14:30 - 14:35
14:30 14:35

Introduction Ballroom

Ballroom

John Smurthwaite
Session chair ESOMAR APAC Ambassador / Chairman, TNS, Malaysia
14:35 - 14:55
14:35 14:55

The Missing Link EN Ballroom

Ballroom

A breakthrough to extracting emotional drivers of behaviour

Findings from both a qualitative and quantitative study with high emotional context are used to illustrate a new approach to open text data collection. Open text data collection can benefit from suggested responses immediately following an open text response and do well in mimicking qualitative research and extracting emotional content. This is especially the case when the topic under investigation engenders emotion. This approach has far-reaching implications for the Asian market, with its high diversity in cultures, market sizes and market development.

Brian Fine
CEO, Quality Online Research (QOR), Australia
Con Menictas
Statistician, Newcastle University, Australia

Presentation: New ground research

14:55 - 15:15
14:55 15:15

Harnessing the Power of Voice EN Ballroom

Ballroom

Analysing audio responses to detect excitement, passion and activation

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers have recognized the importance of measuring emotions embedded in products but the traditional metrics of rating scales fail to reflect the true picture. Various neuropsychological technologies have emerged but none is easily scalable or easy to interpret. Voice analytics, which comprises linguistic and acoustic components, provides a highly viable new solution to marketers' needs. This paper illustrates the potential for mass adoption of voice analytics with a pilot study recently completed in India, illustrating how the analysis of consumers' spoken responses brings a level of insight that traditional rating scales cannot provide alone.

Geeta Lobo
Sr. Vice President, GfK Mode, India
Roland Leung
Commercial Director - Market Opportunities & Innovation, GfK, Hong Kong
Saurin Shah
Head of CMI, Godrej Consumer Products, India

Presentation: New ground research

15:15 - 15:35
15:15 15:35

Uncovering the Unspoken Word EN Ballroom

Ballroom

Using new mobile research techniques to minimise response biases in Asian markets

In today's fast-paced digital world time is precious, speed is of the essence and attention spans are short - yet expectations of market research have never been greater. This is why we have to adjust, challenge existing norms and come up with entirely new ways of doing research. To uncover how today's consumers truly think and behave we need to connect with them in the same way they connect with the world around them. This means that new research methods will have to place mobile technology at their core, replace overly rational questions with fast-paced intuitive exercises and entertain rather than bore people. This paper shows how combining implicit research techniques with an engaging mobile interface can do exactly that. More specifically, by using intuitive swiping and tapping exercises that trigger more instinctive responses and incorporating reaction time as an implicit measure, response biases prominent in Asian cultures can be reduced and true preferences uncovered.

Robin De Rooij
Director Asia Pacific, SKIM, Singapore
Vanessa Steffen
Global Marketing Manager Dove and Dove Men+Care, Unilever, Netherlands

Presentation: New ground research

15:35 - 15:50
15:35 15:50

Discussion Ballroom

17:45 - 18:00
17:45 18:00

ESOMAR Celebrates 70 Years EN Ballroom

Ballroom

Finn Raben
ESOMAR Director General
15:50 - 16:30
15:50 16:30

Networking break

Discover And Learn How To... (part 2)
16:30 - 16:55
16:30 16:55

Using Behavioural Economics to Maximise Offline Experience With Your Customer EN GMO stage (Exhibition)

GMO stage (Exhibition)

Discover BE with a masterclass that covers:

  • An introduction to behaviour economics
  • How to frame and subtly nudge customers in the right direction
  • Using personal, social, and environmental influences most effectively to increase sales
Maria Spinelli
Senior Vice President, System1Group PLC, Singapore

Sponsored masterclass

16:30 - 16:35
16:30 16:35

Introduction EN Ballroom

Ballroom

John Smurthwaite
Session chair ESOMAR APAC Ambassador / Chairman, TNS, Malaysia
16:35 - 17:00
16:35 17:00

10 Things You Need to Know About Global Research EN Ballroom

Ballroom

Key learnings from the ESOMAR 2016 Global Prices and Global Market Research Studies

Discover the price of research services across Asia Pacific and how this compares globally.

Ray Poynter
Project Leader, ESOMAR Prices Study

Presentation: Business issue

17:00 - 17:45
17:00 17:45

Client View: The Big Debate EN Ballroom

Ballroom

Australia, China, India, Japan or Korea?
Discover who is going to lead innovation, research growth and how

Niels Schillewaert
Moderator ESOMAR President
Amy Lee
Participant Director of Marketing Strategy & Insights, The Coca-Cola Company, China
Participant Senior Research & Insight Manager, ANZ Bank, Australia
Madhumita Chakraborty
Participant Associate Director, PepsiCo, India
Noriko Nakano
Participant Head of Product Performance Evaluation, Nihon L'Oreal Research & Innovation Center, Japan
19:00 - 00:00
19:00 00:00

Networking Night

ESOMAR invites all attendees for an exclusive night of networking at Barbarossa Lounge & Restaurant (first floor) which is an 8 minute walk from the event venue. ESOMAR offers complimentary drinks and canapes until 21:00 after which a cash bar will remain open until midnight for all ESOMAR APAC attendees. We look forward to welcoming you but please wear your badge.

Barbarossa Lounge & Restaurant
No. 231, Nanjing Xi Rd (inside People's Park)
Shanghai, 200231
上海市黃浦區南京西路231號人民公園內人工湖(近黃陂北路)
Tel: +86 21 6318 0220

Design Discoveries - The Art And Science Of Insight
09:00 - 09:05
09:00 09:05

Introduction EN Ballroom

Ballroom

Ritanbara Mundrey
Session chair Head Consumer and Customer Research, Nestlé, India
09:05 - 09:20
09:05 09:20

Slice It, Dice It and Stitch It Back Together - An Asia Perspective EN Ballroom

Ballroom

Using split questionnaire design to improve data quality, efficiency and the participant experience

Strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys is explored in this paper. Innovative ways to shorten survey length without compromising the amount of business decisions that can be unearthed and accurately researched from online surveys are reviewed. The overall goal is to explore how adapting survey research improves rather than complicates the lives of both researchers and research participants. If we are not able to shorten our surveys, then survey modularisation is certainly a proven approach that can be adopted to deliver a complete, representative data set. It will also achieve accuracy and data consistency both confidently and efficiently at scale.

Avik Halder
Manager - Data Science, B3Intelligence, Canada
Elizabeth May
Vice President Client Development - Asia-Pacific, Research Now, Australia
Harvir S Bansal
CRO and EVP Analytics, B3Intelligence, Canada

Presentation: New ground research

09:20 - 09:35
09:20 09:35

The Rules of the Game EN Ballroom

Ballroom

A cross cultural study of gamification technique in Asia

Key findings from new research that provides insights on the practical application of gamification techniques, particularly in APAC, are highlighted in this paper. The authors explore how differing cultural tendencies might affect someone's willingness to abide by and play by the rules. The more we understand how the effects of society's culture and values relate to behavior, the more successful we will be in adapting gamification techniques at a local level and thereby unlock its promise of improving participant engagement and providing richer data.

April (Fanpan) Zeng
Consumer Insights Senior Manager, OPPO, China
Jennifer Serrano
Knowledge Manager APAC, SSI, Singapore
Pete Cape
Global Knowledge Director, SSI, United Kingdom (GB)

Presentation: Methodological innovation

09:35 - 09:50
09:35 09:50

The Segmentation Revival EN Ballroom

Ballroom

Developing a global and universally applicable segmentation method

This presentation is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.

Jason Brownlee
CEO, Colourtext, United Kingdom (GB)
Jon Puleston
VP Innovation, Lightspeed, United Kingdom (GB)

Presentation: Methodological innovation

09:50 - 10:05
09:50 10:05

Discussion Ballroom

10:05 - 10:15
10:05 10:15

YES (Young ESOMAR Society) Competition Winner EN Ballroom

Ballroom

Niels Schillewaert
Moderator ESOMAR President / Managing Partner USA and co-founder, InSites Consulting, United States
10:15 - 10:55
10:15 10:55

Networking break

Discover And Learn How To... (part 3)
10:55 - 11:25
10:55 11:25

Split Questionnaire Design EN GMO stage (Exhibition)

GMO stage (Exhibition)

Avik Halder
Manager - Data Science, B3Intelligence, Canada
Elizabeth May
Vice President Client Development - Asia-Pacific, Research Now, Australia
Harvir S Bansal
CRO and EVP Analytics, B3Intelligence, Canada

Masterclass

11:30 - 12:00
11:30 12:00

Gamification in Asia Pacific EN GMO stage (Exhibition)

GMO stage (Exhibition)

April (Fanpan) Zeng
Consumer Insights Senior Manager, OPPO, China
Jennifer Serrano
Knowledge Manager APAC, SSI, Singapore
Pete Cape
Global Knowledge Director, SSI, United Kingdom (GB)

Masterclass

12:05 - 12:35
12:05 12:35

Global Segmentation EN GMO stage (Exhibition)

GMO stage (Exhibition)

Jason Brownlee
CEO, Colourtext, United Kingdom (GB)
Jon Puleston
VP Innovation, Lightspeed, United Kingdom (GB)

Masterclass

Engagement Discoveries In Media And Retail
10:55 - 11:00
10:55 11:00

Introduction EN Ballroom

Ballroom

Sally Wu
Session chair Research Director of Business and Audience Insights - Asia Pacific, BBC (Global News), Singapore
11:00 - 11:20
11:00 11:20

Indian TV Industry Ballroom

Ballroom

How the stars in the sky changed

Audiences no longer consume TV unilaterally. While current technology captures the audiences watching TV, it does not take into account their actual behaviour whilst consuming it. This paper attempts to answer the various multitasking/activities that audiences from metro cities are involved in while consuming TV content. What does divided and undivided attention on TV mean in the context of product and brand recall? TV consumption with multitasking/divided attention can be further probed to understand whether the time is right for audience measurement agencies to enter into behaviour based measurement (Real Audience) in addition to the current head count based measurement.

Bipin Mundhwa
General Manager, BARC, India

Presentation: New ground research

11:20 - 11:40
11:20 11:40

Shifting Customer Engagement in the Multichannel Retail Era EN Ballroom

Ballroom

Understanding changing behaviours, delivering engagement and measuring ROC (Return on Customer)

Consumers are making significant changes in the way they shop for groceries with important implications for brands and retailers. In grocery retail, across the globe, many brands now see one-fifth to almost half their sales from online purchases. Not all markets adopt online grocery at the same pace, for example 99.9% of Thailand customers shop for products in-store even though 55.8% of Thailand's population is connected to the internet. There is a need to form a bridge between digital technology and grocery purchase and the answer is not ‘online’ at the moment for certain markets. This paper presents the findings from a global study of consumer shopping behaviours and addresses how location based mobile offers impact customers, and how customer engagement can be measured with translation into sales and profitability of a business.

Teeradet Dumrongbhalasitr
Head of Retail Media, dunnhumby, Thailand

Presentation: Case study

11:40 - 11:45
11:40 11:45

Discussion Ballroom

Discovering How To Design Brands And Great Customer Experiences For Everyone
11:45 - 11:50
11:45 11:50

Introduction EN Ballroom

Ballroom

Eri Yamazaki
Session chair Group Manager Consumer and Commercial Knowledge & Insights, The Coca-Cola Company, Japan
11:50 - 12:10
11:50 12:10

Optimising Customer Experience EN Ballroom

Ballroom

Discovering game changing insights to provide optimal experiences via design thinking principals

Design research is an integrated process where the client and research team work together closely. Design thinking brings a new mode to traditional market research methodology and which can lead to better marketing innovations and solutions. How to apply design thinking elements in the process of creating meaningful service experiences among the different customer touch points, how these touch points are constantly changing in the China landscape, and what brands should be doing in order to innovate and maintain a competitive advantage is addressed in this paper.

Rebecca Chen
Research Director, INI International, Hong Kong
Weiwei Zhang
Senior Research Director, INI International, Hong Kong

Presentation: Business issue

12:10 - 12:30
12:10 12:30

Gender Bias in Brands and Business EN Ballroom

Ballroom

Using gender bias for good, not evil

Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper present an approach that quantitatively measures both conscious and unconscious gender bias across brand touchpoints as determined by consumers to reveal areas for improvement. Armed with those numbers and a strong dose of organisational awareness, brands and business have the potential to overcome a legacy of gender bias and outdo the competition.

Amy Fridlund
Insights Curator, Kantar TNS, Australia
Nikki Feld
Senior Consultant, Kantar TNS, Australia

Presentation: New ground research

12:30 - 12:35
12:30 12:35

Discussion Ballroom

12:35 - 13:55
12:35 13:55

Lunch

Discoveries For Marketers
13:55 - 14:00
13:55 14:00

Introduction EN Ballroom

Ballroom

Lifeng Liu
Session chair Chairman and CEO, China Region, Ipsos, China
14:00 - 14:30
14:00 14:30

Making Brands Better EN Ballroom

Ballroom

Alex presents the topline findings of the latest brand research Ogilvy has done across 5 different markets (including China), and gives insights on how marketers can make their brands matter to consumers...

Alexander Runne
Keynote speaker Chief Strategy Officer, Ogilvy, China

Keynote

14:30 - 14:50
14:30 14:50

The Sociological Imagination of "Big Data" EN Ballroom

Ballroom

There have been a lot of talks about how the insight industry will be shaken the by coming of "Big Data" era. There are indeed many applications of big data in digital media targeting, eCommerce, and CRM. However there have been relatively fewer applications of employing huge amount of data consumers generated in the internet, to complement or enhance the traditional areas in which consumer insights are generated and landed to impact marketing decisions such as innovation, brand communication, etc.

Unilever China has explored harnessing the untapped power of big data in the past few years, and have achieved some breakthrough. What we did is to employ the "sociological imagination" that traditional insight industry has long been applying in our work, i.e., adding personal, social and cultural dimensions of our lives in interpreting of big data. For example, we don't stop with traditional social media monitoring, instead we take social media as sources of inspiration and integrate with our insight program. In addition, we integrate traditional qualitative and quantitative research as well as consumer online behavior data from ISPs (e.g. China Telecom/Unicom) to understand of consumer decision journey in a comprehensive manner.

We hope our case sharing will provide inspiration to the participants inspirations to drive incorporation of big data in our already powerful arsenal of tools and solutions.

Jun Fang
Guest speaker CMI Director - North Asia, Unilever, China
14:50 - 14:55
14:50 14:55

Q&A Ballroom

14:55 - 15:25
14:55 15:25

Networking break

Making Big Discoveries - Data & Analytics
15:25 - 15:30
15:25 15:30

Introduction EN Ballroom

Ballroom

Grant Bertoli
Session chair CEO - MarketBuzzz, Buzzebees, Thailand
15:30 - 15:50
15:30 15:50

Integrating Survey Data and User Data EN Ballroom

Ballroom

Bridging the gap between “Who I think I am” and “Who I actually am”

In the age of performance and programmatic marketing, advertisers have come to expect speed, agility and accuracy in everything from target audience understanding, to communications planning, and measuring campaign effectiveness. This paper details ways to integrate declaration-based insights from survey data with near real-time behavioural insights from other sources. These two data sets can work together to create one powerful dataset that retains the best of both outputs to deliver new and exciting opportunities to engage today's media savvy, and often media fatigued, consumers. Three data integration projects are shared as case studies.

Bonnâe Ogunlade
Insights Director, Carat, Singapore
Senior Analytics and Planning Director, Carat, China

Presentation: Case study

15:50 - 16:10
15:50 16:10

How Can a Chinese Manufacturer Discover their International Customers through integrated methodologies? EN Ballroom

Ballroom

Creating a lens into international markets by layering technology-enabled research to discover deeper, richer insights

Target consumers for many Chinese manufacturers are based internationally, and accessing an accurate view of their audience is more imperative than for those living in the same culture as their market. As Chervon expands further into the US and Canada with the plan for the first battery powered ride on lawn mower, the need for consumer data in the form of tangible, actionable insights was identified. The geographical disconnect is the case for many Chinese manufacturers. As trade agreements face tension under the new US presidency, it has never been more imperative to understand the audience and maximise market share for the future.

At the same time, technology is making it easier to enhance insights by tapping into what consumers do, not just what they feel.

Alex Tu
Market Insight Manager, Chervon, China
Jeff Tsui
Commercial Vice President - Greater China, Lightspeed, China

Presentation: Case study

16:10 - 16:30
16:10 16:30

Big Data, AI, Machine Learning and Behavioural Science EN Ballroom

Ballroom

The case of healthcare and energy efficiency and other sectors

Over the last three years, the deep learning version of machine learning has made more inroads into learning systems than all the artificial intelligence ever developed, particularly to understand image, voice and language processing, etc. The defining characteristic and strength of 'supervised' machine learning systems is their ability to 'see' patterns that humans cannot because they are hidden in massive amounts of data (with little signal and lots of noise). This paper presents a range of insights and their implications for commercial or public policy that are directly drawn from a process of confronting machine generated patterns (from classification trees as a frequent form of supervised machine learning and Bayesian networks) with behavioural science principles from cognitive and social psychology, decision neuroscience and bioenergetics/neurophysiology.

Bart Langton
Head of Marketing, Ipsos, New Zealand
Director of Behavioural Science, Ipsos, Australia

Presentation: Case study

16:30 - 16:45
16:30 16:45

Discussion Ballroom

Closing & Awards
16:45 - 17:20
16:45 17:20

The Challenges That the Chinese Market Brings to the Auto Financing Company EN Ballroom

Ballroom

An insight into some of the business challenges that we have encountered in trying to develop a rapidly growing Auto Financing Company in China, particularly in an environment of increasing legislative compliance and a changing customer demographic.

Brian Williams
Keynote speaker Managing Director, FCA Automotive Financial, China

Keynote

17:20 - 17:25
17:20 17:25

Programme summary EN Ballroom

Ballroom

Lifeng Liu
Programme Committee Chair Chairman and CEO, China Region, Ipsos, China
17:25 - 17:30
17:25 17:30

Closing EN Ballroom

Ballroom

Finn Raben
ESOMAR Director General
Niels Schillewaert
ESOMAR President
17:30 - 18:00
17:30 18:00

Farewell drinks Exhibition

Exhibition

17:40 - Prize draw at the stage next to the GMO stand