Programme
VIP Networking & Heineken Experience Tour
Conference Registration
Opening
Introduction to the programme & guest speaker
Tequila Clase Azul: From Insights to Luxury
Introduction
Insights, BI, Customer Intimacy: An experience from within international digital pure players
Introduction
Discovering a Nation Within a Nation
Merging strategy & analytics, and using AI to predict new trends for a profitable business whitespace
As internet reach and e-com penetration continue to increase in India, learn how the country’s biggest fashion etailer combined everything from behavioural analytics to Google hangout discussions to AI and social listening to leverage important business decisions.
How to Improve the ROI of the Market Research Function
In the international market there is a shift from a "research and data delivery" role, to a "decision support" role. Hear how Heineken better focussed and sped up the "insights to decision" time and how this led to more space for strategic decision making.
Introduction
Integrating Agile Research Techniques and the Impact on Quality
Most companies these days are changing the way they work towards "lean" and "agile". This requires more and faster feedback loops and provides new challenges to the Market Research function. Agile research techniques can help to support the transformation, but of course they come with pros and cons: speed is increased but in terms of quality we need to be aware of the shortfalls.
Crafting Quality Insights
Introduction
Here to Create – Consumer Centricity Fuels Creation Process
For the adidas brand consumer centricity and consumer-centric creation is the key enabler for growth and commercial success.
It is the brand's defined target to set new standards not only regarding tech innovations but also product and service design. This makes consumer centricity an essential building block of the brand and corporate strategy. In order to get there adidas has revamped its structures, KPIs, but first and foremost the overall creation process and the staff’s patterns of thinking about key consumers.
During the presentation we want to share an insight into the adidas way to create an ‘insight to action’ culture in a highly complex, fast-moving industry and how this change comes to life via processes, language and tools.
Think Forward Initative
What are the ambitions and challenges of the Think Forward Initiative? Which approach do we have (in mind) to tackle decision-making challenges that people have and will have, especially related to future developments (5-10 years ahead)?
How can we organise impactful innovation and practical solutions based on research? What is the idea behind an open-source/collaborative approach, and what are some of the dilemmas and challenges? How could creation and dissemination of ideas/interim work from academic and practical research be organised, in such a way that it serves society?
Reality is an Opinion: The Impact of Machines on What Is True
Intelligent machines, like IBM Watson and Google alphago, are increasingly challenging humans at highly cognitive tasks. However, few people are aware that these machines are not perfect. They make mistakes and can even become racist, sexist and biased. In this talk, Robert-Jan will zoom in on the fundamental technology behind AI and why we should handle these systems with care.
Programme summary & closing
ESOMAR Member Finn Raben
Director General, ESOMAR, Netherlands
Finn Raben is a "third culture child" who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently.
He has spent most of his working career in Market Research, and prior to joining ESOMAR, had worked at Millward Brown IMS in Dublin, AC Nielsen, TNS and most recently at Synovate.
Finn is a passionate fan and advocate for the research community in all its guises - analytics, research, insight and consultancy - and works very closely with the ESOMAR Council to ensure our Society is "fit for purpose" for both the current, and next, generation of researchers.....#IAMAPROUDMARKETRESEARCHER
Finn is an ex Officio Director of MRII, the online educational institute partnered with the University of Georgia (USA); he serves as an external examiner at the International School of Management in Avans University (Breda, NL) and has recently been invited to join the advisory board for the Master’s of Marketing Research programme at Southern Illinois University Edwardsville.
Sessions:
ESOMAR Member Niels Schillewaert
ESOMAR President / Managing Partner USA and co-founder, InSites Consulting, United States
Prof. Dr. Niels Schillewaert is Professor of Marketing at the Vlerick Leuven Gent Management School and Managing Partner and Director of ForwaR&D Lab at InSites Consulting, a full service online market research company. He has been an ESOMAR member since 2006 and recently served as the ESOMAR Belgian Representative for two years.
Niels holds a Masters in Marketing and Ph.D. in Applied Economics and serves as an ISBM Research fellow at Penn State University. He was awarded for his research several times and has been published at ESOMAR as well as in leading scientific journals such as The Journal of Marketing, The International Journal of Research in Marketing, Journal of Services Research, Industrial Marketing Management, The Journal of Business Research, The Journal of the Market Research Society and Information & Management.
Sessions:
ESOMAR Member Sjoerd Koornstra
Global CMI Manager Capabilities Global Commerce, HEINEKEN International, Netherlands
Sjoerd Koornstra is Global CMI Manager Cider at Heineken International. He is globally responsible for market research concerning Cider as well for the Global Brand Health tracking in more than 100 markets for Beer, Cider and CSD. He has broad international experience in developing as well as developed markets and has been in several market-research-related areas for more than 25 years. Sjoerd has held international positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He has a master's degree in applied econometrics in business administration.
Sessions:
Programme Committee
Product Market Research
Daniel Jenkinson currently heads the EMEA brand planning and insights function for PayPal. He is based in Luxembourg and before that was in the US. Prior to joining PayPal he was a Global VP for Segmentation at Nielsen, based in the San Francisco bay area.
ESOMAR MemberGlobal CMI Manager Capabilities Global Commerce
Sjoerd Koornstra is Global CMI Manager Cider at Heineken International. He is globally responsible for market research concerning Cider as well for the Global Brand Health tracking in more than 100 markets for Beer, Cider and CSD. He has broad international experience in developing as well as developed markets and has been in several market-research-related areas for more than 25 years. Sjoerd has held international positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He has a master's degree in applied econometrics in business administration.
Global Vice President - Consumer & Market Insight
Pradeep is the Global Vice President – Consumer & Market Insight (CMI) for Market Clusters, since 1 January 2014. In this role, he is responsible for managing a team of Brand Building CMI managerial resources spread across 7 regional market clusters, in over 50 countries.
Pradeep graduated in mechanical engineering in Bangalore, India, after which he graduated from the Indian Institute of Management (IIMB) with four gold medals in marketing & finance, and a strong passion for market research. This is when Pradeep switched tracks and moved to the market research area, which has been his passion ever since.
Pradeep joined Unilever in 1993 and has held a variety of positions, including: Head of Market Research for Hindustan Lever Ltd; Vice President – CMI for Asia; Global VP CMI for Home & Personal care categories, based in London and leading the CMI function for D&E markets – Asia, Africa, Middle East, Russia and LATAM from 2009-2013.
Before joining Unilever, Pradeep was Head of MR & MIS for Titan industries in India, a market leader in watches and premium jewelry. Prior to that, he was Head of Market Research for TVS Suzuki Ltd in India, researching motorbikes, scooters and mopeds.
Pradeep is a member of ESOMAR and MRS UK, also representing Unilever in their partnership with the Asian Consumer Insight Institute (ACI), Singapore.
Euromonitor International is the world's leading independent provider of strategic market research. We create data and analysis on thousands of products and services around the world.
For more information, visit http://www.euromonitor.com
Research & Results publishes leading market research media in print, online and mobile: Research & Results magazine, StudioGuide (viewing facilities), DigitalGuide, web sites and an email newsletter. The annual Research & Results show is the leading international trade show for market research. The two-day show takes place in Munich, Germany, every October. Companies from Germany and abroad present their products and services. Experts present in workshops the latest topics and trends in the industry. Admission is free for registered professionals.
For more information, visit http://www.research-results.com/
Based in the original Amsterdam brewery, The Heineken Experience is a multi-sensory journey through the fascinating world of Heineken.
For more information, visit http://www.heineken.com
With award-winning online services, publishing and conference divisions, - Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.
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