13:00 - 20:00
13:00 20:00


14:00 - 17:00
14:00 17:00

TRAINING | Archetypes

And how they influence good quality storytelling and persona's

Workshop overview:
Descartes, Kant and more specifically Carl Gustav Jung made the distinction between empirical and basic intellect. The distinction was made to better understand the complexity of human behaviour. Empirical intellect can be observed and measured, but the basic intellect does not visually exist, yet is present in all cultures, it changes slightly in interpretation over time and in its context.

The patterns are always there and play an often underestimated role in our personality development and decision making.

Today storytelling and developing Persona's has become popular in our industry, but the much more extensive usability of the archetypes is unknown and for that reason not popular among (qualitative) market researchers. Good quality storytelling and persona's all find their basis in these archetypes.

During this workshop, we will discuss how the 12 archetypes can and should be used by brands, companies but also by public personalities or politicians. Using examples and hands on exercises, we will illustrate how a strong archetype can give clear direction and consistency to business and social institutions.

We will also look at the subject of persuasion tactics. Archetypes and persuasion tactics are related. There are 17 persuasion tactics which can help brand, business and society to make a clear case and convince others of their thinking or product.

In this highly interactive session learn what archetypes and persuasion can mean to you, your clients and your business.

Frits Spangenberg
Workshop leader Founder, Motivaction International, Netherlands
Roel Schoemaker
Workshop leader Business Development Director, Motivaction International, Netherlands
Sander Kluiters
Workshop leader Principal Strategy Consultant, Motivaction International, Netherlands
17:00 - 19:00
17:00 19:00

Let’s CLlCK! (Clients Learning & Inspiring Clients with Knowledge)

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

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

Welcome reception

Opening & Welcome


Introduction to the programme

Mina Sfondilis
Programme Committee Chair Director of Global Qualitative Research, PepsiCo, United States
Challenging Bias For Better Bottom LinesDiscover how empathy and different styles of doing business can positively impact your profit.

Bias: Three Fingers Pointing Back!

Rather than casting outward to diagnose bias, we must actively cultivate empathy as a tool to prevent bias

What do Pearl Harbor, drunk Germans, and highly stressful situations have to do with bias and empathy? A lot! Come to this interactive presentation to find out.

Katja Cahoon
Managing Founder, Beacon Insight, United States

Presentation: Thought-leadership / call-to-action

Digesting Glocal

A feminine perspective

When perspective increases the impact of cross-cultural research on the bottom line.

Brisa Cristina Correa de Araujo
Partner / Innovation Consultant, Oceanwise Innovation, Mexico
Jill Jefferis
Project Manager - Qualitative Research, Vitamix Corporation, United States
María Barrera Moreno
Partner / Business Consultant, Oceanwise Innovation, Mexico

Presentation: Research industry challenge

Fantastic Failures“If you are not failing, you are not innovating enough” – Elon Musk - Join us for an interactive discussion on how industry innovators have dared to experiment, crashed and burned, and learned how to move forward…

Fail Again, Fail Better

Lessons and advice from both client and agency-side adventures

More speakers to be confirmed shortly…

Head of Qualitative, Jigsaw Research, United Kingdom (GB)

Presentation: Thought-leadership / call-to-action

Back To Business (part 1)From cultural challenges in emerging markets to low-involvement categories to disengaged workers and clients, hear from leading global brands on their latest successes in overcoming these obstacles.

UMOJA - A Story of Innovation and Unity

A story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how innovative mobile qual is helping Diageo teams make better business decisions routed in local culture.

Gavin Holt
Senior Research Director, Join the Dots, United Kingdom (GB)
Paul Thomas
Head of Consumer Planning Africa Regional Markets, Diageo, United Kingdom (GB)

Presentation: Case study

Uncovering Insights to Drive More Intuitive Consumer Communications

Discover how an online consumer blog is used to uncover insights for a new-to-the-world benefit, and how to engage a wide range of business partners so the learnings are integrated into a creative process and embedded in multiple touch points.

Dogus Sipahioglu
Consumer & Market Insights Group Manager, Duracell International Operations, Switzerland

Presentation: Client topic

How to Innovate Within a Mature Category

5 years’ worth of fresh innovation insights in a mature category

Jose Santiago
Global Consumer Marketing Fabric Care Manager, IFF - International Flavors & Fragrances, Netherlands
Marieke Boers
Senior Qualitative Researcher, Winkle, Netherlands

Presentation: Case study

Great Scott!Now that’s a good idea! Unique, out-of-the-box thinking for a little extra inspiration.

How to Use Guided Meditation to Achieve Research Nirvana

How using spiritual methods can lead to new, undiscovered parts of the consumer psyche

They say context is key. What if losing the context is the key? Leave the category behind and understand the brand's soul - its values, philosophy and ethos. We tried this and found a way to align with our audience.

Presentation: Methodological innovation

Super-diversity Research

Losing the toxic legacy of targeting through cultural friction research

If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: it's the age of hyper diversification. Danone Mexico and DLR joined forces to leverage, rather than tame cultural friction.

Presentation: Case study

Breaking News!

What qualitative research can learn from the media

The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples’ lives. What can we learn from this to increase our impact and relevance as qualitative researchers?

Presentation: Research industry challenge

Untapped SuperpowersMillennials? Nah! We’ve got way more interesting, future-forward consumer segments for you to explore...

Hello Quintastics!

A new vision on 50plus marketing: a bold approach to target group research leading to contemporary faces of people in their fifties

How a bold approach to traditional qualitative research launched an entirely new target group and encouraged fellow researchers to rethink what qual can do.

Liesbeth Gerritsen
Research Director, MARE Research, Netherlands
Sandra van Vemden
Research Manager, MARE Research, Netherlands

Presentation: Case study

Helping Introverts Open Up

A simpler pathway to understand this relatively silent but very powerful consumer segment


Arfa Syed
Account Manager, Kantar Millward Brown, Pakistan

Presentation: Research industry challenge

“Erotic Capital” as a Platform for Innovation and Communication

Supporting brands in addressing the female target audience with a customer experience focus

Emma Watson has it but it's rather easier at 27. Madonna still has it at 58. Erotic capital is a personal asset everyone uses to achieve given goals. So why not to build a platform based on this asset to innovate and communicate with your female target audience.

Qualitative Department Director, GNResearch, Italy

Presentation: Case study

Back To Business (part 2)From agile to immersion and interviews, hear from two brands on their latest successes in better connecting to their consumer.

“My Court – New Paradigms In Shopping Centers”

A journey of discovery defining and developing different and meaningful retail spaces

My court: a tangible transformation from B&M to a dynamic and living space.

Alisson Avila
Managing Partner Couture, Couture, Portugal
Diogo Teixeira
Managing Partner Couture, Couture, Portugal
Rafael Pelote
Head of Market Intelligence, Sonae Sierra, Portugal
Tatiana Romao
Market Research Manager, Sonae Sierra, Spain

Presentation: Case study

Vegetables That Rock

How an entire strategic revolution emerged from a cultural anthropological approach

The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level.

Emmanuelle Cousy
European Marketing Director Food Service, Bonduelle Food Services, France
Jeanne Carré
Managing Director, insight europe, Germany

Presentation: Case study

Tomorrow’s Reality TodayWhat are the tools of tomorrow? Get a glimpse of what’s being tried today and how you can incorporate it into your work.

The New Visual Language of Brands

How consumers create brand meaning in the social media age

Every brand should tell a short story because every consumer intuitively seeks a story: discover what drives a compelling story, how to tell it effectively and how to change consumer minds.

Presentation: Methodological innovation

We Have Seen the Future…

Fast forward to more contextual, agile and smarter qualitative research

Bots are taking over moderation and analysis, snappy chat conversations are the new preferred communication mode by consumers and research will happen in the consumer context. Join us in journey together with Heineken and get a glimpse on the future.

Presentation: Methodological innovation

Beyond the Hype

Virtual reality as a campaign game changer

Presentation: Case study

“Your Future is Whatever You Make it” – Emmett (Doc) BrownDiscover why to, how to and when to automate. And whether automation really is the future or if we have other options…

(Wo)Man Vs Machine; From Competition to Collaboration

Choosing our battles; knowing when to think and when to automate

Cost and speed are key issues for qual yet clients increasingly expect video. How do we bridge this gap? Which corners can be cut? This session offers practical insights for qualitative researchers struggling to identify if, how and when to automate.

Presentation: Research industry challenge

Solving The Wicked Problems of the Future

Deep design

We have harnessed technology and automation to reach the peak of solving for external problems, such as convenience and efficacy. Paradoxically, as the external world neatens, we have seen the rise of inner entropy, with an increased articulation of unhappiness, disillusionment, and disconnection. This chaotic modern narrative highlights the limited powers of the automated world, and the urgent need for a new design and way of thinking...

Tirthankar Dash, Quantum Consumer Solutions, Singapore

Presentation: Thought-leadership / call-to-action

Closing & Awards

Programme summary

Best Qualitative Paper - Peter Cooper Excellence Award

Sponsored by QRi Consulting, the Best Qualitative Paper - Peter Cooper Excellence Award honours the late Peter Cooper and his contribution to qualitative research. The award carries a prize of EUR 1,500 and a nomination towards ESOMAR Excellence (best paper overall), delivered at the annual Congress.

Presented by:

Simon Patterson
CEO, QRi Consulting, United Kingdom (GB)