On Monday, 6 November and Tuesday 7 November, the programme starts at 09:00 sharp and ends around 17:30.



14:00 - 20:00
14:00 20:00


14:30 - 17:30
14:30 17:30

TRAINING | Exploring Archetypes
How they (and persuasion) drive perceptions and narrativeFrits Spangenberg [Motivaction International]; Roel Schoemaker [Motivaction International]; Sander Kluiters [Motivaction International]

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
18:00 - 19:00
18:00 19:00

Let’s CLlCK! (Clients Learning & Inspiring Clients with Knowledge)
A meet-up for research buyers (only) to network and share best practice on trending challenges in an informal and private setting

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

Welcome reception

Opening & Welcome
09:00 - 09:10
09:00 09:10


09:10 - 09:20
09:10 09:20

Introduction to the programme
Mina Sfondilis [PepsiCo]

Mina Sfondilis
Programme Committee Chair Director of Global Qualitative Research, PepsiCo, United States
09:20 - 09:35
09:20 09:35

KEYNOTE | Why Ideas Matter More Than Ever
Alastair Donald [Institute of Ideas]

"The evidence shows..." has become an increasingly common term over recent years. Where political vision or moral conviction might once have been valued, today we seem to be drowning in evidence bases, statistics and spreadsheets. Big Data and behavioural economics are fashionable, while in the so-called post-truth society corporations, policy makers or public agencies seem ever more reluctant to take decisions or even make statements without citing ‘the evidence’ or ‘the science’. But as the dominant role of experts comes in for criticism, are there dangers of succumbing to a statistics led approach to the future? What is the place for ideas, debate, political engagement and contestation?

Alastair Donald
Keynote speaker Associate Director, Institute of Ideas, United Kingdom


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


Challenging Bias For Better Bottom LinesDiscover how empathy and different styles of doing business can positively impact your profit.
09:50 - 09:55
09:50 09:55

Jose Enrique Tocasuche [Canadian Bank Note Company]

Jose Enrique Tocasuche
Session chair Market Insights Manager, Canadian Bank Note Company, Canada
09:55 - 10:15
09:55 10:15

Bias: Three Fingers Pointing Back!
Rather than casting outward to diagnose bias, we must actively cultivate empathy as a tool to prevent biasKatja Cahoon [Beacon Insight]

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

10:15 - 10:35
10:15 10:35

Digesting Glocal
A feminine perspectiveBrisa Cristina Correa de Araujo [Oceanwise Innovation]; Jill Jefferis [Vitamix Corporation]; María Barrera Moreno [Oceanwise Innovation]

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

10:35 - 10:50
10:35 10:50


10:50 - 11:05
10:50 11:05

Networking game

11:05 - 11:45
11:05 11:45

Networking break

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…
11:45 - 11:50
11:45 11:50

Mina Sfondilis [PepsiCo]

Mina Sfondilis
Session chair Director of Global Qualitative Research, PepsiCo, United States
11:50 - 12:10
11:50 12:10

Fail Again, Fail Better
Lessons and advice from both client and agency-side adventuresPeter Totman [Jigsaw Research]

More speakers to be confirmed shortly…

Peter Totman
Head of Qualitative, Jigsaw Research, United Kingdom

Presentation: Thought-leadership / call-to-action

12:10 - 12:40
12:10 12:40


12:40 - 14:10
12:40 14:10


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.
14:10 - 14:15
14:10 14:15

Andrew Vincent [Waves]

Andrew Vincent
Session chair Director, Waves, United Kingdom
14:15 - 14:35
14:15 14:35

UMOJA - A Story of Innovation and Unity
Gavin Holt [Join the Dots]; Paul Thomas [Diageo]

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
Paul Thomas
Head of Consumer Planning Africa Regional Markets, Diageo, United Kingdom

Presentation: Case study

14:35 - 14:55
14:35 14:55

Generate Insights on How to Communicate a Brand New Product Benefit in Consumer Intuitive Way
Daniela Chiaravalle [Duracell International Operations]; Dogus Sipahioglu [Duracell International Operations]

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.

Daniela Chiaravalle
Strategy and Insights Associate Manager, Duracell International Operations, Switzerland
Dogus Sipahioglu
Consumer & Market Insights Group Manager, Duracell International Operations, Switzerland

Presentation: Client topic

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

How to Innovate Within a Mature Category
5 years’ worth of fresh innovation insights in a mature categoryJose Santiago [IFF - International Flavors & Fragrances]; Marieke Boers [Winkle]

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

Presentation: Case study

15:15 - 15:30
15:15 15:30


15:30 - 16:10
15:30 16:10

Networking break

Great Scott!Now that’s a good idea! Unique, out-of-the-box thinking for a little extra inspiration.
16:10 - 16:15
16:10 16:15

Akiko Hoshi [INTAGE]

Akiko Hoshi
Session chair Senior Analyst, INTAGE, Japan
16:15 - 16:35
16:15 16:35

How to Use Guided Meditation to Achieve Research Nirvana
How using spiritual methods can lead to new, undiscovered parts of the consumer psycheDevika Johar [The Third Eye]; Sushma Panchawati [The Third Eye]

Spiritual practices often lead to introspection and perspective. We explored the method of guided meditation to help balding men unlock their deepest fears around hair loss using some of these techniques, which led us to some unexpected insights.

Devika Johar
Associate Research Manager, The Third Eye, India
Sushma Panchawati
Partner, The Third Eye, India

Presentation: Methodological innovation

16:35 - 16:55
16:35 16:55

Super-diversity Research
Losing the toxic legacy of targeting through cultural friction researchAdelina Vaca [De La Riva Group]; Alfredo Troncoso [De La Riva Group]

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.

Adelina Vaca
Head of Anthropology, De La Riva Group, Mexico
Head of Semiotics and Syndicated Studies, De La Riva Group, Mexico

Presentation: Case study

16:55 - 17:15
16:55 17:15

Breaking News!
What qualitative research can learn from the mediaShobha Prasad [Drshti Strategic Research Services]

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?

Shobha Prasad
Director, Drshti Strategic Research Services, India

Presentation: Research industry challenge

17:15 - 17:30
17:15 17:30


18:15 - 20:00
18:15 20:00

Surprise Porto Experience Hosted by Blue Opinion
Join us for an extra bit of networking, and a memorable conference experience!

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

Networking game

Untapped SuperpowersMillennials? Nah! We’ve got way more interesting, future-forward consumer segments for you to explore...
09:10 - 09:15
09:10 09:15

Andrew Vincent [Waves]

Andrew Vincent
Session chair Director, Waves, United Kingdom
09:15 - 09:35
09:15 09:35

Hello Quintastics!
A new vision on 50plus marketing: a bold approach to target group research leading to contemporary faces of people in their fiftiesLiesbeth Gerritsen [MARE Research]; Sandra van Vemden [MARE Research]

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

09:35 - 09:55
09:35 09:55

Helping Introverts Open Up
A simpler pathway to understand this relatively silent but very powerful consumer segmentArfa Syed [Kantar Millward Brown]


Arfa Syed
Account Manager, Kantar Millward Brown, Pakistan

Presentation: Research industry challenge

09:55 - 10:15
09:55 10:15

“Erotic Capital” as a Platform for Innovation and Communication
Supporting brands in addressing the female target audience with a customer experience focusCinzia Paterlini [GNResearch]; Elena Bucci [GNResearch]

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.

Cinzia Paterlini
Qualitative Department Director, GNResearch, Italy
Elena Bucci
Milan Office Director, GNResearch, Italy

Presentation: Case study

10:15 - 10:30
10:15 10:30


10:30 - 11:10
10:30 11:10

Networking break

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.
11:10 - 11:15
11:10 11:15

Jose Enrique Tocasuche [Canadian Bank Note Company]

Jose Enrique Tocasuche
Session chair Market Insights Manager, Canadian Bank Note Company, Canada
11:15 - 11:35
11:15 11:35

Vegetables That Rock
How an entire strategic revolution emerged from a cultural anthropological approachAgnieszka Mazurek [Bonduelle]; Jeanne Carré [insight europe]

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.

Agnieszka Mazurek
Marketing Manager, Bonduelle, Poland
Jeanne Carré
Managing Director, insight europe, Germany

Presentation: Case study

11:35 - 11:55
11:35 11:55

“My Court – New Paradigms In Shopping Centers”
A journey of discovery defining and developing different and meaningful retail spacesAlisson Avila [Couture]; Diogo Teixeira [Couture]; Rafael Pelote [Sonae Sierra]; Tatiana Abreu Romão [Sonae Sierra]

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 Abreu Romão
Market Research Manager, Sonae Sierra, Spain

Presentation: Case study

11:55 - 12:10
11:55 12:10


12:10 - 13:40
12:10 13:40


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.
13:40 - 13:45
13:40 13:45

Mina Sfondilis [PepsiCo]

Mina Sfondilis
Session chair Director of Global Qualitative Research, PepsiCo, United States
13:45 - 14:05
13:45 14:05

The New Visual Language of Brands
How consumers create brand meaning in the social media ageNick Gadsby [The Answer: the Culture Value Agency]

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.

Nick Gadsby
Founder and Owner, The Answer: the Culture Value Agency, United Kingdom

Presentation: Methodological innovation

14:05 - 14:25
14:05 14:25

We Have Seen the Future…
Fast forward to more contextual, agile and smarter qualitative researchAnnelies Verhaeghe [InSites Consulting]; Sophie Van Neck [InSites Consulting]

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.

Annelies Verhaeghe
Managing Partner, InSites Consulting, Belgium
Sophie Van Neck
Research Director, InSites Consulting, Belgium

Presentation: Methodological innovation

14:25 - 14:45
14:25 14:45

Beyond the Hype
Virtual reality as a campaign game changerJim Mott [BAMM]

Jim Mott
Director of Research, BAMM, United Kingdom

Presentation: Case study

14:45 - 15:25
14:45 15:25

Networking break

“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…
15:25 - 15:30
15:25 15:30

Anne-Sophie Damelincourt [Blue Lemon]

Anne-Sophie Damelincourt
Session chair ESOMAR Council Member / Founder & Owner, Blue Lemon, France
15:30 - 15:50
15:30 15:50

(Wo)Man Vs Machine; From Competition to Collaboration
Choosing our battles; knowing when to think and when to automateSamantha Bond [SKIM]

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.

Samantha Bond
Research Manager, SKIM, Netherlands

Presentation: Research industry challenge

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

Deep Design to the Rescue
Solving wicked problems of the futureSharanya Sitaraman [Quantum Consumer Solutions]

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

Sharanya Sitaraman
Consumer Insight Specialist, Quantum Consumer Solutions, Singapore

Presentation: Thought-leadership / call-to-action

16:10 - 16:25
16:10 16:25


Closing & Awards
16:25 - 16:30
16:25 16:30

Best Qualitative Paper - Peter Cooper Excellence Award
Simon Patterson [QRi Consulting]

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
16:30 - 17:00
16:30 17:00

KEYNOTE | Your Computer Will Use YOU
David Carvalhão [Vigil365]

In this talk David will guide you through the tortuous mind of the terrorist know as The Unabomber as an entry point to the construction of cognitive model for the impact of technological evolution in human society and what role you may play in it.

David Carvalhão
Keynote speaker Partner, Vigil365, Portugal


17:00 - 17:10
17:00 17:10


17:10 - 17:15
17:10 17:15

Programme summary
Mina Sfondilis [PepsiCo]

Mina Sfondilis
Director of Global Qualitative Research, PepsiCo, United States
17:15 - 17:25
17:15 17:25

Finn Raben [ESOMAR Director General]

Finn Raben
ESOMAR Director General
17:25 - 18:00
17:25 18:00

Farewell drinks

ESOMAR is dedicated to creating a welcoming, respectful, safe experience and environment for everyone: