Programme

Filter

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

MASTERCLASS | Presenting in Asia

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 Dangjaithawin (Orm) Anantachai of INTAGE who speaks Thai and English. This masterclass is first offered to APAC 2018 speakers and remaining places are then offered to delegates on a first come first served basis. If you would like to attend, please email Magda at events@esomar.org.

“The masterclass was a great session for presenters at ESOMAR to brush up on how to make their presentation impactful. The tips on managing different audiences (native English speakers vs. non-native English speakers) were very useful for people like me who use English as a second language. I am sure that the masterclass with Ray for the presenters at ESOMAR will definitely help them be ready to be on the stage with confidence.”
- Noriko Nakano, Nihon L’Oreal, Japan (participant of 2017 masterclass and speaker at APAC 2017)

Dangjaithawin (Orm) Anantachai
COO and Managing Director, INTAGE, Thailand
Ray Poynter
Managing Director, The Future Place, United Kingdom (GB)

Masterclass

16:00 - 19:00
16:00 19:00

Let's CLICK! (Client Learning & Inspiring Client with Knowledge)

A meet-up for research buyers (only) to network and share best practice in an informal private setting.
Clients can indicate they will attend this complimentary discussion session on the form when they are registering for the conference.

19:00 - 21:00
19:00 21:00

Welcome reception

KEYNOTE | From Buddha Bar to Buddha’s Brain

How mindfulness revolutionises our life and the way we work

Living in this increasingly VUCA world where digital disruption occurs every day is not very brain-friendly. Fortunately, there is a tool to help us find peace of mind and, as a by-product, perform better at work. A brief mindfulness practice will also be included in the presentation.

Dr. Nash Siamwalla Author, Meditation Instructor, Coach

Keynote

Drive Tomorrow, Today

The future is VOICE

How is voice technology changing the world for consumers and brands?

Voice technology is changing the world. It redefines how we communicate and creates new meaning in human and machine relationships. Using multiple techniques, we explore why voice matters and how brands can ignite growth from voice technology.

Prachawan Ketavan, JWT, Thailand
Arpapat Boonrod, Kantar Insights, Thailand

Presentation: Thought leadership

Digital Immersion

What’s next in augmented reality and virtual reality?

Tan Li Ching, Nielsen, Malaysia

Presentation: Case study

Breaking the Bubble Around Us

Using an AI platform to understand the narratives around market research

2017 has been a year of huge debate as to how AI will affect us all. 2018 will be a year when we see more practical applications. But what if we could use AI to assess what the world really thinks about MR in terms of its image, value and reputation? The problem with asking clients or colleagues is that we all live inside biased media bubbles where we read what we want to read, hear what we want to hear. What if AI can tell us the truth about our own industry in a bubble free assessment…

Dave McCaughan, Ai.agency, Thailand

Drive Brand Growth (Capsule 1)

Application of NUDGE to Improve Re-Launch Success

In a world where the majority of brand re-launches are not successful, we look at a novel application of NUDGE, a Behavioral Sciences approach that can dramatically improve chances of relaunch success. We implemented small ideas in-market to help consumers migrate to the new brand. Initial business results (Dec 2017) have been very positive.

Ramanathan Vythilingam, Unilever, Singapore

Presentation: Client view

Identifying and Sizing Growth Opportunities for Brands Through Mapping the Consumer Journey

Linking up what consumers see, think, experience and do

The Consumer Decision Journey is one of the most researched areas in the marketing community. However, it's still a challenge for many companies to transform insights obtained through this model into actions that deliver revenues. To truly leverage the power of consumer data and turn it into impactful marketing results, we have developed a framework to bridge data on what consumers are seeing, thinking, experiencing and doing to offer a total view of the consumer journey. Based on the framework, we have also built an analytical engine that takes in current and historical data of hundreds of brands in Asia. Through this engine, we can track and monitor how well brands are converting consumers through the value chain and rapidly identify and size (in dollar terms) the opportunities for revenue growth and what brands must do to unlock them.

Yee Mei Chan, Kantar, Singapore
Hernan Sanchez, Kantar Worldpanel, Singapore

Presentation: Thought leadership

Drive Change

Change the Relationship Between Suppliers and Clients

The initiative in the Japanese marketing research industry

As in everywhere in the world, the relationship between Japan MR suppliers and clients has always been the same. Clients put issues on the table to call for solutions, suppliers develop and provide solutions, and clients assess to see if they are acceptable or not. Neither end is satisfied with it. Suppliers complain that clients are not open to new ideas, while clients do so by saying that suppliers do not come up with ideas fitting to their particular problems. Clients are claiming the supplier quality is getting worse, while suppliers are responding that clients want cheaper solutions.
Acknowledging the dissatisfaction, a group of Japanese clients and MR firms voluntarily got together and formed a group to discuss the problems and issues common across the industry.
The presentation will inspire the audience to start changing their mind-set on both the roles shared by and the relationship between suppliers and clients in the MR industry, illustrating what was done by the initiative in the Japanese MR society, driven by a group of industry leaders from both suppliers and clients getting together to make proposals for primary issues and problems in the industry.

Naoki Takahashi, Nissan Motor Co, Japan

Presentation: Call-to-action

MASTERCLASS | Finding the Story in the Data

In this session Ray will highlight techniques that help identify and unlock the story hidden inside data. To help bring the session to life, Ray will take the last few ESOMAR Global Market Research Reports and show how new insight and key stories can be identified, with a focus on APAC stories.

Ray Poynter
Managing Director, The Future Place, United Kingdom (GB)

Masterclass

Drive Brand Growth (Capsule 2)

In Pursuit of Happiness

‘Single Customer View’ driving Business Excellence

The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'.  Our belief is that a data-led, richer knowledge of customers & consumption patterns across diverse categories will be able to drive insight-led cross-functional decision making in 'business critical' areas - decisions that will directly impact Revenue & Margin upsides. Having successfully celebrated India's artisanal & craft traditions for over 60 years, Fabindia knows what got it here may not take it much further. By investing in its institutional capacity on Customer Centricity, it is confident about growing 3x over 5 years in one of the world's most exciting & fastest growing economies.

Karan Kumar, Fabindia, India
Surabhi Talwar Sekhar, Fabindia, India

Presentation: Client view

Pricing of Enormous Number of Features

Not a problem anymore!

The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged.  The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.

Surbhi Minocha, Kantar IMRB, India
Vasudha Kumar, Kantar IMRB, India

Presentation: Methodological innovation

Whoo needs research? Whoozini.com does!

Developing an MR mobile app for a social network mobile app

'Whoozini.com’, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!

Kaustuv Mukherjee, Whoozini.com, USA
Shawn (Sreejit) Roy, Tangrine Insights, Singapore

Presentation: Methodological innovation

INTERACTIVE | If Only I Had the Question

An interaction to discover what you really wish you had asked

Every researcher regrets that one question they wish they had asked and did not! Who knows why. Bad timing, just forgot, realised afterwards, inexperience, things have changed. Loads of reasons. Time to clear that regret, share and learn.

Dave McCaughan, Ai.agency, Thailand

What Drives People?

Tell Me What You Like & I'll Tell You Who You Are

Harnessing the science of influencer marketing to make sense of society

We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?

Nastasha Francesca Jimenez, The EON Group, Philippines

Presentation: Thought leadership

Research to the Rescue

How market research can direct ivory demand reduction strategies, saving elephants from imminent extinction

Demand for ivory in China has risen dramatically in recent years due to rising affluence and travel. Ivory is traditionally being regarded as precious and prestigious. Our challenge is to make it socially undesirable and change consumer perceptions.

Li Chenyang, TRAFFIC / WWF, China
Wander Meijer, GlobeScan, Hong Kong

Presentation: Call-to-action

MASTERCLASS | Semiotics in Asia

Join this masterclass to discover why the world’s most successful brands are using semiotics to do much more than inspire and guide communication strategies. Semiotics is increasingly used to supercharge traditional methodologies, inspire sensory brand worlds and drive product innovation. This Masterclass will reveal how the essential tenets of semiotics are being re-applied to challenging and unusual business questions, and how the methodology is impacting the future of branding in Asia Pacific. 

Please note that ESOMAR also offers a 1 day and a 2 days Semiotics training Bootcamp in Bangkok (same week, same venue) on 16 & 17 May. This is not included in the APAC 2018 registration, but visit here if you also wish to attend.

Masterclass

Drive Industry Excellence

Data Integration and the Future of Market Research

The changing face of market research: Is automation really the future and how do we get there?

While the use of automation for text and data analysis, charting, or sampling continues to grow, not everyone is convinced. We will explore how market research needs to create situations where automation leads to a change in the way research is done.

Elizabeth May, Research Now, Australia

Presentation: Industry challenge

Lack of Engagement? Artificial Intelligence to the Rescue!

Two approaches to reduce nonresponse in surveys

The plummeting of response rates figures is a very well-known issue in the Market Research industry. While the possible ways to deal with this issue are plentiful, an unavoidable candidate is engagement, in particular among Millennials. We test the use of two innovative technologies in the field of Artificial Intelligence in order to improve survey engagement: Google Vision API for classifying images and a speech recognition tool to convert voice input to text. The results of both studies are positive and draw a promising landscape for further research.

Ezequiel Paura, Netquest, Spain
Joaquim Bretcha, Netquest, Spain

Presentation: Methodological innovation

Visualising Research

Measuring motivations simply, quickly and intuitively

Human motivations can be measured simply, quickly and implicitly with engaging visual tasks that take minutes. In this presentation Neil and Derek will share insights into the psychology of female beauty based on simple and quick visual tasks taking one or two minutes in an online survey. Findings compare the motivations and online behaviours of Asian women and the links to their consideration and purchase of beauty brands. The focus of the presentation will be on how visual and semiotic approaches capture individual behaviours and cultural differences more effectively than traditional research.

Neil Gains, Tapestry Works, Singapore
Derek Lee, Facebook, Singapore

Presentation: Methodological innovation

Competing and Winning in a world of Big Data

How market research can thrive

In a world where there’s increasing fragmentation and companies are drowning in data, having practical business solutions that connect and make sense of big data as well as humanise data, is essential. We believe collaboration is imperative and have developed a thriving partner ecosystem so that our data works harder for our clients, across more business applications. Through specialist algorithms that anonymise and aggregate data, we are able to connect our market insights and segments to large media owners and platforms such as Google, Facebook, Sensis (Digital/Yellow page business directory), Australia Post and Australia’s market leading telco Telstra.

Howard Seccombe, Roy Morgan, Australia

Presentation: Industry challenge