Integrating Data to Understand Consumer Complexity

Join us in Milan, for the 'Best of' Italy as we look at integrating data to understand consumer complexity. The programme runs from 14.30 to 18.00. Please note, once you have registered you will be asked to participate in a short survey, with the results presented during the event!

Please remind that when registering it will be asked to participate to a short survey, whose results will be presented during the event. The survey should be completed by early in the morning on 15thMarch.



14:30 - 14:45
14:30 14:45

Coffee Break

14:45 - 15:00
14:45 15:00


Prof. Fiocca, Professor of Marketing, Università Cattolica Sacro Cuore, Professoressa Maria Grazia Zoia, Professore ordinario di Econometria e Direttore Labcom, Alberto Stracuzzi, Customer Intelligence Director at BLOGMETER, Italy and ESOMAR Representative for Italy and Giulia Fabrizi, Managing Director at ALMAR QUALITY RESEARCH, Italy and ESOMAR Representative for Italy will introduce ESOMAR, the global insights community: values and roles of the Association

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

Can Chairs Talk?
Image mining & text analytics for strategic planning

Best Paper Award from the 70th ESOMAR Congress in Amsterdam

Using a combination of Image Mining and Text Analytics to decipher relative strength of fast growing Italian designer furniture brand vis-a-vis the competition and also to strategize its future brand positioning.

Chiara Davanzo Zamarian, Global Brand Manager - Brand & Digital Engagement, Arper S.p.A., Italy
Preriit Souda, Data Science Director, Kantar, UK

15:20 - 15:30
15:20 15:30


15:30 - 15:50
15:30 15:50

Making Data Fit
How to engage right across a global organisation and embed a big data story to deliver strong commercial results

Presentation about the case history Fitness First, a paper presented at the 70th ESOMAR Congress

Hear, see, touch & experience first-hand how the visionary insight & engagement 'chefs' at Chime Insight Engagement worked with Fitness First to take those raw ingredients and produced a truly actionable gourmet feast of actionability!

Caroline Bates, Board Director, Chime Insight & Engagement, UK

15:50 - 16:00
15:50 16:00


16:00 - 16:20
16:00 16:20

'Erotic Capital' as a Platform for Innovation and Communication

This paper has been presented in Porto, during the ESOMAR Global Qualitative Conference

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.

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

16:20 - 16:30
16:20 16:30


16:30 - 16:50
16:30 16:50

Diving into digital consumer diaries

This paper will be presented by researchers from LABCOM at Università Cattolica Sacro Cuore

Millennials are considered the Digital Native generation. Social media have transformed any kind of objectualized narrative into dematerialized digital artifacts whereby Millennials construct their self and share it with their peers as a manifestation of self-disclosure. However this field is overwhelming due to the unlimited paths of hyperlinks and post threads that can be followed, and "haunted" by ethical concerns for the privacy protection of the individuals. In this methodological paper the authors tackle with these issues by suggesting the use of digital introspective diaries as a white space for consumers to fill, a genuine, ethical and laic space to capture consumers' self-reflective work that enables a thick introspective glance on their inner and outer lives.

Silvia Biraghi, Assistant Professor in Economics and Management Sciences, University Cattolica Sacro Cuore, LABCOM
Rossella C. Gambetti, Assistant Professor in Economics and Management Sciences, University Cattolica Sacro Cuore, LABCOM
Prof Maria Grazia Zoia, Full Professor in Econometrics at University Cattolica Sacro Cuore and LABCOM Director

16:50 - 17:00
16:50 17:00


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

Panel discussion



Università Cattolica Sacro Cuore - Cripta Aula Magna

Largo Agostino Gemelli 1

20123 Milan




This event is free. Take advantage of this excellent opportunity for you to network with fellow researchers and meet with your ESOMAR Representative.

Please note that there is limited space so be sure to register to confirm your place.

Our Sponsors

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