Programme
Let's CLICK! (Clients Learning & Inspiring Clients with Knowledge)
Opening
Niels Schillewaert [ESOMAR President]
Introduction to the programme
Silke Muenster [Philip Morris International]
Introduction to the keynote speaker
Namita Mediratta [Unilever]
Keynote presentation
Sanita Pinchback [Unilever]
Keynote
Introduction
Etsy
Jemma Ahmed [Etsy]
Philips
Anneke Quinn-de Jong [Philips International]
Introduction
Namita Mediratta [Unilever]
Insights in the Driver's Seat
How the global adoption of "How Brands Grow" put insights in chargeMichel ten Donkelaar [AkzoNobel]
Inspired by Byron Sharp's book - how do you speed up, simplify, and become state of the art in a Global Insights function.
Agile Influencing Better Brand Decisions
Getting more with less by embedding a test and learn cultureBeth Corte-Real [Philip Morris International]; Virginie Austruy [Philip Morris International]
The learnings from this 'lean-testing' research program have enabled PMI to quickly and confidently prioritise the brand initiatives that will make the biggest impact on global brand challenges, and achieve the highest ROI.
Think Smart, Act Fast and DIY
Agility in a data-driven environmentLinda Koelemij [Booking.com]; Sanne Valkenburg [Booking.com]
Re-thinking consumer insights by bringing market research in-house. Why we do it, how we do it and the challenges it brings.
Introduction
Karolina Tutaj [Booking.com]
360 Degree Innovation
When co-creation changes the rules of the gameMathilde Levy [Reckitt Benckiser]
Coming up with new, disruptive ideas is hard to do. And when finally finding those ideas, how will you be sure that they are relevant for the consumer?
Table Talks
Introduction
Namita Mediratta [Unilever]
Driving Patient-Centricity Through Art
A novel way to deliver key insights and inspire for actionsOlga Kornilova [Ferring Pharmaceuticals]
Is storytelling for research findings enough in the era of a short attention span? Insight Vernissage involved a combination of visual memory and motion with bite-size quali-quant data supporting 8 themes and represented by famous pieces of art.
Introduction
Namita Mediratta [Unilever]
From Informer to Activator
Extending the role of insights professionalsHenrike Reinhardt [De Persgroep Nederland]
From informer to activator: when insights professionals take on extended role as activators, this is leading to more meaningful consumer connections and a stronger impact of insights through co-creation together with stakeholders.
Table Talks
Introduction
Silke Muenster [Philip Morris International]
Have I Got News For You!?
Analysing how information flows to inform campaign planningRob Turnbull [Twitter]; Sara Picazo Lutton [Twitter]
What did you last read on Twitter? The latest news event? The score from yesterday's football match? Imagine if brands could spread their messages as efficiently as information flows on Twitter. Our research takes the first steps in that direction...
From Farmers to Fishers
Tony Costella [HEINEKEN International]
How Heineken's fishing for insights amongst the sea of readily available behavioural data to complement the farming of new insights generated from claimed data.
Introduction
Karolina Tutaj [Booking.com]
Cutting through the Clutter
How can a category semiotic-based framework help brand teams to focus and differentiate when building their touch-point communications?Ann Menard [Nestlé]
Building the Indian Connect for Uber
Uber - a brand that resonates with IndiansAnup Pradhan [Uber]
How does a brand that stands for innovation, technological edge and a functional expert sharpen the softer nuances to build emotional loyalty with its riders?
Introduction
Namita Mediratta [Unilever]
[150: 1500,000,000: 100,000,000,000] Editing the Customer Centricity Gene for the Next Century
Secrets of a market giant's obsession with customer insightsAdrian Terron [Tata Services Limited]
What lessons can one learn from a 150 year old organisation, with 1500 million consumers, and over 100 billion dollars in revenue, that uses the power of uncommon customer insight. A behind-the-scenes look at an emerging market giant’s unique genetic code.
Measuring Customer Experience, Not Retailer Solutions
Exploring new ways to measure customer experience and the hard lessons learned along the waySimon Tregidgo [Inter IKEA Systems]
When we begin to measure the true customer experience we enable the whole business to stop seeing in silos of channels and internal solutions. This is a more future proof approach to measuring your performance and enables far easier benchmarking.
Not New, Not Used, But Next
Understanding the complex world of buying behavioursChris Good [Auto Trader Group]; Stuart Bluck [Auto Trader Group]
Our research has fundamentally changed industry perceptions outlining how challenging and complex buying a car is. By identifying the lack of loyalty, the limited mental effort and the 'just giving up' approach it offers brands massive opportunities across sectors.
Closing
Finn Raben [ESOMAR Director General]; Niels Schillewaert [ESOMAR President]
ESOMAR Member Silke Muenster
Vice President Market Research, Philip Morris International, Switzerland
Silke Muenster is the ESOMAR Representative for Switzerland and Vice President Market Research at Philip Morris International where she is responsible for global market research at the OC in Lausanne. Before joining PMI in 2011, she was Director Knowledge & Insights for Coca-Cola Europe Group coordinating European research in all areas. In her 12 years with the Coca-Cola Company she had various roles within research and marketing. Silke started her career on the supplier side at Research International where she gathered experience in media research, research for FMCG companies and business to business. She studied Mathematics, German and Economies at Ruhr Universität Bochum and holds a diploma in Mathematics.
Sessions:
ESOMAR Member Adrian Terron
Vice President, Tata Services Limited, India
Adrian Terron, Head of Customer Centricity for the Tata group, brings to it significant expertise in consumer and shopper insights, consumer innovation, social media analytics, brand building and marketing. He has authored several papers on consumer insight, shopper and retail dynamics and innovation. Most recently, he was Head of Consumer Innovation and Consumer Neuroscience for Nielsen, India region. In this role, he was responsible for driving the product innovation testing practice and portfolio, while strengthening and growing its pioneering consumer neuroscience business. Over the last several years, he has played a number of key senior roles at Nielsen. He began as the Head, Marketing and Brand and later headed Nielsen's social media analytics JV with McKinsey in India.
Sessions:
ESOMAR Member Anneke Quinn-de Jong
Senior Market Intelligence Manager, Philips International, Netherlands
Sessions:
ESOMAR Member Beth Corte-Real
Director - Global Market Research, Philip Morris International, Switzerland
Beth has worked across different categories in her 20+ years in market research.
Began career in the US after graduating and started working for Tropicana as a research coordinator/analyst, focusing on panel data and qual+quant research project coordination and supervision.
After 3 years at Tropicana Beth moved to Porto, Portugal and, despite not speaking any Portuguese, she started working at UNICER/Carlsberg Beers. Beth built a research team from scratch, becoming responsible for Nielsen, Customer Satisfaction and Brand Research.
Then Beth moved to London and spent 11 years at Coca-Cola GB/NWEN heading up the Sparkling Insights research team at a market/regional level.
Currently Beth is working as a Research Director in a Global role at PMI for the past 4 years based in Switzerland.
Sessions:
ESOMAR Member Finn Raben
Director General, ESOMAR, Netherlands
Sessions:
ESOMAR Member Linda Koelemij
Qualitative Research & Insights Specialist, Booking.com, Netherlands
Considering her passion for human behavior and understanding the emotional drivers behind what we do, it was only natural that she became a research. After 7+ years on market research agency focussing on customer journey research and brand positioning she's now unraveling global consumers needs and drivers to attract new bookers for Booking.com.
Sessions:
ESOMAR Member Niels Schillewaert
Managing Partner USA and Co-Founder, InSites Consulting, United States
Sessions:
ESOMAR Member Olga Kornilova
Global Strategic Market Intelligence Lead, Ferring Pharmaceuticals, Switzerland
People understanding was my passion for over two decades and I helped cross-functional teams of FMCG companies to reveal the insights and unarticulated needs for 26 product categories to inspire innovation. Now I am busy helping Pharma Industry to understand the needs of Patients and Doctors and improve Patients' experiences who has to live with chronic conditions or help doctors who have to make difficult decisions for curing or for diseases' management.
Sessions:
ESOMAR Member Sanne Valkenburg
Market Research & Insights Specialist, Booking.com, Netherlands
With an agency background in advertising effectiveness research, she switched to client-side and joined Booking.com as a quantitative research specialist. Driven by her passion for understanding and measuring consumer behavior and love for travel, she now focuses on gathering consumer insights on a global scale to fuel, test and optimize Booking.com's advertising efforts.
Sessions:
ESOMAR Member Tony Costella
Director CMI, HEINEKEN International, Netherlands
Sessions:
ESOMAR Member Karolina Tutaj
Manager, Marketing Science Insights, Booking.com, Netherlands
Karolina Tutaj founded and is heading up the Marketing Science Insights team at Booking.com HQ. She runs the in-house research department in Marketing, which focuses on measuring consumer perception of the brand and advertising campaigns and gathering consumer insights on a global scale. She started her career in advertising research at the Amsterdam School of Communications Research (University of Amsterdam) where she did academic research into the effects of brand placement on TV, in movies and online. She published about it in various international journals. Prior to Booking.com Karolina worked at an independent research agency called MeMo² where her work involved, among other things, research into the effectiveness of cross-media advertising campaigns.Sessions:
Programme Committee
ESOMAR MemberProgramme Committee Chair
Vice President Market Research
Silke Muenster is the ESOMAR Representative for Switzerland and Vice President Market Research at Philip Morris International where she is responsible for global market research at the OC in Lausanne. Before joining PMI in 2011, she was Director Knowledge & Insights for Coca-Cola Europe Group coordinating European research in all areas. In her 12 years with the Coca-Cola Company she had various roles within research and marketing. Silke started her career on the supplier side at Research International where she gathered experience in media research, research for FMCG companies and business to business. She studied Mathematics, German and Economies at Ruhr Universität Bochum and holds a diploma in Mathematics.
Global CMI Director, BCS
Namita Mediratta is the Consumer & Marketing Insights Director, Global Content Excellence, for Unilever. She is a recipient of the prestigious Global Methodology Award from ESOMAR, The World Brand Congress Award for Market Research, as well as multiple recognitions within and outside Unilever. Namita has lived and worked across many developed and emerging markets as diverse as Turkey, Russia, China, Indonesia, Kenya, Singapore and India, and she has led multiple firsts for Unilever in brand communication, equity and behavioural research. She also led the first project for Unilever in collaboration with the Asian Consumer Institute in Singapore. Namita has been invited as a judge, or to speak and chair panels at Consumer Forums and research events in Malaysia, China, Indonesia, Switzerland, Bangkok, and Singapore. She is passionate about understanding and connecting with consumers, and loves to “people watch”, a hobby she shares with her child Arjun. Namita was voted Research Idol at ESOMAR’s 2009 Congress in Montreaux, Switzerland.
Leader, Research for the Future of the Internet and Mixed Reality
Felicity Moore has worked in consumer insights and brand strategy for more than10 years with her most recent direction towards Mixed Reality and the future of the internet. She is a British-Canadian that has worked on both sides of the pond over her career and specialises in global research. She believes in connecting brand teams with their consumers and creating methodologies that push boundaries. This is where the magic happens. It is in these moments, and with these insights, that minds open up and you create a place that fosters creative thinking, brilliant strategies and innovative ideas.
ESOMAR MemberManager, Marketing Science Insights
Karolina Tutaj founded and is heading up the Marketing Science Insights team at Booking.com HQ. She runs the in-house research department in Marketing, which focuses on measuring consumer perception of the brand and advertising campaigns and gathering consumer insights on a global scale. She started her career in advertising research at the Amsterdam School of Communications Research (University of Amsterdam) where she did academic research into the effects of brand placement on TV, in movies and online. She published about it in various international journals. Prior to Booking.com Karolina worked at an independent research agency called MeMo² where her work involved, among other things, research into the effectiveness of cross-media advertising campaigns.
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