Get a taste of ESOMAR Asia Pacific... This was the programme at our last edition.
2018 Programme
MASTERCLASS | Presenting in Asia
The Study
Let's CLICK! (Client Learning & Inspiring Client with Knowledge)
The Study
Opening
Finn Raben [ESOMAR Director General] Main stage
Main stage
Welcome
Arpapat Boonrod [TMRS President]; Craig Griffin [ESOMAR Representative for Thailand] Main stage
Main stage
Introduction to the programme
Grant Bertoli [Buzzebees] Main stage
Main stage
KEYNOTE | Ariya Banomyong
Ariya Banomyong [LINE Thailand] Main stage
Main stage
Keynote
YES (Young ESOMAR Society) Pitch Competition
Chandrima Roy [Ipsos]; Lee Lee Wei [Kantar Millward Brown]; Nur Amalina Abdul Rashid [Kantar Millward Brown] Main stage
Main stage
Leveraging the Peer Group Support System
Lee Lee & Amalina Rashid, Kantar Millward Brown, Malaysia
Augmented Reality: Bringing Real and Virtual Together
Chandrima Roy, Ipsos Research, India
The Surprising Discovery From Pretending to be a Robot
Art Manosilapakorn, Kantar TNS Thailand, Thailand
Fast track
Introduction
Grace Yu [ANZ Bank] Main stage
Main stage
CLIENT VIEW | Application of NUDGE to Improve Re-Launch Success
Ramanathan Vythilingam [Unilever] Main stage
Main stage
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.
Presentation: Client view
CLIENT VIEW | Insights to Rebuild a B2B Business
How surveys helped us to understand emotion, embolden the front line and drive growth in B2BSusan Burrell [Standard Chartered Bank]; Swami Srinivasan [Standard Chartered Bank] Main stage
Main stage
Presentation: Client view
CLIENT VIEW | In Pursuit of Happiness
‘Single Customer View’ driving Business ExcellenceKaran Kumar [Fabindia]; Surabhi Talwar Sekhar [Fabindia] Main stage
Main stage
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.
Presentation: Client view
MASTERCLASS | Finding the Story in the Data
Ray Poynter [The Future Place] Expo stage
Expo stage
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.
Masterclass
Introduction
Tim Kelsall [Kantar] Main stage
Main stage
The future is VOICE
How is voice technology changing the world for consumers and brands?Arpapat Boonrod [Kantar Insights]; Prachawan Ketavan [JWT] Main stage
Main stage
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.
Presentation: Thought leadership
Digital Immersion
What’s next in augmented reality and virtual reality?Tan Li Ching [Nielsen Consumer Insights]; Viraj Juthani [The Nielsen Company] Main stage
Main stage
Augmented Reality (AR) alters a person's perception by overlaying virtual images over the real-time environment while virtual reality (VR) replaces the real-time environment with a simulated environment. Increasingly, retailers and marketers are making use of AR and VR to market and improve customer experience. However, AR and VR are not only ways to market products and advertise. Embracing the technology, researchers are able to radically transform how the industry conducts research today, through gamification via AR and remarkably realistic simulation through VR environments. This presentation aims to provide some thoughts on how researchers are able to use new technology for gathering data and better understanding of consumer behaviour.
Presentation: Case study
Breaking the Bubble Around Us
Using an AI platform to understand the narratives around market researchDave McCaughan [Ai.agency] Main stage
Main stage
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…
SPONSORED | Opiria
The online survey platform for real-time market research & customer experience feedbackChristian Lange [Opiria] Expo stage
Expo stage
Opiria is an online survey platform for real-time market research & customer experience feedback. It allows to understand what customers think, experience, see and feel and to optimize products and services based on those insights. Opiria offers two different survey types: mobile surveys and mobile diaries. Mobile surveys allows to distribute surveys to smartphones all around the world and to receive answers 24/7 instantaneously. Mobile diaries allow consumers to document their experiences in the moment of truth in diary form. The web-based Opiria studio receives all answers and experiences in real-time and aggregates and visualizes the results. The presentation also provides an outlook how Opiria will develop into a "data marketplace" that allows companies to purchase personal data such as web-browsing and online purchases directly from consumers.
Sponsored presentation
Introduction
Grant Bertoli [Buzzebees] Main stage
Main stage
Change the Relationship Between Suppliers and Clients
The initiative in the Japanese marketing research industryNaoki Takahashi [Nissan Motor Co.] Main stage
Main stage
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.
Presentation: Call-to-action
Panel discussion
Grant Bertoli [Buzzebees]; Jung-Yul Yang [Kantar]; Michele Levine [Roy Morgan]; Naoki Takahashi [Nissan Motor Co.]; Ramanathan Vythilingam [Unilever]; Saurin Shah [Godrej Consumer Products] Main stage
Main stage
KEYNOTE | Merge - The Closing Gap Between Humans and Technology
Chris Stephenson [Co-author of Merge / Regional Head of Strategy and Planning, PHD Media Worldwide, Singapore] Main stage
Main stage
The next three decades will be the most technologically disruptive era in human history. Advances in artificial intelligence, combined with radical breakthroughs in hardware, will usher in an era in which devices fade away, virtual environments emerge, and super-smart AI assistants organise our lives and run our businesses. In this new world our relationship with technology will change forever. We will, both virtually and biologically, Merge together. The session will explore this Merge and its far-reaching implications for brands and marketing.
Keynote
Networking night
Sponsored by Lucid Swimming pool-side
Swimming pool-side
ESOMAR and sponsor Lucid invites all attendees for an exclusive night of networking at the poolside of the Shangri-La overlooking the Chao Phraya river.
Together we offer complimentary drinks and canapés until 20:00 after which a cash bar will remain open until 22:00 for all ESOMAR APAC attendees. We look forward to welcoming you at the Poolside but please wear your badge.
Introduction
Dangjaithawin (Orm) Anantachai [INTAGE] Main stage
Main stage
King Bhumibol: The Father of Thai Social and Marketing Research Profession
Kati Limapichat [InfoSearch]; Kreaovan Limapichat [InfoSearch] Main stage
Main stage
KEYNOTE | From Buddha Bar to Buddha’s Brain
How mindfulness revolutionises our life and the way we workNash Siamwalla Main stage
Main stage
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.
Keynote
INTERACTIVE | If Only I Had the Question
An interaction to discover what you really wish you had askedDave McCaughan [Ai.agency] Expo stage
Expo stage
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.
Interactive session
Introduction
John Smurthwaite [Kantar TNS] Main stage
Main stage
Tell Me What You Like & I'll Tell You Who You Are
Harnessing the science of influencer marketing to make sense of societyKai Jimenez [The EON Group] Main stage
Main stage
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?
Presentation: Thought leadership
Will They Like It?
Social consumer revolutionJon Puleston [Lightspeed] Main stage
Main stage
Jon Puleston takes a look at how consumer decision making is becoming more socially influenced and the impact this is having on consumer behaviour and the potentially dramatic implications for brands.
Presentation: Thought leadership
Research to the Rescue
How market research can direct ivory demand reduction strategies, saving elephants from imminent extinctionChenyang LI [TRAFFIC / WWF]; Wander Meijer [GlobeScan] Main stage
Main stage
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.
Presentation: Call-to-action
MASTERCLASS | Semiotics in Asia
Maya Madhusoodan [Space Doctors]; Rachel Ng [Space Doctors] Expo stage
Expo stage
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
Introduction
Cristina Quental [Sands China] Main stage
Main stage
Pricing of Enormous Number of Features
Not a problem anymore!Surbhi Minocha [Kantar IMRB] Main stage
Main stage
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.
Presentation: Methodological innovation
Whoo needs research? Whoozini.com does!
Developing an MR mobile app for a social network mobile appKaustuv Mukherjee [Whoozini.com]; Shawn (Sreejit) Roy [Tangrine Insights] Main stage
Main stage
'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!
Presentation: Methodological innovation
Identifying and Sizing Growth Opportunities for Brands Through Mapping the Consumer Journey
Linking up what consumers see, think, experience and doHernan Sanchez [Kantar Worldpanel]; Yee Mei Chan [Kantar] Main stage
Main stage
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.
Presentation: Thought leadership
Introduction
Naoki Takahashi [Nissan Motor Co.] Main stage
Main stage
Lack of Engagement? Artificial Intelligence to the Rescue!
Two approaches to reduce nonresponse in surveysJoaquim Bretcha [Netquest] Main stage
Main stage
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.
Presentation: Methodological innovation
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?Elizabeth May [Research Now] Main stage
Main stage
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.
Presentation: Industry challenge
Competing and Winning in a world of Big Data
How market research can thriveMichele Levine [Roy Morgan] Main stage
Main stage
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.
Presentation: Industry challenge
KEYNOTE | Know When to Art, Know When to Science
Brent Smart [IAG] Main stage
Main stage
Marketing has come a long way. And while there's no doubt all the science and technology has made marketing smarter, has it made it better? I'm not so sure. We need to remember that marketing will always be more art than science; marketing is a craft, not just a job. And great marketing takes an intuitive leap into the unknown, a leap that science and research can't take for you. You need to know when to use science and when to use art, respect the role each can play, build complimentary skill sets in the marketing team. Blending art and science the right way is the alchemy we need to make marketing great again.
Keynote
Closing & Awards
Grant Bertoli [Buzzebees] Main stage
Main stage
ESOMAR Member Cristina Quental
Executive Director of Planning & Market Insights, Sands China, China
As the first Executive Director of Marketing Intelligence & Insights for Sands China, Cristina has helped transform Asia’s largest operator of Integrated Destination Resorts into a strategically focused consumer-centric culture by leading the process to provide actionable insights and foresights that continuously provides a competitive advantage across all aspects of the resort.
A research expert with more than 15 years of experience in both academia and corporately, Cristina has actively worked with the leading research, media, and advertising, and brand agencies in areas ranging from new product development & launch, entertainment, retail, food & beverage, and gaming development, strategy and marketing.
Cristina is continuously seeking and evaluating pioneering methodologies that delve well below the surface of claimed and intention data to better able to predict and capitalize on an ever changing marketplace, particularly in our primary Asian markets.
Sessions:
ESOMAR Member Dangjaithawin (Orm) Anantachai
COO and Managing Director, INTAGE, Thailand
Dangjaithawin Anantachai has a master's degree in Communication Management from Bond University in Australia and is now a PhD candidate in Human Resource Development. She is currently COO and Managing Director of INTAGE in Thailand. Prior to that she has worked at Robinson Department Store, Siam Commercial Bank, ACNielsen, Market 21 Australian Trade Marketing Consultant and Research Dynamics. Dangjaithawin was the President of Thailand Marketing Research Society (TMRS) from 2013-2014 and is now an advisor to their Board Committee as well as a panel trainer of Marketing Association of Thailand (MAT) and a guest lecturer at leading universities in Thailand.
Sessions:
ESOMAR Member Grace Yu
Senior Marketing Leader - Research & Insight, ANZ Bank, Australia
As an advocate of the forethought power of insight, Grace is a strategic insight expert with regional experience in senior roles on both client and agency side. Based in Melbourne, Grace currently works at one of the major Australian banks to lead a transformation journey to turn tracking research programs into agile insight engines. She believes that having the open mindset to integrate market research with new data sources and metrics can actually amplify the impact of insight rather than hinder it. Grace has nearly 20 years' experience working with many of the world's leading brands and advertising agencies in the Asia Pacific region including Unilever, L'Oreal, GSK, American Express, Ogilvy & Mather, JWT and TBWA. Throughout her research career, Grace has worked extensively in a range of roles including qualitative moderator, key account director, marketing science modelling specialist, research product developer and strategic consultant. Outside of work Grace enjoys bush-walking, badminton and music.
Sessions:
ESOMAR Member Grant Bertoli
CEO MarketBuzzz, Buzzebees, Thailand
Grant currently works for Buzzebees Co. Ltd, leader in mobile loyalty and privilege, where he established their media and research department by bringing some of the latest mobile technology to the market research industry.
Grant has extensive international experience having worked in Australia, the US and in the Asia region.
He has been CEO and Managing Director of companies across Asia Pacific with two of the largest global agencies in Ipsos and TNS.
Grant has worked on a range Fortune 500 companies and a number of leading global brand’s on a national, regional and global basis. He advises top executives, company management, corporate boards, management and managers on growth and competitive business strategies.
He has a passion for people and culture and successful brands. His passion for successful brands has also led to his involvement and the development of a number of globally based brand and advertising effectiveness tools and solutions.
Grant is also a regular speaker at business conferences and seminars as well as global management and leadership events, including Global Brand Forum in Singapore.
Sessions:
ESOMAR Member John Smurthwaite
Chairman, Kantar TNS, Malaysia
John Smurthwaite is Chairman for TNS in Malaysia. Looking for adventure John left the safety of his Melbourne MD role at Frank Small & Associates (now TNS) in the late 70s and travelled to Asia where he established most of the Asia TNS offices - from Jakarta to Seoul, from the Philippines to Calcutta and many more.
During most of the last 10 years, John was Chairman of TNS in APAC. Always a strong ESOMAR supporter, John was a Programme Committee member for ESOMAR Asia Pacific conference 2012, he was a speaker at an ESOMAR Career Event in Melbourne and is the current ESOMAR Ambassador for the Asia-Pacific region. John was also the 2011 winner of ESOMAR’s prestigious John Downham award, recognising outstanding achievement and excellence in his contribution to the market research industry at an international level.
Sessions:
ESOMAR Member Naoki Takahashi
Expert Leader - Corporate Market Intelligence Division, Nissan Motor Co., Japan
With 30+ year experience in marketing research and data analytics with diversified areas in terms of industry, methodology, marketing theme, etc.
Joined Nissan 2003, develops and manages global marketing research scheme, manages global MR function designs the future vision of the function and leads cross functional activities for process restructuring for product development and project management
Before joining Nissan, worked for Intage Inc., managing diversified areas of customer research projects and CRM initiatives in terms of industry, methodology, strategic implications, etc.
Leading a voluntary group of industry leaders in Japan MR society
Offers presentations and lectures at industry seminars and universities
Sessions:
ESOMAR Member Arpapat Boonrod
Managing Director, Kantar Insights, Thailand
Sessions:
ESOMAR Member Craig Griffin
Chief Insight Officer, FUEL Research & Consulting, Thailand
Craig is the founder and owner of FUEL Research & Consulting, based in Bangkok, Thailand. FUEL is a boutique agency offering market research, planning and training services to the discerning buyer who wants to work with a highly experienced consultant. He is also ESOMAR's representative for Thailand.<.p>
Craig is a research industry veteran with 20 years of experience working for leading agencies in the UK, Australia, Singapore and Thailand, where he has now spent more than half of his career in market research. Previous positions held include Managing Director, MESH Planning (Singapore) Managing Director, InsightAsia (Thailand), Client Service Director, TNS (Thailand), Managing Director, GfK (Thailand).
Craig holds a MSc in Social Anthropology from London School of Economics, a BA (Hons) in Retail Marketing from Manchester, Metropolitan University and a Post Graduate Diploma in Market Research from De Montfort University, Leicester. He is also a qualified NLP Practitioner.
Sessions:
ESOMAR Member Finn Raben
Director General, ESOMAR, Netherlands
Finn Raben is a "third culture child" who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently.
He has spent most of his working career in Market Research, and prior to joining ESOMAR, had worked at Millward Brown IMS in Dublin, AC Nielsen, TNS and most recently at Synovate.
Finn is a passionate fan and advocate for the research community in all its guises - analytics, research, insight and consultancy - and works very closely with the ESOMAR Council to ensure our Society is "fit for purpose" for both the current, and next, generation of researchers.....#IAMAPROUDMARKETRESEARCHER
Finn is an ex Officio Director of MRII, the online educational institute partnered with the University of Georgia (USA); he serves as an external examiner at the International School of Management in Avans University (Breda, NL) and has recently been invited to join the advisory board for the Master’s of Marketing Research programme at Southern Illinois University Edwardsville.
Sessions:
ESOMAR Member Joaquim Bretcha
International Director, Netquest, Spain
Sessions:
ESOMAR Member Jon Puleston
Vice President Innovation, Lightspeed, United Kingdom (GB)
Sessions:
ESOMAR Member Karan Kumar
Head - Brand & Marketing, Fabindia, India
Sessions:
ESOMAR Member Kati Limapichat
Managing Director, InfoSearch, Thailand
Sessions:
ESOMAR Member Kreaovan Limapichat
President, InfoSearch, Thailand
Sessions:
ESOMAR Member Lee Lee Wei
Associate, Kantar Millward Brown, Malaysia
Sessions:
ESOMAR Member Michele Levine
Chief Executive, Roy Morgan, Australia
Sessions:
ESOMAR Member Nur Amalina Abdul Rashid
Senior Associate, Kantar Millward Brown, Malaysia
Sessions:
ESOMAR Member Ray Poynter
Managing Director, The Future Place, United Kingdom (GB)
Sessions:
ESOMAR Member Susan Burrell
Head Of Research & Client Insight, Standard Chartered Bank, Singapore
Sessions:
ESOMAR Member Wander Meijer
Director Asia Pacific, GlobeScan, Hong Kong
Sessions:
ESOMAR Member Jung-Yul Yang
Managing Director, Kantar, Korea, Republic of
Sessions:
ESOMAR Member Saurin Shah
Cmi Head, Godrej Consumer Products, India
Sessions:
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