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Programme
Opening
Welcome to everyoneNiels Schillewaert [ESOMAR President]
Introduction to the programme
Ewa Witkowska [PepsiCo]
Introduction
Sara Picazo Lutton [Twitter]
Green with Envy
The power of consumer insight in unlocking Food Brand Ireland's potentialDavid Cullen [Bord Bia]; Rory McDonnell [Bord Bia]
Brand Ireland is built on a powerful insight that will leave you green with envy.
Transforming an Iconic Brand to Help Customers Navigate Change in Japan
The world’s healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement in JaNisha Yadav [MetLife]
The world’s healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement in Japan.
Pushing Research to a New Frontier
The biometrics of live musicAmanda Fraga [LiveNation]; Anubhav Mehrotra [LiveNation]
Introduction
Rory MacLeod [Bose Corporation]
Think Smart, Act Fast and DIY
Rethinking consumer insights by bringing market research in-house to stay agile and flexibleLinda Koelemij [Booking.com]; Sanne Valkenburg [Booking.com]
Rethinking ways of doing research. Tips and tricks to stay agile and the watch-outs and necessary tools needed for in-housing research.
Creating a Collaborative and Multidisciplinary User Research Environment
Heloisa Moura [OLX]; Julia Santos [OLX]
How do you face product and marketing challenges as a team? How can you be relevant to UX designers and a social media team using the same research methodology? Instead of fighting for territory, both teams decided to work together, and that changed a lot.
Introduction
Derick Davidson [Anheuser-Busch InBev]
Travel the Virtual World of Innovation
How PepsiCo is using Virtual Reality to take innovation development to the next levelRachel Katz [PepsiCo]
Virtual Reality transforms research with creative stimulus in context anyplace anytime. Getting reliable & actionable feedback in real time on innovation is challenging as prototypes and renders are no match to reality. VR methodology for evaluating stimuli in context improves and expedites development process while reducing cost.
Introduction
Vicki Draper [NBCUniversal Insights & Measurement]
Have I Got News for You?!
Analysing how information flows to inform campaign planningSara 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…
LITERALLY Picking Consumers’ Brains for Better Advertising Effectiveness
From duds to dandies with the help of neuroscience and System1 toolsMichelle Gansle [MARS]
Bringing art and science together to produce positive ROI, drive sales and penetration uplifts, and of course, winning ads.
Introduction
Rory MacLeod [Bose Corporation]
Revolutionising PepsiCo Insights Through Digital Transformation
Kate Schardt [PepsiCo]
Learn how PepsiCo is augmenting human creativity with advanced technology to step change the power and speed of insights and drive consumer centricity into the heart of the organization to accelerate growth.
Beyond Quant and Qual: Utilising AI to Define a Converging Sector and Discover Actionable Insights
Identify an AI tool to integrate primary and syndicated information and tell a compelling story visuallyConnie Zhang [Abbott]
Partner with a tech start-up to utilize the right AI tool to tell the compelling story in a vivid manner.
McNext
McDonald’s Canada adopts a fusion approach to menu innovationMichaela Charette [McDonald’s]
We created a fusion recipe for innovation testing by using CPG innovation screening methodologies as a starting point and reinvented them to reflect QSR realities.
Introduction
Vicki Draper [NBCUniversal Insights & Measurement]
Real People Don’t Live in Corporate Offices
Dan Wish [Colgate-Palmolive]
If you want to learn about the people who use or don't use your products, you need to Get Out Of The Office (GOOTO).
Exceptional Consumers and Consumer Exceptions
Charles Wilson [New Balance]
In some cases, there are unique consumer segments in a market that requires New Balance to approach its research differently. In other cases, there are certain consumers who can potentially derail insights gathering. This presentation will cover how New Balance identifies these cases, and how it filters insights in both cases back through the organization.
Introduction
Derick Davidson [Anheuser-Busch InBev]
Take a Load Off
A data informed approach to improving the commercial experience for Consumers & BrandsAshlee Gouldstone [NBCUniversal Insights & Measurement]; Vicki Draper [NBCUniversal Insights & Measurement]
The Role of Channel Logos in On-Demand Platforms
Christian Kurz [Viacom]
This new research from Viacom explores the role that TV channel branding plays in on-demand consumer choice. It seeks to understand what channel branding provides in terms of the consumer user experience and navigation of an on-demand environment, and what consumers are missing out on with its removal. Research details: Quantitative study, 4,000 respondents total across the UK & US.
Programme summary & Closing
Finn Raben [ESOMAR Director General]; Niels Schillewaert [ESOMAR President]
ESOMAR Member Ewa Witkowska
Insights Vice President - Global Capability Team, PepsiCo, United States
Ewa Witkowska currently leads the Global Insights Capability Center of Excellence at PepsiCo, based in Purchase, NY. The goal of her current role is to enable the transition of Insights Associates around the world into Indispensable Business Partners; and to accelerate the growth of their businesses and the growth of their careers.
Ewa started her PepsiCo journey in Poland in 2000, as a market research manager for snacks in Eastern Europe. Since then, she has held numerous insights roles in developing and developed markets across multiple food and beverage categories. Most notably, Ewa led the consolidation of the Insights function in Russia following PepsiCo's biggest European acquisition, which resulted in regional expansion into the juice and dairy businesses.
Prior to joining PepsiCo, Ewa worked at Millward Brown and AGB Italia (now Nielsen) specializing in consumer research and TV audience measurement.
Ewa holds a Master Degree in Applied Psychology from University of Warsaw, Poland.
Following her passion for people growth and living a fulfilled life, Ewa became a Professional Certified Coach in the International Coach Federation.
Ewa moved to the United States in 2013 with her husband and two teenage daughters; she loves the craziness of Manhattan and the beauty of hikes in the Hudson Valley.
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.
Interested in more work from Finn Raben? Have a look at some past content in ESOMAR's Resources Library by ANA, the first artifical intelligence powered search engine for ESOMAR data, research and analytics knowledge content! Find out here
Sessions:
ESOMAR Member Kate Schardt
Sr. Director - Global Insights Digitization, PepsiCo, United States
Sessions:
ESOMAR Member Linda Koelemij
Sr. Qualitative Research & Insights Specialist, Booking.com, Netherlands
Sessions:
ESOMAR Member Michelle Gansle
Innovation & Category Insights Manager, MARS, United States
Sessions:
ESOMAR Member Niels Schillewaert
Managing Partner USA & Co-Founder, InSites Consulting, United States
Interested in more work from Niels Schillewaert? Have a look at some past content in ESOMAR's Resources Library by ANA, the first artifical intelligence powered search engine for ESOMAR data, research and analytics knowledge content! Find out here
Sessions:
ESOMAR Member Rory McDonnell
Head Of Strategic Insight & Planning, Bord Bia, Ireland
Sessions:
ESOMAR Member Sanne Valkenburg
Sr. Quantitative Research & Insights Specialist, Booking.com, Netherlands
Sessions:
Advisory Board
Senior Insights Manager - Innovation Insights
Senior Director - Primary Research
Vicki Draper is Senior Director - Strategic Insights & Measurement at NBCUniversal. Her research spans a variety of topics including millennials, mobile, women & moms, and sales verticals such as retail and CPG. Vicki received the 2013 EXPLOR Award for Innovation in Research for her groundbreaking 7 Shades of Mobile study which was also highlighted in the Jan/Feb 2013 issue of the Harvard Business Review "How People Really Use Mobile". She has presented at conferences including ARF Re:think 2013, the 2014 iCom Global Summit in Seville, ESOMAR Congress 2015, ESOMAR MENAP Forum 2016 and won a Future Forward Certificate at the 2014 ARF Great Mind Awards. She holds a BS in marketing & hotel management from Cornell University and an MBA from Columbia University.
ESOMAR MemberSVP - Chief Insights and Analytics Officer
Manager - Consumer and Market Insights
Head of UK Ad Research
Sara is Head of UK Ad Research at Twitter, working to prove the value of Twitter advertising, leading ESOMAR and MRS award-winning research. Previously in a commercial role, Sara developed Twitter's commercial presence across EMEA including Spain, Italy and the Nordics.