Programme
TRAINING | Exploring Archetypes
How they (and persuasion) drive perceptions and narrativeFrits Spangenberg [Motivaction International]; Roel Schoemaker [Motivaction International]; Sander Kluiters [Motivaction International]
Workshop overview:
Descartes, Kant and more specifically Carl Gustav Jung made the distinction between empirical and basic intellect. The distinction was made to better understand the complexity of human behaviour. Empirical intellect can be observed and measured, but the basic intellect does not visually exist, yet is present in all cultures, it changes slightly in interpretation over time and in its context.
The patterns are always there and play an often underestimated role in our personality development and decision making.
Today storytelling and developing Persona's has become popular in our industry, but the much more extensive usability of the archetypes is unknown and for that reason not popular among (qualitative) market researchers. Good quality storytelling and persona's all find their basis in these archetypes.
During this workshop, we will discuss how the 12 archetypes can and should be used by brands, companies but also by public personalities or politicians. Using examples and hands on exercises, we will illustrate how a strong archetype can give clear direction and consistency to business and social institutions.
We will also look at the subject of persuasion tactics. Archetypes and persuasion tactics are related. There are 17 persuasion tactics which can help brand, business and society to make a clear case and convince others of their thinking or product.
In this highly interactive session learn what archetypes and persuasion can mean to you, your clients and your business.
Introduction to the programme
Mina Sfondilis [PepsiCo]
KEYNOTE | Why Ideas Matter More Than Ever
Alastair Donald [Institute of Ideas]
"The evidence shows..." has become an increasingly common term over recent years. Where political vision or moral conviction might once have been valued, today we seem to be drowning in evidence bases, statistics and spreadsheets. Big Data and behavioural economics are fashionable, while in the so-called post-truth society corporations, policy makers or public agencies seem ever more reluctant to take decisions or even make statements without citing ‘the evidence’ or ‘the science’. But as the dominant role of experts comes in for criticism, are there dangers of succumbing to a statistics led approach to the future? What is the place for ideas, debate, political engagement and contestation?
Keynote
Introduction
Jose Enrique Tocasuche [Canadian Bank Note Company]
Bias: Three Fingers Pointing Back!
Rather than casting outward to diagnose bias, we must actively cultivate empathy as a tool to prevent biasKatja Cahoon [Beacon Insight]
What do Pearl Harbor, drunk Germans, and highly stressful situations have to do with bias and empathy? A lot! Come to this interactive presentation to find out.
Presentation: Thought-leadership / call-to-action
Digesting Glocal
A feminine perspectiveBrisa Cristina Correa de Araujo [Oceanwise Innovation]; Jill Jefferis [Vitamix Corporation]; María Barrera Moreno [Oceanwise Innovation]
When perspective increases the impact of cross-cultural research on the bottom line.
Presentation: Research industry challenge
Introduction
Mina Sfondilis [PepsiCo]
Fail Again, Fail Better
Lessons and advice from both client and agency-side adventuresPeter Totman [Jigsaw Research]
More speakers to be confirmed shortly…
Presentation: Thought-leadership / call-to-action
Introduction
Andrew Vincent [Waves]
UMOJA - A Story of Innovation and Unity
Gavin Holt [Join the Dots]; Paul Thomas [Diageo]
A story of how dreaming big is helping connect Diageo to the lives and rituals of consumers across five African markets. Demonstrating how innovative mobile qual is helping Diageo teams make better business decisions routed in local culture.
Presentation: Case study
Generate Insights on How to Communicate a Brand New Product Benefit in Consumer Intuitive Way
Daniela Chiaravalle [Duracell International Operations]; Dogus Sipahioglu [Duracell International Operations]
Discover how an online consumer blog is used to uncover insights for a new-to-the-world benefit, and how to engage a wide range of business partners so the learnings are integrated into a creative process and embedded in multiple touch points.
Presentation: Client topic
How to Innovate Within a Mature Category
5 years’ worth of fresh innovation insights in a mature categoryJose Santiago [IFF - International Flavors & Fragrances]; Marieke Boers [Winkle]
Presentation: Case study
Introduction
Akiko Hoshi [INTAGE]
How to Use Guided Meditation to Achieve Research Nirvana
How using spiritual methods can lead to new, undiscovered parts of the consumer psycheDevika Johar [The Third Eye]; Sushma Panchawati [The Third Eye]
Spiritual practices often lead to introspection and perspective. We explored the method of guided meditation to help balding men unlock their deepest fears around hair loss using some of these techniques, which led us to some unexpected insights.
Presentation: Methodological innovation
Super-diversity Research
Losing the toxic legacy of targeting through cultural friction researchAdelina Vaca [De La Riva Group]; Alfredo Troncoso [De La Riva Group]
If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: it's the age of hyper diversification. Danone Mexico and DLR joined forces to leverage, rather than tame cultural friction.
Presentation: Case study
Breaking News!
What qualitative research can learn from the mediaShobha Prasad [Drshti Strategic Research Services]
The news media has adapted extremely well to evolving technology to become even more engaging and relevant in peoples’ lives. What can we learn from this to increase our impact and relevance as qualitative researchers?
Presentation: Research industry challenge
Introduction
Andrew Vincent [Waves]
Hello Quintastics!
A new vision on 50plus marketing: a bold approach to target group research leading to contemporary faces of people in their fiftiesLiesbeth Gerritsen [MARE Research]; Sandra van Vemden [MARE Research]
How a bold approach to traditional qualitative research launched an entirely new target group and encouraged fellow researchers to rethink what qual can do.
Presentation: Case study
Helping Introverts Open Up
A simpler pathway to understand this relatively silent but very powerful consumer segmentArfa Syed [Kantar Millward Brown]
Presentation: Research industry challenge
“Erotic Capital” as a Platform for Innovation and Communication
Supporting brands in addressing the female target audience with a customer experience focusCinzia Paterlini [GNResearch]; Elena Bucci [GNResearch]
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.
Presentation: Case study
Introduction
Jose Enrique Tocasuche [Canadian Bank Note Company]
Vegetables That Rock
How an entire strategic revolution emerged from a cultural anthropological approachAgnieszka Mazurek [Bonduelle]; Jeanne Carré [insight europe]
The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level.
Presentation: Case study
“My Court – New Paradigms In Shopping Centers”
A journey of discovery defining and developing different and meaningful retail spacesAlisson Avila [Couture]; Diogo Teixeira [Couture]; Rafael Pelote [Sonae Sierra]; Tatiana Abreu Romão [Sonae Sierra]
My court: a tangible transformation from B&M to a dynamic and living space.
Presentation: Case study
Introduction
Mina Sfondilis [PepsiCo]
The New Visual Language of Brands
How consumers create brand meaning in the social media ageNick Gadsby [The Answer: the Culture Value Agency]
Every brand should tell a short story because every consumer intuitively seeks a story: discover what drives a compelling story, how to tell it effectively and how to change consumer minds.
Presentation: Methodological innovation
We Have Seen the Future…
Fast forward to more contextual, agile and smarter qualitative researchAnnelies Verhaeghe [InSites Consulting]; Sophie Van Neck [InSites Consulting]
Bots are taking over moderation and analysis, snappy chat conversations are the new preferred communication mode by consumers and research will happen in the consumer context. Join us in journey together with Heineken and get a glimpse on the future.
Presentation: Methodological innovation
Beyond the Hype
Virtual reality as a campaign game changerJim Mott [BAMM]
Presentation: Case study
Introduction
Anne-Sophie Damelincourt [Blue Lemon]
(Wo)Man Vs Machine; From Competition to Collaboration
Choosing our battles; knowing when to think and when to automateSamantha Bond [SKIM]
Cost and speed are key issues for qual yet clients increasingly expect video. How do we bridge this gap? Which corners can be cut? This session offers practical insights for qualitative researchers struggling to identify if, how and when to automate.
Presentation: Research industry challenge
Deep Design to the Rescue
Solving wicked problems of the futureSharanya Sitaraman [Quantum Consumer Solutions]
We have harnessed technology and automation to reach the peak of solving for external problems, such as convenience and efficacy. Paradoxically, as the external world neatens, we have seen the rise of inner entropy, with an increased articulation of unhappiness, disillusionment, and disconnection. This chaotic modern narrative highlights the limited powers of the automated world, and the urgent need for a new design and way of thinking...
Tirthankar Dash, Quantum Consumer Solutions, Singapore
Presentation: Thought-leadership / call-to-action
Best Qualitative Paper - Peter Cooper Excellence Award
Simon Patterson [QRi Consulting]
Sponsored by QRi Consulting, the Best Qualitative Paper - Peter Cooper Excellence Award honours the late Peter Cooper and his contribution to qualitative research. The award carries a prize of EUR 1,500 and a nomination towards ESOMAR Excellence (best paper overall), delivered at the annual Congress.
Presented by:
KEYNOTE | Your Computer Will Use YOU
David Carvalhão [Vigil365]
In this talk David will guide you through the tortuous mind of the terrorist know as The Unabomber as an entry point to the construction of cognitive model for the impact of technological evolution in human society and what role you may play in it.
Keynote
Programme summary
Mina Sfondilis [PepsiCo]
Closing
Finn Raben [ESOMAR Director General]
ESOMAR Member Akiko Hoshi
Senior Analyst, INTAGE, Japan
Akiko is a senior analyst at INTAGE and has more than 15 years of experience in market research. Since joining INTAGE in 2014, she has been responsible for developing qualitative research solutions. She is particularly enthusiastic about exploring customer experiences through various approaches, such as using smartphones to capture moments, or employing cognitive interviews as a storytelling technique and Tarot cards as visual aids to bring out emotions. She continues her journey as a researcher, seeking to develop new and inspiring approaches to explore consumers’ mind.
Sessions:
ESOMAR Member Andrew Vincent
Director, Waves, United Kingdom
Sessions:
ESOMAR Member Anne-Sophie Damelincourt
ESOMAR Council Member / Founder & Owner, Blue Lemon, France
After graduating from Business School, Anne Sophie made for marketing at Unilever (Frozen Food & Ice cream Division) and Lactalis (Butter & Cheese) working as a product manager. There, her heart was captured by market research, which she continued at Nielsen Company as a Senior Account Manager and moved into marketing intelligence as a Food & Drinks Manager.
Keen on research, innovation and brands, Anne-Sophie founded Blue Lemon Qualitative Research & Consulting in 2007, operating worldwide within a cross-cultural approach, working with passion helping brands create value and strong connections with their consumers/customers.
She became an active ESOMAR member in 2008. ESOMAR has been offering fantastic opportunities to share thoughts, develop partnerships and meet great people in a professional, friendly and warm atmosphere. Re-elected as council member Anne Sophie is honoured and proud to keep helping and serving market research industry.
Sessions:
ESOMAR Member Jose Enrique Tocasuche
Market Insights Manager, Canadian Bank Note Company, Canada
Jose heads market research for the lottery division of Canadian Bank Note Company. In his current role as Market Insights Manager, he spearheads market research endeavours aimed at better understanding consumer sentiment on game brands, the impact of direct and indirect competitors and the potential of new product lines and new markets. He has a 360 degree view of research methodologies, techniques and strategies.
Prior to CBN, Jose worked in market research in the media industry working for leading organizations such as Discovery Communications, ESPN Networks and Viacom.
Sessions:
Adelina Vaca
Head of Anthropology, De La Riva Group, Mexico
Sessions:
Alfredo Troncoso
Head of Semiotics and Syndicated Studies, De La Riva Group, Mexico
Sessions:
Alisson Avila
Managing Partner Couture, Couture, Portugal
Sessions:
ESOMAR Member Annelies Verhaeghe
Managing Partner, InSites Consulting, Belgium
Sessions:
Aranzazú Gómez
S & I Group Manager, Danone, Mexico
Arfa Syed
Account Manager, Kantar Millward Brown, Pakistan
Sessions:
Brisa Cristina Correa de Araujo
Partner / Innovation Consultant, Oceanwise Innovation, Mexico
Sessions:
Cinzia Paterlini
Qualitative Department Director, GNResearch, Italy
Sessions:
Devika Johar
Associate Research Manager, The Third Eye, India
Sessions:
Diogo Teixeira
Managing Partner Couture, Couture, Portugal
Sessions:
Dogus Sipahioglu
Consumer & Market Insights Group Manager, Duracell International Operations, Switzerland
Sessions:
ESOMAR Member Finn Raben
Director General, ESOMAR, Netherlands
Sessions:
Gauri Malhotra
Group Product Head, Marico Limited, India
ESOMAR Member Gavin Holt
Senior Research Director, Join the Dots, United Kingdom
Sessions:
ESOMAR Member Jeanne Carré
Managing Director, insight europe, Germany
Sessions:
Jill Jefferis
Project Manager - Qualitative Research, Vitamix Corporation, United States
Sessions:
Jim Mott
Director of Research, BAMM, United Kingdom
Sessions:
Jose Santiago
Global Consumer Marketing Fabric Care Manager, IFF - International Flavors & Fragrances, Netherlands
Sessions:
Katja Cahoon
Managing Founder, Beacon Insight, United States
Sessions:
ESOMAR Member Liesbeth Gerritsen
Research Director, MARE Research, Netherlands
Sessions:
María Barrera Moreno
Partner / Business Consultant, Oceanwise Innovation, Mexico
Sessions:
Marieke Boers
Senior Qualitative Researcher, Winkle, Netherlands
Sessions:
Nick Gadsby
Founder and Owner, The Answer: the Culture Value Agency, United Kingdom
Sessions:
Paul Thomas
Head of Consumer Planning Africa Regional Markets, Diageo, United Kingdom
Sessions:
Peter Thomas
Global Customer Insights, Shell, United Kingdom
Peter Totman
Head of Qualitative, Jigsaw Research, United Kingdom
Sessions:
Rafael Pelote
Head of Market Intelligence, Sonae Sierra, Portugal
Sessions:
Samantha Bond
Research Manager, SKIM, Netherlands
Sessions:
Sandra van Vemden
Research Manager, MARE Research, Netherlands
Sessions:
ESOMAR Member Shobha Prasad
Director, Drshti Strategic Research Services, India
Sessions:
ESOMAR Member Simon Patterson
CEO, QRi Consulting, United Kingdom
Sessions:
ESOMAR Member Sophie Van Neck
Research Director, InSites Consulting, Belgium
Sessions:
ESOMAR Member Sushma Panchawati
Partner, The Third Eye, India
Sessions:
ESOMAR Member Tatiana Abreu Romão
Market Research Manager, Sonae Sierra, Spain
Sessions:
Vivian Gonsalves
Brand Manager - Livon Hair Gain, Marico Limited, India
ESOMAR Member Mina Sfondilis
Director of Global Qualitative Research, PepsiCo, United States
Mina Sfondilis is currently a Qualitative Researcher and has worked at PepsiCo for 16 years. During that time, she has worked in the Sensory & Consumer Product Insights department in various capacities. Her most recent role began in 2007, when she worked in collaboration with other colleagues to create the Qualitative Research area within the sensory group. Since then Mina has created a full department that is responsible for front end research in the Innovation project cycle across all PepsiCo brands.
Mina has a background in Psychology. Her BS is from the University of Illinois in Champaign-Urbana, and her MS is from Loyola University Chicago. Mina is a trained psychotherapist, and started her career in the clinical setting in high schools, hospitals, and mental health centers. She continues to work against this love of helping others through volunteer work in her spare time.
Sessions:
ESOMAR Member Frits Spangenberg
Founder, Motivaction International, Netherlands
Frits is the founder and former managing director of Motivaction in the Netherlands. He was the president of ESOMAR 2007-2009 and was a member of the ESOMAR Council until 2010.
Frits is still active at Motivaction and also gives lectures and workshops. Frits is also very active in both the cultural and business landscapes. In 2005 he was honoured for his contributions, specifically his work on the Mentality-model, by being awarded the Order of Orange-Nassau a civil and military Dutch order of chivalry awarded to those who deserve appreciation and recognition from society.
Sessions:
Programme Committee
Programme Committee Chair Mina Sfondilis
PepsiCo, United States
Programme Committee Anne-Sophie Damelincourt
Blue Lemon, France
Programme Committee Renata Galieva
Spotify, Germany
Programme Committee Akiko Hoshi
INTAGE, Japan
Programme Committee Jose Enrique Tocasuche
Canadian Bank Note Company, Canada
Programme Committee Andrew Vincent
Waves, United Kingdom
ESOMAR MemberProgramme Committee Chair
Director of Global Qualitative Research
Mina Sfondilis is currently a Qualitative Researcher and has worked at PepsiCo for 16 years. During that time, she has worked in the Sensory & Consumer Product Insights department in various capacities. Her most recent role began in 2007, when she worked in collaboration with other colleagues to create the Qualitative Research area within the sensory group. Since then Mina has created a full department that is responsible for front end research in the Innovation project cycle across all PepsiCo brands.
Mina has a background in Psychology. Her BS is from the University of Illinois in Champaign-Urbana, and her MS is from Loyola University Chicago. Mina is a trained psychotherapist, and started her career in the clinical setting in high schools, hospitals, and mental health centers. She continues to work against this love of helping others through volunteer work in her spare time.
ESOMAR MemberProgramme Committee
ESOMAR Council Member / Founder & Owner
After graduating from Business School, Anne Sophie made for marketing at Unilever (Frozen Food & Ice cream Division) and Lactalis (Butter & Cheese) working as a product manager. There, her heart was captured by market research, which she continued at Nielsen Company as a Senior Account Manager and moved into marketing intelligence as a Food & Drinks Manager.
Keen on research, innovation and brands, Anne-Sophie founded Blue Lemon Qualitative Research & Consulting in 2007, operating worldwide within a cross-cultural approach, working with passion helping brands create value and strong connections with their consumers/customers.
She became an active ESOMAR member in 2008. ESOMAR has been offering fantastic opportunities to share thoughts, develop partnerships and meet great people in a professional, friendly and warm atmosphere. Re-elected as council member Anne Sophie is honoured and proud to keep helping and serving market research industry.
Programme Committee
Business Development Manager Retail Promotions
ESOMAR MemberProgramme Committee
Senior Analyst
Akiko is a senior analyst at INTAGE and has more than 15 years of experience in market research. Since joining INTAGE in 2014, she has been responsible for developing qualitative research solutions. She is particularly enthusiastic about exploring customer experiences through various approaches, such as using smartphones to capture moments, or employing cognitive interviews as a storytelling technique and Tarot cards as visual aids to bring out emotions. She continues her journey as a researcher, seeking to develop new and inspiring approaches to explore consumers’ mind.
ESOMAR MemberProgramme Committee
Market Insights Manager
Jose heads market research for the lottery division of Canadian Bank Note Company. In his current role as Market Insights Manager, he spearheads market research endeavours aimed at better understanding consumer sentiment on game brands, the impact of direct and indirect competitors and the potential of new product lines and new markets. He has a 360 degree view of research methodologies, techniques and strategies.
Prior to CBN, Jose worked in market research in the media industry working for leading organizations such as Discovery Communications, ESPN Networks and Viacom.
ESOMAR MemberProgramme Committee
Director