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Programme

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14:00 - 19:00
14:00 19:00

Registration
Collect your badges

19:00 - 20:00
19:00 20:00

Welcome reception
room2 Belvedere (6th floor)

room2 Belvedere (6th floor)

Please join us to kick off FUSION 2019 with some drinks and chats.

09:00 - 09:15
09:00 09:15

Opening
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General
09:15 - 09:25
09:15 09:25

Introduction to the programme - FUSION data edge
Kyle Findlay [Kantar Insights]
room2 Main room (Natura)

room2 Main room (Natura)

Kyle Findlay
Programme Committee Chair Senior Data Science Director - Innovation, Kantar Insights, South Africa
Smart Data World - Setting The Scene
09:25 - 09:45
09:25 09:45

FIRESTARTER | Fusion Forward
Data dynamics in an agile business contextBarry Jennings [Microsoft Corporation]
room2 Main room (Natura)

room2 Main room (Natura)

Reduced cost by 30%, increased impact and scope by 200% while working in a market undergoing huge foundational change.

Barry Jennings
Cloud & Enterprise Insights Director, Microsoft Corporation, United States

Presentation: Client topic

Smart Data - Smart Social Impact
09:45 - 10:05
09:45 10:05

The Ultimate Wicked Problem
How do you solve a problem like climate change?Colleen Ryan [TRA]; Jane O’Loughlin
room2 Main room (Natura)

room2 Main room (Natura)

Solving the problem of climate change was going to need more than a quick survey.

Colleen Ryan
TRA, New Zealand
Energy Efficiency and Conservation Authority (EECA), New Zealand

Presentation: Thought leadership / Call-to-action

10:05 - 10:25
10:05 10:25

Big Data Big Debate
How to handle 5 million plus verbatims in just 2 weeks?Bruno Jeanbart [OpinionWay]
room2 Main room (Natura)

room2 Main room (Natura)

How do you handle more than 5 million verbatims and creative proposals in just two weeks?

Bruno Jeanbart
Deputy Managing Director, OpinionWay, France

Presentation: Methodological innovation

10:25 - 10:45
10:25 10:45

Smart Data - Smart Questions
An interactive debate with the speakers of this block
room2 Main room (Natura)

10:45 - 11:30
10:45 11:30

Demo Lab | QuickCommunities
The platform that revolutionizes qualitative online researchCarlos Lagorio [Toluna]; Natacha Lerma [Toluna]
room2 Demo Lab (Museo I+II)

room2 Demo Lab (Museo I+II)

Toluna QuickCommunities™, part of the TolunaInsights platform, empowers marketers and consumer insights professionals to quickly, meaningfully and more efficiently connect directly with their precise target audience in a digital environment that enables them to send surveys, collect ongoing feedback, and ask follow-up questions – all within a single platform. Obtaining rich qualitative and quantitative feedback has never been easier.

During this demo lab the Toluna Iberia team will show the advantages of using Toluna QuickCommunities, where qualitative and quantitative feedback is easily accessible and provide invaluable information within minutes in order to empower business decisions.

Carlos Lagorio
Digital Research Manager Iberia, Toluna, Spain
Natacha Lerma
Sales Director Iberia, Toluna, Spain

Sponsored demo

10:45 - 11:30
10:45 11:30

Networking break

Smart Data - Smart Business
11:30 - 11:40
11:30 11:40

Introduction
Jonatan Hedin [Universal Avenue]
room2 Main room (Natura)

room2 Main room (Natura)

Jonatan Hedin
Session chair VP Operations & Analytics, Universal Avenue, Sweden
11:40 - 12:00
11:40 12:00

Molson-Coors Measuring Innovation
Maximising insights in the age of data scienceIan Ash [Dig Insights]; Marc Bertrand [Molson-Coors]
room2 Main room (Natura)

room2 Main room (Natura)

The key to maximizing market research's value in the age of data science.

Ian Ash
Co-Founder, Dig Insights, Canada
Marc Bertrand
Senior Manager Consumer Insights, Molson-Coors, Canada

Presentation: Client topic

12:00 - 12:20
12:00 12:20

Trends Change, Motivations Do Not
Building a motivation-driven brand echoverseEzgi Akpınar [Sabancı University]; Merve Yigit Yontar [The Coca-Cola Company]; Serkan Ceran [Ipsos]
room2 Main room (Natura)

room2 Main room (Natura)

How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.

Ezgi Akpınar
Assistant Professor of Marketing, Sabancı University, Turkey
Merve Yigit Yontar
Advanced Analytics Manager, The Coca-Cola Company, Turkey
Serkan Ceran
Business Intelligence Director, Ipsos, Turkey

Presentation: Client topic

12:20 - 12:30
12:20 12:30

Smart Data - Smart Dialogue
An interactive debate with the speakers of this block
room2 Main room (Natura)

12:30 - 13:45
12:30 13:45

Lunch

Smart Data - Machine Learning & Smart Analytics
13:45 - 13:55
13:45 13:55

Introduction
Ezequiel Paura [Keepler]; Kyle Findlay [Kantar Insights]
room2 Main room (Natura)

room2 Main room (Natura)

Ezequiel Paura
Session chair Data Scientist, Keepler, Spain
Kyle Findlay
Session chair Senior Data Science Director - Innovation, Kantar Insights, South Africa
13:55 - 14:55
13:55 14:55

MINI-WORKSHOP | Deconstructing What Machine Learning Does When Processing Text
A hands-on demonstration of using R to process textRay Poynter [NewMR]
room2 Main room (Natura)

room2 Main room (Natura)

Learn how to use machine learning text analytics, from scratch, for free, using open-source R.

Ray Poynter
Chief Research Officer, NewMR, United Kingdom (GB)

Interactive session

14:55 - 15:15
14:55 15:15

Customised Text Analytics
Helping clients to solve real business problemsIvan Bardarov [GemSeek]; Martin Dimov [GemSeek]
room2 Main room (Natura)

room2 Main room (Natura)

Fusing internal and external consumer feedback creates a realistic picture of business problems. A customised text analytics model takes into account organisational structure and the impact of issues on KPIs to help your clients solve them quickly.

Ivan Bardarov
Director - Text Analytics, GemSeek, Bulgaria
Martin Dimov
Director Data Science, GemSeek, Bulgaria

Presentation: Methodological innovation

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

Networking break

Smart Data Imperatives: Privacy & Quality
16:00 - 16:30
16:00 16:30

GUEST | Become Data-driven Superheroes!
Augment your own intelligence with powerful analytics toolsKatya Vladislavleva [DataStories.com]
room2 Main room (Natura)

room2 Main room (Natura)

In this talk Katya will explain what AI and augmented intelligence is (and is not) and highlight the value it creates in the new digital age using concrete examples. She’ll demonstrate that AI tools became explainable and accessible to business users. You can judge yourself whether it’s time to employ them in your strategic arsenal to bring your brands and business to the next level. It takes a village to change the culture, and explainable and collaborative augmented intelligence might just be the tool to make collective conversations of your enterprise data-driven.

Katya Vladislavleva
Guest speaker CEO, DataStories.com, Belgium

Guest speaker presentation

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

Machine Learning and Privacy
The bumpy road from concept proof to productionAnna Bellido [Netquest]; Joaquin Casino [Netquest]; Marcello Frattini [Netquest]
room2 Main room (Natura)

room2 Main room (Natura)

Machine Learning algorithms are born as a solution to a problem. Once we feel comfortable with a prototype, there is still a long path to its deployment...and it is rarely a smooth one. We would like to share our experience transiting that path

Anna Bellido
Data Scientist, Netquest, Spain
Joaquin Casino
Data scientist, Netquest, Spain
Marcello Frattini
Data scientist, Netquest, Spain

Presentation: Methodological innovation

16:50 - 17:10
16:50 17:10

Future-proof Data Quality Using AI
Dharmendra Jain [Kantar]
room2 Main room (Natura)

room2 Main room (Natura)

Dharmendra Jain
Operations Director, Kantar, Kenya

Presentation: Industry challenge

17:10 - 17:25
17:10 17:25

Q&A
room2 Main room (Natura)

17:25 - 17:40
17:25 17:40

ESOMAR Update
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General

Announcement

18:00 - 19:00
18:00 19:00

FUSION FUN!
room2 Wanderlust - Cervecería-Restaurante

room2 Wanderlust - Cervecería-Restaurante

Get your business cards/contact list ready… ESOMAR is excited to organise the first hour of your evening with a special Madrid experience.

For this night we take you to try the best beer in town!

(walking distance from the venue / please do not forget your badge)

Location: Wanderlust, Calle de Silva 2 (Plaza Santo Domingo), 28013 Madrid

FUSION - The Power Of Hybrid Research (Part I)
09:00 - 09:05
09:00 09:05

Introduction
Kyle Findlay [Kantar Insights]
room2 Main room (Natura)

room2 Main room (Natura)

Kyle Findlay
Session chair Senior Data Science Director - Innovation, Kantar Insights, South Africa
09:05 - 09:20
09:05 09:20

INTERVIEW | Integrated Insights Engine
A tale of the travails and victories involved in using data integration and AIKyle Findlay [Kantar Insights]; Horacio González [Kantar]
room2 Main room (Natura)

room2 Main room (Natura)

Kyle Findlay
Moderator Senior Data Science Director - Innovation, Kantar Insights, South Africa
Horacio González
Global AI & Unstructured Data Lead, Kantar, Mexico

Presentation: Methodological innovation

09:20 - 09:40
09:20 09:40

Multi-Methods Cocktail
Blending brain scanning, VR and eye tracking to compare print with digital, TV and outdoor advertisingTom van Bommel [Unravel Research]
room2 Main room (Natura)

room2 Main room (Natura)

How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.

Tom van Bommel
Co-Founder, Unravel Research, Netherlands

Presentation: Case study

09:40 - 10:00
09:40 10:00

Winning the Lottery!
Maximising Marketing Effectiveness Through Data FusionMarthe Gruloos [The Belgian National Lottery]; Nicole Huyghe [boobook]
room2 Main room (Natura)

room2 Main room (Natura)

We all love and use buzz words. Such as data driven marketing, big data and 360° customer insights. But what do they really mean? How do you put them in practice? The Belgian National Lottery put it all in action by blending different data sources.

Market Analyst, The Belgian National Lottery, Belgium
Nicole Huyghe
Managing Director, boobook, Belgium

Presentation: Case study

10:00 - 10:15
10:00 10:15

FUSION Blender!
An interactive debate with the speakers of this block
room2 Main room (Natura)

10:15 - 11:00
10:15 11:00

Demo Lab | Beyond Data Visualization
Building a beautiful dashboard is easy, you just need to know where to start and how to go about it!Anna Goblyos [DataExpert]
room2 Demo Lab (Museo III+IV)

room2 Demo Lab (Museo III+IV)

Take a moment to consider the following. You're at home on a rainy evening, flicking through the TV channels, chatting. Even in such a simple, regular situation there is lots of information around you. Visual stimuli, touch, the smell of tonight's tasty dinner wafting through from the kitchen. But you are aware of only 0.7% of these stimuli, even though (based on Tor Norretanders research) sight operates at almost the same bandwidth as a network of computers.

Knowing this tells us that data visualization is the most powerful form of data interpretation.

Eye-catching, memorable, understandable, easy to follow, meaningful data, a clear story and logical connections, etc. …

These are the key factors of a successful dashboard. But how can we achieve this? It's a long process, starting with the clients' dream and finishing with a beautiful dashboard. For first thing we would say that the most important thing is building the dashboard itself. But think it over. Putting the charts one by one on a page without any concept will lead to confusion. It is only the final step we are doing when finalizing any visualization task. We have to step backward in the process to the design phase.

Having a good design can provide you with an impactful dashboard that has a powerful message which engages the user. Using a perfect design will present you and your dashboard with more visitors, clicks, and quicken the time of understanding the data and how they are connected.

This all sounds good, but how does it work and why is it so important?

We are living in an accelerating world, where we have to get information as effectively as we can. It means that when we look at a dashboard or a presentation, the key information has to be emphasized. When we look at an overcrowded report we need more time to find the numbers that we are really interested in. With a simple design which tells us where to look and leads us to what is next, reading the dashboard feels just as good as reading our favorite book. And the simplicity means that the decision-making process will be even shorter.

During the presentation we will give you the basics in a very interesting and ferial way, by using examples that are known by almost everyone, just without the knowledge. Why? We will consider 3 main areas. First, a theoretical background; the tricks of seeing. You will enjoy several examples which examine how our eyes work. The next step will be the rules we must follow in practice. Finally, a practical summary - we'll show how we created a dashboard from sketch through to final design.

Anna Goblyos
Team Leader, DataExpert, Hungary

Sponsored demo

10:15 - 11:00
10:15 11:00

Networking break

FUSION X-Perience: A.I. Language, Voice & Video
11:00 - 11:10
11:00 11:10

Introduction
Christopher Harms [SKOPOS]
room2 Main room (Natura)

room2 Main room (Natura)

Christopher Harms
Session chair Consultant Research & Development, SKOPOS, Germany
11:10 - 11:30
11:10 11:30

iFactor
Using A.I. to spot client’s irritating experienceCharlotte Zaepfel [Ipsos]; Mathilde Guinaudeau [Ipsos]
room2 Main room (Natura)

room2 Main room (Natura)

Using CRM data to harness clients' irritating experiences feedbacks thanks to machine learning - enrich outcomes with a social data deep dive into customers' paint point and related emotions.

Natural Language Processing Engineer, Ipsos, France
Ipsos, France

Presentation: Methodological innovation

11:30 - 11:50
11:30 11:50

Can Machines be Emotional?
Using machine learning to mine and measure emotions at scaleMarcel Slavenburg [SKIM]
room2 Main room (Natura)

room2 Main room (Natura)

We know emotions play an important role in consumer decision making but how do we access them at scale? SKIM and J&J teamed up to investigate!

Marcel Slavenburg
Research Director, SKIM, Netherlands

Presentation: Methodological innovation

11:50 - 12:10
11:50 12:10

Answers not Analytics
Using knowledge models for video highlight extractionMike Kuehne [FocusVision]
room2 Main room (Natura)

room2 Main room (Natura)

Get to your customer truth with automated video highlights.

Mike Kuehne
Head of Innovation & Data Science, FocusVision, United States

Presentation: Methodological innovation

12:10 - 12:30
12:10 12:30

FUSION Mix!
An interactive debate with the speakers of this block
room2 Main room (Natura)

12:30 - 13:45
12:30 13:45

Lunch

FUSION Essentials: The Skills Set
13:45 - 13:55
13:45 13:55

Introduction
Ezequiel Paura [Keepler]; Kyle Findlay [Kantar Insights]
room2 Main room (Natura)

room2 Main room (Natura)

Ezequiel Paura
Session chair Data Scientist, Keepler, Spain
Kyle Findlay
Session chair Senior Data Science Director - Innovation, Kantar Insights, South Africa
13:55 - 14:55
13:55 14:55

MINI-WORKSHOP | A Practical Fusion of Qualitative and Social Data
Ellie Osborne [Join the Dots I InSites Consulting]; Jillian Ney [The Social Intelligence Lab]; Sarah De Caux [Join the Dots I InSites Consulting]
room2 Main room (Natura)

room2 Main room (Natura)

An interactive session on fusing research streams.

Ellie Osborne
Head of Social Intelligence, Join the Dots I InSites Consulting, United Kingdom (GB)
Jillian Ney
Founder, The Social Intelligence Lab, United Kingdom (GB)
Sarah De Caux
Senior Research Director, Join the Dots I InSites Consulting, United Kingdom (GB)

Interactive session

14:55 - 15:40
14:55 15:40

The Big Debate
Is Social Intelligence part of the insights function?Michalis Michael [DigitalMR]; Joaquim Bretcha [ESOMAR President]; Kyle Findlay [Kantar Insights]; Tamara Lucas [Convosphere]
room2 Main room (Natura)

room2 Main room (Natura)

Michalis Michael
Moderator CEO, DigitalMR, United Kingdom (GB)
Joaquim Bretcha
Panelist ESOMAR President
Kyle Findlay
Panelist Senior Data Science Director - Innovation, Kantar Insights, South Africa
Tamara Lucas
Panelist Associate Director, Convosphere, Spain
15:40 - 16:25
15:40 16:25

Networking break

16:25 - 16:40
16:25 16:40

ESOMAR Update
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General

Announcement

FUSION Future: Digital Transformation
16:40 - 17:00
16:40 17:00

Enabling Digital Transformation
The insights function beyond data science and analytic toolsJeff Mercer [Microsoft Corporation]; Marian Anderson [Microsoft Corporation]
room2 Main room (Natura)

room2 Main room (Natura)

Market research's digital transformation takes more than new data and tools, but also requires motivating and enabling people to work differently.

Jeff Mercer
Senior Director, Microsoft Corporation, United States
Marian Anderson
Director, Microsoft Corporation, United States

Presentation: Thought leadership / Call-to-action

17:00 - 17:30
17:00 17:30

GUESTS | From Social Listening to E-seeing
Using social media to understand the beauty evolution through influencersAlberto Rodríguez Romo [L'Oréal]; Estefanía Yaguez [L'Oréal]
room2 Main room (Natura)

room2 Main room (Natura)

Alberto Rodríguez Romo
Guest speaker Consumer, Market & Data Insights Manager, L'Oréal, Spain
Estefanía Yaguez
Guest speaker Consumer Insights & Market Intelligence Director, L'Oréal, Spain

Guest speaker presentation

17:30 - 17:40
17:30 17:40

Smart data days wrap-up
Finn Raben [ESOMAR Director General]; Kyle Findlay [Kantar Insights]
room2 Main room (Natura)

room2 Main room (Natura)

Including the ESOMAR FUSION 2019 Best Smart Data Paper Award

Finn Raben
ESOMAR Director General
Kyle Findlay
Senior Data Science Director - Innovation, Kantar Insights, South Africa
18:30 - 19:30
18:30 19:30

FUSION FUN!
(Welcome to the Qualitative FUSION crowd)
room2 Mesón El Jamón De Grán Vía

room2 Mesón El Jamón De Grán Vía

While some delegates from the "Smart Data Days" leave Madrid, ESOMAR welcomes all the international delegates joining us from around the world for our "Global Qualitative Days".

Join us to celebrate FUSION research, with the best Spanish jamón & patatas bravas in town!

(walking distance from our venue / please do not forget your badge)

Location: Mesón El Jamón De Gran Vía, Calle Gran Vía 59, 28013 Madrid

09:00 - 09:10
09:00 09:10

Welcome
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General
09:10 - 09:20
09:10 09:20

Introduction to the programme - FUSION qual angle
Nikki Lavoie [MindSpark Research International]
room2 Main room (Natura)

room2 Main room (Natura)

Nikki Lavoie
Programme Committee Chair Managing Director, MindSpark Research International, France
FUSION - The Power Of Hybrid Research (Part II)
09:20 - 09:25
09:20 09:25

Introduction
Kat Dimmick [Delta Air Lines]
room2 Main room (Natura)

room2 Main room (Natura)

Kat Dimmick
Session chair Project Manager - Customer Research, Delta Air Lines, United States
09:25 - 09:45
09:25 09:45

#Flocks: Unpicking Communities on Twitter
Jim Moran [Jaywing]; Martin Bryant [Join the Dots]; Rob Sanders [Twitter]; Sara Picazo [Twitter]
room2 Main room (Natura)

room2 Main room (Natura)

In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a business.

Jim Moran
Group Account Director, Jaywing, United Kingdom (GB)
Martin Bryant
Commercial Director, Join the Dots, United Kingdom (GB)
Rob Sanders
Senior Research Analyst, Twitter, United Kingdom (GB)
Sara Picazo
Head of UK Ad Research, Twitter, United Kingdom (GB)

Presentation: Client topic

09:45 - 10:05
09:45 10:05

The Alchemical Marriage of Big Data and Qual
Sergey Sheykhetov [Kantar]; Victor Ikawa [Safaricom]
room2 Main room (Natura)

room2 Main room (Natura)

This presentation talks about the hybrid approach combining big data analytics and qualitative research - with a special spotlight on Kenya and Ethiopia.

Sergey Sheykhetov
Head of Qualitative, Kantar, Kenya
Victor Ikawa
Head of Research and Startegy, Safaricom, Kenya

Presentation: Client topic

10:05 - 10:25
10:05 10:25

Gen Z - Some Like It Old
Fridays for 2nd-hand - why the 15-25-year-olds prefer old things to new onesBenjamin Simmenauer [respondi]; Charles Mezerette [leboncoin]
room2 Main room (Natura)

room2 Main room (Natura)

In this presentation you will learn:

  • The story of segmentation model creation: mistakes, learnings, new ideas
  • Combining NPS (Net Promoter Score) and qualitative research
  • New product development: studying UX
Benjamin Simmenauer
Chief Consulting Officer, respondi, France
Charles Mezerette
Consumer Insight Manager, leboncoin, France

Presentation: Case study

10:25 - 10:45
10:25 10:45

FUSION Power Perspectives!
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

10:45 - 11:30
10:45 11:30

Networking break

FUSION Finds: Tool Time!
11:30 - 11:35
11:30 11:35

Introduction
Kat Dimmick [Delta Air Lines]
room2 Main room (Natura)

room2 Main room (Natura)

Kat Dimmick
Session chair Project Manager - Customer Research, Delta Air Lines, United States
11:35 - 11:45
11:35 11:45

Visualfocus - Better Focus Groups Thanks to Smartphones
Using a fun, visual and intuitive focus group technique that suits our increasingly visually oriented lifestyleMargré Nijkamp [Motivaction International]; Roos Thijssen [Motivaction International]
room2 Main room (Natura)

room2 Main room (Natura)

Margré Nijkamp
Senior Strategy Consultant, Motivaction International, Netherlands
Roos Thijssen
Researcher, Motivaction International, Netherlands

Presentation: Methodological innovation

11:45 - 11:55
11:45 11:55

WhatYouSee (is NOT) WhatYouGet
What You See as an advertiser Is NOT What the Audience really getsDmitry Gaiduk [CoolTool]
room2 Main room (Natura)

room2 Main room (Natura)

The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.

Dmitry Gaiduk
CEO, CoolTool, United States

Presentation: Methodological innovation

11:55 - 12:05
11:55 12:05

VENTO
Can human intelligence networks evolve the way we research?Caio Casseb [Scoop & Co]; Fernanda Politanski [Scoop & Co]
room2 Main room (Natura)

room2 Main room (Natura)

Vento is a new mindset of doing research in which content engagement is fundamental in a new logic. A digital space where collaborators' engagement determines an innovative way for consumers and brands to work together.

Caio Casseb
Founder & Head of Insights, Scoop & Co, Brazil
Fernanda Politanski
Research Executive, Scoop & Co, Brazil

Presentation: Methodological innovation

12:05 - 12:30
12:05 12:30

INTERACTIVE DISCUSSION
Interactive debate with the speakers of this block
room2 Main room (Natura)

room2 Main room (Natura)

What makes a great insights tool? Which tools are most trendy? And which tools still need to be imagined? With the market place constantly in a state of change, understanding what makes your consumers tick is paramount to connecting and engaging with them...not to mention increase ROI.

12:30 - 14:00
12:30 14:00

CLICK Lunch!
room2 Demo Lab (Museo I+II)

room2 Demo Lab (Museo I+II)

A meet-up for the client-side / research buyers and users (only) to network and share best practice in an informal and private setting

12:30 - 14:00
12:30 14:00

Lunch

FUSION Future: The Art Of Prediction
14:00 - 14:10
14:00 14:10

Introduction
Sandeep Dutta [Kantar]
room2 Main room (Natura)

room2 Main room (Natura)

Sandeep Dutta
Session chair Vice President, Kantar, India
14:10 - 14:40
14:10 14:40

Is it Possible to Predict Human Decision-Making?
Using qual and quant to understand the context and emotion behind why people make choicesNina Kanin [Streetbees]
room2 Main room (Natura)

room2 Main room (Natura)

Using qual and quant to understand why consumers really make decisions, not why you think they do.

Nina Kanin
Client Strategy Director, Streetbees, United Kingdom (GB)

Interactive: Methodological innovation

14:40 - 14:45
14:40 14:45

Q&A
room2 Main room (Natura)

14:45 - 15:30
14:45 15:30

MINI-WORKSHOP | Reading the Tea Leaves
5 questions to inspire consumers and brands to create the futureAkiko Hoshi [INTAGE]; Rumiko Ayusawa [INTAGE]
room2 Main room (Natura)

room2 Main room (Natura)

Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.

Akiko Hoshi
Corporate Communication Manager, INTAGE, Japan
Rumiko Ayusawa
Ethnographer/workshop Designer/de-sign Producer, INTAGE, Japan

Interactive: Industry challenge

15:30 - 16:00
15:30 16:00

Networking break

16:00 - 16:10
16:00 16:10

ESOMAR Update
Joaquim Bretcha [ESOMAR President]
room2 Main room (Natura)

room2 Main room (Natura)

Joaquim Bretcha
ESOMAR President

Announcement

FUSION Essentials: The Skills, The Design Mindset
16:10 - 16:15
16:10 16:15

Introduction
Nikki Lavoie [MindSpark Research International]
room2 Main room (Natura)

room2 Main room (Natura)

Nikki Lavoie
Session chair Managing Director, MindSpark Research International, France
16:15 - 16:35
16:15 16:35

Using the Real Behaviour Behind Big Data to Improve Participant Quality
Hugh Carling [Liveminds]; Patrick Fagan [brainchimp]
room2 Main room (Natura)

room2 Main room (Natura)

We'll look at the psychology behind technology to show how big data is used to get closer to people's real behaviour. Brands use the wealth of information in digital footprints to reach consumers - we can use it to find the best people for research.

Hugh Carling
Co-Founder, Liveminds, United Kingdom (GB)
Patrick Fagan
Consumer Psychologist & Lecturer, brainchimp, United Kingdom (GB)

Presentation: Thought leadership / Call-to-action

16:35 - 16:55
16:35 16:55

Building a Bridge Between UX and Analysts
Through tips, tricks and concrete examples, learn how user research can start meaningful conversations with analysts for more impactful research togetherPaula Herrera [GetYourGuide]
room2 Main room (Natura)

room2 Main room (Natura)

Striking meaningful conversations with analytics. In companies where analytics resources are scarce, how can user researchers start to have meaningful conversations with analysts in order to work on impactful research together?

Paula Herrera
Senior User Researcher, GetYourGuide, Germany

Presentation: Industry challenge

16:55 - 17:05
16:55 17:05

FUSION Essentials Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

17:05 - 17:50
17:05 17:50

GUEST | Fighting Negativity
How negativity influences our lives, our work and society (and what we can do about it)James Whelligan; Rijn Vogelaar [The Superpromoter Academy]
room2 Main room (Natura)

room2 Main room (Natura)

The world is obsessed with negativity. The cause can be found in the way the human brain is programmed. People have a natural brain alarm that is prone to short-term thinking and groupthink and has a sensitive antenna for danger. In ‘fighting negativity’ Rijn Vogelaar will present how recent insights gained from brain sciences and psychological research provide indicators for turning the tide. During the presentation he will be supported by musician James Whelligan.

James Whelligan
Guest speaker Musician, United Kingdom (GB)
Rijn Vogelaar
Guest speaker Chief Enthusiasm Officer, The Superpromoter Academy, Netherlands

Guest speaker presentation

17:50 - 17:55
17:50 17:55

Guest speakers Q&A
room2 Main room (Natura)

18:30 - 19:30
18:30 19:30

FUSION FUN!
room2 Tapas 44

room2 Tapas 44

Get your business cards/contact list ready… ESOMAR is excited to organise the first hour of your evening with a special Madrid experience.

For this night we invite you for a glass of excellent Spanish wine!

(walking distance from our venue / please do not forget your badge)

Location: Tapas 44, Calle Gran Vía 71, 28013 Madrid

360 Quality-Ative Perspective - Setting The Scene
09:00 - 09:05
09:00 09:05

Introduction
Jonatan Hedin [Universal Avenue]
room2 Main room (Natura)

room2 Main room (Natura)

Jonatan Hedin
Session chair VP Operations & Analytics, Universal Avenue, Sweden
09:05 - 09:30
09:05 09:30

CLIENT-SIDE DISCUSSION
Jonatan Hedin [Universal Avenue]; Annette Crehan [Mondelēz International]; Marc Bertrand [Molson-Coors]; Mina Sfondilis [PepsiCo]
room2 Main room (Natura)

room2 Main room (Natura)

Get client-side context on 360-degree innovation and insight – discover what 360 means to different brands in different markets, learn which internal barriers need to be faced and overcome, and hear about the multi-modal and actionable techniques needed to gain these holistic insights.

Jonatan Hedin
Moderator VP Operations & Analytics, Universal Avenue, Sweden
Annette Crehan
Senior Consumer Insights Manager for Innovation & Strategy, Mondelēz International, Spain
Marc Bertrand
Senior Manager Consumer Insights, Molson-Coors, Canada
Mina Sfondilis
SCPI, Global Front End Research Team, PepsiCo, United Kingdom (GB)

Presentation: Client topic

09:30 - 09:45
09:30 09:45

Quality Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

Quick Qual - Quick Business
09:45 - 09:50
09:45 09:50

Introduction
Nikki Lavoie [MindSpark Research International]
room2 Main room (Natura)

room2 Main room (Natura)

Nikki Lavoie
Session chair Managing Director, MindSpark Research International, France
09:50 - 10:05
09:50 10:05

Qualitative Fast Track
Discover a new rapid-response business model that allows completion of the full investigation journey for an internal client in just 4 daysJose Antonio Noriega [Moebius]; Mark Montgomery [Citibanamex]
room2 Main room (Natura)

room2 Main room (Natura)

Learn how to improve time, cost and relevance on research for / with corporate clients.

Jose Antonio Noriega
CEO, Moebius, Mexico
Mark Montgomery
VP Market Research & Customer Experience, Citibanamex, Mexico

Presentation: Methodological innovation

10:05 - 10:20
10:05 10:20

Quick Qual Manifesto
How to conduct quick qualitative research without compromising deep insights and losing the essence of research for designGabriel Escalante [INSITUM]; Nasly Liliana Galindo Quiroga [INSITUM]
room2 Main room (Natura)

room2 Main room (Natura)

From ethnography to rapid ethnography to insights sprints, it seems like there is a constant request for faster results. How can we tackle this without compromising the essence of user-centered design? Quick Qual Manifesto aims to explain how.

Gabriel Escalante
Design Researcher, INSITUM, Mexico
Nasly Liliana Galindo Quiroga
Innovation Consultant, INSITUM, Mexico

Presentation: Industry challenge

10:20 - 10:30
10:20 10:30

Quick Qual Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

10:30 - 11:15
10:30 11:15

Networking break

11:15 - 11:20
11:15 11:20

ESOMAR Update
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General

Announcement

Qual Cares - Social Impact
11:20 - 11:25
11:20 11:25

Introduction
Kat Dimmick [Delta Air Lines]
room2 Main room (Natura)

room2 Main room (Natura)

Kat Dimmick
Session chair Project Manager - Customer Research, Delta Air Lines, United States
11:25 - 11:40
11:25 11:40

I Don’t Know if I Am Allowed to Say This But...
Accessing genuine feelings and opinions in the age of political correctnessPeter Totman [Jigsaw Research]
room2 Main room (Natura)

room2 Main room (Natura)

What is the best way to find out what people really think in this judgmental age?

We asked people to share their views on a controversial subject in a number of different research approaches, pitching traditional approaches against new and innovative.

Peter Totman
Head of Qualitative, Jigsaw Research, United Kingdom (GB)

Presentation: Methodological innovation

11:40 - 12:00
11:40 12:00

Brands in the Age of Anger
The use and power of qualitative researchGraeme Trayner [The Glover Park Group]
room2 Main room (Natura)

room2 Main room (Natura)

How do brands and leaders adapt to a world where increased knowledge does not shift opinions? Qualitative thinking can shed light on how to evolve social norms - the key to lasting change.

Graeme Trayner
Managing Director, The Glover Park Group, United States

Presentation: Thought leadership / Call-to-action

12:00 - 12:20
12:00 12:20

Evolving Public Health England's Approach to Behaviour Change
Using linguistic modelling and semiotic analysis to uncover social and cultural barriers to early cancer diagnosisEmma Munro-Faure [Public Health England]; Lucas Galan [Flamingo]
room2 Main room (Natura)

room2 Main room (Natura)

Flamingo used semiotic analysis and linguistic modelling to identify and compare the public and personal discourses of cancer that were creating barriers to early presentation, in order to develop future strategy and comms to overcome them.

Emma Munro-Faure
Senior Marketing Planning Manager, Public Health England, United Kingdom (GB)
Lucas Galan
Head of Digital Forensics, Flamingo, United Kingdom (GB)

Presentation: Case study

12:20 - 12:35
12:20 12:35

Qual Cares Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

12:35 - 13:50
12:35 13:50

Lunch

Qualitative Play That Pays Off
13:50 - 13:55
13:50 13:55

Introduction
Nikki Lavoie [MindSpark Research International]
room2 Main room (Natura)

room2 Main room (Natura)

Nikki Lavoie
Session chair Managing Director, MindSpark Research International, France
13:55 - 14:10
13:55 14:10

Metaphors We Remember By
A look at decoding early life memories to better understand the presentOana Popa Rengle [Anamnesis]
room2 Main room (Natura)

room2 Main room (Natura)

Steer away from the dominant MR narrative (that focuses on the limits of human memory) and learn how to elicit and decode early memories to reveal precious information about how a person views the world.

Oana Popa Rengle
Qualitative Research Consultant, Anamnesis, Romania

Presentation: Methodological innovation

14:10 - 14:30
14:10 14:30

Think the Present, Model the Future!
A creative mixed-method approach of Online Forums and Lego® Serious Play® workshops, which predicts the future of audio usage in 2025Charlotte Hager [comrecon brand navigation]
room2 Main room (Natura)

room2 Main room (Natura)

This unique and special qualitative method-mix of Online Forums and Lego® Serious Play® evoked such valuable insights which were translated and transformed into mental maps of the past, the present and the future audio usage.

Charlotte Hager
CEO, comrecon brand navigation, Austria

Presentation: Case study

14:30 - 14:55
14:30 14:55

Unscripting the Script
Re-thinking conversations with consumers and stakeholdersManisha Dikshit [Consumer Faces]
room2 Main room (Natura)

room2 Main room (Natura)

Unscripting the Script: Designing provocative conversations with consumers and stakeholders to spark strategic imagination.

Manisha Dikshit
Managing Partner, Consumer Faces, Singapore

Presentation: Industry challenge

14:55 - 15:10
14:55 15:10

Qual Plays Off Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

15:10 - 15:40
15:10 15:40

Networking break

Qualitative Must-Haves: Ethno, Empathy, Emotion, FUSION
15:40 - 15:45
15:40 15:45

Introduction
Sandeep Dutta [Kantar]
room2 Main room (Natura)

room2 Main room (Natura)

Sandeep Dutta
Session chair Vice President, Kantar, India
15:45 - 16:00
15:45 16:00

Impact Not to be Sniffed at: How One Study Changed the Global Culture of Fragrance
Using ethnography for breakthrough innovationKatell Maguet [IFF - International Flavors & Fragrances]; Oliver Sweet [Ipsos]
room2 Main room (Natura)

room2 Main room (Natura)

A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.

Katell Maguet
Consumer Insight Manager, IFF - International Flavors & Fragrances, Netherlands
Oliver Sweet
Head of Ethnography, Ipsos, United Kingdom (GB)

Presentation: Case study

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

A Ton of Data and an Ounce of Emotion
Customer-centered CRM communication optimization processLeszek Haba [Fortuna Online Zakłady Bukmacherskie]; Piotr Idzik [MASMI Poland]
room2 Main room (Natura)

room2 Main room (Natura)

Don't stop in the middle of the road by analyzing data only! Don't be an android as your customers are not. Enhance your data analytics with your customers' emotions understanding. That helps to reveal surprising insights.

Leszek Haba
Marketing Director, Fortuna Online Zakłady Bukmacherskie, Poland
Piotr Idzik
Managing Director, MASMI Poland, Poland

Presentation: Case study

16:15 - 16:30
16:15 16:30

The Shoe Mystery
How to generate deep insights with an indexed research approachDiana Derval [DervalResearch]
room2 Main room (Natura)

room2 Main room (Natura)

Why do some people own 50 pairs of shoes and are already busy buying the next pair? Based on the success stories of Chanel or Louboutin, an unusual research combining observations and scientific findings helped generate new insights for luxury brands.

Diana Derval
Chair, Research Director, DervalResearch, Netherlands

Presentation: Case study

16:30 - 16:45
16:30 16:45

Tale of Two Countries: UK and Singapore
Interlacing Geert Hofstede's cultural dimensional theory with advanced data miningDaksha Desai [Athene Consultancy]; Preriit Souda [PSA Consultants Ltd]
room2 Main room (Natura)

room2 Main room (Natura)

Using a Cultural lens to analyze the digital discourse in 2 countries (UK & Singapore) and reveal the macro socio-cultural values, tensions & aspirations, and, in turn, provide guidelines for cross-cultural communication and marketing activities.

Daksha Desai
Managing Director, Athene Consultancy, Singapore
Preriit Souda
Director, PSA Consultants Ltd, United Kingdom (GB)

Presentation: Methodological innovation

16:45 - 16:55
16:45 16:55

Qual-E4 Questions
Interactive Q&A with the speakers of this block
room2 Main room (Natura)

16:55 - 17:25
16:55 17:25

GUEST | Storytelling the City
How to build narratives for the futureHélène Veiga Gomes
room2 Main room (Natura)

room2 Main room (Natura)

Facing the future, mainstream narratives make us feel stuck in between two opposites: on the one hand, the growth, as a solution for any problem despite the discrimination and on the other hand, the collapse, as a desperate dystopian skyline that will swallow all species. No worries, there is a third option. Based on fieldwork experiences, this talk will showcase the tools and the threads of a story that tell about the world we want to build: sustainable and inclusive. How storytelling can be used to connect the voices of the city, when city life stands as a metaphor to any ecosystem?

Hélène Veiga Gomes
Guest speaker Urban Anthropologist, France

Guest speaker presentation

17:25 - 17:30
17:25 17:30

Guest speaker Q&A
room2 Main room (Natura)

Closing & Awards
17:30 - 17:35
17:30 17:35

Awards
Finn Raben [ESOMAR Director General]; Simon Patterson [QRi Consulting]
room2 Main room (Natura)

room2 Main room (Natura)

  • ESOMAR FUSION 2019 Best Qualitative Paper - Peter Cooper Award is sponsored and presented by QRi Consulting. Now in its 8th year, this award is voted on by the programme committee and given to the paper representing the best qualitative innovation, creativity and business impact.

  • Best Presentation Award, for the best presentation at this event, resulting from the ratings from the audience.
Finn Raben
ESOMAR Director General
Simon Patterson
Founder & CEO, QRi Consulting, United Kingdom (GB)
17:35 - 17:45
17:35 17:45

Closing
Finn Raben [ESOMAR Director General]
room2 Main room (Natura)

room2 Main room (Natura)

Finn Raben
ESOMAR Director General
18:00 - 19:00
18:00 19:00

Farewell drinks