BEST OF ESOMAR TURKEY 2012 ISTANBUL / 11 DECEMBER

IN COOPERATION WITH TAMOR

PROGRAMME 14.00 – 15.00 Registration & Networking Session

15.00 – 15.30

OPENING AND INTRODUCTION TO THE PROGRAMME Dr. Dieter Korczak, ESOMAR President Associate Prof. Dr. Pervin Olgun, ESOMAR Representative for Turkey Ali Levent Orhun, TAMOR President

15.30 – 16.30 PANEL DISCUSSION Quality and the Future of Online Research Moderator: Associate Prof. Dr. Fatos Karahasan, Milliyet / Capital, Turkey Panellists: Associate Prof. Dr. Fatos Karahasan, Milliyet / Capital, Turkey Selin Kahraman, The Coca-Cola Company, Turkey Sili Hacihanefioglu, Turkcell, Turkey Sinem Yetıs – Janssen, Turkey Dr. Mahmut Kurşun - IAB Board Member, Turkey Arda Ozkan, Barem Research, Turkey

16 .30 – 17.00 Facebook Under the Spotlight Evaluating the impact of social media alongside TV Robert Ellis, COG Research, UK

17.00 – 17.30 Dimensions of Online Survey Data Quality What really matters? Jon Puleston, GMI (Global Market Insite), UK

17.30 – 17.45 Q&A

17.45 – 18.00 CLOSING & PRESENTATION OF ESOMAR CONGRESS 2013 IN ISTANBUL Associate Prof. Dr. Pervin Olgun, ESOMAR Representative for Turkey Ali Levent Orhun, TAMOR President Dr. Dieter Korczak, ESOMAR President

SPEAKERS AND PANELISTS PROFILES Jon Puleston Jon Puleston is Vice President of Innovation and runs GMI (Global Market Insite) UK, a team specialising in the design of interactive surveys and developing specialist technology for conducting interactive online research. He was formerly the founding director of Media Intelligence, a research technology business that developed the industry’s first interactive survey authoring software. Over the last four years Jon has been conducting extensive research exploring how to engage respondents more effectively in online research. His paper examining the gamification of online research won the 2011 ESOMAR Congress award for best methodology and the 2011 MRS award for innovation in research methodology. Robert Ellis Rob Ellis is a Founder and Director of COG Research, an innovative UK-based agency. He left Oxford with a degree in Politics and Philosophy, joined BRMB as a researcher, and then spent some time in advertising as an account planner. Rob then founded Navigator, and pioneered the use of NLP in qualitative research. Looking for new challenges he was an early adopter of online research, first setting up Prism and then COG. Rob is intrigued by the way the mind works, and delighted that neuroscience is confirming many of our hunches about how important decisions get taken 'impulsively'. Fatos Karahasan

Dr. Fatos Karahasan is an Associate Professor at Bilgi University where she teaches Marketing Communication, Advertising and Digital Marketing. In addition, she is a columnist for Milliyet, one of the major daily newspapers in Turkey, and also for Capital, a monthly magazine on finance, business and management. As a Brand Management Consultant, Fatos leads major advertising agency pitches, product launches and brand strategy projects. She gives lectures, runs workshops and manages research projects for major local and international companies. Fatos has recently published her second book, entitled “Principles of Digital Marketing."

Selin Kahraman Selin Kahraman is the Eurasia and Africa Group Knowledge and Insights Manager at The Coca-Cola Company in Turkey. In addition to her broad experience in multinational research agencies including Infratest Burke, GfK and Millward Brown, her personal interest and knowledge of online technology makes her the initiator of

innovative research in Turkey. Selin is an acknowledged conference speaker, most recently winning the 2012 WIN/GIA Istanbul Conference best paper award. Sili Hacihanefioglu Sili Hacihanefioglu is Market Knowledge & Intelligence Senior Specialist at Turkcell in Turkey. Sili began her career with GfK, managed all types of telecom research for 5 years at Synovate, and finally became a member of the Turkcell Market Knowledge & Intelligence team in 2011. Arda Ozkan Arda Ozkan is the Quantitative Department Director and Board Member of Barem Research and has been with the company for 12 years. He is responsible for new product development, assuring the highest quality of service to clients, attending client meetings, presentations and strategy development. Arda has extensive experience in the industry, particularly with U&A, segmentation, image, pricing and innovation surveys. For the last few years he has been focusing on online research and innovative research techniques, such as neuroscience, to integrate these with traditional models. SPEAKER ABSTRACTS Facebook Under the Spotlight Evaluating the impact of social media alongside TV Robert Ellis, COG Research, UK Facebook has become a highly attractive advertising medium, but effectiveness and how the channel works are still little understood. Metrics such as 'likes' are available but offer little insight. We believe that social media work differently to conventional ads, but just how do they work, and how well? This research used a new implicit test (IRT) developed by COG to track effects from two social media campaigns for a major brand, and the effect of each in combination with mainstream TV advertising. The research took place within Facebook pages among users, and provided dramatic evidence of how effective social media campaigns could be, and how different approaches produced different outcomes. Dimensions of Online Survey Data Quality What really matters? Jon Puleston, GMI (Global Market Insite), UK

Several recent research articles explore the impact of panel sourcing on speeding, fraudulent respondents, and participant engagement. A large number of studies have explored differential cross-cultural responses to survey design and its effect on participant engagement. Very little is understood about the impact of these factors. Is it more important to focus on the quality of the survey design or the intrinsic quality of the panel? Should researchers worry more about speeders, liars, or authenticating identity? Is demographic balance of the panel or its source more important? Should researchers focus on question design to make research more engaging or the psychology of the respondent? How do all these factors vary country by country?