ESOMAR BEST OF POLAND 2012 Warsaw /21 June MOBILE RESEARCH

ARE WE UNLEASHING ITS POTENTIAL?

LANGUAGE Presentations will be in Polish and English. Simultaneous translation will not be provided. PROGRAMME 14.00 – 14.05 OPENING

Dominika Maison, ESOMAR Representative, Poland

14.05 – 14.30 Mike Cooke, ESOMAR Vice President

14.30 – 15.15 Usage of Mobiles for Better Understanding Consumer Behaviour Corrine Sandler, Fresh Intelligence, Canada

15.15 – 15.30 Q&A

15.30 – 15.45 Break

15.45 – 16.30 PANEL DISCUSSION Potential for Using Mobile Phones for Marketing Research in Poland Moderator Dominika Maison, ESOMAR Representative, Poland Panelists Izabela Rudak, TNS Poland, PTBRIO President Robert Zydel, Saatchi&Saatchi Think Tank, Poland Marek Wozniak, Kompania Piwowarska (SABMiller), Poland

16.30 – 17.00 Discussion

17.00 – 17.20 ESOMAR Update Dominika Maison, ESOMAR Representative, Poland

17.20 – 17.30 CLOSING Mike Cooke, ESOMAR Vice President Dominika Maison, ESOMAR Representative, Poland

17.30 – 18.30 Networking Drinks

SPEAKER PROFILES Dominika Maison Dominika Maison is a Professor in the Psychology Department at the University of Warsaw, where she teaches marketing research and consumer behaviour. She has been involved in market research since 1990. For many years she worked as a freelance market researcher and later became a market research consultant. In 2005, she set up her own market research company – Dom Badawczy Maison – specialising in qualitative research with a focus on motivational research relating to conscious and unconscious motivations and barriers of consumer attitudes and behaviours. She has published 5 books and many articles in the fields of marketing research and consumer behaviour and has presented at many Polish and international conferences. For 8 years she served as the President of the Polish market research organization (PTBRiO) and has, since 2010, served as the ESOMAR Representative for Poland. Corrine Sandler Corrine Sandler is the founder and CEO of Fresh Intelligence Research Corp., in Canada. Over the past 18 years, Corrine has been immersed in marketing and research and has a reputation for unparalleled consumer understanding and insight development. She has worked with the world’s finest companies in developing innovative, sustainable and profitable consumer, brand, corporate and trade strategies. Corrine holds a Bachelor of Arts degree from the Institute of Marketing Management, South Africa and a Post-Graduate degree in Marketing and Economics from the Chartered Institute of Marketing, UK. She has published research articles in several periodicals and has presented at recent international conferences. Izabela (Iza) Rudak Izabela Rudak is Client Service Director at TNS Poland and has been in market research since 1997. She specialises in media studies and Brand Audit studies and has experience in ethnographic studies. She graduated from the Faculty of Psychology at Wroclaw University and has published articles in media specialising in market research. Since 2012, she has served as President of PTBRiO – the Polish Society of Market and Opinion Researchers (Polskie Towarzystwo Badaczy Rynku i Opinii). Robert Zydel Robert Zydel is Consumer Manager at Saatchi & Saatchi Think Tank, Poland. He started his professional career in market research in 2000 and worked for companies such as CASE, TNS OBOP, IQS Group and NUQ Research. Robert specialises in custom qualitative research, particularly in ethnographic projects. He has several years of experience in teaching marketing research courses at the University of Warsaw. Robert is currently working for Saatchi & Saatchi where he is responsible for customer knowledge management. He graduated from the Ethnology and Cultural Anthropology Faculty from the University of Warsaw.

Marek Wozniak Marek Wozniak is Senior Trade Insights Manager at Kompania Piwowarska (SABMiller), Poland, and specialises in shopper research, customer satisfaction surveys and marketing tests. Since 2006, he has worked for Kompania Piwowarska (SABMiller), where he supports business decisions with knowledge of shoppers, trade and customers. SPEAKER ABSTRACTS Usage of Mobiles for Better Understanding Consumer Behaviour Corrine Sandler, Fresh Intelligence, Canada The use of mobile phones and smart phones is penetrating all markets and societies. Mobile technology is increasingly becoming a tool that consumers use to access, share or even collaboratively create information. This presentation helps gather a better understanding of consumer behaviour in relation to the air care category through the usage of mobile telephony. As researchers we are tasked with finding, filtering and making sense of data and information.

• What happens when these two worlds of research and mobile technology collide? How can we make sure that the output is greater than the sum of its parts? How do we filter and give meaning to all this?

• What are the best practices for conducting research through the mobile platform?

PANEL DISCUSSION Potential for Using Mobile Phones for Marketing Research in Poland Moderator: Dominika Maison, ESOMAR Representative, Poland Panelists: Iza Rudak, TNS Poland, PTBRIO President Robert Zydel, Saatchi &Saatchi Think Tank, Poland Marek Wozniak, Kompania Piwowarska (SABMiller), Poland In the panel discussion we will try to find the answer for the following questions:

• Is Poland different from other countries in the use of mobile? How does this impact the way we should think about using it in research?

• Is using mobile phones in research a short-term fashion or a growing trend? Do we see a future for this method in Poland?

• In what area is the biggest potential for using mobiles in marketing research in Poland? • What type of barriers can we see for using mobiles in marketing research in Poland?