ESOMAR BEST OF - THE NETHERLANDS 2013 AMSTERDAM / 28 NOVEMBER

IN COOPERATION WITH MOA – CENTER FOR INFORMATION BASED DECISION MAKING AND MARKETING RESEARCH

PROGRAMME 16.30 – 17.00 Registration

17.00 – 17.15 OPENING AND INTRODUCTION TO THE PROGRAMME Ineke van Meel, ESOMAR Representative for the Netherlands Gaby Siera, ESOMAR Representative for the Netherlands

17.15 – 17.45 Depicting metroconsumers from 17 European cities Frits Spangenberg, Motivaction International, The Netherlands Ester Tepaske, Motivaction International, The Netherlands

17.45 – 18.15 Mobilising Urban Parents Around the World How Quinny leveraged universal insights for global branding and innovations Anouk Willems, InSites Consulting, The Netherlands Marieke Koningen, Dorel, The Netherlands

18.15 – 18.45 Feel Nothing, Do Nothing Unlocking the emotional secret of online spending Tom Ewing, Digital Culture Officer, BrainJuicer Group, UK

18.45 – 19.00 CLOSING Ineke van Meel, ESOMAR Representative for the Netherlands

19.00 – 20.00 Networking drinks

SPEAKER PROFILES Anouk Wi l lems Anouk Willems is Research Innovation Manager at InSites Consulting, Netherlands. With an education in marketing, and passion for co-creation, Anouk connects brands with consumers through online research communities. After managing communities for global clients like Unilever, Heinz and eBay, she’s now part of the ForwaR&D lab of InSites Consulting. In her current role, Anouk focuses on innovating the community solutions,exploring new opportunities in the mobile domain and using co-researcher techniques. Anouk is a frequent speaker at research and marketing conferences including ESOMAR 3D, ESOMAR’s CEE forum and Merlien’s Insights Valley Europe and Asia. She was nominated for her work by ESOMAR (Research Effectiveness Award 2011) and awarded with the Best Presentation Award (ESOMAR 3D Digital Dimensions 2012).

Ester Tepaske Ester Tepaske is a Quantitative Research Specialist at Motivaction, Netherlands. She has worked for Motivaction since 2007 and specialises in quantitative research. Ester’s primary focus is on public surveys and target group segmentation for clients in the cultural and leisure sector and the field of media research.

Fr is Spangenberg Frits Spangenberg is Founder and former CEO of Motivaction, Netherlands. In 2007 – 2009, he was president of ESOMAR and was a member of the ESOMAR council until 2010. Frits remains attached to Motivaction, giving lectures and workshops and acts as a representative of Motivaction in establishing contacts and connecting initiatives. He is active in the cultural and professional field.

Marieke Koningen Marieke Koningen is Market Intelligence Manager at Dorel, Netherlands. Marieke studied applied communication studies at the University of Twente, and began her market research career at Research International. In various roles she worked with several FMCG clients like Heineken, FrieslandCampina, BAT and Coca Cola. Marieke prefers to work on complex international studies with a focus on communication and (concept) product testing. At Research International, and later at TNS Nipo, she developed both quantitative and qualitative research skills. Nearly three years ago Marieke moved to Dorel, where she is responsible for all European research projects for Maxi-Cosi, Bébé Confort and Quinny. Her research projects vary from brand health studies to testing new concept and products within the target audience.

Tom Ewing Tom Ewing has extensive experience as a conference speaker, presenter and chair, for both BrainJuicer and his previous employer, Kantar Operations. He won Best Presentation at the 2008 MRS conference for a paper on long-term online communities and Best Overall Paper at ESOMAR Congress 2012 for Research In A World Without Questions. He has written and presented on online communities, social media, gamification, and behavioural economics and has recently chaired the American Marketing Association’s (AMA) first ever Big Data-focussed conference. Tom has worked as a researcher, marketer, copy editor, copywriter, and community manager. He works at BrainJuicer specialising in research on the internet and social media, as well as helping to make the company’s suite of innovative products even more exciting. SPEAKER ABSTRACTS Depicting Metroconsumers from 17 European Cities Frits Spangenberg, Motivaction International, The Netherlands Ester Tepaske, Motivaction International, The Netherlands As large cities grow in size and numbers, consumer behaviour and mobility patterns become more and more diffuse, widespread and unpredictable. Based upon an online poll conducted among residents of 17 European cities (WIN/Gallup International), this presentation provides insights into consuming behaviour, mobility, and the social and working life of European ‘metroconsumers’. These metroconsumers form a colourful, mixed and affluent target group. How can city marketers, policy makers and communication professionals attract the attention of the metroconsumer and respond to their needs, attitudes and shared values? Mobilising Urban Parents Around the World How Quinny leveraged universal insights for global branding and innovations Anouk Willems, InSites Consulting, The Netherlands Marieke Koningen, Dorel, The Netherlands

Dorel wanted to connect the Quinny team with urban parents. During three weeks, a global Market Research Online Community (MROC) was the central hub in which a dialogue took place between 120 urban parents from seven big cities around the world and the Quinny team. The immersion experience confronted the organisation with the daily struggles and creative solutions of their core target group. This resulted in six universal insights, which are the fundamentals of today’s new product innovations such as the “Longboard Stroller” and new branding campaigns. This presentation provides insights into the power of a global and mobile community and how it has inspired Quinny to translate six universal insights into actions for future branding and innovations.

Feel Nothing, Do Nothing Unlocking the emotional secret of online spending Tom Ewing, Digital Culture Officer, BrainJuicer Group, UK We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online – how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.