GLOBAL QUALITATIVE 2015 - ESOMAR · How to make your insights go viral Ed Garey , BAMM Ltd , UK...

ESOMAR Corporate and Individual members’ names in blue

GLOBALQUALITATIVE2015 Paris / 15-17 November

Creative! Collaborative! Cool!

Programme

2 | GLOBAL QUALITATIVE 2015


GLOBALQUALITATIVE 2015 CREATIVE! COLLABORATIVE! COOL!

Where better to illuminate the value of qualitative research than in Paris, the City of Lights, and world capital of art, beauty and innovation!? Igniting your imagination with inspired thinking, collective excellence and exciting new ventures...we’ll talk technology, behavioural science, paths to purchase, modern ethnography, running a successful qual business, the keys to collaboration, trends and more!

We hope you enjoy and Bienvenue!

Programme Committee

graeme Lawrence (Committee Chair)Director of Sales and Marketing, Join the Dots, UK

alexandre merzaChief Creative Strategist, VIF, France

anita Black Co-Founder, The Magnetic Collective, USA

anne-Sophie Damelincourt ESOMAR Council Member andManaging Partner, Founder & Owner, Blue Lemon Qualitative Research , France

Hans ZijlstraCustomer Insight Director, Air France-KLM, The Netherlands

Klaus Berkenstraeter Associate Manager, Ipsos, UU, Germany

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Venue

Les Salons de l’Hôtel des arts & métiers9 bis, avenue d’Iéna75116 ParisFranceP: + 33 (0) 1 40 69 27 00

WORKSHOPS | 3


GLOBALQUALITATIVE 2015 CREATIVE! COLLABORATIVE! COOL!

WORKSHOPS

ADVANCED ETHNOGRAPHY

Ethnographic practice as a marketing research tool has changed profoundly over the last several years as a consequence of shifts in client needs and expectations as well as the technological revolution that continues to advance. These have brought about rethinking, controversies and changes in several domains of ethnographic practice.

The Advanced Ethnography workshop will provide a critical review of this new world of ethnographic practice. Attendees will learn about specific research approaches and, as appropriate, the suppliers that offer services related to each. Most importantly, we will review substantive applications that benefit today from ethnographic thinking and suggest ways that ethnographers can market themselves in response to client needs and interests.

advanced level

Workshop leadersHy Mariampolski Managing Director, QualiData Research, USA

Sharon WolfManaging Director, QualiData Research, USA

EMOTIONS MATTER: BIOMETRICS, BRAINS, AND BEHAVIOUR

In this workshop you can expect to.

• Learn about the role of emotions from a science/medical perspective• Learn how the marketing research industry views/uses emotion research today versus five years ago• Learn about the consumer neuroscience techniques in use today• Learn how these techniques work together and in combination with traditional research methods• Learn how biometrics could be used to answer today’s research questions• Learn how peer companies are using biometric research for advertising, media, digital/interactive, and shopper insights through real world case studies and end user perspective• Learn how to analyse emotional engagement in TV advertising

intermediate to advanced level

Workshop leaderCarl Marci MD, CEO and Chief Science Officer, Innerscope Research , USA

Sunday 15 November Workshops 09.00 - 17.00



PROGRAMMESunday 15 November 08.00 - 09.00 WorKSHoP regiStration

09.00- 17.00 WorKSHoPS (in ParaLLeL) advanced ethnography Hy Mariampolski , QualiData Research, USA Sharon Wolf, QualiData Research, USA emotions matter Carl Marci , Innerscope Research , USA

16.00- 19.00 ConFerenCe regiStration

19.00- 20.00 WeLCome reCePtion

19.00- 20.00 Welcome reception

Monday 16 November 08.00- 09.00 ConFerenCe regiStration

oPening

08.45- 09.00 energiser

09.00- 09.10 WeLCome Anne-Sophie Damelincourt , ESOMAR Council Finn Raben , ESOMAR Director General

09.10- 09.20 introDuCtion to tHe Programme & KeYnote

Graeme Lawrence , Programme Committee Chair

09.20- 10.05 oPening KeYnote SPeaKer the Science of Happiness: motivating and

engaging individuals, teams and organisations Stephanie Davies, CEO, Laughology, UK

10.05- 10.40 networking break

PROGRAMME | 5


CreatiVe WaYS to reaCH neW FrontierS - Part 1

10.40- 10.45 introduction by session chair Anita Black , The Magnetic Collective, USA

10.45 - 11.05 reSearCH aPPLiCation new Frontiers of Qualitative research How to practically apply exciting new learning

from across the behavioural sciences to enhance and invigorate qualitative research

Ashwin Malhotra, Diageo, UK Rachel Abbott, The Behavioural Architects, UK Tom Morgan, The Behavioural Architects, UK

11.05 - 11.25 DiSCuSSion toPiC When insights from Pain and adversity can

Lead to Positive transformation Applying principles of post traumatic growth to

behaviour change Vivek Banerji , Insight Dojo, UK Takashi Takenoshita, Shionogi Limited, UK

11.25 - 11.45 CaSe StuDY a Funny thing Happened on the Way to our

insights Confronting unexpected insights in mixed

method digital qual Julie Schiller, Facebook, USA Shannon Danzy, Danzy Consults, USA Steve August , FocusVision Worldwide, USA Tara Franz, Facebook, USA

11.45 - 12.00 Discussion

12.00 - 12.10 eSomar FounDation Can You Be the Difference? Phyllis Macfarlane , Treasurer, ESOMAR Foundation

12.10 - 13.25 Lunch

WHat’S CooL? tHe PoWer oF trenDS!

13.25 - 13.30 introduction by session chair Anne-Sophie Damelincourt , ESOMAR Council

Member / Blue Lemon Qualitative Research & Consulting , France



PROGRAMME13.30 - 13.50 neW grounD reSearCH makers revolutionise making How to derive insights from subversive consumer

practices Ayobamidele Gnädig , GIM , Germany Dominic Eberhardt, GIM , Germany Maria Wronka, GIM , Germany

13.50 - 13.55 Q&a

13.55 - 14.15 metHoDoLogiCaL How We Became Curators of Cool What the Tumblr generation can teach us about

doing research Els Dragt, MARE Research, The Netherlands Pernille Kok-Jensen, MARE Research,

The Netherlands

14.15 - 14.20 Q&a

14.20 - 14.50 the trend Hunters 14.50 - 15.20 networking break

running a QuaLitatiVe BuSineSS. tHe neeD to Be CreatiVe, CoLLaBoratiVe & CooL

15.20 - 15.25 introduction by session chair Simon Patterson , AQR Chairman / QRi

Consulting , UK

15.25 - 15.45 BuSineSS iSSue is technology eating Qualitative research? The very real impact of digital disruption on

qualitative agencies Ben White, ruby cha cha, Australia Ellen Baron , ruby cha cha, Australia

15.45 - 16.05 DiSCuSSion toPiC too much genius, not enough Wisdom It’s all becoming qualitative nowadays Andrew Vincent , Waves, UK Frances Williams, Next Retail Group, UK Helen Clark , Waves, UK

PROGRAMME | 7


16.05 - 16.25 DiSCuSSion toPiC towards 20-20 Vision Cleansing the lens Shobha Prasad , Drshti Strategic Research

Services, India


16.40 - 17.10 networking break

CoLLaBorate + immerSe YourSeLF!

17.10 - 17.15 introduction by session chair Graeme Lawrence , Join the Dots, UK

17.15 - 17.35 neW grounD reSearCH adding the Sparkle to immersion research An approach that makes immersion research an

actionable reality Colleen Ryan, TRA, New Zealand Joanne Reid, Air New Zealand, New Zealand

17.35 - 17.55 neW grounD reSearCH retail’s next top model New perspectives on consumer decision

processes in a rapidly changing world Janine Katzberg, Happy Thinking People,

Germany Lilli Mix, Happy Thinking People, Germany


18.05 - 19.00 networking drinks



PROGRAMMETuesday 17 November

PePSiCooL

09.00 - 09.05 introduction by session chair Graeme Lawrence , Join the Dots, UK

09.05 - 09.20 DiSCuSSion toPiC nothing else matters What qualitative research can learn from

musicians Madhumita Chakraborty , PepsiCo, India

09.20 - 09.25 Q&a

YoutHFuL WiSDom

09.25 - 09.30 introduction by session chair Alexandre Merza, VIF, France

09.30 - 09.50 CaSe StuDY the Future Fan Exploring the evolution of music fandom and

what it means to brands and the media Andy Crysell, Crowd DNA, UK Gemma Proctor, Twitter, UK

09.50 - 10.10 neW grounD reSearCH When Joys of Consumption Have Shades of

grey Sandeep Dutta, TNS Qualitative, India

10.10 - 10.30 metHoDoLogiCaL PaPer “Project 72” Understanding the Millennial Experience in Las

Vegas Axel Bedikyan, Cirque Du Soleil, Canada Daniel Berkal, The Palmerston Group, Canada Elana Gorbatyuk, SID LEE, Canada 10.30 - 10.45 Discussion

10.45 - 11.15 networking break

PROGRAMME | 9


CreatiVe WaYS to reaCH neW

FrontierS - Part 2

11.15 - 11.20 introduction by session chair Klaus Berkenstraeter, Ipsos UU, Germany

11.20 - 11.40 BuSineSS iSSue the Changing role of money What its transformation means for financial

services Daniel Jenkinson, PayPal, Luxembourg Robert Cook , Firefish, UK

11.40 - 12.00 CaSe StuDY the Karma of give & take How culture affects the space of e-commerce

in India Abhijit Patnaik, OLX, India Misha Mathew, Vox Populi Research, India Raji Bonala, Vox Populi Research, India

12.00 - 12.20 CaSe StuDY thirsty Work: Collaborating towards

metacognition in the Cold Beverage Path to Purchase

A case study combining a responsive methodology, consumer trends and behavioural economics principles to explore what happens when you disrupt choice and activate new purchases

Katie Alexander, Nestlé, UK Sally Lewis, Join the Dots, UK


12.35 - 13.50 Lunch

SPirituaLitY SParKing CreatiVitY

13.50 - 13.55 introduction by session chair Anne-Sophie Damelincourt , ESOMAR Council

Member / Blue Lemon Qualitative Research & Consulting , France



PROGRAMME13.55 - 14.40 Let’S DiSCuSS mandala to metamorphosis: What Lego and

tibetan Buddhism Can teach You about Creating Your Brand and narrative

Brooke Rothman, Independent, USA Kylin O’Brien, Kylin O’Brien Studio, USA 14.40 - 15.10 networking break

CoLLaBoratiVe + CreatiVe inSigHtS maKe an imPaCt

15.10 - 15.15 introduction by session chair Hans Zijlstra, Air France KLM, The Netherlands

15.15 - 15.35 DiSCuSSion toPiC Leading Leaders; the often Forgotten

Power of Qualitative research Using System 1 & System 2 to guide strategy

and corporate leadership Emmanuel Huet , Boston Consulting Group,

France

15.35 - 15.55 CaSe StuDY Like, Share & retweet How to make your insights go viral Ed Garey , BAMM Ltd , UK James Johnstone, Shell International Petroleum

Company, UK

15.55 - 16.15 CaSe StuDY the Danone activation Studio Turning consumer insights into company-wide

memes Annemiek Temming, Danone Benelux ,

The Netherlands Anouk Willems, InSites Consulting ,

The Netherlands Tom De Ruyck , InSites Consulting , Belgium


PROGRAMME | 11


16.30 - 16.35 introduction by session chair Graeme Lawrence , Programme Committee

Chair, UK

16.35 - 17.15 CLoSing KeYnote SPeaKer Creativity matters David Davies, Lions Festivals, UK

17.15 - 17.30 CLoSing

Programme Summary Graeme Lawrence , Programme Committee

Chair, UK

Peter CooPer aWarD PreSentation Sponsored by Qri Consulting Simon Patterson , QRi Consulting , UK

CLoSing Laurent Flores , ESOMAR President

17.30 - 18.00 Farewell drinks



The Global Qualitative 2015 mobile app allows you to network with everyone at the conference! Just click on the netWorK button and connect with fellow #mrx enthusiasts.

You loved a presentation? Give us your vote! Just click on the SurVeYbutton and rate. Your vote matters.

Alternatively, you can vote via web browser at www.rating.esomar.orgGetting lost within the venue or programme? No worries the app providesyou with all the necessary info – just go to the eVent tab!

Available for iPhone and Android – get on the free wi-fi and download theapp from your app store.

If you already have it, just select reFreSH to upload the new version.You can also access the networking tool via desktop at www.esomar.org/Networking

netWorK | StaY ConneCteD |StaY uPDateD | rate SPeaKerS |ALL ON YOUR MOBILE

SPONSORS AND PARTNERS | 13


SPONSORS ANDPARTNERSWe would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s Global Qualitative conference a success.

Bronze Sponsor

C&C Market Research, with 50 offices across the US, is the complete answer to all of your data collection needs. Our highly trained data collection specialists and field locations, coupled with our state of the art programming and data transmission capabilities, will ensure your next project is a success.

We are the largest privately owned and operated data collection company in the U.S. and have remained a leader in today’s marketplace through hard work, ingenuity, and a dedication to quality that is second to none. Please give us a call today!

For more information, visit www.ccmarketresearch.com

C & C marketingCraig Cunningham 1115 South Waldron #207Fort SmithAR 72903USAPhone: +1 479 785 5637Email: [email protected]: www.ccmarketresearch.com



SPONSORS AND PARTNERS

Saros Research is your perfect partner for participant recruitment in the UK, registering 50-100 new potential applicants every 24 hours for your future projects. They underpin the latest technological innovations with expert account management, and solid grounding in robust research screening techniques – bringing professionalism, initiative and honesty to your fieldwork, to help you achieve your research objectives and make your clients happy. Whether for participants on or offline, qualitative or user experience, consumer or B2B, anywhere in the UK – Saros Research will look after you.

For more information, visit www.sarosresearch.com/researcher/

Saros research LtdMaya MiddlemissPO Box 71506London SE10 1BXUKPhone: +44 20 8481 7160Email: [email protected]: www.sarosresearch.com/researcher/

Lunch Sponsor Day 1



We make research easy. Quality-seeking researchers, marketers and brands choose Lightspeed GMI as their trusted global partner for digital data collection. Our innovative technology, proven sampling methodologies and operational excellence facilitate a deep understanding of consumer opinions and behaviour.

From award-winning survey engagement to fieldwork management and custom reporting, Lightspeed GMI adds value at every stage of the research process. Our proprietary panels deliver access to more than four million online research respondents in 40+ countries with unparalleled quality, capacity and targeting. For more information, visit: www.lightspeedgmi.com

Lightspeed gmi 4 Millbank, Westminster5th and 6th floorLondonSW1P 3JAPhone: +44 207 896 1900E-mail: [email protected]: www.lightspeedgmi.com

event Bag Sponsor



For more information, please visit www.aqr.org.uk

association Partner

Future talent Sponsor

For more information, visit www.surveysampling.com

SPONSORS AND PARTNERS

global media Partners

For more information, visit www.euromonitor.com

For more information, visit www.research-results.com



twitter Catch Sponsor

For more information, visit www.lumiinsight.com

official knowledge partner

With award-winning online services, publishing and conferencedivisions, - Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.

For more information, visit www.warc.com

event partners

For more information, visit www.ct-group.com/eu/en

For more information, visit www.salons-artsetmetiers.com



20|20161 Rosa L. Parks Blvd. Nashville, TN 37203USAP: +1 615 724 5274Email: [email protected]: www.2020research.com

20|20 is a global leader in online qualitative research software and services, aiding research firms worldwide, in 25 languages. Leading innovation, easy-to-use software and unmatched service make 20|20 the world leader in online qualitative research.

Contact us at advice@20|20research.com or 1.800.737.2020 (www.2020research.com).

opinions Ltd. Mark Kikel 33 River Street, Chagrin FallsOH 44022USAP: +1 440 893 0300Email: [email protected]: www.opinionsltd.com

Committed to exceeding expectations, providing high quality Data Collection, Fieldwork and Market Research Services with a personal touch. Providing quality, validated data in a secure environment guides our growth and sets us apart from the competition. You can rest easy knowing that your project is in the hands of one of the most experiences teams in the data collection business!

Our seasoned staff in operations, project management and coordination, client services, analysis/statistics/reporting, programming and tabulation offer you Remarkable Research.

EXHIBITORS

EXHIBITORS | 19


StratégirCorinne Tomé5 rue Foy33000 BordeauxFranceP: +33 5 56 00 47 58Email: [email protected]: www.strategir.com

We are an independent market research group, operate internationally. We are based in Europe, China, the United States of America, Eastern Europe, Middle East and South America.

We offer inspiration and rigour in decoding markets and people. We go beyond the facts to give our clients the confidence to shape the future.

Stratégir specialises in solution focussed ad-hoc surveys, and addresses needs of Marketing teams (consumer knowledge, innovation and go to market issues), Category Management teams (shopper research) and R&D teams (sensory research).


ESOMAR Corporate and Individual members’ names in blueTae KIM

[email protected] CHINA

Mr. Diego [email protected]

BRASIL

Frédéric [email protected]

FRANCE

Kathrin [email protected]

GERMANY

Satya BONALA [email protected]

INDIA

Nicoletta GIACOMI [email protected]

ITALY

Toshihi [email protected]

JAPAN

Mr. Craig [email protected]

USA

Jozsi [email protected]

NETHERLANDS

Serra [email protected]

TURKEY

Alexander [email protected]

RUSSIA

Jaume [email protected]

SPAIN

John [email protected]

UK

Our Multi-country studies provide more value to ythan the mere sum of their national building block

Kyu Hyung [email protected]

KOREA

Hellas [email protected]

GREECE

Providing A True Global Qualitative Reportingwithout compromising on the Local Analysis

by Raji Bonala* through the“Single International Qualitative ApproacH”

*speaker on the 17th of November Part 2: The Karma of Give & Take

www.open-world-network.com

NOTES | 21


FUTURE TALENT MEETS THE INDUSTRYThe FTMI initiative allows students from around the world the chance to participate in one of ESOMAR’s global events. Students recommended by their professors have the opportunity to attend conference sessions, network with the industry’s leading minds and assist ESOMAR in the staging of the event.

At Global Qualitative 2015 three students from universities around Europe will attend the event. Look out for the red t-shirts and take some time to talk to these potential researchers about the industry.

Global

Phone Sample

DIY

Mobile

Online

CATI

Global

Phone Sample

DIY

Mobile

Online

CATI

Global

Phone Sample

DIY

Mobile

Online

CATI

Global

Phone Sample

DIY

Mobile

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CATI



INN

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Qualitativeresearch

Quantitativeresearch

Usabilitytesting

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Competitiveintelligence

Big Datasolutions

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SIS WORLDWIDE HEADQUARTERS11 East 22nd Street, 2nd Floor, New York, NY 10010t: +212-505-6805 | www.sisinternational.comUS/Americas: [email protected]: [email protected]: [email protected] Asia: [email protected]: [email protected]://twitter.com/SISIntlResearch

FrankfurtLondonManilaMexico CityNew YorkSeoulShanghaiSingapore

AutomotiveB2BConsumerCosmeticsEducationFinancial

Food & beverageHealthcareIndustrialPharmaceuticalRetailTourism

SIS HELPS YOU TO PROSPER

⋅SIS-SQREEM BIG DATA SOLUTIONS⋅NEUROSCIENCE

⋅DATA COLLECTION

⋅INTERNATIONAL⋅INSIGHTS⋅INNOVATION

MARKET RESEARCH

MARK

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MARKETINTELLIGENCEAND STRATEGY

INNOVATION MARKETRESEARCH

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SIS Greenbook Ad 2015 Press-Ready.pdf 7 10/19/15 1:48 PM

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CHAPTER TITLE | 23


ESOMAR reserves the right to alter, or cancel, without prior notice, any of the arrangements relating directly or indirectly to the event for any circumstances beyond ESOMAR’s reasonable control.

ESOMAR will not accept liability for any losses and/or damages participants may suffer on account of an alteration or cancellation.

Participants, exhibitors and accompanying persons are advised to arrange adequate travel and heath insurance. Do not leave any personal belongings such as bags, mobile phones, or laptops unattended in public spaces.

ESOMAR cannot be held responsible for anything left in function rooms and public areas. Taking pictures in any of the sessions or recording the sessions on any device (audio or visual) is not permitted without prior approval from ESOMAR and is considered an infringement of ESOMAR’s copyright.



ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.

www.esomar.org

GLOBAL QUALITATIVE 2015 - ESOMAR · How to make your insights go viral Ed Garey , BAMM Ltd , UK...

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Transcript of GLOBAL QUALITATIVE 2015 - ESOMAR · How to make your insights go viral Ed Garey , BAMM Ltd , UK...