Qualitative ReSeaRCH 2012 - ESOMAR ReSeaRCH 2012 amsterdam / 6 - 8 November informing strategic...

QualitativeReSeaRCH 2012amsterdam / 6 - 8 November

informing strategic decision making and action

Programme

2 | Qualitative 2012

informing strategic decision making and action

Qualitative 2012

We all know that uncertainty has shaken the world. against this backdrop, organisations need to make big decisions to stabilise their futures; futures that are inexplicably linked to the quality and reliability of these decisions.

Clients look to qualitative research for guidance, inspiration, ideas and freshness. When it comes to top-level business decisions, how can qualitative research be heard? Does it just need to shout louder, or is now the opportunity to re-tune and offer a full chorus of consultancy expertise as a trusted partner?

eSOMaR Qualitative 2012, in amsterdam, will demonstrate how qualitative research fuels transformational insights, stimulates actions and guides decisions that make the difference.

PROGRAMME COMMITTEE

Andrew Needham (Committee Chair)Founding Partner, Face, uK

Diane ChayerSenior Market Research Manager, leO Pharma, Denmark

Stan KnoopsHead of Consumer insights europe + Global Capability leader, unilever R&D, Netherlands

Valérie-Anne PagliaManaging Director, ipsos, France

Fiona RayFounder, Ready about, uSa

Pieter Paul VerheggenManaging Director, Motivaction international, Netherlands

VENUE

Novotel Amsterdam Cityeuropaboulevard 101083 aD amsterdamthe NetherlandsP: +31 20 7219179F: +31 20 6462823e-Mail: [email protected]

WORKSHOPS | 3

WORKSHOPS

• Map the codes of change in any area of brand communication or popular culture in any country. Brands must be aware of these changes to stay abreast of culture.• Create a magical brand myth. Myths hold the true secret of brand loyalty and the key to finding cultural ‘gaps’ for successful NPD.• added to this: integrate semi-otics into the planning process for precise strategic develop ment in tune with the cultural that creates the consumer.• Recognise the importance of the communication on the musical level and how music interacts with visual and verbal languages in the world of advertising. Discover how to research backing tracks, jingles and all musical brand messages.

Intermediate Level

Workshop leadersMalcolm Evans, Founding Partner, Space Doctors, UKAl Deakin, Director Semiotic Insight, Space Doctors, UK

SEMIOTICS - DAY 2Cultural insight for enhanced communication

Advanced Level

Workshop leadersMalcolm Evans, Founding Partner, Space Doctors, UKAl Deakin, Director Semiotic Insight, Space Doctors, UK

SEMIOTICS - DAY 1Cultural insight for enhanced communication

Consumer research explores and uncovers consumer insights: beliefs, feelings, needstates, brand relationships. But that is only half the story. Semiotics delivers the other half of the equation: essential insights about the cultural forces that drive these deep feelings – and how they are communicated through marketing messages. that is why many major multinationals now regularly use semiotic insights to help them achieve saliency in today’s ever more complex, multi-cultural consumer universe.

in this seminar, you’ll learn how to use semiotics to:• Reveal the ‘hidden consumer’: Brands can unconsciously encode a hidden image of the consumer dangerously incon-sis tent with people’s own self-perception and cultural beliefs. Semiotics help correct this.• Find the true consumer story: People must create narratives to understand brands and products. Semiotics unravels the process and finds the most important stories.• Discover how communications trigger rational and emotional responses. Both rational and emotional ‘feelings’ are built into all languages through verbal, visual, musical, design etc.

Monday 5 NovemberWorkshops 09.00 - 17.00


WORKSHOPS

• How does co-creation impact processes, competencies and organizational structures?• What are potential business benefits for your own company?

the transfer of knowledge and practical experiences presented in form of mini cases are in the foreground of the workshop. also, we strive for an intensive integration of the opinions of the participants and a discussion how different approaches could be applied in their businesses.

as open innovation and co-creation are interdisciplinary approaches, the workshop addresses different functional divisions like market research, marketing, product development, communication and social media.

Intermediate/Advanced Level

Workshop leadersRebeca Nayeli Tusche, Project Manager Innovation Team, HYVE, GermanyProject Manager Innovation Team, HYVE, Germany

CO-CREATION RESEARCH Understanding consumers as co-creators of new products and services

Open innovation and co-creation have become a new paradigm in innovation management. in the center of attention you find the changing role of consumers from passive beneficiaries to active partners in value creation networks. the active integration of knowledge, ideas as well as the creativity of consumers is driven by today’s media landscape where social networks and collaborative internet have become important aspects of everyday life. Beside a conceptual classification, the workshop provides a holistic overview of methods, tools, strengths and risks of consumer co-creation.

in this one day session you will get answers to the following questions:• How can co-creation activities be designed along three major innovation stages?• What are possible pros and cons of the interaction process with consumers?• How were co-creation initiatives applied by companies in different industries and what are the lessons learned?

Tuesday 6 NovemberWorkshops 09.00 - 17.00

PROGRaMMe | 5

• an overview of some organisational measures your company will need to take when moving from one-off co-creation to structural collaboration.

‘Market Research Online Communities’ (MROCs) are key in a company’s toolbox in order to reach ‘structural collaboration’. in the workshop we will elaborate on what’s next for MROCs in terms of new tools and new possibilities. We will pay special attention to how to really engage with consumers, how to report results in an impactful way and how to embed this voice of the customer within all departments of the organisation. in other words, how to give consumers a seat on the board of your company. We will also argue that there are marketing leverage effects to running consumer communities, as will be illustrated by a multitude of client cases.

Intermediate Level

Workshop leadersTom De Ruyck, Head Research Communities, InSites Consulting, BelgiumAnouk Willems, Senior Research Innovator, InSites, Belgium

FROM CO-CREATION TO STRUCTURAL COLLABORATIONHow Online Customer Communities Reshape Business

in this workshop you will get to know everything about the success factors for ‘structural collaboration’ with consumers. When we talk about structural collaboration we mean the integration of the voice of the customer in all decision-making flows of your company. in most companies, customers are only allowed to give feedback at the very end of a decision making flow through traditional market research. this workshop gives insights into how to involve the customer in every single phase of the decision making flow on an ongoing basis including:

• an inspirational view on structural collaboration between your company and the market, based on interviews with senior executives of (global) brands from different industries.• Main reasons why your company should be serious about structural collaboration with customers.• a clear overview of what will be key, in order to succeed with structural collaboration.


PROGRaMMeTuesday 6 November16.00 - 19.00 CONFERENCE REGISTRATION19.00 - 20.00 WELCOME RECEPTION

Wednesday 7 November OPENING

08.45 - 09.00 Boost session

09.00 - 09.05 WELCOME Finn Raben, ESOMAR Director General

09.05 - 09.15 Introduction to the programme Andrew Needham, Programme Committee Chair

09.15 - 10.00 OPENING KEYNOTE SPEAKER Bolder Questions, Better Answers,

Breakthrough innovation Gregg Fraley, author of Jack’s Notebook Chief Solver, KILN, UK

TRANSFORMATION THE FUTURE IS NOW!

10.00 - 10.05 Introduction by session chair Pieter Paul Verheggen, Motivaction International,

Netherlands

10.05 - 10.30 2020 Creating insights-based explorative future

scenarios Annette Böhmer, Deutsche Telekom, Germany

10.30 - 10.55 A Generation of Brand Centrists the digital era’s impact on Millennial brand

choices Peter Mackey, Hall & Partners, USA Brigette Lytle, Hall & Partners, USA Alexandra Gervis, Hall & Partners, USA

10.55 - 11.10 Discussion

11.10 - 11.40 Networking break

PROGRaMMe | 7

TRANSFORMATION IN ACTION

11.40 - 11.45 Introduction by session chair Stan Knoops, Unilever R&D, Netherlands

11.45 - 12.10 Don’t Stop Believin’ the journey we went on to become strategic

partners Dan Hall, Sony Music, UK Thomas Hoy, Promise, UK

12.10 - 12.15 Q&A

RESEARCH CAROUSEL

12.15 - 13.00 Doing More with Less Crossing the boundaries of qualitative research

to increase business impact Charles Hageman, Air France KLM, Netherlands Annelies Verhaeghe, InSites Consulting, Belgium Thomas Troch, InSites Consulting, Belgium Tom De Ruyck, InSites Consulting, Belgium

13.00 - 14.15 Lunch

BEST PRACTICE DEBATE STYLE OVER SUBSTANCE: DO WE FEEL

SOME TENSION HERE?

14.15 - 14.20 Introduction by moderator Fiona Ray, Ready About, USA

14.20 - 14.30 Delivering the goods the role of design in the delivery of qual research Laura Fry, GfK, UK Kath Harding, MakeMark, UK

14.30 - 14.40 The Use of Film and Video in Research a simple record or a whole new ball game? Dominic Scott-Malden, Jigsaw Research, UK Peter Totman, Jigsaw Research, UK

14.40 - 15.15 Debate with session presenters plus Annette Böhmer, Deutsche Telekom, Germany



DIGITAL SPACE, SOCIAL MEDIA AND

QUALITATIVE INSIGHTS - PART 1

15.45 - 15.50 Introduction by session chair Valérie-Anne Paglia, Ipsos, France

15.50 - 16.15 Getting to know Wonder Woman What mobile ethnography can add to how we

understand consumers Chris Jones, BrainJuicer Group, UK

16.15 - 16.40 Self-ethnography for User Experience Design

embedding user behaviours directly into the design process

Katherine Gough, Nokia Design, UK Sharmila Subramanian, Face, UK Riki Neill, Face, UK


BIG DATA BRAINSTORM

16.55 - 18.15 How we can apply qualitative techniques to the challenges of BIG Data

Sven Arn, Happy Thinking People, Germany

20.00 - 22.30 NETWORKING EVENING: DINNER CANAL CRUISE

Climb onboard and together with your fellow Qualitative Crew, marvel at the fabulous setting as you sail by night along amsterdam’s beautiful, illuminated canals while enjoying dinner. the perfect backdrop for absorbing the energy of the city while relaxing and networking after the sessions.

transportation will be available from 19.15 outside the Novotel City Hotel to transport delegates to the canal boats.

PROGRaMMe

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Thursday 8 November 09.00 - 09.45 Big Data Karaoke Feedback Session METHODOLOGICAL FUEL TO INSPIRE

ACTION - PART 1 (FAST TRACK)

09.45 - 09.50 Introduction by session chair Diane Chayer, LEO Pharma, Denmark

09.50 - 10.05 Reality Check establishing the potential of new ideas in real

world context Jessica Salmon, BT, UK Robert Cook, Firefish, UK

10.05 - 10.20 Creative Lab How a local target group inspires global

strategy Henrike Reinhardt, Danone Medical Nutrition,

Netherlands Eva Kulla, SKIM, Netherlands



METHODOLOGICAL FUEL TO INSPIRE ACTION - PART 2 (FAST TRACK)

11.10 - 11.15 Introduction by session chair Pieter Paul Verheggen, Motivaction International,

Netherlands

11.15 - 11.30 Mint Innovations a refreshing european and sensorial qualitative

experience Sandra Corneau, Symrise, France Laure Boisier, Lb Qualitative Research, France

11.30 - 11.45 Loading Qualitative 2.0 Speed dating with consumers Anupama Wagh Koppar, L’Oreal, India Vartika Hali, FireFly, India Vishal Sampat, FireFly, India


11.45 - 12.00 Lights, Camera, Research, Action! Bringing tv viewer research literally into the

heart of the business Mike Jeanes, CNBC, UK Andy Barker, Engage Research, UK


12.20 - 14.00 Lunch DIGITAL SPACE, SOCIAL MEDIA AND

QUALITATIVE INSIGHTS - PART 2

14.00 - 14.05 Introduction by session chair Fiona Ray, Ready About, USA

14.05 - 14.30 “The New Dialogue of the New World” Strategic continuous dialogue with the youth

through Facebook communities Shilpa Jain, Coca-Cola, India Shashank Khattar, TNS, India Sandeep Dutta, TNS, India

14.30 - 14.55 Luke Skywalker and Master Yoda How online methodologies may benefit from a

partnership with offline methodologies Philipp Jaschul, Danone, Germany Patricia Blau, GIM, Germany Eva von Rennenkampff, GIM, Germany



QUALITATIVE RESEARCH STANDARDS

15.40 - 15.45 Introduction by session chair Stan Knoops, Unilever R&D, Netherlands

15.45 - 16.05 Unilever Qualitative Research Accreditation Programme

Manish Makhijani, CMI Global Foods Director, Unilever, UK

Rebecca Wynberg, CEO Global Qualitative, TNS, UK


PROGRaMMe

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16.25 - 17.15 PANEL DISCUSSION: QUALITATIVE IN THE NEW WORLD

Moderated by: Valérie-Anne Paglia, Ipsos, France

Participants: Natacha Dagneaud, Séissmo, Germany Manish Makhijani, CMI Global Foods Director,

Unilever, UK Rebecca Wynberg, CEO Global Qualitative, TNS,

UK Beth Wolff, LEO Pharma, Denmark

17.15 - 17.30 PROGRAMME SUMMARY Andrew Needham, Programme Committee

Chair

ESOMAR QUALITATIVE ExCELLENCE - PETER COOPER AWARD 2012

Simon Patterson, CEO, QRi Consulting, UK

CLOSING Dieter Korczak, ESOMAR President 17.30 - 18.00 FAREWELL DRINKS


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PaRtNeRS | 13

In co-operation with

Global media partners

For more information, visit www.moaweb.nl/english

For more information, visit www.planung-analyse.de

For more information, visit www.euromonitor.com

For more information, visit www.febelmar.be/nl

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


Media partners

For more information, visit www.quirks.com

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

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For more information, visit www.greenbook.org

Global Media partners

For more information, visit www.terra.com.mx/revistaneo

PaRtNeRS

El marketing de los negocios

El marketing de los negocios

PaRtNeRS | 15

Media partner

Event partner

For more information, visit www.novotel.com/gb/hotel-0515-novotel-amsterdam-city

For more information, visit rwconnect.esomar.org

Official knowledge partner

With award-winning online services, publishing and conference divisions, - 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


SKIMP.O. Box 290443001 GA RotterdamThe NetherlandsP: +31 10 282 3571 Email: [email protected] Website: www.skimgroup.com

SKiM is a dynamic and rapidly growing market research agency, located in Rotterdam, Geneva, london, New york and San Francisco. Combining market-specific expertise and knowledge of advanced quantitative and qualitative research methodologies, SKiM has been a valued partner for multinational companies for over 30 years.

On-Target LatamMichel BequerAv. Ipiranga, 919 - Cj. 821, Cep: 010.39-000 - São Paulo – SPBrazilP: +55 113957-0541Email: [email protected]: www.on-target.com.mx

ReliaBle FielD SuPPly & Qualitative CONSultiNG iN lataMOur multicultural team gladly responds to the industry demands; with proactive and flexible management, we deliver daily recruiting updates, reliable data and precise qualitative insights for you.veNueS iN: BRaZil | MeXiCO | COlOMBia | aRGeNtiNa

eXHiBitORS


aBStRaCtSOPENING KEYNOTE SPEAKER

Bolder Questions, Better Answers, Breakthrough InnovationGregg Fraley, author of Jack’s Notebook, Chief Solver, KILN, UK

For researchers to be more strategic players in innovation they have to do more than throw insights over the wall and hope for the best. Getting involved in additional aspects of the front end of innovation “cycle” earns them a place at the executive lunch table. these aspects include use of research insights, and trends, to develop bigger, bolder, braver, and more intriguing platform questions for ideation. Platform framing work is followed by open-innovation-friendly forms of idea generation and co-creation. this more rapid innovation cycle (aka Flywheel) is concluded with presentations to management of evocative new product concepts. the emphasis of Gregg Fraley’s keynote is on the imaginative side of innovation. He’ll describe new thinking tools and process ideas that help organizations achieve a faster and more effective innovation cycle. in the process of helping speed things up, researchers become more involved, more strategic, more valuable.

TRANSFORMATIONTHE FUTURE IS NOW!

2020Creating insights-based explorative future scenariosAnnette Böhmer, Deutsche Telekom, Germany

Qualitative research at the Creation Center is adding long term strategic value through creating insights based future scenarios and ideating on new product and service concepts. these scenarios allow the decision makers to build their product roadmaps based on a normative scenario but also enables them to adapt their strategy quickly in case of changing circumstances. this gives not only a clear advice but also flexibility as other strategies are already thought through from the point of view of both the customer and company. this explorative future journey shows how qualitative research brings high mid- and long term strategic value for a company that has to decide about billions of infrastructure investments, strategic partnering and standardisation.

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A Generation of Brand Centriststhe digital era’s impact on Millennial brand choicesPeter Mackey, Brigette Lytle and Alexandra Gervis, Hall & Partners, USA

the magnetic force of shared media and culture among Millennials has had a homogenizing effect, uniting the generation in their tastes and preferences. However, there is an inherent tension in their need to be centrists and also form an individual identity. as marketers and researchers, we must tap into this tension as we deploy research methodologies that allow us to explore the bonds of their communities, as well as allow them to express their individuality through self-directed methodologies.

TRANSFORMATION IN ACTION

Don’t Stop Believin’the journey we went on to become strategic partnersDan Hall, Sony Music, UKThomas Hoy, Promise, UK

Compared to our cousins in the advertising and consultancy worlds, qualitative researchers have sometimes struggled to establish truly strategic partnerships with their clients (and for some good reasons!) the purpose of this paper is to show how such a relationship is possible, by examining how Sony Music’s relationship with Promise has developed over the last two years. the presentation will do so first by identifying the key barriers to developing a strategic relationship from both a client and agency perspective before then demonstrating how these barriers can be overcome through a combination of fluid and co-creative research processes, sustained efforts to increase credibility and a revised costing model which charges for time rather than process.


RESEARCH CAROUSEL

Doing More with LessCrossing the boundaries of qualitative research to increase business impactCharles Hageman, Air France KLM, NetherlandsAnnelies Verhaege, InSites Consulting, BelgiumThomas Troch, InSites Consulting, BelgiumTom De Ruyck, InSites Consulting, Belgium

Recession can prompt unusual levels of creativity. We need to do more with less. Researchers need to increase their business impact. the presenters argue that the way to reach this for qualitative research is by crossing three boundaries: 1) they should come forward as a consultant before and after the research project, 2) they should embrace and enrich quantitative research, and 3) allow consumers to take over part of the research process. With the aid of a client case that conducted for air France and KlM on the transfer procedure, the presentation will show that the future of qualitative research is bright.

BEST PRACTICE DEBATESTYLE OVER SUBSTANCE: DO WE FEEL SOME TENSION HERE?

Delivering the goodsthe role of design in the delivery of qual researchLaura Fry, GfK, UKKath Harding, MakeMark, UK

Collaborating with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and more creative ways is advocated in this presentation. Our industry is changing rapidly and with economic pressures, the growth of digital media and an information explosion, clients are demanding that we deliver more, deliver better and deliver quicker. the presentation demonstrates how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what we deliver to our clients is impactful, meaningful and compelling.

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The Use of Film and Video in Researcha simple record or a whole new ball game?Dominic Scott-Malden, Jigsaw Research, UKPeter Totman, Jigsaw Research, UK

We are all using more film/video in research. the backlash against long PowerPoint presentations means the increasing use of video clips to bring the findings to life, and the standalone five-minute video to accompany the debrief. But is there an increasing tension between the qualitative researcher and the cameraman? is qualitative research sleepwalking into becoming simple reportage? When does a research debrief become a documentary? Qualitative researchers and their clients should be alert to the dangers as well as the benefits of the increasing use of film, especially in an international context.

DIGITAL SPACE, SOCIAL MEDIA AND QUALITATIVE INSIGHTS - PART 1

Getting to know Wonder WomanWhat mobile ethnography can add to how we understand consumersChris Jones, BrainJuicer Group, UK

How mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour is illuminated by allowing stories to unfold rather than pre-framing the context. in a recent project with Kellogg’s, BrainJuicer successfully used these approaches to create engaging insights for the Special K brand. Kellogg’s knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, BrainJuicer helped Kellogg’s gain a deeper understanding of the role Special K could play in the target group’s lives and discern insights that would inform the 2013 brand planning process.


Self-ethnography for User Experience Designembedding user behaviours directly into the design processKatherine Gough, Nokia Design, UKSharmila Subramanian, Face, UKRiki Neill, Face, UK

an evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream is demonstrated in this presentation. a meta-cognitive approach to self-ethnography that involves training participants to be more self-aware within tasks can result in richer behaviourial data capture and insights that can provide powerful catalysts for the design process. in doing so, this presentation will show how self-aware documentation can be as powerful a research approach as in-situ observation. How this methodology is currently being incorporated into Nokia’s Concept development research process in Consumer intelligence is illustrated, having demonstrated agile, efficient data capture and analysis for user experience development.

BIG DATA BRAINSTORM

How we can apply qualitative techniques to the challenges of BIG DataSven Arn, Managing Director, Happy Thinking People, Germany

in qualitative analysis we are used to making sense of contradictory and contrasting data. We know how to condense and summarize and to turn learnings into meaning. this is why we would like to use the wisdom of the qualitative crowd to brainstorm on ideas of how we can apply the principles of qualitative analysis to the interpretation of BiG data. to derive actionable insights from abstract facts and overwhelming figures. We will work together in a workshop session to generate ideas and share these the following morning in a fast and dynamic presentation karaoke session!

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Reality Checkestablishing the potential of new ideas in real world contextJessica Salmon, BT, UKRobert Cook, Firefish, UK

With innovation, we often explore research concepts in research environments where real world context and time to think are often in short supply. this creates a situation where logic and the rational mind can have an unrealistic share of voice when ideas are being explored and evaluated – giving us research answers. in 2009-2010 Bt sought to understand how best to position its innovative (for the uK market) fibre optic broadband product. the desire was to get beyond the product facts of headline speed, connection reliability and to really understand the human impact of supercharged internet connectivity. using a future facing global study and a video enabled blog community, the research managed to use context to answer the brief, galvanise the client and inspire a successful tv ad.

Creative LabHow a local target group inspires global strategyHenrike Reinhardt, Danone Medical Nutrition, NetherlandsEva Kulla, SKIM, Netherlands

Being close to the target group is crucial for every business. However, too often marketing decisions are made far away and a long time after key insights were identified through market research. also, multinationals often find it challenging to obtain local buy in for strategic marketing decisions made on a global level. this presentation showcases how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia Marketers, improving the stimulus material “on the go”. in addition, it demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.



Mint Innovationsa refreshing european and sensorial qualitative experienceSandra Corneau, Symrise, FranceLaure Boisier, Lb Qualitative Research, France

in December 2010 Symrise was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch research on Mint with three key objectives: explore consumer motivations and insights regarding Mint; understand consumer expectations in terms of taste and sensorial experience; and detect new business opportunities for Mint product development. Research showed that consumers were very happy with the Mint experience at stake, yet Mint is a treasure chest where other kinds of combinations can be made, especially with other flavors or other’s experiences. the research showed strong differences between countries: Mint is strongly linked to cultural habits, and has a strong potential for offering new kinds of sensorial experiences.

Loading Qualitative 2.0Speed dating with consumersAnupama Wagh Koppar, L’Oreal, IndiaVartika Hali, FireFly, IndiaVishal Sampat, FireFly, India

as the world changes, humans evolve to new consumption and communication modes. Formats like t20 cricket, tequila shots, speed dating, mobisodes, express delivery, BBM and twitter symbolize this evolution. in this new world, clients need quick, concise and digestible information for decision-making. time- poor respondents, overloaded with information, have limited capacity for introspection and sharing. However, qualitative research continues to be a long conversation with an impatient respondent and a verbose report for an eager client. loading Qualitative 2.0 (beta) is an approach that is cognizant of these changes, to help research be in-tune with real world dynamics.

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Lights, Camera, Research, Action!Bringing tv viewer research literally into the heart of the businessMike Jeanes, CNBC, UKAndy Barker, Engage Research, UK

even the most innovative qual methodologies tend to follow a similar path – brief, fieldwork debrief, with the main consumer interaction being the groups, or ethnography or online community ... this project was different. the “qual” was only one part of the story – the rest involved CNBC viewers, a tv studio, make-up, cameras, news anchors and a day of direct interaction between a business and its consumers.

DIGITAL SPACE, SOCIAL MEDIA AND QUALITATIVE INSIGHTS - PART 2

“The New Dialogue of the New World”Strategic continuous dialogue with the youth through Facebook communitiesShilpa Jain, Coca-Cola, IndiaShashank Khattar, TNS, IndiaSandeep Dutta, TNS, India

this presentation will focus on a case study involving the use of a community platform on Facebook with youth, undertaken by Coca-Cola with tNS. Coca- Cola needed the youth to become partners in the decision-making process. But youth do not behave naturally in traditional research environments - it is necessary to meet them in their natural habitat, when we need the youth to be Creative, connected, engaged, available 24 / 7. youth are known to become bored easily, have short attention spans, and easily dismiss the un-cool (research!). So we decided to meet them in their playing field - Facebook. By developing an ongoing relationship with the consumer, we were able to achieve low attrition rates. Brand teams can access the community in real time - and are using it for multiple tactical and strategic research.


Luke Skywalker and Master YodaHow online methodologies may benefit from a partnership with offline methodologiesPhilipp Jaschul, Danone, GermanyPatricia Blau, GIM, GermanyEva von Rennenkampff, GIM, Germany

Qualitative online methods are – metaphorically – in their teens. there is potential and experimenting mixed with shortcomings and confusion. to leverage its potential, online research sometimes needs a wise adult, i.e. offline methods. With reference to three case studies, the potential shortcomings of online research will be identified with a demonstration of ways circumvent these shortcomings by combining online with offline methods. the shortcomings and example case studies are: 1) Hard to funnel the mass of data in a tangible way. Case: study for Danone ‘Fruchtzwerge’; 2) lack of depth in results. Case: institute study on ‘the world of kids’; and 3) lack of speed. Case: study with MRC for SCa ‘tempo’. in conclusion, online research is a promising teen who may be the master one day … till then online-offline-combinations will help us to excel.

QUALITATIVE RESEARCH STANDARDS

Unilever Qualitative Research Accreditation ProgrammeManish Makhijani, CMI Global Foods Director, Unilever, UKRebecca Wynberg, CEO Global Qualitative, TNS, UK

the programme originators explain the thinking, rationale and principles of unilever’s ground breaking global programme to partner with gold standard qualitative research practitioners for excellent work.

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PANEL DISCUSSION: QUALITATIVE IN THE NEW WORLD

Moderated by:Valérie-Anne Paglia, The Qualitative Research Specialists - Ipsos, France

Participants:Manish Makhijani, CMI Global Foods Director, Unilever, UKRebecca Wynberg, CEO Global Qualitative, TNS, UKBeth Wolff, LEO Pharma, DenmarkNatacha Dagneaud, Séissmo, Germany

the wealth of consumer expressions enabled by social networks and the rise of digital tools presents exciting opportunities for qualitative researchers to inspire strategic decisions and business action. yet, this new reality of technological transformation and big data is making the qualitative world spin. Determining the future profile of the qualitative researcher in this new era of transformation is key.


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.

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