ESOMAR BEST OF - AUSTRALIA 2014

SYDNEY / 25 MARCH

PROGRAMME 14.30 – 15.00 Registration

15.00 – 15.15 OPENING AND INTRODUCTION TO THE PROGRAMME Sally Joubert, ESOMAR Representative for Australia

15.15 – 15.40 Using Behavioral Science to Change Behavior One Elephant At a Time John Kearon, Brainjuicer, UK

15.40 – 16.05 Game On The use of serious play to define and solve business problems Penny Darbyshire, Raspberry Innovation Research + Strategy, Australia

16.05– 16.30 Think Big and Connect to the Max Presenting on behalf of Insites Consulting Erika Van Lieven, Direction First, Australia

16.30 – 16.45 Q & A

16.45 – 17.00 CLOSING Sally Joubert, ESOMAR Representative for Australia  

17.00 – 18.00 Networking drinks

SPEAKER PROFILES John Kearon John Kearon is Chief Juicer and Founder of BrainJuicer Group PLC. Dubbed the “Steve Jobs of market research”, John continues to lead BrainJuicer, now regarded as one of the leading innovators in the international market research industry. John’s role in conceiving, inventing and leading BrainJuicer made him Ernst & Young’s Emerging Entrepreneur of the Year in 2005. BrainJuicer has been twice winner of the ESOMAR award for Best Methodology in 2005 and 2007. He was also awarded the Advertising Research Foundation’s Gold Award for Great Mind/Research Innovator of 2008. Prior to founding BrainJuicer in 1999, and successfully listing it on the London AIM (Alternative Investment Market) in 2006, John founded innovation agency Brand Genetics Ltd, which invented new products and services for large blue-chip companies. John started his career over 20 years ago as a graduate of Unilever's management programme, rising to be a senior marketer at Elida Gibbs before moving into advertising. John’s recipe for entrepreneurial success is: creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self belief, commitment, ability to go without sleep and a touch of madness. Penny Darbyshire Penny Darbyshire believes numbers hold the key to unlocking problems, small and large. She’s a quantitative specialist with extensive experience in applying statistical methods to solve a range of research problems. She specialises in choice modelling for optimising new product and service development, pricing, ranging and other business decisions. After nine years working at TNS, most recently focused on designing, managing and executing choice modelling studies across the Asia Pacific region, Penny now combines her passion for numbers and innovation research to unlock fresh ideas for Raspberry clientstwo decades of experience designing, executing and interpreting research for agencies and corporations, and is sought out for her thought leadership in the next generation of data collection. Known as an expert methodologist, she is passionate about research sampling, quality and world class client service. Melanie spent over a decade at a full-service research firm in Dallas where she developed her strong research background, followed by nearly a decade specializing in all forms of digital research including online, mobile and social. Erika van Lieven Erica has been a leader and innovator in the Australian market research industry for 15 years. After many years client side in Food and Beverage marketing and innovation, a passion for excellence in innovation and insights led her to open her own agency in 1997. Since then, Direction First has built a broad team of researchers focused on giving clients the best possible outcomes for their research investment. Direction First pioneered on line research and has remained at the forefront of industry innovation, working now with Insites Consulting in Australia to offer Consumer Consulting Boards and Structural Collaboration techniques with on line communities. Erica is a regular invited speaker & presenter at Australian Research and Innovation Conferences over many years, both as co-chair of the National Conference in 2013 and as an award winning presenter in 2009 on top of many highly commended contributions.

SPEAKER ABSTRACTS Using Behavioral Science to Change Behavior One Elephant At a Time John Kearon, Brainjuicer, UK Behavioural Science shows how we think, much less than we think we think & we use emotion and instinct to make many more decisions than we care to admit. It is time to learn from this new science to avoid the misdirection of traditional research and tap the enormous potential of moving away from our 'persuasion' based model of marketing and embracing a seduction based model instead. Game On The use of serious play to define and solve business problems Penny Darbyshire, Founder, Raspberry Innovation Research + Strategy, Australia The market research industry is continually faced with the challenge of being faster, more engaging and more actionable. In addition, market research is increasingly being challenged by new competitive threats such as management consultants, service design and user experience agencies. These competitive forces have relied less on the science of research and more on creative and consultative methods, which command price premiums and status. This prestige is attainable by market researchers if consultative and creative methods are merged with the science of research. Using case studies, this presentation demonstrates how this is achieved through the use of non-traditional methods that increase engagement with research users and more successfully convert insights into actions. Think Big and Connect to the Max. Awarded the ESOMAR Best Case History Award 2013 and Best Methodological Paper Award 2013 Erica van Lieven on behalf of InSites Consulting, Belgium PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages we moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, we created multiple touch points with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline ‘consumer safari’s’ in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.