PROGRAMME 08.30 – 09.00 Registration

09.00 – 09.20 OPENING AND INTRODUCTION TO THE PROGRAMME Global Update The Value of Market Research Sally Joubert, Esomar Representative for Australia, Australia

09.20 – 09.45 Reinventing Convenience Store Food Growing 7-Eleven's foodservice profit, sales and image using multi-stage shopper-focused research Alyssa Milton, Insights Manager, 7-Eleven, Australia John Berenyi, Managing Director, Bergent, Australia

09.45 – 10.10 Driving Success Through Big Data Segmentation How segmentation has shaped GE Capital's consumer business in Australia today Chris Crook, Managing Director, Nature Research, Australia Kate Sokulski, Marketing Leader - Campaign and Performance Management, GE Capital, Australia Paul Labagnara, Director, The Lab Strategy & Planning, Australia Peter Stuchbery, Director, Nature Research, Australia

10.10 – 10.20 Q & A

10.20 – 10.30 CLOSING Sally Joubert, Esomar Representative for Australia, Australia

10.30 – 11 .00 Coffee  

ESOMAR BEST OF - AUSTRALIA 2015

MELBOURNE / 15 DECEMBER

SPEAKER PROFILES Alyssa Milton Insights Manager, 7-Eleven, Australia @alyssajmilton - Alyssa Milton has joined 7-Eleven Marketing as Insights Manager in 2010 and heads up the team responsible for customer and category analytics. She has over 15 years' experience in data analytics and market research roles and has worked in a number of sectors, including Government and Financial Services (UK), in addition to running her own small business. John Berenyi Managing Director, Bergent, Australia @JohnBerenyi - John Berenyi has an established reputation in Australia, Asia and the US as one of the single-most experienced researchers of his kind. A qualified psychologist and accredited member of AMSRS & ESOMAR, his unique methods have gained industry acclaim for returning the highest quality insight. John's unique background allows him to use theory & numbers to support pragmatic and tangible recommendations that really make a difference to clients, as well as to those professionals who have heard him speak at conferences and events. Highly reputed for local and international shopper research spanning over two decades, John is well equipped to share his secrets and expertise. Prior to founding Bergent in 1987, he was VP Marketing Asia for Warner Bros & on Board of Clemenger Harvie Advertising. Chris Crook Managing Director, Nature Research, Australia Chris has been conducting research into the nature of consumers for over 20 years in both corporate and consulting roles. He has a well-developed understanding of marketing, communications and business issues and is an expert in analytic methods. At Telstra, Chris was Director of Customer Insights and Analytics. Before starting Nature in 2006, he was a Partner at Blue Moon Research & Planning, where he developed and managed their Melbourne office for 4 years. He was a Director at TNS, where he initiated and developed their Advanced Methods Group, and ran their Finance and Business Services team in Melbourne. Chris began his career with Advanis Inc., a Canadian choice modelling firm, under the guidance of pioneers in the field. Chris has a PhD from ANU in quantitative social science. Kate Sokulski Marketing Leader - Campaign and Performance Management, GE Capital, Australia Kate Sokulski has broad experience across retail and financial services industries. She is currently at GE Capital, focussed on Relationship Marketing and with broad experience across the GE credit cards portfolio, strategy and insights. Kate led the segmentation program development for GE Capital and was intimately involved in the roll out from inception through to marketing operationalisation. Kate holds a bachelor of Communication Design and a Masters of Marketing. Paul Labagnara Director, The Lab Strategy & Planning, Australia Positioning, communications development, segmentations and innovation projects form much of what Paul spends his time working on. The business prides itself on its ability to take insight and interpret it into commercial applications, creating vision and finding ways through for brands. The Lab has evolved to now work with some of Australia's most successful

companies and brands. Armed with a Bachelor of Business, Paul's career commenced as a Junior planner at the iconic advertising agency, The Campaign Palace. Inspired by the planning craft, he took a leap of faith and went to London and was fortunate to work at D'arcy on some of the UK's leading brands. After returning home and a few more years at Grey, Paul (along with Neale) started The Lab. Peter Stuchbery Director, Nature Research, Australia With 5 years of Actuarial consulting experience before embarking on a career in marketing research, Peter has a strong appreciation of business issues, combined with excellent problem solving and analytical skills. Peter's research career has been well rounded, successfully conducting projects both in Australia and abroad across a diverse set of industries including financial services, telecommunications, private health insurance, utilities, public transport, retail, and across a range of FMCG categories. He graduated from Melbourne University with Honours in Commerce, specialising in Actuarial Studies and Finance.

SPEAKER ABSTRACTS RESEARCH EFFECTIVENESS AWARD 2015: Reinventing Convenience Store Food Growing 7-Eleven's foodservice profit, sales and image using multi-stage shopper-focused research Alyssa Milton, Insights Manager, 7-Eleven, Australia John Berenyi, Managing Director, Bergent, Australia Halfway through implementing the research recommendations, 7-Eleven has already achieved +17% gross profit, +25% sales volume, and +18% sales value for Food on the Go (FotG). Brand image also improved significantly and the first new-design store doubled FotG sales value (like for like stores). Additional research-based NPD, packaging and advertising, to be launched in June, will likely increase performance further. The 4-stage shopper-focused study used innovative qualitative, rigorous quantitative and controlled experiments to uncover surprising yet usable attitudes and behaviours to FotG. Shopper-generated videos illustrated the keys to optimising range, service, packaging and marketing. THE TALENT CONTEST: ESOMAR RESEARCH EFFECTIVENESS AWARD FINALISTS Driving Success Through Big Data Segmentation How segmentation has shaped GE Capital's consumer business in Australia today Chris Crook, Managing Director, Nature Research, Australia Kate Sokulski, Marketing Leader - Campaign and Performance Management, GE Capital, Australia Paul Labagnara, Director, The Lab Strategy & Planning, Australia Peter Stuchbery, Director, Nature Research, Australia The GFC posed an enormous challenge to GE Capital's consumer business in Australia given the seismic shift driven in consumer mindsets in relation to finance, credit and debt. To chart a course for success post-GFC, Nature and The Lab developed a big-data segmentation for GE in order to drive strategy, fine-tune the CVP of 10 products, drive uplift in marketing and sales effectiveness through needs-aligned campaigns, and act as a catalyst for cultural transformation. To enable this, the segmentation was to reside on the various CRM databases used by GE. This case study demonstrates the overwhelming success of a study that has lasting effects on GE Capital in Australia.