ESOMAR BEST OF CHINA 2012 BEIJING / 29 NOVEMBER

IN COOPERATION WITH CMRA

PROGRAMME 15.00 – 15.30 Registration

15.30 – 15.45

OPENING AND INTRODUCTION TO THE PROGRAMME Gloria Jun Zhang, ESOMAR Representative for China

15.45 – 16.15 Robots' Journey to the East

Using pioneering social media research technology to solve the market research challenges in China Han Zantingh, BrainJuicer, China

16.15 – 16.45 Facing The Future

Webcams as a survey tool in China Eric Gu, SSI, China

16.45 – 17.15 Unearthing Salt of the Earth An approach to unleash grassroot creativity Jacky Cheung, WIMI (When Insight Meets Innovation), Hong Kong

17.15 – 17.30 CLOSING

Gloria Jun Zhang, ESOMAR Representative for China John Smurthwaite, ESOMAR Asia Pacific Ambassador

17.30 – 18.30 Networking drinks

SPEAKER PROFILES Han Zantingh Han Zantingh is Managing Director – Asia at BrainJuicer, China. He is an experienced consumer marketing professional, who started his marketing career in the FMCG sector in the Netherlands at Kimberly Clark and United Biscuits. He gained international and strategic experience by joining New Solutions, a strategic marketing consultancy in London. After this, Han joined a leading spirits company called Pernod Ricard. Initially responsible for the global marketing of Chivas Regal premium whisky, he moved to China as Head of Marketing for whiskies with Pernod Ricard China. Before joining BrainJuicer, Han was responsible for the Asian operations of Tag, an advertising production company, where he set up their China business. Han has degrees in Economics, English Language and Business Administration, and speaks Dutch, English, German, French, reasonable Chinese and some Spanish. Eric Gu Eric Gu is Country Manager at SSI Inc. in China. He has more than 10 years of experience in the market research and data service industries. Prior to SSI, Gu worked for GfK as Global Service Director. Before GfK, he worked at BDA, a leading telecom consulting firm in China, as Senior Business Development Manager. Eric has a Bachelor’s degree from Beijing Second Institute of Foreign Languages. He has been a speaker at the TFM&A (Technology for Marketing and Advertising) conference, CMRA (China Marketing Research Association) and APRC (Asia Pacific Regional Conference).. Jacky Cheung Jacky Cheung is Founder and Managing Partner at WIMI (When Insight Meets Innovation) in Hong Kong. WIMI is an independent marketing research consultancy firm. Prior to his current role, Jacky spent 14 years in the marketing research industry in various senior roles in renowned agencies including Senior Research Manager with Oracle Added Value, Head of Qualitative Research with Synovate China, Research Director with Ipsos China and Managing Director of WisdomAsia (HK). He holds a Bachelor (Hon) of Business Administration (Marketing) from The Chinese University of Hong Kong.

SPEAKER ABSTRACTS Robots' Journey to the East Using pioneering social media research technology to solve the market research challenges in China Han Zantingh, BrainJuicer, China BrainJuicer’s innovative DigiViduals™ approach – building “research robots” to combine social media monitoring with qualitative and ethnographic analysis – has been successful in European, American and Asian markets. This presentation details an experimental study undertaken in China, a market posing severe challenges to any social media monitoring technique. The practical difficulties of creating a Chinese DigiVidual™ are explored, including censorship, cultural differences and the scale of the market. It details how these challenges were overcome and how the study output led to reframing assumptions about the target market. Facing The Future Webcams as a survey tool in China Eric Gu, SSI, China Facial expressions are a strong visual method to convey emotions. 3D Facial Imaging directly records human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays). This presentation shows how an automated, artificial intelligence based system of facial imaging can be integrated into an online panel in a manner complementing traditional survey based approaches. This produces new insight on both how people answer conventional questions and how to exploit more efficient ways of gathering accurate responses to complex marketing questions. Unearthing Salt of the Earth An approach to unleashing grassroot creativity Jacky Cheung, WIMI (When Insight Meets Innovation), Hong Kong This presentation introduces a new approach for consumer-based ideation. The effectiveness of this new approach is demonstrated by applying the method to table salt; if we can come up with new and creative ideas for developing ordinary, everyday table salt, then we should be able to apply this to other, more interesting and

diverse categories. With housewives between the ages of 30-45 as respondents, this proved that creativity does not just sit with "trend setters" – everybody is equipped with the ability to innovate.