ESOMAR BEST OF 2011

ESOMAR BEST OF RUSSIA 2011 Moscow / 21 June

Russia: Research Horizons

OVERVIEW RUSSIA HAS ONE OF THE MOST ENGAGED SOCIAL NETWORKING AUDIENCES WORLDWIDE. WHAT ARE THE IMPLICATIONS FOR RESEARCHERS?

A study released by comScore in October 2010 revealed that Russians are the heaviest social networkers worldwide in terms of time spent per user. Researchers across the globe are facing new challenges on how to integrate online research methodologies into their current services…what are the new horizons for the research industry in Russia?

Join us in Moscow for a one-day meeting to explore the answer to that question. Organised by ESOMAR and the Research Horizons Advisory Board of experts.

DETAILS Venue: HOLIDAY INN

15 Lesnaya Street Moscow 125047 Russia Hotel Front Desk: +7 (495) 783 65 00 Hotel Fax: +7 (495) 783 65 01 E-mail: reservations@hi-mole.ru

Date: 21 June 2011 REGISTRATION Please note there is limited space. To register online now, please visit: www.esomar.org/best-of-russia If you wish to make group bookings for 5 or more or have any questions please contact Helen Parker h.parker@esomar.org - with your name, email address and company details.

ESOMAR BEST OF 2011

PROGRAMME

9.00 – 9.10 Opening Programme Chairman Alexander Shashkin, OMI, CEO

SETTING THE SCENE 9.10 – 9.40 The ESOMAR Perspective

Dieter Korczak, ESOMAR President Challenges and Opportunities for Research in the Russian Market Oleg Dembo, ESOMAR Representative in Russia

9.40 - 10.00 Q&A

10.00 -10.30 NETWORKING BREAK

RUSSIA TODAY 10.30 – 12.00 Having a Hard Time Launching Innovations in Russia?

Marcin Penconeck, Nielsen BASES, Poland The Financial Scan Olga Kuzina, National Agency of Financial Research, Russia Whether Russian research agencies will THINK global – or die Alexander Erofeev, Kaspersky Lab, Russia

12.00 – 12.20 DISCUSSION Moderated by Tatiana Barakshina (ESOMAR Council Member)

12.20 – 12.30 SPONSORS FAST TRACK PRESENTATIONS

12.30 – 14.00 LUNCH

SOCIAL MEDIA RESEARCH 14.00 – 15.00 Digital Divide in Kazakhstan, Russia and Ukraine

Sergey Cheikhetov, Ipsos Central Eastern Europe The Mobile Russian Experiment Sergey Davydov, GfK, Russia

15.00 – 15.30 DISCUSSION Moderated by Alexander Shashkin, Programme Chairman

15.30 – 16.00 NETWORKING BREAK

KEYNOTE MASTERCLASS 16.00 – 17.00 The Next Frontier: Research Communities

Niels Schillewaert, InSites Consulting, Belgium

17.00 – 17.15 MARKET RESEARCH INDUSTRY IN RUSSIA By Roman Ogloblin

17.15 – 17.30 CLOSING REMARKS By Programme Chairman

17.30 – 18.30 Drinks and canapés.

ESOMAR BEST OF 2011

ADVISORY BOARD

Tatiana Barakshina, Research Director, Bazis Intelligence Group Russia and ESOMAR Council Tatiana Barkshina has 8 years hands-on experience in international market research and has been a lecturer and professional trainer in market research for 4 years. She has designed and implemented complex market segmentation projects in Europe, CIS and Middle East and collaborates with several Russian publications such as op Leader Journal, Delovoj Kvartal, the FederalPress and UralPolit.ru

Oleg Dembo, General Director, O+K, Research Company and ESOMAR Representative in Russia Oleg Dembo started his career in research in 1994 as a research assistant in a small local agency, during his 4th year at sociology department of St. Petersburg University. He then worked as project manager and head of the quantitative research department in St. Petersburg-based Suomen Gallup subsidiary (now a part of TNS). In 1999, he co-founded O+K agency which has since grown to reach a national top 20 ranking and has become the most successful Russian agency with a non-Moscow origin.

Alexander Shashkin, OMI, CEO and Programme Chairman

Alexander Shashkin, PhD in Sociology, founded the OMI company after his 2 successful years as Managing Director at GMI company. He came to business world from the Institute of Sociology, Russian Academy of Sciences, where he was a Senior Researcher. Prior to this, Alexander Shashkin was a co-founder and Deputy Director of the Center for Analytical Research and Development, Kazan and Associate Research Fellow at the Centre for Social Evaluation Research at London Metropolitan University, UK.

KEYNOTE SPEAKER

SPEAKERS

Niels Schillewaert Managing Partner, Director ForwaR&D Lab InSites Consulting, Belgium Prof. Dr. Niels Schillewaert is Professor of Marketing at the Vlerick Leuven Gent Management School and Managing Partner and Director of ForwaR&D Lab at InSites Consulting, a full service online market research company. He has been an ESOMAR member since 2006 and recently served as the ESOMAR Belgian Representative for two years. Niels holds a Masters in Marketing and Ph.D. in Applied Economics and serves as an ISBM Research fellow at Penn State University. He was awarded for his research several times and has been published at Esomar as well as in leading scientific journals such as The Journal of Marketing, The International Journal of Research in Marketing, Journal of Services Research, Industrial Marketing Management, The Journal of Business Research, The Journal of the Market Research Society and Information & Management.

Dieter Korczak, ESOMAR President Owner, Managing Director, GP Forschungsgruppe Institut für Grundlagen- und Programmforschung, Germany. Dieter Korzak, Sociologist and Economist, has run GP Forschungsgruppe Institut since 1985. He has been an ESOMAR member since 1987, was the ESOMAR German Representative from 2001 to 2006 and served on the ESOMAR Council from 2007 to 2010 before recently becoming President. He has worked with Marplan, a subsidiary of McCann Erickson, H.F.&Ph.F. Reemstma GmbH, a tobacco company, Infratest Health and the Research Institute for Sociology at Albertus-Magnus-University, before setting up the GP Forschungsgruppe Institute in 1985. He is an expert of the European Commission, teaches Medical Sociology at a University for Applied Science and has published over 20 books as author and editor.

ESOMAR BEST OF 2011

Marcin Penconek

Sergey Cheikhetov

Sergey Davydov

ABSTRACTS Having hard time launching innovations in Russia? Companies are refocusing their attention to the key emerging markets in BRIC countries. After China, India and Brazil, Russia is becoming one of the key focus areas of multinationals. Russia is certainly not a new market for majority of multinationals. Despite hard facts, it is often believed that one can be opportunistic with new product launches in Russia. However, launching innovations in Russia is continuously providing FMCG manufacturers with challenges. The paper investigates opportunities and barriers of launching innovations in Russia. We aim at answering the following questions:

• What is the typical success rate of innovations in Russia? • What makes Russia different from the perspective of launching innovations? • How does market environment in Russia influence launch expectations and launch strategies?

Digital divide in Kazakhstan, Russia and Ukraine Low Internet penetration is considered to be the major barrier to conducting on-line research. This is certainly true in that if the number of Internet users in a country is insufficient, then conducting on-line research, by definition can not provide an integral picture due its lack of representativeness. However, such a drawback may easily turn into an advantage. As our presentation will show, using on-line methods in Kazakhstan and a and a number of Russian and Ukrainian regions where Internet access is still a privilege for the few, allows us to study the most active and “trendsetting” part of society. The mobile Russian experiment The proposed report is based on the results of a methodological experiment by GfK-Rus together with «Interactive Services». 1200 users of mobile phones in 2 Russian regions (Moscow and Orenburg) were invited by SMS to answer the WAP questionnaire. After that telephone interviews were conducted both with those who participated and not participated in the first part of the survey. The report is focused on the analysis of the reasons of WAP questionnaire low response rate and further opportunities of using WAP questioning technology in market research.

Marcin has almost 20 years of experience in market research in various positions. Marcin is now leading BASES’ office in Warsaw, and overseeing the development of business in Central Eastern Europe and Russia, the key growth area in Europe. Before joining BASES in 2005, Marcin worked at Synovate in Prague and at CASE, market research company in Poland. Marcin is a founding member and former Vice-President of PTBRiO, the Polish Society of Market and Opinion Researchers and is a member of ESOMAR.

Sergey is an accomplished professional with a significant track-record in market research and academia, both of which have contributed towards shaping research competencies, honed commercial acumen and provided him deep insight into the workings of people. He has 5 years experience in senior management level positions in the marketing research and a total number of 12 years of experience in social research in Russia, CIS, Eastern Central Europe, Germany and the USA. He has conducted training and innovation workshops for different social and cultural backgrounds and provided consultancy and business insights to key global and regional companies such as JTI, Samsung, Visa, MasterCard, Diageo, Bacardi, Efes, Hyundai, Vympelcom, MTS.

Sergey Davydov has served as head of media research at GfK-Rus since 2005. He is a member of GfK Group international TV Research Competence Center and previously worked as a researcher/consultant at British research company Russian Research Ltd. and Russian media holdings VGTRK and Formedia. He defended his Ph.D. thesis in Social philosophy at Moscow Pedagogical University (2000) and is the author and co-author of more than 50 articles and several books in social, marketing and media research.