ESOMAR BEST OF USA 2012 New York/23 MAY

PROGRAMME

12.00 – 12.15 OPENING AND INTRODUCTION TO THE PROGRAMME ESOMAR Susan Casserly Griffin, ESOMAR Representative, USA Beth Uyenco, ESOMAR Representative, USA

12.15 – 12.40 Communities Niels Schillewaert, InSites Consulting, Belgium/USA

12.40 – 13. 05 Global Research Transition The future of insight development in the CEE region Corrine Sandler, Fresh Intelligence, Canada

13.05 – 13.30 Believe in Better How a challenging client demanded ROI on his research. And got it Fiona Blades, MESH, UK

13.30 – 13.55 The Researchification of Games Peter Harrison, BrainJuicer, UK

13.55– 14.20 Discussion

14.20 – 14.30 Closing

14.30 Networking Drinks

SPEAKER PROFILES Niels Schillewaert 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, recently served as the ESOMAR Belgian Representative for two years and is currently serving as an ESOMAR Council Member for the 2011/2012 term. Niels holds a Masters in Marketing and Ph.D. in Applied Economics and serves as an ISBM Research fellow at Penn State University. Corrine Sandler Corrine Sandler is the founder and CEO of Fresh Intelligence Research Corp., the most progressive and innovative Canadian MR company which uses world-class technology and unique methodologies to empower decision makers with immediate, actionable and transformative intelligence. Over the past 18 years, Corrine has been immersed in the dynamic world of marketing and research and has become a recognized innovator in her field. Corrine has a multicultural background and started her career in South Africa. Fiona Blades Fiona Blades is Chief Experience Officer, MESH Planning, UK. In 2007, Fiona was listed in the entrepreneurs section of ‘Ones to watch’ for Research Magazine, having set up MESH Planning in 2006, following a career as a Marketing Manager and then as an advertising planner. As Planning Director at Claydon Heeley, Blades saw the potential to develop a new 360 degree approach to tracking experiences enabling clients to quickly understand how every element of their marketing is working. She is a member of Cranfield School of Management’s MSc Advisory Board, Hackney and City Carer’s Partnership Board as well as the Research Liberation Front. Peter Harrison Peter is an experienced researcher and amateur gamer. In 2009 he took up a post in BrainJuicer Labs where he has been developing cutting edge new tools such as DigiViduals (twice short-listed for ESOMAR Congress 2010). He is especially passionate about incorporating principles of behavioural economics into new research methods and, happily for him, gaming provides one way of doing this. . He recently won the Best Presentation Award at the ESOMAR 3D Digital Dimensions conference for his presentation on the Researchification of Gaming.  

SPEAKER ABSTRACTS

Media Engagement Research: Best Practices in Research Communities Niels Schillewaert, InSites Consulting, Belgium/USA Research communities can help to bring the consumer into the boardroom by means of creative intelligence generation methods, making sure research is a conversation starter to stimulate management responsiveness. We need ‘enacting’ research communities that create ENgagement and ACTivation among clients as well as participants, through gamification, stories and experiences. Global Research Transition The future of insight development in the CEE region Corrine Sandler, Fresh Intelligence, Canada This presentation illustrates a combination of emerging research methodologies through different technology sources, introducing a multi layered online–mobile hybrid approach. SC Johnson required an innovative approach to understand the consumers’ decision-making journey in purchasing air care products. Using mobile telephony features, intelligence was gathered in real-time; combining online and mobile technology within one study resulting in deep mining and differentiated intelligence. A quantitative study for statistical modeling was utilised, followed by a mobile ethnography study. These learnings will enable pioneering innovative projects locally and across the CEE region with a “global-to-local” innovative cost effective research approach. Believe in better How a challenging client demanded ROI on his research. And got it Fiona Blades, MESH, UK This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting’s Brand and Content campaign evaluation tracking. It includes the rapid development of processes, technology, teams and people but, most importantly, tackles the issue of delivering insight that impacts on decision-making. Both parties believe passionately that research must impact on decision-making and deliver a return on investment and wanted to prove this. However, the journey together has taken us far beyond the numbers. Researchification of Games Peter Harrison, BrainJuicer, UK

Behavioral Economics offers new evidence for people’s ‘irrational’ decision making process and has generated a lot of talk in research and marketing circles. But after the excitement and the interest, then what? How do we understand and distil the learnings into something researchers can use to design and interpret new market research approaches? This talk will give an overview of the challenges and opportunities presented by Behavioral Economics and, using examples, suggest how research games could be an intriguing and unexpected part of the answer…