fiona blades mian stage - 2013

The Festival of NewMR 2013 would not be possible without our sponsors Thanks to

Gold Sponsors

Silver Sponsors

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Fiona Blades MESH USA

Festival of NewMR 2013 - Main Stage

Sustainable Research

Changing the way we do things for the better

Ana Alvarez PepsiCo and Fiona Blades MESH



76M internet users (4th in the world)

A World Of Opportunity

65M Facebook users (2nd in the world)

$2394 trillion GDP (8th in the world)

World Cup 2014Olympics 2016

201M population

244M mobile phones

As big as Western Europe



Performance With Purpose

ldquoPerformance with Purpose is our goal to

deliver sustained financial performance by

providing a wide range of foods and

beveragesand

by respecting supporting and investing in the local communities in which we operaterdquo

Indra Nooyi Chairman and CEO PepsiCo Letter to

Shareholders 2012



Need to Understand Emerging Middle Class

How can we conduct research appropriately

Unequal relationship between

researchers and researchedMembers ndash more respectful relationship

Customer NetworksNeed to understand lsquonetworkrsquo not

just individual

Ensuring results are socialised and

actionedAct as a change agent

Human SustainabilityTapping into the corporate agenda

Starting afresh



Sustainable Research Ecosystem

Customer

Network

Community



Gives back long term


Research rather than marketing principles



Community

Leaders

Challenge 1 Disclosure

Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders



Challenge 2 Actionable research

Real Time Experience

Tracking

Customer Network

Boardroom Live Meeting

Project Duration 12 weeks



Sustainable Research Video



Sustainable Rewards to Communities

Recycling station

Manicure training

Sports fence repair

Individual rewards Community rewards



Sustainable Benefits to PepsiCo

Customer Closeness

Change Agent



Sustainable Benefits to MESH

15

Better Data



Other benefits

MESH Intern from the

community

Helping MESH offices in

other countries

understand our global

purpose

Opens up sponsorship

opportunities for

PepsiCo and others



Used leaders to recruit more members

MESH monitored and then members

Trialled new approaches

Education and calling

Finding the right leaders

Leaders good recruiters but

not monitoring compliance

Communicating rewards

and making tangible

Getting participation

Overcoming difficulties along the way



Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase



Tips for those interested in Sustainable Research

Think Big and Start Small

Allow Time

Be Flexible

Set Up Formal Project Structure

Ensure Senior Involvement



Need to be dedicated persistent and

believe in the long term payback This

is about forging relationships



Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics




Changing the way we do things for the better

Ana Alvarez PepsiCo and Fiona Blades MESH








201M population

244M mobile phones








beveragesand



Shareholders 2012








just individual




Starting afresh




Customer

Network

Community








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics








201M population

244M mobile phones








beveragesand



Shareholders 2012








just individual




Starting afresh




Customer

Network

Community








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics







beveragesand



Shareholders 2012








just individual




Starting afresh




Customer

Network

Community








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics








just individual




Starting afresh




Customer

Network

Community








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics




Customer

Network

Community








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics








Community

Leaders


Real-time

Experience

Reporters

Customer Network

Community

Community

Leaders





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics





Tracking

Customer Network









Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics







Recycling station

Manicure training

Sports fence repair





Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics




Customer Closeness

Change Agent




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics




15

Better Data



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics



Other benefits


community


other countries


purpose


opportunities for

PepsiCo and others











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics











and making tangible





Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics



Actionable Results

New concept of

family

Relationship

Shopping

The Power of

Purchase





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics





Allow Time

Be Flexible










Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics








Long Term Benefits

Career and

educational

opportunities

Ways to improve

community life

Deeper

understanding of

peoplersquos lives

leading to better

marketing

decisions

More respectful

way of

conducting

research getting

higher

quality data



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics



Q amp A

Fiona Blades

MESH

Andrew Jeavons

Survey Analytics

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