MAMRS 2016 MAGHREB & AFRICA MARKET RESEARCH SUMMIT  CASABLANCA / 28-29 JANUARY

 

 

 

 

Simultaneous translation from and into English and French    

PROGRAMME

28 JANUARY

14.00 – 15.00 Registration

15.00 – 15.30 OPENING Brahim Boubkry, LMS-CSA Marketing & Sondages, Morocco / AMISE President Laurent Flores, SLPV-Analytics / ESOMAR President  

MASTERCLASSES  

15.30 – 15.35 Introduction by session chair Nébil Belaam, EMRHOD Consulting, Tunisia / ESOMAR Representative for Tunisia

15.35 – 16.35 Mobile Research Nanzala Mwaura, Ipsos Sub-Sahara Africa, South Africa

16.35 – 17.00 Break

17.00 – 18.00 Effective Segmentation Studies Getting it right first time Russell Bradshaw, TNS, UK With the participation of Driss Farissi, TNS, Morocco  

18.00 – 19.00 Consultancy Power Skills for Customer Insight Professionals David Smith, DVL Smith, UK / ESOMAR Vice-President

19.00 – 20.00 Welcome reception  

29 JANUARY

08.30 – 09.30 Registration

09.30 – 09.35 Introduction by session chair Nabil Abouzaid, Ipsos Morocco & Algeria / AMISE Vice-President

Organised by AMISE - Association Marocaine des Instituts de Sondages et Etudes de Marché In cooperation with ESOMAR

09.35 – 10.00 KEYNOTE SPEAKER Changes to Secure the Future of our Industry David Smith, Director, DVL Smith, UK /ESOMAR Vice-President

10.00 – 10.05 Q&A

10.05 – 11 .05 MASTERCLASS How to Create More Effective Proposals and Presentations Jean-Marc Zeller, Kalao Etudes & Marketing, France / ADETEM Board Member  

11 .05 – 11 .30 Break

DATA PROTECTION

11 .30 – 11 .35 Introduction by session chair Driss Farissi, TNS Morocco / AMISE General Secretary

11 .35 – 12.00 KEYNOTE SPEAKER Connecting Market Research with Governments and Policy Makers Why you should care and how (possibly) to go about it Rupert van Hüllen, Regional General Counsel – Europe and Sub-Saharan Africa, IPSOS, UK / ESOMAR Legal Committee Member

12.00 – 12.20 Championing MR in the Global Data Protection and Privacy Debate The advocacy case study of Europe Kim Leonard Smouter, ESOMAR Government Affairs Manager

12.20 – 12.35 Personal Data Protection Morocco Experience Nouzha Mhandez Tlemçani, CNDP, Morocco

12.35 – 12.45 Discussion

12.45 – 14.00 Lunch

14.00 – 15.00 THE VOICE OF THE CLIENT Client Panel Session Hear from a panel of clients on their recommendations for the MR industry and how to help their companies grow in Africa and beyond

Moderated by Joy Uyanwune, Decision Support Consulting, Nigeria / ESOMAR Representative for Nigeria Panelists: Sheila Akinnusi, Senior Manager, Market and Customer Insights, Nedbank Group, South Africa Othman El Ouazzani, Knowledge & Insights Manager, Coca-Cola, Morocco Sophia Bouymaj, Consumer Analysis Manager, Imperial Tobacco, Morocco

15.00 – 15.30 Break

15.30 – 16.30 PANAFRICAN RESEARCH UNDER THE MICROSCOPE Discussion Groups The audience discusses opportunities and challenges of doing research in and with Africa

Moderated by Natalie Forcier, Forcier Consulting / ESOMAR Representative for South Sudan

SPEAKER AND SESSION CHAIR PROFILES Brahim Boubkry Brahim Bubkry President of AMISE (Moroccan Market Research Association) and Associate Director of LMS-CSA began his career as a Research Officer at LMS Consultancy in 1985. He participated, led and supervised hundreds of quantitative studies in the universe of FMCG and opinion polls for major multinational companies and national and international organizations. Throughout more than ten years, he has also run courses on market research in several higher institutions of Management. Chadi Abdelhadi Chadi Abdelhadi, is founder and managing director of Antares Market Research. He has 17 years of experience in the market research industry where he held various roles. Prior to creating Antares Market research, Chadi Abdelhadi worked for 11 years for the Moroccan branch of TNS, including 5 years as Managing Director. Before that, he spent 4 years in the local agency LMS Marketing. Chadi has provided research and consultancy services for local and international blue-chip clients across the Maghreb region and worked on a significant number of business issues and sectors (consumer, automotive, telecom, pharma, energy, property, education…). Chadi is also founding member and treasurer of AMISE - the Moroccan Association of Market Research. David Smith David Smith is Director of DVL Smith, UK and ESOMAR Vice-President. David has 25 years of marketing intelligence experience, most recently as CEO of a UK top ten market research agency. David holds a PhD in Organisational Psychology from the University of London. He is a Fellow of the Market Research Society, a Fellow of the Chartered Institute of Marketing, and is also a Fellow of the Institute of Management Consultants. He is a Professor at the University of Hertfordshire Business School and a former Chairman of the UK Market Research Society. He is also the author of “Inside Information – Making Sense of Marketing Data and The Art & Science of Interpreting Market Research Evidence”. David has won numerous awards from the Market Research Society, ESOMAR and other bodies, and holds the MRS Silver Medal.  Driss Farissi

Driss Farissi is TNS Morocco General Manager. Driss has 22 years of work experience across client and research organizations. Driss was at IAE of Lille (France) for 4 years teaching Marketing professionals and regular students market research, then in P&G for 11 years. At P&G Driss spent 6 years in a global role dedicated to training, new methods development, suppliers development, and technology adoption. During the following 5 years Driss managed research for

16.30 – 16.35 Introduction by session chair Chadi Abdelhadi, Antares Market Research, Morocco / AMISE Treasurer

16.35 – 17.00 KEYNOTE SPEAKER Growing Capabilities Preparing the NextGEN to take the leap into the future Phyllis Macfarlane, GfK, UK  

17.00 – 17.05 Q&A

17.00 – 17.15

CLOSING Lamia Hannaoui, W Adviser, Morocco / AMISE Vice-Treasurer Laurent Flores, SLPV-Analytics / ESOMAR President  

line business at a Western European level across various categories. The roles enclosed business, teams, budget, and supplier management. This was followed by 2 years at MERMB as Assistant Director Heading MENA and 1 year at Kantar Retail working on shopper / trade marketing projects and developing capabilities for Kantar in the area of shopper research and category management.  Jean-Marc Zeller Jean-Marc Zeller is CEO of Kalao Etudes & Marketing, France and an ADETEM Board Member. He is a French researcher with more than 30 years of experience in Marketing Research in Africa and France. Driven by a real passion for Africa, Jean-Marc has been managing a small research firm based in Paris and active in Sub-Saharan Africa for the last 3 years. He worked as Head of Consumer Research on the client and institute side for important groups and institutes such as Danone, Ipsos, Heineken, Pernod Ricard, LVMH and Diageo, both in France and Africa. As Director of International Operations for Ipsos, he contributed to the creation of Ipsos Maroc in 1990. He was also insight facilitator of the Diageo Way of Brand Building. Jean-Marc has been an ESOMAR member since 1988 and administrator in France of ADETEM (National Association of Marketing Professionals), where he co-chairs the Club of Marketing Research, organising conferences on new marketing research techniques and innovations. Joy Uyanwune Joy Azuka Uyanwune is Chief Executive at Decision Support Consulting, Nigeria and ESOMAR Representative for Nigeria. Joy is an expert in consumer-centric growth for businesses; and for many years, has also been an ardent believer in citizen development through research-directed strategies for a new Africa.

A graduate of Business Administration/Marketing from University of Houston, Texas, USA, she has built an over 20-year experience in Marketing and Market & Social Research from both Client and Agency sides as Research Executive in RMS (now TNS), and Senior Research Executive at Market Trends (became Research International); she also worked for JIB, a Nigerian brewery, for 4 years where she rose to the position of Marketing Manager.

Joy makes it a point to interact with others of like-minds with interest to highlight the regions’ potentials and brainstorm innovative ideas on various pressing issues in Africa such as democracy and good governance, economic empowerment, education, social security, to improve the lives of Africans.

Joy associates with (ODI) Overseas Development Institute, UK and is a Member of the Royal Institute of International Affairs [The Chatham House]. She is the current Country Representative for ESOMAR a global body of market research professionals, the Vice-President of the Nigerian Marketing Research Association (NiMRA) and a conferred Fellow of Market Research.

Kim Leonard Smouter Kim Smouter is the ESOMAR Government Affairs Manager. Responsible for ESOMAR’s global public and government affairs programme since 2012, Kim is on the front lines championing the industry’s positions in meetings with regulators and consumer advocates alike. With nearly a decade of experience in Brussels, he has amassed a strong inter-disciplinary network to raise market research’s white-hat profile. Prior to joining ESOMAR’s team, Kim served as Secretary General of the European Network of National Civil Society Associations, a network of non-profit umbrella bodies, with responsibilities for coordinating the advocacy activities and the office. Kim also served in the public sector, working for the British Government in the field of employment, social affairs, education and training, and coordinating in the European Parliament a cross-party forum for 60+ Members of European Parliament. As a result, Kim brings a unique perspective with his ability to understand and express the needs, interests, and expectations of all the actors that will define the operating environment for research in the years to come. Lamia Hannaoui Lamia Hannaoui is GM of W ADVISER Morocco. She has 18 years experience in research and marketing, with 12 years specialised in FMCG sector. For the last 9 years, Lamia dedicated herself to MR, with special emphasis in branding and ethnographic researches. She is also Treasurer to the AMISE association, which is promoting ethics and codes for the MR industry.

Laurent Flores Laurent Flores is Partner at SLVP Analytics, France and ESOMAR President. With a unique mix of academic, business and entrepreneurial experience, Dr Flores shares his time between consulting, teaching, and new venture development. A founding partner of SLP-Analytic, a data analytics company, he teaches at Université Paris II and is involved with new ventures start-ups. A regular author of books, academic and business articles, his publication have appeared in journals such as Marketing Science, Journal of Advertising Research, NY Times, Les Echos, Le Monde, etc. Open to innovation, open to the world, and People, Laurent is looking forward to developing new and exciting life and business experiences. Nabil Abouzaid Nabil Abouzaid is Managing Director at Ipsos Morocco & Algeria and AMISE Vice-President. He is a passionate market researcher who spent the whole of his career helping various local & multinational clients, across sectors & geographies, to better understand their consumers & markets and build stronger brands, by providing them with relevant and actionable marketing insights. Before joining Ipsos, Nabil held various roles both in the agency and the client’s side. He first started as a junior researcher at the local agency LMS Marketing back in 1999, then worked respectively for Méditel (as a Market Research Analyst), TNS Morocco (as Director Research) & Danone Morocco (as Research & Media Director). In the past few years, Nabil has also been a very active member of various associations & economic interest groups: World Federation of Advertisers (as an Executive Committee Member), Moroccan Advertisers Group (as Vice-President), CIRAD (Radio Audience Measurement body, as an Executive Committee Member) & CIAUMED (Radio Audience Measurement body, as an Executive Committee Member). Nabil holds a BA degree from ENCG Settat, a Master Degree from IAE Toulouse & an executive MBA degree from ISCAE Casablanca. Nanzala Mwaura Nanzala Mwaura is Director of Client Relations at Ipsos Sub Sahara Africa, South Africa. Nanzala’s areas of expertise span from Brand strategy and large tracking studies to market entry studies. She has 16 years of experience in Research and Marketing. Nanzala holds a BSc in Biochemistry and Zoology (1992), a Post Graduate Diploma in Mass Communication (1994) and an MBA in Strategic Management (2005). Nanzala, who is originally from Kenya, but has been South Africa based for the last 9 years, has a wealth of experience in research across Sub-Sahara Africa, that cuts across sectors but with specific emphasis in media, FMCG and the financial services sector. Natalie Forcier Natalie Forcier has nine years of experience conducting research in South Sudan, Egypt, Sudan, Yemen, Uganda and Somalia and has overseen data collection, analysis and report writing for clients such as PepsiCo International, UAP Insurance Group, IOM, UNHCR, UNDP, ILO, UNICEF, UNIDO, UNESCO, FAO, Across, Canadian Red Cross, Christian Aid, Danish Refugee Council, Handicap International, Save the Children, Mercy Corps, Marie Stopes International, Norwegian People’s Aid, Plan, Population Council, UMCOR, World Vision and ZOA. She also served as Principal Investigator on the 2013 South Sudan Audience Survey for Internews/USAID – the first nationally representative survey in South Sudan to utilise smartphone data collection technology. Before moving to South Sudan in 2009, Ms. Forcier worked for organizations such as CARE, Population Council, and the Centre for Migration & Refugee Studies as well as starting and managing a non-governmental organisation serving South Sudanese refugee youth in Cairo, Egypt. Ms. Forcier is fluent in English and Juba Arabic and holds a BA in International Affairs – Global Public Health from the George Washington University and an MA in International Human Rights Law from the American University in Cairo. She also holds a Graduate Diploma in Forced Migration and Refugee Studies from the American University in Cairo. Nébil Belaam Nébil Belaam is the President of EMRHOD Consulting and EMRHOD Algeria, a leading marketing research agency in the region, and ESOMAR Representative for Tunisia. He has completed a Bachelor’s in Science and has a Diploma in Business Administration with specializations in International Marketing from a reputed institute in Morocco (ISCAE). He has a total of 30 years experience in Consulting and Research. He also regularly provides analysis and appears on various media to comment on the EMRHOD Political and Opinion Barometer. Nébil Belaam is the first President elected to the Tunisian Chamber of Marketing Research Professional recently established in December 2013.

Nouzha Mhandez Tlemçani Mrs Nouzha MHANDEZ Tlemçani is an engineer in Economics & Statistics. She graduated from the National Institute of Statistics and Applied Economics (INSEA) in Rabat, Morocco. Before joining the CNDP in early 2013, Mrs. Mhandez Tlemçani Nouzha worked for 7 years as a competitive investigator and public services pricing head of department within the Ministry of General Affairs and governance She is currently in charge of the Control Unit within the Department of Expertise and controls in the CNDP. Mrs. Nouzha MHANDEZ Tlemçani has conducted several training courses, moderated seminars and conferences nationally and internationally on topics related to the protection of personal data. Othman El Ouazzani Othman El Ouazzani is the Knowledge & Insights Manager for the North and Equatorial Africa Region of The Coca-Cola Export Corporation. After his Bachelor’s studies in Business Administration from ISCAE (Casablanca) in 1989, he did a 2-year stint in brand management in Gillette. He joined Coca-Cola in 1991 as a Research Executive and held various positions in the market research area. He is currently responsible for all consumer/shopper/customer and business related research. He supports several teams within the company including the regional Strategy Marketing, Operational and Brand teams across markets in the region, among others. Phyllis Macfarlane Phyllis Macfarlane is a life-long market researcher, starting her career as an assistant statistician, and culminating as Managing Director of GfK NOP - one of the UK’s largest market research companies. Her key interests as a researcher were international, B2B, market measurement and customer satisfaction studies. As a manager, it was people development – and it is this interest that has led to her latest roles. Phyllis is currently Project Manager for GfK’s CSR initiative ‘Training in Africa’ – where the GfK Verein is funding masters degrees and interviewer training to improve the quality of market research in Africa. This initiative is now being rolled out to China (from 2014) and other emerging markets beginning in 2016. She is also Treasurer to the ESOMAR Foundation, which is developing MR education in nascent markets such as Myanmar, and looking to bring together the world of MR and Philanthropy to measure the impact of CSR activities. Rupert van Hüllen Rupert originally qualified in Germany and is now admitted in England. For the last 8 years he has worked in the MR industry, first as General Counsel at Synovate and now as GC Europe and Subsahara Africa at Ipsos, where he has also specialised in data protection and privacy. Rupert is a Member of the ESOMAR Legal Committee. Russell Bradshaw  Russell Bradshaw is a director in TNS UK’s Marketing Science Centre, an expert community of experienced statistical analysts and consultants. He has been at TNS for 7 years and has conducted more than fifty segmentation studies for a variety of clients within Finance, Technology, UK Government, travel, tourism and FMCG sectors. Prior to joining TNS he received a distinction grade MBA from Durham University Business School and has also consulted for Accenture. Sheila Akinnusi Sheila Akinnusi is currently a Senior Manager for Market and Customer Insights at Nedbank Ltd, South Africa and has over ten years’ experience in financial services; marketing research and business management. She holds a Masters degree in Strategic Marketing and currently sits on the board of SAMRA.

In her current and previous work experience, Sheila has held management and leadership roles within client and research supplier environments, affording her the opportunity to become a well-rounded market research specialist. Sheila is currently responsible for strategic planning and execution of organisational-wide research studies; formulating research policies and procedures; governance and compliance of research practices within Nedbank’s operations across the African continent. Sheila is passionate about research, infusing creativity in all she puts her mind to and as a result instrumental in the further development of brand strategies within various industries. Sheila is a wife and a mother of a two-year-old daughter, who enjoys spending time with family, running and dancing. Sofia Bouymaj Sofia Bouymaj is the Insight and Intelligence Manager at Imperial Tobacco, Morocco. Sofia has 12 years experience at both agency and client side. She started her career in market research in different organisations before moving to Imperial Tobacco in 2011. Her role in her organization is to provide the business with analysis, insights (consumer and customer) and recommendations for strategic decision-making. Sofia supports marketing and sales teams with relevant data and insights to build their strategy. She is also responsible for managing information systems and delivering market data to business.

SPEAKER ABSTRACTS Mobile Research Nanzala Mwaura, Ipsos Sub-Sahara Africa, South Aftrica The “Mobile” Conversation is a buzz in this promising and robust continent. This masterclass will demystify Mobile Research in Africa. You will be equipped with practical knowledge behind the “why’s and wherefores”, as well as acquire a basic understanding around the various interactions of mobile within research in meeting your business needs. It’s not just about what Mobile Research can do but how it can work for you. Effective Segmentation Studies Getting it right first time Russell Bradshaw, TNS, UK In this masterclass you will learn about some of the principles of how to avoid common pitfalls and problems with segmentation studies, by understanding not just the process of segmentation design and analysis, but also the wider principles of commercial effectiveness. Consultancy Power Skills for Customer Insight Professionals David Smith, DVL Smith, UK / ESOMAR Vice-President The role of market research has evolved. Methodological skills are no longer enough. In this masterclass you will get an overview of new ‘consultative’ skills, enabling effective use of information in organisational decision-making. Changes to Secure the Future of our Industry David Smith, Director, DVL Smith, UK /ESOMAR Vice-President The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This presentation will be based on a survey of senior marketing decision makers, who were asked what skills they expect insight professionals to offer to meet their expectations. But the presentation will not stop here, as we will provide a clear road map -a step-by-step guide - to the best way of developing and imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey. How to create more effective proposals and presentations Jean-Marc Zeller, Kalao Etudes & Marketing, France / ADETEM Board Member

In this masterclass you will learn how to prepare and present a successful research proposal; the right combination between charts and computer graphics for better efficiency; client expectations in terms of focus presentation; how to control the emotional dimension in a presentation; the difference between an effective and a badly designed proposal/presentation.

Connecting Market Research with Governments and Policy Makers Why you should care and how (possibly) to go about it Rupert van Hüllen, Regional General Counsel – Europe and Sub-Saharan Africa, IPSOS, UK / ESOMAR Legal Committee Member  With an ever evolving legislative landscape and a complex political landscape, market research is exposed to the risk of unexpected consequences. This is a look at why we as an industry need to connect with legislators and regulators, and a few suggestions of how to go about it. Championing MR in the Global Data Protection and Privacy Debate The advocacy case study of Europe Kim Leonard Smouter, ESOMAR Government Affairs Manager For the last two years, ESOMAR has been working with national associations across Europe to make the case for exemptions for market, social, and opinion research within the scope of European data protection legislation. What were the key arguments put forward, what were the counter-arguments we had to overcome, and how did we distinguish ourselves from marketing? We discuss the key learnings and how they might apply to the situation in the African market.  Growing Capabilities Preparing the nextgen to take the leap into the future Phyllis Macfarlane, GfK, UK  Market research is changing – new methodologies, new markets, and new thinking are all influencing what market research is possible, and how the next generation of researchers should be developed. Classical training in the theory is not enough. Market Research should be at the heart of all business decision making for all types of business. This presentation will discuss why market research skills matter more than ever before, especially in developing markets in Africa.