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C:\Users\Prezenz\Desktop\Nouveau1.txt mercredi 15 juin

IntégréTéléchargement
 PROGRAMME
13.00 -13.30 REGISTRATION AND WELCOME LUNCH!
13.30- 13.35 PART I
Introduction by programme moderator
Niels Schillewaert, ESOMAR Council, USA
13.35 – 13.50 Going to the Edges for Inspiration
Why it's right to talk to 'extreme' consumers even if you are a mass-market
brand
Jeremy Brown, CEO, Sense Worldwide, UK
Annie Qian, Global Consumer Insights, PepsiCo USA
13.50-14.15 Tracking the Footprint of the Digital Consumer
A global benchmark for consumers' habits across web, mobile, GPS locations
and social media
Maria Domoslawska, VP Global Digital Strategy & Research, Research Now,
USA
14.15-14.40 Hooked on Shopping
Understanding what fuels the new daily online shopping habit
Vicky Draper, Director Consumer Analytics & Research, AOL, USA
14.40-15.05 A Butterfly's Wings: From Chaos to Opportunity
Harnessing cross-category connections in the consumer technology landscape
Reed Cundiff, General Manager, Microsoft, USA
Kelsey Vaughn, Senior Vice President, Ipsos, USA
15.05 – 15.20 Innovative Ways to Reach your Consumer- Interactive Debate
Moderated by Niels Schillewaert, ESOMAR Council, USA
15.20- 15.25 PART II
Introduction by programme moderator
David Bakken, ESOMAR Council, USA
15.25 – 15.50 ESOMAR UPDATE – INSIGHTS 2020
Driving Consumer Centric Growth
Matt Wardle, Senior Partner, Vermeer, USA
15.50 -16.35 MASTER CLASS
Do You See What I Mean?
Lessons for using visual for better user experience in consumer
research
Satsuki Suzuki, UI/UX Designer, Lightspeed GMI, UK
16.35-17.05 CONGRESS NEW ORLEANS 2016 TEASER!
Developing Effective Marketing Messages
Joris Huisman, Managing Director, SKIM, USA
Bill Salokar, Vice President Client Solutions, SKIM, USA
17.05 – 17.10 Final Words
ESOMAR
17:10 – 18.00 NETWORKING DRINKS
ADVISORY BOARD
PRESENTATION ABSTRACTS
Going to the Edges for Inspiration
Why it's right to talk to 'extreme' consumers even if you are a mass-market brand
It seems counter-intuitive to go to the extremes to find insights that are relevant to the
masses. But in this presentation, we demonstrate the value of doing just that. We show how
people with more intense and unusual experiences, attitudes and backgrounds can unlock
insights that transform the work of marketing and innovation teams. The value of this
approach goes beyond the commercial benefits – it makes a difference for everyone involved
in the journey. The research process becomes more interesting and rewarding for everyone
involved, whether they are participants, recruiters, agency teams or client teams. As a
genuine human connection is forged between people, fresh insights are discovered.
Tracking the Footprint of the Digital Consumer
A global benchmark for consumers' habits across web, mobile, GPS locations and social
media
Today, multi-device tracking and social media transparency provides terabytes of data on
consumers which not only enriches the sample demographic profiles, but often indicates how
and when to best contact study respondents. Understanding the data collection methodology
and making the new data points on respondents’ profiles actionable is fundamental to a
success of any modern research study. In this paper, we will showcase selected examples
from two studies where we assigned a random test for multi-mode methodology across four
English-speaking countries: the United States, the United Kingdom, Canada and
Australia. Our overall purpose is to provide practical advice on how to establish a new
paradigm for yourself and for your clients using traditional research methods, as well as the
newest set of metrics from different platforms and devices
Hooked on Shopping
Understanding what fuels the new daily online shopping habit
With the rapid adoption of smartphones and tablets, shopping has fundamentally changed in
a very short period of time. Technology has enabled an always-on shopping environment
where shoppers are engaged every day, even if they don’t intend on making purchases; this
has created a new paradigm in which consumers have more frequent interactions with
brands. However, marketers focused on conversions may not be sending the right message.
We will present new multi-country research that shows how brands can more effectively
influence online shoppers by tapping into their motivations for habitual product browsing. We
will reveal six motivations for online product browsing that can be used as the basis for
developing ad creative and editorial content targeted to these shoppers.
A Butterfly's Wings: From Chaos to Opportunity
Harnessing cross-category connections in the consumer technology landscape
Today’s consumer juggles multiple devices and uses a diverse set of apps and services,
spanning categories and brands, across work and life. Traditional ways of understanding
consumer dynamics are insufficient for providing a true picture of a modern consumer’s
behaviour across their personal technology ecosystem.
At Microsoft, we identified a need for a research solution that would provide a comprehensive
view of consumers’ ownership, usage, and perceptions of technology devices and services.
Partnering with Ipsos, we have addressed this need by building an innovative research
programme including both attitudinal and behavioural components. The insights are helping
us understand the interrelationship of competitive product usage with our own and influencing
our post-sale monetisation strategy.
ESOMAR UPDATE
Insights2020 - Driving Consumer Centric Growth
Aligning research strategy, structure and capabilities
Research agencies risk disintermediation because of the rapidly changing context they
operate in: i.e. an increase in direct-to-consumer touch points, competition from new data
providers and more. The role of the research professional is polarizing from generalist to
either data technologist or strategic business leadership partner to senior management.
In summary, 'what’ constitutes market research best practice is changing dramatically, but
“how” the research aligns strategy, structure and capability now needs to adapt urgently.
Insights2020 will drive the new insights roadmap to growth. Personal growth of the research
professional, growth of the insights discipline and industry, and growth of the businesses that
the market research industry supports.
MASTER CLASS
Do You See What I Mean?
Lessons for using visual for better user experience in consumer research
This master class session will present the result of some ground breaking primary research
exploring the communication power of icons and info-graphics in both the gathering and
communication of research data.
CONGRESS 2016 TEASER
Developing Effective Marketing Messages
Marketing messages are often generated by internal teams within a company, which means
that the messages being tested are only as good as the team generating them. This mini
session is a teaser of what to expect from the full day workshop to be launched at the
ESOMAR annual Congress in New Orleans. That full day session will challenge the traditional
way of thinking and help participants understand why it is important to place themselves in
the mind of the consumer, as well as demonstrate ways in which to do this.
SPEAKERS BIOS
Associate Consumer Insights Manager, Global Beverages Group, PepsiCo
Annie Qian is an Associate Consumer Insights Manager within the Global Beverages Group
at PepsiCo. Annie’s responsibilities include serving as voice of the leading edge consumer,
ensuring that PepsiCo’s beverage innovations are based off a deep understanding of
consumer needs and aspirations. Annie’s research topics include early stage ideation and
concept development, new product development as well as white space exploration.
Prior to PepsiCo, Annie’s experience includes advertising, brand strategy, brand
management and market research across a variety of consumer packaged goods, financial
services, hospitality, software, telecommunications and utilities brands at Millward Brown, The
Southern Company, Georgia Pacific and General Electric.
Annie holds a BA in Economics and Political Science from Emory University and an MBA
from Cornell University.
Matt Wardle is a global marketing expert with over 15 years’ client-side and brand consulting
experience in North America, Europe and AsiaPac.
With a career that combines consultancy and marketing practitioner experience, Matt is able
to bring to the table world-class best practices and the practical know-how of what it takes to
embed them in large, global or matrixed organizations. During his career in client-side
marketing, Matt’s roles included brand building and innovation at Cadbury Schweppes and
global marketing at Douwe Egberts coffee. In 2009 Matt moved into brand consulting. As a
Director at Vermeer, Matt is proud to have worked with leading organizations including
Unilever, Coca-Cola, Pernod Ricard, PepsiCo, Heineken and Sony.
Bill Salokar is Vice President, Client Solutions at SKIM where he builds relationships with
technology, consumer goods, and healthcare clients. For over 25 years, he has used his
training as a statistician to help clients understand customer decisions and develop marketing
strategies. His current interests include research innovations and behavioral economics. Bill
balances critical thinking and problem solving with a sense of fun, imagination, and humor.
Bill is a member of the PMRG where he chairs the Program Committee.
THANK YOU TO OUR VENUE PARTNER & SPONSOR
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