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PROGRAM FOR SMRD 2012
Download the invitation to workshops March 16 here.
Download the full workshop program here.
Click here for the official SMRD invitation (in Swedish)
Presentations in English
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Stephen Phillips, Spring Research
Research in a world of irrational expectations |
Synopsis Those of us in the industry know that today's researchers have to be on the pulse of developments in the understanding of human behaviour. Behavioural Economics in the last 5 years has made a big impact on marketing, business and government strategy. Yet how much of this thinking has fed into the way we conduct Market Research on a day to day basis? This presentation will demonstrate Behavioural Economics at work and the reasoning (or not) behind human behaviour. It will explore some Behavioural Economics fundamentals, and then investigate the impact this has on research processes and how we researchers should be changing what we are doing in light of these insights.
Biography Steve Phillips is the Chief Happiness Officer of Spring Research. His work focuses on understanding consumer motivation and behaviour and he was instrumental in developing the Snakes & Ladders approach to exploring the purchase journey. This work won the 'Best New Thinking' award at the MRS Conference and also led to Spring winning the industry's Innovation award. His ESOMAR paper on advocacy was nominated for two awards in 2010 and other work on advocacy gained Spring Research an honourable mention in the WOMMY awards. He recently won best overall paper at the ESOMAR Congress 2011 for his paper on Behavioural Economics.
Betty Adamou, Research Through Gaming
Playspondents ™ : Making Research Gameful
Biography Betty is CEO and Founder of Research Through Gaming Ltd and new start-up Playing To Drive. Betty is also Editor-in-Chief of GameAccess.com - a Gamification blog.
Betty has spoken at many conferences, recently been part of the conference committee for ESOMAR 3D has also been part of the Advisory Board of The NewMR Festival 2010. She has spoken about the Gamification of Research at The Festival of NewMR, CASRO Online, ESOMAR 3D, ESOMAR 'Best of U.S.A', ESOMAR Best of Croatia, MRS Kids and Youth, keynote at NetGain6 2012, Swedish Market Research Day and due to speak at ESOMAR Best of India.
Betty also runs workshops on Gamification for the MRS and ARK Group and is currently writing a book 'Playspondents: Making Research Gameful'.
Her work on using gamification in research has been written about in many online publications by gamification thought leaders and market researchers, supporting her quest for change in research.
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Jon Puleston, GMI
Market Research Game on |
Synopsis This presentation will run through some practical examples and case studies illustrating how you can transform surveys into more game like experiences and demonstrate the impact that these technique can have on the quality of data. It will also look at some of the issues you need to consider when thinking about using gamification techniques in market research because it is not all plain sailing!
Biography Jon Puleston is Vice President of Innovation at GMI and runs GMI Interactive, a team specialising in the design of interactive surveys and developing specialist technology for conducting interactive online research. He was formerly the founding director of Media Intelligence, a research technology business that developed the industry's first ever flash survey authoring software, which was purchased by GMI in 2006. Over the last 4 year he has been conducting extensive research exploring how to engage respondents more effectively in online research. His paper examining the gamification of online research won the 2011 ESOMAR congress award for best methodology and he recently won the 2011 MRS award for innovation in research methodology. You can find out more on his blog http://question-science.blogspot.com/
Francesco D'Orazio, Face
Understanding your audience through social media
Introducing the brand graph
. Why really real-time social media mining is hard
. Doing more than "just" monitoring; new research models for mining social media
. How to build a Brand Graph and what to do with it
. Bringing online and offline data together
. The business case for social media data
Biography Francesco is Face's Chief Innovation Officer and heads up Face Labs. He holds a PhD in New Media and Sociology from Università degli Studi di Roma ‘La Sapienza’ and from University of Toronto at the McLuhan Program in Culture and Technology where his research focused on immersive media and the rise of the social web.
Over the past ten years he has been involved in community design, innovation and market research as a researcher, web strategist and creative technologist working for research agencies and web start ups.
At Face, Francesco focuses on developing new ways of conducting research specializing in social media mining, online communities, lifelogging and social simulations.
Francesco speaks regularly at research, innovation and technology conferences and blogs at Makers Of Universes
Jonathan Gable, Brainjuicer and Christiane Quaas, Pharmaton, Boehringer-Ingelheim
From “Me” to “We” Research: A New Way of Looking
Synopsis As market researchers, our goal is to seek out consumer truths, understand people and attempt to predict their behaviour. We ask individuals about their own opinions, motivations and behaviours, in the belief that asking respondents about themselves (“Me” research) will lead to a faithful and accurate representation of the truth. Christiane and Jonathan are going to challenge that dogma, pointing out that we are often unreliable witnesses to our own motivations and poor predictors of our own behaviour. They will show another way called “We” research, an emerging research approach that should sit alongside conventional methods - where we ask respondents to play to their human strengths of observation, interpretation and prediction -- to tell us what they perceive about their fellow humans, not about themselves.
Using a case study, the presentation shows how they combined several disciplines of “We” research with more conventional methods in developing an extremely promising health care concept without once asking a consumer for an own opinion: Mass Anthropology (the use of readily available datasets), Mass Ethnography (asking respondents to work as detectives to gather clues about target group behaviour) and Mass Prediction (asking a crowd of people, rather than a targeted sample, to make a judgement on the concepts as if they were investors). It will show how the process identified winning ideas which proved their potential in subsequent research and in market.
Biographies Jonathan Gable, Managing Director, BrainJuicer Germany. Jonathan worked for 16 years on the client side in Marketing with Colgate-Palmolive, General Mills and Dunkin’ Brands. His areas of expertise include innovation, product development, consumer insight and international marketing. He has eight years of research and consulting experience on the agency side, including stops at ACNielsen BASES and Evo Research & Consulting before joining BrainJuicer in July 2008.
Dr. Christiane Quaas, Global Brand Research Manager Consumer Health Care, Boehringer Ingelheim
Christiane began her career at Masterfoods Austria before working for Masterfoods Europe and then making the move to Boehringer Ingelheim asGlobal Brand Research Manager for Wellbeing Brands. At Boehringer Ingelheim she conducts global strategic market research, with a focus on translating new brand positioning into new product development and communication.
Margo Veskimägi, TNS Baltic
Values towards the financial sector - are we alike or not around the Baltic Sea?
For presentations in Swedish, visit the Swedish part of the web site
(click on the Swedish flag on the root page).
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Short presentations in Lindgrenrummet
8.40
Wale Omiyale, VP Business Development: Market research (Europe & Asia Pacific), Confirmit
Innovation & Trends in Market Research Technology
2012 represents a challenging and uncertain financial year for many organisations within the industry. So what are the available solutions that can maximise the return on time and client investment, while generating a fresh new revenue stream for researchers? Confirmit, the leader in Market Research survey technology, will explain how through case studies, fieldwork, and current experience, its range of innovative and dynamic solutions enables researchers to expand their horizons and embrace the challenges of 2012 with fresh optimism.
Biography: Following his MBA at City University, Wale joined software start-up company Confirmit in 2000 as a business Analyst, tasked with developing an international expansion plan for the company. Since that time Wale was involved in the establishment of the US operation and the setup of business partnerships across the Asia-Pacific region (Japan, China India and Australia). In his current position VP business development, his current responsibilities cover business development within the market research sector of Confirmit's business in Europe and Asia Pacific.
With a background in law and finance, prior to joining Confirmit Wale spent over 10 years working in several positions within the financial services industry, with Abbey National, Allied Bank, IAF Asset Management and First Union (US), developing new business products within private banking and mortgage finance.
Wale has delivered several presentations at numerous market research events (ESOMAR, JMRA, AMRA and MRS), sits as an external evaluator to final year projects for MBA students at CASS Business school, and has been invited to sit on a number of different internal consulting panels at PWC Business Consulting, to share experiences on conducting business in Asia.
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12.10
Fredrik Clementz, Reflect; Jeroen Rietberg, Intellex Dynamic Reporting
Productivity and Creativity in the work process
Om Reflect
Reflect är ett undersökningsföretag specialiserat på kvantitativa undersökningar. Med undersökningar som verktyg lär vi företag att förstå sina marknader, sin organisation och omvärld. Undersökningarna som genomförs tillsammans med Reflect avser fungera som en språngbräda inför framtiden. Vi levererar beslutsunderlag som snabbt skall kunna användas för att öka utväxlingen i företag och organisationer
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12.40
Martin Oxley, Managing Director at BuzzBack Market Research Europe
Embedding qualitative techniques in quantitative studies: Using Visual Techniques to Tap into the Subconscious
For the most part, the MR industry has lost step with its audience by viewing online research as merely a transfer of historical approaches from the "real world" to the digital world. What it needs is a fresh approach that asks, "What's possible?" The traditional quantitative research process is typically: brief with words, collect data with words and numbers, analyse with words and numbers, and debrief with words and numbers. As consumers ourselves, we know brand decisions are not only mostly irrational and nonverbal, but they are rarely our top of mind thoughts. So why, as researchers, do we habitually rely on consumer verbalisation methods that excessively use rational, left-brain processing?
We've fallen into the two camps of qualitative and quantitative research. Only a small fraction of researchers have looked to couple qualitative and quantitative techniques but they are virtually all serial efforts in which quantitative merely follows qualitative or vice versa.
We will present our experiences and thinking in using qualitative techniques - projective and enabling techniques - within quantitative studies. And we will demonstrate how you can evolve to reveal quantitative information in qualitative data and qualitative information in quantitative data.
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15.10
Pål Sesseng, MI Pro
Gå från vanliga undersökningar till undersökningar med animationer och online «dashboards» på 10 minuter.
MI Pros lösningar för insamling och analys används nu av många av de ledande instituten i både Sverige, Norge och England, bl.a. Novus, PFM, RAM, Norstat, Sinitor, Ipsos, Respons Analyse, Opinion och GfK NOP. Oavsett om du representerar ett institut - eller är en slutanvändare - så kan du också få tillgång till dessa användarvänliga och kraftfulla verktyg till dina egna undersökningar. En 10 minuters demonstration kommer att visa dig hur enkelt det är att göra själv.
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15.30
Lauri Löfveblad, marknadsansvarig för svenska marknaden på Cint.
De vanligaste misstagen undersökare i Sverige gör i sina online-enkäter.
En kort genomgång av de vanligaste och enklaste misstagen att åtgärda som undersökare tenderar att göra i sina online-enkäter i Sverige och några konkreta råd kring hur du kan få mer korrekta resultat på dina undersökningar.
Cint är ett teknikföretag som tillhandahåller fältarbetslösningar för marknadsundersökningar och som skapare av världens största marknadsplats för undersökningspaneler OpinionHub övervakar en majoritet av de svenska online-panelerna.
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17.00
Duane Clement and Annelie Slånemyr-Phillips, Abt SRBI
New Trends of Reaching Customers and Leverage Insights
Our OneVoice Program will show organizations how to exchange information with their customers in the most economical and powerful way. Our world leading technology solutions allow for real-time understanding of customers’ honest needs, wants and opinions. We go where the customers are, and we allow them to choose their preferred communication channel; the process must be effortless, proactive and meaningful. Working with our OneVoice Program will make B2B and B2C companies smarter and more efficient in managing customer expectations.
Duane Clement, President Abt SRBI Market Insight Division – Mr. Clement has 20+ years of experience in the Marketing industry; having led several global Marketing organizations. Prior to joining Abt SRBI, Mr. Clement was the Chief Executive Officer of Catalina Marketing Research Solutions. Prior to Catalina, Mr. Clement was the Chief Executive Officer of Bounty SCA Worldwide - the largest organization in the Havas Global Agency Network. Throughout his career, Mr. Clement has leveraged his expertise and passion for new business development.
Annelie Slånemyr-Phillips, Director; Sales and Marketing –Ms. Slånemyr-Phillips, a native Swede, has 17 years market research experience. Prior to joining Abt SRBI Ms. Slånemyr-Phillips worked for leading research organizations like Chadwick, Martin Bailey, Inc., and Forrester Research,Inc. She has spent parts of her career in the US and parts in Europe; she has developed and managed Global Research Departments and Programs. The last years her focus has been on innovative research ideas, panels and communities, as well as mobile research and new social media products.
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