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Esomar Best of – Russia 2015

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Esomar Best of – Russia 2015 ESOMAR BEST OF – RUSSIA 2015 MOSCOW / 22 MAY RESEARCH IS FUN…RESEARCH IS FUNDAMENTAL… Please note the presentations will be in Russian and English (with no simultaneous translation) PROGRAMME 22 MAY 08.00 – 09.00 Registration 09.00 – 09.10 WELCOME AND INTRODUCTION TO THE PROGRAMME Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia 09.10 – 09.35 KEYNOTE SPEAKER Big Changes Will Deliver a Big Future What marketing decision-makers expect their customer insight teams to deliver David Smith, DVL Smith, UK / ESOMAR Vice-President 09.35 – 09.40 Q&A 09.40 – 10.00 GUEST SPEAKER “I hear and I forget, I see and I remember, I do and I understand” Selin Cetinelli, Unilever NAMETRUB, Turkey 10.00 – 10.05 Q&A RESEARCH IS FUN… FROM INSIGHT TO IMPACT 10.05 – 10.10 Introduction by Session Chair Tatiana Barakshina, Bazis Group, Russian Federation 10.10 – 10.40 GUEST SPEAKER Goodbye Big Data, Hello Big Stories Martin Lee, Acacia Avenue, UK 10.40 – 10.50 Discussion 10.50 – 11.10 Break – Visit the Poster Session run by Students and Faculty of HSE (see description below) RESEARCH IS FUN… BETTER INSIGHTS THROUGH PLAY 11.10 – 11.15 Introduction by Session Chair Alexander Shashkin, Online Market Intelligence (OMI), Russian Federation 11.15 – 12.00 INTERACTIVE SESSION GUEST SPEAKER Treasure Hunt Games are insightful and not only entertaining Sebastian Prassek, Happy Thinking People, Germany 12.00 – 12.05 Q&A ASSOCIATIONS NEWS Hear from Group 7/89 and OIROM about the latest initiatives run by the two associations 12.05 – 12.10 Introduction by Session Chair Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia 12.10 – 12.25 Group 7/89 Professional associations of market researchers Needs of market players and actions on industry development in Russia Sergei Protsenko, South Russia Research Center / Group 7/89, Russian Federation Anna Blagodarova, ComSar / Group 7/89, Russian Federation 12.25 – 12.30 Q&A 12.30 – 12.45 OIROM Project Certification “Quality standards OIROM” Masha Volkenstein, Validata / OIROM, Russian Federation Konstantin Filatov, GfK / OIROM, Russian Federation Dimitry Pisarsky, Millward Brown ARMI-Marketing / OIROM, Russian Federation 12.45 – 12.50 Q&A 12.50 – 12.55 SPONSOR FAST TRACK 12.55 – 13.50 Lunch 13.50 – 14.45 CLIENT PANEL SESSION Direct From The Client Hear from a panel of clients what are their issues and requirements and how best to respond to their needs Moderator Tatiana Barakshina, Bazis Group, Russian Federation Panelists Polina Razdobreeva, Eli Lilly, Russia Federation Olga Tsekhonya, Hyundai Motor CIS, Russian Federation Tatiana Dunaeva, Alfa Bank, Russian Federation Julia Evstigneeva, Unilever, Russian Federation RESEARCH IS FUNDAMENTAL… SHOW THE RESULTS! 14.45 – 14.50 Introduction by Session Chair Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia 14.50 – 15.10 Genuine Life Stories, or Ethnography in Action Tatiana Sidorenko, Leroy Merlin Vostok, Russian Federation Aleksey Alehin, Business Analytica, Russian Federation 15.10 – 15.30 Using Online Behavioral Data for Marketing Needs Artem Litvakovsky, Online Market Intelligence (OMI), Russian Federation Oleg Burukhin, Red Keds Creative Agency, Russian Federation Elena Gamza, Business Analytica, Russian Federation 15.30 – 15.40 Discussion 15.40 – 16.00 Break – Visit the Poster Session run by Students and Faculty of HSE (see description below) 16.00 – 16.45 PANEL SESSION PREPARING THE NEXT GENERATION OF RESEARCHERS An urgent call to action! Hear from a panel of academia and industry representatives how they assess market research education in Russia vis-à-vis industry requirements: how can we close the gap between theory and practice? Moderators Tatiana Barakshina, Bazis Group, Russian Federation Tatiana Sidorenko, Leroy Merlin Vostok, Russian Federation Panelists Askhat Kutlaiev, GfK RUS / Banking Institute of the State University - Higher School of Economics, Russian Federation Lyudmila Bogomolova, O+K Research, Russian Federation Vladimir Zvonovskiy, Social Research Fund / Samsara State Economic University, Russian Federation RESEARCH IS FUNDAMENTAL… ACTIVE VS PASSIVE: WHAT’S NEXT IN MARKET RESEARCH? 16.45 – 16.50 Introduction by Session Chair Alexander Shashkin, Online Market Intelligence (OMI), Russian Federation 16.50 – 17.10 Data Science vs. Research A curse or a blessing in disguise? Andrey Sebrant, Yandex, Russian Federation 17.10 – 17.30 Unspoken, Declared and Acted Upon – Are These the Same? Neuro research vs traditional methods Anastasiya Kolonskikh, Nielsen Neuro, Russian Federation 17.30 – 17.40 Discussion 17.40 – 18.10 GUEST SPEAKER Predicting the Future Primary research exploring the science of predictions Hubertus Hofkirchner, Prediki, Austria 18.10 – 18.20 Discussion 18.20 – 18.30 CLOSING Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia SPEAKER PROFILES Aleksey Alehin Aleksey Alehin is Deputy Head of the Department of quality and experimental studies at Business Analytica Anastasiya Kolonskikh Anastasiya Kolonskikh is Head of Nielsen NeuroLab, Russian Federation Andrey Sebrant Andrey Sebrant is Director, Product Marketing at Yandex, Russian Federation Anna Blagodarova Anna Blagodarova is CEO of ComSar, and Chairman of Group 7/89 Artem Litvakovsky Artem Litvakovsky is Data Mining Executive at Online Market Intelligence (OMI), Russian Federation. Artem came to OMI from advertising, where his primary occupation was strategic planning of ad campaigns. Having graduated as a mathematician and programmer, he currently works with market research and big data from a programmer’s point of view. IT background and experience in advertising help Artem to merge data from different sources and explain it in understandable language. Askhat Kutlaiev Askhat Kutlaliev is Research and Development Director at GfK Rus company, Russian Federation. He is also Assistant Professor at the Sociology Department of the Higher School of Economics (State Research University). Having graduated as a physicist and mathematician, he has been involved in the market research industry for more than 20 years. Main areas of interest – data processing, modelling, forecasting and nonlinear dynamic systems. 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. Dimitry Pisarsky Dimitry Pisarsky is Managing Director at Millward Brown ARMI-Marketing Elena Gamza Elena Gamza is Strategy and Business Development Director at Business Analytica, Russian Federation. After terminating Moscow State University Lomonossov Sociological Faculty with honor degree and Cologne University in 2004, Elena joined one of the leading local companies of Russia Business Analytica. With focus on quantitative methods, consumers and advertising research, Elena successfully consults global and biggest Russian companies, turning research into actionable insights. Started as research manager in Business Analytica in 2004, Elena continues her contribution to business as Strategy and Business Development director. Organizing strategic workshops, creating new approaches, methodologies and solutions, consulting the client at all stages of the product life cycle are the strongest areas of professional interests. Hubertus Hofkirchner Hubertus Hofkirchner is CEO of Prediki, Austria. Hubertus is a former university lecturer at the University of Vienna. In 2008, he built Redmonitor, a trading platform for digital options, which was acquired by CMC markets in 2008. Hubertus went on to set up Prediki – a specialist platform created for market researchers to conduct predictive markets trading. He holds an MBA from the IESE Business School in Barcelona and a MEc in economics. Konstantin Filatov Konstantin Filatov is Quality Manager at GfK Russia Julia Evstigneeva Julia Evstigneeva is Brand Building Consumer and Market Insight HPC Lead at Unilever responsible for Russia, Ukraine and Belarus. Before joining Unilever in 2011 Julia has spent more than 14 years in research getting diverse experiences. She has started her career in sociological research in the area of education and then moved to market research working for COMCON Research Company. Lyudmila Bogomolova Lyudmila Bogomolova is Senior Consultant at O+K Research, Russian Federation Martin Lee Martin Lee, Managing Director of Acacia Avenue, UK, is a branding specialist. Whilst at Acacia-Avenue, he has managed a diverse set of clients and categories that includes finance (Barclays and Barclaycard, Legal & General and Sainsbury’s Bank); retail (Sainsbury’s, Morrisons and The Entertainer); gaming (The National Lottery and Ladbrokes); e-commerce (eBay and PayPal) and travel (Carnival UK, Tourism Australia and Visit Scotland). Before moving to agency life, he worked in retail marketing, both at WH Smith, as a buyer
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