ESOMAR BEST OF INDIA 2012 Mumbai/ 3 JULY
INdianNOVATION
2 JULY – WORKSHOP 8.00 – 9.00 WORKSHOP REGISTRATION
9.00 – 17.00 WORKSHOP Qualitative research Meeting the challenges of changing demands
3 JULY - PROGRAMME
9.00 – 09.10 OPENING AND INTRODUCTION TO THE PROGRAMME AND INTRODUCTION TO KEYNOTE
Pravin Shekar, Founder, The Social Catalyst, Kreator-in-Chief, krea, India and ESOMAR Council Member
09.10 – 09.40 KEYNOTE SPEAKER
India’s Next 300 million Consumers, How Identity and Linkages Can Expand the Marketplace Goving Ethiraj, Bloomberg UTV
09.40 – 09.50 Q&A
09.50 – 10.20 BREAK
INNOVATIVE APPROACHES - DIGITAL
10.20 – 10.25 INTRODUCTION Sandeep Arora, Sr. V.P. & Business Head, Datamatics Global Services and ESOMAR Representative for India
10.25 – 10.50 Gamification The art of researching through gaming Betty Adamou, Gaming Through Research, UK
10.50 – 11.15 Mobile’s Emerging Role in Data Collection Malte Friedrich-Freksa, YOC, Germany
11.15 – 11.40 Market Research and Online Communities Kalyan Karmakar, TNS, India
11.40 – 12.05 Digital Characters A living, breathing, on-line soap-opera for insight generation John Kearon, BrainJuicer, UK
12.05 – 12.20 DISCUSSION
12.20 – 12.30 FAST TRACK 60 second presentations
12.30 – 13.45 LUNCH
INNOVATIVE APPROACHES – NEUROSCIENCE
13.45 – 14.10 Secrets for selling to the subconscious The latest insights from Consumer Neuoroscience Caroline Winnett, Chief Marketing Officer and Co-founder NeuroFocus, USA
14.10 – 14.15 Q&A
BIG DATA
14.15 – 14.20 INTRODUCTION Mr. Partha Rakshit, Consultant Partha Rakshit Associates, India
14.20 – 14.45 How BIG data is likely to impact the MR Industry Girish Venkatachalia, IBM, India
14.45 – 15.10 A BIG Data Qualitative Road Movie Sven Arn, H.T.P, Germany
15.10 – 15.20 DISCUSSION
15.20 – 15.50 The Paradox of Success and WHY we need to experiment-fail-learn and repeat, more than ever! A frank discussion on our trials and tribulations from a couple of company owners, who are also humans too and make mistakes! Moderator: Pravin Shekar, Founder, The Social Catalyst, Kreator-in-Chief, krea, India and ESOMAR Council Member Panelists: John Kearon, BrainJuicer, UK Betty Adamou, Research through Gaming, UK
SUMMARY AND CLOSING 15.50 – 16.00 Mr. Partha Rakshit, Consultant Partha Rakshit Associates, India
ADVISORS
PRAVIN SHEKAR Pravin Shekar has been in the research domain for the past 1.5 decades and continues to contribute to market research in various avatars: entrepreneur, technologist, research-evangelist and speaker.
He heads two entities: 'krea', an India-centric panel research firm and 'The Social Catalyst', a non-profit trust aimed at professionalising the work of NGOs.
Pravin has been selected as an “Emerging Global leader in marketing research”, by the American Marketing Association (4 under 40 Award).
In regular demand as a speaker, Pravin has presented papers and chaired discussions at several conferences. As an ESOMAR Council member, he has been working towards spreading the use of technology in research, increasing engagement levels amongst practitioners and spearheading the movement for making market research a career of choice for students.
PARTHA RAKSHIT Partha Rakshit is a Consultant with Partha Rakshit Associates and has over 30 years experience in market research, having worked with both the client side (Philip Morris, Procter & Gamble) as well as the research supplier side (IMRB, MRAS, Nielsen). He was the ESOMAR Representative for India from1992-1996 and was President of the Market Research Society of India from 1993-96. Partha retired from Nielsen as Managing Director of South Asia in January 2010, and now has his own consultancy company.
SANDEEP ARORA Sandeep Arora is Senior Vice President and Business Head (Research and Analytics) at Datamatics Global Services Ltd. He is responsible for driving business growth in the research and analytics space using technology-enabled solutions. He has spent over 15 years in the market research industry and brings with him a comprehensive perspective from different pockets of the industry. He strongly believes that technology will turn out to be one of the key enablers in taking the market research industry to its next level - a level that is going to be quite different from how we understand the industry today.
While at TNS, he won the regional Darrah Estrada Award “Overcoming the Impossible” for introducing Consumer Confidence Index in India and was decorated with “Outstanding Leadership Award - 2010” in Datamatics.
SPEAKER PROFILES
BETTY ADAMOU Betty Adamou is currently Founder & CEO of Research Through Gaming, UK and was previously UK Account Manager for Netherlands-based software company, Nebu. She has qualitative and quantitative project management experience derived from working for market research agencies and panel suppliers in the past.
Betty served on the Programme Committee for the 2011 ESOMAR 3D Digital Dimensions conference where she led the Gamification session for the event and participated in the 3D Fringe Factory “Great Gamification Debate”. She has contributed to the CASRO 2011 Online Research Conference as a speaker on 'Research Through Gaming' and has also spoken on this subject at the 'Gaming and MR Event' for NewMR where she participated in the NewMR Virtual Festival by designing its logo, being part of the Advisory Board and contributing to the conference with her paper on 'I'll Facebook U Yeah? Modern Communication and Evolving with the Times'. Betty believes strongly in creativity, pushing the boundaries and 'research on research' within MR and technology.
CAROLINE WINNETT Caroline Winnett is Chief Marketing Officer and co-founder of Nielsen NeuroFocus, the world’s leading provider of consumer neuroscience insights. Nielsen NeuroFocus initiated the development of the consumer neuroscience industry, and has the most extensive database of insights on how the brain responds to marketing, media, and products. Prior to NeuroFocus, Caroline founded Albany Associates, providing marketing services to corporate clients. Subsequently she was Publisher of Wilderness Press, and Chief Marketing Officer for BoardVantage. NeuroFocus was acquired in 2011 by The Nielsen Company. Caroline received her MBA from the Haas School of Business at the University of California, Berkeley.
GIRISH VENKATACHALIA Girish Venkatachaliah is the Director of Engineering at IBM(India Software Labs). He heads the India product development for the Information Management & Business Analytics portfolio of offerings which encompasses products branded Big Data, Cognos, InfoSphere, SPSS, Filenet, DB2 and more. During his nearly decade and a half career with IBM, he has served in a variety of other roles including Strategy, Technical alliances, ISV management, Server release Management,and even as a developer. Girish has multiple patent-pending disclosures and published works in top rated conferences like VLDB and ICDE. Girish graduated with a Bachelors in Engineering in Electronics. He also has a Masters in Engineering Management, and a Masters in Computer Science. Further, he has an MBA from the prestigious dual degree program of University of California, Berkeley and Columbia University, New York. As other interests, Girish is very actively involved in community events and volunteerism.
GIVINDRAJ ETHIRAJ Govindraj Ethiraj is the former Founder-Editor in Chief of Bloomberg UTV, a 24-hour business news service launched out of Mumbai in 2008. Prior to that, he worked with Business Standard newspaper as Editor (New Media) and spent five years with television channel CNBC-TV18. Before CNBC-TV18, he worked with The Economic Times newspaper as Corporate Editor in Mumbai for five years, looking after the corporate and markets news bureau. He also worked with Business World for three years. He began his career with Business India magazine. He is currently a Fellow of The Aspen Institute, Colorado.
He is presently co-authoring a book on India’s efforts to give over a billion residents a unique, biometric identity - after concluding a short, voluntary stint with the Unique Identification Authority of India (UIDAI).
JOHN KEARON John Kearon is Chief Juicer and Founder, BrainJuicer Group PLC. His role in conceiving and leading BrainJuicer made him Ernst & Young’s ‘Emerging Entrepreneur of the Year’ in 2005 and 'Entrepreneur of the Year' in 2009, for the London and South region. Prior to BrainJuicer, John founded innovation agency, Brand Genetics, which invented new products and services for large blue-chip companies. Before starting his first business, John was a Planning Director at Publicis and before that a graduate of Unilever's management programme.
John’s recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.
KALYAN KARMAKAR Kalyan Karmakar has more than 13 years of experience in qualitative and quantitative research and in account planning. He began his career in qualitative research in IMRB and later headed the Automotive Research Practice of IMRB Mumbai and the Financial Services IPG in The Nielsen Company, Mumbai. He has worked in FCB Ulka Advertising in strategic planning and currently heads the Digital Qualitative Research Practice at TNS India and the Qualitative Practice at TNS Mumbai. He has a keen interest in society and culture and has presented papers in ESOMAR and MRSI conferences. He has been a two-time winner of the Millward Brown Global Knowledge Awards from IMRB. Kalyan is an active food and travel blogger himself and is a passionate social media netizen.
MALTE FRIEDRICH-FREKSA Malta Friedrich-Fresha began his research experience while studying psychology at the Humboldt University Berlin, where he wrote his diploma dissertation for Daimler- Chrysler. After graduating in 2000, he participated in establishing a market research unit for youwant.com, an Internet start-up company. Afterwards he worked as a market researcher for Lycos-Europe.com and in 2003 he founded his own company idalab, a specialist for digital market research and modern data analysis.
Since 2003, he has served as Head of Market Research at YOC, one of Europe’s leading Mobile Marketing companies. Malte is specialised in Online and Mobile Research with an emphasis on modern data analysis.
SVEN ARN Sven Arn is Managing Director and Partner at H,T,P, Concept. He has been with the company since 1991 and became Managing Director in 1997. Before joining H,T,P, Concept Sven graduated from the University of London in English & Drama and spent some time working in television production. He soon, however, discovered market research, joining H,T,P, Concept when the company was still relatively small and beginning to develop its international research competence. Being of Swiss origin, bilingual in English and German, with fluent French and a little Italian and Spanish, the international research field was one which held a special fascination and Sven has worked regularly on research and strategy projects all over the world.
His particular area of expertise lies in positioning and insight development research, in product innovation and in brand development – working particularly in the FMCG and technology segments. Sven regularly gives workshops and training courses in qualitative research for ESOMAR. He has been on a number of Programme Committees at various ESOMAR events including the Qualitative and Insight conferences. Sven has also been a guest lecturer at the UdK (University of the Arts), Berlin and the Design Academy, Berlin.
SPEAKER ABSTRACTS
Gamification The art of researching through gaming Betty Adamou, Gaming Through Research, UK
Launched in July 2011, Research Through Gaming Ltd is a tech start-up whose focus is on the creation of games for surveys. This presentation will feature RTG's first-ever case study, a ResearchGame™ called ‘Magazine Question Hunt’.
Magazine Question Hunt is a first in the market research and games industries, using a fully gamified online research experience with one of the rooms from RTG's virtual home ‘The Playspondent™ Playhouse’. RTG created this ResearchGame™ for a client - a publication division of a major UK TV Broadcasting organization – who wanted to speak to 7-10 year olds about advertising, magazine content, what they do for fun and more.
This case study explores how and why RTG was able to reach a larger than anticipated number of respondents, in half the time allocated, to achieve all completes. By using virtual rooms, an engaging in-game design and Avatars, RTG was able to speak to over 500 children in 7 days.
The presentation will share feedback from the children who took part in the study as well as frank discussions about the tribulations and the trials they had creating Magazine Question Hunt within RTG. Using themselves and this case study as examples, they will talk about the highs and the lows of creating this gamified survey, best practices and what this may mean for the market research industry.
Mobile’s emerging role in data collection Malte Friedrich-Freksa, YOC, Germany
The extensive market penetration of smart phones and tablet devices has changed media usage and as a consequence the impact of the research industry. In the context of digital market research, there is an emerging discussion on mobile’s role in data collection. However, it’s becoming crucial to integrate mobile in the research mix. Therefore, both technical requirements and method characteristics should be discussed when realising mobile research approaches. The presentation will give an overview about the main challenges of integrating mobile into market research including: • The mobile digital revolution: facts and figures concerning changing media usage • Consequences of digital research design: a systematic overview about mobile research methods and technology requirements • Best practice mobile research: quantitative and qualitative case studies from Germany
Market Research and Online Communities Kalyan Karmakar, TNS, India
Social media and digital marketing are buzzwords around us. These are topics that are often spoken of in marketing forums, are mentioned by our clients and are used by ad agencies. But how relevant is social media for market research? How can one use social media in our search for consumer insights? Does this require a new way of thinking? Is this the end of market research as we know it?
This session explores possibilities of integrating the all pervasive digital wave that we see around us with market research. It looks at examples of studies that use common social media tools such as Facebook or Twitter to embellish the research process.
The idea of the session is to use live examples to ideate and soul search rather than lay down rules. For, in the democratic world of social media, there are no rules.
Digital characters A living, breathing, on-line soap-opera for insight generation John Kearon, BrainJuicer, UK
No respondents, no questions, no incentives, no interviews. Just digital individuals created to represent a marketing segmentation, target audience, trend or brand persona. Programmed with as much socio-demographic and lifestyle details as possible, including the place they work and where they live. These DigiViduals® scan the web, conducting automated mass ethnography and collecting films, blogs, pictures and tweets to bring the “person” to life and build a rich picture of their life. The end result is like a BBC camera crew has followed them for several weeks and produced a film of their life, from which understanding, insights and new ideas can be generated.
Secrets for selling to the subconscious The latest insights from Consumer Neuoroscience Caroline Winnett, NeuroFocus, USA
Every second, the human brain is taking in 11,000,000 bits of information coming from our eyes, hearing, touch, tactile and spatial sensations. Our conscious brain – that part of thinking in which we are aware of thinking – can only process, at best, 40 bits of information per second. All the rest, about 99.99%, is processed subconsciously. The challenge for any marketers is obvious – “How do I get into that 40 bits of consciously processed information?” Also if people do not have access to all sources of their decisions and behaviours, then they can’t tell us why they do what they do. How to find out the secret of what people really want and need?
Big Data and it’s implications for qualitative research Sven Arn, H.T.P, Germany The heart of qualitative analysis has always been about making sense of contradictory and contrasting data as well as condensing and summarising in order to turn learnings into meaning. In this presentation we will look at how we can apply some of the principles of qualitative analysis to the interpretation of Big Data to derive true insights from facts. We will illustrate this with some playful – but useful – ways of making sense of it all.
The Paradox of Success and WHY we need to experiment-fail-learn and repeat, more than ever! How many times have we actually embraced the need to explore, to conquer the unknown and to face our own fears! Marketing research today, is posed at that stage, where we either embrace change or get ready to be swept away by upstarts! That said, we need to look at failure in an entrepreneurial perspective. Edison's defines it succintly: "I have not failed. I've just found 10,000 ways not to make a lightbulb!"
Hence, a session where we have two players from an international stage; both innovators in their own right - talking about Failure and why we need to fail early, fail fast and learn from such failures. Funny, isn't it - that we are afraid to experiment, scared of failure, but it is this failure that will lead us to position MR as a strategic force, in the field and in the boardroom!
Join us to explore the essential role of failure in any significant SUCCESS!