ESOMAR BEST OF – 2014

MARKET : THE BALL GAME HAS CHANGED!

NEW / 25 FEBRUARY

PROGRAMME 25 FEBRUARY 08.00 – 09.00 Registration

09.00 – 09.15 WELCOME AND INTRODUCTION TO THE PROGRAMME Partha Rakshit, Partha Rakshit Associates, India / ESOMAR Representative for India

09.15 – 09.55 KEYNOTE The History of Men's Underwear How the simple things react to science and society Dave McCaughan, Truth Central Global Asia Pacific / McCann Worldgroup, Hong Kong

09.55 – 10.00 Q&A UNCOVERING THE DECISION MAKING PROCESS: Shopper Insights and Behavioural Economics

10.00 – 10.05 Introduction by Session Chair Pravin Shekar, The Social Catalyst, krea, India / ESOMAR Council Member

10.05 – 10.25 Making the Shelves Smarter Harpreet Singh, Datamatics Global Services, India Rojin Varghese, Datamatics Global Services, India

Did you Just Kill Your Travel Agent? 10.25 – 10.45 Sabrina Schoeder, Happy Thinking People, India Payal Shah, Happy Thinking People, India

10.45 – 11.05 Discussion 11.05 – 11.35 Break GAINING BETTER INSIGHTS FOR AND COMPANIES IN THE ERA OF BIG DATA

11.35 – 11.40 Introduction by Session Chair Ashish Bansal, Samsung India Electronics, India

Integrated Marketing Return on Investment Framework 11.40 – 12.00 Insights generated by integrating marketing investments, research, social buzz and all other data sources with business KPIs in a single system Sunder Muthuraman, Meritus Analytics, India

12.00 – 12.20 Predicting Health An early warning system Sanjoy Datta, ITC, India Samit Chakrabarti, IMRB International, India

12.20 – 12.40 Discussion

12.40 – 14.00 Lunch

NEW WAYS OF WORKING

14.00 – 14.05 Introduction by Session Chair Madhumita Chakraborty, PepsiCo India

14.05 – 14.25 Re-engineering Classification Methods Vishal Khullar, AbsolutData Research and Analytics, India Lavanya Ramanan, AbsolutData Research and Analytics, India Aaroshi Asjia, AbsolutData Research and Analytics, India

14.25 – 14.45 A Tap and a Punch All in the Moment Jasmeet Singh Sethi, Ericsson India Biswapriya Bhattacharjee, IMRB International, India

14.45 – 15.05 Tapping the Movie Viewer Pulse A breakthrough in cinema research Monalisa Saxena, Pixights Consulting, India Monika Yadav, Disney-UTV, India

15.05 – 15.25 Discussion

15.25 – 15.55 Break

CLOSING KEYNOTE

15.55 – 16.00 Introduction by Session Chair Pravin Shekar, The Social Catalyst, krea, India / ESOMAR Council Member

16.00 – 16.40 KEYNOTE SPEAKER "Simplicity Is Everything" Why every successful business must clarify complexity Chris Jaques, M&C Saatchi Asia, Hong Kong

16.40 – 16.45 Q&A

16.45 – 17.00 CLOSING Sandeep Arora, Datamatics Global Services / ESOMAR Representative for India

SPEAKER PROFILES

Aaroshi Asjia

Aaroshi Asjia is Research Consultant for AbsolutData Research, India. She did her post-graduate studies in marketing from FORE School and also studied business economics at Gargi College. Her corporate experience has thus far included being a part of the placement team at FORE. Aaroshi is also an amateur photographer, which allows her to observe and analyse her surroundings, challenging her to see all perspectives and pick the best angles.

Biswapriya Bhattacharjee

Biswapriya Bhattacharjee is Group Business Director for IMRB International, India. He is an electronics engineer with a post-graduate in management and about 13 years of experience across and B2B sales & marketing. Biswapriya currently leads the IT, Telecom & Electronics Research practice team at IMRB International and has a group of senior researchers working with him. Over the last 10 years at IMRB, Biswapriya and his team have successfully anchored several industry in the area of technology including studies on the IT hardware market, electronic component market, advent and acceptability of cloud services, etc. He also regularly advises leading IT organisations on addressing their marketing goals.

Chris Jaques

Chris Jaques is CEO of M&C Saatchi Asia in Hong Kong and one of the most experienced leaders in international marketing communications. Before joining M&C Saatchi in 2006, Chris was regional CEO of Young & Rubicam for North America, regional president of Ammirati Puris Lintas for Europe and regional CEO for some of Asia's most successful networks, including BBDO, Bates, Y&R and .

He is an expert in the Asia Pacific region, having led his companies to be voted "Asian Advertising Network Of The Year" on two occasions, and runner-up on a third. Personally, Chris has also been named "Asia's Advertising Person Of The Year" twice in the last 15 years.

He is a pioneer in new media, having led the launch of XM Digital Marketing in the 1990's, run the Wunderman network across Asia Pacific in the 2000's and most recently, been responsible for creating and embedding M&C Saatchi-i into the M&C Saatchi Asia network.

Chris is passionate about the transforming effect that the meteoric rise of Asia is having on every aspect of business and is a regular speaker at business conferences around the world.

Dave McCaughan

Dave McCaughan is EVP and Director for Truth Central Global Asia Pacific and Managing Director for McCann Worldgroup Hong Kong. Recently having re-located to Hong Kong, Dave joined McCann in 1986 in his native Sydney, Australia where he built the strategic planning function and subsequently has been based in Bangkok, Hong Kong and Tokyo leading regional strategy development. As of January 2014, Dave is responsible for the twin roles of Managing Director of McCann’s companies in Hong Kong and Global Director of Truth Central, McCann WorldGroup’s global insight and research group.

Over the last 20-plus years, he has led Asian strategy and communication campaign development for clients such as Coca-Cola, MasterCard, Nestle, Tokyo Disneyland, Sunstar and Hitachi.

He has an extensive history of working on the implications of media changes, how society is influenced and, in turn influences media. Amazingly, still seen as an Asian thought leader on youth marketing (despite the hair), he is also leading key initiatives into the aging markets of Asia. For clients like Johnson&Johnson, he is leading investigations into the true potential of what he sees as the biggest growth market in the world – the 60- somethings of Asia.

Dave has talked at over 400 conferences globally, including many ESOMAR regional conferences and the annual ESOMAR Congress. He has been a regular columnist for journals like Advertising Age and Japan Close- Up. He also serves as a board member and contributor for ESOMAR’s Research World magazine.

In his previous lives, Dave was a yoghurt maker, menswear salesman, a children’s storyteller (for ten years) and a butler for a reclusive Duke in Rome.

Harpreet Singh

Harpreet Singh is Product Manager for Datamatics Global Services, India. He has over 10 years of experience in managing innovative solutions. He has applied for 2 patents in India related to diversified domains.

Jasmeet Singh Sethi

Jasmeet Singh Sethi is Regional Head, Insights for Ericsson ConsumerLab, India, the consumer insights division within Ericsson group. He has over a decade of experience across a wide variety of industries including telecom, technology, media and financial services, where he has worked on a broad range of insight, strategy and brand development projects. Currently, he is responsible for driving and managing the consumer insights function based out of India and has travelled extensively to manage and conduct complex research studies in various developed and high-growth markets.

Jasmeet has been instrumental in building and managing regional intelligence on emerging market consumers, which includes identification and translation of consumer needs, insights and behaviours to guide strategy, communication and innovation.

Lavanya Ramanan

Lavanya Ramanan is Research Consultant for AbsolutData Research, India. She has over 12 years of experience ranging from academia to industry. Lavanya has extensive experience in academic consulting and research. Interests include organisational , financial mathematics and technology.

Monalisa Saxena

Monalisa Saxena is the Founder of Pixights Consulting, India – a specialist research and consulting firm with a focus on visual communications. As a pioneer in her field, she endeavours to establish research as an ally of stakeholders in content space. In her 12 years of experience in the MR industry, Monalisa worked with IMRB International for 8 of them, specialising in media-related research. Her work has spanned across TV channels such as STAR, Disney-UTV, Zee, Colors and those in other media including Radio Mirchi, Radio City, Economic Times and ToI. Prior to IMRB, Monalisa worked with the Centre for International Business at the Tuck School of Business at Dartmouth. She also has a post-graduate in marketing communications from MICA. Monalisa is a budding writer, experimental chef and an avid consumer of all things soapy and filmy.

Monika Yadav

Monika Yadav is Head of Research Studios and Disney Interactive at Disney-UTV, India. She started her career in 2006 in advertising with Bates David Enterprise in the client servicing division. After that, Monika spent 5.5 years at Synovate (Now Ipsos Research) in the qualitative research division. As a senior project director at Synovate, her key clients included UTV Bindass and UTV Motion Pictures. Monika moved to Disney UTV to Head Research for the Studio in 2010 and has been spearheading the campaign to convert internal stakeholders as smarter users of research. Monika’s passions include not just watching movies but bringing in ‘filmigiri’ to everyday life. She trained in bharatnatyam for 13 years, belly dance for 4 years and hip hop for 4 years.

Payal Shah

Payal Shah is Research Director at Happy Thinking People India. Besides fostering an engaging internal culture, her key role is to rethink, reimagine and reset the obvious parameters of brand intelligence. With her strong communication background, Payal applies strategic design thinking and innovative brand research methodologies to leverage brand relevance that merge seamlessly with untold stories of the human psyche.

A brand consultant on many projects, her curiosity for narratives, behaviour shifts and innovative experiences inform her practice every day. After her creative success in New York at Pernod Ricard as a global brand project manager in the Innovation department and a visual brand strategist at Colgate Palmolive Global Headquarters, she has returned to create magic.

Rojin Varghese

Rojin Varghese is Associate Consultant at Datamatics Global Services, India. He has two years of research experience at the Indian Institute of Technology, Bombay and has presented a demo of a research paper at the international conference "TPMDC 2012" IIT Bombay. Rojin has also published a paper on transportation research, which was filed under the guidance of IIT Bombay Transportation.

Sabrina Schoeder

Sabrina Schoeder is Managing Director at Happy Thinking People, India. After completing her degree in business administration and marketing & communication in Hamburg, Germany, Sabrina worked in a variety of markets such as hospitality, private banking and luxury yachting. However, with her passion for diversity, it was just a question of time before she found her way to market research!

Based in since 2008, Sabrina has been heading the Happy Thinking People India office since May 2013. Her 12 years of professional experience include multinational studies with strategic focus in several countries including India, Germany, Mexico, Pakistan and China.

Living and working in India for more than 5 years, Sabrina believes the country is one of the most challenging and fascinating markets and holds more than what meets the eye. Unveiling India's true potential by creating a people understanding is one of the key principles of her work.

Samit Chakrabarti

Samit Chakrabarti is Vice President at IMRB, India.

Sanjoy Datta

Sanjoy Datta is Marketing Research & Development Manager for ITC, India. He is an alumnus of both IIT, Kharagpur, and IIM, , and started his career in market research at IMRB in 1988. During this time Sanjoy came to believe that deep customer insights make up the foundation of a successful and profitable business. After 4 years at IMRB, Sanjoy moved onto Rediffusion Advertising, then to SmithKline Beecham and then finally to ITC in 1994. At ITC, Sanjoy has worked in trade marketing and distribution, brand management and marketing research. His current interest lies in consumer understanding without asking questions or using technology in data acquisition.

Sunder Muthuraman

Sunder Muthuraman is Managing Partner at Meritus Analytics, India and leads the analytical hub of WPP, delivering solutions across the globe. Meritus is a team of professionals in marketing analytics who provide services in measuring marketing ROI.

Sunder also leads the consulting arm of the company, M-Consult, and the GroupM Knowledge Management Group for GroupM. He has over 16 years of experience with 11 of them in analytics. Sunder also has a degree in engineering and a post-graduate degree in communication management.

Vishal Khullar

Vishal Khullar is a Consultant at AbsolutData Research, India. He is responsible for project management and the execution of market research projects generating insights through data collection and analysis.

He has 5+ years of market research experience in domains such as telecom, retail, consultancy, FMCG, metals, chemicals as well as e-governance experience in research projects for the following domains - , qualitative research, ad-hoc research, syndicated research and tracking studies.

Vishal is proficient in various research techniques such as Brand Image Perception, Key Driver Analysis, Perceptual Mapping, Conjoint, Maxdiff and Segmentation. He also has expertise in business analysis, decision making, reporting and charting using PowerPoint and Excel for research & analytics projects.

SPEAKER ABSTRACTS

KEYNOTE The History of Men's Underwear How the simple things react to science and society Dave McCaughan, Truth Central Global Asia Pacific / McCann Worldgroup, Hong Kong

When you got up this morning did you really think about what specific pair of underwear you put on?? Sure, now that I’m asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there? Marketers and researchers are good at asking a lot of questions about

current activities but we are pretty poor at considering that the reasons products are segmented, marketed and purchased has more to do with technology and social history. This presentation may be entertaining, who wouldn’t laugh at a lot of jockey and briefs advertising? But there is also a wake-up call that as we celebrate a milestone in the history of market research we might want to spend more time thinking about history and its influence.

Making the Retail Shelves Smarter Harpreet Singh, Datamatics Global Services, India Rojin Varghese, Datamatics Global Services, India

Transforming the current uncommunicative shelves used in retail outlets to “smart” and “advanced” data collection units would help in not only taking “shelf management” to the next level with digital tag displays, but also give complete control to the product owner in regards to gauging the product acceptance.

Did you Just Kill Your Travel Agent? Sabrina Schoeder, Happy Thinking People, India Payal Shah, Happy Thinking People, India

The travel industry is surging with more deals every day and rarely do people go to a travel agent courtesy of the internet! With more and more people travelling both professionally and personally, we have seen a huge shift in consumer/traveller behaviour.

Travellers are customising their journeys through various online travel service portals – they map their own journey through hospitality service portals such as Airbnb, for reasonable stays etc.

The notion of not being dependent on anyone else but yourself and creating your own experience is empowering. In an age where nothing is far and nothing is unavailable, how can the travel industry hold up their head in this ocean of major behavioural shift – where personal barriers are broken to facilitate the magic of freedom?

Integrated Marketing Return on Investment Framework Insights generated by integrating marketing investments, research, social buzz and all other data sources with business KPIs in a single system Sunder Muthuraman, Meritus Analytics, India

Performing consumer research and generating consumer insight in isolation is myopic and poor on ROI in the era of big data and tighter budgets – especially when not integrated with all sources of data and Business KPIs. To illustrate, for example - awareness, consideration, loyalty and image statements are tracked by a market research team, Facebook interactions are analysed by said digital team and the CEO worries on the top line. If

these are not integrated in a system, the ROI-attributed market research and marketing investments will be limited. The methodology provides integrated views of the data sources, direct/indirect; slow/fast moving; research/transactional variable KPIs. This helped the marketer generate insights, know his lead indicators and do optimum resource deployment in consumer targeted activities.

Predicting Brand Health An early warning system Sanjoy Datta, ITC, India Samit Chakrabarti, IMRB International, India

Systematic mining of past brand health data established how the modeling of a few identified parameters could successfully predict the future direction of brand shares and thereby arrive at a reliable and valid model to predict short-term brand share trends - growth, decline or steady. In cases where future trend is negative, this protocol provides the foundation of an early warning system for brands to strengthen itself within a sub- segment of its user group against identified competition in specific markets. Also it enables actualising opportunity when the brand trend shown is positive.

Re-engineering Classification Methods Vishal Khullar, AbsolutData Research and Analytics, India Lavanya Ramanan, AbsolutData Research and Analytics, India Aaroshi Asjia, AbsolutData Research and Analytics, India

A social networking site offers its users tailor-made news and other social media content based on user persona. The user is being defined based on their response to a battery of questions administered through an intercept to those that visit their website. While this approach was effective in classifying their customer base, there were 2 inherent deficiencies to the existing approach. The intercept proved to be tedious and not engaging enough, as witnessed by a number of visitors that dropped off mid-intercept, and the results of the approach to classify visitors was not reproducible as it was based on a simple tally/count approach. The purpose of this commissioned research was therefore two-fold, revisit and revise the number and scale of the questions and update the classification method.

A Tap and a Punch All-in the Moment Jasmeet Singh Sethi, Ericsson India Biswapriya Bhattacharjee, IMRB International, India

Operating in the region as market researchers we come across numerous examples of the resourcefulness and the ‘never say die spirit’ of consumers, which makes us question if we’re doing enough ‘more’ with less. At times being frugal by choice helps in breakthrough innovation in market research. This presentation will cover a mobile technology giant’s experience on how small eureka moments helped them transform traditional qualitative approaches in market research, which helped uncover true emotions around experiences that mobile

consumers face when using services and applications. The presentation will take you through a journey on how this firm took inspiration from young digital natives and how they use connected devices to scope this market research study and put up a challenge of transforming qualitative.

Tapping the Movie Viewer Pulse A breakthrough in cinema research Monalisa Saxena, Pixights Consulting, India Monika Yadav, Disney-UTV, India

In a century-old film industry isn’t it time that market research found a place for itself? Pixights presents a research whose output is getting converted into a Disney-UTV movie. Traditionally, research has been used post production for evaluation, mainly in the form of pre-screenings, marketing material testing, etc. Such research has limited application, as major changes are too expensive. The story ideas themselves have been firmly in the creative zone, virtually untouchable by research. When research is used it tends to act as a critic and hence becomes adversarial to the key stakeholders. So how can research be an ally in the creative process? The answer lies in shifting the research paradigm - don’t research the film, research the audience. Learn how Pixights trendspotting study achieved this.

KEYNOTE "Simplicity Is Everything" Why every successful business must clarify complexity Chris Jaques, M&C Saatchi Asia, Hong Kong

We are all living in a world of increasing choices. We are all working in businesses that are trying to cope with a data explosion. India is one of the most complicated countries and cultures in the world. The research industry must help companies cope with information excess. In this presentation, Chris will explain and illustrate the critical importance of 'Simplicity of Thought' for any individual or business that aims to be a successful competitor in the next 20 years.