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.

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