BEST OF ESOMAR GERMANY 2013

DIMENSIONS OF EXCELLENCE

FRANKFURT / 22 JANUARY

PROGRAMME 14.30 – 15.00 Registration

15.00 – 15.15 OPENING AND INTRODUCTION TO THE PROGRAMME Joachim Rittchen, ESOMAR Representative for Germany

15.15– 15.40 Research in a World Without Questions Tom Ewing, BrainJuicer Labs, UK Winner of the ESOMAR Award for Best Paper — ‘The Fernanda Monti Award’ at Congress 2012 (Presented in English)

15.40 – 16.05 You Won't Find Me on Facebook Patrick Pfefferkorn, Happy Thinking People, Germany Winner of the ESOMAR Young Researcher of the Year Award 2012 Franziska Mair, Happy Thinking People, Germany (Presented in English)

16.05– 16.30 Rainmaker  Exploiting unexpected price potentials for print media Dr. Florian Bauer, Vocatus AG, Germany Tobias Trevisan, Frankfurter Allgemeine Zeitung, Germany Winners of ESOMAR Research Effectiveness Award 2012 Presented by Dr. Florian Bauer (presented in German)

16.30 – 16.45 Q & A

16.45 – 17.00 CLOSING Joachim Rittchen, ESOMAR Representative for Germany

17.00 – 18.00 Networking drinks

SPEAKER PROFILES Florian Bauer Florian Bauer is a founder and member of the board of Vocatus AG, a research and consulting company that employs about 75 consultants. He studied Psychology and Economics at TU Darmstadt, MIT and Harvard University. His academic work focused on behavioural economics and the psychology of pricing. Florian is member of the board of the German Market Research Association (BVM), and teaches at several universities. He is author of many business and academic papers, a keynote speaker and one of the thought leaders in pricing: Dinero, a leading Latin American business magazine, called him the “guru mundial” in psychological pricing. In 2005 and 2010 he won the German Market Research Award for the Study of the Year, and the Best Methodological Paper Award at the ESOMAR Congress 2010. Franziska Mair Franziska Mair is a Project Executive at Happy Thinking People in Munich. She received an international double degree in International Business and Management from Copenhagen Business School and Vienna University of Economics and Business. Before that, Franziska completed her Bachelor in Management for Public Administration and International Institutions at Bocconi University in Milan. During different internships she gained experience in the field of marketing and event management, but finally discovered her passion for market research as an intern at EURAC Research (European Academy of Bolzano). Patrick Pfefferkorn Patrick Pfefferkorn is a Project Executive at Happy Thinking People in Munich, Germany. Before gaining his current position, Patrick was an intern with Happy Thinking People in the Recruiting, Data Management and Project Management (Qualitative) departments. Patrick also held an international internship at IBOPE Intéligencia, in Sao Paulo, Brazil (Quantitative & Qualitative) and worked as a student assistant in the Department of Sociology at Technical University Munich on a project for innovation management (Qualitative.) Patrick did work for GP Forschungsgruppe, Munich on different projects (mainly Social and Trend Research.) He received a Magister Politikwissenschaft (Master´s in Political Science) at LMU Munich, Germany with a major in Empirical Research and minors in International Law, Comparative Religious Science.

Tom Ewing Tom Ewing is Digital Culture Officer at BrainJuicer Labs in the UK. Tom's role at BrainJuicer Labs focuses on understanding online platforms, cultures and innovations and their use in research. Before joining BrainJuicer he was Kantar Operations’ Social Media Knowledge Leader, and has an extensive career in marketing, market research and social media work. Tom also works as a music journalist and critic and has written regular columns for the Guardian newspaper and Pitchford. SPEAKER ABSTRACTS Research in a World Without Questions Tom Ewing, BrainJuicer Labs, UK A world without questions imagines a world where directly asking questions is banned. How research is shifting from interrogation to observation is explored in this wide-ranging and entertaining, interactive presentation. Researchers are adjusting to the challenge of a data-rich world. The message will be both a celebration of research innovation, and a focused and practical guide to the emerging methodologies of a ‘post-respondent’ world.

You Won't Find Me on Facebook

Patrick Pfefferkorn, Happy Thinking People, Germany Franziska Mair, Happy Thinking People, Germany The internet is constantly developing, and its short history shows us that social networks come and go (e.g. the rise and fall of MySpace). Already a ghost called ‘Facebook fatigue’ gets summoned and has managed to find mighty ambassadors in the business environment, such as Martin Sorrell, CEO of WPP (WPP chief Sir Martin Sorrell has 'fundamental' doubts over whether Facebook can carry adverts, The Telegraph, 16.09.2011). This research wants to target this paradigm and explore the potential future development of social networking by drawing from the experiences of Facebook non-members and drop-outs, as they are most likely to answer the most pertinent question of our research: are these people the leading-edge of an upcoming grassroots movement to abandon social networking sites?

Rainmaker Exploiting unexpected price potentials for print media Tobias Trevisan, Frankfurter Allgemeine Zeitung, Germany Dr. Florian Bauer, Vocatus AG, Germany

Prices for newspapers used to be set by gut feeling - managers were best guessing how much prices could be increased without reducing circulation. The consequence was that huge revenue potentials were not leveraged by timid ‘best guess pricing’. Realising this, we developped a new empirical approach that predicts price sensitivities more precisely than ever before. This approach outperforms classical price research as it incorporates insights from Behavioural Economics. By using it we were able to make additional profits of more than $7m (wave 1) and $12m (wave 2) without losing circulation. The ROI of this project was 13,800% (wave 1) and 30,200% (wave 2).