BEST OF ESOMAR - US 2014 ATLANTA / 25 APRIL In cooperation with the University of Georgia

PROGRAMME 12.45 – 13.15

Lunch and Registration

13.15 – 13.25 OPENING AND INTRODUCTION TO THE PROGRAMME Niels Schillewaert, ESOMAR Council Member

13 .25 – 13.45 How Culture Shifts and Brands Are Driving the Evolution of Brand Tom LaForge, Global Director of Human & Cultural Insights, Coca-Cola USA

13.45 – 13.55 Q & A

13.55 – 14.15 Why Big Data is a Small Idea… And why you shouldn’t worry so much Stephen Needel, Managing Partner, Advanced Simulations, USA

14.15 – 14.25 Q & A

14.25 – 14.45 Mobilizing your Branded Panel Panel data quality during the smartphone transition Joseph Blechman, Sr. Research Manager, AOL, USA

14.45 – 14.55 Q & A

14.55 – 15.15 The ‘Irrationalisation’ of Surveys Using Behavioural Economics to improve research results Kevin Karty, Technical Advisory Board, Affinnova Inc., USA

15.15 – 15.25 Q & A

15.25 – 15.30 CLOSING Niels Schillewaert, ESOMAR Council Member  

SPEAKER PROFILES Joe Blechman Joe has 11 years of research experience, including 10 years in digital research, and 7 years in online panel research. Joe specializes in speaking with difficult to reach populations and online communities. Prior to joining AOL, Joe worked as a research manager for Vision Critical, Questus, and Abt/SRBI. Joe was a presenter at the ESOMAR 3D Digital Dimensions Conference 2012, “Sequencing the DNA of Comments”. Kevin Karty Kevin Karty, as the chief methodologist, he is responsible for developing new solutions and applications that meet clients' strategic needs, answering critical questions and providing actionable recommendations. A recognized expert in research on research, he has spoken at leading industry events including the ESOMAR Annual Congress and AMA Advanced Research Technology Forum. Stephan Needel Stephen Needel is Managing Partner of US-based Advanced Simulations. This international company uses virtual reality simulations to study retailing, marketing, and shopper consumption issues. As principal of Simulation Research, he helped introduce virtual reality to the marketing research world in 1993. His previous jobs included management roles at AC Nielsen and Information Resources. Earlier jobs included analytical roles at Burke and Quaker Oats and as lecturer at the University of Connecticut, where he received his doctorate in Social Psychology. He is a frequent speaker on virtual reality, category management, and the role of science in marketing research. Tom LaForge Tom studies the large, long-term macroforces that are reshaping our world and driving the changes in human behavior we all call trends. His work is used to guide development of portfolio and M&A strategies, brand and communication strategies, and numerous corporate social responsibility programs such as 5by20 a global effort to empower five million female entrepreneurs by 2020. He has explored such topics as the meaning of wellbeing, happiness, human motivation, and the rising value of human creativity in over 30 countries. He is fascinated by the unprecedented set of socio-historic Macroforces that are driving the rapidly changing relationships businesses have with governments, the environment and civil society. Tom holds degrees in Marketing and Economics from San Jose State and sits on the Board of Advisors for the Masters of Market Research Program at both the University of Georgia and Michigan State University. He’s a founding member of the Rexpedition, a think tank focusing on the emerging Relationship Economy; serves on the Serenbe Fellows Committee; was featured in the book 2012 Grateful Leadership; and is an advisor to Bonus Creative Week MX, Sustainable Brands, and Mix & Stir Studio – a San Francisco-based incubator for human-centered technology companies.

SPEAKER ABSTRACTS How Culture Shifts and Brands Are Driving the Evolution of Brand Tom LaForge, Global Director of Human & Cultural Insights, Coca-Cola USA Most CPG companies have sophisticated means for identifying external market forces, but few have developed methods for understanding the even larger cultural forces driving the market dynamics. How is culture evolving? How will this affect what people think of food, brands, and businesses? What new skills do marketers and researchers need most urgently? The most successful companies in 2020 will know the answers to these questions by the end of 2014. Culture drives everything. Propel your business and your career by learning how.

Why Big Data is a Small Idea… And why you shouldn’t worry so much Stephen Needel, Managing Partner, Advanced Simulations, USA How big is Big Data to the marketing research industry? We haven’t seen this much zealotry and paranoia since Internet interviewing was first proposed or since FIFA abandoned the Golden Goal. As it turns out, Big Data is not such a big deal. We are worrying way too much about what it is, what it means, how to work with it, and who’s going to do it. In this paper, we’ll explain why Big Data is not such a big deal, why you shouldn’t worry so much, and why you’ll be just fine in the future. Mobilizing your Branded Panel Panel data quality during the smartphone transition Christian Kugel, VP Consumer Analytics & Research, AOL, USA Denise Brien, Research Director, AOL, USA Joseph Blechman, Sr. Research Manager, AOL, USA Multi-modal surveys with a smartphone option are quickly becoming a necessity for proprietary consumer-facing panels. Mobile presents the opportunity to reach and engage more and better panelists, and the web underpinnings of smartphones allow the addition of mobile to web-based data collection with little incremental cost. The challenge, as with all new data collection techniques, is for researchers to understand and account for the tradeoffs and fundamental differences between the web option and the burgeoning mobile option in delivering accurate results and optimizing the investment in panels.

The ‘Irrationalisation’ of Surveys Using Behavioural Economics to improve research results Kevin Karty, Technical Advisory Board, Affinnova Inc., USA Jeffrey Henning, Affinnova, USA Janet Thai, Affinnova, USA Bin Yu, Affinnova, USA Steve Lamoureux, Affinnova, USA Survey design has been slow to respond to the key lessons from Behavioral Economics that we often act first, then rationalize our action. The presenters hypothesized that replacing survey methods that assumed rationality with methods that accommodated “predictably irrational” behavior would lead to greater accuracy. Accordingly, a best-in-class traditional approach (monadic) was tested against a discrete-choice exercise with a naturalistic user interface, as well as more natural alternatives to the traditional “none of the above”. Across four CPG categories, the techniques inspired by Behavioral Economics better predicted actual market volumes than traditional techniques.