ESOMAR BEST OF USA 2012 Boston /22 MAY

PROGRAMME

16.30 – 16.45 OPENING AND INTRODUCTION TO THE PROGRAMME ESOMAR Susan Casserly Griffin, ESOMAR Representative, USA

16.45 – 17.05 Global Research Transition The future of insight development in the CEE region Corrine Sandler, Fresh Intelligence, Canada

17.05 – 17.25 Shape the future with ‘Future Shapers’ and cutting-edge hybrid research techniques Aaron Reid & Stacy Graiko, Sentient Decision Science, USA

17.25 – 17.45 Believe in Better How a challenging client demanded ROI on his research. And got it Fiona Blades, MESH, UK

17.45 – 18.05 The Researchification of Games Peter Harrison, BrainJuicer, UK

18.05– 18.25 The Uneasy Courtship: How Consumers’ Trust in Financial Institutions is Evolving Pat Hankin & Michael Jennings, Communispace, USA

18.25 – 18.45 Discussion

18.45 – 19.00 Closing

19. 00 Networking Drinks

SPEAKER PROFILES Corrine Sandler Corrine Sandler is the founder and CEO of Fresh Intelligence Research Corp., the most progressive and innovative Canadian MR company which uses world-class technology and unique methodologies to empower decision makers with immediate, actionable and transformative intelligence. Over the past 18 years, Corrine has been immersed in the dynamic world of marketing and research and has become a recognized innovator in her field. Corrine has a multicultural background and started her career in South Africa. Fiona Blades Fiona Blades is Chief Experience Officer, MESH Planning, UK. In 2007, Fiona was listed in the entrepreneurs section of ‘Ones to watch’ for Research Magazine, having set up MESH Planning in 2006, following a career as a Marketing Manager and then as an advertising planner. As Planning Director at Claydon Heeley, Blades saw the potential to develop a new 360 degree approach to tracking experiences enabling clients to quickly understand how every element of their marketing is working. She is a member of Cranfield School of Management’s MSc Advisory Board, Hackney and City Carer’s Partnership Board as well as the Research Liberation Front. Peter Harrison Peter is an experienced researcher and amateur gamer. In 2009 he took up a post in BrainJuicer Labs where he has been developing cutting edge new tools such as DigiViduals (twice short-listed for ESOMAR Congress 2010). He is especially passionate about incorporating principles of behavioural economics into new research methods and, happily for him, gaming provides one way of doing this. He recently won the Best Presentation Award at the ESOMAR 3D Digital Dimensions conference for his presentation on the Researchification of Gaming. Pat Hankin As a Director of Client Services at Communispace, Pat is focused on aligning communities to clients’ business objectives and priorities, during the launch process and throughout the life of the community. She oversees

client team management and provides strategic direction for clients on how to get the most out of their communities. Pat has worked with some of the largest and most successful service companies in the world. She spent 13 years at Citicorp's Boston, New York, and Miami offices, where she directed large portions of corporate lending and commercial real estate portfolios.

Additionally, Pat was a consultant in strategic marketing management. Her consulting career began more than 15 years ago with Coopers & Lybrand Consulting. She opened her own firm in 1995, specializing in marketing management. She led the implementation of a new credit process for the Global Risk Design team at Citibank, and acted as adjunct Chief Marketing Officer for the wholesale division of BankBoston.

Pat holds a BA in Economics from Tufts University, where she graduated magna cum laude and has studied at University College, London, Cornell University and Dartmouth's Tuck School of Business. She has lectured at MIT and the Boston Bar Association, speaks Spanish (enough not to get lost) and has lived and traveled extensively abroad, from Europe and Australia to Africa and Latin America.

Pat and her family live outside of Boston. She loves the outdoors and hiking in particular. Prior to expanding her family, Pat's proudest achievement was climbing Kristinatindar in Iceland. She is a volunteer with the American Red Cross Disaster Services, coordinating an outreach program for Community Disaster Preparedness and Education.

Michael Jennings As a Senior Researcher on the Research and Innovation team, Michael studies online communication within our communities in order to understand how members interact with each other as well as with our clients. He is also responsible for monitoring the social media landscape, integrating new methodologies into our offering, managing cross-community research initiatives, and designing R&D activities in our proprietary communities.

Michael has played a significant role in establishing Communispace as a major thought leader in the social media space. He has authored five white papers on topics such as the role of personality in co-innovation, the social psychological motivations of online community members, and the role of influencers in online communities. The latter of which was published in WOMMA’s “Measuring Word of Mouth Marketing" (v3).

Michael earned his MA in Sociology from California State University, where he ethnographically studied tourism within Redwood National Park. He received a BA in Anthropology from The Richard Stockton College of New Jersey and is currently teaching sociology courses at Bay State College. In his spare time he enjoys surfing, snowboarding, and freelance journalism.  SPEAKER ABSTRACTS Global Research Transition

The future of insight development in the CEE region Corrine Sandler, Fresh Intelligence, Canada This presentation illustrates a combination of emerging research methodologies through different technology sources, introducing a multi-layered online–mobile hybrid approach. SC Johnson required an innovative approach to understand the consumers’ decision-making journey in purchasing air care products. Using mobile telephony features, intelligence was gathered in real-time; combining online and mobile technology within one study resulting in deep mining and differentiated intelligence. A quantitative study for statistical modeling was utilised, followed by a mobile ethnography study. These learnings will enable pioneering innovative projects locally and across the CEE region with a “global-to-local” innovative cost effective research approach. Shape the future with ‘Future Shapers’ and cutting-edge hybrid research techniques Aaron Reid & Stacy Graiko, Sentient Decision Science, USA This presentation discusses cutting-edge research methods for predicting consumer behavior including qualitative and quantitative research and methods that measure subconscious response. A case study from a major US women’s apparel retailer illustrates how these methods, drawn from multiple disciplines including Psychology, Sociology, Anthropology and Neuroscience, combined to deliver data that accurately predicted sales over the Mother’s Day weekend, 2010. A thorough discussion of the methods used, and guidance on how to successfully integrate research methodologies, is included. Believe in better How a challenging client demanded ROI on his research. And got it Fiona Blades, MESH, UK This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting’s Brand and Content campaign evaluation tracking. It includes the rapid development of processes, technology, teams and people but, most importantly, tackles the issue of delivering insight that impacts on decision-making. Both parties believe passionately that research must impact on decision-making and deliver a return on investment and wanted to prove this. However, the journey together has taken us far beyond the numbers. Researchification Games Peter Harrison, BrainJuicer, UK Behavioral Economics offers new evidence for people’s ‘irrational’ decision making process and has generated a lot of talk in research and marketing circles. But after the excitement and the interest, then what? How do we

understand and distil the learnings into something researchers can use to design and interpret new market research approaches? This talk will give an overview of the challenges and opportunities presented by Behavioral Economics and, using examples, suggest how research games could be an intriguing and unexpected part of the answer… The Uneasy Courtship: How Consumers’ Trust in Financial Institutions is Evolving Pat Hankin & Michael Jennings, Communispace, USA With the coming of the spring, fragile signs of an economic recovery are also starting to bloom. But does that signal a return to how things used to be between citizens, investors, and the financial institutions that they used to depend on? Join Director of Client Services Pat Hankin and Sr. Researcher, Michael Jennings, as they share the results of a major cross-client study on consumers’ evolving financial attitudes and strategies, and the macro-economic trends that inform them.