PROGRAMME    17.00  –  17.50   CONSUMER UNDERSTANDING AND DECISION MAKING

THE ROLE OF MARKET RESEARCH  

  Opening and introduction Dr. Nailya Ordabayeva, Erasmus University Finn Raben, ESOMAR Director General      

  Car Clinics 3.0 Designing better cars by peering into consumer's brains Ronny Pauwels, Toyota Motor Europe, Belgium Wim Hamaekers, Haystack Rogil Marketing & Sensory Research, Belgium  

  Interpreting Social Media Data Francesco D’Orazio, FACE, UK  

  Q&A  

17.50  –  18.50   CAREERS IN MARKET RESEARCH THE BENEFITS OF REAL CONSUMER KNOWLEDGE  

  Introduction by Finn Raben, ESOMAR Director General  

  DISCUSSION PANEL   Panellists:

Kees de Jong, Entrepreneur, Speaker, Investor and Writer/Columnist, Netherlands Sjoerd Koornstra, Global CMI Planner at Heineken International, Netherlands Karin Lieshout, Managing Director, SKIM, Netherlands

  Q&A and open discussion with students  18.50  –  19.00   Closing

Finn Raben, ESOMAR Director General Dr. Nailya Ordabayeva, Erasmus University  

19.00  –  20.00   Networking drinks  

ESOMAR CAREER EVENT ROTTERDAM 2013 THE ROLE OF MARKET RESEARCH IN DECISION MAKING ROTTERDAM / 31 OCTOBER IN COOPERATION WITH THE ROTTERDAM SCHOOL OF MANAGEMENT

 

SPEAKERS PROFILE  

Finn Raben Director General, ESOMAR Finn Raben is an Irishman who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in languages, with post-graduate degrees in business administration & marketing management and speaks four languages fluently. He has spent most of his working career in market research. Finn’s career started at Millward Brown IMS in Dublin, followed by AC Nielsen. At TNS, he firstly turned around the ailing Irish business, and subsequently instigated the Global Accounts programme, working with a number of major global clients, including Procter & Gamble, McDonald’s and Microsoft as Global Director of Planning and Coordination for Key Accounts. Most recently at Synovate, Finn was CEO of Southern Europe where he was responsible for integrating and harmonising the many companies acquired in the region, into the Synovate offering.

 

Francesco D'Orazio Chief Innovation Officer and Research Director, Face, UK Francesco is a social scientist specialising in exploring the new opportunities emerging at the intersection of technology and research. Over the past ten years he has been involved in social software design, social research and immersive media as a researcher, web strategist and creative technologist working for agencies and startups. At FACE, Francesco focuses on designing new methodologies and tools for conducting research specialising in open innovation, social media research, mobile research and data visualisation. He holds a PhD (hons) in social sciences and digital media (2004-2007) from the University of Rome ‘La Sapienza’ where his research focused on immersive media, the evolution of audiences and the rise of social software. Francesco is a regular speaker at research, innovation and technology conferences such as warc, MRS, ESOMAR, Virtual Worlds Forum and the World Business Forum. His work has also been featured in the likes of BBC, CNET, New Media Age, The Guardian, Techcrunch, and O’Reilly Europe (GMT).

Karin Lieshout Managing Director, SKIM, Netherlands Having joined SKIM in 1993 and contributing to its growth and success ever since, Karin is one of the two founding partners of SKIM. Her career led her through all aspects of the market research profession and the SKIM organization, from day-to-day project management and challenging our marketers through business development to general management. It made Karin the glue in the SKIM organization. Today, recognizing that people are our key assets, Karin is SKIM's Managing Director with a focus on Human Resources Management.

Kees de Jong Entrepreneur, Speaker, Investor and Writer/Columnist Kees has a long history in market research. He co-founded Blauw Research about 22 years ago and has started or invested in multiple research-related companies since. Most recently, Kees was CEO of SSI – a global supplier of sample and data collection including 24 offices in 18 countries, and a staff of 2,500 with headquarters in Connecticut, US. Kees is, and has been, involved with the industry through many international initiatives on data quality and online research standards. Outside the industry Kees is involved with many initiatives on growth, acceleration and growth strategy. For many years he has been a member of the jury for multiple growth awards, like FD Gazellen and High Growth Awards. Since 2008, he has been writing a weekly column in het Financieel Dagblad on growth and innovation. He’s a member of EO and co-founder of the Spark Leadership Foundation. In 2010 Kees published his first book Het Groeiboekje. Kees studied business administration at Rotterdam University and followed the Entrepreneurial Masters Program at MIT as well as courses at HBS. He lives in the Netherlands with his wife and two sons.

Dr. Nailya Ordabayeva Assistant Professor, Department of Marketing Management, Erasmus University Dr. Nailya Ordabayeva is Assistant Professor at the Department of Marketing, Erasmus University. Dr. Nailya's research interest is in the field of transformative consumer research. Her research specifically examines the effects of wealth distributions on conspicuous and inconspicuous consumption, and perceptual and affective biases in consumer decision making. Her research has been published in the Journal of Marketing Research and Journal of Consumer Research, and has received coverage at media outlets such as The New York Times, The Wall Street Journal, The Economist, and USA Today.

 

Ronny Pauwels Product Research Manager, Toyota Motor Europe, Belgium Ronny Pauwels is Manager of Product Research at Toyota Motor Europe, where he is responsible for all continuous and ad-hoc product market research covering the full product lifecycle, from concept development to product and marketing clinics to early buyer studies. He started his career in 1998 on the agency side where over a period of 10 years he designed and implemented quantitative and qualitative studies in a complete range of marketing disciplines, including brand equity, market potential, brand and product positioning, customer segmentation, etc. Making better cars through better and more innovative research is his vision.

Sjoerd Koornstra Global CMI Planner at Heineken International, Netherlands Sjoerd Koornstra is Global CMI Planner at Heineken International. He is responsible for Knowledge Management, market research standards and protocols and Global vendor management. He has broad international experience in developing as well as developed markets and has been in several market-research-related areas for 25 years. Sjoerd has held international positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He has a master's degree in applied econometrics in business administration.

 

Wim Hamaekers Managing Partner, Haystack Rogil Marketing & Sensory Research, Belgium Currently the ESOMAR Representative for Belgium, Wim holds a master’s in communication sciences and a bachelor’s in marketing. He is passionate about how communication works and how it evolves as a result of emerging technologies. He is especially eager to get as close as possible to consumer and shopper reality using objective measures in combination with verbal quantitative and qualitative measures. Wim strongly believes the future of research is in finding the right mix of methods. The only way to get under the skin of consumers is by combining traditional research techniques and objective measures. During the past five years, Wim conducted extensive research on innovations in this respect, including observation cameras, eye tracking, facial coding, EEG (electroencephalogram) and GSR (galvanic skin response).

     

SPEAKERS ABSTRACTS Car Clinics 3.0 Designing better cars by peering into consumer's brains Ronny Pauwels, Toyota Motor Europe, Belgium Wim Hamaekers, Haystack Rogil Marketing & Sensory Research, Belgium For Toyota Motor Europe, a challenge is capturing reliable consumer feedback in the beginning of the car development process. As the first moments of exposure to a new car in the showroom are impactful on the purchase decision, new car models have to “feel right” for consumers. The question is how to develop a car that emotionally engages consumers, exciting them to test drive and eventually buy it? In this case study, Toyota Motor Europe and Rogil Research looked at a neuromarketing multimode research approach to collect relevant and reliable consumer feedback, combining biometric and behavioural measures to elaborate on the emotions generated by various car design elements. Interpreting Social Media Data Francesco D’Orazio, FACE, UK 7 practical approaches to understanding big data. The presentation will focus on how to extract insight and value from the social web. It will introduce the methodological frameworks for big data and specifically social media research, providing an overview of the key tools, types of data we can access, and how we can access them as well as the nuances of this methodology. It will then explore 7 practical research approaches to social data, detailing the techniques.