BEST OF ESOMAR JAPAN 2013 TOKYO / 15 APRIL

PROGRAMME 16.30 – 17.00 Registration

17.00 – 17.10 OPENING AND INTRODUCTION TO THE PROGRAMME Ryota Sano, ESOMAR Representative for Japan

17.10 – 17.35 Challenges of Market Research via Social and Big Data Akihiro Inoue, Professor, Keio University, Japan

17.35 – 17.40 Q&A

17.40 – 18.05 Social Media なう Nick Roberts, Sugata Research, Japan

18.05 – 18.10 Q&A

18.10 – 18.35 Research Communities in Asia Pacific A review of similarities and contrasts Ray Poynter, Vision Critical, UK

18.35 – 18.40 Q&A

18.40 – 19.05 Growing Brands by Connecting with Deeper Human Motivations Demonstration of a new research approach that directly links to business outcomes Sue Phillips, Ipsos - Censydiam Institute, UK

19.05 – 19.10 Q&A

19.10 – 19.20 CLOSING Ryota Sano, ESOMAR Representative for Japan

19.20 – 20.15 Networking Drinks

SPEAKER PROFILES Akihiro Inoue Akihiro Inoue is Professor of Marketing at Keio Business School, Japan. Professor Inoue’s teaching experience spans from Kwansei Gakuin University and University of California. Since 2006, he has been a Professor of Marketing at Keio Business School. Nick Roberts Nick Roberts is Research Director at Sugata Research, Japan. Nick trained as an anthropologist before kicking off his career as an international researcher in the UK, crossing the globe to explore everything from Nigerian mobile phone micro-payments to New Yorkers' dental habits, before settling in Japan to join Sugata Research. When he's not thinking about finding new ways to forge closer connections between brands and their customers, he can usually be found enjoying the surf and snow that Tokyo's surroundings have to offer. Ray Poynter Ray Poynter is Executive Vice President and Managing Director of Vision Critical London office, responsible for development of the UK business. Ray has spent the last 30 years at the interface of change, research, and technology, having spent most of that time at director level with companies such as The Research Business, IntelliQuest, Millward Brown, and Virtual Surveys. Ray is in frequent demand as a workshop leader and webinar speaker, covering topics as diverse as social media, advanced quant, presenting, and scenario planning. Ray is the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR. Ray is also author of The Handbook of Online and Social Media Research, contributor to University of Georgia's Principles of Marketing Research course and workshop leader for ESOMAR, MRS, AMSRS, MRIA and others. Sue Phillips Sue Phillips is president of Censydiam Institute, Ipsos marketing. Sue has over 25 years of global market research experience with a qualitative specialisation. She is based in London, but worked for 8 years in Asia (Singapore and Hong Kong) in regional roles. Sue is currently the global leader of Censydiam, Ipsos’ approach to motivational research. In 2010 Sue was Programme Committee Chair for the ESOMAR Qualitative conference in Barcelona.

SPEAKER ABSTRACTS Challenges of Market Research via Social and Big Data Akihiro Inoue, Professor, Keio University, Japan “Social Data" and "Big Data" are the two substantial factors that affect the marketing environment. In this presentation, Professor Inoude will introduce the challenges that marketing research should and could take into account. Social Media なう Nick Roberts, Sugata Research, Japan This presentation shows the findings of original research into the current state of social media amongst youth in Japan. Bringing together both consumer and industry views, it untangles the web of users relationships to proliferating services, looks to future trends and identifies the opportunities and challenges for brands as media becomes increasingly social. Growing Brands by Connecting with Deeper Human Motivations Demonstration of a new research approach that directly links to business outcomes Sue Phillips, Ipsos, UK The BIG question for manufacturing and servicing companies is: How can I ensure that my future investments in brands maximise their potential in the market? Through an example in the beer category, this presentation will show how a PEOPLE-centred approach, using PRECISE drivers of brand growth, combined with PREDICTIVE abilities to anticipate market share can deliver strong business outcomes from research. Research Communities in Asia Pacific A review of similarities and contrasts Ray Poynter, Vision Critical, UK How are research communities being adopted in Asia? Is the future more likely to be MROCs or community panels, small and qualitative or large and quantitative? Research communities are one of the hottest topics in Europe and North America, but what about Asia Pacific? Are the models in Asia different? What are the implications of: cultural differences, double- byte languages, different technologies (especially in terms of internet and mobile)? This presentation will highlight the current status quo and indicate the likely directions of travel.