Congress 2012 marks ESOMAR’s 65th anniversary – a milestone that calls for celebrating our industry’s global achievements...

Congress 2012

Accelerating Excellence
Celebrating 65 years and beyond

Atlanta / 9-12 September

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•  Overview 
•  Programme 
•  Presentation abstracts 
•  Speakers 
•  Hotel & venue 
•  Pricing 

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Overview

With all the other research conferences to choose from why should you attend the ESOMAR Congress? Check our Congress 2012 highlights

Congress 2012 marks ESOMAR’s 65th anniversary – a milestone that calls for celebrating our industry’s global achievements to date and more importantly, for painting a vibrant and compelling vision for the future of market research.

It is an exciting time to be in the market research industry.

Opportunities, of course, do not come without challenges…we live in a continually evolving society, struggling to maintain a balance of power in a fast-changing world with dynamic markets. These are stimulating times, where we must explore what’s at the heart of clients’ needs and how to meet their demands for increased speed, enhanced quality and value-enriched products and services.

Congress 2012 will demonstrate the impact and inspiration that research has in helping business and society transform and evolve to take on the exciting decade ahead of us. In Atlanta we will:

• Engage thought leadership from new and experienced talent in the industry, demonstrating the innovation and relevance they provide in the pursuit of insights in all fields and markets.
• Learn how societal shifts bring challenges as well as new opportunities for public and private organisations
• Investigate opportunities for growth of brands and companies, in a changing world order
• Showcase the circumstances which require courage and daring from researchers
• Embark on a journey back to the future, where traditional methods demonstrate their weight in decision-making
• Pave the way to inspiring new thinking and actions that drive excellence!

 

Programme committee

Judith Passingham (Committee Chair) CEO Northern & Eastern Europe TNS, UK Vinay Ahuja Associate Director for Consumer & Market Knowledge Procter & Gamble, UAE Diane Hessan President and CEO Communispace, USA Fred John Senior Business Leader, Intelligence & Planning MasterCard Worldwide, USA

David Parma President Nielsen BASES and Nielsen Consumer Research, USA Niels Schillewaert Managing Partner, Director ForwaR&D Lab InSites Consulting, Belgium/USA Stan Sthanunathan Vice President - Marketing Strategy & Insights The Coca-Cola Company, USA

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Programme

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• Saturday, 8 September
• Sunday, 9 September
• Monday, 10 September
• Tuesday, 11 September
• Wednesday, 12 September

 

Saturday, 8 September 08.00 - 17.00
08.00 - 09.00	Workshops registration
09.00 - 17.00	Workshop: Ethnography and Observational Research - Day 1 Applying cultural analysis tools in consumer research

Sunday, 9 September 08.00 - 21.00
08.00 - 09.00	Workshops registration
09.00 - 17.00	Workshops (in parallel): Communicating Insights An interactive workshop to help you create materials with impact Ethnography and Observational Research - Day 2 Applying cultural analysis tools in consumer research Fast, Faster, Fastest (new) Speedy insights into customer needs, behaviors and attitudes Predicting Irrationality What behavioural economics can do for us
16.00 - 19.00	Congress registration
16.00 - 21.00	Exhibition in the exhibition area
19.00 - 21.00	Welcome reception in the exhibition area Sponsored by C&C Market Research and MarketTools

Monday, 10 September - Congress day one 07.45 - 19.30
07.45 - 19.00	Congress registration
08.15 - 19.30	Exhibition in the exhibition area
Parallel 1 (plenary)
08.45 - 09.00	Boost session
09.00 - 09.30	Welcome
	Welcome Judith Passingham (Committee Chair) Steve August, ESOMAR Representative for the USA Susan Griffin, ESOMAR Representative for the USA
	President's address Dieter Korczak, ESOMAR President
	Introduction to programme and keynote Judith Passingham (Committee Chair)
09.30 - 10.20	Opening keynote speaker Online Identities: The Person in the Machine Sherry Turkle, MIT Initiative on Technology and the Self, USA
10.20 - 10.30	Sponsored SSI Quest Awards
10.30 - 11.10	Networking break
Parallel 1			Parallel 2
	Celebrating Business How Research Can Really Impact on Business			Celebrating Research Creative Solutions
11.10 - 11.15	Introduction by session chair Judith Passingham, TNS, UK		11.10 - 11.15	Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
11.15 - 11.35	Research Without Borders The globalisation of the marketing and research functions in a brave new world Liz Moore, Chrysalis Partners, USA Fred John, MasterCard, USA Anna Mariano, MasterCard, USA		11.15 - 11.35	Research in a World Without Questions Bob Pankauskas, Allstate Insurance, USA Tom Ewing, BrainJuicer, UK
11.35 - 11.55	Were You There? The story of the research behind the innovative and award-winning Smirnoff campaign Lyn McGregor, Flamingo, USA Oscar Martinez, Diageo, USA		11.35 - 11.55	Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More Rolfe Swinton, RealityMine, USA Rana El Kaliouby, Affectiva, USA
11.55 - 12.15	Ode to the Unsung Hero - Navigating the turbulent waters of research How Coca-Cola is managing today’s increasingly complex business reality with a global research landscape Veronica Moreno, The Coca-Cola Company, USA Patricio Pagani, Infotools, New Zealand Javier Quiñones, Infotools, New Zealand		11.55 - 12.15	Why Social Commerce Engines Will Power Next-Gen Market Research R. Scott Evans, Bazaarvoice, USA Erin Defossé, Bazaarvoice, USA
12.15 - 12.30	Discussion		12.15 - 12.30	Discussion
12.30 - 14.00	Lunch
	Celebrating Business Using Insights to Drive Real Business Growth			Celebrating Society Opinion Polls and Democracy
14.00 - 14.05	Introduction by session chair Vinay Ahuja, Procter & Gamble, UAE		14.00 - 14.05	Introduction by session chair Fred John, MasterCard Worldwide, USA
14.05 - 14.25	Designing the Club of Tomorrow Consumer understanding guiding creativity towards success Tom De Ruyck, InSites Consulting, Belgium Thomas Troch, InSites Consulting, Belgium Filip De Boeck, InSites Consulting, USA Henk Eising, Heineken International, Netherlands Caroline van Hoff, Heineken International, Netherlands		14.05 - 14.25	Who's Afraid of Opinion Polls? A live case study of spin and rhetoric; what happens when some love and others hate the numbers Caz Tebbutt, Tebbutt Research, Fiji Jenny Hayward-Jones, Lowy Institute for International Policy, Australia
14.25 - 14.45	Creators in Their Own ‘Write’ How Meredith Corporation empowered readers to create and contribute to a new Ladies’ Home Journal Manila Austin, Communispace, USA Britta C. Ware, Meredith Corporation, USA		14.25 - 14.45	The Case of Tunisian Elections Following the Arab Spring How polling is necessary to understand the influence of cultural, religious and political groups Nébil Belaam, EMRHOD, Tunisia
14.45 - 15.05	How Cars Really Get Bought Beyond the purchase funnel - new insights from digital ethnography Neel Desor, Haymarket Worldwide, UK Robert Ellis, COG Research, UK		14.45 - 15.05	Guest speakers The Consequences of Success Threats to Election Polling in the United States Sarah L. Dutton, CBS News, USA Kathleen Frankovic, CBS News, USA
15.05 - 15.20	Discussion		15.05 - 15.20	Discussion
15.20 - 16.00	Networking break
	Celebrating Research Behavioural Economics in Action		16.00 - 16.55	ESOMAR Session
16.00 - 16.05	Introduction by session chair Niels Schillewaert, InSites Consulting, USA			White hat vs black hat: Ensuring the future growth of market research Increasing privacy regulations push market research to a narrower definition to wear the white hat of social science and statistics whereas clients’ broadening information needs and new providers entering our sector create pressure to expand the practice of market research. How do we ensure the future growth of market research? Moderated by: Judith Passingham, TNS, UK Participants: Dave McCaughan, McCann WorldGroup, Japan Leonard Murphy, GreenBook, USA Sjoerd Koornstra, Heineken International, Netherlands Mike Cooke, GfK, UK Reg Baker, Market Strategies International, USA
16.05 - 16.25	The ‘Irrationalisation’ of Surveys Using Behavioural Economics to improve research results Kevin Karty, Affinnova, USA Jeffrey Henning, Affinnova, USA Janet Thai, Affinnova, USA Bin Yu, Affinnova, USA Steve Lamoureux, Affinnova, USA
16.25 - 16.45	The Difference Between ‘less bad’ and ‘much better’ Helping conjoint to live up to its promises by leveraging ‘Behavioural Economics' Florian Bauer, Vocatus, Germany
16.45 - 16.55	Discussion
Parallel 1 (plenary)
16.55 - 17.40	Keynote speaker Education in the XXI Century: How can research help? José Ignacio Wert, Minister of Education, Culture and Sport of the Kingdom of Spain
17.40 - 17.45	Mini break
17.45 - 18.45	ESOMAR Annual General Meeting (AGM) - for members only
18.45 - 19.30	Networking drinks
19.30 - 23.30	Fringe event Milkshake of the Mind Overcoming a Market Research Brain Freeze At The World of Coca-Cola Organised by Fringe Factory Supported by ESOMAR Next Sponsored by The Coca–Cola Company, Confirmit, Research Now, Google Consumer Surveys, CoolTool, mo'web, Burke, Protobrand, MESH Planning

Tuesday, 11 September - Congress day two 07.45 - 00.00
07.45 - 18.30	Congress registration
08.00 - 08.35	Sponsored client-only session Market Probe – Thought Leader Session Are Loyal Customers Passionate About Their Brand? in room "M301". Please refer to on-site signage. Register to: ThoughtLeader@marketprobe.com Dr. TR Rao, Market Probe, USA Judith Ricker, Market Probe, USA
08.15 - 18.00	Exhibition in the exhibition area
Parallel 1 (plenary)
08.45 - 09.00	Boost session
Parallel 1			Parallel 2
	Celebrating Business Going for Growth			The Talent Contest ESOMAR Young Researcher Award Finals
				The three best projects submitted by young researchers will be presented in this session. Read more
09.00 - 09.05	Introduction by session chair Fred John, MasterCard Worldwide, USA		09.00 - 09.05	Introduction by session chair Bernie Malinoff, element54, USA
09.05 - 09.25	From Rio to the Rest of the World How innovative research, such as that conducted on Gatorade in Latin America, is impacting worldwide Ana Alvarez, PepsiCo Latam, Brazil Fiona Blades, MESH Planning, UK		09.05 - 09.20	Present is 'Expecting' Future A social media buzz around the baby bump Guneet Kaur, Nielsen India (BASES), India
			09.20 - 09.35	You Won't Find Me on Facebook Patrick Pfefferkorn, H,T,P Concept, Germany
09.25 - 09.45	From the Bottom of the Heart! Understanding cultures for better communications Jaisy Desai, Ipsos Marketing, India Michael Sack, Ipsos, USA Akash Sahu, SABMiller, India		09.35 - 09.50	Once Upon a Time...in Egypt Rajna Rajan, TNS Middle East and Africa, United Arab Emirates
09.45 - 10.05	Focusing on the Flow of Enthusiasm Superpromoter Research for Philips in India Arne van de Wijdeven, Philips International, Netherlands Rijn Vogelaar, Blauw Research, Netherlands		09.50 - 10.00	Q&A
			10.00 - 10.05	Award winner presentation Gunilla Broadbent, ESOMAR Past President
10.05 - 10.20	Discussion
			10.05 - 10.50	Panel Discussion: Research 2030 Mergers & Acquisitions - Strategies and Best Practices
				Introduction by session chair Diane Hessan, Communispace, USA
				Mergers in a Changing Market Research World Michael Mitrano, Transition Strategies Corporation, USA Participants: Kees de Jong, Survey Sampling International LLC, USA Debbie Pruent, GfK Consumer Experiences, USA Carlos Harding, Ipsos S.A., France
10.50 - 11.30	Networking break
Parallel 1 (plenary)
11.30 - 12.30	A Conversation With The Executive Suite
	In this panel, senior marketing executives from major brands will provoke and inspire you with their perspectives. You will hear their view of future trends, their top priorities, how consumer insights professionals can play a more strategic role in their organizations, and more. Moderated by: Diane Hessan, Communispace, USA Participants: Barry Calpino, VP of Breakthrough Innovation, Kraft Foods, USA Wendy Clark, SVP of Integrated Marketing Communications & Capabilities, The Coca-Cola Company, USA Rilla Delorier, EVP, Chief Marketing and Client Experience Officer, SunTrust Banks, USA Kate Quinn, SVP and CMO, WellPoint, USA John Wallis, CMO and Global Head of Marketing & Brand Strategy, Hyatt Hotels, USA
12.30 - 12.45	Sponsors fast track
12.45 - 14.00	Lunch
Parallel 1			Parallel 2
	Celebrating Business Insights Uncovered		14.00 - 14.55	Panel Discussion Next Frontier For The Insight Industry
14.00 - 14.05	Introduction by session chair David Parma, Nielsen BASES and Nielsen Consumer Research, USA			Senior representatives from the survey industry will provide their views on the direction in which they see the industry evolving by 2020. With unique points of view and a lively debate, this panel session will ensure an insightful look into the future of survey research and the likely impact on the business of research. Moderated by: Stan Sthanunathan, The Coca-Cola Company, USA Participants: Paul McDonald, Google Consumer Surveys, USA Philip Garland, SurveyMonkey, USA Frédéric-Charles Petit, Toluna, UK Sean Bruich, Facebook, USA Paul Donato, The Nielsen Company, USA
14.05 - 14.25	Online Anthropology A new approach to advocacy measurement David Rabjohns, MotiveQuest, USA Colin Utley, MotiveQuest, USA
14.25 - 14.45	Money Talks Unlocking transformational insight in Banking through storytelling Esther Garland, Face, UK Riki Neill, Face, UK Henrietta De Souza, HSBC, UK Josh Sorene, HSBC, UK
14.45 - 14.55	Discussion
14.55 - 15.35	Networking break
	Celebrating Research Evaluating Online and Neuroscience Techniques			Celebrating Research A Closer Look at Moms
15.35 - 15.40	Introduction by session chair David Parma, Nielsen BASES and Nielsen Consumer Research, USA		15.35 - 15.40	Introduction by session chair Niels Schillewaert, InSites Consulting, USA
15.40 - 16.00	Dimensions of Online Survey Data Quality What really matters? Jon Puleston, GMI (Global Market Insite), UK Mitchell Eggers, GMI (Global Market Insite), USA		15.40 - 16.00	Un-Mommed: Can Moms and Their Families Survive? What happens when moms take a 48 hour time-out Wynne Tyree, Smarty Pants, USA Andrea Strauss, Nickelodeon/MTV Networks, USA Jane Gould, Nickelodeon/MTV Networks, USA
16.00 - 16.20	Opening the Black Box An academic evaluation of the ability of EEG to predict advertising effectiveness Steve Watkins, Leo Burnett, UK Cristina de Balanzó, TNS, UK Gemma Calvert, Neurosense, UK		16.00 - 16.20	Babyface: Reading Nonverbal Cues to Measure Infants’ Acceptance of Food Products How mothers know whether or not their babies like a product and how to communicate baby preferences back to their mothers Amy Elkes, Stonyfield, USA Ashley Gabel, Blueberry, USA Payal Kondisetty, Blueberry, USA Lauren Yourshaw, Blueberry, USA
16.20 - 16.30	Discussion		16.20 - 16.30	Discussion
	Celebrating Research Back to the Future - Challenging Conventional Wisdom			Celebrating Bravery The Daring Side of Research
16.30 - 16.35	Introduction by session chair Judith Passingham, TNS, UK		16.30 - 16.35	Introduction by session chair Vinay Ahuja, Procter & Gamble, UAE
16.35 - 16.55	Beneath the Surface The hidden world of individual buying behaviour Constantin Michael Sapkidis, TNS, South Africa Jan Hofmeyr, TNS, South Africa Kyle Findlay, TNS Global Brand Equity Centre, South Africa		16.35 - 16.55	Market Research Challenges in Emerging Economies What CIVETS demands when conducting market research Catalina Mejía, Yanhaas, Colombia Helga Mora Santamaria, Yanhaas, Colombia
16.55 - 17.15	Website Versus Traditional Survey Comments Do they tell the same story? Randall Brandt, Maritz Research, USA Michael House, Maritz Research, USA		16.55 - 17.15	Social Science Research and Field Work in Afghanistan Dangers, courage and creativity Rafiq Ullah Kakar, Opinion Research Center of Afghanistan (ORCA), Afghanistan
17.15 - 17.25	Discussion		17.15 - 17.25	Discussion
17.25 - 17.50	The History of Men's Underwear How the simple things react to science and society Dave McCaughan, McCann WorldGroup, Japan
17.50 - 18.45	Keynote speaker Inspiration and Music Adam Gyorgy, Pianist, Hungary
20.00 - 00.00	ESOMAR dinner party at the Georgia Aquarium During the evening the following ESOMAR awards will be presented: Representatives’ Excellence Awards Excellence Award for Best Paper 2012

Wednesday, 12 September - Congress day three 8.45 - 14.15
08.45 - 13.50	Congress registration
08.15 - 14.15	Exhibition in the exhibition area
Parallel 1 (plenary)
	Research 2030 Innovation - from Insight to Foresight
09.00 - 09.05	Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
09.05 - 09.25	What's a Nice Insight Like You Doing in a Concept Like This? How marketers can avoid wasting good insights on poorly articulated concepts Lee Markowitz, Ipsos Marketing, USA Barbara Garau, Ipsos Marketing, USA Lourdes Alvarez-Chavarria, Ipsos Marketing, USA
09.25 - 09.35	Discussion
	Research 2030 Transformation - Visions of the Future
09.35 - 09.40	Introduction by session chair Stan Sthanunathan, The Coca-Cola Company, USA
09.40 - 10.00	In 2030 the Best Market Researcher in the Organisation Will Be the CEO! Elisabetta Osta, Barclays Retail Bank, UK David Smith, DVL Smith, UK
10.00 - 10.20	Socialized Research A new approach for a new reality Shelley Zalis, OTX Ipsos Open Thinking Exchange, USA
10.20 - 10.40	Virtual Future Real Life or Fantasy Innovations in virtual testing technologies and applications Matt Kleinschmit, Vision Critical, USA Andrew Reid, Vision Critical, Canada
10.40 - 10.55	Discussion
10.55 - 11.30	Networking break
	The Talent Contest ESOMAR Research Effectiveness Award Finals
	Open to all clients of research who can demonstrate the payback of their research investment (ROI). The three best projects will be presented in this session. Read more
11.30 - 11.35	Introduction by session chair Dieter Korczak, ESOMAR President
11.35 - 11.50	Applying the Principles of Behaviour Change to Road Safety in South Australia Joanne Davidson, Colmar Brunton Research, Australia Joan Young, Colmar Brunton Research, Australia Andris Versteeg, Colmar Brunton Research, Australia Richard Blackwell, Motor Accident Commission, Australia
11.50 - 12.05	Realising Opportunities to Maximise Wine Sales Through Improved Understanding of the Wine Shopper Integrating emotional drivers of brands to give shoppers the experience they want Andrew Hutchison, Treasury Wine Estates, Australia John Berenyi, Bergent, Australia
12.05 - 12.20	Rainmaker Exploiting unexpected price potentials for print media Tobias Trevisan, Frankfurter Allgemeine Zeitung GmbH, Germany Florian Bauer, Vocatus AG, Germany
12.20 - 12.30	Q&A
12.30 - 12.40	Presentation of ESOMAR Awards
	Congress Awards: Best Case History Best Methodological Paper Best Paper Overall (The Fernanda Monti Award) Research Effectiveness Award Dieter Korczak, ESOMAR President Finn Raben, ESOMAR Director General
12.40 - 13.25	Closing keynote speaker New Worlds of Innovation Adrian Wooldridge, The Economist, UK
13.25 - 13.35	Closing Judith Passingham (Committee Chair) Dieter Korczak, ESOMAR President
13.35 - 14.15	Farewell drinks