ANNUAL BAMOR EVENT 2014 SOFIA / 15 APRIL In cooperation with BAMOR (Bulgarian Association of Marketing and Opinion Research)

PROGRAMME

9.30 – 9.45 REGISTRATION

9.45 – 10.15 OPENING AND INTRODUCTION TO THE PROGRAMME Ivaylo Bogomilov - Chairman of BAMOR, Bulgaria and Elena Onbright - ESOMAR Representative for Bulgaria

10.15 – 10.45

How Does Your Cappuccino Feel? Using synaesthesia to create a visually interactive experience of flavour John Pawle, Consultant Director, QRi Consulting, UK Award for Best Case History from ESOMAR Congress 2013

10.45 – 10.50 Q&A

10.50 – 11.20 Big Data & the Value of Information; a Client Perspective Jeffrey Hunter, Associate Partner, Cambiar Consulting, USA

11.20 – 11.25 Q&A

11.25 – 11.55

Mobile: adapting research to the now Alina Serbanica, Senior Vice President IIS – Ipsos Group, Romania Alina Stepan, Ipsos Research Romania – Ipsos Group, Romania

11.55 – 12.00 Q&A

12.00 – 12.10 CLOSING Ivaylo Bogomilov - Chairman of BAMOR, Bulgaria

12.10 – 12.40 NETWORKING COFFEE

SPEAKER PROFILES Ivaylo Bogomilov Ivaylo Bogomilov started working in market research in 1994, after graduating from university with an engineering degree in electronics. He specialises in media and advertisement research, with experience starting-up and managing projects for media diaries; measurement of TV, press and radio ratings; and monitoring the effectiveness of TV commercials and print ads (1994-2002). Since 2002 Ivaylo has been managing the development of the international survey for consumption and media usage TGI – created and licensed by Kantar Media – on the Bulgarian market. He has taught courses on media research at the New Bulgarian University and M3 Communications College, and was also a mentor for the Top Class programme of CEED, training young entrepreneurs and managers. Ivaylo has been Chairman of BAMOR since 2013. Elena Onbright Elena Onbright has been Co-founder and CEO of MAP Marketing Research since 1994, the pioneer company in online research in Bulgaria and currently one of the leading providers of outsourced marketing research services for the global market research industry. She has experience with both traditional offline and global online full-service marketing research provision. She is a graduate of the University of National and World Economy (MBA, 1986-1991). Elena’s current research interests include: online market research outsourced services provision and the promotion of ESOMAR’s professional standards. John Pawle John Pawle is owner and Principal Consultant at Second Sight, as well as Consultant Director at QRi. He graduated with a BSc (Honours) in social sciences from London South Bank University and is the author of numerous papers, books and publications. John is a member of the Market Research Society as well as past Chairman of the Middle East Research Forum and The Joint Industry Committee for Media Research in the Middle East. He has over 15 years of experience working with Unilever. His roles and responsibilities have been varied and include: marketing services manager, research co-ordinator for Middle East, North Africa and Central and Eastern Europe and global market research leader for personal care to name a few. Jeffrey Hunter Jeff Hunter retired from General Mills in 2012 as a Senior Director in Consumer Insights. At General Mills he had experience across numerous business operating units as well as in the central research organisation, and was responsible for many of the key knowledge assets and research tools that framed General Mills’ overall

business strategy. Jeff is actively involved in a number of marketing and marketing research organisations. He is a past trustee of the Marketing Science Institute, a member of the Advertising Research Foundation, and a member of the Ehrenburg-Bass Institute. He is a past president of the Market Research Council, and served on the Board of Directors of the American Marketing Association. Alina Serbanica Alina Serbanica is ESOMAR Representative for Romania (since January 2010) and Co-founder of the Romanian Market Research Association (SORMA). She currently works at Ipsos Interactive Services (IIS) and is responsible for global online respondents' platforms, processes, methods & best practices, as well as assisting the regional/local online organisations on implementing the high-class quality standards for online respondents and cutting-edge technology related to online respondent communities (panels, open sources etc.). Alina has more than 20 years of experience in the market research field, including experience in both quantitative and qualitative MR. Alina Stepan Alina Stepan started her career in market research in 1994. Over the past 20 years, she has covered a wide array of jobs in both qualitative and quantitative research with several research companies in the Romanian market. She has also had experience (three years) as a governmental counselor for the communications department of the Romanian Government. Alina has worked on the client-side for seven years, for big multinational companies such as JTI (Japan Tobacco International), Vodafone and SAB Miller (Ursus Breweries). In 2012, Alina became Managing Director of Ipsos Research Romania, a full-service market research agency and part of the Ipsos Group, the third global market research services provider.

SPEAKER ABSTRACTS How Does Your Cappuccino Feel? Using synaesthesia to create a visually interactive experience of flavour. John Pawle, Consultant Director, QRi Consulting, UK AWARD FOR BEST CASE HISTORY FROM ESOMAR CONGRESS 2013 This is a joint supplier/client case history, which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and demonstrate how the data was used in contributing to the success of that business. Mane has worked with QRi Consulting (formerly CRAM International ) since 2008 to develop an innovative and more diagnostic approach to flavour testing by measuring emotional responses using the principles of Synaesthesia. This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. In this presentation we will focus on the latest test completed on instant flavoured cappuccino in the UK. Big Data & the Value of Information; a Client Perspective Jeffrey Hunter, Associate Partner, Cambiar Consulting, USA The marketing information environment is evolving rapidly. Big Data is a significant part of this, even though it is not well defined at this point in time. This presentation looks at big data through the lens of a client-side researcher. Given that many forms of research are already in use, why would a client be interested in big data? What are the characteristics of big data that define it, and make it attractive? What are the challenges that a marketing/marketing research client faces when approaching the topic? In this presentation we will examine one case study where big data data sources were explored to provide insight into newly launched products. Mobile: Adapting Research to the Now Alina Stepan, Ipsos Research Romania – Ipsos Group, Romania Alina Serbanica, Senior Vice President IIS – Ipsos Group, Romania Even in developing countries consumers are changing in line with the digital revolution. Real-life habits are more and more driven by consumer and shopper mobility. Intercepting the respondent at the right moment and location ensures that market research manages to engage people in real time, at the point of interaction with brands. In this way, research becomes more relevant for the fast-paced consumer lifestyles, as well as driving the industry to the future.