ESOMAR BEST OF DUBAI 2012 UAE – DUBAI /19 JUNE RETURN ON INSIGHT

PROGRAMME 09.30 – 09.50 OPENING

Finn Raben, Director General, ESOMAR

09.50 – 10.20 The Influence of Digital and Mobile Implications for marketers and market researchers D Shivakumar, NOKIA, UAE

10.20 – 10.50 We Begin With Our Consumers…Truly! Bhaven Sheth, Kraft Foods, UAE Nitin Sood, Kraft Foods, UAE .

10.50 – 11.00 Discussion

11.00 – 11.20 Networking Break

11.20 – 11.50 ‘EVE’olution in Saudi Arabia Women as drivers of change Chirag Buch, TNS, UAE Prachi Dixit, TNS Dubai, UAE

11.50 – 12.00 Q&A

12.00 – 12.10 CLOSING Finn Raben, ESOMAR

12.10 – 13.30 Networking Lunch

SPEAKER PROFILES Bhaven Sheth Bhaven Sheth is Consumer Insights & Strategy Manager at Kraft Foods and is responsible for Cheese and Powdered Beverages, as well as Shopper Insights across GCC and New Markets business handled from Dubai. Bhaven has 12 years experience spanning across the Middle East, Africa and India. Prior to Kraft, he worked with TNS as an Account Director. He is passionate about Knowledge Management and Shopper Insights and enjoys reading and photography. Chirag Buch Chirag Buch is Group Account Director, TNS, UAE and heads a Strategic Business Unit at TNS Dubai. He has over 11 years experience in market research (7 years in Dubai and 4 years in India) spanning across several categories including food & beverage, hair care, skin cleansing, skin care, home care and education. He has extensive experience in quantitative research methodologies, with various applications in segmentation methodologies, pricing research, innovation and product development, continuous research, brand and communication and shopper research. He served as part of the team at TNS that worked on the Saudi Woman Consumer Understanding study – ARAC 20l20 and holds a PhD in Management from India. D Shivakumar (Shiv) Shiv is currently the Managing Director and Senior VP of Nokia India, handling business in India, the Middle East and Africa from his base in Dubai. He holds a Bachelor of Engineering from the Indian Institute of Technology and a MBA from the Indian Institute of Management. Shiv is a Marketer and a General Manager, running more than 34 brands over a span of two decades. He is a ‘growth’ manager, having grown every brand and business he has been associated with. Shiv has a track record of building brands and developing people while bringing creative and innovative business model solutions to the categories and industries he has worked in. Nitin Sood Nitin Sood is Consumer Insights & Strategy Manager at Kraft Foods and is responsible for Chocolates & Snacks. He has over 11 years of experience across the Middle East, Africa, India and Pakistan. Prior to Kraft, he worked with TNS and IMRB International and gained exposure across many diverse sectors and led the accounts for Pepsi, Samsung & GEMS. He is passionate about understanding the thoughts and triggers of our subconscious and likes reading books and playing with his kids.

Prachi Dixit Prachi Dixit is Account Director of Qualitative Practice, TNS, UAE and has 11 years experience across Advertising (JWT India), Brand Management (TATA Group) and Qualitative Research (EVO London and TNS Dubai) spanning several categories – hair care, jewelry, food & beverages, skin care and home care. She has extensive experience in qualitative research and specialises in brand and communication research as well as experience in leading and managing “Consumer Connect and Insight Activator programs” across categories and clients. Prachi has a Masters in Business Management from India. SPEAKER ABSTRACTS We Begin with our Consumers…Truly! Bhaven Sheth and Nitin Sood, Kraft Foods, UAE At Kraft Foods we listen, we watch and we learn from our consumers and this becomes the center stage for all we do. During the session, we will give a glimpse of our planning approach thereby demonstrating how consumer insights is ingrained across all our business activation. We will also talk about how this makes us look at insight generation a bit differently and how we drive business impact and growth with these insights. ‘EVE’olution in Saudi Arabia Women as drivers of change Chirag Buch and Prachi Dixit, TNS, UAE Historically men and women have played very distinct and well defined roles in the Saudi society. While the Saudi male has always experienced 4 life stages, viz. childhood-adolescence-maturity-old age; women traditionally experienced only 3 stages viz. childhood-womanhood-maturity. Men represented the public face of society while women represented the private face – an identity restricted to the immediate family. These traditional structures and social norms in Saudi Arabia are changing and women are acting as torchbearers of these changes. Hence, what they aspire to for tomorrow is likely to be very much different than what is available to them today. This paper attempts to unearth some of these changes in attitudes and aspirations of women in Saudi Arabia.