PROGRAMME 19.00 – 20.00 CONSUMER UNDERSTANDING AND DECISION MAKING

THE ROLE OF MARKET RESEARCH

Opening and introduction Lee Newman, Dean of IE School of Social & Behavioral Sciences, Spain Anna Alù, ESOMAR Director Development & Events

Insights to Bring Brands A.L.I.V.E. The challenge of generating and leveraging insights the Pernod Ricard way Mark Whiting, Global Insight Planner, Kantar, France

Should I Cookie or Should I Clickstream? How Movistar Chile chose between two different passive data techniques Joan Miró, Director, Netquest Iberia, Spain

Q&A

20.00 – 20.50 CAREERS IN MARKET RESEARCH THE BENEFITS OF REAL CONSUMER KNOWLEDGE

Introduction by Anna Alù, ESOMAR Director Development & Events

DISCUSSION PANEL Panelists:

Andrea Colombo, Sales Manager Southern Europe - Madrid Office Director, Survey Sampling International (SSI), Spain Javier Resurrección, Managing Director, GfK Spain Monica Clemente, Manager, Global Research & Trends, , Amadeus IT Group SA, Spain

Q&A and open discussion with students

20.50 – 21.00 Closing Anna Alù, ESOMAR Director Development & Events Lee Newman, Dean of IE School of Social & Behavioral Sciences, Spain

21.00 – 22.00 Networking drinks

ESOMAR CAREER EVENT MADRID 2014 THE ROLE OF MARKET RESEARCH IN DECISION MAKING MADRID / 6 NOVEMBER IN COOPERATION WITH IE School of Social and Behavioral Sciences

 

SPEAKERS PROFILE

Andrea Colombo Sales Manager Southern Europe & Madrid Office Director, SSI, Spain Andrea is the Sales Manager Southern Europe & Madrid Office Director of SSI, premier global provider of sampling, data collection and data analytic solutions for survey research. He joined SSI in 2008 and since then he has been responsible for the Southern Europe Territory (Italy, Spain, Portugal, Greece and Turkey) defining the strategy, and managing sales and the operational activity. Previously Andrea worked in the Advertising industry as Account Supervisor for clients as Heineken, Telefonica and Diageo since 2005. Andrea holds a M.S. in Economics and Business Administration from the University La Sapienza in Rome and he is active member of AEDEMO. Born in 1980, he is married with two children.

 

Anna Alù Director Development & Events, ESOMAR Anna Alù is Director Development & Events at ESOMAR. Anna is Italian, studied Economics at the University of Palermo and is fluent in Italian, English, French, Spanish and Dutch. Anna’s career at ESOMAR spans many years. Anna played a pivotal role in broadening and enhancing the worldwide events calendar which represents one of the best known activities of the organisation, and leading key projects such as Vision 2010 and Developing Talent.

Javier Resurrección Managing Director for GfK Spain CE Javier Resurrección has been the Managing Director for GfK Spain CE since 2011. Javier joined GfK in 1998 and since then he has worked as Healthcare Director, Operations Director, Associate Director and Madrid Office Director. Javier is also CE Western European Board member and Vice-President of ANEIMO and AEDEMO. He has a degree in Industrial Engineering from the Polytechnic University of Valencia, Spain and an Erasmus grant for the Institute of Technology Carlow, Ireland. Javier also holds a post-graduate degree in social research and data analysis from the Centro de Investigaciones Sociológicas, Madrid and an executive MBA degree from ESADE, Madrid.

Joan Miro Director Iberia, Netquest, Spain

Joan Miro has ben involved in online marketing activities since 1996. Joan currently manages Netquest Iberia, a leading online fieldwork provider in Spain, Portugal and Latinamerica. His career started in HP, where he led the marketing intelligence activities for the WW product line of large format printers. Also, he was for 4 years marketing manager in Spain of one of the online travel agencies of Lastminute. He is one of the founders of Elogia, an online marketing agency based in Barcelona. Prior to his role as Country Manager in Iberia in Netquest, Joan took responsibility for all Netquest' panels in the recruiting and retention policies. Joan has an MBA from ESADE, Barcelona.

   

Lee Newman Dean, IE School of Social & Behavioral Sciences, Spain

Lee does research on the cognitive and computational bases of human decision making, and more specifically on individual differences in decision making under risk and uncertainty.

Lee Newman's approach to research, teaching and mentoring is greatly influenced by his multidisciplinary background in Psychology, Computer Science, Management, and Entrepreneurship. Prior to pursuing an academic career, Dr. Newman was a founder and senior manager in two technology startups in New York City, and served as a management consultant with McKinsey & Company in Chicago. He holds a PhD in Psychology and Computer Science (University of Michigan), an MBA from the MIT & a Sc.B. in Electrical Engineering from Brown University.

Mark Whiting Global Insight Planner, Kantar, France

Mark studied modern history at Oxford University, before beginning his career in marketing intelligence with the British specialist in opinion polling, MORI. During the last 15 years he has worked for three of

the leading global market research agencies – Gallup Poll, Research International and TNS Sofres – specialising in international consumer research, as well as in the research department of the Financial Times. He moved to Paris to join Hennessy in 2001 as Consumer Research Manager, before assuming the role of Director of Marketing Intelligence at Moët Hennessy in 2004. In 2010, he joined Added Value France as a Director where he currently oversaw a wide variety of strategic marketing and insight projects for clients from the luxury and consumer goods sectors. As of September 2014, Mark has taken on a new role as an Insight Planner for Kantar, working with a leading multinational foods company.

Monica Clemente Manager, Amadeus Global Research and Trends, Spain

Mónica heads the Global Research and Trends for Amadeus within Innovation and Ventures team in Corporate Strategy. She is a market research professional with more than 20 years of experience in the sector having worked in leading companies both in the agency and the client side. Currently she is driving the Amadeus Traveller Trend Observatory, this key corporate initiative ensures Amadeus understands the traveler (ultimate customer), reinforcing the culture of customer understanding in the innovation and development process.

SPEAKERS ABSTRACTS

Insights to Bring Brands A.L.I.V.E. The challenge of generating and leveraging insights the Pernod Ricard way Mark Whiting, Global Insight Planner, Kantar, France In 2013 Pernod Ricard embarked upon a journey to implement a highly actionable approach to insights, framed in the spirit of the company’s belief in building “passion” brands with deep connections to consumers. The resulting 5-step process, called ALIVE, is a set of homegrown best practices and tools that help put insights at the heart of brand development and deliver a stronger ROI. ALIVE was developed in an extremely pragmatic fashion: in the space of just 5 weeks, PR and Added Value audited existing best practices, developed a common insights language and executed an empowerment conference for over 70 team members. One year on, this presentation will outline the benefits and challenges of establishing a shared best practice approach and illustrate the tangible outcomes of this process. Should I Cookie or Should I Clickstream? How Movistar Chile chose between two different passive data techniques Joan Miró, Director, Netquest Iberia, Spain Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to keep the pace of this rapidly changing industry. One such innovation is the ability to passively collect behavioural data from members of an online access panel in order to audit online ad campaigns, but the question arises on whether this data is significantly different from cookie-based data, when the latter are obtained also from an online access panel with identified profiles. An important question thus emerges: should companies Cookie or Clickstream? And why? Here we provide a clear and in-depth answer to these questions, based on a real case study conducted at Movistar Chile.