ASIAPACIFIC2011Melbourne / 20 - 22 March
Increasing value through simplicity
Programme
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INCREASING VALUE THROUGH SIMPLICITYASIA PACIFIC 2011
The Asia-Pacific region is far more culturally and socially diverse than any other region in the world and despite the challenges posed from meeting such varying needs, it is a region that has consistently demonstrated positive growth and development. To capitalise on these developments the industry needs to demonstrate a strong leadership role with markets, clients and other stakeholders.
As researchers, how can we offer encompassing insights in a region where the diversity, size and pace of change make for a highly intricate mosaic? Can we take the results of research conducted in the region and simplify them in order to provide companies, both national and international, with insights they can easily use in strategic business decisions? And what can the solutions to these issues teach the industry as a whole? Can we respond to the call from Eric Salama at APAC 2010 for “brilliant simplicity”?
Providing stronger collateral benefits and further increasing the importance and influence of the Asia-Pacific region will enable researchers to continue to lead the way for a continued evolution of our global market. The ESOMAR APAC 2011 conference will explore how market research provides leadership to the industry and adds value by simplifying life for clients.
PROGRAMME COMMITTEE
Vanessa Oshima (Committee Chair)The Coca-Cola Company, Japan
Suzanne AllenCampbell Arnotts, Australia
Darryl AndrewSynovate, China
Alison DexterTNS, Vietnam
Andy KungShangri-la Hotels, Hong Kong
VENUE
Crown Promenade Hotel8 Whiteman Street, Southbank 3006 Melbourne Victoria AustraliaTel +61 3 9292 6688 Fax +61 3 9292 6600 Toll free (Australia) 1800 776 612
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WORKSHOPS
INSIGHT GENERATIONUnderstanding insight driven innovationInsights are a multi-facetted concept, crucial throughout any innovation cycle. Generating insights is a constant stream of learning, interpreting, applying and then going back to learning. This process of knowledge development can be called “Insighting” — Insights should be seen as a verb not a noun. The workshop will take you on an Insighting journey and will teach how to structure an innovation process, how to leverage insights from the research into tangible solutions for consumers and last but not least the audience will experience what it means to co-create as a multi-disciplinary team.
Intermediate Level
Johannes Hartmann, Vice President Corporate Marketing, Estée Lauder Companies Asia Pacific, Hong Kong
Saturday 19 MarchWorkshop 09.00 - 17.00
Sunday 20 MarchWorkshop 09.00 - 17.00
TRANSFERRING AND APPLYING INSIGHTS IMPACTFULLYIn the modern business world doing excellent research and generating insight is not enough; rather it is a starting point for commercial gain. As research techniques evolve and insight becomes a given, one of the greatest challenges for a researcher today is how to ensure insight is acted on and that any research is maximised. Furthermore, in these challenging economic times maximising the benefit of any research is even more critical. Whether you are a client side insights manager, or an agency researcher, it is only when your insights directly impact the decisions taken by marketers that the true value for your work is recognized.
Intermediate level
Sangeeta Gupta, Director Consumer Insights, PepsiCo, IndiaAndrew Vincent, Managing Director, Waves, UK
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WORKSHOPS
CURRENT AND EMERGING TRENDS IN QUALITATIVE RESEARCHWhat is affecting our daily work?More than ever, qualitative research is in the process of rapid change. Technology is playing a greater role at all stages of the research process and, at the same time, so is the “high touch” method of ethnography. Among the trends influencing these changes are: the proliferation of online methodologies and social media, the growth of hybrid methodology, a shift from the “respondent” to “participant” model, the impact of physiological measurement, and the continued push to faster/cheaper research.The aim of the workshop is to provide both practitioners and clients a pragmatic overview of major developments and newer emerging methods. Attendees will have demonstrations of a range of services currently offered, including participating in an online bulletin board prior to the workshop. We will be reviewing major trends with a critical eye to assess their value to research, pros/cons and appropriate uses.
Intermediate to advanced level
Sharon Dimoldenberg, Director, GfK, UKJudy Langer, President, Langer Qualitative, USA
Sunday 20 MarchWorkshop 09.00 - 17.00
ADVANCED QUANTITATIVE TECHNIQUESUnderstanding where the leading edge is, and how to use itAn understanding of advanced quantitative techniques will lead to better application of these new and exciting measures. If researchers know what they are, when they should be used, what data needs to be available, which outputs can be produced, and when not to use them, then they will be in a better position to commission research, organise sub-contractors or specialists, or to engage in further exploration of the techniques.
Advanced Level
Jon Pinnell, President and Founder Jon Pinnell Associates, MarketVision Research, USA Ray Poynter, Managing Director, The Future Place, UK
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PROGRAMMESunday 20 March 16.00 - 19.00 CONFERENCE REGISTRATION 16.00 - 20.00 ExHIbITION 19.00 - 20.00 WELCOME RECEPTION
Monday 21 March09.00 - 09.10 OPENING Brian Fine, ESOMAR Representative, Australia John Marinopoulos, Former Council Member,
ESOMAR
09.10 - 09.15 Introduction to programme and opening keynote speaker
Vanessa Oshima, (Committee Chair)
09.15 - 09.50 OPENING KEYNOTE Edward Bell, Regional Planning Director,
OgilvyOne, China
09.50 - 10.00 Q&A bREAKING DOWN ASIA
10.00 - 10.05 Introduction by session chair Darryl Andrew, Synovate, China
10.05 - 10.30 Convergence or divergence of the Asian market Is regionalism leading to regionalisation? Chris Baumann & Hamin Hamin, Macquarie
University, Australia Rosalie Tung, Simon Fraser University, Canada Roxan Toll, GMI, Australia
10.30 - 11.15 Networking break
10.55 - 11.10 COMPANY PRESENTATION
Confirmit and Generation “M” Wale Omiyale, VP, Confirmit
11.15 - 11.35 My Telstra experience is an agent of change How Telstra is changing through simpler
customer experience Peter Harris, Vision Critical, Australia Bob Sharma & Frederic Anne, Telstra, Australia
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PROGRAMME11.35 - 12.00 Insight Simplicity Achieving enhanced value for insight or taking
it to a shallow grave? Sangeeta Gupta, PepsiCo, India Andrew Vincent, Waves, UK
12.00 - 12.20 Discussion
12.20 – 13.30 Lunch ‘GLOCAL’ LEARNING ExCHANGE
13.30 - 13.35 Introduction by session chair Andy Kung, Shangri-la Hotels and Resorts,
Hong Kong
13.35 - 14.00 Glocalization - A measure of global brands Adaptation to local cultures Corrine Sandler & Olga Churkina, Fresh
Intelligence Research, Canada
14.00 - 14.25 Coffee mavens and the global search for the ultimate experience
Understanding the usage and attitudes towards coffee in culturally diverse populations around the globe
Roberto Cappuccio & Peter Kenny, Colmar Brunton, Australia
14.25 - 14.50 Local small and medium enterprises in less developed countries
Where multitasking researchers and non-traditional research approaches are required
Dung Tran Ngoc & Thong Tuong Tuan, FTA Marketing Research, Vietnam
14.50 - 15.10 Discussion
15.10 - 15.40 Networking break
INCREASINGLY GREY
15.40 - 15.45 Introduction by session chair Alison Dexter, TNS, Vietnam
PROGRAMME | 7
15.45 - 16.10 Spinning a Yarn Storytelling techniques to connect with different
segments and understand their true underlying motivation
Sarah Hamburger, Big Picture, New Zealand
16.10 - 16.15 Discussion
16.15 - 17.30 INTERACTIVE SESSION - INCREASINGLY GREY
Asia Pacific is now home to some of the oldest populations in the world and some of the fastest ageing countries. In this interactive session you will have the chance to discuss how you can successfully reach this booming market through new practices, programmes and brands.
Moderated by: Dave McCaughan, McCann World Group, Asia Pacific
17.30 - 18.30 NETWORK DRINKS AND MEET THE AUTHOR OF ‘THE HANDbOOK OF ONLINE AND SOCIAL MEDIA RESEARCH’
Tuesday 22 March 09.00 - 09.05 Introduction to Guest Speaker Vanessa Oshima, The Coca-Cola Company, Japan
09.05 - 09.40 GUEST SPEAKER Energy markets: as complexity grows,
simplicity shines Stephen Paton, Head Insights and Market Development, AGL, Australia
09.40 - 09.50 Discussion
THE INNOVATION IMPERATIVE
09.50 - 09.55 Introduction by session chair Suzanne Allen, Campbell Arnotts, Australia
09.55 - 10.20 Lead users: friend or foe? Evette Cordy, Raspberry Innovation Research +
Strategy, Australia
10.20 - 10.55 Skiing uphill An alternative to traditional research practices
for canned coffee flavour innovation Sanja Burns, Givaudan, Singapore
10.55 - 11.40 Networking break
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PROGRAMME11.20 - 11.35 COMPANY PRESENTATION TOLUNA
Harnessing web 2.0 technologies to create the world’s first online panel community
Val Karruck, General Manager, APAC, Toluna
11.40 - 12.05 bridging the digital divide in qualitative research in emerging markets
Smart qual using smart and non-smart phones in developing markets
Navin Williams, MobileMeasure, China James Fergusson, TNS Global, Singapore
12.05 - 12.30 The karmic circle Helping brick and mortar heritage brands
discover their digital avatars Prakash Dadlani, Godrej Industries, India Kalyan Karmakar & Ira Jhangiani, TNS, India
12.30 - 12.55 Flying with the Simpsons An award winning research paper that helped
Air New Zealand reinvent the long haul air travel
Horst Feldhaeuser, Synovate, New Zealand Hudson Smales, Air New Zealand, New Zealand
12.55 - 13.15 Discussion
13.15 - 14.45 Lunch
WORLD CAFÉ
14.45 - 14.50 Introduction by session chair Vanessa Oshima, The Coca-Company, Japan
14.50 - 16.30 A user -friendly method for creating meaningful and cooperative dialogue around questions that count. The World Café is designed to convene the attendees to learn together and create actionable knowledge.
World Café leaders: Jennie Dunn and Erin Jancaukas, The World
Café Community Foundation and Now for future, Australia
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16.30 - 16.40 Programme Summary Vanessa Oshima, (Committee Chair)
16.40 - 16.50 CLOSING Presentation of the best Presentation
Award and best Paper Nomination Finn Raben, Director General, ESOMAR
16.50 - 17.20 FAREWELL DRINKS
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EXHIBITORSESOMAREurocenter 2, 11th floorBarbara Strozzilaan 3841083 HN AmsterdamNetherlandsP: +31-20-6642141F: +31-20-5897855Website: www.esomar.org
ESOMAR is the essentialorganisation for encouraging,advancing and elevatingmarket research worldwide.
CintTom Mitchell-TavernerSuite 702, 88 Foveaux St, Surry Hills, NSW, 2010, SydneyAustraliaP: +61-2-82199909F: +61-2-92123920Email: [email protected]: www.cint.com
Cint is a leading global technology company, focused on providing innovative SaaS-based products and services for the market research industry. Headquartered in Stockholm, Sweden, Cint services clients in all major markets in Europe, North America, Asia and the Pacific.
ConfirmitWale Omiyale24 Martin Lane London EC4R 0DRUnited KingdomP: +44-207-6488560F: +44-207-6488570Email: [email protected]: www.confirmit.com
Confirmit is the leading SaaS vendor for Customer & Employee Feedback and Market Research applications. Confirmit targets Global 5000 companies and Market Research agencies worldwide with software products for feedback / data collection, panel management, data processing, analysis, and reporting.
Cross-Tab Marketing Services Pvt. Ltd.Ashwin Agarwal301 Palm Spring, 3rd Floor, Near D-Mart, New Link RoadMalad (West)Mumbai 400064IndiaP: +91-22-40682822F: +91-22-28443032Email: [email protected]: www.cross-tab.com
Cross-Tab provides a full range of market research and data analytics solutions to global clients. From managing end-to-end research operations, to market research process outsourcing, secondary research, and paneling services,
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Cross-Tab is committed to deliver world-class market research services.
E-TabsDarren HorneSuite 14, Unit 2A215 Rosedale RoadAlbany 0632 North Shore CityAucklandNew ZealandP: +64-9973-5310Email: [email protected]: www.e-tabs.com
Slash production costs by automating your reporting. E-Tabs software solutions and full service Bureau enable you to improve data accuracy and meet deadlines with ease. Top research agencies and end users endorse E-Tabs as world experts in report automation.Visit www.e-tabs.com for further information.
GMO Research, Inc.Justin He26-1 Sakuragaoka-choShibuya-kuTokyo 150-8512JapanP: +81-3-54563244F: +81-3-54595564Email: [email protected]: www.gmo-research.jp/en
GMO Research, Inc. is a leading provider of online panels in Japan and Asia. Specialty panels include Automobiles, B2B, Pets, Kids, and Rich panel.
With over 2,500 projects a year, our experience and knowledge is an area researchers can count on whether the project is full service or sample only. GMOR also has a leading medical panel in Japan with over 28,000 professional doctors in the panel. GMOR’s team consists of multilingual and multinational consultants that are well-experienced with international clients. They are committed to assisting clients globally successfully complete studies in Asia, one of the fastest growing regions of research.
GMI (Global Market Insite, Inc.)Mr Melvin Tan / Ms Roxan TollSuite 1104, Level 1146 Market StSydney NSW 2000AUSTRALIAP: +61-2-92904333F: +61-2-92904334Email: [email protected]: www.gmi-mr.com Based in Seattle, USA, with offices across the globe, GMI empowers researchers and marketers with access to reliable and consistent data to drive decisions. GMI offers high quality integrated solutions for all your online data collection by delivering the right people at the right time for the right results.
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EXHIBITORSIbM Australia LtdRobert HankeyIBM Centre601 Pacific HighwaySt LeonardsNSW 2065AustraliaP: +61-2-94613317Email: [email protected]: ibm.com/software/au/analytics/spss
IBM® SPSS® Data Collection, just one of the components of the IBM SPSS Predictive Analytics suite of products, allows survey and market researchers worldwide to achieve deeper understanding of people’s attitudes, preferences and behaviour, so that this valuable insight can be included in decision-making processes.
i-Link Research Solutions Pty LtdJohn LeahySuite 606267 – 277 Castlereagh StreetSydney NSW 2000AustraliaP: +61-2-92627171F: +61-2-9262-7178Email: [email protected]: www.i-linkresearch.com
Founded in 2001, i-Link is an independent online bureau providing a full suite of field, recruitment, analysis and DP services. ISO 20252 accredited, i-Link utilises proprietary applications; advanced survey system, over-time and live focus groups with access to 1.2 million online participants globally.
iPanel Online Market Research Co., LtdPerfect YanSuite D, 7th floorNo.269 Dapu RoadShanghai ChinaP: +86-21-63059319F: +86-21-63053669 ext. 203Email: [email protected]: www.ipanelonline.com
iPanel is the top 1 online panel supplier in APAC, its priority panels have covered 14 markets (China, Hong Kong, Singapore, Taiwan, Japan, Korea, Thailand, Malaysia, Australia, India, Indonesia, Vietnam, New Zealand, Philippines). Go global with iPanel...
Lightspeed ResearchTerry WileyLevel 1299 Walker StreetNorth SydneyNSW 2060AustraliaP: +61-2-80812110F: +61-2-99221624Mobile: +61-412-267344Email: [email protected]: www.lightspeedresearch.com
For market researchers, marketers and agencies seeking a deeper understanding of consumer opinion and behavior, Lightspeed Research digitally accesses highly qualified panelists whenever, wherever
EXHIBITORS | 13
and in whatever segments needed. The company’s thorough panelist pre-screening process and large global respondent pool delivers business-ready results fast and cost-effectively. From proprietary online access panels to specialty panels, custom panels and innovative mobile surveys, Lightspeed Research offers the industry’s most complete and highest-quality online research. This is backed by an expert client operations team that provides a range of data collection services, from sample management and survey design to programming and reporting. Through advanced research technologies, proven methodologies and market research expertise, it meets the industry’s demand for deeper quantitative and richer qualitative data in a single, trusted partner.
NebuEric van VelzenAssum 16A1911 ML UitgeestNetherlandsP: +31-251-311413Email: [email protected]: www.nebu.com
Nebu is a leading global supplier of web based data collection and panel management software. Dub InterViewer is a single data collection system for CAPI, CATI and WAPI in one centralized platform. Dub Knowledge is our highly extensive panel management system. Visit us on www.nebu.com
Research NowBecki SouthernFloor 1140 William StreetSydneyNSW 2O11AustraliaP: +61-2-92737840 F: +61-2-92737899Email: [email protected]: www.researchnow.com
Research Now is a leading global online sampling and data collection company. We give you access to millions of quality respondents around the world, including consumers, business professionals and hard-to-reach audiences. Supported by over 1000 experienced professionals in 22 global offices, we go further to meet your business needs effectively and immediately.
The University of Georgia/ MRIIPamela BrackenGeorgia Center for Continuing Education 1197 S Lumpkin St, Suite 125 Athens, Georgia 30602-3603USAP: +1-706-5830424F: +1-706-5830180Email: [email protected]: prinicplesofmarketingresearch.org
The Principles of Marketing Research is the only self-study, certificate program presenting the core skills of the marketing
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EXHIBITORSand opinion research profession. It is an industry-supported comprehensive course delivered entirely in an online format that is both standardized and commonly relevant worldwide. To date, nearly 6,000 practitioners have enrolled from 96 countries. The CEU-awarding program has become the research profession’s highest quality, most valued, and most widely supported educational program on the fundamentals of marketing research. ESOMAR is a proud supporter of the program.
TolunaJames RogersLevel 2/Suite 21059 Great Buckingham StreetRedfern, NSW 2016AustraliaP: +61-2-86654902F: +61-2-86654950Email: [email protected]: www.toluna-group.com
Toluna is a global online research panel and survey technology provider. Its unique online panel community of 4 million respondents in over 34 countries enables research and marketing professionals to target niche segments and hard to reach audiences. In addition, Toluna’s online community management tool, PanelPortal and its self service tool, QuickSurveys enables organisations to generate on-demand customer insight quickly and cost effectively while BrandSpector, a unique online ad tracking tool enables
organisations to measure the effectiveness of online advertising using members of Toluna’s online community.
COMPANY PRESENTATIONS | 15
COMPANY PRESENTATIONS
MONDAY 21 MARCH10.55 - 11.10
CONFIRMIT AND GENERATION “M”Wale will be presenting an update on significant software developments taking place at Confirmit, aimed at responding to the needs of market researchers in the emergence of the mobile generation in 2011 and beyond.
Presenter:Wale Omiyale, VP, Confirmit
TUESDAY 22 MARCH11.20 - 11.35
TOLUNAHarnessing web 2.0 technologies to create the world’s first online panel communityToluna is an online panel provider with a difference. It has developed a unique approach to the management of its panels, by developing the world’s first social voting community site, toluna.com, where 4 million consumers regularly interact with one another, creating and responding to polls and debates. During this presentation James will discuss how the Toluna community has gone from having 10,000 members in 2003 to 4 million members in 2011 and how this unique approach to the management of online panels is changing the way in which online research is conducted.
Presenter:Val Karruck, General Manager, APAC, Toluna
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SPONSORS
Silver sponsor
So similar yet very distinct, is how we would describe ourselves. The similarity is in the availability of Resources and our Reach that is commensurate with the best in the industry. The distinction is in our approach that resonates adaptability and flexibility thus delivering localized & client centric solutions. These are the reasons we were ranked 7th in the 4Ps B&M magazine’s “India’s Best MR Companies” (Read full story: http://bit.ly/dOF2j0).
Our philosophy has been to know our client’s business; act with integrity and stay focused. Our strength lies in our fully integrated offerings that cover Full Service Research, Data Tabs & Charting Services, CATI Studio which further gets complemented with a robust panel of 200,000 members in India.
We are well known for our cost reduction mechanisms and our low-key profile that helps us deliver worldwide clients the best resources to manage their projects.
To know more, visit www.market-xcel.com and for RFPs, please contact [email protected]
Market xcelManish Narang16, Sant Nagar, East of KailashNew Delhi - 110065IndiaP: +91 11 42343502F: +91 11 41325150Email: [email protected] Website: www.market-xcel.com
We would like to thank all those who have provided their services, expertise and support at this year’s ASIA PACIFIC conference.
SPONSORS | 17
bronze sponsor
In co-operation with
Toluna is a global online research panel and survey technology provider. Its unique online panel community of 4 million respondents in over 34 countries enables research and marketing professionals to target niche segments and hard to reach audiences. In addition, Toluna’s online community management tool, PanelPortal and its self service tool, QuickSurveys enables organisations to generate on-demand customer insight quickly and cost effectively while BrandSpector, a unique online ad tracking tool enables organisations to measure the effectiveness of online advertising using members of Toluna’s online community.
TolunaJames RogersLevel 2/Suite 21059 Great Buckingham StreetRedfern, NSW 2016AustraliaP: +61 2 8665 4902F: +61 2 8665 4950Email: [email protected]: www.toluna-group.com
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PARTNERS
Event Partner
Official Knowledge Partner
With award-winning online services, publishing and conferencedivisions, - The World Advertising Research Center is the leadingsupplier of information, knowledge, insight and data to the globalmarketing, advertising, media and research communities.
For more information, visit www.warc.com
WARCColin Rogers85 Newman StreetLondonWIT 3EXUnited KingdomP: +44 (0) 20 7467 8100Email: [email protected]: www.warc.com
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ABSTRACTSbREAKING DOWN ASIA
Convergence or divergence of the Asian marketIs regionalism leading to regionalisation?Chris Baumann & Hamin Hamin, Macquarie University, AustraliaRosalie Tung, Simon Fraser University, CanadaRoxan Toll, GMI, Australia
As a result of the Asian crisis in 1998 and the Global Financial Crisis (GFC) in 2008, there is increasing speculation that ‘Globalisation’ may have stalled. Regardless, do developed and developing nations actually benefit (or suffer) from globalization? Some have argued that globalisation has created ‘imbalance’ between nations, and the GFC was the zenith of speculation in financial and property markets. Others have concluded that the world is organised around regions such as Europe, North America and Asia, thus making a case for ‘regionalisation’.
My Telstra experience is an agent of changeHow Telstra is changing through simpler customer experiencePeter Harris, Vision Critical, Australia Bob Sharma & Frederic Anne, Telstra, Australia
This presentation addresses a case study where one of Australia’s largest and most complicated companies increased the value of research through simplicity. Telstra created an innovative large scale customer community (mytelstraexperience.com.au) designed to measure the customer experience journey. The goal was to make the process for giving customer feedback simpler and in a collaborative, co-creative and iterative fashion that has resulted in fresher insight generation and accelerated innovation.
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Insight SimplicityAchieving enhanced value for insight or taking it to a shallow grave?Sangeeta Gupta, PepsiCo, IndiaAndrew Vincent, Waves, UK
Striving for simplicity itself is nothing new. However, what has changed is the level of distraction in the current age. Within this context it is now difficult for decision makers to see the information they need. Successful insight delivery must cut through the growing attention deficit phenomenon. It must also address the need for novel, nuanced and actionable insights to answer the call for innovative business initiatives. Breakthrough Simplicity is the goal and we must move from unnecessary complexity to profound simplicity; while ensuring we are not in the domain of either naive simplicity or worse still, the simpleton.
‘GLOCAL’ LEARNING ExCHANGE
Glocalization - A measure of global brandsAdaptation to local culturesCorrine Sandler & Olga Churkina, Fresh Intelligence Research, Canada
Multicultural targeting is every global brand’s dream. The market research firm Fresh Intelligence has developed a “Glocalization Score” to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading country-specific and brand-specific values. The “Glocalization Score” model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands’ glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.
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Coffee mavens and the global search for the ultimate experienceUnderstanding the usage and attitudes towards coffee in culturally diverse populations around the globeRoberto Cappuccio & Peter Kenny, Colmar Brunton, Australia
This presentation reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven’s definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
Local small and medium enterprises in less developed countries Where multitasking researchers and non-traditional research approaches are requiredDung Tran Ngoc & Thong Tuong Tuan, FTA Marketing Research, Vietnam
Success in the market research industry might well be coming from local SMEs (Small and Medium Enterprises) segment and not just coming from the traditional focus on big multinational corporations. This presentation shows how market researchers value the importance of the SME segment in Vietnam, a typical developing country and an emerging market in the very near future. This is the segment where multi-tasking researchers and non-traditional research approaches are required.
ABSTRACTS
ABSTRACTS | 29
INCREASINGLY GREY
Spinning a yarnStorytelling techniques to connect with different segments and understand their true underlying motivationSarah Hamburger, Big Picture, New Zealand
This presentation addresses some of the differences between older and younger brains and how they code information. It takes the reader on a journey of creative techniques that can help researchers move beyond rational claims and elicit deeper feelings that might otherwise be withheld (either consciously or unconsciously).
INTERACTIVE SESSION – INCREASINGLY GREYAsia Pacific is now home to some of the oldest populations in the world and some of the fastest ageing countries. In this interactive session you will have the chance to discuss how you can successfully reach this booming market through new practices, programmes and brands.
Moderated by: Dave McCaughan, McCann World Group, Asia Pacific
Energy markets: as complexity grows, simplicity shinesStephen Paton, Head Insights and Market development, AGL, Australia
The Australian Gas Light Company was formed in Sydney in 1837, supplying gas for the first public lighting of a street lamp in Sydney in 1841 and was the second company to be listed on the then Sydney Stock Exchange. AGL Energy Limited is now Australia’s largest integrated renewable energy company.
While relationships between energy suppliers and their customers used to be simple, Government divestiture of energy assets, increased competition, global warming and the introduction of new technologies such as Smart Grids introduces increased complexity into these relationships. Today AGL operates in energy markets recognised as the world’s most competitive. Steve will show how insights derived from Market Research are assisting AGL simplify business decisions and build better relationships with its customer base.
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THE INNOVATION IMPERATIVE
Lead Users: friend or foe?Evette Cordy, Raspberry Innovation Research + Strategy, Australia
Lead users give us clues to what will happen in the market that follows. Surely, it makes sense for organisations to observe, listen to and co-create with lead users to innovate? Or does it? Organisations have typically viewed this consumer with frustration. This presentation will provide qualitative insight into whether organizations should be focusing on lead users during the innovation process, ways of working with lead users and the potential benefits of including lead users in the innovation process.
Skiing uphillAn alternative to traditional research practices for canned coffee flavour innovationSanja Burns, Givaudan, Singapore
If you want to know where to go, then ski uphill. That way you are not following everyone else. This presenation was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring unconventional and peripheral paths for established practices; in this case flavour creation. Specifically, it looks at how consumer insight was used to change the context for flavour creation and led to fresh thinking about sensory possibilities for canned coffee in Japan.
ABSTRACTS
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bridging the digital divide in qualitative research in emerging markets Smart qual using smart and non-smart phones in developing marketsNavin Williams, MobileMeasure, ChinaJames Fergusson, TNS Global, Singapore
Mobile enables insights into the “moment of truth” as never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data collection methodology. One key reason for this is an industry bias towards smartphone based research studies. Contrary to this industry trend, MobileMeasure partnered with TNS in China to run mobile qualitative and quantitative projects in both urban and rural towns using non-smart phones for instant multimedia insight capture. The effectiveness and efficiency of this technique is ground breaking.
The karmic circleHelping brick and mortar heritage brands discover their digital avatarsPrakash Dadlani, Godrej Industries, IndiaKalyan Karmakar & Ira Jhangiani, TNS, India
What do you do if you are a leader who wakes up one day and sees that the world has changed? Brick and mortar brands across developing markets are waking up to this reality. Some are falling by the way while others reinvent themselves. This presentation looks at how market research can be used to tap the online world to help clients understand the emerging digital medium, discovering insights based on the digital idiom that help clients speak to consumers in their own language.
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Flying with the SimpsonsAn award winning research paper that helped Air New Zealand reinvent the long haul air travel Horst Feldhaeuser, Synovate, New ZealandHudson Smales, Air New Zealand, New Zealand
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers. Whilst a substantial financial commitment, the new interior long-haul design not only strengthens Air New Zealand’s competitive advantage, but both the unique Skycouch and Premium Economy Spaceseat and their respective license opportunities also provide a potential new revenue stream.
WORLD CAFÉ
A user -friendly method for creating meaningful and cooperative dialogue around questions that count. The World Café is designed to convene the attendees to learn together and create actionable knowledge.
World Café leaders:Jennie Dunn & Erin Jancaukas, The World Café Community Foundation and Now for Future, Australia
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ESOMAR reserves the right to alter, or cancel, without prior notice, any of the arrangements relating directly or indirectly to the event for any circumstances beyond ESOMAR’s reasonable control.
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ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.
www.esomar.org