ESOMAR Asia
Pacific 2017
Discoveries
发现
Shanghai / 17-19 May
现场提供中文同传服务 | Simultaneous translations from and into Mandarin offered
PROGRAMME UPDATES AT www.esomar.org/apac
WEDNESDAY MAY 17
CONFERENCE REGISTRATION
09.00 – 19.00
MASTERCLASS – PRESENTING IN ASIA.
This complimentary session provides plenty of hands-on
advice to presenting in Asia and key tips on engaging your
audience. It will be led by Ray Poynter of The Future Place who
speaks English and Sami Wong of Concept M who speaks
Mandarin, Cantonese, Japanese and English).
10 places remaining - Please email [email protected] to
confirm your place on this masterclass
ROOM: Parlor V
09.00 – 10.30
CLIENTS INSPIRING CLIENTS [ENGLISH]
A meet-up for research buyers (only) to network and
share best practice and experiences in an informal,
private setting.
ROOM: Parlor V
17.00 – 19.00
Welcome reception in Exhibition
19.00 – 20.00
THURSDAY MAY 18
CONFERENCE REGISTRATION
BALLROOM | SIMULTANEOUS TRANSLATION
09.00 - 09.25
OPENING AND WELCOME
OPENING [ENGLISH]
Niels Schillewaert, ESOMAR President
WELCOME [ENGLISH]
Gloria Jun Zhang and Jin Chen, ESOMAR Representatives for China
Shen Hao, President of the CMRA
INTRODUCTION TO THE PROGRAMME[ENGLISH]
Lifeng Liu, Programme Committee Chair
08.00 – 09.00
BALLROOM | SIMULTANEOUS TRANSLATION
09.25 – 10.20
DISCOVERING TODAY’S CHINA | THE RISE OF INNOVATION, START-UPS & OPPORTUNITIES
Moderated by Andy Zhao, Vice Chairman, CMRA
The Love Story of Technology + Research [ENGLISH]
Peking Tan, Founder and CEO, Xinsight, China
How Can Market Research Become Part of a Digital Eco-system? [ENGLISH]
Richard Zong, Founder, CloudXink, China
Innovation and China Opportunities [CHINESE]
Chris Zhang, GiSI Research & Consulting
BALLROOM | SIMULTANEOUS TRANSLATION
10.20 – 10.25
#YES (YOUNG ESOMAR SOCIETY) COMPETITION
Moderated by Niels Schillewaert, ESOMAR President
Three young researchers take the stage with their 60 second pitches.
Delegates will vote for the best pitcher via the ESOMAR Live app. The winner will then share their ideas in a
longer presentation the next day!
Market Research Belongs In The Boardroom
Diane Murray, Cimigo, Hong Kong
3D Printing And How It Can Help Develop And Co-create Products With Consumers
Chandrima Roy, Ipsos, India
Consumer Responsibility
Bri He, Kantar Millward Brown, China
10.25 – 11.00 Networking break
BALLROOM | SIMULTANEOUS TRANSLATION
11.00 – 11.05
DISCOVERIES AT THE HEART OF CLIENT TRANSFORMATION
AND IMPACT
Introduction by session chair
Sally Wu, BBC (Global News), Singapore
11.05 – 11.20
CASE STUDY
Building Effective Networks [ENGLISH]
Leveraging the power of the ecosystem to deliver greater impact to business
Madhumita Chakraborty, PepsiCo, India
Discover how an insights team became strategic partners within their organisation and the impact this made
for the business.
11.20 – 11.35
CASE STUDY [ENGLISH]
Streamlining the Innovation Process to Maximize Efficiency
Cross-stakeholder participation and involvement from the get-go!
Allen Cai, Unilever, China
ChingLing Ng, Labbrand, China
Discover how an innovation workshop with internal stakeholders resulted in 60 concepts, including
30 for products and 30 for activation ready for testing.
11.35 – 11.45
Discussion
BALLROOM | SIMULTANEOUS TRANSLATION
11.45 – 11.50
CLIENT-LED DISCOVERIES IN CONSUMER INSIGHTS
Introduction by session chair
Ritanbara Mundrey, Nestlé, India
11.50 – 12.10
CASE STUDY [ENGLISH]
Sonification – New Way of Engaging with Consumers in Scientific Product Communication
Sound and music amplify the product usage experience for consumers)
Noriko Nakano, Nihon L'Oreal K.K., Japan
Eri Yamashita, Nihon L'Oreal K.K., Japan
Sono Hasuka, L’Oreal R&I, Japan
Jung Yeon Nam, L'Oreal, Korea
Mariko Nomura, L’Oreal R&I Japan
Damien Velleman, Nihon L'Oreal K.K., Japan
Discover how to use sound and music as a key medium for communicating product benefits
12.10 – 12.30
RESEARCH APPLICATION [ENGLISH]
The Application of Visual Anthropology for Pharmaceutical Marketing Research
An empathetic walk through a patient journey empowered by filming
Zou Xiong, GlaxoSmithKline, China
Xiaoqiong Chen, Ipsos, China
Discover the value of real time video narratives and the emotional impact it can have on the “clinical” viewers
12.30 – 12.50
CASE STUDY [ENGLISH]
The Hunt for an “Authentic” Coffee Experience
Using intuitive methods and a virtual experience technology to explore a total coffee experience
Junichi Ichiba, The Coca-Cola Company, Japan
Humphery Chen, INTAGE, Japan
Yuki Tanaka, INTAGE, Japan
Discover how virtual reality testing not only improved cost and time efficiency but also revealed people's
perceptions of what constitutes "authentic" versus "imitation"
12.50 – 13.00
Discussion
13.00 – 13.10
SPONSORED FAST TRACKS
Moderated by Finn Raben, ESOMAR Director General
13.10 – 14.30
Lunch
BALLROOM | SIMULTANEOUS TRANSLATION
14.30 –14.35
DISCOVERING THE UNDISCOVERED!
Introduction by session chair
John Smurthwaite, TNS, Malaysia |
ESOMAR APAC Ambassador
STAGE NEXT TO GMO STAND IN EXHIBITION
14.30 – 15.50
DISCOVER AND LEARN HOW TO…
[NO TRANSLATION SERVICES]
14.35 – 14.55
NEW GROUND RESEARCH
The Missing Link [ENGLISH]
Extracting Meaning and Emotion from Text to
Improve Surveys
Brian Fine, Quality Online Research [QOR],
Australia
Con Menictas, Newcastle University, Australia
14.30 -15.00
MASTERCLASS [ENGLISH
Build an Effective Network in your Organisation
Madhumita Chakraborty, PepsiCo, India
Discover a new method of text data collection to
significantly improve the quality of quantitative
measures and results.
14.55 – 15.15
NEW GROUND RESEARCH
Harnessing the Power of Voice [ENGLISH]
Analysing audio responses to detect excitement,
passion and activation
Saurin Shah, Godrej Consumer Products, India
Roland Leung, GfK, Hong Kong
Geeta Lobo, GfK, China
Discover the power of voice analytic capabilities in
implicit response measurements to fuel a robust
evaluation system for NPD and innovation.
15.15 – 15.35
NEW GROUND RESEARCH [ENGLISH]
Uncovering the Unspoken Word
Using new mobile research techniques to minimise
response biases in Asian markets
Paul Janssen, SKIM, Singapore
Robin De Rooij, SKIM, Singapore
Marina Georgieva, Research Analyst, SKIM, The
Netherlands
Vanessa Steffen, Unilever, The Netherlands
Discover how new implicit research techniques
enabled by mobile technology can minimise
response biases, bringing us closer to uncovering
true consumer behaviour in Asian markets.
15.35 – 15.50
Discussion
Join this masterclass to get practical tips on how to
build an insights network in the business that is felt
beyond marketing and innovation. This ‘how to’
session will be hosted in the exhibition and is a follow
up to Madhumita Chakraborty’s presentation earlier in
the day.
15.05 – 15.50
SPONSORED MASTERCLASS [ENGLISH]
Data Fusion, Enlightening Your Business
Allen Chow, GMO E-Lab Marketing Research, China
Data fusion and the value it generates are the
expectations for research agencies in DT (Data
Technology) era. GMO and China's largest direct
sales EC site JD.com’s research platform conducted a
research project together on mothers who bought
past 3-month maternal and child products on JD.com.
Through the fusion of Internet purchase data as well
as research data, combination of online quantitative
and qualitative methodologies, did we analysis of
different dimensions of the market demand and
potential opportunities.
By joining this session, you can discover how to
enlighten real business during data fusion research. I
look forward to sharing some very interesting insights
with you
15.50 – 16.30
Networking break
BALLROOM | SIMULTANEOUS TRANSLATION
16.30 – 17.00
DISCOVERING KEY TRENDS AND COST OF
RESEARCH AROUND THE WORLD
Introduction by session chair
John Smurthwaite, TNS, Malaysia | ESOMAR
APAC Ambassador
BUSINESS ISSUE
10 Things You Need to Know About Global
Research [ENGLISH]
Key learnings from the ESOMAR 2016 Global
Prices
and Global Market Research Studies
Ray Poynter, Project Leader, ESOMAR Prices
Study
Discover the price of research services across Asia
Pacific and how this compares globally
STAGE NEXT TO GMO STAND IN EXHIBITION
16.30 – 16.55
DISCOVER AND LEARN HOW TO…
[NO TRANSLATION SERVICES]
SPONSORED MASTERCLASS [ENGLISH]
Using Behavioural Economics to Maximise
Offline Experience With Your Customer
Maria Spinelli, System1 Research, Singapore
Discover BE with a masterclass that covers:
• An introduction to behaviour economics
• How to frame and subtly nudge customers in
the right direction
• Using personal, social, and environmental
influences most effectively to increase sales
BALLROOM | SIMULTANEOUS TRANSLATION
17.00 – 17.45
CLIENT VIEW | THE BIG DEBATE
Moderated by Niels Schillewaert, ESOMAR President
Australia, China, India, Japan or Korea? [ENGLISH]
Discover who is going to lead innovation, research growth and how
Australia: Grace Yu, ANZ Bank
China: Amy Lee, The Coca-Cola Company
India: Madhumita Chakraborty, PepsiCo
Japan and Korea: Noriko Nakano, Nihon L'Oreal K.K.
17.45 – 18.00
ESOMAR CELEBRATES 70 YEARS [ENGLISH]
Finn Raben, ESOMAR Director General
NETWORKING NIGHT. | Details to be confirmed shortly
FRIDAY MAY 19
BALLROOM | SIMULTANEOUS TRANSLATION
09.00 – 09.05
DESIGN DISCOVERIES | THE ART AND SCIENCE OF INSIGHT
Introduction by session chair
Ritanbara Mundrey, Nestlé, India
09.05 – 09.20
NEW GROUND RESEARCH
Slice It, Dice It and Stitch It Back Together - An Asia Perspective
[ENGLISH]
Using split questionnaire design to improve data quality, efficiency and the participant experience
Elizabeth May, Research Now, Australia
Roddy Knowles, Research Now, Australia
Harvir S Bansal, B3Intelligence, Canada
Avik Halder, B3Intelligence, Canada
Discover best practices in Split Questionnaire Design (SQD) and how the results compare with a parallel
non-split survey.
09.20 – 09.35
METHODOLOGICAL INNOVATION
The Rules of the Game [ENGLISH]
A cross cultural study of gamification technique in Asia
Fanpan (Alice) Zeng, OPPO, China
Jennifer Serrano, Survey Sampling International, Singapore
Pete Cape, SSI, UK
Discover the impact of gamification on response quality using different sets of rules
and the cross cultural issues when applying the same rules across Asia Pacific.
09.35 – 09.50
METHODOLOGICAL INNOVATION
The Segmentation Revival [ENGLISH]
Developing a global and universally applicable segmentation method
Alexander Wheatley, Lightspeed, UK
Jonathan Puleston, Lightspeed, UK
Jason Brownlee, Colourtext, UK
Discover how to develop a global set of questions that can be applied in any market to
segment any audience in a directly comparable manner
09.50 – 10.05
Discussion
10.05 – 10.15
#YES (YOUNG ESOMAR SOCIETY) COMPETITION WINNER
Moderated by Niels Schillewaert, ESOMAR President
10.15 – 10.55
Networking break
BALLROOM | SIMULTANEOUS TRANSLATION
10.55- 11.00
ENGAGEMENT DISCOVERIES IN MEDIA AND
RETAIL
Introduction by session chair
Sally Wu, BBC (Global News), Singapore
11.00 – 11.20
NEW GROUND RESEARCH
Indian TV Industry [ENGLISH]
How the Stars in the Sky Changed
Bipin Mundhwa, BARC, India
Rucha Deshmukh, BARC, India
Romil Ramgarhia, BARC, India
Discover how the world’s largest TV audience
measurement system came into existence by
employing
watermarking
technology
and
overcoming multiple challenges then find out what
happened when they attempted to answer what
divided and undivided attention on TV means in the
context of product and brand recall.
11.20 – 11.40
CASE STUDY
Shifting Customer Engagement in the
Multichannel Retail Era [ENGLISH]
Understanding changing behaviours, delivering
engagement and measuring ROC (Return on
Customer)
Teeradet Dumrongbhalasitr (Lek), dunnhumby,
Thailand
Vijay Balaji M, dunnhumby, Thailand
Discover how to deliver new customer engagement
strategies to trigger customer purchase and how to
measure ROC (Return On Customer)
11.40 – 11.45
Discussion
STAGE NEXT TO GMO STAND IN EXHIBITION
10.55 – 12.35
DISCOVER AND LEARN HOW TO…
[NO TRANSLATION SERVICES]
Join the presenters from this morning’s ‘Design
Discoveries’ session for three practical ‘how to’
sessions.
10.55 – 11.25
MASTERCLASS [ENGLISH]
Split Questionnaire Design
Elizabeth May, Research Now, Australia
Harvir S Bansal, B3Intelligence, Canada
Avik Halder, B3Intelligence, Canada
11.30 – 12.00
MASTERCLASS [ENGLISH]
Gamification in Asia Pacific
Fanpan (Alice) Zeng, OPPO, China
Jennifer Serrano, Survey Sampling International,
Singapore
Pete Cape, SSI, UK
12.05– 12.35
MASTERCLASS [ENGLISH]
Global Segmentation
Alexander Wheatley, Lightspeed, UK
Jonathan Puleston, Lightspeed, UK
Jason Brownlee, Colourtext, UK
BALLROOM | SIMULTANEOUS TRANSLATION
11.45 – 11.50
DISCOVERING HOW TO DESIGN BRANDS AND
GREAT CUSTOMER EXPERIENCES FOR
EVERYONE
Introduction by session chair
Eri Yamazaki, The Coca-Cola Company, Japan
11.50 – 12.10 [ENGLISH]
BUSINESS ISSUE
Optimising Customer Experience
Discovering game changing insights to provide
optimal experiences via design thinking principals
Weiwei Zhang, INI International, China
Rebecca Chen, INI International, China
Discover how the application of design thinking can
create meaningful service experiences across all
touchpoints in China.
12.10 - 12.30 [ENGLISH]
NEW GROUND RESEARCH
Gender Bias in Brands and Business
Using gender bias for good, not evil
Amy Fridlund, Kantar TNS, Australia
Nikki Feld, Kantar TNS, Australia
Discover how businesses and brands that ‘design to
the gender edge’ have the opportunity to overcome
a legacy of gender bias and outdo the competition.
12.30 – 12.35
Discussion
12.35 – 13.55
Lunch
BALLROOM | SIMULTANEOUS TRANSLATION
13.55 – 14.00
DISCOVERIES FOR MARKETERS
Introduction by session chair
Lifeng Liu, Ipsos, China
14.00 – 14.30
KEYNOTE
Making Brands Matter [ENGLISH]
Alex Runne, Chief Strategy Officer, Ogilvy, China
Alex presents the topline findings of the latest brand research Ogilvy has done across 5 different markets
(including China), and gives insights on how marketers can make their brands matter to consumers..
14.30 – 14.50
GUEST SPEAKER
The Sociological Imagination of “Big Data” [ENGLISH]
Jun Fang, CMI Director, North Asia, Unilever, China
Discover how the integration of big data with the existing arsenal of powerful insight tools and research
solutions is leading to breakthrough marketing decisions in innovation and brand communication.
14.50 – 14.55
Q&A
14.55 – 15.25
Networking break
BALLROOM | SIMULTANEOUS TRANSLATION
15.25 – 15.30
MAKING BIG DISCOVERIES | DATA AND ANALYTICS
Introduction by session chair
Grant Bertoli, Buzzebees, Thailand
15.30 – 15.50
CASE STUDY
Integrating Survey Data and User Data [ENGLISH]
Bridging the gap between “Who I think I am” and “Who I actually am”
Bonnâe Ogunlade, Carat, Singapore
Simon Zhong, Carat, China
Yang Yang, Carat, Singapore
Discover how bringing claimed and actual behaviour together into a single source enabled more efficient
planning and buying of media as well as deriving additional insights that were difficult to uncover before.
15.50 – 16.10
CASE STUDY
How Can a Chinese Manufacturer Discover their International Customers through integrated
methodologies?[ENGLISH]
Creating a lens into international markets by layering technology-enabled research to discover deeper,
richer insights
Alex Tu, Chervon, China
Jeff Tsui, Lightspeed, China
Discover how a Chinese manufacturer gained an accurate view of their international audience and
competitors by layering technology-enabled research including mobile, video, social listening, passive data
and facial coding.
16.10 – 16.30
CASE STUDY
Big Data, AI, Machine Learning and Behavioural Science [ENGLISH]
The case of healthcare and energy efficiency and other sectors
Paul Cording, EECA, New Zealand
Pascal Bourgeat, Ipsos, Australia
Bart Langton, Ipsos, New Zealand
Discover how examining patterns uncovered by machine learning can enable researchers to test the likely
validity of their findings and their relevance to clients' business or policy objectives.
16.30 – 16.45
Discussion
16.45 – 17.30
CLOSING AND AWARDS
16.45 – 17.20
KEYNOTE [ENGLISH]
Brian Williams, Managing Director, FCA Automotive Financial, China
17.20 – 17.25
PROGRAMME SUMMARY[ENGLISH]
Lifeng Liu, Programme Committee Chair
17.25 – 17.30
CLOSING[ENGLISH]
Niels Schillewaert, ESOMAR President
Finn Raben, ESOMAR
17.30 – 18.00
Farewell drinks in exhibition | 17.40 Prize Draw at stage next to the GMO stand
Register at | www.esomar.org/apac