ASIA PACIFIC 2012 - ESOMAR · 2017-04-27 · 6 | ASIA PACIFIC 2012 11.30 - 11.50 “So Many...

Programme

ASIAPACIFIC2012Shanghai / 15 - 17 April

Asia Kaleidoscope

2 | ASIA PACIFIC 2012

ASIA PACIFIC 2012There is an increasing interest and urgency in home-grown innovation throughout Asia. Global companies are establishing R&D centres in China while innovation on a regional level is also blossoming, as research helps companies customise products to address local needs.

Given the kaleidoscopic nature of Asia, the strength of diversity and the ever-changing perception of value, we now ask – should Asia be defined as a region or viewed as multiple “think-tank markets”?

ESOMAR Asia Pacific 2012 explores the challenges of pioneering adaptability, innovation and customising to drive growth by looking through the lenses of Asia’s kaleidoscope.

PROGRAMME COMMITTEE

David Richardson (Committee Chair)Managing Director, Ipsos Asia Pacific, Korea

Darryl AndrewManaging Partner, WIMI (When Insight Meets Innovation), China

Vanessa OshimaDirector, Consumer Knowledge and Insights, The Coca-Cola Company, Japan

Jim SailorExecutive Search and Assessment Consultant, Russell Reynolds Associates, China

Pravin ShekarFounder, Kreator-in-chief, The Social Catalyst, Krea, India

John SmurthwaiteChairman, Asia Pacific, Latin America, Middle East & Africa, TNS, Regional Headquarters, Malaysia

Gloria Jun ZhangCOO, Horizon Research Consultancy Group, China

VENUE

Le Royal Méridien Shanghai789 Nanjing Road EastShanghai 200001, China

P: +86 21 3318 9999 F: +86 21 6361 3388

WORKSHOPS | 3

WORKSHOP

CREATIVE SURVEY DESIGN & GAMIFICATION The art and science of survey designAn advanced survey design and gamification workshop where you will learn about the art and science of survey design and how to gamify surveys. The workshop will explore the opportunities and challenges of taking a more creative approach to survey design. You will also have an opportunity to put some of the theory to the test by taking part in some survey design games at the end of the workshop where you will work in teams to try and design the best survey questions.

It should be FUN but this workshop has the deadly serious intent of improving the overall quality of your online research.

Intermediate Level

Workshop leaderJon Puleston, Vice President, GMI, UK

Sunday 15 AprilWorkshop 09.00 - 17.00

IPSOS ANDSYNOVATETOGETHER INTHE HOME OFRESEARCHERS

AP Esomar 2012 99x210_Mise en page 1 13/03/12 08:40 Page1

PROGRAMME | 5

PROGRAMMESunday 15 April16.00 - 19.00 CONfERENCE REGISTRATION 16.00 - 20.00 EXHIBITION 19.00 - 20.00 WELCOME RECEPTION sponsored by toluna

Monday 16 April08.45 - 09.00 BOOST SESSION sponsored by statsit

09.00 - 09.15 OPENING Henry Xin & Gloria Jun Zhang, ESOMAR

Representatives for China Dieter Korczak, ESOMAR President

09.15 - 09.30 Introduction to the programme and keynote David Richardson (Committee Chair)

09.30 - 10.15 OPENING KEYNOTE China, the US, and the Changing Strategic

Landscape in Asia Mike Chinoy, Senior Fellow, U.S.-China Institute,

University of Southern California’s Annenberg School of Communication and Journalism, and Creator of the Assignment China documentary series on the history of American correspondents in China, USA

10.15 - 10.45 Networking break

SHIfT TO VALUE

10.45 - 10.50 Introduction by session chair Gloria Jun Zhang, COO, Horizon Research

Consultancy Group, China

10.50 - 11.10 Meeting the 2020 Chinese Consumers Lihua Li & Wenkan Liao, McKinsey & Company,

China

11.10 - 11.30 Global Asian Youth Culture – Connected from Delhi to Shanghai to LA

How Asian youth are changing the world Joseph Chen, Unilever, Canada Robin Brown, Environics Research Group,

Canada

Simultaneous translation from and into Chinese and English


11.30 - 11.50 “So Many Different Suns” How successful brands hit the conflux of

affordability and aspiration Sangeeta Gupta, Pepsico India, India Shobha Prasad, Drshti Strategic Research

Services, India

11.50 - 12.10 Discussion

12.10 - 13.30 Lunch break

DISCUSSION PANEL: MOBILE RESEARCH - HAVE WE

UNLEASHED ITS POTENTIAL?

13.30 - 13.35 Introduction by session chair Vanessa Oshima, Director, Consumer Knowledge

and Insights, The Coca-Cola Company, Japan

13.35 - 13.50 Mobile - The future of Marketing in Asia Pacific

Can marketing research cope? James Fergusson, TNS, Singapore Fiona Buchanan, TNS, Australia Joseph Webb, TNS, UK

13.50 - 14.05 Bringing Mobile to ‘Real’ Research Masao Kakihara, Google Japan

14.05 - 14.25 PANEL DISCUSSION

Guest Panelist: Heidi Lau, Head of Insights & Analytics, Greater

Asia Pacific, Microsoft Advertising, Hong Kong

14.25 - 14.35 SPONSORS fAST TRACK 14.35 - 15.05 NETWORKING BREAK

BECOMING STRATEGIC PARTNERS

15.05 - 15.10 Introduction by session chair Jim Sailor, Executive Search and Assessment

Consultant, Russell Reynolds Associates, China

15.10 - 15.30 Creating Value Unlocking barriers to high ticket purchase Sunita Venkataraman, Intel, Singapore Radhecka Roy, Ipsos, Singapore

PROGRAMME

PROGRAMME | 7

15.30 - 15.50 Staying on Top, Leveraging Business

Analytics Moving from “I think” to “I know” Holly Hong, Kraft Foods, China Imran Saeed, AbsolutData Research, India

15.50 - 16.10 A Changing Role of Agency Acting as a living cell of corporate strategy Wen Fan, Beijing Horizon Marketing Research &

Analysis, China Qingqing Qiu, YouChange Entrepreneur

Foundation, China Yao Shi, Horizon Research and Consultancy

Group, China


16.20 - 16.30 The Rise of Micro-Multinationals How a new breed of companies powered by

the internet adds value to the market research industry

Amit Gupta, Cross-Tab Marketing Services, India Terry Sweeney, Cross-Tabs, India

16.30 - 16.40 Challenger Companies and Consortium Teams

Made for each other Hamsini Shivakumar, Leapfrog Strategy

Consulting, India Sharmila Das & Shubhabrata Roy, Purple

Audacity Research & Innovation, India


17.00 - 17.30 An Introduction to the Chinese Market Research Industry

Andy Zhao, President of Overseas Cooperation, CMRA, China

18.30 - 22.00 NETWORKING DINNER sponsored by tns


PROGRAMMETuesday 17 April08.45 - 09.00 BOOST SESSION

BUSINESS ASIA

09.00 - 09.05 Introduction by session chair Darryl Andrew, Managing Partner, WIMI (When

Insight Meets Innovation), China

09.05 - 09.25 A Blueprint for Helping Customer Insight Professionals Drive Business Growth

Maryan Broadbent, AIA Insurance Group, Hong Kong

David Smith & Adam Riley, DVL Smith, UK

09.25 - 09.45 Optimizing Advertising ROI Applying general principles of advertising

response to media buying Keith Spencer, Ipsos ASI, Australia

09.45 - 10.05 Rich New World Re-connecting with rural India Rajaram Senapaty, LG Electronics, India Sandeep Dutta & Kashmira Chadha, TNS India



LEARNING SKILLS

10.55 - 11.00 Introduction by session chair John Smurthwaite, Chairman, Asia Pacific, Latin

America, Middle East & Africa TNS, Regional Headquarters, Malaysia

11.00 - 11.35 The Value of “yes and” for Market Research The role of improv in the emerging new world

of innovation practice Lee Ryan, Raspberry Innovation Research &

Strategy, Australia

11.35 - 11.55 Unearthing Salt of the Earth An approach to unleash grass root creativity Jacky Cheung, WIMI (When Insight Meets

Innovation), Hong Kong


PROGRAMME | 9

12.15 - 13.15 KEY CLIENTS INTERVIEW

Session chair: David Richardson, Managing Director, Ipsos Asia

Pacific, Korea

Listen to the leaders of insight functions in blue chip companies in the region on their views on how to ensure customer insights drive business growth today and in the future. This is a golden opportunity to understand from those who really know what are their challenges, opportunities and expectations. It promises to be an eye opener and to provide unique strategic advice. A keynote session not to be missed!

Panelists: Wellington Chu, Product Marketing, Volvo Car

China, China Cindy Mao, Consumer Insights Director, VF

Corporation Asia Pacific, China BV Pradeep, Vice President Consumer & Market

Insight (CMI), Unilever Asia, Singapore Lihong Qin, Manager of Customer & Corporate,

Longfor Properties, China

13.15 - 14.30 Lunch break

THE TECHNO WAVE (fAST TRACK)

14.30 - 14.35 Introduction by session chair Pravin Shekar, Founder, Kreator-in-chief, The

Social Catalyst, Krea, India

14.35 - 14.50 Making Sense of Conversations Using Facebook friendship networks & social

network analysis to demystify word of mouth Lars Groeger, Macquarie Graduate School of

Management, Australia Scott Taylor, Soup, Australia

14.50 - 15.05 Innovative Methodologies to Understand Consumers in the E-Commerce Era

Raymond Liang, Paco Yip & Sunny Liang, Consumer Search Group, China

Sharong Chow, Chictalk, China David Shi, Nongren.com, China

15.05 - 15.20 facing the future Webcams as a survey tool in China Alastair Gordon, Gordon & McCallum, New

Zealand Eric Gu, SSI, China Tim Llewellynn, nViso, Switzerland


15.20 - 15.35 Robots’ Journey to the East Using pioneering social media research

technology to solve the market research challenges in China

Richard Shaw & Anna af Hallstrom, BrainJuicer, UK

15.35 - 15.50 Can Survey Gaming Techniques Cross Continents?

Examining cross cultural reactions to creative questioning techniques

Jon Puleston, GMI, UK



16.30 - 16.35 Introduction to the closing keynote David Richardson, Managing Director, Ipsos Asia

Pacific, Korea

16.35 - 17.20 CLOSING KEYNOTE Adapt or Die Chris Jaques, CEO, M&C Saatchi Asia, Hong

Kong

17.20 - 17.30 CLOSING David Richardson, Committee Chair Finn Raben, ESOMAR Director General

17.30 - 18.00 fAREWELL DRINKS sponsored by ipsos

SPONSORS AND PARTNERS | 11

SPONSORS AND PARTNERS

ESOMAR Asia Pacific partner

Founded in Paris, France, in 1975 and publicly-listed in 1999, Ipsos is the only independent research company that is controlled and managed by research professionals. Ipsos acquired Synovate in Oct. 2011 and together they rank 3rd in the global market research industry, employing 16,000 employees, servicing 5,000+ clients, conducting 70+ million interviews per year, and executing 100,000+ annual projects across 84 countries. Ipsos in the Asia Pacific region includes Greater China, North East Asia, South East Asia, India, New Zealand and Australia. Ipsos now have more than 4,000 full-time professional staff located around Asia Pacific and we are rapidly expanding this network.

We would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s ASIA PACIFIC conference a success.

IpsosDavid Richardson26-12 Jamwon-dongSeocho-guSeoulKoreaP: 82 2 2056 7000Email: [email protected], [email protected] Website: www.ipsosasiapacific.com, www.ipsos.com


Networking dinner sponsor

TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.TNS is part of Kantar, one of the world’s largest insight, information and consultancy groups.

Please visit www.tnsglobal.com for more information.

TNSHeather Payne12A/F, Sun Hung Kai Centre30 Harbour RoadWanchaiHong Kong SARChinaP: +852-2116 4390Email: [email protected]: www.tnsglobal.com

Silver sponsors

Based in China, Labbrand is an innovative agency that blends branding with market research. Labbrand utilizes focus groups, applied semiotics, in-depth interviews, video ethnography, surveys, online research, quantitative analysis, and other comprehensive research methodologies to provide insightful and actionable solutions for our clients. Labbrand’s international team of research experts has extensive experience conducting research in China for forward-thinking multinational companies and agencies.

Labbrand Consulting Co., Ltd. Denise Sabet50 Moganshan RoadBuilding 7, Room 201-202ShanghaiChina 200060ShanghaiP: +86 (21) 6298 8956F: +86 (21) 6298 0775Email: [email protected]: www.labbrand.com


Toluna is the world’s leading independent online panel and survey technology provider to global market research agencies, media agencies and corporations. We operate from 19 offices in Europe, North America and Asia Pacific.

Toluna created the world’s first social voting community site toluna.com, focusing on maximising panellist engagement to offer increased survey responsiveness and data reliability.

Our technology suite enables clients to create surveys, manage panels and build online communities. Toluna’s products include QuickSurveys, PanelPortal, AutomateSurvey and BrandSpector.

Presenting a New Era in Consumer Insights

Statsit is the regional leader in using naturally occurring online conversations for consumer research. Statsit’s award-winning team has conducted over 1,000 research projects for the world’s largest advertising and agency brands in the APAC region. Our continuously growing database of structured social media data is equal in size and variety to 100,000,000 10-minute surveys.

At Statsit we help you to find new ways of creating meaningful and long-lasting relationships with your customers. The world of consumers is moving fast, and a new kind of consumer calls for a New Kind of Research.

TolunaSarah Rew, Marketing Manager8 Walpole CourtEaling GreenLondon W5 5EDUKP: 020 3058 5028 Email: [email protected]: www.toluna-group.com

Statsit Pte LtdEgle Zuzeviciute8 Eu Tong Sen Street#15-98 The Central Singapore 059818P: +60142232565Email: [email protected]: www.statsit.com


Research Now is a leading global online panel and fieldwork company recognized for delivering access to over 600,000 panellists across Asia-Pacific alone.

This local access is paired with a worldwide capability- we give you access to over 6 million quality respondents and 38 panels globally. This allows you to access the opinions of consumer, business professionals and hard-to-reach audiences, in turn delivering an incredible breadth and depth of information.

Our rapidly expanding and highly skilled fieldwork and client service team sets the standard for quality and customer service. We have the capability to do all of your fieldwork in-house and locally, ensuring that your online research projects run as smoothly as possible, from survey programming through to data collection and delivery.

We are proud to offer you the largest, most powerful online research panels available today — the Valued Opinions™ Panel and the industry’s first and best “by invitation only” panel, the e-Rewards® Opinion Panel. In addition, we offer social media sample to increase our ability to meet market demand.

We offer a wide range of online fieldwork services, with new and enhanced solutions, including;

• Consumer and B2B Sample• Programming and Hosting• Rich Media Toolkit • OmniTaxi• Mosaic- Consumer segmentation tool from Pacific

Micromarketing and Experian• ADimension™- Online campaign measurement beyond the

expected• Research Now Mobile™- Smartphone App- Market research at

your fingertips• And many more

Research NowRebecca SouthernLevel 1, 140 William StreetSydney NSW 2011Australia (Offices across Asia-Pacific)P: +61 2 9273 7840Email: [email protected]: www.researchnow.com

Bronze sponsors


With its headquarters in Kuala Lumpur, Malaysia, an office in Singapore and fieldwork teams in Indonesia & Vietnam, QPA is the fieldwork specialist for South East Asia.

We have been helping our clients find out what real consumers in Asia think and feel since 2005. At QPA, we focus for 100% on fieldwork, so that you can focus on analysis of the results. We offer a full range of offline & online, qualitative & quantitative fieldwork facilities and services.

Good research means: interviewing the right respondents, real people who fulfill the recruiting criteria and who have been made to feel at ease enough to express the emotions and feelings openly and honestly. At QPA we make sure you talk to the right people at the right place in the right way.

Being in the research industry for over 11 years now, we understand what the clients need and we give them edge over the competition by providing all services under one roof. The latest is the capability to provide data collection services globally through our CATI studio and our proprietary panel in India. We provide clients with credible, quality and actionable data. We’ve been helping our clients globally on all their data collection needs, be it quantitative or qualitative through diverse methodologies. We continue to focus on balancing our three basic metrics: Quality, On-time Delivery and Price.

Email us at [email protected].

QPAFelicia Yew & Tracy Lin17 Jalan Timur46000 PJKuala LumpurMalaysiaP: 0060379581717Email: [email protected] & [email protected]: www.qpa.com.my

Market Xcel Data Matrix PVT.LTD.Aakash Bhasin16, Sant Nagar, East of KailashNew Delhi - 110065IndiaP: 91 11 42343504 Email: [email protected]: www.market-xcel.com


for more information, visit www.emarketing.net.cn

for more information, visit www.terra.com.mx/revistaneo

for more information, visit www.planung-analyse.de

In co-operation with

Media Partners

for more information, visit www.campaignasia.com

for more information, visit www.research-results.com

for more information, visit www.euromonitor.com


RW Connect is the online platform of ESOMAR’s industrymagazine Research World, and provides a platform for theindustry to share knowledge and trends in market researchwhile offering a podium for debate and discussion.

for more information, visit rwconnect.esomar.org

Research World is the global magazine for marketing intelligence and decision making. It explores the expanding borders of research by highlighting the latest innovations and developments in tools, technology and business applications and stimulates challenging debate on the critical role of research. Research World is read in over 100 countries 6 times a year by almost 20,000 of the world’s leading marketing, advertising and market research professionals.

for more information, visit www.esomar.org/researchworld

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

Official knowledge partner


Event partners

EXHIBITORS | 19

EXHIBITORSAIP CorporationAdam Birss5th Floor MO BuildingHigashi Shibuya-kuTokyoJapanP: +81 3 5464 8052Email: [email protected]: www.aip-global.com

AIP is the leading online fieldwork agency in Asia. AIP’s proprietary panels in 12 countries are actively managed to the highest standards, combined with our dedicated multi-national/lingual consultants who are specialized in global projects – AIP ensures your survey is asking the right questions, to the right people, in the right language.

ASKi International Market Research GmbHMr. Steffen PohlMoenckebergstr. 1020095 HamburgGermanyP: 0049 40 32 56 71 0Email: [email protected] Website: www.aski.de

Providing international fieldwork and data services, globally and in emerging markets. Our international fieldwork is overseen by our on-site staff, with ASKi-Data handling translations, data and coding.

ASKi strengths: our great team, flexibility, promptness, superb client service, accurate data.

CidoVicki Shum1103 & 1105-06 Causeway Bay Plaza 1489 Hennessy RoadCauseway BayHong KongP: (852) 2153 8000 Email: [email protected] Website: www.cidoresearch.com

Cido is the largest independent global market research data collection provider. As a company, we strive to be better, faster and easier to deal with. Cido offers reliable operations services in all areas of the world through our 21 offices across the Asia Pacific region, Europe and the Americas.

CintTom Mitchell Taverner Suite 702 88 Foveaux St.Surry HillsNSW, 2010 AustraliaP: +61 2 8219 9937Email: [email protected]: www.cint.com

Cint empowers access to opinions by innovating the way market insight is gathered. Reach over 7 million people in 50 countries through Cint’s exchange platform, OpinonHUB, the fully transparent insight marketplace that brings together questions and answers from all around the world.

www.cint.com


ConfirmitWale Omiyale 24 Martin LaneLondon, EC4R 0DR UKP: +44 (0) 207 648 8560Email: [email protected] Website: www.confirmit.com

Confirmit is the leading SaaS vendor for Customer Feedback, 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.

Efficience3Marie Lahaye26 rue Buirette51057 Reims CedexFranceP: +33 3 2679 7589Email: [email protected]: www.efficience3.com

At Efficience3 we coordinate your studies in 40+ European countries.

• 27 years of experience • French independent data

collection company• Multilingual research and field

team• Offline/online quantitative and

qualitative research• QMS certified to ISO9001:2008

You can rely on our expertise, responsiveness and flexibility for your B2C, B2B and medical projects.

E-lab(Horizon) / Call center(Horizon)Yuanyuan Qu/Miaoqi BanR1705 guancheng BuildingNo 12 taiyanggong middle RDChaoyang DistrictBeijingChinaP: +86 13811907646 / +86 13911090194Email: [email protected] / [email protected]: www.h-elab.com / www.cati.horizon-china.com

Horizon E-Lab, founded in 2010, is committed to providing innovative and interactive high-quality research experiences. It opens an e-age of innovative research by integrating online test, concept development, product innovation and brand marketing!

Horizon Call Center, founded in 2011, has the world’s most advanced software and equipment. It brings clients inbound and outbound services including survey and consulting, telemarketing, client care, database marketing and training to seat lease.

EXHIBITORS

EXHIBITORS | 21

GMI (Global Market Insite, Inc.)Suite 1104, Level 1146 Market StreetSydneyNew South Wales, 2000AustraliaP: +61 2 9290 4333Email: [email protected]: www.gmi-mr.com

Based in Seattle, USA, with offices worldwide, 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.

GMO Japan Market IntelligenceAllen Chow26-1 Sakuragaoka-choShibuya-kuTokyoJapan 150-8512P: +81 3 5456 3244 Email: [email protected]: www.gmo-jmi.jp

GMO JMI is a market research provider in Asia. Based in Japan, we provide panels across Asia in addition to quantitative and qualitative research for Japan. Specialties include ITDM, B2B, Kids, Automobiles, and Healthcare. The company uses new technology such as eye tracking and social media.

IE School of Social & Behavioral SciencesMaria Fernanda LopezC/ Maria de Molina 13Madrid 28006SpainP: +34 91 568 96 00 Email: [email protected] Website: www.ie.edu/mrcb

IE School of Social & Behavioral Sciences and IE Business School in Madrid offer the Master in Market Research & Consumer Behavior, a pioneering 10-month program that prepares world-class professionals for creative and analytical careers in market research, consumer insight and related roles.

In Vivo (BVA) Ms. Yeeli Lee15th Floor Xu Jia Hui International Plaza1033 Zhao Jia Bang RoadShanghai 200030China P: +86 6128 1388Email: [email protected]: www.invivo-bva.com

In Vivo BVA has 24 years of experience in Consumer Goods, using 20 shopper labs worldwide. Our expertise includes New Product Development, Packaging Optimization, Merchandising and In-store Activation. We integrate First-Moment-of-Truth shopper in-store real behaviour with classical insights.


IntageMichael RublackIntage Akihabara Bldg. 3-kanda NeribeichoChiyoda-KuTokyo 101-8201JapanP: 81 3 5294 4532Email: [email protected]: www.intage.co.jp/english

INTAGE provides actionable intelligence by incorporating applied business solutions & services in Brand & Trade Marketing, CRM and Social Marketing with cutting-edge platforms in Market Tracking, Custom Research & System Solutions for Consumer, Service & Healthcare sectors in Asian markets & beyond.

iPanel Online Market Research Co., Ltd.Sales GroupSuite D, 7th floorNo.269 Dapu RoadShanghai200023 ChinaP: +86 21 63059319Email: [email protected]: www.ipanelonline.com

iPanel is the top online panel supplier in APAC with over 4 million panellists in 17 markets: China, Japan, Korea, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, India, Indonesia, Vietnam, Philippines, Australia, New Zealand, Arab, Brazil & South Africa.

Visit www.ipanelonline.com for details.

IpsosDavid Richardson26-12 Jamwon-dongSeocho-gu SeoulKoreaP: +82 2 2056 7000Email: [email protected], [email protected]: www.ipsosasiapacific.com, www.ipsos.com

Ipsos, The Home of Researchers

As the world’s 3rd largest market research company and 2nd largest customized research company; Ipsos is the only global research organizationstill independently controlled and operated by market researchers, making it the natural home for 16,000 dedicated and passionate research professionals.

Ipsos currently has offices situated in 84 countries worldwide, allowing it to fulfill the diverse research needs of its 5000+ clients in more than 120 nations.

EXHIBITORS

EXHIBITORS | 23

LEYHAUSEN field Services InternationalFriedrich Ebert Platz 5 Germany P: 0214 8334 320Email: [email protected]: www.leyhausen.com

LEYHAUSEN has been a leading provider of global field services since 2002. Our facilities, offices and call centers that span across Europe, Brazil, Tunisia, UAE, Syria, KSA and Lebanon enable Leyhausen to efficiency manage data collections projects of any size and scope anywhere in the world.

NebuAssum 16a1911 UitgeestThe NetherlandsEmail: [email protected]: www.nebu.com

Nebu are a specialized provider of software solutions for Market Researchers.

Headquartered in the Netherlands, with offices in Hungary, London and New York, and extensive sales agents, Nebu offers what the Industry recognizes as the best panel management system, and a robust data collection suite.

NETQUESTJoaquim BretchaGran Capitan 2-4 08034 BarcelonaSpainP: +34 93 205 00 63Email: [email protected]: www.netquest.com

Netquest is the leading Online Panel provider in Latin America, Spain and Portugal. Our panels are recruited “by invitation only” to ensure representative sampling and reliable information; and are managed locally from Spain, Mexico and Brazil to give us a deeper understanding of the local markets.

NIPO SoftwareSjoerd GrasGrote Bickersstraat 741013 KS Amsterdam The NetherlandsP: +31 20 5225 989Email: [email protected]: www.niposoftware.com

NIPO Software is the premier global software partner for the market research industry. Every day over 20,000 interviewers from all over the world use a NIPO software product to conduct CATI, CAPI, CAWI, Switch mode or Pen and Paper interviews. NIPO Software focuses on making research operations more successful. That is why over 200 leading research companies worldwide -and over 30 in the Asia Pacific region- rely on NIPO Software to help secure their long-term growth.


QPAFelicia Yew & Tracy Lin17 Jalan Timur46000 PJKuala LumpurMalaysiaPhone: 0060379581717Email: [email protected] / [email protected]: www.qpa.com.my

With its headquarters in Kuala Lumpur, Malaysia, an office in Singapore and fieldwork teams in Indonesia & Vietnam, QPA is the fieldwork specialist for South East Asia.

We have been helping our clients find out what real consumers in Asia think and feel since 2005. At QPA, we focus for 100% on fieldwork, so that you can focus on analysis of the results. We offer a full range of offline & online, qualitative & quantitative fieldwork facilities and services.

Good research means: inter-viewing the right respondents, real people who fulfill the recruiting criteria and who have been made to feel at ease enough to express the emotions and feelings openly and honestly. At QPA we make sure you talk to the right people at the right place in the right way.

Research NowRebecca SouthernLevel 1, 140 William StreetSydney, NSW 2011Australia (Offices across Asia-Pacific)P: +61 2 9273 7840Email: [email protected]: www.researchnow.com

Research Now is a leading global online panel and fieldwork company recognized for delivering access to over 600,000 panellists across Asia-Pacific alone.

This local access is paired with worldwide capability- with over 6 million quality respondents and 38 panels globally.

Our rapidly expanding, highly skilled team sets the standard for quality and customer service.

We offer a wide range of online fieldwork services, with new and enhanced solutions, including;

• Consumer and B2B Sample• Programming and Hosting• Rich Media Toolkit• OmniTaxi• Mosaic- Consumer

segmentation• ADimension™- Online

campaign measurement• Research Now Mobile™-

Smartphone App

EXHIBITORS

EXHIBITORS | 25

Research Panel Asia Jun Uematsu / Misa Kajikawa8F First Place Bldg.Shinsen-cho 8-16Shibuya, TokyoJapan 150-0045P: +81 3 5459 1230Email: [email protected] Website: www.researchpanelasia.com

Research Panel Asia is the company that Headquartered in Tokyo with additional offices in Seoul, Shanghai, LA, Dallas and Manila. RPA is a full-service provider of high quality survey panels for the Asian region offering proprietary coverage in Japan, China, and Korea.

For more details, visit space 21.

SIS International ResearchMichael Stanat333 Huai Hai Zhong Road Shui On Plaza 12F Shanghai 200021ChinaP: +86 (21) 5116 - 0734Email: [email protected] Website: www.sismarketresearch.com

SIS Market Research is a full-service global market research and market intelligence firm, specializing in consumer, B2B, medical, automotive, low-incidence and strategic research. Key services include opinion & perception research, branding, competitive intelligence, and strategic analysis.

Stratégir GroupLuc Milbergue CEO5 rue Foy 33 000 Bordeaux FranceP: +33 (0)5 56 00 89 89 Email:[email protected] Website: www.strategir.com

Do you need expertise in market and consumers?

Stratégir is an independent research group specialized in FMCG & Retail. Based in Europe, China and the United States of America, we operate internationally. Our USP is to integrate the 2 moments of truth in our research approach and prioritize being as close as possible to real consumer and shopper environment.

Transpacific Translations PTY LTDDieter RungeLevel 29, Chifley Tower2 Chifley SquareSydney NSW 2000AustraliaP: + 61 2 93752254Email: [email protected]

Transpacific Translations, one of the world’s leading MR translation providers, offer prospective customers a number of useful benefits including 24 hour service, global office locations, no minimum charges, professional proof reading as standard. Meet us to see what we can do for you on stand 25.


TolunaSarah Rew, Marketing Manager8 Walpole Court Ealing Green London W5 5EDUKP: 020 3058 5028Email: [email protected]: www.toluna-group.com

Toluna is the world’s leading independent online panel and survey technology provider to global market research agencies, media agencies and corporations. The company operates from 19 offices in Europe, North America and Asia Pacific.

University of Georgia/MRIIPamela Bracken1197 S Lumpkin Street Suite 191 Athens Georgia 30602-3603USAP: +1 706 583 0424F: +1 706 583 0810Email: [email protected]: www.principlesofmarketingresearch.org

The Principles of Marketing Research is a self-paced, self-study, online certificate program presenting the complete copyrighted Marketing Research Core Body of Knowledge (MRCBOK©) covering the core skills of the marketing and opinion research profession. The course features a dynamic curriculum written by leading academic and applied marketing research professionals from around the world. The 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 Principles program, presented by the University of Georgia and MRII. www.principlesofmarketingresearch.org

EXHIBITORS

ABSTRACTS | 27

ABSTRACTSOPENING KEYNOTE

KEYNOTEChina, the US, and the Changing Strategic Landscape in Asia

Mike Chinoy, Senior Fellow, US-China Institute, University of Southern California’s Annenberg School of Communication and Journalistm, and Creator of the Assignment China documentary series on the history of American correspondents in China, USA The rise of China is arguably the most important development of our times. Now, with its highly publicized “pivot,” the Obama administration is refocusing American attention on Asia. These developments come in a year in which both China and the U.S. are facing major political transitions. Mike Chinoy, Senior Fellow at the U.S.-China Institute at the University of Southern California and former CNN Beijing bureau chief and Senior Asia Correspondent, will discuss the complex dynamics behind these issues in his keynote address.

SHIfT TO VALUE

Meeting the 2020 Chinese Consumers

Lihua Li & Wenkan Liao, McKinsey & Company, China

The consumer market in China is set to become the world’s second largest by 2020, far outpacing the developed markets and even other emerging markets. Although all consumer businesses are aware of the importance of the Chinese market, they also must understand that the consumption environment in the next ten years is very dynamic. Businesses must understand the economic, regulatory, demographic and social forces shaping the consumer landscape, and leverage consumer insights to become better positioned for growth opportunities. This presentation uncovers the growth opportunities in the next decade, and how companies could become well positioned for growth.


Global Asian Youth Culture – Connected from Delhi to Shanghai to LAHow Asian youth are changing the world

Robin Brown, Environics Research Group, CanadaJoseph Chen, Unilever, Canada

East and South Asian diasporas are rapidly growing in both North America and globally. They are also strongly connected to rapidly growing Asian markets that themselves are increasing in influence globally. A demographic characteristic of these diasporas is their youth. This presentation seeks to explore and understand the implications of this phenomenon which has potential implications for any Asian, global or North American business. It looks specifically at the potential impact for Unilever’s personal care business and how Unilever’s business can maximize the opportunities it represents.

“So Many Different Suns”How successful brands hit the conflux of affordability and aspiration

Shobha Prasad, Drshti Strategic Research Services, IndiaSangeeta Gupta, Pepsico India, India

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates “star” brands at all market levels? The Theory of Multiple Poverty Lines postulates that there are multiple affluence pyramids and points of affluence that individuals aspire to. It is possible to identify the conflux between aspiration and affordability at the various market levels. This presentation provides a deeper understanding of the dynamics between these concepts and consumption behaviour, to arrive at a framework that helps marketers make better brand decisions in emerging markets.

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DISCUSSION PANEL: MOBILE RESEARCH - HAVE WE UNLEASHED ITS POTENTIAL?

Mobile - The future of Marketing in Asia PacificCan marketing research cope?

James Fergusson, TNS, SingaporeFiona Buchanan, TNS, AustraliaJoseph Webb, TNS, UK

Once online, digital becomes the medium relied upon most. In Asia Pacific, the future of digital is very much mobile, although this role in consumers’ lives is changing. The presentation is underpinned by a combination of mobile passive meter monitoring (mobile clickstream), robust quantitative analysis of both Asia Pacific’s online and mobile phone user populations, and supported by ethnographic research. The presentation uses case studies to demonstrate the future of both marketing and MR, and enables conclusions to be drawn about the varying role mobile plays in peoples’ lives across geographies and socio economic levels.

Bringing Mobile to ‘Real’ Research

Masao Kakihara, Google Japan

Mobile phones are now so deeply embedded into our social lives that it is almost impossible for us to clearly distinguish our mobile media usage from any other media usage in our everyday lives. This presentation discusses a global study on consumer smartphone usage across 30 countries including the APAC region. It also introduces a cutting-edge research initiative to gain deep insights into consumer’s dynamic digital lives across mobile and desktop devices.


BECOMING STRATEGIC PARTNERS

Creating Value Unlocking barriers to high ticket purchase

Sunita Venkataraman, Intel, SingaporeRadhecka Roy, Ipsos, Singapore

This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel® spotted an incredible opportunity in tapping into the positive sentiment of owning a PC, while unlocking inertia and identifying barriers to PC purchase, and converted that sentiment into a tangible urgency for purchase. How Intel® used locally relevant and often traditional themes to create appeal for modern day technology is highlighted in this presentation.

Staying on Top, Leveraging Business AnalyticsMoving from “I think” to “I know”

Holly Hong, Kraft Foods, China Imran Saeed, AbsolutData Research, India

Global markets are shifting, with manufacturers reaching nearly saturated demand levels within developed countries. New economy countries are gaining huge focus. Both manufacturers and marketers are racing for a bigger share of the pie, though with relatively small investment pockets. The business objective of “growth with constrained investments” demands businesses perform on a high volume/high ROI matrix. This presentation provides an approach towards building the application and implementation of data driven decisions along with business hypotheses, experience and judgment in driving business performance.

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A Changing Role of AgencyActing as a living cell of corporate strategy

Wen Fan, Beijing Horizon Marketing Research & Analysis, ChinaQingQing Qiu, YouChange Entrepreneur Foundation, ChinaYao Shi, Horizon Research and Consultancy Group, China

In China, the social welfare field is experiencing initial development and many domestic social welfare foundations and corporations lack experience in their brand propositions. This presentation provides a case study to illustrate how a market research company would strategically cooperate with its client in brand building beyond traditional research methods and application, and further discusses the market agency’s changing role in the new Chinese market.

The Rise of Micro-MultinationalsHow a new breed of companies powered by the internet adds value to the market research industry

Amit Gupta, Cross-Tab Marketing Services, IndiaTerry Sweeney, Cross-Tabs, India

This paper explores the development of a new breed of market research companies that are global from the start, powered by the internet and able to respond quickly to research requests. The evolution of some of the micro-multinationals are traced, while providing business tips on how to make your business more efficient using the micro-multinational business model.


Challenger Companies and Consortium TeamsMade for each other

Hamsini Shivakumar, Leapfrog Strategy Consulting Pvt. Ltd, IndiaSharmila Das and Shubhabrata Roy, Purple Audacity Research & Innovation Pvt Ltd, India

This presentation makes the case that a collaborative team from a network of boutique consulting and research firms along with independents is the right model for researchers to become strategic partners to Challenger Clients. It shows the contrast between the ‘Consortium’ model and the conventional, single firm ‘Pyramid model’ of working and the ways in which the Consortium model delivers better to Challenger clients. It aims to present a validation of the experience of the presenters via interviews with Challenger clients, researchers and brand/innovation consulting firms.

BUSINESS ASIA

A Blueprint for Helping Customer Insight Professionals Drive Business Growth

Maryan Broadbent, AIA Insurance Group, Hong KongDavid Smith & Adam Riley, DVL Smith, UK

This presentation provides a blueprint for the mindset needed by customer insight professionals faced with the challenge of understanding how global influences and local needs combine to shape customer preferences that will drive business growth. Specifically the presenters argue that customer insight professionals – in both the East and the West – need to play seven roles: Panorama Thinkers; Holistic Analysts; Insight Strategists; Intuitive Problem Solvers; Business Storytellers; Insight Intrapreneurs; and Global Villagers.

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Optimising Advertising ROIApplying general principles of advertising response to media buying

Keith Spencer, Ipsos ASI, Australia

Given the current economic times, marketers are looking to optimise every dollar invested in supporting brands and maximise any competitive advantage they can. This presentation reviews the basic principles of TV advertising response implied by the Global Ipsos Tracking databases and determines if they align with media buying practices throughout Asia Pacific. This process suggests there is considerable potential for improving advertising ROI across the region.

Rich New WorldRe-connecting with rural India

Rajaram Senapaty, LG Electronics, IndiaSandeep Dutta & Kashmira Chadha, TNS India

This presentation demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers whose lives are significantly different from traditional rural consumers. At the core of this model is Participatory Rural Appraisal (PRA), a popular social research method that was successfully adapted to understand the affluent rural consumers. This was flanked by ethnography, material anthropology and trend spotting each complementing the other to generate actionable insights for the client.


LEARNING SKILLS

The Value of “yes and” for Market ResearchThe role of improv in the emerging new world of innovation practice

Lee Ryan, Raspberry Innovation Research & Strategy, Australia

Businesses are increasingly using design thinking as their innovation platform. Theatré based improv consists of short scenes usually constructed from a predetermined game, structure, or idea. Improv or improvisation skills and principles can enable researchers to extend their domain expertise to support both ethnographic and ideation work. This presentation explores the benefits of improv, core principles, and how it can be applied in different research spheres from workshop design to storytelling. Every country has its own cultural imagination, and like kaleidoscope gems these sparkle with their own colours.

Unearthing Salt of the EarthAn approach to unleash the grass root creativity

Jacky Cheung, WIMI (When Insight Meets Innovation), Hong Kong

This presentation introduces a new approach for consumer-based ideation. The effectiveness of this new approach is demonstrated by applying the method to table salt - If we can get creative, new ideas for developing ordinary, everyday table salt, then we should be able to apply this in other, more interesting and more diverse categories. With housewives between the ages of 30-45 years as respondents, this proved that creativity does not just sit with “trend setters”: everybody is equipped with the ability to innovate.

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KEY CLIENTS INTERVIEW

Listen to the leaders of insight functions in blue chip companies in the region on their views on how to ensure customer insights drive business growth today and in the future. This is a golden opportunity to understand from those who really know what are their challenges, opportunities and expectations. It promises to be an eye opener and to provide unique strategic advice. A keynote session not to be missed!

Panelists:Wellington Chu, Product Marketing, Volvo Car China, ChinaCindy Mao, Consumer Insights Director, VF Corporation Asia Pacific, ChinaBV Pradeep, Vice President Consumer & Market Insight (CMI), Unilever Asia, SingaporeLihong Qin, Manager of Customer & Corporate, Longfor Properties, China

THE TECHNO WAVE

Making Sense of ConversationsUsing Facebook friendship networks & social network analysis to demystify word of mouth

Lars Groeger, Macquarie Graduate School of Management, AustraliaScott Taylor, Soup, Australia

Marketing academics and practitioners struggle to understand the impact of social structure and context on WOM flow. Understanding is fundamental, not just to the WOM industry worldwide, but for all Market Researchers to contribute in understanding the most important driver of purchase behaviour: personal recommendation. The presentation addresses these questions presenting the methodology and preliminary results of a world-first research study using a Facebook application and Social Network Analysis to track offline brand-based conversations across multiple generations. The feasibility and potential pitfalls of utilising a personal social network (Facebook) to conduct research is outlined.


Innovative Methodologies to Understand Consumers in the E-Commerce Era

Raymond Liang, Paco Yip & Sunny Liang, Consumer Search Group, ChinaSharong Chow, Chictalk, ChinaDavid Shi, Nongren.com, China

This presentation describes innovative methodologies, which include text analysis-based potential user observation, B2C user shopping experience investigation and user portrait ethnographic research, to understand consumers’ behaviors in the E-commerce environment. The presenters aim at using upper level skills to better understand consumers’ mindset, wants and needs while shopping online. In addition, it also sheds light on how to develop marketing strategies, from defining target consumers to exploring user experience according to the different development stages of e-commerce enterprise.

facing the futureWebcams as a survey tool in China

Alastair Gordon, Gordon & McCallum, New ZealandEric Gu, SSI, ChinaTim Llewellyn, nViso, Switzerland

Facial expressions are a strong visual method to convey emotions. 3D Facial Imaging directly records human emotions from facial expressions to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays). This presentation shows how an automated, artificial intelligence based system of facial imaging can be integrated into an online panel in a manner complementing traditional survey based approaches. This produces new insight on both how people answer conventional questions and how to exploit more efficient ways of gathering accurate responses to complex marketing questions.

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Robots’ Journey to the EastUsing pioneering social media research technology to solve the market research challenges in China

Richard Shaw & Anna afHallstrom, BrainJuicer, UK

BrainJuicer’s innovative DigiViduals™ approach - building “research robots” to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets. This presentation details an experimental study undertaken in China, a market posing severe challenges to any social media monitoring technique. The practical difficulties of creating a Chinese DigiVidual™ are explored, including censorship, cultural differences and the scale of the market. It details how these challenges were overcome and how the study output led to reframing assumptions about the target market.

Can Survey Gaming Techniques Cross Continents?Examining cross cultural reactions to creative questioning techniques

Jon Puleston, GMI, UK

The last years has seen a proliferation of more creative ways of asking questions in online surveys. More recently the idea of gamification has exploded onto market researchers’ consciousness along with new ideas on how questions can be asked in surveys. One key question is how well some of these techniques will work in different countries. A second question is whether they are relevant. This presentation addresses this issue through the fielding of an experimental survey in different countries containing a range of creative question formats and comparison of responses.


CLOSING KEYNOTE

Adapt or Die

Chris Jaques, CEO, M&C Saatchi Asia, Hong Kong

We are witnessing the dying days of corporate colonialism. Western culture may still believe that ‘west is best’, however, increasingly it is Asia that leads global innovation and drives global cultural change. Western companies must change the way they think and work to be competitive in Asia today – and to remain competitive around the world tomorrow. This presentation identifies the most profound ways that Asian companies and Asian consumers are reshaping the business world, and defines the most critical factors for the sustained success of western companies – specifically research companies – in the future.

ABSTRACTS

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ASIA PACIFIC 2012 - ESOMAR · 2017-04-27 · 6 | ASIA PACIFIC 2012 11.30 - 11.50 “So Many...

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Transcript of ASIA PACIFIC 2012 - ESOMAR · 2017-04-27 · 6 | ASIA PACIFIC 2012 11.30 - 11.50 “So Many...