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Presentations in English



Costas Papaikonomou, Happen


The Ugly Reality Of Market Research For Innovation

Synopsis    Costas will guide us to what he believes the MR industry needs to sort out in order remain relevant.
In his presentation he will touch on related topics from his book, ”Thoughts from a grumpy innovator”:
-          The paradox between a chaotic world generating innovation opportunities and the predictability one needs to run a business.
-          Why ‘roughly right’ is much better than ‘precisely wrong’
-          Hubristic levels of analysis based on rickety, skewed data from flawed panels
-          The nature of the Joe-average respondent, how statistically significant and relevant are mutually exclusive
-          Asking for answers rather than uncovering motivations & opinions; the myth of co-creation
-          The straightjacket of historical databases
-          Incumbent MR leading to unsound launch criteria
-          The wishful thinking extending from using trademarked persona
-          Foresight being obvious, and therefor mostly useless
-          Trendwachting the wrong trends: the 90% everyone follows instead of the 10% that will provide the advantage.

In the following break-out session, Costas will provide ways to overcome the problems he identified in the presentation and in the book.

BiographyCostas is one of the founding partners of the Happen Group (, one of the very few creative innovation agencies to grow rapidly in the middle of the current global recession. Happen leads in consulting and smart market research for mass market innovation challenges.
For fifteen years he has worked across the globe in many areas of innovation, ranging from strategy to design to commercialisation & manufacturing. He has continuously pursued the balance between consumer need, technology and business relevance, driving for the innovative leap to achieve all three.
Costas has led consumer insight led innovation projects for mass markets across cultures and categories on all continents (including the Antarctic). Clients include Kraft, ABF, Sara Lee, AB-InBev, Sanofi, Shell, InterContinental Hotels, Heineken, HSBC, Kimberly Clark, Philips, Reckitt Benckiser and many more – helping them create evolutionary and revolutionary breakthroughs that grow revenue through smart execution.
In the past couple of years he has successfully pioneered fusing the opposite ends of creativity, by bringing the highly analytical TRIZ methodology and the far more intuitive consumer insight process together in the SWEAT framework. These focused creativity techniques have allowed clients to take inspiration from successful solutions in other industries as possible evolutions for their own category, raising the chance of in-market success whilst lowering CapEx and risk.







Olle Wästberg , Wastberg Communications 
Arne Modig, Calmando Utbildning AB 
Paul Baines, Cranfield School of Management.


Opinion polls and political marketing

NB! Olle Wästbergs and Arne Modigs presentations will be in Swedish. Paul Baines' presentation and the concluding discussion will be in English



Biographies   Olle Wästberg is a former politician and Swedish consul to New York, among many other things.
Arne Modig is one of Swedens best known and most experienced opinion pollsters.
Paul Baines is Professor of Political Marketing, Cranfield School of Management and Programme Director, MSc in Management. Paul is currently Managing Editor, Europe of the Journal of Political Marketing. He is author/co-author of more than a hundred published articles, book chapters and books on marketing issues. Over the last fifteen years, Paul’s research has particularly focused on political marketing, public opinion and propaganda. He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), ESOMAR and the Academy of Marketing, and a Fellow of the Institute of Directors. From 2007-2011, he was a Chief Examiner on the MRS Diploma in Market and Social Research Practice. He is currently a judge on the MRS Awards Panel and the ESOMAR Excellence best paper initiative.
Paul is (co-)editor and co-author of numerous marketing texts, including, with Chris Fill and Kelly Page, the best-seller, ‘Marketing’ (Oxford University Press, 2008, 2011), ‘Political Marketing’ (Sage Publications, 2011) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, ‘Explaining Cameron’s Coalition’ (Biteback Publishing, 2011). He has recently published ‘Essentials of Marketing’ with Chris Fill and Kelly Page (Oxford University Press, forthcoming) and a 4 volume book set on ‘Propaganda’ with Nicholas O’Shaughnessy (Sage Publications, forthcoming).  Paul’s consultancy includes experience working with UK government departments on communication research projects as well as small and large private enterprises on market research/marketing planning. Paul is Director of Baines Associates Limited.


Dave McCaughan, McCann

The history of men’s underwear:
How science and society change categories

SynopsisContext is the real theme of this presentation. It will argue that no matter what the category we may be investigating we need to have a thorough understanding of the context in which it has historically and currently sits in order to really provide insight. When you got up this morning did you really think about what specific underwear you put on?? Can you think of good pragmatic reasons for your choice? Have you really thought about why the underwear in your drawer got there?Marketers and researchers are good at asking a lot of questions about current activities but we are pretty poor at considering that the reasons products are segmented, marketed and purchased has more to do with technological and social history than rational thought. This presentation may be an entertaining discussion of some of the highlights of the history of the men’s underwear category and aftertall who would not laugh at a lot of jockey and briefs advertising. However there is also a wake-up call involved that as we celebrate a milestone in the history of market research we might want to spend more time thinking about using history and its influence to understand why people do things.

BiographyBased in Tokyo, Dave now plays a number of roles at McCann WorldGroup. He is the General manager of McCann operations in Japan, overseas global strategy for all Johnson&Johnson businesses and is a global director of Truth Central, McCann WorldGroup’s global insight and research group.
Been with McCann since 1986 … Based in Sydney, Bangkok, Hong Kong and since 2003 in Tokyo. In previous lives was a children’s storyteller, yoghurt maker and a butler for a strange Italian Duke.
Started McCann PULSE in 1995, the longest running continuous investigations into peoples lives in Asia and recently folded into the Truth Central global investigation program. Worked on everything from Coca-Colato MasterCard to Cathay Pacific to Tokyo Disneyland to Sunstar to Hitachi.
Amazingly still seen as an Asian thought leader on youth marketing ( despite the hair)he is also leading key initiatives into the aging markets of Asia. And he has an extensive history of working on beauty brands ( despite the face ) for L’Oreal, Johnson&Johnson, Colgate, Unilever and others. Talked at over 300 conferences globally
Writes monthly columns for Advertising Age and Japan Inc,and he is a board member and contributor for ESOMAR’s Research World.



ESOMAR Session:
Methodologies and Standards
What Consumer Do – Not What They Say They Do! Guilty or not Guilty?


Finn  Raben, ESOMAR            Tom Ewing, BrainJuicer Labs, UK


Research in a World Without Questions



Synopsis     We will introduce the session by providing an overview of the changing Market Research landscape and the challenges for best practice, codes/guidelines and ethics (Finn Raben).
We will then feature the presentation
”Research in a World Without Questions” by Tom Ewing.
At the recent ESOMAR Congress in Atlanta, this paper won  The Congress Best Paper Overall Award. According to the jury “This is probably the best framework for a future world, encompassing many relatively new research techniques. It is the best description of system 1 and 2 thinking I have read, which provides a great foundation on which to justify the existence of so many newer research modalities.”.
The presentation will provide the framework for the following discussion on opportunities and challenges deriving from adopting passive data collection methods.
 These developments bring a growing need to differentiate market research from other activities and for transparency with respondents about the information that is being collected, especially in view of data protection legislation. In many countries, some of these activities are controlled by data privacy legislation, but these activities can also raise ethical concerns as well as legislative issues.
We will take the audience through the do’s and dont’s in the area of passive measurements, and the principles that govern best practice in this emerging field of research.
The session will then be closed by a moderated discussion/Q&A session, chaired by ESOMAR Director General, Finn Raben.


Biographies      Finn Raben is an Irishman who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently. He has spent most of his working career in Market Research.
Raben’s career started at Millward Brown IMS in Dublin, followed by AC Nielsen. At TNS, he firstly turned around the ailing Irish business, and subsequently instigated the Global Accounts programme, working with a number of major global clients, including Procter & Gamble, McDonald’s and Microsoft as Global Director of Planning and Coordination for Key Accounts. Most recently at Synovate, Finn was CEO of Southern Europe where he was responsible for integrating and harmonising the many companies acquired in the region, into the Synovate offering.
Tom Ewing is Digital Culture Officer with BrainJuicer Labs in the UK. Tom's role focuses on understanding online platforms, cultures and innovations and their use in research. Before joining BrainJuicer he was Kantar Operations’ Social Media Knowledge Leader, and has an extensive career in marketing, market research and social media work. Tom also works as a music journalist and critic and has written regular columns for the Guardian newspaper and Pitchfork.



  Martin Oxley, BuzzBack Europe 


Unpacking The Meaning of Value



Synopsis     Establishing value in the mind of your customer is one of the most important factors when marketing your product or service. There are many facets to the word value, and understanding how your customer perceives value is critical. Does it mean affordable? Quality? Price?
In this presentation, we invite you to understand what Value means to consumers in 4 countries – Sweden, US, UK, and China. We’ll look at verbal, visual and emotional associations with value -- to help you understand:
• What value means when buying a product or service
• Imagery, visual cues, and personal emotions linked to value
• Attributes that determine if a product or service is a good value
• Changes in perceptions of value in the past 2 years
• Brands associated with value in different product/service categories


Biography    Managing Director of BuzzBack Europe since its inception. In his 20+ years in research, he worked for two of the biggest global custom firms, Ipsos and TNS. Martin is the recipient of a 2009 MRS Fellowship and a regular speaker and chair of MRS and ESOMAR events. 




















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