cee research forum 2013 - esomar · anouk willems, insites consulting*), the netherlands tom de...

*) ESOMAR Corporate and Individual members’ names in blue

CEE REsEaRCh FoRum 2013Prague / 17 - 18 march

Research Remix

Programme

2 | CEE REsEaRCh FoRum 2013


CEE REsEaRCh FoRum 2013The Central and Eastern Europe (CEE) region is comprised of countries which boast potential for growth and transformation despite a troubled Eurozone economy. With new developments and business offerings entering the region almost daily, CEE countries possess the ability to be game changers in the research industry. They are fertile ground for research growth and areas ripe for opportunity.

Following the successful launch of the CEE Research Forum in Krakow in 2012, EsomaR is proud to return to the region in 2013 to host a second edition of our CEE Research Forum in Prague. Gain exclusive access to a cocktail of innovative research methodologies, business case studies and regional-country findings.

This Forum is a knowledge-exchange platform promoting best research practices with a global-to-local perspective. a must attend event for anyone interested in business in these countries.

PROGRAMME COMMITTEE

Tatiana Barakshina*) (Committee Chair)Research Director, Bazis Intelligence Group*), Russian Federation

Izabela RudakClient service Director, TNs, Poland

Petr Kubánek head of marketing Research, Ceská sporitelna, Czech Republic

Annelies Verhaeghe*) Division manager, Insites Consulting*), Romania

Jirí Michal manager Consumer Insights & strategy, Kraft Foods, Czech Republic

Radek Jaluvka*)Director, Ipsos Tambor, Czech Republic

VENUE

Radisson Blu Alcron Hotel PragueŠtepánská 4011000Prague 1Czech RepublicP: +420 2 22 820 000F: +420 2 22 820 [email protected]

PRoGRammE | 3


PRoGRammESunday 17 March16.00 - 19.00 FORUM REGIsTRATION19.30 - 22.00 WElCOME RECEPTION

Monday 18 March 09.00 - 09.05 OPENING Tatiana Barakshina*), ESOMAR Council member

09.05 - 09.10 WElCOME Tereza Šimecková, Simar, Czech Republic

09.10 - 09.20 Introduction to programme and opening keynote

Tatiana Barakshina*), Programme Committee Chair

09.20 - 09.45 OPENING KEyNOTE sPEAKER Chief Marketing Officer of the future in CEE Tomas Lauko, CEE Head of Digital,

ZenithOptimedia, Czech Republic

09.45 - 09.50 Q&A

CEE REGIONAl REsEARCH RAdAR

09.50 - 09.55 Introduction by session chair Radek Jaluvka, Ipsos Tambor, Czech Republic

09.55 - 10.15 Brand Power, Premium and Potential how and why it is different and the same in CEE Peter Walshe, BrandZ Millward Brown, UK

10.15 - 10.35 The G-local shopper Different markets, common needs Danielle Pinnington*), Shoppercentric, UK

10.35 - 10.45 discussion

10.45 - 11.10 Networking break

BUsINEss MATTERs

11.10 - 11.15 Introduction by session chair Petr Kubánek, Ceská Sporitelna, Czech Republic



PRoGRammE11.15 - 11.35 discovering the New Path to Purchase Dorota Reykowska, UM, Poland Tadeusz Zorawski, UM, Poland

11.35 - 11.55 The Advantage of Inconsistency Increasing insights accuracy thanks to data

discrepancy Katarzyna Zalewska, AmRest CEE, Poland

11.55 - 12.15 Pop Concert Experiences Connecting with consumers through pop-culture Robert Zydel, Saatchi & Saatchi Think Tank, Poland Tomasz Jedrkiewicz, T-Mobile Polska, Poland

12.15 - 12.35 Russian Kids and The West: so Far, so Close Anna Demianova, Point-Blank International,

Germany Julia Yuzbasheva, ValidataKIDS, Russian Federation


12.45 - 12.50 sponsors fast track

12.50 - 14.00 lunch

REsEARCH REMIx: COCKTAIl OF INNOVATIVE METHOdOlOGIEs – FAsT TRACK

14.00 - 14.05 Introduction by session chair Izabela Rudak, TNS, Poland

14.05 - 14.20 digital Research in CEE how blue-chip multinationals have used digital

research in Poland and Russia Michalis Michael*), DigitalMR, UK

14.20 - 14.35 How We see the World Without seeing It a multi-method app-sights study Josephin Wandt, Colibri Research, Germany Ute Rademacher*), Colibri Research, Germany

14.35 - 14.50 CEE Emotional Research Mix synergy of biometrical measurement and

declarative data Jacek Kowalski, Neuroidea, Poland Piotr Szczepaniak*), Netia, Poland

PRoGRammE | 5


14.50 - 15.05 Co-creation in Central Eastern Europe Jaroslav Cír, Perfect Crowd, Czech Republic Jirí Michal, Kraft Foods, Czech Republic


15.15 - 15.35 Networking break

REsEARCH REMIx: COCKTAIl OF INNOVATIVE METHOdOlOGIEs – MAsTER ClAssEs

15.35 - 15.40 Introduction by session chair Annelies Verhaeghe, InSites Consulting*), Romania

15.40 - 16.20 Always-on Research 24/7 dialogues with customers in a community?

Yes, we can! Anouk Willems, InSites Consulting*), The Netherlands Tom De Ruyck, InSites Consulting*), Belgium

16.20 - 17.00 Gamification Master Class Jon Puleston*), GMI, UK

17.00 - 17.05 Introduction to closing keynote speaker Annelies Verhaeghe, InSites Consulting*), Romania

17.05 - 17.30 ClOsING KEyNOTE sPEAKER There is no box! Breaking boundaries by creating a new mindset

for the CEE region Steve Keil, CEO, MammothDB, Bulgaria

17.30 - 17.35 Q&A

17.35 - 17.50 PROGRAMME sUMMARy Tatiana Barakshina*), Programme Committee Chair

17.50 - 18.00 ClOsING Dan Foreman*), ESOMAR President

18.00 - 18.30 FAREWEll dRINKs



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sPoNsoRs aND PaRTNERs | 7

silver sponsor

online market Intelligence (omI) is a leading online panel provider for marketing research in Russia, ukraine, Kazakhstan, Belarus and the Baltic states. omI online panes consist of over 600k consumers, 150k vehicle owners, 20k IT professionals, 82k physicians, and 300k patients. omI also has mobile consumer panel of 20k people. our panels are in full compliance with EsomaR and CasRo standards. omI is the only research company in Russia that holds the Gold Certificate for quality and consistency awarded by mktg Inc. Besides the fieldwork, we provide questionnaire translation and survey programming.

For more information, visit www.omirussia.ru/en

sPoNsoRs aND PaRTNERsWe would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s CEE Research Forum a success.

Online Market Intelligence (OMI)Alexander ShashkinLesnaya 43, suite 100127055 MoscowRussiaPhone: +7 (495)660 94 15Email: [email protected]:www.omirussia.ru/en/


sPoNsoRs aND PaRTNERsBronze sponsors

Data Collect is a leading Czech independent fieldwork company. We offer first class data collection in the Czech Republic, and CEE region.

since 2004 Data Collect is managing one of the biggest and most diverse online panels in Czech Republic (slovakia 2006). our fully equipped CaTI studio based in Prague offers enough capacity and fair prices.

Long term experience on the market with local insight makes us a reliable partner for Czech and multinational mR agencies, advertising agencies, etc. our partnership with fieldwork companies abroad enables one-stop-shop of your CEE data collection needs.

For more information, visit www.datacollect.cz/en

data CollectMr. Radek DomanskyGeologicka 575/2Czech RepublicPhone: +420 731 403 561Email: [email protected]: www.datacollect.cz/en


surveyCloud is an innovative android application that makes personal interviewing easier and more reliable. • 100 % paperless survey without postage and data entry cost• Ready-to-use and centrally managed client application• Cloud based solution in amazon EC2 environment• secure and private data storage on tablets• Pay only for succesfully conducted interviews• Reach your respondents on their own languages• Design your sample and survey• manage your interviewers• Check data consistency on tables in real-time• Get questionnaires, contact sheets and track logs immediately• Export your data in ready-to-use format

For more information, visit www.surveycloud.eu

surveyCloudTamas Prajczer1035 Budapest, Kerék utca 80, HungaryPhone: +36 1 439-0055Fax: +36 1 700-2085E-mail: [email protected]: prajcze


sPoNsoRs aND PaRTNERsBronze sponsor

About Millward Brownmillward Brown is a leading global research agency specializing in effective advertising, strategic communication, media and brand equity research. millward Brown has helped its clients build strong brands and services through a set of comprehensive research-based –qualitative and quantitative solutions. We have 88 offices in 58 countries. our additional specialist practices include Dynamic Logic (global leader in measuring digital marketing effectiveness), a network of media experts (measuring media effectiveness), Firefly millward Brown (our global qualitative network), The Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques) and millward Brown optimor (focused on supporting clients to maximize their return on brand and marketing investments). millward Brown is part of Kantar, the insights, information and consultancy division of WPP. For further information about Millward Brown Czech Republic please contact: Luboš Rezler, Client Service Director+42 (0) 225 300 219 or [email protected]


Media partners

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

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

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

Global media partners

In co-operation with

For more information, visit www.simar.cz

For more information, visit rwconnect.esomar.org


Event partner

For more information, visit www.radissonblu.com/hotel-prague

Official knowledge partner

With award-winning online services, publishing and conference divisions, Warc is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.

For more information, visit www.warc.com

sPoNsoRs aND PaRTNERs

aBsTRaCTs | 13


aBsTRaCTsCEE REGIONAl REsEARCH RAdAR

Brand Power, Premium and Potentialhow and why it is different and the same in CEEPeter Walshe, BrandZ Millward Brown, UK

a new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the sazka brand (the market leading lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and a lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, sazka regained the position of an olympic brand as well as the unrivalled position of market leader.

The G-local shopperDifferent markets, common needsDanielle Pinnington*), Shoppercentric, UK

General learnings from the world of shopper insights are shared in this presentation in order to give the audience an understanding of how tangible shopper insights can be, and the commonality that exists between markets in terms of shopper needs. at a CEE level the unbranded learnings are referenced that demonstrate how shoppers’ generic perceptions and needs are surprisingly similar – although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.



BUsINEss MATTERs

discovering the New Path to PurchaseDorota Reykowska, UM, PolandTadeusz Zorawski, UM, Poland

The content of this presentation was driven by the need to gain a more relevant view of purchase behavior and a better understanding of how shoppers really make purchase decisions, including where and when they look for information and which sources are the most influential. What is really happening in the pre-retail stage is explored as well as the power of new communication opportunities created by emerging technologies, such as social and mobile media. a multi-category, multi-shopper study has been conducted together with Google to answer these questions.

The Advantage of InconsistencyIncreasing insights accuracy thanks to data discrepancyKatarzyna Zalewska, AmRest CEE, Poland

The most impactful consumer insights come from an inconsistency of consumer attitude. Instead of looking for data cohesion, consumer insight teams should instead pursue data discrepancy. an early detection of a discrepancy between customer opinions, emotions and purchase behaviors protects from false positives and false negatives and ineffective recommendations. one of the consequences is the necessity of merging different types of methods in one research project. This presentation provides examples of data inconsistency concerning the CEE restaurant market which led to critical consumer insights for brands such as KFC, starbucks and Pizza hut, thereby changing the strategy of problem solving.

aBsTRaCTs

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Pop Concert ExperiencesConnecting with consumers through pop-cultureRobert Zydel, Saatchi & Saatchi Think Tank, PolandTomasz Jedrkiewicz, T-Mobile Polska, Poland

Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. T-mobile organised two unique events aimed at engaging consumers using pop culture. one collaborated with the famed singer Katy Perry (hungary, Poland), and the second included the equally famed singer mariah Carey (Croatia, Germany, montenegro, macedonia, Poland). These events created challenges for organisers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-mobile brand. The challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation are highlighted.

Russian Kids and The West: so Far, so CloseAnna Demianova, Point-Blank International, GermanyJulia Yuzbasheva, ValidataKIDS, Russian Federation

The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The simpsons, listen to Justin Bieber, aspire to have ‘gangsta style’ and say ‘hey’ instead of ‘privet’. They might appear to be similar to their Western peers, however this is merely a pitfall for international brands aiming to directly export western marketing communication to Russia. Because the differences are not obvious from the outside, it is more important than ever to go beyond the surface and listen to cultural specifics. The paper presents a holistic view of Russian kids between the ages of 5 and 8 from both the perspective of an insider and by contextualising this culture with that of Western Europe. This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids’ brand Rastishka (known as Danino or Danonino in English speaking countries).



REsEARCH REMIx: COCKTAIl OF INNOVATIVE METHOdOlOGIEs – FAsT TRACK

digital Research in CEEhow blue-chip multinationals have used digital research in Poland and RussiaMichalis Michael*), DigitalMR, UK

how one of the world’s largest and most successful supermarkets and one of the largest FmCG multinationals tested an online community to conduct online ethnography among its customers is explored in this presentation. DigitalmR worked with three clients to recruit, incentivise and engage participants to undertake research which would provide deeper insights about product category behavior and complement existing research conducted around the subjects of interest.

How We see the World Without seeing Ita multi-method app-sights studyJosephin Wandt, Colibri Research, GermanyUte Rademacher*), Colibri Research, Germany

This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. a hybrid approach, ‘tested and trusted’ and never-used-before qualitative techniques were combined to gather truly authentic app insights. Classic focus groups, online diaries and focus groups conducted in the dark by a blind moderator shed light on the psychology of app usage from a new perspective, opening eyes about the true drivers of the current app boom.

aBsTRaCTs

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CEE Emotional Research Mixsynergy of biometrical measurement and declarative dataJacek Kowalski, Neuroidea, PolandPiotr Szczepaniak*), Netia, Poland

The measurement of the real influence of Tv commercials on spectator reactions and how to make commercials to arouse intense emotional experiences is explored in this presentation. an innovative measurement of emotional reactions based on FaCs (Facial action Coding system) methodology and a focus on the synergy of a non-intrusive mix of biometrical measurement and declarative data is described. The results of biometric measurement for tested ads against benchmark values are revealed. Benchmarks were constructed on the basis of the results of more than 150 commercials.

Co-creation in Central Eastern EuropeJaroslav Cír, Perfect Crowd, Czech RepublicJirí Michal, Kraft Foods, Czech Republic

CEE consumers have quickly adopted the internet and social networks in particular. This unprecedented level of connectedness gives market research in the CEE an opportunity to move beyond the evaluation of concepts and products into the exciting area of consumer co-creation. The initial role of market research in consumer co-creation consists, first of all, in social network analysis in order to identify opinion leaders and creative users of brands with whom we want to co-create. market researchers could and should lead the creative process of consumer co-creation itself, a process resulting in the development of truly exciting products and communication. The consumer co-creation case study of Fidorka, a local brand of Kraft Foods, demonstrates how the co-creation process leads to a new and exciting direction for brand communication.



REsEARCH REMIx: COCKTAIl OF INNOVATIVE METHOdOlOGIEs – MAsTER ClAssEs

Always-on Research24/7 dialogues with customers in a community? Yes, we can!Anouk Willems, InSites Consulting*), The NetherlandsTom De Ruyck, InSites Consulting*), Belgium

In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers in an online community. It is possible, however! In this interactive session, the ‘wow’ and the ‘how’ of market Research online Communities, the rising star of online qualitative research, is illustrated.

Gamification Master ClassJon Puleston*), GMI, UK

This master Class is borne out of seven years of work exploring how to engage respondents more effectively in online surveys and an award-winning work on the gamification of research. The creative processes involved in designing surveys are explored and the areas examined where surveys need to improve: from the language used to write surveys through to survey structure and story board surveys to the effective use of imagery and the design and layout of questions. Ways of producing better surveys by thinking more creatively is demonstrated, including a look at how gamification techniques can be applied to radically improve survey feedback. how this thinking is being applied in practice is illustrated with real life examples with a vision of how surveys might look in the future and where these more creative techniques are going.

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ClOsING KEyNOTE sPEAKER

There is no box!Breaking boundaries by creating a new mindset for the CEE regionSteve Keil, MammothDB, Bulgaria

This provocative presentation explores the need for un-constrained thinking. People from the CEE region don’t think in terms of either “in” or “out” of the box as both are playing by rules of Western Europe. Instead, there is a need to change the rules entirely, and change the game. There is no box; there’s the new path, game, rules and pieces to put forward. If the CEE region tries to emulate and copy, it will always be behind. This region has an enormous potential to leapfrog ahead in the industry by finding the opportunities within its challenges.

NoTEs | 21




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.

EsomaR will not accept liability for any losses and/or damages participants may suffer on account of an alteration or cancellation.

Participants, exhibitors and accompanying persons are advised to arrange adequate travel and heath insurance. Do not leave any personal belongings such as bags, mobile phones, or laptops unattended in public spaces.

EsomaR cannot be held responsible for anything left in function rooms and public areas. Taking pictures in any of the sessions or recording the sessions on any device (audio or visual) is not permitted without prior approval from EsomaR and is considered an infringement of EsomaR’s copyright.

EXPAND YOUR HORIZONS

The world as we know it is changing fast.

Now is the time to stop and ensure you are investing in your most important asset - YOU.

• Be Recognised• Be Involved• Be Visible• Be Informed• Be Connected

Treat yourself by joining ESOMAR!CONTACT US NOW

wwww.esomar.org/membership

aBsTRaCTs | 23


EXPAND YOUR HORIZONS

The world as we know it is changing fast.

Now is the time to stop and ensure you are investing in your most important asset - YOU.

• Be Recognised• Be Involved• Be Visible• Be Informed• Be Connected

Treat yourself by joining ESOMAR!CONTACT US NOW

wwww.esomar.org/membership



EsomaR is the essential organisation for encouraging, advancing and elevating market research worldwide.

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cee research forum 2013 - esomar · anouk willems, insites consulting*), the netherlands tom de...

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