PROGRAMME 17.00 – 18.00 CONSUMER UNDERSTANDING AND DECISION-MAKING

THE ROLE OF MARKET RESEARCH

Opening and introduction Vijay Hariharan, Assistant Professor of Marketing, Erasmus School of Economics, Erasmus University, Netherlands Anna Alù, ESOMAR Director Development & Events

Engaging consumer collaboration How online customer communities reshape business Patricia Kruiniger, Research Manager, InSites Consulting, Netherlands

Communication Analytics: Effectiveness Research for Conversion Based Campaign Planning How to measure effects of (offline) campaigns on web visits, sales and conversion Martin Leeflang, Validators, Netherlands (ESOMAR Research Effectiveness Award 2014 - Finalist)

Q&A

18.00 – 18.50 CAREERS IN MARKET RESEARCH THE BENEFITS OF REAL CONSUMER KNOWLEDGE

Introduction by Anna Alù, ESOMAR Director Development & Events

DISCUSSION PANEL

Panellists: Karin Lieshout,, Managing Director, SKIM, Netherlands Maurice Palmen, Head of Qualitative, TNS NIPO, Netherlands Sjoerd Koornstra, Global CMI Planner, Heineken International, Netherlands Marije Koornstra, Research Analyst, SKIM, Netherlands / Board Member, The Fringe Factory

Q&A and open discussion with students

18.50 – 19.00 Closing Anna Alù, ESOMAR Director Development & Events Vijay Hariharan, Assistant Professor of Marketing, Erasmus School of Economics, Erasmus University, Netherlands

19.00 – 20.00 Networking drinks

ESOMAR CAREER EVENT ROTTERDAM 2014 THE ROLE OF MARKET RESEARCH IN DECISION-MAKING ROTTERDAM / 30 SEPTEMBER IN COOPERATION WITH ESE – Erasmus School of Economics

 

SPEAKERS’ PROFILE

 

Anna Alù Director Development & Events, ESOMAR Anna Alù is Director Development & Events at ESOMAR. Anna is Italian, studied Economics at the University of Palermo and is fluent in Italian, English, French, Spanish and Dutch. Anna’s career at ESOMAR spans many years. Anna played a pivotal role in broadening and enhancing the worldwide events calendar which represents one of the best known activities of the organisation, and leading key projects such as Vision 2010 and Developing Talent.

Karin Lieshout Managing Director, SKIM, Netherlands Having joined SKIM in 1993 and contributing to its growth and success ever since, Karin is one of the two founding partners of SKIM. Her career led her through all aspects of the market research profession and the SKIM organisation, from day-to-day project management and challenging our marketers through business development to general management. It made Karin the glue in the SKIM organisation. Today, recognising that people are our key assets, Karin is SKIM's Managing Director with a focus on Human Resources Management.

Marije Koornstra Research Analyst, SKIM, Netherlands Marije Koornstra is a Research Analyst at SKIM, Rotterdam. She studied at the Erasmus School of Economics with a Finance and Marketing specialisation. Having a passion for both numbers and consumer behavior, she decided to explore Market Research. Marije did internships at Heineken, Danone and SKIM New York, after which she joined SKIM Rotterdam in October 2014. During the SKIM traineeship program, she got the opportunity to be exposed to a broad set of industries and business problems, ranging from telecom companies such as Vodafone, to FMCG giants like Unilever, to major pharmaceutical companies. As a Board Member of The Fringe Factory, she is excited to engage with young and talented individuals to improve awareness of, and inspire fresh thinking within, the market research industry across the world.

  Martin Leeflang Managing Director, Validators, Netherlands

Education: Economics, Marketing at University of Groningen.

Martin has worked four years for A2000, UPC Netherlands and Priority Telecom in a diverse range of marketing positions and concluded as Marketing Manager. He worked 8 years in communication research at Daphne and Intomart GFK. Martin is the founder of Validators (2009), “the 5 second company” that validates online media and commercials with innovative techniques like eyetracking, facial coding and commercial effect research.

  Maurice Palmen Head of Qualitative, TNS NIPO, Netherlands A 1995 MSc Graduate of the Rotterdam School of Management, Maurice Palmen is the Head of Qualitative at TNS NIPO in the Netherlands.

Maurice started his career on the client-side in both market research and marketing roles. From 2000 until 2003, he led the marketing team at United Biscuits in both the Netherlands and Belgium, developing a growth agenda for the Verkade and Sultana brands. He switched to the agency-side in 2003 as founder and Managing Director (2003-2009) of the Amsterdam office of Clear, an insight-led brand consultancy that helps businesses grow. At TNS NIPO, Maurice leads the Qualitative Team. Qualitative research is key to understanding why people think and act as they do. At TNS we believe that when qualitative research is done well, it can be inspirational. TNS comprises qualitative expertise across all specialties – from traditional focus groups and depth interviews, to online qualitative research.

Patricia Kruiniger Research Manager, InSites Consulting, Netherlands Patricia Kruiniger is a true Gen Y’er and therefore always looking for something new. Patricia absolutely loves the fact that her job allows her to dig into consumers’ every day lives and share the discovered insights with her clients.

After obtaining her Master’s degree in Marketing Management at Tilburg University Patricia started working for InSites Consulting as a quantitative consultant. She is currently a research manager in the FMCG team, managing both qualitative and quantitative projects for clients such as Danone, DE Masterblenders 1753 and PepsiCo.

Sjoerd Koornstra Global CMI Planner, Heineken International, Netherlands Sjoerd Koornstra is Global CMI Planner at Heineken International. He is responsible for Knowledge Management, market research standards and protocols and Global vendor management. He has broad international experience in developing as well as developed markets and has been in several market-research-related areas for 25 years. Sjoerd has held international positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He has a Master's degree in applied econometrics in business administration.

Vijay Hariharan Assistant Professor of Marketing, Erasmus School of Economics, Erasmus University, Netherlands Vijay Ganesh Hariharan is an Assistant Professor of Marketing at Erasmus School of Economics, Erasmus University. His primary research interests lie in empirical modeling of issues related to new product introductions and retail brand management. He is also interested in modeling endogeneity and dynamics in various marketing phenomenon. He holds a Ph.D. in Marketing and M.A. in Economics from the State University of New York at Buffalo. PRESENTATION ABSTRACTS Engaging consumer collaboration How online customer communities reshape business Patricia Kruiniger, Research Manager, InSites Consulting, Netherlands We believe consumers are the most effective consultants for any company. And they are for hire! The best way to tap into their consulting power is through collaboration in an engaging manner. In this presentation you will get to know everything about the success factors for collaborating with consumers. Illustrated with a client case from Quinny, Patricia Kruiniger will show you how to engage consumers and create impact with collaboration.

Communication Analytics: Effectiveness Research for Conversion Based Campaign Planning How to measure effects of (offline) campaigns on web visits, sales and conversion Martin Leeflang, Validators, Netherlands (ESOMAR Research Effectiveness Award 2014 - Finalist) The Single Source Model is a self-report model and proving far less reliable in a world where consumers are now exposed and interacting with brands across diverse channels and multiple screens, often simultaneously. Whether bravado or curiosity, in 2012 we decided to see whether we could isolate and then measure different components of a communications campaign (offline and online) and tie them back to sales. We have a proven system and method that take into account key aspects of brand campaign, manipulate them and measure a positive impact on sales. The model has been validated using 14 large-scale brand campaigns (involving many of the Netherlands’ largest brands).