ESOMAR BEST OF MYANMAR 2014

Transcription

1 ESOMAR BEST OF MYANMAR 2014 MYANMAR / 12 AUGUST THE USE AND VALUE OF MARKET AND SOCIAL RESEARCH PROGRAMME REGISTRATION WELCOME by MMSA Myanmar Marketing Services Association MMSA Chairman Research Cluster Chairman WELCOME by ESOMAR Marita Schimple, ESOMAR Representative for Myanmar, Myanmar Global Market Research Industry Update Industry Update John Smurthwaite, TNS, Malaysia The importance and value of research in business/social sector. Phyllis Mcfarlane, GFK, USA Case Study : Best Practice in Market Research Social and Public Research Sector Anna Thomas, Nunwood, Australia BREAK Road to success for a new retail format A triple approach research Silvina Neder, NEDER Statistics, Spain Case study : Best Practice in Market Research Telecommunications Sector Anagha Kanhere, Hall & Partners, Australia DISCUSSION CLOSING Remark Founding Member and Patron of MMSA

2 SPEAKER ABSTRACTS The Importance and Value of Research in the Business and Social Sectors Phyllis Mcfarlane, GFK, USA Market Research is an industry in transformation evolving from a rather narrow, academic, survey based practice to becoming the heart of the Consumer Insight industry. This presentation will illustrate how global trends are affecting the Industry, and showcase examples of Research effectiveness which demonstrate the ROI (Return on Investment) and overall value of Market Research across the full spectrum of Commercial and Social Sectors. It will also consider the future of Market Research, and how new technology and science will make even more valuable consumer insights available to future Marketers and Decision Makers. Best Practice Market Research Social and Public Research Sector Anna Thomas, Nunwood, Australia Social and Public Research can be thought of as sitting in the space between Academic research and Commercial research; it needs to withstand public scrutiny and it must drive actions that have financial impact in the real world. The researcher working on Social and Public Sector topics needs to build a set of particular skills. This is a series of real-life case studies which highlight the challenges and joys of Social and Public Research. In particular, we will look at: Defining the question Establishing a research stance and a research topic which allows the project to attract the right kind of attention Up Skilling understanding the essential foundation layers for Social and Public Sector research programs Establishing a framework thinking through the ethics of working with a particular Social and Public Sector topic and thinking through hypotheses frameworks Designing research - Ensuring that the right sample, techniques and approaches are used to access research information (when everyone knows the right answer!) and particularly with regard to sensitive topics Moving beyond research - Finding ways to bring recommendations to the fore, to test and suggest actions, to become strategic in this sphere From this short session, the audience will be better positioned to approach Social and Public Sector research in the right way, and can draw on tools and techniques that have worked outside of Myanmar. They should have confidence to engage in adapting those tools for the market they work in.

3 Road to success for a new retail format A triple approach research Silvina Neder, NEDER Statistics, Spain As the economic crisis is overcome, Argentine habits related to the purchase of food and other home supplies have change: consumers no longer make big, planned shopping in large surface retail stores in search of savings, but instead increase shopping frequency in smaller, closer and more convenient stores. A world renowned large surface retailer wants to join this trend, and plans to open its first store with a mini and added value format in an emblematic Buenos Aires neighbourhood. The retailer in question is known for its large quantity/ low price positioning and is considered foreign, distant and a non-participant in the daily lives of common citizens. Our research aim at determining what steps this chain has to take in order to successfully launch this new format. Our approach contemplates three viewpoints: A research among local opinion leaders to discover what factors generate a sense of belonging in the neighbourhood; Focus Groups among those who are responsible for doing the shopping for the home in order to explore habits, meaning of quality, expectations and relevance of the concept. And, a phone interview among neighbours to determine the dimension of the insights found. The findings regarding steps to be followed will be applied on other neighbourhoods and cities. Best Practice in Market Research Telecommunications Sector Anagha Kanhere, Hall & Partners, Australia As the Telecommunications sector in Myanmar develops, there is a greater need for research to aid and guide the development. This case study is based on a global telecommunication solutions provider and how they implemented market research techniques to successfully establish their footprint in emerging markets, and achieved a competitive edge in established markets. We will go through the multi-step approach implemented across various markets (B2C and B2B): 1. Qualitative research Initial qualitative research was undertaken to identify and articulate customer journey touchpoints. This was then followed by an exercise to develop customer engagement strategy 2. Measuring customer experience via ongoing tracker A customer experience study was designed to: a. Gain an understanding of providers performance relative to the competition on a market by market basis; b. Quantify the extent to which the various customer experience components can be leveraged to drive customer delight;

4 c. Prioritise customer experience initiatives to ensure business performance is effectively improved; 3. Creating a feedback loop Customers were given an opportunity to discuss their positive or negative experiences via Customer day, Call-back process 4. Linking research metrics to financial returns - The customer experience tracker provided an ability to link changes in research metrics to financial returns: positioning research as the central, tangible contributor to investment decisions and business cases

5 SPEAKER PROFILES Anna Thomas Anna Thomas is MD and Director of Nunwood Australia. Anna has worked for nearly 20 years in strategic market research, is a trained coach and workshop facilitator and is highly experienced in using customer information - both qual and quant - to bring about business transformation. Since 2010, Anna has led the development and growth of Nunwood's Asia Pacific business, which includes a team of consultants, researchers, analytics specialists and technical experts. A Cambridge graduate, Anna is a member of Esomar, the British Psychological Society and the Market Research Society. She speaks French and Spanish, holds a postgraduate certificate in Law, and has spoken about applied strategic research and method innovation at conferences in Europe, UK, North America and Australia. Anagha Kanhere Anagha has over 8 years of market research & statistical consultation experience across a variety of sectors including Banking, Insurance, FMCG, Education, Travel, Retail, Telecoms and Utilities. She has extensive experience of working with global brands, on market research studies including multi-sector Customer experience Management programs, U & A studies, New Product Development, ROI modelling and Segmentations. She holds postgraduate degrees in Social Statistics and International Marketing Management. Silvina Neder Argentinian born, Silvina s market research career began in 1991 as a quantitative researcher in British American Tobacco (BAT). In 1997, she obtained her second postgraduate degree: Master in Business Administration. Her enthusiasm as an insights finder, lead her to move to the agency side: In 2005, she founded NEDER Statistics & Insights, an agency aimed at designing the best study for each client and at implementing it with the highest quality standards. Since then, Neder s client portfolio includes the most renowned fast moving consumer goods and services companies such as Coca Cola, Bimbo, Master Card, Hewlett Packard, Movistar, Telefonica, Repsol, General Motors, Akzo Nobel, Lilly, Pfizer, amongst others. At the moment, she is based in Spain, helping organisations from different countries to research in Latin America. Phyllis Macfarlane Phyllis Macfarlane is a life-long market researcher starting her career as an assistant statistician, and culminating as Managing Director of GfK NOP, one of the UK s largest market research companies. Her key interests as a researcher are international, B2B, market measurement and customer satisfaction studies. As a manager, it is people development. Phyllis is currently Project Manager for GfK s CSR initiative Training in Africa where the GfK Verein is funding masters degrees and interviewer training to improve the quality of market research in Africa. This initiative will be rolled out to China and other emerging markets beginning in 2014.