ESOMAR CAREER EVENT BUCHAREST 2014

Transcription

1 ESOMAR CAREER EVENT BUCHAREST 2014 THE ROLE OF MARKET RESEARCH IN DECISION MAKING BUCHAREST / 25 MARCH IN COOPERATION WITH Bucharest Economics University (ASE Bucharest) PROGRAMME CONSUMER UNDERSTANDING AND DECISION MAKING THE ROLE OF MARKET RESEARCH Opening and introduction Alina Serbanica, Senior Vice President, Ipsos Interactive Services / ESOMAR Representative for Romania Calin Veghes, Dean, Faculty of Marketing ASE Bucharest Driving a Responsible Behaviour. Illusion or Reality? A research on responsible drinking messages Yvan Goupil, Europe Head of Insights & Media, SABMiller, Switzerland Evolving and understanding Game-based Research methods Betty Adamou, CEO and Founder, Research Through Gaming, UK Q&A CAREERS IN MARKET RESEARCH THE BENEFITS OF REAL CONSUMER KNOWLEDGE Introduction by Alina Serbanica, Senior Vice President, Ipsos Interactive Services, Romania DISCUSSION PANEL Panellists: Carmen Patrascu, Group Talent Manager, Daedalus Group, Executive Manager, Visionwise, Romania Alina Stepan, Managing Director, Ipsos Research Romania Bogdan Ciubotaru, Country Manager IIS, Ipsos Romania Elena Gaucan, Senior Manager - Consumer & Market Knowledge, Procter & Gamble, Romania Q&A and open discussion with students Closing Alina Serbanica, Senior Vice President, Ipsos Interactive Services, Romania

2 SPEAKERS PROFILE Alina Serbanica Senior Vice President Ipsos Interactive Services, Romania ESOMAR Representative for Romania Alina is the ESOMAR Representative for Romania (since January 2010), Co-founder of the Romanian Market Research Association (SORMA) and ESOMAR member since She currently works at Ipsos Interactive Services (IIS) responsible for the global online respondents' platforms, processes, methods & best practices; assisting the regional/local online organisations with implementing highclass quality standards for online respondents and cutting-edge technology related to online respondent communities (panels, open sources etc.). Alina has more than 20 years of experience in the market research field, with knowledge in all specialties including both quantitative and qualitative research. Alina Stepan Managing Director, Ipsos Research Romania Alina started her career in market research in 1994 as a field interviewer. During the past 20 years she has covered a wide array of jobs in both qualitative and quantitative research with several research companies in the Romanian market. She has also had experience (three years) as a governmental counselor for the communication department of the Romanian Government. Since 2007, Alina has worked on the clientside for big multinational companies such as JTI (Japan Tobacco International), Vodafone and SABMiller (Ursus Breweries). In 2012, Alina became Managing Director of Ipsos Research Romania, a full service market research agency and part of the French Group Ipsos, the third global market research services provider.

3 Betty Adamou Founder and CEO, Research Through Gaming, UK Betty Adamou is the CEO and Founder of Research Through Gaming Ltd, the world s first and only company specialising in games for research. She is an award-winning researcher and the author of white papers: The Future of Research Through Gaming (2011), co-author of Using Games in Academic Research (2013) which is being published in the SAGE book of methods this year, and TESSA & Dubious - Exploring Games for Research (2013). Betty is a ResearchGameTM designer and has also invented/spear-headed software systems, ResearchGame designs and invented new research terminologies such as 'ResearchGames' and 'Playspondents'. Betty is a sought after speaker, university lecturer and workshop leader, who is also embarking on her PhD next year. Her upcoming book: Playspondents; Making Games for Research is due for publication in Bogdan Ciubotaru Country Manager IIS & Ipsos Romania Bogdan has experience in multiple industries including telecom as product division manager, IT/Software as General Manager for Relational with responsibilities in strategy, product portfolio development, offers, key projects & initiatives and innovation in mobile applications, messaging and social spaces, IT/Software as General Manager for Relational, regional integrator of enterprise solutions and services from SAP Sybase, SAP Business Objects, Informatica, BMC Software and Online Market Research, as Country Manager for IIS and Ipsos Romania with focus on delivering top solutions and quality for online data collection. Carmen Patrascu Group Talent Manager, Daedalus Group, Romania

4 Carmen Patrascu is Talent Manager at Daedalus Millward Brown and Executive Director at Visionwise Consulting (part of Daedalus Group). She has been working with Daedalus for about 12 years, and held a variety of positions in marketing research. Over the last years, Carmen was responsible for the talent management processes in Daedalus Millward Brown, directly in charge of identifying potential candidates inside or outside the company. Her current position as Talent Manager is strongly supported by her managerial and analytical skills as well as by a deep understanding of research throughout every stage. Elena Gaucan Senior Manager - Consumer & Market Knowledge, Procter & Gamble, Romania After an early career as a molecular biologist in the US, Elena Gaucan returned to her home country Romania in 1998, where she joined Procter & Gamble as Associate Manager in Consumer & Market Knowledge (CMK). Elena is a co-founder of the Balkans CMK team located in Bucharest, which she led until Since then, her career in P&G CMK has developed to include a wide range of regional and global roles, like Oral Care Central & Eastern Europe, Fabric Care CEEMEA, Global Baby Care and, more recently, CMK Innovation. Through this, she has acquired expertise in a wide range of market research methodologies. Elena s interest in market research comes from a genuine curiosity to understand people and cultures, and her passion business areas are brand architecture and communication strategy. She has held P&G assignments in Moscow and Brussels, but has once again returned to Bucharest, where she enjoys the experience of an ever-changing city and the closeness to her family and friends. Yvan Goupil Europe Head of Insights & Media, SABMiller, Switzerland A French national, Yvan Goupil has 20+ years of international marketing research and insights experience. Throughout his career Yvan has held positions of increasing responsibility at top blue chip FMCG companies, e.g. the Coca-Cola Company, Danone, PepsiCo and presently SABMiller where he is Europe Head of Insights and Media. He is an emotionally intelligent, high-touch leader who has worked in multi- cultural environments and has lived in five countries to date. He is passionate about the new frontier digital and non-verbal research techniques offer to business practitioners in better understanding what people do and feel. Yvan holds a postgraduate degree in quantitative marketing and a master s degree in business administration.

5 SPEAKERS ABSTRACTS Driving a Responsible Behaviour. Illusion or Reality? A research on responsible drinking messages Yvan Goupil, Europe Head of Insights & Media, SABMiller, Switzerland Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs) e.g. Do Not Drink and Drive, Underage and Pregnancy messages. The presentation will show that conscious and verbal reports are not always consistent with subconscious measures, it will pinpoint that RDMs exert informational influence and it will also establish that the emotional engagement power of RDMs is limited. Evolving and understanding Game-based Research methods Betty Adamou, CEO and Founder, Research Through Gaming, UK What's the difference between a ResearchGame, a Gamified Survey and Surveytainment, and why does it matter to participant engagement and data quality? Betty Adamou, who has been studying and developing game-based research methods for three years, will be sharing examples drawn from her own commercial work with brands like BBC and Campbell's Soup, as well as her academic work, drawing on examples of theoretical study from the games and market research industry. Betty will also be sharing how game-based research methods have solved every single one of the 17 traditional research problems that she has been able to identify, and she'll also be sharing exactly how games for research solve these problems that researchers face every day. With her own game-play footage to show, and the top areas of her study to share, by the end of the session the students will be able to understand this new methodology once and for all. And, with Betty's encouragement, evolve the methodology through their own development and study in the future.