ESOMAR MEET UP BRAZIL 2013

Transcription

1 ESOMAR MEET UP BRAZIL 2013 SAO PAULO / 12 NOVEMBER PROGRAMME Registration & welcome coffee OPENING AND INTRODUCTION TO THE PROGRAMME Luiz Sá Lucas, IBOPE, Brazil / ESOMAR Council Member ABEP Representative Suzana Pamplona Miranda, Johnson & Johnson / ESOMAR Representative for Brazil From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyck, InSites Consulting, Belgium The Increasingly Mobile Consumer The challenges and opportunities for in the moment insights Adriana Rocha, ecglobal Solutions, Brazil Sustainable Research Ana Alvarez, PepsiCo, Brazil Fiona Blades, MESH Planning, UK What's in Store for LATAM 2014 A sneak peek on the compelling, creative and influential content coming together for ESOMAR LATAM 2014 (in Buenos Aires) Suzana Pamplona Miranda, Johnson & Johnson / LATAM 2014 Programme Committee Member CLOSING Suzana Pamplona Miranda, Johnson & Johnson / ESOMAR Representative for Brazil Farewell coffee

2 SPEAKER PROFILES Adriana Rocha Adriana Rocha is Co-founder & CEO of ecglobal Solutions, Brazil. Before founding ecglobalpanel, Adriana was executive vice president for ecmetrics, one of the first interactive marketing research agencies in Latin America, and director of Latin America for GMI (Global Market Insite) where she developed strategic accounts with 25 top market research companies such as Ibope, GFK, TNS, Research International, among others. Adriana is a speaker at various international congresses and conferences (ESOMAR, ABEP, ABA - Brazilian Association of Advertisers). Ana Alvarez Ana Alvarez is Consumer Strategy and Insights Director of Latin America for PepsiCo, Brazil. Ana has been working for PepsiCo for 2 years however her experience in consumer insights is vast, beginning with her career at Unilever, where she worked for 14 years. Prior to her current role with PepsiCo, Ana also spent 2 years with Avon. Ana is Brazilian and currently based in Brazil. She is in charge of the whole of Latin America for PepsiCo beverages, working with brands such as Pepsi, Gatorade and Tropicana. At Unilever she also spent most of her time in Latin America, but also worked in London for 4 years running European, regional and global projects. Ana has worked on brands such as OMO / Persil, Comfort / Snuggle, Rexona / Sure, Axe / Lynx and also Surf and Skip. Fiona Blades Fiona Blades is Chief Experience Officer for MESH Planning, UK. Fiona founded MESH Planning in 2006 to create a new real-time research approach to evaluate every touchpoint from TV advertising to in-store to word of mouth. Previous to MESH, Fiona worked as a marketing manager for Spillers Foods as well as an advertising planning director. Her award-winning approach to tracking experiences resulted in Media Week listing MESH in its Ones to watch: the new Facebooks article about up-and-coming media companies. MESH was also described by industry insiders as "Millward Brown orthodoxy-busting". Fiona has been listed in the entrepreneurs section of Research Magazine s 50 Faces to Watch in 2007, and sits on the Cranfield School of Management MSc Advisory Board as well as the Hackney and City Carers Partnership Board.

3 Tom De Ruyck Tom De Ruyck is Head of Research Communities with InSites Consulting and in charge of InSites global activities in terms of community research: thought leadership, steering innovation and business development. InSites is one of the world s leaders in this field: it has moderation teams in more than 30 countries worldwide and builds over 150 private online research communities a year for global clients like Heinz, Unilever, Danone, Red Bull, Heineken, IKEA, Microsoft & many more.

4 SPEAKER ABSTRACTS From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyck, InSites Consulting, Belgium This presentation will examine the success factors for structural collaboration with consumers and how to integrate the voice of the customer in all decision-making flows of your company. The presentation will provide an introduction into the world of co-creation & structural collaboration. It will then show how to conduct Market Research Online Communities (MROCs) and how to communicate research results within the company. It will then demonstrate the impact of structural collaboration on the organisation s performance. Key takeaways from the presentation are: Understanding the business benefits of structural collaboration with customers; Identifying the key success criteria for implementing structural collaboration; Determining the organisational measures required for your company to move from one-off co-creation to structural collaboration. The Increasingly Mobile Consumer The challenges and opportunities for in the moment insights Adriana Rocha, ecglobal Solutions, Brazil Technology continues to drive change in customer behaviours and expectations. With more than 6 billion mobile phones in the world and the rapid growth of smartphone penetration, including in emerging markets, mobile platforms have become a must use for reaching and interacting with consumers around the world. The market research industry has explored this new opportunity and learned best practices to follow this increasingly vast mode of data collection. This presentation will explore: Design of solid research studies deployed to mobile devices Deployment platforms (SMS, Wap, App) In the moment insights interacting with the consumer at anytime, anywhere Geo-location and geo-tagging Usability and user experience in mobile surveys Challenges to conducting mobile research in Brazil Sustainable Research Ana Alvarez, PepsiCo, Brazil Fiona Blades, MESH Planning, UK Sustainability is at the top of all major companies agendas, yet it is an issue that tends to get classified as research about sustainability or giving to charity. PepsiCo and MESH Planning are seeking to integrate sustainability into the fabric of the research we do. This session will outline the first steps of this journey in Brazil. Not only do we see this benefiting the members of the customer networks with whom we are working,

5 but the general manager of PepsiCo has given the remit to make this research a change agent within the PepsiCo organisation and we believe it will transform the way we do things at MESH. If you want research to have a fundamental impact on businesses as well as people s lives, this presentation will show you how sustainable research could provide the route.