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Market Research in the Mobile World 2011
Kennesaw, Atlanta Georgia

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  • 1. MARKET RESEARCH IN THE MOBILE WORLD 20112ND INTERNATIONAL CONFERENCE July 19 & 20 2011KSU Center, Kennesaw State University Atlanta, U.S.A. Co-organized by:
  • 2. Market Research in the Mobile World 2011Welcome from Merlien InstituteWe would like to welcome you to today’s event. This international conference is designedto bring together insight executives, market researchers and mobile developers to discussthe challenges and opportunities of leveraging social media and mobile technologies forgenerating actionable customer insights.Your contact persons at this conference Mark DianeJasper Lim Lukas Pospichal Lenny Murphy Harry Vardis Michelson LiebensonConference Conference Conference Conference Conference Sponsor Director Manager Chair Chair Chair RelationsBelow you will find a few administrative details for your information. Should you have anyqueries or problems during the conference, please speak with the contact persons.PRESENTATIONSThe presentation slides, videos and materials resulting from this conference will be madeavailable on the Merlien, GreenBook and MRGA virtual platforms. An email will be sent toyou on how to access the materials after the conference.BADGESBadges have been provided to help you identify fellow participants and the speakers.Easy identification also helps the conference staff when delivering messages. Pleasereturn your badge to the registration desk at the end of the conference.QUESTIONSIf you have any questions during the conference, please raise your hand and wait for thespeaker to address you. It would be helpful if you could announce yourself by name andorganisation before asking your question.EVALUATION FORMTowards the end of the conference, you will be provided with an Evaluation Form. Wewould be grateful if you would take time to complete the form and return it to theregistration desk before you leave the conference. 2
  • 3. Market Research in the Mobile World - Day one: Tuesday July 19th, 20117:00 Registration and welcome coffee8:00 Opening remarks by Merlien Institute & Chair 10:15 Quantitative research going mobile: how do we Leonard Murphy - Chief Executive Officer leverage the strength of the mobile platform? BrandScan360 Exploring the challenges and opportunities of taking survey research mobile Module 1: The State of the Mobile Research Identifying who takes mobile surveys and who will take Landscape: Current Uses and Learnings mobile surveys. Sharing experiences on geo-location triggered8:15 Relevance, relevance, relevance! A call to arms sampling: what are the dos and don’ts (hands, fingers and thumbs) for mobile Miles Wright - Director of Mobile Development research Brandon Poduska - Manager, Mobile Research Discussing the last decade of mobile methods: what Solutions - Opinionology are the successes and failures Determining where we are now given history and 10:45 Networking Break sponsored by Txteagle moment 11:00 University of media: utilizing mobile phones to What is next for mobile: why is relevance the key driver study college students as they go through their day and why now is the time for mobile Uncovering how media fit into college students daily Darren Mark Noyce - Managing Director, Global activities through mobile text messaging Insights - SKOPOS Examining the challenges and opportunities of leveraging mobile phone surveying in this active and8:45 Utilizing the powerful impact of real-time elusive target segment information on drug development and new product Providing an understanding of college students’ media launch consumption to help marketers better communicate Determining the key challenges facing commercial with them organizations when launching a new drug Debbie Solomon - Managing Director, Business Evaluating the information needs related to pre-launch, Planning - Mindshare activity product launch and immediate post launch Utilizing innovative mobile technology for providing 11:30 Researching the "next billion consumers" in real-time access of valuable insights from target emerging markets through mobile technology audience Discussing the rise of income in the emerging markets Janet Kosloff - Co-Founder & CEO - InCrowd and the implications for consumer insights Matt Grimley - Senior Market Research Manager Capitalizing the massive opportunities from the demand Vertex Pharmaceuticals of insights from big brands Leveraging mobile as both a sample source and9:15 The 5th methodology: implementing a holistic research platform approach to mobile research Outlining how major brands and research firms are Reviewing mobile market research within a holistic succeeding with mobile in emerging markets context Ben Olding - Co-Founder & CTO - Txteagle Discussing the channels of survey engagement that are optimal via mobile 12:00 Evaluating the role mobile plays in people’s lives Outlining the key success factors for navigating the across developed, rapid growth and emerging wireless landscape markets Jim Schwab - Senior Vice President, North America Drawing on TNS’ Mobile Life study incorporating OnePoint Surveys 35,000 interviews across 43 countries Highlighting the importance of mobile in the digital9:45 Brand management during a crisis: leveraging world for both developed and emerging markets insights for instant course correction Discussing the implications of mobile on marketing, Deploying an effective online social media research communications and market research strategy to change company perception during a major James Fergusson - Managing Director, Global crisis Technology Sector - TNS (Singapore) Leveraging a combination of social media and polling tools for real-time sentiment tracking 12:30 Activation session for Module 1 Whats next? Providing a glimpse of what technology Delegates will discuss what they have learned during Citi will embrace for the future the module and come up with actionable Ravi Parmeswar - VP Global Consumer Marketplace recommendations for the industry based on their Insights - Citigroup combined insights and inspiration. Premier Sponsors Moderated by: Mark Michelson - Principal & Co-Founder, MSPA Threads Qualitative Research 1:00 Networking lunch 3
  • 4. Market Research in the Mobile World - Day one: Tuesday July 19th, 2011 Platinum Sponsor 4:30 Web technologies for mobile engagement: navigating the entry points for engaging on-the-go customers Discussing the mobile technology landscape and technology choices Evaluating web apps vs. native apps for surveys and Module 2: Whats next in Mobile MR: what trends data collection will impact us over the next 12-24 months? Reviewing specific capabilities of HTML 5 and the mobile technology roadmap2:15 Using mobile qualitatively to transform insight Mark Salsberry - Co-Founder & CEO generation James Gardner - Co-Founder and CTO Leveraging “in the moment” capabilities of mobile JetJaw research for insights generation Evaluating the benefits and pitfalls of using mobile for 5:00 Using a high engaging tool to get answers in 24 qualitative research hours with no or little incentive using the mobile Giving examples of successful implementation of phone qualitative research across multiple mobile platforms Statistics on 100 different polls answered on a 3-month Discussing the future of mobile research: what can period. What is the sample size and speed? we expect in the coming years? How 5000 respondents rate their experience on Kristin Schwitzer - President - Beacon Research answering to dozens of polls Dana Slaughter - Principal - Slaughter Branding How 10 different researchers rate the experience and results2:45 Next-generation video research via mobile Eduardo Carqueja - Chief Executive Officer phones: a virtual focus group in the pockets of AppGeneration millions of consumers Discussing how mobile video data can be quickly 5:30 Activation session for Module 2 transformed into actionable intelligence Delegates will discuss what they have learned during How mobile video dissolves the barriers of time, the module and come up with actionable place, interpretation, memory, imprecise description recommendations for the industry based on their and planned situations combined insights and inspiration. Results from actual studies on how mobile video research is turning consumers into invaluable brand Moderated by: advisors Harry Vardis - Director, Center for Business John Williamson - Chief Executive Officer Innovation and Creativity QualVu Coles College of Business, KSU3:15 Measuring mobile advertising effectiveness: 6:00 Closing remarks by Chair and close of Day 1 discussing successful approaches and challenges 7:00 Networking Event: Fun, food & friends Reviewing current mobile ad effectiveness research Featuring the Market Research All Star Jam Band approaches and findings. at Rays New York Pizza Discussing challenges to in-market mobile ad campaign tracking and survey recruitment. Sharing best practices for delivering surveys on the mobile web and in mobile applications. Gold Sponsors Jennifer Okula - Vice President, Data Innovation Safecount3:45 Networking Break sponsored by Txteagle4:00 Mobile market research: a new drink or old wine in a new bottle? Understanding the biggest value of mobile market research Appreciating the possibilities of engaging with customers through various channels Understanding why mobile market research is becoming a major tool in the research tool kit Discussing how mobile market research is shaping the future of research Palanivel Kuppusamy - Founder & Chief Executive Officer - iPinion Surveys 4
  • 5. Market Research in the Mobile World - Day two: Wednesday July 20th, 20117:30 Morning coffee8:00 Opening remarks by Merlien Institute & Chair Leonard Murphy - Chief Executive Officer 10:45 Networking Break sponsored by Txteagle BrandScan360 11:00 How mobile is changing the way we do research Module 3: Strategic Foresight: Will We Recognize and gather insights about consumers the Market Research Industry in 5 years? Joanna Jen - Director, Kantar Digital - Kantar Rolfe Swinton - Co-Founder & Director8:15 Making smartphones work for us: achieving high Lumi Mobile response rates using on-the-go capabilities of mobile phones 11:30 Social media discovery versus analytics: what Utilizing Nielsen’s smartphone methodology to gain key are implications for brand marketers? customer insights Discussing the differences between social media Discussing the hazards and limitations for research on discovery and analytics mobile devices Acknowledging that linguistic variations exists across Gazing into the future plans for mobile research at Nielsen: online media types and discourses location based technology and standards Discussing the implications of these variations for Justin Bailey - Associate Director social media analysis, especially for professional The Nielsen Company marketers and the media executives David Johnson - Chief Executive Officer8:45 Balancing the rising trends in mobile market research Decooda with respondent privacy Providing an overview of the US versus global mobile 12:00 Mobile versus online: modality considerations for marketing data quality Privacy and security: developing mobile research platforms Examining how technology-driven data applications that address privacy concerns/legislations have become viable options for ascertaining How marketers are implementing mobile marketing consumer feedback strategies Determining the implications for mobile applications How to adjust measurement methods, sampling impact, for delivering data quality to brands data collection methods to accommodate the mobile How to motivate consumers to respond quickly to environment branded information through channel novelty Kristin Luck - President & Brand Evangelist - Decipher Elaine B. Coleman - Co-Founder & Chief9:15 Future-proof mobile research: successful survey Research Officer - Resolve Market Research and panel strategies for the mobile revolution Dean Wiltse - Founder & President Revealing the current state of mobile research participation Thumbspeak Discuss the implications of mobile research adoption: what are the advantages and limitations? 12:30 Expert Roundtable & activation session Identify best practices that enable successful An expert panel consisting of accomplished implementation of both mobile (and mixed mode) surveys business leaders and proven innovators will be and panels discussing the prognosis for market research. After Leslie Townsend - Chief Executive Officer - Kinesis which, all participants will take part in the activation process to co-develop an action plan to encourage9:45 Using social media for market research and new innovation and business growth. product development: the case of Hallmark Expert Panelists: Evaluating the use of social media data as a research tool Siamack Salari - Founder & CEO Sharing what we learned and observed from a specific EverydayLives project: what worked and what didn’t Benjamin Smithee - Managing Partner Highlighting paradigms of traditional research that are Spych Market Analytics seriously challenged by the use of social media data. Alistair Hill - Co-Founder - On Device Research Thomas Brailsford - Consumer Understanding & Carrie Robbins - Author of Mobilizing Market Insight Manager - Hallmark Cards Research - Lieberman Research Worldwide Gregg Archibald - Senior Director10:15 The new era of expressive research: using Iconoculture technology for cultivating insights Understanding the potentials of the digital tools we seek to Moderated by: leverage Mark Michelson - Principal & Co-Founder, MSPA Deploying expressive research models that pull insights Threads Qualitative Research from living and active cultures as they evolve with new technology. 1:15 Networking lunch From reflexive to expressive research: shifting our strategies to insights cultivated with natural flows of language and behavior Tim Stock - Managing Director - scenarioDNA 5
  • 6. Market Research in the Mobile World - Day two: Wednesday July 20th, 2011 Module 4: Ethics, Best Practices & ISOs: Pitfalls, 4:45 Shift & reset: developing strategies for Opportunities, and the Changing the MR Paradigm addressing serious issues in a connected and mobile society2:30 When will everyone become an advocate for Outlining the media consumption habits and mobile research? behaviors of key audiences Device convergence, channel agnostic behaviors, and Detailing opportunities for using mobile devices to the forecasted uptake of mobile devices contribute to behavioral change in various contexts Mobile shouldn’t be seen as a new tool to the research Introducing future trends and opportunities for tool box, but as a way to glue different methodologies integrating mobile-based communications and together engagement into organizational efforts Future research is blending multiple methodologies to Brian Reich - Senior Vice President and Global gain deep understanding of people’s needs, wants, Editor - Edelman Digital attitudes, and behaviors. Roxana Strohmenger - Senior Analyst, Market 5:15 Social media metrics: in search of the holy grail Research - Forrester Discussing the limitations of traditional marketing modelling for measuring the impact of online3:00 How mobile app usability research can conversations on brand performance strengthen brand engagement Semantic Engagement Index: an innovative approach Launching mobile apps to meet consumer demands for measuring the impact and ROI of social media on while strengthening brand engagement client brands How Navy Federal used research to develop a Demonstrating how positive and negative sentiments successful mobile presence can impact brand sales and influence consumer What insights (and lessons) were learned and what engagement over time challenges we expect to face in the new mobile The convergence of social media and mobile: how channel can mobile be used for measuring online Maritza DiSciullo - Vice President, Member conversations? Research & Intelligence Michael Wolfe - Senior Director - BBDO Navy Federal Credit Union Elaine Offley - Member Research Strategist 5:45 Expert Roundtable & activation session Navy Federal Credit Union Led by a multi-disciplinary group of global change agents, participants will work to create a plan to3:30 Now we have smartphones, shouldnt we try to incorporate all of the learnings from the event into be smarter about surveys? an actionable plan for fostering change within their Traditional web versus smartphone surveys: organizations. developing an innovative approach to surveys Expert Panelists: Ensuring that surveys are simple and fast for Scott Briggs - Director of Business Solutions respondents Alterian Adapting NPS for smart phones: presenting interesting Beth Uyenco Shatto - Global Research Director proposals and experimental studies Microsoft Andrew Jeavons - Executive Vice President Guy Powell - President & Author of Marketing Survey Analytics Calculator - DemandROI Scott Smith - Vice President Sales & Scientific4:00 Networking Break sponsored by Txteagle Support - EmSense4:15 Mobile surveys - The 5th methodology: a new Moderated by: paradigm or a strategic enhancement? Harry Vardis - Director, Center for Business Comparing smartphone-based and online survey data: Innovation and Creativity assessing research-on-research done with Best Buy Coles College of Business, KSU Developing effective best practices for designing mobile-based quantitative research 6:30 Closing remarks by Chair and close of Understanding when to use a mobile/online hybrid conference by Merlien Institute approach to surveys Michael Francesco Alioto - Vice President, Marketing Sciences - Gongos Research Networking Events Sponsors 6
  • 7. Tuesday July 19th - 08:00From our chairpersonOpening remarks and speaker introductionsLeonard Murphy -Chief Executive OfficerBrandScan360Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He hasbeen called a visionary and is renowned as an innovator. He has successfully establishedseveral companies in the MR space including Rockhopper Research, a leading fullservice global research firm and MDM Associates, a MR consulting firm, before foundinghis current companies: BrandScan 360 and his consulting practice LMC group.Mr. Murphy is a key consultant and adviser to numerous market research agencies, andworks across the industry to drive the development of innovative research practices bydeveloping strategic alliances with multiple “best in class” providers.Lenny serves on the Board of The Market Research Global Alliance, the premier socialnetwork for the global MR profession. He is the Founder and Executive Director of theResearch Industry Trends Monitoring Group & Publisher of the GreenBook ResearchIndustry Trends Study, the oldest study in the industry devoted to tracking changingtrends in MR. He is on the Advisory Boards of the Festival of NewMR and The MerlienInstitute. He is also the Chairman of the IIR Technology Driven Market Researchconference. Rounding out his busy professional life, he is the Editor in Chief of theGreenBook Blog. 7
  • 8. Tuesday July 19th - 08:15 Darren Mark Noyce - Managing Director, Global Insights - SKOPOS Relevance, relevance, relevance! A call to arms (hands, fingers and thumbs) for mobile researchDarren has been delivering market insight for over 20 years. His first Board post was in1997 and he has held similar posts at IRB, MRSL and Harris Interactive. In 2002 he co-founded SKOPOS Europe. His first internet study was in 1995, his first talk on onlineresearch in 1996; and his first mobile (SMS and WAP) surveys in 1999 for UK networkOne2One. Darren has spoken at many conferences around the world for MRS, ESOMAR,BIG, AIM and WARC, and is a recognized contributor on matters of Online, Mobile andDigital Research. He has just written the chapter on Mobile for the upcoming LeadingEdge Handbook of MR (SAGE).Tuesday July 19th - 08:45 Janet Kosloff - Co-Founder & CEO - InCrowd Matt Grimley - Senior Market Research Manager Vertex Pharmaceuticals Utilizing the powerful impact of real-time information on drug development and new product launchJanet is responsible for all commercial activities for InCrowd. She began her career as aregistered nurse but quickly realized that she loved business and start up’s in particular.She has spent most of her career in early stage companies growing and developing thecommercial organizations and client relationships.Matthew Grimley is a Sr. Market Research Manager at Vertex Pharmaceuticals. He isresponsible for Health Care Professional Market Research for Vertexs HCV franchiseand is part of the team responsible for launching INCIVEK, a recently approved therapyfor hepatitis C. Prior to joining Vertex, he worked in a number of business intelligenceroles at EMD Serono. Mr. Grimley holds a MBA from Babson College and BBA with aconcentration in Marketing from the University of Massachusetts Amherst. 8
  • 9. Tuesday July 19th - 09:15 Jim Schwab - SVP, North America - OnePoint Surveys The 5th methodology: implementing a holistic approach to mobile researchJim Schwab is a highly seasoned Sales & Marketing Professional with more than 20years’ experience spanning market research, mobile and social media. Before joiningOnePoint, the global market leader in mobile insight , information exchange andengagement solutions, Jim was Vice President of a social media software firm; he alsospent eight years in senior sales and marketing at Harris Interactive. As Senior VicePresident for global sales and marketing, Jim built an international cross-industry clientmanagement platform that helped deliver online research to many of the globes mostprominent brands. Today, his focus is on delivering unrivalled global mobile engagementsolutions to brands across industries worldwide.Tuesday July 19th - 09:45 Ravi Parmeswar - VP Global Consumer Marketplace Insights Citigroup Brand management during a crisis: leveraging insights for instant course correctionRavi Parmeswar is currently the Global Consumer Franchise Strategy Head for Citi, priorto this he was the head of Citi Global Consumer & Marketplace Insights, working withCiti’s business units throughout the world to build a best-in-class products, service andmarketing. Ravi brings over twenty years of marketing, engineering, research, innovation,and strategy honed over a Consumer products career that spans Kraft General Foods,Campbell Soup Co., Coca-Cola, Sara Lee and Citigroup.Ravi joined Citi in September ’07, bringing with him over twenty years of experience in thefields of Consumer Insights, Market Research, Strategic Planning, Product Developmentand Consulting. Prior to joining Citi, Ravi was with Coca-Cola Consumer Insights in avariety of positions in Latin America and North America, including Vice President,Knowledge & Insights where he led Coca-Cola’s insights department worldwide. 9
  • 10. Tuesday July 19th - 10:15 Miles Wright - Director of Mobile Development Brandon Poduska - Manager, Mobile Research Solutions Opinionology Quantitative research going mobile: how do we leverage the strength of the mobile platform?Miles Wright is the Director of Mobile Development at Opinionology. He received aBachelor Degree in Computer Engineering from Brigham Young University. Miles joinedthe company in 2010 and has been influencing innovation in mobile research techniques.He has worked on enterprise applications dealing with data management, search engineoptimization and customer relationship management.Brandon Poduska joined Opinionology’s Online Services team in January 2011.Leveraging Brandon’s expertise in project management and data analysis, he wasimmediately tasked with driving the development of various mobile research initiativesand leading the charge in creating a viable B2B solution. Brandon holds a J.D. from theDedman School of Law at Southern Methodist University.Tuesday July 19th - 11:00 Debbie Solomon - Managing Director, Business Planning Mindshare University of media: utilizing mobile phones to study college students as they go through their dayDebbie Solomon is Managing Director, Business Planning at MindShare USA. Sheserves as an in-house resource on a wide variety of media research and planning issues.Her work encompasses all media disciplines and she has worked on all the agency’sclients. She is also part of MindShare’s global Insights team. Debbie also worked in theMedia Research Department at Leo Burnett and the marketing research departments ofQuaker Oats and Milton Bradley.She has won a number of industry honors, including an ARF Great Mind Award, CreativeMedia Awards, Top Kid Researcher by KidScreen magazine, MediaWeek MediaResearch All-Star, Esquire “Woman We Love in Advertising” and WPP Atticus Award.Debbie has also been one of a select group of people invited to meet with theInternational Olympic Committee to advise them on the state of media in the future. 10
  • 11. Tuesday July 19th - 11:30 Ben Olding - Co-founder and Chief Technology Officer - Txteagle Researching the "next billion consumers" in emerging markets through mobile technologyDr. Ben Olding leads the txteagle technical team. He is responsible for the inferenceprocedures that let txteagle guarantee the accuracy of task results for its customers.Dr. Olding most recently served as a Research Fellow at Harvards School of Engineeringand UC Berkeleys Department of Statistics. Previously he completed a Ph.D. in Statisticsfrom Harvard University. His research and thesis focused on approximate inference, thescience of making decisions in the context of overwhelming amounts of data and limitedcomputational resources.Tuesday July 19th - 12:00 James Fergusson - Managing Director, Global Technology Sector TNS (Singapore) Evaluating the role mobile plays in people’s lives across developed, rapid growth and emerging marketsJames leads TNS’ global team of more than 500 Technology researchers across bothdeveloped and rapid growth markets including North America, Latin America, Southernand Northern Europe, the Middle East and North Africa, Sub Saharan Africa, Asia Pacific,India and China. This team is responsible for delivering insights, thought leadership andstrategic recommendations to TNS’ Technology clients across the globe.Prior to taking up his current role in November 2010, James held the position of GlobalDirector Rapid Growth & Emerging Markets.Australian by birth, James has 18 years experience in market research, across severalagencies. During this time he has specialized heavily in Technology andtelecommunications research most recently from the perspective of optimizing consumerutility across rapid growth markets. James is experienced in both advanced qualitativeand quantitative research design and implementation and brings much hands-onexperience to client engagements. 11
  • 12. Tuesday July 19th - 12:30 Activation session for Module 1 Moderated by Mark Michelson - Principal & Co-Founder MSPA, Threads Qualitative ResearchMark has over 25 years experience as a qualitative research consultant/consumeranthropologist. He is an expert at moderating focus groups and conducting insightful in-depth interviews both face-to-face and using online technologies. He has designed andconducted studies on diverse topics including packaging, branding, marketingcommunications, customer experience, and product development for some of the worlds’most respected brands including Coca-Cola, McDonald’s, Walmart Stores, Sears, TargetStores, General Motors, Ford, Hewlett-Packard, Microsoft, GSK, Eli Lilly, Wrigley andmore. He recently served as a Vice President with Synovate Qualitative and is currentlystarting a global consultancy called Threads Qualitative Research.Tuesday July 19th - 2:15 Kristin Schwitzer - President - Beacon Research Dana Slaughter - Principal - Slaughter Branding Using mobile qualitatively to transform insight generationKristin is the Founder and President of Beacon Research, an innovative qualitativeresearch consulting firm that specializes in current and emerging methods, includingmobile market research, in the U.S. and abroad. Prior to launching her firm in 2000,Kristin worked both client-side in brand management at P&G and agency-side in strategicplanning and market research. She is considered by her peers as a pioneer and expert inonline qualitative, with one dubbing her the “Queen of Cool Research.” Kristin is also thefounding Editor in Chief of Greenbook’s NewQual Blog, which focuses on online andmobile qualitative research.Dana Slaughter has just over 15 years of experience across the areas of qualitativeinsights, brand management, and retailer marketing. She founded her firm, SlaughterBranding in 2007, and the company offers a mix of traditional and new/online qualitativemethods, including the format of Online Insights Communities which she designs,manages and moderates in. A sample of her well-known clients include PepsiCo, Wal-Mart, Pizza Hut, and Southwest Airlines. Dana is an ongoing speaker and author on thetopic of New Qual and Online Insights Communities for several industry-leading print andonline publications. 12
  • 13. Tuesday July 19th - 2:45 John Williamson - Chief Executive Officer - QualVu Next-generation video research via mobile phones: a virtual focus group in the pockets of millions of consumersJohn founded Qualvu in 2008 with a vision to radically change the $6 billion qualitativeresearch category, by taking research out of traditional settings and into real and candidlives of consumers. Qualvu provides businesses a innovative online platform to gathervideo-based insights from customers faster and more cost effectively than ever before,while delivering insight quality that exceeds other methods. As Qualvu’s Chief ExecutiveOfficer, John is responsible for the company’s strategic vision and execution, and hasgrown Qualvu from start-up to the leader in video-based qualitative intelligence, morethan tripling revenues in 2010 with over 700 projects and over 100,000 video responses.Qualvu’s clients include some of the world’s most influential brands, including Procter &Gamble, Yahoo!, Unilever, Chrysler, Toyota, eBay, Leo Burnett, and General Mills.Tuesday July 19th - 3:15 Jennifer Okula - Vice President, Data Innovation - Safecount Measuring mobile advertising effectiveness: discussing successful approaches and challengesJennifer is responsible for data collection and survey recruitment technology that supportsresearch on mobile and emerging media campaigns. She speaks at mobile eventsincluding for the Association of National Advertisers and the Direct Marketing Association.Jenn is the Grand Winner of the 2010 ARF Great Mind Rising Star Awards and MobileMarketer named her one of the “Mobile Women to Watch in 2010.” Prior to Safecount shemanaged a team as VP, Client Development at Dynamic Logic and in 2006-2007 sheworked in Tokyo introducing online ad effectiveness research to the Asia market. Jennhas more than 12 years experience in client services, digital marketing, and research. 13
  • 14. Tuesday July 19th - 4:00 Palanivel Kuppusamy - Founder & Chief Executive Officer iPinion Surveys Mobile market research: a new drink or old wine in a new bottle?Pala founded iPinion in 2010 and has built a high performance team to make it a leadingPlatform for Consumer Insights in the Mobile world. Prior to iPinion, Pala has foundedand led Dexterity as the CEO, making it a leading service provider in Marketing andCustomer Informatics space. Dexterity has earned many awards and honors including“Technology Fast 50 India” and “Technology Fast 500 APAC”.Pala earned his degree in Engineering from Government College of Technology,Coimbatore and his Management Post Graduation degree from the Indian Institute ofManagement, Indore.Tuesday July 19th - 4:30 Mark Salsberry - Co-Founder & CEO James Gardner - Co-Founder and CTO JetJaw Web technologies for mobile engagement: navigating the entry points for engaging on-the- go customersMark Salesberry is a longtime customer service advocate who felt the pain ofinconvenient surveys. Mark’s passion for customer service may only be rivalled by hisappreciation for ever-evolving technology. He spent over 9 years in the wireless industry,including various positions within Verizon Wireless where he focused on sales operations,customer retention, and mobile device and software testing. His intimate understanding ofmobile, coupled with his experience working with retailers, have uniquely prepared him tosolve a key problem facing businesses - engaging customers at the moment of theirexperience in order to gain timely, accurate, representative feedback.James Gardner earned degrees in media arts and computer science. He first honed histechnical expertise as an Army Intelligence Analyst until his passion for the outdoors leadhim to Colorado. Here he found a post with tech start-up, Schoolfusion. As the leadSoftware engineer he focused on improving user experience, new feature developmentand backend development and maintenance. 14
  • 15. Tuesday July 19th - 5:00 Eduardo Carqueja - Chief Executive Officer - AppGeneration Using a high engaging tool to get answers in 24 hours with no or little incentive using the mobile phoneEduardo is the CEO of AppGeneration and developer of NPolls for smartphones. He hasa Master of Science in Consumer behaviour from the Oporto School of Economics and aMBA in International Business from ESADE. He has previously worked as a Professor inMarketing, Marketing Research and Sales Management in Oporto School of Economicsfrom 1994 to 2002.Tuesday July 19th - 5:30 Activation session for Module 2 Moderated by Harry Vardis - Director, Center for Business Innovation and Creativity, Kennesaw State UniversityHarry Vardis is the Director for Business Innovation and Creativity at The Coles Collegeof business at Kennesaw State University and also the Founder of Creative Focus Inc., amarket research company and the Creative Focus Institute Workshops, a programdesigned for the changing needs of today’s companies. Some of the client companiesCreative Focus serves are BellSouth, Scientific Atlanta, Delta Air Lines, Attorney’s TitleInsurance Fund, BBDO Atlanta, Mohawk Industries and a host of other corporationswhich can be found in the above web site under “clients”.Harry is a trainer, facilitator and consultant in the field of Innovation and Creativity. He isthe creator of the PISCESSM process for corporate innovation. He is the author ofnumerous articles and a recently published book by the title “Potatoes? Not Yet! 33 waysto grow and harvest your best ideas”. He is also a member of QRCA and AMA. 15
  • 16. Wednesday July 20th - 08:00From our chairpersonOpening remarks and speaker introductionsLeonard Murphy -Chief Executive OfficerBrandScan360Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He hasbeen called a visionary and is renowned as an innovator. He has successfully establishedseveral companies in the MR space including Rockhopper Research, a leading fullservice global research firm and MDM Associates, a MR consulting firm, before foundinghis current companies: BrandScan 360 and his consulting practice LMC group.Mr. Murphy is a key consultant and adviser to numerous market research agencies, andworks across the industry to drive the development of innovative research practices bydeveloping strategic alliances with multiple “best in class” providers.Lenny serves on the Board of The Market Research Global Alliance, the premier socialnetwork for the global MR profession. He is the Founder and Executive Director of theResearch Industry Trends Monitoring Group & Publisher of the GreenBook ResearchIndustry Trends Study, the oldest study in the industry devoted to tracking changingtrends in MR. He is on the Advisory Boards of the Festival of NewMR and The MerlienInstitute. He is also the Chairman of the IIR Technology Driven Market Researchconference. Rounding out his busy professional life, he is the Editor in Chief of theGreenBook Blog. 16
  • 17. Wednesday July 20th - 8:15 Justin Bailey - Associate Director - The Nielsen Company Making smartphones work for us: achieving high response rates using on-the-go capabilities of mobile phonesJustin leads the Digital side of Nielsen’s Research Methods group. His work is focused ontesting new technologies in mobile and online. Nielsen has many uses and applicationsfor mobile data collection and the Research Methods teams collaborate with other Nielsengroup to understand how to leverage these innovative, cutting-edge methodologies.Justin’s primary research focus has been on ways to effectively capture data and reducerespondent burden using mobile devices both in the US and internationally.Wednesday July 20th - 8:45 Kristin Luck - President & Brand Evangelist - Decipher Balancing the rising trends in mobile market research with respondent privacyKristin Luck, President of market research services firm Decipher, is a tireless innovatorwithin the market research services industry. During her 15-plus career, she hasspearheaded competitive service and technology solutions, created leading tools andtechniques, and been instrumental in significant advancements in market researchmethods. She shares her knowledge by lecturing and leading workshops all around theworld, as well as publishing research papers surrounding the direct impact newtechnologies and research methods have on survey results. Kristin is a regular speaker atindustry conferences and a columnist for Research Business Report where she exploresemerging research methods. 17
  • 18. Wednesday July 20th - 9:15 Leslie Townsend - Chief Executive Officer - Kinesis Future-proof mobile research: successful survey and panel strategies for the mobile revolutionLeslie Townsend is President of Kinesis Survey Technologies. She has spent her careerbridging the mobile and market research industries. Formerly she served as Director,New Business Development for Codetoys, where she was responsible for theinternational rollout of the company’s mobile survey solution. Prior to Codetoys, shefounded a market research firm for telecom companies, Marketfinders, which focused onstrategic planning and new product rollouts in the mobile arena. With a desire to marrythe two worlds, Leslie co-founded Kinesis in 2003. Today Kinesis is the industry leader forfuture-proof MR software solutions.Wednesday July 20th - 9:45 Thomas Brailsford - Consumer Understanding & Insight Manager Hallmark Cards Using social media for market research and new product development: the case of HallmarkThomas W. Brailsford is Consumer Understanding & Insights Manager at Hallmark Cards,Inc., in Kansas City, Missouri. He has been responsible for creating new capabilities tobetter understand people, society, and the marketplace. These new capabilities involveapplications of technology, leverage of other disciplines and knowledge domains,understanding how the brain works, and the influence of social media on how peopleconnect.He holds degrees in Statistics and Mathematics. He is a former member of theConference Board Council on Knowledge Management and Learning Organizations(1999 Chairman), former member of the Advisory Board of the Mind of the Market Lab atHarvard Business School, and member of the Learning Forum Innovation Council. 18
  • 19. Wednesday July 20th - 10:15 Tim Stock - Managing Director - scenarioDNA The new era of expressive research: using technology for cultivating insightsTim Stock launched insight shop, scenarioDNA, to help brands better understand therelevance of culture. Early on, he understood its relationship to technology. He firstdeveloped mobile tools using Apple Newton’s platform. It was the template for mobilecomputing. He then led digital insights at several leading agencies. Presently, Tim alsoincites debates around culture and technology at Parsons the New School for Designwhere he teaches trend analysis and design research. He has begun work on asemiotics/sentiment analysis tool tied to cultural propensity. An NYU Cinema Studiesgraduate, his obsession with culture, semiotics and technology began decades ago.Wednesday July 20th - 11:00 Joanna Jen - Director, Kantar Digital - Kantar Rolfe Swinton - Co-Founder & Director - Lumi Mobile How mobile is changing the way we do research and gather insights about consumersJoanna comes to Kantar as a WPP MBA Fellow. Her previous agency work experienceincludes a rotation as Director of Innovation and Insight at G2/ Grey Group and morerecently, she served as Deputy to CEO of Mindshare NA and Global Digital Leader. Sheworks across a number of Kantar digital initiatives - with a focus on social media andmobile - as well as across client accounts such as Coca-Cola, Proctor & Gamble andKraft, etc. Joanna has a dual degree from University of California, Berkeley - BA MassCommunications and BS in Business Administration.Rolfe Swinton is co-founder of Apollo Mobile. Rolfe has founded a number of VC-backedtechnology startups and has participated in the LBO of CPI in which he helped build theworld’s largest book manufacturing company. Prior to Rolfes entrepreneurial career, heworked at Monitor Company where he worked with a range of corporate, government,and nonprofit clients in North America, Central America, and South Africa. A native ofCanada, Rolfe Swinton received his MBA from INSEAD, his M.Phil from the University ofCambridge, and his BA from Yale University. He also serves as an adjunct professor ofentrepreneurship at INSEAD. 19
  • 20. Wednesday July 20th - 11:30 David Johnson - Chief Executive Officer - Decooda Social media discovery versus analytics: what are implications for brand marketers?David Johnson is the Founder and CEO of Decooda, a young company based in Atlanta,Georgia. Decooda creates valuable brand insights by integrating social media(qualitative) measures with marketing effectiveness (quantitative) measures to identifycorrelations between perceptions, attitudes and behaviors, and triggering market events,such as: brand investments, competitive investments, market events or consumerexperiences, to understand what’s working, what’s not working, and why.Wednesday July 20th - 12:00 Elaine B. Coleman - Co-Founder & Chief Research Officer - Resolve Market Research Dean Wiltse - Founder & President - Thumbspeak Mobile versus online: modality considerations for data qualityElaine B. Coleman, Co-Founder and Chief Research Officer at Resolve, holds a Ph.D. inCognitive Science from the University of Toronto and was awarded a McDonnell Post-Doctoral Degree which was held at UC: Berkeley. Coleman has been an executive ofconsumer research and product design for over 15 years. Her expertise in designingactionable research has attracted clients from telecommunications, games, technology,sports and home entertainment.Dean Wiltse is a market visionary who has pioneered multiple game-changing productsand services including Mobile Relationship Marketing and Online Communities. Dean isthe founder and President of Thumbspeak LLC and was the former CEO of GreenfieldOnline. Thumbspeak LLC focuses exclusively on leveraging smart phone technology tocreate a disruptive approach to gathering data for customer feedback and marketingresearch while encouraging advocacy and building loyalty. The company begandevelopment of its platform in 2009 and launched the first smart phone application atiTunes in June of 2010. The application has been ranked as the number 1 free businessapplication at iTunes several times. 20
  • 21. Wednesday July 20th - 12:30 Expert Roundtable & activation session for Module 3 Moderated by Mark Michelson - Principal & Co-Founder MSPA, Threads Qualitative ResearchExpert Panelists:Siamack Salari - Founder & Chief Executive Officer - EverydayLivesBenjamin Smithee - Managing Partner - Spych Market AnalyticsAlistair Hill - Co-Founder - On Device ResearchCarrie Robbins - Author, Mobilizing Market Research - Lieberman ResearchWorldwideGregg Archibald - Senior Director - IconocultureWednesday July 20th - 2:30 Roxana Strohmenger - Senior Analyst, Market Research Forrester When will everyone become an advocate for mobile research?Roxana serves Market Insights Professionals. In her role, she tracks emerging andinnovative research methodologies and helps clients understand how to incorporate theminto their research mix and combine them with traditional research methods. She alsofocuses on understanding how tools like enterprise feedback management can ensureorganizational efficiency in collecting quality data and synthesize into coherent, actionablesolutions. Roxana is also a leading expert in the Latin American market.Roxana has spoken at numerous Forrester events, and she also speaks at conferencesspecializing on Latin American technology adoption. Her research has been cited bymedia such as AdAge and the UK’s Research Magazine. 21
  • 22. Wednesday July 20th - 3:00 Maritza DiSciullo - VP, Member Research & Intelligence Elaine Offley - Member Research Strategist Navy Federal Credit Union How mobile app usability research can strengthen brand engagementMaritza has over 20 years research experience. Having worked on the both the client andsupplier side, she has a diverse industry and research specialty background. Thoughcurrently at Navy Federal Credit Union, she has also held leadership positions at XMRadio, AOL and AT&T. With such past employers, it is not surprising to see she hasdeveloped a business focus on emerging technologies (as well as how to use them forresearch). She has also worked on public policy research, crafting strategies for a widerange of political interests and parties.Elaine’s main research focus is online usability research. She has been the lead on avariety of research projects, including the redesign of Navy Federal’s website, NavyFederal Online, and the usability testing of Navy Federal’s Android and iPhone Apps.Elaine lives in Virginia and holds a bachelor’s degree in Management from George MasonUniversity.Wednesday July 20th - 3:30 Andrew Jeavons - Executive Vice President - Survey Analytics Now we have smartphones, shouldnt we try to be smarter about surveys?Andrew has worked in the survey software and market research industry for over 20years in Europe, the USA and the Pacific Rim. Andrew has an undergraduate degree inpsychology and then did post graduate studies in Neuropsychology at London University.He then worked for the Institute of Neurology in London in the medical statistics unit,working on drug trial data and epidemiological studies.After working for Quantime on the development of Quantum and Quancept as a Cprogrammer, he started a consultancy oriented to Quantime products. He wassubsequently one of the founders of E-Tabs Ltd. Andrew is a frequent writer andpresenter on all subjects related to surveys and MR. He is currently Executive VP ofSurveyAnalytics LLC USA, a leading provider of DIY MR tools. 22
  • 23. Wednesday July 20th - 4:15 Michael Francesco Alioto - Vice President, Marketing Sciences Gongos Research Mobile surveys - The 5th methodology: a new paradigm or a strategic enhancement?Broadening the scope of Gongos Research’s analytics expertise—both with traditionaland proprietary methods - Michael joined the company as Vice President, MarketingSciences in 2008. Managing a team of six quantitative research professionals, he fuelsthe company in providing clients with analytical thinking and data-driven insights, enablingthem to gain an innovative edge in the marketplace.Michael brings 20 years of combined experience in applied global marketing research,advanced product development, custom research design, and forging new methods withhybrid approaches. Critical skills include strategic consulting, new technique identification,and synthesizing consumer insights within a holistic quantitative and qualitative platform.Wednesday July 20th - 4:45 Brian Reich - Senior Vice President and Global Editor Edelman Digital Shift & reset: developing strategies for addressing serious issues in a connected and mobile societyBrian Reich is Senior Vice-President and Global Editor for Edelman Digital, where heprovides editorial vision and strategy for the company’s digital practice around the world.Brian is the author of Media Rules!: Mastering Today’s Technology to Connect with andKeep Your Audience (Wiley 2007) and Shift & Reset: Strategies for Addressing SeriousIssues In A Connected Society (Wiley 2011). Brian also contributes as a Fast CompanyExpert, hosts a regular podcast discussion about the impact of media and technology onsociety, and teaches consumer behavior and marketing strategy in the graduate school ofcommunications at Columbia University. 23
  • 24. Wednesday July 20th - 5:15Michael Wolfe - Senior Director - BBDOSocial media metrics: in search of the holy grailMichael Wolfe has 25+ years of experience in marketing analytics that has taken himacross firms such as Kellogg’s, Fisher-Price, Kraft Foods, Coca-Cola and his own firm,Bottom-Line Analytics. Michael has a masters in Economics from the University of Iowa.Presently, Michael helps lead the modeling practice called “The Worth”, a groupspecializing in marketing and media response modeling and part of the agency BBDOInc. Some notable clients of “The Worth” include such firms as AT&T, L’Oreal, HyattCorporation, Starbucks, Federal Express and Daimler-Benz. Recently, Michael’sexpertise in marketing –mix modeling has led him to develop innovative approaches formeasuring the impact and ROI of social media on client brands.Wednesday July 20th - 5:45Expert Roundtable & activation session for Module 4Moderated by Harry Vardis - Director, Center for BusinessInnovation and Creativity, Kennesaw State UniversityExpert Panelists:Scott Briggs - Director of Business Solutions - AlterianBeth Uyenco Shatto - Global Research Director - MicrosoftGuy Powell - President & Author of Marketing Calculator - DemandROIScott Smith - Vice President Sales & Scientific Support - EmSense 24
  • 25. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYIsaac Rogers Director 2020 Research USTerena Campagna President AboutFace USLionel Bohbot Senior Analyst Ad Hoc Research CanadaJeff Kirchner Project Manager Added Value USScott Briggs Director of Business Solutions Alterian USEduardo Carqueja Chief Executive Officer AppGeneration PortugalTomika Redmond Account Manager AT&T USVanessa Thomas Senior Project Manager AT&T USJohn Taliercio VP, Respondent Engagement Authentic Response USMichael Bare President Bare International USMichael Wolfe Senior Director BBDO USKristin Schwitzer President Beacon Research USJonathan Wheeler Managing Director Blauw Research UKLeonard Murphy Chief Executive Officer BrandScan360 USSteve Stallard Senior Vice President C+R Research USDebbie Kreger Group Vice President CA Walker USKathi Kaiser Partner Centralis USMarc Moran Senior Vice President CfMC USKimberly Gilbert Director of Consumer Insights Chatter USCasey Bernard Consultant CheckInsights USBridget Bachmann Sales Director Cint USTerence McCarron Managing Director Cint USRavi Parmeswar Managing Director: Global Insights Citigroup USRebecca West VP of Business Development and Civicom US Client CareIrene Olegario Manager, Marketing Research Civicom US ServicesTom Daly Director, Global Interactive Marketing Coca-Cola USVirginia Cappello Senior Insights Manager Coca-Cola USIsabel Aneyba Managing Director COMARKA USAmy Croot Senior Product Manager Communispace USJulie Wittes Schlack SVP Innovation and Design Communispace US CorporationLisa Phillips Research Director comScore USPat Molloy Chief Strategy Officer Confirmit UKJill Perry Senior Vice President Creative Research US ServicesCynthia Avila Account Group Manager Creative Research US ServicesKristin Luck President Decipher USMitch Danklef Senior Vice President, Client Decipher US DevelopmentColin Marson Co-Founder Decision Fuel Hong KongDavid Johnson CEO Decooda USGuy Powell President DemandROMI US 25
  • 26. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYBrian Reich SVP and Global Editor Edelman Digital USRoss McLean Director Egg Strategy USCelia Soonets Vice-President Emevenca Dominican RepublicScott Smith VP Sales & Scientific Support Emsense USSiamack Salari Director Everyday Lives BelgiumAlison White Managing Director Face Facts Research UKMorgan Valerie Account Executive Focus Group Testing USLuke Szerbinski Account Director FocusVision Worldwide USRoxana Strohmenger Senior Analyst, Market Research Forrester USDick Brand Associate Professor of Marketing Fort Valley State US UniversityChristopher Torrance Assistant Professor of Management Fort Valley State US UniversityCaroline Volpe Vice President, Client Services Genactis USCory Lommel Senior Consumer Insights Manager General Mills USAndy Dybvig Consumer Insights Manager General Mills USMichael Alioto Vice President, Marketing Sciences Gongos Research USFrancescoGreg Heist Vice President, Research Innovation Gongos Research USDiane Liebenson Publisher GreenBook USLukas Pospichal Managing Director GreenBook USRob Schatzel VP, Business Development Ground Truth USThomas Brailsford Consumer Understanding & Insight Hallmark Cards US ManagerGregg Archibald Senior Director Iconoculture USJanet Kosloff Co-Founder & CEO InCrowd USKathleen Poulos SVP, Social Media Strategy InCrowd USDiane Hayes Co-Founder and President InCrowd USLarry Gold Editor & Publisher Inside Research USThais Senger Owner Insight Evolution USAdam Wexler Chief Evangelist Officer Insightpool USMatt Smith Chief Interaction Officer Insightpool USPalanivel Kuppusamy Founder & Chief Executive Officer iPinion USJeff Linenfelser VP, Customer & Partner Development iPinion USStuart Ryder SVP, Innovation Ipsos OTX USMark Salsberry CEO JetJaw USJames Gardner Co-Founder and CTO JetJaw USBryan Dorsey Manager, Online Research John Deere USJoanna Jen Director Kantar Digital USJames May Kantar Group Global Lead Kantar Group USBrian P. LoCicero Operational Account Director Kantar Operations USHarry Vardis Director Kennesaw State US UniversityLissette Davilla Graduate Student Kennesaw State US UniversityLeslie Townsend CEO Kinesis Survey US 26
  • 27. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYSean Holbert EVP, Client Relations KL Communications USLivia Gervasoni CEO KOI Research ItalyBrett Watkins President L&E Research USBelinda Watkins Director IT L&E Research USBetsy Leichliter Qualitative Advisor Leichliter Associates USJoanne Robbibaro SVP, General Manager Lieberman Research US WorldwideCarrie Robbins Research Associate Lieberman Research US WorldwideCrystal Ware Mobile Manager Location3 USRolfe Swinton Co-Founder, Director Lumi Mobile UKDana Stanley Executive Vice President Market Research Global US AllianceBruce McCleary Senior Vice President Marketing Analysts USJenna Mason Research Director MarketVision Research USBrad Weiss Research Director MarketVision Research USReg Baker President & COO Market Strategies US InternationalMichelle Lemire Senior Market Researcher Mary Kay USMichael Sloboda Director, Media Research MediaMiser CanadaJennifer Hogan Research Analyst MediaMiser CanadaJasper Lim Director Merlien Institute SingaporeEirin Murphy Conference Assistant Merlien - GreenBook USPaige Loggins Conference Assistant Merlien - GreenBook USBeth Uyenco Global Research Director Microsoft US ShattoDebbie Solomon Managing Director, Business Mindshare US PlanningGideon Hallside Key Accounts Manager Mobile Research Labs IsraelAlicia Rankin Head of Research and Fan Insights National Football League USMaritza DiSciullo VP, Member Research & Intelligence Navy Federal Credit US Division UnionElaine Offley Member Research Strategist Navy Federal Credit US UnionLav Chintapalli Doctoral Candidate North Carolina State US UniversityFelicia Lassk Associate Professor Northeastern University USMichael Kelleher Director, Information Technology Olson Research Group USJoseph McClurkin Senior Programmer Olson Research Group USAlistair Hill Co-Founder On Device Research UKJim Schwab SVP, North America OnePoint Surveys USMiles Wright Director of Mobile Development Opinionology USBrandon Poduska Manager, Mobile Research Solutions Opinionology USPeter Milla Principal Peter Milla Consulting USBen Jacobson President PollBob USNat Stone Manager, Knowledge and Practices Public Works and Canada Government Services CanadaSusan Thornhill Incoming President QRCA US 27
  • 28. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYNancy Hardwick Outgoing President QRCA USJohn Williamson Chief Executive Officer Qualvu USMichael P. Skarzynski CEO & Advisor to iPinion Red Lion Technologies US & iPinionArt Stivison Product Development & Innovation Research Now US ManagerJami Pulley Vice President, Client Development - Research Now US Southern U.S.Will Carroll Product Manager Research Now USAric Ackerman CEO Resolve Market US ResearchElaine B. Coleman Chief Research Officer and Co- Resolve Market US Founder ResearchDerrick Lin Research Analyst Resource Interactive USJennifer Okula VP, Data Innovation Safecount USTim Stock Managing Director: Global Insights scenarioDNA USEmily Chardell President SFI USDarren Noyce Managing Director: Global Insights SKOPOS UKDana Slaughter Principal Slaughter Branding USJohn Snowden Videographer Snowden Films USBen Smithee Managing Partner Spych Research USJackie Lorch VP Knowledge Mgmt SSI USAndrew Jeavons Executive Vice President Survey Analytics USJaimie Korody Director, Business Development SusOpiniones USThomas Edwards Global Head of Mobile Research Synovate The NetherlandsJustin Bailey Associate Director The Nielsen Company USGaren Jenco Strategic Marketing Research and The PNC Financial US Competitive Intelligence Analyst Services GroupMark Michelson Principal Threads Qualitative US ResearchDean Wiltse Founder & President Thumbspeak USJames Fergusson Global Sector Head for Technology TNS Global SingaporeMichael Sosnowski Executive Vice President TRC USRajan Sambandam Chief Research Officer TRC USChristi Clark Director of Project Management TRC USJennifer Devlin Research Manager The Link Group USBen Olding Co-founder and Chief Technology Txteagle US OfficerJennifer Childs Research Psychologist U.S. Census Bureau USJessica Guyton Graduate Research Assistant University of Florida USRonald Bush Professor of Marketing University of West US FloridaSabin Lakhe Research Specialist US Census Bureau USMelanie Courtright Senior Vice President, Client Services uSamp USChuck Miller Chief Research Officer uSamp - DMS USMatt Grimley Senior Market Research Manager Vertex Pharmaceuticals USDarren Card VP Innovation Vision Critical Canada th *Delegates who signed up after the printing date (July 11 ) are not listed on this attendee list. 28
  • 29. Upcoming Merlien Institute Events 2nd European Conference on Online Qualitative Research Leveraging cutting-edge online qualitative techniques for delivering actionable insights 30 Nov - 1 Dec 2011, Milan (Italy) http://www.merlien.org/upcoming-events/onlinequal.html 3rd Asia-Pacific Conference on Technology-Driven Qualitative Research Utilising qualitative technology for data capture, data analysis and reporting processes 21-22 February 2012, Singapore http://www.merlien.org/upcoming-events/qualtech.html Qualitative Research for Policy Making Asia Leveraging the value of qualitative research for policy making 23-24 February 2012, Singapore http://www.merlien.org/upcoming-events/qrpma2012.html A few words about us...Merlien Institute is a knowledge facilitation organisation dedicated to the advancement ofresearch methodologies and techniques in the social and market research industry. Our missionis to provide an effective and affordable platform for academics and practitioners to innovate,discuss and debate best practices. Specifically, Merlien Institute aims to: Cross-fertilize knowledge between academics and practitioners Promote the use of scientific methods in market research Influence policy makers utilization of qualitative research findings Serve as a trusted matchmaker between research buyers and suppliersWe fulfil these aims by bringing together academics and practitioners who have the passion todiscuss critical and topical issues in a highly interactive, productive and fun meetingenvironment! Our events have consistently resulted in new collaborations and projects amongdelegates. 29
  • 30. Searching for a cost-effective, reliable and trustable research partner in the China and the emerging markets?Merlien Institutes new Trusted Research Referral Service (TRRS)will help save you time and money by finding the right researchpartner for your project. Merlien Institute has a strong presencein the Far East, mostly through the organisation of our regionalconferences and workshops. We have maintained a list of highlycompetent research partners that can fulfil your needs andrequirement. You can be confident that the research partner wesource for you is reliable and trustable. As all our trustedresearch partners have to go through quality checks andparticipate at Merliens events at least once a year, you can beassured that we know them well enough to recommend them toyou!How does the TRRS works?The procedure is straight forward. All you need to do is fill up aconfidential private online request form or call us with yourneeds. I.e. what kind of research project, what type of fieldworkyou require, what is your budget etc. Based on your input, wewill connect you with the most suitable research partner. Ourservice does not end there. We will work with you during theorientation phase of the project, making sure you arecomfortable and satisfied with the local partner. If there are anyconflicts, you can be sure that we will jump in to move thingsforward. Our referral fees are highly affordable and we work on a"no cure, no pay" principle. This means that you will only pay uswhen your research project is completed.Visit our website to find out more: www.merlien.org 30
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  • 32. Premier Sponsors: Platinum Sponsor:Gold Sponsors: Video Media Sponsor: Networking Sponsors: Supported by: Media Sponsors: © 2011 by Merlien Institute All rights reserved. Printed in U.S.A. 32

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