QUALITATIVE CONSUMERRESEARCH & INSIGHTS 2011      7 - 8 April 2011     The Diplomat Hotel        Sliema, Malta
Qualitative Consumer Research & Insights 2011Welcome from Merlien InstituteWe would like to welcome you to today’s event. ...
QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011            THURSDAY, 7 APRIL 2011                             12:15 Using Ip...
QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011              FRIDAY, 8 APRIL 2011                              Brainstorming...
Thursday 7 April - 08:30From our chairpersonOpening remarks and speaker introductionsRay PoynterManaging DirectorThe Futur...
Thursday 7 April - 08:45Maria BezaitisSenior Research Scientist, Interaction & Experience LabIntel Corporation, USKeynote ...
Thursday 7 April - 09:30Karen BoersMarketing & Communications ManagerIBBT, BelgiumPutting consumer insights at the heart o...
Thursday 7 April - 10:15Jochum StienstaDirectorFerro Explore!, The NetherlandsCo-creating consumer insights for successful...
Thursday 7 April - 11:30Scott DodgsonDirector - Research, Insight, ConsultingSKOPOS, UKThe future is in their hands: Explo...
Thursday 7 April - 12:15Frank-Thomas NaetherManaging DirectorNaether Marktforschung, GermanyIntegrating Web 2.0 successful...
Thursday 7 April - 14:15Ray PoynterManaging DirectorThe Future Place, UKBrainstorming workshop:Driving product and service...
Thursday 7 April - 16:15Aaron ReidFounder and Chief Behavioral ScientistSentient Decision Science, USMapping the consumer ...
Thursday 7 April - 17:00Lucia BarrosMarketing ProfessorCentro Universitário FIEO, BrazilExploring the role of hope on inde...
Friday 8 April - 08:30From our chairpersonOpening remarks and speaker introductionsDi TunneyDirectorLiveinsights, UKAbout ...
Friday 8 April - 08:45Ray PoynterManaging DirectorThe Future Place, UKKeynote PresentationUsing discourse analysis to fuel...
Friday 8 April - 09:30Niki SchroederInnovation & Branding ConsultantTNS NIPO, The NetherlandsInteractive discussionDriving...
Friday 8 April - 11:00Karin van den DriescheCustomer Researcher & Usability ConsultantFilterdesign & Open University, The ...
Friday 8 April - 11:45Gilbert RossSection Head Research & Airline AnalysisAir Malta, MaltaInteractive discussionSocial Med...
Friday 8 April - 14:00Di Tunney & Rachel FrancisDirectorsLiveinsights, UKBrainstorming workshop:Online Conversations: Sens...
Friday 8 April - 16:00Stephen CribbettChief Executive OfficerDUB, UKResearch communities: an agency proposition or brand a...
Friday 8 April - 16:45Will GoodhandJuicy EvangelistBrainjuicer, UKResearch robots: implementing a ground-breaking approach...
Attendee ListFIRST NAME     LAST NAME       JOB TITLE                  ORGANISATION              COUNTRYAaron          Rei...
Upcoming Events  Qualitative Research for Policy Making 2011: 2nd Annual     Delivering efficient qualitative research for...
Organised by:                        Media Sponsors:                       Travel Sponsors:                      © 2011 by...
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QCRI2011 Conference Booklet

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International Round-Table Conference on Qualitative Consumer Research & Insights 2011

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QCRI2011 Conference Booklet

  1. 1. QUALITATIVE CONSUMERRESEARCH & INSIGHTS 2011 7 - 8 April 2011 The Diplomat Hotel Sliema, Malta
  2. 2. Qualitative Consumer Research & Insights 2011Welcome from Merlien InstituteWe would like to welcome you to today’s event. This international round-table eventis designed to bring together industry practitioners and academics to discuss thechallenges of delivering actionable consumer insights through qualitative research.Your Merlien contact persons at this conferenceConference Director: Jasper LimConference Assistant: Glenn MicallefBelow you will find a few administrative details for your information. Should youhave any queries or problems during the conference, please speak with the contactpersons.PRESENTATIONSThe presentation slides and papers of this workshop can be viewed or downloaded fora limited period of time from slideshare: http://www.slideshare.net/event/qcri2011BADGESBadges 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 forthe speaker to address you. It would be helpful if you could announce yourself byname and organisation before asking your question.EVALUATION FORMTowards the end of the conference, you will be provided with an Evaluation Form.We would be grateful if you would take time to complete the form and return it to theregistration desk before you leave the conference. 2
  3. 3. QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011 THURSDAY, 7 APRIL 2011 12:15 Using Ipads for qualitative research: an intuitive way of gaining deeper insights07:45 Welcome coffee & registration • Discussing how new technology allows far more direct08:30 Opening words by Merlien Institute & Chair and intuitive way of interacting with customersRay Poynter - Managing Director • Going beyond online qual: collecting spontaneous dataThe Future Place (UK) and gaining deeper customer insights • Discussing the current limitations of Ipad and what theKeynote Presentation: future mobile qualitative research will look like08:45 Flux: Ethnography in a shifting landscape Frank-Thomas Naether, Managing Director• Leveraging social science and the humanities to Naether Marktforschung (Germany) inform strategy including new product development, conducting interpretive work and systems-thinking as 13:00 Lunch Break means to shape strategy• Addressing the synergy between changes taking place Brainstorming workshop: in the social world and shifts in innovation and product 14:15 Driving product and service innovation using development cutting-edge qualitative research techniques• Proposing new ways to make this move possible: With the rising technology use by consumers such as building out from user needs to systems thinking. internet and smartphones, businesses need to re-Maria Bezaitis - Senior Research Scientist, Interactions evaluate how they can better engage consumers and& Experience Lab - Intel Corporation (US) harness the “voices of the customers” for new product development and innovation.09:30 Putting consumer insights at the heart ofopen innovation processes In this interactive ‘hands-on’ brainstorming workshop,• Making products that fit the people: how consumer delegates (divided into teams) will have the opportunity insights should be integrated as an integral and to discuss with their peers on leveraging on cutting-edge essential part of any innovation process qualitative techniques for front-end innovation. At the end of the workshop, team leaders will have the• Presenting an interdisciplinary user-driven innovation opportunity to present their results to the audience. model for (ICT) research & development• Finding the people that fit the products: how to Facilitated by: maximize the economical and societal impact of Ray Poynter - Managing Director innovation The Future Place (UK)Karen Boers - Marketing & Communications ManagerIBBT (Belgium) 15:45 Networking Coffee Break10:15 Co-creating consumer insights for 16:15 Mapping the consumer mind: discovering thesuccessful new product development: the case of true drivers of behaviour through NeurosciencePhilips • Knowing the cutting edge research methodologies that• Discussing a new approach for creating consumer help us map the consumer mind insights: co-creating them rather than having them • Understanding key tips on the how’s and when’s to use made by ‘guru-researcher’ subconscious research to better understand the true• Developing radical new qual and quant tools: not drivers of customer behavior based on asking questions, but on revealing stories • Learning actionable and compelling steps to follow to• Discussing a successful study on how Philips build inter-disciplinary, consolidated teams that help developed ground-breaking lightings using new the company provide a voice to customers as brand research techniques ambassadorsJochum Stienstra - Director Aaron Reid - Founder and Chief Behavioral ScientistFerro Explore! (The Netherlands) Sentient Decision Science (US)11:00 Networking Coffee Break 17:00 Exploring the role of hope on indebtedness and risk perception related to consumer purchasing11:30 The future is in their hands: exploring the behaviourapplication of qualitative & quantitative insight • Discussing the role of consumer’s hope in increasingillumination methods across the mobile platform their propensity to indebtedness• Highlighting how the mobile channel is currently being • Integrating concepts from different theoretical schools utilised to identify and illuminate market insights in both a B2C and B2B context • Integrating three constructs (hope, risk perception and propensity to indebtedness) in one theoretical model• Identifying when a mobile approach works well, and Lucia Barros - Marketing Professor when it struggles Centro Universitário FIEO (Brazil)• Exploring the future of mobile research over the next five years, and how this is likely to translate into 17:45 Summary and closing remarks from chair innovative approachesScott Dodgson - Director - Research, Insight,Consulting - SKOPOS 3 19:00 Optional Networking Dinner
  4. 4. QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011 FRIDAY, 8 APRIL 2011 Brainstorming workshop: 14:00 Online Conversations: sense or nonsense?08:00 Welcome coffee What do we need to know to get it right?08:30 Opening words by Merlien Institute & Chair Gathering customer insight from social mediaDi Tunney - Director - Liveinsights (UK) communities is rapidly becoming a viable alternative to focus groups and depth interviews. The time has comeKeynote Presentation: to establish best practice guidelines for engaging in08:45 Using discourse analysis to fuel brand online conversations and for gathering reliable customerstrategies insights.• Analysing customer feedback to optimise brand The goal of this brainstorming workshop is to establish promises and performance ‘best practice’ guidelines on the following areas:• Listening to customer-to-customer discussions to • When and how to communicate with customers in discover market ideas social media communities• Understanding the nature of competitors’ discourses to • How to capture valid insights from online conversations gain a strategic advantage • Where to draw the line in using the personalRay Poynter - Managing Director information that customers are revealing onlineThe Future Place (UK) Facilitated by:Interactive discussion (1 hour) Di Tunney & Rachel Francis - Directors09:30 Driving successful brand strategies through Liveinsights (UK)customer-driven innovation• Enhancing branding propositions through the utilising 15:30 Networking Coffee Break actionable qualitative insights• Collaborating and co-creating in the innovation 16:00 Research communities: an agency process proposition or brand asset?• Co-creating with the right people in the right time • Discussing an appraisal of the key similarities and differences between the varying approaches to online• The value of consumer insights in transforming the communities, be they for research, innovation or customer journey in insuranceNiki Schroeder - Innovation and Branding Consultant advocacyTNS-NIPO (The Netherlands) • Evaluating who is best positioned to activate online research communities and deliver social business10:30 Networking Coffee Break • Evaluating how brands should approach and commit to online research communities as they attempt to11:00 Utilising qualitative user-centered design become more visceraltechniques to assess the needs and expectation of Stephen Cribbett - Chief Executive Officer - DUB (UK)stakeholders• Discovering the needs and expectations of teachers 16:45 Research robots: implementing a ground- through user-centered design principles breaking approach of deriving actionable insights• Discussing the use of personas and mental from social media model/affinity diagram to support and promote • Implementing a revolutionary qualitative technique for innovation gathering consumer trends, demographics and new• Evaluating the success of this qualitative method and ideas for new product development the tools for discovering new targets • Creating an online representation of a brand personaKarin van den Driesche - Usability Consultant and understanding themFilterdesign & Open University (The Netherlands) • Providing large amounts of relevant insights for ideation and insight creationInteractive discussion (1 hour) • Example of a success story: the case of a large FMCG11:45 Social media in the airline industry: utilising company who wanted to better understand their targetssocial media tools for enhancing customer Will Goodhand - Juicy Evangelist - Brainjuicer (UK)experience through better insights• From customer engagement to crisis management: the 17:30 Summary and closing remarks from chair state of the art of social media use in the airline 17:45 Close of conference by organiser industry• How can airlines gather actionable insights from social media to improve customer loyalty? 9 April, 09:00 - 12:30: Social Programme• How can airlines use social media to better understand • A complimentary half-day guided tour to the ancient how to enhance customer service? city of Mdina. Itinerary may include visits to PalazzoGilbert Ross - Section Head Research & Airline Falzon, St. Pauls Catacombs and Roman DomusAnalysis - Air Malta (Malta) (Note: Entrance fees to attractions are not included)12:45 Lunch Break 4
  5. 5. Thursday 7 April - 08:30From our chairpersonOpening remarks and speaker introductionsRay PoynterManaging DirectorThe Future Place, UKAbout Ray…Ray is the author of The Handbook of Online and Social Media Research. Hehas spent 30 years at the interface of market research, innovation, andadvanced techniques. Having spent many over 20 years in director levelpositions with market research companies, including Virtual Surveys andMillward Brown, Ray now operates a thought leadership consultancy, TheFuture Place, channelling many of his thoughts through his widely respectedblog. http://thefutureplace.typepad.com/. 5
  6. 6. Thursday 7 April - 08:45Maria BezaitisSenior Research Scientist, Interaction & Experience LabIntel Corporation, USKeynote PresentationFlux: Ethnography in a shifting landscape• Leveraging social science and the humanities to inform strategy including new product development, conducting interpretive work and systems- thinking as means to shape strategy• Addressing the synergy between changes taking place in the social world and shifts in innovation and product development• Proposing new ways to make this move possible: building out from user needs to systems thinkingPresentation abstract:Strategy - defined as paths for growth, transformation - has a reference pointin the social world. Effective strategy means operating with an understandingof what you’re trying to change in the world and/or of what is changing thatyou can leverage. If you believe that this is true, then you should expect to begetting more out of the capabilities in your organizations chartered withhelping you understand where these change opportunities lie. The socialsciences and humanities, revolving around the application of ethnography inthe industry setting, hold the best promise of providing industry withactionable understanding of where these “change” opportunities reside andhow to take advantage of them for innovation.The collaboration between ethnography and design has been focused, for thelast twenty years, on identifying insights and user needs for productdevelopment. This work has resulted in an excessive focus on requirementsgathering and a resulting disposition towards engineering needs and values(usability). While this work is crucial for the development cycle - goodproducts rely on some understanding of how people will use them to remaineffective - the current shifting business landscape suggests new opportunitiesfor the social sciences and humanities to address. Bezaitis’ talk willcharacterize why this is imperative and what you might start to expect ofcapabilities like ethnography and design.About Maria…Maria Bezaitis is a Senior Research Scientist in the Interactions & ExperienceResearch Lab in Intel Labs. Maria’s chief interest is in how social research,informed by the social sciences and humanities, can act as a catalyst forbusiness transformation. Maria has written and presented on topics includingcollections & seriality, photographic images and identity, media literacy, userexperience, the role of social research and design for technology innovationand development. Bezaitis has a Ph.D. from Duke University, in FrenchLiterature and Cultural Studies. 6
  7. 7. Thursday 7 April - 09:30Karen BoersMarketing & Communications ManagerIBBT, BelgiumPutting consumer insights at the heart of open innovation processes• Making products that fit the people: how consumer insights should be integrated as an integral and essential part of any innovation process• Presenting an interdisciplinary user-driven innovation model for (ICT) research & development• Finding the people that fit the products: how to maximize the economical and societal impact of innovationPresentation abstract:Innovation does not flow linearly from research to markets, but is based oncontinuous iterative feedback loops from users and markets to research anddevelopment. These loops should be fully embedded in the innovationprocess for new products and services to achieve considerable economicaland societal impact. An innovation model will be presented that is based onuser involvement from the early stage in the research process, a strongpartnership between academia, industry and local stakeholders andinterdisciplinary teams striving to research activities to reach the market.The challenge remains to include and commit consumers from the stage ofidea generation to the stage of commercial roll-out. Some examples willillustrate the necessity to include consumer insights in every stage ofdevelopment, with special attention paid to large-scale testing of products andservices in real-life circumstances (living labs), allowing for researchers toassemble user feedback and to systematically observe, monitor and analyzeuser behavior in a natural environment. Finally, some attention will be paid toadditional tools and instruments that should be available to ensure thatresearch output gets incubated and nurtured into new products, services andventures tailored to market needs.About Karen…Karen holds a Master degree in German philology and a postgraduate incomparative linguistics and started out her career in the HR sector,specializing in team optimization and large recruitment projects. In January2005 she made the transition to the brand new Interdisciplinary institution forBroadband Technology (IBBT) to run the daily office affairs. She soonbecame Marketing & Communications Manager and started expanding thecommunication activities to the full 360° marketing mix. She is now heading ateam of 4 and has specialized in marketing & communications strategy, large-scale event organization, online communication & social media and partnermanagement. 7
  8. 8. Thursday 7 April - 10:15Jochum StienstaDirectorFerro Explore!, The NetherlandsCo-creating consumer insights for successful new productdevelopment: the case of Philips• Discussing a new approach for creating consumer insights: co-creating them rather than having them made by ‘guru-researcher’• Developing radical new qualitative and quantitative tools: not based on asking questions, but on revealing stories• Discussing a successful study on how Philips developed ground-breaking lightings using new research techniquesPresentation abstract:Co-creation is the talk of the town. If we talk about co-creation however, werestrict to products, or services. Jochum will present a case of co-creatingconsumer insights. In his presentation he will give an overview of how themarketing landscape has changed and how this will have to affect theresearch methods we use. Specifically we will have to step away from the oldmodel of having insights created by ‘guru-researchers’. In the presentationJochum will show how Philips Lighting developed ground breaking lightingconcepts, based on new research techniques, and new workshop techniques,using narratives. The method combined qualitative and quantitative methods,but in a new way, unheard of before. The method was felt to be extremelyeffective by Philips Lighting. It was on the shortlist for the PRS-award (mosteffective qualitative research). Jochum will be able to share the method, butnot yet the concepts (because those will be developed later, some of themrequire the development of new technology).About Jochum…Jochum Stienstra is a renowned qualitative researcher. He started his careerat Ferro Explore! and is owner and director of this company since 1998.Jochum has 22 years of experience in qualitative research with a focus onbrand research. Jochum publishes and presents on a regular basis forinternational congresses. He is an expert in narrative research, and won theESOMAR award for best paper on his narrative method. He was nominatedfor the prestigious PMS-award for a narrative case on Philips Lighting. 8
  9. 9. Thursday 7 April - 11:30Scott DodgsonDirector - Research, Insight, ConsultingSKOPOS, UKThe future is in their hands: Exploring the application of qualitative &quantitative insight illumination methods across the mobile platform• Highlighting how the mobile channel is currently being utilised to identify and illuminate market insights in both a B2C and B2B context• Identifying when a mobile approach works well, and when it struggles• Exploring the future of mobile research over the next five years, and how this is likely to translate into innovative approachesPresentation abstract:Scott will provide a snapshot of mobile research in 2010, outlining its currentapplications (along with the associated advantages and limitations of theplatform) across qualitative and quantitative disciplines, and examine its futurepotential. He firmly believes that the mobile phone is becoming the mostpowerful, flexible, and essential device consumers own - effectively ahandheld mini-computer - which will ultimately revolutionise the wayresearchers interact with the platform, and, by extension, respondents.Scott will present the catalysts that drive this quiet revolution, explore theinterlinkages with mobile research as well as discuss opportunities that areopening up for researchers. Such advances include the ‘hard’ and ‘soft’technological innovations driven by the introduction of smart phones (andshortly super phones), as well as increased consumer interaction with socialmedia networks, blogging and news websites - influencing consumerbehaviour in accessing the mobile internet. Mobile is now widely regarded asthe 5th research methodology, and will ultimately extend, enhance andreplace existing elements of the researcher’s toolkit.Embracing new, innovative, approaches and technologies such as mobile - isfundamental to furthering our knowledge and the relevancy of marketresearch in 2010 and beyond (across qualitative and quantitative disciplines).If we do not, we lose relevance and credibility - if we don’t adapt, we die.About Scott…Scott is a Director at SKOPOS, a full service agency with particularknowledge and expertise within the digital arena. Scott’s core expertise lies inthe retail/e-tail and FMCG worlds, and in helping clients from within thesesectors, gain a better understanding of the perceptions and behaviours of theconnected shopper in their digital and non digital ecosystems. Over the years,Scott has helped to realise projects for a wide range of clients acrossconsumer and B2B markets, including: Orange, O2, DHL, Bank of America,Tesco, McDonald’s, innocent, Royal Mail and many more. 9
  10. 10. Thursday 7 April - 12:15Frank-Thomas NaetherManaging DirectorNaether Marktforschung, GermanyIntegrating Web 2.0 successfully into traditional qualitative research• Behind every online personality is a human being: discussing the changing consumer behaviour• How do online and offline qualitative research methodologies ideally support each other?• Adapting traditional research methods to incorporate social media tools• Examples of interesting and relevant web 2.0 and social media toolsPresentation abstract:With its launch the iPad immediately became a huge worldwide success andestablished a new category of end-devices. The iPad is another step towardscomplete mobility has or will change the way people communicate and usemedia and the internet. The iPad also is a fascinating tool to conductqualitative (and quantitative) research. Due to its new technology, it allows afar more direct and intuitive way to interact with its user. This has implicationson the way qualitative online research can be conducted.As tablets will become a more and more important channel for marketingactivities, qualitative research about the iPad and its use are of interest too.The main topics, issues and aspects of this presentation are as follows:• What makes the iPad so interesting (For researcher and for respondent)• The iPad in qualitative research• Areas in which the use of the iPad is attractive and helps to go beyond with regards to gaining deeper insights• One step closer to real mobile research• The use of apps e.g. for photo collages• iPad applications and clients for qualitative online surveys (e.g. Polldaddy, Revelation• What are the barriers? e.g. Flash, camera etc• Where will it take us?About Frank-Thomas…Frank-Thomas Naether is owner of Naether Marktforschung GmbH, a purelyqualitative research agency in Hamburg formed in 1993. He is involved inmany aspects of qualitative research and the internet since the mid 90’s. 10
  11. 11. Thursday 7 April - 14:15Ray PoynterManaging DirectorThe Future Place, UKBrainstorming workshop:Driving product and service innovation using cutting-edge qualitativeresearch techniquesWith the rising technology use by consumers such as internet andsmartphones, businesses need to re-evaluate how they can better engageconsumers and harness the “voices of the customers” for new productdevelopment and innovation.In this interactive ‘hands-on’ brainstorming workshop, delegates (divided intoteams) will have the opportunity to discuss with their peers on leveraging oncutting-edge qualitative techniques for front-end innovation. At the end of theworkshop, team leaders will have the opportunity to present their results to theaudience.About Ray…Ray is the author of The Handbook of Online and Social Media Research. Hehas spent 30 years at the interface of market research, innovation, andadvanced techniques. Having spent many over 20 years in director levelpositions with market research companies, including Virtual Surveys andMillward Brown, Ray now operates a thought leadership consultancy, TheFuture Place, channelling many of his thoughts through his widely respectedblog. http://thefutureplace.typepad.com/. 11
  12. 12. Thursday 7 April - 16:15Aaron ReidFounder and Chief Behavioral ScientistSentient Decision Science, USMapping the consumer mind: discovering the true drivers of behaviourthrough Neuroscience• Knowing the cutting edge research methodologies that help us map the consumer mind• Understanding key tips on the how’s and when’s to use subconscious research to better understand the true drivers of customer behavior• Learning actionable and compelling steps to follow to build inter- disciplinary, consolidated teams that help the company provide a voice to customers as brand ambassadorsPresentation abstract:Mapping the consumer mind continues to drive the marketing researchindustry’s adoption of neurophysiological and other research methods thatassess subconscious reactions to marketing. It is critical to understand animportant human truth of decision-making: the real “reason” behind anypreference-based decision is not in fact reason-based at all. The real reasonis emotion. We are constantly in pursuit of the reasons behind behavior. Thissession covers a wide scope of ways to get at the inner workings of theconsumer mind, from the latest on data modeling methods such asneuromarketing research methods (e.g. fMRI and EEG studies) andphysiological measures of emotional arousal (e.g. SCR), to the steps toconsider in integrating early-stage qualitative discovery research and follow-up research. This presentation will include several case studies, including adetailed one on a premier U.S. retailer whose plan for a new design conceptin its women’s clothing collection was shaped by the blending of traditionalqualitative research with novel research solutions.About Aaron…Dr. Reid is Chief Behavioral Scientist at Sentient Decision Science, and is theDirector of the Center for Automatic Brand Associations. A cognitivepsychologist by training, with a published research record in the decision-making literature, Dr. Reid’s areas of expertise include how emotioninfluences choice, advanced statistical modeling, and the subconsciousdrivers of brand associations. Dr. Reid frequently presents his research andmathematical models of consumer behavior at trade conferences and is anadjunct professor of psychology at Middlebury College where he has taughthis subconscious research methods and his course on “Emotion andRationality.” 12
  13. 13. Thursday 7 April - 17:00Lucia BarrosMarketing ProfessorCentro Universitário FIEO, BrazilExploring the role of hope on indebtedness and risk perception relatedto consumer purchasing behaviour• Discussing the role of consumer’s hope in increasing their propensity to indebtedness• Integrating concepts from different theoretical schools• Integrating three constructs (hope, risk perception and propensity to indebtedness) into one theoretical model.Presentation abstract:Hope is an important construct in marketing, once it is an antecedent ofimportant marketing variables, such as trust, expectation and satisfaction(MacInnis & de Mello 2005, Almeida, Mazzon & Botelho 2007). Specifically,the literature suggests that hope can play an important role on risk perception(MacInnis & de Mello 2005, Almeida et al. 2007, Fleming 2008) andpropensity to indebtedness (MacInnis & de Mello 2005, Fleming 2008). Thus,this article aims to investigate the role hope plays on propensity toindebtedness and risk perception related to purchasing and consumption, byreviewing the existing literature, accessing and exploring consumers’experience of indebtedness and proposing a theoretical model. The proposedtheoretical model shows that hope seems to play an important role onpropensity to indebtedness, once it is seen as a pathway to attain a goal. Italso shows that the sense of agency may be responsible for a decrease inrisk perception when hope is high. These results expand the current literaturein two ways: (1) they integrate concepts from different theoretical schools, and(2) they integrate three constructs in one theoretical model.About Lucia…Lucia Barros holds an undergraduation degree in Public Administration and agraduate certificate in Marketing from EAESP/FGV-SP (2003 and 2007). Sheholds a Master degree in Business Administration from EAESP/FGV-SP, andis a professor at UNIFIEO (Brazil). Her research interests include consumerbehavior, emotions and marketing strategies.About the co-author…Professor Delane Botelho is a co-author of this paper. He holds a PhD degreein Business Administration from EAESP/FGV (2003), where he is associateprofessor of marketing. His research interests include pricing, consumerbehavior and marketing for development. 13
  14. 14. Friday 8 April - 08:30From our chairpersonOpening remarks and speaker introductionsDi TunneyDirectorLiveinsights, UKAbout Di…Di Tunney has 25+ years experience in Market Research and Marketing,working in a diverse range of sectors. Di worked for Unilever, Allied Domecqand Thomas Cook before setting up a full service research agency in 1986.Aware that research needs a fresh approach, Di has become a specialist inlanguage analysis techniques that explain what really drives customerbehaviour. Di is a Master Practitioner of NLP and certified in Language &Behaviour Profiling. Di is intuitive and insightful with a keen focus on turningresearch into action. At Liveinsights, Di is a consumer insights and languageanalysis champion and social media pioneer. 14
  15. 15. Friday 8 April - 08:45Ray PoynterManaging DirectorThe Future Place, UKKeynote PresentationUsing discourse analysis to fuel brand strategies• Analysing customer feedback to optimise brand promises and performance• Listening to customer-to-customer discussions to discover market ideas• Understanding the nature of competitors’ discourses to gain a strategic advantagePresentation abstract:Discourse analysis is becoming central to large parts of academic research,from psychology to linguistics, and ethnography, researchers are finding thatthe detailed study of how language is used is revealing insight into how socialacts are constructed.The presentation will show how approaches such as conversation analysis,the ethnography of communication, critical discourse analysis, andFoucauldian research can be applied to commercial projects to fuel brandstrategies.Whilst there is nothing new about the power of language and the impact ofword of mouth, there have been three major changes in recent years:1. Developments in discourse analysis2. The power computer assisted techniques3. The increased permanence of discourse, particular through its presenceonline, allowing more of it to be analysed.Examples of how to utilise discourse analysis will be drawn from both FMCGand service brands, showing how the discourse between brands andcustomers and between customers can be accessed to fuel brand strategiesand to provide insight into improving the positioning, communication, footing,and construction of the brand in the market place.About Ray…Ray is the author of The Handbook of Online and Social Media Research. Hehas spent 30 years at the interface of market research, innovation, andadvanced techniques. Having spent many over 20 years in director levelpositions with market research companies, including Virtual Surveys andMillward Brown, Ray now operates a thought leadership consultancy, TheFuture Place, channelling many of his thoughts through his widely respectedblog. http://thefutureplace.typepad.com/. 15
  16. 16. Friday 8 April - 09:30Niki SchroederInnovation & Branding ConsultantTNS NIPO, The NetherlandsInteractive discussionDriving successful brand strategy through customer-driven innovation• Enhancing branding propositions through the utilising actionable qualitative insights• Collaborating and co-creating in the innovation process• Co-creating with the right people in the right time• The value of consumer insights in transforming the customer journey in insuranceDiscussion abstract:More and more companies in various markets now understand the voice ofthe customer can not be ignored. They are looking for ways to connect withtheir customers early in their innovation process to co-create their way intosuccessful products and services. In this field of co-creation a clear focus anddiscipline is key. Without a clear vision on what you like to achieve as a brandand what you are focussing on, co-creation processes tend to end ininteresting experiments instead of successful innovations.Topics of the presentation:• What does the early innovation process looks like and how does collaboration and co-creation fit in?• Business case: How a Dutch insurance company is building their brand target segments.• In sub groups you will experience yourself what the impact of a specific target group can lead to actionable insights and different solutions.• Summary about what initiatives the insurance company has taken to transform their whole customer journey based on consumer connections.About Niki…Niki is Innovation and Branding consultant at TNS NIPO (former RI) sinceMay 2007. Niki is specialized in qualitative research concerning innovation,and branding issues. Through interactive qualitative research methods sheenables her clients to make customer oriented business decisions. She worksfor a wide variety of clients in both local and international projects. Niki has amaster degree in Industrial Design engineering specialized in InnovationManagement. 16
  17. 17. Friday 8 April - 11:00Karin van den DriescheCustomer Researcher & Usability ConsultantFilterdesign & Open University, The NetherlandsUtilising qualitative user-centered design techniques to assess theneeds and expectation of stakeholders• Discovering the needs and expectations of teachers through user-centered design principles• Discussing the use of personas and mental model/affinity diagram to support and promote innovation• Evaluating the success of this qualitative method and the tools for discovering new targetsPresentation abstract:On December 14, 2009, the Minister of Education of the Netherlands, RonaldPlasterk, launched the first version of Wikiwijs. Wikiwijs has to be the placewhere all teachers of the Netherlands, ranging from primary education tohigher education, can (co)develop, share, rework and use digital learningmaterials.How do you know within a development project that the design decisions arereally based on users expectations and needs and not on say, technicalpossibilities or the design teams preferences?To learn about the requirements for Wikiwijs, research has been conducted tofind out about the expectations among teachers in all educational sectors. Theprinciples of User Centered Design (UCD) were followed by this research.This approach lead to a set of personas each representing thousands offuture users of the system. And an affinity diagram/mental model which showsthe work process of teachers.The UCD method contains a set of principles which can support any form ofdevelopment process. Using UCD will support and promote innovation andthe results are desired by real users. It creates the ability to radicallytransform by having user data available at the beginning of the developmentprocess.About Karin…Seven years ago Karin van den Driesche started her own company in userresearch and design: Filterdesign. Filterdesign specializes in user centereddesign; putting the user/customer first during the design process. Usinginterviews, work models and persona development, UCD helps theorganizations she works for to hear customer needs in a new way and tocreate new solutions to meet the large amount of different needs. For her,usability is an integral part -not a consequence- of the design process. 17
  18. 18. Friday 8 April - 11:45Gilbert RossSection Head Research & Airline AnalysisAir Malta, MaltaInteractive discussionSocial Media in the Airline industry: Utilising social media tools forenhancing customer experience through better insights• From customer engagement to crisis management: the state of the art of social media use in the airline industry• How can airlines gather actionable insights from social media to improve customer loyalty?• How can airlines use social media to better understand how to enhance customer service?Presentation abstract:A short presentation will be given about the way airlines around the worldhave adopted social media and are using it for different strategies - fromcustomer engagement in marketing campaigns to crisis management andbrand co-creation. A mini-group discussion will follow where delegates(divided into teams) will be asked to brainstorm some ideas related to thepresentation. At the end of the workshop, team leaders will present theirresults to the audience.Each group may be asked to tackle one of the questions below:• How can airlines gather actionable customer insights from social media to help them improve customer loyalty?• How can airlines gather data from social media to better understand how to enhance customer experience?About Gilbert…Gilbert Ross leads a team of researchers and data analysts for Maltasnational carrier - Air Malta. He has been in the airline business for more than15 years. His competencies include B2B and B2C market research andindustry research on airline business planning and strategy. He has apersonal interest in online marketing and is a social media enthusiast. He alsohas a keen interest in innovation strategy and open innovation applications inbusiness and technology. 18
  19. 19. Friday 8 April - 14:00Di Tunney & Rachel FrancisDirectorsLiveinsights, UKBrainstorming workshop:Online Conversations: Sense or Nonsense? What do we need to know toget it right?Gathering customer insight from social media communities is rapidlybecoming a viable alternative to focus groups and depth interviews. Thismeans that the time has come to start to establish some ‘best practice’guidelines for engaging in online conversations and using these connectionswith customers to gather reliable customer insights.This session will look at some language analysis techniques that pinpointcustomer values, beliefs and behavioural motivations. Within the session wewill consider the effect on the quality and validity of customer responses byengaging in real-time conversations literally using customers’ language.In order stimulate debate, we will give real examples of different challengesthat businesses face and approaches that companies and brands have takenon Social Media issues. The pros and cons of these will then be discussed insub groups and will be summed up as set of possible ‘best practice’guidelines on the following areas:• When and how to communicate with customers in social media communities?• How to capture valid insights from online conversations?• Where to draw the line in using the personal information that customers are revealing online?About Di & Rachel…Di Tunney has 25+ years experience in Market Research and Marketing,working in a diverse range of sectors. Di worked for Unilever, Allied Domecqand Thomas Cook before setting up a full service research agency in 1986. AtLiveinsights, Di is a consumer insights and language analysis champion andsocial media pioneer.Rachel Francis has held a variety of roles in Market Research and StrategicPlanning and has worked both client side at Mars and RHM and agency sidefor Marketing Consultancy OHAL and currently as a director at SolvaConsultancy and Liveinsights. At Liveinsights Rachel is a metrics anddashboard champion, forging the way in understanding how to make sense ofthe wealth of information social media offers. 19
  20. 20. Friday 8 April - 16:00Stephen CribbettChief Executive OfficerDUB, UKResearch communities: an agency proposition or brand asset?• Discussing an appraisal of the key similarities and differences between the varying approaches to online communities, be they for research, innovation or advocacy• Evaluating who is best positioned to activate online research communities and deliver social business• Evaluating how brands should approach and commit to online research communities as they attempt to become more visceralPresentation abstract:Online Research Communities (or MROCs) are now an established researchmethodology, but whether or not it is the research agency or brand that ownsthem and has the capacity to effectively run, manage and distribute the valuegleaned from them is open for debate. This presentation will explore thedisruption caused by online research communities and delve deeper into theemergence of social business to understand how research communities arethe trojan horse.This presentation will address the varying research and insight communitytypologies require different resources, skills and approaches, and sets outwhat ultimately deems success and who should be responsible for deliveringit.About Stephen…Stephen is co-founder of Dub, a global leader helping agencies and brandsdeliver consumer insight and innovation capabilities through the delivery thedevelopment of powerful cultures around sharing, collaboration and co-creation with consumers and staff. Using social software, Dub builds andmanages thriving online communities and nurtures inspiring, emotionalconnections.Stephen has over 15 yrs experience building design, branding and innovationbusinesses working with the likes of Adidas, Harrods, Levis, Orange, Citroenand Shell.He has previously been a magazine editor, a call centre operative, potatopicker and semi-professional footballer. Stephen is currently bracing himselffor the birth of his second child in July, a task way more scary than standinghere today! 20
  21. 21. Friday 8 April - 16:45Will GoodhandJuicy EvangelistBrainjuicer, UKResearch robots: implementing a ground-breaking approach of derivingactionable insights from social media• Implementing a revolutionary qualitative technique for gathering consumer trends, demographics and new ideas for new product development• Creating an online representation of a brand persona and understanding them• Providing large amounts of relevant insights for ideation and insight creation• Example of a success story: the case of a large FMCG company who wanted to better understand their targetsPresentation abstract:Millions of people freely publish evidence of their thoughts, feelings, andbehaviours online across social media websites. In essence, thousands ofqualitative studies, often with real insights being shed, are occurring betweenonline-users on a constant basis. But currently there are no tools that arecapable of listening to these conversations for purposes deeper than brand-tracking or reputation-monitoring. Yet this continually expanding mass ofonline content presents a real and exciting challenge for marketers andresearchers: How can we observe and translate this into a meaningfulnarrative that provides new insights into our segments and brands?To solve this problem, BrainJuicer® partnered with Philter Phactory todevelop DigiViduals™, online research bots programmed to have a particularpersonality reflecting a brand category, persona, or trend. The DigiVidual™then trawls social media sites, reposting relevant pictures, videos, shoppingitems, and music specific to the predetermined target demographic on a blog.BrainJuicer’s researchers then organise and interpret these informationartefacts into themes, forming a deep and inspiring illustration of the target. Amultimedia representation of a segment provides an inspiring springboard forideation and insight development for research practitioners, creating a morehuman way to communicate the essence of particular segments.About Will…Will Goodhand is a specialist in front-end innovation at BrainJuicer. His focusis harnessing the full potential of the Internet and social media to enable fasterand better innovation, reinventing both qualitative and quantitativeapproaches. Will won the title of Research Superstar at the 2010 ESOMARCongress. Will worked as a research director at Ipsos ASI as well as a brandplanner at boutique KSBR Brand Futures, specializing in brand positioningand NPD. 21
  22. 22. Attendee ListFIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRYAaron Reid Founder and Chief Sentient Decision US Behavioral Scientist ScienceAlida Buttigieg Managing Director Bloom Research MaltaDi Tunney Director Liveinsights UKFrank Geers Research Director InSites Consulting BelgiumFrank-Thomas Naether Managing Director NMRC GermanyGilbert Ross Section Head Research Air Malta Malta & Airline AnalysisGlenn Micallef Master Student University of Malta MaltaIzabella Waszkielewicz Manager, User Insights New York Public US LibraryJasper Lim Director Merlien Institute SingaporeJochum Stienstra Director Ferro Explore! UKKaren Boers Marketing & IBBT Belgium Communications ManagerKarin van den Customer Researcher & Filterdesign The Driesche Usability Consultant NetherlandsLucia Barros Marketing Professor Centro Universitario Brazil FIEOManuela Corradi Human Interaction GPI S.p.A. Italy DesignerMaria Bezaitis Senior Research Intel Corporation US Scientist, Interaction & Experience LabMorgan Parnis Head of Research Unit Misco International Ltd MaltaNiki Lavoie Executive & CCO Sky Consulting FranceNiki Schroeder Innovation and TNS NIPO The Branding Consultant NetherlandsRay Poynter Managing Director The Future Place UKRegina Gromova Managing Director MITTEL MGU RussiaScott Dodgson Director - Research, SKOPOS UK Insight, ConsultingStephen Cribbett Chief Executive Officer DUB UKTherese Bajada PhD Candidate University of Malta MaltaWill Goodhand Juicy Evangelist Brainjuicer USYasmina Amara Market Research Yahoo! Maktoob UAE Manager Research 22
  23. 23. Upcoming Events Qualitative Research for Policy Making 2011: 2nd Annual Delivering efficient qualitative research for policy making in times of austerity 26-27 May 2011, Belfast, UK http://www.merlien.org/upcoming-events/qrpm2011.html Market Research in the Mobile World 2011 2nd International conference The future of Market Research is here! Are you ready for the challenge? 19-20 July 2011, Atlanta, USA http://www.merlien.org/upcoming-events/mobileresearch.html Computer-Aided Qualitative Research Europe: 4th Annual The emergence of online qualitative data analysis platforms: a challenge to existing QDA software packages? 1-2 September 2011, Locarno, Switzerland http://www.merlien.org/upcoming-events/caqdaseurope.htmlMerlien Institute is an independent organisation dedicated to providingtimely and critical information to the qualitative research community. Ourmission is to provide researchers and practitioners a unique platform tobrainstorm new ideas and learn best practices in a highly interactiveconference environment. Merlien Institute, with its 4 staff and 26 AdvisoryBoard Members now host more than 10 annual meetings around theglobe. Our events have consistently resulted in new collaborations andprojects among delegates. 23
  24. 24. Organised by: Media Sponsors: Travel Sponsors: © 2011 by Merlien Institute All rights reserved. Printed in The NetherlandsNo part of this publication may be reproduced, transmitted, transcribed,stored in a retrieval system, or translated into any language, in any form or by any means without written authorisation from Merlien Institute. This booklet is printed on recycled paper, please recycle. 24

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