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#eso3D 3D Digital Dimensions 2013(Online + Social Media + Mobile) ResearchBoston / 23-25 JuneThe leading digital research conference returns in 2013 as a summer event…promising to be even bigger and better! |
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Overview
The business landscape is being shaped by digital technologies and big data like never before. The sheer magnitude of data being produced is staggering and market research plays an essential role discovering just how to extract business value from this data.
From web-tracking to mobile devices and the analysis of user-generated content on social media networks, understanding and synthesing data is paramount to answer today’s business needs. Digital is the new normal!
This conference goes beyond any other online research event by exploring 3 thematic dimensions:
- Online Panels, Communities and Big Data
- Social Media Research and Gamification
- Mobile Research
Join us in Boston to dive into the digital world!
Programme Committee
Mike Cooke (Committee Chair) |
Corrine Sandler |
Manila Austin |
Piet Hein van Dam |
Sean Bruich |
Programme
= ESOMAR Member
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09:00 - 17:30
Tuesday, 25 June - Conference day two
Exhibition: 08:30 - 17:30 |
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Presentation abstracts
Monday, 24 June
Opening keynote speaker
A Thousand Ways to Say Hello
A Thousand Ways to Say Hello
Tony Chapman, Founder and CEO, Capital C, Canada
A wave of disruptive change is rendering conventional marketing strategy obsolete. Amazon has become the world's largest vending machine, consumers are armed with super powers, and the internet is everywhere. Retail is saturated, media is fragmented, clicks are overrunning the bricks, and working dollars have to work harder.
Tony Chapman, Founder and CEO of Award Winning Ad Agency Capital C, TV Personality and marketing thought leader sees an unprecedented opportunity for entrepreneurs who have the courage to disrupt this disruption.
His new keynote – 'A Thousand Ways to Say Hello', is targeted for organizations large and small, local or global, who want to engage and change their consumer behavior by creating arresting narrative that satisfies the consumers insatiable appetite for relevant content, timed precisely to match their connection to the grid.
Setting the Scene - Firestarters
The Future Foundation Digital Download
The latest and greatest in the world of digital
Richard Nicholls, Account Director, Future Foundation, UK
The Future Foundation presentation, tailored exclusively for ESOMAR, is designed to stimulate debate, inspire ideas and encourage interaction. As well as setting the scene with an overview of the latest events in the world of digital, several brand new emerging trends will be revealed which are predicted to have an impact on brands, organisations, industries and sectors across the world. The aim is that delegates leave this session enlightened, inspired and armed with the tools needed to understand and tackle the challenges of an ever-evolving digital world.
Digital Research Practices from 500,000 Marketers
Why some marketers succeed with analytics… and most fail
Ilya Lichtenstein, Cofounder and CEO, MixRank, USA
For the past two years MixRank has been building the world's largest database of digital advertisers. By analyzing the websites of more than 500,000 digital advertisers with sophisticated data mining technology developed for this project, amazing insights into cutting-edge research best practices employed by the world's leading marketers can be gained. The enormous volume of data studied permits going beyond case studies to present, for the first time, a truly comprehensive perspective about questions like: Which surprising analytics strategy is used only by the top 3% of marketers? How do major global brands effective decide which user activity data to capture and how do they separate the signal from the noise? Which measurements are actually correlated with the success of a campaign?
First Dimension: Online Research and Big Data
Big Data and the Value of Information
Innovative applications of big data collection and where it could lead
Jeffrey Hunter, Associate Partner, Cambiar Consulting, USA
Big Data is a hot, but ill-defined, topic in the business world. This presentation examines some characteristics and trends in the solutions that are now available in a relatively data rich environment. Additionally, trends in the availability of data and analytic solutions suggest the potential for a “value of information” paradigm in the future.
Beyond Big Data
How big data needs consumer insight in order to realise its full potential
David Krajicek, Chief Executive Officer, GfK, USA
Big Data is likely to radically change the consumer insights landscape. Commentators question the role of market research when so much data is readily available. Does market research have a role to play in this new environment? This presentation argues that whilst Big Data is likely to be transformative for the research industry, it also represents a huge opportunity. Marrying an in-depth knowledge of the consumer to data of unheard of breadth and depth can radically change the way in which we both measure and understand the consumer. The presentation proposes a new framework of thinking and techniques for the industry, turning ‘Big Data’ into much more powerful and insightful ‘Smart Data’.
Where the Magic Happens
The integration of big data into traditional market research
Donald Hodson, Consumer Insights Director, AT&T Mobility, USA
Gregory Mishkin, VP Research & Consulting, Market Strategies International, USA
Big Data research uses large quantities of data to determine what behaviors a broad customer base has exhibited, essentially determining "what" these customers do. Traditional market research methods such as surveys and focus groups aim to identify the motivations and attitudes of a targeted customer base, or in other words, "why" customers feel the way that they do. This presentation introduces a novel continuous improvement cycle serving as a framework that holistically integrates traditional and cutting-edge research methodologies – effectively demonstrating an approach that can serve as a model for market research organizations in the rapidly shifting research landscape.
First Dimension: Online Research (Part II)
Inspirational Customers Dialogues
The journey behind the global evaluation of the 2013 IKEA catalogue
Frederic Gennart, Global Market Researcher, IKEA, Belgium
Tom De Ruyck, Head of Research Communities, InSites Consulting, Belgium
The annual catalogue is IKEA’s main communication channel with existing and potential customers globally. This case study demonstrates how the 2013 edition of the catalogue was evaluated through MROCs in five different countries. The presentation gives insights into the key marketing challenge global brands like IKEA are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what’s next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.
Minding the Product Transition Gap
How digital qual helped P&G solve a diaper dilemma
Andrew Sauer, Senior Researcher Baby Care Technology, The Procter & Gamble Company, USA
Steve August, Founder & CEO, Revelation, USA
Every time a consumer makes a product transition, there is an opportunity to either lose or win that consumer. It is crucial to understand the drivers behind consumer product transitions, as these decisions can cumulatively represent millions of dollars in sales. Recently, P&G’s Babycare division faced a product transition dilemma. Sales data showed they were losing volume and market size when moms switched diaper sizes. Sales data couldn’t provide the reasons for these customer losses during transition. Ultimately, the answers lay in the ground truth of the consumer transition experience. This presentation shows how digital qualitative research enabled P&G to have in the moment access to their consumers and solve a million dollar product transition challenge.
The Client's Cafe - A Business Talk Show
Interactive panel
Making an Impact
Making an Impact
How to turn insights into action
Britta Cleveland Ware, Vice President Research Solutions, Meredith Corporation, USA
Carol Jones, Director, Insights and Intelligence, Enterprise Holdings Inc, USA
Eulin Goh, Research & Insight Manager, British Airways, UK
Julie Wittes Schlack, Senior VP Innovation & Design, Communispace, USA
Karla Rains, Director, Customer Relations, MnDOT, USA
One of the greatest challenges market researchers face today is translating the wealth of data about consumers into meaningful action. Market researchers must decide how to synthesize and broker insights across their organizations, informing the business, inspiring action, and producing bottom line results. In this panel, consumer insight executives from major brands will provoke and inspire you, discussing what they are doing today to make a difference and have an impact. They will share how they have come to play strategic roles in their companies: aligning research against business needs, synthesizing information, translating insights into action, engaging their peers, driving innovation, and – ultimately - changing their businesses (and our industry).
Second Dimension: Social Media Research
The Effect of Engagement with Social Media on Purchase Behaviors
Bobby Calder, Professor, Northwestern University, USA
Edward Malthouse, Professor, Northwestern University, USA
Mark Vandenbosch, Professor, Ivey Business School - University of Western Ontario, Canada
Su Jung Kim, Professor, Northwestern University, USA
This presentation reviews how a different form of engagement with the Air Miles Facebook page and their own social media site affects future purchase behaviors. Engagement includes a hierarchy from passively reading content, liking something, and contributing and sharing content. The test compares utilitarian and aspirational prompts. The particular form of engagement of entering a social media contest was also studied. It was found that participation increases mile accumulation behavior over a control group and after controlling for pre- contest behavior. How to estimate return on investment is illustrated. The Facebook test is currently in the field. Explanations for these findings are proposed, and their implications and applications discussed.
Interactive Session
Digital Dimensions 2023
Reflecting on future trends and challenges for digital market research
John Wittenbraker, Global Innovation Director - Brand and Customer Experience, GfK, USA
Josephine Hansom, Associate Director - Global Innovation and Digital, GfK, UK
Norbert Wirth, Global Head of Innovation CR, GfK, UK
Taking a step away from the formal conference agenda, this session invites delegates to reflect on the future of digital market research. Drawing from the content of the conference papers and the global experiences of GfK, the session will explore the current and emerging trends in digital research. This session will leverage dynamic content from the conference Twitter feed during the first day and involve a crowdsourcing exercise to collect and accelerate ideas from delegates to help describe how the digital dimensions will affect how market research looks in 2023. We will end with a roundup of the key trends for market research going forward and how innovation in digital research will produce a new face foundation for the development of business insights.
Tuesday, 25 June
Second Dimension: Social Media Research (Part II)
Keynote speaker
Social Physics
Social Physics
Harnessing Social Influence for Change
Alex 'Sandy' Pentland, Director - Media Lab Entrepreneurship Program & Co-leader of the World Economic Forum Big Data and Personal Data Initiatives, MIT, USA
In the last few years we have reached a new way of understanding social influence that has let us use social networks to recruit millions of people in a day, change long-standing habits, and even help millions of people make better decisions. This new understanding is called Social Physics, and it gives us precise, effective tools for shaping conversations and behaviors.
Consulting Special Feature
You Love the Web... but How Much?
You Love the Web... but How Much?
Measuring the value of the internet
Emmanuel Huet, Principal, Boston Consulting Group, France
Gabriela Barrios, Other, Boston Consulting Group, USA
The Boston Consulting Group recently conducted various research projects to quantify the value of the Internet to consumers generally and for some specific activities. We anchored these studies on the concept of Consumer Surplus, developing a series of experiments to estimate value for Internet activities. Creative applications of choice based research techniques were leveraged to evaluate specific behaviors as a way to estimate how much value consumers place on different web functionalities, and ultimately to model the overall value and consumer surplus created for consumers by the internet. Beyond this quantification of the value of the overall consumer surplus, the research conducted in 14 countries also provided new knowledge and insights on today's connected consumers across countries, segments and notably generations.
Second Dimension: Social Media Research (Part II)
The session continues...
Conflict Maps in Social Media
From traditional arenas to 2.0 environments
Julián Andrés Riveros Clavijo, Innovation Researcher, OMD, Colombia
María Angélica Aya Zárate, Research Director, OMD, Colombia
Many brands have entered the realm of social media as part of their marketing strategies, nevertheless, on many occasions due to mishandling these interactions devolved into conflict, which may scale rapidly and turn low intensity situations into crisis events.?This presentation analyzes conflicts in social media networks, fusing conflict map models with social network analysis such as graph analysis. The research is particularly focused on the Twitter platform, and is illustrated with cases from retail and travel categories. The methodology application can provide insights leading to control and neutralize conflicts in a fast and efficient way, enhancing consumers' rapport and confidence.
Making Your Brand Pinteresting to Youth
Examining youth usage and adoption rates of Pinterest
Caitlin Krulikowski, Research Associate, Fors Marsh Group, USA
Jennifer Romano Bergstrom, User Experience Research Leader, Fors Marsh Group, USA
Data from a two part national survey study will provide insight into how young adult users actually use Pinterest and help marketers determine strategy and teach companies to engage with young adults on Pinterest. The initial paper-and-pencil survey was fielded to a nationally representative sample of young adult ages 16 to 24 in the United States in the spring of 2012 (n=3,743). An online follow-up survey was fielded in the summer of 2012 to eligible responders to the paper survey who indicated social media use (n=1,686). By examining a unique user population slightly younger than the typical Pinterest user (i.e., mixed genders, ages 16-24 vs. females, ages 25-34), companies can leverage findings and create an effective strategy to market to and interact with a younger demographic.
Crowdpower
How co-creation leads to strong product innovations
Andera Gadeib, President, Dialego, Germany
An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move the right ideas forward in the value chain. FMCG companies particularly need to hit the market within a very short period of time. This research evaluates different key performance indicators with regards to their strengths in predicting the success of a product idea. Subsequently, the best predictor is then taken as the object for a co-creation task to effectively shape and rework ideas early in the innovation process. The method unites qualitative and quantitative methods: consumer ́s crowd voice (let them talk) and interaction (let them play).
Third Dimension: Mobile Reseach (Fast Track)
Youth Mobile World!
A multi-country comparative case study of mobile use among young people
William Bell, Director of Research, International Broadcasting Bureau, USA
New media have been widely credited with providing a forum for young people to voice their opinions. To understand why the new media are such a powerful draw, we conducted a mixed-method study among youth in seven media markets. The methodology was replicated with little to no adaptation across selected countries. The study employed a suit of research methods from a large-scale national survey to expert interviews, focus groups, and ethnographic observations. While the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them, and in times of crisis, more politically or socially active. The study served as a useful background for “situating” findings from follow up digital research in selected countries.
Tapping into Tabletomics
Kristina Bruehl, Manager, Strategic Insights & Research, Viacom Media Networks, USA
Tablet devices have emerged as the leading second-screen alternative to television for viewing full-length episodes, according to "Tapping Into Tabletomics." The new research examines consumer behavior and emotions around the tablet user-experience, with a focus on tablets as TV and the dual-screen experience. Other highlights include: Tablets are a very personal but shared device that’s a frequent flyer in and outside the home. Gaming takes share from smartphones and handheld devices, but most tablet owners are not ready to purge their smartphones, laptops or gaming consoles. Tablets are both gaming and TV devices for kids and often a part of their parents’ “screen time” equation.
Mobilizing your Branded Panel
Panel data quality during the smartphone transition
Christian Kugel, VP Consumer Analytics & Research, Euromonitor International, USA
Denise Brien, Research Director, Euromonitor International, USA
Joseph Blechman, Sr. Research Manager, Euromonitor International, USA
Multi-modal surveys with a smartphone option are quickly becoming a necessity for proprietary consumer-facing panels. Mobile presents the opportunity to reach and engage more and better panelists, and the web underpinnings of smartphones allow the addition of mobile to web-based data collection with little incremental cost. The challenge, as with all new data collection techniques, is for researchers to understand and account for the tradeoffs and fundamental differences between the web option and the burgeoning mobile option in delivering accurate results and optimizing the investment in panels.
Insights into Action
Profiling shopping occasions for retailers through mobile and online research
Olga Churkina, Research Director, Fresh Intelligence Research, Canada
Tristan Morris, Consumer Insights Manager, PepsiCo, Canada
This lively and thought-provoking presentation based on client and agency dialogue will illustrate a combination of emerging research methodologies through different technology sources. The audience will be introduced to a multi layered online–mobile hybrid approach with elements of gamification - the future of insight development for product launches. Learning from this presentation will enable pioneering innovative projects and understanding how to successfully apply elements of gamification into survey design. Imagine being able to set the foundation of an innovative holistic cost effective co-created research approach that can bring a real understanding towards consumer behavior in a fun, engaging and insightful manner.
Speakers/authors
= ESOMAR Member
Opening Keynote Speaker
Tony Chapman
Founder and CEO, Capital C, Canada
Tony Chapman is a frequent contributor to the mainstream press and one of the youngest individuals to be inducted into the Marketing Hall of Legends, a testament to his cumulative contributions to the industry throughout the past three decades. He has founded two internationally renowned communications agencies that have garnered a steady stream of award winning campaigns including Capital C being nominated for both Agency and Digital Agency of the year in 2012.
A true visionary and serial entrepreneur Tony Chapman is also the Founding Partner of Fresh Intelligence which is revolutionizing intelligence gathering for corporations around the world, and Propeller Media which is creating branded content for prime time television networks and their digital ecosystems.
If you are a Foodie you will have also seen Tony Chapman on Food Network and Global TV’s hit show Recipe to Riches.
Watch: Keynote Tony Chapman - Marketing Guru & CEO of Capital C
Watch: Message from keynote Tony Chapman to marketers worldwide
Keynote Speaker
Alex 'Sandy' Pentland
Director - Media Lab Entrepreneurship Program & Co-leader of the World Economic Forum Big Data and Personal Data Initiatives, MIT, USA
Alex 'Sandy' Pentland directs MIT’s Human Dynamics Laboratory and the MIT Media Lab Entrepreneurship Program, co-leads the World Economic Forum Big Data and Personal Data initiatives, and is a founding member of the Advisory Boards for Nissan, Motorola Mobility, and a variety of start-up firms. He has previously helped create and direct MIT’s Media Laboratory, the Media Lab Asia laboratories at the Indian Institutes of Technology, and Strong Hospital’s Center for Future Health.
In 2012 Forbes named Sandy one of the “seven most powerful data scientists in the world”, along with Google founders and the CTO of the United States. He is among the most-cited computational scientists in the world, and a pioneer in computational social science, organisational engineering, mobile computing, image understanding, and modern biometrics. His research has been featured in Nature, Science, and Harvard Business Review, as well as being the focus of TV features on BBC World, Discover and Science channels. His most recent book is Honest Signals, published by MIT Press.
Sandy's research group and entrepreneurship programme have spun off more than 30 companies to date, three of which are publicly listed and several others that serve millions of poor in Africa and South Asia. Recent spin-offs have been featured in publications such as The Economist and The New York Times, as well as winning a variety of prizes from international development organisations.
Watch: Keynote Sandy Pentland on Sustainable Digital Ecology
Guest Speaker
Greg Stuart
Global CEO, Mobile Marketing Association, USA
Greg Stuart is the CEO of the Mobile Marketing Association (MMA), the leading global media trade group focused on the burgeoning mobile marketing industry. Over the past two years, Greg has transformed the association, attracting business leaders across the industry to lock arms and advance the mobile marketing movement. By expanding and evolving the MMA’s core resources, Greg has more than doubled the organization’s revenue, oversees the 700 member companies globally with operations in 12 countries, and works alongside top “mobile-first” brands on the MMA Global Board.
Andera Gadeib
President, Dialego, Germany
Andera is an online enthusiast. Her Internet career started early in 1995 when she set up one of the first 30 commercial webservers in Germany as a student project. Her passion for online research started in 1996 with her empirical thesis about purchase behavior on the WWW (Germany vs. US). In 1999 she founded Dialego, a research agency focusing on online research. She has won several awards since then honoring the innovative power of her ideas and tools. In November 2012 she started the online software business SmartMunk, building "Voice-of-the Customer Intelligence" solutions online. Andera enjoys her research hobby: a PhD project on text mining in innovation processes at Tilburg University, Netherlands.
Andrew Sauer
Senior Researcher Baby Care Technology, The Procter & Gamble Company, USA
Andrew has eight years of experience translating consumer perception into product requirements at Procter & Gamble. An avid early adopter of new research techniques, he has developed solutions in diverse problem areas including visual saliency, biometric and emotional measures of enjoyment, and product ergonomics. Andrew has an MS in biochemistry, a passion for photography, and more than 10 patents pending.
Betsy Leichliter
Qualitative Advisor, Leichliter Associates, USA
Betsy Leichliter is Qualitative Advisor for Leichliter Associates LLC and associated with the Think Global Qualitative Alliance. Her company provides a wide range of custom qualitative and interactive research - in person and digital - to US and global clients developing new products, services, environments, and experiences. In keeping with the company motto — Open Minds Open Minds® — Betsy is recognized as an early adapter of evolving communications technologies for qualitative research. Recent MR industry service includes the ESOMAR Mobile Privacy Task Force. She holds BA and MBA degrees from Stanford, and since 2003 has taught MR and qualitative courses for the NYU School of Continuing and Professional Studies, In NYC and online.
Bobby Calder
Professor, Northwestern University, USA
As a professor of Psychology, Bobby joined the Kellogg faculty in 1975 and was named the Charles H. Kellstadt Professor of Marketing in 1993. He has held an endowed chair at Kellogg since 1986 when he was named the A. Montgomery Ward Professor of Marketing. Previously, Bobby taught marketing, organizational behavior, behavioral science and consumer psychology, and social psychology at the University of Illinois and at the Wharton School at the University of Pennsylvania. He was also director of Organizational Research for National Analysis, a division of Booz, Allen & Hamilton. His research focuses on the analysis of marketing research, marketing planning, and consumer behavior.
Britta Cleveland Ware
Vice President Research Solutions, Meredith Corporation, USA
Britta is the Vice President of Meredith’s Research Solutions group (since August 2005), responsible for all of Meredith’s National Media Brands (including three of America’s top 10 in terms of circulation: Better Homes & Gardens, Family Circle and Ladies’ Home Journal), and leading women’s websites and digital properties. Prior to joining Meredith, Britta was most recently the Director for Advertising Research at Reader’s Digest and prior to that had worked on the advertising agency side of the business in the NY offices of Saatchi & Saatchi Advertising and held media planning positions in the San Francisco offices of Foote, Cone & Belding and Dancer, Fitzgerald, Sample. Over the past two years, Britta’s focus has been on tackling the issue of magazine accountability and specifically the development of an accountability metric that attributes sales lift to magazine advertising. She has written two award winning papers with NCS outlining the Meredith Sales Guarantee including detailed methodology and insights. Britta is a graduate of the University of New Hampshire with a BA in German. She lives in Pleasantville, New York with her three children (Natalie 19, Nicholas 17 and Julia 14) and her yellow lab, Milo.Caitlin Krulikowski
Research Associate, Fors Marsh Group, USA
With a strong background in advertising research and evaluation, Caitlin has over three years of research experience and is currently working on several projects involving social media research and the youth market. These studies survey young adults on usage, habits, and attitudes toward social media with a particular focus on the Military and future plans. The advertising research studies she works on test creative concepts prior to implementation in advertising campaigns and also measure awareness of and reaction to various campaigns.
Carol Jones
Director, Insights and Intelligence, Enterprise Holdings Inc, USA
Carol is a seasoned marketing professional having worked in numerous capacities in a variety of consumer product and service categories over the course of her career. For the last nine years, Carol has been with Enterprise Holdings Inc., parent to Enterprise Rent-A-Car, National Car Rental and Alamo Rent a Car and serves as the Director of Insights and Intelligence. Throughout its 55 year history, Enterprise has distinguished itself by its commitment to delivering an exceptional customer experience. In her role, Carol has worked to enhance the company’s capabilities for exceeding customer expectations by introducing new approaches to consumer listening and understanding an evolving global market.Christian Kugel
VP Consumer Analytics & Research, Euromonitor International, USA
At AOL, Christian oversees the market research and sales research teams and is responsible for infusing the organization around the voice of the consumer, developing new advertising ROI solutions and surfacing salient consumer insights for product and sales functions. Prior to AOL, Christian held research and innovation positions in VivaKi, Millward Brown and Starcom.
Dan Foreman
ESOMAR President, ESOMAR, UK
Dan Foreman has been in the research business for 20 years, building businesses across Europe, Asia Pacific and The Americas. He specialises in emerging technologies and developing markets, having helped organisations grow from start-up to sale. Outside research, Dan is a Non-Executive Director of a publishing business and a precision engineering company. He lives in Royal Tunbridge Wells with his wife and two children.
David Krajicek
Chief Executive Officer, GfK, USA
A seasoned marketing research consultant and executive with more than 20 years of experience, David is currently chief executive officer of GfK Consumer Experiences North America, part of the GfK Group - one of the world’s largest market research companies. In his role as CEO, David has been responsible for guiding GfK’s research organizations in the United States and Canada. Having joined GfK in 1995, David most recently held the position of co-president of GfK Custom Research US, where he was responsible for managing the company’s client service team – the industry experts and thought leaders who provide research and consulting services to a wide variety of companies. In previous roles within GfK, David has led teams focused on consumer packaged goods, technology, financial services and business-to-business.
Denise Brien
Research Director, Euromonitor International, USA
As AOL's Director of Consumer Analytics & Research, Denise is responsible for bringing the voice of the consumer to decision makers in Products, Marketing, and Sales. She has worked in market research for 15 years and has extensive experience leading custom quantitative and qualitative research. Prior to joining AOL, Denise held positions in research and consulting at Premium Knowledge Group and JD Power and Associates.
Donald Hodson
Consumer Insights Director, AT&T Mobility, USA
At AT&T Mobility, Donald is responsible for overseeing customer experience research for one of the world's largest mobile telecommunications providers. Prior to working at AT&T, he was a Director of Market Research for Cingular Wireless, Home Depot and Coca-Cola. Donald earned his master's degree from Louisiana State University.
Edward Malthouse
Professor, Northwestern University, USA
Edward is the Theodore R and Annie Laurie Sills Professor of Integrated Marketing Communications at Northwestern University and director of research for the Spiegel Center on Digital and Direct Marketing. He was the co-editor of the Journal of Interactive Marketing between 2005-2011. Edward earned his PhD in 1995 in computational statistics from Northwestern University and completed a post doc at the Kellogg marketing department. His research interests center on media marketing, database marketing, advertising, new media, and integrated marketing communications. Edward is the co-editor of Medill on Media Engagement, and has extensively published on these topics.
Emmanuel Huet
Principal, Boston Consulting Group, France
Emmanuel joined BCG in 1995 after starting his career in consumer marketing at Procter & Gamble in France. During his first 12 years at BCG, he focused on the consumer goods and retail sectors with a preference for consumer marketing and innovation topics. In 2007 he led the formation of BCG's global Center for Consumer & Customer Insight. Now an expert Principal, Emmanuel focuses on advising clients and project teams on consumer insight, marketing and trends topics. While based in BCG's Paris office, Emmanuel serves clients across the globe with a focus on Europe, Middle East & Africa. Emmanuel is a co-author of BCG's report and research on consumer insights capabilities "The Consumer's Voice: Can Your Company Hear it?" and has spoken at various events on this topic.
Eulin Goh
Research & Insight Manager, British Airways, UK
Eulin leads British Airways' wide portfolio of innovation and customer experience research, speaking to a global and mobile customer base to ensure that the customer is at the heart of the airline. Prior to joining the airline in 2005, Eulin worked at TNS, working across a wide range of sectors including telecoms, media and government. Eulin has presented on British Airways’ experience of online forums and the client perspective on online research at the UK Market Research Society (MRS)’s online method conferences, and has also contributed to the MRS’ Online Training Courses.Frederic Gennart
Global Market Researcher, IKEA, Belgium
Frederic is a member of the IKEA Global Research Group with overall responsibility for the Communication Research cornerstone. He leads international research projects for various different strategic stakeholders, using a mix of traditional and innovative research methodologies. Frederic provides strategic insights to Inter IKEA Systems senior management and IKEA Group Executive Management in order to strengthen the IKEA Concept and expand the business. Further he provides (pro)active support to the country management teams in order to transform information into knowledge and enable better informed decisions.
Gabriela Barrios
Other, Boston Consulting Group, USA
Gaby started her professional career with Procter & Gamble's Consumer Market Knowledge team in Latin America, which she left as a Senior Manager in 2004 to study in the US. In 2007 she joined BCG as a consumer insight expert in the then recently founded Center for Consumer & Customer Insight. As a consumer insight expert Project Leader, Gaby advises teams and clients and leads projects relying on complex consumer research, both qualitative and quantitative. Gaby is a recognized expert internal and external to BCG. She developed innovative research methodologies and approaches and has spoken at various industry events. Gaby is based in BCG's Boston office but works internationally as a senior expert.
Gloria Park Bartolone
Senior Vice President, Global Fieldwork Services, Maritz Research, USA
Gloria leads a global organization responsible for collecting feedback on behalf of Fortune 500 companies to improve customer experience. In addition to her current role, she leads a cross-functional team which focuses on innovation for mobile research. She recently served as the co-chairman of the Mobile Standards and Ethics Committee for the Mobile Marketing Research Association. Gloria received her M.B.A. in International Business from Washington University in St. Louis.
Gregory Mishkin
VP Research & Consulting, Market Strategies International, USA
Gregory serves as Market Strategies International’s primary subject matter expert for the wireless communications industry. He maintains a special focus on the integration of large-scale behavioral data with MSI’s traditional market research solutions. Gregory is known for turning complex data into actionable insights and providing competitive advantages for his clients. Prior to MSI, he worked at comScore and at AT&T Mobility where he focused on proprietary big data research solutions. Gregory has five patents pending related to data-focused market research methodologies. Gregory earned his MBA from Kennesaw State University, an MA in clinical psychology from University of Hartford and a BS in psychology from Union College.
Ilya Lichtenstein
Cofounder and CEO, MixRank, USA
Ilya has been involved in digital marketing since 2007. MixRank, the software company Ilya co-founded with backing from investors led by billionaire entrepreneur Mark Cuban, is the leading market intelligence solution for digital advertising, trusted by more than 11,000 marketing professionals. Before MixRank, Ilya founded Nexus Global, an innovative performance marketing company that pioneered the first campaign automation technology for social advertising. Ilya is a frequent blogger, speaker, and advisor to entrepreneurs as a mentor with 500 Startups, a premier early stage venture capital fund.
Jeffrey Hunter
Associate Partner, Cambiar Consulting, USA
Jeff retired from General Mills, Inc. as a Senior Director in Consumer Insights in 2012. At General Mills he had experience across numerous business operating units and in the central research organization, and was responsible for many of the key knowledge assets and research tools that framed General Mills’ overall business strategy. Jeff is actively involved in a number of marketing and marketing research organizations. He is a past trustee of the Marketing Science Institute, a member of the Advertising Research Foundation, and a member of the Ehrenburg-Bass Institute. He is a past President of the Market Research Council, and served on the Board of Directors of the American Marketing Association.
Jennifer Romano Bergstrom
User Experience Research Leader, Fors Marsh Group, USA
Jennifer has over 12 years of experience in planning, conducting and managing user-centered research projects. In addition to being a skilled UX researcher and practitioner, Jen specializes in social media research, experimental design and quantitative analysis. Jen has presented research at numerous national and international conferences and publishes in peer-reviewed journals.
Joseph Blechman
Sr. Research Manager, Euromonitor International, USA
Joe has 11 years of research experience, including 10 years in digital research, and 7 years in online panel research. Joe specializes in speaking with difficult to reach populations and online communities. Prior to joining AOL, Joe worked as a research manager for Vision Critical, Questus, and Abt/SRBI. Joe was a presenter at the ESOMAR 3D Digital Dimensions Conference 2012, “Sequencing the DNA of Comments”.
Julián Andrés Riveros Clavijo
Innovation Researcher, OMD, Colombia
Julián is a sociologist from the Universidad del Rosario, Bogotá, Colombia, and candidate to Msc. in Digital Anthropology at the University College London as well as a member of the International Visual Sociology Association. He has presented papers on various topics in different associations such as the American Sociological Association and the International Sociology Association. Julián has published books on visual research in social movements and sexual health. His main fields of interest are methodological experimentation, visual research methods, digital research and social movements.
Julie Wittes Schlack
Senior VP Innovation & Design, Communispace, USA
One of the founding members of Communispace Corporation, Julie has been instrumental in designing and continually evolving Communispace’s online community offerings. By day, she leads an Innovation and Research Group whose mission is to uncover new patterns and trends in online community behavior and test new techniques and technologies for engaging people in online communities and social networks. By night, Julie is a book reviewer and published author of fiction and narrative nonfiction.
Karla Rains
Director, Customer Relations, MnDOT, USA
Karla leads the Customer Relations office (Minnesota Department of Transportation) which is focused on bringing together input from customers and translating that into Department plans, messaging and service delivery. She has a combined 28 years of marketing and marketing research experience spanning both the public and private sectors (14 years in each). Her experience in the private sector includes research positions at Northwest Airlines, American Express and Ameriprise Financial.Kristina Bruehl
Manager, Strategic Insights & Research, Viacom Media Networks, USA
At Viacom Media Networks, Kristina specializes in consumer insights conducting custom primary research projects as well as contributing to the metrics and analysis of digital platforms. Kristina’s project work has covered topics such as tablets, social TV, and connected TVs. Prior to joining VMN, Kristina worked in digitally-focused roles at Razorfish and Winterberry Group. Kristina has a BA in Philosophy, Politics and Economics from the University of Pennsylvania and completed an interschool minor at Wharton in Consumer Behavior.
María Angélica Aya Zárate
Research Director, OMD, Colombia
María has a Major in Psychology, specializing in Consumer Psychology and a Master in Communications from the University of Amsterdam. She has twelve years of experience in media planning, and media & communications research. Throughout this time she has been fascinated with digital technologies, new media, and the opportunities that our contemporary digital landscape provides for media and communications research.
Mark Michelson
Executive Director, MMRA, USA
Mark Michelson is the Executive Director and co-founder of the Mobile Marketing Research Association (MMRA), a global trade organization that advocates the use of mobile devices to understand opinions and behaviors of consumers, shoppers and B2B audiences.
Mark also co-founded the Mystery Shopping Provider’s Association (MSPA) and has served on the board of the Qualitative Research Provider’s Association (QRCA). Mark's experience as a market researcher includes 28 years of developing and implementing strategic marketing research programs for many of the world’s leading brands in a variety of industries including technology, food service, healthcare, retail and CPG. Mark is also President/CEO of Threads Qualitative Research, a global qualitative consultancy with partner offices in 22 countries.
Mark Vandenbosch
Professor, Ivey Business School - University of Western Ontario, Canada
Mark is a Professor of Marketing and the Kraft Professor in Marketing at the Richard Ivey School of Business. He earned his BA, Honors Business Administration from The University of Western Ontario and his PhD from the University of British Columbia. He has held visiting professorships at IMD in Switzerland and INSEAD in France. Mark's research interests centre around competitive strategy, product management and marketing research. He has acted as a consultant in marketing research and marketing strategy to a number of leading companies including Tetra Pak, National Semiconductor, Hewlett Packard, Allied Signal, Bank of Montreal, Medtronic and Nestlé. Mark has taught in-company programs for, among others, Cisco Systems, Pirelli, Sony, Canon, ABB, IBM, Allianz.
Olga Churkina
Research Director, Fresh Intelligence Research, Canada
Olga is a multi-cultural sociologist and marketing research professional. After four years of conducting research in Russia, she left her homeland to continue her career in Toronto. Currently, Olga is the research director at Fresh Intelligence Research Corp., an innovative, market research firm, and manages Fortune 500 client accounts such as McDonald’s, PepsiCo, Merck and Sun Life Financial. She has a passion for innovation and discovering out-of-box solutions for engaging respondents and gaining real insights to positively impact her clients’ business.
Reg Baker
Consultant to ESOMAR’s Professional Standards Committee and Senior Consultant, Market Strategies International, USA
Reg Baker is President and Senior Consultant of Market Strategies International, a US-based research company specializing in healthcare, information technology, financial services, telecommunications, and energy utilities.
Reg Baker is also a Consultant to ESOMAR Professional Standards Committee.
Throughout his career he has focused on the methodological and operational implications of new research technologies including CATI, CAPI, WEB, and mobile. He writes and presents on these and related issues to diverse national and international audiences and blogs off and on as thesurveygeek. He is active in a number of national and international research professional and trade organizations including ESOMAR, the American Association for Public Opinion Research (AAPOR), and the Council of American Survey Research Organizations (CASRO). He has twice chaired the ESOMAR Online Conference, has published in Research World and participated in task forces to develop guidelines for both mobile and online research. He chaired the AAPOR Online Panels Task Force and is a member of the ESOMAR project team responsible for the ESOMAR 28 Questions.
Richard Nicholls
Account Director, Future Foundation, UK
Richard joined the Future Foundation in July 2007 and has responsibility for managing relationships with major nVision clients within the sector such as BBC, News International and Everything Everywhere; developing new relationships with key industry players; and delivering bespoke analysis and consultancy. Richard is also the Future Foundation's Economics Editor, responsible for nVision's economic content such as the monthly Economic Snapshot and presenting on UK, European and Global economies at nVision Client Conferences.
Steve August
Founder & CEO, Revelation, USA
As the founder and CEO of Revelation, a leading digital qualitative platform provider, Steve is fascinated with design, technology and smart methodology - and how they can be fused to get to the heart of everyday moments that reveal people’s emotions and behaviors. He has taught workshops for ESOMAR, and presented to the MRA, AMA, QRCA, and MMRW, as well as published articles in Research World, Quirk's and QRCA Views.
Su Jung Kim
Professor, Northwestern University, USA
Su Jung Kim is a post-doctoral research associate of the Medill IMC Spiegel Digital & Database Research Center. She earned her Ph.D. in the Media, Technology, and Society program in the School of Communication at Northwestern University. Her research interests include cross-platform media use, social media, media industries, and the social, political, and economic implications of new media use.
Tom De Ruyck
Head of Research Communities, InSites Consulting, Belgium
Tom is responsible for InSites' community activities in Belgium, the Netherlands and the UK. He is part of the R&D department, a team of five researchers who try on a daily basis to make market research more insightful for customers and more fun to participate in for respondents. Tom is invited frequently as a speaker at (inter)national congresses on market research. Recently, he won ESOMAR's Fernanda Monti Award (Best Congress Paper 2009) as well as the American Marketing Association's '4 under 40 - Emerging Leader of the Industry' award.
Tristan Morris
Consumer Insights Manager, PepsiCo, Canada
Tristan has managed research projects for the PepsiCo brand since 2006. He is involved in implementing consumer intelligence in the organization and presenting actionable insights to key executive decision makers. Tristan has been responsible for many successful launches while at PepsiCo and authored several initiatives to truly understand consumer behaviour and their decision-making process.
William Bell
Director of Research, International Broadcasting Bureau, USA
William Bell is Director of Research for the Voice of America, a publicly funded international media company based in Washington, D.C. Mr. Bell founded VOA’s audience research department and now leads a team of research professionals managing more than 70 quantitative and qualitative projects a year worldwide to assess changes in media consumption patterns and audiences for VOA products. Bell began his career as a Foreign Service Officer, serving in Cameroon and New Zealand. Mr. Bell did graduate study at the Fletcher School of Public Diplomacy and holds a Masters in Survey Methodology from the University of Maryland.Hotel & venue
The Sheraton Boston Hotel stands in the historic Back Bay area of Boston and is attached to the Hynes Convention Center, which is accessible via indoor walkways. Only four miles from Logan International Airport, the hotel is one block from the nearby boutiques of Newbury and only 3 blocks from the Copley Place Mall or Fenway Park.
Featuring 29-stories and offering 1,216 guestrooms, The Sheraton Boston offers some of the city’s best views of the Charles River. There is a Starbucks outlet located in the lobby. Cafe Apropos features an open-air kitchen and buffet area, and the SideBar & Grille serves cocktails and appetizers in the lounge. Guest can also enjoy relaxing moments in an 18-meter indoor swimming pool with retractable roof.
Address:
Sheraton Boston Hotel
39 Dalton Street
Boston, Massachusetts 02199
United States
Telephone: +1-617-236.2000
Fax: +1-617-236.1702
Useful links
- About Boston (Wikipedia)
- City of Boston
- Boston events
- Boston travel guide
- Weather in Boston
- Currency converter
Video
Registration pricing
Please note: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.
| Early Bird rate (until 5 April 2013) |
Members
|
Non-members
|
| Regular delegate (Full Conference) | EUR 999 | EUR 1600 |
| Regular delegate (1 Day Entrance) | EUR 850 | EUR 1000 |
| Academic* | EUR 720 | EUR 720 |
| Graduate & Young Professional* | EUR 500 | EUR 720 |
| Exhibition Stand Personnel | EUR 500 | EUR 500 |
* Read the conditions that apply for registration carefully.
| Standard rate (6 April 2013 - 31 May 2013) |
Members
|
Non-member
|
| Regular delegate (Full Conference) | EUR 1320 | EUR 1800 |
| Regular delegate (1 Day Entrance) | EUR 850 | EUR 1000 |
| Academic* | EUR 720 | EUR 720 |
| Graduate & Young Professional* | EUR 500 | EUR 720 |
| Exhibition Stand Personnel | EUR 500 | EUR 500 |
* Read the conditions that apply for registration carefully.
| Late rate (1 June 2013 - 20 June 2013; includes on-site registration) Online registration open until 20 June 2013, 17:00 CET (GMT+1). On-site registration is possible. |
Members
|
Non-members
|
| Regular delegate (Full Conference) | EUR 1520 | EUR 2000 |
| Regular delegate (1 Day Entrance) | EUR 850 | EUR 1000 |
| Academic* | EUR 720 | EUR 720 |
| Graduate & Young Professional* | EUR 500 | EUR 720 |
| Exhibition Stand Personnel | EUR 500 | EUR 500 |
* Read the conditions that apply for registration carefully.
Cancellation Policy
If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.
The following charges will apply:
| Conference | Workshop | |
| Until 5 April 2013 | No charge. Full refund given |
No charge. Full refund given |
| After 5 April 2013 | Cancellation charge: EUR 400 |
Cancellation charge: EUR 200 |
Cancellation fee can only be waived upon receipt of visa refusal document.
Remote/Streaming Delegates
| Standard rate |
Members
|
Non-members
|
| 1 time slot (session parts) | EUR 239 | EUR 239 |
| 2 time slots (session parts) | EUR 399 | EUR 399 |
| 3 time slots (session parts) | EUR 599 | EUR 599 |
| 4 time slots (session parts) | EUR 799 | EUR 799 |
* Please make sure to check out the live stream programme to see what sessions are excluded for live broadcasting *
Cancellation Policy
If you are unable to attend, a substitute may attend in your place. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.
| LIVE Streaming | |
| Until 23 June 2013 | No refund given |
Disclaimer
My enrolment, attendance and/or participation in ESOMAR’s 3D Digital Dimensions 2013 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.
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