BudapestGlobalEvent20165thofMay,2016

Venue:Con5nentalHotelZara,BudapestH-1074Budapest,Dohányutca42-44.

Languageofconference:English

Founded in 1986, Global is an interna5onal partnership of accredited, independent na5onalmarketresearchcompaniesfromallovertheworld.EachyearGlobalorganizesaconferenceinadifferent cityof themember countries to showour clients themost interes5ngnews,methods,case studies. We would like to welcome you to par5cipate in this conference and grab theopportunity to listen toour speakers andmeet andnetworkwithmany researchers around theglobe!

The conference is free of charges but bounded to registra<on, we will be able to host andconfirmonlythefirst30applicants.Pleasesendyourregistra<ontothebge2016@szinapszis.hue-mailaddress!

Program

9:00-9:30 Registra5on9:30-9:40 Opening(BalázsKertész,DirectorofResearch&Innova5on,Szinapszis,Hungary)

Session1:Innova<oninMarketResearch

9:40-10:10 Pragma5c Brain Science (Eric Asch, Execu5ve Vice President, Lieberman ResearchWorldwide,USA)

10:10-10:40 UnderstandingCustomerMomentsofTruthinFinancialServices(KarenTroubridge,AssociateDirector,BDRCCon5nental,UK)

10:40-11:00 Coffeebreak11:00-11:30 HowtoUseStorytellinginPresen5ngMarketResearchResults(SilvioPiresdePaula,

President,Demanda,Brazil)11:30-12:00 Impact and ROI of Mystery Shopping Researches (Dániel Kovács, Senior Project

Manager,MysteryVisit,Hungary)

12:00-13:00 Lunch

Session2:EasternEuropeanLandscape

13:00-13:30 CulturalDifferencesinCentralandEasternEurope(AgnieszkaGórnicka,CEO,InquiryMarketResearch,Poland)

13:30-14:00 The Recent Story of Adver5sing, Told by over 600 Brands (Ioan Simu, GeneralManager,MercuryResearch,Romania)

14:00-14:20 Coffeebreak14:20-14:50 QualityofLifeSurvey–Sa5sfac5onwithLivingCondi5onsinZagreb(MarijaStamać

Ožanić,ResearchDirector,HendalMarketResearch,Croa5a)14:50-15:20 HealthLiteracy inHungaryand intheEU(EszterKun,ResearchDirector,Szinapszis

MarketResearch&Consul5ng,Hungary)

15:20-16:30 Networkingdrinks(winetas5ng)

Pragma<cBrainScience

Inmarketresearch,respondentsomensayonethingbutmeansomethingen5relydifferent.Thisisbecause conven5onal market research applies highly ra5onal and structured constructs tomeasure consumer decision-making that is, by nature, both non-conscious and emo5onal. LRWhassolvedforthiswithasuiteoftechniques–Pragma5cBrainScience.Inthistalk,Ericwillexplorethesecunng-edgemethodsandhowthey leadtogreater insightsandmoresuccessfulbusinessdecisionsformarketresearchclients.

UnderstandingCustomerMomentsofTruthinFinancialServicesNetPromoterScore(NPS)isnowembeddedasakeymeasureofrela5onalstrengthacrossmanyleadingfinancial serviceproviders. Increasingly, it isalsobeingusedasa transac5onmeasure toassess the quality of customer service interac5ons. Yet, many organisa5ons measure theircustomerNPSra5ngsinavacuum,tendingnottobenchmarkperformanceagainstcompe5torsonalike-for-likecustomerexperiencebasis.Inthistalk,KarenwillshareinsightsfromBDRC’suniquesyndicated programme that provides clients withmarket-wide branded benchmarks across 20+customerexperiencesinfinancialservices.

LiebermanResearchWorldwide,USAPresenter:EricAsch,Execu<veVicePresident

Eric has over 30 years of experience in marke5ng research, strategydevelopment,andcompe55veintelligence.Erichasapar5cularspecialtyin strategic and segmenta5on research, and is noted for insighsul,execu5ve-orientedanalysesdeliveringac5onabledirec5onformarke5ng.With LRW forover 15 years, heoversees fourof LRW’sBusinessUnits,based in Los Angeles, Chicago, New York, and London. Prior to joiningLRW,EricwasDirectorofMarketIntelligenceandDecisionSupportwithU.S. WEST and later, Qwest. He has also held posi5ons with Conway/Milliken & Associates and the Gallup Organiza5on. Eric holds a B.A. in

BDRCCon<nental,UKPresenter:KarenTroubridge,AssociateDirector

KarenisanAssociateDirectorintheFinancialandBusinessteamatBDRCCon5nental, with over 7 years experience in the market researchindustry. She graduated from theUniversity of Surreywith a first classdegree in Business Management. Specialising in customer experienceresearch, Karen helps clients advance their processes andcommunica5onstoimprovetheend-to-endcustomerexperience.OneofherrecentprojectswonanMRSawardforusinginnova5vetechniquestoaccessasensi5veandvulnerabletargetaudiencesoastoincludetheminthecustomerfeedbackprocess.

HowtoUseStorytellinginPresen<ngMarketResearchResults

Storytellingispartofourlifesinceourearlychildhood.Storiesaretransmiuedalonggenera5onsand travel theworld. In the last 10 yearsmore andmore companies see the benefits of usingstorytelling techniques to communicate about their company brands and products, but also, tohire good personnel, to involve and create communi5es of costumers, to conquer and retainclients.Success of TV andmovie series is not obtained on hazard. Story telling is about methods andtechniques that canbe learned.Why thechapterofaTVseriesendsonaclivanger situa5on?Whatwouldhappennext?Howcanweusesomemagicapproachtokeepourclients´auen5onduringourtaskofwri5ngandsubmitresearchreports?Wewill show samplesof dull examplesof research results and theoneswhichwere created insuchaurac5vewaytogetclients´involvement.

ImpactandROIofMysteryShoppingResearches

Mysteryshoppingresearchessupportsdirectlyqualitycontrol,salesandclientservice.Thus,thesekindsofprojectshaveimmediateROIinmanycasesandimpactontheimprovementofservices.Inthis presenta5on we will show you how to put research results into ac5on and how mysteryshoppingfitsintotheinternalandexternalbusinessprocessesofacompany.

Demanda,BrazilPresenter:SilvioPiresdePaula,President

Silvio is the founder and president of DEMANDA, a market researchcompanyestablishedin1967inBrazil,whichhelpedover800companiesworldwide to achieve good marke5ng decisions. DEMANDA works inseveralcountries,mostoftheminLa5nAmerica.Silvioisauthorofmanyconferencepapers,bookchaptersandprofessionalmagazinear5cles.Heis,also,vicepresidentofCRA-SPCouncilofBusinessAdministratorsandcouncilmemberofABEP–BrazilianAssocia5onofResearchCompanies.

MysteryVisit,HungaryPresenter:DánielKovács,SeniorProjectManager

WorkingwithMysteryVisitsince2010,Danielhassixyearsofexperienceinplanning,managingandanalysingmysteryshoppingprojects.As leadproject manager, he is involved in different projects covering differentsectorslikeretail,hospitality&tourism,banking,finance,healthcare,andmore. His key responsibili5es include accountmanagement, consul5ngandinterna5onalbusinessdevelopment.

CulturalDifferencesinCentralandEasternEurope

TheCEEmarketshaveundergoneanenormouschangeduring thepast25years, fromashabbycommunist economy tomodernmarketplace. However, CEE consumers are different from theirWesterncounterparts.Thisispartlyduetothedifferencesinpurchasepowerbutincomelevelsdonotexplaineverything.WhydoRussianspreferbigcars?WhyareCzechbrandsnotsuccessful inPoland,andviceversa?WhichsomdrinkbrandisstrongerthanCocaCola?WhydoRussianwomenuse strong makeup? Why are the CEE socie5es (irra5onally!) against migrants? What makesadver5singsuccessful?Weanswertheseques5onsusingreallifeexamplesfromseveralcountries,inrela5ontotheHofstededimensions.Finally,weshowhowtheseculturaldifferences influencemarke5ngstrategiesandpublicpolicy.

TheRecentStoryofAdver<sing,Toldbyover600Brands

TheInternetbecomesa largerpartofour lives,asshownbythe latest2016surveysbyMercuryResearch.Butdoesthistrendtranslatetoadver5singaswell?Isadver5singontheInternetequallyinfluen5al,compe5nginimpactwithTV?Toanswerthisandotherbigques5onsontheimpactofadver5sing,MercuryResearchembarkedonafundamentalresearchprogramwecallSalesBuilding,star5ngin2010.Withpartnersamongadver5sers(Unilever,Hochland)andmediaagencies(Mediacom),wewereabletofollowover600brands’media spending onOnline, TV, Print, Radio, and correlate themwith brand indicators –awareness,trial,andusage.Ourresearchshowedthatevensmallermediabudgetsbringresults,contrary to the commonly held belief.We also discovered that the quality of the adver5sing isworthasmuchas themediabudget forgenera5ng results, thusquan5fying thevalueofhavingsuperioradsandtheROIofcrea5vity.Finally,wediscoveredthatformostcommonbrandsOnlineadver5singimpactisnotashighasitsshareamongothermedia.

Inquiry,PolandPresenter:AgnieszkaGórnicka,CEO

During25yearsofcareerinmarketresearch,Agnieszkawitnessedmostof market development in post-communist countries. Having serveddozensofclientsinhundredsofprojects,Iamamongmostexperiencedspecialists in my country, with strong qualita5ve and quan5ta5vebackground.Myexperience includes5yearsasaCustomisedResearchManageratACNielsenandalmost12yearsat Inquiryas theManagingDirectorandfounder.Inquiry,afullserviceresearchagency,wascreatedin2004.Beingan interna5onalhub, Inquiry is responsible for researchservicesinRussia,PolandandotherCEEcountries.

MercuryResearch,RomaniaPresenter:IoanSimu,GeneralManager

Ioanhasstartedhiscareer inmarketresearch20yearsago,workedhiswaythroughalmostall research jobs,and iscurrentlygeneralmanagerfor Mercury Research. His research exper5ze is complemented byadver5singexperienceandacademicwork.IoanholdsaPhDinsociologyfromUniversityofBucharest,andspecializa5onsinpoli5calstudiesandbusinessmanagement fromUniversityofTexas,ASEBUSandUniversityofWashington.Healsoteachescoursesonadvancedanalysismethods,marketresearchandmarke5ng.

QualityofLifeSurvey–Sa<sfac<onwithLivingCondi<onsinZagreb

Qualityoflifeisprimarilyapsychologicalphenomenon,kindofgeneralantudetowardslifeanditsareas or aspects.With the development of urbaniza5on, aswell as effortsmade to change thecondi5ons of residence, study of the quality of life becomes important in progress of theindividual.ResearchconductedinZagrebbyHendalbringsusdetailed insight insa5sfac5onwithlivingcondi5onbycombiningbothsubjec5veandobjec5vemeasures.

HealthLiteracyinHungaryandintheEU

„Health literacy is linked to literacy and entails people’s knowledge, motivation and competences to access, understand, appraise, and apply health information in order to make judgments and

take decisions in everyday life concerning healthcare, disease prevention and health promotion to maintain or improve quality of life during the life course.”

(Sorensen, K. et al., 2012: Health literacy and public health: A systematic review and integration of definitions and models, BMC Public Health, 12(80))

HealthLiteracyisahottopicrightnow,bothfromascien5fic,policymakingandbusinesspointofview.ThereareseveralvalidatedmethodsformeasuringHLlevels,bothself-repor5ngandthesocalledobjec5ve tes5ng methods. We were fortunate to be able to employ both a self-repor5ngques5onnaire developed for Europe, and the NVS test in a large representa5ve survey of theHungarian popula5on. The results allowedus tomake interna5onal comparisons on how socio-demographic variables affect Health Literacy levels and capabili5es and to offer sugges5ons onwheredifferent stakeholders, likepharma companies, doctors, pharmacists,GOsandNGOsmayassisttothebesteffect.

HendalMarketResearch,Croa<aPresenter:MarijaStamaćOžanić,ResearchDirector

Marija has 16 years work experience in the area of Market researchincluding 13 years of experience at Hendal Market Research. She isspecialized in sta5s5calanalysesofmarket researchdata.SheholdsanMSc in Psychology from the Department of Psychology, Faculty ofPhilosophy in Zagreb.Marija was represen5ng Croa5a at Interna5onalCongress of the European Federa5on of Psychology StudentsAssocia5ons“EFPSA”inTroa,Portugalin1999.

SzinapszisMarketResearch,HungaryPresenter:EszterKun,ResearchDirector

Eszter has 9 years of experience in the field of market research andmarket analysis. She graduated from the Eötvös Loránd University inSociology. Eszter is highly experienced in pharmaceu5cal researches -both inOTC,Rxandhealthcareservices.Shehasclientsideexperienceand focusing on providing ac5onable results. She is also skilled inmanagingmul5-countryandregionalprojects.