ESOMAR BEST OF – RUSSIA 2013 MOSCOW / 21-22 MAY SWITCHED ON – THE FUTURE IS HERE!

     

PROGRAMME

21 MAY 08.00 – 09.00 Registration

09.00 – 17.00 Qualitative Research 3.0 Rethinking the reach, scope and connections to intelligence, strategy and design Led by Federico Trovato, ALJ Toyota, Kingdom of Saudi Arabia, and Marco Bevolo, Marco Bevolo Consulting, Netherlands  

22 MAY 08.00 – 09.00 Registration

09.00 – 09.10 WELCOME AND INTRODUCTION TO THE PROGRAMME Tatiana Barakshina, ESOMAR Council Member  

09.10 – 09.35 GUEST SPEAKER A Small Rock Holds Back a Great Wave Judith Passingham, TNS, UK  

09.35 – 09.40 Q&A

YOUTH LANDSCAPE 09.40 – 09.45 Introduction by Session Chair

Tatiana Barakshina, Bazis Intelligence Group, Russia  

09.45 – 10.05 Generation Y Assessment of opportunities with young consumers in Russia Anna Kosova, Efes RUS, Russia Regina Gromova, MITTEL MGU, Russia  

10.05 – 10.10 Q&A

10.10 – 10.30 Break

  ISSUES OF QUALITY

10.30 – 10.35 Introduction by Session Chair Oleg Dembo, O+K, Russia and ESOMAR Representative for Russia

10.35 – 10.55 “Fraudulent Panellists” in Online Panels Whom to blame? Ekaterina Bunich, OMI, Russia Olga Strelkova, OMI, Russia  

10.55 – 11.15 Controlling Data Reliability Nadezhda Obukhova, PepsiCo, Russia  

11.15 – 11.25 Discussion

REGIONAL UPDATES

11.25 – 11.30 Introduction by Session Chair Oleg Dembo, O+K, Russia and ESOMAR Representative for Russia  

11.30 – 11.50 ‘Study of Interviewers’ conducted in 25 Russian cities – Highlights Vasily Tokarev, Group 7/89, Russia  

11.50 – 12.00 Q&A

12.00 – 12.05 Introduction by Session Chair Tatiana Barakshina, Bazis Intelligence Group, Russia  

12.05 – 12.25 GUEST SPEAKER Trends in Luxury and High End A global and regional perspective  Marco Bevolo, Marco Bevolo Consulting, Netherlands  

12.25 – 12.30 Q&A

12.30 – 12.40 Sponsors Fast Track

12.40 – 13.40 Lunch

13.40 – 14.30 CLIENT PANEL SESSION How Can Research and Insight Impact Business?

 

  Moderator Tatiana Barakshina, Bazis Intelligence Group, Russia  

  Panellists Alexandra Saksina, Mantrak Vostok, Russia Alexandra Nevskaya, Nestle, Russia Irina Rozovskaya, Wimm-Bill-Dann, Russia  

14.30 – 15.05 OIROM Round Table Discussion During this panel delegates will learn more about the activities of the Russian Association for Market and Opinion Research (OIROM), with a focus on client-agency relationships.  

15.05 – 15.30 Break

DIGITAL – NEW REALITIES

15.30 – 15.35 Introduction by Session Chair Oleg Dembo, O+K, Russia and ESOMAR Representative for Russia  

15.35 – 15.55 New Reality of Qualitative Research Marina Tevlina, GfK Rus, Russia  

15.55 – 16.15 Q+Q=? Putting Quant and Qual back together in online testing Nelly Mamyan, Tiburon Research, Russia Artem Tinchurin, Tiburon Research, Russia  

16.15 – 16.35 Facial Expression Recognition via Online Russian Case Natalia Khazeeva, NewMR Research Company, Russia  

16.35 – 16.55 MROCS, Social Media as a Key Methodological Solution The potential of the beauty industry for Russian high income residents in London Ekaterina Gusarova, MAGRAM Market Research, Russia  

16.55 – 17.10 Discussion

17.10 – 17.25

CLOSING Oleg Dembo, O+K, Russia and ESOMAR Representative for Russia

SPEAKER PROFILES Alexandra Nevskaya  Alexandra Nevskaya is Head of Consumer Insights and Market Intelligence at Nestlė, Russia. She started her career in marketing in 1995. In 1997 she joined CPC International/Best Foods Company (Knorr, Hellmann’s, etc.) where she had her first experience in market research. From 2001 to 2011 Alexandra worked in various market research and consumer intelligence leadership roles, at companies including Roust Inc. (premium alcohol distributor and manufacturer), Danone and PepsiCo Intl. In 2011, she joined Nestlė Russia as Head of Consumer Insights and Market Intelligence.  Alexandra Saskina  Alexandra Saksina is Marketing Specialist at Mantrak Vostok, Russia. She has 5 years of marketing experience and is currently responsible for the marketing of Caterpillar construction machines for 18 cities in Russia. Alexandra previously worked as a marketing specialist in the Russian automotive holding Sollers (Fiat, SsangYong, Isuzu). In 2009, she completed retraining courses in marketing from the Russian State Committee for Higher Education and Dutch Ministry of Education and Science.  Anna Kosova  Anna Kosova is Consumer Insight Executive at Efes RUS, Russia. She graduated from Saint Petersburg State University and the Faculty of Foreign Languages from Komi State Pedagogical Institute. Anna holds degrees in both economics and philology. In 2007, she started working for the new product development sphere, managing product lifecycles including assessment of potential, source and relevance to business and commercialisation. Anna began with market research at Efes Brewery, managing consumer insights projects, both qualitative and quantitative as well as supporting business processes and needs.  Artem Tinchurin  Artem Tinchurin is Founder and NPD of Tiburon Research, Russia. He is responsible for new research technology development and implementation. Artem has 10+ years of experience in the market research industry, both on the agency and client sides. He founded Tiburon Research – a field and technology company – in 2009, which has become one of the most established online research companies on the market.  Ekaterina Bunich  Ekaterina Bunich is Panel Manager at OMI, Russia. She holds a bachelor’s and master’s degree in sociology, both from the Higher School of Economics.    

Ekaterina Gusarova  Ekaterina Gusarova is Client’s Department Director at MAGRAM Market Research, Russia. She graduated from Moscow State University of Management, with a major in sociology. Ekaterina started with MAGRAM as a Client Service Manager in 2003 before she was promoted to Client’s Department Director in 2006. For the last 7 years, Ekaterina has been instrumental to the company’s growth of the clients’ database, customer-oriented ideology and expertise development, guaranteeing high quality services that meet international standards and requirements.  Irina Rozovskaya  Irina Rozovskaya, Wimm-Bill-Dann, Russia  Judith Passingham  Judith Passingham is CEO for Northern Europe at TNS, UK. She started her career in market research in 1983 on BMRB’s Graduate recruitment programme. Since then she has worked on the TGI, on media measurements at IMS, on retailer services at AGB, and on a variety of assignments at TNS. In 2001, Judith was appointed as Global CEO for Worldpanel. She was responsible for its expansion, both in service scope and geographic footprint, together with its global rebranding. In 2009, Judith was responsible for the integration of TNS and Research International in Europe.  Marco Bevolo Marco Bevolo is Lecturer in International Leisure Management / Sciences at NHTV University of Applied Sciences and founder of Marco Bevolo Consulting. Until 2009, he was a Director at Philips Design headquarters in the Netherlands, where he was the driving force behind CultureScan, the cultural futures research programme. Marco started his professional career at Italdesign Giugiaro in 1990. He was Editor in Chief for Intervista, and also a copywriter with Armando Testa for clients like P&G and Bolton, joining Euro RSCG in 1998. Marco is author of The Golden Crossroads and co-author of Premium by Design. He serves on the advisory board of ArtHub, Shanghai. Marco’s article entitled “Decoding consumer perceptions of premium products with rule developing experimentation” was chosen as a Highly Commended Award Winner at the Literati Network Awards for Excellence 2011.  Marina Tevlina  Marina Tevlina, GfK Rus, Russia  Nadezhda Obukhova  Nadezhda Obukhova is Group Brands Insight Manager at PepsiCo Russia. Before PepsiCo, Nadezhda worked for 4 years at research agency Synovate (formerly Comcon).

Natalia Khazeeva  Natalia Khazeeva is CEO and Founder of NewMR research company, Russia. NewMR is a Russian company focused on advanced marketing research techniques. The company specialises in online qualitative, social media analyses, mobile studies and advanced ad studies. Nelly Mamyan Nelly Mamyan is Director General of Tiburon Research, Russia. She has more than 10 years of agency experience in various markets, including many FMCG sectors, telecom and more. Nelly is known for being an active online research advocate and methodologist since 2006. Olga Strelkova Olga Strelkova is DP-specialist at OMI, Russia. She is a PhD student of the Higher School of Economics, and holds both a bachelor’s and master’s degree in sociology, also from the Higher School of Economics. Regina Gromova Regina Gromova is Managing Director of MITTEL MGU Market Research & Consulting, Russia. She holds degrees in economics and sociology, is a graduate from the Russian Economic Academy, as well as postgraduate programmes from Central European University and Oxford University. Regina started working as a researcher in 1993, in a Russian-British research centre in Moscow, with focus on social studies, and then on public opinion and market research. Regina has more than 20 articles published in Russia and abroad. She currently leads an independent research agency that conducts various research projects, both qualitative and quantitative. Vasilij Tokarev Vasilij Tokarev has been working in market research since 1993. In August 2001, he created his own project,called Analytic, together with the like-minded analytics of the Center of Sociological and Marketing Research. He served as the organisation’s Director General for 7 years before becoming Chairman of the Board from 2008 to 2009. Vasilij resumed his role as Director General in 2009. He is a certified moderator and focus group analyst and a member of the association Group 7/89. From 2009, Vasilij has been managing the project “Rating of Market Research Companies” at Group 7/89.  SPEAKER ABSTRACTS    A Small Rock Holds Back a Great Wave Judith Passingham, TNS, UK

Responding to the challenges of globalisation and the digital society, this paper argues that the problem for market research today is not too much change, but rather too little. In a world where data is seemingly infinite, we now need to provide data architecture, measurement, and context to enable understanding. Using these underlying themes, the presentation outlines the weaknesses of current practices and approach and proffers solutions drawn from experience that would enable us to provide the solutions our profession is inherently capable of. Generation Y Assessment of opportunities with young consumers in Russia Anna Kosova, Efes RUS, Russia Regina Gromova, MITTEL MGU, Russia The study aims at getting a better understanding of younger consumers’ needs and expectations in order to come up with a proposition that would fully resonate with this group. A large-scale qualitative study was conducted to explore lifestyle, ambitions and values as well as consumption patterns of young people in different regions and settlement types in Russia. The study is based on detailed analysis of individuals' self-perceptions, life ambitions and aspirations for the future in the context of their relations with their social environment (family, friends, colleagues, online communities) and the "world" in general. Methodology includes combination of traditional qualitative tools, including ethnography, and analysis of online self-representation and activity of research participants. The research reveals significant shifts in values structure of the young generation compared to older consumers. One of the interesting outcomes is also the identification of new tendencies in what is considered "trendy" (categories, brands) and the ways it's related to general lifestyle. “Fraudulent Panellists” in Online Panels Whom to blame? Ekaterina Bunich, OMI, Russia Olga Strelkova, OMI, Russia The main purpose of the presentation is to reveal the factors that influence panellists’ satisfaction and what role motivation plays in it. Emphasis will be made on fraudulent panellists, the reasons for their opportunistic behaviour and ways to deal with this problem. In order to achieve the research goal, a series of experiments were held and an analysis of the questionnaires from the point of view of “respondent-friendliness” was made. The research is based on the data of OMI’s panel “Anketka.ru”. Controlling Data Reliability Nadezhda Obukhova, PepsiCo, Russia While some clients are still reluctant to do internet studies because of concerns about representativeness and data quality, others don't worry about these issues at all. Very few have investigated how significant the risk can be from both effects and how can we reduce it. This presentation is aimed at attracting the client's

attention to these questions and build up a culture of responsible and high quality online research. It will also present a simple list of requirements to include into the research brief that will help the client control data reliability. Trends in Luxury and High End A global and regional perspective Marco Bevolo, Marco Bevolo Consulting, Netherlands Based on a groundbreaking study, Marco will share an overview of trends in luxury and high-end goods, as well as a global and regional perspective on expected key directions for the next half-decade. New Reality of Qualitative Research Marina Tevlina, GfK Rus, Russia This presentation illustrates the successful 7-year history of GfK Qualitative Online in Russia, which has resulted in the best practices used today. We will lead delegates through the challenging path of qualitative online stages, types and cases with the main idea to provide an understanding of online research as the most efficient and engaging type of research. Future online trends and recommendations will support event participants in further online steps and success. Q+Q=? Putting Quant and Qual back together in online testing Nelly Mamyan, Tiburon Research, Russia Artem Tinchurin, Tiburon Research, Russia This presentation focuses on using the mixed-mode approach for concept testing in Russia. Through a number of case studies from major clients we explore the pros and challenges of mixing online qualitative with online quantitative, as well as ways in which qualitative can enrich quantitative findings and help make tough decisions. Facial Expression Recognition via Online Russian Case Natalia Khazeeva, NewMR Research Company, Russia The presentation will showcase results of a case study made on the emotional responses to 14 soft drink video ads, which were featured on Russian TV last summer. The project was done in cooperation with technology partner, Realeyes (UK). The emotional responses to these ads helped gain emotional insights and measure engagement of respondents, leading to improved video advertisements and more successful campaigns.

MROCS, Social Media as a Key Methodological Solution The potential of the Beauty Industry for Russian high income residents in London Ekaterina Gusarova, MAGRAM Market Research, Russia This presentation will consist of a research case illustrating how social media could provide the best solution for research challenges, enabling researchers to gain more information and insights. The objective of the case study was to investigate the potential of investing in a new beauty salon for Russian-speaking, high-income residents in London. The potential of such investments, in terms of TA needs (both rational and emotional), key directions of implementation, assortment and service anticipations and clear Go/No recommendations will also be explored.