ESOMAR BEST OF - CHINA 2014

BEIJING / 5 DECEMBER

PROGRAMME 14.30 – 15.00 Registration

15.00 – 15.10 OPENING AND INTRODUCTION TO THE PROGRAMME Helen Parker, Senior External Relations Manager, ESOMAR

15.10 – 15.35 Global Update The Value of Market Research Gloria Jun Zhang, Senior Partner and CEO of Horizon Research Consultancy Group

15.35 – 16.00 From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyck, Managing Partner, InSites Consulting, Belgium

16.00 – 16.25 Customer Empowerment - Are you Really Listening? Richard Clarke, Vice President Business Relations Hong Kong & China, Vision Critical, China

16.25 – 16.50 Unlocking the power of Behavioural Economics Crawford Hollingworth, Founding Partner, the Behavioural Architects, UK

16.50 – 17.10 Q & A

17.10 – 17.20 CLOSING Gloria Jun Zhang and Jin Chen, ESOMAR Representatives for China  

17.20 – 18.30 Networking drinks

SPEAKER PROFILES Tom De Ruyck Tom De Ruyck is Head of Research Communities with InSites Consulting and in charge of InSites’ global activities in terms of community research: thought leadership, steering innovation and business development. InSites is a global leader in this field with moderation teams in more than 30 countries worldwide and building over 150 private online research communities a year for clients like Heinz, Unilever, Danone, Red Bull, Heineken, IKEA, Microsoft and many more. Crawford Hollingworth With a background in Applied Social Psychology, Crawford started his career as a strategic planner working in agencies such as DDB, AMV BBDO and Chiat Day. He founded the global trends company HeadlightVision in London and New York, which was acquired by WPP and he led two mergers before taking on the role of Global Executive Chairman of the newly founded WPP group The Futures Company. Crawford co-founded The Behavioural Architects, a company that uses the latest thinking from the behavioural sciences and in particular behavioural economics to help companies better understand and influence consumer behaviour. With offices in UK, Shanghai and Sydney. Crawford is a leading thinker in the application of BE to businesses to unlock new behavioural understanding and growth. In addition he has written and published over 90 articles on applied BE, writing for organisations such as the MRS [Research Live and Impact magazine], Aura and the Marketing Society [Market Leader and core blog. Richard Clarke Richard has experience in research consultancy for 20 Years both Quant and Qual across a variety of modes in multiple regions – EU, ME, N&S America, Asia. He is currently Vice President, Business Relations for Hong Kong and China at Vision Critical and working with partner organizations and end clients to design and implement Insight Communities to drive a deeper level of customer centricity, engagement and insight. Also, Richard developed a new global practice within Synovate and is Automotive Specialist. He has lived in London, Detroit, LA, and now based in Hong Kong – traveled extensively for both Business and pleasure.

SPEAKER ABSTRACTS From Co-Creation to Structural Collaboration How online customer communities reshape business Tom De Ruyck, Managing Partner at InSites Consulting, Belgium This presentation will examine the success factors for ‘structural collaboration’ with consumers and give understanding on how to integrate the voice of the customer into all decision-making flows of your company. The presentation will provide an introduction to the world of co-creation & structural collaboration. It will then show how to conduct Market Research Online Communities (MROCs) and how to communicate research results within the company. It will also demonstrate the impact of structural collaboration on the organisation’s performance. Key takeaways from the presentation are: Understanding the business benefits of structural collaboration with customers; Identifying the key success criteria for implementing structural collaboration; Determining the organisational measures required for your company to move from one-off co-creation to structural collaboration. Unlocking the power of Behavioural Economics Crawford Hollingworth, Founding Partner at the Behavioural Architects, UK In the last ten years we have learnt more about what drives human behaviour than in last 100. The behavioural sciences, and in particular Behavioural Economics, have given us new frameworks and concepts both to understand behaviour and to change it. This new thinking is having a huge impact on the worlds of marketing and market research and has been embraced by many governments and some of the largest global companies. Crawford Hollingworth, Global Founder of The Behavioural Architects, will provide an overview of the core concepts of BE and present a number of illustrative case studies. Customer Empowerment - Are you Really Listening? Richard Clarke, Vice President, Business Relations Hong Kong & China, Vision Critical, China A Point of view about how the digital world continues to change consumers and more importantly how we as researchers need to consider the relationships, dialogues and approaches that that we have with consumers. A viewpoint into the nature of how the digital world has changed the consumer and therefore the nature of the relationships that consumers have with brands. More importantly, with the evolution in how consumers interact with each other and the brands that they are involved with how we as researchers need to evolve the thinking, methods and approaches that we use to drive Business insight into Client organizations.