ESOMAR BEST OF – RUSSIA 2015  MOSCOW / 22 MAY  RESEARCH IS FUN…RESEARCH IS FUNDAMENTAL…      

Please note the presentations will be in Russian and English (with no simultaneous translation)  

PROGRAMME

22 MAY

08.00 – 09.00 Registration

09.00 – 09.10 WELCOME AND INTRODUCTION TO THE PROGRAMME Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia  

09.10 – 09.35 KEYNOTE SPEAKER Big Changes Will Deliver a Big Future What marketing decision-makers expect their customer insight teams to deliver David Smith, DVL Smith, UK / ESOMAR Vice-President  

09.35 – 09.40 Q&A

09.40 – 10.00 GUEST SPEAKER “I hear and I forget, I see and I remember, I do and I understand” Selin Cetinelli, Unilever NAMETRUB, Turkey  

10.00 – 10.05 Q&A

RESEARCH IS FUN… FROM INSIGHT TO IMPACT  

10.05 – 10.10 Introduction by Session Chair Tatiana Barakshina, Bazis Group, Russian Federation

10.10 – 10.40 GUEST SPEAKER Goodbye Big Data, Hello Big Stories Martin Lee, Acacia Avenue, UK  

10.40 – 10.50 Discussion

10.50 – 11 .10 Break – Visit the Poster Session run by Students and Faculty of HSE (see description below)

RESEARCH IS FUN… BETTER INSIGHTS THROUGH PLAY

11 .10 – 11 .15 Introduction by Session Chair Alexander Shashkin, Online Market Intelligence (OMI), Russian Federation  

11 .15 – 12.00 INTERACTIVE SESSION GUEST SPEAKER  Treasure Hunt Games are insightful and not only entertaining Sebastian Prassek, Happy Thinking People, Germany  

12.00 – 12.05 Q&A

ASSOCIATIONS NEWS Hear from Group 7/89 and OIROM about the latest initiatives run by the two associations  

12.05 – 12.10 Introduction by Session Chair Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia  

12.10 – 12.25 Group 7/89 Professional associations of market researchers Needs of market players and actions on industry development in Russia Sergei Protsenko, South Russia Research Center / Group 7/89, Russian Federation Anna Blagodarova, ComSar / Group 7/89, Russian Federation  

12.25 – 12.30 Q&A

12.30 – 12.45 OIROM Project Certification “Quality standards OIROM” Masha Volkenstein, Validata / OIROM, Russian Federation Konstantin Filatov, GfK / OIROM, Russian Federation Dimitry Pisarsky, Millward Brown ARMI-Marketing / OIROM, Russian Federation

12.45 – 12.50 Q&A

12.50 – 12.55 SPONSOR FAST TRACK

12.55 – 13.50 Lunch

13.50 – 14.45 CLIENT PANEL SESSION Direct From The Client Hear from a panel of clients what are their issues and requirements and how best to respond to their needs  Moderator Tatiana Barakshina, Bazis Group, Russian Federation

 Panelists Polina Razdobreeva, Eli Lilly, Russia Federation Olga Tsekhonya, Hyundai Motor CIS, Russian Federation Tatiana Dunaeva, Alfa Bank, Russian Federation Julia Evstigneeva, Unilever, Russian Federation  

RESEARCH IS FUNDAMENTAL… SHOW THE RESULTS!  

14.45 – 14.50 Introduction by Session Chair Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia  

14.50 – 15.10 Genuine Life Stories, or Ethnography in Action Tatiana Sidorenko, Leroy Merlin Vostok, Russian Federation Aleksey Alehin, Business Analytica, Russian Federation  

15.10 – 15.30 Using Online Behavioral Data for Marketing Needs Artem Litvakovsky, Online Market Intelligence (OMI), Russian Federation Oleg Burukhin, Red Keds Creative Agency, Russian Federation Elena Gamza, Business Analytica, Russian Federation  

15.30 – 15.40 Discussion

15.40 – 16.00 Break – Visit the Poster Session run by Students and Faculty of HSE (see description below)

16.00 – 16.45 PANEL SESSION PREPARING THE NEXT GENERATION OF RESEARCHERS An urgent call to action! Hear from a panel of academia and industry representatives how they assess market research education in Russia vis-à-vis industry requirements: how can we close the gap between theory and practice? Moderators Tatiana Barakshina, Bazis Group, Russian Federation Tatiana Sidorenko, Leroy Merlin Vostok, Russian Federation Panelists Askhat Kutlaiev, GfK RUS / Banking Institute of the State University - Higher School of Economics, Russian Federation Lyudmila Bogomolova, O+K Research, Russian Federation Vladimir Zvonovskiy, Social Research Fund / Samsara State Economic University, Russian Federation  

  SPEAKER PROFILES Aleksey Alehin Aleksey Alehin is Deputy Head of the Department of quality and experimental studies at Business Analytica Anastasiya Kolonskikh  Anastasiya Kolonskikh is Head of Nielsen NeuroLab, Russian Federation  

RESEARCH IS FUNDAMENTAL… ACTIVE VS PASSIVE: WHAT’S NEXT IN MARKET RESEARCH?  

16.45 – 16.50 Introduction by Session Chair Alexander Shashkin, Online Market Intelligence (OMI), Russian Federation

16.50 – 17.10 Data Science vs. Research A curse or a blessing in disguise? Andrey Sebrant, Yandex, Russian Federation  

17.10 – 17.30 Unspoken, Declared and Acted Upon – Are These the Same? Neuro research vs traditional methods Anastasiya Kolonskikh, Nielsen Neuro, Russian Federation

17.30 – 17.40 Discussion

17.40 – 18.10 GUEST SPEAKER Predicting the Future Primary research exploring the science of predictions Hubertus Hofkirchner, Prediki, Austria  

18.10 – 18.20 Discussion

18.20 – 18.30

CLOSING Oleg Dembo, O+K Research, Russian Federation / ESOMAR Representative for Russia  

Andrey Sebrant  Andrey Sebrant is Director, Product Marketing at Yandex, Russian Federation  Anna Blagodarova Anna Blagodarova is CEO of ComSar, and Chairman of Group 7/89 Artem Litvakovsky  Artem Litvakovsky is Data Mining Executive at Online Market Intelligence (OMI), Russian Federation. Artem came to OMI from advertising, where his primary occupation was strategic planning of ad campaigns. Having graduated as a mathematician and programmer, he currently works with market research and big data from a programmer’s point of view. IT background and experience in advertising help Artem to merge data from different sources and explain it in understandable language. Askhat Kutlaiev  Askhat Kutlaliev is Research and Development Director at GfK Rus company, Russian Federation. He is also Assistant Professor at the Sociology Department of the Higher School of Economics (State Research University). Having graduated as a physicist and mathematician, he has been involved in the market research industry for more than 20 years. Main areas of interest – data processing, modelling, forecasting and nonlinear dynamic systems.  David Smith  David Smith is Director of DVL Smith, UK and ESOMAR Vice-President. David has 25 years of marketing intelligence experience, most recently as CEO of a UK top ten market research agency. David holds a PhD in Organisational Psychology from the University of London. He is a Fellow of the Market Research Society, a Fellow of the Chartered Institute of Marketing, and is also a Fellow of the Institute of Management Consultants. He is a professor at the University of Hertfordshire Business School and a former Chairman of the UK Market Research Society. He is also the author of Inside Information – Making Sense of Marketing Data and The Art & Science of Interpreting Market Research Evidence. David has won numerous awards from the Market Research Society, ESOMAR and other bodies, and holds the MRS Silver Medal.  Dimitry Pisarsky Dimitry Pisarsky is Managing Director at Millward Brown ARMI-Marketing Elena Gamza Elena Gamza is Strategy and Business Development Director at Business Analytica, Russian Federation. After

terminating Moscow State University Lomonossov Sociological Faculty with honor degree and Cologne University in 2004, Elena joined one of the leading local companies of Russia Business Analytica. With focus on quantitative methods, consumers and advertising research, Elena successfully consults global and biggest Russian companies, turning research into actionable insights. Started as research manager in Business Analytica in 2004, Elena continues her contribution to business as Strategy and Business Development director. Organizing strategic workshops, creating new approaches, methodologies and solutions, consulting the client at all stages of the product life cycle are the strongest areas of professional interests. Hubertus Hofkirchner  Hubertus Hofkirchner is CEO of Prediki, Austria. Hubertus is a former university lecturer at the University of Vienna. In 2008, he built Redmonitor, a trading platform for digital options, which was acquired by CMC markets in 2008. Hubertus went on to set up Prediki – a specialist platform created for market researchers to conduct predictive markets trading. He holds an MBA from the IESE Business School in Barcelona and a MEc in economics.  Konstantin Filatov Konstantin Filatov is Quality Manager at GfK Russia Julia Evstigneeva Julia Evstigneeva is Brand Building Consumer and Market Insight HPC Lead at Unilever responsible for Russia, Ukraine and Belarus. Before joining Unilever in 2011 Julia has spent more than 14 years in research getting diverse experiences. She has started her career in sociological research in the area of education and then moved to market research working for COMCON Research Company. Lyudmila Bogomolova  Lyudmila Bogomolova is Senior Consultant at O+K Research, Russian Federation  Martin Lee  Martin Lee, Managing Director of Acacia Avenue, UK, is a branding specialist. Whilst at Acacia-Avenue, he has managed a diverse set of clients and categories that includes finance (Barclays and Barclaycard, Legal & General and Sainsbury’s Bank); retail (Sainsbury’s, Morrisons and The Entertainer); gaming (The National Lottery and Ladbrokes); e-commerce (eBay and PayPal) and travel (Carnival UK, Tourism  Australia and Visit Scotland). Before moving to agency life, he worked in retail marketing, both at WH Smith, as a buyer and marketing manager, and then latterly at Waterstones, where he was marketing director. This background means that in his work at Acacia Avenue, he is able to assist clients by taking insight and turning it into strategic and commercial recommendations, whilst ensuring that customers’ interests are fulfilled.

Masha Volkenstein Masha Volkenstein is General Manager at Validata market research Oleg Burukhin Oleg Burukhin is Head of Strategy at Red Keds Creative Agency, Russian Federation. Oleg’s expertise ranges from brand and communication and ad hoc consumer studies. Oleg bases his communication strategy approach on a wide market research experience and social psychology intelligence. Olga Tsekhonya  Olga Tsekhonya is Market Research Manager at Hyundai Motor CIS, Russian Federation  Polina Razdobreeva  Polina Razdobreeva is Market Research and New Products Planning Manager at Lilly Pharma, Russian Federation. Polina started her research career in 1997. She has worked for an international research agency, where she led the pharmaceutical and customer insights projects. Currently, she is responsible for all market research and forecasting processes for 15 countries, and leads the measurement for the Service Value Chain and Value Based Selling implementation at a Lilly affiliate. Sebastian Prassek  Since 2013, Sebastian has been Project Executive at Happy Thinking People in Berlin, Germany. From 2011-2013 he studied society and business communications at the Berlin University of the Arts, Germany. From 2006-2010, Sebastian studied cultural engineering at the Magdeburg University, Germany.   Selin Cetinelli  Selin Cetinelli is Director of Consumer and Market Insight at Unilever, responsible for the North Africa, Middle East, Central Asia, Turkey, Russia, Ukraine, Belarus region. Having lived abroad for 15 years in diverse countries such as US, China, Bulgaria, Netherlands, Egypt, and having visited 35+ countries has shaped her passion for cross-cultural consumer understanding to pursue a career in research upon graduating from the Middle East Technical University with a degree in Management. She has been with Unilever for 17 years, beginning her career at Unilever Egypt as a market research trainee. After moving to Unilever Turkey in 1998, she set up and led many roles within consumer and market research both at local and international levels. Selin diversified her experience by also moving to marketing, leading top Unilever brands for the region before returning to CMI. Her area of expertise is in insight activation where she won a global award for landing Dirt is Good.

 Sergei Protsenko  Sergei Protsenko is CEO of South Russia Research Center and CEO of Group 7/89, Russian Federation Tatiana Dunaeva  Since 2012, Tatiana has been Head of Customer Insights at Alfa-Bank in Moscow. She is in market research since 2003. From 2003-2012 Tatiana worked at the market research agency MASMI. Tatiana’s experience ranges from Fieldwork, Data Processing and Client Services. Tatiana Sidorenko Tatiana Sidorenko is Head of the Market research department at Leroy Merlin Vostok. After graduating from Moscow State University, Tatiana started her research career in social and political studies, later switching to market research. Tatiana has worked for international research agencies, as a leading expert in retail and shopper projects. Her main achievements in the industry are related to the elaboration of first-in-class methodological approaches for retail and commercial real estate research (catchment area, positioning, targeting, anchor and assortment optimisation, geo-marketing etc.). Tatiana is the author of multi-client tracking and panel studies on various markets.  Vladimir Zvonovskiy  Vladimir Zvonovskiy is CEO of Social Research Fund, and Full Professor at Samara State Economic University       SPEAKER ABSTRACTS Big Changes Will Deliver a Big Future  What marketing decision-makers expect their customer insight teams to deliver David Smith, Director, DVL Smith, UK /ESOMAR Vice-President The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This presentation will be based on an authoritative survey of senior marketing decision-makers, who will be presented with different possible futures and asked which of them best describes the world they see in the future. Building on this, we will identify the precise skillsets that these decision-makers expect insight professionals to have to meet their expectations. But the presentation will not stop here, we will provide a clear road map - a step by step guide - to the best way of developing and

imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey.  

We operate in an ever-faster evolving environment where information accessibility and shareability is at its peak. The value of market research is no longer only in how much or how fast data is gathered, but rather in who can mine it best, extract its true meaning for the consumer and turn it into a lasting experience. Creativity and flexibility in the way we gather and use data have become crucial for driving inspiration, provocation and enabling transformational actions for our business. This presentation will be taking a close look at examples from different categories across different countries where fun and creative approaches have been used in a structured way to identify insightful and impactful solutions in serving our consumers.  Goodbye Big Data, Hello Big Stories Martin Lee, Managing Director, Acacia Avenue, UK  For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data is good, but if we only see the world through data, we lose touch with our humanity. In research, harnessing the power of stories in our methodology can help reconnect brands to their customers in a more vivid way, revealing emotional truths that no other techniques can deliver as efficiently. Not only that, but stories are enjoyable - people love them. And therefore, using stories can even make business life more fun and enjoyable, and as everybody knows, things that are pleasurable are more likely to get done and be effective. This session will show how all this can be achieved. Treasure Hunt Games are insightful and not only entertaining Sebastian Prassek, Project Executive, Happy Thinking People, Germany Games are not only easy and quick but are also highly involving for respondents, researchers and clients alike. Games are also an excellent tool to project people’s minds into real life situations and to simulate complex decision-making processes. They can uncover intuitive behaviour, unconscious attitudes and relevant players as well as initiate storytelling and unveil socially-not-acceptable answers. We experienced all these effects and benefits of games e.g. in a study we conducted for the ING - DiBa bank in Germany. We want to share this encouraging experience and paint a picture of more exciting possibilities for games to uncover insights in general. Genuine Life Stories, or Ethnography in Action Tatiana Sidorenko, Head of Market Research, Leroy Merlin Vostok, Russian Federation Aleksey Alehin, Business Analytica, Russian Federation Using Online Behavioural Data for Marketing Needs

“I hear and forget, I see and I remember, I do and I understand” Selin Cetinelli, Unilever NAMETRUB, Turkey

Artem Litvakovsky, Data Mining Executive, Online Market Intelligence (OMI), Russian Federation Oleg Burukhin, Head of Strategy, Red Keds Creative Agency, Russian Federation Elena Gamza, Strategy and Business Development Director, Business Analytica, Russian Federation Clickstream data of Internet users allows creating a segmentation based on real online behavior. Attaching different behavioral models to the certain stages of a sales funnel, the company can build an effective communication strategy with each segment. Moreover, the drivers and motives of each segment allow offering the relevant stimuli at the right web resources. The analysis of several cases will show how this concept works in practice and how our clients were able to better understand their customers and build media strategy in the digital world.  Data Science vs. Research A curse or a blessing in disguise? Andrey Sebrant, Director, Product Marketing, Yandex, Russian Federation Data science is a powerful tool, in many cases assisting traditional marketing research and communications. However, in some cases data science approach in general and machine learning in particular can replace traditional human-lead research and provide the results better, faster and  cheaper. It is important to understand both roles of data science and the difference between data scientists who can help and who can replace researchers. Unspoken, Declared and Acted Upon – Are These the Same? Neuro research vs traditional methods Anastasiya Kolonskikh, Head, Nielsen Neuro, Russian Federation This presentation will cover passive insight measurements using Neuro research and the application of Neuro research vs traditional methods.  Predicting the Future  Primary research exploring the science of predictions Hubertus Hofkirchner, CEO, Prediki, Austria This presentation explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. Prediction markets have often been heralded as the next big thing for market research, yet there remain many underused techniques in traditional market research today. We feel that one of the reasons for this is the general lack of knowledge about the science of prediction. This presentation shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic. POSTER SESSION Presented by Students and Faculty of HSE (Higher School of Economics) – Faculty of Social Sciences

The effect of frames and images on responses in web surveys. Daria Polezhaeva, Elena Akulova, Dmitriy Antonov, Maksim Solomin Corresponding Author: Dmitriy Antonov Context statements (frames) and visual images are widely used in web surveys. In this experimental study five types of questionnaires were compared. We used two types of frames (a positive and a negative) and two types of visual images (positive and negative). In the control condition no frame and images were used. 153 users of Facebook and VKontakte were randomly assigned to one of the profiles. The results showed that a negative frame and negative images have a stronger effect on responses in web surveys. The perception of privacy on the Internet among young users of social network services. Roman Kalinin, Aren Vanyan , Ekaterina Kovaleva, Maria Razheva Corresponding Author: Roman Kalinin The research studies the perception of privacy in social media among young users. We conducted a factorial experimental vignette design varying such factors as personal settings, message content, and social network service. We measured if these factors had an effect on the perception of privacy in a web survey among 50 respondents. We found that security settings, showing quite personal images (e.g. nudity) or discussing politics have an effect on the perception of privacy among users of social network services.

Visual self-presentation of the religious youth in Instagram Inga Solovyova, Dashima Bazarova, Olga Pavlova, Irina Selezneva Corresponding Author: Inga Solovyova

The main purpose of the study is to analyze religious self-presentation of the modern youth in Instagram. We selected photo and video materials of the young followers of the Church “Word of Life” as the empirical base of the study. We analyzed the photos by using semiotic and hermeneutic approaches. The results showed that the followers of the Church “Word of Life” tended to sacralize most ordinary elements of everyday life in their photos. Cross-sectional and longitudinal web surveys among children: Is there a gamification effect? Aigul Mavletova The paper measures a gamification effect in cross-sectional and longitudinal web surveys among children and adolescents 7-15 years old. In the first wave of the study respondents found it more enjoyable and easier to complete the gamified survey. However, the promising gamification effect found in the first wave of the study faded in the second wave. It seems that implementing gamified elements in longitudinal web surveys might differ from the implementation of gamified elements in cross-sectional surveys.