Conference Agenda

Qualitative 360 Asia Pacific 2013: Conference Agenda

Preliminary Agenda* - subject to changes.

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Qualitative 360 Asia Pacific 2013
Pre Conference Workshop | November 19
08:00
Registration and Welcome Coffee
08:30
Opening remarks by Merlien Institute
Colin Wong, Conference Producer, Merlien Institute
Hands-on Workshop conducted by HJ Heinz & Insites Consulting
08:40
From co-creation to structural collaboration: how online customer communities reshape business
• Introduction into the world of co-creation & structural collaboration
• How to conduct market research online communities
• Communicating research results within the company.
• Impact of structural collaboration on the organisation’s performance
Tom De Ruyck, Head of Research Communities, Insites Consulting
Joella Marsman, Consumer Insights Manager, HJ Heinz
 09:20
Exercise 1 & 2
10:10
Networking Break
10:30
How to get started and design your community
11:15
Exercise 3
11:45
Leverage your community
12:15
Q & A
12:30
Closing Remarks by Merlien Institute and Sandwich Lunch
Qualitative 360 Asia Pacific 2013
Day ONE | November 20
08:15
Registration and Welcome Coffee
09:15
Opening Remarks by Merlien Institute & Conference Chair
Colin Wong, Conference Producer, Merlien Institute
Ilka Kuhagen, President, IKM
09:30
Winning with shoppers via qualitative research
• Leveraging qualitative techniques to complement quantitative methods in consumer behavior
• Exploring FMCG consumer decision making through qualitative research engagement
• Harnessing different methodologies of qualitative research to gain better understanding of market trends
• Implementing qualitative methodologies as part of overall research to develop retail strategies
Michael Biscocho, Consumer and Market Knowledge Manager, Procter & Gamble
10:00
Taking qualitative research to the cloud
• Learning the art of how to transform qualitative research from a 12 year old kid.
• How could you build and run on-demand insight communities with zero investment?
• Case study from Ericsson on the first ever ‘Over the Top Qualitative Research’
Jasmeet Sethi, Regional Head of ConsumerLab, Ericsson
10:30
Networking Break
11:00
Tapping into the informal economy to create new opportunities for innovation. A case study in recycling and push cart aunties
• Informal economy is a large contributor to the global economy and presents several opportunities/learning for the commercial world
• This paper presents a case study to understand the role of informal economy and how it can be applied in commercial businesses
• The paper further provides pointers on how the corporate/formal world can implement this
Juliana Koh, Director, Consumer Faces
Manisha Dikshit, Managing Director, Consumer Faces
11:30
Achieving maximum insights from challenging consumers using ethnography for product development in China and Vietnam
• Understanding the culinary habits of low income consumers in Vietnam through ethnography
• Observing the fun and excitement of kids related to foods in China
• Benefits and challenges of using ethnography: what were the lessons learned?
• How actionable insight were achieved and used for new product development in Symrise
Christelle Michon, APAC Sensory and Consumer Insights Manager, Symrise
12:00
Exploring the meaning of digital: a case of ethnographic research on mobile life in Singapore
• How Google does research globally and locally
• Making sense of the meaning of digital life in Asia
• Methodological challenges in the age of big data
Masao Kakihara, Senior Research Manager, Google
12:30
Networking Lunch
13:30
Co-creation Workshop Part I
Improving innovation with clever co-creations
• Online co-creation in combination with live co-creation is a very valuable contribution to the development of product and service innovations
• In a collaborative process with research, client and consumers innovation concepts can be developed with a much higher enforcement potential in the real market
• These co-created concepts have been co-developed and transformed into real beneficial innovation ideas from the very early beginning by real people - representing the future buyers
Detlef Happel, Director Innovation Consulting, Dialego
Katrin Bock, Project Manager, Dialego
14:30
How to find breakthrough insights for Asia’s unbelievably demanding and aspiring consumers.
• Exploring the behaviour of Asian consumers through qualitative approaches
• Analysing the mentality of demanding and aspiring consumers to gain marketing insights
• Implementing actionable insights for product innovations
Aseem Puri, Marketing Director of Fabric Care Asia, Unilever
15:00
The future of print: insights for continuous product innovation
• Analysing different user impacts of printing behaviour and designing unique innovations that redefine the relevance of printing
• How tablets are changing the fundamental of computer usage
• Overcoming the challenges of digitalisation and creating the opportunity of printing
• Implementing web connected printer designs through qualitative research insights of tablet users
Sriramgopalan Desikan, Marketing Director, HP
15:30
Networking Break
16:00
Customer Centricity: putting the customer in the heart of an organisation
• The creation and establishment of behavioural lab
• Interpreting in-depth qualitative research with a framework based on psychological needs
• Implementing research findings to develop business and marketing strategies
Laurenz Koehler, Managing Partner, Duxton Consulting Group
16:30
Face Value: capturing fleeting emotions through facial coding to add depth to qualitative research
• Identifying and understanding of facial coding
• Analysing the impact of emotions through facial coding
• Implementing actionable strategies using insights gathered through qualitative research
Pankaj Jha, Director - Global Innocation, Millward Brown
17:00
Qualitative research on a ‘Mobile Diet’
• Mobile finally comes out of its shell in China for real, as mobile internet access overtakes internet PC access
• What we can do when it comes to mobile qualitative research
• What lies ahead for qualitative research in a mobile era
Navin Williams, CEO, MobileMeasure Consultancy
Mark Sismey, Research Director, MMR Research
17:30
Closing Remarks by Chair and Close of Day 1
Qualitative 360 Asia Pacific 2013
Day TWO | November 21
08:30
Welcome Coffee
09:00
Opening Remarks by Merlien Institute & Conference Chair
Colin Wong, Conference Producer, Merlien Institute
Navin Williams, CEO, MobileMeasure Consultancy
09:15
Developing a conducive retail environment to influence shoppers behavior
• Assessing the perception of the Philips brand in high growth retail markets
• Gaining deeper insight into people’s needs and aspiration through qualitative approaches
• Translating qualitative insight into actionable strategies for marketing and innovation
Farrukh Shah, Senior Director, Head of Consumer Sales (Retail & Online) - Growth markets, Philips
09:45
How the consumer consulting board helps Heinz in doing more with less
• To create ‘consumer immersion’ experiences with real consumers, their personal stories, showing their emotions in an impactful way
• Use mroc to engage and collaborate with company researchers directly
• To allow company researcher to be entertained with richer data via direct community engagement
Tom De Ruyck, Head of Research Communities, Insites Consulting
Joella Marsman, Consumer Insights Manager, HJ Heinz
10:15
Bottom of the pyramid qualitative research
• Creating different ways of building trust to engage open communication
• Conducting visual stimulus and designing thinking workshops to encourage creative feedback
• Incorporating new technologies to speed up data collection and analysis
• From data to insights: Understanding the key factors that influence purchase
Cindy Graulty, R&D Research Fellow, Procter & Gamble
10:45
Networking Break
11:15
Great Wall, Great Reward: finding design-actionable insights for medical devices in China
• Learn how qualitative research is used to drive applied medical device innovations
• Hear a thought-leader introduce examples of how medical devices can be optimized for Chinese customers
• Understand the designer’s viewpoint when filtering observational data
• Hear about some of the unique challenges doing qual. in China
• Tips and tricks for getting better insights
Tico Blumenthal, Global Customer Insights Manager, Medtronic
11:45
Performance discovery project: emerging market update
• Understanding what "performance" means to customers and how they respond to advertising and branding
• Using visualisation techniques to gain unarticulated emotional drivers and emotions behind "performance"
• Employing trained professionals to conduct "therapy" interviews across US, Brazil, China, Germany and India
• Discussing the outcome of the research: What have we learned and how new insights help answer business questions
Ajay Mohan, Director of Partner & Web Marketing APAC, Intel
12:15
Networking Lunch
13:15
World Café Group Exercise:  co-creating innovation in qualitative research
In this session, we will tackle the challenges of innovation in qualitative research.
• How can the qualitative community innovate through the use of new technologies, and methods?
• How do we convince clients to adopt new approaches?
• The world café method allows you to meet quickly with other attendees, share ideas and thoughts and gather summarized results. Fast paced and fun!
Ilka Kuhagen, President, IKM
14:15
Digital Qualitative: from add-on to core research
• Can online qual methods replace offline qual?
• What advantages do they offer?
• What are the pitfalls we should be aware of
• What are the best ways to engage and motivate the participants in an online qual research?
• Within online what potential does mobile qual research have?
• Going beyond the obvious online tools such as bulletin board, focus group?
Nehal Medh, Managing Director, Consumer Experiences, GFK
14:45
Consumer understanding through unarticulated responses and points of expression 
• Understand how Neuroscience insights are working to make a discussion flow sharper and more precise
• Identifying ways Neuroscience and Qualitative works best together
• Overcoming the challenges of combining the two methodologies in a research study
Marilyne Chew, Head of Qualitative, Nielsen
15:15
Networking Break
15:45
Cultural insight and strategy: a sociological agenda
• What is culture and why does it matter?
• What is cultural analysis and how is it different?
• How do we go about cultural analysis?
• What is cultural strategy and how is it different?
Michael B. Griffiths, Global Expert, Cultural Insight & Strategy, TNS
16:15
Mothering Excellence: an exploratory study among Asian mothers
• What are the mothering styles in Asia and how does this affect brand and category choices?
• How culture plays a role in the mother-child relationship?
• How women’s role in each culture, defines her role as a mother?
Jaisy Desai, Qualitative Insights Director, Ipsos
16:45
Co-creation Workshop Part II
Result presentation and discussion
Detlef Happel, Director Innovation Consulting, Dialego
Katrin Bock, Project Manager, Dialego
17:15
Closing Remarks by Chair and Close of Conference by Merlien Institute

 

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