QCRI2011 Conference Booklet

QUALITATIVE CONSUMER

RESEARCH & INSIGHTS 2011

7 - 8 April 2011

The Diplomat Hotel

Sliema, Malta

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Qualitative Consumer Research & Insights 2011

Welcome from Merlien Institute

We would like to welcome you to today’s event. This international round-table event

is designed to bring together industry practitioners and academics to discuss the

challenges of delivering actionable consumer insights through qualitative research.

Your Merlien contact persons at this conference

Conference Director: Jasper Lim

Conference Assistant: Glenn Micallef

Below you will find a few administrative details for your information. Should you

have any queries or problems during the conference, please speak with the contact

persons.

PRESENTATIONS

The presentation slides and papers of this workshop can be viewed or downloaded for

a limited period of time from slideshare: http://www.slideshare.net/event/qcri2011

BADGES

Badges have been provided to help you identify fellow participants and the speakers.

Easy identification also helps the conference staff when delivering messages. Please

return your badge to the registration desk at the end of the conference.

QUESTIONS

If you have any questions during the conference, please raise your hand and wait for

the speaker to address you. It would be helpful if you could announce yourself by

name and organisation before asking your question.

EVALUATION FORM

Towards the end of the conference, you will be provided with an Evaluation Form.

We would be grateful if you would take time to complete the form and return it to the

registration desk before you leave the conference.

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THURSDAY, 7 APRIL 2011

QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011

12:15 Using Ipads for qualitative research: an intuitive way of gaining deeper insights

• Discussing how new technology allows far more direct and intuitive way of interacting with customers

• Going beyond online qual: collecting spontaneous data and gaining deeper customer insights

• Discussing the current limitations of Ipad and what the future mobile qualitative research will look like

Frank-Thomas Naether, Managing Director Naether Marktforschung (Germany) 13:00 Lunch Break Brainstorming workshop: 14:15 Driving product and service innovation using cutting-edge qualitative research techniques With the rising technology use by consumers such as internet and smartphones, businesses need to re-evaluate how they can better engage consumers and harness the “voices of the customers” for new product development and innovation.

In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into teams) will have the opportunity to discuss with their peers on leveraging on cutting-edge qualitative techniques for front-end innovation. At the end of the workshop, team leaders will have the opportunity to present their results to the audience. Facilitated by: Ray Poynter - Managing Director The Future Place (UK)

15:45 Networking Coffee Break 16:15 Mapping the consumer mind: discovering the true drivers of behaviour through Neuroscience

• Knowing the cutting edge research methodologies that help us map the consumer mind

• Understanding key tips on the how’s and when’s to use subconscious research to better understand the true drivers of customer behavior

• Learning actionable and compelling steps to follow to build inter-disciplinary, consolidated teams that help the company provide a voice to customers as brand ambassadors

Aaron Reid - Founder and Chief Behavioral Scientist Sentient Decision Science (US) 17:00 Exploring the role of 'hope' on indebtedness and risk perception related to consumer purchasing behaviour

• Discussing the role of consumer’s hope in increasing their propensity to indebtedness

• Integrating concepts from different theoretical schools

• Integrating three constructs (hope, risk perception and propensity to indebtedness) in one theoretical model

Lucia Barros - Marketing Professor Centro Universitário FIEO (Brazil) 17:45 Summary and closing remarks from chair 19:00 Optional Networking Dinner

Keynote Presentation: 08:45 Flux: Ethnography in a shifting landscape

• Leveraging social science and the humanities to inform strategy including new product development, conducting interpretive work and systems-thinking as means to shape strategy

• Addressing the synergy between changes taking place in the social world and shifts in innovation and product development

• Proposing new ways to make this move possible: building out from user needs to systems thinking.

Maria Bezaitis - Senior Research Scientist, Interactions & Experience Lab - Intel Corporation (US) 09:30 Putting consumer insights at the heart of open innovation processes

• Making products that fit the people: how consumer insights should be integrated as an integral and essential part of any innovation process

• Presenting an interdisciplinary user-driven innovation model for (ICT) research & development

• Finding the people that fit the products: how to maximize the economical and societal impact of innovation

Karen Boers - Marketing & Communications Manager IBBT (Belgium) 10:15 Co-creating consumer insights for successful new product development: the case of Philips

• Discussing a new approach for creating consumer insights: co-creating them rather than having them made by ‘guru-researcher’

• Developing radical new qual and quant tools: not based on asking questions, but on revealing stories

• Discussing a successful study on how Philips developed ground-breaking lightings using new research techniques

Jochum Stienstra - Director Ferro Explore! (The Netherlands) 11:00 Networking Coffee Break

11:30 The future is in their hands: exploring the application of qualitative & quantitative insight illumination methods across the mobile platform

• Highlighting how the mobile channel is currently being utilised to identify and illuminate market insights in both a B2C and B2B context

• Identifying when a mobile approach works well, and when it struggles

• Exploring the future of mobile research over the next five years, and how this is likely to translate into innovative approaches

Scott Dodgson - Director - Research, Insight, Consulting - SKOPOS

07:45 Welcome coffee & registration 08:30 Opening words by Merlien Institute & Chair Ray Poynter - Managing Director The Future Place (UK)

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FRIDAY, 8 APRIL 2011

QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011

Brainstorming workshop: 14:00 Online Conversations: sense or nonsense? What do we need to know to get it right? Gathering customer insight from social media communities is rapidly becoming a viable alternative to focus groups and depth interviews. The time has come to establish best practice guidelines for engaging in online conversations and for gathering reliable customer insights.

The goal of this brainstorming workshop is to establish ‘best practice’ guidelines on the following areas:

• When and how to communicate with customers in social media communities

• How to capture valid insights from online conversations

• Where to draw the line in using the personal information that customers are revealing online

Facilitated by: Di Tunney & Rachel Francis - Directors Liveinsights (UK) 15:30 Networking Coffee Break 16:00 Research communities: an agency proposition or brand asset?

• Discussing an appraisal of the key similarities and differences between the varying approaches to online communities, be they for research, innovation or advocacy

• Evaluating who is best positioned to activate online research communities and deliver social business

• Evaluating how brands should approach and commit to online research communities as they attempt to become more visceral

Stephen Cribbett - Chief Executive Officer - DUB (UK) 16:45 Research robots: implementing a ground-breaking approach of deriving actionable insights from social media

• Implementing a revolutionary qualitative technique for gathering consumer trends, demographics and new ideas for new product development

• Creating an online representation of a brand persona and understanding them

• Providing large amounts of relevant insights for ideation and insight creation

• Example of a success story: the case of a large FMCG company who wanted to better understand their targets

Will Goodhand - Juicy Evangelist - Brainjuicer (UK) 17:30 Summary and closing remarks from chair 17:45 Close of conference by organiser

Keynote Presentation: 08:45 Using discourse analysis to fuel brand strategies • Analysing customer feedback to optimise brand

promises and performance

• Listening to customer-to-customer discussions to discover market ideas

• Understanding the nature of competitors’ discourses to gain a strategic advantage

Ray Poynter - Managing Director The Future Place (UK) Interactive discussion (1 hour) 09:30 Driving successful brand strategies through customer-driven innovation

• Enhancing branding propositions through the utilising actionable qualitative insights

• Collaborating and co-creating in the innovation process

• Co-creating with the right people in the right time

• The value of consumer insights in transforming the customer journey in insurance

Niki Schroeder - Innovation and Branding Consultant TNS-NIPO (The Netherlands) 10:30 Networking Coffee Break

11:00 Utilising qualitative user-centered design techniques to assess the needs and expectation of stakeholders

• Discovering the needs and expectations of teachers through user-centered design principles

• Discussing the use of personas and mental model/affinity diagram to support and promote innovation

• Evaluating the success of this qualitative method and the tools for discovering new targets

Karin van den Driesche - Usability Consultant Filterdesign & Open University (The Netherlands) Interactive discussion (1 hour) 11:45 Social media in the airline industry: utilising social media tools for enhancing customer experience through better insights • From customer engagement to crisis management: the

state of the art of social media use in the airline industry

• How can airlines gather actionable insights from social media to improve customer loyalty?

• How can airlines use social media to better understand how to enhance customer service?

Gilbert Ross - Section Head Research & Airline Analysis - Air Malta (Malta) 12:45 Lunch Break

08:00 Welcome coffee 08:30 Opening words by Merlien Institute & Chair Di Tunney - Director - Liveinsights (UK)

9 April, 09:00 - 12:30: Social Programme

• A complimentary half-day guided tour to the ancient city of Mdina. Itinerary may include visits to Palazzo Falzon, St. Pauls Catacombs and Roman Domus (Note: Entrance fees to attractions are not included)

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Thursday 7 April - 08:30

From our chairperson Opening remarks and speaker introductions

Ray Poynter Managing Director The Future Place, UK

About Ray… Ray is the author of The Handbook of Online and Social Media Research. He has spent 30 years at the interface of market research, innovation, and advanced techniques. Having spent many over 20 years in director level positions with market research companies, including Virtual Surveys and Millward Brown, Ray now operates a thought leadership consultancy, The Future Place, channelling many of his thoughts through his widely respected blog. http://thefutureplace.typepad.com/.

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Maria Bezaitis Senior Research Scientist, Interaction & Experience Lab Intel Corporation, US

Keynote Presentation Flux: Ethnography in a shifting landscape

• Leveraging social science and the humanities to inform strategy including new product development, conducting interpretive work and systems-thinking as means to shape strategy

• Addressing the synergy between changes taking place in the social world and shifts in innovation and product development

• Proposing new ways to make this move possible: building out from user needs to systems thinking

Presentation abstract: Strategy - defined as paths for growth, transformation - has a reference point in the social world. Effective strategy means operating with an understanding of what you’re trying to change in the world and/or of what is changing that you can leverage. If you believe that this is true, then you should expect to be getting more out of the capabilities in your organizations chartered with helping you understand where these change opportunities lie. The social sciences and humanities, revolving around the application of ethnography in the industry setting, hold the best promise of providing industry with actionable understanding of where these “change” opportunities reside and how to take advantage of them for innovation.

The collaboration between ethnography and design has been focused, for the last twenty years, on identifying insights and user needs for product development. This work has resulted in an excessive focus on requirements gathering and a resulting disposition towards engineering needs and values (usability). While this work is crucial for the development cycle - good products rely on some understanding of how people will use them to remain effective - the current shifting business landscape suggests new opportunities for the social sciences and humanities to address. Bezaitis’ talk will characterize why this is imperative and what you might start to expect of capabilities like ethnography and design. About Maria… Maria Bezaitis is a Senior Research Scientist in the Interactions & Experience Research Lab in Intel Labs. Maria’s chief interest is in how social research, informed by the social sciences and humanities, can act as a catalyst for business transformation. Maria has written and presented on topics including collections & seriality, photographic images and identity, media literacy, user experience, the role of social research and design for technology innovation and development. Bezaitis has a Ph.D. from Duke University, in French Literature and Cultural Studies.

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Karen Boers Marketing & Communications Manager IBBT, Belgium

Putting consumer insights at the heart of open innovation processes

• Making products that fit the people: how consumer insights should be integrated as an integral and essential part of any innovation process

• Presenting an interdisciplinary user-driven innovation model for (ICT) research & development

• Finding the people that fit the products: how to maximize the economical and societal impact of innovation

Presentation abstract: Innovation does not flow linearly from research to markets, but is based on continuous iterative feedback loops from users and markets to research and development. These loops should be fully embedded in the innovation process for new products and services to achieve considerable economical and societal impact. An innovation model will be presented that is based on user involvement from the early stage in the research process, a strong partnership between academia, industry and local stakeholders and interdisciplinary teams striving to research activities to reach the market.

The challenge remains to include and commit consumers from the stage of idea generation to the stage of commercial roll-out. Some examples will illustrate the necessity to include consumer insights in every stage of development, with special attention paid to large-scale testing of products and services in real-life circumstances (living labs), allowing for researchers to assemble user feedback and to systematically observe, monitor and analyze user behavior in a natural environment. Finally, some attention will be paid to additional tools and instruments that should be available to ensure that research output gets incubated and nurtured into new products, services and ventures tailored to market needs. About Karen… Karen holds a Master degree in German philology and a postgraduate in comparative linguistics and started out her career in the HR sector, specializing in team optimization and large recruitment projects. In January 2005 she made the transition to the brand new Interdisciplinary institution for Broadband Technology (IBBT) to run the daily office affairs. She soon became Marketing & Communications Manager and started expanding the communication activities to the full 360° marketing mix. She is now heading a team of 4 and has specialized in marketing & communications strategy, large-scale event organization, online communication & social media and partner management.

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Jochum Stiensta Director Ferro Explore!, The Netherlands

Co-creating consumer insights for successful new product development: the case of Philips

• Discussing a new approach for creating consumer insights: co-creating them rather than having them made by ‘guru-researcher’

• Developing radical new qualitative and quantitative tools: not based on asking questions, but on revealing stories

• Discussing a successful study on how Philips developed ground-breaking lightings using new research techniques

Presentation abstract: Co-creation is the talk of the town. If we talk about co-creation however, we restrict to products, or services. Jochum will present a case of co-creating consumer insights. In his presentation he will give an overview of how the marketing landscape has changed and how this will have to affect the research methods we use. Specifically we will have to step away from the old model of having insights created by ‘guru-researchers’. In the presentation Jochum will show how Philips Lighting developed ground breaking lighting concepts, based on new research techniques, and new workshop techniques, using narratives. The method combined qualitative and quantitative methods, but in a new way, unheard of before. The method was felt to be extremely effective by Philips Lighting. It was on the shortlist for the PRS-award (most effective qualitative research). Jochum will be able to share the method, but not yet the concepts (because those will be developed later, some of them require the development of new technology). About Jochum… Jochum Stienstra is a renowned qualitative researcher. He started his career at Ferro Explore! and is owner and director of this company since 1998. Jochum has 22 years of experience in qualitative research with a focus on brand research. Jochum publishes and presents on a regular basis for international congresses. He is an expert in narrative research, and won the ESOMAR award for best paper on his narrative method. He was nominated for the prestigious PMS-award for a narrative case on Philips Lighting.

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Scott Dodgson Director - Research, Insight, Consulting SKOPOS, UK

The future is in their hands: Exploring the application of qualitative & quantitative insight illumination methods across the mobile platform

• Highlighting how the mobile channel is currently being utilised to identify and illuminate market insights in both a B2C and B2B context

• Identifying when a mobile approach works well, and when it struggles

• Exploring the future of mobile research over the next five years, and how this is likely to translate into innovative approaches

Presentation abstract: Scott will provide a snapshot of mobile research in 2010, outlining its current applications (along with the associated advantages and limitations of the platform) across qualitative and quantitative disciplines, and examine its future potential. He firmly believes that the mobile phone is becoming the most powerful, flexible, and essential device consumers own - effectively a handheld mini-computer - which will ultimately revolutionise the way researchers interact with the platform, and, by extension, respondents. Scott will present the catalysts that drive this quiet revolution, explore the interlinkages with mobile research as well as discuss opportunities that are opening up for researchers. Such advances include the ‘hard’ and ‘soft’ technological innovations driven by the introduction of smart phones (and shortly super phones), as well as increased consumer interaction with social media networks, blogging and news websites - influencing consumer behaviour in accessing the mobile internet. Mobile is now widely regarded as the 5th research methodology, and will ultimately extend, enhance and replace existing elements of the researcher’s toolkit. Embracing new, innovative, approaches and technologies such as mobile - is fundamental to furthering our knowledge and the relevancy of market research in 2010 and beyond (across qualitative and quantitative disciplines). If we do not, we lose relevance and credibility - if we don’t adapt, we die. About Scott… Scott is a Director at SKOPOS, a full service agency with particular knowledge and expertise within the digital arena. Scott’s core expertise lies in the retail/e-tail and FMCG worlds, and in helping clients from within these sectors, gain a better understanding of the perceptions and behaviours of the connected shopper in their digital and non digital ecosystems. Over the years, Scott has helped to realise projects for a wide range of clients across consumer and B2B markets, including: Orange, O2, DHL, Bank of America, Tesco, McDonald’s, innocent, Royal Mail and many more.

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Frank-Thomas Naether Managing Director Naether Marktforschung, Germany

Integrating Web 2.0 successfully into traditional qualitative research

• Behind every online personality is a human being: discussing the changing consumer behaviour

• How do online and offline qualitative research methodologies ideally support each other?

• Adapting traditional research methods to incorporate social media tools

• Examples of interesting and relevant web 2.0 and social media tools Presentation abstract: With its launch the iPad immediately became a huge worldwide success and established a new category of 'end-devices'. The iPad is another step towards complete mobility has or will change the way people communicate and use media and the internet. The iPad also is a fascinating tool to conduct qualitative (and quantitative) research. Due to its new technology, it allows a far more direct and intuitive way to interact with its user. This has implications on the way qualitative online research can be conducted. As tablets will become a more and more important channel for marketing activities, qualitative research 'about' the iPad and its use are of interest too. The main topics, issues and aspects of this presentation are as follows:

• What makes the iPad so interesting (For researcher and for respondent)

• The iPad in qualitative research

• Areas in which the use of the iPad is attractive and helps to go beyond with regards to gaining deeper insights

• One step closer to real mobile research

• The use of apps e.g. for photo collages

• iPad applications and clients for qualitative online surveys (e.g. Polldaddy, Revelation

• What are the barriers? e.g. Flash, camera etc

• Where will it take us? About Frank-Thomas… Frank-Thomas Naether is owner of Naether Marktforschung GmbH, a purely qualitative research agency in Hamburg formed in 1993. He is involved in many aspects of qualitative research and the internet since the mid 90’s.

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Brainstorming workshop: Driving product and service innovation using cutting-edge qualitative research techniques With the rising technology use by consumers such as internet and smartphones, businesses need to re-evaluate how they can better engage consumers and harness the “voices of the customers” for new product development and innovation. In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into teams) will have the opportunity to discuss with their peers on leveraging on cutting-edge qualitative techniques for front-end innovation. At the end of the workshop, team leaders will have the opportunity to present their results to the audience. About Ray… Ray is the author of The Handbook of Online and Social Media Research. He has spent 30 years at the interface of market research, innovation, and advanced techniques. Having spent many over 20 years in director level positions with market research companies, including Virtual Surveys and Millward Brown, Ray now operates a thought leadership consultancy, The Future Place, channelling many of his thoughts through his widely respected blog. http://thefutureplace.typepad.com/.

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Aaron Reid Founder and Chief Behavioral Scientist Sentient Decision Science, US

Mapping the consumer mind: discovering the true drivers of behaviour through Neuroscience

• Knowing the cutting edge research methodologies that help us map the consumer mind

• Understanding key tips on the how’s and when’s to use subconscious research to better understand the true drivers of customer behavior

• Learning actionable and compelling steps to follow to build inter-disciplinary, consolidated teams that help the company provide a voice to customers as brand ambassadors

Presentation abstract: Mapping the consumer mind continues to drive the marketing research industry’s adoption of neurophysiological and other research methods that assess subconscious reactions to marketing. It is critical to understand an important human truth of decision-making: the real “reason” behind any preference-based decision is not in fact reason-based at all. The real reason is emotion. We are constantly in pursuit of the reasons behind behavior. This session covers a wide scope of ways to get at the inner workings of the consumer mind, from the latest on data modeling methods such as neuromarketing research methods (e.g. fMRI and EEG studies) and physiological measures of emotional arousal (e.g. SCR), to the steps to consider in integrating early-stage qualitative discovery research and follow-up research. This presentation will include several case studies, including a detailed one on a premier U.S. retailer whose plan for a new design concept in its women’s clothing collection was shaped by the blending of traditional qualitative research with novel research solutions. About Aaron… Dr. Reid is Chief Behavioral Scientist at Sentient Decision Science, and is the Director of the Center for Automatic Brand Associations. A cognitive psychologist by training, with a published research record in the decision-making literature, Dr. Reid’s areas of expertise include how emotion influences choice, advanced statistical modeling, and the subconscious drivers of brand associations. Dr. Reid frequently presents his research and mathematical models of consumer behavior at trade conferences and is an adjunct professor of psychology at Middlebury College where he has taught his subconscious research methods and his course on “Emotion and Rationality.”

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Lucia Barros Marketing Professor Centro Universitário FIEO, Brazil

Exploring the role of 'hope' on indebtedness and risk perception related to consumer purchasing behaviour

• Discussing the role of consumer’s hope in increasing their propensity to indebtedness

• Integrating concepts from different theoretical schools

• Integrating three constructs (hope, risk perception and propensity to indebtedness) into one theoretical model.

Presentation abstract: Hope is an important construct in marketing, once it is an antecedent of important marketing variables, such as trust, expectation and satisfaction (MacInnis & de Mello 2005, Almeida, Mazzon & Botelho 2007). Specifically, the literature suggests that hope can play an important role on risk perception (MacInnis & de Mello 2005, Almeida et al. 2007, Fleming 2008) and propensity to indebtedness (MacInnis & de Mello 2005, Fleming 2008). Thus, this article aims to investigate the role hope plays on propensity to indebtedness and risk perception related to purchasing and consumption, by reviewing the existing literature, accessing and exploring consumers’ experience of indebtedness and proposing a theoretical model. The proposed theoretical model shows that hope seems to play an important role on propensity to indebtedness, once it is seen as a pathway to attain a goal. It also shows that the sense of agency may be responsible for a decrease in risk perception when hope is high. These results expand the current literature in two ways: (1) they integrate concepts from different theoretical schools, and (2) they integrate three constructs in one theoretical model. About Lucia… Lucia Barros holds an undergraduation degree in Public Administration and a graduate certificate in Marketing from EAESP/FGV-SP (2003 and 2007). She holds a Master degree in Business Administration from EAESP/FGV-SP, and is a professor at UNIFIEO (Brazil). Her research interests include consumer behavior, emotions and marketing strategies. About the co-author… Professor Delane Botelho is a co-author of this paper. He holds a PhD degree in Business Administration from EAESP/FGV (2003), where he is associate professor of marketing. His research interests include pricing, consumer behavior and marketing for development.

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Friday 8 April - 08:30

From our chairperson Opening remarks and speaker introductions

Di Tunney Director

Liveinsights, UK

About Di… Di Tunney has 25+ years experience in Market Research and Marketing, working in a diverse range of sectors. Di worked for Unilever, Allied Domecq and Thomas Cook before setting up a full service research agency in 1986. Aware that research needs a fresh approach, Di has become a specialist in language analysis techniques that explain what really drives customer behaviour. Di is a Master Practitioner of NLP and certified in Language & Behaviour Profiling. Di is intuitive and insightful with a keen focus on turning research into action. At Liveinsights, Di is a consumer insights and language analysis champion and social media pioneer.

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Keynote Presentation Using discourse analysis to fuel brand strategies

• Analysing customer feedback to optimise brand promises and performance

• Listening to customer-to-customer discussions to discover market ideas

• Understanding the nature of competitors’ discourses to gain a strategic advantage

Presentation abstract: Discourse analysis is becoming central to large parts of academic research, from psychology to linguistics, and ethnography, researchers are finding that the detailed study of how language is used is revealing insight into how social acts are constructed. The presentation will show how approaches such as conversation analysis, the ethnography of communication, critical discourse analysis, and Foucauldian research can be applied to commercial projects to fuel brand strategies. Whilst there is nothing new about the power of language and the impact of word of mouth, there have been three major changes in recent years: 1. Developments in discourse analysis 2. The power computer assisted techniques 3. The increased permanence of discourse, particular through its presence online, allowing more of it to be analysed. Examples of how to utilise discourse analysis will be drawn from both FMCG and service brands, showing how the discourse between brands and customers and between customers can be accessed to fuel brand strategies and to provide insight into improving the positioning, communication, footing, and construction of the brand in the market place. About Ray… Ray is the author of The Handbook of Online and Social Media Research. He has spent 30 years at the interface of market research, innovation, and advanced techniques. Having spent many over 20 years in director level positions with market research companies, including Virtual Surveys and Millward Brown, Ray now operates a thought leadership consultancy, The Future Place, channelling many of his thoughts through his widely respected blog. http://thefutureplace.typepad.com/.

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Niki Schroeder Innovation & Branding Consultant TNS NIPO, The Netherlands

Interactive discussion Driving successful brand strategy through customer-driven innovation

• Enhancing branding propositions through the utilising actionable qualitative insights

• Collaborating and co-creating in the innovation process

• Co-creating with the right people in the right time

• The value of consumer insights in transforming the customer journey in insurance

Discussion abstract: More and more companies in various markets now understand the voice of the customer can not be ignored. They are looking for ways to connect with their customers early in their innovation process to co-create their way into successful products and services. In this field of co-creation a clear focus and discipline is key. Without a clear vision on what you like to achieve as a brand and what you are focussing on, co-creation processes tend to end in interesting experiments instead of successful innovations.

Topics of the presentation:

• What does the early innovation process looks like and how does collaboration and co-creation fit in?

• Business case: How a Dutch insurance company is building their brand target segments.

• In sub groups you will experience yourself what the impact of a specific target group can lead to actionable insights and different solutions.

• Summary about what initiatives the insurance company has taken to transform their whole customer journey based on consumer connections.

About Niki… Niki is Innovation and Branding consultant at TNS NIPO (former RI) since May 2007. Niki is specialized in qualitative research concerning innovation, and branding issues. Through interactive qualitative research methods she enables her clients to make customer oriented business decisions. She works for a wide variety of clients in both local and international projects. Niki has a master degree in Industrial Design engineering specialized in Innovation Management.

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Karin van den Driesche

Customer Researcher & Usability Consultant Filterdesign & Open University, The Netherlands

Utilising qualitative user-centered design techniques to assess the needs and expectation of stakeholders

• Discovering the needs and expectations of teachers through user-centered design principles

• Discussing the use of personas and mental model/affinity diagram to support and promote innovation

• Evaluating the success of this qualitative method and the tools for discovering new targets

Presentation abstract: On December 14, 2009, the Minister of Education of the Netherlands, Ronald Plasterk, launched the first version of Wikiwijs. Wikiwijs has to be the place where all teachers of the Netherlands, ranging from primary education to higher education, can (co)develop, share, rework and use digital learning materials.

How do you know within a development project that the design decisions are really based on users expectations and needs and not on say, technical possibilities or the design teams preferences?

To learn about the requirements for Wikiwijs, research has been conducted to find out about the expectations among teachers in all educational sectors. The principles of User Centered Design (UCD) were followed by this research. This approach lead to a set of personas each representing thousands of future users of the system. And an affinity diagram/mental model which shows the work process of teachers.

The UCD method contains a set of principles which can support any form of development process. Using UCD will support and promote innovation and the results are desired by real users. It creates the ability to radically transform by having user data available at the beginning of the development process. About Karin… Seven years ago Karin van den Driesche started her own company in user research and design: Filterdesign. Filterdesign specializes in user centered design; putting the user/customer first during the design process. Using interviews, work models and persona development, UCD helps the organizations she works for to hear customer needs in a new way and to create new solutions to meet the large amount of different needs. For her, usability is an integral part -not a consequence- of the design process.

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Gilbert Ross

Section Head Research & Airline Analysis Air Malta, Malta

Interactive discussion Social Media in the Airline industry: Utilising social media tools for enhancing customer experience through better insights

• From customer engagement to crisis management: the state of the art of social media use in the airline industry

• How can airlines gather actionable insights from social media to improve customer loyalty?

• How can airlines use social media to better understand how to enhance customer service?

Presentation abstract: A short presentation will be given about the way airlines around the world have adopted social media and are using it for different strategies - from customer engagement in marketing campaigns to crisis management and brand co-creation. A mini-group discussion will follow where delegates (divided into teams) will be asked to brainstorm some ideas related to the presentation. At the end of the workshop, team leaders will present their results to the audience.

Each group may be asked to tackle one of the questions below:

• How can airlines gather actionable customer insights from social media to help them improve customer loyalty?

• How can airlines gather data from social media to better understand how to enhance customer experience?

About Gilbert… Gilbert Ross leads a team of researchers and data analysts for Malta's national carrier - Air Malta. He has been in the airline business for more than 15 years. His competencies include B2B and B2C market research and industry research on airline business planning and strategy. He has a personal interest in online marketing and is a social media enthusiast. He also has a keen interest in innovation strategy and open innovation applications in business and technology.

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Di Tunney & Rachel Francis Directors Liveinsights, UK

Brainstorming workshop: Online Conversations: Sense or Nonsense? What do we need to know to get it right? Gathering customer insight from social media communities is rapidly becoming a viable alternative to focus groups and depth interviews. This means that the time has come to start to establish some ‘best practice’ guidelines for engaging in online conversations and using these connections with customers to gather reliable customer insights.

This session will look at some language analysis techniques that pinpoint customer values, beliefs and behavioural motivations. Within the session we will consider the effect on the quality and validity of customer responses by engaging in real-time conversations literally using customers’ language.

In order stimulate debate, we will give real examples of different challenges that businesses face and approaches that companies and brands have taken on Social Media issues. The pros and cons of these will then be discussed in sub groups and will be summed up as set of possible ‘best practice’ guidelines on the following areas:

• When and how to communicate with customers in social media communities?

• How to capture valid insights from online conversations?

• Where to draw the line in using the personal information that customers are revealing online?

About Di & Rachel… Di Tunney has 25+ years experience in Market Research and Marketing, working in a diverse range of sectors. Di worked for Unilever, Allied Domecq and Thomas Cook before setting up a full service research agency in 1986. At Liveinsights, Di is a consumer insights and language analysis champion and social media pioneer.

Rachel Francis has held a variety of roles in Market Research and Strategic Planning and has worked both client side at Mars and RHM and agency side for Marketing Consultancy OHAL and currently as a director at Solva Consultancy and Liveinsights. At Liveinsights Rachel is a metrics and dashboard champion, forging the way in understanding how to make sense of the wealth of information social media offers.

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Stephen Cribbett

Chief Executive Officer DUB, UK

Research communities: an agency proposition or brand asset?

• Discussing an appraisal of the key similarities and differences between the varying approaches to online communities, be they for research, innovation or advocacy

• Evaluating who is best positioned to activate online research communities and deliver social business

• Evaluating how brands should approach and commit to online research communities as they attempt to become more visceral

Presentation abstract: Online Research Communities (or MROCs) are now an established research methodology, but whether or not it is the research agency or brand that 'owns' them and has the capacity to effectively run, manage and distribute the value gleaned from them is open for debate. This presentation will explore the disruption caused by online research communities and delve deeper into the emergence of 'social business' to understand how research communities are the trojan horse. This presentation will address the varying research and insight community typologies require different resources, skills and approaches, and sets out what ultimately deems success and who should be responsible for delivering it. About Stephen… Stephen is co-founder of Dub, a global leader helping agencies and brands deliver consumer insight and innovation capabilities through the delivery the development of powerful cultures around sharing, collaboration and co-creation with consumers and staff. Using social software, Dub builds and manages thriving online communities and nurtures inspiring, emotional connections.

Stephen has over 15 yrs experience building design, branding and innovation businesses working with the likes of Adidas, Harrods, Levis, Orange, Citroen and Shell.

He has previously been a magazine editor, a call centre operative, potato picker and semi-professional footballer. Stephen is currently bracing himself for the birth of his second child in July, a task way more scary than standing here today!

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Will Goodhand

Juicy Evangelist Brainjuicer, UK

Research robots: implementing a ground-breaking approach of deriving actionable insights from social media

• Implementing a revolutionary qualitative technique for gathering consumer trends, demographics and new ideas for new product development

• Creating an online representation of a brand persona and understanding them

• Providing large amounts of relevant insights for ideation and insight creation

• Example of a success story: the case of a large FMCG company who wanted to better understand their targets

Presentation abstract: Millions of people freely publish evidence of their thoughts, feelings, and behaviours online across social media websites. In essence, thousands of qualitative studies, often with real insights being shed, are occurring between online-users on a constant basis. But currently there are no tools that are capable of listening to these conversations for purposes deeper than brand-tracking or reputation-monitoring. Yet this continually expanding mass of online content presents a real and exciting challenge for marketers and researchers: How can we observe and translate this into a meaningful narrative that provides new insights into our segments and brands?

To solve this problem, BrainJuicer® partnered with Philter Phactory to develop DigiViduals™, online research bots programmed to have a particular personality reflecting a brand category, persona, or trend. The DigiVidual™ then trawls social media sites, reposting relevant pictures, videos, shopping items, and music specific to the predetermined target demographic on a blog. BrainJuicer’s researchers then organise and interpret these information artefacts into themes, forming a deep and inspiring illustration of the target. A multimedia representation of a segment provides an inspiring springboard for ideation and insight development for research practitioners, creating a more human way to communicate the essence of particular segments. About Will… Will Goodhand is a specialist in front-end innovation at BrainJuicer. His focus is harnessing the full potential of the Internet and social media to enable faster and better innovation, reinventing both qualitative and quantitative approaches. Will won the title of Research Superstar at the 2010 ESOMAR Congress. Will worked as a research director at Ipsos ASI as well as a brand planner at boutique KSBR Brand Futures, specializing in brand positioning and NPD.

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Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY

Aaron Reid Founder and Chief Behavioral Scientist

Sentient Decision Science

US

Alida Buttigieg Managing Director Bloom Research Malta

Di Tunney Director Liveinsights UK

Frank Geers Research Director InSites Consulting Belgium

Frank-Thomas Naether Managing Director NMRC Germany

Gilbert Ross Section Head Research & Airline Analysis

Air Malta Malta

Glenn Micallef Master Student University of Malta Malta

Izabella Waszkielewicz Manager, User Insights New York Public Library

US

Jasper Lim Director Merlien Institute Singapore

Jochum Stienstra Director Ferro Explore! UK

Karen Boers Marketing & Communications Manager

IBBT Belgium

Karin van den Driesche

Customer Researcher & Usability Consultant

Filterdesign The Netherlands

Lucia Barros Marketing Professor Centro Universitario FIEO

Brazil

Manuela Corradi Human Interaction Designer

GPI S.p.A. Italy

Maria Bezaitis Senior Research Scientist, Interaction & Experience Lab

Intel Corporation US

Morgan Parnis Head of Research Unit Misco International Ltd Malta

Niki Lavoie Executive & CCO Sky Consulting France

Niki Schroeder Innovation and Branding Consultant

TNS NIPO The Netherlands

Ray Poynter Managing Director The Future Place UK

Regina Gromova Managing Director MITTEL MGU Russia

Scott Dodgson Director - Research, Insight, Consulting

SKOPOS UK

Stephen Cribbett Chief Executive Officer DUB UK

Therese Bajada PhD Candidate University of Malta Malta

Will Goodhand Juicy Evangelist Brainjuicer US

Yasmina Amara Market Research Manager

Yahoo! Maktoob Research

UAE

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Upcoming Events

Qualitative Research for Policy Making 2011: 2nd Annual Delivering efficient qualitative research for policy making

in times of austerity 26-27 May 2011, Belfast, UK

http://www.merlien.org/upcoming-events/qrpm2011.html

Market Research in the Mobile World 2011 2nd International conference

The future of Market Research is here! Are you ready for the challenge?

19-20 July 2011, Atlanta, USA http://www.merlien.org/upcoming-events/mobileresearch.html

Computer-Aided Qualitative Research Europe: 4th Annual

The emergence of online qualitative data analysis platforms: a

challenge to existing QDA software packages? 1-2 September 2011, Locarno, Switzerland

http://www.merlien.org/upcoming-events/caqdaseurope.html

Merlien Institute is an independent organisation dedicated to providing timely and critical information to the qualitative research community. Our mission is to provide researchers and practitioners a unique platform to

brainstorm new ideas and learn best practices in a highly interactive conference environment. Merlien Institute, with its 4 staff and 26 Advisory

Board Members now host more than 10 annual meetings around the globe. Our events have consistently resulted in new collaborations and projects among delegates.

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