| Global fuel for local boost!
Krakow / 26 - 27 March
Research in Central and Eastern Europe (CEE) is flourishing as companies from around the world look to the region for new business opportunities. These countries are experiencing rapid growth in many areas, but for many there is still a vital need to "catch up" with the latest innovations and techniques from the West and to learn and exchange with others in the region. This forum - the first of its kind - is a research booster and knowledge exchange platform that will promote international best practice and feature case studies that can be applied to business needs with a "global-to-local" perspective.
FORUM PROGRAMME
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monday, 26 march (forum day 1) 14.00 – 18.00
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09.00–14.00
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welcome coffee & forum registration
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Global zoom in: Research in and from Central & Eastern Europe
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The global family today
Nickelodeon kids and family GPS
Christian Kurz, Nickelodeon, USA
Leo Weir, Viacom International Media Networks, UK
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Research capabilities in selected countries in CEE
Marcin Rzepka, PMR, Poland
Panel Discussion
From the global stage to the CEE reality
An interactive debate exploring the research status of the region and future developments.
-----------Networking break
Emerging middle class in Russia:
Metamorphose of brand perception
Marina Simakova, O+K, Russia
Ioannis Kavounis, The Futures Company, UK
From terabytes to archetypes
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The psychology of internet security
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Simon Patterson, QRi Consulting, UK
Alexander Erofeev, Kaspersky Lab, Russia
Networking drinks
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tuesday, 27 march (forum day 2) 09.00 – 17.00
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The Business Imperative
What markets to enter when informing a global market strategy?
Jeffrey Hunter, Independent Consultant, USA
Insight into poverty
How to approach consumers in crisis?
Katarzyna Gawlik, TNS Poland
Beata Gers, British American Tobacco, Poland
Beer from here
Raising the bar for national brands
Jonathan Gable, BrainJuicer, Germany
Alina Baciu, Ursus Breweries, Romania
-----Networking break
Guest Speaker:
How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech)
FISHBOWL Online research in CCE region
The central eastern European region is embracing the new innovations with two different speeds: on the one hand the region we are adopting the new technologies. On the other hand, there is still a need for traditional methods.
This session aims to discuss:
- How do we see the adoptions of new research techniques?
- Which techniques will grow in the future?
- What are triggers & barriers to adopt the techniques?
- How can we transform traditional research and make it more connected?
- What are the limitations of both online and social media research in this region?
This is not a traditional debate, this is a fishbowl: listen, learn and engage!
LUNCH
Industry transition Fast Track Session
Global Research Transition:
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The future of insight development in the CEE region.
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Corrine Sandler & Jenna Alexandre, Fresh Intelligence, Canada
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Why customers are loyal?
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A new approach towards customer satisfaction methodology
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Dobromir Cias, Millward Brown, Poland
Katarzyna Polok, ING Bank Slaski, Poland
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Next please - online game for bank tellers
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Educate your business partner's sales force through research-driven online game
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Jan Lajka, STEM/MARK, Czech Republic
-----Networking break
Imagine that we can test imagination!
An integrated bio-qual approach to test TV ads on a concept level
Guest paper by
Henk Eising, Heineken International, Netherlands
Rafal Ohme, Human Mind & Brain, Poland
Cristina de Balanzó, TNS, UK
Closing speaker
Meet customer demands:
Tap into unfulfilled needs
Dan Hill, Sensory Logic, USA
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