ESOMAR BEST OF RUSSIA 2012 Москва / 19 июня

Быстрое продвижение вперёд...

OGRAMME 9.00 – 18.00

9.00-9.10 ОТКРЫТИЕ

Татьяна Баракшина, Директор по исследованиям, Bazis Intelligence Group Russia, член Совета ESOMAR

РОССИЯ СЕГОДНЯ

9.10-9.15

Введение Александр Шашкин, OMI, Генеральный директор, Председатель программы

9.15-9.40 Россия в движении Алексей Левинсон, Levada Centre, Россия

9.40-10.05 Основные тенденции в развитии Российского розничного рынка с позиции участников рынка

Вадим Радаев, Высшая школа экономики, Россия

10.05 - 10.25 Вопросы и ответы 10.25 - 10.55 OIROM, Обсуждение за круглым столом

Делегаты ознакомятся с деятельностью Российской ассоциации по исследованиям рынка и общественного мнения (OIROM)

Александр Демидов, Генеральный директор, GfK, Россия

10.55 - 11.20 Индустрия рыночных исследований в России с точки зрения исследователей – 2011

Василий Токарев, 7/89, Россия

11.20 – 11.35 БЫСТРЫЙ ТРЕК Презентация за 60 секунд

11.35 - 12.10 ПЕРЕРЫВ

СЕССИЯ " НА ХОДУ ОНЛАЙН"

12.10-12.15

Введение Олег Дембо, Генеральный директор, O+K, Research Company, Представитель ESOMAR в России

12.15-12.40 Розетта Стоун и Фуко Понимание соцмедиа через дискурс-анализ

Ray Poynter, Vision Critical, Великобритания

12.40-13.05 Онлайн против Оффлайн: ...победитель...ИЛИ проигравший? Нелли Мамян, Tiburon Research, Россия

Артём Тинчурин, Tiburon Research, Россия

13.05-13.15 Дискуссия

13.15 - 14.30 ЛАНЧ

СЕССИЯ " НА ХОДУ ОНЛАЙН"

14.30 - 14.35

Введение Александр Шашкин, OMI, Генеральный директор, Председатель программы

14.35 - 15.00 Мобильная р(э)волюция

Malte Friedrich-Freksa, YOC, Германия

15.00 - 15.25 Мобильные веб-опросы: новое поколение он-лайн исследований? Мавлетова Айгуль, Высшая школа экономики, Россия

15.25 - 15.50 Экспериментальные игры Jon Puleston, GMI, Великобритания

15.50 - 16.05 Дискуссия

16.05 - 16.35 ПЕРЕРЫВ

Инсайт

16.35-16.40

Введение Олег Дембо, Генеральный директор, O+K, Research Company, Представитель ESOMAR в России

16.40 - 17.05 Создание инсайта для воодужевления Вашего бизнеса Jonathan Gable, Управляющий директор, BrainJuicer, Германия

СЕССИЯ "КАК УЧИТЬСЯ НА ОШИБКАХ"

17.05 - 17.35 Эта сессия покажет, как индустрия рыночных исследований может стать более успешной, учась на ошибках.

Jon Puleston, GMI, Великобритания

Ray Poynter, Vision Critical, Великобритания

17.35 - 17.45 ЗАКРЫТИЕ И ПОДВЕДЕНИЕ ИТОГОВ

Татьяна Баракшина, Директор по исследованиям, Bazis Intelligence Group Russia, член Совета ESOMAR

ADVISORY BOARD

Tatiana Barakshina, Research Director, Bazis Intelligence Group Russia and ESOMAR Council Tatiana Barakshina has 8 years hands-on experience in international market research and has been a lecturer and professional trainer in market research for 4 years. She has designed and implemented complex market segmentation projects in Europe, CIS and Middle East and collaborates with several Russian publications such as op Leader Journal, Delovoj Kvartal, the FederalPress and UralPolit.ru

Oleg Dembo, General Director, O+K, Research Company and ESOMAR Representative in Russia Oleg Dembo started his career in research in 1994 as a research assistant in a small local agency, during his 4th yearin the sociology department of St. Petersburg University. He then worked as a project manager and head of the quantitative research department in St. Petersburg-based Suomen Gallup subsidiary (now a part of TNS). In 1999, he co-founded O+K agency which has since grown to reach a national top 20 ranking and has become the most successful Russian agency with a non-Moscow origin.

Alexander Shashkin, OMI, CEO and Programme Chairman

Alexander Shashkin, PhD in Sociology, founded the OMI company after 2 successful years as Managing Director at GMI company. He came to the business world from the Institute of Sociology, Russian Academy of Sciences, where he was a Senior Researcher. Prior to this, he was a co-founder and Deputy Director of the Center for Analytical Research and Development, Kazan and Associate Research Fellow at the Centre for Social Evaluation Research at London Metropolitan University, UK.

SPEAKERS ALEXANDER DEMIDOV, Alexander Demidov was born on 08.08.1951 in Perm. He studied law and social science, started the carrier as senior consultant at the USSR Chamber of Commerce and Industry. Since 1983 he worked at the Institute for Sociology as a researcher. In 1987 Alexander Demidov obtained the PhD degree in family sociology. In 1988 became the Head of Public opinion department in Institute for Sociology. Since 1991 A.Demidov has been working as Managing Director of GfK Rus, a Russian subsidiary of GfK Group – No.4 market research

company worldwide. Since 2005 he heads the chair of market research in the National University the Higher School of Economics. ARTEM TINCHURIN Artem is NPD director at Tiburon Research and responsible for new research technology development and implementation. Has 10+ year of experience in MR both with agency and on end client side. He founded Tiburon Research – field and technology company – in 2009 and led it to be one of the most solid online research players on the market. AIGUL MAVLETOVA Aigul Mavletova is a Postdoctoral Researcher at Bonn University in 2011-2012, a Lecturer and Administrative Director of PhD Program at Sociological Department at National Research University-Higher School of Economics. She received her PhD degree from Higher School of Economics in 2010. Her doctoral study focused on data quality and sample design in online surveys. Prior to her academic career, she was immersed in the world of online surveys holding a position of a Research Director at Online Market Intelligence. ALEXEY LEVINSON Alexey Levinson works at the Levada-Center as a sociologist since 1988. He has been an ESOMAR member since 1994 and was the elected national representative of the Russian Federation from 1996 – 2001. At present he is the Director of Social Research at Levada Centre managing projects on social and political research. He is a Professor at Moscow High School of Economics (Qualitatitive Methods in Social Research) and is a lecturer at Moscow International University, Media Dept. (Sociology and Media.) His education includes Qualitative Marketing Research. TACIS Training Programme at Market Behavior Limited (MBL) London, UK (1993); a Ph D (Arts) 1981; Institute of Social Studies, Academy of Science of the USSR, postgraduate studies (1969-1972) and Moscow State University, Oriental History (1961-1968) RAY POYNTER Ray Poynter is Executive Vice President and Managing Director of the Vision Critical London office, and is responsible for development of the UK business. He has spent the last 30 years at the interface of change, research, and technology, having spent most of that time at the director level with companies such as The Research Business, IntelliQuest, Millward Brown and Virtual Surveys. He is in frequent demand as a workshop leader and webinar speaker, covering topics as diverse as social media, advanced quant, presenting and scenario planning. He is the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR. JON PULESTON Jon Puleston is Vice President of Innovation at GMI and runs GMI Interactive, a team specialising in the design of interactive surveys and developing specialist technology for conducting interactive online research. Over the last 4 years he has been conducting extensive research exploring how to engage respondents more effectively in online research and his paper examining the gamification of online research won the 2011 ESOMAR Congress award for best methodology paper. His team also won the inaugural 2011 ARF award for excellence in survey design. JONATHAN GABLE Jonathan Gable is Managing Director of BrainJuicer GmbH, based in Hamburg and responsible for Germany, Austria and Central/Eastern Europe. He has broad international experience in FMCG marketing and research, and has worked at both start-ups and well established blue chip companies such as Colgate-Palmolive, General Mills, and Dunkin' Brands. His experience as both a buyer and supplier of quantitative and qualitative research gives him a strong understanding of clients' research and business needs. He comes from Southern California but has lived and worked in Germany for the past 20+ years. MALTA FRIEDRICH-FREKSA Malta Friedrich-Freksa began his research experience while studying psychology at the Humboldt University Berlin, where he wrote his diploma dissertation for Daimler-Chrysler. After graduating in 2000, he participated in establishing a market research unit for youwant.com, an Internet start-up company. Afterwards he worked as a market researcher for Lycos-Europe.com and in 2003 he founded his own company idalab, a specialist for digital market research and modern data analysis. Since 2003, He has served as Head of Market Research at

YOC, one of Europe’s leading Mobile Marketing companies. Malte is specialized in digital media research with an emphasis on modern data analysis. NELLY MAMYAN Nelly is heading Tiburon Research since 2011. She brought on board more than 10 years of with agency experience in various markets including many FMCG sectors, telecom and more. Known for being active online research advocate and methodologist since 2006. VADIM RADEV Is a Professor, Chair of Economic sociology, Head of Laboratory for Economic Sociology Studies, and First Vice-Rector of the National Research University “Higher School of Economics” (Moscow, Russia); Editor-in-Chief of the e-journal ‘Economic Sociology’ (in Russian) (http://ecsoc.hse.ru). Editor of the Economic Sociology: European Electronic Newsletter (http://econsoc.mpifg.de) (2011-2012). Research interests: economic sociology, sociology of markets, informal economy. He published nine books in Russian, including: Who Holds the Power in Consumer Markets: Retailer-Supplier Relationships in Contemporary Russia (2011), The Capture of Russian Territories: A New Competitive Situation in Retailing (2007), Economic Sociology (2005), Sociology of Markets (2003), Formation of New Russian Markets (1998), and more than 200 papers, including papers in Journal of Comparative Economic Studies, International Sociology, Economic and Industrial Democracy, Problems of Economic Transition, International Journal of Sociology, European Societies, Alternatives. SPEAKER ABASTRACTS Key Trends in the Russian Retail Market Development From the Position of Market Participants How is market development evaluated by market sellers? How do they estimate the character and major shifts in retailer-supplier relationships? What is an impact of the financial crisis and adoption of the Federal Law on Trade on the retail market? Standardized surveys of more than 500 managers of retail chains and their suppliers were conducted by the Laboratory for Studies in Economic Sociology of the Higher School of Economics to tackle with these issues. The data was collected in the grocery sector and sector of home electronic appliances in five cities of Russia with developed retail trade. Using the same questionnaire for retailers and their suppliers we present the views of both parties. OIROM Round Table Discussion The non-profit Partnership Russian Association for Market and Opinion Research OIROM was established on April 2, 2003 and united 13 leading Russian research organizations. Currently OIROM includes 20 members. The main objectives of OIROM are to develop a civilized research market, to improve research quality, to protect corporate interests of its members and to increase the prestige of the profession. In line with these objectives OIROM pays much attention to matters of civilized competition. The participants created the Code of conduct for the Partnership, agreed on the terms of mutual public criticism, defined the rules of headhunting and hiring employees from competitors. In terms of defending the interests of the market OIROM came out with an open letter proclaiming that electronic auctions are inappropriate when choosing a research project executor. The members of OIROM took a common decision not to participate in these auctions. Another area of activity is to improve the quality of research. The participants of the Partnership adopted the ESOMAR standards as binding. Additionally, OIROM introduced the so-called industrial system of research quality control to identify and discard the "professional" respondents. Much attention is paid to the quality standards. The ESOMAR handbook "How to order a survey" was translated into Russian. Together with the Association of Advertisers “Rus=Brand” (one of our major clients) we conducted a survey on the current state of clients’ satisfaction with research quality. OIROM is also focused on the development of professional education. Together with the National Research University Higher School of Economics OIROM ran a competence survey of graduates from Moscow higher educational institutions, which served as the basis for a series of joint activities with higher educational institutions. Together with the other market participants OIROM organizes conferences – for example, conferences in commemoration of A. Kryshtanovsky, Y.Levada, conferences on insurance, finance, etc. OIROM maintains contact to the regional research associations, such as 7/89, takes part in the congresses of the regional research companies. OIROM annually assesses the volume of the research market in Russia , which is by far the most adequate estimation.

In the future OIROM aims at developing these activities further. The research industry in Russia viewed by the researchers – 2011 Alexander Demidov, 7/89, Russia This presentation will give the results of a regular survey held among managers of Russian market research companies. The main trends and consistent patterns of regional markets development will be discussed as will the perception of the largest research companies in the region. Online vs. Offline: Online vs. Offline: ... and the winner is... OR if there a looser? Nelly Mamyan , Tiburon, Russia & Artem Tinchurin, Tiburon Research, Russia Internet penetration and connection speed have been growing fast over the last few years in Russia. The fact soothes souls of online research advocates adding even more to the glass already half-full as they see it. Still, there are reservations and some level of uncertainty regarding applicability of online research methods on the market. As the latest matures and response rates drop the question of panel bias arise again. By working through a number of parallel online vs offline studies this piece of paper struggles to depict a current state of online research applicability. The Mobile R(e) volution Malte Friedrich-Freksa, YOC, Germany The extensive market penetration of smart phones and tablet devices heavily influenced the internet media usage. It raises the question whether the internet as key medium is perceived holistically, accessed by different devices, or whether it is experienced as a divergent medium in ‘separate worlds’ by using these different access opportunities. In the context of digital market research, this development is leading to the integration of mobile in the research mix. Therefore, both technical requirements and method characteristics should be discussed when realizing mobile research approaches. The lecture will give an overview about the main challenges integrating mobile into market research:

• The mobile digital revolution: facts and figures concerning the changing media usage • Consequences on digital research design: a systematic overview about mobile research methods and

technology requirements • Best practice mobile research: quantitative and qualitative case studies from Germany

Mobile Web Surveys: New Generation of Online Research? Aigul Mavletova, Russian Higher School of Economics Mobile devices with Internet access are considered the fastest growing technology. Moreover, in the coming years the mobile phones and pocket PCs will become the major platform for the Internet access. How will the researchers use these new developments to conduct mobile based surveys? Is it already a time to start using mobile devices in Russia for online surveys and what is the audience of such surveys? Will the quality of data gathered through mobile phones differ from the data collected using ‘traditional’ online survey methodology, where the questionnaire is completed on a desktop or laptop? The proposed paper will answer these questions and present the results of methodological experiment that compares data collected via CAWI and MAWI in Russia (N=1000). The Game Experiments Jon Puleston, GMI, UK The journey starts with an introduction for those not familiar with the concept of survey gamification. Then Jon Puleston shows you how to “gamify” online surveys and the impact that gaming techniques can have on the quality and character of data. o The science of games - how to turn surveys into more game like experience o How to reword questions to make them more fun to answer and demonstrates the impact this can have on improving the quality of feedback o How to integrate more competitive elements into surveys o The impact of integrating more fun elements into the design of question. o It also looks at who responds to game mechanics. Generating and Validating Insights to Inspire your Business Jonathan Gable, Managing Director, BrainJuicer, Germany

The deciding factor in market success of innvoations is the strength of the insights behind them. For years, BrainJuicer® has been helping companies generate and validate SpringSights® -- insights that make consumers say "Wow, you really understand me, almost better than I understand myself!" They're insights so good, they take a brand someplace completely new. Jonathan Gable, Managing Director of BrainJuicer Germany, will show how to generate and validate insights for inspired and consumer-based innovation.