ESOMAR CAREER EVENT CRANFIELD 2016

Transcription

1 ESOMAR CAREER EVENT CRANFIELD 2016 THE ROLE OF MARKET RESEARCH IN DECISION-MAKING CRANFIELD / 10 FEBRUARY IN COOPERATION WITH Cranfield School of Management PROGRAMME CONSUMER UNDERSTANDING AND DECISION-MAKING THE ROLE OF MARKET RESEARCH Opening and introduction Paul Baines, Professor of Political Marketing, Cranfield School of Management, UK Like, Share & Retweet How to make your insights go viral Sam Lipscomb, Senior Account Executive, BAMM Ltd, UK Understanding Women How Diageo learned to speak in 'unisex' Christene McCauley, Global Consumer Planning & Research Director, Diageo, UK Hazel Barkworth, Cultural Insight Associate Director, Added Value, UK Q&A CAREERS IN MARKET RESEARCH THE BENEFITS OF REAL CONSUMER KNOWLEDGE Introduction by DISCUSSION PANEL Darja Germane, International Insight Manager Stores, Costa, UK Jane Christian, Mediacom, UK Liz Norman, CEO, Elizabeth Norman International, UK Q&A and open discussion with students Closing Paul Baines, Professor of Political Marketing, Cranfield School of Management, UK Networking drinks

2 SPEAKER PROFILES Caroline Bates Board Director, Chime Insight & Engagement, UK Caroline Bates is a seasoned client-side marketer and insight professional and a Board Director for Chime Insight & Engagement. Caroline s previous positions include roles at Telefonica O2, where she was most recently Head of Brand and Marketing Strategy. Before this, she took responsibility for the marketing service team within the Post Office, where she created the brand platform and communications approach for the People s Post Office. Her expertise also extends to major agency-side roles including director positions at both Illuminas and Hall & Partners Group. Caroline studied Business Management at King s College in London. Christene McCauley Global Consumer Planning & Research Director, Diageo, UK Christene McCauley has spent the last eighteen years working in the Consumer Planning function at the world's leading premium drinks company, Diageo. In her current role as Global Consumer Planning Director, Market and Brand Planning, she is responsible for raising capability within the function specifically in insight generation, brand tracking, segmentation and measurement and evaluation techniques. She also develops and trains the renowned Diageo Way of Brand Building marketing capability programme globally. Christene began her stint at Diageo working on the Guinness brand and was part of the team that created the famous "Surfer" TV advert, voted best ad of the century by the British public. Her earlier career was spent at both research agencies and client companies including Thomson Holidays and Courage Ltd. She is a frequent speaker at external industry events, and is currently the holder of the AURA best client speaker award. Darja Germane

3 International Insight Manager Stores, Costa, UK Darja started her career with a brief stint in Channel Marketing for Xerox, before moving to a research role in a Consumer Research agency. The move to agency-side was somewhat unplanned, however proved a good fit as it satisfied the natural curiosity Darja has for understanding consumer behaviour and growing brands. Having developed her research skills within grocery, retail and service industries, International projects proved of most interest and after more than 5 years in agency-side, Darja sought a new challenge. The move to client-side felt to be the right fit as it not only allowed her to apply knowledge she gained working for different clients and industries, but also outlined new areas for development outside of research. Darja is currently working as International Insight Manager for Costa where she works on helping the business understand markets and customers and develop the Costa brand globally. Hazel Barkworth Cultural Insight Associate Director, Added Value, UK Hazel joined Added Value in 2011, after spending a time in the worlds of copywriting and innovation at Pearlfisher, Innocent drinks and What If Innovation. Before that, she graduated from Oxford University, where she studied English Literature and Creative Writing. She now specialises in Cultural Insight, analysing the present and looking to the future to create inspiring visions for global brands. Jane Christian Business Science Director, Mediacom, UK See LinkedIn profile

4 Liz Norman CEO, Elizabeth Norman International, UK Liz Norman s first role in market research was working for IBM looking at whether PCs had a future. After that Liz spent a couple of years working in media research, before searching for something more qualitative, and finally changing direction and working for an executive recruiter. Liz started Elizabeth Normal International (ENI) in 1989, specialising in finding researchers the roles they were not only best suited to but also most interested in. Still actively involved in the recruitment of market researchers, it s the diversity of roles within the industry and the personalities that go with it that keeps her interested and passionate about her job. In 1999 ENI set up in Australia to explore both opportunities in Asia and Australia; this office has since moved to Singapore. Liz has travelled and worked both in Australia and in various Asian countries. ENI also has affiliates in the Middle East and the United States. Paul Baines Professor of Political Marketing, Cranfield School of Management, UK Paul Baines is Professor of Political Marketing at the Cranfield School of Management. He is also the co-editor and author/co-author of more than a hundred published articles, book chapters and books on marketing issues, including the best-selling Marketing with Chris Fill (Oxford University Press, 2014). He is a Fellow of the Chartered Institute of Marketing and Institute of Directors, and a member of the Market Research Society (CMRS), ESOMAR and Academy of Marketing. Paul has been a MRS Diploma Chief Examiner and a judge on both MRS and ESOMAR s awards panels. Paul s research has focused on the following: political marketing; public opinion and propaganda (for governments, special interest groups, companies and political parties) and market segmentation and positioning (for political parties, governments, special interest groups and companies). Paul's consultancy experience includes marketing research and marketing/pr strategy development for a variety of organisations including: a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency, UK Government departments and an awarding body, among others. He was a board director of development agency, North London Limited Paul has been Director of Baines Associates Limited since 2008.

5 Sam Lipscomb Senior Account Executive, BAMM Ltd, UK Sam Lipscomb is Senior Account Executive at BAMM Ltd, UK. Sam is a qualitative researcher specialising in ethnography and digital research. Sam has worked with many of the world s biggest brands across digital and ethnographic research, applying his journalistic curiosity to explore the human elements of consumers. SPEAKER ABSTRACTS Like, Share & Retweet How to make your insights go viral Sam Lipscomb, Senior Account Executive, BAMM Ltd, UK In 2014, Shell commissioned BAMM to conduct exploratory research to understand the complex interplay between the environment, customers and staff of Shell stations across the globe. BAMM carried out research in 4 key markets, employing a combination of digital ethnography, filmed customer journeys, and documentary journalism, to capture the daily routine of the stations, and to uncover the staff's motivations as well as the challenges they face. This presentation explores how documentary journalism provides a powerful tool for the collection and dissemination of insights within a global organisation. It demonstrates how multiple visual assets can be used to captivate and excite stakeholders, and it introduces new opportunities for insight teams and agencies to create global impact. Understanding Women How Diageo learned to speak in 'unisex' Christene McCauley, Global Consumer Planning & Research Director, Diageo, UK Hazel Barkworth, Cultural Insight Associate Director, Added Value, UK 51% of people in the world are women, but Baileys is the only brand in Diageo s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want (everything). Using a multi-layered approach to uncover how Diageo could talk to women, without alienating men, we travelled and met women and their friends. We used semiotics to expose the secret language of women. We made films. We developed six killer principles for marketing to women, developed ideas that are already in market and created one of the most inspiring presentations the Diageo Exec board had ever seen (their words not ours). Creating a real impact across the business inspiring the development of Nola, Johnny Walker and Bailey s re-positioning.