ESOMAR BEST OF UK 2013 ESOMAR AWARD WINNERS

LONDON / 21 NOVEMBER

PROGRAMME

16.00 – 16.30 Registration & welcome coffee

OPENING AND INTRODUCTION TO THE PROGRAMME Phil Rance, Quadrangle / ESOMAR Representative for the UK Crispin Beale, Facts International, ESOMAR Representative for the UK

How Does Your Cappuccino Feel? Using synaesthesia to create a visually interactive experience of flavour Dominique Delfaud, Mane Flavour and Fragrance Manufacturing Company, France John Pawle, QRi Consulting, UK Winner of the ESOMAR Award for Best Case History at Congress 2013 (Presented by John Pawle)

Male, Pale and Stale? How more women equals greater profitability Danielle Todd, TNS, UK Finalist of the ESOMAR Young Researcher Award 2013

Big Changes Will Deliver a Big Future What marketing decision makers expect their customer insight teams to deliver Adam Riley, DVL Smith, UK David Smith, DVL Smith, UK Winner of the ESOMAR Award for Best Paper — ‘The Fernanda Monti Award’ at Congress 2013

CLOSING Phil Rance, Quadrangle / ESOMAR Representative for the UK Crispin Beale, Facts International / ESOMAR Representative for the UK

19.00 – 20.00 Networking Drinks

SPEAKER PROFILES Adam Riley Adam Riley is Director of DVL Smith, UK. His career spans customer insight, marketing strategy and consultancy. Adam was formerly a senior consultant in the marketing strategy practice of Monitor Company Europe, a global marketing strategist in the Chairman's Office of Samsung Corporation in South Korea and group head for International Research at IPSOS UK. He holds a first-class honours degree, a marketing master’s and an MBA from The London Business School. Danielle Todd Danielle Todd is Research Assistant at TNS, UK. She graduated from the University of Edinburgh in 2009, after completing both an MA (Hons) in geography and an MSc in research titled ‘Environment, Society and Culture’. In her master’s thesis, Danielle looked at the case study of Scottish Natural Heritage and sought to understand the effectiveness of participatory methods in which the public could influence government-led policy decisions. She began working for TNS in 2012, and being endlessly inquisitive, thoroughly enjoys providing insights for her clients’ business issues. She also has a passion for women’s issues, particularly in understanding the obstacles facing women working today, and is enrolled in a mentoring scheme helping University of Edinburgh graduates get started in the market. Danielle lives by the ethos to ‘live as if the world were as it should be, to show it what it can be’. David Smith David Smith is a Director of DVL Smith and a Professor at the University of Hertfordshire Business School. He is a former chairman and fellow of the Market Research Society, a fellow of the Chartered Institute of Marketing and also a fellow of the Institute of Business Consultants. He is the author of two books on marketing intelligence and has written over 60 papers on different aspects of evidence-based decision making. He is a Silver Medal holder of the Market Research Society and has a PhD in psychology from the University of London. He is a recipient of the ESOMAR John Downham Award for Excellence in Marketing Intelligence and has also won numerous Best Paper awards from both ESOMAR and the MRS. He has been closely involved with ESOMAR initiatives to help develop marketing intelligence talent and is experienced in designing different skills and development programmes on different aspects of market intelligence and marketing. Dominique Delfaud Dominique Delfaud is Strategic Development & Marketing Intelligence Director of Flavours EMEA for Mane Flavours and Fragrance Manufacturing Company, France – a leading flavour and fragrance house. She is responsible for flavour innovation, sensory evaluation and market intelligence management for the EMEA region. Dominique has worked with Mane for 8 years.

Previously with Yoplait International, in marketing, business development and innovation positions, Dominique helped develop the franchise network of Yoplait in the Americas as well as create several of the company’s yoghurt brands. In her current position, one of Dominique’s goals is to leverage the almost untapped ‘emotional power’ of flavours. She launched a research platform at Mane, E-CAPTURE, to better understand the ‘emotional impact’ of flavours on consumers. Dominique met Peter Cooper and John Pawle in 2008 through ESOMAR, and together they began a fascinating journey involving the best research method for consumers to express how they feel about flavours, with the idea of turning these insights into marketing levers for the food industry. John Pawle John Pawle is owner and Principal Consultant at Second Sight and Consultant Director at QRi, UK. He graduated with a BSc (Honours) in social sciences from London South Bank University and is the author of numerous papers, books and publications. John is a member of the Market Research Society as well as past chairman of the Middle East Research Forum and The Joint Industry Committee for Media Research in the Middle East. He has over 15 years of experience working with Unilever. His roles and responsibilities have been varied and include: marketing services manager, research co-ordinator for the Middle East, North Africa and Central & Eastern Europe and global market research leader for Personal Care to name a few. SPEAKER ABSTRACTS How Does Your Cappuccino Feel? Using synaesthesia to create a visually interactive experience of flavour Dominique Delfaud, Mane Flavour and Fragrance Manufacturing Company, France John Pawle, QRi Consulting, UK This is a joint supplier/client case history, which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and demonstrate how the data was used in contributing to the success of that business. Mane has worked with QRi Consulting (formerly CRAM International) since 2008 to develop an innovative and more diagnostic approach to flavour testing by measuring emotional responses using the principles of Synaesthesia. This technique has now been used for

taste testing in a number of different product categories in Russia, the UK, France and Germany. In this presentation we will focus on the latest test completed on instant flavoured cappuccino in the UK. Male, Pale and Stale? How More Women Equals Greater Profitability Danielle Todd, TNS, UK The benefits of gender diversity on boards and within senior management are well known. In the Davies Report, published in 2011, Lord Davies recommended that companies focus on increasing gender diversity within their companies, and in particular, improving access to board positions for women. This gender disparity continues amongst many Fortune 500 companies. It has been well documented that increased boards with increased gender diversity experience stronger growth and better profitability than boards lacking gender diversity. There are many ways in which companies can aim to increase gender diversity, ranging targeted training programmes and mentoring schemes for high-potential women to quotas on percentages of women represented on boards. In order for any of these methods to have any impact, attitudes towards women in senior positions and attitudes women hold themselves should evolve to widen access for women to senior positions. This submission seeks to look at what attitudes are standing in the way of gender diversification and what we stand to lose if this is not addressed. Big Changes Will Deliver a Big Future What marketing decision-makers expect their customer insight teams to deliver Adam Riley, DVL Smith, UK David Smith, DVL Smith, UK The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This paper will be based on an authoritative survey of senior marketing decision makers, who will be presented with different possible futures and asked which of them best describes the world they see in the future. Building on this, we will identify the precise skills sets that these decision makers expect insight professionals to have to meet their expectations. But the paper will not stop here; we will provide a clear road map - a step-by-step guide - to the best way of developing and imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey.