1

Platinum sponsor:

THE MARKET RESEARCH SOCIETY OF NEW ZEALAND

2011 CONFERENCE PROGRAMME

2

The Market Research Society of New Zealand would like to thank the sponsors for their generous support of this event.

We are also grateful for the generous support of:

NZ Suppliers of SPSS Software since 2001

On behalf of the MRSNZ Committee, I’m delighted to welcome you all to our 2011 Market Research Conference!At the beginning of the year, while our country was going through tough times recovering from the worst natural catastrophe we’ve ever had, we decided as an industry that the topic for this year’s conference would be ‘Rising up and Standing Tall: Market Research in the Next 5 Years’.As researchers we always Rise up and Stand Tall! Thirsty for knowledge, we challenge the obvious, we analyse, we cherish those inspirational moments. In the conference programme, you’ll find an incredible line-up of talent and no shortage of inspiration. During our leaders’ panel series, you’ll hear views from the very top. Thought leaders from Telecom, Fonterra and Microsoft will give us their opinions on research in 5 years’ time. Later on, our industry leaders will follow with their own personal takes on the subject. How aligned will they be? I really can’t wait to find out!Let’s learn together as our speakers take the stage to present on issues ranging from Advertising Evaluation to Why Kate Moss will Drive the Future of Market Research, and the Altered State of Being!For the first time ever, we will be running a Pecha Kucha-style competition where the best of our up-and-coming researchers are going to present to us in a quite unusual way. Twenty slides only, twenty seconds each. Not for the faint of heart! I’m sure you’ll join me in cheering while these young warriors take up the challenge. We have a real treat for you today and that’s Lee Ryan, our keynote speaker. Lee will take us through what design thinking, improv and Facebook mean for our future as researchers.The day will end with a top drawer dinner speaker. Barry Soper is one of NZ’s most experienced journalists and we are delighted to have him with us tonight. Let the stories begin! I would like to say a very big thank you to our sponsors who are making this year’s conference possible. Special acknowledgement goes to AMRO, our Platinum sponsor. Thank you so much also to our secretary Claire Lloyd and the fabulous MRSNZ committee that have put this event together: Sue Cardwell, Karin Curran, Ariane Dalton, Catherine Frethey-Bentham, Denise Grealish, Anna Gurr, Lisa Healion, Nicola Legge, Mark Lloyd, Kristine Mayo, Robyn Moore, Debbie Sheehan, Spencer Willis, and Wing Zheng.

Patricio Pagani, President of the MRSNZAbove: Patricio Pagani, Infotools

Message from the President

4

Timetable

9.00 10.00 11.00 12.00 1.00 2.00 3.00

Regis

tratio

n, co

ffee a

nd ne

twor

king Welcome

from the MRSNZ President, Patricio Pagani,and Platinum Sponsor AMRO Chairman,Ian Mills,and introducingour keynote speaker for the day, Lee Ryan

First Leaders’ Panel: National and International ClientsResearch in the Next Five Years.Speakers: Mark Finnegan (Telecom NZ), Heidi Kimble (Microsoft)and Joanna Mobley (Fonterra)Moderated by Duncan Stuart (Synovate)

Morn

ing te

a spo

nsor

ed by

Nin

e Rew

ards Alastair Gordon

(Gordon & McCallum) and presenting on behalf of Murray Streets (Saatchi & Saatchi), LiviaEsterhazy (Saatchi & Saatchi)The New Face of Advertising Evaluation.

James Rock (E-Tabs) and Darren Horne (E-Tabs)Dashboards: the New PowerPoint?

8.30 9.00 9.30 10.15 10.45

Pecha KuchaSession Speakers: BasharBasheer (The Nielsen Company), PhilippaGilbert (Synovate), Desmond Kiernan (Colmar Brunton), Meadhbh NíChallanáin(Synovate) and Leigha Selby (Big Picture)Coached by Debra Hall (Synovate)

11.40

Lunc

h spo

nsor

ed by

Rei

d Re

sear

ch S

ervi

ces

12.30

Dr Catherine Frethey-Bentham (The University of Auckland) and Spencer Willis (Colmar Brunton)Identifying Influence in the Corporate Blogosphere.

1.20

David Sakey(Colmar Brunton) and Fiona Lee (Air New Zealand)Using Technology to Keep Market Research Relevant at Air New Zealand.

Second Leaders’ Panel: Industry Leaders Research in the Next Five Years.Speakers: Rob Clark (The Nielsen Company), Debra Hall (Synovate) and Jacqueline Ireland (Colmar Brunton)Moderated by Duncan Stuart (Synovate)

Sponsored by VisionsLive

2.15

Afte

rnoo

n Tea

spon

sore

d by O

CIS

3.05

G

G

G

L

G

L

G

G

Sarah Hamburger (Big Picture)Altered States of Being.

3.35

Andrew Lewis (The Research Agency) and Connon Bray (The Research Agency)Why Kate Moss will Drive the Future Growth of Market Research.

Paper sponsored by Reid Research Services

Field Workshop run by James Burge (Research Now) and Winifred Henderson(Prime Research)

4.30

Keynote Speaker: Lee RyanWhat Does Design Thinking, Improv and FacebookMean for our Future? An Interactive Discussion Forum.

Sponsored by Research Now

5.10

Cock

tails

and

VIP

Loun

ge ac

cess

spon

sore

d byP

FI

5.50

Dinn

er sp

onso

red b

y Prim

e Res

earc

h

7.00

Presentation of Awards

Best Paper Award – Sponsored by ESOMAR

People’s Choice –Sponsored by Hearne Scientific Software, NZ Suppliers of SPSS Software since 2001

David O’Neill Award for Innovation

Pecha Kucha Best Presentation -Sponsored by The University of Auckland Business School

7.30

After Dinner Speaker: Barry Soper

8.30

Danc

ing an

d sto

ry m

aking

9.15

L

G

GL = The Loft = The Gallery

G

G

G

G

5

3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00

Regis

tratio

n, co

ffee a

nd ne

twor

king Welcome

from the MRSNZ President, Patricio Pagani,and Platinum Sponsor AMRO Chairman,Ian Mills,and introducingour keynote speaker for the day, Lee Ryan

First Leaders’ Panel: National and International ClientsResearch in the Next Five Years.Speakers: Mark Finnegan (Telecom NZ), Heidi Kimble (Microsoft)and Joanna Mobley (Fonterra)Moderated by Duncan Stuart (Synovate)

Morn

ing te

a spo

nsor

ed by

Nin

e Rew

ards Alastair Gordon

(Gordon & McCallum) and presenting on behalf of Murray Streets (Saatchi & Saatchi), LiviaEsterhazy (Saatchi & Saatchi)The New Face of Advertising Evaluation.

James Rock (E-Tabs) and Darren Horne (E-Tabs)Dashboards: the New PowerPoint?

8.30 9.00 9.30 10.15 10.45

Pecha KuchaSession Speakers: BasharBasheer (The Nielsen Company), PhilippaGilbert (Synovate), Desmond Kiernan (Colmar Brunton), Meadhbh NíChallanáin(Synovate) and Leigha Selby (Big Picture)Coached by Debra Hall (Synovate)

11.40

Lunc

h spo

nsor

ed by

Rei

d Re

sear

ch S

ervi

ces

12.30

Dr Catherine Frethey-Bentham (The University of Auckland) and Spencer Willis (Colmar Brunton)Identifying Influence in the Corporate Blogosphere.

1.20

David Sakey(Colmar Brunton) and Fiona Lee (Air New Zealand)Using Technology to Keep Market Research Relevant at Air New Zealand.

Second Leaders’ Panel: Industry Leaders Research in the Next Five Years.Speakers: Rob Clark (The Nielsen Company), Debra Hall (Synovate) and Jacqueline Ireland (Colmar Brunton)Moderated by Duncan Stuart (Synovate)

Sponsored by VisionsLive

2.15

Afte

rnoo

n Tea

spon

sore

d by O

CIS

3.05

G

G

G

L

G

L

G

G

Sarah Hamburger (Big Picture)Altered States of Being.

3.35

Andrew Lewis (The Research Agency) and Connon Bray (The Research Agency)Why Kate Moss will Drive the Future Growth of Market Research.

Paper sponsored by Reid Research Services

Field Workshop run by James Burge (Research Now) and Winifred Henderson(Prime Research)

4.30

Keynote Speaker: Lee RyanWhat Does Design Thinking, Improv and FacebookMean for our Future? An Interactive Discussion Forum.

Sponsored by Research Now

5.10

Cock

tails

and

VIP

Loun

ge ac

cess

spon

sore

d byP

FI

5.50

Dinn

er sp

onso

red b

y Prim

e Res

earc

h

7.00

Presentation of Awards

Best Paper Award – Sponsored by ESOMAR

People’s Choice –Sponsored by Hearne Scientific Software, NZ Suppliers of SPSS Software since 2001

David O’Neill Award for Innovation

Pecha Kucha Best Presentation -Sponsored by The University of Auckland Business School

7.30

After Dinner Speaker: Barry Soper

8.30

Danc

ing an

d sto

ry m

aking

9.15

L

G

GL = The Loft = The Gallery

G

G

G

G

6

What Does Design Thinking, Improv and Facebook Mean for our Future? An Interactive Discussion Forum Hosted by Keynote Speaker Lee RyanLee Ryan was the Regional Head for Qualitative Research for Asia

Pacific, Middle East, Africa and Latin America at TNS, part of the WPP Group. Based in Asia, she led a practice across key emerging markets that specialised in ethnographic tools, brand understanding and front-end innovation. She was responsible for developing new methodologies in digital ethnography and co-creation, winning numerous innovation awards within TNS for her work.Lee has specialised in running complex, international design research projects with an emphasis on applying human-centred insights to the innovation process. She has used ethnographic and semiotic tools to understand human-based opportunities and solutions for consumer electronics and services. She has been trained in creative problem solving (CPS) with CREA (European Creative Problem Solving Conference); and with CPSI (Creative Problem Solving Institute) in the US. Valued for her creative design and facilitation, Lee has created high impact stories for organisational understanding and implementation.She is also known for her thought leadership. She has won industry awards for her papers and presentations at ESOMAR conferences in Europe, US and Asia Pacific. She has two Masters degrees including Media Studies from the Institute of Education in London and a Diploma of Business in Marketing.

Left: Lee Ryan, Idea Architect

Keynote session

Venue: The Gallery

5.10 pm

Spea

kers

7

AMRO is proud to sponsor the 2011

MRSNZ conference.

Together standing tall.

Platinum sponsor of the MRSNZ conference 2011

8

Left: Mark Finnegan, Telecom NZRight: Duncan Stuart, Synovate

Moderator: Duncan Stuart – Research Director – SynovateDuncan Stuart FMRSNZ is a senior researcher who, for the past 15 years, has committed 20% of his time to learning new methods, reading the literature on changing methodologies, trying new analytical software and thinking about better ways of conducting research studies. He was the first researcher to be elected as a Fellow of the MRSNZ and last year was elected as a Life Member. He served as judge in 2003 and 2004 for the Marketing Awards and is one of the judges in this year’s advertising EFFIE awards. His main non-professional interest is the support of a school he helped build in Cambodia.Mark Finnegan – Head of Market Insight – Telecom NZMark Finnegan leads a team of 30 people across market research, database analytics, and CRM campaign management to deliver quality, integrated, commercially-oriented insight; inspiring decisions that benefit customers and the business. Mark enjoys being involved in telecommunications during a time of profound change, both within the industry, and in terms of the increasing role it plays in peoples’ lives. Mark has worked in market research for 14 years, initially at CM Research, before moving to the UK and working at TNS. A move client side followed with a role at Gillette, before a return home to work at Yellow Pages®, and now Telecom. Throughout this time, Mark has always been passionate about the application of insight and finding ways to influence the decision-making process.Based in Auckland with his wife and two young children, Mark is originally from the Waikato. He holds a bachelors degree and post-grad qualifications in Management from Waikato University and remains committed, despite the perpetual ridicule and repeated failures, to his beloved Chiefs rugby team.

Venue: The Gallery

9.30 am

Research in the Next Five Years

Leaders’ Panel: National and International Clients

9

Heidi Kimble – Campaign Research Manager – Microsoft Corporation, SeattleSince joining Microsoft in 2007, Heidi Kimble has championed implementation of visualisation and analyses tools for the Centralised Marketing Group. These tools enhance campaign insights by giving research analysts quick, dynamic access to audience response toward campaign messaging and brand desire for Windows, Windows Phone, Bing, Office, Office 365, and Cloud Services. Prior to Microsoft, she gained over 11 years of experience in the Casino Gaming and Entertainment space developing and implementing Customer Relationship Marketing (CRM) strategies for several Las Vegas resorts.Heidi holds a bachelors degree in Hotel Administration from the University of Nevada, Las Vegas, and an Associated degree in Broadcasting from Brigham Young University, Idaho. Joanna Mobley – Group Director, Innovation Marketing and Ventures – Fonterra Joanna joined Fonterra in 2009 as Group Director, Innovation, Marketing and Ventures, a role with responsibility for the oversight of innovation across the Fonterra Group and all marketing and ventures initiatives for Fonterra Ingredients. Joanna has 16 years of experience in FMCG Marketing and Innovation roles for Kraft, Coca Cola, Danone and SAB Miller. Most recently, Jo was Global Marketing Capabilities Director for UBS.

10

Left: Rob Clark, The Nielsen CompanyCentre: Debra Hall, Synovate

Right: Jacqueline Ireland, Colmar Brunton

Leaders’ Panel: Industry Leaders

Venue: The Gallery

2.15 pm

Research in the Next Five Years

11

Rob Clark – Managing Director – The Nielsen CompanyRob was appointed Managing Director, Consumer Group in August 2009, from the role of Executive Director, FMCG. Previous to this, Rob headed up Retailer Services in the Pacific & Japan. He is responsible for the overall management and business performance of the market research services in New Zealand to ensure the delivery of high quality marketing information services to clients. Rob returned to the Asia Pacific region from his role as Marketing Director, Retail Measurement Services, Nielsen Emerging Markets, a position he had held since September 2003. Prior to that, he spent three years in the role of Retailer Services Director, based in Prague, Czech Republic. A native of New Zealand, Rob had spent the previous four years in management roles at Nielsen New Zealand.

Debra Hall – Executive Director Research – SynovateDebra Hall is a veteran of the New Zealand market research industry, with 25 years’ experience. An engineer by training, Debra readily translated her problem-solving skills to the marketing world, first with NRB, and then as proprietor of her own company Research Solutions. On selling the company to Synovate in 2007, Debra remained in place in her position as Executive Director Research, a position from which she is to retire later this year. Debra has worked with some of our leading brands and is NZ’s most awarded researcher. She is a Fellow of MRSNZ and is the current Chairman of the Board of the New Zealand Marketing Association.

Jacqueline Ireland – Managing Director – Colmar Brunton Jacqueline is passionate about the role of research in driving brand and business success and helping clients shape outstanding experiences that make customers want to tell others, keep coming back and spending more.She regularly consults at a strategic level to key national and international clients and has a wealth of experience in using research to drive effective, practical business and marketing decisions. She has a broad understanding of consumers across many markets and sectors, how they behave, and what motivates them. She has been recognised for award-winning research for NZTE, SkyCity and TelstraClear.Jacqueline has a postgraduate degree in Marketing from Auckland University and over twenty years of experience as a marketing and research consultant.

12

Field Workshop

Venue: The Gallery

4.30 pm

James Burge – Managing Director, Asia Pacific – Research Now James was one of the first researchers to begin specialising in online market research. Early in his career, James ran one of the first online surveys in Australia in 1998

with Nielsen. He then moved on to lead the development of online research capabilities and services with the start-up RedSheriff and steered it through the early 2000s after the internet bubble burst. Following a spell as VP of market research for Asia Pacific and Latin America at Nielsen/NetRatings, James founded his own research-based marketing consultancy in Spain and utilised his research and planning experience to design innovative integrated marketing programs for European clients over the last five years. James joined Research Now early this year to lead the growth and development of its regional business covering Australia, New Zealand, Japan, India, China and South East Asia. Research Now is the world´s leading B2B and B2C market research panel provider and data collection services company.

An interactive workshop that addresses some of the key questions in field research for the next five years, including:

► How has fieldwork (qual and quant) evolved since the financial crisis?

► What are the main trends in fieldwork?

► What does the future of fieldwork look like?

► What are some of the dos and don’ts currently for qualitative recruitment and quantitative fieldwork?

Left: James Burge, Research NowRight: Winifred Henderson, Prime Research

13

Winifred Henderson – Managing Director – Prime ResearchWinifred was born and bred in Windhoek, Namibia and educated in Johannesburg, South Africa, where she was registered with the Board of Psychologists. Before migrating to New Zealand in 1998, Winifred worked in Public Relations, Marketing, Market Research and Tertiary Education. She was recruited to lead a large qualitative research project for the NZ Printing Industries Federation, which brought her to New Zealand.Following this freelance project, Winifred worked as a senior qualitative researcher at CM Research/NFO/TNS for seven years where her last role was as Business Development Director for the field department. In this role Winifred was instrumental in introducing and marketing the first online panel in New Zealand, SmileCity, and in 2005 TNS Global awarded Winifred a Business Innovation Award. In 2006, Winifred acquired Prime Research and currently is the Managing Director. Winifred is a past Vice President and Treasurer of the MRSNZ and acted first as a judge in 2008 and then as Convener of Judges for the Market Research Effectiveness Awards in 2010. Winifred has also been a past speaker at the Marketing Conference and a guest lecturer at Massey University. Winifred is passionate about the market research industry and is actively involved in MRSNZ and AMRO activities.

14

15

See our youngest and brightest researchers put through their paces by MRSNZ Fellow Debra Hall. Five finalists will present the results of their training and mentoring on presentation skills using the legendary Pecha Kucha format. A must-see, vibrant session that may provide a glimpse of tomorrow's research presentations.Presenters for this session are:Bashar Basheer, The Nielsen Company. Rising Up and Standing Tall.Philippa Gilbert, Synovate. From Small to Tall.Desmond Kiernan, Colmar Brunton. Sands of Time – Exploring Emerging Technologies of Research.Meadhbh Ní Challanáin, Synovate. Ireland, Me and a Place Called New Zealand.Leigha Selby, Big Picture. Madeline in Research.

Opposite: Leigha Selby, Big PictureClockwise from top left:Philippa Gilbert, SynovateDesmond Kiernan, Colmar BruntonMeadhbh Ni Challanain, Synovate Bashar Basheer, The Nielsen Company

Pecha Kucha-style Session

Venue: The Gallery11.40 am

16

Venue: The Gallery

Barry Soper has been a journalist since the 1970s with the last two decades spent in the Parliamentary Press Gallery. He is the longest serving member of the gallery and the country’s most experienced political broadcast journalist. Barry came to the gallery as political editor for private radio but during his time he has made frequent appearances on television commentating on politics. He has also

fronted Counterpoint for TVNZ, Right of Reply, an interview show in the lead-up to the last election for Saturn, and Absolutely Soper, a light-hearted weekly feature that was part of TV2’s late night news. As well as spending time as a radio talkback host, he also served an unprecedented three terms as chairman of the press gallery. Through his work he has known and travelled abroad with seven Prime Ministers, the first of whom was Rob Muldoon. He has also met some of the most celebrated world leaders, including Nelson Mandela, Margaret Thatcher, Jimmy Carter, most of the Australian Prime Ministers, including Paul Keating who once called him a “blow fly”, and President Bill Clinton.Barry covered both the 1987 and 2000 Fijian coups and was the first international journalist to secure an interview with rebel leader George Speight. He was also the only New Zealand broadcast journalist to stay on in Suva after the shooting started within a week of the coup.In 2001, Soper was named Individual Radio Journalist of the Year at the radio awards.Currently, Soper’s main role is that of political editor for Newstalk ZB.

Left: Barry Soper, Newstalk ZB

After Dinner Speaker: Barry Soper

8.30 pm

17

18Be

st P

aper

Ses

sion

s

As the need for advanced reporting has evolved, how have the requirements of such systems changed? What tools and techniques are needed to enhance data delivery through advanced data visualisation? Can conventional BI tools be used to visually deliver MR data? What challenges are faced when online reporting solutions require data streams that go beyond research? Have client CRM systems had an impact on your online reporting strategy? With clients requiring market research providers to deliver interactive reporting portals with the ability to update open ended fields (e.g. resolution of customer problems), what are some of the technical and operational challenges?

Top: Darren Horne, E-TabsBelow: James Rock, E-Tabs

Dashboards: the New PowerPoint? Venue: The Loft10.45 am

Darren Horne – Director of Asia Pacific Operations – E-Tabs Darren joined E-Tabs in 2007 after working at MORI and then Ipsos for 8 years. With over 10 years’ experience in market research, he built up an expert knowledge of CAPI solutions before moving on to help build a Data Delivery team at Ipsos specialising in report automation, data manipulation and online report delivery solutions. At E-Tabs, Darren has been instrumental in growing the Bureau department, refining the existing report automation solutions and developing new product offerings such as the Dashboard service. In 2010 Darren moved to Auckland to head E-Tabs’ growing Asia Pacific operations.

James Rock – Business Development Manager Asia Pacific – E-Tabs James is an accomplished market research professional with 13 years’ experience working for industry-leading market research and media companies such as Nielsen, Sky Television Network, Tebbutt Research in Fiji and Fairfax Media Network. He joined E-Tabs in 2010 as Business Development Manager for Asia Pacific and his technical skill and industry knowledge have proven invaluable in building client relationships and suggesting creative solutions to many of the challenges faced by market research professionals.

19

Facial expressions are one of the strongest visual methods to convey emotions and one of the most powerful means used by human beings to relate to each other. Facial Imaging passively records human emotions from facial expressions. It can be applied to better measure consumer response to marketing stimuli (e.g. advertising, packaging, retail displays) and is a robust, repeatable method. This paper shows, via a New Zealand case study, how an automated, artificial intelligence-based system of facial imaging can be used to directly record emotive reaction to TV ads and how this might improve the outputs we provide to advertisers and ad agencies.

Left: Alastair Gordon, Gordon & McCallumRight: Livia Esterhazy, Saatchi & Saatchi

The New Face of Advertising EvaluationVenue: The Gallery10.45 am Alastair Gordon – Managing Partner

– Gordon & McCallumAlastair Gordon started his research career studying British elections before moving on to the drinking habits of New Zealanders. Since then he claims to have covered almost every sector and subject from luxury cars in Taiwan to the global launch of major soft-drink brands. Alastair is Managing Partner of Gordon & McCallum, a business consultancy helping market research users and agencies improve research ROI and to design and deliver more effective services. Before that, Alastair worked for The Nielsen Company and Survey Research Groups in a variety of senior regional and global management and product leadership roles. A Fellow of the MRSNZ, Alastair is a well-known speaker and trainer on research topics. His key research interests lie in the areas of emotion research, shopper insights and consumer decision processes.

Livia Esterhazy – Managing Director – Saatchi & Saatchi, Wellington (Presenting on behalf of co-author Murray Streets, Director of Strategy, Saatchi & Saatchi)Livia stands at the helm of Saatchi Wellington, running the show with an approach very few General Managers in the industry could dream up. It produces a truly client-centric, creatively passionate agency revolving around a close-knit bunch of driven staff.A creative business thinker, Liv’s mission is to lead her team, clients and their brands towards new partnerships, opportunities and ideas, delivering real results.She has instilled this mission into every team member in her inimitable way - a management style no description could do justice. All Saatchi clients have benefited from the fact that she decided to hang her hat (actually her mountain-biking helmet) in Wellington.

Sess

ion

One

20

Technology is having a huge impact on the lives of consumers, whether it’s the way they communicate with friends or family via Facebook, download apps onto smartphones, read the latest Harry Potter book on a tablet, or purchase the weekly groceries online. Because market research operates in the same world as consumers do, it too is facing significant change. Many of these new technologies that consumers are using are also being used by market researchers to reengage with respondents and stay relevant with their clients. This case study will examine some of the innovative tools used in the Air New Zealand myvoice research programme. These will include a custom designed online multi-media reporting tool, an ultra-modern Flash-based customer survey, a smartphone survey for customers on the go and new approaches to presenting data. This presentation will provide insight into how market

research will appear to participants and key stakeholder audiences five years from now.

Using Technology to Keep Market Research Relevant at Air New ZealandVenue: The Gallery1.20 pm

Fiona Lee – Customer Insights Manager – Air New ZealandFiona is a customer advocate who has spent a large part of the last ten years helping individuals and organisations understand and use market research and insights. As Air New Zealand’s Customer Insights Manager, Fiona is responsible for the conception and ongoing development of Air New Zealand’s customer experience survey, known as myvoice. She is passionate about getting Air New Zealanders listening to customer stories and taking action to make a difference to customers’ future experiences with the Airline. When she’s not helping Air New Zealand’s employees to listen to and understand the customer’s point of view, Fiona is a mother to a rambunctious four year old. You can also find her on the slopes snowboarding (when it’s cold), on the beach (when it’s hot) and she also enjoys watching the odd game of footy.David Sakey – Group Account Director – Colmar BruntonDavid is a quantitative market research specialist working across sectors including Automotive, Financial Services, Media, and Travel and Tourism. David has international experience working for Research International in London and 5 years in client-side roles in Sydney (AMP Financial Services Ltd and Qantas airlines). The attraction of bringing his kids up in New Zealand has seen him spend the last 3 years here at Colmar Brunton developing his interest in the areas of customer experience, brand, advertising and digital effectiveness research. David completed his studies at Auckland University with undergraduate degrees in Marketing and Statistics and more recently a postgraduate degree in Marketing from the University of New South Wales. Left: David Sakey, Colmar Brunton

21

Social media is playing an increasingly important role in product and service purchasing decisions, with growing numbers of online users publishing or reading opinions about products, services and brands. When it comes to others’ opinions, research suggests that some bloggers’ opinions are more influential than others. Despite the growing importance of corporate blogs as a communication tool, few studies have explored influence measures for corporate blogs. This paper presents the results from a study to develop a model for measuring the influence of corporate blogs.

Left: Dr Catherine Frethey-Bentham, University of Auckland Right: Spencer Willis, Colmar Brunton

Identifying Influence in the Corporate BlogosphereVenue: The Loft1.20 pm

Dr Catherine Frethey-Bentham – Lecturer – The University of AucklandCatherine is a lecturer at The University of Auckland and has over a decade’s experience in marketing research and strategy. In 2009, Catherine completed a PhD in marketing, in which she developed a new methodology for studying change over time that represented a significant breakthrough in longitudinal research. This research won several awards including a 2010 Emerald/EFMD Outstanding Doctoral Research Award and the David O’Neill award for innovation at the MRSNZ conference in 2007. Recently, Catherine has become involved in researching how marketers can use social media to their advantage and how to measure the usefulness of social media campaigns.

Spencer Willis – National Qualitative Director – Colmar BruntonUK-born Spencer heads up the qualitative research team for Colmar Brunton in Auckland, Wellington and Christchurch. In this role he is responsible for driving innovative and ground-breaking new approaches to qualitative research in New Zealand. Prior to joining Colmar Brunton in 2010, Spencer worked in financial services for eight years in New York, London and Hong Kong. Spencer arrived in Auckland 10 years ago, where he set up yoof marketing research company 18 Ltd (which he sold to Research Solutions in 2005). Spencer proves that men can multitask – he continues to maintain the Youth Research role and manage a team of superbly skilled and passionate qualitative researchers serving a broad range of commercial and social clients, producing insightful research in innovative and methodologically solid ways.

Sess

ion

Two

22

We are on the verge of a great change in terms of how consumer markets function and the role marketers need market research to play in facilitating these.This paper from The Research Agency argues that the enormous complexity present in consumer markets and the increasing sophistication and pressure placed on people by marketers is unsustainable and does not represent how future growth will be found.The argument is then presented that the research industry and its clients face the same malaise as consumer markets. Using Kate Moss as an example of a re-thought communication model, we present the case for a new direction for the market research industry to ensure relevance and growth for the future.

Left: Connon Bray, The Research AgencyRight: Andrew Lewis, The Research Agency

Why Kate Moss Will Drive the Future Growth of Market ResearchVenue: The Gallery3.35 pm

Connon Bray – Partner – The Research AgencyConnon is an experienced marketing professional with over nine years’ marketing experience alongside five years’ market research leadership. He has worked in New Zealand, the United Kingdom and North America for Blue Chip brands including Chevron, Adidas and the All Blacks, helping shape successful marketing strategies. His most recent role has been in Canada at Best Buy, where he led the customer loyalty and insight strategy for this global retailer.

Andrew Lewis – Managing Director – The Research AgencyAndrew has over 14 years of research consultancy experience. Prior to founding The Research Agency, Andrew worked with top UK companies Drummond Maddell, TRBI and Research International. Here he worked with leading brands including Nestlé, Heineken and Sainsbury’s, managing their tracking and strategic studies across Europe. While at Drummond Maddell, Andrew was right hand man to one of the founders of planning from BMP.

23

Sess

ion

Thre

e

The majority of the population is likely to be genuinely unaware of the drivers that determine their decisions. When asked outright, most people aim to please us, to explain and rationalise their behaviour to make it sound logical. So why would researchers spend 1.5 hours asking questions that only access 10% of people’s minds? That’s like saying we are experts on New Zealand having only visited Auckland! This paper takes the reader on a journey of creative techniques (such as altering brainwaves) that helps researchers get beyond rational claims and elicit deeper feelings that might otherwise be withheld (either consciously or subconsciously).

Right: Sarah Hamburger, Big Picture

Altered States of BeingVenue: The Loft3.35 pm

Sarah Hamburger – Consumer Strategy Director – Big Picture Sarah began her career as an advertising planner at TBWA/UK and has since worked both above and below the line at a number of high profile agencies such as Craik Jones, Claydon Heeley, Shop and Spring before joining Big Picture Marketing Strategy & Research Ltd in New Zealand as Consumer Strategy Director. Her experience working across a range of leading Blue Chip companies on brands such as Mercedes, Callaway, InterContinental Hotels Group EMEA, UBS, Lion Nathan and Nestlé means that she understands how communications work as well as people! She is also a Master NLP Practitioner and uses her experience to probe the ‘deeper structure’ of individuals’ thinking patterns and generate a fuller picture of the way people react, buy, and experience brands.

24

NZ Suppliers of SPSS Software since 2001

The Market Research Society of New Zealand would like to thank the sponsors for their generous support of this event.