PROGRAMME 08.00 – 08.30 Registration & light breakfast

08.30 – 09.05 OPENING AND INTRODUCTION TO THE PROGRAMME Cam Davis, Social Data Research & ESOMAR Representative for Canada Roland Klassen, CIDO Research & ESOMAR Representative for Canada

09.05 – 09.30 Socialized Research It is the end of market research, as we know it, but we feel fine! Michael Rodenburgh, Ipsos ASI, Canada

09.30 – 09.55 Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More Rolfe Swinton, RealityMine, USA Jay Turcot, Affectiva, USA

09.55 – 10.20 Coding the Twittersphere How to Build Custom Classifiers for Market Research Using Social Media Data Stuart Shulman, Vice President for Text Analytics, Vision Critical, USA

10.20 – 10.30 CLOSING Cam Davis, Social Data Research & ESOMAR Representative for Canada

BEST OF ESOMAR CANADA 2013 VANCOUVER / 30 OCTOBER

In cooperation with the MRIA

SPEAKER PROFILES Jay Turcot Jay Turcot is a Senior Scientist on Affectiva's research team. With a strong background in engineering and computer vision, Jay manages the innovation and infrastructure of Affectiva's emotional metrics . Prior to Affectiva, he was a researcher at Evolution Robotics Retail, a technology start-up using computer vision for product recognition in the retail space. Jay holds a BS in systems design engineering from the University of Waterloo and an MS in computer science from the University of British Columbia. Michael Rodenburgh Michael Rodenburgh is Vice President of Ipsos ASI for Western Canada. In his role, he leads a team of 6 research specialists dedicated to advertising and brand research. He is regarded as an innovative thinker in the research industry, and has significant experience advising on some of Canada’s largest advertising campaigns. Michael has been in the marketing research industry for over 20 years and has held senior executive positions in client services, product development, and business development. Michael is an award-winning researcher; he was awarded MRIA's "Best in Class" award in 2003 for the best overall research study in Canada, and more recently “Best Paper” at the November 2012 ESOMAR Digital 3D Dimensions conference in Amsterdam. Michael is a Certified Marketing Research Professional (CMRP) and has an undergraduate degree in political science from McMaster University. He is a frequent speaker at industry conferences and writes often for various research-industry publications. Rolfe Swinton Rolfe Swinton is the Co-Founder and Co-CEO of RealityMine, a leader in mobile-based behavioural analytics technologies. He is also the Co-Founder of Lumi Mobile, a mobile technology company based in London and Finland. Prior to founding Lumi, Rolfe helped build a number of media and technology businesses including CPI, the world's largest book manufacturer and Article27, a pioneer of online movie delivery. Rolfe serves as an adjunct professor of entrepreneurship at INSEAD. He has a BA from Yale University, an MPhil from the University of Cambridge, and an MBA from INSEAD. Stuart Shulman

Dr. Stuart W. Shulman (@stuartwshulman) is a scholar, inventor, entrepreneur, D-level soccer coach, Vice President for Text Analytics @visioncritical, and Taoist garlic grower. SPEAKER ABSTRACTS Socialized Research It is the end of market research, as we know it, but we feel fine! Michael Rodenburgh, Ipsos ASI, Canada In an attempt to leverage social media data within the context of traditional survey research, Ipsos OTX is changing its approach to conducting research by focusing on socialized research. Socialized research blends traditional MR techniques with forward-thinking social media and technology solutions to truly revolutionise our industry. Today’s social media environment allows researchers to collect massive amounts of individual-level data; a trend that will continue across all digital devices in the field. This singular view of consumer data will change marketing research forever. Socialized research is about blending active, passive and interactive research methodologies. This presentation will outline lessons learned, guidelines and considerations for these new approaches to MR. Measuring Emotions Through a Mobile Device Across Borders, Ages, Genders and More Rolfe Swinton, RealityMine, USA Jay Turcot, Affectiva, USA Mobile is a valid and useful tool to capture consumer insight. Using mobile, we can reach into most any nook and cranny of the world. More than just traditional research, we can use a mobile device to deliver rich media. We can also capture emotional responses to media. This presentation looks at how we have developed, tested, and proven that we can use mobile as a powerful way not only to test ad recall, but to also evaluate the emotional impact a given ad has on a person or any kind of grouping of individuals. Coding the Twittersphere How to Build Custom Classifiers for Market Research Using Social Media Data Stuart Shulman, Vice President for Text Analytics, Vision Critical, USA About 20,000 influential individuals and organisations are thought to dominate the current micro-blogging forum of choice, Twitter. As a result, more people are finding reasons to follow, gather, and analyse the streams of hyper-textual digital consciousness produced by these oracles. Beyond the influential thought

leaders in every domain, there is a growing army of content curators and producers who are collectively the long tail of the Twitter crowd. Computer science students love the data; it is big and can be very rich with network and linguistic clues. This talk is about how and why market research professionals can gather, filter, search, human-code, and machine-classify the Twittersphere.