ESOMAR BEST OF AUSTRALIA 2012 DIMENSIONS OF EXCELLENCE MELBOURNE / 23 OCTOBER

PROGRAMME 08.30 – 09.30 Registration & Coffee 09.30 – 09.45

OPENING Sally Joubert, ESOMAR Representative for Australia

09.45 – 10.05 Making Sense of Conversations Using Facebook friendship networks & Social Network Analysis to demystify word of mouth Lars Groeger, Macquarie Graduate School of Management, Australia Scott Taylor, Soup, Australia Presented by Lars Groeger

10.05 – 10.25 Realising Opportunities to Maximise Wine Sales Through Improved Understanding of the Wine Shopper Andrew Hutchison, Treasury Wine Estates, Australia John Berenyi, Bergent, Australia Presented by John Berenyi

10.25 – 10.45 Ode to the Unsung Hero – Navigating the Turbulent Waters of Research How Coca-Cola is managing today’s increasingly complex business reality with a global research landscape Veronica Moreno, The Coca-Cola Company, USA Patricio Pagani, Infotools, New Zealand Javier Quiñones, Infotools, New Zealand Presented by Patricio Pagani

10.45 – 10.55 Q&A

10.55 – 11.00 CLOSING Sally Joubert, ESOMAR Representative for Australia

SPEAKER PROFILES John Berenyi John Berenyi is Research Director at Bergent, Australia. A registered Psychologist, John has over 25 years experience in marketing, consulting and research in Australia, Europe, USA and Asia. He has worked with organisations such as Coca-Cola, McCain, Coles Myer, Macquarie Bank, Telstra, Becton, Origin Energy, Pacific Brands and Warner Bros. He holds one of the longest industry track records in entertainment and shopper research. Before establishing Bergent, John was Vice President of Advertising and Publicity for Warner Bros Asia and held board and executive roles at Clemenger Harvie (BBDO). John was a nominee for the 2012 ESOMAR Research Effectiveness Award. Lars Groeger Lars Groeger is Marketing Lecturer at the Macquarie Graduate School of Management in Australia. He began his research in the field of WOM and Social Network Analysis in 2003. Before moving to Australia, Lars studied and worked in Germany, France and the USA. He presented at the 2009 and 2011 Australian and New Zealand Marketing Academy Conferences (ANZMAC), held in Melbourne and Perth respectively. Lars recently presented at the 2012 ESOMAR Asia Pacific conference in Shanghai. Patricio Pagani Patricio Pagani is Director at Infotools in New Zealand. Infotools is a leading provider of consumer research database services and software tools for some of the world’s largest companies. Previously with Coca-Cola, Patricio joined Infotools to lead expansion of the account to more than 90 countries. Over more recent years, he has managed the growth of Infotools’ business with Microsoft and throughout Latin America. With a strong academic background, Patricio conducts signature marketing workshops around the world. Patricio serves as the 2011 President for the Market Research Society of New Zealand (MRSNZ) and was also their Vice President for 2009 and 2010. He was a speaker for the ESOMAR Best of Argentina 2012 event and for the 2010 and 2012 ESOMAR Congress.. He is currently the ESOMAR Representative in New Zealand.

SPEAKER ABSTRACTS Making Sense of Conversations Using Facebook friendship networks & Social Network Analysis to demystify word of mouth Lars Groeger, Macquarie Graduate School of Management, Australia Scott Taylor, Soup, Australia Marketing academics and practitioners struggle to understand the impact of social structure and context on WOM flow. Understanding is fundamental, not just to the WOM industry worldwide, but for all market researchers to contribute in understanding the most important driver of purchase behaviour: personal recommendation. The presentation addresses these questions by presenting the methodology and preliminary results of a world-first research study using a Facebook application and Social Network Analysis to track offline brand-based conversations across multiple generations. The feasibility and potential pitfalls of utilising a personal social network (Facebook) to conduct research is outlined. Realising Opportunities to Maximise Wine Sales Through Improved Understanding of the Wine Shopper Integrating emotional drivers of brands to give shoppers the experience they want Andrew Hutchison, Treasury Wine Estates, Australia John Berenyi, Bergent, Australia How do we integrate emotional drivers of brands with the selling environment to give shoppers the experience they want? To challenge existing assumptions it was necessary to understand the wine shopper’s path to purchase and what, if any inhibitors there were to the purchase. Deciphering the emotional drivers of the consumer in the retail environment and implementing the changes not only created a more shopper friendly experience but led to year on year store value growth of 30%, with average bottle pricing up 4% and staff hours down by 15%. In a $3.4 billion category, even half of a 30% growth could mean an increased profit of almost $500 million a year.

Ode to the Unsung Hero – Navigating the Turbulent Waters of Research How Coca-Cola is managing today’s increasingly complex business reality with a global research landscape Veronica Moreno, The Coca-Cola Company, USA Patricio Pagani, Infotools, New Zealand Javier Quiñones, Infotools, New Zealand This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world’s most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how to survive in an increasingly complex reality with a tool that is relevant to local teams, while leveraging global knowledge. The presentation highlights how a centralised knowledge repository solution enables Coca-Cola strategists to manage an ever-growing portfolio of brands and categories, and provides examples of the synthesising analysis that is possible.