ESOMAR BEST OF RUSSIA 2012 Moscow / 19 June

Moving fast…moving forward

PROGRAMME 9.00 – 18.00

09.00 - 09.10 OPENING AND SESSION INTRODUCTION

Tatiana Barakshina, Research Director, Bazis Intelligence Group Russia and ESOMAR Council Member

THE RUSSIA OF TODAY

09.10 - 09.15

Session introduction Alexander Shashkin, CEO, OMI and Programme Chairman

09.15 - 09.40 Russia on the Move Alexei Levinson, Levada-Centre, Russia

09.40 - 10.05 Key Trends in the Russian Retail Market Development From the Position of Market Participants

Vadim Radaev, Higher School of Economics, Russia

10.05 - 10.25 Q&A 10.25 - 10.55 OIROM Round Table Discussion

During this panel delegates will learn more about the activities of the Russian Association for Market and Opinion Research (OIROM)

Alexander Demidov, Managing Director, GfK, Russia

10.55 - 11.20 The Research Industry in Russia Viewed by the Researchers – 2011 Vasily Tokarev, Group 7/89, Russia

11.20 - 11.35

FAST TRACK 60 second presentations

11.35 - 12.10 BREAK

ONLINE AND ON THE MOVE SESSION

12.10 - 12.15

Session introduction Oleg Dembo, General Director, O+K, Research Company and ESOMAR Representative in Russia

12.15 - 12.40 The Rosetta Stone meets Foucault Understanding social media via discourse analysis

Ray Poynter, Vision Critical, UK

12.40 - 13.05 Online vs. Offline ... and the winner is... OR is there a loser?

Nelly Mamyan, Tiburon, Russia Artem Tinchurin, Tiburon Research, Russia

13.05 - 13.15 DISCUSSION 13.15 - 14.30 LUNCH

ONLINE AND ON THE MOVE SESSION

14.30 - 14.35

Session introduction Alexander Shashkin, Programme Chairman

14.35 - 15.00 The Mobile R(e)volution Malte Friedrich-Freksa, YOC, Germany

15.00 - 15.25 Mobile Web Surveys: New Generation of Online Research? Aigul Mavletova, Russian Higher School of Economics

15.25 - 15.50 The Game Experiments Jon Puleston, GMI, UK 15.50 - 16.05 DISCUSSION

16.05 - 16.35 BREAK

INSIGHTS

16.35 - 16.40 Session introduction Oleg Dembo, ESOMAR Representative in Russia

16.40 - 17.05 Generating and Validating Insights to Inspire your Business Jonathan Gable, BrainJuicer, Germany

“LEARNING FROM FAILURE” SESSION

17.05 - 17.35 This session will explore how the market research industry can become more successful by learning from failures and challenges.

Jon Puleston, GMI, UK Ray Poynter, Vision Critical, UK

17.35 - 17.45 CLOSING AND SUMMARY Tatiana Barakshina, ESOMAR Council

ADVISORY BOARD

Tatiana Barakshina, Research Director, Bazis Intelligence Group Russia and ESOMAR Council Member Tatiana Barakshina has 8 years hands-on experience in international market research and has been a lecturer and professional trainer in the industry for 4 years. She has designed and implemented complex market segmentation projects in Europe, CIS and Middle East and collaborates with several Russian publications such as op Leader Journal, Delovoj Kvartal, the FederalPress and UralPolit.ru

Oleg Dembo, General Director, O+K, Research Company and ESOMAR Representative in Russia Oleg Dembo started his career in research in 1994 as a research assistant in a small local agency, during his 4th year in the sociology department of St. Petersburg University. He then worked as a project manager and head of the quantitative research department in St. Petersburg-based Suomen Gallup subsidiary (now a part of TNS). In 1999, he co-founded O+K agency which has since grown to reach a national top 20 ranking and has become the most successful Russian agency with a non-Moscow origin.

Alexander Shashkin, CEO, OMI and Programme Chairman

Alexander Shashkin, PhD in Sociology, founded the OMI company after 2 successful years as Managing Director at GMI company. He came to the business world from the Institute of Sociology, Russian Academy of Sciences, where he was a Senior Researcher. Prior to this, he was a co-founder and Deputy Director of the Center for Analytical Research and Development, Kazan and Associate Research Fellow at the Centre for Social Evaluation Research at London Metropolitan University, UK.

SPEAKERS ALEXANDER DEMIDOV Alexander Demidov, who studied law and social science, started his career as a Senior Consultant at the USSR Chamber of Commerce and Industry. Since 1983 he has worked at the Institute for Sociology as a researcher. In 1987, he obtained his PhD degree in Family Sociology and in 1998 became the Head of the Public Opinion department in the Institute for Sociology. Since 1991, he has been working as Managing Director of GfK Rus, a Russian subsidiary of the GfK Group, the number 4 market research company worldwide. Since 2005, he heads the chair of market research at the National University Higher School of Economics. ARTEM TINCHURIN Artem Tinchurin is NPD Director at Tiburon Research and is responsible for new research technology development and implementation. He has 10+ years of experience in market research both with agency and on end-client side. He founded Tiburon Research – a field and technology company – in 2009 and led it to be one of the most solid online research players in the market. AIGUL MAVLETOVA Aigul Mavletova is a Postdoctoral Researcher at Bonn University for 2011-2012, as well as a Lecturer and Administrative Director of PhD Programme with the Sociological Department at National Research University Higher School of Economics. She received her PhD degree from the Higher School of Economics in 2010. Her doctoral study focused on data quality and sample design in online surveys. Prior to her academic career, she was immersed in the world of online surveys holding a position of Research Director at Online Market Intelligence. ALEXEI LEVINSON Alexei Levinson works at the Levada-Center as a sociologist since 1988. He has been an ESOMAR member since 1994 and was the elected national representative of the Russian Federation from 1996 – 2001. At

present, he is the Director of Social Research at Levada-Centre, managing projects on social and political research. He is a professor at Moscow High School of Economics (Qualitatitive Methods in Social Research) and a lecturer at Moscow International University, Media Dept. (Sociology and Media.) His education includes Qualitative Marketing Research, TACIS Training Programme at Market Behaviour Limited (MBL) London, UK (1993); a Ph.D (Arts) 1981; Institute of Social Studies, Academy of Science of the USSR, postgraduate studies (1969-1972) and Moscow State University, Oriental History (1961-1968). RAY POYNTER Ray Poynter is Executive Vice President and Managing Director of the Vision Critical London office, and is responsible for development of the UK business. He has spent the last 30 years at the interface of change, research, and technology, having spent most of that time at the director level with companies such as The Research Business, IntelliQuest, Millward Brown and Virtual Surveys. He is in frequent demand as a workshop leader and webinar speaker, covering topics as diverse as social media, advanced quant, presenting and scenario planning. He is the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR. JON PULESTON Jon Puleston is Vice President of Innovation at GMI and runs GMI Interactive, a team specialising in the design of interactive surveys and developing specialist technology for conducting interactive online research. Over the last 4 years he has been conducting extensive research exploring how to engage respondents more effectively in online research and his paper examining the gamification of online research won the 2011 ESOMAR Congress award for best methodology paper. His team also won the inaugural 2011 ARF award for excellence in survey design. He was most recently awarded Best Paper at the ESOMAR Asia Pacific 2012 conference in Shanghai. JONATHAN GABLE Jonathan Gable is Managing Director of BrainJuicer GmbH, based in Hamburg and responsible for Germany, Austria and Central/Eastern Europe. He has broad international experience in FMCG marketing and research, and has worked at both start-ups and well established blue chip companies such as Colgate-Palmolive, General Mills, and Dunkin' Brands. His experience as both a buyer and supplier of quantitative and qualitative research gives him a strong understanding of clients' research and business needs. He comes from Southern California but has lived and worked in Germany for the past 20+ years. MALTE FRIEDRICH-FREKSA Malte Friedrich-Freksa began his research experience while studying psychology at the Humboldt University Berlin, where he wrote his diploma dissertation for Daimler-Chrysler. After graduating in 2000, he participated in establishing a market research unit for youwant.com, an internet start-up company. Afterwards, Malte worked as a market researcher for Lycos-Europe.com and in 2003 he founded his own company idalab, specializing in digital market research and modern data analysis. Since 2003, he has served as Head of Market Research at YOC, one of Europe’s leading Mobile Marketing companies. Malte is specialized in digital media research with an emphasis on modern data analysis. NELLY MAMYAN Nelly Mamyan has been heading Tiburon Research since 2011, where she brought on board more than 10 years of agency experience in various markets including many FMCG sectors, telecom and more. She is renowned for being an active online research advocate and methodologist since 2006. VADIM RADAEV Vadim Radaev is a Professor, Chair of Economic Sociology, Head of Laboratory for Economic Sociology Studies, and First Vice-Rector of the National Research University Higher School of Economics. He also serves as Editor-in-Chief of the e-journal ‘Economic Sociology’ and Editor of the Economic Sociology: European Electronic Newsletter. His research interests include economic sociology, sociology of markets, informal economy. He published nine books in Russian, including: Who Holds the Power in Consumer Markets: Retailer-Supplier Relationships in Contemporary Russia (2011), The Capture of Russian Territories: A New Competitive Situation in Retailing (2007), Economic Sociology (2005), Sociology of Markets (2003), Formation of New Russian Markets (1998), and more than 200 papers, including papers in Journal of Comparative Economic Studies, International Sociology, Economic and Industrial Democracy, Problems of Economic Transition, International Journal of Sociology, European Societies, Alternatives.

VASILIJ TOKAREV Vasilij Tokarev has been working in market research since 1993. In August of 2001, he created his own project, Analytic, together with the like-minded analytics of “Center of Sociological and Marketing Research“. He served as the organisation’s Director General for 7 years before becoming Chairman of the Board from 2008 to 2009. He recently resumed his role as Director General in 2009. He is a certified moderator and focus group analyst and a member of the association of regional sociological centers Group 7/89. From 2009, Vasilij has been managing the project “Rating of Market Research Companies” at Group 7/89. SPEAKER ABSTRACTS OIROM Round Table Discussion The non-profit Partnership Russian Association for Market and Opinion Research (OIROM) was established on 2 April 2003 and united 13 leading Russian research organizations. It has since grown to 20 members to date. The main objectives of OIROM are to develop a civilized research market, to improve research quality, to protect the corporate interests of its members and to increase the prestige of the profession. In line with these objectives OIROM pays much attention to matters of civilised competition including the creation of the code of conduct for the partnership, agreement on the terms of mutual public criticism, definitions of the rules of headhunting and hiring employees from competitors. OIROM also focuses on improving the quality of research and has adopted the ESOMAR standards as binding. Additionally, OIROM introduced the so-called industrial system of research quality control to identify and discard "professional" respondents. Much attention is paid to the quality standards. The ESOMAR handbook "How to order a survey" was also translated into Russian. Together with other market participants OIROM organizes several different conferences: in commemoration of A. Kryshtanovsky and Y.Levada, conferences on insurance, finance, etc. while maintaining contact to the regional research associations, such as Group 7/89, who takes part in the congresses of regional research companies. The research industry in Russia viewed by the researchers – 2011 Alexander Demidov, Group 7/89, Russia This presentation will give the results of a regular survey held among managers of Russian market research companies. The main trends and consistent patterns of regional market development will be discussed as will the perception of the largest research companies in the region. Online vs. Offline: ... and the winner is... OR is there a loser? Nelly Mamyan, Tiburon, Russia & Artem Tinchurin, Tiburon Research, Russia Internet penetration and connection speed have been growing fast over the last few years in Russia. This fact soothes the souls of online research advocates adding even more to their glass half-full mentality. However, there are reservations and some levels of uncertainty regarding the applicability of online research methods on the market. As the latest matures and response rates drop, the question of panel bias arises again. By working through a number of parallel online versus offline studies, this piece of paper attempts to depict a current state of online research applicability. The Mobile R(e) volution Malte Friedrich-Freksa, YOC, Germany The extensive market penetration of smart phones and tablet devices heavily influences internet media usage. It raises the question whether the internet, as a key medium, is perceived holistically, accessed by different devices, or whether it is experienced as a divergent medium in ‘separate worlds’ by using these different access opportunities. In the context of digital market research, this development is leading to an integration of mobile into the research mix. Therefore, both technical requirements and method characteristics should be discussed when

realizing mobile research approaches. The lecture will give an overview about the main challenges integrating mobile into market research:

• The mobile digital revolution: facts and figures concerning the changing media usage • Consequences on digital research design: a systematic overview about mobile research methods and

technology requirements • Best practice mobile research: quantitative and qualitative case studies from Germany

Mobile Web Surveys: New Generation of Online Research? Aigul Mavletova, Higher School of Economics, Russia Mobile devices with internet access are considered the fastest growing technology. Moreover, in the coming years, mobile phones and pocket PCs will become the major platform for internet access. How will researchers use these new developments to conduct mobile-based surveys? Is it already time to start using mobile devices in Russia for online surveys and what is the audience for such surveys? Will the quality of data gathered through mobile phones differ from the data collected using ‘traditional’ online survey methodologies, where the questionnaire is completed on a desktop or laptop? The presentation will answer these questions and present the results of methodological experiment that compares data collected via CAWI and MAWI in Russia (N=1000). The Game Experiments Jon Puleston, GMI, UK The journey starts with an introduction for those not familiar with the concept of survey gamification. This presentation shows you how to “gamify” online surveys and the impact that gaming techniques can have on the quality and character of data. • The science of games - how to turn surveys into more game-like experiences • How to reword questions to make them more fun to answer and demonstrate the impact this can have on

improving the quality of feedback • How to integrate more competitive elements into surveys • The impact of integrating more fun elements into the design of question • Explore who responds to game mechanics Generating and Validating Insights to Inspire your Business Jonathan Gable, Managing Director, BrainJuicer, Germany The deciding factor in market success of innovations is the strength of the insights behind them. For years, BrainJuicer® has been helping companies generate and validate SpringSights® -- insights that make consumers say "Wow, you really understand me, almost better than I understand myself!" They're insights so good, they take a brand someplace completely new. Jonathan Gable, Managing Director of BrainJuicer Germany, will show how to generate and validate insights for inspired and consumer-based innovation.