QCRI2011 Conference Booklet

QUALITATIVE CONSUMER
RESEARCH & INSIGHTS 2011

7 - 8 April 2011
The Diplomat Hotel
Sliema, Malta

Qualitative Consumer Research & Insights 2011

Welcome from Merlien Institute

We would like to welcome you to today’s event. This international round-table event
is designed to bring together industry practitioners and academics to discuss the
challenges of delivering actionable consumer insights through qualitative research.

Your Merlien contact persons at this conference

Conference Director: Jasper Lim
Conference Assistant: Glenn Micallef

Below you will find a few administrative details for your information. Should you
have any queries or problems during the conference, please speak with the contact
persons.

PRESENTATIONS
The presentation slides and papers of this workshop can be viewed or downloaded for
a limited period of time from slideshare: http://www.slideshare.net/event/qcri2011

BADGES
Badges have been provided to help you identify fellow participants and the speakers.
Easy identification also helps the conference staff when delivering messages. Please
return your badge to the registration desk at the end of the conference.

QUESTIONS
If you have any questions during the conference, please raise your hand and wait for
the speaker to address you. It would be helpful if you could announce yourself by
name and organisation before asking your question.

EVALUATION FORM
Towards the end of the conference, you will be provided with an Evaluation Form.
We would be grateful if you would take time to complete the form and return it to the
registration desk before you leave the conference.

2

QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011

THURSDAY, 7 APRIL 2011 12:15 Using Ipads for qualitative research: an
intuitive way of gaining deeper insights
07:45 Welcome coffee & registration • Discussing how new technology allows far more direct
08:30 Opening words by Merlien Institute & Chair and intuitive way of interacting with customers
Ray Poynter - Managing Director • Going beyond online qual: collecting spontaneous data
The Future Place (UK) and gaining deeper customer insights
• Discussing the current limitations of Ipad and what the
Keynote Presentation: future mobile qualitative research will look like
08:45 Flux: Ethnography in a shifting landscape Frank-Thomas Naether, Managing Director
• Leveraging social science and the humanities to Naether Marktforschung (Germany)
inform strategy including new product development,
conducting interpretive work and systems-thinking as 13:00 Lunch Break
means to shape strategy
• Addressing the synergy between changes taking place Brainstorming workshop:
in the social world and shifts in innovation and product 14:15 Driving product and service innovation using
development cutting-edge qualitative research techniques
• Proposing new ways to make this move possible: With the rising technology use by consumers such as
building out from user needs to systems thinking. internet and smartphones, businesses need to re-
Maria Bezaitis - Senior Research Scientist, Interactions evaluate how they can better engage consumers and
& Experience Lab - Intel Corporation (US) harness the “voices of the customers” for new product
development and innovation.
09:30 Putting consumer insights at the heart of
open innovation processes In this interactive ‘hands-on’ brainstorming workshop,
• Making products that fit the people: how consumer delegates (divided into teams) will have the opportunity
insights should be integrated as an integral and to discuss with their peers on leveraging on cutting-edge
essential part of any innovation process qualitative techniques for front-end innovation. At the
end of the workshop, team leaders will have the
• Presenting an interdisciplinary user-driven innovation
opportunity to present their results to the audience.
model for (ICT) research & development
• Finding the people that fit the products: how to
Facilitated by:
maximize the economical and societal impact of
Ray Poynter - Managing Director
innovation
The Future Place (UK)
Karen Boers - Marketing & Communications Manager
IBBT (Belgium) 15:45 Networking Coffee Break

10:15 Co-creating consumer insights for 16:15 Mapping the consumer mind: discovering the
successful new product development: the case of true drivers of behaviour through Neuroscience
Philips • Knowing the cutting edge research methodologies that
• Discussing a new approach for creating consumer help us map the consumer mind
insights: co-creating them rather than having them • Understanding key tips on the how’s and when’s to use
made by ‘guru-researcher’ subconscious research to better understand the true
• Developing radical new qual and quant tools: not drivers of customer behavior
based on asking questions, but on revealing stories • Learning actionable and compelling steps to follow to
• Discussing a successful study on how Philips build inter-disciplinary, consolidated teams that help
developed ground-breaking lightings using new the company provide a voice to customers as brand
research techniques ambassadors
Jochum Stienstra - Director Aaron Reid - Founder and Chief Behavioral Scientist
Ferro Explore! (The Netherlands) Sentient Decision Science (US)

11:00 Networking Coffee Break 17:00 Exploring the role of 'hope' on indebtedness
and risk perception related to consumer purchasing
11:30 The future is in their hands: exploring the
behaviour
application of qualitative & quantitative insight
• Discussing the role of consumer’s hope in increasing
illumination methods across the mobile platform
their propensity to indebtedness
• Highlighting how the mobile channel is currently being
• Integrating concepts from different theoretical schools
utilised to identify and illuminate market insights in
both a B2C and B2B context • Integrating three constructs (hope, risk perception and
propensity to indebtedness) in one theoretical model
• Identifying when a mobile approach works well, and
Lucia Barros - Marketing Professor
when it struggles
Centro Universitário FIEO (Brazil)
• Exploring the future of mobile research over the next
five years, and how this is likely to translate into
17:45 Summary and closing remarks from chair
innovative approaches
Scott Dodgson - Director - Research, Insight,
Consulting - SKOPOS 3 19:00 Optional Networking Dinner

QUALITATIVE CONSUMER RESEARCH & INSIGHTS 2011

FRIDAY, 8 APRIL 2011 Brainstorming workshop:
14:00 Online Conversations: sense or nonsense?
08:00 Welcome coffee What do we need to know to get it right?
08:30 Opening words by Merlien Institute & Chair Gathering customer insight from social media
Di Tunney - Director - Liveinsights (UK) communities is rapidly becoming a viable alternative to
focus groups and depth interviews. The time has come
Keynote Presentation: to establish best practice guidelines for engaging in
08:45 Using discourse analysis to fuel brand online conversations and for gathering reliable customer
strategies insights.
• Analysing customer feedback to optimise brand The goal of this brainstorming workshop is to establish
promises and performance ‘best practice’ guidelines on the following areas:
• Listening to customer-to-customer discussions to • When and how to communicate with customers in
discover market ideas social media communities
• Understanding the nature of competitors’ discourses to • How to capture valid insights from online conversations
gain a strategic advantage • Where to draw the line in using the personal
Ray Poynter - Managing Director information that customers are revealing online
The Future Place (UK)
Facilitated by:
Interactive discussion (1 hour) Di Tunney & Rachel Francis - Directors
09:30 Driving successful brand strategies through Liveinsights (UK)
customer-driven innovation
• Enhancing branding propositions through the utilising 15:30 Networking Coffee Break
actionable qualitative insights
• Collaborating and co-creating in the innovation 16:00 Research communities: an agency
process proposition or brand asset?
• Co-creating with the right people in the right time • Discussing an appraisal of the key similarities and
differences between the varying approaches to online
• The value of consumer insights in transforming the
communities, be they for research, innovation or
customer journey in insurance
Niki Schroeder - Innovation and Branding Consultant advocacy
TNS-NIPO (The Netherlands) • Evaluating who is best positioned to activate online
research communities and deliver social business
10:30 Networking Coffee Break • Evaluating how brands should approach and commit to
online research communities as they attempt to
11:00 Utilising qualitative user-centered design become more visceral
techniques to assess the needs and expectation of Stephen Cribbett - Chief Executive Officer - DUB (UK)
stakeholders
• Discovering the needs and expectations of teachers 16:45 Research robots: implementing a ground-
through user-centered design principles breaking approach of deriving actionable insights
• Discussing the use of personas and mental from social media
model/affinity diagram to support and promote • Implementing a revolutionary qualitative technique for
innovation gathering consumer trends, demographics and new
• Evaluating the success of this qualitative method and ideas for new product development
the tools for discovering new targets • Creating an online representation of a brand persona
Karin van den Driesche - Usability Consultant and understanding them
Filterdesign & Open University (The Netherlands) • Providing large amounts of relevant insights for
ideation and insight creation
Interactive discussion (1 hour) • Example of a success story: the case of a large FMCG
11:45 Social media in the airline industry: utilising company who wanted to better understand their targets
social media tools for enhancing customer Will Goodhand - Juicy Evangelist - Brainjuicer (UK)
experience through better insights
• From customer engagement to crisis management: the 17:30 Summary and closing remarks from chair
state of the art of social media use in the airline 17:45 Close of conference by organiser
industry
• How can airlines gather actionable insights from social
media to improve customer loyalty? 9 April, 09:00 - 12:30: Social Programme
• How can airlines use social media to better understand • A complimentary half-day guided tour to the ancient
how to enhance customer service? city of Mdina. Itinerary may include visits to Palazzo
Gilbert Ross - Section Head Research & Airline Falzon, St. Pauls Catacombs and Roman Domus
Analysis - Air Malta (Malta) (Note: Entrance fees to attractions are not included)
12:45 Lunch Break

4

Thursday 7 April - 08:30
From our chairperson
Opening remarks and speaker introductions

Ray Poynter

Managing Director

The Future Place, UK

About Ray…
Ray is the author of The Handbook of Online and Social Media Research. He
has spent 30 years at the interface of market research, innovation, and
advanced techniques. Having spent many over 20 years in director level
positions with market research companies, including Virtual Surveys and
Millward Brown, Ray now operates a thought leadership consultancy, The
Future Place, channelling many of his thoughts through his widely respected
blog. http://thefutureplace.typepad.com/.

5


Maria Bezaitis

Senior Research Scientist, Interaction & Experience Lab

Intel Corporation, US

Keynote Presentation
Flux: Ethnography in a shifting landscape
• Leveraging social science and the humanities to inform strategy including
new product development, conducting interpretive work and systems-
thinking as means to shape strategy
• Addressing the synergy between changes taking place in the social world
and shifts in innovation and product development
• Proposing new ways to make this move possible: building out from user
needs to systems thinking
Presentation abstract:
Strategy - defined as paths for growth, transformation - has a reference point
in the social world. Effective strategy means operating with an understanding
of what you’re trying to change in the world and/or of what is changing that
you can leverage. If you believe that this is true, then you should expect to be
getting more out of the capabilities in your organizations chartered with
helping you understand where these change opportunities lie. The social
sciences and humanities, revolving around the application of ethnography in
the industry setting, hold the best promise of providing industry with
actionable understanding of where these “change” opportunities reside and
how to take advantage of them for innovation.
The collaboration between ethnography and design has been focused, for the
last twenty years, on identifying insights and user needs for product
development. This work has resulted in an excessive focus on requirements
gathering and a resulting disposition towards engineering needs and values
(usability). While this work is crucial for the development cycle - good
products rely on some understanding of how people will use them to remain
effective - the current shifting business landscape suggests new opportunities
for the social sciences and humanities to address. Bezaitis’ talk will
characterize why this is imperative and what you might start to expect of
capabilities like ethnography and design.

About Maria…
Maria Bezaitis is a Senior Research Scientist in the Interactions & Experience
Research Lab in Intel Labs. Maria’s chief interest is in how social research,
informed by the social sciences and humanities, can act as a catalyst for
business transformation. Maria has written and presented on topics including
collections & seriality, photographic images and identity, media literacy, user
experience, the role of social research and design for technology innovation
and development. Bezaitis has a Ph.D. from Duke University, in French
Literature and Cultural Studies.

6


Karen Boers

Marketing & Communications Manager

IBBT, Belgium

Putting consumer insights at the heart of open innovation processes
• Making products that fit the people: how consumer insights should be
integrated as an integral and essential part of any innovation process
• Presenting an interdisciplinary user-driven innovation model for (ICT)
research & development
• Finding the people that fit the products: how to maximize the economical
and societal impact of innovation
Innovation does not flow linearly from research to markets, but is based on
continuous iterative feedback loops from users and markets to research and
development. These loops should be fully embedded in the innovation
process for new products and services to achieve considerable economical
and societal impact. An innovation model will be presented that is based on
user involvement from the early stage in the research process, a strong
partnership between academia, industry and local stakeholders and
interdisciplinary teams striving to research activities to reach the market.
The challenge remains to include and commit consumers from the stage of
idea generation to the stage of commercial roll-out. Some examples will
illustrate the necessity to include consumer insights in every stage of
development, with special attention paid to large-scale testing of products and
services in real-life circumstances (living labs), allowing for researchers to
assemble user feedback and to systematically observe, monitor and analyze
user behavior in a natural environment. Finally, some attention will be paid to
additional tools and instruments that should be available to ensure that
research output gets incubated and nurtured into new products, services and
ventures tailored to market needs.

About Karen…
Karen holds a Master degree in German philology and a postgraduate in
comparative linguistics and started out her career in the HR sector,
specializing in team optimization and large recruitment projects. In January
2005 she made the transition to the brand new Interdisciplinary institution for
Broadband Technology (IBBT) to run the daily office affairs. She soon
became Marketing & Communications Manager and started expanding the
communication activities to the full 360° marketing mix. She is now heading a
team of 4 and has specialized in marketing & communications strategy, large-
scale event organization, online communication & social media and partner
management.

7


Jochum Stiensta

Director

Ferro Explore!, The Netherlands

Co-creating consumer insights for successful new product
development: the case of Philips
• Discussing a new approach for creating consumer insights: co-creating
them rather than having them made by ‘guru-researcher’
• Developing radical new qualitative and quantitative tools: not based on
asking questions, but on revealing stories
• Discussing a successful study on how Philips developed ground-breaking
lightings using new research techniques
Co-creation is the talk of the town. If we talk about co-creation however, we
restrict to products, or services. Jochum will present a case of co-creating
consumer insights. In his presentation he will give an overview of how the
marketing landscape has changed and how this will have to affect the
research methods we use. Specifically we will have to step away from the old
model of having insights created by ‘guru-researchers’. In the presentation
Jochum will show how Philips Lighting developed ground breaking lighting
concepts, based on new research techniques, and new workshop techniques,
using narratives. The method combined qualitative and quantitative methods,
but in a new way, unheard of before. The method was felt to be extremely
effective by Philips Lighting. It was on the shortlist for the PRS-award (most
effective qualitative research). Jochum will be able to share the method, but
not yet the concepts (because those will be developed later, some of them
require the development of new technology).

About Jochum…
Jochum Stienstra is a renowned qualitative researcher. He started his career
at Ferro Explore! and is owner and director of this company since 1998.
Jochum has 22 years of experience in qualitative research with a focus on
brand research. Jochum publishes and presents on a regular basis for
international congresses. He is an expert in narrative research, and won the
ESOMAR award for best paper on his narrative method. He was nominated
for the prestigious PMS-award for a narrative case on Philips Lighting.

8

Scott Dodgson

Director - Research, Insight, Consulting

SKOPOS, UK

The future is in their hands: Exploring the application of qualitative &
quantitative insight illumination methods across the mobile platform
• Highlighting how the mobile channel is currently being utilised to identify
and illuminate market insights in both a B2C and B2B context
• Identifying when a mobile approach works well, and when it struggles
• Exploring the future of mobile research over the next five years, and how
this is likely to translate into innovative approaches

Scott will provide a snapshot of mobile research in 2010, outlining its current
applications (along with the associated advantages and limitations of the
platform) across qualitative and quantitative disciplines, and examine its future
potential. He firmly believes that the mobile phone is becoming the most
powerful, flexible, and essential device consumers own - effectively a
handheld mini-computer - which will ultimately revolutionise the way
researchers interact with the platform, and, by extension, respondents.

Scott will present the catalysts that drive this quiet revolution, explore the
interlinkages with mobile research as well as discuss opportunities that are
opening up for researchers. Such advances include the ‘hard’ and ‘soft’
technological innovations driven by the introduction of smart phones (and
shortly super phones), as well as increased consumer interaction with social
media networks, blogging and news websites - influencing consumer
behaviour in accessing the mobile internet. Mobile is now widely regarded as
the 5th research methodology, and will ultimately extend, enhance and
replace existing elements of the researcher’s toolkit.

Embracing new, innovative, approaches and technologies such as mobile - is
fundamental to furthering our knowledge and the relevancy of market
research in 2010 and beyond (across qualitative and quantitative disciplines).
If we do not, we lose relevance and credibility - if we don’t adapt, we die.

About Scott…
Scott is a Director at SKOPOS, a full service agency with particular
knowledge and expertise within the digital arena. Scott’s core expertise lies in
the retail/e-tail and FMCG worlds, and in helping clients from within these
sectors, gain a better understanding of the perceptions and behaviours of the
connected shopper in their digital and non digital ecosystems. Over the years,
Scott has helped to realise projects for a wide range of clients across
consumer and B2B markets, including: Orange, O2, DHL, Bank of America,
Tesco, McDonald’s, innocent, Royal Mail and many more.

9


Frank-Thomas Naether

Managing Director

Naether Marktforschung, Germany

Integrating Web 2.0 successfully into traditional qualitative research
• Behind every online personality is a human being: discussing the changing
consumer behaviour
• How do online and offline qualitative research methodologies ideally
support each other?
• Adapting traditional research methods to incorporate social media tools
• Examples of interesting and relevant web 2.0 and social media tools

With its launch the iPad immediately became a huge worldwide success and
established a new category of 'end-devices'. The iPad is another step towards
complete mobility has or will change the way people communicate and use
media and the internet. The iPad also is a fascinating tool to conduct
qualitative (and quantitative) research. Due to its new technology, it allows a
far more direct and intuitive way to interact with its user. This has implications
on the way qualitative online research can be conducted.

As tablets will become a more and more important channel for marketing
activities, qualitative research 'about' the iPad and its use are of interest too.
The main topics, issues and aspects of this presentation are as follows:
• What makes the iPad so interesting (For researcher and for respondent)
• The iPad in qualitative research
• Areas in which the use of the iPad is attractive and helps to go beyond with
regards to gaining deeper insights
• One step closer to real mobile research
• The use of apps e.g. for photo collages
• iPad applications and clients for qualitative online surveys (e.g. Polldaddy,
Revelation
• What are the barriers? e.g. Flash, camera etc
• Where will it take us?

About Frank-Thomas…
Frank-Thomas Naether is owner of Naether Marktforschung GmbH, a purely
qualitative research agency in Hamburg formed in 1993. He is involved in
many aspects of qualitative research and the internet since the mid 90’s.

10


Ray Poynter

Managing Director


Brainstorming workshop:
Driving product and service innovation using cutting-edge qualitative
research techniques

With the rising technology use by consumers such as internet and
smartphones, businesses need to re-evaluate how they can better engage
consumers and harness the “voices of the customers” for new product
development and innovation.

In this interactive ‘hands-on’ brainstorming workshop, delegates (divided into
teams) will have the opportunity to discuss with their peers on leveraging on
cutting-edge qualitative techniques for front-end innovation. At the end of the
workshop, team leaders will have the opportunity to present their results to the
audience.

About Ray…

11


Aaron Reid

Founder and Chief Behavioral Scientist

Sentient Decision Science, US

Mapping the consumer mind: discovering the true drivers of behaviour
through Neuroscience
• Knowing the cutting edge research methodologies that help us map the
consumer mind
• Understanding key tips on the how’s and when’s to use subconscious
research to better understand the true drivers of customer behavior
• Learning actionable and compelling steps to follow to build inter-
disciplinary, consolidated teams that help the company provide a voice to
customers as brand ambassadors

Mapping the consumer mind continues to drive the marketing research
industry’s adoption of neurophysiological and other research methods that
assess subconscious reactions to marketing. It is critical to understand an
important human truth of decision-making: the real “reason” behind any
preference-based decision is not in fact reason-based at all. The real reason
is emotion. We are constantly in pursuit of the reasons behind behavior. This
session covers a wide scope of ways to get at the inner workings of the
consumer mind, from the latest on data modeling methods such as
neuromarketing research methods (e.g. fMRI and EEG studies) and
physiological measures of emotional arousal (e.g. SCR), to the steps to
consider in integrating early-stage qualitative discovery research and follow-
up research. This presentation will include several case studies, including a
detailed one on a premier U.S. retailer whose plan for a new design concept
in its women’s clothing collection was shaped by the blending of traditional
qualitative research with novel research solutions.

About Aaron…
Dr. Reid is Chief Behavioral Scientist at Sentient Decision Science, and is the
Director of the Center for Automatic Brand Associations. A cognitive
psychologist by training, with a published research record in the decision-
making literature, Dr. Reid’s areas of expertise include how emotion
influences choice, advanced statistical modeling, and the subconscious
drivers of brand associations. Dr. Reid frequently presents his research and
mathematical models of consumer behavior at trade conferences and is an
adjunct professor of psychology at Middlebury College where he has taught
his subconscious research methods and his course on “Emotion and
Rationality.”

12


Lucia Barros

Marketing Professor

Centro Universitário FIEO, Brazil

Exploring the role of 'hope' on indebtedness and risk perception related
to consumer purchasing behaviour
• Discussing the role of consumer’s hope in increasing their propensity to
indebtedness
• Integrating concepts from different theoretical schools
• Integrating three constructs (hope, risk perception and propensity to
indebtedness) into one theoretical model.

Hope is an important construct in marketing, once it is an antecedent of
important marketing variables, such as trust, expectation and satisfaction
(MacInnis & de Mello 2005, Almeida, Mazzon & Botelho 2007). Specifically,
the literature suggests that hope can play an important role on risk perception
(MacInnis & de Mello 2005, Almeida et al. 2007, Fleming 2008) and
propensity to indebtedness (MacInnis & de Mello 2005, Fleming 2008). Thus,
this article aims to investigate the role hope plays on propensity to
indebtedness and risk perception related to purchasing and consumption, by
reviewing the existing literature, accessing and exploring consumers’
experience of indebtedness and proposing a theoretical model. The proposed
theoretical model shows that hope seems to play an important role on
propensity to indebtedness, once it is seen as a pathway to attain a goal. It
also shows that the sense of agency may be responsible for a decrease in
risk perception when hope is high. These results expand the current literature
in two ways: (1) they integrate concepts from different theoretical schools, and
(2) they integrate three constructs in one theoretical model.

About Lucia…
Lucia Barros holds an undergraduation degree in Public Administration and a
graduate certificate in Marketing from EAESP/FGV-SP (2003 and 2007). She
holds a Master degree in Business Administration from EAESP/FGV-SP, and
is a professor at UNIFIEO (Brazil). Her research interests include consumer
behavior, emotions and marketing strategies.

About the co-author…
Professor Delane Botelho is a co-author of this paper. He holds a PhD degree
in Business Administration from EAESP/FGV (2003), where he is associate
professor of marketing. His research interests include pricing, consumer
behavior and marketing for development.

13

Friday 8 April - 08:30
From our chairperson
Opening remarks and speaker introductions

Di Tunney

Director

Liveinsights, UK

About Di…
Di Tunney has 25+ years experience in Market Research and Marketing,
working in a diverse range of sectors. Di worked for Unilever, Allied Domecq
and Thomas Cook before setting up a full service research agency in 1986.
Aware that research needs a fresh approach, Di has become a specialist in
language analysis techniques that explain what really drives customer
behaviour. Di is a Master Practitioner of NLP and certified in Language &
Behaviour Profiling. Di is intuitive and insightful with a keen focus on turning
research into action. At Liveinsights, Di is a consumer insights and language
analysis champion and social media pioneer.

14


Ray Poynter

Managing Director


Keynote Presentation
Using discourse analysis to fuel brand strategies
• Analysing customer feedback to optimise brand promises and
performance
• Listening to customer-to-customer discussions to discover market ideas
• Understanding the nature of competitors’ discourses to gain a strategic
advantage
Discourse analysis is becoming central to large parts of academic research,
from psychology to linguistics, and ethnography, researchers are finding that
the detailed study of how language is used is revealing insight into how social
acts are constructed.

The presentation will show how approaches such as conversation analysis,
the ethnography of communication, critical discourse analysis, and
Foucauldian research can be applied to commercial projects to fuel brand
strategies.

Whilst there is nothing new about the power of language and the impact of
word of mouth, there have been three major changes in recent years:
1. Developments in discourse analysis
2. The power computer assisted techniques
3. The increased permanence of discourse, particular through its presence
online, allowing more of it to be analysed.

Examples of how to utilise discourse analysis will be drawn from both FMCG
and service brands, showing how the discourse between brands and
customers and between customers can be accessed to fuel brand strategies
and to provide insight into improving the positioning, communication, footing,
and construction of the brand in the market place.

About Ray…

15


Niki Schroeder

Innovation & Branding Consultant

TNS NIPO, The Netherlands

Interactive discussion
Driving successful brand strategy through customer-driven innovation
• Enhancing branding propositions through the utilising actionable
qualitative insights
• Collaborating and co-creating in the innovation process
• Co-creating with the right people in the right time
• The value of consumer insights in transforming the customer journey in
insurance
Discussion abstract:
More and more companies in various markets now understand the voice of
the customer can not be ignored. They are looking for ways to connect with
their customers early in their innovation process to co-create their way into
successful products and services. In this field of co-creation a clear focus and
discipline is key. Without a clear vision on what you like to achieve as a brand
and what you are focussing on, co-creation processes tend to end in
interesting experiments instead of successful innovations.
Topics of the presentation:
• What does the early innovation process looks like and how does
collaboration and co-creation fit in?
• Business case: How a Dutch insurance company is building their brand
target segments.
• In sub groups you will experience yourself what the impact of a specific
target group can lead to actionable insights and different solutions.
• Summary about what initiatives the insurance company has taken to
transform their whole customer journey based on consumer connections.

About Niki…
Niki is Innovation and Branding consultant at TNS NIPO (former RI) since
May 2007. Niki is specialized in qualitative research concerning innovation,
and branding issues. Through interactive qualitative research methods she
enables her clients to make customer oriented business decisions. She works
for a wide variety of clients in both local and international projects. Niki has a
master degree in Industrial Design engineering specialized in Innovation
Management.

16


Karin van den Driesche

Customer Researcher & Usability Consultant

Filterdesign & Open University, The Netherlands

Utilising qualitative user-centered design techniques to assess the
needs and expectation of stakeholders
• Discovering the needs and expectations of teachers through user-centered
design principles
• Discussing the use of personas and mental model/affinity diagram to
support and promote innovation
• Evaluating the success of this qualitative method and the tools for
discovering new targets

On December 14, 2009, the Minister of Education of the Netherlands, Ronald
Plasterk, launched the first version of Wikiwijs. Wikiwijs has to be the place
where all teachers of the Netherlands, ranging from primary education to
higher education, can (co)develop, share, rework and use digital learning
materials.
How do you know within a development project that the design decisions are
really based on users expectations and needs and not on say, technical
possibilities or the design teams preferences?
To learn about the requirements for Wikiwijs, research has been conducted to
find out about the expectations among teachers in all educational sectors. The
principles of User Centered Design (UCD) were followed by this research.
This approach lead to a set of personas each representing thousands of
future users of the system. And an affinity diagram/mental model which shows
the work process of teachers.
The UCD method contains a set of principles which can support any form of
development process. Using UCD will support and promote innovation and
the results are desired by real users. It creates the ability to radically
transform by having user data available at the beginning of the development
process.

About Karin…
Seven years ago Karin van den Driesche started her own company in user
research and design: Filterdesign. Filterdesign specializes in user centered
design; putting the user/customer first during the design process. Using
interviews, work models and persona development, UCD helps the
organizations she works for to hear customer needs in a new way and to
create new solutions to meet the large amount of different needs. For her,
usability is an integral part -not a consequence- of the design process.

17


Gilbert Ross

Section Head Research & Airline Analysis

Air Malta, Malta

Interactive discussion
Social Media in the Airline industry: Utilising social media tools for
enhancing customer experience through better insights
• From customer engagement to crisis management: the state of the art of
social media use in the airline industry
• How can airlines gather actionable insights from social media to improve
customer loyalty?
• How can airlines use social media to better understand how to enhance
customer service?

A short presentation will be given about the way airlines around the world
have adopted social media and are using it for different strategies - from
customer engagement in marketing campaigns to crisis management and
brand co-creation. A mini-group discussion will follow where delegates
(divided into teams) will be asked to brainstorm some ideas related to the
presentation. At the end of the workshop, team leaders will present their
results to the audience.
Each group may be asked to tackle one of the questions below:
• How can airlines gather actionable customer insights from social media to
help them improve customer loyalty?
• How can airlines gather data from social media to better understand how to
enhance customer experience?

About Gilbert…
Gilbert Ross leads a team of researchers and data analysts for Malta's
national carrier - Air Malta. He has been in the airline business for more than
15 years. His competencies include B2B and B2C market research and
industry research on airline business planning and strategy. He has a
personal interest in online marketing and is a social media enthusiast. He also
has a keen interest in innovation strategy and open innovation applications in
business and technology.

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Di Tunney & Rachel Francis

Directors

Liveinsights, UK

Brainstorming workshop:
Online Conversations: Sense or Nonsense? What do we need to know to
get it right?
Gathering customer insight from social media communities is rapidly
becoming a viable alternative to focus groups and depth interviews. This
means that the time has come to start to establish some ‘best practice’
guidelines for engaging in online conversations and using these connections
with customers to gather reliable customer insights.
This session will look at some language analysis techniques that pinpoint
customer values, beliefs and behavioural motivations. Within the session we
will consider the effect on the quality and validity of customer responses by
engaging in real-time conversations literally using customers’ language.
In order stimulate debate, we will give real examples of different challenges
that businesses face and approaches that companies and brands have taken
on Social Media issues. The pros and cons of these will then be discussed in
sub groups and will be summed up as set of possible ‘best practice’
guidelines on the following areas:
• When and how to communicate with customers in social media
communities?
• How to capture valid insights from online conversations?
• Where to draw the line in using the personal information that customers are
revealing online?

About Di & Rachel…
Di Tunney has 25+ years experience in Market Research and Marketing,
working in a diverse range of sectors. Di worked for Unilever, Allied Domecq
and Thomas Cook before setting up a full service research agency in 1986. At
Liveinsights, Di is a consumer insights and language analysis champion and
social media pioneer.

Rachel Francis has held a variety of roles in Market Research and Strategic
Planning and has worked both client side at Mars and RHM and agency side
for Marketing Consultancy OHAL and currently as a director at Solva
Consultancy and Liveinsights. At Liveinsights Rachel is a metrics and
dashboard champion, forging the way in understanding how to make sense of
the wealth of information social media offers.

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Stephen Cribbett

Chief Executive Officer

DUB, UK

Research communities: an agency proposition or brand asset?
• Discussing an appraisal of the key similarities and differences between the
varying approaches to online communities, be they for research,
innovation or advocacy
• Evaluating who is best positioned to activate online research communities
and deliver social business
• Evaluating how brands should approach and commit to online research
communities as they attempt to become more visceral

Online Research Communities (or MROCs) are now an established research
methodology, but whether or not it is the research agency or brand that 'owns'
them and has the capacity to effectively run, manage and distribute the value
gleaned from them is open for debate. This presentation will explore the
disruption caused by online research communities and delve deeper into the
emergence of 'social business' to understand how research communities are
the trojan horse.

This presentation will address the varying research and insight community
typologies require different resources, skills and approaches, and sets out
what ultimately deems success and who should be responsible for delivering
it.

About Stephen…
Stephen is co-founder of Dub, a global leader helping agencies and brands
deliver consumer insight and innovation capabilities through the delivery the
development of powerful cultures around sharing, collaboration and co-
creation with consumers and staff. Using social software, Dub builds and
manages thriving online communities and nurtures inspiring, emotional
connections.

Stephen has over 15 yrs experience building design, branding and innovation
businesses working with the likes of Adidas, Harrods, Levis, Orange, Citroen
and Shell.

He has previously been a magazine editor, a call centre operative, potato
picker and semi-professional footballer. Stephen is currently bracing himself
for the birth of his second child in July, a task way more scary than standing
here today!

20


Will Goodhand

Juicy Evangelist

Brainjuicer, UK

Research robots: implementing a ground-breaking approach of deriving
actionable insights from social media
• Implementing a revolutionary qualitative technique for gathering consumer
trends, demographics and new ideas for new product development
• Creating an online representation of a brand persona and understanding
them
• Providing large amounts of relevant insights for ideation and insight
creation
• Example of a success story: the case of a large FMCG company who
wanted to better understand their targets
Millions of people freely publish evidence of their thoughts, feelings, and
behaviours online across social media websites. In essence, thousands of
qualitative studies, often with real insights being shed, are occurring between
online-users on a constant basis. But currently there are no tools that are
capable of listening to these conversations for purposes deeper than brand-
tracking or reputation-monitoring. Yet this continually expanding mass of
online content presents a real and exciting challenge for marketers and
researchers: How can we observe and translate this into a meaningful
narrative that provides new insights into our segments and brands?
To solve this problem, BrainJuicer® partnered with Philter Phactory to
develop DigiViduals™, online research bots programmed to have a particular
personality reflecting a brand category, persona, or trend. The DigiVidual™
then trawls social media sites, reposting relevant pictures, videos, shopping
items, and music specific to the predetermined target demographic on a blog.
BrainJuicer’s researchers then organise and interpret these information
artefacts into themes, forming a deep and inspiring illustration of the target. A
multimedia representation of a segment provides an inspiring springboard for
ideation and insight development for research practitioners, creating a more
human way to communicate the essence of particular segments.

About Will…
Will Goodhand is a specialist in front-end innovation at BrainJuicer. His focus
is harnessing the full potential of the Internet and social media to enable faster
and better innovation, reinventing both qualitative and quantitative
approaches. Will won the title of Research Superstar at the 2010 ESOMAR
Congress. Will worked as a research director at Ipsos ASI as well as a brand
planner at boutique KSBR Brand Futures, specializing in brand positioning
and NPD.

21

Attendee List

FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Aaron Reid Founder and Chief Sentient Decision US
Behavioral Scientist Science
Alida Buttigieg Managing Director Bloom Research Malta

Di Tunney Director Liveinsights UK

Frank Geers Research Director InSites Consulting Belgium

Frank-Thomas Naether Managing Director NMRC Germany

Gilbert Ross Section Head Research Air Malta Malta
& Airline Analysis
Glenn Micallef Master Student University of Malta Malta

Izabella Waszkielewicz Manager, User Insights New York Public US
Library
Jasper Lim Director Merlien Institute Singapore

Jochum Stienstra Director Ferro Explore! UK

Karen Boers Marketing & IBBT Belgium
Communications
Manager
Karin van den Customer Researcher & Filterdesign The
Driesche Usability Consultant Netherlands
Lucia Barros Marketing Professor Centro Universitario Brazil
FIEO
Manuela Corradi Human Interaction GPI S.p.A. Italy
Designer
Maria Bezaitis Senior Research Intel Corporation US
Scientist, Interaction &
Experience Lab
Morgan Parnis Head of Research Unit Misco International Ltd Malta

Niki Lavoie Executive & CCO Sky Consulting France

Niki Schroeder Innovation and TNS NIPO The
Branding Consultant Netherlands
Ray Poynter Managing Director The Future Place UK

Regina Gromova Managing Director MITTEL MGU Russia

Scott Dodgson Director - Research, SKOPOS UK
Insight, Consulting
Stephen Cribbett Chief Executive Officer DUB UK

Therese Bajada PhD Candidate University of Malta Malta

Will Goodhand Juicy Evangelist Brainjuicer US

Yasmina Amara Market Research Yahoo! Maktoob UAE
Manager Research

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Upcoming Events

Qualitative Research for Policy Making 2011: 2nd Annual
Delivering efficient qualitative research for policy making
in times of austerity
26-27 May 2011, Belfast, UK
http://www.merlien.org/upcoming-events/qrpm2011.html

Market Research in the Mobile World 2011
2nd International conference
The future of Market Research is here!
Are you ready for the challenge?
19-20 July 2011, Atlanta, USA
http://www.merlien.org/upcoming-events/mobileresearch.html

Computer-Aided Qualitative Research Europe: 4th Annual
The emergence of online qualitative data analysis platforms: a
challenge to existing QDA software packages?
1-2 September 2011, Locarno, Switzerland
http://www.merlien.org/upcoming-events/caqdaseurope.html

Merlien Institute is an independent organisation dedicated to providing
timely and critical information to the qualitative research community. Our
mission is to provide researchers and practitioners a unique platform to
brainstorm new ideas and learn best practices in a highly interactive
conference environment. Merlien Institute, with its 4 staff and 26 Advisory
Board Members now host more than 10 annual meetings around the
globe. Our events have consistently resulted in new collaborations and
projects among delegates.

23

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© 2011 by Merlien Institute
All rights reserved.

Printed in The Netherlands

No part of this publication may be reproduced, transmitted, transcribed,
stored in a retrieval system, or translated into any language, in any form
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24

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