"Best of" - Russia 2014 programme

ESOMAR BEST OF –
RUSSIA 2014
MOSCOW / 23 MAY
BUILDING THE FUTURE
Please note the presentations will be in Russian and English (with no simultaneous translation)
PROGRAMME
23 MAY
08.00 – 09.00
Registration
09.00 – 09.10
WELCOME AND INTRODUCTION TO THE PROGRAMME
Tatiana Barakshina, Bazis Group, Russian Federation / ESOMAR Council Member
09.10 – 09.40
GUEST SPEAKER
Getting Your Hands Dirty With Big Data
Piet Hein van Dam, Wakoopa, The Netherlands
09.40 – 09.45
Q&A
NEW OPPORTUNITIES
09.45 – 09.50
Introduction by Session Chair
Tatiana Barakshina, Bazis Group, Russian Federation / ESOMAR Council Member
09.50 – 10.10
New Generation
Where they go?
Natalia Bukhalova, Ukrainian Marketing Group, Ukraine
10.10 – 10.15
Q&A
10.15 – 10.45
Break
TECHNOLOGY: BEYOND THE TRADITIONAL BOUNDARIES
10.45 – 10.50
Introduction by Session Chair
Alexander Shashkin, OMI, Russian Federation
10.50 – 11.10
From Research to Dialogue - Social Involvement and Crowdsourcing
Current changes in the Russian research industry and crowdsourcing
Larisa Pautova, Public Opinion Fund (FOM), Russian Federation
11.10 – 11.30
Social Media Research - New Horizons
Where and when SMR will kill traditional research methodology
Pavel Lebedev, Wobot, Russia Federation
11.30 – 11.50
Moscow City Transport Image
Social Media Analysis, a case study
Janusz Sielicki, IRCenter, Poland
11.50 – 12.05
Discussion
MASTERCLASS
12.05 – 12.10
Introduction by Session Chair
Oleg Dembo, O+K, Research Company, Russian Federation / ESOMAR Representative for
Russia
12.10 – 12.55
GUEST SPEAKER
Pricing - The Art of Psychological Pricing
Applied ‘Behavioural Economics’
Florian Bauer, Vocatus, Germany
12.55 – 13.00
SPONSORS FAST TRACK
13.00 – 14.00
Lunch
14.00 – 15.00
CLIENT PANEL SESSION
Direct From The Client
Clients’ perspectives on the future of MR in Russia
Moderator
Tatiana Barakshina, Bazis Group, Russian Federation / ESOMAR Council Member
Panelists
Tatiana Sidorenko, Head of Market Research, Leroy Merlin, Russian Federation
Alexander Bugakov, Senior Market Researcher, Yum! Restaurants Russia (Pizza Hut and
KFC brands), Russian Federation
Anton Morin, Head of Market Research, Tele2, Russian Federation
15.00 – 15.50
ROUND TABLE DISCUSSION
During this panel delegates will learn more about the activities of the Russian
Association for Market and Opinion Research (OIROM) and Group 7/89
Introduction by Session Chair
Oleg Dembo, O+K, Research Company, Russian Federation / ESOMAR Representative for
Russia
Representing OIROM
Alexander Demidov, Managing Director, GfK Rus, Russian Federation
Dimitry Pisarsky, Managing Director, Millward Brown ARMI-Marketing, Russian Federation
Representing Group 7/89
Sergei Protsenko, CEO, South Russia Research Center / CEO, Group 7/89, Russian
Federation
Roman Oglobin, CEO, Socis MR Rus, Russian Federation
Vasily Tokarev, CEO, ‘Analyst’ company, Russian Federation
15.50 – 16.15
Break
MARKETERS IN ACTION
Case studies
16.15 – 16.20
Introduction by Session Chair
Dmitry Karasev, Bayer Healthcare, Russia & CIS, Russian Federation
16.20 – 16.40
Intimately MROC
Getting users and client researchers closer together
Nelly Mamyan, Tiburon Research, Russian Federation
Anastasia Schepanyuk, MegaFon, Russian Federation
16.40 – 17.00
Impact of Digital Communication
Consumer purchase decision in the smartphone category
Daria Zenkovich, Nokia, Russian Federation
Valentina Venkova, GfK, Russian Federation
17.00 – 17.10
Discussion
17.10 – 17.30
GUEST SPEAKER
The Next Normal
John Conlon, VIMN UK, Australia, Russia, Israel and Eastern Europe, UK
17.30 – 17.35
Q&A
17.35 – 17.45
CLOSING
Oleg Dembo, O+K, Research Company, Russian Federation / ESOMAR Representative for
Russia
SPEAKER PROFILES
Alexander Bugakov
Alexander Bugakov is a senior market researcher at Yum! Restaurants Russia (Pizza Hut and KFC brands).
Prior to joining Yum!, Alexander worked as a market researcher and data scientist at Yandex (known as
“Google of Russia”) and wireless carriers: MegaFon and Beeline. He specialises on research methods that
combine classic MR methods with data mining, online/mobile research and usability research techniques. His
focus is on achieving dramatic improvements in the speed, cost and actionability of market research.
Alexander Demidov
Alexander Demidov is Managing Director at GfK Rus, Russian Federation. Prior to joining GfK Rus, Professor
Demidov 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, Alexander Demidov obtained a PhD
degree in family sociology. In 1988, he became the Head of the Public opinion department at the Institute for
Sociology. He studied law and social sciences. Since 2005, he has been the chair of the market research
department at the National University - Higher School of Economics. He is the Founder and member of OIROM
(The Russian Association for Market and Opinion Research), he is also a member of ESOMAR, the American
Chamber of Commerce, the Association of European Business, and the Moscow Chamber of Commerce and
Industry.
Being employed at the Institute of Sociology, he was one of the first who successfully conducted the electoral
researches in the country, further being engaged with mass consciousness and public opinion. As a Managing
Director of GfK Rus, Alexander Demidov made a big contribution to Russian market research development. He
implemented a lot of new market research tools into the Russian market such as: Retail Panel, Consumer Panel
and other up-to-date market research approaches.
Alexander Demidov is the author of many publications and articles in domestic and foreign scientific and
popular editions.
Anastasia Schepanyuk
Anastasia Schepanyuk is Head of Market Research at MegaFon, Russian Federation
Anton Morin
Anton Morin is Head of Market Research at Tele2 Russia. Anton has more than 10 years experience in
marketing research. Having joined Tele2 in 2011, he has conducted full audit and has worked on strategies of
marketing research function development, including data collection optimisation and systems analysis. Anton
Morin has expertise in the process of setting yearly marketing KPIs, developing new reporting for TOP
management and organising series of trainings on marketing research expertise for professionals in marketing
and other disciplines. He has also developed a series of tools for data analysis and has participated in different
strategic working streams.
Prior to Tele2, Anton Morin has 5 years experience at Vimpelcom (Beeline) growing from marketing research
expert to head of the B2B market research team focusing on B2B area, roaming and TV copy pre-testing. He is
a graduate from Moscow State University of Mining (management faculty, with honors), British College of
Banking and Finance and British High School of Art and Design (Graphic design and illustration).
Daria Zenkovich
Daria Zenkovich is Consumer Intelligence Manager for Nokia, Russian Federation. She has broad experience in
marketing, both in in consumer research as well as marketing communication mix strategy and planning. Daria
has been with Nokia for five years executing various roles in marketing within the Russian Federation and the
Eurasia area. Daria previously spent six years working for international advertising agencies dealing with clients
in various industries (from FMCG to luxury alcohol and telecommunications) and in a number of advertising
spheres, such as ATL and BTL communication, CRM, and strategic planning.
Dimitry Pisarsky
Dimitry Pisarsky is Managing Director at Millward Brown ARMI-Marketing, Russian Federation.
Florian Bauer
Florian Bauer is Member of the Board at Vocatus, Germany. He studied psychology and economics at the
Technical University in Darmstadt, at MIT, and at Harvard University. He devoted himself to research into
behavioural economics and the psychology of pricing, which were also the subject of his doctorate. Starting his
career as a strategy consultant at Booz, Allen & Hamilton 1996, he joined two colleagues in founding Vocatus
AG in Munich in 1999, a full-service market research and consulting company that now employs about 75
researchers and consultants. Today, Florian is also member of the board of the German Market Research
Association (BVM), and he regularly teaches as a visiting professor at several universities in Germany.
John Conlon
John Conlon is Vice President, Research, VIMN UK, Australia, Russia, Israel and Central and Eastern
Europe. Overseeing all research activity within the VIMN UK division for renowned global brands including
Nickelodeon, MTV and Comedy Central, Conlon’s focus is to guide and support the development of VIMN’s
business units through the provision of audience intelligence, analysis and insight. Conlon has overseen
numerous research initiatives exploring audience behaviour, brands, content, digital platforms and consumer
products.
Larisa Pautova
Larisa Pautova is Project Director at Public Opinion Fund (FOM), Russian Federation. Prior to her current
position, Larisa gained experience in a variety of roles including director of innovative projects, manager and
analyst of projects in youth studies and consumer trends as well as lecturer, senior lecturer and associate
professor at Omsk State University. Today, her interests lie in crowdsourcing, social media, new trends in
research and popular sociology. Larisa is a frequent participant of TV and internet programmes and aims to
popularise marketing and sociology data. Larisa holds a PhD in Sociology from Saint Petersburg State
University.
Natalia Bukhalova
Natalia Bukhalova, is Deputy General Director at Ukrainian Marketing Group, Ukraine. She has 15 years’
experience in market research, including quant and qual, branding and pharmaceutical research. She holds two
master’s degrees (financial management and international economy) from the National Academy of
Management. In Natalia’s current role, she has active strategic involvement in projects, makes
recommendations for creation, participates in brainstorming sessions, etc.
Nelly Mamyan
Nelly Mamyan is Director General at Tiburon Research, Russian Federation. She has been heading Tiburon
Research since 2011. Prior to joining Tiburon Research, Nelly gained more than 10 years of agency side
experience in various markets including many FMCG sectors, telecom and more. She is known to be an active
online research advocate and methodologist.
Pavel Lebedev
Pavel Lebedev has been Research Director at Wobot, Russian Federation since January 2013. He has 10 years
of experience in marketing and sociological research, both on client (Vimpelcom) and agency (Levada Center,
Public Opinion Foundation) sides. His professional interests include: innovative research methods, the
methodology of internet research and internet marketing. Pavel holds a PhD degree in science (sociology) from
the Russian Academy. He is a speaker at many professional conferences (Russian Internet Forum, Russian
Internet Week, Russian Sociology Congress).
Piet Hein van Dam
Piet Hein van Dam is CEO of the internet-startup Wakoopa. Wakoopa supplies the MR industry worldwide with
passive metering technologies and analysis dashboards, and follows more than 100 000 respondents over 20
countries. Piet was previously managing director of Motivaction International. He has a PhD in physical
chemistry and enjoyed his 'corporate' career and education at Unilever and KPMG, in the area of business
development and marketing. In 2008 Piet was awarded with the Deloitte 50 Best Managed Companies in the
Netherlands and in 1997 with the Unilever Golden Jubilee Award for research excellence.
Roman Oglobin
Roman Ogloblin is Research Director of the research company SOCIS. Having worked in market research since
1997, he is the co-founder and research director of SOCIS, a company that aims at proving research is not just
“dry statistics” but it drive and creativity. For its professionalism, SOCIS’ team was rewarded by its European
and Russian colleagues with the “BIG AWARD 2011” and the “7/89 Award 2013”. Additionally, SOCIS is a
member of Russian and international professional associations (ESOMAR, BIG, AIMRI, “Group 7/89”, Russian
Society of Sociologists).
Sergei Protsenko
Sergei Protsenko is CEO of South Russian Research Center (Business format group) and Chairman of the
Association “Group 7/89”. Sergei has been working in research since 2000. After 2-year experience as a
department head at a small regional research company, Sergei, together with his partners, founded South
Russian Research Center. At the end of 2011 and 2012, the company was among TOP-25 of the “Research
companies ranking” (RIK) in terms of quality of interaction with regional partners. Sergei Protsenko has led
more than 80 research projects conducted for regional and federal companies. He is an author of a series of
publications about market research and a member of an expert council of the “Sales Business” and “Real
business” magazines.
Tatiana Sidorenko
Tatiana Sidorenko is Head of the Market research department at Leroy Merlin Vostok. After graduating from
Moscow State University, Tatiana started her research career in social and political studies, later switching to
market research. Tatiana has worked for international research agencies, as a leading expert in retail and
shopper projects. Her main achievements in the industry are related to the elaboration of first in class
methodological approaches for retail and commercial real estate research (catchment area, positioning,
targeting, anchor and assortment optimization, geo-marketing etc.). Tatiana is the author of multi-client tracking
and panel studies on various markets.
Valentina Venkova
Valentina Venkova is Digital Marketing Intelligence Director at GfK, Russian Federation. Valentina’s efforts at GfK
are focused on identifying the existing information needs of brands and retailers related to evolving digital
market trends, and supporting them in deriving more research value based on the application of innovative
digital research technologies and know-how. Valentina has over 12 years of international research and
consultancy experience, mostly in Telecom and Consumer Electronics/Home Appliances industries. She has
lead the marketing research & analysis function at a leading European Telecom company (part of Deutsche
Telecom) for five years, and provided consultancy services for a Fortune 500 company. Within the last three
years Valentina has been dedicated to her Digital Market Intelligence role, and she is keen on working in the
highly dynamic Russian market.
Vasily Tokarev
Vasily Tokarev is CEO of ‘Analyst’ company, Russian Federation. Vasily has higher technical education, with
completed postgraduate studies at Volgograd State Technical University. He is the author of more than 120
publications, including 9 study guides and 6 monographs.
Vasily Tokarev has been involved in applied sociology since 1993. In August 2001, he and a group of likeminded professionals founded the Center of sociological and market research “Analyst”. He has supervised
more than 100 research projects in marketing and applied sociology. Vasily Tokarev is a certified focus group
moderator and analyst (trainer Jean Craciun, Anchorage, Alaska). His main area of interest in sociology is the
application of mathematical methods in describing social reality.
SPEAKER ABSTRACTS
Getting your Hands Dirty with Big Data
Piet Hein van Dam, CEO, Wakoopa, The Netherlands
If big data are here to stay, we may as well start working with them. In this presentation we will
discuss how we can make it work. What makes this data fundamentally different? What are the new rules and
how do they apply? What are the successes? And the failures? And what does it imply for the researcher when
people say: "if data comes from everywhere, accuracy comes from you!"
New Generation
Where do they go?
Natalia Bukhalova, Ukrainian Marketing Group, Ukraine
Who are they: the millennials, the next normal, generation Y, generation We, generation Me Me Me? Who are
our future consumers? What do their lives consist of? How do they communicate? What do they like and vice
versa? What brands are in their lives? And most importantly – what do they dream about?
Neither clients, nor researchers, can give precise answers. So we took it upon ourselves to find out everything
we could about them… To keep the findings a mystery until the presentation, we will share just one of the
discoveries; when asked what the best and most dreamt about job is for Ukrainian teens, they answered – to
do nothing and still get paid well, which for them means becoming a…marketologist! J Welcome to the reality
of our next generation!
From Research to Dialogue - Social Involvement and Crowdsourcing
Current changes in the Russian research industry and crowdsourcing
Larisa Pautova, Public Opinion Fund (FOM), Russian Federation
New social activities are challenging traditional research culture, which is limited to public opinion polls and
focus groups. The goal of this presentation is to discuss new trends in the research industry: involvement of
the active class in the dialogue with brands and authorities, education, and social responsibility. The reflections
are inspired by the transformations taking place in the Russian research industry and particularly at the ‘Public
Opinion Foundation’. Examples and conclusions are drawn from personal experiences as a director of research
projects within this company.
Three main types of activities are analysed: popularisation of data, involvement and crowdsourcing and
participation in the creation of communities.
Social Media Research - New Horizons
Where and when SMR will kill traditional research methodology
Pavel Lebedev, Wobot, Russian Federation
Nowadays researchers have access to openly published opinions and attitudes about hundreds of topics.
Millions of ordinary users publish their judgments about goods and brands, political events and social issues
etc. The new nature of the data is characterised by three-dimensions "person - opinion - media", that is
extremely different from the traditional research logic of two dimensions ("person - opinion"). What business
and research goals can be solved by social media research? What challenges and problems face researchers in
that new field?
The purpose of the presentation is to discuss the capabilities and limitations of social media research based on
the examples of three research studies conducted in 2013 (on the perception of an electronics retailer, ad
effectiveness, and the employer’s rating).
Moscow City Transport Image
Social Media Analysis, a case study
Janusz Sielicki, IRCenter, Poland
Social Media analyses and monitoring are new tools for the market research industry. New approaches reflect
what some call ‘Internet 2.0’ - with content created by internauts and an increased role of social media in
communications.
Russian-speaking social media is very specific - Facebook and Twitter are far beyond Russian portals like vk.ru
or odnoklassniki.ru or the strong presence of yandex.ru and mail.ru, as well as other widely popular
webforums. Thus, analysing social media in Russia is more complicated that in most Western countries where
Facebook and Twitter are the dominant platforms.
The presented case study shows the importance of public transport in the Moscow region and the public
reactions to the 2013 tariff changes - in scope of such projects one may publish social opinions in almost real
time and constantly react towards the needs and attitudes of the local society.
MASTERCLASS
Pricing - The Art of Psychological Pricing
Applied ‘Behavioural Economics’
Florian Bauer, Vocatus, Germany
‘Value-based pricing’ has been widely accepted as the best approach to pricing. Nevertheless, all classical
pricing tools within this approach still build on the assumption that customers behave like the famous Homo
Economicus – perfectly informed, selfish and rational decision makers with stable preferences. These
assumptions are each contradicted by an overwhelming amount of insights from behavioural economics and
neuroscience. But as of today, these insights are a rather unstructured menu of effects. In this form, they are
not systematically transferable to a specific area of application as pricing. What is missing is a framework that
structures these insights from a pricing perspective and helps to leverage them to further evolve the classical
and rationalistic pricing tools. We will present an according approach that will help to develop more profitable
pricing strategies by systematically applying BE to define price level, price structure, price dynamics as well as
price communication.
Intimately MROC
Getting users and client researchers closer together
Nelly Mamyan, Tiburon Research, Russian Federation
Anastasia Schepanyuk, MegaFon, Russian Federation
Online research is good in nearly every aspect, but researcher to respondent proximity. Not only the medium
lacks personal touch, but the very fact we utilise one-off access panels to recruit respondents naturally limits
engagement.
MROCs of various kinds that are more about continuous contact than one-off communications have been
discussed heavily for the last few years in Russia. The fact is: only a few of them are finally up and running. So
should this approach be considered at all? Those involved in launching a number of recent MROCs in Russia
think so.
This presentation reveals the case study of crafting a MegaFon (a major mobile operator in Russia) branded
MROC in the attempt to get end users and client research teams closer together. The case is explored from a
‘why and how to’ perspective and is illustrated with two practical-use cases including co-creation and
tomorrow-is-too-late research scenarios.
Impact of Digital Communication
Consumer purchase decision in the smartphone category
Daria Zenkovich, Nokia, Russian Federation
Valentina Venkova, GfK Russian Federation
Consumers consult multiple information sources during their purchase journey, with the internet becoming an
increasingly important part of their decision making. This is specifically relevant for Russian smartphone buyers
who are driven by the desire to keep up with new and exciting technologies. Nokia Russia wanted to better
understand the roles and effects of different digital channels and their digital communication on smartphone
purchase decision-making. A key challenge for Nokia was to measure the impact of digital channels and
exposure to product information online on consumers’ decision to purchase and choice of brand. Developed by
GfK, the research programme, aimed to enable Nokia to optimise its digital marketing mix and allocate its
budget to the most effective digital channels.
GUEST SPEAKER
The Next Normal
John Conlon, VIMN UK, Australia, Russia, Israel and Eastern Europe, UK
VIMN will share research findings on the “Millennial” generation from Viacom’s landmark global study “The Next
Normal” (based on a global sample of over 20,000 and a Russian sample of over 1,300 Millennials). The
research took place in 32 countries and uncovers the broad attitudes, behaviours, and aspirations that make the
Millennial generation - defined as those aged 9-30 – unique today. The presentation will focus on the factors
that are fundamentally shaping Millennial lives and outlooks both globally and locally; including ubiquitous access
to technology, economic uncertainty and the evolution of the family. The scope of this research – the largest
ever project of its type – enables VIMN to give an unprecedented view of both the similarities and differences
between Millennials globally and Russian Millennials. Finally, emerging trends are explored and the implications
for brands/communications targeting this group are identified.