BEST OF ESOMAR HONG KONG 2013

BEST OF ESOMAR
HONG KONG 2013
HONG KONG / 17 APRIL
IN CO-OPERATION WITH THE MARKETING
RESEARCH SOCIETY OF HONG KONG
PROGRAMME
17.00 – 17.30
Registration
17.30 – 17.40
OPENING AND INTRODUCTION TO THE PROGRAMME
Chris Farquhar, ESOMAR Representative for Hong Kong
17.40 – 18.05
Asia on the Move - Highlights from the recent ESOMAR APAC Conference
A review from the Programme Committee Chair
Maryan Broadbent, AIA Group Hong Kong
18.05 – 18.30
Tuning into TV Ads
How emotion research transforms our understanding of advertising in Asia
Alastair Gordon, Gordon & McCallum, New Zealand
Winnie Yeung, Cimigo, Hong Kong
18.30 – 18.55
Growing Brands by Connecting with Deeper Human Motivations
Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Carlsberg Breweries, Hong Kong
Sue Phillips, Ipsos - Censydiam Institute, UK
18.55 – 19.05
Q&A
19.05 – 19.15
CLOSING
Chris Farquhar, ESOMAR Representative for Hong Kong
19.15 – 20.15
Networking Drinks at Tott’s.
SPEAKER PROFILES
Alastair Gordon
Alastair Gordon is Managing Partner of Gordon & McCallum. One of Asia-Pacific's most experienced market
research professionals; he has worked across sectors ranging from consumer goods to telecommunications
and social policy. Previously, Alastair was Global Head of Custom Research R&D at the Nielsen Corporation. He
has held senior positions throughout Asia at regional (Head of Custom Research in Asia-Pacific) and local level
(Managing Director of the Nielsen companies in Philippines and Malaysia).
An experienced market research trainer, Alastair has also been a regular speaker at international marketing
and research conferences. Alastair holds an MA (Hons) in Political Science from the University of Canterbury
and is a Fellow of the New Zealand Market Research Society and a member of ESOMAR.
Maryan Broadbent
Maryan Broadbent is Group Chief Customer Officer with the AIA Group in Hong Kong. As a client and major
research buyer who has held major leadership roles at the Royal Bank of Scotland, GE Money, Metlife, and now
the AIA Group, Maryan has spoken around the world at various client and marketing forums. She worked on
the agency side for the Applied Research & Communications Consultancy and MORI, before taking up a range
of brand and customer centricity roles at RBS and GE. Maryan worked in Global Marketing for Alico, before
transitioning into Metlife. She has been based in Tokyo, London, Edinburgh and Australia. She is currently
working across AIA’s 15 countries, based in Hong Kong. Maryan holds a First Class Honours degree in
Mathematics from Warwick University in the UK.
Sue Phillips
Sue Phillips is president of Censydiam Institute as part of Ipsos Marketing UK. Sue has over 25 years of global
market research experience with a qualitative specialisation. She is based in London, but worked for 8 years in
Asia (Singapore and Hong Kong) in regional roles. Sue is currently the global leader of Censydiam, Ipsos’
approach to motivational research. In 2010 Sue was Programme Committee Chair for the ESOMAR Qualitative
conference in Barcelona.
Niels Blichfeldt
Niels Blichfeldt is Regional Insight Director, Asia at Carlsberg Breweries, Hong Kong. Prior to his present role,
he worked over 6 years as International Insights Director in Carlsberg Breweries HQ in Copenhagen. He has
worked across many disciplines during his career and started out as Strategic Planner in TBWA and Campaign
Company. After that he pioneered the first Consumer Internet Panels in the Nordic through his own company
Instant-Answers. After that spent 6 year in Millward Brown Nordic as Senior Consultant where he was
responsible for clients like Coca-Cola and Sony. In Carlsberg Niels has been responsible for the introducing a
Global Tracking Protocol and bringing Shopper Insights to the Group. Niels holds an M.Sc Economics and
Business Administration in International Marketing and Communication, Copenhagen Business School and
University and Washington, Michael G. Foster School of Business.
Winnie Yeung
Winnie Yeung is Managing Director of Cimigo Hong Kong. Prior to joining Cimigo, she was director of
Customised Research at The Nielsen Company, Hong Kong. Prior to Nielsen she worked at TNS.
Winnie has over 18 years of experience handling clients from various industries including: public utilities,
telecommunications, transportation, FMCG, the insurance and finance sector, pharma as well as retail and
statutory bodies. Winnie has particular expertise in designing cross-country research projects and research in
customer/employee satisfaction and loyalty, mystery shopping, new product launches and brand building.
SPEAKER ABSTRACTS
Asia on the Move - Highlights from the recent ESOMAR APAC Conference
A review from the Programme Committee Chair
Maryan Broadbent, AIA Group Hong Kong
Growing Brands by Connecting with Deeper Human Motivations
Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Carlsberg, Hong Kong
Sue Phillips, Ipsos, UK
The BIG question for manufacturing and servicing companies is: How can I ensure that my future investments
in brands maximise their potential in the market? Through an example in the beer category, this presentation
will show how a PEOPLE-centred approach, using PRECISE drivers of brand growth, combined with
PREDICTIVE abilities to anticipate market share can deliver strong business outcomes from research.
Tuning into TV Ads
How emotion research transforms our understanding of advertising in Asia
Alastair Gordon, Gordon & McCallum, New Zealand
Winnie Yeung, Cimigo, Hong Kong
It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of
scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads
across 5 Asian markets utilising 3D Facial Imaging technology. This method directly records human emotions
from facial expressions and can be applied to better measure response to marketing stimuli in a manner that
enhances traditional surveys. Focusing on Vietnam, but with comparisons to other Asian markets, the
presentation relates emotional response to intended purchase and recommendation, demonstrating that facial
imaging methods provide unique insights into how Asians are reacting to current TV advertising.