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2014 Industry speakers - Day 2

Click on the names in the lists below or scroll down to view all of the speakers on Day 2.

Mobile Sue York
Daniel Bluzer-Fry & Anthony Hudson
Sally Joubert, Georgia Phillips & James Burge

Brand Ken Roberts
Communications Liz Duniec & Jo Thompson
Jem Wallis & Ainslie Williams

Social_ Steve Sheppard
Marketing Paul Vittles
Colin MacArthur

Survey Design David Bednall & Jayne Van Souwe
Dr Russell Blamey
Duncan Rintoul & Gillian Milne

Big Data Kieran Hagan
Alessandra Tonei & Paul Epplett
Dr Con Menictas & Brian Fine

Collaboration &_ Lee Naylor & Mark Busch
Co-Creation Louise McDonald & Joanna Derry
Pip Stocks & Michael Bloomfield

Mobile - 11:05am

Sue is a market and social researcher based at the University of Queensland’s Institute for Social Science Research, a role that builds on her extensive research experience.

Sue is one the authors of the forthcoming “Handbook of Mobile Market Research” (Wiley, 2014 scheduled). She is also the co-editor and curator of the ESOMAR book, “Answers to Contemporary Market Research Questions”.

Sue has a high profile in new market research and regularly run workshops for bodies such as ESOMAR, AMSRS and the Singapore MRSS. She is an active member of the market research online community and is a familiar face on Twitter where are tweets as @1sue3.

She is a full member of AMSRS, QPMR, and is a member of the AMSRS Professional Development committee.

Conference presentations on mobile market research have tended to concentrate on mobile surveys, but mobile market research is much broader, and provides more opportunities for insights professionals, than simply adding mobile functionality to our existing tools and approaches.

The presentation will provide a detailed view of the mobile market research space and the ways mobile devices can be incorporated into market research.

The presentation will cover:

  • Mobile surveys
  • Apps in action
  • Passive data collection
  • Location based services
  • Collaborative mobile research
  • Wearable technology and the ‘quantified self’

As well as looking at the current state of play for mobile in the research space, the presentation will highlight some of the mobile approaches being developed in adjacent areas, such as mobile marketing and mobile commerce, and how these could be incorporated in market research.

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Mobile - 11:25am

Prior to commencing my career in research, I completed a double degree in Arts and Commerce at Monash University with my areas of study being Marketing, English Literature and Behavioral Studies. At the conclusion of my studies, I was a four-time recipient of the Monash Faculty of Arts Dean’s Recognition Award and took out the Marketing Excellence award for best student studying a marketing major in a double degree. I also received the Marketing department’s Marketing Communications award for excellence. During my time, I was also a member of a team that represented Monash and finished national runners up in Loreal’s Brandstorm. Finally – and perhaps most memorably – during my time at Monash I served as a student editor for Monash’s Verge Anthology of Undergraduate, Post Graduate and PhD student creative writing.

After completing my studies I worked as a freelance researcher and planner in Melbourne through 2011 before taking up freelance work through South East Asia and Asia Central in 2012. In my time abroad, I had several career highlights including an interview with the partner of Penny Richards (the then-Australian Ambassador to Cambodia) and running a focus group with ABAC (The Australian Business Association of Cambodia). I’ve always been a keen writer, and in addition to writing numerous articles at, over the years I’ve had has had my words published in a few curious places (ranging from Rolling Stone Magazine through to Mumbrella).

If I wasn’t doing what I was doing today, I’d probably be doing something around music (possibly an A&R rep, a manager, a promoter or even just a musician).

I was born in Melbourne a long time ago, managed to finish school and had two passes at tertiary – a BSC at Melbourne Uni and a BA (Journalism) at RMIT.

Before Betfair, I worked across a broad range of industries. After a brief time trying to cut it as a geneticist, I jumped aboard the corporate juggernaut working as a business process re-engineering consultant. I then moved onto Ansett where I worked in Commercial and Network strategy. It was there I began the migration to Marketing after building discrete choice models trying to determine why people selected some flights and brands over others. I learnt it was easier and more effective to ask customers than to model them and a career in research was born.

From there I moved onto Public transport where I worked as Marketing Manager at M>train and then onto looking after Market research for the industry marketing body Metlink. Shortly after I moved into Government to work on the second Melbourne PT privatisation where I looked after the ‘Customer’ aspects of the process.

Upon completion, I escaped to work in the online betting category where I have been ever since - working with Betfair looking after Research and Insights.

I still enjoy working out why people do the things they do. When I am not doing this I spend time at home with the family trying not to get fleeced by the teenagers, and try to spend time playing music.

It seems that with the emergence of big data, the place of qualitative research is being questioned by some throughout the research community. Yet whilst big data has the capability to capture powerful behaviorgraphic information, unpacking the human motivations that drive these behaviors is not necessarily as clear cut. Interestingly, insights into the ‘why’ people behave the way they do can often provide a contextual appreciation of what is really going on in the lives of consumers and as such, compliment big data in creating powerful strategic direction for brands.

This research paper will be focused on illuminating a progressive qualitative research methodology that can be used to capture insights into the digital behavior of consumers on mobile devices. Central to this will be a methodological framework for conducting in-the-moment User Interface & Experience (UI & UX respectively) testing with consumers to appreciate the influence that both contextual factors, combined with consumer motivations have upon the behavior and needs of consumers.

The research paper will focus heavily on a case study that has emerged from a research piece conducted by Betfair and The Lab into understanding way consumers are using the Betfair and competitor Mobile Website offerings as a basis for offer, feature, UI and UX innovation. This research was undertaken in April of 2013, and involved sending consumers into different betting environments, and having them record and narrate their experiences using mobile websites through the employment of state of the art mobile research technology.

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Mobile - 11:45am

Sally has over 25 years experience in market research advising some of Australia’s largest corporations about their advertising. Having co-founded Luma and co-developed add+impact® Sally is one of the most experienced global advertising researchers. Sally is a regular speaker at conferences around the world and she is the Australian Representative for ESOMAR. Sally is fascinated by advertising and the combined power of research and technology.

Georgia has over 15 years experience in market research & consulting to clients – brands and advertising are her passion. Georgia has worked with Luma and our global partners for over 15 years and during this time has consulted on some of the largest global campaigns. Georgia is a regular presenter at conferences around the globe – this year alone she has presented in London, Paris and New York.

Over the past fifteen years James has developed a broad range of market research and marketing experience. Initially in large research agencies with a wide variety of clients and techniques, in recent years he took more senior roles specialised in online research servicing media, services, financial, technology and government clients. James also founded and developed a research-based marketing consultancy in Spain.

Currently James holds the role of Managing Director Asia-Pacific for Research Now, utilising his broad research experience to lead the business forward.

James’ most recent speaking engagement was at ESOMAR Asia-Pacific in Jakarta 2014, as well as presenting at the 2013 AMSRS National Conference in Sydney. Here he co-presented a multi-stage client study utilising mobile technology. He is also active in many areas of the industry, including the AMSRO Quality Assurance Committee, contributing to the AMSRS Mobile Research Guidelines and featuring in various publications in the Asia-Pacific region, most notably Research News, Marketing Magazine, B&T and Asia Research Journal.

How often have you heard that “long boring surveys are a thing of the past” and that we need to be “more social and mobile” to reach out to consumers in their space. But do you see much change? We feel strongly that it is time for more action, change and collaboration. It is time for us to be able to do things smarter, to move outside our comfort zones, talk to people outside of our industry and turn our research problems on their head. So we started with the big problem first - advertising research which is known for it’s traditional, long (read as long and boring) and cumbersome surveys. Could we turn it on it’s head? Could we deliver insights with far fewer questions? And could it be done “in the moment” using mobile phones”? We tested out these questions at the Super Bowl - the pinnacle of advertising and found some interesting results. Maybe we need a few more than three questions but we are well on the way to shorter more engaging surveys.

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Brand Comms - 11:05am

Ken Roberts, opened the Forethought doors and solved the first client questions in July 1994. He has led Forethought to be ranked the most commercially effective and innovative marketing intelligence consultancy in Australia. Lauded internationally for frame-breaking work in implicit measurement of emotion versus rational in consumption behaviour.

With a marketer’s lens, Ken seeks to address CMOs most vital questions “How do I grow and retain market share? How do I drive the value of my brand and efficacy of my communications?”

Always exploring human behaviour, and how best to understand it in a consumption or brand context, Ken is a serial innovator and inventor. He has a string of patents relating to the first ever means of measuring the relative importance of discrete emotions implicitly and ability to forecast market share change.

Ken has made a powerful contribution to the future of the marketing profession via his commercial activities and as a senior academic at Melbourne Business School, Australia’s mostly highly rated business school. And in his role as Chairman of the Advisory Board at the centre of marketing education in Australia, Monash University. He has been recognised for this lifetime commitment being awarded Australia’s Certified Practicing Marketer of the Year.

Rejuvenating a fallen brand in difficult marketing challenge. Kmart (Aust.) had suffered ten years of losses. It was battling turbulent times in a brick-and-mortar retail industry and its primary market had abandoned the brand.

A new CEO addresses the challenges in the Kmart operating environment…. And still the customers stayed away. Marketing took up the baton and sought to change the fortunes of the 40 year old retail darling.

In a short six months, the Kmart ‘1000 Mums’ campaign drove three million new unique shoppers and 25 million new product sales for the same period. A remarkable 68.6% increase in EBIT (vs competitor 7.9%) was generated between 2011 - 2013. Shoppers' perceptions of the Kmart brand's Price and Quality credentials also improved.

The research backbone to this campaign was the Forethought approach to quantifying and modelling the rational vs the emotions – now evidenced as being captured implicitly, a world first. AdMap call the approach ‘A Revolution in Advertising’. The approach and its effectiveness will be shared in detail with the AMSRS audience.

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Brand Comms - 11:25am

Liz Duniec is the Founding Director of ORIMA Research, a medium-sized research firm of 45 staff with offices in Melbourne, Canberra and Sydney, which specialises in conducting market and social research for public sector agencies.

Liz has an academic background in organisational psychology. She has over 20 years of experience in market and social research, particularly in relation to attitudinal and behavioural change. She specialises in social marketing research, communications research and in strategic government research to support program evaluations and policy development.

Prior to starting ORIMA Research in February 1997, Liz was a Director of Interaction Consulting Group for 3 years, where she led the firm’s research consulting practice. Liz commenced her research consulting career in 1990 with Coopers and Lybrand (now PricewaterhouseCoopers) in that firm’s public sector consulting group in Canberra.

Jo Thompson has been a communication professional since 2000 and is the current media manager at the Australian Government Department of Communications. The only one from her university to graduate with a Bachelor of Communication Advertising and Marketing and Bachelor of Applied Economics: International Marketing in 2001, Jo has enjoyed a wide and varied career spanning both the private and public sectors. Of particular note during this time, Jo single-handedly raised national awareness of ‘Baby Bella’, a young sufferer of invasive pneumococcal disease. Bella’s plight became part of the Labor Party’s opposition Budget reply speech in 2004, and prompted the Liberal Government to begin funding free vaccines for all children under five years. Jo’s success with her Baby Bella campaign was considered to save more than 700 young lives a year.

In recent years, Jo has focused her attention to managing large Australian Government advertising and information campaigns, including Worksafe Australia, Need Staff? and Job Services Australia for the former Department of Education, Employment and Workplace Relations, and most recently the Digital Switchover, NBN and Retune campaigns for the former Department of Broadband, Communications and the Digital Economy and the current Department of Communications. In all cases these campaigns were highly successful, achieved all of their objectives and were delivered on time and within budget. In particular, Jo was awarded an Australia Day Award for her management of the Digital Switchover campaign, which successfully converted the entire country, including more than 8.7 million households, to digital-only TV. In her spare time, Jo breeds and rides eventing and showjumping horses.

Between late 2008 and early 2014, ORIMA Research implemented a comprehensive and tailored program of communications research to furnish the evidence and insights necessary for the optimisation of the Digital Switchover Communication Campaign.

The research program and the underlying long-term partnership between ORIMA Research and its client (the Australian Government Department of Communications) constitutes a highly successful example of a better practice, evidence-based approach to developing and implementing a government social marketing campaign.

The research program was instrumental to establishing the business case for the campaign and was critical to its success. Research insights had a considerable influence on:

• the design of the campaign strategy;

• the selection of an appropriate set of creative concepts;

• the optimisation of campaign advertisements; and

• the design and implementation of the campaign media buy.

The research program included a number of innovative elements, including:

• the conduct of an economic cost-benefit analysis to support the case for a campaign; and

• the development of a counterfactual baseline projection model (using econometric analysis) to assess the net impact of the campaign on increasing the rate of conversion of Australian households to digital television over and above other factors.

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Brand Comms - 11:45am

Jem is currently Managing Director at Vivid. Prior to this he was the Managing Director and Founder of Kaleidoscope, Heartbeat, GalKal and Cat.Dog. He has worked as a qual researchers for over 25 years starting in the UK before moving to Sydney in 1989. During his time in research he has worked in Asia, South America and Europe. Over the years his client list has included most of the world’s biggest companies including Nestle, Unilever, Mars, Diageo, Coca-Cola, and Google. He has won best paper awards at AMSRS and ESOMAR, including papers co-written with Nestle and Coca-Cola.

Ainslie is currently Qualitative Director at Vivid. Her experience spans 13 years across Australia, the UK and Europe. She’s a dedicated Quallie with a specialtiy for the Youth and Pharmaceutical markets. Her proudest moments include:

  • Winner of the peer-reviewed ‘People’s Choice Award for Best Presentation’ at the 2009 AMSRS Conference for a youth paper co-written with The Cancer Council (NSW).
  • Speaker at ESOMAR 2010 Global Healthcare Conference (New York, USA)
  • Co-written paper published in the Health Education Research Journal October 2010 (Oxford Unioversity Press)

This is the story of how research, client and advertising agency collaborated to take an advertising idea, CommBank CAN, and ensured it delivered in full. It provides guidelines, tips and hints from the client, the advertising agency (M&C Saatchi) and the researchers’ perspectives on what made this collaboration so successful.

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Social Marketing - 11:05am

Steve started his career in London at the internationally acclaimed planning agency, Boase Massimi Pollitt which then led to worldwide travel and sponsorship to Australia.

A passion for brands and an unwavering belief that each and every one is capable of telling and delivering a unique story, inspired Steve to form Brand Story in 2003.

Steve is an experienced strategic researcher and brand strategist with over 20 years experience working on everything from major brands to public education campaigns to absolute start ups. A few examples of proud career moments include:

  • Building the Sydney Airports brand in readiness for the 2000 Olympics and privatization.
  • Developing the strategy for the first Federal Mental Health campaign in Australia and working towards the normalisation of mental illness
  • Uncovering new, personally engaging ways to get Australians to eat more vegetables
  • Using fresh research approaches to build brand stories for commoditized products such as eggs, ginger, olive oil and vegetables as well as leading Australian companies in fields such as construction materials, plastics and retail.

Recent published work includes:

  • 2012 - A White Paper into the attitudes of research respondents towards the research process, entitled; ‘Researching the researched about research’. In 2013 a full version of this study and its implications was published in the Journal of Market & Social Research
  • 2013 - Co-wrote; “Looks, Brains & Energy” a modern survival manual, designed to assist low-consuming consumers of veggies consume more of them

In early 2013 Brand Story won the task of reimagining the Foodbank Australia brand.

Foodbank is Australia’s largest food re-distribution charity. It is responsible for ‘rescuing’ over 70% of the food supplied to frontline welfare agencies in Australia and has been ‘rescuing’ and redistributing food since the 1990’s. In that time demand for food has outstripped supply.

As a result Foodbank’s business activities have had to evolve from just food redistribution of surplus food to funding educational activities, funding collaborative supply and targeting the right mix of food, as well as continued food redistribution.

In early 2013 Brand Story encountered a brand that is a large, slick organisation working in the background and supplied by ‘Big Business’ to solve an issue most people don't understand.

The story we have to tell explores the world of ‘giving’ and is rich in insights about:

  • Why people give to some charitable causes and not to others
  • How people make decisions about which causes to support
  • Why the notion of 'Hunger’ in Australia doesn’t resonate with the public
  • Why the beliefs around hunger and some other related societal problems are far more insidious than the issues themselves

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Social Marketing - 11:25am

Paul Vittles is a researcher, consultant, coach, facilitator, business leader, social entrepreneur, change agent, award-winning conference speaker and thought leader. Paul has worked in market and social research for 30 years, holding leadership positions with TNS, Urbis, Nielsen, and MORI as well as growing a research business as CEO from 5 to 50 employees.

Paul is currently Director of Instinct and Reason. He has also worked in government, as a Customer Services Manager, and as the first Research & Engagement Manager with York City Council.

At York, Paul devised and implemented a research and engagement programme that became the model for councils in the UK and Australia. His transformational change initiatives included the Citizens Charter, which is celebrating its 25th anniversary this year. During this time, Paul also pioneered the shift to user-centred community care services, a change now taking place in Australia, fuelled by the National Disability Insurance Scheme (NDIS). Paul spoke at the NDIS launch conference in 2013, with an audience of 1,400.

Paul’s most famous project was the engagement exercise to decide what to do with the site of 25 Cromwell Street, the home of the serial killers Fred and Rosemary West. He met with all the victims’ relatives, then worked with the community.

Paul moved to Australia in 2005 and, that year, won the AMSRS Best Paper for “Research as a Life Changing Experience”. Paul has won many awards since for his papers and presentations. Paul is Chair of the RSA in Australia and New Zealand. The RSA is a social innovation network, founded in 1754.

Paul is currently leading several groundbreaking initiatives around mental health and suicide prevention. He also won the 2014 TEDxSydney competition for “the best idea worth spreading” (for the second time!) and got to pitch it from the stage at the Sydney Opera House to 2,500 movers & shakers.

This paper/presentation weaves together several perspectives into one story about making a difference.

‘Big Ideas for Suicide Prevention’
This is a collaborative, co-creation project involving a wide range of stakeholders and people who are passionate about preventing suicide. It involves researchers, analysts, data scientists, digital communications experts, marketers, professors, company directors, mental health professionals, etc – all coming together to tackle one of the biggest challenges facing developed societies today.

This includes ‘Digital Life Saving’ – recently showcased at TEDxSydney – using all the latest tools like social media monitoring, text analytics, predictive modelling, and behavioural targeting to be able to identify people at risk of suicide or self-harm, and get messages of support to them.

‘Mentally Healthy Workplaces’
Instinct and Reason is working with beyondblue and the Mentally Healthy Workplace Alliance to develop and roll out a campaign, initiative and set of support services to help create and sustain workplaces with positive mental health. It is going to be a revolution in the way we approach mental health in the workplace.

Improving the Mental Health of Researchers
We have learned that researchers, like most human beings at work, want to feel that there is meaning in their work and that they are ‘making a difference’…and not just ‘doing research’.

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Social Marketing - 11:45am

Colin MacArthur has 15 years research and strategy experience working at some exceptional research agencies both here in Australia and the UK. A brand and communications specialist with a wealth of experience in the ethical healthcare space, Colin has a keen interest in patient centric solutions, a passion for Men’s Health but expertise across other therapy areas including Diabetes, Oncology, HIV and Depression. Colin is the researcher to go to for the most ‘sensitive’ research briefs winning best presentation at the AMSRS conference 2013 for his paper on researching hard to reach audiences.

Online communities have proven to be an exciting way of collaborating with respondents, providing raw insights with immersed participants.

Yet healthcare researchers have shied away from recommending them to engage patients living with chronic conditions, believing the patient demographic is a poor fit with those online and that patients will share more in person.

We found the opposite to be true.

An online community allowed us to access a highly typical group of patients. Their age-appropriate technology issues, whilst necessitating more moderator input, proved we were talking to real people and not a less representative tech-savvy group of health bloggers.

Participants shared more personal information than previously thought possible, due to the anonymity and safety of the online setting. We discovered the stigma of living with Type 2 Diabetes can prevent some from participating in more confronting research settings, with patients worrying about being judged as ‘unhealthy and lazy’ and even a burden on society.

This innovative approach reminds us of the importance of listening not just questioning, to gain truly authentic insights. Our patient participants became much more that their condition. We accessed their stories in a way that clients can synthesize into their business.

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Survey Design - 1:20pm

David Bednall, MA (Psycholgy), PhD, QPMR, FAMSRS. In his 40 years in the market research industry David has worked for many of Australia’s largest Corporations either as a research manager or as a consultant. For the past 20 years David has had a particular interest in response rates in the Australian market and social research industry, the use of market research in legal proceedings and the relationship between MR and customer analytics. He is the editor of Market & Social Research, is a former National Treasurer of the MRSA and has been a judge in the industry Research Effectiveness Awards. He has co-authored five editions of the text Consumer Behaviour.

BSc(Hons), FAMSRS, QPMR, FAIM, St James Eth, AES. A former geologist, Jayne has worked as both a buyer (Australian Wool Corporation and Cadbury Schweppes), and supplier of research (Quantum, Frank Small and Wallis). Since arriving in Australia in 1984 she has taken an interest in professional standards. Jayne has held a number of industry positions for the AMSRS and AMSRO acting as the industry media spokesperson in this area for a number of years. She currently sits on the industry’s Professional Standards and Privacy Compliance Committees. Jayne has recently joined the ESOMAR project team for the Data Management and Protection Guidelines. When not being a researcher Jayne can most easily be found on a ski slope in the Northern or Southern hemisphere depending on the time of year.

Declining response rates, rising non-cooperation, coverage errors for sub-groups and rising costs have continued to concern survey researchers. A decline in fixed phone coverage, the growth in mobile phone ownership and the rapid growth of internet panels has changed contemporary practices. As a result of possible coverage errors with any one method, the industry often uses two or more contact modes, such as fixed and mobile phone, plus the internet. This study extends this approach into what we call a 3M model – that is using Multiframe sampling, Multimode contact media and Multimode response media to “Access All People.” A national, 15-minute survey was conducted in late 2013 covering views on surveys, reasons for participation or non-participation, the number of contacts they received from market and social researchers by contact type and a set of key demographic questions. The fieldwork was conducted by Wallis and Quality Online Research with support from Deakin University. We compared responses by mode to many questions, including those for which we had independent estimates, such as eye colour. We looked at three ways of combining weighting the data from the multiple sample frames to produce reliable estimates. We make recommendations to industry about survey design.

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Survey Design - 1:40pm

Russell Blamey has worked in the market and social research industry for more than twenty years, the last ten being at DBM Consultants as Head of Marketing Science. Prior to joining DBM he was the Director, Consumer Research, Australian Department of Health and Ageing. He has a PhD in stated preference methods and has also held academic positions at the Australian National University and University of NSW. Russell specialises in quantitative methods and marketing science. Outside work, his interests include photography and the outdoors.

This paper presents the findings of a test of a new online task format that may provide a more meaningful and engaging experience for online survey respondents than some applications of conventional rating scales. The task involves respondents moving concepts around the screen in relation to a hub. The key objective were to:

  • Test whether the new format provides a better respondent experience than traditional continuous and itemised rating scales
  • Assess whether the different task and respondent experience translates into better data quality.

A split-sample design was employed in which respondents were randomly assigned to one of 6 different versions of a questionnaire, three involving alternative versions of the new task and three involving alternative forms of the conventional way of asking these types of questions (e.g. a series of rating scale questions).

A detailed statistical comparison of the results from all 6 treatments, focusing on the quality of the data arising and how respondents experienced the questions was undertaken. Results of this analysis, together with that of cognitive testing phase will be presented during the session.

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Survey Design - 2:00pm

Duncan Rintoul is a respected social researcher and evaluator who serves on the Board of the Australasian Evaluation Society (2012-present). Originally trained in Economic Geography and Policy Studies at UNSW, Duncan cut his teeth at Wesley Mission (1999-2000) and then in Urbis’s Public Policy unit (2000-2010), where he worked across a number of policy areas for a broad range of government, private and not-for-profit organisations.

In 2011, Duncan started a PhD at the University of Wollongong (UOW) on new response formats in online surveys and their impact on data quality. Emerging from this work, Duncan won the 2012 Tony Wheeler Best Paper Award at the AMSRS Conference with GMI’s Jon Puleston, for “Beyond Colour and Movement: The impact of dynamic response formats in online surveys.” He also won People’s Choice at the UOW ‘3 Minute Thesis’ competition in 2012, and in 2014 was invited by the Australian Bureau of Statistics to join their Methodological Advisory Committee as a ‘guest discussant’ for a paper on respondent engagement in web surveys.

Duncan is the Partnerships Manager for the Better Surveys Project, a government-funded linkage project between the University of Queensland, the AMSRS and five market research technology companies (including yellowSquares). This project is being led by Duncan’s supervisor and co-author of this paper, Professor Sara Dolnicar.

Duncan managed the consulting arm of UOW’s Institute for Innovation in Business and Social Research (IIBSoR) from 2011 until the centre ceased operations earlier this year. He now runs his own consulting practice, Rooftop Social Research and Evaluation.

Gillian Milne is a highly experienced programmer across a range of platforms, with particular expertise in data extraction and processing. After completing a Bachelor of Information Science at the University of Newcastle, she started out in the market research industry as a Surveycraft programmer at AGB McNair. After this she moved to MRA where she worked as the DP Manager until 2003. She then established yellowSquares with Chris Mawn, where she is now involved in the full lifecycle of online projects, from questionnaire review and quoting through to final data outputs. This involves working with over 200 questionnaires each year – reviewing, checking, programming and providing outputs.

Over the years she has been involved in many of the “behind-the-scenes” aspects of market research data collection, including face-to-face interviewing, phone interviewing, coding, data entry, questionnaire design, programming surveys, quality control, data outputs, even hostessing the odd qual group.

The birth and boom of web surveys over the last 15 years has created exciting new possibilities for good questionnaire design. However, it has also left the door open for lazy questionnaire design that – perhaps accidentally – invites respondents to switch off and take shortcuts.

One format that has a bit of explaining to do is the ‘multi-grid’, were brands are shown as columns and attributes as rows (or vice versa) and each cell as its own ‘yes’/’no’ judgement. Researchers include multi-grid questions in their surveys, clients sign off on them, and scripters code them. But do they collect meaningful, reliable data?

This paper will present a compelling and evidence-based account of what happens to data quality when we use multi-grids. Importantly, the paper goes beyond analysis of drop-out rates and respondent evaluations of the survey, to include objective measures of data quality: test-retest stability (two waves, 3 weeks apart) and predictive validity (against real-world choices). The paper is based on a two-wave split-ballot survey experiment, conducted in April-May 2014, that compares eight different ways of measuring destination image (15 attributes, over 4, 8 or 12 destinations).

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Big Data - 1:20pm

Kieran Hagan is the IBM Big Data Technical Sales Manager for Australia and New Zealand. He leads a team of Pre-Sales professionals and has an established background in the Data Integration sector through various consulting and implementation roles. He has worked with clients worldwide in the Finance, Telecommunications, Utility and Government Services sectors. He is a certified training instructor and has delivered numerous technical workshops and product demonstrations to high acclaim.

He brings a long history of management, project implementation, client liaison, sales expertise and technical proficiency. He believes passionately in the ability of software to make a difference to clients and end-consumers, and is motivated to make himself and the staff around him exploit their full potential. He’s Wii-fit, PlayStation compatible and Real-time enabled. He has never seen a yellow elephant, but if he did, he believes it would be called "Jaundice" rather than "Hadoop".

IBM canvassed the opinions of over 4,000 top executives from more than 20 industries to find out how they’re earning the loyalty of digitally enfranchised customers. In this number were 524 CMOs interviewed on helping their enterprises become more “customer-activated.” The news is both good and bad. On the one hand, CMOs wield more power in the boardroom, as CEOs increasingly call on them for strategic input. However, very few CMOs have made much progress in building a robust digital marketing capability. In 2011, 71 percent of the CMOs interviewed told us they felt underprepared to deal with the data explosion. Today, 82 percent now feel that way.

Two-thirds of all CMOs also report that they’re not ready to cope with social media, which is only marginally less than was the case three years ago.

Organisations today recognise that Big Data can be the enabler to greater customer insight and improved service delivery, but reaching that outcome can appear daunting or a significant investment. Join Kieran Hagan in this session to hear about how Big Data can assist, what the best plan of action might be in delivering these outcomes, and dispel a few Big Data myths along the way.

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Big Data - 1:40pm

Alessandra Tonei has worked in market research for about 20 years. She started her career in NZ as a quantitative researcher and was active in the NZ market research society. She then moved to London and worked client side in Consumer insights roles for big corporates Kimberly Clark and Diageo. Alessandra then moved to Sydney where she joined Jigsaw Research. She is now Head of Insights and Strategy and part of the Exec team. She is passionate about making market research drive business decisions and in particular in the area of innovation.

Paul Epplett refers to himself as a market research “lifer”, having entered research straight out of university some 20 years ago. He has had Director level roles with companied including Synovate and Research International. While at Synovate, Paul was the Global Director of Solutions, a role which saw him helping to create branded solutions for one of the world’s largest research brands and where Paul developed his interest in developing software based solutions for the research industry.

These days Paul is referred to as “resident” geek at the research consultancy he co-founded, Glasshouse Consulting, and is Quantitative Catalyst at software solutions company

Today’s innovation process is flawed.

In a perfect world we would learn from our successes and failures. We would refine our innovation inputs and the assumptions we use in analysis. Combined, our learnings should improve the accuracy of prediction and reduce the risk of failure.

But clients have told us they aren’t getting the incremental benefits they expected from their concept screening programs – and they’ve put their finger on what they perceive is the root of the problem.

No formal insight capture structures mean every time staff leave, learnings are forgotten. Inconsistent recording of launch activity & results, made planning difficult; and no learning feedback systems meant incremental concept improvements are hard to identify. Coupled with that their research agencies are often reluctant to look across the client’s historic concept screening to identify drivers of success and failure.

This session challenges researchers and clients to think about the goldmine of data already at our fingertips that we often fail to utilise and how we can bring it together in a way that enhances the innovation process. We will show how, through housing many powerful “small” insights in one place we can create big, powerful data sets that can be interrogate in drive stronger innovation.

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Big Data - 2:00pm

Dr Con Menictas is the senior statistician at Qantas and Qantas Loyalty and focuses on developing bespoke research methods and predictive models for loyalty behaviour, segmentation and choice experiments, as well as developing text and data mining solutions for big data. Academically, Con is a quantitative researcher and doctoral supervisor. He lectures in market research, managerial and marketing statistics, price modelling, decision modelling and segmentation, six sigma methodology and statistics, at both undergraduate and post-graduate level. Con’s PhD is in measurement theory and applied market research methodology, with particular emphasis on the measurement of brand equity, using choice modelling and structural equation modelling to further develop an information economics model of brand equity, for the purposes of predicting market share. His academic refereed journal publications and conference papers span branding, human machine learning, choice modelling, structural equation modelling, segmentation methods, research methodology, text mining, data mining, health care and psychopathy.

Brian has extensive international experience in market research, with specific emphasis on internet and advertising research. His previous positions include general manager of Audience Studies Australia; Director of Research and Planning at J. Walter Thompson Canada; Vic President of Attitude and Behaviours Measurement in Canada, as well as an executive with Ogilvy & Mather and Market Research Africa in South Africa. Brian is currently a fellow of the Australian Market and Social Research Society and QPMR accredited, an Honorary Life Fellow of the International Marketing Institute of Australia, a full member of ESOMAR, and for the past 7 years the Australian representative of ESOMAR; former president of the Council of Marketing Services Associations and Research Associations; former national chairman of the Market Research Society of Australia for four years and chairman of its NSW Division for two years, and Past President of AMSRO and currently on its committee, responsible for Quality Standards. Brian has also been an Adjunct Professor in the Business School for the past 7 years and has served, for over a decade, on the advisory panel for bachelor of business degrees at the University of Technology of Sydney. He has presented the Occasional address to graduating Business students at the UTS in both 2005 and 2007. Mr Fine is a speaker and lecturer at numerous conferences, seminars and graduate schools. His paper on Internet research was published in the American Marketing Association book, “Marketing Research: State-of-the-Art Perspectives.”

Qantas Loyalty has nearly 10 million members. This is almost half the population of Australia! Although at first glance it might appear that because of the Big Data situation, modelling our customer base is easy, it comes with its own set of problems. Due to the sheer size of the membership base, the amount of noise that exists in the data can be overwhelming to say the least and traditional segmentation methods begin to break down.

Therefore, we are always on search for Community Heroes that represent specific segments that offer the most strategic degree of precision regarding targeting marketing communications. By utilising Big Data methods such as non-parametric methods, particularly tree-based methods, we have been able to define specific archetypes that represent ideal customer interaction of intent and behaviours towards our program.

Our approach is based on Cutler’s and Brieman’s (1994) Archetypal Methods, where the assembly of similar customers premised on a mixture of individuals of pure type archetypes is achieved. We have identified these archetypes or community heroes in a way that enables optimised marketing offers by grouping customers that would otherwise go unnoticed in traditional segmentation methods. For instance, rather than segmenting customers from a either in or out-of-segment perspective, we have been able to draw out customers from varying segments, due to their probability (or proportion of membership) to belonging to one or more particular attractive archetypes.

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Collaboration & Co-Creation - 1:20pm

Lee joined The Leading Edge in December 2010 to head the Quantitative and Analytics area and became Managing Director in 2013.

Before TLE, Lee was the Executive Director for Nielsen Consumer Research and Bases in Australia. Lee also worked for Research International where he was part of the Marketing Science group working with blue chip clients across a variety of countries and issues. He started his research career at Whitbread PLC researching his favourite topics of beer, pubs and restaurants.

In Lee’s 20 years in research he has provided solutions in pricing, branding, customer experience and innovation. He has also consulted on global and regional segmentation projects in most fmcg categories, financial services and IT where he has worked with clients and their agencies to provide actionable outcomes.

Mark joined Energy Australia in December 2012 to lead the Customer Strategy and Planning team in Marketing.

Before Energy Australia Mark worked at Banco Santander as a Senior Marketing Manager focusing on customer strategy and what customers truly want from a highly competitive retail banking space. Prior to Santander Mark worked for Visa Europe within New Product and Market Development working with large banks across Europe to provide further value to both them and their customers. Mark has also held various roles at National Australia Bank in both a strategy and finance responsibilities.

What happens when a client truly lets you work with their organisation – giving you full access to their company, while also accessing yours?

This paper will discuss what it means to have mutual access to all areas of business for clients and agencies. It will consist of a joint presentation given by Lee Naylor (Managing Director, The Leading Edge) and Mark Busch (Strategic and Planning Leader, Marketing, Energy Australia) and it will highlight how clients and agencies benefit from creating a true partnership.

“Accessing all areas” is a mindset that leads to better outcomes for agency and client. It is one where clients and agencies welcome dialogue as constructive. It is a place where change that adds value to the outcome is embraced, and client and agency do open their doors and minds wide to enable true partnership.

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Collaboration & Co-Creation - 1:40pm

Louise has 17 years experience as a qualitative researcher and is an FMCG specialist. Louise spends much of her time talking to consumers in a variety of in-situ and group settings to explore attitudes and observe behaviour and accompanying shoppers in store to decipher their approach to decision making. Louise is an accomplished workshop facilitator, leading internal brand teams in the development of brand and innovation initiatives. In 2011, Louise won the AMSRS Best Paper Award for her presentation on Emerging Innovation Methods alongside Joanna Derry, Head of Insights, Nestle Australia. In 2013 Louise established Consumer Behaviour in partnership with Anne-Marie Moir working closely with a wide range of FMCG brands on projects with a focus on innovation/ideation, brand positioning, brand strategy, concept development and insight creation.

Joanna has spent most of her career in the FMCG space, except for a year in London when she entered the world of online auctions. She is passionate about understanding people’s behaviours and motivations and how it plays out in the marketing sphere. Joanna has worked for Nestlé since 2003 and is currently Head of Insights & Planning for Nestlé Oceania. Prior to her current role she spent 3 years at Nestlé headquarters on the banks of Lake Geneva in Switzerland where she was Global Insights Manager working on the company vision of Nutrition, Health & Wellness. Before Nestlé, Joanna worked for Procter & Gamble as both Consumer Insight Manager and Shopper Insight Manager. Joanna has worked in over 30 countries, with one of her favourite moments being in Peru where she was dared to drink a freshly-made Frog Milkshake... not surprisingly she loves anything innovation or strategy related. Her personal motto in life and work is “If you’re not having fun, then don’t do it!”

Researching brand positioning territories is a unique challenge for us as researchers. For a territory to resonate it must capture the mood and sentiment of the consumer. They need to recognise themselves in its description and be moved to feel that this is the brand for them. However, too often a positioning or territory that is bold, challenging or moves a brand forward to strategic advantage is not embraced by the consumer and this is largely attributable to the way traditional research methods ask consumers to respond to and evaluate a territory and its description. This paper recognises that there is a tension being research being used to create inspired brand positioning; and it being used to kill them. In our paper we provide recent examples of new and emerging methods and techniques we have been using at Nestle and Consumer Behaviour to create territories that form a deep connection with the target audience. We will assert that this deeper connection is formed when we truly listen to consumers as they describe their joys and tensions as a springboard for creating relevant and motivating consumer insights. We will also assert that the expression of any given territory in a research environment should be fluid, evolving and open to change to ensure we overcome the prevailing obstacle of ‘content over message and emotion’.

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Collaboration & Co-Creation - 2:00pm

Pip Stocks is not only a creative and confident strategic thinker and brand developer, but also an entrepreneur. She is the Founding Partner of BrandHook and counts ANZ, Witchery, Best & Less, Heinz, iSelect, Schweppes, Treasury Wine Estates, Fairfax Media and Coles amongst her client list.

Pip has worked on both agency and client sides of the business spending 10 years in the UK. She started her career working on HP Foods, Jaeger, Beacon Gas and Transition Lenses and moved onto running Proctor and Gamble’s Hugo Boss fragrance business for Grey Advertising. She was then appointed as Marketing Manager for a new Virgin launch, Virgin Home working on a Branson start-up bringing a better deal to all home essentials. In the last 12 months of her tenure in London, she ended up as the Head of Strategy for all four brands in the London Electricity house.

Before starting BrandHook, Pip fulfilled the role of Brand and Communications Strategy Director at Carat; a highly successful international communications company. There she undertook extensive consumer insight work and brand and communications planning for Cadbury Schweppes, Fonterra, Nintendo, Just Jeans, HBA, and GlaxoSmithKline brands.

Pip holds a Bachelor of Business (Marketing) and a Bachelor of Arts (Psychology) from Monash University.

Michael is a consumer insight specialist with 20 years experience working for blue chip companies on both the agency and client side. Key areas of interest and experience include brand and proposition development, advertising evaluation and marketing ROI, customer experience and developing corporate level key performance indicators and reporting systems.

Michael is currently Head of Market Research in the Australian Division of ANZ where he is a responsible for a team working across market research, customer insights and customer experience.

Prior to ANZ Michael worked as an account director at TNS and Roy Morgan Research. Michael started his career in the UK working in financial consultancy.

Michael has an undergraduate degree in English and History and post graduate qualifications in marketing, is a Qualified Practicing Market Researcher and a member of the Research Industry Council of Australia’s Client Advisory Board.

Michael is married with two young children and in his spare time enjoys reading, drawing, cooking, keeping fit and spending time with his family.

ANZ called on BrandHook to help them harness the creativity and knowledge of a range of stakeholders from within and outside the organisation to co-create new products and services that would grow the business. The key objective was disruption – develop ideas that would awaken this tribe out of their habitual behaviour and look for an alternative banking solution.

Together we built an iterative proves of idea generation and concept development that resulted in a number of key ways to win with this key segment.

Not only did BrandHook build new ideas that the business is putting to market, we changed the perception of brand with the co-creators from ‘blue and good’ to ‘innovative, customer focussed, great, different and progressive’.

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