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Keynote and Invited Speakers 2014

Tom Ewing

Betty Adamou

Joel Rubinson

Fiona Blades

Leigh Caldwell

Caroline Hayter

Virginia Trioli

Simon Longstaff

Peter Helliar

Emcee - Sam McCool

Tom Ewing joined BrainJuicer in 2011 as a digital culture specialist, and now works there as Content Director for BrainJuicer labs, keeping tabs and building points of view on the latest developments in technology, psychology, behavioural economics and research itself. He’s been a regular speaker at industry events since 2008, winning Best Presentation at the MRS for his work on online communities and Best Paper at ESOMAR for “Research In A World Without Questions”, which mapped some of the territory he’ll be exploring in this keynote. He is also a prolific blogger, was named as a “4 under 40” young industry leader by the AMA, and has an occasional second career as a music critic.

It might surprise you to learn this, but market research isn’t doomed. Here’s another surprise: it doesn’t need to change. Because it already is changing, and the change is gaining momentum. This invigorating keynote will focus on why it’s time for research to get happy. It won’t talk about “needs to” happen before we’re all gobbled up by a scary disruption monster, but on what actually is happening right now. Research is helping put emotion at the centre of advertising, consumers at the centre of creativity, and context at the centre of everything. At the heart of the change is a shift in our understanding of how people make decisions – in-the-moment, unconsciously and most of all emotionally – and a new confidence that research really can capture that and turn it to business advantage.

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Betty Adamou is a ResearchGame designer, the inventor of ResearchGames™ and the CEO & Founder of Research Through Gaming, the worlds first company solely specialising in game-based research methods. Betty is an artist at heart, and often uses her creativity for problem solving and has brought this mind-set with her into the research realms. Betty is also a researcher, having worked in MR for 8 years, a frequent writer, conference speaker and occasional University lecturer

Betty has spoken at over 50 conferences and events worldwide, sharing her work on Games for Research throughout the market research industry. Her work has been published in a number of reputable industry newspapers, magazines and online-based organizations. Betty has been interviewed frequently on her work and through writing papers, running workshops and public speaking, she has been able to teach this methodology to many, and place ResearchGames on the methodology map. Her upcoming book “Playspondents: Making Games for Research” is due for publication in 2014.

Betty is an award-winning researcher, winning the Ginny Valentine Award for Entrepreneurial Spirit (2012) and the Researcher of the Future title with CASRO in August this year. Her company, Research Through Gaming, was in the GRIT Top 50 Most Innovative Firms (2012), just after 7 months of launching and then again in 2014. Betty has just started her PhD with the University of Winchester, studying game-based research methods, where the work she will undertake over a 5-year period will benefit the entire market and academic research industries.

Betty's Website:

In academia, utalising new research methods can be an extremely hard push. However, due to the bravery of one academic client and her team, game-based research methods were used for two online academic studies which were testing current and futuristic forms of identification. This large, social study called IMPRINTS Futures (spanning 3 years) is pivotal to the understanding of public perceptions of identification and authentication in the UK amongst all age groups. And so, when the client approached Research Through Gaming for the first time, it was key that we engaged the participants in this online study as much as possible in order to gain trusted data on some sensitive and on occasion quite taboo or conceptual ideas.

This presentation goes into detail on the challenges faced by the client and how the ResearchGames developed were able to engage the audience to garner surprising and positive results. It wasn’t all smooth running though, so the audience should be prepared to hear a frank account of what a ResearchGame designers’ job is really like whilst seeing the video-footage of the ResearchGames themselves. The accompanying paper to this presentation is the worlds first paper on ResearchGames, and available publicly online.

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Joel Rubinson is President of Rubinson Partners, Inc. marketing and research consulting for a brave new world and a member of the faculty of NYU Stern School of Business where he teaches social media strategy.

Started in 2010, Rubinson Partners, Inc. (RPI) has helped position clients for success in a digital age. His main areas of consulting include social media listening, creating big data strategies, innovation, brand and media measurement, and shopper insights.

Prior to starting his consultancy, Joel was Chief Research Officer at The Advertising Research Foundation where he led the research transformation initiative that was heavily focused on how to move beyond traditional long-form surveys and leverage digital and social media data. Joel was at the NPD Group for many years, leading the creation of modeling approaches for brand equity management, new product forecasting, category management and designed many of their data collection and sampling methodologies as NPD changed from paper diaries to online research.

Joel is also a published author of the book, “Brand-Building in a Digital, Social, and Mobile Age” and a frequent speaker at industry events. Joel’s blog is well read throughout the industry, attracting readers from all over the world. Joel holds an MBA in statistics and economics from the University of Chicago and a BS from NYU Business School.

Media has always been the way marketers connect brand ideas to consumers. However, as media evolve to become increasingly digital across numerous screens and devices, so do the rules of brand-building. And therefore the markers of brand health must change to include digital and social signals that can be read passively as an exhaust of digital measures that are readily available.

Marketers must master “always on” marketing requiring that a brand build its own audience…visitors to its website, fans on Facebook, etc. In effect, in a digital age, brands go beyond functional purpose; they have become media properties as well.

An effective brand guidance system will not only report measures of brand health, it will guide marketers to prioritize what matters…effective use of precision marketing and winning “brand as media” efforts. In this new marketing world, marketers must understand and get ahead of media consumption behaviors just as much as they traditionally have tried to understand product consumption.

The number one challenge that marketing research teams must grapple with is how to bring together digital signals and survey questioning into a holistic picture and guidance system for brand health. This presentation will offer important ideas for how to accomplish this.

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Fiona started her career in marketing, as a Marketing Manager on petfood, before moving into the world of advertising, firstly as a planner at agencies like Leo Burnett and subsequently leading the data and account planning teams at Claydon Heeley, an Omnicom agency.

Whilst at Claydon Heeley, Fiona recognised that traditional market research tools were not available to help marketers in a rapidly changing media world. So she left to set up MESH to provide new approaches that would enable marketers to understand all touchpoints, from the moment of consumption to online, in store or via TV. She also believed that brand and communications tracking should help guide activity as it rolled out rather than reporting on it after the event.

MESH was set up in 2006 and developed Real-time Experience Tracking (RET) using people’s mobile phones to capture the experiences they were having with brands, in the moment. At the time, data capture via mobile was seen as a bit of a gimmick but by 2012 the Harvard Business Review described RET as “a new tool (that) radically improves marketing research”.

This award-winning approach resulted in Media Week listing MESH in ‘10 to watch, the new Facebooks’. More recently Fiona has pioneered Sustainable Research which builds sustainability into the fabric of the market research process. This was piloted within communities in Brazil and was recognised by the industry with nominations for Best Innovation and the President’s Prize in December 2013.

Fiona has been listed in the entrepreneurs section of Research magazine’s 50 Faces to Watch, she set up the Research Liberation Front and Ginny Valentine Badge of Courage Award and sits on the Cranfield School of Management MSc Advisory Board. She loves the opportunities to travel and learn that come with a career in market research.

We are living in exponential times where the market research environment is fundamentally changing. Downloads changed the music industry forever. Now market research has new data streams to help us understand the world around us. Our challenge is how to harness these.

This presentation will chart the rapid progress we are seeing from the perspective of a new agency launched in 2006 to develop more relevant market research approaches. Back then there were no apps, Facebook was unknown and Twitter hadn’t been launched. Capturing data for market research via mobile was seen as a gimmick. MESH developed an approach called Real-time Experience Tracking (RET) to understand all the experiences people were having with brands.

In less than a decade we can now download billions of comments from social media, an ‘in the moment’ data stream. How can the industry make sense of this? What are its limitations? How can we combine with other data sources to start to predict future behaviour? Is this vast amount of data a goldmine or sub-prime data?

Using case studies and anecdotes, we’ll share the journey we are taking with data and explore the opportunities it can bring for market research.

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Leigh Caldwell is a behavioural economist and author (The Psychology of Price, 2012). His research explores how the capabilities and limitations of human thinking influence the choices we make as consumers – for example, which products we prefer, how much money we are willing to spend, and what jobs we choose. He focuses on how the global economy is increasingly composed of intangible goods – things that we value but cannot see or touch such as brands, authenticity, uniqueness and social connection.

Originally a mathematician, he founded a software company at 19 and is now a partner in The Irrational Agency, one of Europe’s leading behavioural economics consultancies. He is a regular commentator on economics and psychology for BBC News and other media.

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Youtube Video:
Twitter: @leighblue

Consumer behaviour is a result of two separate collections of psychological processes: the conscious desires and decisions that we are aware of, and a sea of unconscious drives and heuristics that we never see. Market research is good at measuring the conscious part, but has generally ignored the unconscious. We used to assume that behaviour followed more or less directly from stated preferences. This is wrong - as many experiments in behavioural economics and decision-making psychology have now shown.

If we want to predict and understand what real consumers do, the conscious mind only gives us half – or less – of the picture. Researchers are starting to realise that we now have two choices: either to measure behaviour directly and ignore its causes (thus seeing the combined outcome of both the conscious and unconscious parts of the mind but without knowing the difference), or to directly measure the unconscious part of decision-making. I will talk about a selection of new methodologies for measuring the unconscious, and show some interesting case studies and the insights they discovered.

The unconscious mind influences not only the choices we make between products, but also governs our wants and needs in the first place. Often, the most intangible aspects of the products we buy are what satisfy the desires of the unconscious mind.

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Caroline Whitehill Hayter is Co-Founder and strategist at Acacia Avenue. Caroline comes from a background in communications. She has lived and worked in several countries and is an active member of the market research community involved in ESOMAR, the AQR and the MRS. Caroline's clients at Acacia Avenue include BP, EDF Energy, Barclaycard, McDonald's and others, all of whom have benefited from a behavioural economic lens on their issues.

Today, there is little controversy over the role of behavioural economics in market research, both qualitative and quantitative. But the prevailing discourse is now around how to use it, rather than what it is and there is still a sense of reluctance – it is not uncommon to hear the refrain ‘well, haven’t we always instinctively known this?’ suggesting that one of the fundamental principles of BE, loss aversion, has a part to play – there is a tendency to be too wedded to current practice rather than to recalibrate and really interrogate this wealth of new insight with an open mind.

In the world of qualitative research, this is particularly the case, and it needs to be addressed.
BE isn’t easy to grapple with, but the grappling most definitely pays off.

This paper will set out some of the fundamental tenets of behavioural economics and involve the delegates in working with some of the concepts and biases at its heart. It will move from a general understanding of what BE is, to how to use and apply it to daily life as a researcher

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Two-time Walkley Award winner Virginia Trioli is one of Australia's best-known journalists, with a formidable reputation as a television anchor, radio presenter, writer and commentator. She is much sought-after as a speaker and MC, and combines a rigorous interviewing style with an often wicked sense of humor.

Clients such as the Garvan Institute, Fairfax, News Ltd, GHD, ASMI, White Ribbon, Breast Cancer Network of Australia, the Museum of Contemporary Art in Sydney, the Royal Australian Institute of Architects and Opera Australia regularly call on her services.

Virginia is an honours graduate in Fine Arts from the University of Melbourne and La Trobe University, and in 1996 published Generation F, her celebrated response to Helen Garner;s First Stone.

In 1995 she won Australian journalism's highest honour, the Walkley Award, for her business reporting and in 2001 won a second Walkley for her landmark interview with the former Defence Minister, Peter Reith, over the notorious Children Overboard issue. In 1999 she won the Melbourne Press Club's Best Columnist award, The Quill, and in 2006 she won Broadcaster of the Year at the ABC Local Radio Awards.

Virginia has held senior positions at The Age newspaper and The Bulletin magazine, and for eight years hosted Drive on 774 ABC Melbourne and Mornings on 702 ABC Sydney. She has been the host of ABC TV's premiere news and current affairs program Lateline and a presenter on ABC TV's Sunday Arts. She currently anchors ABC News Breakfast on ABC 1 and ABC News 24.

Virginia is married with three step-children, a 21 month old boy and one chocolate Labrador

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Simon’s distinguished career includes being named as one of AFR Boss True Leaders for the 21st century with Carol Schwartz noting "…I don’t know one CEO or chairman in corporate Australia who has not worked with Simon Longstaff".

Simon has a PhD in Philosophy from Cambridge. Prior to becoming the inaugural Executive Director of St James Ethics Centre in 1991, he worked in the Northern Territory in the Safety Department of BHP subsidiary, GEMCO, lectured at Cambridge University and consulted to the Cambridge Commonwealth and Overseas Trusts.

His book Hard Cases, Tough Choices was published in 1997.

Simon was inaugural President of The Australian Association for Professional & Applied Ethics and is a Fellow of the World Economic Forum. He is Chairman of Woolworths Limited Corporate Responsibility Panel, the International Advisory Board of the Genographic Project and Deputy Chairman of the Global Reporting Initiative Board. He also serves on a number of Boards and Committees including the Australian Institute of Company Directors Corporate Governance Committee, BHP Billiton Forum on Corporate Responsibility, AusAID Business Steering Committee, Business Reporting Leaders Forum, Primary Ethics Board and the Nestle Oceania Creating Shared Value Advisory Board.

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Star of the long running and much-loved Rove, writer and star of the feature I Love You Too alongside Peter Dinklage and known associate of notorious AFL superstar "Strauchanie".

Pete first came to the nation’s attention in 1999 as a cast member of Rove, becoming an integral part of the Logie Award winning variety show until the show wound up at the end of 2009 after ten historic years on Australian TV.

All the while Pete has been working as a stand up, touring to sold-out houses in Australia and New Zealand as well as hosting his own radio shows for Triple M and 2Day-FM.

Alongside his television commitments - a full-time position at desk on The Project, and writing and directing on the follow-up season to his hit series It's A Date - Peter has been touring a new live show, Totes Grouseballs, starting off the year with seasons at Adelaide Fringe and Melbourne International Comedy Festival.

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Market Research and Comedy? What do they have in common? The one and only Sam McCool!

Nowadays, he’s in high demand as a globe-trotting international comedian & event emcee, however only a few short years ago, he was criss-crossing Australia in the name of research!

Research career

Research was always in Sam’s blood! His research career actually commenced as a teenager, paying his way through university by doing telephone interviews for a Sydney based research firm.

Many years later, after gaining a wealth of global experience with positions in other industries spanning Asia, the UK and Europe, he was lured back into research in a marketing and business development role for Woolcott Research, (at the height of the Global Financial Crisis, surely a great time to be hunting for new business!)

With a broad range of corporate experience across industries including Hotels, Banking and Recruitment, his sharp interview & presentation skills soon saw Sam leading informational seminars for Australia’s best marketers on some of Woolcott’s USP’s.

Sam’s role soon expanded to being Lead Facilitator of community and stakeholder engagement forums; conducting countless focus groups; in-depth interviews especially with high-level stakeholders, overseeing both phone and online Quant studies, and even managing a regular mixed-mode Omnibus.

His research clients have included many Federal, State and Local Government departments such as SHFA, NSW Department of Transport, Sydney Ferries, the RTA, DOHA, DEWHA, the Australian Local Government Association as well as blue chip corporates such as the Football Federation of Australia, Macquarie Bank, and Telstra.

He’s even been a contributor to our very own AMSRS magazine “RESEARCH”.

Comedy Career

Meanwhile moonlighting for many years as a stand up comedian and emcee, he finally took the risky plunge to quit the corporate world, and in 2012 found himself on national TV on Australia’s Got Talent, showcasing his comedic skills to the nation and proving once and for all his talent for entertaining audiences.

Since then, Sam has had Sold-Out his solo shows at the Sydney Opera House, the Melbourne, Adelaide, and Sydney Comedy Festivals, and performed throughout the world from Scotland to Switzerland, India to Indonesia, New Zealand to New Caledonia, the UK to the USA, Canada, Hong Kong, Vietnam, Japan, Korea and last year achieved a life-long dream to do shows in Bollywood & Hollywood back to back.

As an emcee, Sam has hosted large events for up to 2000 people, ranging from Film Festivals, Fashion Shows, Gala Dinners, Awards Nights, Corporate Trivia, Golf Days and more. His clients have included 3M, Australia Post, AMP, IPAC, Commonwealth Bank, Lloyds Bank, the Australian Retail Industry, the Victorian Perioperative Nursing Group, the Australian Arab Business Network, the Canadian Tourism Commission, the Mortgage & Finance Association of Australia, Momentum Worldwide, and recently Waverley Council’s “Earth Hour Picnic at Bondi” in front of approximately 2000 people.

He is currently in constant demand from the world’s major cruise lines, corporates and charities... so naturally how could we go past this rare combination of researcher/comedian as the illustrious emcee and entertainment for the AMSRS Conference 2014.

Visit Sam's Website HERE

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