ESOMAR BEST OF - CHINA 2015

SHANGHAI / 28 AUGUST

PROGRAMME 14.00 – 14.30 Registration

14.30 – 14.40 OPENING AND INTRODUCTION TO THE PROGRAMME Jin Chen, ESOMAR Representative, China

14.40 – 15.00 Powerfully Passive Pre-testing TV programmes with biometric measurements Alice He, Senior Research Manager, GfK, China

15.00 – 15.20 Mobile Messaging Apps: 800+ Million Captive Consumers For Real Time Insight Improving the understanding of consumer behaviour through real time data acquisition Mark Sismey, Head of Business - China, MMR Shanghai (Consulting), China Navin Williams, CEO, MobileMeasure, China

15.20 – 15.40 From Consumer Insight to Actions Mining Consumer Data from Social & Alibaba Platforms David Li, Co-founder of MarcPoint, China Jun Yang, Partner & Data Manager of MarcPoint, China

15.40 – 16.00 Using Big Data to Improve Research Participant Experience Eric Gu, Country Manager, China, SSI

16.00 – 16.15 Q & A

16.15 – 16.25 CLOSING Gloria Jun Zhang, ESOMAR Representatives for China

16.25 – 17.00 Networking

SPEAKER PROFILES Al ice He Senior Research Manager, GfK, China Alice works for GfK China as a Senior Research Manager while also being Product Manager of BaCE (Brand & Customer Experience). Alice is also a member of the GfK global BaCE team, focusing on the innovation area and the initiatives in APAC/China. On a daily basis, she works as the internal expert, supporting brand research and consumer/customer research projects in the methodology, modeling and analysis part. Alice is very experienced in integrating GfK EMO Scan into research projects, and believes in the value and benefits of using this passive biometric tool in advertising tests and also TV programme tests. Alice previously worked for Nielsen China for 6 years before joining GfK. She has a Bachelor's degree in Statistics and a Master's degree in Marketing. Mark Sismey Head of Business - China, MMR Shanghai (Consulting), China Mark has had a varied career spanning across both the client and agency side, with a specific focus on new technologies and innovative techniques. He played a pivotal role in the founding of MMR's online division at the start of the online research boom, and also held the position of innovation director. Mark now leads the MMR business in the China region, consulting for many of the top FMCG clients across the APAC region. Navin Wi l l iams CEO, MobileMeasure, China Navin Williams is the Founder & CEO at MobileMeasure Consultancy Limited. Navin has extensive experience in MR, Technology, Media and Telecom sectors. He has worked for some of the world's MR leaders across the disciplines of Media, Consumer (IMRB, RI & Nielsen) and Retail (Nielsen), and has held senior roles in four countries, spanning across two continents. Navin's quest to drive digital adoption in MR led him to found MobileMeasure. A pioneer in digital delivery of MR, Navin has written a number of whitepapers on Mobile MR and is widely regarded as a thought-leader in the evolution of mobile technology in MR. Recently, he co-authored "The Handbook of Mobile Market Research", a book endorsed by ESOMAR. Navin holds an MBA from the University of Pune, India. David L i Co-founder of MarcPoint, China David Li is a marketing veteran with 25 years marketing experience. He started his marketing career at Procter & Gamble. Following that, he has been the marketing head post at Reckitt-Benckiser & J&J Pharmaceutical and held a management post at Dumex & Mary Kay.

Jun Yang Partner & Data Manager of MarcPoint, China Jun is a Ph.D. candidate in computer science. His research direction covers natural language processing, machine learning and network analysis. He is in charge of the development of data mining platform and algorithms. Er ic Gu Country Manager at SSI, China Eric Gu is the country manager of China at SSI. His focus is on leading the growing SSI China team and driving business in China and Hong Kong. He has more than 14 years of experience in market research and data service industry. Before joining SSI, Eric worked for GfK as a global service director helping Chinese electronic manufacturers to innovate in overseas markets. Prior to GfK, he was a senior business development manager at BDA, a leading consulting firm servicing investors in the most dynamic sectors in China, principally the digital (mobile, Internet and e-commerce), consumer goods and services sectors. Eric has a bachelor’s degree from Beijing Second Institute of Foreign Languages. He often speaks at international conferences and events.

SPEAKER ABSTRACTS Powerful ly Passive Pre-testing TV programmes with biometric measurements Alice He, Senior Research Manager, GfK, China Ashok Sethi, Managing Director, GfK, China Qun Ge, Director of JSBC Development and Audience Research Centre, Jiangsu Broadcasting Corporation, China Yaxin Weng, Deputy Section Chief of Audience Survey, JSBC Development and Audience Research Centre, Jiangsu Broadcasting Corporation, China In our presentation we will describe the methodology/design used to test the one-hour long TV programme, the challenges in its operations, and also some of the findings - particularly the differences between the passive measurement using biometric and traditional approaches. We'll also demonstrate the relationship between EMO Scan rating data and the actual TRP rating, minute by minute, and for different components in the programme, and then demonstrate the capability of EMO Scan to partially predict the likelihood of TV programmes' success in real life. Mobi le Messaging Apps: 800+ Mi l l ion Capt ive Consumers For Real T ime Insight Improving the understanding of consumer behaviour through real time data acquisition Mark Sismey, Head of Business - China, MMR Shanghai (Consulting), China Navin Williams, CEO, MobileMeasure, China MMR Research & MobileMeasure Consulting partnered together to understand the research impact of messaging mobile apps in China. The study helped us understand how WeChat and other instant messaging apps can provide a cost-effective and fast alternative for surveying consumers. We delved into the Chinese snack market to learn how a combination of qual, quant and observational techniques have been administered via WeChat, to provide a powerful method to get close to real-time consumer behavior. MMR & MM's proprietary techniques to understand the emotional and functional meaning of products, brands and occasions to understand current snacking needs, state how market-leading snack brands meet these needs and where white space gave the opportunity for future exploitation.

From Consumer Insight to Act ions Mining Consumer Data from Social & Alibaba Platforms David Li, Co-founder of MarcPoint Jun Yang, Partner & Data Manager of MarcPoint This case study looks at how Northland, the outdoor sports brand, and Alibaba, looked at innovative methods to comprehensively understand the needs, behavior and attitude of potential consumers for one of its key products – the skin coat. They looked at data mining technology to analyse the huge amount of unstructured data in both Weibo and Alibaba. Using Big Data to Improve Research Part ic ipant Experience Eric Gu, Country Manager, China, SSI Sometimes it is not possible to ask people questions. Either they don’t know the answers (as people are not very good witnesses of their behaviour) or they are not available anymore. It is axiomatic that we can only interview those who you can interview. This presentation explores the ‘big data’ approach to understanding panelist behavior and gain insights into the reasons of panelists “death”, examining the life cycle of people recruited to online panels, and identifying the leading causes that make panelists leave.