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the magazine of the Marketing Research and Intelligence Association

M AY 2 0 1 1

2011NATIONAL

CONFERENCE

DELTA GRAND OKANAGAN RESORT, KELOWNA


CONFERENCE SPONSORS Pinnacle Sponsor

Diamond Sponsor

Platinum Sponsors

Gold Sponsors

Silver Sponsors

Bronze Sponsors

Other Sponsors

accurate at time of printing April 20, 2011


WELCOME TO THE 2011 MRIA NATIONAL CONFERENCE WWW.MRIA-ARIM.CA/CONFERENCE2011

It was in May 2004 that we attended our first Canadian marketing research conference. We arrived at the PMRS Conference in Toronto one week after submitting our family immigration binder to the Canadian High Commission in Pretoria. This marked an important phase of ‘Project Canada’; it was the start of a networking and assimilation process in the country we would soon call our own. We finally arrived in April 2008. Offered the opportunity to Chair and organize the MRIA 2011 National Conference in Kelowna, we were proud to accept the challenge to put together a winning conference in our home city. Fourteen months of long days, with the support of a committed team of volunteers, and we’re ready to launch. It’s a time of rapid change and uncertainty in our industry. New technologies, social networks and opportunities spring up every day of the week. The challenges are substantial and the future, unknown. Our program features a dynamic group of keynotes, panellists, moderators, session speakers and delegates; to debate what’s hot and what’s not; how the industry could and should move forward; and what role each of us will play, to make it happen. We look forward to welcoming you to Kelowna to enjoy a stimulating couple of days of listening, learning, debating and challenging, in one of Canada’s most appealing destinations, ever!

C’est au mois de mai 2004 que nous avons assisté à notre première conférence canadienne sur la recherche marketing. Nous sommes arrivés à la Conférence de l’APRM à Toronto une semaine après avoir soumis le dossier d’immigration pour notre famille au Hautcommissariat du Canada à Pretoria. Il s’agissait d’un tournant important du « Projet Canada » et le début de notre processus de réseautage et d’assimilation dans le pays qui deviendrait bientôt le nôtre. Nous sommes finalement arrivés en avril 2008. Lorsqu’on nous a offert de présider et d’organiser la Conférence nationale 2011 de l’ARIM à Kelowna, c’est avec fierté que nous avons accepté le défi de mettre sur pied une conférence gagnante dans notre ville. Grâce à quatorze mois de longues journées de travail et à l’appui d’une équipe de bénévoles dévoués, nous voilà prêts au lancement. Notre industrie traverse une période de changement rapide et d’incertitude. De nouvelles technologies, des réseaux sociaux et des possibilités émergent tous les jours de la semaine. Les défis sont substantiels et l’avenir, inconnu. Notre programme comporte un groupe de conférenciers, panélistes, modérateurs, présentateurs aux séances et délégués dynamiques – pour analyser quels sont les enjeux chauds ou non et pour discuter de quelle façon notre industrie pourrait ou devrait aller de l’avant, et du rôle chacun d’entre nous jouera pour le réaliser. Nous avons hâte de vous accueillir à Kelowna et de profiter des quelques jours stimulants d’écoute, de formation, de discussions et de remise en question dans une des destinations les plus attirantes du Canada!

Tony Hoft, Conference Chair Jeanette Hoft, Communications and Marketing

Tony Hoft, président de la Conférence Jeanette Hoft, Communications et marketing


KELOWNA MAGIC ..... Through the lens of photographer George Dimitrov

For more information visit: Tourism Kelowna www.tourismkelowna.com


CONFERENCE SPEAKERS Keynotes John Furlong, O.C., O.B.C. Ari Popper Kees de Jong

CEO, Vancouver 2010 Olympic & Paralympic Winter Games President, BrainJuicer速 North America CEO, Survey Sampling International

Panels Brian Bowman

Business Lawyer, MRIA Legal Counsel

David W. Stark

Compliance and Privacy Officer, GfK Research Dynamics

Patrick Glaser

Director of Research Standards, Marketing Research Association (MRA)

Moderated by Finn Raben

Director General, ESOMAR

Janine Keogh

Vice President, Consumer Insight & Strategy, Kraft Canada

Kristin Luck

President, Decipher

Norman Baillie-David

Vice President, TNS Canada

Rasheeda Qureshi

Vice President, Client Development, Research Now

Moderated by Shane Skillen

Founder & CEO, Hotspex

Don Mills

President & CEO, Corporate Research Associates

Tom Anderson

CEO, Anderson Analytics

Gary Bennewies

President & CEO, Ipsos Canada

Angus E. Reid

Chief Executive Officer, Vision Critical

Moderated by Bernie Malinoff

President, element54

Sessions Adam Froman Ali Rana Alli Marshall Annie Pettit Barry Davis, CMRP Cam Davis, CMRP Christian Bourque, CMRP Gord Hotchkiss Jean-Pierre Lacroix Jesse Caesar Joseph Chen Kent Waugh Maura Hanley Michael Rodenburgh Olga Churkina Rick Hobbs, CMRP Robin Brown Scott Cho Scott Swigart Sean Campbell Sean Conry Suzanne Tyson Zach Vetter

CEO, Delvinia Senior Vice President, Head Scientist Emerging Media Lab Dynamic Logic & Millward Brown President, Strix Insights Chief Research Officer, Conversition Strategies Associate Vice President, Leger Marketing Past President, Professional Marketing Research Society Vice President, Research & Senior Partner, Leger Marketing Senior Vice President, Mediative Co-founder, Shikatani Lacroix Research Director, Firefly Millward Brown Consumer & Market Insight Manager, Unilever Canada Manager of Customer Intelligence, British Columbia Automobile Association President, BigReach Learning Vice President, Product Development, Ipsos Reid Research Director, Fresh Intelligence Research Corp. Vice President, Research, Leger Marketing Senior Vice President, Consumer Insights, Environics Vice President, Consumer and Technology Research Practice, Leger Marketing Co-owner, Cascade Insights Co-owner, Cascade Insights Vice President, Business Development, Techneos Systems Inc. President, Studentawards Inc. Vice President, Research Operations OnResearch Inc.

WWW.MRIA-ARIM.CA/CONFERENCE2011/SPEAKERS


AND WELCOME TO OUR CONFERENCE KEYNOTE SPEAKERS The Vision That Changed A Nation

The Latest Innovations in ‘We’search

Panels are people?

John Furlong, OC, OBC

Ari Popper

Kees de Jong

CEO, Vancouver 2010 Olympic & Paralympic Winter Games

President, BrainJuicer® North America

CEO, Survey Sampling International

How did the early market research contribute to the vision and strategy behind the Games? Using Games analogies, the presentation will convey the importance of developing a meaningful vision, innovative thinking and values based leadership.

‘Me’ research insists researchers must only ask me about me; my hopes, beliefs, what I would buy/ not buy. The problem is we are unreliable witnesses to our own motivations; we don’t know why we do what we do and are poor predictors of our own behaviour.

Many said it was a vision too far, urging him to set the goals at a more attainable level. Furlong refused and through an exhaustive ten year journey went on to deliver, what have now been recognised by the IOC as, the most successful Winter Games ever. John Furlong, has been described as a Sports Hero, Nation Builder and the Ultimate Crisis Manager. Known for his masterful storytelling and innovative leadership style, he continues to inspire, regaling audiences with the many remarkable and fascinating untold stories behind the Games. The first CEO in Olympic history to have led from day one of the bid phase all the way through, the many trials and tribulations of hosting the Games, to the closing ceremonies, he was relentless in his pursuit to deliver a Games that would touch the hearts and minds of every Canadian. Always a passionate ambassador for Canada, Furlong was honoured earlier this year to be awarded The Officer of The Order of Canada and Member of the Order of British Columbia, for his exceptional leadership of the Vancouver 2010 Olympic and Paralympic Winter Games, which changed our nation, galvanized Canadians from coast to coast to coast and showcased Canada to the world. A father of five and grandfather of 11, Furlong is now an influential figure globally and through his role as the volunteer Chairman of the highly successful Own The Podium program, he continues to be a powerful advocate for amateur sport. His new book, Patriot Hearts – Inside the Olympics That Changed a Country, was launched on February 12, 2011, the one year anniversary of the Vancouver 2010 Winter Games.

However, we are exceptionally good at noticing and copying what others are doing. Learn about BrainJuicer’s ‘We’ research, that uses massanthropology, mass-prediction, mass-ethnography and co-creation for greater accuracy and insight. Ari is a highly experienced and respected marketing consultant who has worked closely with some of the world’s greatest brands. Ari has been a trusted advisor for CEOs and CMOs world-wide including Robert Redford and his Sundance brand. Armed with a graduate degree in Psychology, Ari began his career as a Marketing Analyst at The Limited Inc, and then moved to the agency side in 1999 to join Millward Brown. An expert on branding, marketing communications and new product innovation, Ari has been leading BrainJuicer North America since 2006 where he has helped to reinvent the market research industry by successfully bringing to the US market some of the most innovative and game changing research solutions available. Ari is a frequent speaker at conferences and industry events and has been on industry panels at the American Marketing Association, Advertising Research Foundation, CASRO and the Institute for International Research, and was the Chairman of the ESOMAR Innovate conference in Copenhagen in 2008. He enjoys watching and playing soccer and spending time in the California sunshine with his wife, daughter and three pets.

Since Kees de Jong’s ‘Panels are People’ speech at the first Panel Conference in 2005 things have changed. Or not? Does the industry value the respondent as a critical partner or merely as an object, to be milked for data at our disposal? In his presentation Kees will elaborate on his vision on how we should deal with our industry’s main source. He will touch upon quality discussions, survey engagement, technological solutions, industry politics and reciprocity. He will share his vision on solutions to keep people interested to participate in research on their terms, for now and in the future. Kees de Jong is Chief Executive Officer of Survey Sampling International (SSI). Named CEO in 2009, Mr. de Jong has led SSI in expanding its global position as the premier provider of online and offline sampling solutions. Prior to his current role, Kees was SSI’s Director of Globalization. Before taking on his global position, he served as Managing Director, Europe. Kees began his relationship with SSI in 2005 when the company acquired Bloomerce Access panels. He founded Bloomerce in 2001, building it into Europe’s first community-based online panel company. Other businesses he cofounded include BBI Group Holding Company, GDCC Call Center, Blauw Research and Admilot Consultancy Services. Kees co-founded Research Voice, an interactive site dedicated to improving the respondent experience. He also was Chairman of ESOMAR's first panel research conference and co-created the ESOMAR Codes and Guidelines on access panels. Kees studied Business Administration at Erasmus University in Rotterdam. He also attended the MIT (USA) Executive Program Masters Classes in Entrepreneurship.


CONFERENCE PANELLISTS Panel 1

“Hot issues – privacy and ethics in the age of social media and digital everything” Brian Bowman Business Lawyer MRIA Legal Counsel

Patrick Glaser Director of Research Standards Marketing Research Association (MRA)

David Stark Compliance and Privacy Officer GfK Research Dynamics

Moderated by Finn Raben Director General ESOMAR

Panel 2

“The survey respondent – headed for extinction?” Janine Keogh Vice President, Consumer Insight & Strategy Kraft Canada

Norman BaillieDavid Vice President TNS Canada

Kristin Luck President Decipher

Rasheeda Qureshi Vice President, Client Development Research Now

Moderated by Shane Skillen Founder and CEO Hotspex

Panel 3

“Trends and challenges – the new Face of Marketing Research and Intelligence” Don Mills President & CEO Corporate Research Associates

Tom Anderson CEO Anderson Analytics

Gary Bennewies President & CEO Ipsos Canada

Angus E. Reid Chief Executive Officer Vision Critical

Moderated by Bernie Malinoff President element54


MRIA 2011 National Conference Organizing Committee Chair Tony Hoft, CMRP President, CRA West Redthirteen Communications Communications and Marketing Jeanette Hoft, CMRP, APR VP, CRA West Redthirteen Communications Sponsorships Ian Large VP Alberta, Leger Marketing Mary De Bonis, CMRP VP Marketing, Ipsos Canada Tradeshow Anastasia Arabia Partner, Trend Research

Let the good times roll! Thanks for joining us in Kelowna! Hope to see you again!

Denise Nowicki Partner, Trend Research Program Support Cam Davis, CMRP Researcher, Opportunity Insight MRIA Registrations Erica Klie MRIA Communications Anne Marie Gabriel MRIA Post-Conference Education Program Julia Savitch Event Managers Lesley Spiegel and Sarah Wuertz Synergy Events Web Design and Graphics Michael Maske and Louise Maske LS Graphics

Visit us at www.mria-arim.ca/Conference2011


VUE May 2011 Feature Article