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Keynote Speakers
Mark McCrindle, Social Researcher, MA, BSc. (Psychology), QPMR
Friday 3.15pm - 4.30pm
New Generations, New Trends: Engaging with Today's Respondents.
Mark is a social researcher with a decade of experience in facilitating focus groups and conducting in-depth interviews. With a background in Psychology and a specific focus in social trends he is well qualified in qualitative methodologies.
Mark graduated from UNSW with a BSc (Psychology), and he has completed a Masters degree majoring in Social Trends. He is the Director of the social research agency McCrindle Research Pty Ltd, which specialises in research across the Asia Pacific.
Mark is a full member of the Market and Social Research Society of Australia and is qualified with the research industry’s highest accreditation: QPMR (Qualified Practising Market Researcher).
He has conducted research for organisations in Australia, New Zealand and South East Asia in many industry sectors (Financial, Telecommunications, FMCG, Technology and IT, Health, Retail, Manufacturing, Hospitality, Education, Government, and the Non-profit sector).
Mike Daniels, Group Brand Strategist, Goodby Silverstein and Partners, San Francisco
Thursday 4.30pm - 5.30pm
Thinking that Moves Minds
Mike is a Group Brand Strategist at Goodby, Silverstein and Partners in San Francisco. Originally from Wales, Mike spent 16 years in Australia working with DDB, McCann Erickson and most recently Clemenger BBDO Sydney as Strategic Planning Director. Mike moved his family to San Francisco in 2006 for a new adventure and experience – which everyone seems to be enjoying so far. Whilst in Australia Mike spent 11 years as a member of the AFA’s Advertising Effectiveness Awards Committee and was Chairperson of the Account Planning Group. His passion is rugby. |
Dr. David Hughes, Emeritus Professor of Food Marketing, Imperial College London
Friday 11am - 12.15pm
Am I a consumer or a citizen today? Understanding the Schizophrenic Twenty First Century Shopper
Dr. David Hughes is Emeritus Professor of Food Marketing at Imperial College London, and Visiting Professor at the University of Kent Business School and at the Royal Agricultural College, U.K. David is a much sought-after speaker at international conferences and seminars on global food industry issues, particularly consumer trends. He works closely with senior management of food and beverage firms on business strategy development and with governments on food policy formulation.
Duncan Stuart, Kudos Organisational Dynamics (GUEST SPEAKER)
Thursday 10am - 11.15am
To hell and back via Cambodia. An exploration of Small Worlds and how they define new discoveries in psychology, social theory and creativityThis paper moves on both a “thinky” and highly emotional level: hence the subtitle. It detonates three mighty subjects and challenges research colleagues to radically shift our focus as we wrestle with the subject matter of people in the 21st Century.
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Neuro networks. Relevant new thinking about the human mind.
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Social networks. Why surveys and qual don’t connect the dots.
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The nature of creativity and how to spark more of your own.
Duncan Stuart is a Fellow of the MRSNZ and has shared and won Best Paper awards in 1995, 1997, 1999, 2001 and People’s Choice awards in 1999, 2001 and 2003. |
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MRSNZ Conference Market Research Industry Speakers
Catherine Frethey-Bentham, University of Auckland
Thursday 1pm - 1.45pm
Combining Cross Sectional Market Research Surveys: An Application of Statistical Matching
A challenge for the modern market researcher is providing insights which help clients assess shifts in consumer trends. Longitudinal data can be particularly useful in answering questions about consumer dynamics which are unobservable in cross-sectional studies. However, it takes much time and resources to set-up and manage longitudinal panels, and costs typically out-weigh benefits. This paper summarises a study undertaken to create pseudo longitudinal data from repeated cross-sectional surveys with validation using true longitudinal data.
Catherine Frethey-Bentham is a lecturer in Marketing Research and Statistics at The University of Auckland. She has seven years experience in the industry and is currently completing her PhD in Marketing.
Briar Harland and Vanessa Clark, Colmar Brunton
Thursday 1pm - 1.45pm
Qualitative Research - A Discipline that Really Does Move Your Mind
Excellent qualitative research is a clear example of thinking that moves your mind in practice, but not nearly enough attention is paid to the efforts that qualitative researchers go to in the pursuit of this mind moving thinking. This paper seeks to address this by presenting the unbelievable things quallies face on a day to day basis, moving from the conventional focus group to the more ethnographic model of research. From cross dressing research participants through to in-home interviews with patched gang members, this paper will cover off the true life stories of a cross section of things we’ve had to take in our stride in the pursuit of excellence.
Briar Harland has a passion for understanding people (perhaps because she practiced as a Clinical Psychologist before she began her career in research and advertising). As Strategic Director for Colmar Brunton, she deals with business strategy for Colmar Brunton itself as well as for client organisations and she frequently runs workshops and think tanks to assist and problem solve.
Vanessa has worked in the research industry for a decade or so and is the leader of Colmar Brunton’s national qualitative team. As a business woman, mother, wife, main household shopper and team leader, she calls on her life experience in order to relate to the myriad of people she interviews and works with.
Horst Feldhaeuser, Research Solutions
Thursday 3.45pm - 4.30pm
NPS – Net Promoter Score - Answer to our research prayers or curse of the industry?
For years researchers around the world have been seeking the ultimate question that tells it all - the Net Promoter Score (NPS) claims to do just that.
Invented by Bain consultant Fred Reichheld, it has quickly been adopted by many of the major organisations in the United States. According to General Electric’s CEO Jeff Immelt, NPS is the “best customer metric I have ever seen”.
This paper will take a closer look at NPS and will assess some of its claimed achievements in comparison with other loyalty measures, including case studies from both New Zealand and overseas.
Horst’s research expertise includes product analyses and market simulations, and brand/ behaviour commitment.
In 2004, Horst won a Platinum Award for market research effectiveness in the Tourism & Hospitality Category. Horst is currently the president of the MRSNZ.
Jonathan Dodd, Research Solutions and
Aaron McLouglin, Verve Creative Ltd
Thursday 1.45pm - 2.30pm
Thinking that Moves the Mind – An Exploration of Hypnosis for Market Research
In 1986 the world-renowned qualitative expert Wendy Gordon and her colleague Roy Langmaid used hypnosis to demonstrate that people retain much more in their memories than that which they recall through normal market research questioning. Gordon and Langmaid’s research confirmed their serious concerns about the ability of traditional market research techniques to accurately measure advertising effectiveness. The problem they faced was the fact that the market research industry could not function if all interviewing required 40-minute hypnosis sessions for each respondent.
This paper aims to rectify the problem by testing the use of an alternative form of hypnosis (Rapid Induction Hypnosis) as an easily learnt, easily administered, and professionally ethical technique for both qualitative and quantitative interviewing.
Two tests will have been conducted specifically for this paper. Both will be discussed and results presented, with supporting video footage.
Jonathan Dodd has a strong background in sociology and psychology, coupled with a love of marketing and the media. Over his thirteen years in the market research industry, Jonathan has come to be recognised as a passionate award-winning researcher and market research advocate.
Aaron McLoughlin has been working in the field of hypnosis for eleven years. He has a degree in psychology, a diploma in clinical hypnosis and is a neuro-linguistic programming practitioner. Currently Aaron is President of the New Zealand Association of Professional Hypnotherapists.
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Colin Ingram, Focus Research
Thursday 11.15am - 12noon
Innovation: Blue Ocean or Green Grass?
In the same way that successful innovations break from conventional thinking, successful research that supports the innovative process must not be bound by constraints of the known. The paper will challenge existing views of the role of research in the course of innovation. It draws directly from the experience gained working with Diageo, the world’s largest premium alcohol beverage company, with global brands such as Guinness, Johnnie Walker, Smirnoff and Baileys. Using specific case studies, Colin will show how consumer-based research can be used effectively as a basis for innovation.
Colin Ingram is one of the most experienced market researchers in this country.
He started his research career in the early 1980s with Heylen Research, a company which pioneered some of the motivational research approaches now widely practised in New Zealand and around the world.
Colin is a Fellow of the New Zealand Market Research Society and a Director at Focus Research (part of NeedScope International – a joint venture with the global TNS Group). He is a specialist in strategic brand, communications and service development, working with local companies as well as consulting on international research projects.
Karin Curran, Curran Research Associates Ltd
Thursday 2.30pm - 3.15pm
Holey socks and Heineken - Online qualitative bulletin boards: getting up close and personal with respondents without ever seeing them
Karin combines psychology and HR management qualifications with Youthline counselling experience. After thirteen years working for TNS, Karin recently established a qualitative research consultancy offering both traditional and online techniques.
Online qualitative bulletin boards have been an exciting addition to qualitative research. In the last two years, Karin Curran has moderated more than two dozen boards for a wide variety of clients and respondents.
This paper reviews her experiences with this methodology. She describes what a bulletin board is, how it works, and factors that enable success. She challenges some assumptions about online research, presents strengths of bulletin boards and covers their limitations.
John Kirkland and David Bimler, Massey University
Friday 9.45am - 10.30am
Benchmarking thinking: to move is to transform
John Kirkland along with co-author David Bimler has been creating, designing, developing, testing and delivering results obtained from a suite of empirically-based methods suitable for examining primarily psychologically-based phenomena.
They will review their original, innovative approach for assessing pre-adolescents’ thinking capabilities, invite audience participation, and illustrate how thinking can be arranged around some basic hierarchical principles. This research is important because it reveals where deliberate actions begin from, develop into and can transform lives when appropriate guidance is available. In this respect it is as relevant to marketing as it is to other mind-changing agencies like educators.
Jesvier Kaur, QZONE
Friday 9am - 9.45am
Ethical Marketing
We’re no longer just looking for products to buy – we’re looking for products to believe in. A ‘shakedown’ is going on with brands and the companies behind them. They are being called to account like never before. Marketing is now coming under scrutiny for encouraging excessive and unsustainable consumption. Issues in ethical marketing are explored and ways research can work with marketing to move forward.
Jesvier Kaur founded QZONE in 1997 specialising in qualitative marketing and research. She has published articles and presented at conferences and industry events, debating issues around researching, marketing and consuming. She is a Fellow of MRSNZ.
Robyn Moore, Phoenix Research
Friday 1.15pm - 2pm
Cyber-Anthropology
… is the study of people in virtual communities and networked environments.
We focus on the development and evolution of the internet and popular websites – how they emerged, why they emerged – in relation to Maslow’s Hierarchy of Needs.
Why have some websites become so popular? Can we predict the next big thing on the internet? Can we give our clients that foresight to be ahead of the pack online rather just keeping pace?
Robyn Moore (BSc HONS in Anthropology and Biology) has worked at Phoenix Research for more than 7 years, has over 10 years experience in the industry and a keen interest researching the online environment.
Diane Dickinson, Research Solutions
Friday 2pm - 2.45pm
Spoilt for Choice
Diane Dickinson joined Research Solutions in 1993. Her experiences in the qualitative research field have found her often using her 'people watching' skills to observe how we live as individuals and within society in general – sometimes stepping back to take a fresh look. In her paper 'Spoilt for Choice' she explores the rational and emotional sides of decision making and looks at how we deal with the complexities of modern life. She looks at the role of researchers as they try to understand behaviour whilst taking a light hearted look at how the quest for variety impacts on our lives. |
