Seminario ESOMAR BEST OF en Madrid

La asociación mundial de investigadores de mercado ESOMAR, organiza el próximo 23 de mayo un evento gratuito en Madrid en el que varios expertos internacionales hablarán sobre nuevas tecnologías aplicadas a la investigación de mercados, sobre neurociencia e investigación y sobre innovación en el retail. El objetivo de estos eventos que ESOMAR organiza en varios países es acercar al investigador local ponencias de eventos internacionales y hacer más accesible el conocimiento y las últimas tendencias del sector.
Netquest patrocinará este evento, ¡esperamos verte por allí!
Aquí tienes el programa, para confirmar tu asistencia, envía un email a Helen Parker.

Lugar del evento:
Conference Room (next to main Hall)
Universidad Pontificia Comillas ICADE
28015 Madrid
23rd May 2011 starting at 17.00


17.00 - 17.10 OPENING
Daniel Cuende, ESOMAR Representative for Spain
Prof. Dra. Olga Bocigas, ICADE’S Marketing Department Director
17.10 - 17.40 Designing Relevance
How open and agile research methodologies can help complex organisations respond to change and stay relevant
Francesco D’Orazio, Face, UK
Project Relevance shows how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches.

This presentation will demonstrate how online research can lead product innovation; testing products still on the drawing board or not even conceived and anticipate future trends and consumer behaviour. The paper will also show integration of online, face-toface & mobile methodologies in one project stream and will demonstrate how online research complements and enhances traditional research rather then being an alternative to it.

17.40 - 17.50 Discussion
17.50 - 18.20 Damasio: a starting point for integrating neuroscience findings into retail research
Cristina de Balanzó Bono, TNS, UK

Nuria Serrano Abad, University Ramon Llull, Spain
We cannot turn our backs on progress, and progress now is linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools, which are currently at our disposal. Can it help us understand the true facets of decision-making? Can it open new ways of viewing the influential aspects of our communication whether that is packaging, shopper marketing or advertising?

Starting with the innovative thinking of renowned neurologist Antonio Damasio and his scientifically proof that emotions are essential to rational thinking, we will translate the findings into day-to-day aspects of marketing and retail research. Do these open new perspectives and opportunities for the future of market research?

18.20 - 18.30 Discussion
18.30 - 19.00 Retail Innovation

Philosophy–based shopping experience
Lluis Martinez-Ribes, ESADE, Spain

Using a polymathic approach this cutting edge and eye-catching presentation will show a method to devise innovative retail business model using the detection of philosophy–based insights, and then creating a shopping experience based on them.

19.00 - 19.10 Discussion
19.10 - 19.20 CLOSING

Daniel Cuende, ESOMAR Representative for Spain

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