Market Research in the Mobile World 2011 Kennesaw, Atlanta Georgia

1. MARKET RESEARCH IN THE
MOBILE WORLD 2011
2ND INTERNATIONAL CONFERENCE
July 19 & 20 2011
KSU Center, Kennesaw State University
Atlanta, U.S.A.
Co-organized by:

2. Market Research in the Mobile World 2011
Welcome from Merlien Institute
We would like to welcome you to today’s event. This international conference is designed
to bring together insight executives, market researchers and mobile developers to discuss
the challenges and opportunities of leveraging social media and mobile technologies for
generating actionable customer insights.
Your contact persons at this conference
Mark Diane
Jasper Lim Lukas Pospichal Lenny Murphy Harry Vardis
Michelson Liebenson
Conference Conference Conference Conference
Conference Sponsor
Director Manager Chair Chair
Chair Relations
Below you will find a few administrative details for your information. Should you have any
queries or problems during the conference, please speak with the contact persons.
PRESENTATIONS
The presentation slides, videos and materials resulting from this conference will be made
available on the Merlien, GreenBook and MRGA virtual platforms. An email will be sent to
you on how to access the materials after the conference.
BADGES
Badges have been provided to help you identify fellow participants and the speakers.
Easy identification also helps the conference staff when delivering messages. Please
return your badge to the registration desk at the end of the conference.
QUESTIONS
If you have any questions during the conference, please raise your hand and wait for the
speaker to address you. It would be helpful if you could announce yourself by name and
organisation before asking your question.
EVALUATION FORM
Towards the end of the conference, you will be provided with an Evaluation Form. We
would be grateful if you would take time to complete the form and return it to the
registration desk before you leave the conference.
2

3. Market Research in the Mobile World - Day one: Tuesday July 19th, 2011
7:00 Registration and welcome coffee
8:00 Opening remarks by Merlien Institute & Chair 10:15 Quantitative research going mobile: how do we
Leonard Murphy - Chief Executive Officer leverage the strength of the mobile platform?
BrandScan360 Exploring the challenges and opportunities of taking
survey research mobile
Module 1: The State of the Mobile Research Identifying who takes mobile surveys and who will take
Landscape: Current Uses and Learnings mobile surveys.
Sharing experiences on geo-location triggered
8:15 Relevance, relevance, relevance! A call to arms sampling: what are the dos and don’ts
(hands, fingers and thumbs) for mobile Miles Wright - Director of Mobile Development
research Brandon Poduska - Manager, Mobile Research
Discussing the last decade of mobile methods: what Solutions - Opinionology
are the successes and failures
Determining where we are now given history and 10:45 Networking Break sponsored by Txteagle
moment
11:00 University of media: utilizing mobile phones to
What is next for mobile: why is relevance the key driver
study college students as they go through their day
and why now is the time for mobile
Uncovering how media fit into college students daily
Darren Mark Noyce - Managing Director, Global
activities through mobile text messaging
Insights - SKOPOS
Examining the challenges and opportunities of
leveraging mobile phone surveying in this active and
8:45 Utilizing the powerful impact of real-time
elusive target segment
information on drug development and new product
Providing an understanding of college students’ media
launch
consumption to help marketers better communicate
Determining the key challenges facing commercial
with them
organizations when launching a new drug
Debbie Solomon - Managing Director, Business
Evaluating the information needs related to pre-launch,
Planning - Mindshare
activity product launch and immediate post launch
Utilizing innovative mobile technology for providing
11:30 Researching the "next billion consumers" in
real-time access of valuable insights from target
emerging markets through mobile technology
audience
Discussing the rise of income in the emerging markets
Janet Kosloff - Co-Founder & CEO - InCrowd
and the implications for consumer insights
Matt Grimley - Senior Market Research Manager
Capitalizing the massive opportunities from the demand
Vertex Pharmaceuticals
of insights from big brands
Leveraging mobile as both a sample source and
9:15 The 5th methodology: implementing a holistic
research platform
approach to mobile research
Outlining how major brands and research firms are
Reviewing mobile market research within a holistic
succeeding with mobile in emerging markets
context
Ben Olding - Co-Founder & CTO - Txteagle
Discussing the channels of survey engagement that are
optimal via mobile 12:00 Evaluating the role mobile plays in people’s lives
Outlining the key success factors for navigating the across developed, rapid growth and emerging
wireless landscape markets
Jim Schwab - Senior Vice President, North America Drawing on TNS’ Mobile Life study incorporating
OnePoint Surveys 35,000 interviews across 43 countries
Highlighting the importance of mobile in the digital
9:45 Brand management during a crisis: leveraging world for both developed and emerging markets
insights for instant course correction Discussing the implications of mobile on marketing,
Deploying an effective online social media research communications and market research
strategy to change company perception during a major James Fergusson - Managing Director, Global
crisis Technology Sector - TNS (Singapore)
Leveraging a combination of social media and polling
tools for real-time sentiment tracking 12:30 Activation session for Module 1
What's next? Providing a glimpse of what technology Delegates will discuss what they have learned during
Citi will embrace for the future the module and come up with actionable
Ravi Parmeswar - VP Global Consumer Marketplace recommendations for the industry based on their
Insights - Citigroup combined insights and inspiration.
Premier Sponsors Moderated by:
Mark Michelson - Principal & Co-Founder, MSPA
Threads Qualitative Research
1:00 Networking lunch
3

4. Market Research in the Mobile World - Day one: Tuesday July 19th, 2011
Platinum Sponsor 4:30 Web technologies for mobile engagement:
navigating the entry points for engaging on-the-go
customers
Discussing the mobile technology landscape and
technology choices
Evaluating web apps vs. native apps for surveys and
Module 2: What's next in Mobile MR: what trends data collection
will impact us over the next 12-24 months? Reviewing specific capabilities of HTML 5 and the
mobile technology roadmap
2:15 Using mobile qualitatively to transform insight Mark Salsberry - Co-Founder & CEO
generation James Gardner - Co-Founder and CTO
Leveraging “in the moment” capabilities of mobile JetJaw
research for insights generation
Evaluating the benefits and pitfalls of using mobile for 5:00 Using a high engaging tool to get answers in 24
qualitative research hours with no or little incentive using the mobile
Giving examples of successful implementation of phone
qualitative research across multiple mobile platforms Statistics on 100 different polls answered on a 3-month
Discussing the future of mobile research: what can period. What is the sample size and speed?
we expect in the coming years? How 5000 respondents rate their experience on
Kristin Schwitzer - President - Beacon Research answering to dozens of polls
Dana Slaughter - Principal - Slaughter Branding How 10 different researchers rate the experience and
results
2:45 Next-generation video research via mobile Eduardo Carqueja - Chief Executive Officer
phones: a virtual focus group in the pockets of AppGeneration
millions of consumers
Discussing how mobile video data can be quickly 5:30 Activation session for Module 2
transformed into actionable intelligence Delegates will discuss what they have learned during
How mobile video dissolves the barriers of time, the module and come up with actionable
place, interpretation, memory, imprecise description recommendations for the industry based on their
and planned situations combined insights and inspiration.
Results from actual studies on how mobile video
research is turning consumers into invaluable brand Moderated by:
advisors Harry Vardis - Director, Center for Business
John Williamson - Chief Executive Officer Innovation and Creativity
QualVu Coles College of Business, KSU
3:15 Measuring mobile advertising effectiveness: 6:00 Closing remarks by Chair and close of Day 1
discussing successful approaches and
challenges 7:00 Networking Event: Fun, food & friends
Reviewing current mobile ad effectiveness research Featuring the Market Research All Star Jam Band
approaches and findings. at Ray's New York Pizza
Discussing challenges to in-market mobile ad
campaign tracking and survey recruitment.
Sharing best practices for delivering surveys on the
mobile web and in mobile applications. Gold Sponsors
Jennifer Okula - Vice President, Data Innovation
Safecount
3:45 Networking Break sponsored by Txteagle
4:00 Mobile market research: a new drink or old
wine in a new bottle'?
Understanding the biggest value of mobile market
research
Appreciating the possibilities of engaging with
customers through various channels
Understanding why mobile market research is
becoming a major tool in the research tool kit
Discussing how mobile market research is shaping
the future of research
Palanivel Kuppusamy - Founder & Chief Executive
Officer - iPinion Surveys 4

5. Market Research in the Mobile World - Day two: Wednesday July 20th, 2011
7:30 Morning coffee
8:00 Opening remarks by Merlien Institute & Chair
Leonard Murphy - Chief Executive Officer 10:45 Networking Break sponsored by Txteagle
BrandScan360
11:00 How mobile is changing the way we do research
Module 3: Strategic Foresight: Will We Recognize and gather insights about consumers
the Market Research Industry in 5 years? Joanna Jen - Director, Kantar Digital - Kantar
Rolfe Swinton - Co-Founder & Director
8:15 Making smartphones work for us: achieving high Lumi Mobile
response rates using on-the-go capabilities of
mobile phones 11:30 Social media discovery versus analytics: what
Utilizing Nielsen’s smartphone methodology to gain key are implications for brand marketers?
customer insights Discussing the differences between social media
Discussing the hazards and limitations for research on discovery and analytics
mobile devices Acknowledging that linguistic variations exists across
Gazing into the future plans for mobile research at Nielsen: online media types and discourses
location based technology and standards Discussing the implications of these variations for
Justin Bailey - Associate Director social media analysis, especially for professional
The Nielsen Company marketers and the media executives
David Johnson - Chief Executive Officer
8:45 Balancing the rising trends in mobile market research Decooda
with respondent privacy
Providing an overview of the US versus global mobile 12:00 Mobile versus online: modality considerations for
marketing data quality
Privacy and security: developing mobile research platforms Examining how technology-driven data applications
that address privacy concerns/legislations have become viable options for ascertaining
How marketers are implementing mobile marketing consumer feedback
strategies Determining the implications for mobile applications
How to adjust measurement methods, sampling impact, for delivering data quality to brands
data collection methods to accommodate the mobile How to motivate consumers to respond quickly to
environment branded information through channel novelty
Kristin Luck - President & Brand Evangelist - Decipher Elaine B. Coleman - Co-Founder & Chief
9:15 Future-proof mobile research: successful survey Research Officer - Resolve Market Research
and panel strategies for the mobile revolution Dean Wiltse - Founder & President
Revealing the current state of mobile research participation Thumbspeak
Discuss the implications of mobile research adoption: what
are the advantages and limitations? 12:30 Expert Roundtable & activation session
Identify best practices that enable successful An expert panel consisting of accomplished
implementation of both mobile (and mixed mode) surveys business leaders and proven innovators will be
and panels discussing the prognosis for market research. After
Leslie Townsend - Chief Executive Officer - Kinesis which, all participants will take part in the activation
process to co-develop an action plan to encourage
9:45 Using social media for market research and new innovation and business growth.
product development: the case of Hallmark Expert Panelists:
Evaluating the use of social media data as a research tool Siamack Salari - Founder & CEO
Sharing what we learned and observed from a specific EverydayLives
project: what worked and what didn’t Benjamin Smithee - Managing Partner
Highlighting paradigms of traditional research that are Spych Market Analytics
seriously challenged by the use of social media data. Alistair Hill - Co-Founder - On Device Research
Thomas Brailsford - Consumer Understanding & Carrie Robbins - Author of Mobilizing Market
Insight Manager - Hallmark Cards Research - Lieberman Research Worldwide
Gregg Archibald - Senior Director
10:15 The new era of expressive research: using Iconoculture
technology for cultivating insights
Understanding the potentials of the digital tools we seek to Moderated by:
leverage Mark Michelson - Principal & Co-Founder, MSPA
Deploying expressive research models that pull insights Threads Qualitative Research
from living and active cultures as they evolve with new
technology. 1:15 Networking lunch
From reflexive to expressive research: shifting our
strategies to insights cultivated with natural flows of
language and behavior
Tim Stock - Managing Director - scenarioDNA
5

6. Market Research in the Mobile World - Day two: Wednesday July 20th, 2011
Module 4: Ethics, Best Practices & ISOs: Pitfalls, 4:45 Shift & reset: developing strategies for
Opportunities, and the Changing the MR Paradigm addressing serious issues in a connected and
mobile society
2:30 When will everyone become an advocate for Outlining the media consumption habits and
mobile research? behaviors of key audiences
Device convergence, channel agnostic behaviors, and Detailing opportunities for using mobile devices to
the forecasted uptake of mobile devices contribute to behavioral change in various contexts
Mobile shouldn’t be seen as a new tool to the research Introducing future trends and opportunities for
tool box, but as a way to glue different methodologies integrating mobile-based communications and
together engagement into organizational efforts
Future research is blending multiple methodologies to Brian Reich - Senior Vice President and Global
gain deep understanding of people’s needs, wants, Editor - Edelman Digital
attitudes, and behaviors.
Roxana Strohmenger - Senior Analyst, Market 5:15 Social media metrics: in search of the holy grail
Research - Forrester Discussing the limitations of traditional marketing
modelling for measuring the impact of online
3:00 How mobile app usability research can conversations on brand performance
strengthen brand engagement Semantic Engagement Index: an innovative approach
Launching mobile apps to meet consumer demands for measuring the impact and ROI of social media on
while strengthening brand engagement client brands
How Navy Federal used research to develop a Demonstrating how positive and negative sentiments
successful mobile presence can impact brand sales and influence consumer
What insights (and lessons) were learned and what engagement over time
challenges we expect to face in the new mobile The convergence of social media and mobile: how
channel can mobile be used for measuring online
Maritza DiSciullo - Vice President, Member conversations?
Research & Intelligence Michael Wolfe - Senior Director - BBDO
Navy Federal Credit Union
Elaine Offley - Member Research Strategist 5:45 Expert Roundtable & activation session
Navy Federal Credit Union Led by a multi-disciplinary group of global change
agents, participants will work to create a plan to
3:30 Now we have smartphones, shouldn't we try to incorporate all of the learnings from the event into
be smarter about surveys? an actionable plan for fostering change within their
Traditional web versus smartphone surveys: organizations.
developing an innovative approach to surveys Expert Panelists:
Ensuring that surveys are simple and fast for Scott Briggs - Director of Business Solutions
respondents Alterian
Adapting NPS for smart phones: presenting interesting Beth Uyenco Shatto - Global Research Director
proposals and experimental studies Microsoft
Andrew Jeavons - Executive Vice President Guy Powell - President & Author of Marketing
Survey Analytics Calculator - DemandROI
Scott Smith - Vice President Sales & Scientific
4:00 Networking Break sponsored by Txteagle Support - EmSense
4:15 Mobile surveys - The 5th methodology: a new Moderated by:
paradigm or a strategic enhancement? Harry Vardis - Director, Center for Business
Comparing smartphone-based and online survey data: Innovation and Creativity
assessing research-on-research done with Best Buy Coles College of Business, KSU
Developing effective best practices for designing
mobile-based quantitative research 6:30 Closing remarks by Chair and close of
Understanding when to use a mobile/online hybrid conference by Merlien Institute
approach to surveys
Michael Francesco Alioto - Vice President,
Marketing Sciences - Gongos Research
Networking Events Sponsors
6

7. Tuesday July 19th - 08:00
From our chairperson
Opening remarks and speaker introductions
Leonard Murphy -
Chief Executive Officer
BrandScan360
Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has
been called a visionary and is renowned as an innovator. He has successfully established
several companies in the MR space including Rockhopper Research, a leading full
service global research firm and MDM Associates, a MR consulting firm, before founding
his current companies: BrandScan 360 and his consulting practice LMC group.
Mr. Murphy is a key consultant and adviser to numerous market research agencies, and
works across the industry to drive the development of innovative research practices by
developing strategic alliances with multiple “best in class” providers.
Lenny serves on the Board of The Market Research Global Alliance, the premier social
network for the global MR profession. He is the Founder and Executive Director of the
Research Industry Trends Monitoring Group & Publisher of the GreenBook Research
Industry Trends Study, the oldest study in the industry devoted to tracking changing
trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien
Institute. He is also the Chairman of the IIR Technology Driven Market Research
conference. Rounding out his busy professional life, he is the Editor in Chief of the
GreenBook Blog.
7

8. Tuesday July 19th - 08:15
Darren Mark Noyce - Managing Director, Global Insights - SKOPOS
Relevance, relevance, relevance! A call to arms (hands, fingers
and thumbs) for mobile research
Darren has been delivering market insight for over 20 years. His first Board post was in
1997 and he has held similar posts at IRB, MRSL and Harris Interactive. In 2002 he co-
founded SKOPOS Europe. His first internet study was in 1995, his first talk on online
research in 1996; and his first mobile (SMS and WAP) surveys in 1999 for UK network
One2One. Darren has spoken at many conferences around the world for MRS, ESOMAR,
BIG, AIM and WARC, and is a recognized contributor on matters of Online, Mobile and
Digital Research. He has just written the chapter on Mobile for the upcoming Leading
Edge Handbook of MR (SAGE).
Tuesday July 19th - 08:45
Janet Kosloff - Co-Founder & CEO - InCrowd
Matt Grimley - Senior Market Research Manager
Vertex Pharmaceuticals
Utilizing the powerful impact of real-time
information on drug development and new
product launch
Janet is responsible for all commercial activities for InCrowd. She began her career as a
registered nurse but quickly realized that she loved business and start up’s in particular.
She has spent most of her career in early stage companies growing and developing the
commercial organizations and client relationships.
Matthew Grimley is a Sr. Market Research Manager at Vertex Pharmaceuticals. He is
responsible for Health Care Professional Market Research for Vertex's HCV franchise
and is part of the team responsible for launching INCIVEK, a recently approved therapy
for hepatitis C. Prior to joining Vertex, he worked in a number of business intelligence
roles at EMD Serono. Mr. Grimley holds a MBA from Babson College and BBA with a
concentration in Marketing from the University of Massachusetts Amherst.
8

9. Tuesday July 19th - 09:15
Jim Schwab - SVP, North America - OnePoint Surveys
The 5th methodology: implementing a holistic approach to mobile
research
Jim Schwab is a highly seasoned Sales & Marketing Professional with more than 20
years’ experience spanning market research, mobile and social media. Before joining
OnePoint, the global market leader in mobile insight , information exchange and
engagement solutions, Jim was Vice President of a social media software firm; he also
spent eight years in senior sales and marketing at Harris Interactive. As Senior Vice
President for global sales and marketing, Jim built an international cross-industry client
management platform that helped deliver online research to many of the globe's most
prominent brands. Today, his focus is on delivering unrivalled global mobile engagement
solutions to brands across industries worldwide.
Tuesday July 19th - 09:45
Ravi Parmeswar - VP Global Consumer Marketplace Insights
Citigroup
Brand management during a crisis: leveraging insights for instant
course correction
Ravi Parmeswar is currently the Global Consumer Franchise Strategy Head for Citi, prior
to this he was the head of Citi Global Consumer & Marketplace Insights, working with
Citi’s business units throughout the world to build a best-in-class products, service and
marketing. Ravi brings over twenty years of marketing, engineering, research, innovation,
and strategy honed over a Consumer products career that spans Kraft General Foods,
Campbell Soup Co., Coca-Cola, Sara Lee and Citigroup.
Ravi joined Citi in September ’07, bringing with him over twenty years of experience in the
fields of Consumer Insights, Market Research, Strategic Planning, Product Development
and Consulting. Prior to joining Citi, Ravi was with Coca-Cola Consumer Insights in a
variety of positions in Latin America and North America, including Vice President,
Knowledge & Insights where he led Coca-Cola’s insights department worldwide.
9

10. Tuesday July 19th - 10:15
Miles Wright - Director of Mobile Development
Brandon Poduska - Manager, Mobile Research
Solutions Opinionology
Quantitative research going mobile: how do we
leverage the strength of the mobile platform?
Miles Wright is the Director of Mobile Development at Opinionology. He received a
Bachelor Degree in Computer Engineering from Brigham Young University. Miles joined
the company in 2010 and has been influencing innovation in mobile research techniques.
He has worked on enterprise applications dealing with data management, search engine
optimization and customer relationship management.
Brandon Poduska joined Opinionology’s Online Services team in January 2011.
Leveraging Brandon’s expertise in project management and data analysis, he was
immediately tasked with driving the development of various mobile research initiatives
and leading the charge in creating a viable B2B solution. Brandon holds a J.D. from the
Dedman School of Law at Southern Methodist University.
Tuesday July 19th - 11:00
Debbie Solomon - Managing Director, Business Planning
Mindshare
University of media: utilizing mobile phones to study college
students as they go through their day
Debbie Solomon is Managing Director, Business Planning at MindShare USA. She
serves as an in-house resource on a wide variety of media research and planning issues.
Her work encompasses all media disciplines and she has worked on all the agency’s
clients. She is also part of MindShare’s global Insights team. Debbie also worked in the
Media Research Department at Leo Burnett and the marketing research departments of
Quaker Oats and Milton Bradley.
She has won a number of industry honors, including an ARF Great Mind Award, Creative
Media Awards, Top Kid Researcher by KidScreen magazine, MediaWeek Media
Research All-Star, Esquire “Woman We Love in Advertising” and WPP Atticus Award.
Debbie has also been one of a select group of people invited to meet with the
International Olympic Committee to advise them on the state of media in the future.
10

11. Tuesday July 19th - 11:30
Ben Olding - Co-founder and Chief Technology Officer - Txteagle
Researching the "next billion consumers" in emerging markets
through mobile technology
Dr. Ben Olding leads the txteagle technical team. He is responsible for the inference
procedures that let txteagle guarantee the accuracy of task results for its customers.
Dr. Olding most recently served as a Research Fellow at Harvard's School of Engineering
and UC Berkeley's Department of Statistics. Previously he completed a Ph.D. in Statistics
from Harvard University. His research and thesis focused on approximate inference, the
science of making decisions in the context of overwhelming amounts of data and limited
computational resources.
Tuesday July 19th - 12:00
James Fergusson - Managing Director, Global Technology Sector
TNS (Singapore)
Evaluating the role mobile plays in people’s lives across
developed, rapid growth and emerging markets
James leads TNS’ global team of more than 500 Technology researchers across both
developed and rapid growth markets including North America, Latin America, Southern
and Northern Europe, the Middle East and North Africa, Sub Saharan Africa, Asia Pacific,
India and China. This team is responsible for delivering insights, thought leadership and
strategic recommendations to TNS’ Technology clients across the globe.
Prior to taking up his current role in November 2010, James held the position of Global
Director Rapid Growth & Emerging Markets.
Australian by birth, James has 18 years experience in market research, across several
agencies. During this time he has specialized heavily in Technology and
telecommunications research most recently from the perspective of optimizing consumer
utility across rapid growth markets. James is experienced in both advanced qualitative
and quantitative research design and implementation and brings much hands-on
experience to client engagements.
11

12. Tuesday July 19th - 12:30
Activation session for Module 1
Moderated by Mark Michelson - Principal & Co-Founder MSPA,
Threads Qualitative Research
Mark has over 25 years experience as a qualitative research consultant/consumer
anthropologist. He is an expert at moderating focus groups and conducting insightful in-
depth interviews both face-to-face and using online technologies. He has designed and
conducted studies on diverse topics including packaging, branding, marketing
communications, customer experience, and product development for some of the worlds’
most respected brands including Coca-Cola, McDonald’s, Walmart Stores, Sears, Target
Stores, General Motors, Ford, Hewlett-Packard, Microsoft, GSK, Eli Lilly, Wrigley and
more. He recently served as a Vice President with Synovate Qualitative and is currently
starting a global consultancy called Threads Qualitative Research.
Tuesday July 19th - 2:15
Kristin Schwitzer - President - Beacon Research
Dana Slaughter - Principal - Slaughter Branding
Using mobile qualitatively to transform insight
generation
Kristin is the Founder and President of Beacon Research, an innovative qualitative
research consulting firm that specializes in current and emerging methods, including
mobile market research, in the U.S. and abroad. Prior to launching her firm in 2000,
Kristin worked both client-side in brand management at P&G and agency-side in strategic
planning and market research. She is considered by her peers as a pioneer and expert in
online qualitative, with one dubbing her the “Queen of Cool Research.” Kristin is also the
founding Editor in Chief of Greenbook’s NewQual Blog, which focuses on online and
mobile qualitative research.
Dana Slaughter has just over 15 years of experience across the areas of qualitative
insights, brand management, and retailer marketing. She founded her firm, Slaughter
Branding in 2007, and the company offers a mix of traditional and new/online qualitative
methods, including the format of Online Insights Communities which she designs,
manages and moderates in. A sample of her well-known clients include PepsiCo, Wal-
Mart, Pizza Hut, and Southwest Airlines. Dana is an ongoing speaker and author on the
topic of New Qual and Online Insights Communities for several industry-leading print and
online publications.
12

13. Tuesday July 19th - 2:45
John Williamson - Chief Executive Officer - QualVu
Next-generation video research via mobile phones: a virtual
focus group in the pockets of millions of consumers
John founded Qualvu in 2008 with a vision to radically change the $6 billion qualitative
research category, by taking research out of traditional settings and into real and candid
lives of consumers. Qualvu provides businesses a innovative online platform to gather
video-based insights from customers faster and more cost effectively than ever before,
while delivering insight quality that exceeds other methods. As Qualvu’s Chief Executive
Officer, John is responsible for the company’s strategic vision and execution, and has
grown Qualvu from start-up to the leader in video-based qualitative intelligence, more
than tripling revenues in 2010 with over 700 projects and over 100,000 video responses.
Qualvu’s clients include some of the world’s most influential brands, including Procter &
Gamble, Yahoo!, Unilever, Chrysler, Toyota, eBay, Leo Burnett, and General Mills.
Tuesday July 19th - 3:15
Jennifer Okula - Vice President, Data Innovation - Safecount
Measuring mobile advertising effectiveness: discussing
successful approaches and challenges
Jennifer is responsible for data collection and survey recruitment technology that supports
research on mobile and emerging media campaigns. She speaks at mobile events
including for the Association of National Advertisers and the Direct Marketing Association.
Jenn is the Grand Winner of the 2010 ARF Great Mind Rising Star Awards and Mobile
Marketer named her one of the “Mobile Women to Watch in 2010.” Prior to Safecount she
managed a team as VP, Client Development at Dynamic Logic and in 2006-2007 she
worked in Tokyo introducing online ad effectiveness research to the Asia market. Jenn
has more than 12 years experience in client services, digital marketing, and research.
13

14. Tuesday July 19th - 4:00
Palanivel Kuppusamy - Founder & Chief Executive Officer
iPinion Surveys
Mobile market research: a new drink or old wine in a new
bottle'?
Pala founded iPinion in 2010 and has built a high performance team to make it a leading
Platform for Consumer Insights in the Mobile world. Prior to iPinion, Pala has founded
and led Dexterity as the CEO, making it a leading service provider in Marketing and
Customer Informatics space. Dexterity has earned many awards and honors including
“Technology Fast 50 India” and “Technology Fast 500 APAC”.
Pala earned his degree in Engineering from Government College of Technology,
Coimbatore and his Management Post Graduation degree from the Indian Institute of
Management, Indore.
Tuesday July 19th - 4:30
Mark Salsberry - Co-Founder & CEO
James Gardner - Co-Founder and CTO
JetJaw
Web technologies for mobile engagement:
navigating the entry points for engaging on-the-
go customers
Mark Salesberry is a longtime customer service advocate who felt the pain of
inconvenient surveys. Mark’s passion for customer service may only be rivalled by his
appreciation for ever-evolving technology. He spent over 9 years in the wireless industry,
including various positions within Verizon Wireless where he focused on sales operations,
customer retention, and mobile device and software testing. His intimate understanding of
mobile, coupled with his experience working with retailers, have uniquely prepared him to
solve a key problem facing businesses - engaging customers at the moment of their
experience in order to gain timely, accurate, representative feedback.
James Gardner earned degrees in media arts and computer science. He first honed his
technical expertise as an Army Intelligence Analyst until his passion for the outdoors lead
him to Colorado. Here he found a post with tech start-up, Schoolfusion. As the lead
Software engineer he focused on improving user experience, new feature development
and backend development and maintenance.
14

15. Tuesday July 19th - 5:00
Eduardo Carqueja - Chief Executive Officer - AppGeneration
Using a high engaging tool to get answers in 24 hours with no
or little incentive using the mobile phone
Eduardo is the CEO of AppGeneration and developer of NPolls for smartphones. He has
a Master of Science in Consumer behaviour from the Oporto School of Economics and a
MBA in International Business from ESADE. He has previously worked as a Professor in
Marketing, Marketing Research and Sales Management in Oporto School of Economics
from 1994 to 2002.
Tuesday July 19th - 5:30
Activation session for Module 2
Moderated by Harry Vardis - Director, Center for Business
Innovation and Creativity, Kennesaw State University
Harry Vardis is the Director for Business Innovation and Creativity at The Coles College
of business at Kennesaw State University and also the Founder of Creative Focus Inc., a
market research company and the Creative Focus Institute Workshops, a program
designed for the changing needs of today’s companies. Some of the client companies
Creative Focus serves are BellSouth, Scientific Atlanta, Delta Air Lines, Attorney’s Title
Insurance Fund, BBDO Atlanta, Mohawk Industries and a host of other corporations
which can be found in the above web site under “clients”.
Harry is a trainer, facilitator and consultant in the field of Innovation and Creativity. He is
the creator of the PISCESSM process for corporate innovation. He is the author of
numerous articles and a recently published book by the title “Potatoes? Not Yet! 33 ways
to grow and harvest your best ideas”. He is also a member of QRCA and AMA.
15

16. Wednesday July 20th - 08:00
From our chairperson
Opening remarks and speaker introductions
Leonard Murphy -
Chief Executive Officer
BrandScan360
Lenny is a seasoned and respected industry leader with an entrepreneurial drive. He has
been called a visionary and is renowned as an innovator. He has successfully established
several companies in the MR space including Rockhopper Research, a leading full
service global research firm and MDM Associates, a MR consulting firm, before founding
his current companies: BrandScan 360 and his consulting practice LMC group.
Mr. Murphy is a key consultant and adviser to numerous market research agencies, and
works across the industry to drive the development of innovative research practices by
developing strategic alliances with multiple “best in class” providers.
Lenny serves on the Board of The Market Research Global Alliance, the premier social
network for the global MR profession. He is the Founder and Executive Director of the
Research Industry Trends Monitoring Group & Publisher of the GreenBook Research
Industry Trends Study, the oldest study in the industry devoted to tracking changing
trends in MR. He is on the Advisory Boards of the Festival of NewMR and The Merlien
Institute. He is also the Chairman of the IIR Technology Driven Market Research
conference. Rounding out his busy professional life, he is the Editor in Chief of the
GreenBook Blog.
16

17. Wednesday July 20th - 8:15
Justin Bailey - Associate Director - The Nielsen Company
Making smartphones work for us: achieving high response
rates using on-the-go capabilities of mobile phones
Justin leads the Digital side of Nielsen’s Research Methods group. His work is focused on
testing new technologies in mobile and online. Nielsen has many uses and applications
for mobile data collection and the Research Methods teams collaborate with other Nielsen
group to understand how to leverage these innovative, cutting-edge methodologies.
Justin’s primary research focus has been on ways to effectively capture data and reduce
respondent burden using mobile devices both in the US and internationally.
Wednesday July 20th - 8:45
Kristin Luck - President & Brand Evangelist - Decipher
Balancing the rising trends in mobile market research with
respondent privacy
Kristin Luck, President of market research services firm Decipher, is a tireless innovator
within the market research services industry. During her 15-plus career, she has
spearheaded competitive service and technology solutions, created leading tools and
techniques, and been instrumental in significant advancements in market research
methods. She shares her knowledge by lecturing and leading workshops all around the
world, as well as publishing research papers surrounding the direct impact new
technologies and research methods have on survey results. Kristin is a regular speaker at
industry conferences and a columnist for Research Business Report where she explores
emerging research methods.
17

18. Wednesday July 20th - 9:15
Leslie Townsend - Chief Executive Officer - Kinesis
Future-proof mobile research: successful survey and
panel strategies for the mobile revolution
Leslie Townsend is President of Kinesis Survey Technologies. She has spent her career
bridging the mobile and market research industries. Formerly she served as Director,
New Business Development for Codetoys, where she was responsible for the
international rollout of the company’s mobile survey solution. Prior to Codetoys, she
founded a market research firm for telecom companies, Marketfinders, which focused on
strategic planning and new product rollouts in the mobile arena. With a desire to marry
the two worlds, Leslie co-founded Kinesis in 2003. Today Kinesis is the industry leader for
future-proof MR software solutions.
Wednesday July 20th - 9:45
Thomas Brailsford - Consumer Understanding & Insight Manager
Hallmark Cards
Using social media for market research and new product
development: the case of Hallmark
Thomas W. Brailsford is Consumer Understanding & Insights Manager at Hallmark Cards,
Inc., in Kansas City, Missouri. He has been responsible for creating new capabilities to
better understand people, society, and the marketplace. These new capabilities involve
applications of technology, leverage of other disciplines and knowledge domains,
understanding how the brain works, and the influence of social media on how people
connect.
He holds degrees in Statistics and Mathematics. He is a former member of the
Conference Board Council on Knowledge Management and Learning Organizations
(1999 Chairman), former member of the Advisory Board of the Mind of the Market Lab at
Harvard Business School, and member of the Learning Forum Innovation Council.
18

19. Wednesday July 20th - 10:15
Tim Stock - Managing Director - scenarioDNA
The new era of expressive research: using technology for
cultivating insights
Tim Stock launched insight shop, scenarioDNA, to help brands better understand the
relevance of culture. Early on, he understood its relationship to technology. He first
developed mobile tools using Apple Newton’s platform. It was the template for mobile
computing. He then led digital insights at several leading agencies. Presently, Tim also
incites debates around culture and technology at Parsons the New School for Design
where he teaches trend analysis and design research. He has begun work on a
semiotics/sentiment analysis tool tied to cultural propensity. An NYU Cinema Studies
graduate, his obsession with culture, semiotics and technology began decades ago.
Wednesday July 20th - 11:00
Joanna Jen - Director, Kantar Digital - Kantar
Rolfe Swinton - Co-Founder & Director - Lumi Mobile
How mobile is changing the way we do research
and gather insights about consumers
Joanna comes to Kantar as a WPP MBA Fellow. Her previous agency work experience
includes a rotation as Director of Innovation and Insight at G2/ Grey Group and more
recently, she served as Deputy to CEO of Mindshare NA and Global Digital Leader. She
works across a number of Kantar digital initiatives - with a focus on social media and
mobile - as well as across client accounts such as Coca-Cola, Proctor & Gamble and
Kraft, etc. Joanna has a dual degree from University of California, Berkeley - BA Mass
Communications and BS in Business Administration.
Rolfe Swinton is co-founder of Apollo Mobile. Rolfe has founded a number of VC-backed
technology startups and has participated in the LBO of CPI in which he helped build the
world’s largest book manufacturing company. Prior to Rolfe's entrepreneurial career, he
worked at Monitor Company where he worked with a range of corporate, government,
and nonprofit clients in North America, Central America, and South Africa. A native of
Canada, Rolfe Swinton received his MBA from INSEAD, his M.Phil from the University of
Cambridge, and his BA from Yale University. He also serves as an adjunct professor of
entrepreneurship at INSEAD.
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20. Wednesday July 20th - 11:30
David Johnson - Chief Executive Officer - Decooda
Social media discovery versus analytics: what are
implications for brand marketers?
David Johnson is the Founder and CEO of Decooda, a young company based in Atlanta,
Georgia. Decooda creates valuable brand insights by integrating social media
(qualitative) measures with marketing effectiveness (quantitative) measures to identify
correlations between perceptions, attitudes and behaviors, and triggering market events,
such as: brand investments, competitive investments, market events or consumer
experiences, to understand what’s working, what’s not working, and why.
Wednesday July 20th - 12:00
Elaine B. Coleman - Co-Founder & Chief Research
Officer - Resolve Market Research
Dean Wiltse - Founder & President - Thumbspeak
Mobile versus online: modality considerations for
data quality
Elaine B. Coleman, Co-Founder and Chief Research Officer at Resolve, holds a Ph.D. in
Cognitive Science from the University of Toronto and was awarded a McDonnell Post-
Doctoral Degree which was held at UC: Berkeley. Coleman has been an executive of
consumer research and product design for over 15 years. Her expertise in designing
actionable research has attracted clients from telecommunications, games, technology,
sports and home entertainment.
Dean Wiltse is a market visionary who has pioneered multiple game-changing products
and services including Mobile Relationship Marketing and Online Communities. Dean is
the founder and President of Thumbspeak LLC and was the former CEO of Greenfield
Online. Thumbspeak LLC focuses exclusively on leveraging smart phone technology to
create a disruptive approach to gathering data for customer feedback and marketing
research while encouraging advocacy and building loyalty. The company began
development of its platform in 2009 and launched the first smart phone application at
iTunes in June of 2010. The application has been ranked as the number 1 free business
application at iTunes several times.
20

21. Wednesday July 20th - 12:30
Expert Roundtable & activation session for Module 3
Moderated by Mark Michelson - Principal & Co-Founder MSPA,
Threads Qualitative Research
Expert Panelists:
Siamack Salari - Founder & Chief Executive Officer - EverydayLives
Benjamin Smithee - Managing Partner - Spych Market Analytics
Alistair Hill - Co-Founder - On Device Research
Carrie Robbins - Author, Mobilizing Market Research - Lieberman Research
Worldwide
Gregg Archibald - Senior Director - Iconoculture
Wednesday July 20th - 2:30
Roxana Strohmenger - Senior Analyst, Market Research
Forrester
When will everyone become an advocate for mobile
research?
Roxana serves Market Insights Professionals. In her role, she tracks emerging and
innovative research methodologies and helps clients understand how to incorporate them
into their research mix and combine them with traditional research methods. She also
focuses on understanding how tools like enterprise feedback management can ensure
organizational efficiency in collecting quality data and synthesize into coherent, actionable
solutions. Roxana is also a leading expert in the Latin American market.
Roxana has spoken at numerous Forrester events, and she also speaks at conferences
specializing on Latin American technology adoption. Her research has been cited by
media such as AdAge and the UK’s Research Magazine.
21

22. Wednesday July 20th - 3:00
Maritza DiSciullo - VP, Member Research &
Intelligence
Elaine Offley - Member Research Strategist
Navy Federal Credit Union
How mobile app usability research can strengthen
brand engagement
Maritza has over 20 years research experience. Having worked on the both the client and
supplier side, she has a diverse industry and research specialty background. Though
currently at Navy Federal Credit Union, she has also held leadership positions at XM
Radio, AOL and AT&T. With such past employers, it is not surprising to see she has
developed a business focus on emerging technologies (as well as how to use them for
research). She has also worked on public policy research, crafting strategies for a wide
range of political interests and parties.
Elaine’s main research focus is online usability research. She has been the lead on a
variety of research projects, including the redesign of Navy Federal’s website, Navy
Federal Online, and the usability testing of Navy Federal’s Android and iPhone Apps.
Elaine lives in Virginia and holds a bachelor’s degree in Management from George Mason
University.
Wednesday July 20th - 3:30
Andrew Jeavons - Executive Vice President - Survey Analytics
Now we have smartphones, shouldn't we try to be smarter
about surveys?
Andrew has worked in the survey software and market research industry for over 20
years in Europe, the USA and the Pacific Rim. Andrew has an undergraduate degree in
psychology and then did post graduate studies in Neuropsychology at London University.
He then worked for the Institute of Neurology in London in the medical statistics unit,
working on drug trial data and epidemiological studies.
After working for Quantime on the development of Quantum and Quancept as a C
programmer, he started a consultancy oriented to Quantime products. He was
subsequently one of the founders of E-Tabs Ltd. Andrew is a frequent writer and
presenter on all subjects related to surveys and MR. He is currently Executive VP of
SurveyAnalytics LLC USA, a leading provider of DIY MR tools.
22

23. Wednesday July 20th - 4:15
Michael Francesco Alioto - Vice President, Marketing Sciences
Gongos Research
Mobile surveys - The 5th methodology: a new paradigm or a
strategic enhancement?
Broadening the scope of Gongos Research’s analytics expertise—both with traditional
and proprietary methods - Michael joined the company as Vice President, Marketing
Sciences in 2008. Managing a team of six quantitative research professionals, he fuels
the company in providing clients with analytical thinking and data-driven insights, enabling
them to gain an innovative edge in the marketplace.
Michael brings 20 years of combined experience in applied global marketing research,
advanced product development, custom research design, and forging new methods with
hybrid approaches. Critical skills include strategic consulting, new technique identification,
and synthesizing consumer insights within a holistic quantitative and qualitative platform.
Wednesday July 20th - 4:45
Brian Reich - Senior Vice President and Global Editor
Edelman Digital
Shift & reset: developing strategies for addressing serious
issues in a connected and mobile society
Brian Reich is Senior Vice-President and Global Editor for Edelman Digital, where he
provides editorial vision and strategy for the company’s digital practice around the world.
Brian is the author of Media Rules!: Mastering Today’s Technology to Connect with and
Keep Your Audience (Wiley 2007) and Shift & Reset: Strategies for Addressing Serious
Issues In A Connected Society (Wiley 2011). Brian also contributes as a Fast Company
Expert, hosts a regular podcast discussion about the impact of media and technology on
society, and teaches consumer behavior and marketing strategy in the graduate school of
communications at Columbia University.
23

24. Wednesday July 20th - 5:15
Michael Wolfe - Senior Director - BBDO
Social media metrics: in search of the holy grail
Michael Wolfe has 25+ years of experience in marketing analytics that has taken him
across firms such as Kellogg’s, Fisher-Price, Kraft Foods, Coca-Cola and his own firm,
Bottom-Line Analytics. Michael has a masters in Economics from the University of Iowa.
Presently, Michael helps lead the modeling practice called “The Worth”, a group
specializing in marketing and media response modeling and part of the agency BBDO
Inc. Some notable clients of “The Worth” include such firms as AT&T, L’Oreal, Hyatt
Corporation, Starbucks, Federal Express and Daimler-Benz. Recently, Michael’s
expertise in marketing –mix modeling has led him to develop innovative approaches for
measuring the impact and ROI of social media on client brands.
Wednesday July 20th - 5:45
Expert Roundtable & activation session for Module 4
Moderated by Harry Vardis - Director, Center for Business
Innovation and Creativity, Kennesaw State University
Expert Panelists:
Scott Briggs - Director of Business Solutions - Alterian
Beth Uyenco Shatto - Global Research Director - Microsoft
Guy Powell - President & Author of Marketing Calculator - DemandROI
Scott Smith - Vice President Sales & Scientific Support - EmSense
24

25. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Isaac Rogers Director 2020 Research US
Terena Campagna President AboutFace US
Lionel Bohbot Senior Analyst Ad Hoc Research Canada
Jeff Kirchner Project Manager Added Value US
Scott Briggs Director of Business Solutions Alterian US
Eduardo Carqueja Chief Executive Officer AppGeneration Portugal
Tomika Redmond Account Manager AT&T US
Vanessa Thomas Senior Project Manager AT&T US
John Taliercio VP, Respondent Engagement Authentic Response US
Michael Bare President Bare International US
Michael Wolfe Senior Director BBDO US
Kristin Schwitzer President Beacon Research US
Jonathan Wheeler Managing Director Blauw Research UK
Leonard Murphy Chief Executive Officer BrandScan360 US
Steve Stallard Senior Vice President C+R Research US
Debbie Kreger Group Vice President CA Walker US
Kathi Kaiser Partner Centralis US
Marc Moran Senior Vice President CfMC US
Kimberly Gilbert Director of Consumer Insights Chatter US
Casey Bernard Consultant CheckInsights US
Bridget Bachmann Sales Director Cint US
Terence McCarron Managing Director Cint US
Ravi Parmeswar Managing Director: Global Insights Citigroup US
Rebecca West VP of Business Development and Civicom US
Client Care
Irene Olegario Manager, Marketing Research Civicom US
Services
Tom Daly Director, Global Interactive Marketing Coca-Cola US
Virginia Cappello Senior Insights Manager Coca-Cola US
Isabel Aneyba Managing Director COMARKA US
Amy Croot Senior Product Manager Communispace US
Julie Wittes Schlack SVP Innovation and Design Communispace US
Corporation
Lisa Phillips Research Director comScore US
Pat Molloy Chief Strategy Officer Confirmit UK
Jill Perry Senior Vice President Creative Research US
Services
Cynthia Avila Account Group Manager Creative Research US
Services
Kristin Luck President Decipher US
Mitch Danklef Senior Vice President, Client Decipher US
Development
Colin Marson Co-Founder Decision Fuel Hong Kong
David Johnson CEO Decooda US
Guy Powell President DemandROMI US
25

26. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Brian Reich SVP and Global Editor Edelman Digital US
Ross McLean Director Egg Strategy US
Celia Soonets Vice-President Emevenca Dominican
Republic
Scott Smith VP Sales & Scientific Support Emsense US
Siamack Salari Director Everyday Lives Belgium
Alison White Managing Director Face Facts Research UK
Morgan Valerie Account Executive Focus Group Testing US
Luke Szerbinski Account Director FocusVision Worldwide US
Roxana Strohmenger Senior Analyst, Market Research Forrester US
Dick Brand Associate Professor of Marketing Fort Valley State US
University
Christopher Torrance Assistant Professor of Management Fort Valley State US
University
Caroline Volpe Vice President, Client Services Genactis US
Cory Lommel Senior Consumer Insights Manager General Mills US
Andy Dybvig Consumer Insights Manager General Mills US
Michael Alioto Vice President, Marketing Sciences Gongos Research US
Francesco
Greg Heist Vice President, Research Innovation Gongos Research US
Diane Liebenson Publisher GreenBook US
Lukas Pospichal Managing Director GreenBook US
Rob Schatzel VP, Business Development Ground Truth US
Thomas Brailsford Consumer Understanding & Insight Hallmark Cards US
Manager
Gregg Archibald Senior Director Iconoculture US
Janet Kosloff Co-Founder & CEO InCrowd US
Kathleen Poulos SVP, Social Media Strategy InCrowd US
Diane Hayes Co-Founder and President InCrowd US
Larry Gold Editor & Publisher Inside Research US
Thais Senger Owner Insight Evolution US
Adam Wexler Chief Evangelist Officer Insightpool US
Matt Smith Chief Interaction Officer Insightpool US
Palanivel Kuppusamy Founder & Chief Executive Officer iPinion US
Jeff Linenfelser VP, Customer & Partner Development iPinion US
Stuart Ryder SVP, Innovation Ipsos OTX US
Mark Salsberry CEO JetJaw US
James Gardner Co-Founder and CTO JetJaw US
Bryan Dorsey Manager, Online Research John Deere US
Joanna Jen Director Kantar Digital US
James May Kantar Group Global Lead Kantar Group US
Brian P. LoCicero Operational Account Director Kantar Operations US
Harry Vardis Director Kennesaw State US
University
Lissette Davilla Graduate Student Kennesaw State US
University
Leslie Townsend CEO Kinesis Survey US
26

27. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Sean Holbert EVP, Client Relations KL Communications US
Livia Gervasoni CEO KOI Research Italy
Brett Watkins President L&E Research US
Belinda Watkins Director IT L&E Research US
Betsy Leichliter Qualitative Advisor Leichliter Associates US
Joanne Robbibaro SVP, General Manager Lieberman Research US
Worldwide
Carrie Robbins Research Associate Lieberman Research US
Worldwide
Crystal Ware Mobile Manager Location3 US
Rolfe Swinton Co-Founder, Director Lumi Mobile UK
Dana Stanley Executive Vice President Market Research Global US
Alliance
Bruce McCleary Senior Vice President Marketing Analysts US
Jenna Mason Research Director MarketVision Research US
Brad Weiss Research Director MarketVision Research US
Reg Baker President & COO Market Strategies US
International
Michelle Lemire Senior Market Researcher Mary Kay US
Michael Sloboda Director, Media Research MediaMiser Canada
Jennifer Hogan Research Analyst MediaMiser Canada
Jasper Lim Director Merlien Institute Singapore
Eirin Murphy Conference Assistant Merlien - GreenBook US
Paige Loggins Conference Assistant Merlien - GreenBook US
Beth Uyenco Global Research Director Microsoft US
Shatto
Debbie Solomon Managing Director, Business Mindshare US
Planning
Gideon Hallside Key Accounts Manager Mobile Research Labs Israel
Alicia Rankin Head of Research and Fan Insights National Football League US
Maritza DiSciullo VP, Member Research & Intelligence Navy Federal Credit US
Division Union
Elaine Offley Member Research Strategist Navy Federal Credit US
Union
Lav Chintapalli Doctoral Candidate North Carolina State US
University
Felicia Lassk Associate Professor Northeastern University US
Michael Kelleher Director, Information Technology Olson Research Group US
Joseph McClurkin Senior Programmer Olson Research Group US
Alistair Hill Co-Founder On Device Research UK
Jim Schwab SVP, North America OnePoint Surveys US
Miles Wright Director of Mobile Development Opinionology US
Brandon Poduska Manager, Mobile Research Solutions Opinionology US
Peter Milla Principal Peter Milla Consulting US
Ben Jacobson President PollBob US
Nat Stone Manager, Knowledge and Practices Public Works and Canada
Government Services
Canada
Susan Thornhill Incoming President QRCA US
27

28. Attendee List
FIRST NAME LAST NAME JOB TITLE ORGANISATION COUNTRY
Nancy Hardwick Outgoing President QRCA US
John Williamson Chief Executive Officer Qualvu US
Michael P. Skarzynski CEO & Advisor to iPinion Red Lion Technologies US
& iPinion
Art Stivison Product Development & Innovation Research Now US
Manager
Jami Pulley Vice President, Client Development - Research Now US
Southern U.S.
Will Carroll Product Manager Research Now US
Aric Ackerman CEO Resolve Market US
Research
Elaine B. Coleman Chief Research Officer and Co- Resolve Market US
Founder Research
Derrick Lin Research Analyst Resource Interactive US
Jennifer Okula VP, Data Innovation Safecount US
Tim Stock Managing Director: Global Insights scenarioDNA US
Emily Chardell President SFI US
Darren Noyce Managing Director: Global Insights SKOPOS UK
Dana Slaughter Principal Slaughter Branding US
John Snowden Videographer Snowden Films US
Ben Smithee Managing Partner Spych Research US
Jackie Lorch VP Knowledge Mgmt SSI US
Andrew Jeavons Executive Vice President Survey Analytics US
Jaimie Korody Director, Business Development SusOpiniones US
Thomas Edwards Global Head of Mobile Research Synovate The
Netherlands
Justin Bailey Associate Director The Nielsen Company US
Garen Jenco Strategic Marketing Research and The PNC Financial US
Competitive Intelligence Analyst Services Group
Mark Michelson Principal Threads Qualitative US
Research
Dean Wiltse Founder & President Thumbspeak US
James Fergusson Global Sector Head for Technology TNS Global Singapore
Michael Sosnowski Executive Vice President TRC US
Rajan Sambandam Chief Research Officer TRC US
Christi Clark Director of Project Management TRC US
Jennifer Devlin Research Manager The Link Group US
Ben Olding Co-founder and Chief Technology Txteagle US
Officer
Jennifer Childs Research Psychologist U.S. Census Bureau US
Jessica Guyton Graduate Research Assistant University of Florida US
Ronald Bush Professor of Marketing University of West US
Florida
Sabin Lakhe Research Specialist US Census Bureau US
Melanie Courtright Senior Vice President, Client Services uSamp US
Chuck Miller Chief Research Officer uSamp - DMS US
Matt Grimley Senior Market Research Manager Vertex Pharmaceuticals US
Darren Card VP Innovation Vision Critical Canada
th
*Delegates who signed up after the printing date (July 11 ) are not listed on this attendee list.
28

29. Upcoming Merlien Institute Events
2nd European Conference on Online Qualitative Research
Leveraging cutting-edge online qualitative techniques
for delivering actionable insights
30 Nov - 1 Dec 2011, Milan (Italy)
http://www.merlien.org/upcoming-events/onlinequal.html
3rd Asia-Pacific Conference on Technology-Driven Qualitative
Research
Utilising qualitative technology for data capture, data analysis
and reporting processes
21-22 February 2012, Singapore
http://www.merlien.org/upcoming-events/qualtech.html
Qualitative Research for Policy Making Asia
Leveraging the value of qualitative research for policy making
23-24 February 2012, Singapore
http://www.merlien.org/upcoming-events/qrpma2012.html
A few words about us...
Merlien Institute is a knowledge facilitation organisation dedicated to the advancement of
research methodologies and techniques in the social and market research industry. Our mission
is to provide an effective and affordable platform for academics and practitioners to innovate,
discuss and debate best practices. Specifically, Merlien Institute aims to:
Cross-fertilize knowledge between academics and practitioners
Promote the use of scientific methods in market research
Influence policy makers' utilization of qualitative research findings
Serve as a trusted matchmaker between research buyers and suppliers
We fulfil these aims by bringing together academics and practitioners who have the passion to
discuss critical and topical issues in a highly interactive, productive and fun meeting
environment! Our events have consistently resulted in new collaborations and projects among
delegates.
29

30. Searching for a cost-effective,
reliable and trustable research
partner in the China and the
emerging markets?
Merlien Institute's new Trusted Research Referral Service (TRRS)
will help save you time and money by finding the right research
partner for your project. Merlien Institute has a strong presence
in the Far East, mostly through the organisation of our regional
conferences and workshops. We have maintained a list of highly
competent research partners that can fulfil your needs and
requirement. You can be confident that the research partner we
source for you is reliable and trustable. As all our trusted
research partners have to go through quality checks and
participate at Merlien's events at least once a year, you can be
assured that we know them well enough to recommend them to
you!
How does the TRRS works?
The procedure is straight forward. All you need to do is fill up a
confidential private online request form or call us with your
needs. I.e. what kind of research project, what type of fieldwork
you require, what is your budget etc. Based on your input, we
will connect you with the most suitable research partner. Our
service does not end there. We will work with you during the
orientation phase of the project, making sure you are
comfortable and satisfied with the local partner. If there are any
conflicts, you can be sure that we will jump in to move things
forward. Our referral fees are highly affordable and we work on a
"no cure, no pay" principle. This means that you will only pay us
when your research project is completed.
Visit our website to find out more: www.merlien.org
30

31. 31

32. Premier Sponsors:
Platinum Sponsor:
Gold Sponsors: Video Media Sponsor:
Networking Sponsors:
Supported by:
Media Sponsors:
© 2011 by Merlien Institute
All rights reserved.
Printed in U.S.A.
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