16th Polish Congress of Market and Opinion

16th Polish Congress of Market and Opinion

16th Polish Congress of Market and Opinion Researchers – Programme
Day 1, Thursday, 22 October 2015
9:30 - 10:00
Registration & Welcome Coffee
10:00 - 10:15
Opening Address
Łukasz Mazurkiewicz (OFBOR) - Chair of Programme Board
Elżbieta Gorajewska - President of OFBOR Management Board, Izabela Rudak - President of PTBRiO Management Board
Rooms C+D+E+F (2nd floor)
Plenary Session
10:15 - 10:45
Main Sponsor Presentation
10:45 - 11:15
How do reporters reach people and why?
Mariusz Szczygieł (Instytut Reportażu)
11:15 - 12:00
The winning success formula for tomorrow’s customer insight professionals.
David Smith, Vice President of ESOMAR
12:00 - 12:30
Coffee Break
Predictably Irrational Consumers.
Session hosted by Ryszard Pieńkowski
Rooms A+B+C (2nd floor)
Session 1
Redefining the Brand.
Session hosted by Renata Szopa-Milde
Rooms D+E+F (2nd floor)
Session 2
Head-Heart-Guts. On Interpreting Research
Findings.
Session hosted by Andrzej Gołoś
Congress Hall (3rd floor)
Session 3
12:30 - 1:00
How to use the behavioural sciences in research
to build famous brands.
Tom Ewing (BrainJuicer)
The brand as a cure-all: How to get ahead in
the world of brands?
Agata Tkaczyk (ARC Rynek i Opinia)
Monika Kowalewska (NEW Communications)
Why listen to people when we know all about
them? On the art of interpreting non-declarative
data.
Katarzyna Gawlik (uselab)
Piotr Gąsienica-Daniel (PZU)
1:00 - 1:30
Shoppers under pressure, or behavioural
economics in the store.
Paweł Ogrodziński (Millward Brown)
Anna Gorączka (Hochland)
Brands that matter, or a new way of defining
brand equity.
Anna Kuropatwa & Alicja Cybulska
(Havas Media)
Masters of drawing conclusions from trivial things.
Marcin Klaus (Insight Shot)
Anna Ściechowska (Grupa Żywiec)
1:30 - 2:00
Keeping up appearances, or behavioural
economics on the quest for social impact.
Anna Gorączka (Hochland)
Michał Protasiuk (Kompania Piwowarska)
Not just Apple! On fandoms of consumer
brands.
Krzysztof Domeradzki (GfK Polonia)
Adding life to dead data: Simulation methods
leveraged by marketing.
(in English)
James Northway (MEC)
Kaja Białowąs (MEC Poland)
Lunch Break
2:00 - 3:15
Consumers' Digital Worlds.
Session hosted by Elżbieta Gorajewska
Rooms A+B+C (2nd floor)
Session 4
Redefining the Brand.
Session hosted by Mateusz Galica
Rooms D+E+F (2nd floor)
Session 2 contd.
Head-Heart-Guts. On Interpreting Research
Findings.
Session hosted by Adam Polasz
Congress Hall (3rd floor)
Session 3 contd.
3:15 - 3:45
Tsunami of expectations in the multi-channel
prosumer reality.
Michał Gmurek (Brainlab)
Paweł Halicki (RedMobile)
A brand that talks to consumers: Small talk or
an engaging conversation? Studying ZMET
metaphors on the quest for an engaging
conversation idea for brand communication.
Magdalena Dobrowolska-Sagan
Małgorzata Fiałkowska
The art of interpretation.
Piotr Machel (IN-SIGHT)
Janusz Sielicki (IRCenter)
3:45 - 4:15
Do we need to study cyborgs? On the usability
of studying digital consumers.
Piotr Bombol (DDB&tribal)
Paweł Wójcik (Millward Brown)
Economy Premium. An ephemeral
phenomenon or a harbinger of serious
communication change for 'classic' premium
brands?
Marzena Żurawicka & Krzysztof Polak
(Semiotic Solutions)
Does the big picture get lost in the pretty pictures?
Gabriel Matwiejczyk & Scott McKenzie (Nielsen)
4:15 - 4:45
Is the mobile revolution a fake? On the position
of mobile devices in consumers' digital worlds.
Łukasz Chmura, Oskar Żyndul, Karol Kaczorowski
(TNS Polska)
Stand out and perish!
Jacek Wasilewski (University of Warsaw),
Jacek Kowalski (Neuroidea)
How to get out of the Bermuda Triangle?
Attribution errors in qualitative marketing research.
Katarzyna Archanowicz-Kudelska (University of
Social Sciences and Humanities)
08:00
Research Mix Party
Day 2, Friday, 23 October 2015
Welcome Coffee
9:30 - 10:00
Capturing a Trend: Today and Tomorrow, WellResearched.
Session hosted by Szymon Mordasiewicz
Rooms A+B+C (2nd floor)
Session 5
Generations, Needs, Marketing.
Session hosted by Piotr Kwiatkowski
Rooms D+E+F (2nd floor)
Session 6
Millions of Variables vs. Billions of Neurons. How to Tame
a Huge Dataset.
Session hosted by Michał Kociankowski
Congress Hall (3rd floor)
Session 7
10:00 - 10:30
The countable and uncountable future.
Krzysztof Najder (Stratosfera by Deloitte)
The silver tsunami: A new opportunity for services
markets.
Karolina Flaht-Soroka & Agnieszka Rządca
(TNS Polska)
Customer Attribution Models, or on using machine
learning in a media house.
Krzysztof Struś (ZenithOptimedia Group)
Tomasz Lechowicz (ZenithOptimedia Group Performics)
10:30 - 11:00
Would you like to know the future today? How to study
trends.
Łukasz Tarnowski (VML Poland),
Dominika Sitnicka (BBMedia)
How come we have disappeared from research briefs?
On ourselves: not really young any more but not old,
either.
Elżbieta Bujak & Michał Jędrusiak (Ipsos)
Smart Grid, IoT and photo-fighting: The researcher in the
service of futurology.
Jarosław Kowalski, Wojciech Ciemniewski
& Krzysztof Krejtz (National Information Processing
Institute PIB/FP7)
11:00 - 11:30
Why do trends grow in clubs?
Bartłomiej Brach (KRÓLICZA NORA/ONE11)
Maciej Kosiorek (KRÓLICZA NORA/VML)
The social life of money and finance in young
households.
Mateusz Halawa & Marta Olcoń-Kubicka
(Institute of Philosophy and Sociology, Polish Academy
of Sciences)
Millions of gazes. On Poles' trajectories in major Polish
cities.
Gosia Puchlak (Instytut Badań Outdooru IBO)
Coffee Break
11:30 - 12:00
Capturing a Trend: Today and Tomorrow, WellResearched.
Session hosted by Łukasz Mazurkiewicz
Rooms A+B+C (2nd floor)
Session 5 contd.
12:00 - 12:30
Generations, Needs, Marketing.
Session hosted by Beata Sokołowska
Rooms D+E+F (2nd floor)
Session 6 contd.
Teenagers are human. Adults are from the Earth and so
The New Balance: On the Normcore trend in the context
are teens. Things used to be better IN THE PAST? Well, all
of consumer decisions.
we have is NOW.
Alicja Wysocka-Świtała (Clue PR)
Julia Izmałkowa (Izmałkowa Consulting),
Marta Bierca (CPC Join The Dots)
Magdalena Płaźnik (Play)
Millions of Variables vs. Billions of Neurons. How to Tame
a Huge Dataset.
Session hosted by Barbara Kowalik-Kamińska
Congress Hall (3rd floor)
Session 7 contd.
From MadMen to Mathmen: Analytics and traditional
marketing research.
Albert Hupa (IRCenter), Edward Mężyk (Datarino)
12:30 - 1:00
Fame kings: Teen fame management experts.
Marta Byrska & Natalia Puciato (Millward Brown)
Snapchat: The disappearing asylum of Generation Z.
Stanisław Mencwel & Anna Rzeźnik
(CPC Join The Dots)
Researchers vs. Data Scientists: Will research become
superfluous in the digital era?
Sebastian Starzyński (ABR SESTA)
1:00 - 1:30
Loving to cook or loving to shop?
Monika Hasslinger-Pawlak, Michał Maksymiec
& Anna Przeczka (GfK Polonia)
Fashion victims in nappies: The new face of children
consumers in Poland and worldwide.
Janina Golińska & Anna Mazerant
(4P Research Mix)
An experiment at a bank! On overcoming customers'
habits and opening a new chapter with Big Data in the
background.
Artur Noga-Bogomilski (GfK Polonia)
Anna Kałużna (mBank)
1:30 - 3:00
Lunch Break
Short Format Session
Session hosted by Tomasz Użarowski and Michał Lutostański
Rooms C+D+E+F (2nd floor)
Culturally integrated branding.
Joanna Roszkowska (Studio DN)
Ugly ducklings on customers' shelves.
Mateusz Zimowski (Nielsen)
3:00 - 3:30
Customer Intelligence in practice. From data analysis to Customer Experience Management.
Piotr Szawiec (Quality Watch)
Hardcore, amateur, adult... What kind of truth about the society does porn uncover?
Anonymous Researcher
An independent test of report-visualising software.
Michał Główka & Rafał Treichel (PBS)
3:30 - 4:00
Where are we heading?
Tomasz Bartnik (One Eleven), Adam Polasz (One Eleven/PTBRiO)
4:00 - 4:30
4:30 - 4:40
Closing