Programme - ptbrio.pl

IX Polish Congress of Market and Opinion Researchers
16 - 17 October 2008 r., hotel Marriott, Warsaw
Programme
Daz 1, Thursday, 16 October 2008 r.
9.30 - 10.00
Registration & Welcome Coffee
10.00 - 10.15
Opening Address
Arkadiusz Wódkowski (PTBRiO) and Łukasz Mazurkiewicz (OFBOR)
Rooms C+D+E+F (2nd floor)
Plenary Session I
Chair: Iza Rudak (PTBRiO)
10.15 - 11.00
Manufacturer, consumer, market in the changing world
prof. Witold Orłowski (NOBE)
11.00 - 11.45
Neuromarketing: A miraculous weapon, snobbery or one of the tools?
prof. Dariusz Doliński (SWPS)
11.45 - 12.00
Digital Signage: A challenge for researchers and marketers
Rafał Janowicz (Pentor RI Poznań), Maciej Dziewolski (Atvertin)
Sponsor Module: Main Sponsor
12.00 - 12.30
Coffee Break
Session I
Flirting, marriage, infidelity, war.
Consumers and brands on the web.
Chair: Marek Klajda (OFBOR)
Rooms A+B+C (2nd floor)
Session II
The respondent as a rare commodity.
Chair: Jan Marcin Kujawski (PTBRiO)
Rooms D+E+F (2nd floor)
SSession III
In the search of true consumer
perspective.
Chair: Agnieszka Sora (ESOMAR)
Congress Hall (3rd floor)
12.30 - 13.00
Brands from our class.
Michał Danielewicz, Agata Grabowska
(4P research mix)
Impact of unrecorded migrations on
population count: consequences for
opinion and market research.
Jakub Bijak (Środkowoeuropejskie Centrum
Badań Migracyjnych)
Feel it, touch it, take it: effectiveness
of experience marketing assessed in
experimental studies.
Marek Rosłan, Anna Mazerant
(Dom Badawczy Maison)
Julian Kozankiewicz (EMLAB)
13.00 - 13.30
Not all words are key. On marketing
communication through key words and
sponsored links.
Piotr Janczewski (4P research mix)
Aleksandra Sołkiewicz (Netsprint)
Using propensity score to improve
inferences from market research results.
Włodzimierz Daab, Lech Komendant,
Lilianna Stołowska
(4P research mix)
Seeing the world through consumer’s
eyes.
Practical applications of eye-tracking.
Iwona Woźniak-Konopa (PKN Orlen)
Artur Noga-Bogomilski (GfK Polonia)
13.30 - 14.00
Commentators, readers, sceptics:
Internet users vs. online opinions on
brands and products.
Jadwiga Przewłocka, Małgorzata Wyczańska
(Gemius)
Sample mix of fixed-line and mobile
phones.
Stanisław Mirowski, Wojciech Hołdakowski
(MillwardBrown SMG/KRC)
Respondents’ world in their own eyes:
a new approach to ethnographic studies.
Anna Broda (EEI Market Research)
14.00 - 15.30
Lunch Break
Session IV
Traditionally unpredictable?
Is the young generation 2008 as
diversified as marketers think?
Chair: Tomek Jędrkiewicz
(IQS and QUANT Group)
Rooms A+B+C (2nd floor)
Session V
Consumers who were not there, an offer
which is not yet there. New quality in
centuries-old categories.
Chair: Michał Kociankowski (PTBRiO)
Rooms D+E+F (2nd floor)
Session VI
Big store, big trouble. Research
supporting the management of largearea stores.
Chair: Marek Klajda (OFBOR)
Congress Hall (3rd floor)
15.30 - 16.00
Total chillout, superb relaxation: 36.6
as a proposition for the young under no
pressure.
Dorota Cudna-Sławińska
(Esteem Brand Strategies)
Agnieszka Węglarz (Polkomtel)
From treasury to loan kiosk. New
codes vs. money culture in banks’
communication.
Krzysztof Polak, Marzena Żurawicka
(Semiotic Solutions Polska)
Robert Droździkowski (POLBANK EFG)
Building information on market potential
based on combined data sources. Data
consulting in marketing research.
Przemysław Dwojak (GfK Polonia)
16.00 - 16.30
Everything you always wanted to know
about
hipsters but never dared to ask.
Robert Zydel (IQS and QUANT Group)
A paper means a movie, a book or a
chocolate bar…?
A changed approach to selling and
researching daily press.
Marek Grabowski (Dom Badawczy Maison)
Waldemar Izdebski (Polskapresse)
Three players: parent, child,
hypermarket.
Not an easy game.
Anna Ostafin-Sajnóg, Julia Świc
(4P research mix)
Michalina Truszkiewicz (TESCO)
16.30 - 17.00
Is age enough as a shared attribute:
searching common denominators among
young people.
Monika Tomaszewska (MTV Networks Polska)
Julia Izmałkowa (Izmałkowa Consulting)
Does the affluent customer need a
financial adviser? How to provide
research support for companies
operating in the affluent niche.
Aleksandra Kocięcka
(Xelion. Doradcy Finansowi)
Renata Pasternak (Pentor RI)
Shoppers’ winding routes or tracking
shopper traffic in supermarkets
Piotr Dmitruk (Pentor RI)
Daniel Mattern (Unilever Polska)
20.00
Research Mix Party
Day 2, Friday, 17 october 2008 r.
Session VIII
Not asking, not believing, searching.
A long path from frank replies to real
knowledge.
Chair: Małgorzata Olszewska (OFBOR)
Rooms D+E+F (2nd floor)
Session IX
Evaluation studies:
Harder and more exciting than you might
think.
Chair: Jerzy Głuszyński (OFBOR)
Congress Hall (3rd floor)
Hidden Mouse: trying to get through to
real motivations behind decisions
Łukasz Wojciechowski (Ipsos)
European-style tailoring: a challenge to
evaluation in EU-funded programmes.
Karolina Jakubowska, Zuzanna Kołakowska,
Marzena Sochańska-Kawiecka
(PAG Uniconsult)
10.00 - 10.30
Marketing Research Department as a
unit in corporate structure: research
administrator or research consultant?
Katarzyna Kabiesz (PTK Centertel)
Przemysław Kasza (Telekomunikacja Polska)
1,2,5… Do consumers know their maths?
Tomasz Dulinicz, Agata Grabowska, Agnieszka
Pilawska (4P research mix)
Elżbieta Łęgosz (PLAY)
Evaluation of EU-funded projects:
determinants for a new approach.
Agnieszka Dłubała (KB Pretendent)
10.30 - 11.00
Consumer personality vs. the use of
specific brands
Paweł Wójcik (4P research mix)
What is the sense of life?
Dobromir Ciaś, Paweł Stężycki, Sławomir
Rosiecki
(MillwardBrown SMG/KRC)
Caution: Evaluation in progress! On traps
of evaluative research.
Michał Korczyński, Monika Sarapata
(Pracownia Badań i Doradztwa “Re-Source”)
Session VII
Knowledge - Idea - Action.
How to make the most of research.
Chair: Mateusz Galica (PTBRiO)
Rooms A+B+C (2nd floor)
9.30 - 10.00
Strategic planning and research: where
are they heading?
Bartłomiej Serafiński (Laboratory & Co)
11.00 - 11.30
Coffee Break
Session X
A tribe of a thousand tribes.
Are online communities a marketing
perpetuum mobile of the 21st century?
(Part 1)
Chair: Gosia Puchlak
(Polska Telefonia Cyfrowa)
Rooms A+B+C (2nd floor)
Session XI
If this is not a market study, I’ve got a
lot to say.
Chair: Małgorzata Olszewska (OFBOR)
Rooms D+E+F (2nd floor)
Session XII
Controlling your own knowledge as a key
to controlling the market environment.
Tools and procedures to control large
information bases. (Part 1)
Chair: Katarzyna Rejzner (Danone)
Congress Hall (3rd floor)
11.30 - 12.00
The power of relations or the potential
of interactive communities in marketing
communication
Agata Kusińska (Hypermedia), Krzysztof
Jodłowski (Synovate), Jadwiga Przewłocka
(Gemius)
“@gora” 2.0: on predicting election
results based on Internet research.
Filip Raciborski, Kamil Rakocy
(Instytut Studiów Społecznych, Uniwersytet
Warszawski)
Nobody needs research! Everyone needs
market insights!
Robert Kozielski (Uniwersytet Łódzki)
Agnieszka Michalak
(Johnson & Johnson Poland)
12.00 - 12.30
The respondent on the web:
Market research based on existing online
communities.
Marta Trybulec (YAC Software)
Michał Trybulec (Gadu-Gadu SA)
A letter to my father.
How can we encourage Poles to make a
public confession?
Grzegorz Piechota, Jerzy Wójcik
(Gazeta Wyborcza)
Michał Berezowski (IQS and QUANT Group)
Years of history instead of a new study?
Using the largest Polish database of
econometric marketing models to
support decision making.
Jakub Kossut (MediaCom Business Science)
Michał Broniek (Procter & Gamble)
12.30 - 14.00
Lunch Break
Session X
A tribe of a thousand tribes.
Are online communities a marketing
perpetuum mobile of the 21st century?
(Part 2)
Chair: Gosia Puchlak
(Polska Telefonia Cyfrowa)
Rooms A+B+C (2nd floor)
Session XIII
The brain set free: what do our brains do
when we are busy thinking?
Chair: Iza Rudak (PTBRiO)
Rooms D+E+F (2nd floor)
Session XII
Controlling your own knowledge as a key
to controlling the market environment.
Tools and procedures to control large
information bases. (Part 2)
Chair: Katarzyna Rejzner (Danone)
Congress Hall (3rd floor)
14.00 - 14.30
The true picture of blog sphere:
Blox.pl, the community site, in the light
of 4 research methods.
Jan Zając (Wydział Psychologii UW)
Kamil Rakocy
(Instytut Studiów Społecznych UW)
Arkadiusz Kustra (Agora SA)
Beyond Awareness: subconscious
reactions among conscious consumers.
Edyta Czarnota (Starcom Mediavest Group)
Janusz Plencler (Laboratory & Co)
Does advertising work? Hard facts in
analysing the performance of advertising.
Agnieszka Bujak (Nielsen)
Jędrzej Góralski (AGB Nielsen Media Research)
14.30 - 15.00
How do we catch customers? Analysing
social networks as a new marketing
research tool.
Dominik Batorski, Paweł Kucharski
(Uniwersytet Warszawski ICM)
Sony trylogy in neuro embraces:
consumer’s brain assessing creative
execution for brand strategy.
Anna Choromańska, Dorota Reykowska
(Laboratory & Co)
Databases as an input to innovation:
on the importance of emotions in
development of innovations.
Michał Rogowski, Krzysztof Siekierski
(Pentor RI)
Helen Wing (Research International UK)
15.00 - 15.30
Coffee Break
Plenary Session II
Chair: Michał Kociankowski (PTBRiO)
Rooms A+B+C+D+E+F (2nd floor)
15.30 - 16.15
Demystifying shopper research
Gill Aitchison (Ipsos Shopper and Retail Research)
16.15 - 17.00
Luxury Branding
Paul McGowan (Added Value UK – London)
17.00 - 17.30
Conclusions and Closing