The Day of Market Research - 2012

May 7. Corvinus University

„Big data and the quality of information”
May 7, 2013, 9 a.m. – 4 pm.

A Corvinus University event in cooperation with ESOMAR and PMSZ

Language of the conference: Hungarian and English (simultaneous translation)
The Institute of Marketing and Media at the Corvinus University of Budapest kindly inform you that the well established Day of Market Research will be organized in Budapest in cooperation with ESOMAR and PMSZ!

Please add the following date to your calendar: 7th May, 2013
Market and social research is at a cross roads – while old methods are still with us, new methods are appearing almost daily, as the internet and mobiles become more pervasive and more data is available in real time than ever before.

The factors influencing both the source of data and the quality of data that makes research evolution faster than ever and it is not known yet how research can handle these factors?

Big data is getting bigger: information is coming from instrumented, interconnected supply chains transmitting real-time data about fluctuations in everything from market demand to the weather. Additionally, strategic information has started arriving from unstructured digital channels: social media, smart-phone applications and an ever-increasing stream of emerging internet-based gadgets. The technical challenges of using big data are very real, but the managerial challenges are even greater, including the challenges of the market research industry.

How can the flow of data and market research results be combined in getting more precise insights that improve marketing decisions?
What are the new boundaries of the market research industry?
How is the whole process connected with the quality of data and the quality of insights?

The conference focuses on these issues with analytical and pragmatic approaches: the presentations will show cases on real and potential solutions of the international and local research industry.

KEYNOTE SPEAKERS

Francesco D’Orazio, Chief Innovation Officer and Research Director, FACE, UK
Interpreting Social Media Data - 7 practical approaches to understanding Big Data
The presentation will focus on how to extract insight and value from the social web. It will introduce the methodological frameworks for Big Data and specifically Social Media Research, providing an overview of the key tools, the types of data we can access, how we can access them and the nuances of this methodology. It will then explore 7 practical research approaches to social data, detailing the techniques.

Sven Arn, Managing Director, Happy Thinking People, Germany

A Big Data Qualitative Road Movie - How we can apply qualitative techniques to the challenges of BIG Data
The heart of qualitative analysis has always been about making sense of contradictory and contrasting data as well as condensing and summarising in order to turn learnings into meaning. In this presentation we will look at how we can apply some of the principles of qualitative analysis to the interpretation of Big Data to derive true insights from facts. We will illustrate this with some playful but useful ways of making sense of it all.

The conference is organized with the main support of Clementine Consulting. The conference provides an opportunity to meet representatives of the international research community as well as members of the Hungarian market research community and representatives of several other business sectors.

We cordially invite and welcome representatives of both market research and data analyst firms and the client side who are interested in new areas of market research and data analysis that provide methods and solutions into getting more and more information and insight from big data!

We invite company representatives who also attach a great importance to meeting the most outstanding students participating in vocational training programs of the leading Hungarian university in the field.

Program of the conference:

Programme:

8.00-8.50 Registration
9.00-9.15

Welcome speech Videó - Welcome speech

Dieter Korczak, past president, ESOMAR
Judit Simon, director, Institute of Marketing and Media, BCE
9.15-9.45

Interpreting Social Media Data - 7 practical approaches to understanding Big Data Videó - Interpreting Social Media Data

Francesco D’Orazio, Chief Innovation Officer and Research Director, FACE, UK
9.45-10.15

Big data – small individual Videó - Big data – small individual

György Körmendy, Managing director, Clementine Consulting
10.15-10.45

A Big Data Qualitative Road Movie - How we can apply qualitative techniques to the challenges of BIG Data Videó - A Big Data Qualitative Road Movie

Sven Arn, Managing Director, Happy Thinking People, Germany
10.45-11.10

Discussion

11.10-11.35

Break

11.35-12.00

Augmented data-analysis: back to the roots or differentiating innovation? Videó - Augmented data-analysis: back to the roots or differentiating innovation?

Tamás Géczi, Managing director, IPSOS
12.00-12.25

Marketing Mix – Mixed or Shaked?

Gaszton Házy, Client Consultant, Nielsen
12.25-12.40

Discussion

12.40-13.00

Evaluation of Spar SuperShop Card and recommendations Videó - Evaluation of Spar SuperShop Card and recommendations

Bence Bene, Kinga Ferencz, Gerda Gaál, Aliz Porzsolt, Marketing Master, BCE
13.00-14.00 Lunch
14.00-14.25

Big data: from the research to the applications Videó - Big data: from the research to the applications

Csaba István Sidló, Head of department, MTA SZTAKI Data Warehousing and Business Intelligence Group
14.25-14.50

Application of big data in retailing Videó - Application of big data in retailing

Irma Agárdi, Associate Professor, head of the Retail Research Centre of the Institute of Marketing and Media of CUB
14.50-15.15

„Count on the unpredictable” – behavioural segmentation for business results Videó - „Count on the unpredictable”

Ákos Izsó, Team leader, Customer Insight Team, CIB Bank
15.15-15.40

Tell me, where you are and I tell, who you are - spatial aspects of big data Videó - Tell me, where you are and I tell, who you are

Tamás Prajczer, managing director, GeoX
15.40-16.05

Viewer profiles

Noémi Varga, Research manager, Nielsen
16.05-16.30

Practical experiences of multi-country researches Practical experiences of multi-country researches

Emília Szőke, KutatóCentrum, research manager

Registration

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