ESOMAR BEST OF JAPAN 2015
TOKYO / 21 MAY
PROGRAMME
15.30 – 16.00
Registration and welcome drinks
16.00 – 16.10
OPENING AND INTRODUCTION TO THE PROGRAMME
Ryota Sano, ESOMAR Representative for Japan
16.10 – 16.40
Panel Data Quality
It All Starts with ‘You’
Angkea Som, SSI Vice President APAC, Singapore
16.40 – 17.10
17.10 – 17.35
Q&A
Designing Bonsai Surveys
The small but perfectly formed survey experience to meet the needs of the modern day
mobile-based survey consumer
Jon Puleston, VP Innovation, Lightspeed GMI, UK
Q&A
Introduction to Emotional Measurement Methodology
Introduction of difference in between conventional questionnaires/interviews vs emotional
measurement
Kimihisa Kudo, General Manager, GMO Research Inc., Japan
17.35 – 17.45
BREAK
17.45 – 18.15
The Chrysanthemum on the Stage
Tips and advice for presenting to international audiences
Ray Poynter, Founder and Chair #NewMR, UK
Tomoko Yoshida, Freelance Moderator, Japan
Q&A
18:15 – 18.45
CLOSING and Q&A
Ryota Sano, ESOMAR Representative for Japan
18.45 – 20.00
Networking drinks
SPEAKER PROFILES
Jon Puleston
Jon Puleston is Vice President of Innovation at the Lightspeed Research group (a Kantar business), where he
heads an international team specialising in the design of surveys and the development of specialist tools and
technology for conducting research in the online and mobile arena. He acts as a consultant on survey design to
companies across the Kantar group and many leading independent research companies and clients around the
world. Over the last few years Jon has won multiple awards for his groundbreaking work exploring the
ergonomics of survey design and the gamification of research, including the 2011 MRS Award for Innovation in
Market Research Methodology and the 2011 ESOMAR Congress Award for Best Methodological Paper.
Ray Poynter
Ray Poynter is Executive Vice President and Managing Director of Vision Critical London office, responsible for
development of the UK business. Ray has spent the last 30 years at the interface of change, research, and
technology, having spent most of that time at director level with companies such as The Research Business,
IntelliQuest, Millward Brown, and Virtual Surveys. Ray is in frequent demand as a workshop leader and webinar
speaker, covering topics as diverse as social media, advanced quant, presenting, and scenario planning. Ray is
the founder and organiser of NewMR, a collaborative venture to help co-create the future of MR.
Ray is also author of 'The Handbook of Online and Social Media Research', contributor to University of
Georgia's
Principles of Marketing Research course and workshop leader for ESOMAR, MRS, AMSRS, MRIA and others.
Angkea Som
SSI Vice President for the Asia Pacific region, is an executive with 15 years of extensive experience in global
management, data and analytics and CRM. He heads up the APAC product team that is responsible for panel
capacity from mobile and B2B. Prior to joining SSI, Angkea was a regional lead for Wunderman Tokyo
managing a global team responsible for Adidas and SK-II CRM business. Before Wunderman, he was with
aQuantive in Seattle for 7 years until the largest acquisition by Microsoft at that time. Angkea has delivered
many keynote speeches at international conferences and events.
Tomoko Yoshida
Well experienced and highly motivated freelance moderator/qualitative researcher. Her career as market
researcher started after graduating from Tsuda College’s Department of International and Cultural Studies,
where she majored in Social/Cultural Studies in International Perspectives. After working in a major market
research agency, she has started her own business as moderator/qualitative analyst in 2006 and now has 25+
years experience in qualitative research, conducting about 200 Focus Groups, Depth Interviews, Ethnographic
Interviews, and MROCs on a yearly basis. Tomoko has a rich and broad experience in various industries/target
groups, and one of her specific strengths is her cheerful and playful manner to connect with small children or
the elderly. When moderating in online communities, she takes great care to show her attitude of "I am beside
you, I am listening, I am enjoying your story!”
PRESENTATION ABSTRACT
Designing Bonsai Surveys
The small but perfectly formed survey experience to meet the needs of the modern day mobile-based survey
consumer
Jon Puleston, VP Innnovation, GMI (Global Market Insite), UK
We are at a tipping point in online survey design as more and more people want to do surveys on mobile/tablet
devices; and the Asian markets are leading the way. Up until recently our focus has been on simply getting
surveys to work on these devices, but getting respondents to actually complete mobile surveys is the next
challenge. Our data is showing that nearly 50% of people who start a survey on a mobile/tablet don’t get to the
end, because the surveys we are delivering are often too long a nd there has been poor consumer experience
on these devices. We need to up our game. We don’t have all the answers, but this presentation sets out to put
some ideas on the table for a fresh new approach based on 2 years of exploratory research and will map out a
new survey design philosophy that we are calling “Bonsai” survey design.
The Chrysanthemum on the Stage
Tips and advice for presenting to international audiences
Japan is one of the five largest market research markets in the world, and is the largest player in the Asia
Pacific Region. However, at international conferences and events there are too few Japanese companies and
presenters. This presentation will encourage more people from Japan to present at international events, advise
on how to do it, and provide a list of top tips for presenting to international audiences.
Tomoko Yoshida Ray Poynter - Managing Director of The Future Place
Chair of the Festival of NewMR
Panel Data Quality:
It All Starts with ‘You’
The presentation will show how many you’s there are in the data quality process. We will be looking at you as a
respondent, you as a researcher, you as a panel source provider and come up with a complete picture of data
quality.
Angkea Som - SSI Vice President APAC, Singapore