Four sponsored workshops are expected to show off approaches on the theme “In Search of the Elusive Insight” at the 10th Marketing & Opinion Research Society of the Philippines (MORES) Congress in Boracay on July 7 to 9, 2010. Homegrown and multinational research agencies offer a peek into their processes:
Brandlab’s Mini Ethnography and Anthropology Workshop, to be moderated by Gayia Beyer, Director of Brand Anthropology and Marie Grace Marci, Director for Strategic Planning, assures participants of first-hand “ethno” exercises in Boracay.
Saffron-Hill-Added Value Research presents GeneratorTM, the company’s specially designed approach to problem solving and innovation. Kavita Agarwal, Associate Director for Brand Development-Added Value, moderates this workshop on digging up new ideas from old observations.
Qualitative Director Wata Lamar and Senior Research Manager Rhea Gappi-Ensatam of TNS are the moderators for the TNS Insight Trinity workshop. The trinity is said to be composed of three elements: consumer truth, consumer need or want, and friction.
The Discipline of In-Store Shopper Research is the focus of Firestarters Inc’s workshop. Managing Partners VJ Japos and Alona Manaog will serve as moderators for this session on purchase predisposition at the point-of-purchase. Tools to be discussed include shopper track, shopper shadowing and in-store intercept interview.
MORES, which turns 33 this year, aims to uphold standards of professionalism and excellence in the research profession.
