Sao Paulo Global Event

Wednesday 29th April 2015
Venue: Espacomanaca, Sao Paulo

If you would like further information about any of our papers, please get in touch with our contact as indicated.

Practical applications of the behavioral and brain sciences impacting business and marketing issues in Pharma
by Matthew Parsons (LRW) – USA
Matthew from LRW’s Pragmatic Brain Science Institute® will show us how practical applications of the behavioral and brain sciences are having big impact addressing a variety of business and marketing issues in pharma. He will share science-based, validated techniques that can help you better understand patient and physician needs, wants and emotions; from the conscious to the unconscious. These methodologies are quantitative, scalable and applicable across the globe.; and of course, they are all aimed at helping you deliver more “so what?” through deeper insights and more focused marketing actions.

Mobile studies: Evolution or Revolution?
by Fernand Wiesenfeld (MV2 Group) – France
According to McKinsey consulting, mobile-based surveys will represent a worldwide market of around $400 billion in 2030, or ten times more than the market for “conventional” surveys. MV2 Group, a pioneer in this technology in the USA and Europe, will present the benefits that marketing professionals can already gain from using mobile supports for their qualitative and quantitative surveys. The “revolution” is underway…

The importance of universal factors in global surveys, and how new disciplines help us categorize and explore them.
by Richard Smith (BDRC) – United Kingdom
– Experience and theory: a look at the scientific disciplines that are relevant to marketing studies.
– From micro to macro: in-depth marketing research methods for understanding how universal or consensual opinions are formed: scales, use of image and metaphor, various analysis models (Maslow, sensory appeal, etc.) that serve to rise above the initial level of data analysis.
– Marketing research in action: the necessary inclusion of cultural factors and structural market differences.

The Delight Model
by Sukit Tanskul (Custom Asia CO.) – Thailand
Markets continue to shrink with the economic recession, and this decline leads to stronger competition. Tools for measuring satisfaction and loyalty development are not powerful enough to effectively support customer retention. This presentation will describe how the “Delight Model” serves as a “marketing engine” that is recognized for its ability to foster loyalty among existing customers and gain new ones.

Shoppers know best
by Balàzs Kertész (Szinapszis) – Hungary
The true “customer experience” is measured most objectively by secret shoppers. The importance of each element may vary depending on the type of product or service, but the same basic features must always be observed: purchase environment, staging of products and services, staff expertise and behavior. Two specific case studies will be presented: an assessment of service quality in private clinics, and a comparison of overall pharmacy sales performance based on measuring the rate of recommendation of OTC medications.

Packaging test innovation
by Carlos Quezada Guzman (MORE) – Mexico
Emotions have become a key factor for product development and there are several techniques that go from quantitative traditional methods through images and the proposed on this paper: Online facial recognition measurement; in this case, we are going to “correlate” what people say about a product evaluation in a qualitative test vs. the online eye-tracking and emotional recognition measurement by using web camera and the program designed to this research; going not only to conscious responses, but finding how people evaluate on the first physical response and how it is connected though emotional decisions

The power of story telling for your presentations
by Silvio Pires de Paula (Demanda) – Brazil
This presentation shows how to leverage the emotional power of images to communicate the results of a study to various audiences. Visual presentation enables brands to tell their story to broader audiences using traditional media as well as more recent social media. Narrative communication captivates audiences and provokes action more powerfully than the usual tables of figures.