ESOMAR BEST OF NIGERIA 2012 LAGOS / 8 NOVEMBER

Embracing Global Change

PROGRAMME

09.30 – 10.00 Registrat ion & Tea/Coffee

10.00 – 10.15 OPENING AND INTRODUCTION TO THE PROGRAMME Joy Uyanwune, Decision Support and ESOMAR Representative for Nigeria

10.15 – 10.45 Digi ta l is ing Market Research in Afr ica Yemisi Osineye, Etisalat, Nigeria

10.45 – 11.30 Meet Your New Boss Why the respondent is now in charge and what this means for market research in Africa Matthew Angus, KLA, South Africa

11.30 – 12.15 Research-Based Development for West Afr ica Building great brands and organisations through research Alhi N’Guessan, EMC, Ivory Coast

12.15 – 12.45 BREAK

12.45 – 13.00

Discussions Coordinated by Patrick Anidi, ResMark & Philip Chilaka, Nigerian Breweries, Nigeria

13.00 – 14.10 LUNCH

14.10 – 14.55 How Do Brands Real ly Grow and Why Don’t the Best Always Win? Kyle Findlay, TNS-Global, South Africa

15.00 – 15.45 Market ing Afr ican Innovat ion and Creat iv i ty Setting our own path for growth Nafi Thiam, Strategis Research, Senegal

15.45 – 16.30 BUSINESS KEYNOTE PRESENTATION Enyi Odigbo, DDB-Casers, Nigeria

16.30 – 17.30 CLOSING & NETWORKING DRINKS We would like to thank our sponsors for this event:

SPEAKER PROFILES

Matthew Angus Matthew Angus completed an Honours degree in Social Anthropology and African History from Rhodes University, South Africa in 2001. He then joined Millward Brown in South Africa and in 2005 began spearheading their expansion into emerging markets for the rest of Africa. Matthew spent 2008-2009 in Kenya and 2010 in Ghana working with FMCG, telecommunications, financial and NGO clients across the continent before returning to South Africa to join KLA in early 2011. At KLA Matthew is responsible for quantitative innovation and development as well as a growing portfolio of clients in Nigeria, Ghana and elsewhere. He is pioneering the application of technology to African market research challenges and has worked in over

20 African markets.

Yemisi Osineye Yemisi Osineye currently manages research for Etisalat. She brings a wealth of experience to the table by providing useful market insights that have enabled her organisation to successfully make its presence felt in the dynamic yet fiercely competitive Nigerian market. She has managed several market defining research initiatives/projects; Yemisi has provided market intelligence for developing the Business Readiness Documents (BRD) across IT, “Products and Services” (proposition initiatives, value added services, etc), Engineering (towards roll-out plans), Project Management office, “Sales & Distribution”, Marketing Segment, Customer Care, HR and more..

Yemisi is self-motivated and always eager to learn and contribute to society. Her long-term goal is to venture into expanding the market research sphere in Nigeria by raising the bars and setting standards.

Alhi N’Guessan Mr. Alhi N'Guessan began his career in 1986 as regional manager of AIESEC International in Brussels. In 1986 and 1987 he was a market analyst in the Aerospace Division of AMRO Bank (now ABN-AMRO). Between 1988 and 1998 he held several positions in the fields of marketing and management in Europe and in Africa, including Time Manager International France - EXPI in Ivory Coast. He has also conducted several freelance assignments with financial institutions including IFC, ADB and APDF. Alhi acquired an Executive MBA (UQAMl, 2003-2005) after his Master in Economics -

Business Management (University of Abidjan, 1985). N'Guessan is Co-founder and Managing Director of EMC. Alhi is a member of ESOMAR and SAMRA (Southern African Marketing Research Association).

Naf i Thiam After a Master’s Degree in International Economics (with a major in Development Economics) and a Master’s Degree in Business Administration from Paris Dauphine University, Nafi worked for 4 years in a trade marketing and promotions agency before joining the Société Générale Bank in Paris to work in the International Trade Department, handling soft commodities for Africa. Nafi returned to Ivory Coast to create her own company in the field of internet development, but finally joined McCann-Erickson West Africa, as Group Account Director for the Nestlé brands in Abidjan.

Four years later, Nafi was recruited by British American Tobacco to work as a Group Brand Manager for their premium brands and then as Head of Brand Marketing for West Africa North. Their Regional office moved to Dakar due to political turmoil in Ivory Coast, when Nafi was contacted by Nestlé to become Marketing Manager for Senegal, The Gambia and Cape Verde. After 3 years of big challenges, handling a portfolio of up to 7 brands and managing a team of 35, Nafi was appointed to Coffee Category Business Manager for the “Developed Markets Cluster”, representing 16 countries in West & Central Africa. In this position she oversaw the entire Coffee Business Unit for 23 markets of the Nestlé WCA Region in Accra. Always looking for new challenges, Nafi decided to create a Strategic Management and Marketing Consultancy firm 3 years ago. STRATEGIS’ mission is to help and support small and medium companies in West & Central Africa, build relevant business and marketing strategies in their challenging environment.

Kyle Findlay Kyle is a Senior R&D Executive at the TNS Global Brand Equity Centre (GBEC) in Cape Town, South Africa. The GBEC is a centre for thought leadership within TNS. In addition, the GBEC develops and supports brand and communications thinking and solutions within TNS. Kyle has been intimately involved in the development of solutions such as the Conversion Model and models of consumer influence. Kyle feeds his passion for uncovering what makes people tick and sharing it with others. His main areas of interest relate to non-linear, system dynamics and he has a strong desire to bring the hard sciences to bear on the question of why people do what they do. This passion has encouraged him to

delve into specific scientific areas such as neuroscience, chaos theory and network theory to produce international award-winning papers in some of these areas. Kyle has published articles in Admap Magazine and Research World Magazine, and has presented papers and hosted expert Q&As at a variety of conferences. He is also the recipient of several awards, including the WPP Atticus Award and both the Gold and Silver Awards for Best Paper at the South African Marketing Research Association's (SAMRA) 2010 and 2012 conferences.

SPEAKER ABSTRACTS Digi ta l is ing Market Research in Afr ica Yemisi Osineye, Etisalat, Nigeria The evolution of digital platforms has transformed the practice of market research globally, especially in the western world, and this scenario is fast being replicated in Africa where digital technologies have stimulated several innovations. These innovations include online surveys, social medium platforms, focus groups, e-commerce and point of sale scanners, shopper programmes, in-store tracking and more. However, 'digitisation’ could mean shifting the paradigm from a paper mess to an electronic mess if not properly executed; it needs to create potential economic and social value to researchers. This presentation will provide an overview of the innovations, benefits and limitations while examining the general capabilities of digitalising market research in Africa. Market ing Afr ican Innovat ion and Creat iv i ty Setting our own path for growth Nafi Thiam, Strategis Research, Senegal In the context of the economic downturn faced by most of the developed world today, the African continent, and particularly Sub-Saharan countries, has to seek its own way of unlocking its tremendous potential. Throughout history, innovation has been a key determinant of economic development. In general, we unfortunately tend to believe that innovation comes exclusively from the Western world, although we can find more and more demonstrations of African creativity. How Do Brands Real ly Grow and Why Don’t the Best Always Win? Kyle Findlay, TNS-Global, South Africa Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are currently in one of these disruptive periods wherein the foundations of our beliefs are being challenged by the likes of Andrew Ehrenberg and Byron Sharp. This is the perfect opportunity to re-evaluate what we thought we knew. This presentation looks at how people really buy based on five years of actual purchase behaviour in order to update our industry's understanding of how brands grow and how markets evolve. It asks questions such as "What is the real value of a loyal customer?", "How long do customers stay with my brand?" and "Which survey measures correlate best with actual purchasing behaviour?"