{"id":2291,"date":"2022-11-08T23:09:55","date_gmt":"2022-11-08T20:09:55","guid":{"rendered":"https:\/\/sorma.ro\/?p=2291"},"modified":"2022-11-08T23:30:14","modified_gmt":"2022-11-08T20:30:14","slug":"copy-best-of-esomar-romania-2022-market-research-in-romania-the-8th-edition","status":"publish","type":"post","link":"https:\/\/sorma.ro\/2022\/11\/08\/copy-best-of-esomar-romania-2022-market-research-in-romania-the-8th-edition\/","title":{"rendered":"BEST OF ESOMAR MARKET RESEARCH IN ROMANIA: WHAT IS FRESH IN MARKET RESEARCH?"},"content":{"rendered":"\t\t
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BEST OF ESOMAR
\nMARKET RESEARCH IN ROMANIA:
\nWHAT IS FRESH IN MARKET RESEARCH?\n<\/span><\/b><\/p>\n

BUCHAREST \/ OCTOBER 12<\/span>TH<\/sup>, 2022<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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3 noiembrie 2022, Bucure\u0219ti<\/span><\/b>

Miercuri, 12 octombrie 2022 a avut loc, la Hotel Sheraton, a 8-a edi\u021bie BEST OF ESOMAR (BoE) ROM\u00c2NIA 2022, singurul eveniment local dedicat integral cercet\u0103rii de pia\u021b\u0103, desf\u0103\u0219urat sub umbrela \u201cWhat is fresh in market research?\u201d. Conferin\u021ba, organizat\u0103 \u00een format hibrid (onsite \u0219i online)<\/b>, s-a bucurat de participarea a 200 de reprezentan\u021bi<\/b> ai clien\u021bilor industriei de cercetare de pia\u021b\u0103 \u0219i speciali\u0219ti din agen\u021biile \u0219i companiile de cercetare de pia\u021b\u0103 prezen\u021bi onsite \u0219i de aproximativ 125 de reprezentan\u021bi<\/b> \u00eenregistra\u021bi pentru online. Speakerii au abordat teme variate legate de noua lume a consumatorilor, eviden\u021biind schimb\u0103rile produse at\u00e2t \u00een urma pandemiei de SARS-Cov-2, c\u00e2t \u0219i \u00een contextul actual socio-economic \u0219i politic. <\/span><\/p>\n\n

\n\n\nAmfitrionul evenimentului a fost Alina \u0218erb\u0103nic\u0103, Reprezentant ESOMAR pentru Rom\u00e2nia \u0219i Pre\u0219edinte SORMA<\/b>, care a marcat \u00een mod special importan\u021ba evenimentului, devenit emblematic pentru industria de cercetare de pia\u021b\u0103 din Rom\u00e2nia, ajuns la cea de a 8-a edi\u021bie \u0219i organizat \u00eentr-un parteneriat extrem de fructuos \u00eentre SORMA, Asocia\u021bia Rom\u00e2n\u0103 de profil revitalizat\u0103 \u0219i activ\u0103 \u00een ultimul an pe mai multe paliere de importan\u021b\u0103 pentru juc\u0103torii industriei, \u0219i ESOMAR. \n\u00cen calitate de reprezentant ESOMAR pentru Rom\u00e2nia, Alina a marcat \u00een deschiderea evenimentului \u0219i cele mai importante proiecte ale ESOMAR la nivel interna\u021bional, reamintindu-le tuturor participan\u021bilor despre congresul ESOMAR 2023 din Amsterdam, eveniment care faciliteaz\u0103 networking-ul, expunerea la nout\u0103\u021bile industriei \u0219i la tendin\u021bele acesteia. \u00cen plus, platforma \u201eANA\u201d (ESOMAR), care continu\u0103 s\u0103 fie cel mai important search engine pentru speciali\u0219tii industriei de cercetare de pia\u021b\u0103, oferind accesul la peste 7.500 de materiale, lucr\u0103ri \u0219i rapoarte relevante pentru domeniul nostru.\n\n<\/span><\/p>\n

\n\n\nProgramul a g\u0103zduit o agend\u0103 dinamic\u0103 sus\u021binut\u0103 de reprezentan\u021bii celor mai importante agen\u021bii \u0219i companii de cercetare locale, precum \u0219i de un invitat special:\n\n<\/span><\/p>\n\n

\n\n\nDr. Parves Khan, General Director & ESOMAR CEO<\/b>, keynote speaker, care a sus\u021binut prezentarea cu titlul \u201eResearch Futures: A new look at the drivers and scenarios that will define the next decade\u201d \u0219i care ne-a dezv\u0103luit o serie de concluzii despre viitorul industriei de cercetare de pia\u021b\u0103. Potrivit prezent\u0103rii sus\u021binute \u00een cadrul conferin\u021bei BoE, industria de cercetare de pia\u021b\u0103 va fi nevoit\u0103 s\u0103 se adapteze noilor schimb\u0103ri \u0219i s\u0103-\u0219i dezvolte abilit\u0103\u021bi noi (flexibilitate, o \u00een\u021belegere mai bun\u0103 a business-ului, storytelling, etc.). De asemenea, au fost aduse \u00een discu\u021bie \u0219i perspectivele Congresului ESOMAR (Toronto, 2022). \u00cen final, s-a discutat despre factorii cheie care vor influen\u021ba industria \u00een deceniul urm\u0103tor. \n\n<\/span><\/p>\n\n

\n\n\nPrezentarea Adinei Iancu (Bogdan), Head of Qualitative Research \u2013 ISRA Center<\/b> vorbe\u0219te despre \u201eConsumer purchase behaviour and coping strategies in the context of rising prices\u201d, un subiect extrem de important pentru perioada pe care o travers\u0103m. Comportamentul consumatorului din Rom\u00e2nia s-a aflat mereu \u00een aten\u021bia anali\u0219tilor de pia\u021b\u0103, mai ales \u00een contextul model\u0103rii tendin\u021belor comparative din perioada anterioar\u0103 crizei provocate de Covid-19, cu perioada actual\u0103, marcat\u0103 de cre\u0219terea infla\u021biei, cre\u0219terea pre\u021burilor \u0219i incertitudinii politice \u0219i sociale. \u00cen acest context am putut observa cum \u00eenainte de pandemie consumatorii se orientau c\u0103tre m\u0103rci mai scumpe, chiar produse de lux, av\u00e2nd o percep\u021bie negativ\u0103 despre produsele promo\u021bionale sau despre promo\u021bii \u00een general. \n\n<\/span><\/p>\n\n

\n\n\nAndra Constantinescu, Account Director | Creative Domain Lead \u2013 Kantar, Insights Division<\/b> \u2013 Cu o prezentare denumit\u0103 \u201eUncovering emerging trends in sustainability and predicting the sales impact of sustainability advertising. An applied case of Digital Analytics and AI on the Romanian market\u201d, Andra a adus \u00een discu\u021bie dificult\u0103\u021bile cu care se confrunt\u0103 companiile atunci c\u00e2nd pornesc \u00een c\u0103l\u0103toria c\u0103tre sustenabilitate \u0219i solu\u021biile care le sunt la \u00eendem\u00e2n\u0103 pentru a le dep\u0103\u0219i, dar \u0219i metodele de identificare a oportunit\u0103\u021bilor \u00een aceast\u0103 direc\u021bie. Andra a povestit, astfel, pe scurt despre un studiu dedicat \u00een\u021belegerii priorit\u0103\u021bilor \u00een func\u021bie de industrie. Apoi, a prezentat un studiu de caz privind trendurile emergente legate de sustenabilitate din Rom\u00e2nia, pe care le pot exploata companiile \u2013 pornind de la un volum foarte mare de search-uri online care acoper\u0103 ultimii 5 ani \u0219i peste 100 de topic-uri prin utilizarea solu\u021biilor de analytics. Nu \u00een ultimul r\u00e2nd, Andra a venit cu learning-uri \u0219i despre reclamele care trateaz\u0103 subiecte de mediu\/sociale \u0219i cu exemple pozitive din Rom\u00e2nia, testate cu ajutorul inteligen\u021bei artificiale antrenate pe cea mai mare baz\u0103 de reclama pre-testate la nivel global, punct\u00e2nd aspectele care contribuie la performan\u021ba lor ridicat\u0103. \n\n<\/span><\/p>\n\n

\n\n\nPrezentarea sus\u021binut\u0103 de Diana Simion, Senior Insight Consultant \u2013 Exact Business Solutions \u0219i de Stefan Chiritescu, Chief Strategy Officer \u2013 McCann World Group Romania<\/b>, a avut ca tem\u0103 \u201eThe power of co-creation in finding and building on consumer insights\u201d. Au fost targetate 3 provoc\u0103ri principale: 1.0. GEN-Z \u0219i comportamentul lor de consum; 2.0. Metodologia de cercetare captivant\u0103; 3.0. Realizarea unei colabor\u0103ri \u00eentre agen\u021bia de cercetare (Exact), agen\u021bia de publicitate (McCann) \u0219i compania care de\u021bine brand-ul (client final) pentru explorarea \u0219i implementarea de noi abord\u0103ri.\n\n<\/span><\/p>\n\n

\n\n\nAndrei Elvadeanu, Quantitative Research Director \u2013 iSense Solutions<\/b> a povestit audientei despre fenomenul videoclipurilor scurte, cunoscute sub denumirea de \u201eshort videos\u201d pe platformele de socializare prin prezentarea denumit\u0103 \u201eMay we have your attention please: Understanding the appeal of short videos (Tik-Tok, Instagram reels, Facebook reels, YouTube shorts)\u201d. Odat\u0103 cu apari\u021bia TikTok, re\u021belele de socializare s-au orientat c\u0103tre oferirea de videoclipuri scurte c\u0103tre public, tocmai pentru a \u00eent\u00e2mpina deficitul de aten\u021bie al consumatorului din secolul 21. \n\n<\/span><\/p>\n\n

\n\n\nDaniel Enescu, CEO \u2013 Daedalus New Media Research<\/b> ne-a vorbit despre discrepan\u021ba dintre dorin\u021ba agen\u021biilor de publicitate de a promova comunicarea digital\u0103 \u0219i posibilitatea industriei de cercetare de pia\u021b\u0103 de a pre-testa reclamele \u0219i alte materiale de publicitate. Astfel, a fost adus \u00een fa\u021ba publicului un produs de pretestare a reclamelor care dep\u0103\u0219e\u0219te obstacolul men\u021bionat mai sus: ieftin \u2013 merit\u0103 s\u0103 fie folosit \u0219i superior \u2013 raport\u00e2ndu-ne la metodele de pretestare A\/B. \nDaniel a explicat \u0219i cum se realizeaz\u0103 (corect) bannerele folosite \u00een media, dar \u0219i care sunt abord\u0103rile corecte \u0219i gre\u0219ite \u00eent\u00e2lnite la tot pasul.\n \n\n<\/span><\/p>\n\n

\n\n\nLiviu Micu, Senior Researcher \u0219i M\u0103d\u0103lina Mirigel, Client Service Representative \u2013 DataDiggers Market Research<\/b> au adus \u00een aten\u021bia publicului un studiu pe un subiect inedit: \u201e Dating online \u2013 The intermingling of technology and relationships\u201d, care a ridicat multe \u00eentreb\u0103ri \u0219i a \u00eendemnat publicul spre reflec\u021bie. Concluziile extrase s-au concentrat pe diferen\u021bele dintre genera\u021bii \u0219i pe ideea c\u0103 tinerii sunt mai predispu\u0219i la acest tip nou de \u201edating\u201d, fiind mereu preocupa\u021bi de tehnologie \u0219i de ultimele tendin\u021be ap\u0103rute. Dar chiar \u0219i a\u0219a, nici adul\u021bii sau persoanele \u00een v\u00e2rst\u0103 nu stau deoparte \u0219i sunt deschi\u0219i spre a testa noi orizonturi ale tehnologie. Astfel, nu este surprinz\u0103tor c\u0103 mul\u021bi rom\u00e2ni au \u00eenceput s\u0103-i ofere o \u0219ans\u0103 dating-ului online, urm\u00e2nd tendin\u021bele globale.\n\n<\/span><\/p>\n\n

\n\n\nAndrei Postoaca, CEO \u2013 Ipsos Digital<\/b> a sus\u021binut prezentarea cu titlul \u201eBuilding multi-dimensional trend analysis\u201d. De\u0219i online, Andrei a reu\u0219it s\u0103 ne capteze aten\u021bia prin prisma subiectului extrem de interesant pentru profesioni\u0219tii din industria de cercetare de pia\u021b\u0103. Prezentarea a explicat un fenomen extrem de r\u0103sp\u00e2ndit: excesul de informa\u021bii pe re\u021belele sociale \u0219i utilizarea acestora ca reper \u00een \u00een\u021belegerea datelor din cercet\u0103rile oficiale, statistic\u0103, etc. Andrei a explicat mai bine \u0219i cum arat\u0103 rolul \u201ecercet\u0103torului\u201d \u00een zilele noastre, fiind necesar s\u0103 \u00een\u021belegem tendin\u021bele \u0219i opiniile consumatorilor \u0219i s\u0103 avem grij\u0103 nu doar la opiniile consumatorului reprezentativ, dar \u0219i la cele ale consumatorului nereprezentativ. \n\n<\/span><\/p>\n\n

\n\n\nRodica Popescu<\/b> – Head of Insights BCR, Victor Rotariu<\/b> – Head of Strategy and Insights GroupM, Cristina Burl\u0103cioiu<\/b> – Digital Care and Data Analytics Manager Orange Romania Commnunications \u0219i Dana Hariuc<\/b> – Head of Customer Insights Telekom<\/b> au dezb\u0103tut al\u0103turi de Ioan Simu<\/b>, General Manager Mercury Research<\/b> tema impactului noilor tehnologii asupra viitorului industriei de cercetare \u0219i cum este acesta influen\u021bat de AI, \u00een singurul panel al zilei – \u201eCurrent technology trends in market research and their potential impact for the future of insights\u201d.\nInvita\u021bii panelului au \u00eemp\u0103rt\u0103\u0219it propriile experien\u021be de cercetare DIY \u0219i au dezb\u0103tut \u00eempreun\u0103 cu restul audien\u021bei beneficiile \u0219i riscurile utiliz\u0103rii tehnologiei AI recente, cum ar fi text analysis, facial coding, virtual moderators, sentiment analysis, multichannel CX platforms. \n \n\n<\/span><\/p>\n\n

\n\n\nEdi\u021bia de anul acesta a inclus \u0219i un element de noutate: BoE – 120\u201d, oferind \u0219ansa membrilor SORMA de a se prezenta oficial publicului \u0219i chiar de a-\u0219i promova cele mai fresh tool-uri sau proiecte derulate \u00een cadrul organiza\u021biei din care fac parte. Ideea a fost primit\u0103 cu \u00eenc\u00e2ntare de absolut to\u021bi participan\u021bii \u0219i ne-am bucurat de o serie vast\u0103 de materiale, de la prezent\u0103ri la video-uri, pline de culoare \u0219i extrem de interesante. \n\n<\/span><\/p>\n\n

\n\n\nESOMAR<\/b\n\n<\/span><\/p>\n\n

\n\n\nESOMAR este organiza\u021bia mondial\u0103 care reglementeaz\u0103 \u0219i \u00eencurajeaz\u0103 dezvoltarea industriei de market research. Organiza\u021bia cuprinde peste 45.000 de speciali\u0219ti (at\u00e2t din agen\u021biile de cercetare de pia\u021b\u0103, c\u00e2t \u0219i din companiile care beneficiaz\u0103 de aceste servicii) din peste 130 de \u021b\u0103ri din toat\u0103 lumea. Printre misiunile importante ale acestei organiza\u021bii se afl\u0103: auto-reglementarea \u0219i promovarea celor mai \u00eenalte standarde \u00een industria de cercetare de pia\u021b\u0103, protejarea intereselor industriei, dezvoltarea \u0219i promovarea celor mai bune practici interna\u021bionale \u00een aceast\u0103 industrie.\n\n<\/span><\/p>\n\n

\n\n\nBEST OF ESOMAR 2022<\/b\n\n<\/span><\/p>\n\n

\n\n\nEvenimentul BEST OF ESOMAR 2022 face parte din seria de evenimente regionale BEST OF, organizate \u00een \u00eentreaga lume sub egida ESOMAR (European Society for Opinion and Marketing Research). BEST OF ESOMAR ROMANIA 2022 a fost organizat \u00een cadrul parteneriatului dintre SORMA (Societatea Romana de Marketing si Cercetarea Opiniei Publice) \u0219i ESOMAR. \nMai multe detalii despre ESOMAR (www.esomar.org<\/a>) \u0219i mai multe despre SORMA (sorma.ro<\/a>). \n\n\n<\/span><\/p>\n\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

BEST OF ESOMAR MARKET RESEARCH IN ROMANIA: WHAT IS FRESH IN MARKET RESEARCH? BUCHAREST \/ OCTOBER 12TH, 2022 3 noiembrie 2022, Bucure\u0219ti Miercuri, 12 octombrie 2022 a avut loc, la Hotel Sheraton, a 8-a edi\u021bie BEST OF ESOMAR (BoE) ROM\u00c2NIA 2022, singurul eveniment local dedicat integral cercet\u0103rii de pia\u021b\u0103, desf\u0103\u0219urat sub umbrela \u201cWhat is fresh […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[32],"tags":[],"_links":{"self":[{"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/posts\/2291"}],"collection":[{"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/comments?post=2291"}],"version-history":[{"count":21,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/posts\/2291\/revisions"}],"predecessor-version":[{"id":2449,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/posts\/2291\/revisions\/2449"}],"wp:attachment":[{"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/media?parent=2291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/categories?post=2291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sorma.ro\/wp-json\/wp\/v2\/tags?post=2291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}