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SAMRA Annual Conference 2019 Workshops – Space is Limited!

16 May 2019 @ 12:50 pm - 4:15 pm SAST

Registered SAMRA Annual Conference 2019 delegates for 16 May 2019 can book for the workshops, free of charge. The workshops run in parallel, starting at 14h55 and ending at 18h15, and including an afternoon break. Space per workshop is limited, and tickets are available on a first come, first served basis.



Adapting research methods to bring back the market research EDGE

Tom De Ruyck, Managing Partner & Head of Insight Activation, InSites Consulting, Belgium Tom is an expert in understanding and collaborating with consumers, creating consumer-centric-thinking organisations & preparing organisations and their employees for a future full of technological change, societal challenges and tremendous business opportunities. Tom gives more than 100 keynote speeches, workshops and in-company presentations every year. He has spoken in 40+ countries and on 6 continents at major business, marketing, technology and research events.

We have moved from a business reality characterised by linearity, craftmanship and scarcity to one defined by acceleration (e.g. of decision making), automation (e.g. of services) and abundance (e.g. of data). While we have shifted to this opposite, marketing and marketing research seem to be still holding on to the same principles and values as if nothing has changed. Just think of how marketing research is often characterized by its long research cycles and single method focus. Or how we are still fishing in the same pool of participants and keep bombarding consumers with questions rather than focusing on smart data integration. If our processes and approaches are not adapted to this new reality, how can we provide meaning to the business and stay relevant for consumers? Marketers and insights professionals have failed to keep pace. Is our market at a standstill? Have we lost our edge and how can we get it back?

The 4th industrial revolution: The age of disruption, convergence, confusion, and new conflicts

Petrus de Kock, General Manager: Research (Brand South Africa)  Petrus has extensive experience as a political analyst with particular focus on the African political economy, extractive industries, and political risk. He lectured in Political Science and International Relations in South Africa and the USA, and presented guest lectures and seminars at various international conferences. In addition to lecturing, Petrus also has experience as a consultant and advisor on social, political and economic dynamics in the African market to private and public entities. He has published extensively on international affairs as well as African political, economic and security issues. He has conducted several field research projects in countries including Sudan, DRC, Kenya, Uganda, Nigeria and Mozambique. His research focuses on internal, regional and international social, economic and developmental dynamics. Petrus has a PhD Philosophy from the University of the North, and an MA (Cum Laude) in Political Science.

This workshop is structured according to the four key terms in the title. The objective is to provide an orientation to the notion of the 4th industrial revolution, while teasing out and discussing some possible implications for South Africa as a developing society and the marketing research fraternity in general. During the 1980s and 1990s, several analysts began to speak about the ‘post-industrial society’ – a society where the main mode of economic production moved beyond the primary sectors (agriculture, mining, manufacturing) towards high-end services, IT innovations, and the rapid computerisation of the workplace, home, school, and human life, generally speaking. The latter transformation was supported by the advance of the micro-electronics revolution. A significant moment came with the opening up, in the early 1990s, of the Internet and World Wide Web as global public platforms to facilitate communications and trade. These developments, at the time, already challenged traditional modes of production, labour relations, and socio-cultural dynamics. Fast forward a mere decade and a half since the turn of the century, and the basic computerisation, globalisation, and virtual integration of the 1990s has given way to new technologies that stand to have far more disruptive effects than technologies that have appeared thus far. In as much as the progress of human civilisation since the dawn of time is linked to the development of tools, techniques, technologies and systems that can support civilisations and societies, these developments are often not unambiguous. It should neither be assumed that technology or science is at any level neutral. This session will cut through some of the noise and hype around technological development as the virtual and organic converge to identify the potentially dangerous consequences, and benefits, hiding in the detail of the current path of technological development as articulated in the idea of the 4th industrial revolution.

An Alchemical Approach to the Future of Market Research

Charlotte Kemp, Futurist In the course of a 20 year career, I have spent countless days in front of audiences in various roles. While speaking, training and MC-ing are all very different functions, I have done them all. I started my speaking career in financial services where the rapidly growing company re-positioned me to start the training department and deliver content from HR functionality, in-house software skills to financial instruments and products. I started my own training company some years ago and developed content in both the speaking and training fields, ultimately spending a decade teaching people how to use social media and specialising in LinkedIn. At that the same time, I invested in a franchise operation that was the subject of a great deal of learning on my part, as well as the book, ‘I’m Not Afraid of the F Word’, a topic that I have spoken on many occasions. Feeling that neither my content on social media, nor the story of the F Word was adequately meeting the needs of my audiences, I started exploring a bigger picture and discovered futures thinking. So I turned my attention to futures studies and began a new journey. Over the years I have fulfilled the following roles: presenting content at conferences and seminars, facilitating workshops and interacting with delegates with specific training goals; coordinating collaborative mastermind sessions where members support each in the learning process; radio show host and podcast producer; facilitating  conferences or events as MC or day chair.

Approaching the future with anything resembling a realistic plan, is daunting for anyone with a budget to fill and a fickle market. Providing market research insight in an environment where nothing is constant, trends are intersecting and values are shifting, is somewhat challenging. In this workshop we will explore some futures foresight tools that can be used to access the impact and direction of trends, and discuss scenario planning to help clients, and our own businesses, manage the pace and scale of changes in our fields. The results will surely be greater than their original parts. 

Creative Problem-solving and Critical Thinking

Arthur Procopos, Anthropologist: Senior Researcher, Analyst, and Data Scientist at Metropolitan Retail “I aim to achieve a critical and creative mind. I have a background in Psychology and Anthropology and currently, work as an Anthropologist in the Finance and Insurance industry in South Africa. Although I focus on big qualitative data, I supervise the creation of machine learning tools to structure and analyse big quantitative data. I have a deep interest in Philosophy, problem-solving, communication and creativity. I jumped into and out of a number of jobs, in a number of industries which have taught me important lessons.  Experience in start-ups, corporates, and working in multi-cultural/-national teams has led to the ability to feel comfortable in the field studying human behaviour and in the boardroom consulting stakeholders at various levels.”

Part A: Nano-Sprint A 2 hour, time-boxed, problem solving activity that is based on two design methodologies: Design Thinking and Agile Methodologies. The purpose of this workshop is to solve a business problem, or create a concept or design… within 2 hours. The Nano-Sprint combines Design Thinking and Agile Methodologies to find quick and creative ways forward when dealing with business, design or concept requirements. The workshop requires participants to each submit a business and/or design or concept problem, question or idea.

Part B: Creativity and Critical Thinking This 1 hour presentation will address the following topics: What is creativity and critical thinking? Walking – and the importance of context as space and time. What I learnt by conducting internal research on collaboration and communication. No one listens to each other – an opportunity for researchers.



16 May 2019
12:50 pm - 4:15 pm SAST
Event Category:


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