Febelmar Congress 25.02.16 | Create Tomorrow Today Brussels


  • DATE

    Feb 25th, 2016

  • TIME

    14:30h - 23:00h

    Evening program

    18:00h - 23:00h


    The Wild Gallery in Brussels



Register now !

Congress Language:
All presentations will be given in English with no simultaneous translation
No presentations will be distributed prior or during the congress. All presentations will be available for download after the congress.
Type of participant

Very Early Bird
till 31/12/2015

Early Bird
till 05/02/2016

As of

Day + Evening      
Member    € 175,00    € 225,00    € 275,00
Non-Member    € 225,00    € 275,00    € 320,00
Universities/University colleges    € 175,00    € 225,00    € 275,00
Member    € 40,00    € 50,00    € 75,00
Non-Member    € 50,00    € 75,00    € 100,00
Universities/University colleges    € 40,00    € 50,00    € 75,00

All prices + 21% VAT





  • Richard van Hooidonk

    Richard van Hooidonk

    Trend watcher and international keynote speaker Richard van Hooijdonk takes you on a journey to an inspiring future. One that will drastically change work, entrepreneurship and life as a whole. New technology is going to have an impact on everything we do ... Read more

    . Van Hooijdonk’s acclaimed inspiration sessions have been attended by over 300,000 people. He works together with RTL, BNR and is guest lecturer at several universities. In 2013, Nyenrode and RTL awarded his class ‘RTL Master Class’. Van Hooijdonk and his international team research ‘mega trends’ such as robots, drones, the internet-of-things, 3D/4D printing, Big Data and biomimicry and how new technology affects many industries. Richard van Hooijdonk started his career as marketing director at banks, publishing companies and technology companies where he held strategic advisory positions, was part of management teams and sat on various boards of directors. Less


    Global Vice President – Consumer & Market Insight - Market Clusters, Unilever, UK

    Pradeep is the Global Vice President – Consumer & Market Insight (CMI) for Market Clusters, since 1 January 2014. In this role, he is responsible for managing a team of Brand Building CMI managerial resources spread across 7 regional market clusters, in o ... Read more

    ver 50 countries. Pradeep graduated in mechanical engineering in Bangalore, India, after which he graduated from the Indian Institute of Management (IIMB) with four gold medals in marketing & finance, and a strong passion for market research. This is when Pradeep switched tracks and moved to the market research area, which has been his passion ever since. Pradeep joined Unilever in 1993 and has held a variety of positions, including: Head of Market Research for Hindustan Lever Ltd; Vice President – CMI for Asia; Global VP CMI for Home & Personal care categories, based in London and leading the CMI function for D&E markets – Asia, Africa, Middle East, Russia and LATAM from 2009-2013. Before joining Unilever, Pradeep was Head of MR & MIS for Titan industries in India, a market leader in watches and premium jewelry. Prior to that, he was Head of Market Research for TVS Suzuki Ltd in India, researching motorbikes, scooters and mopeds. Pradeep is a member of ESOMAR and MRS UK, also representing Unilever in their partnership with the Asian Consumer Insight Institute (ACI), Singapore. Less

  • Nils Müller

    CEO & Founder TRENDONE
    Nils Müller

    Nils Müller is the founder and CEO of TRENDONE GmbH. He began his professional career at the IBM Innovation Center after completing an MBA in Berlin, New York and Milan. He founded TRENDONE in 2002. TRENDONE is Europe's market leader in the analysis of mi ... Read more

    cro-trends and key technologies in fast-moving business sectors. Nils is an experieced speaker who fascinates audiences at many international events with his enthralling style of presentation. He is famous for his "Time Travel 2025" where he travels with the audience right into the future. Less

  • Annelies Verhaeghe

    Managing Partner & Head of Research Innovation, InSites ConsultingAnnelies Verhaeghe is Managing Partner at InSites Consulting
    Annelies Verhaeghe

    Annelies Verhaeghe is Managing Partner at InSites Consulting. She has an interest in consumer insight activation and neo-observational research techniques, such as consumer-led ethnography, and is intrigued by how to get fresh insights out of social media ... Read more

    data. Annelies won the ESOMAR Young Researcher of the Year Award in 2009 and has been a regular speaker market research events in addition to having several publications in academic and trade journals. She is also in charge of the daily operations at the research hub of InSites Consulting in Romania and has a passion for the region Less

  • Katia Pallini

    Head of Survey Innovation, InSites Consulting
    Katia Pallini

    Katia is part of the ForwaRD lab team at InSites Consulting, where her focus is on survey innovation. Areas of expertise are mobile, triggered-based research, implicit measurement and making research NextGen proof. Before she joined the R&D department, Ka ... Read more

    tia worked as a research consultant for a broad range of local and global clients. She is an ambitious young researcher that challenges industry standards in order to make survey research in line with today’s snappy reality. She has presented her work related to consumer collaboration through survey research on broad range of industry congresses. Less

  • Christine Tresignie

    Head of Market Opportunities & Innovation and Digital GfK
    Christine Tresignie

    Christine Tresignie, has 15 years of experience in market research at GfK and is currently focusing on clients with business issues relating to the innovation journey. By taking a holistic approach she also helps clients to optimize all aspects of the pro ... Read more

    position, including pricing and package design. Helping her clients in understanding trends that affects their business including what is changing in the marketplace and how consumer needs are evolving, is what makes her tick. Less

  • Lucy Davison

    Managing director, Keen as Mustard Marketing
    Lucy Davison

    Lucy has over 25 years’ experience in B2B marketing communications and branding. Prior to founding Keen as Mustard Marketing in 2006 she was global marketing director at Research International for 7 years and before RI she worked as a marketing and PR con ... Read more

    sultant with several branding and marketing agency clients such as Brand House and Coley Porter Bell. She also wrote reports for the Financial Times. Lucy started her career in architecture and interior design working with YRM and Conran. Lucy’s writing has appeared in many marketing and business publications including Marketing Week, Retail Week and Design Week. She also contributes regularly to Quirk’s. Lucy has a degree in English from University College London, a degree in Landscape Architecture from the University of Greenwich and received a scholarship to study at Dartmouth College in the US. Lucy is married with two children and divides her home time between Brixton in London and a small village in Somerset near Bath. Less

  • Tom De Ruyck

    Managing Partner InSites Consulting
    Tom De Ruyck

    Tom is a serial intrapreneur who has spent the last 10 years on reinventing the way companies connect with & understand consumers. As a Managing Partner and a global expert in consumer & employee collaboration, Tom is now leading InSites Consulting's ... Read more

    efforts to make companies more consumer connected & to let them innovate with the creative power and the speed of a start-up, through a SaaS solution (‘Insight Activation Studio’) and inspiration/coaching sessions. Tom is doing consulting work for major global brands and has given more than 250 (keynote) speeches all around the world (30+ countries) at marketing, research & technology conferences. He loves leading in-depth workshops and chairing events (for amongst others: MOA, ARF, MRS & ESOMAR). He is co-author of 'The Consumer Consulting Board' and published over 60 white papers, articles in academic journals (a.o. IJMR, MISQ), business books and trade magazines. Besides that, he is an influential blogger/tweeter (@tomderuyck) on collaboration, technology & the future of work/business. Tom was awarded for his work by ESOMAR (Fernanda Monti Award '09 and '15 & 2 times 'Best Paper' at a conference), the American Marketing Association ('4 under 40' – Emerging Leader of the Industry Award '10), the Co-Creation Association, the MRS (ResearchLive 'Tweeter of the Year' 2011), MOA (MOAward for the 'Innovation of 2012'), the CMO Council USA & Asia (Leadership Award for Contribution to Market Research, 2012) and the NGMR (2013) & Design for Experience Award (2014) for the InSites community approach. Next to his work at InSites Consulting, Tom is (guest) lecturer at the Vlerick Business School (Belgium) & TiasNimbas (Netherlands) and Adjunct Professor at IESEG School of Management (France) & EHSAL Management School (Belgium). He is also Co-founder & President of the research association BAQMaR and on the board of several other organisations: MOA, NGMR & SAMRA. Less

  • Tom Van Avondt

    Senior Client Service Director
    Tom Van Avondt

    Building on an experience of over 20 years, Tom currently heads the Ipsos Marketing business line at Ipsos Belgium. Together with a team of 20+ talented researchers, his primary focus is facilitating both international/global and local clients achieving b ... Read more

    usiness growth in markets like FMCG, durables, services and OTC Healthcare, addressing core business issues related to market understanding (U&A, segmentation, shopper) and innovation. By providing insights on how people make choices he helps clients in taking the right actions to be first at the moment of choice and support their development of strong brands by making more people choosing his clients brands more often and more easily. Before joining Ipsos (Synovate) in 2004, Tom gained experience in various local and international marketing roles in different FMCG companies between 1995 – 2004. Tom holds a Master’s degree in Communication Sciences (KU Leuven, 1994) and an MBA in Marketing Management (Vlerick Business School, 1995). Less

  • Wim Hamaekers

    ESOMAR Representative for Belgium & Managing Partner Haystack Belgium
    Wim Hamaekers

    Wim Hamaekers is Manager-Partner at haystack and the ESOMAR Representative for Belgium. He holds a master in Communication Sciences and a bachelor in Marketing. He is passionate about how communication works and how it evolved as a result of emerging tech ... Read more

    nologies. He is especially eager to get as close as possible to consumer and shopper reality using objective measures in combination with verbal quantitative and qualitative measures. Wim strongly believes the future of research is in finding the right mix of methods. The only way to get under the skin of consumers is by combining traditional research techniques and objective measures. During the past five years, Wim did extensive research on innovations in this respect, among which observation cameras, eye tracking, facial coding, EEG (electroencephalogram) and GSR (galvanic skin response). At haystack Wim is responsible for the shopper and packaging department and any innovations in these fields. Less

  • Filip Maertens

    Product Builder, Tech Innovator, Public Speaker
    Filip Maertens

    Filip has an entrepreneurial track record of building successful companies in the cyber-security, artificial intelligence and IOT space, and is currently working on a new company in stealth. As an engineer, he is actively working and developing with expon ... Read more

    ential technologies and speaks from first hand experiences how our near-future will look like Less

  • Nicole Huyghe

    Managing Director and Founder boobook
    Nicole Huyghe

    Nicole Huyghe is the managing director and founder of boobook (previously known as solutions-2), an international consultancy company, specialised in big data and market research analytics, as well as in developing tailor-made smart online reporting tools ... Read more

    . Boobook has an office near Ghent (Belgium) and in London. Nicole is passionate about customer data and its insights as they are the heart of today's most successful businesses. Boobook allows companies to make the right decisions by bringing data and its insights into the boardroom, and this in an accessible way, Nicole, who has an Engineering degree from the University of Ghent and an MA in Applied Statistics from the University of California at Berkeley, has more than 20 years’ experience in turning data into strategic insights. She has worked at both the client and agency side. Prior to starting boobook (October 2002), she worked for P&G in Brussels and a few market research agencies in London. Her main expertise is solving business issues around the customer experience, from identifying what each customer needs in terms of products or services, at what price point and through which communication channels you can reach them, to predicting and decreasing likelihood to churn, combining social media analytics with more traditional analytics, optimising customer loyalty campaigns, etc. Nicole is a regular speaker at conferences and also gives training courses/workshops on a variety of topics related to product development /pricing/segmentation/customer experience. She is also known for her coaching sessions around data visualisation and visual storytelling, which she frequently runs for the European Commission. She is a lecturer at Rotterdam School of Management (teaching a course on Business Analytics) and a regular guest lecturer at the Imperial Business School of London. Less

  • Dominique Vercraeye

    Managing Director TNS Belgium
    Dominique Vercraeye

    Dominique started his career in 1987 and has extensive experience in Market Research - during this 25 years he has been managing over 1000 projects in different sectors on a wide variety of topics, using different research techniques. Dominique holds a M ... Read more

    aster degree in Sociology ( University of Louvain ) followed by special trainings in Causal Modelling ( Essex University ) and Marketing Management ( EHSAL – Brussels). He has been nominated as Master Marketeer by the Belgian Marketing Foundation in 2011, and for more than 10 years he was the president of Febelmar, The Belgian Federation of Market Research Institutes. Since 1991, he has been the managing director of TNS in Belgium. Dominique is always eager to address clients’ market challenges, e.g. by developing out-of-the box study designs, running activation workshops, and enabling the TNS team to optimally perform. Less

  • Alexander Dobronte

    Managing partner and founder CheckMarket
    Alexander Dobronte

    Alexander is managing partner and founder of CheckMarket, an enterprise survey platform with users in more than 150 countries. With American roots and a background in computer science, Alexander often has a slightly different view on the market research i ... Read more

    ndustry and is not afraid to take a position. He is also on the board of Febelmar. Less

  • Peter Janssen

    managing the internal and external communication at Ipsos Belgium
    Peter Janssen

    As from January 2013 Peter Janssen is managing the internal and external communication at Ipsos Belgium. Before that he was Sr. Client Service Director within the Business Unit Ipsos Marketing, working on various international companies and organizations. ... Read more

    He is also lecturing at the KHLeuven and presenting at conferences and trainings in various countries all over Europe. Since more than 25 years Peter is passionate about brands and brand related research. During his broad career he has been working for FMCG-companies as Henkel, in retail (Value Retail), in advertising (Full Page) and for the Vlerick Business School. Brand and shopper research are one of his favourite domains. Next to his marketing communication & lecturing activities Peter Janssen is Member of the Board of the Vlerick Marketing Alumni and Director of the Sales Management Association in Belgium. Less

  • prof. dr. Dirk Van den Poel

    Professor of Data Analytics/Big Data at Ghent University
    prof. dr. Dirk Van den Poel

    Dirk Van den Poel (PhD) is Professor of Data Analytics/Big Data at Ghent University, Belgium. He teaches courses such as Big Data, Predictive and Prescriptive Analytics, and Analytical CRM. He co-founded the Master of Science in Marketing Analysis, the fi ... Read more

    rst (predictive) analytics master program in the world, the Master of Science in Statistical Data Analysis and the Master of Science in Business Engineering/Data Analytics. His research interests include analytical CRM, ensemble classification and big data analytics. He has co-authored 80+ peer-reviewed publications in journals such as Journal of Statistical Software, Journal of Business Research, IEEE Transactions on Power Systems, Journal of Applied Econometrics, European Journal of Operational Research. Less

  • Istvan Hajnal

    Insights Director of Marketing & Data Sciences, GfK
    Istvan Hajnal

    Istvan Hajnal is a data scientist with more than 20 years of experience in the fields of data analysis, survey methodology and market research. First at the University of Leuven, and then about 10 years with The Nielsen Company. Three years ago he founded ... Read more

    Hajnalytics, a Data Science consultancy. In September of 2015 Istvan joined GfK, leading the Marketing & Data Sciences team in Belgium. Istvan’s current interests are sampling, machine learning and Big Data. He has a master’s degree in computer science (Leuven), a master’s degree in quantitative applications in the social sciences (Brussels) and finally a Ph.D in Social sciences from the University of Leuven. Less

  • Lies Vandaele

    Research Director Ipsos
    Lies Vandaele

    Lies is part for the Qualitiative UU Team of Ipsos. During her career Lies discovered many different areas of qualitative research: from a specialization in brand image and brand stretch research, to concept development and co-creation, and specialized B ... Read more

    -to-B research. Lies has always been intrigued by ‘hybrid solutions’ in the broadest sense of the word: research is all about being flexible and creative in terms of techniques, technology, analysis and reporting… . As Research Director in the UU team, she focuses on combining online and offline research, qualitative and quantitative methods, and even methods from outside the research toolbox, … for both local and global clients. Less

  • Alieke Stubbe InSites Consulting

    Alieke Stubbe InSites Consulting

    Alieke is 24 years old and works as Research Consultant at InSites Consulting. She recently joined InSites Consulting after completing a master in industrial psychology & human resources and a postgraduate marketing management. At InSites she’s part of th ... Read more

    e Technology & Services team, where she works for a range of local and global clients as qualitative researcher. Less

  • Bert Hendrickx GfK

    Bert Hendrickx GfK

    Bert is a digital native and market researcher, intrigued by the impact of the digital evolution on consumers and society. He is responsible for Digital Market Intelligence at GfK Belgium, where he focusses on the opportunities the digital world has to of ... Read more

    fer in daily live and for market research. Less

  • Maarten Elen haystack

    Maarten Elen haystack

    After his studies in Leuven (communication sciences, KULeuven), Maarten moved to Ghent - in 2008 - to conduct consumer research at Ghent university (Faculty of Economics and Business administration). In Ghent, Maarten did research on attitude-behavior inc ... Read more

    onsistency: why attitudes do not always predict subsequent behaviour. Three years later, Maarten decided to focus entirely on his musical path - as electronic music product under the alias Mumbai Science, touring around the globe. In 2014, Maarten joined Haystack Int. as parttime researcher, combining both worlds: researcher by day, DJ by night (or was it the other way around?). Less



14.30 - 15.00 Arrival congress visitors - Welcome coffee - Visit Marketplace
15.00 - 15.05 Welcome by Gerd Callewaert, president of Febelmar
15.05 - 15.10 Welcome by Tim Duhamel, president of the congress committee
15.10 - 15.50 "Shift happens" by Richard van Hooijdonk
15.55 - 16.35 Interactive workshop on DATA COLLECTION moderated by Filip Maertens & Wim Hamaekers, with contributions from Dominique Vercraeye (TNS) on "From data collection to data selection of relevant data", Nicole Huyghe (Boobook) on "Big Tracker studies will disappear and replaced by relevant adhoc studies" and Alexander Dobronte (CheckMarket) on “Move away from infrequent timed surveys to event based touch surveys”
15.55 - 16.35 Interactive workshop on DATA ANALYSIS moderated by Prof. dr. Dirk Van den Poel & Peter Janssen, with contributions from Istvan Hajnal (GfK) on "Data analysis will become a common skill in many industries outside of market research. We will see many attempts to automate data analysis. All of them will fail." and by Lies Vandaele (IPSOS) on "Big data is not big insight".
15.55 - 16.35 Interactive workshop on DATA IMPACT moderated by Lucy Davison & Christine Tresignie with contributions from Tom De Ruyck (InSites Consulting) on "Turning consumer insights into company-wide memes" and by Tom Van Avondt (IPSOS) on "Powerpoint (research) reports stand in the way of business impact"
16.40 - 17.10 MARKETPLACE
17.15 - 17.55 Interactive workshop on DATA COLLECTION moderated by Filip Maertens & Wim Hamaekers, with contributions from Dominique Vercraeye (TNS) on "From data collection to data selection of relevant data", Nicole Huyghe (Boobook) on "Big Tracker studies will disappear and replaced by relevant adhoc studies" and Alexander Dobronte (CheckMarket) on “Move away from infrequent timed surveys to event based touch surveys”
17.15 - 17.55 Interactive workshop on DATA ANALYSIS moderated by Prof. dr. Dirk Van den Poel & Peter Janssen, with contributions from Istvan Hajnal (GfK) on "Data analysis will become a common skill in many industries outside of market research. We will see many attempts to automate data analysis. All of them will fail." and by Lies Vandaele (IPSOS) on "Big data is not big insight".
17.15 - 17.55 Interactive workshop on DATA IMPACT moderated by Lucy Davison & Christine Tresignie with contributions from Tom De Ruyck (InSites Consulting) on "Turning consumer insights into company-wide memes" and by Tom Van Avondt (IPSOS) on "Powerpoint (research) reports stand in the way of business impact"
18.00 - 18.40 Reinvention of Research at Unilever by BV Pradeep, Global Vice President Consumer & Market Insight at Unilever

18.45 - 19.20 RECEPTION - Arrival of participants for evening program
19.20 - 19.40 Gen-Zurveys. Taking the research time machine to a GenZ dominated world beyond 2020 by Annelies Verhaeghe & Katia Pallini InSites Consultng

Presentation Gen-Zurveys
19.40 - 20.20 "Society & Research in 2025" by Nils Müller
20.20 - 20.35 Young Talent Award

Presentation Bert Henrickx

Presentation Maarten Elen

Presentation Alieke Stubbe
20.35 - 20.40 Closing & Invitation to networking drink
20.40 - 23.00 networking drink







Febelmar is the Belgian federation of market research.
ESOMAR is the organisation for encouraging, advancing and elevating market research worldwide.

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