The market research industry is at the forefront of understanding the changes consumers and companies are going through during these unprecedented times. Many studies and data analyses have been carried out by many research organizations around the world and Romania is no exception. Join us in a three days' event series organized by SORMA, the Romanian Market Research Association, in partnership with ESOMAR, aiming at better equipping clients activating on the Romanian market in responding adequately to the old and new consumer needs: - How have they reacted, attitudinally and behaviourally to the sanitary and the economic crises? - What are the resilient behaviours? What has not changed? - Which are the new consumer expectations towards companies nowadays?Agenda of the day:Welcome: Alina Serbanica, SORMA President and ESOMAR representative for Romania Introduction: We all communicate but few establish relationships. Is "Simple but memorable communication is a real art" still relevant?- Loredana Iacob, Moderator and Session Chair Searching for the right balance between old and new in communication. How can brands remain familiar while forced into renewal in uncertain times- Veronica Ungureanu, Creative Excellence Leader, Ipsos Romania, presentation language: Romanian Tune in to roar out- Andra Constantinescu, Creative Domain Lead, Insights Division, Kantar, presentation language: Romanian Marketing after COVID. Next 12 months!- Victor Rotariu, Head of Strategy, Insights, Content, WaveMaker, GroupM, presentation language: Romanian Panel discussion (Romanian): What are the challenges of brands but also of market research agencies to adapt to The New Rules of Advertising and Branding in the post-Covid era?
In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of course, not concerned with the advisability of using such methods sporadically, but rather with the fundamental problem of determining the basic conditions for the development of a concept of branding applicable to industrial products and corresponding to consumer goods techniques. It is obvious that we must take into account the fundamental differences between industrial goods and consumer goods and that, in the case of the former, we can only be concerned with modified forms of branding techniques.