Conference of Innovations in Research 2016

The seventh of Innovation in Research Conference that focuses on development of research, and the revenue of which is donated to social projects will be held on the 2nd of June in Four Seasons Bosphorus.

The hottest topics of marketing and research will be explored at this conference.

This year, the conference fees will support the children. The fees will be donated to Music for Peace Foundation who provides musical education to the underprivileged and disadvantaged children in Turkey.

The donations will cover all the expenses of the new orchestra which will be founded by Music for Peace Foundation who provides complimentary musical education to the underprivileged and disadvantaged children in Turkey.


  • Alemşah Öztürk graduated from Yıldız Technical University after finishing Kabataş High School. Because of his passion developed in student years for the internet, he started his career early.
    In 1999 he established his first agency, Plus v.2 with his friends. Later on his career, he worked as a creative director in many advertising agencies. With the development of the digital advertising industry, he quit his job on Manajans and found his digital advertising agency 41?29! in 2007.
    He won countless awards with 41?29! and also become co-founder of Arcademonk, Grupanya and Dijital Büro İstanbul in 2010. After 2011, he sold majority share of 41?29! to WPP and pave the way for the agency to become a regional player.
    As of 2015, he merged Grey İstanbul with 41?29! into 4129Grey, which offers service as an integrated full service advertising agency.

  • After completing Boğaziçi University Industrial Engineering Program, he did his MBA in Terry College of Business/University of Georgia. He worked on analytic marketing, segmentation ,product and segment management in Fedex USA until 2007. After returning to Turkey, Hasan Çalışkan first took responsibilities in marketing field in customer experience and analytics and then corporate strategy and business planning fieds in Avea between 2007-2013.
    Having worked as a consultant in EMEA region within Peppers&Rogers Group (Teletech) and managing projects involving all stages of marketing activities from strategy to implementation, Hasan Çalışkan has been working as Ipsos Loyalty Turkey General Manager since 2015.

  • Mustafa Icil graduated from Istanbul American Robert College and completed his Bachelor’s Degree in Bosphorus University Computer Engineering Department. He then got his Master’s Degree from the same university and department.
    Till his graduation, Mustafa Icil worked part time in several different technology companies. In 1994, he started working in Microsoft’s Chicago office as the IT Administrator. He then moved back to Istanbul accepting the Systems Engineer role in Microsoft Turkey. In 1998, he moved to marketing taking Windows Product Marketing Manager role. In parallel to this role, he also worked on Microsoft’s strategies on emerging countries and led the project team working on increasing the PC penetration in Turkey.
    In 2005, he transferred to Apple IMC as the Marketing Manager and for 2 years executed the marketing strategies for Apple and Adobe in Turkey. With this role, Mustafa Icil was chosen as one of the “Top Marketing Managers in 2006” by Capital magazine.
    In 2007, he moved to Google as the Country Marketing Director for Turkey. He expanded his responsibility to cover Greece in 2008. In 2009, he became the Regional Marketing Director for Google Turkey, Middle East and Sub Saharan Africa. As the Google Regional Marketing Director, he was responsible for brand management, product and market strategies, channel programs, SMB sales activities, strategic partnerships and broader projects to richen internet usage in these countries. In addition, he was also the global marketing lead in the Emerging Markets Council for a year, which was a task group setting the expansion strategies of Google to emerging markets.
    In 2013, Mustafa Icil founded his own company, İÇİL Training and Consulting, focusing on keynotes, seminars, workshops and consultancy services on Strategic Marketing, Business Management and Leadership.

  • Phil Shaw is Global Director, Product & Innovation at Ipsos Connect based in London, where he has responsibility for developing cutting edge solutions that help brands measure and optimise the effectiveness of their digital and cross-media communications. He has recently developed and launched research approaches leveraging ad replacement technology and mobile research apps.
    He has previously led several global brand measurement and advertising effectiveness programs for technology companies, including mobile handset providers and networks, as well as major online media owners.
    Phil was previously on Synovate’s global Brand & Communications Leadership Council where he led development of the company’s digital comms evaluation offer and R&D.

  • Ipsos Marketing Science Director Serkan Ceran, completed his undergraduate degree in Mimar Sinan University statistics program after Şişli Terakki High School. Continuing his education life with Listening to Customer certificate program in Bilgi University, Model Thinking certificate program in Michigan University , The Data Scientist’s Toolbox certificate program in Johns Hopkins University and Marketing Analytics in Virginia University; Serkan is specialized on predictive analytics, non-linear modelling, marketing mix modelling, ROI/ROMI and advertisement activity measurement and pricing researches.
    Working in research sector for nearly 19 years, Serkan managed key customers such as Arçelik, Turkcell, Digiturk and Coca-Cola from time to time and has been managing the Ipsos Marketing Science- Modelling and Pricing section since early 2014.

  • He completed his bachelor’s degree in Istanbul Technical University Industrial Engineering and his Master’s degree in Marmara University Industrial Engineering programs.
    Having started in 1997, his research life has been going on for nearly 18 years with KMG; where he participated in the founding team after 2001 followed by Ipsos.
    Until 2015, he worked as Ipsos Loyalty General Manager and Ipsos Turkey Executive Board Member for 8 yeas. Since 2015, he has been working as Ipsos Turkey CEO.

  • Simon leads the Ipsos Knowledge Centre, a specialist team dedicated to bringing the company’s latest research and thinking to our clients around the world.
    He is a frequent writer and speaker on consumer trends and is a blogger for the Huffington Post.
    Simon has 25 years’ experience working with clients from across the public and private sectors, and is a specialist in opinion polling.
    Twitter: @SimonMAtkinson

  • Stephen has recently joined Ipsos to help clients apply a behavioural lens to their challenges and issues. Behavioural science is a descriptive discipline and is based around explaining what people actually do rather than understanding what they are supposed to do.
    From understanding issues in terms of behaviours, through to diagnosis of behavioural drivers Stephen brings a refreshingly agnostic and practical approach to applying behaviour science.
    Prior to taking on his current role , Stephen worked as a behavioural strategy consultant running a consultancy with in Dentsu Aegis and for the Government’s communication division – the Central Office of Information (COI) and the Cabinet Office (CO).
    In these roles Stephen has worked across a wide variety of sectors and projects including innovation, process design, training, insight, intervention design across sectors such as communication, technology, public sector, finance and FMCG.
    Stephen also has extensive experience of working on evaluation programmes, including helping to design the first evaluation programme for the Big Lottery Fund based on understanding long term outcomes on young people of the Big Music Project.

  • Steve started his career in the UK where he spent two years in sales (at Xerox) and then after completing his undergraduate degree he moved into brand management (at Mars foods), Since 1986 Steve has been involved in the marketing research and information business in the UK, South East Asia and Canada.
    In his current role he leads a number of Ipsos’s Canadian commercial businesses which involves responsibility for a staff of over 200 Marketers and Researchers, local product development and R&D and numerous white papers and public releases. Steve is also a frequent public speaker and media commentator.
    Most Influential Brand Global Initiative – Steve leads this initiative that takes place in 21 countries around the world and unveils/presents it each year at Ad week (Toronto) with a roadshow that follows.
    In addition to his management role, Steve continues to act as team leader for a number of accounts mostly in the technology sector.
    Steve loves GREAT Hamburgers,
    Active in the broader Business community

    • Earth Ranger Board member – 2014 - Present
    • MRIA (Marketing Research & Intelligence Association) – 2010 Conference Chair
    • CMA (Canadian Marketing Association) – Board/Executive Committee Member 2007-2014
    • CASRO (Council of American Survey Research Organizations) – Board Chair 2003-2006
    • CAMRO (The Canadian Association of Market Research Organizations) – Past President
    Loves to play Golf and Tennis
    • Best marriage in the world and married forever – to the SAME person
    • Two daughters (18 and 24)
    ”Do you know what it is like to be the only man in a house with three women?”

Conference Agenda

2 June 2016 - İstanbul, Four Seasons Bosphorus

Moderator: Başak Şengül, CNN TÜRK

Kayıt 09.00 – 09.30
Welcome Speech 09.30 – 10.00
Sidar Gedik, Conference Chairman
Barış İÇİn Müzİk Vakfı 10.00 – 10.30
How to be Influental Brand? 10.30 – 11.00
Steve Levy, Chief Operating Officer, Ipsos in Canada
Kahve Molası 11.00 - 11.20
To The Successful Launches 11.20 – 11.50
Serkan Ceran, Business Intelligence Scientist, Ipsos Marketing Science
10 Mega Trends That are Reshaping The World 11.50 – 12.20
Simon Atkinson, Chief Knowledge Officer, Ipsos
Q & A, Comments 12.20 – 12.40
Lunch Break 12.40 – 13.40
From Changing Attitudes to Shaping Behaviour: The Rise of Behavioural Science 13.40 – 14.10
Stephen Donajgrodzki, Ipsos Global Head of Behavioural Science
Where and How to Start Reducing Our Customers' Effort? 14.10 – 14.40
Hasan Çalışkan, Managing Director, Ipsos Loyalty
Q & A, Comments 14.30 – 14.50
Coffee Break 14.50 - 15.10
Unlocking The Digital 15.10 – 15.40
Phil Shaw, Digital Product & Innovation Director, Ipsos Connect
Infulencers and the those influenced in Digital Communications and Marketing 15.40 – 16.40
Moderator: Başak Şengül, CNN TÜRK
Özlem Sönmezyalçın, Ipsos - Research Labs – Managing Director
Alemşah Öztürk, 4129 Grey – Chief Happiness Officer
Mustafa İçil, İÇİL Training and Consulting
Social Phenomena: ErayEfe @Argostroloji ve Kadir Doğrubakar @Odunherif
Q & A, Comments 16.40 – 17.00
Closing remarks 17.00 – 17.20

*Simultaneous interpretation will be provided throughout the conference


This year, the conference fees will support the children. The fees will be donated to Music for Peace Foundation who provides musical education to the underprivileged and disadvantaged children in Turkey. Collected donations will cover all the expenses of the new orchestra which will be founded by Music for Peace Foundation. Participation to the conference will be granted upon donation of a minimum of 450.- TL (per person) to Music For Peace Foundation. When a group of 3 people donates, they will have right to invite 1 more person as a guest.

Bank Account Information

Account Name : Mehmet Selim Baki Barış için Müzik Vakfı
Branch Code & Account Number : 328- 629 7435
IBAN : TR89 0006 2000 3280 0006 2974 35

For further information

About Music for Peace Foundation

Music for Peace Foundation – El Sistema Türkiye, offers complimentary music lessons to the underprivileged and disadvantaged children in Edirnekapı, İstanbul.

The children of aged 7 – 19 who participated to the foundation’s programme are receiving universal polyphonic musical education with the help of the instruments and the trainers provided by the foundation.

Active since 2005, Music for Peace Foundation is a solidarity and sharing center actively engaged with the children and the families and integrated with the social texture of the district where the foundation was established.

Their doors are open to any child who would like to meet with the music…

F: barisicinmuzikvakfi / T: barisicinmuzik / I: barisicinmuzik


Selected pictures from the previous conferences.


Conference on Innovations in research 2nd of June 2016 Four Seasons Bosphorus in Istanbul