Talking Insights

Most B2B brands waste money marketing to everyone. This episode shows how one renewable energy company used research to find the real customer segments, match each one to the right channel, and turn a confusing market into a fivefold growth story. Antonio speaks with Tony Valdez, Principal Engineer at National Power Corporation, and Germaine Reyes, founder of Synergy Market Research and Consulting...

What happens when you run more than 100,000 synthetic simulations to test whether AI can really model people, culture, and behaviour? Adriana Rocha from Wortya shares the award-winning research project that stress-tested LLMs across Peru, Brazil, and the US—and what it revealed about the limits of synthetic research. In this episode of Talking Insights, Antonio speaks with Adriana about Future Not...

AI can speed up insights, but it cannot replace judgment, cultural context, or the human reality behind the data. That is exactly why this award-winning team’s approach stands out: they used AI to synthesize more than 80 documents across nine markets, then layered in stakeholder interviews, cultural analysis, and strategy co-creation to turn a functional mobility category into a sharper, more huma...

Wilko Rozema on the future of insights: why validation, not hype, will decide who wins AI and synthetic data are moving fast, but the real competitive edge in insights is no longer speed alone. Wilko Rozema of Dynata breaks down why the next phase belongs to companies that can validate what they collect, protect data quality, and adapt before the market leaves them behind. Dynata is one of the lar...

Young researchers are reshaping market research and sharing what they’ve learned along the way. In this conversation from Esomar Congress, Molly Strawn-Carreno and emerging researchers discuss AI, bias, cultural nuance, mentorship, and building a career in a changing industry. Hear why curiosity and human connection still matter, how culture can shape research responses, and how bias in questionna...

What should come first: an AI strategy or a business question?  Isabelle Lacarce Paumier, Global Group Head of Data and Marketing Analytics at Nestlé, makes the case for starting with the business opportunity—and building the data foundation needed to turn insight into action. In this episode of Esomar Talking Insights, Isabelle shares lessons from creating and scaling marketing analytics at one o...

Qualitative research veteran Isabelle Landreville joins Molly Strawn-Carreno to discuss how AI is reshaping research—and why human judgment, critical thinking, and relationship-building matter more than ever. They also explore Canada’s distinct research cultures and the industry’s responsibility to mentor emerging talent. Send us Fan Mail -----------------------------------------------------------...

Everyone wants to jump to AI. But the real advantage? Getting your data, questions, and team aligned first. At the Esomar Congress in Valencia, the new AI Alliance made one thing clear: AI is not a strategy - it’s a tool. You need a common language before you can scale. The best teams are building in public, testing, failing, learning, and improving. And the best part? They’re creating safe spaces...

Welcome back to Talking Insights.  In this episode, we sat down with John Cohen, CEO and founder of Kindling EVA, and Saul Cohen, the company’s co-founder and Head of Product, to explore one of the most important questions in AI today: can machines truly understand human emotion? Together with their team of emotion scientists and developers, John and Saul spent two years identifying what was missi...

The landscape of trust, technology, and human behavior is shifting faster than ever—are we prepared?  Michelle Harrison, the global president of Varian Group, is a renowned expert in public opinion, behavioral science, and social change, advising global leaders and organizations on societal transformation and inclusive leadership. Her insights into the future of trust and technology are more relev...

Most organizations are unknowingly killing the very human touch that makes AI truly valuable.  Manuel Garcia-Garcia reveals why focusing solely on accuracy and speed in AI systems is a mistake—and how empathy, trust, and human oversight are essential for AI to work with us, not without us. In this episode, Manuel shares eye-opening insights from his upcoming book, Smarter Together , which explores...

Unlock how AI is revolutionizing consumer insights—shifting from slow, project-based research to an always-on, real-time understanding of people's needs and contradictions. Ester Marchetti, Chief Innovation Officer at Bolt Insights, reveals how advanced AI tools are enabling brands to connect more authentically with consumers, uncover hidden truths, and make faster, more impactful decisions i...

Most brands struggle to grow consistently, not because of market conditions—it's the leadership decisions that make or break sustained success.  Lucas Hulsebos, CEO of DVJ Insights and author of The Growth Decision , reveals the hidden architecture behind what separates unstoppable brands from those stuck in stagnation. In this eye-opening episode, Lucas shares insights from over 20,000 inter...

Most organizations are missing out on invaluable human stories because they fear AI will strip away the soul of qualitative data. But what if the real breakthrough lies in how humans and AI collaborate?  James Goh, CEO of the groundbreaking platform iLiz, reveals how responsible "human-in-the-loop" AI is reshaping global research — from UNICEF to UN evaluations — by empowering, not repla...

Most teams struggle to turn rich qualitative insights into scalable, actionable business strategies — but what if you could transform deep research into a measurable, organization-wide advantage? Melissa Ramon and Nadja Baum reveal how they bridged that gap using a hybrid approach that combines qualitative depth with quantitative rigor, all without starting from scratch. Their innovative framework...

In this conversation, our host, Antonio and Ariana Arciniega (Intercept Music) discuss the transformative impact of technology on the music industry in Latin America, focusing on the evolution of artist-fan relationships, the importance of data analytics, and the challenges faced by independent artists. They explore how streaming has enabled artists to connect with fans and the significance of sup...

The conversation explores the integration of AI in research methodologies, emphasizing its potential to enhance understanding of consumer behavior and improve productivity in report writing. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production.  Hosted by Antonio Almeida Music by...

The conversation focuses on the upcoming Esomar event in Africa, discussing its vision, the importance of community engagement, the diversity of the continent, and the role of youth and innovation in shaping the insights industry. Dharmendra Jain shares insights on the event's significance, the excitement surrounding it, and highlights key presentations that will be featured. Know more about...

In this episode of Talking Insights, we welcome Sandro Kaulartz, Ajay Bangia, April Jeffries, and Karin O’Neill to explore the EDGE Framework, a methodology that focuses on identifying high-growth opportunities by examining extreme behaviors and divergences from the norm. The conversation delves into the integration of AI with qualitative research to uncover insights about user behavior at the mar...

The conversation explores the significance of language in understanding human motivation, focusing on motivational analysis and lexical analysis as tools to uncover underlying thoughts and influences. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production.  Hosted by Antonio Almeida...

The conversation explores the evolving public perception of military forces in Ukraine, highlighting the initial appreciation for their bravery but also the hesitance in forming personal relationships with veterans. It discusses the significant impact of media, particularly a television show, in shifting social norms and increasing openness towards veterans. Send us Fan Mail ----------------------...

The conversation explores the development and implications of a global feelings toolkit designed to understand emotions across cultures. Tara Howes and Tomas Gonsorcik discuss the project's phases, the importance of emotional connections in marketing, and the cultural nuances that affect how feelings are interpreted. They also share insights on future directions for the toolkit and offer advi...

In this conversation, Vas Bakopoulos discusses his award-winning projects, the Movable Middles Growth Framework and the Brandeis Performance study. He explains the importance of targeting the 'movable middles' in marketing, which are consumers who are more responsive to advertising. The discussion also covers the design and outcomes of the Brandeis Performance study, emphasizing the need...

In this conversation, Antonio and Jori van de Spijker discuss the transformative role of artificial intelligence in advertising, particularly focusing on how AI can optimize advertising engagements by understanding cognitive demand. They explore the relationship between cognitive demand and real-world ad impact, the importance of collaboration between advertisers and creative agencies, and the fut...

In this insightful conversation, Ariadna Carrascal discusses her award-winning data-driven marketing strategy for Samsung, focusing on the importance of emotional connections with consumers. She shares how a comprehensive analysis of consumer data led to a revolutionary approach that prioritized emotional engagement over technical specifications. The discussion highlights innovative research metho...