Talking Insights

In this conversation recorded live at the Esomar Congress in Prague, Georgia Phillips discusses the critical role of advertising in promoting inclusion.  Georgia highlights the lack of representation in media and the importance of normalising disability in advertising. Research reveals that inclusive ads positively impact brand perception among consumers with disabilities.  Finally, we also talk a...

In this conversation recorded at the Esomar Congress in Prague, Antonio and Brett Townsend discuss the evolution of the insights industry, emphasizing the need for a consumer-centric approach, the importance of narratives, and the necessity of persuasion as a key skill for future success.  They explore how to get unstuck from outdated methodologies and the role of leadership in fostering a culture...

En este episodio, Antonio conversa con Pilar Bermúdez de Marduk Design sobre la próxima capacitación de la Academia Esomar. Hablan sobre la importancia de la prospectiva en la investigación de mercados, la estructura de la capacitación y la experiencia transformadora que los participantes pueden esperar. La conversación destaca la necesidad de un cambio de mentalidad para adoptar un pensamiento di...

In this second episode of our Talking Insights Live series, recorded at the Esomar Congress , we turn our attention to Africa — a continent full of innovation, creativity, and a fast-growing insights community. Our guest, Siham Malek, explores how African researchers are transforming local challenges into global innovations, redefining how data, culture, and storytelling intersect. From shifting c...

Welcome to the first episode of our Talking Insights Live series, recorded right from the heart of the Esomar Congress exposition space! In this episode, we sit down with Jess Pettitt , the Congress opening keynote speaker, for a conversation that’s equal parts hilarious and thought-provoking. Jess dives into themes of inclusion, connection, and authenticity — and reminds us why being human still...

In this engaging conversation, T. Christian Helms, founder and creative director of Helms Workshop, shares insights on the importance of creativity in branding and design.  A discussion on how to cultivate creativity within teams, the significance of authentic connections in branding, and the concept of 'thinking sideways' to foster innovative ideas. Helms highlights successful projects,...

In this episode of Talking Insights, host Antonio speaks with Valeria Piaggio from Kantar about the Brand Inclusion Index, a groundbreaking study that explores how consumers experience diversity, equity, and inclusion in brands.  They discuss the evolution of brand inclusion, the importance of authentic representation, and the need for brands to address underrepresented groups. Valeria emphasizes...

In this episode of Talking Insights, our host Antonio, explores the future of market research with guests David VL Smith  and  Adam Riley .  They discuss their article "Learning to Love Your Inner Cyborg" and their book "The Art of Collaborating with AI." The conversation delves into the integration of AI in market research, the cultural and leadership shifts required, and the...

Join us for an insightful episode as we delve into the "Hook, Line, and Thinker" workshop, designed to revolutionise storytelling in the research industry. Discover how this training, led by expert Daniel Wain, equips participants with the tools to craft compelling narratives that cut through the noise.  Whether you're a seasoned professional or new to the field, this workshop offer...

In this conversation, Kate O'Keeffe, CEO and co-founder of Heatseeker, discusses the revolutionary approach of AI-driven experimentation in marketing. With highlights on how Heatseeker differentiates itself from traditional A/B testing by providing real-time, data-driven insights that allow businesses to make informed decisions quickly. Kate shares experiences from Silicon Valley, emphasizing...

In this episode of Talking Insights, host António Almeida meet with Chelsea Gibbons, VP of Research Strategy at Sago, to explore a study on workplace happiness through technology. The conversation delves into how facial coding and micro-expression analysis were used to measure joy among users of a content management system across different cultures.  They discuss the implications of AI in research...

In this episode, our host António and Richard Preeti delve into the complexities of synthetic data and its implications for market research. They discuss the semantics of the term 'synthetic data', the role of AI in generating insights, and the importance of grounding AI outputs in real human data.  Richard emphasises the need for responsible usage of AI, the evolution of research method...

In this episode, António Almeida discusses the merger between Mintel and Black Swan Data with Matthew Nelson and Hugo. They explore the implications of predictive intelligence in market research, the challenges of integrating two companies, and the future of innovation in the CPG sector. The conversation highlights the importance of cultural fit, the role of AI in democratizing insights, and the n...

In this episode of Talkin' Insights, host António Almeida speaks with Wes Michael, founder of Rare Patient Voice, about the critical role of patient voices in market research and healthcare. They discuss the evolution of patient participation, the importance of diversity and inclusion in recruitment, and the global expansion of Rare Patient Voice. Wes shares insights on building trust with pa...

In this conversation, Aditi Garg, a Consumer Strategy expert and Founder at Out of Syllabus, discusses India's evolving landscape of sustainability.  She highlights the differences in consumer behaviour between urban and rural populations, the emotional drivers behind sustainable choices, and the challenges brands face in effectively communicating their sustainability efforts. The discussion...

In this insightful conversation, António Almeida and Adele Jolliffe (from Kantar) delve into the data decision gap in marketing. They discuss the challenges marketers face in utilising vast amounts of data effectively and the disconnect between data and decision-making. Adele shares practical steps to bridge this gap, emphasising the importance of expanding data inputs and outputs, and the role of...

This week we give you a BONUS episode to promote the upcoming training of the Esomar Academy -  Breaking the Noise - 12-14 August In this conversation, Antonio and Arundati Dandapani discuss the upcoming training titled ' Breaking the Noise, Creating Strategic Global Impact with Research Stories and Partnerships ' at the ESOMAR Academy. They explore the importance of clarity in storytell...

In this episode of Talking Insights , we sit down with Cynthia Vega, Head of Digital Analytics at Kantar and co-author of the report Synthetic Data: Beyond the Hype . Cynthia breaks down what synthetic data really is (and isn’t), dispels common myths, and explains why human input is still essential for high-quality outcomes. We explore how brands are reacting, the blurred lines between experimenta...

In this conversation, Jason Cohen, founder of Simulacra Synthetic Data Studio, discusses his journey in the world of synthetic data, particularly in consumer research. He shares insights on the challenges of data collection, the evolution of synthetic data technology, and the scepticism surrounding its use in market research. Jason emphasises the importance of understanding synthetic data's c...

In this conversation, António and Mary Kyriakidi from Kantar talk about the concept of pricing power, exploring its significance beyond mere profitability.  They discuss how brands can enhance their pricing power through emotional resonance, sustainability, and effective communication. The conversation highlights the importance of brand differentiation and successful brands' strategies to mai...

In this conversation, Antonio and Stephen Tracy discuss the evolving landscape of market research, particularly in the context of generative AI and multimodal research methodologies.  From blending traditional and digital methods to leveraging Gen AI, Stephen shares why multimodal research is no longer optional—it’s essential. Get a taste of what’s in store in his upcoming ESOMAR Academy training...

In this episode of ESOMAR Talking Insights, host Antonio interviews Richard Burrage, the ESOMAR representative in Vietnam. They discuss Richard's extensive background in market research, the unique opportunities and challenges in the Vietnamese market, and the cultural influences that shape consumer insights. Richard shares insights on the role of young researchers, the importance of mentorsh...

In this conversation, Baxter Tan shares his journey into the market research industry, highlighting the differences in market research landscapes across Asia, particularly in Singapore and Australia.  He discusses the role of Global Lingo in providing translation services for market research, emphasising the importance of understanding project scopes.  Baxter also talks about upcoming events in Si...

In this conversation, Shin Hosokawa discusses the evolving landscape of market research in Japan, highlighting the challenges and opportunities presented by AI and technology. He emphasizes the conservative nature of Japanese culture in adopting new methods while recognizing the need for change. The discussion also touches on the diverse markets across Asia, the upcoming event in Tokyo, and offers...

This conversation explores the current state of the Indian insights industry, highlighting growth sectors such as healthcare and technology, while addressing the challenges of conducting research in a diverse and multilingual country. The discussion also touches on the role of technology and social media in research, the importance of an upcoming event aimed at promoting pride in market research,...