TUESDAY
Brand AI.nnovation
Methodological innovation
Semantic Frontiers
Unearthing Trends with AI and Knowledge Graphs
Benjamin Bado, Puratos Group, Belgium
Benoit Hubert, Ipsos, France
Laurent Vuillon, University of Savoie Mont Blanc, France
We collaborated to transform trends into clear, practical, and valuable business
actions in the rapidly evolving food industry. The result was unparalleled insights by merging internal metadata with expansive social data, paving the way for the discovery of novel solutions.
Case Study
AI Power and Human Expertise
A product innovation journey
BA product innovation journey
Meghan Reinhardt, Zappi, USA
Nic Umana, Mars, USA
What's the potential for AI and data to reinvent product innovation? We share and discuss experiments from real-life testing of AI-generated products and debate AI's future in insights.
Methodological innovation
Unveiling the power of synergy in innovation
Battle of the Titans: Human vs. Machine
Elise Misse, Ricola, Switzerland
Thomas Troch, Human8, USA
Annelies Verhaeghe, Human8, Belgium
Innovation reimagined! An AI experiment with Ricola explores the power of AI, human creativity and business thinking to unlock breakthrough ideas.
Client topic
Innovate or Stagnate
How Burberry Turned GenAI Anxiety into Opportunity
Ross Dempsey, Burberry, UK
Generative AI started with a bang but stumbled in enterprise adoption due to high stakes, costly mistakes, and strict security measures. Yet, at Burberry, we cracked the code making generative AI a company-wide, decision-influencing, reality.
Client topic
The Art of Simplicity is a Puzzle of Complexity
Unleashing an incisive innovation offensive for our chilled dairy business
Ritanbara Mundrey, Société des Produits Nestlé S.A., Switzerland
When human minds and man-made machines meld, magic happens.
Human and Digital Characters for Modern Insight Stories
Methodological innovation
Modern Day Prometheus
Digital respondents and their implications for market research
Michael Patterson, Radius, USA
Cole Patterson, Symmetric Sampling, USA
The use of digital AI respondents over traditional, human respondents has enormous implications in market research. We'll present a study comparing results from these two sources; discuss when digital respondents can be best used and share best practices for constructing, utilizing, and valuing digital respondents.
Case Study
Reset and Reimagine
Empowering human interaction and scaling insights with AI
Heather O’Brien, Prodege, UK
Phil Sutcliffe, Nexxt Intelligence | inca, UK
We see the advent of synthetic data as an opportunity for primary market research to reconsider how it can deliver real human insight. We will present the results of a series of experiments.
Methodological innovation
Unleashing Innovation In Market Research
Using synthetic data to solve client problems
Julia Brannigan, Bulbshare, UK
The pursuit of innovation in market research drives us to explore new methodologies that yield impactful results. Amidst this quest, synthetic data emerges as a ground-breaking tool, reshaping the dynamics of how we understand consumer behaviour.
Industry Challenge
Synthetic Data in Marketing Studies
Exploring the promises of generative AI and synthetic data
Emmanuel Candès, Standford University, USA
Samuel Cohen, Fairgen, Israel
Thomas Duhard, IFOP, France
We pushed AI to its limits to determine to what extent synthetic samples are a revolution or an overpromise in the search for insights.
Client topic
Rediscovering the Immigrant Journey
Explore the potential of synthetic data in global immigrant stories.
Arundati Dandapani, Generation1.ca, Canada
Kuno Tucker, Manulife Wealth, Canada
We examine the potential benefits and challenges of using synthetic data to fill in the data
gaps to improve our understanding of immigrant groups for brands and public services that target and market to these groups.
Epic Tales of Branding Magic
Client topic
From Papyrus to Pixels
A herculean tale of transforming brand tracking with 'share of search'
Philip Hambach, adidas, Germany
Steffen Hück, TD Reply, Germany
Adidas is transforming the landscape of brand tracking by redefining the metrics of brand strength. Transitioning from traditional survey methods to a dynamic, data-centric approach positioning organic search data as a pivotal KPI.
Client topic
Emotion-Inducing Fragrances
Harnessing the power of scent-evoked feelings
Ashley Ericksen, Ipsos, USA
Manuel Garcia-Garcia, Ipsos, USA
Mariana Kolomayets, Ipsos, USA
Adriana Mora, Sol de Janeiro, USA
Mapping and measuring the emotional response in the fragrance experience, cross-cultural evidence from the United States and China
Thought leadership/all-to-action
What is the Blueprint for Brand Growth?
Exploring the myths and mysteries of brand marketing theories
Mary Kyriakidi, Kantar, UK
We've been tracking brands and analysing real world consumption data for the last 10 years. We’ll reveal the myths and mysteries of brand marketing theories.
The Enigma of Gen Z | Navigating the Next Gen Labyrinth
Industry Challenge
She? He? They?
Embracing diversity in brand storytelling beyond gender binaries
Marta Bierca, WiseRabbit, Poland
Milena Morawiec, MindTheGap, Poland
The youth say binary is exhausted. Traditional thinking in terms of femininity and masculinity is negated by Z and Alpha generations. At the same time, marketers are still traditional. Is it possible to reconcile these two approaches?
Case Study
Inside the Gen Z Parental Mind
Connecting with the next generation of parents to understand how they are redefining parenthood.
Marieke Boers, Philips, Netherlands
Angie Deceuninck, Human8, Netherlands
A myth-busting case study demonstrating the power of blending perspectives
The Silent Revolution of Representation | How Unheard Voices can be Amplified
Case Study
‘The Book of Boobs' & Project BeliEVE
From personal lived experience to empowering women, sustainable impact and positive change
Garreth Chandler, The Evolved Group, Australia
Alice MacKinnon, The Evolved Group, Australia
Lou Mckenna-Mayes, TONIBOBANDLOU C.I.C., UK
Toni Ward, TONIBOBANDLOU C.I.C., UK
BeliEVE is helping shape the future of visual decision- making aids for breast reconstruction- an innovative & sensitive application of AI to understanding patient insights
Case Study
Unveiling the Chorus of Modern Society
Publicising social survey results
Christos Grentzelos, Abacus Research, Greece
Vassilis (Bill) Kokiopoulos, Abacus Research, Greece
We highlight the importance of a constructive utopia, that of a society where apart from our echo chambers we dare to listen to media voices which might make us uncomfortable temporarily, but in the long run make us better people and better citizens.
Case Study
Empowering People within Canada to Engage in Human Rights
How the Canadian Museum for Human Rights is using connective and defiant empathy frameworks to engage with people within Canada
Ryan Hughes, Humanity, Canada
Amy Knowles, Research Strategy Group, Canada
Louse Waldman, Canadian Museum for Human Rights, Canada
We showcase how the Canadian Museum for Human Rights has used powerful behavioural science and semiotics to engage people in human rights.
Thought leadership/Call-to-action
Unravelling the Cost of Living Crisis Myth
Exploring the human stories behind the data through a multi-method, cross-country analysis
Jana Rude, Euromonitor International, Lithuania
The cost-of-living crisis could serve as a contemporary myth if left unexamined beyond the notion that consumers are looking to save money where they can. Rather than 'busting myths', this paper provides data and insights to clarify what the cost-of-living crisis means for businesses and their target consumers.
Cultural Alchemy | Local Insights for Global Impact
Case Study
The LATAM Airlines Story
Uncovering myths of the region to bring meaning to a global airline
Fiona Blades, MESH Experience, UK
Andre D’Abreu, LATAM Airlines, Chile
This is a heart-warming case study to inspire others to find unity, to overcome stereotypes, to bust long-held myths and to find authentic meaning for their brands.
Case Study
Around the World in 80 Meals
Defining the foundations of global food culture
Abigail Lappo, Quantum Consumer Solutions, UK
Shina Sullivan, PepsiCo, USA
We decoded food culture around the world to make a create a mindset shift at PepsiCo and prove the value of cultural and ethnographic research as a business growth driver.
Stories to Treasure: Research that Unifies
Case Study
The “Others”
Defending memories of friendships between nations in modern times
Sevgi Gul, BAREM Research, Turkey
Katerina Konstantinou, The Hellinic Research House SA, Greece
Pervin Olgun, BAREM Research, Turkey
Hellas Maria Saltavarea, The Hellenic Research House SA, Greece
Konstantinos Kavafis wrote a poem about barbarians (“others”). We share a powerful research story that aims to challenge the myth that nations can be regarded as “others" by showcasing stories showing that nations, especially when living side by side for centuries as is the case with Greece and Turkey, are inherently connected to each other.
Case Study
Mindful Heroes
Unveiling the human narratives of young Ukrainians
Daniel Cunill, Bilendi & respondi, UK
Hannah Wright, Zinc Network, UK
Young people are the future, but how are Ukraine's youth today? We've been following their journeys for four years for the USAID-funded Ukraine National Identity through Youth (UNITY) program and NGO, IREX.
20:00
Mediterranean Starlit Soiree
Join us for a dazzling night under the Mediterranean moonlight, and shine even brighter by dressing in white attire.
Surrounded by the sea on ESOMAR’s private peninsula, we invite you to a magical evening of memorable conversations and wonderful cuisine. Transportation and entrance to the ESOMAR Isle is included in your registration.