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TUESDAY

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09.00
Media Myths and the Art of Audience Engagement

Chaired by: Corrine Moy, Marketing Science Leader and ESOMAR Council member
 

 Case Study 

The Impact of Attention 

How understanding attention has informed brands to maxmise advertising effectiveness

Richard Colwell, Red C Research & Marketing, Ireland

Jill McGrath, TAM Ireland, Ireland

Are you paying attention? The transformative impact for brands of a multimodal research programme that builds human attention into the media effectiveness model.

 

Methodological innovation 

Supercharging Media Optimisation by Unlocking the Power of Time

Uncover not just where to invest your marketing budget, but when

Alfonso Calatrava, Meta, Spain

Carolina Stubb, Nepa AB, Sweden

We joined forces to lay the next innovative piece in the MMM puzzle - optimising investment timings to bridge the gap between strategic and tactical decision making.

Methodological innovation
Mapping Billions of Synthetic Journeys
Creating a synthetic population for enhanced out-of-home audience performance

Francis Moureaux, Mobimétrie, France

Jean-Noël Zeh, Ipsos, France

Leveraging synthetic data to simulate the trips of more than 4M individuals in a virtual France to estimate the traffic in streets at a national level.

Thought leadership

When Content Meets People

Breaking out of the straightjacket imposed by traditional views of format, form and genre.

Kenny Cunniffe, BBC, UK

Kevin Thompson, Tapestry (Partners) Ltd, UK

We used AI to classify what people told us about their media consumption. This enabled an almost qualitative analysis of consumer motivations at scale that we could stress-test against time, place, media type and even specific titles – enabling us to answer the big questions, such as why short form is such a competitor to TV.

Presentation powered by Cint

Are Surveys Dead?

Patrick Comer, Cint, USA

With the price of surveys increasingly unsustainable, data quality still a hot topic, and the use of AI and synthetic data ever more prevalent; Cint CEO Patrick Comer poses the question: Are Surveys Dead


10.35
 

REFRESHMENT BREAK
 


11.15
Human and Digital Characters for Modern Insight Stories
Chaired by: Michalis Michael, Listening247, UK

 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

Philip Nellenbach, Holland & Barrett, UK
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 
🏆 Nominated for the Congress 2024 Best Paper Award 🏆

Unleashing Innovation In Market Research

Using synthetic data to solve client problems

Julia Brannigan, Bulbshare, UK

Kerry Jones, Greencore, 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

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

Mapping the potential of synthetic data in global immigrant stories.

Arundati Dandapani, Generation1.ca, 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.

Presentation powered by Black Swan

Unlock the Value of Your Demand Spaces

How Social Intelligence Drives Agility and Actionability

Allison James, Black Swan Data, UK

In this presentation, we will explore how social trend intelligence is enabling leading brands to unlock the potential and maximize the return on their Demand Space investments by making them dynamic and actionable


12.50
 

LUNCH

There are several luncheons taking place 12.50 - 14.05

The Congress lunch is served for everyone in Aphrodite and Cafe Zoe

Those attending Francofun can enjoy their lunch at Pool Zoe 

Those wishing to join the WIRe annual luncheon at the Athenaeum Conference Centre please reserve your place here:
https://www.womeninresearch.org/event/2024-wire-luncheon-esomar-congress


14.05

 

RESEARCH HEROES: 
SAFEGUARDING BRANDS FOR TOMMOROW

Chaired by: Adrian Terron, Tata Group, India 

 

 Thought Leadership / Call-To-Action 

Back to the future

Redefining the way Diageo both forecasts and shapes the future

Javier Camino, Diageo, Spain

Living in the Future, how Diageo adopted a future back approach that inspired the whole business and established a tangible process for long-term innovation.

 Client topic 
🏆 Nominated for the Congress 2024 Best Paper Award 🏆
🏆 Nominated for the 2024 Peter Cooper Award for Qualitative Excellence🏆

Future Back

Understanding the evolution of shoppers and channels

Luiza Rossi, The Coca-Cola Company, Costa Rica

Romina Odorico, The Coca-Cola Company, Colombia

Tiago Cunha, Alexandria Group, Brazil

We embarked on a journey to explore qualitative methodologies and extrapolate fundamental trends research concepts to shed light on the future of shoppers and channels globally. This innovative approach equipped the business with a future-focused vision, poised for transformative growth.

 Client topic 

A Synthesis of Minds

Transforming fragmented insights into unified wisdom for business success

Katarzyna (Kasia) Królik, Danone Nutricia, Netherlands

Sarah Raoufian, SKIM, UK

We share the challenges stemming from dispersed knowledge within a multi-national business, as well as the positive impact on decision-making processes that came from investing in a knowledge rewind that was created using AI, stakeholder interviews and resulted in a digestible briefing book.

 Thought Leadership / Call-To-Action 

The Winged Goddess Of Victory

A story of brand enlightenment, starring 7 chakras, AI, emotion, wisdom and instinct

Melani Castro-Kelly, Nike, USA

Kristin Hickey, Kubi Kalloo, UK

A unique story of a path to brand enlightenment at Nike which fuses ancient & mystical chakras, heavy data & modern AI, deep wisdom, intuition & human creativity. More 'myth' than machine? More 'mind' than 'myth'? That's for you to decide.


15.30
 

REFRESHMENT BREAK


16.10
INSIGHTS IMPACT

The Research Effectiveness Awards 2024
Chaired by: Joaquim Bretcha, ESOMAR Director General

Nothing to Fear but Fear Itself

How Mountain Dew questioned the conventional codes of heroism, took a risk and won

Ramasubramanian Narayanan, Pepsico, India
Shobha Prasad, Drshti, India

Closing the Empathy Gap with L'Oréal's Global Connect Program

Increasing consumer empathy exponentially to stay relevant in a BANI world

Sandrine Morel, L'Oréal Group, France
Delphine Vantomme, Human8, Belgium

 

Audio Alchemy

The Art and Science of Creating Engaging and Impactful Audio Ads

Alyson Sprague, Wondery / Amazon, United States
Morgan Evans, Amazon, United States
Cyrus McCandless, Sentient Decision Science, United States

Aaron Reid, Sentient Decision Science, United States

 

🏆Gold, Silver, & Bronze winners announced following presentations🏆

Presentation powered by Virtual Incentives

Respondent Engagement is alarmingly low and how to fix it

Frank Kelly, Virtual Incentives, USA

AAI powered platforms can now (or will soon) provide an efficient way to deliver deep insights at scale.  Sample sourcing has not adapted to the needs of this burgeoning segment, we have good (albeit expensive) sources for small qual groups and cheap (albeit poor quality) sources for large quant studies.  What Big Qual needs is large quantities of well targeted, highly responsive respondents at a reasonable price. This presentation will suggest ways to overcome these obstacles to industry growth.

Client Conversations

Following the CLICK (client only) discussions held  during the Congress, Liubov Ruchinskaya and Elaine Rodrigo take to the stage to share some of the headlines.


Liubov Ruchinskaya, ESOMAR council member and Head of Strategy, Analytics and Consumer Planning NE of Diageo
·Elaine Rodrigo , Chief Insights & Analytics Officer of Reckitt.

ESOMAR NEWS
🏆includes the Representatives Award and Best Exhibitor Award 🏆
Joaquim Bretcha, ESOMAR Director General

 

[18.15 STAGE CLOSED]

20.00

Mediterranean Starlit Soire
Dress Code: White

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.
Transportation leaves the Intercontinental at 19.30
to take you to the ESOMAR Isle (Ble Azure, Leof. Poseidonos 174 55)

 

 

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