TUESDAY
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)