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Talking Insights

Esomar

148 episodes

3 days ago

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 methodologies, including the integration of qualitative and quantitative research, and the use of AI t...

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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 methodologies, including the integration of qualitative and quantitative research, and the use of AI t...

Show more...

Episodes (20/148)

Talking Insights

Unlocking Human Motivation Through Language

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 a text ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------...

6 days ago

20 minutes

Talking Insights

Emotional Connections in Marketing

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 methodologies, including the integration of qualitative and quantitative research, and the use of AI t...

6 days ago

15 minutes

Talking Insights

Unlocking Marketing Success with Movable Middles

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 for accountability in brand investment and the connection between brand favorability and sales. Vas shares...

6 days ago

23 minutes

Talking Insights

The Role of Media in Shaping Social Norms

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 a text ----------------------------------------------------------------------------------------------- Talking Insights is a Re...

6 days ago

11 minutes

Talking Insights

Cognitive Demand: The Key to Effective Ads

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 future integration of AI in creative processes. Jory shares insights on the validation of AI tools t...

6 days ago

15 minutes

Talking Insights

The Psychology of Consumption

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 advice for insights professionals on measuring complex emotions. Send us a text --------------------------...

6 days ago

22 minutes

Talking Insights

Navigating the Future of Research Careers

In this episode, host Antonio discusses the evolution of the Insights Career Network (ICN) with Kahren Kersten and Brian Fowler. They explore the impact of the pandemic on the job market, the transition of ICN to a nonprofit organization, the importance of partnerships, and the skills needed for future researchers in an AI-driven landscape. The conversation emphasizes the need for continuous networking and adapting to changes in the industry to support career development. Know more about ICN ...

3 weeks ago

21 minutes

Talking Insights

Building Community Relationships - Esomar Best of the Year

This conversation with Beth Bleathman focuses on understanding customer experiences and building relationships with local communities, emphasizing the importance of data-driven decisions for effective support. It's part of the celebration of the best of the year at Esomar. Send us a text ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicFor...

1 month ago

15 minutes

Talking Insights

The Future of Surveys: Engagement and Personalization - Esomar Best of the Year

We keep exploring the best of the year at Esomar and in this conversation, Matteo Cera (from Glaut) explores the evolution of traditional surveys into more engaging and personalized experiences, aiming to better understand respondents' true thoughts and feelings without confining them to predefined options. Developed by Glaut, AIMI is redefining how qualitative data can be collected at scale—combining the richness of in-depth interviews with the consistency, efficiency, and real-time fraud p...

1 month ago

13 minutes

Talking Insights

Driving Change: The Impact of Food Labeling - Esomar Best of the Year

In this conversation, Jean-Yves Laffon (from Appinio) discusses the impactful project on food labelling that earned him the Research Impact Award at the Esomar Awards. He explains the importance of transparency in food labelling, the design and methodology of the study conducted, and how consumer behavior is influenced by clear labelling. The discussion also touches on the role of the insights industry in promoting ethical decisions and the future of food labelling as consumer awareness...

1 month ago

29 minutes

Talking Insights

Bridging the Gap: CMO and CFO Collaboration - Esomar Best of the Year

In this new season of the Talking Insights podcast, we celebrate the best of the year at Esomar. For this episode we discuss the collaboration between Kantar and Google, which won the Best Use of Data Award at the 2025 Esomar Awards. Guests Mary Kyriakidi and Jorge Alagon share insights on bridging the gap between marketing and finance, emphasizing the importance of a shared language and metrics that resonate with both CMOs and CFOs. They explore how technology and data can redefine ma...

1 month ago

18 minutes

Talking Insights

The Power of Sound in Branding

This conversation explores the significance of sonic branding in today's digital landscape, emphasizing its role in enhancing brand identity and engagement on social media. The speakers share their backgrounds in music and creative direction, discussing how sound influences consumer perception and brand equity. They delve into the challenges of creating a cohesive sonic identity across diverse cultures and the future of sound in marketing strategies. Send us a text ---------------------------...

1 month ago

16 minutes

Talking Insights

Reaching Youth: The Power of Social Media in Health

The conversation highlights the innovative approach taken by the Cancer Council in Australia to engage young people through social media influencers. Kathryn Hull discusses the successful implementation of an influencer-led campaign aimed at promoting SunSmart behaviors, emphasizing the importance of adapting to new channels to effectively reach the youth demographic. Send us a text ----------------------------------------------------------------------------------------------- Talking Insigh...

1 month ago

15 minutes

Talking Insights

The Significance of Colour in Branding

This episode recorded live at the Esomar Congress 2025 in Prague explores the significance of color in branding and marketing. Wim and Uyen discuss the importance of objective data in color selection for products, and the broader implications of color psychology in consumer behavior. They emphasize the need for brands to understand the impact of color on decision-making processes and how it can enhance marketing strategies, especially in the digital age. Send us a text -----------------...

1 month ago

11 minutes

Talking Insights

Exploring the Gig Economy

The conversation with Michael Nevski, recorded live at the Esomar Congress in Prague, explores the rise of the gig economy, its implications for different generations, the role of technology, and what companies can learn from these trends. It highlights the flexibility and independence that gig work offers, especially to millennials and Gen Z, while also addressing the challenges gig workers face in accessing credit and benefits. Send us a text ------------------------------------------------...

2 months ago

16 minutes

Talking Insights

Normalizing Disability in Advertising

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 about the challenges of representing non-visible disabilities and the need for greater a...

2 months ago

12 minutes

Talking Insights

Evolving the Industry: A Call to Action

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 that prioritizes consumer needs. And you can find more info on Brett's book here: https://...

2 months ago

11 minutes

Talking Insights

Esomar Academy presents: Foresight in Market Research

In this episode, Antonio Almeida speaks with Pilar Bermudez from Marduk Design about the upcoming Esomar Academy training. They discuss the importance of foresight in market research, the structure of the training, and the transformative experience participants can expect. The conversation highlights the need for a shift in mindset to embrace disruptive thinking and strategic planning for the future. Send us a text ------------------------------------------------------------------------...

2 months ago

9 minutes

Talking Insights

Exploring Market Research in Africa

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 consumer behavior to the power of homegrown insights, this episode celebrates the people shaping th...

2 months ago

10 minutes

Talking Insights

Exploring Human Connection in Market Research

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 matters in a data-driven world. Along the way, we share a few laughs about conference chaos, ice c...

3 months ago

27 minutes