70th edition

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Topics

The Call for Speakers is closed

ESOMAR Congress 2017 is your opportunity to drive the research, data and analytics industry forward.

Topics for our 70th anniversary:

1. The future is now

A visionary looks beyond the possible and dreams of the ‘what if...’

  • Research visionaries - Here’s to the game changers. Thought leaders. Tech adopters. Navigators. Pioneers. Those who dare to enter new frontiers and pave the way for the next 70 years of research... You’re invited to tell us what you’re doing differently that’s cutting edge, brave, courageous and ‘business unusual’.
    #changethegame #daretobedifferent #futureisnow
  • What if we started again? - You’ve woken up and research doesn't exist. Given your knowledge of how our minds work you’re challenged to design the first ever research approach. What might it look like? What would the role of this “newly defined research” be for your business? What lessons can we learn from this exercise to help drive the future of research?
  • A future where one size fits all? - There’s been a lot of focus on the next “Next Generation”. While we’re keen to hear the brightest advances in conversing, engaging and understanding GEN Z (Generation Alpha, Beta..). We also want a conversation that encompasses all demographics. Our thinking is that it’s a big market out there and surely our quest is to research everyone and their new lifestyles? Can we (for example) engage 60+ and Generation Z in one study and if so how? If we need mixed methodologies to include every demographic – how do we manage that?
  • #GLHF! - “Good Luck Have Fun” - A phrase that online gamers often say before the action begins. Can we bring this enthusiasm to research? What research engagement have you offered that made everyone shout #GLHF.
  • Crystal ballpark - Show us the power of research for projection, prediction, simulation, and forecasting. It can be a glimpse into the future or a reflection on how accurate research has been in the past.
  • Squeezing insights - What information do we already have to save us asking the same questions in the future? From the accumulation of primary data from different projects, to the integration of secondary & primary data, how to take 'insights' from individual studies / sources / stakeholders. How to connect the existing dots and present something unique from the insights you already have (somewhere in the organisation).
  • Take MRX and add AI - Wired’s Kevin Kelly predicts that “the business plan for the next 10,000 startups are easy to forecast: Take X and add AI”.
    So how will intelligent automation change Market Research? We’re thinking not only new research approaches, adaptions in current data collection and analytics for this topic – but also case studies that show both positive and negative impacts of automation in #MRX and its application in our industry. Are there measurable results of automation cost-wise and time-wise and if you save time on routine tasks will it give more time for the profession to think strategically? But then how do you adapt the organisation’s, culture, skills, and experience to use AI?
  • Science-fiction or marketing-science future - Write a science fiction story that depicts how market research will change in the future. Go beyond the extrapolation of current trends and let your imagination run wild. Thinking speculative about more distant futures opens us to challenges and opportunities we might not see when we look at the near term. Will market research as we know it even exist in 2087? Will human researchers be replaced by artificial intelligence? Will Automation, Artificial Intelligence, Big Data, Machine Learning, Augmented Reality, Virtual Reality, IoT, Wearables, Drones etc be the norm or perhaps even a thing of the past? How will we get to that future, whatever it looks like? Share your vision of an MR future.

2. Imagine

A visionary looks into the future because they care about it. Their motivation isn’t about themselves, or about the here and now - but a compelling curiosity to define a better future.

So image...

  • ...measurement of public opinion and predictions of elections and referendums are 100% reliable
  • ...citizen centric research is guiding all decisions on policy development and implementation
  • ...concerns about the environment, depression, obesity, poverty, inequality...are a thing of the past
  • ...the world lives peacefully with no signs of bigotry, racism, xenophobia...

So how did research drive these accomplishments?

#MakeADifference #PositiveChange #TransformingLives


3. Consumer clues & future context

A visionary is inspired by what the future could be rather than offer a mere extrapolation of what has happened in the past.

What changes are we witnessing now that gives us clues about people in the future. Areas for features and analysis could be:

  • Tech brain - What impact is technology having on people and human identity, the way we think and the way we interact with each other, with research and with brands. How will this evolve?
  • Trust - People can feel passionately about a brand yet they mistrust it. Do perceptions of trust alter across generations? Do people love and trust one industry more than another and where does ‘market research’ sit on the trust scale? Will we become more or less trusting?
  • Privacy - Expectations about personal privacy are changing dramatically. Information we consider to be private today, may not be the same in the future. Retailers offer discounts in return for customers’ consent to share their data – does this mean that only the rich will lead private lives? Social networks bring unease about sharing personal information yet the promise of convenience to connect with friends still draws the online crowds.
    #trendswatching #vision

4. Celebrating visionary excellence

A visionary doesn’t just have an idea, they take action to make it happen.

Here we invite brands, advertisers, retailers, product owners and research buyers to showcase the value of their research to secure their organisation’s future:

  • Survival of the fittest - Comparing the Fortune 500 listing of 1955 with the 2015 Fortune 500 - there are only 61 companies that appear on both lists. In 2015 we see that 11 companies listed are from Asia (notably China) and 23 newcomers are welcomed. 60 years ago a company could expect to remain on the Fortune 500 listing for 65 years, it is now closer to 15 years.
    How is research future-proofing enterprises?
  • ROI2 = Return On Insight Investment - There’s a lot of talk about “doing more with less” and insight delivery needing to be “faster and cheaper” but here we invite client-side visionaries to demonstrate the ROI and impact of their work. For example, can you show that because of a greater investment in the research, you were able to either save the company a lot more money and/or deliver a higher return.
  • Past failure = future success - Is there a project you worked on that with hindsight, you would go back and do/try differently? Learning from mistakes.
  • Does big data mean big business? - Real cases of big data in action including comparisons and analysis of value of different data (for example claimed versus observed).
    #riskandreward #action #impact
  • The future of... - Advertising? Branding? Customer experience? Democracies? Employee satisfaction? Learning? Polling? Products? Retail?
    Whatever your area of expertise, here’s your chance to ignite our imaginations with your vision.

5. #YES Young ESOMAR Society Competition

For this topic we’re inviting visionary young researchers and students of research to take centre stage in Amsterdam. If selected, you’ll pitch your idea in 60 seconds on the main stage and the audience votes on who should return to for the complete presentation Pecha Kucha style! More details and submission here