NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

We set ourselves the challenge of forecasting the future for our insights engine, asking ourselves a series of questions about how we conceive insights across Unilever as a whole, how the field of insights is evolving, and about the needs and expectations of the new generation of insight experts who will power our engine in the next few years. Find out what we learnt.

Find out how Nature’s Way went from utilizing insights and analytics to craving them, which has resulted in +5% growth vs YAGO overall, +4% for our Alive! brand, +25% for our Fortify brand, +80% for our Sambucus brand, and +15% for our Umcka brand.

This is the story of a collaboration of ESOMAR Foundation/Paragon Partnership, BBC Media, Big Sofa, and experienced qualitative researchers from all over the world, coming together to solve an important industry issue - the quality of qualitative research, globally.

Text data is an untapped goldmine: By using text categorizations, AI can predict NPS better than with closed questions. NLP analytics had been used for auto-coding with great precision. Results shaped SONOS' product development strategy.

In recent years, consumer expressions of "health" and "nutrition" have shifted dramatically, driven largely by Millenials but also the growth of small local and start-up brands. Human problems normally require human solutions. Danone has had past success uncovering insights via deep qualitative and semiotics work. However, the company felt that the explosion of information in the digital space provided an opportunity to take a different approach, and utilise data-driven insights from actual observed consumer behaviours. So, we employed the help of a robot. A robot called Eva.

Sponsored presentation offered by eCGlobal

The world of measurement is changing. New streaming technologies with over-the-top (OTT) apps, connected devices and social media are expanding the media landscape. On the technology side, data management platforms, advertising exchanges and real-time programmatic technologies are revolutionizing the ad industry with data-driven and predictive ad delivery capabilities.

On the consumer side, we've been witnessing a growing generation of cord cutters and cord nevers (people who skip Pay-TV subscription), and an increasing number of OTT offers. In this new fragmented media consumption scenario, eCGlobal Labs and Immetrica will present a state-of-the art technology called Alldience, a multiplatform audience measurement solution that combines ACR (automated content recognition) and eCGlobal’s mobile community application, transforming mobile devices into "Smart People Meters", with the capability to follow TV Viewers wherever they are, measuring media consumption anytime, on all screens, all devices, and on any platform (TV, Digital, Social Media).

Boris Levitan, Immetrica, United States

We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multisensory perspective in uncovering a completely new consumer experience that can generate strong emotional impact that lasts and anchors itself in consumers’ memory.

This interactive session takes a candid look at some of the disastrous things than can go wrong when running a research project and the things you need to know to avoid featuring in a research disaster movie of your own making.

Equipped with personal life journeys around language learning in four countries, we set out to change hearts and minds of the Babbel team and spurred initiatives from two new products to a new customer insight training course for team newbies.

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

Driving insight into the hearts and minds of stakeholders is Coca-Cola K&I's biggest challenge. Examining which communications create most engagement with internal audiences & providing guidelines, we will change insight communication for good.

The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.

Group of experts:

Join Ray Poynter as he extracts and shares 10 key messages from this year's ESOMAR Global Prices Study and Global Market Research Report. Find out the latest stats on how much market research is traditional and how much is based on newer approaches. Find out what is driving research prices and where the most expensive and cheapest places for research are. Understand the key drivers of change, and the hurdles that need to be cleared.

Join Kim Smouter, our resident data protection and privacy expert and Head of Public Affairs & Professional Standards, as he gives you a sneak preview of ESOMAR Plus' training offer. He's come up with a quick fire pub quiz designed to test your knowledge of global privacy and compliance requirements (including the scary EU GDPR!) and to keep your brains firing up. A great session that's sure to get you talking, swearing, but also hopefully inspired about the new services on offer!

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

We are being tracked. This study focuses on the past, present & a more autonomous future where consent regarding privacy on consumer's devices, and increasing consumer awareness and control of their privacy will be dramatically different.

Dora Heinkel (✝)

The increasing importance for researchers to be proactively involved in discussing and carving the data privacy policies within organisations, in order to ensure the industry does not become inoperable in a compliance manifested environment.

We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.

A new people-centric approach combined with LIVE development of innovation allowed teams to come up with some disruptive innovations for Danone Waters (plain water & Aquadrinks) across key markets (Mexico, China, Indonesia, etc.).

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

We created a fusion recipe for innovation testing by using CPG innovation screening methodologies as a starting point and reinvented them to reflect QSR realities.

Nonconscious tools are an important MR trend: but can the hidden depths of the mind be explored with just a swipe, tap or brain scan? No. Complex research questions require multiple tools. Learn to turn your brief into a multi-part implicit design.

Sponsored presentation offered by Zappi

In this session, Zappi shares the toughest challenges faced by insights professionals as well as a new vision for how they can adapt, growing to become world-class consumer insights organizations.

Attendees will learn from Zappi’s experiences, helping F100 companies like Pepsi, Danone, and Phillip Morris, relaying why analytics automation offers greater value for both clients and organizations globally, in an ever-changing digital landscape.

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

The more the data, the more the noise! Insights from a remote local event have deep implications for all Multinationals as Protectionism grows globally. Are you listening? Is your brand futureproofed?

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

Small Enterprises (SE) organisations with less than 50 employees, are often overlooked by market research agencies. However, in the UK alone SE account for 42% of all UK business turnover. It was in this context of untapped opportunity Northstar began fostering relationships with a variety of SE, and experienced a multitude of unexpected challenges that led us to assess and alter our working practices and approach to client relationships.

FMCG is experiencing a new wave of competition from Challenger brands. What is the Challenger story in India? Who are they, what are their strategies and most importantly, how should the established players protect and prevail.
This presentation analyses the “challenger” animal in detail, shows its true impact and suggests strategies that can work for the reigning champions!

BEST OF ESOMAR LATIN AMERICA 2018 PRESENTATION

A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.

HEINEKEN will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.

This case study outlines the way insights automation has paved the way for the efficient democratization of insights, to create a strategic role for market research within the corporation.

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

Satisfaction measurement at Microsoft has evolved from a singularly sourced and scrutinized version of the truth to a more frequent and holistic measurement framework, providing a richer understanding of customer and partner health. We’ve enabled the company to inspire and gauge improvements that allow us to become a truly customer obsessed organisation.

Sponsored presentation offered by Toluna

Digital Tracking provides behavioral data which helps companies optimize their marketing channels, reduce costs, and increase ROI by understanding where consumers are online and uncover inefficiencies or new opportunities. Digital Tracking is ideal to help brands understand path-to-purchase, or the consumers online journey; deepen consumer profiles that can inform segmentation; and help better understand the competitive landscape.

• Digital tacking provides a precise record of what a consumer is doing at any given moment, rather than a close approximation providing a clear, distinct roadmap of the route consumers take to make a purchase - helping you to understand their ever-changing buying patterns.
• Drive intelligent business strategies with rich online profiles and robust market segments developed from behavioral data.
• Brand awareness data that is collected through Digital Tracking helps companies understand if consumers are engaging with their brand, with competitors, or both.

We'll provide case study presentations that outline how when used alone, or in combination with other research methodologies, behavioral data with Digital Tracking provides the most robust insight available in the market today and drives intelligent business strategies.

The future is here - calling for Brilliance from us all: to compete, to convince and to inspire. Executive speaking and gravitas coach Caroline Goyder, with comedian-turned-researcher Will Goodhand, will equip you to unlock YOUR personal brilliance.

Sponsored presentation offered by Research Now SSI

Data is the cornerstone of our profession. Engaging people to share their data with us, whether opinion or observational data, is dependent on engaging with them in relevant ways. And relevancy requires us to understand their device, media, and communication trends. In this presentation, we will walk you through the most important consumer trends, the data those trends yield, and how that data is being actioned in market research. What's the latest on mobile, wearables, and PC use? How are consumers using email and messaging? What does today's media diet look like in terms of television, radio, and digital content consumption? Where are people going online? What types of data are people willing to share, and what worries them? What new types of data and data sets are being used? And how do you know that all of this data is representative? We will explore all of this, and wrap up with a few examples that will inspire you.

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

IKIGAI - the reason for being. How research techniques can uncover this for your business and personal brands. Join me to hear the way to apply simple research techniques to start the road to IKIGAI.

“This very important piece of research is something that could make a real difference to half the population.”

“Huge potential impact in India and internationally where diarrhea kills large numbers. This is a really excellent, thorough and innovative and effective piece of research.”

“This simple and impactful case study is set for making a tremendous difference across all NFPs globally.”

Conducting a research for the Toys Industry is a big challenge. We have conducted a 360o project (bi-weekly surveys combined with behavioral data), that focuses on the customer journey made by parents buying toys during the Christmas shopping campaign.

To better understand the effects of physical media, Canada Post and True Impact conducted research using Electroencephalography (EEG) and eye tracking. The researchers developed two integrated, non-branded campaigns with the same creative and messaging applied consistently across each campaign’s physical and digital media formats. The results indicate that direct mail consistently outperforms digital ads, drives consumers to act and improves brand recall by 70 per cent.

Together with Kantar, Zappi conducted a research study to determine the trends and creative traits that can help advertisers maximize efficiency. We tested 20 video ads across four categories using our consumer insights platform. This paper shares the key takeaways.

Who is influenced by influencers? We present our findings on the impact of influencers on consumers in the Beauty universe and how dm-drogerie markt will use these results to adjust its digital marketing strategy.

This workshop challenges you to imagine and realise the 'Survey of the Future'. With the tools of research shifting, we want to help you re-evaluate how you conduct survey research, and put the learning to the test in real-time with real research.

Find out where government limits on polling threaten researchers ability to do their jobs from the latest global study.

Opinion polls and electoral polls were subject to intense scrutiny and criticism in the wake of the 2016 experience, followed by renewed confidence in the first months of 2017. Polling firms are facing up to the current challenges and reports of the death of quantitative electoral forecasts are "greatly exaggerated".

A novel way to gather consumer thoughts & reactions by employing the four core factors that drive digital madness–internet, smartphone, global communication platforms and consumers’ natural urge to share & communicate with others.

Consumer learnings from this work have been integrated into new communications in local markets, they have supported changes in concepts, and the positioning of new projects. GSK now has a much stronger future pipeline for new generation innovation.

Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.

While the business reality shifted towards one characterised by acceleration, automation and abundance, market research seems to be holding on to the same principles and values as if nothing changed. Have we lost our edge and how can we get it back?

Sponsored presentation offered by CoolTool

Consumer insights are the vital element of effective marketing. Creating great communication, building a powerful brand in the age of behavioral economics requires you to understand your audience. 

Neuromarketing is an excellent extension to traditional survey research. Observing consumers behavior, analyzing their attention, brain reactions and emotional response you could develop the stronger connections with your target audience.

For times, neuromarketing research was an expensive and exclusive service provided by specialized agencies. We change this, designing the automated neuromarketing platform for marketers and business owners.

CoolTool is a new generation of DIY tools to get consumer insights. It's your multi-tool to measure both conscious and nonconscious consumers insight.

Sponsored presentation offered by Greenbook MR Chain

Blockchain has the potential to disrupt the fabric of many industries across the globe. Greenbook MR Chain is the only blockchain solution that will operate from within the existing market research eco-system without bypassing industry specialists.

Panel providers will have greater respondent history transparency, a simpler sample top-up process and a new source of revenue.

Respondents will be paid for their data into a single industry-wide digital wallet.

Research buyers will benefit from increased quality through blockchain enabled respondent validation and faster access to existing data.

Join us for a brief look at how this exciting technology may and may not be used within our industry.

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm.

NOMINATED FOR THE ESOMAR CONGRESS AWARD FOR BEST PAPER OVERALL

Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.

Half of the population is women, making it a large and attractive market for many companies, but many are struggling to adapt. Women are still seen under certain stereotypes and it is still difficult for some companies to achieve a real and lasting connection with this new woman.

Results of this thought leadership study conducted by WIN members across the Americas, which included qualitative and quantitative research in 11 countries, give insights into three different aspects of Women: Personal life, Family and Motherhood, & Gender Equality. The presentation will share learnings that illustrate and provide a deep understanding of modern women’s thoughts and feelings, and their needs and expectations. It will cover patterns of behaviour across the Americas, but at the same time, cultural and social specificities between countries.