In this conversation, Scott Worthge and Kyle Hope from Quest Mindshare discuss the concept of synthetic data, its applications in market research, and the comparative analysis of studies conducted in the US and Latin America. They delve into the distinctions between quantitative and qualitative aspects of synthetic data, the importance of emotional context in personas, and the future of market research driven by AI and synthetic data technologies.

Chapters:
00:00 - Understanding Synthetic Data
06:28 - Comparative Analysis of US and Latam Markets
12:11 - Emotional Context in Synthetic Personas
18:08 - Future of Market Research with Synthetic Data

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In this episode, host António interviews Alessandra Frisso, H2R Insights & Trends director, at the ESOMAR LATAM Conference in Lima. They discuss the significance of the conference, technological innovations in market research, the importance of sustainability, and the role of research in society. They also highlight the 2026 edition of the conference in Brazil and the opportunities it presents for collaboration and learning across different cultures.

This episode was recorded in Portuguese. 

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🌎 LIVE from ESOMAR Latam 🌎

In this special Talking Insights episode, recorded live at the ESOMAR Latam conference in Lima, we sit down with Brennda and Leila, winners of the prestigious RGT Prize, to explore their award-winning project: HidroRed: Tejiendo redes por el agua.

🎧 This conversation (in Spanish) dives into:

- The realities of water access challenges in southern Lima
- The community-driven research that led to HidroRed
- How the project connects local populations with institutions to fight for clean water as a fundamental human right
- The role of the insights industry in driving sustainable solutions

This episode is also part of ESOMAR’s Climate Pledge efforts — highlighting how research professionals around the world are stepping up to build a more sustainable future.

👉 Learn more about the ESOMAR Climate Pledge: https://esomar.org/esomar-climate-pledge
📢 Subscribe for more live episodes, stories from the field, and insights-driven impact!

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In this episode of Talking Insights, host António speaks with Takeshi Tawarada from Snap Inc. about the transformative power of Augmented Reality (AR) in marketing.

They discuss how AR enhances consumer engagement, creates emotional connections, and offers innovative ways for brands to interact with their audiences. Takeshi shares insights from his research on AR's impact on brand performance and the future of AR technology, emphasizing its potential to revolutionize everyday experiences and marketing strategies.

Chapters

00:00
Introduction to Augmented Reality

02:59
Transforming Marketing with AR

05:48
The Emotional Engagement of AR

09:13
Leveraging AR for Brand Experiences

11:57
The Future of AR Technology

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In this episode of the series "Voices of Market Research", host António interviews Elise Misse, the Global Strategic Insights Director at Ricola. 

They discuss Elise's journey into market research, the integration of diverse areas in the field, and the importance of understanding consumer behaviour through psychology. The conversation delves into workplace culture, the impact of leadership on employee wellbeing, and the challenges of burnout. Elise shares insights on supporting working parents and the future of people analytics in enhancing workplace wellbeing. 📹 

🇵🇪
ESOMAR will be in Lima for the annual ESOMAR LATAM Conference from April 1-3. You can find all the information about the programme here: https://www.esomar-latam.com/ 

The tickets are flying, but you can still get yours! 

📚📹

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In this episode of Talking Insights, host António interviews Karen Lieshout, co-CEO of Skim, a global insight-based consultancy that helps leading companies elevate their pricing, brand communication, and innovation strategies.

Together, they discuss her extensive experience in the insights industry, the evolution of consumer decision behaviour, and the challenges of leadership in a rapidly changing market. Karen shares insights on the importance of adaptability, the impact of data democratisation, and the significance of company culture. She also reflects on her unique role as a co-CEO and the importance of collaboration and gender equality in leadership.

📚📹 

And 🇵🇪 in just a couple of weeks, ESOMAR will be in Lima for the annual ESOMAR LATAM Conference. You can find all the information about the programme here: https://www.esomar-latam.com/ 

The tickets are flying, but you can still get yours! 

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In this episode of Talking Insights, host António speaks with Kahren Kersten, an independent consultant and VP of Research on Research at the Insights Career Network. 

They discuss the challenges in the job market for insights professionals, the importance of upskilling, and the evolving role of leadership in the industry. Kahren shares her journey in market research, the significance of collaboration, and the need for consulting skills in driving effective decision-making. The conversation highlights the importance of adapting to changes in the industry and the value of integrating diverse skill sets for better outcomes.

 📚📹 

And 🇵🇪 in just a couple of weeks, ESOMAR will be in Lima for the annual ESOMAR LATAM Conference. You can find all the information about the programme here: https://www.esomar-latam.com/ 

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In this conversation, António and Bel Kerkhoff-Parnell discuss the intersection of market research, activism, and social impact, focusing on the challenges faced by women in the South African wine industry. 

Bel shares insights from her recent work in South Africa, emphasizing the importance of supporting indigenous brands and the need for meaningful narratives in branding. They also explore the challenges of publishing activist scholarship, the role of technology in education, and the significance of collaboration in addressing social issues.

You don't want to miss this conversation!

📚📹 

If you want to explore more what was discussed in the episode, you can find more information here: 

Women on Farms documentary Everyone Together: https://www.fos.ngo/womenonfarms/

ERIF's Sinterklaas research: https://erifonline.org/tag/sinterklaas-reports/

Ses'Fikile Wines: https://sesfikilewines.com/

Oleaq Wines: https://oleaq.com/

Report on pesticide usage on South African farms: https://amabhungane.org/the-346-pesticides-that-cause-cancer-birth-defects-or-worse-and-the-fight-to-keep-them/

Race in the Marketplace book: https://www.rimnetwork.net/rim-book1 

 📚📹 

And 🇵🇪 in just a couple of weeks, ESOMAR will be in Lima for the annual ESOMAR LATAM Conference. You can find all the information about the programme here: https://www.esomar-latam.com/ 

The tickets are flying, but you can still get yours! 

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In this episode of Talking Insights, host António speaks with Constanza Cilley, co-founder and executive director of Voices Research and Consultancy. They discuss the evolution of market research in Latin America, the impact of technology and AI, the challenges of conducting research in Argentina, and the importance of social impact in research.

Hear also some insights on the industry, advice for aspiring researchers, and the excitement for the upcoming ESOMAR conference in Lima.

🗺️ 🇵🇪

Finally, you can find all the information about the next ESOMAR conference in Lima, Peru in the link below: 

https://www.esomar-latam.com/

Join us as Latin America ascends to new heights, bringing the research community together in the stunning city of Lima! 

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In another extra episode of Talking Insights, our host António and the guests Dr. Nikolai Reynolds and Colin Ho discuss the concept of synthetic data. 

They explore synthetic data's applications in product testing and the challenges associated with its use. They also explore how synthetic data is generated, its accuracy compared to real consumer data, and the importance of combining synthetic and real data for effective market research. 

Learn everything about the future of synthetic data in the market research industry and a case study highlighting its practical applications.

The Research World article that sparked this conversation: https://researchworld.com/innovations/synthetic-data-just-a-hype-decoding-synthetic-data-for-product-testing 

And the Ipsos report that goes with the article: https://www.ipsos.com/en-ph/humanizing-ai-2-the-power-of-product-testing-with-synthetic-data 

🗺️

Finally, you can find all the information about the next ESOMAR conference in Lima, Peru in the link below: 

https://www.esomar-latam.com/

Join us as Latin America ascends to new heights, bringing the research community together in the stunning city of Lima! 

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In this episode of Talking Insights, António engages with market research experts Zaya Boumaiz and John Presutti to explore the complexities of polling in the Middle East and Africa. 

They discuss the political landscape's influence on polling, the diverse political structures across Africa, and the unique challenges faced in conducting surveys in various regions. The conversation also highlights the impact of technology and social media on public opinion, particularly among the younger generation, and the importance of understanding cultural nuances in market research.

🌍 Get ready for ESOMAR Latin America 2025 in Lima, Peru! 🌟✨ 

This year's theme, "Altitude," captures our industry's high-flying ambitions and the breathtaking beauty of Peru. From April 1-3, 2025, dive into a world of groundbreaking insights, fresh perspectives, and innovative ideas. With simultaneous translation services, we welcome global attendees to celebrate knowledge and cultural exchange. Elevate your business and network with over 200 senior professionals from the region. 

Don't miss out – Register now and be part of this transformative event! 
https://www.esomar-latam.com/

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In this episode of Talking Insights, host António speaks with Urpi Torrado, a leading expert in the Latin American market research and public opinion. 

They explore the complexities of polling in the region, discussing cultural and political similarities, the evolution of polling technology, and the challenges polling companies face.

Urpi emphasizes the importance of polling as a voice for the people, especially in a context of low public trust in institutions. The conversation also touches on the need for collaboration among industries to rebuild trust, and the role of data protection laws in ensuring the integrity of polling practices.

🌍 Save the date! 

February brings the highly anticipated ESOMAR Citizen Insight Summit event, a deep dive into how insights professionals contribute to global understanding. 

Learn everything here: https://esomar.org/events/esomar-citizen-insights-summit

🗺️ 🗓️ 

In April, ESOMAR  ascends to new heights, bringing the research community together in the stunning city of Lima! This year’s theme, Altitude, reflects both the soaring aspirations of our industry and the incredible setting of Peru—a megadiverse country with habitats ranging from the arid plains of the Pacific coast to the majestic peaks of the Andes. 

🇵🇪

Do you want to elevate the way you do business?

Join us in uncovering groundbreaking insights, fresh perspectives, and innovative ideas as we rise together to shape the future of insights!

All the info here: https://www.esomar-latam.com/

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In this episode of Talking Insights, Parijat Chakraborty discusses the complexities and nuances of political polling in Asia, particularly in India. 

He highlights the diverse political landscapes, the impact of technology, and the importance of understanding cultural contexts. The conversation delves into the challenges faced by pollsters, the accuracy of polling predictions, and the future of polling in the region.

✨ Don’t miss the rest of the series! Next week, we will go to Latin America to learn how polling works in the region!

🌍 Save the date! February brings the highly anticipated ESOMAR Citizen Insight Summit event, a deep dive into how insights professionals contribute to global understanding. 

Learn everything here: https://esomar.org/events/esomar-citizen-insights-summit

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In this episode of Talking Insights, our host - António interviews Tanya Abraham, the research director of political and social research at YouGov. 

They discuss the evolution of polling in the UK, the importance of representation, the challenges of reaching younger audiences, and the impact of technology and privacy regulations on polling practices. The conversation also touches on political awareness and the differences in polling methods across Europe.

✨ Don’t miss the rest of the series! Next week, we go to Asia to understand how polling works in the region!

🌍 Save the date! February brings the highly anticipated ESOMAR Citizen Insight Summit event, a deep dive into how insights professionals contribute to global understanding. Learn everything here: https://esomar.org/events/esomar-citizen-insights-summit

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Welcome back to Talking Insights; we start 2025 with a new series! 

Join us as we kick off our Polling Around the World series with Kathy Frankovic, one of the foremost experts in public opinion polling. In this insightful conversation, António and Kathy explore the evolution of polling in the United States, lessons learned from recent elections, and the transformative impact of technology on polling methodologies. They also discuss the critical importance of maintaining professional standards in a field that continues to shape democracies worldwide. Kathy’s decades of experience provide a masterclass in adapting to the ever-changing landscape of public opinion research.

✨ Don’t miss the rest of the series! Next week, we dive into Europe’s polling landscape, followed by episodes spotlighting Asia, South America, and global trends.

🌍 Save the date! February brings the highly anticipated ESOMAR Citizen Insight Summit event, a deep dive into how insights professionals contribute to global understanding. Learn everything here: https://esomar.org/events/esomar-citizen-insights-summit

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In this engaging conversation, António and Brett Townsend explore the evolving landscape of market research and consumer insights. Brett shares his journey from broadcasting to market research, emphasizing the importance of curiosity and innovation in the field. They discuss the balance between meeting client needs and pushing for innovative solutions, as well as Brett's proudest career moments, including a successful project with Walmart. The conversation also delves into the motivations behind Brett's book, 'Insights on the Brink,' which aims to spark discussions about the industry's need for change. They highlight the importance of digging deeper for insights rather than settling for surface-level data, and Brett offers valuable advice for new researchers, stressing the significance of focusing on sales and understanding the true questions behind research projects.

You can find the book here: https://www.amazon.com/Insights-Brink-Revitalizing-Research-Analytics-ebook/dp/B0D9KLLZ6J

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In this episode of ESOMAR’s Talking Insights, Andrea D'Agostino engages with industry expert Stefan Boom (Dynata) to discuss the critical topic of data quality in research. They explore the evolution of data quality concerns over the years, particularly in light of increasing fraudulent behaviour and the challenges of engaging respondents. The conversation delves into strategies for ensuring data quality, including sourcing respondents, survey design, and the implementation of AI and machine learning technologies. Finally, they discuss the importance of choosing the right data provider and the ongoing challenges faced by the industry in maintaining high standards of data integrity.

Key takeaways
- Data quality has become a significant concern in recent years.
- Fraudulent behavior, such as click farms, has increased.
- Engagement in surveys has decreased over time.
- Sourcing a diverse range of respondents is crucial.
- Survey design impacts the quality of data collected.
- AI and machine learning can enhance data quality checks.
- Education for clients is essential to improve data quality standards.
- Panel companies face challenges in maintaining data integrity.
- Quality Score helps identify good and bad respondents.
- The industry must balance client demands with data quality. 

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In this conversation, Rhiannon Bryant and Ramanathan Vythilingam discuss the evolving role of AI in business, emphasizing the importance of maintaining a human element amidst technological advancements. They explore the balance between efficiency and effectiveness in AI applications, the necessity of domain expertise over mere AI knowledge, and the implications of using AI tools without accountability. The discussion highlights the need for organizations to focus on decision-making rather than just the tools themselves, ensuring that AI serves to enhance human capabilities rather than replace them.

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This conversation explores the transformative impact of AI on market research, particularly in new product development. Rhiannon Bryant, Jiongming Mu & Dr. Nikolai Reynolds discuss the importance of integrating consumer insights with AI capabilities to foster creativity and innovation. They emphasize the need for responsible AI practices and the collaboration between human intelligence and AI to ensure effective outcomes. The discussion also highlights lessons learned from AI implementation, including the necessity of consumer engagement and the limitations of relying solely on AI-generated insights.

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In this conversation, Rhiannon Bryan (ESOMAR) and Bea Dy (Bank of the Philippines Islands), discusses their experiences at the IGNITE! Conference in Bangkok, reflecting on the differences between this event and previous ones in Athens and Singapore. She highlights the challenges faced by client-side market researchers, particularly in terms of budget constraints and the need for creative solutions. The conversation also touches on the value of corporate memberships in professional organizations like ESOMAR and the importance of structured vendor evaluation processes.

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In this conversation, Rhiannon Bryant hosts Shinichi Hosokawa from GMO at the ESOMAR Asia Pacific Conference. They discuss the evolution of marketing research in Asia, particularly the shift from offline to online research and the emerging role of AI. Shinichi shares insights on the cultural differences in technology adoption across Asia, the importance of industry events for knowledge sharing, and the future of marketing research in the region.

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In this conversation, Rhiannon from ESOMAR interviews Makiko Kobayashi from Nikkei at the ESOMAR IGNITE! Conference in Bangkok. They discuss the evolving role of AI in corporate branding, the importance of sustainability and corporate responsibility, and the networking opportunities available at the conference. Makiko shares insights on how Japanese companies are adapting to consumer concerns about corporate practices and the slow but necessary shift towards sustainability in Japan.

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In this conversation, Rhiannon Bryant and Dave McCaughan discuss the evolution of AI in market research, the importance of maintaining originality in the face of technological advancements, and the varying impacts of AI across different industries. They reflect on the challenges and opportunities presented by AI, emphasising the need for individuals to adapt while preserving their unique voices and perspectives. 

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In this conversation, Rhiannon Bryant and Colleen Ryan discuss the evolution of research and insights, particularly focusing on the impact of AI on the industry. They reflect on the changes observed over the years, especially in the context of the recent ESOMAR Asia Pacific Conference. 
The discussion highlights the shift from viewing AI merely as a tool for efficiency to recognizing its potential for enhancing effectiveness and creating new products. They emphasize the importance of the human element in research, suggesting that curiosity and understanding human behaviour are crucial for leveraging AI effectively.

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In this Talking Insights episode, Rhiannon Bryant interviews Srinivasan Mohan from Diageo about the challenges and innovations in consumer insights, particularly in the regulated alcohol market in India. They discuss the importance of understanding consumer motivations, the research methodologies employed, and the design of brand experiences that resonate with different consumer segments. The conversation highlights the need for creativity in engaging consumers amidst strict regulations and the insights gained from extensive research.

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