In this episode of Talking Insights, we sit down with Cynthia Vega, Head of Digital Analytics at Kantar and co-author of the report Synthetic Data: Beyond the Hype. Cynthia breaks down what synthetic data really is (and isn’t), dispels common myths, and explains why human input is still essential for high-quality outcomes. We explore how brands are reacting, the blurred lines between experimentation and scalable implementation, and why it’s critical to ask the right questions—not just follow the trend. Whether you're curious, skeptical, or eager to adopt synthetic methods, this episode offers a grounded and thought-provoking perspective.

You can read the report that Cynthia co-author here: https://www.kantar.com/inspiration/brands/synthetic-data-beyond-the-hype

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In this conversation, Jason Cohen, founder of Simulacra Synthetic Data Studio, discusses his journey in the world of synthetic data, particularly in consumer research. He shares insights on the challenges of data collection, the evolution of synthetic data technology, and the scepticism surrounding its use in market research. Jason emphasises the importance of understanding synthetic data's capabilities and limitations, advocating for a more empowered approach to research using generative AI.

https://www.simulacra-data.com/ 

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In this conversation, António and Mary Kyriakidi from Kantar talk about the concept of pricing power, exploring its significance beyond mere profitability. 

They discuss how brands can enhance their pricing power through emotional resonance, sustainability, and effective communication. The conversation highlights the importance of brand differentiation and successful brands' strategies to maintain their value in a competitive marketplace.

Learn more in this insightful article: https://researchworld.com/hot-topics/the-shield-of-pricing-power-why-strong-brands-don-t-blink-at-inflation

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In this conversation, Antonio and Stephen Tracy discuss the evolving landscape of market research, particularly in the context of generative AI and multimodal research methodologies. 

From blending traditional and digital methods to leveraging Gen AI, Stephen shares why multimodal research is no longer optional—it’s essential. Get a taste of what’s in store in his upcoming ESOMAR Academy training and learn how to future-proof your insights practice.

👉 Ready to take your skills to the next level?

 Sign up for Stephen’s training here:
🔗 esomar.org/tr4in1ng5/mastering-multimodal-research-in-a-post-gen-ai-world

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In this episode of ESOMAR Talking Insights, host Antonio interviews Richard Burrage, the ESOMAR representative in Vietnam. They discuss Richard's extensive background in market research, the unique opportunities and challenges in the Vietnamese market, and the cultural influences that shape consumer insights. Richard shares insights on the role of young researchers, the importance of mentorship, and the upcoming ESOMAR Connect event in Vietnam, which aims to foster networking and professional development in the industry.

🇻🇳

This year, ESOMAR is uniting the market research and insights community across 12 countries for the Asia Pacific Connect 2025 Renewal Tour. Join us in Vietnam on 26 June 2025 to discover how the industry is evolving and renewing in this vibrant, forward-thinking region, from innovative methodologies to emerging trends like AI-driven insights.

Learn everything about the event here: https://esomar.org/events/esomar-connect-vietnam-2025

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In this conversation, Baxter Tan shares his journey into the market research industry, highlighting the differences in market research landscapes across Asia, particularly in Singapore and Australia. 

He discusses the role of Global Lingo in providing translation services for market research, emphasising the importance of understanding project scopes. 

Baxter also talks about upcoming events in Singapore that foster networking opportunities for professionals in the insights community and offers advice for newcomers in the market research field.

🇸🇬

This year, ESOMAR is uniting the market research and insights community across 12 countries for the Asia Pacific Connect 2025 Renewal Tour. Join us in Singapore on 19 June 2025 to discover how the industry is evolving and renewing in this vibrant, forward-thinking region, from innovative methodologies to emerging trends like AI-driven insights.

Learn everything about the event here: https://esomar.org/events/esomar-connect-singapore-2025 

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In this conversation, Shin Hosokawa discusses the evolving landscape of market research in Japan, highlighting the challenges and opportunities presented by AI and technology. He emphasizes the conservative nature of Japanese culture in adopting new methods while recognizing the need for change. The discussion also touches on the diverse markets across Asia, the upcoming event in Tokyo, and offers advice for new professionals entering the industry.

🇯🇵

This year, ESOMAR is uniting the market research and insights community across 12 countries for the Asia Pacific Connect 2025 Renewal Tour. Join us in Japan on 10 June 2025 to discover how the industry is evolving and renewing in this vibrant, forward-thinking region, from innovative methodologies to emerging trends like AI-driven insights.

Learn everything about the event here: https://esomar.org/events/esomar-connect-japan-2025 

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This conversation explores the current state of the Indian insights industry, highlighting growth sectors such as healthcare and technology, while addressing the challenges of conducting research in a diverse and multilingual country. The discussion also touches on the role of technology and social media in research, the importance of an upcoming event aimed at promoting pride in market research, and offers valuable advice for newcomers to the industry.

🇮🇳

This year, ESOMAR is uniting the market research and insights community across 12 countries for the Asia Pacific Connect 2025 Renewal Tour. Join us in India on 4 June 2025 to discover how the industry is evolving and renewing in this vibrant, forward-thinking region, from innovative methodologies to emerging trends like AI-driven insights.

Learn everything about the event here: https://esomar.org/events/esomar-connect-india-2025

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In this re-run episode of Talking Insights, host Nikki Lavoie engages with Dharmendra Jain (DJ) to explore the foundations of AI and its transformative impact on market research. DJ shares insights on how AI differentiates from traditional methods, the critical role of data quality, and the future of AI in the industry, including the potential of generative AI and synthetic data. The conversation emphasises the importance of human intelligence alongside AI and the evolving market research landscape.

Chapters
00:00 - Introduction to AI in Market Research
03:00 - Understanding AI and Its Impact
06:05 - The Role of Data Quality in AI
09:00 - The Importance of Data Quality in AI
11:54 - Future of AI in Market Research
15:01 - Emerging Technologies and Methodologies

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Continue the conversation on Synthetic Data and Artificial Intelligence with the re-broadcast of this episode. This time host Nikki discusses the impact of artificial intelligence (AI) on the market research industry with guests Ray Poynter and Xabier Palacio. They explore the formation and goals of the ESOMAR AI Task Force, the potential impact of AI on market research practices, and the importance of establishing ethical guidelines. The conversation also delves into the current applications of AI, opportunities for insights professionals, and the future of AI in the industry, including concerns about job security.

Chapters

00:00 Introduction to AI in Market Research
02:30 Formation and Goals of the AI Task Force
04:55 The Impact of AI on Market Research
06:52 Defining Artificial Intelligence
09:17 Establishing Best Practices for AI
11:04 Current Applications of AI in Market Research
13:30 Opportunities for Insights Professionals
15:44 The Future of AI in Market Research
21:03 Job Security in the Age of AI

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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/ 

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

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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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