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PODCAST

Talking Insights

Researchers work every day to understand the changing landscape around them - but what deeper insights can we find through their work that can help shape our future? Join Esomar on a journey of discovery, as we bring together guests from around the globe to explore the biggest questions of today, diving deeper into the challenges that face our society, and uncover new insights about the world around us.

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All Episodes

22:29

The Psychology of Consumption

Talking Insights ·

2026/01/05

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 --------------------------...

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15:40

Cognitive Demand: The Key to Effective Ads

Talking Insights ·

2026/01/05

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...

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20:10

Unlocking Human Motivation Through Language

Talking Insights ·

2026/01/05

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 ----------------------------...

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23:21

Unlocking Marketing Success with Movable Middles

Talking Insights ·

2026/01/05

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...

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15:57

Emotional Connections in Marketing

Talking Insights ·

2026/01/05

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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11:37

The Role of Media in Shaping Social Norms

Talking Insights ·

2026/01/05

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...

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21:32

Navigating the Future of Research Careers

Talking Insights ·

2025/12/17

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 ...

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13:05

The Future of Surveys: Engagement and Personalization

Talking Insights ·

2025/12/12

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...

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29:14

Driving Change: The Impact of Food Labeling

Talking Insights ·

2025/12/12

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...

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15:41

Building Community Relationships

Talking Insights ·

2025/12/12

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...

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18:01

Bridging the Gap: CMO and CFO Collaboration

Talking Insights ·

2025/12/12

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...

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16:01

The Power of Sound in Branding

Talking Insights ·

2025/12/03

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 ---------------------------...

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15:21

Reaching Youth: The Power of Social Media in Health

Talking Insights ·

2025/11/26

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...

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11:35

The Significance of Colour in Branding

Talking Insights ·

2025/11/19

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 -----------------...

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16:32

Exploring the Gig Economy

Talking Insights ·

2025/11/12

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 ------------------------------------------------...

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12:08

Normalizing Disability in Advertising

Talking Insights ·

2025/11/05

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...

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11:57

Evolving the Industry: A Call to Action

Talking Insights ·

2025/10/29

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://...

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9:08

Esomar Academy presents: Foresight in Market Research

Talking Insights ·

2025/10/28

En este episodio, Antonio conversa con Pilar Bermúdez de Marduk Design sobre la próxima capacitación de la Academia Esomar. Hablan sobre la importancia de la prospectiva en la investigación de mercados, la estructura de la capacitación y la experiencia transformadora que los participantes pueden esperar. La conversación destaca la necesidad de un cambio de mentalidad para adoptar un pensamiento disruptivo y una planificación estratégica para el futuro. Aprende todo sobre esta capacitación e...

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10:15

Exploring Market Research in Africa

Talking Insights ·

2025/10/15

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...

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27:02

Exploring Human Connection in Market Research

Talking Insights ·

2025/10/08

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...

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148 results

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