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ESOMAR Congress Papers 2024

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Explore the leading edge of market research with the digital collection of papers from the ESOMAR Congress 2024, held in Athens. This collection features 47 in-depth papers from top industry experts representing renowned organisations such as FlexMR, Google, Accenture, Ipsos, Diageo, The Coca-Cola Company, Danone, Microsoft, and more. 


Gain access to: 

  • Best Practices: Learn from the field’s leaders with actionable insights and innovative approaches. 
  • Methodological Innovations: Discover cutting-edge techniques in areas like Artificial Intelligence, Brand Tracking, and Synthetic Data. 
  • Case Studies: Real-world applications from industry giants offering valuable lessons in Qualitative Research, Consumer Insights, Brand Success, and more. 
  • Award-Nominated Content: Dive into the papers nominated for the ESOMAR Congress 2024 Best Paper Award. 

Exclusive Offer: This collection also includes the presentation slides from the Congress speakers, providing you with a comprehensive overview of each paper's key takeaways. ESOMAR Members can also watch the recordings of the presentations in ANA, the ESOMAR online resources library. 

Whether you're a researcher, marketer, or decision-maker, this collection is an essential resource to stay ahead in the ever-evolving world of market research. 

Get your digital copy today and access the knowledge that’s shaping tomorrow's insights. 


Table of Content: 

0. Editorial by Andrea Rademeyer, Congress Programme Committee Chair, Exclusive Chair/Founder, Ask Africa, South Africa  

  1. Decoding the Tech-Nurtured Brain  
    What is happening to the development of our brains in an increasingly tech-driven world? 
    Lyndall Spooner, CEO Fifth Dimension Research & Consulting, Sydney Australia. 

  2. A 21st Century Euphrosyne  
    How AI and insight communities unlocked the secret of joy  
    Andrew Cannon, EQJOY, Finland.  
    Paul Hudson, FlexMR, UK. 

  3. The Human AI Symbiosis  
    Defining the future of insights: where wisdom meets technology  
    David VL Smith, Director, DVL Smith Ltd., UK. 
    Adam Riley, Director, Decision Architects, UK.  

  4. Fear of Missing Out, Fear of Getting In  
    What are opportunities for marketers in the AI era?  
    Minh Nguyen, Ph.D (AI), Senior Marketing Research Manager, Google, Japan. 
    Mahima Surana, Insights Specialist, Senior Manager, Accenture, Singapore.  
    Munish Bhamoriya, Associate Director, Accenture, Singapore.  

  5. Back to the Future  
    Redefining the way Diageo both forecasts and shapes the future  
    Javier Camino, Global Futures Director, Diageo, Madrid, Spain. 
    Giles Hedger, Global Consumer Planning Director, Diageo, London, UK. 
    Laura Hurst, Partner, Ipsos Strategy3, London, UK. 
    Benjamin Lickfett, Global Head of Breakthrough Innovation, Diageo, London, UK. 
    Guy Middleton, Global Breakthrough Innovation Director, Diageo, London, UK.  
    Mitali Menda, Global Futures Category & Portfolio Planning, London, UK. 
    James Randall, Chief Commercial Officer, Ipsos, London, UK. 
    Harry Rokison, Global Press Officer, Diageo, London, UK. 
    Alberto Romano, Futures and Culture Planning, Diageo, London, UK. 
    Mark Sandys, Chief Innovation Officer, Diageo, Dublin, Ireland.  

  6. Future Back  
    Understanding the evolution of shoppers and channels  
    Luiza Rossi, Senior Director of Human Insights for Latin America at The Coca-Cola Company, Costa Rica.  
    Romina Odorico, Human Insights Sr. Manager for Latin America at The Coca-Cola Company, Colombia.  
    Tiago Cunha, Senior Consultant at Alexandria Group, Brazil.

  7. A Synthesis of Minds  
    Transforming fragmented insights into unified wisdom for business success  
    Katarzyna (Kasia) Królik, Head Global Strategy, Insights & Analytics, Danone, the Netherlands.  
    Sarah Raoufian, Research Director, SKIM, the UK.  
    Julia Murphy, Research Manager, SKIM, the Netherlands.  

  8. The Winged Goddess of Victory  
    A story of brand enlightenment, starring seven Chakras, AI, emotion, wisdom and instinct  
    Kristin Hickey, Founder & Futures, Kubi Kalloo, London, UK. 
    Melanie Castro-Kelly, Senior Director, Global Consumer Insights, Nike, Portland, US.  

  9. Semantic Frontiers  
    Unearthing trends with AI and knowledge graphs  
    Benjamin Bado, Puratos.  
    Benoit Hubert, Ipsos.  

  10. AI Power and Human Expertise  
    A product innovation journey  
    Nic Umana, Mars.  
    Meghan Reinhardt, Zappi.  
    Donovan Kennedy, Zappi.  

  11. Unveiling the Power of Synergy in Innovation  
    Battle of the Titans: Human versus machine  
    Annelies Verhaeghe, Partner & Chief Platform Officer, Human8, Belgium.  
    Thomas Troch, Partner & Head of Innovation, Human8, US. 
    Elise Misse, Director Global Strategic Insights, Ricola, Switzerland.  
    Patricia van der Hart, Research Director, Human8, the Netherlands.  

  12. Innovate or Stagnate  
    How Burberry turned GenAI anxiety into opportunity  
    Sarah Wiggins, Content Marketing Manager, Stravito, Amsterdam, the Netherlands.  
    Ross Dempsey, Director of Insight Engagement Services, Stravito, London, UK.  
    Harry Collings, Data Science Manager, Burberry, London, UK.  

  13. The Art of Simplicity is a Puzzle of Complexity  
    Unleashing an incisive innovation offensive for our chilled dairy business  
    Ritanbara Mundrey, Head of Insights and Innovation (Dairy) Nestlé, Switzerland.  

  14. Modern Day Prometheus 
    Digital respondents and their implications for market research 
    Michael Patterson, Chief Research Officer, Radius, US 
    Cole Patterson, Advanced Systems Specialist, Symmetric Sampling, US 

  15. Reset and Reimagine  
    Empowering human interaction and scaling insights with AI  
    Heather O’Brien, Prodege. Global Research Solutions Architect, Seattle, US. 
    Phil Sutcliffe, Nexxt Intelligence | inca Managing Partners, London, UK 
    Ellie Ma, Nexxt Intelligence | inca Senior Manager, Customer Enablement, Ontario, Canada. 

  16. Unleashing Innovation in Market Research  
    Using synthetic data to solve client problems  
    Julia Brannigan, Senior Manager, Bulbshare, London, UK.  
    Kerry Jones, Insight Controller, Greencore, Worksop, UK.  

  17. Synthetic Data in Marketing Studies  
    Exploring the promise of generative AI and synthetic data  
    Samuel Cohen, CEO, Fairgen, Israel.  
    Thomas Duhard, Head of Data Projects, IFOP, France.  

  18. Rediscovering the Immigrant Journey  
    Mapping the potential of synthetic data in global immigrant stories  
    Arundati Dandapani, MLitt, CAIP, CIPP/C, CIPM, Founder and Chief Executive Officer, Generation1.ca and Professor at Humber College Institute of Advanced Learning and Technology. 
    Kuno Tucker, MA, LLM, ICD, Chief Compliance Officer, Manulife Wealth and Professor at York University.  

  19. Emotion-Inducing Fragrances  
    Harnessing the power of scent-evoked feelings  
    Adriana Mora, Global Consumer and Market Insights Director, Sol de Janeiro, US.  
    Ashley Ericksen, Innovation VP, Ipsos, US. 
    Mariana Kolomayets, Innovation Director, Ipsos, US. 
    Brittany Calvert, Innovation VP, Ipsos, US. 
    Manuel Garcia-Garcia, PhD, Global Lead of Neuroscience, Ipsos, US.  
    Davide Baldo, Global Lead of Experimental Research, Ipsos, US. 
    Nikolai Reynolds, PhD, Global Head of Product Testing, Ipsos, Germany.  

  20. What is the Blueprint for Brand Growth?  
    Exploring the myths and mysteries of brand marketing theories  
    Jane Ostler, EVP Global Thought Leadership, UK.  
    Mary Kyriakidi, Global Thought Leader, UK.  

  21. The Impact of Attention  
    How understanding attention has informed brands to maximise advertising effectiveness  
    Richard Colwell, CEO, RED C Research, Ireland. 
    Dr. Karen Nelson-Field, CEO, Amplified Intelligence, Australia. Jill McGrath, CEO, TAM, Ireland.  

  22. When Content Meets People  
    Breaking out of the straightjacket imposed by traditional views of format, form and genre  
    Kenny Cunniffe, Head of Audience Research, Digital, BBC, UK.  
    Katherine Duff, Planner, BBC Studios, UK. 
    Kevin Thompson, Joint MD, Tapestry Research, UK.  

  23. Supercharge Media Optimisation by Unlocking the Power of Time  
    Uncover not just where to invest your marketing budget, but when  
    Alfonso Calatrava, Third Party Measurement Specialist, EMEA, Meta, Spain.  
    Hugo Englund, Senior Data Scientist, Nepa AB, Sweden AB. 
    Jessika Ödling, Technical Lead MMM, Nepa AB, Sweden AB. 
    Niclas Öhman, Head of R&D, Nepa AB, Sweden AB.  

  24. Mapping Billions of Synthetic Journeys  
    Creating a synthetic population for enhanced out-of-home audience performance  
    Jean-Noël Zeh, CDO, Ipsos, France.  

  25. Navigating the Epic Journey to Net-Zero  
    How behaviour science can help accelerate the adoption of electric cars and solve climate change  
    Richard Hebditch, Director, Transport & Environment, London. 
    David Voxlin, Director, Sustainability & Behaviour Change, SKIM, London.  

  26. Supercharge your CSR Marketing Strategy  
    The transformative impact of GenAI-powered persona bots to deploy and activate the CSR strategy  
    Isabelle Herbert-Collet, Vice President Research & Insights, Orange Innovation, Paris, France.  
    Stefania Simion, Senior Market Research Manager, Orange Innovation, London, UK. 
    Jean Christophe Desbouvries, Knowledge partner, Orange France, Paris, France. 
    Benoît Hubert, Chief Data Science Officer, Ipsos Group, Paris, France. 
    Mathilde Guinaudeau, Social Intelligence Managing Director, Ipsos France, Paris, France.  

  27. Green Money  
    How sustainability becomes the new global currency and the future of banking  
    Lester Sualog, Senior Director, PureSpectrum, Singapore. 
    Beatrice Dy, Head of Market Research and Competitive Intelligence, Bank of the Philippine Islands, Philippines.  

  28. Decoding the Dark Web  
    An ethnographic immersion to unearth conversations on  
    Paul Labagnara, Co-Founder at The Lab Insight & Strategy, Australia.  
    Katie Lucas, Executive Director at The Lab Insight & Strategy, Australia.  

  29. Uncomfortable  
    How toxic positivity is killing insight  
    Ian Pierpoint, CEO and Founder, Further&Further, Montréal. 
    Adam Talkington, Head of Ethnography, Further&Further, Portland.  

  30. Beyond Screens  
    Disruptive market research with XR surveys  
    Ennio Armato, Global CEO, FFIND, Palermo. 
    Alessandro Imborgia, Global Client Director, FFIND, Palermo. 
    Riccardo Tumminello, Global Marketing Director, FFIND, Palermo.  
    Mario Ramić, R&D Director, FFIND, London. 
    Anna Trifirò, Product and Digital Marketing Specialist, FFIND, Palermo.  

  31. AI: Perseus or Zeus?  
    How AI can be both the hero and antagonist in researchers’ quest for the truth  
    Kirstin Hamlyn, Senior Market Research Manager, Microsoft, Redmond, WA. 
    Suhasini Sanyal, Senior Market Research Manager, Microsoft, Redmond, WA.  

  32. Amplifying Human Insights with AI  
    Achieving record wins in on-demand delivery  
    Shari Aaron, Executive Vice President, Growth & Innovation, Radius, US. 
    Shayna Beckwith, Vice President, Radius, US. 
    Matt Blacknell, Global Digital Shopper Insights Lead, Mars Wrigley, UK. 
    Betsy Fitzgibbons, North America Digital Shopper Insights Lead, Mars Wrigley, US. 
    Preriit Souda, Director, PSA Consultants Ltd., UK/US.  

  33. From Conversations to Conversion  
    How Xbox uses conversational AI to 3X impact  
    Romani Patel, Senior PM, Research & Insights, Microsoft, US.  
    Kathy Cheng, Founder & CEO, Nexxt Intelligence | inca, Canada.  

  34. Empathy or Emptiness  
    Unravelling the impact of AI on human connection in qualitative research  
    Ajay Bangia, Global Innovation Officer (AI Solutions), Ipsos UU, Malaysia.  
    Rollo McIntyre, Global Innovation Officer (HI Solutions), Ipsos UU, UK.  
    Jim Legg, Global Head of Operations, Ipsos, US.  

  35. AI-Enhanced Market Research  
    Assembling a perfect team  
    Orkan Dolay, Director Business Integration & Development, Bilendi & respondi, Paris, France. 
    Laurence Minisini, Senior Consumer Market Insights Manager, Taste & Wellbeing, Givaudan, Zurich, Switzerland. 
    Denis Bonnay, Lecturer, Université Paris Nanterre, France. 
    Melissa Short, Research Manager, Bilendi & respondi, Paris, France.  

  36. She? He? They?  
    Embracing diversity in brand storytelling beyond gender binaries  
    Marta Bierca, Co-founder and Partner, WiseRabbit Research Agency, Poland. 
    Milena Morawiec, Founder, MindTheGap Consultancy and Chief Consultant, WiseRabbit, Poland.  

  37. Inside the Gen Z Parental Mind  
    Connecting with the next generation of parents to understand how they are redefining parenthood  
    Marieke Boers, Senior Global Proposition Insights Manager, Mother & Child Care & Women's Health, Philips, the Netherlands. 
    Angie Deceuninck, Global Client Partner, Human8, the Netherlands. 
    Joeri Van den Bergh, Founder and Non-Executive Partner, Human8, Belgium.  
    Aija Porina, Senior Research Manager, Human8, the Netherlands. Pauline Herbert, Research Consultant, Human8, the Netherlands.  

  38. “The Book of Boobs” and Project “BeliEVE”  
    From personal lived experience to empowering women, sustainable impact and positive change  
    Louise McKenna-Mayes, Co-Founder, TONIBOBANDLOU CIC, UK.  
    Toni Ward, Co- Founder, TONIBOBANDLOU CIC, UK. 
    Alice MacKinnon, Customer Success Consultant, HumanListening, UK.  
    Garreth Chandler, Founding Partner, The Evolved Group, Australia.  

  39. Unveiling the Chorus of Modern Society  
    Publicising social survey results  
    Christos Grentzelos, Online Panel & Research Manager, Abacus Research, Greece. 
    Vassilis (Bill) Kokiopoulos, Vice President / Deputy General Manager, Abacus Research, Greece.

  40. Empowering People Within Canada to Engage in Human Rights  
    How the Canadian Museum for Human Rights is using connective and defiant empathy frameworks to engage with people within Canada  
    Ryan Hughes, Chief Strategy Officer, Humanity, Canada. 
    Riva Harrison, Vice-President, Education and Public Affairs, Canadian Museum for Human Rights, Canada.  

  41. Unravelling the Cost-of-Living Crisis Myth  
    Exploring the human stories behind the data through a multi-method, cross-country analysis  
    An Hodgson, Head of Practice, Consumers, Euromonitor International, London, UK. 
    Jana Rude, Senior Insight Manager, Consumers, Euromonitor International, Vilnius, Lithuania. 
    Connor Malloy, Associate Consultant, Consulting Research, Euromonitor International, Dusseldorf, Germany. 
    Marija Aciene, Research Consultant, One Research, Euromonitor International, Vilnius, Lithuania.

  42. The LATAM Airlines Story  
    Uncovering myths of the region to bring meaning to a global airline  
    Fiona Blades, President and Chief Experience Officer, MESH Experience, US.  
    Andre D’Abreu, Director of Customer Management, LATAM Airlines, São Paulo.  
    Javier Reyes, Head of Customer Voice, LATAM Airlines, Santiago.  

  43. “The Others”  
    Defending memories of friendships between nations in modern times  
    Hellas Saltavarea, Founder, Hellenic Research House, Greece. 
    Pervin Olgun, Founder, BAREM Marketing Research and Consultancy. 
    Sevgi Gül, Sociologist & Marketing Researcher, BAREM Marketing Research and Consultancy.  
    Katerina Konstantinou, Marketing Researcher, Hellenic Research House Greece. 

  44. Mindful Heroes  
    Unveiling the human narratives of young Ukrainians  
    Hannah Wright, Head of Research, Zinc Network, London, UK. 
    Dani Cunill, UK Director, Market Research Services & Global Mobile Lead, Bilendi & respondi, London, UK.  

  45. Closing the Empathy Gap with  
    L'Oréal's Global Connect Programme  
    A unique story of increasing consumer empathy exponentially to stay relevant in a BANI world  
    Sandrine Morel, CMI Director, L'Oréal Global Customer Insights.  
    Delphine Vantomme, Partner, Human8.  

  46. Nothing to Fear but Fear Itself  
    How Mountain Dew questioned the conventional codes of heroism, took a risk and won  
    Ramasubramanian Narayanan, Director Insights, Pepsico, India. 
    Shobha Prasad, Director, Drshti Strategic Research Services Pvt Ltd., India. 
     
  47. Audio Alchemy  
    The art and science of creating engaging and impactful audio ads  
    Alyson Sprague, Head of Ad Measurement, Wondery, US. 
    Morgan Evans, Head of Audio & Display Creative, Amazon Ads, US.  
    Dr. Aaron Reid, Founder & CEO, Sentient Decision Science, US. 
    Dr. Cyrus H. McCandless, Chief Science Officer, Sentient Decision Science, US.  
Author(s):
ESOMAR
Keyword(s):
Innovation
Date of publication:
ISBN:
Order Code:
Number of pages:
710