Explore the leading edge of market research with the digital collection of papers from the ESOMAR Art & Science of Innovation Conference 2024, held in Chicago. This collection features 18 in-depth papers from top industry experts representing renowned organisations such as IFF, Warner Bros. Discovery, Kerry, LinkedIn, Kantar Consulting, Native AI, 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 paper “Voicing the New Global Immigrant Realities”, nominated for the Best Paper Award of the Year.

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. Editorialby Giulia Gasperi, Art & Science of Innovation programme committee chair. Senior Strategy Director, Data & Analytics, TRIPTK, the Netherlands.

1. PacMachine
   Human and machine, are we replacing or complementing our current capabilities?
   Ipsita Ghosh, Global Lead, Insights & Analytics, Kimberly-Clark, Chicago, IL.
   Daniella Gold, Director ?What If! Innovation/Accenture, Philadelphia PA.
   
   
2. When GenAI Meets Gen Z
   Using generative AI to decode the Gen Z mind for game changing innovation
   Adrian Terron, Head- Corporate Brand and Marketing, Tata Sons, Mumbai.
   Swati Shankar, Deputy General Manager, Tata Sons, Mumbai.
   
   
3. TikTok’s Exploration into the Future of Intentional Discovery
   Understanding the evolution of consumer discovery behaviours and what this means for brands
   Alejandro Garcia Medina, Global Research & Insights Partner, TikTok Marketing Science, US.
   Jaclyn Williams, Global Research & Insights Manager, TikTok Marketing Science, US.
   
   
4. Breaking Down Barriers
   A new approach to quantifying the impact of barrier removal on customer acquisition
   Asha Weisman, Material, US.
   Jason Brooks, Material, US.
   Charles Allison, Instacart, US.
   
   
5. From Shelf to Sip: Uncovering a Winning Consumer Journey for Suntory Global Spirits’ -196 Hard Seltzer
   Staying a step ahead in highly competitive product categories takes insights that span the complete consumer journey
   Shira Horn, EVP, AMC Global, Philadelphia, PA., US.
   Jenny Stephen, Consumer Insights Manager, Suntory Global Spirits, Chicago, IL., US.
   
   
6. Voicing the New Global Immigrant Realities
   Empowered insights for an underserved market
   Professor Arundati Dandapani, MLitt, CAIP, CIPP/C, Founder and CEO of Generation1.ca, Canada.
   Nancy Deng, MSc., Senior Research Manager, Proctor and Gamble Canada, Canada.
   
   
7. Using AI for Innovating Brand Strategy
   The fastest way to grow your brand!
   Marco Vriens, CEO, Kwantum, US.
   Rogier Verhulst, Head of Market & Product Research, LinkedIn, US
   
   
8. Stuck in Neutral
   Acknowledging the lack of true innovation is the key to understanding consumers
   Damian Loscher, President, Ipsos, Ireland.
   
   
9. Is Reality a Hallucination?
   Capturing the essence of the human mind with generative AI
   Michael Wright, Head of Marketing, Native AI, US.
   Enes Gokce, Head of Data Science, Native AI, US.
   Michael Nestrud, VP Research & Innovation, Curion Insights, US.
   Frank Pica, CEO, Native AI, US.
   
   
10. Economics Beyond Numbers: In our research era
    Why Taylor Swift could be the catalyst for journalists using data to drive their stories
    Dan Fleetwood, President, Research & Insights, QuestionPro, US.
    Crystal Wiese, Sr. Director, Global Marketing, QuestionPro, US.
    
    
11. Transformative Insights: The Journey from Research in Sustainable Innovation
    Driving evidence-led change for a better tomorrow
    Megan Peitz, Founder & CEO, Numerious Inc. US.
    Harry Tannenbaum, Co-founder & President, Mill Industries, US.
    Nitin Iyer, Product, Mill Industries, US.
    
    
12. Making Your Brand Culturally Iconic
    La-Z-Boy’s most ambitious transformation yet
    Jorge Calvachi, Director of Insights, La-Z-Boy Incorporated, US.
    Patricia King, Executive Vice President, Qualitative Research, Dig Insights, US.
    
    
13. FutureLens Embracing the unknown
    David Deeley, EuropeanInsights Manager, Kerry, Ireland.
    Christina Furlong,GlobalInsights Manager, Kerry, Ireland.
    Meredith Smith, Director, Futures & Innovation, Kantar Consulting, UK.
    
    
14. Mastering the Behavioural Science Maze
    A strategic guide to elevate capabilities and unlock unparalleled consumer insights
    Sophia Stafford, Global Manager, HCD Research, Flemington, NJ., US.
    Michelle Niedziela, VP of Research & Innovation, HCD Research, Flemington, NJ., US.
    
    
15. Breaking Through Internal Innovation Barriers
    How Johnsonville Sausage looked way outside the box to accelerate their innovation initiatives
    Ted Curtin, Chief Innovation Officer, ProdigyWorks, US.
    Karen Kraft, insights specialist and strategist, Johnsonville, US.
    
    
16. The Science Behind the Creativity
    Adding biometrical measurements to content Itzel
    Abigail Rivera Suarez, Data & Insights Manager, Warner Bros. Discovery, México.
    
    
17. From Moments to Innovation: How Generative AI is Revolutionising Product Design
    Learn how to co-create concepts using generative AI
    Mimi Sherlock, VP Consumer Intelligence, Nourish Division at IFF. US.
    Dave Lundahl, CEO InsightsNow. US.
    Mark Stephens, Statistician, InsightsNow. US.
    Jenny O’Connor, Senior Qualitative Research Director, InsightsNow. US.
    Kristin Wright, VP Insights & Operations, InsightsNow. US.
    
    
18. Tips and Tricks to Make Pricing Research Better and More Actionable
    Per Sjofors, CEO, Sjofors & Partners Inc., US.