Talking Insights

Hosted by Esomar

Marketing Technology EducationInterviews guests

Website RSS feed

Episodes

167

Latest episode

Oct 2026

Language

About the show

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.

Listen to episodes

60 recent

October 21, 2026Episode 819 min

Your next Big insight is already there - Esomar Awards Winner

AI can speed up insights, but it cannot replace judgment, cultural context, or the human reality behind the data. That is exactly why this award-winning team’s approach stands out: they used AI to synthesize more than 80 documents across nine markets, then layered in stakeholder interviews, cultural analysis, and strategy co-creation to turn a functional mobility category into a sharper, more human opportunity. Antonio sits down with Sean, Sanaya, and Akshay to unpack the regional gold award-winning “AI Human Symphony” project and the practical challenge that sparked it: how do you find fresh, strategic insight without new research, huge budgets, or endless timelines? The answer was not AI alone, but a hybrid process that connected existing consumer, science, and R&D materials with real business context and human sense-making. The bigger message is simple: the teams that win will not be the ones using AI as a shortcut. They’ll be the ones using it as an amplifier for better thinking, stronger judgment, and more useful business decisions. If you work in insights, strategy, or marketing—or want to make AI genuinely useful in the real world—this conversation is essential listening. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

October 21, 2026Episode 717 min

Can AI replicate us? - Esomar Awards Winner

What happens when you run more than 100,000 synthetic simulations to test whether AI can really model people, culture, and behaviour? Adriana Rocha from Wortya shares the award-winning research project that stress-tested LLMs across Peru, Brazil, and the US—and what it revealed about the limits of synthetic research. In this episode of Talking Insights, Antonio speaks with Adriana about Future Not Oracle, an Innovation Award-winning study built to examine how well AI can represent people and markets. Across three phases, the project tested different models and data combinations, including demographics, psychographics, cultural context, behavioural data, and grocery purchase data. Adriana shares why adding more data doesn’t always improve results, how cultural context can be missed, and why researchers need to be specific in how they question and guide AI. She also reflects on the industry’s rapid shift from early experimentation to real-world adoption—and makes the case that AI can help researchers take a more strategic role, not replace them. For anyone working in insights, market research, or AI, this is a practical look at where synthetic research shows promise, where caution is needed, and why researchers remain essential to evaluating the results. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

October 21, 2026Episode 69 min

The Insights behind 10x Customer Growth - Esomar Award Winner

Most B2B brands waste money marketing to everyone. This episode shows how one renewable energy company used research to find the real customer segments, match each one to the right channel, and turn a confusing market into a fivefold growth story. Antonio speaks with Tony Valdez, Principal Engineer at National Power Corporation, and Germaine Reyes, founder of Synergy Market Research and Consulting, about how they built a data-driven campaign for a still-emerging renewable energy market in the Philippines. Instead of guessing which messages would land, they tested assumptions, validated customer mindsets, and used the findings to sharpen everything from audience targeting to creative tone. You'll discover how they uncovered two very different B2B customer archetypes - cost-conscious buyers and sustainability-driven buyers - and why the numbers surprised them. What looked like a 90-10 split in favor of price sensitivity turned into a far more balanced picture once website traffic and social placements were analyzed. That insight changed how they approached Facebook, LinkedIn, YouTube, Google, and the website itself. Germaine breaks down why LinkedIn was not the magic answer many B2B marketers assume it is, and how each channel had to be assigned a distinct job in the funnel - lead generation, education, or conversion. Tony explains how bespoke creative for each platform helped move prospects from social and search into inquiry forms, and why that precision matters more than flying blind. The conversation also gets into the bigger barriers in renewable energy adoption: low market awareness, misconceptions about eligibility for programs like GEOP, and the need to build credibility fast in a category many buyers still misunderstand. That is why ACE and RESS leaned into thought leadership, customer testimonials, and their connection to the Ayala name to accelerate trust. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

October 8, 2026Episode 514 min

The Hidden Risk in AI Research Nobody Is Validating Yet

Wilko Rozema on the future of insights: why validation, not hype, will decide who wins AI and synthetic data are moving fast, but the real competitive edge in insights is no longer speed alone. Wilko Rozema of Dynata breaks down why the next phase belongs to companies that can validate what they collect, protect data quality, and adapt before the market leaves them behind. Dynata is one of the largest first-party data providers in the world, and Wilko explains how that position is changing as agencies, brands, and research teams race to balance cost pressure, shorter timelines, and smarter use of AI. He also gets into the tension most people are not talking about enough: synthetic models can look confident, but without verified real-human data behind them, the risk to business decisions grows fast. Wilko also shares what agencies and insight teams often miss when they focus on methodology but overlook the quality of the data feeding it. His message is blunt: if the inputs are weak, the output will not save you, no matter how advanced your tools look. Essential listening for insight leaders, agency teams, data professionals, and anyone trying to make sense of the AI and synthetic data shift without getting swept up in the hype. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

October 7, 2026Episode 411 min

What the Next Generation of Researchers wants You to Know - Live at the Esomar Congress 2026

Young researchers are reshaping market research and sharing what they’ve learned along the way. In this conversation from Esomar Congress, Molly Strawn-Carreno and emerging researchers discuss AI, bias, cultural nuance, mentorship, and building a career in a changing industry. Hear why curiosity and human connection still matter, how culture can shape research responses, and how bias in questionnaire design can affect results before research even begins. The group also shares practical advice for early-career researchers: do your homework, seek opportunities, and build relationships with mentors. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

September 29, 2026Episode 317 min

The Hidden Skill Gap That AI Is Creating in Research - Live at the Esomar Congress 2026

Qualitative research veteran Isabelle Landreville joins Molly Strawn-Carreno to discuss how AI is reshaping research—and why human judgment, critical thinking, and relationship-building matter more than ever. They also explore Canada’s distinct research cultures and the industry’s responsibility to mentor emerging talent. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

September 29, 2026Episode 215 min

Why Data Strategy Fails Without a Business Question - Live at the Esomar Congress 2026

What should come first: an AI strategy or a business question? Isabelle Lacarce Paumier, Global Group Head of Data and Marketing Analytics at Nestlé, makes the case for starting with the business opportunity—and building the data foundation needed to turn insight into action. In this episode of Esomar Talking Insights, Isabelle shares lessons from creating and scaling marketing analytics at one of the world’s largest companies. She explains why Nestlé invested in data quality and relevance before scaling AI, how to experiment on a small scale before rolling out what works, and why insight professionals need to pair technical expertise with persuasive storytelling. In this conversation: - Why business questions should lead data and AI strategies - How data quality and relevant data foundations support better decisions - Why starting small can help organisations scale more effectively - How storytelling helps turn analysis into business action - What Isabel expects from research agencies: quality, innovation, and added value - Why insight teams should focus on fewer, higher-impact projects - Career advice on being courageous, stretching yourself, and building broader business experience If you work in insights, analytics, marketing, or research, this conversation offers a practical perspective on making data more useful and making sure the work leads to meaningful business impact. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

September 24, 2026Episode 110 min

The AI Alliance - Where do we stand?

Everyone wants to jump to AI. But the real advantage? Getting your data, questions, and team aligned first. At the Esomar Congress in Valencia, the new AI Alliance made one thing clear: AI is not a strategy - it’s a tool. You need a common language before you can scale. The best teams are building in public, testing, failing, learning, and improving. And the best part? They’re creating safe spaces for people to talk honestly about what’s working and what’s not. That’s how industries actually move forward. If you’re leading AI adoption right now, save this for later. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

July 29, 2026Episode 1022 min

The Future of Emotion Analytics in Market Research — Wisdom or Overhype?

Welcome back to Talking Insights. In this episode, we sat down with John Cohen, CEO and founder of Kindling EVA, and Saul Cohen, the company’s co-founder and Head of Product, to explore one of the most important questions in AI today: can machines truly understand human emotion? Together with their team of emotion scientists and developers, John and Saul spent two years identifying what was missing from existing emotion analytics before building a new model designed to better reflect how people really feel. Their work has already been used by global brands like Sky, Unilever, Kellanova, Leo Burnett, and more to help shape products and communications that connect more effectively with audiences. The conversation goes deep on the complexity of emotion—especially sarcasm, nuance, context, and cultural differences—and why simplifying feelings into a handful of categories can lead to the wrong decisions. John also shares insights from his book, Asking for Trouble, while both guests discuss the future of emotion AI, the risks of synthetic respondents, and why human oversight still matters. If you’re interested in market research, AI, product development, or the future of understanding people, this episode is packed with thoughtful takeaways about how technology should support, not replace, human insight. Learn more about Jon's book: https://askingfortrouble.net/ and about Kindling EVA: https://www.kindlingeva.com/ Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

June 17, 2026Episode 922 min

Why Younger Generations Hold the Key to Inclusive and Trustworthy Policy

The landscape of trust, technology, and human behavior is shifting faster than ever—are we prepared? Michelle Harrison, the global president of Varian Group, is a renowned expert in public opinion, behavioral science, and social change, advising global leaders and organizations on societal transformation and inclusive leadership. Her insights into the future of trust and technology are more relevant than ever. In this episode, Michelle shares insights that could redefine how we understand society’s biggest challenges. From the rise of AI and synthetic data to the declining trust in institutions, this episode dives deep into the forces shaping our world and what we must do to stay ahead. Tune in to explore how we can harness emerging tech responsibly, rebuild trust, and create more inclusive, resilient societies. Send us Fan Mail ----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org . ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025