Advertise on podcast: Talking Insights

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

Most organizations are unknowingly killing the very human touch that makes AI truly valuable.  Manuel Garcia-Garcia reveals why focusing solely on accuracy and speed in AI systems is a mistake—and how empathy, trust, and human oversight are essential for AI to work with us, not without us. In this episode, Manuel shares eye-opening insights from his upcoming book, Smarter Together, which explores how we think, feel, and decide alongside AI. Discover why AI’s role isn’t to replace human decision-making but to augment it—whether in healthcare, government services, or daily life.  You'll learn why blindly trusting AI can be dangerous, and how intentional design of workflows and human-AI interaction boosts trust, reduces mistakes, and makes systems more effective. We break down critical topics such as the paradox of AI trust—why we trust it quickly but also lose confidence fast. Manuel discusses the risks of over-reliance, how to maintain human oversight, and the cultural differences affecting AI adoption worldwide. Plus, get practical advice on how research professionals and organizations can shift from automation for its own sake to AI-powered augmentation that makes us smarter and more human-centered. This episode is essential listening for leaders, data scientists, researchers, and anyone eager to harness AI responsibly. If you want AI to empower rather than replace, this conversation provides the strategic mindset—and concrete tactics—to make that a reality. Don’t let AI outpace your understanding—learn how to make it work for the human experience. Manuel Garcia-Garcia is a renowned expert in consumer neuroscience and AI psychology. As an author and thought leader, he’s dedicated to exploring the nuanced relationship between humans and AI—and how to design systems that respect our cognitive and emotional complexity. Get ready to rethink AI. This isn’t just an episode about technology; it’s about mastering the human side of innovation. Learn more about the upcoming book Smarter Together here: https://www.amazon.com/dp/100973458X  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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

Unlock how AI is revolutionizing consumer insights—shifting from slow, project-based research to an always-on, real-time understanding of people's needs and contradictions. Ester Marchetti, Chief Innovation Officer at Bolt Insights, reveals how advanced AI tools are enabling brands to connect more authentically with consumers, uncover hidden truths, and make faster, more impactful decisions in a rapidly changing world. In this episode, Ester shares compelling stories of AI-generated personas bringing real consumer struggles to life, transforming the way brands see and engage their audiences. You'll discover how AI enhances, but doesn't replace, the critical human skills of storytelling, judgment, and interpretation—showing why the future of insights is a perfect blend of technology and human expertise. We break down how insights professionals can develop storytelling muscles and critical thinking to remain indispensable in an AI-driven landscape. Ester discusses the pivotal moment when AI moved from simple automation to a powerful, interactive force that makes consumer conversations more genuine and nuanced. She highlights the broader shift towards continuous intelligence ecosystems that respond instantly to market changes, enabling companies to act on real-time data instead of waiting months for reports. If you're a market researcher, brand strategist, or innovation leader eager to stay ahead, this episode teaches how to embed AI into your insights process without losing the human touch. And as Ester prepares to host her upcoming master class at the Esomar Asia Pacific 2026 | Beyond Balance conference in Tokyo, she shares invaluable insights on how AI can underpin strategic storytelling and decision-making. Plus, catch Ester live on stage at the Esomar Asia Pacific 2026 | Beyond Balance, where she'll delve deeper into these transformative insights. This is essential listening for anyone passionate about understanding and connecting with consumers in a faster, smarter way—because in the future of insights, it’s human stories powered by AI that will lead the way. Learn more here: https://esomar.org/events/asia-pacific-2026-tokyo  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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

Most brands struggle to grow consistently, not because of market conditions—it's the leadership decisions that make or break sustained success.  Lucas Hulsebos, CEO of DVJ Insights and author of The Growth Decision, reveals the hidden architecture behind what separates unstoppable brands from those stuck in stagnation. In this eye-opening episode, Lucas shares insights from over 20,000 interviews with marketing professionals worldwide—uncovering the real strategic growth gap that leaders often overlook. You'll discover why growth is less about luck and more about deliberate, structural choices that shape a brand's future. From KPIs and culture to decision-making in the age of AI, Lucas breaks down the critical habits and structures high-growth companies employ—like maintaining focus on core competencies, embedding purpose in culture, and making decisive leadership calls that sustain momentum over years. We dive into concrete frameworks such as the growth paradox and the strategic growth cap, explaining why many companies falter when they neglect these principles. You'll learn how emphasizing demand-driven metrics, establishing a strong company culture, and choosing the right investment priorities can unlock explosive, sustainable growth—or bring stagnation if ignored. This episode is essential for CEOs, marketing leaders, and entrepreneurs serious about breaking free from growth stalls. The stakes are clear: without making these hard leadership choices, your brand risks falling behind in an increasingly competitive landscape. But with the right insights, you'll discover how to turn structural decisions into your greatest growth engine. If you're tired of guesswork and want to adopt proven leadership strategies that build long-term brand health, this conversation is your blueprint.  Whether you're scaling a startup or revitalizing an established company, Lucas’s insights will challenge your assumptions and inspire bold, strategic action. Learn more about the Book here: https://www.dvj-insights.com/nl/book-the-growth-decision 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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

Most organizations are missing out on invaluable human stories because they fear AI will strip away the soul of qualitative data. But what if the real breakthrough lies in how humans and AI collaborate?  James Goh, CEO of the groundbreaking platform iLiz, reveals how responsible "human-in-the-loop" AI is reshaping global research — from UNICEF to UN evaluations — by empowering, not replacing, human insight. In this eye-opening episode, James shares behind-the-scenes stories of applying AI to analyze thousands of open-ended responses across dozens of languages, uncovering hidden insights that traditional methods miss.  You'll discover how AI can identify nuanced meaning and rich narratives, while humans ensure accuracy on ambiguous or sensitive topics. James breaks down proven frameworks for implementing AI responsibly, balancing automation with the critical human touch needed for trust and ethical integrity. We explore key challenges like safeguarding sensitive data, building trust with vulnerable populations, and overcoming skepticism from research teams. James reveals the “first steps” any organization can take to pilot AI—no more fears, just strategic experimentation that unveils new insights and amplifies human stories. His vision demonstrates that AI’s true power isn’t in replacing us but in expanding our capacity to understand the complex tapestry of human experience. Whether you're in academia, NGOs, market research, or managing mountains of open-ended data, this episode offers practical advice and inspiring possibilities for integrating AI thoughtfully and ethically.  Don’t miss these insights into the future of qualitative research—where AI and human empathy come together to unlock stories more rich, nuanced, and impactful than ever before. 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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

Most teams struggle to turn rich qualitative insights into scalable, actionable business strategies — but what if you could transform deep research into a measurable, organization-wide advantage? Melissa Ramon and Nadja Baum reveal how they bridged that gap using a hybrid approach that combines qualitative depth with quantitative rigor, all without starting from scratch. Their innovative framework not only validated existing personas but also created a reusable infrastructure that continuously drives product, content, and strategy decisions with confidence. In this episode, you'll discover: How to leverage qualitative personas into scalable survey-based classifications without costly segmentation exercisesThe surprising alignment between qualitative hypotheses and quantitative results, and what that means for your teamThe creation and impact of a reusable "typing tool" that engaged stakeholders and empowered ongoing researchPractical strategies for embedding audience insights across product roadmaps, marketing strategies, and editorial decisionsWhy leadership buy-in and operational integration are key to making data-driven personas truly work for your businessIf you're curious about building a durable audience understanding that fuels smarter decisions and deeper customer empathy — this episode is your blueprint. Whether you're in research, product, marketing, or leadership, you'll walk away with actionable tips to turn qualitative insights into real business impact today. 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 [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025