EXCLUSIVE  As official podcaster to the upcoming ESOMAR conference, we’ve secured some exclusive and meaty previews. In this, the second of four preview podcasts, we focus on trends and improving foresight accuracy

 STARRING 

• Stephen Phillips, Spring Research
  The ‘Snakes and Ladders’ Approach to Brand Choice
• Roger Smith, Gfk NOP
  Trends: Food, Diets and Wellbeing
• Nadine Critchley, NESTEC (Nestlé)
  Trends: Using Global Consumer Trends to Boost Business
• Mark Whiting, Moët Hennessy (Host)

Learn more about ESOMAR CONGRESS ‘06

THANKS
A huge thanks to Mark Whiting, his guests, and to Véronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.

TIMELINE [29m41s]
00m00s Introduction by Véronique Jeannin, Director General of ESOMAR.

The ‘Snakes and Ladders’ Approach to Understanding Brand Choice (Stephen Phillips).
01m56s Introduction.
03m27s The use of ‘verbal ethnography’.
04m06s Validation.
04m39s Commercial applications.
06m16s New principles to define purchase process.
07m19s Mapping social influences and networks.
08m46s Counter-intuitive interviewing techniques.
10m07s Case study.
11m19s Is it a proprietary approach?

Trends: Food, Diets and Wellbeing (Roger Smith. Client: Kraft).
12m05s Genesis of study.
13m05s Scope.
13m53s Key trends identified including the health paradox.
14m40s Benefits for Kraft.
15m52s Segmentation.
16m52s Trends vs. trendy.
17m48s Influentials vs. early adopters.

Trends: Using Global Consumer Trends to Boost Business (Nadine Critchley).
19m18s Introduction.
20m08s Issues with previous trends information.
20m42s Key trends identified and their validation.
21m29s Multimedia output.
22m07s The challenges of working with multiple agencies.
22m29s Key success factors and the launch of Mövenpick Ice Cream Naturals.
24m11s Applying trends information.
25m08s Keeping trends alive within Nestlé.
26m05s The creative use of budgets.
26m45s Benefits of new trends information.
27m31s Other aspects being covered at Congress.

Music Theatrimus from the PMN

Series:Events Series:ESOMAR Series:Congress06