ESOMAR

Mark Earls ESOMAR CONGRESS ‘07  In the first of three preCasts ahead of this year’s Congress event in Berlin, contrarian Mark Earls, a speaker at the event, hosts a roundtable to talk about recent innovation breakthroughs. Joining Mark are four other speakers including David Penn who’s a fan of neuroscience, Unilever’s Jaroslav Cir who’s into ethnography and semiotics, and Phillip De Wulf and Emmanuel Verhagen who believe that mobiles and the mobile internet have the power to completely change the way brands think about research. Powerful stuff

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 STARRING 

This is an ESOMAR sponsored podcast and is published according to our yumminess policy

Listen to the podcast here

Timeline [20m42s]
00m00s Intro.
01m07s The shift to measuring emotion.
03m14s Mobile phones: the ultimate device for live journalling.
05m06s Online storytelling: people do give rich feedback.
05m33s Non verbal questionnaires, co-creation.
06m22s Rexona: creating an expert social community around a blog (”Window on Women”).
07m03s Creating meaning.
07m44s Brands shouldn’t try to have a peer-to-peer relationship with consumers.
08m51s Is the success of Dove’s ‘campaign for real beauty’ down to co-creation?
10m10s The mobile intenet will mark a sea change in tracking consumer needs and behaviour.
10m37s Technology needs to become so intuitive that you forget it’s there.
11m32s Behavioural sciences, and not just technology, are stimulating research innovation.
11m51s Ethnography and semiotics deliver much more understanding.
13m14s Ethnography’s rising popularity linked to the increasing power of retail chains.
13m43s Trend: people are less likely to invite researchers into their homes.
14m57s Semiotics needs to be balanced by other approaches.
15m47s The future of innovation.
16m54s Most innovation is coming from the smaller research and advertising agencies, and creative individuals.
18m12s Advertising/communications research is falling behind.
18m55s The future is…openness, more creativity, working with more interesting people, being people centric.

Notable Mentions
Anthropology.
Blogs.
Co-creation.
Douglas Adams.
Dove.
dunnhumby.
Ethnography.
Hitchhikers Guide to the Galaxy.
Mobile phones.
Neuroscience.
Proctor and Gamble.
Semiotics.
Sigmund Freud.
Social media.
Tesco.
Unilever.
Victor Frankl.
YouTube.

Music Theatrimus from the PMN

Thanks to Jo Bowman, freelance media and marketing journalist, for her dulcet tones in the intro and outro.

Series:AdTalk
Series:Events Series:ESOMAR Series:Congress
Series:Commissioned