I think all the research industry should adopt a CFO, because what the CFO wants to know is not whether that ad. tested better than that ad., but does the whole program move us ahead in making brands more valuable in peoples’ lives and therefore dropping to the bottom line. (Alan C. Middleton)

ESOMAR’s 2008 Congress is nearly upon us and in this exclusive preCast, BrainJuicer Chief Juicer John Kearon chats with three of the keynotes about how cultural and technological changes are impacting peoples’ lives, and how the disciplines of marketing, branding and research need to adapt to keep pace with such change.

John is joined by former senior JWT executive Alan C. Middleton, popular anthropologist Grant McCracken, and design entrepreneur Richard Eisermann.

Listen to the podcast here

 STARRING 

• Alan C. Middleton, Assistant Prof. of Marketing and Executive Director, Executive Education Centre, Schulich School of Business, York University
• Grant McCracken, Anthropologist, Research Affiliate, MIT
• Richard Eisermann, Co-founder, Prospect
• John Kearon, Chief Juicer, BrainJuicer (host)

Listen to other podcasts in this series

Timeline [27:20]
00:00 Intro.
03:10 Brands as a shared construct (incl. 2-way conversations).
03:38 Edinburgh University’s research into the role of political brands (Alan).
04:52 “Designers will increasingly be providing the tools and methodologies for people to provide their own answers…the challenge is trying to provide a business model” (Richard).
06:20 Mass ethnography (Grant).
07:14 “In an experiment…noticed that everyone in a bar stopped drinking at the same time, even when they were blind!” (Grant).
07:33 Open-source branding (Grant).
08:29 User-created content is changing media consumption patterns (Alan).
10:10 Engaging people in the marketing process (“Marketers are becoming a symmetrical party in the relationship”) (Grant).
11:17 In a more complex world, research should be seeking themes and inspiration, not discrete answers (“Stop using research to invent products!”) (Alan, Richard).
13:38 Marketing needs to know when a prosumer vs consumer approach works (i.e. co-creation vs. prescriptive) (Alan).
14:30 Why ethnography can be more inspiring than traditional research approaches (Grant).
15:56 Designers need to understand ‘meaning’ and direct contact with consumers is the only source of this (Richard).
16:52 The need for ‘whole human research’ (Alan).
17:47 Innovation happens at the fringes, but most research doesn’t go there (e.g. off-road bicycles).
20:16 Overcoming risk-averse behaviour in corporations (“the high risk of not taking a risk”) (Alan).
21:59 Overcoming risk-averse behaviour in the MR industry (balanced score cards).
24:52 Wrap-up.

Notable Mentions
Andrew Keen, “Cult of the Amateur”.
Co-creation.
David Weinberger.
Design Council.
Disintermediation.
Economic downturn.
Ethnography.
IDEO.
JWT.
Naomi Klein.
Neil Gershenfeld.
Open source.
Sid Levy.
Edinburgh University.
UGC.
Whirlpool.

Music Theatrimus from the PMN

Series:AdTalk
Series:Events Series:ESOMAR Series:Congress08
Series:Commissioned

 STARRING 

• Caroline Hayter (Whitehill), Co-founder and Strategist , Acacia Avenue (host)
• Geert van Kuyck, Senior Vice President of Global Marketing Management, Philips

Geert van Kuyck of Philips is a seasoned marketing executive, having previously worked at very senior levels in Starbucks and Procter & Gamble. Here he chats with Caroline about the overwhelming need for a more authentic understanding of consumers, among both the research and marketing communities. It may surprise you to learn that he believes there’s such a big gap here (between rhetoric and reality). Have a listen to his take, and on why he regards engagement and humility as key qualities for success.

Thanks to BrainJuicer for making the video possible.

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress07

 STARRING 

• David Penn, MD, Conquest Research (host)
• Prof. Lou Marinoff, The City College of New York

Don’t ask us what these guys are talking about, it’s philosophy and way over our heads! Kidding aside, they chat about, among other things, using values from faiths such as Buddhism to build strong and compassionate brands with purpose, meaning, and integrity, essentially brands that can do good and be good.

Thanks to BrainJuicer for making the video possible.

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress07

13mins | Produced @ ESOMAR Congress ‘07 | More podcasts in this series

 STARRING 

• Tariq Krim, CEO, Netvibes

We were about to film the chat when Tariq mentioned his computer, with the presentation he was about to give, had crashed. He only had around an hour to recreate it and we stole about 15mins from that, but he was cool and that’s pretty impressive for a guy who founded and has built the Netvibes web 2.0 personalized home page into one of the world’s most popular blog readers and so has quite a weight of expectations on his shoulders.

This chat is probably more interesting for you web 2.0/research 2.0 folks out there. We touch on

• The attention economy
• Behavioural data, privacy, data portability
• Widgets and Netvibes’ business model
• Netvibes’ short-term road map
• The neutral hub to organise your social life
• Ensuring business models don’t stifle innovation
• Advice to aspiring entrepreneurs
• The long/short game (shamelessly nicked from Lindsey)
• Notable mentions: Facebook, Google, Microsoft, MySpace, OpenID, RSS, Yahoo

Thanks to BrainJuicer for making the video possible.

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress07

One of the most moving presentations at this year’s Congress
covered the trials and tribulations of doing research in Afghanistan and Iraq, essentially an update to last year’s story.

Matthew Warshaw of D3 Systems Inc., one of the speakers and MD of the agency in Afghanistan (ACSOR-Surveys), gave us the video below, produced by non-profit The Asia Foundation, to share with you.

It takes us through some of the more pedestrian measures they take to get at the information and is not nearly as horrific as some of the events recounted last year.

As an aside, if you happen to meet Matthew Warshaw or his colleague Karl Feld, get them to recount some of their intriguing and fun stories from over the years. Let’s just say that Afghanistan isn’t their only experience of working in some of the more gritty or risky parts of the world

Series:Events Series:ESOMAR Series:Congress07

Just back from ESOMAR’s superbly organised and networking-friendly Berlin Congress and the first order of the day is to congratulate the award winners, pretty much all of whom have featured on RT.

So, congrats to…

• Best case history: Mike Cooke and Phyllis Macfarlane, GfK NOP (review)
• Best methodological paper: Orlando Wood, BrainJuicer (review). Orlando is a rising star – incredible gravitas for one so young
• Best overall paper (Fernanda Monti award): Mark Earls, Herd Consulting. No surprise to us, we were fans of Mark’s herd work before it rose to its current level of popularity
• ESOMAR excellence award for standards of performance in market research (John Downham award): DVL Smith, DVL Smith Group. David’s known for having given back more than most to the industry

We shot a bit of video while there and will endeavour to get it up over the next few weeks. It includes conversations with some of the keynotes

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress07

 ESOMAR CONGRESS ‘07  In the final of three preCasts ahead of this year’s Berlin-based Congress, conference chair John Kearon creates a stirring debate with three of the keynotes (an Oscar-winning film director with two best-selling authors and philosopher) on creating and delivering excellence.

If you haven’t already, do listen to the earlier podcast with Florian, James and Lou in which they briefly introduce themselves

Listen to other podcasts in this series

 STARRING 

• Florian Henckel von Donnersmarck, Film Director, The Lives of Others
• James Surowiecki, Author, The Wisdom of Crowds
• Professor Lou Marinoff, Author, The Middle Way: Finding Happiness in a World of Extremes, Philosopher
• John Kearon, Chief Juicer, BrainJuicer (Host)

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

Listen to the podcast here

Timeline [20m37s]
00m00s Intro.
01m45s MR and the movie business.
04m19s Clash of models in publishing: instant bestsellers vs. timeless classics.
05m21s Does being unreasonable and setting high standards deliver excellence?
06m57s Distinguishing between talented visionaries and crackpots (Enron, Worldcom etc.).
08m57s Failure as a condition for success and progress.
11m27s The even-odds rule: even geniuses fail.
11m40s The perfect collaborator: someone with one hearing ear and one deaf ear.
13m01s Listening better: where research falls short.
16m44s Co-creation and user-centred innovation.
16m37s Karaoke and user-generated films.

Notable Mentions
“Breach”.
“Evan Almighty”.
“Spiderman”.
“The Godfather”.
Alfred Hitchcock.
Anthony Minghella.
Bernie Ebbers.
Bill Gates.
Charles Babbage.
Co-creation.
Creativity.
Digital downloads.
Ecclesiastes.
Einstein.
Enron.
Entrepreneurism.
Eric Von Hippel.
Fox Searchlight.
Happiness.
Harry Potter.
Hollywood.
Jeffrey Skilling.
Long tail.
Mario Puzo.
Steve Jobs.
The movie business.
Venture capital.
Visualization.
Worldcom.

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:MarketingTalk
Series:Events Series:ESOMAR Series:Congress
Series:Commissioned

• Florian Henckel von Donnersmarck, Film Director, The Lives of Others
• James Surowiecki, Author, The Wisdom of Crowds
• Professor Lou Marinoff, Author, The Middle Way: Finding Happiness in a World of Extremes, Philosopher

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress07
Series:Commissioned

 ESOMAR CONGRESS ‘07  In the second of three preCasts ahead of this year’s Berlin-based Congress event, well known industry figure David (DVL) Smith chats with Orange’s Nick Bonney and CRAM International’s Peter Cooper about the fuss around new research techniques and the skills needed to move the sector forward. All three gents will be speaking at Congress

CAUTION: We apologise for the below par audio quality

Listen to other podcasts in this series

 STARRING 

• DVL Smith, Director, DVL Smith Group (Host)
• Nick Bonney, Head of Market Insight, Orange
• Peter Cooper, Chairman and CEO, CRAM International

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

Listen to the podcast here

Timeline [13m29s]
00m00s Intro.
00m40s Research purity vs. the new creativity.
02m54s The challenge of clientside information overload.
03m28s Researcher skills in the new paradigm.
05m19s Orange and the challenge of integrating output from the research, analytics and competitor intelligence teams.
06m30s Orange: technical specialists preferred over multi-skilled generalists.
08m06s Recruitment tip: delve into the background of candidate’s parents.
08m57s The need for (more) commercially aware researchers – particularly in the larger quant. agencies.
10m17s Is traditional research interviewing now redundant in an era of more conversational techniques?
11m23s Orange: the tension between being consumer- and profits-driven.

Notable Mentions
Bayesian theory.
Fuzzy logic.
Ginny Valentine.
Grounded theory.
Psychology of intuition.
Semiotics.
Skills.

Music Theatrimus from the PMN

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

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

 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

Listen to other podcasts in this series

 STARRING 

• David Penn, MD, Conquest Research
• Emmanuel Verhagen, Leading Fellow, Psilogy
• Jaroslav Cir, Consumer Market Insights director, Rexona
• Mark Earls, Author and Herdmeister, Herd Consulting (Host)
• Philip De Wulf, Leading Fellow, Psilogy

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

 EXCLUSIVE  Brand Strategy magazine’s Ruth Mortimer talks about some hot issues in branding such as co-creation and branded content. Ray Poynter talks tech trends. And FDS’s new co-owner and MD, Charlotte Cornish, on the extraordinary story behind her acquisition of FDS

 STARRING 

• Ruth Mortimer, Editor, Brand Strategy Magazine
• Ray Poynter, Director, Virtual Surveys, and Head, The Future Place
• Charlotte Cornish, MD, FDS and Director, Munro Global

Recorded live at ESOMAR CONGRESS 2006

Timeline [25m19s]
00m00s Intro.

1.Ruth Mortimer.
00m54s The rise of co-creation.
02m39s Are brands embracing the new web?
03m37s Editorial mix, city brands.
05m13s Sustainability and corporate social responsibility.
06m01s Fads vs. trends: branded content.
07m49s The value of research.
08m37s Inspirational research: word of mouth (Net Promoter Score).

Notable Mentions
Audi.
Branded content.
Charles Leadbeater.
City brands (e.g. Dubai, Shanghai, London).
Coca Cola.
Disney.
eBay.
Fred Reichheld (Net Promoter Score).
Google.
Harvard Business School.
MGM.
Old El Paso.
P&G.
Second Life.
Tremor Panels.
Triumph motorcycles.
Viral marketing.

2.Ray Poynter.
09m25s Intro.
10m22s Trends in online research.
10m57s The case for ’slow research’ and its applications.
12m49s The challenges using research to make reliable forecasts.
15m02s Research is fun!

Notable Mentions
Apple.
Blogging.
Burger King.
iPod.
McDonalds.
Multimedia messaging (MMS).
Pete Comley.
Quentin Ashby.
Text messaging (SMS).
Web 2.0.

3.Charlotte Cornish.
15m50s How Charlotte came to acquire FDS.
21m14s The positive state of FDS, recent wins.
22m33s Arrival of a new management style.
23m25s The switch from value-added outfit to mainstream research company.

Notable Mentions
Ace Fieldwork.
BT.
Electra Kingsway.
Experian.
The Future Foundation.
Henley Centre.
Janet Weitz.
John Samuels.
Michael Warren.
Munro Global.
Pim Cornish.
Richard Hepburn.
Venture Capital (VC).

Music Theatrimus from the PMN

Series:Events Series:ESOMAR Series:Congress06

 EXCLUSIVE  ESOMAR Congress 2006 keynoters Julia Hailes MBE talks about the environment and sustainability, and Interbrand’s Rita Clifton talks about branding and engagement

 STARRING 

• Julia Hailes MBE, prolific environmental author, and Sustainability Consultant
• Rita Clifton, Chairman, Interbrand
• John Kearon, BrainJuicer (Host)

Recorded live at ESOMAR CONGRESS ‘06

TIMELINE [21m30s]
00m00s Intro.

Julia Hailes.
00m33s Intro.
01m14s The new Green Consumer Guide.
01m32s Reducing carrier bag wastage.
03m30s The environmental tipping point.
04m46s Driving change: the role of consumers.
05m33s Driving change: being a consultant.
06m49s The next milestone.
07m48s Advising national and local government.
08m20s Using celebrity endorsement.

Rita Clifton.
08m45s Intro.
10m03s Advising FTSE boards.
11m33s Memes and viral branding.
12m42s The work of researchers Populus.
13m08s The state of the research industry.
14m57s The role of research in predicting future trends.
15m37s Tremor panels.
17m11s The best research: topping & tailing.
18m57s Better presentations.

Notable Mentions
Asda.
BA.
Charles Leadbeater.
Co-creation.
DSG Intl (formerly Dixons Stores Group).
Duke of Edinburgh’s Award.
eBay.
Emap.
(The) Green Consumer Guide.
iPod.
John Elkington.
M&S (Marks & Spencer).
P&G.
Populus.
Sainsbury.
Sony Walkman.
Tesco.
The Times
Tremor panels.
Unilever.
YouTube.

Quotes
“Money is a great motivator…if you can get it so that market forces are pushing in the direction you want then I think that’s all to the good.” (Julia Hailes)

“This isn’t a golden age in my view for market research…I don’t think I would talk about it being in decline…” (Rita Clifton)

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:Events Series:ESOMAR Series:Congress06

 EXCLUSIVE  We don’t expect MR to be a dangerous pursuit. But in this podcast, we hear about the drama involved in starting a research company in the midst of the volatility in Afghanistan and Iraq. Driven by the passion to use research to bring about healthy democracy, the speakers articulate the huge risks to personal life and limb, including four deaths so far

John Kearon was so moved by these stories, as we’re sure you’ll be, that he’s campaigning for a support fund. Please help him by emailing your support

 STARRING 

• Matthew Warshaw, D3 Systems Inc.
• Rafiqullah Kakar, ACSOR-Surveys
• Zemarak Mohsini, ACSOR-Surveys
• Johnny Heald, Opinion Research Business
• Munqeth Daghir (Phd), MEC Communications
• John Kearon, Chief Juicer, BrainJuicer (Host)

Recorded live at ESOMAR CONGRESS ‘06

TIMELINE [26m26s]
00m00s Special appeal by John Kearon.

AFGHANISTAN (Matthew Warshaw, Rafiqullah Kakar, Zemarak Mohsini).
01m50s Intro.
05m28s The reality of doing research in Afghanistan (building trust).
07m20s Persuading respondents to participate.
08m21s Maintaining interviewer safety in remote areas (being accused of spying).
11m13s Research starting to make a difference.

IRAQ (Johnny Heald, Munqeth Daghir).
14m43s Intro.
15m39s The stimulus for Munqeth to start a research company in Iraq.
17m03s The first poll in Baghdad.
18m25s A culture of fear in answering surveys.
20m00s Daily life as a researcher (imprisonment, torture, beheading, kidnapping, murder).
22m10s Munqeth’s vision.
23m14s Creating an industry fund to support these efforts.

NOTABLE MENTIONS
Gallup.

Series:Events Series:ESOMAR Series:Congress06

Series:Events Series:ESOMAR Series:Congress06

 EXCLUSIVE  BT’s Futurologist, Ian Pearson, on the increasing impact of technological change, being a thorn in BT’s side, the growth of podcasting and social media, increasing concerns over privacy, and trends that affect the research industry

 STARRING 

• Ian Pearson, BT

Recorded live at ESOMAR CONGRESS ‘06

TIMELINE [18m44s]
00m00s Synopsis of Ian’s talk at ESOMAR.
03m00s “Be paranoid or die”.
04m09s Being a thorn in BT’s side.
04m39s Ian’s time horizon.
05m00s The security threat posed by memory sticks.
05m15s Accelerating pace of technological change.
06m15s Podcasting and social media.
08m01s Being an anthropologist.
09m42s Privacy concerns and ‘The Stepford Society’.
12m07s Key socio-technological trends.
15m26s Deciding on fads vs. trends.
16m31s Trends affecting the MR industry.

NOTABLE MENTIONS
Akio Morita.
Bill Gates.
Claudia Schiffer.
Google.
Kate Moss.
Memory sticks.
Moore’s Law.
Pac Man.
Podcasting.
RSS.
Second Life.
Sony.
World of Warcraft.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress06

 FEATURING 

• Ed Ross, founder Quantime (Quantum DP software)
• Neil Hartley & Peter Andrews, SPSS
• Neil McPhee, Nuance Research & Roger Terry, Evolution Training, on Neuro linguistic Programming (NLP)
• Jane A’Court, Ipsos MORI on the ESOMAR Global MR report
• Pat Molloy, Pulse Train
• Session reviews from WARC bloggers Roderick White and Peter Mouncey

Learn more about ESOMAR CONGRESS ‘06

Series:Events Series:ESOMAR Series:Congress06

 FEATURING 

• Charles Leadbeater, Management thinker
• Session reviews from WARC bloggers Roderick White and Peter Mouncey

and also…

• Anne Rochet, AudiRep
• Bert De Keyser, Knowledge Management Company
• Brian Fine, AMR Interactive
• Frits Spangenberg, ESOMAR VP
• Anumita Sharma, The Third Eye
• Jozsef Meszaros, Cognative
• Laurent Flores, CRM Metrix
• Lynne Dobney, Fortune Street
• Oscar Carlsson, Cint

Learn more about ESOMAR CONGRESS ‘06

Series:Events Series:ESOMAR Series:Congress06

 EXCLUSIVE  In the final ESOMAR preview podcast, John Kearon of BrainJuicer convenes a roundtable with two senior clientside researchers and three from the supply-side, to discuss ways to inject entrepreneurism into the industry and improve the innovation, creativity, relevance and vibrancy of research

 STARRING 

• Alistair Millar, Unilever
• Jem Fawcus, Firefish
• Andy Bloor, Firefish
• John Jennick, Egg.com
• Gary Schwartz, FIRM
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about ESOMAR Congress ‘06

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

QUOTES
“[companies] say that they want consumers at the heart of the business but…that’s not necessarily the case with lots of brands.” (John Jennick).

“There’s lots of agencies out there that claim to be doing research in an entrepreneurial way. But if you look a bit closer, it’s dressing up old methodologies in new clothes and trying to pass them off.” (Alistair Millar).

“I’d like to see research being used as a way to drive continuous business improvements.” (Gary Schwartz).

TIMELINE [32m10s]
00m00s Introduction to the roundtable guests.
02m58s Examples of entrepreneurial behaviour and the notion of the ‘Red Pill’.
06m33s The rationale for encouraging research to be entrepreneurial.
08m40s The plague of conservatism.
11m14s How conservatism almost derailed the Axe (Linx) Click campaign.
12m50s The value of self-belief, passionate commitment and evangelism.
14m40s Is the industry Blue or Red Pill? Does it matter?
16m52s The value of a strong clientside insight function to encourage risk-taking.
19m08s The imperative for the industry to change.
21m13s Risk-taking: the panel share their biggest mistakes.
25m55s Final thoughts and hopes for the industry.
29m48s Future ESOMAR podcasts.
30m27s A few words from Véronique Jeannin, Director General of ESOMAR.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress06

In this, the third of four preview podcasts ahead of ESOMAR Congress ‘06, one of the industry’s foremost entrepreneurs, John Kearon of BrainJuicer, speaks to one of the nation’s most accomplished serial entrepreneurs, Sahar Hashemi, co-founder of Coffee Republic and founder of new startup Skinny Candy. Sahar talks about ways to stimulate that all-important entrepreneurial spirit within all of us so as to cultivate innovative and fresh thinking

 STARRING 

• Sahar Hashemi, Coffee Republic, Skinny Candy, author of Anyone Can Do It
• John Kearon, Chief Juicer, BrainJuicer (Host)

Learn more about ESOMAR CONGRESS ‘06

Thanks
A huge thanks to Sahar Hashemi, John Kearon, and to Véronique Jeannin, director general of ESOMAR, and her team for their help in producing these podcasts.

Timeline [22m35s]
00m00s How Sahar became an entrepreneur.
03m07s The benefits of an entrepreneurial approach.
04m56s Following your passion.
05m50s The Richard Branson myth.
07m38s Intrapreneurship: entrepreneurship within a large organisation.
09m56s Don’t let market research blind you.
11m42s Intuition vs. hard data.
12m37s The importance of mistakes and perseverance.
17m07s Is serial entrepreneurship easier?
18m22s Living through the doubts.
19m13s Genesis of Skinny Candy.
20m52s Some words from Véronique Jeannin, Director General of ESOMAR.

Music Theatrimus from the PMN

Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress06
Series:Leadership

 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