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

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We have an exclusive video of Oliver James, the well known psychologist, author and broadcaster, talking at the recent AQR Trends ‘07 about his fascinating new book Affluenza. The chat is both thought-provoking and funny, and there’s an audience q&a session at the end.

But to see it you’ll need to join our Facebook group. So if you haven’t already done so, join now (300 already have). It’s free, easy, and you’ll find more exclusive content there, including discussions between you guys.

Series:Events Series:AQR Series:Trends07

6mins | Produced @ AQR Trends ‘07 | More podcasts in this series

 STARRING 

• Sean Pillot de Chenecey, Captain Crikey
• Sarah Davies, MD, Henley Centre HeadlightVision

Sean refers to his company, Captain Crikey, as an ‘alternative marketing consultancy’ and listening to this chat with Sarah you certainly get an alternative, highly sceptical view of web 2.0, social networks and Second Life. Listen as Sarah defends some of these exciting innovations from the man who believes that luddites are a “…much maligned set of people.”

Sean also shares the reasons why we should have more Chav representation in agencies.

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10mins | Produced @ AQR Trends ‘07 | More podcasts in this series

 STARRING 

• William Higham, Next Big Thing
• Alison Fydler, Joint MD and co-founder, Firefish

Of all the trends discussed during the AQR Trends ‘07 conference, the one William talks about here could be one of the most significant, in our humble opinion. He suggests that age-based targeting is becoming significantly less relevant across many categories. For example, grey folks exhibit teen-like behaviour (eg. still into hedonism and rock ‘n roll) and vice versa (teens exhibiting social responsibility and an interest in politics).

Listen to William as he chats with Alison from the award-winning Firefish, about the wider implications of William’s theories. Interesting tidbit about Alison and William: we randomly paired them up for this chat but little did we know that the two already knew each other from years ago as they were growing up!

BTW, references to ‘Oliver’ are to Oliver James who spoke before this chat took place, and he spoke about his new book, ‘Affluenza’.

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5mins | Produced @ AQR Trends ‘07 | More podcasts in this series

 STARRING 

• Dr. Nick Southgate, Planning Partner, Grey Advertising
• Chloe Fowler, Razor Research

Well, that headline certainly got your attention But Nick doesn’t feel it’s an exaggeration, as he explains in this short chat with Chloe.

Series:Events Series:AQR Series:Trends07

10mins | Produced @ ESOMAR Congress ‘07 | More podcasts in this series

 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.

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14mins | Produced @ ESOMAR Congress ‘07 | More podcasts in this series

 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.

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The [Google] Adwords business was about monetizing the contextuality. Now it’s starting to happen and I don’t really like it, people want to monetize your intimacy

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.

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We popped to the AQR Trends Day event yesterday, something that’s run every couple of years, and were pleasantly surprised by the interesting mix of speakers and excellent organisation thanks to AQR chair Rosie Campbell and her team.

Below is a teaser featuring the following bods while we beaver away on the full edits…

• Sean Pillot de Chenecey, Captain Crikey
• keynote Oliver James, psychologist, author and broadcaster
• William Higham, Next Big Thing
• Dr. Nick Southgate, Grey Advertising

Thanks to guest hosts Sarah Davies, Alison Fydler and Chloe Fowler for their sterling work.

Do remember to subscribe to ResearchTalk (top left sidebar) so you get the full podcasts as soon as they’re out. And as always, feel free to embed the video on your own blog/website.

3mins | Produced @ AQR Trends Day ‘07 | More podcasts in this series

Series:Events Series:AQR Series:Trends07