Can AI replicate us? - Esomar Awards Winner

AI is not just changing research teams—it’s rewriting who gets trusted with insight. Jordan Harper from Qualtrics explains why the real challenge isn’t AI itself, but the people who adapt faster and start delivering convincing answers first.In this episode of Talking Insights, host Antonio speaks with Jordan about his “Research Team of the Future” talk at the Esomar Congress in Valencia. They explore the widening gap between how quickly businesses expect answers and how quickly research teams can traditionally deliver them—and how AI, automation, and synthetic research are reshaping the work.Jordan explains why researchers need to move beyond manual tasks and focus on the human value they bring: judgment, validation, storytelling, and helping organizations manage risk. He also discusses how researchers can guide non-researchers toward better practices, why speed without rigor can lead to bad research, and how teams can help junior researchers build skills while using AI responsibly.The conversation covers how AI could give researchers more time to become stronger storytellers, why it’s important not to outsource your thinking, and what durable skills will matter most—from communicating insights to different business leaders to following through on recommendations and measuring their impact.A thoughtful conversation for researchers, insights leaders, and early-career professionals navigating the future of research in an AI-driven world.Send us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025 

AI can generate answers, but can it generate truth? Stan Sthanunathan says the insights industry is facing an existential test—and the real risk is not AI itself, but the outdated ways we still gather “evidence.”If you work in market research, brand strategy, or consumer insights, this conversation will challenge how you think about surveys, focus groups, and what counts as a real insight. Stan, Executive Chairman at iGenie AI and former insights leader at Unilever and Coca-Cola, argues that too much of the industry still relies on the wrong people, the wrong questions, and increasingly, the wrong assumptions.Hear why AI-powered questionnaires and synthetic data may be “pink lipstick on a pig” if the foundation is broken, and why the future may belong to genuine human understanding rather than more polished automation. Stan explains the difference between facts and insights, shares his test for a great insight—“retrospectively self-evident”—and makes the case for observation over interrogation when people may not tell the whole truth in a survey.We also explore why home visits, lived context, and behavioural observation matter, especially when trying to understand consumers’ everyday realities. Stan shares what he would do differently if starting a career in insights today: use technology as a means, not an end, and build the bravery to deliver insights that challenge decision-makers and earn a seat at the table.Essential listening for anyone navigating AI’s impact on research—or looking for ways insights professionals can create more meaningful, human understanding.Send us Fan Mail-----------------------------------------------------------------------------------------------Talking Insights is a Research World and Esomar production. Hosted by Antonio AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025 

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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025 

Wilko Rozema on the future of insights: why validation, not hype, will decide who winsAI 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 experienceIf 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 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 AlmeidaMusic by FreeMusicForVideo from PixabayGraphics by Brandon Heim-----------------------------------------------------------------------------------------------If you’d like to be featured in a future episode or share your story, send us an email at podcast@esomar.org.-----------------------------------------------------------------------------------------------Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a• Follow us on LinkedIn - http://bit.ly/2DrifcgEsomar 2025