By Kevin Gray
Some populations are hard to survey because they are hard to find, others because they are hard to sample and still others because they are hard to persuade to participate in surveys. Some are simply hard to interview. Examples of hard-to-survey populations include migrants, immigrants, homeless people, persons with intellectual difficulties, the visually impaired, drug users, political extremists, sex workers and people in difficult settings such as war zones or homeless shelters.
By Marina Cozzika
On my way to ESOMAR’ sensory forum perched on high heels, trying to avoid the pitfalls of Paris’ pavements, holding a hot cup of tea with one hand while texting with the other, smelling with envy hot croissants and bread just baked, annoyed by the sound of cars passing by and enjoying the wonderful view of the Eiffel Tower against a clear blue sky, I thought to myself that Paris was the perfect city to enjoy a multi-sensory experience. My senses were stimulated, working in synaesthesia, an experience that lasted all day at the ESOMAR sensory forum. The day promised “an open dialogue for insight specialists and sensory scientists to connect and exchange innovations across methodologies and marketing, all geared to demonstrate the business impact of uniting multi-sensory expertise”. Did it live up to its promise?