By Sally Wu, Steve August, Sjoerd Koornstra, BV Pradeep and Jake Steadman
Who are the individuals who’ve played a role in guiding others into or through the industry? We talk to prominent researchers from around the world and ask: who’s had the greatest impact on your career in research?
Diego Casaravilla provides a fascinating case study on how market research helped victims of Hurricane Matthew and inform future disaster prevention policy.
by Kathy Frankovic, former director of surveys at CBS News and a member of ESOMAR’s Professional Standards Committee
Election polling is the most visible part of market, opinion and social research. It carries the heavy burden for getting things right, but its previous successes have also brought high and perhaps unearned expectations for its accuracy. This year, and the U.S. presidential election in particular, provides a good example of what happens when people forget the limitations of polls, that sampling and non-response may matter, and that ascribing too much precision to polling estimates in times of change can make pundits and journalists look as silly as the pollsters they berate.
What happens when you infuse interviews with a healthy dose of Ping Pong spirit and add a sprinkle of Millennial curiosity? We’re setting up a fun social experiment to find out!
#ESOMARping is a spontaneous interview series where one person answers a question, then asks their very own question, without knowing who will answer it.
There is absolute freedom in what question to ask – as long as it somewhat pertains to Millennials (because #pong! Duh!).
Check out some of our first submissions here to get started!
#ESOMARping is going live on Friday, September 16th, 2016 and will continue for the duration of the ESOMAR Congress in New Orleans.
How do I #ESOMARping online?
Check out the ESOMAR social feeds on Twitter and Instagram and look for the #ESOMARping hashtag. Pick a question to respond to, record a quick video on your phone and upload it with the same hashtag! Make sure you mention the handle of your interviewer in your post!
How do I #ESOMARping at the ESOMAR Congress?
Look (out) for Giulia or swing by the ESOMAR TV Studio or the #YES Lounge.
Or tweet #ESOMARpong at @giuliagasperi with a meeting location and she will come find you and record your #ESOMARpong video with you!
Why would I do this?
The better question would be: why not?
It’s a fun way to share your ideas, network and learn about others’ opinions all at the same time. Nerdy bonus: it doesn’t just shed light on how people answer a question – but also on what questions they ask!
Giulia Gasperi is known mostly for her faith in unicorns and love for fun facts. She speaks 5 languages and has resided in 9 countries across 4 continents. Today, as Research Director at InSites Consulting, she inspires top-tier brands all over the world and helps them unlock extraordinary insights from everyday consumer realities. Tomorrow, she hopes to become a ballerinastronaut.