Even better than the real thing

The ESOMAR Qualitative conference is always a quite thrilling experience. This year’s edition welcomed 130 researchers from all over the world in a hot Marrakech (28-30 degrees Celsius in November… a dream for Middle-Europeans like me) and they had one thing in common: they ARE great listeners.
Next to that, they seem more creative than the average quant researchers. It was actually the first conference where I saw a peer researcher working for Nielsen Australia dancing multiple times on stage during her presentation, remembering that she wanted to be a Bollywood movie star in her child years. It was also the first time ever I have met the CEO of a UK based research agency looking like a rock star: long hair cut, cool shirt and glittering earring. So ESOMAR Qualitative is about to become the new” X-Factor”, “I bet you can dance” or “Idols” for the research society. Which is good really, because it is our strategic intent too, to make market research sexier after all.
I was presenting our Even Better than the Real Thing paper on authenticity and Generation Y together with the Consumer Insight Manager of Levi’s Europe, Dirk Van Kemseke. And we proudly came back from Marrakech with a nomination for the ESOMAR Excellence Award. Click here for a conference review.

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