In this podcast, Lucas Hulsebos (CEO at DVJ Insights) and Sonja van den Berg (Client Consultant at DVJ Insights) are discussing the importance of emotions in advertising. Lucas emphasizes that emotions are crucial for capturing attention and engagement. However, measuring emotions accurately is challenging. Facial coding and implicit measurements have limitations, and the best approach is to use a combination of tools to capture different elements of emotions. Hulsebos advises marketers and advertisers to focus on using emotions in their ads, test and optimize them, and avoid relying solely on functional elements.

Wilko Rozema (VP Sales Benelux bij Dynata) en Ruben van Meerkerk (Account Director bij Dynata) bespreken de rol van AI en datakwaliteit. Ze delen hun ervaringen en benadrukken het belang van AI bij het waarborgen van data-integriteit en het identificeren van frauduleuze praktijken. Ze bespreken ook de uitdagingen rond privacy en ethiek, evenals de mogelijke impact van AI op de marktonderzoekindustrie.

Matt Roberts (Business Intelligence Director at Formula E) discusses the evolution of Formula E's data insights and how they inform strategic decisions with Xabier Palacio (Senior Manager Intelligence Unit at ESOMAR). Matt emphasizes the importance of tailoring communication to different stakeholders, building relationships, and prioritizing the delivery of key insights. He also highlights the role of technology in providing innovative research methods, such as neuro research and spatial analytics. He explains how combining surveys with technology helps capture accurate data and gain a deeper understanding of audience engagement and experiences.