Young researcher of the year finalists #ESOMAR #MRX 

Live blogged from Esomar in Dublin. Any errors or bad jokes are my own.

The new rules of attraction by Samantha Bond

  • millenials see themselves as working independantly in the future
  • disparity of what traditional employers are offering and what millenials want
  • is this a threat to traditional organizations
  • 2.5 hour discussions with millenials around the world, it cost 60 pounds
  • participated in startup events in the UK and netherlands, immersed in the culture to understand the best way to engage the target group
  • recruited people at events and by social media, built personalization and rapport
  • her passion was motivation for people to participate
  • participants determined day, time, location, length, it could even be 7am or 11pm
  • used skype or talked in cafes, informal conversations
  • didn’t position herself as an outsider, used cultural immersion [in otherwords, participant observation methods, a lovely old technique that isn’t used enough anymore]
  • people take personal fulfillment into their own hands
  • money is not the driving factor, societal change matters, work is a way of life, startup are seen to offer a better way of life, more work-life integration, offer fluid cross functional roles, means faster learning and more diverse experiences
  • employees are trust to work on their own time, results matter not hours
  • companies cannot just be driving by making money, you need a social and inspiring company mission, emboded by inspiring leaders who engage at all levels, you need to create a community, look for cultural fit, reward actions not age, create an environment of trust and empowerment
  • don’t be bound by tradition, revise the rulebook, forget blanket incentives, make participating in research more nature more human, 
  • [great speaking job Sam, you have a bright future!]

The evolution express by Arandim Mohanty

  • qualitative observations of generationalchange
  • in india, family is important from grandparents to kids and cousins, more socialistic
  • three or four generations in a family and each grew up in a very different environment
  •  1.2 billion peple, 2000+ languages, all major religions, all in one space
  • all of india lives on the railways, 15 million people per day, many journeys take an entire day or 3 days
  • railways have inspired storytellers for generations
  • there is not privacy or boundaries on these trains, you are in everyone’s face all the time, it is a collective environment, share lives and stories
  • you’re not knowing on doors here, it’s immersant observation
  • he lived for 4 days on the train with anonymity 
  • a decade ago, you would never see a man helping to care for children but this happened on the train, before the gender roles were very specific
  • every ten years the changes in life roles is massively different
  • children are now scolding their parents where before it was obedience and respect at all times
  • tradition meant that kids always cared for their parents but now kids move away from home
  • sex and fidelity are taboo topics but on this train a complete stranger can talk about these things

You call it a snack by Brett Ao

  • how do you  capture a huge and different country like China with many cultures?
  • is a snack fruit or dairy or chips or traditional healing foods or chicken feet?
  • what is an authentic snack in china?
  • focus group in this case would give too much variety and diversity, you can’t take the hypothesis into all cultures, and can people tell you why chicken feet are a snack?, people maybe can’t articular the full context, but it would give a holistic perspective
  • linguistic analysis – snack means scattered pieces food eating. Second defintion means scattered pieces mouth lip tonge and teeth.
  • Authenticity – many brands are the first in their category, or have a timeless honor. unlike western countries, snack is spontaneous, open, scattered, you define your own snack and it is regionally exclusive
  • Realness – worries about food safety, famous brands highlight real ingredients and safety of production, mention fruit pulp in juice to show it is real
  • Create a brand story from this – if you have 35 criteria for choosing a potato you need to say so – skin or no skin, sea salt or not
  • when approaching a diverse market, do the culture research first, perhaps semiotic research
  • before the category, there was a culture
  • there is room to create rules in an emerging category, boss around the rules
  • don’t fight unbreakable rules
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