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Making research (disability) inclusive

What does inclusion mean to you? Who do you consider as a vulnerable group? Your answers are WELCOME as we are preparing the #ESOMAR #Africa Circle on ‘Making research (disability) inclusive’ to be held on 26 October. Such an important topic for those who are interested in collecting data from vulnerable groups, including people with disabilities, who face challenges making sure research activities are inclusive!

The webinar is held by ESOMAR in cooperation with the ESOMAR FOUNDATION.

John Kearon, ESOMAR Foundation President, will join the panel of speakers!

JOIN THE WEBINAR:

https://esomar.org/events/making-research-disability-inclusive

For info: info@esomarfoundation.org

EF webinar: Study on the relationship between well-being and socio-environmental practices in municipalities of Chile

The seminar will present the results of a study developed by Fundación Basura and GFK company regarding the main socio-environmental practices carried out by people and the relationship these kind of actions have with common well-being, placing special emphasis on the role that municipalities play as promoters of these practices at the community level.

Attendees will understand the following:

  • What kind of practices are people implementing in their daily lives?
  • What is the role that people assign to their municipalities?
  • What kinds of individual actions are related to the collective welfare?

Architect from the PUC with an MSc in energy, technology and sustainable structures from TU Berlin, Germany and International Master in Sustainable Projects from IFA in Madrid, Spain. Since 2011 he has created, directed and coordinated projects around the reuse of materials and citizen participation in architecture in L’Aquila, Italy, Port-au-Prince, Haiti and Chile. Selected as one of the 10 socio-environmental entrepreneurs of Chile of YouthActionNet generation 2016. She worked as communications coordinator of the Latin American network of anerobic biodigestion (RedBioLAC), as a teacher of the course Laboratory of Circular Economy applied in Architecture of the P. Universidad Católica de Chile. She currently works as Executive Director of Fundación Basura

Passionate about the role of data and market research in shaping the lives of people, Dilek has over 20 years of experience as an active market research practitioner on both agency and client-side. She has worked in Personal Care, Foods, Home Care, Tobacco, Office Products and Consumer Health categories across Turkey, UK and US throughout her career.

After some soul searching in 2015, Dilek has decided that part of her heart and passion also lies in Sustainable Development and helping UN, governments, NGOs, and Academia with services and data that they need for the measurement and implementation of UN Sustainable Development Goals. She has been involved in speeches in several UN Side Events to this end, to promote the importance of market research to understand citizen perceptions to the governments. And, therefore, she currently divides her time between her job at Johnson &Johnson and her role in Paragon Partnerships, a global network of Market Research professionals coming together to help Sustainable Development, where she acts as the Executive Coordinator. Dilek is also an avid photographer and Red Cross volunteer.

 

Live webinar 25 November 2020, 17:00 Amsterdam | 13:00 Santiago de Chile

 

                                   

EF webinar: Impact of The Pandemic in Latin America – Understanding doctors’ perspectives

In September 2019, Fine Research began an unprecedented study in the region of challenges in the medical profession. Two months before the pandemic outbreak in Wuhan, their team asked doctors in North and Latin America about the health situation in their countries and their level of preparedness in case of a calamity. With the start of the pandemic, Fine Research decided to start a series of projects on #COVID19. The latest piece, completed in late May 2020, involved a large-scale fieldwork in 16 countries, interviewing over 5000 physicians in Latin America with the aim of understanding the main challenges they face in the midst of the pandemic.

The project, which was shared in the media in several countries in Latin America, details the impact of COVID-19 in the region grouping insights into four main axes: assessment of policies, evidence on the pandemic, impact in doctors and future scenarios.

For this webinar, Diego Casaravilla, Fine Research Director will be joined by Ana Maria Mendéz, National Fundraising Director, Save The Children (Colombia).

You will discover answers to:

– What were the main health priorities before the pandemic?

– How do doctors rate hospital infrastructures and country policies?

– What are the new professional challenges for doctors?

– How has the current context impacted doctors emotionally?

– How has the pandemic affected treatment adherence for Cancer, HIV or Diabetes patients?

– What future scenarios do HCPs imagine will be likely to happen?

Attendees will have a better understanding of the near term, and longer-lasting consumer impacts and changes as a result of COVID-19.

 

Diego has founded and fully manages Fine Research, an independent MR data collection network in Latin America with offices in Brazil, Mexico, Colombia, Argentina and Uruguay. His agency focuses on healthcare., consumer and b2b fielding. Created in 2008, Fine Panel, is the first and largest panel of Healthcare professionals in LatAm with over 100,000 active members in this region.

 

Ana Maria is Marketing and Fundraising Director of Save The Children Colombia. She holds and MA in Marketing and over 6 years of experience in the sector and has coordinated the launch of several marketing campaigns that yielded over 250% annual growth in funds raised over the past three years.

 

Live webinar 23 July 2020, 17:00 C.E.S.T | 12:00 GMT-3 

 

                                   

EF webinar: Understanding and Planning for Consumer Changes as We Adapt to The New Normal

ITWP companies Toluna, Harris Interactive and KuRunData have developed Global Barometer that’s run in 19 markets every two weeks.  The study provides insights into the impact that the Coronavirus pandemic has had on daily life, the way people shop, the products they purchase, and ultimately what behaviors we anticipate consumers continuing when the pandemic is over.

We’ll speak about the following;

  • Government involvement – In the eyes of consumers, brands haven’t been perceived as supportive during this crisis. However, retail establishments have been well-perceived.  Many consumers feel that governments and brands need to work together during the pandemic, however they don’t see this happening any time soon.
  • Consumer stress and consumption impacts – Consumers are stressed and behaving differently as a result.  They report that they want to take care of themselves, but have also reported that they’re eating poorly, and taking less exercise.
  • Restrictions have been eased, what will consumers feel comfortable doing – Many are looking forward to business as usual, and venturing out, but they will be more conservative financially (and take fewer health risks).
  • Where will people spend, where won’t they – Again, we’ve seen consumers react to the pandemic in many ways.  People have reported that they will be more financially conservative, but do place value on giving back to their community and charity in new ways.

Attendees will have a better understanding of the near term, and longer-lasting consumer impacts and changes as a result of COVID-19.

 

Frédéric is an industry visionary and speaks often among industry leaders about the transformation of market research, impacts of automation and more. As CEO of ITWP, Frederic leads a staff of more than 1,400 spanning 24 offices and 5 continents as Toluna and Harris Interactive Europe.

 

Janice is a marketing professional with close to 20 years experience and a proven track record for developing results-oriented marketing programs. She couples senior-level experience with tactical know-how that spans enterprise-wide strategic branding programs through to digital and social marketing strategies.

 

Live webinar 24 June 2020, 17:00 C.E.S.T | 11:00 US E.S.T. 

 

                                   

EF webinar: Thriving During Crises

Thriving During Crises Webinar Rescheduled – New Date & Time To Be Announced!

Right now your organisation is probably facing some variants of these three questions.

How should you deliver your offer? How can your communication messages cut through? And, of course, how do you ensure income keeps flowing?

‘Thriving During Crises’ will explore the intersection of research, crisis communications and leadership.

This webinar presented by Patrick Olszowski from Outrageous Impact will offer practical tips and steps you can take today to start to prepare your organisation to weather the storm and be ready, for whatever comes.

Building on 20 years’ experience of crisis comms and research, there will also be the chance to have your pressing questions answered.

Patrick is a qualitative researcher who works with people positively changing the world. Patrick’s firm, Outrageous Impact, is on a mission to put powerful research into the hands of charities and mission-driven organisations, in order to answer their most critical questions.

Outrageous Impact brings together an experienced network of senior researchers and communicators, from a range of disciplines, to help organisations to change the world faster.

During his career, Patrick has raised millions of pounds, changed laws and been involved in responding to global events including Grenfell Tower, Covid-19, and the migrant crisis.

Patrick recently founded CrisisConnections.info, connecting 80+ experienced professionals with charities around the world for free 1hr advice sessions.

Outrageous Impact has worked alongside organisations including Which?, Stroke Association, a Fortune 500 healthcare company, The Brooke animal charity, Time to Change and more.

 

                                   

EF webinar: Charity Advertising in a Time of Crisis

The global pandemic and its far-reaching effects have caused uncertainty and anxiety throughout the world. The Covid19 crisis has had a devastating effect on every corner of the economy. The charity sector is no exception.

Charities and not-for-profits are looking at what they can and need to do in order to capitalize on the new reality. New environments, relationships, and opportunities develop. Smart, focused marketing that strikes the right tone can help nonprofits overcome this time of crisis, stretch their budgets, find new audiences, and even grow.

In this discussion, we’ll evaluate the most pressing needs for Not-for-profit Organisations looking to survive and adapt to the current crisis. John Kearon, System1 C.E.O. and ESOMAR Foundation President will answer the following questions for you.

  • How Covid19 has impacted people’s feelings & behaviour around the world?
  • What impact Covid19 has had on people’s attitudes to Charities & their advertising?
  • How well are Charities doing in their communication in this time for crisis?
  • Will the impact of Coronavirus lead to an advertising reset for Charities?
  • How can Charities best succeed in this time of crisis?

This is a unique opportunity to learn about the value and potential for advertising for your not-for-profit organisation.

CEO of System1 Group PLC; voted most Innovative Research Agency in the world for the last 5 years running. John’s recipe for entrepreneurial success is; creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.

Prior to BrainJuicer, John founded innovation agency, Brand Genetics and before that, John was Planning Director at Publicis having joined from Unilever, where he held a number of research and marketing positions. Since September 2017 he holds the President position at ESOMAR Foundation.

 

Live webinar 8 June 2020, 17:00 C.E.S.T | 16:00 B.S.T

 

                                   

From Panic to Pivot: A Practical Guide to Remote Programming (and Fundraising) for Charitable Organisations Operating during Times of Crisis

How can you be nimble in the face of events that impact the trajectory of your NPO’s mission? Challenges even in the best of times seem to emerge by the day and with them a call to pivot campaigns and adjust operations.

COVID-19 — the most recent and wide-reaching hurdle to date — has asked charitable campaigns to adapt like never before: adaption necessary to ensure operational longevity, economic health, and continued stakeholder support of charities and non-profits. And also undoubtedly leaving a lasting, seismic impact on our campaigns and communities.

In this discussion, we’ll evaluate the most pressing needs for Not-for-profit Organisations looking to survive and thrive while having to quickly pivot, weigh the opportunities (and options) for conscientious fundraising, and share how to leverage the resources your community needs now to ensure sponsorship dollars down the road.

Michelle has held executive and management level marketing and design positions in a variety of industries, from corporate to agency to nonprofit. Michelle is the Managing Director of Women in Research (WIRe), a nonprofit organization that champions diversity in the marketing research industry by arming women with the tools to develop professionally, build connections and stay inspired. She holds an advanced degrees in marketing and design and is a past recipient of the International Stevie Award for Women in Business, the Women in Business and the Professions World Award and the Best in Biz Marketing Executive Award. A devoted proponent of the arts, Michellevolunteers with a variety of community cultural activities and organizations. She lives in the mountains of Oregon in the U.S. with her husband, son, daughter, giant cat and tiny dog.

Jessica serves as the Marketing and Events Director for Women in Research, a non-profit who’s mission is to foster diversity in the Market Research industry. She received her MA in Critical Theory from Pacific Northwest College of Art and her BA from The Evergreen State College. Prior to her work with WIRe she served as a Thesis Advisor and Community Engagement Specialist at PNCA, assisting with the school’s vision of a more inclusive and accessible arts education. A lifelong proponent of slow and local food, she’s the co-founder of a community farmer’s market, has worked with organizations such as the YWCA in the service of eliminating racism and empowering women, and is a freelance content and writing coach.

 

Live webinar 11 May 2020, 17:00 C.E.S.T | 08:00 P.S.T

 

                                   

ESOMAR Foundation Webinar: Standing Out From The Crowd – NGO Marketing and Semiotics

The third sector is having an especially difficult time right now because of coronavirus. It’s hard to get donors to part with their money when they are worried about their own families and economic futures. But even before Covid-19, NGOs faced challenges of marketing themselves.

·         Challenges of differentiation. Some causes are rather over-crowded with similar charities so that it’s hard for the public to tell them apart.

·         Challenges of understanding donor motivation. In the private sector, brands are obsessed with consumer need. But where is the equivalent need in a potential donor?

·         Challenges of communication. Sometimes the marketing communications of an NGO are intended to say one thing but actually communicate something else to the public.

In recent years, a new form of research has become very popular with marketers. Its name is semiotics. It improves on traditional survey research in a host of different ways. Some of its key features are as follows.

·         It’s very cost-effective. Because it doesn’t usually involve asking consumers direct questions, you can do it for a fraction of the cost of a normal market research project.

·         It’s accessible. Semiotics is a craft skill that can be acquired by anyone who is motivated to learn. You don’t need specialist software or a degree in statistics.

·         The solutions it delivers are based on more than the preferences of individual donors. They arise from a deep understanding of mass culture. Donors aren’t all different from each other, their attitudes and opinions are formed by their membership of various cultural groups. With semiotics, you can address large audiences with culturally appropriate messages.

Dr. Rachel Lawes is the author of “Using Semiotics in Marketing” (Kogan Page, 2020), the very first book which provides a practical, step-by-step course in semiotics for marketers. In this webinar, designed especially for us, she passes on some techniques from semiotics that any NGO can start using right away to get donors on board and keep them there through difficult times.

 

Live webinar 13 May 2020, 17:00 CEST

 

                                   

ESOMAR Foundation Webinar: Measuring The Imagination

For our 4th Webinar of 2019 in the series: Advanced Research Techniques, we bring you some really new thinking: using the imagination of your audience to get them to really understand what you want to achieve and be inspired to help you.

Leigh Caldwell has long been at the forefront of research thinking – he was applying the theories of behavioural economics before the rest of us had even heard of it! And his new approaches and applications are truly pushing the boundaries of modern methods.

The latest discoveries in neuroscience, psychology and behavioural science tell us that people use their imagination a lot more than we used to think. It is not just for playing games or making up stories: the imagination is a crucial tool in making decisions, planning our future, remembering the past and even in how we perceive the world around us.

Consumer brands are starting to measure the imagination of their customers in order to optimise their marketing and product design. But these new discoveries could be even more important for NGOs and charities.

Your relationships with donors, supporters and volunteers are based largely on how they perceive and imagine the outcomes of your work. So to design your communications, fundraising strategy and even the way you deliver your services: you need to measure their imagination.

Leigh Caldwell will talk about the new science of the imagination, including “System 3”, the third component of the brain. He will show how you can create a map of how your audience imagines the world, and put your organisation in the perfect place in that map – to generate the greatest engagement, highest donations or most passionate support.

Register for our Webinar on Nov 21st and learn something really new and different. It’ll certainly make you think!

Leigh is a cognitive economist and founder of Irrational Agency, which leads the insights industry in turning the latest science into powerful market research tools. His book The Psychology of Price shows how to apply behavioural economics to pricing strategy, he has presented several times at ESOMAR Congress, as well as at the world’s leading scientific conferences in psychology and economics, and he was featured on the inaugural GRIT Future List in 2019.

 

Live webinar 21 November 2019, 17:00 CET

 

                                   

 

Communications in Research – Part2: Tell Your Story

On the 9th of July, ESOMAR Foundation hosted the 3rd webinar of the series Advanced Research Knowledge and Insights for Not-For Profit Organizations. The webinar zeroed in on the often-overlooked ingredient of every successful research project: communications. The online event was hosted by Phyllis Macfarlane, ESOMAR Foundation founding board member and featured Kai Jimenez, long-time communications professional now with the United Nations Population Fund (UNFPA). This is the second of the 2-part series of tips and tools on how to upgrade your NGO’s communication and storytelling capabilities.

 

Tell Your Story

  1. Focus on the insights and human truths beyond the statistics.

Sometimes, we can get so enamored by our research project, or so engrossed in the new data we have at our fingertips, that we make the mistake of assuming that everyone is as enthusiastic as we are about the numbers. Unfortunately, that is simply not true, and it is even less true when the audiences we address are not technical experts in the same field.

This is why the focus in the way you communicate your research findings should be on the insights, not just the statistics. Insights are truths that you find by analyzing the data within the bigger context of other research, your field, or even human nature. These insights are what can be used to drive action or inform decisions, so use the data to prove your point or add information, but zero in on the insights to stay useful and relevant.

 

  1. Use the story of one to share the truth of many 

There is a famous though morbid line that goes, “one death is a tragedy, but a million deaths are a statistic.” As cold and depressing as this may sound, it reveals the way people process information. At some point, the numbers become too big for human minds to imagine, so even if the data is about something that we would otherwise feel strongly about, we tend to forget about the people that make up these large numbers and are unable to care deeply about what is being said.

This is why one way to strike a chord in the hearts of audiences is by using the story of one to share the truth of many. By presenting the data on the scale of the individual, audiences are given the space to empathize with the community’s experiences, sympathize with their plight, and ultimately build affinity with your advocacy.

There are several ways to go about this. The most common way would be to pick out interesting and resonant quotes from the interviews, focus group discussions, or any other qualitative data sets available to include in the report. Another way would be to choose a person who took part in the study and ask them to share their personal story, or even to create a fictional person to embody the average or typical person according to your research results. Whichever way you choose, remember to make sure that the story that is highlighted is actually representative of the results. Do not use outliers as it may only lead to confusion and misconceptions. In addition, if you choose to share the stories of real people, ensure that the way you share the story is not exploitative, and that informed consent was obtained to publicly share their own experiences. The goal should always be to amplify the voices of those who would otherwise go unheard.

 

  1. Use every relevant touch point to engage with your stakeholders

One of the most important assumptions that is always held true in the communications industry states that the most trusted businesses, industries, and brands are those that the public most frequently interact with in meaningful and relevant ways. This belief is backed up by many studies in many countries over time. This is why to build trust among your stakeholders and to get them to advocate for or contribute to your cause, it is important to repeatedly engage them through touch points that are relevant to them to convey stories and messages that are resonant with them.

Today, there are a multitude of ways to reach your audiences through different platforms, but because resources are not infinite, it is important to streamline and prioritize the channels that would yield the best results. To do this, return to your stakeholder map and understand the behavior of your stakeholders to correctly identify the most important touch points for your target audiences. Are you reaching out to millennials who spend 4-5 hours on the internet? Then social media might be the best way to reach them. Are you targeting high net-worth individuals? Then it might be better to make an impression in person through strategically chosen events. Only by knowing and understand your audiences can you choose strategically the best ways to reach them to create the best possib

About the Author:

Kai Jimenez is a researcher, strategist, and all-around storyteller. She recently transitioned into an international development neophyte, working to promote gender equality in Mongolia with the UN Population Fund. Prior to this role, she built her career in the private sector specializing in development and corporate communications, business strategy and innovations, and research and analytics. Her last role was to concurrently head the Corporate Development unit and the Research & Analytics unit of The EON Group, a multi-awarded public relations firm among the world’s top 250. She holds a Master’s Degree in Political Economy and gives talks on branding, storytelling, a and research in local and international forums.

 

Missed out the presentation? You can still check it here.