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Webinar: Advertising Effectiveness for Not for Profit organisations

A unique opportunity to hear the very latest understanding on NfP advertising

In this second webinar of our series on Advanced Research techniques, we look at Advertising Effectiveness for Not for Profit organisations. We all know that old adage that half of all advertising spend is wasted, it’s just that we don’t know which half – but over the last decade or so – with the new neuroscience bringing real understanding of how the brain works – we are getting much better at knowing which types of advertising are most effective – in both the long and short term – and new technology has helped us measure the effect in ways that just weren’t possible before.

We are very fortunate to have Will Goodhand to deliver our webinar. Will has the advantage of both being a very experienced Social Researcher, and working at System1 research, who specialise in measuring advertising impact and effectiveness – so he can bring very relevant experience to the issue. He is going to share the very latest understanding on Not-for-Profit advertising, drawing on the S1AR (System1 Ad Ratings) database which contains the measured performance of all UK and US ads immediately they are aired. From this huge database we will learn how charity/not-for-profit advertising is doing overall. How does it compare to other categories? (Not well, apparently). And whether you love or loath such overall comparisons, what about performance within the charity category? Who are the star performers and what can we learn from them? And is there anything that can be taken from the best performing ads in other categories? Will draws on his personal experience working across the categories of charity, FMCG and Tech, with the aim – like all good ads – of stirring emotion and positive action!

This is a truly unique opportunity to learn about the potential for advertising – and overall communications effectiveness – for your not-for-profit organisation.

If you use advertising for fundraising or for awareness-raising, you will learn what you are doing wrong and what you are getting right. What works and what doesn’t.

And if you don’t yet use advertising – you will know the arguments for and against certain types of approaches, and what advertising could potentially do for your organisation.

This really is an unmissable opportunity for anyone working in – or interested in – the Not for Profit sector. We guarantee that you will learn how to communicate better in general, that it will give you something you want to talk about, and it will really make you think!  


Will Goodhand leads the Communications research team at System1 PLC, determining the emotional performance of advertising for long and short-term profitability. Will’s team works with a number of UK and international charities, while also servicing many leading FMCGs and tech companies. Will is a key member of the S1AR (System1 Ad Ratings) team which tests every UK & US ad as it airs (including Not-for-Profit), creating a comprehensive and accessible source of data on the performance of the industry and individual comms.

Outside work, Will is a volunteer Trustee of SURF, the Rwandan Survivors’ Fund charity and he champions the Iwacu widows’ cooperative who hand-make beautiful jewellery: www.rwandanbeauty.com


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 16 May 2019, 17:00 CET



Persevering until the end

This is the eighth blog-post from Paola Loy Villagran, the recipient of the ESOMAR Foundation scholarship in Guatemala sponsored by WIRe and Unilever.

My life in recent months has been quite busy. We are about to start the final phase of studies and I am pleased with the work I have done updating myself with topics about Digital Marketing, Finance, teamwork and others for business process improvement.

The Digital Marketing course was basically about the act of promoting and selling products and services online and through any electronic devices. It is a fact that our buying decisions are based on the reviews we read, the solutions feature and the prices that we find and compare between brands. That being the case, an online presence is necessary regardless of what you sell.

We can take many strategies but the most important ones to mention are SEM / SEO which help a brand appear in search results, social media, website intelligence, return on investment and E-mail Marketing among others.

Also, during these first months we had the opportunity to work with a foreign professor from Venezuela,  the class was totally interactive and very creative, since the theme of development was branding and creation of new products, even as part of the final project we had to make a video of ourselves as a personal branding exercise because at the end of the day each one of us plays a role in our work, in our family or in the student world, so whatever we do we must be excellent and committed so we have the best version of ourselves.

I can not stop mentioning my family during this process because they are the ones that encourage me to keep going until I finish my master´s degree. Especially my nephews with whom I had the opportunity of spending time in this Holy Week.

We had a very special moment admiring processions the last week.

My nephews and I, they are wearing traditional gowns in royal purple.

The color purple along with red, black, white and gold, has an important symbolic meaning as the color of royalty and suffering. They symbolize the suffering of Jesus Christ during the crucifixion.

For those, who have not read my words in previous posts, I am a huge fan of the traditions of my country, because although we have many problems politically and economically speaking I think the best attribute we have is our people, our faith and so many talented people who are trying to demonstrate the good things we have.

Proof of them I would like to talk about the incredible “masterpiece” carpet that students elaborated in Antigua Guatemala. Just looking at the colors, textures, and the meaning they sought to capture was impressive, with so many visual elements.

Most seen this week:


The carpet designs reflect traditions, biblical symbolism and scenes from nature.


How you can support in your country

If you are a market researcher, a national market research association, an NGO involved in research or a university interested in a scholarship in your country please contact us at info@esomarfoundation.org

Partners & Sponsors

We are always on the lookout for partners and sponsors. If you are an organisation looking to understand more on how you can support us, please find more information here or contact:  info@esomarfoundation.org 




Blog post from Innocent Rwamba Nyaga who is following the MS in market research at the University of Nairobi, Kenya. Innocent is the recipient of the ESOMAR Foundation / MSRA Scholarship sponsored by WIRe and Unilever.

To this day, I am amazed at how I landed (got awarded) this scholarship. Every time I try to explain the steps I took to interested parties, the unmerited favor that was poured out on me, words fail me. All I am is grateful and forever indebted to ESOMAR Foundation-WIRe. THANK YOU! You have UPGRADED my life to another notch, I might (if God so wishes) be a manager soon and all to a girl under 30 years (28 years to be exact). It is a great achievement but it has been work. I am so happy now for the panicky days, the unsure days, the joyous days, and the days I was so overwhelmed but I have now come out on top.

This year 2019, has been a busy year and it has started so well I cannot explain how excited and how expectant for the future I am. I am among some that might be receiving a promotion in a couple of weeks and I am so ready for the interview, I will ace it!! I should say that (if I haven’t mentioned before) my colleague and I (note we are only the two of us) are the pioneers of the marketing department in the National Museums of Kenya. There has never before been a marketing department so we have so much on our plates (very happy about this) to put systems in place that will inform the future bearers of this office on best practices. We are setting up anew and it’s exciting as it is a huge responsibility on our laps. It is true, to whom much is given, much is required!!

As for my studies, I finally decided on my thesis topic; how does social media influence consumer buying behavior? I am pleased to say that unlike many students ahead of me, I will be conducting a qualitative research study instead of a quantitative one. Sometimes I get in my head and put so much pressure on myself saying that such an undertaking isn’t an easy one, I wonder how I will make it happen with all the responsibilities I have to see through. But then I remember during my 1st year 2nd semester when I had 6 units, Monday to Saturday classes, a full time job and I made it happen. Then I’m encouraged that even this (school project), I shall see through to it and I will give it very my best! So, I’m not sure of much these days but I’m taking it one day at a time. My supervisor Prof Munyoki, has been my rock during times when systems in the University worked against me. He is a kind and humble man, I look forward to working with him to make my thesis a reality and a success!!

I would also like to state that my relationship with Jesus has been my strength, why I’m so happy, so expectant for the future. My faith in Jesus has been my armor, my hope, my joy. Simply put, MY EVERYTHING!!

I will keep you updated and hopefully someone out here will be encouraged to keep moving. That it might seem like you’re juggling a lot but a time will come when you look back and can’t imagine how you made it through the storm!!

Happy April everyone!!


Segmentation – a powerful tool for the social sector

ESOMAR Foundation has launched a new series of webinars on Research Knowledge for Not-for-Profit organisations focusing on Advanced Research and Insights. 

In the first webinar of the series, Sema Sgaier of Surgo Foundation demonstrated the effective use of segmentation, as an aspect of research and explained the fantastic value it can bring to the global development sector.

Sema’s words

It was a great opportunity to help launch this series of webinars by discussing the powerful tool of segmentation; a method central to our work at Surgo Foundation. In the webinar, I covered both why the non-profit sector should use segmentation to target their interventions, as well as the different types of segmentation available and the key steps to completing a good segmentation. Although a segmentation approach is not always the needed solution, in the right situations it can provide immense value as an efficient and effective means of reaching your target customers.

What’s segmentation and why should you use it in your programs?

Everybody is different. People act and behave the way they do for a variety of reasons. It should, therefore, come as no surprise that a one size fits all approach to shifting behavior often fails to address human heterogeneity, yet for too long this has been the approach of many interventions. Segmentation is a great tool for addressing human heterogeneity as it defines populations into distinct subgroups which share defining characteristics in relation to the behavior of interest. Interventions can then be designed in response to the needs of these specific subgroups. The defining characteristics of a segment may relate to demographics (e.g. age and socioeconomic status), attitudes (e.g. perceptions of hospital safety), behaviors (e.g. number of antenatal checkups attended) or a combination of the three. We believe the combination option, which we call psycho-behavioral segmentation, is often the most valuable, though admittedly complex, approach to creating segments.

Steps for a segmentation

A good segmentation is both a science and an art. Although the webinar provided guidelines for conducting a segmentation, it is important to remember that it is essential to involve many stakeholders including decision-makers, researchers, sector experts, and intervention designers throughout the entire process from designing the segmentation to implementing interventions. This ensures that the segmentation created meets your program needs and is both high quality and actionable. With this in mind, the six key steps to a segmentation are:

  1. Define the goal: Who do you want to segment? What’s the target behavior to understand and change?
  2. Framework for primary research: What variables do you need to collect and include in the segmentation solution? Using a behavioral framework helps structure these decisions
  3. Qualitative research: Small scale qualitative research can provide you with additional needed information to better design your quantitative study
  4. Quantitative research: The most critical step for your segmentation is collecting data on a large sample based on the variables you identified as important in steps 2 and 3
  5. Analysis: Develop your segments by choosing the right variables. There are many different algorithms you can use (e.g. unsupervised cluster analysis).
  6. Prioritize and target: Depending on program goals, pick the segments you want to target with interventions, these may be the largest groups or those who will be easiest to convert.

There is no perfect way to conduct a segmentation. You must choose the design and techniques that give you segments that are meaningful for your program, amenable to intervention, large enough to be targeted, stable over time, and easy to identify. The process will require expertise, trial and error, and engaging a range of stakeholders.

Linking Theory to Practice

I ended the webinar by discussing two case-studies that demonstrate the value of using customer segmentation to tackle two key development challenges: increasing the uptake of voluntary medical male circumcision for HIV prevention and increasing contraceptive use in Niger. As the sector continues to adopt segmentation, I hope to see more case-studies like these emerge that we can all learn from.

To learn more about the value of customer segmentation and some interesting case-studies, check out our article in the Stanford Social Innovation Review.

About the author

Dr. Sema Sgaier is the Co-founder and Executive Director of Surgo Foundation, a privately funded action tank whose mission is combining a customer-obsessed agenda with thinking in systems to solve complex global development problems. She works at the intersection of behavior, data, and technology. Previously at the Bill & Melinda Gates Foundation, she led large-scale health programs in India and Africa. She is faculty at the Harvard T.H. Chan School of Public Health. She was selected as a Rising Talent by the Women’s Forum for the Economy and Society and has a Ph.D. in neuroscience.


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

Esomar Foundation will be continuing the series with a new webinar on 9th of May – watch this space for more details.

Advanced Research and Insights webinar: SEGMENTATION

The ESOMAR Foundation, in partnership with Toluna, is pleased to announce the launch of a new series of webinars.  The webinar series is designed to offer insights and showcase advanced research techniques used to improve not-for-profit organisations work.

Market research in the private sector grows increasingly sophisticated as researchers and insight professionals develop more advanced analysis techniques and use new data sources and technologies to understand customer behaviour and target communications to individuals. In this 2019 series of Webinars, ESOMAR Foundation aims to inform Not-for-Profit organisations about these advanced research techniques in order to help them use research more effectively in their programmes.

The first in the 2019 series considers Segmentation – probably one of the most powerful techniques used to target customers – and how we can use it for social good. Marketers nowadays invest a significant amount of time and money to deepen their understanding of their customers, including their behaviors, beliefs, emotions, unconscious biases, and social norms.  Commercial companies have made psycho-behavioral segmentation core to their approach because it works – it improves their bottom line! However, psycho-behavioral segmentation remains woefully underused in the global development sector. Most global development programmes still segment people by demographics when trying to change their behavior. There are tremendous opportunities to learn from the private sector and segment people based on the reasons behind their actions so that they can talk to them in ways that they will listen.

In this webinar, Sema Sgaier of Surgo Foundation will cover the value of segmentation in the global development sector, demonstrate its effective use through case studies, and discuss the challenges, lessons, and opportunities for Not-for-profits to make better use of segmentation in their research budget.

Co-founder and Executive Director of Surgo Foundation, a privately funded action tank whose mission is combining a customer-obsessed agenda with thinking in systems to solve complex global development problems. She works at the intersection of behavior, data, and technology. Previously at the Bill & Melinda Gates Foundation, she led large-scale health programs in India and Africa. She is faculty at the Harvard T.H. Chan School of Public Health. She was selected as a Rising Talent by the Women’s Forum for the Economy and Society and has a PhD in neuroscience.


A lifelong market researcher currently working on the GfK Verein’s University Cooperation Programme to improve the quality of education in Market Research in Africa and China.

We look forward to hearing from you next week, 26 March 2019, 17:00 CET for an enlightening discussion!



College Junior

Blog-post from Esther Tot, who received the ESOMAR Foundation Scholarship to study at the English based Bachelor Degree program in International Business at the National University of Management (NUM) in Phnom Penh, Cambodia.

What is like to be a college junior? School was great, although, the third year was tough and quite stressful with a lot of assignments, projects, presentations, panda-eyes and sleepless nights.

However, no matter how hard it is, knowledge and education is a must, and just like a quote I keep telling myself, “I may not be the smartest person in the class, but I will surely do the best to succeed and graduate just like others”.  Each year is exciting and interesting because I’ve got to study with many different teachers who are from diverse cultures and countries. It is so interesting that I can learn more about other countries and cultures through them even though I can’t go there directly. But in NUM they bring the countries and cultures to students and most of the time NUM also brings students there directly as well, which is so cool!

A week in my life of being a college junior

This is my third year and semester 1. I have an important 2 weeks’ straight session with Professor Anselm Vermeulen. He is from Holland, but currently lives in China and teaches in one of China’s most famous universities. I studied with him Operation Management. We have a research essay about Industry 4.0, 5.0, RFID and Barcode, and lastly, I have done a presentation about the Xiaomi company (Chinese technologies manufacturing company). On Tuesday I have Human Resource Management class with Mrs. Ros Chan Sophea. She is our Cambodian teacher. I have learned a lot about how to choose the right person for a job in the future. By learning about HRM I can prepare myself well for a job in the future as well. On Wednesday I have Mr. Nikhil Mani. He is Indian, but he graduated in Europe. I study with him about Public Relations and learn quite a lot about PR tools, and how PR teams handle company scandals, and how PR operates in companies. PR is one of the important teams in a company as well as the marketing team. On Thursday I have Ms. Mitsy Chanel-Blot. She is African-American. I study with her about Globalization II, which include histories, cultures, foods, religions, and people. She is also one of the funniest teachers we have this semester, and we really have fun studying with her because she makes learning fun. She is open-minded and a supportive teacher. And lastly Friday, I have Ms. Kerry Slattery. She teaches Marketing Management. We have been assigned a great project of making a proposal for Total Gas Station based on steering more men and adults to choose and trust in their gas stations and be their loyal customers.  Only 3 teams were selected by Total and sadly my team was not among them. My team had a proposal about Jet-Ski Racing which has not yet been introduced in Cambodia. We wanted to bring that here, but we haven’t been selected, I hope maybe next time they will take our idea into consideration someday because Cambodian people and men here love sports so much.

Nonetheless, half of the students at my University now are on their joyful vacation, but my class hasn’t finished yet, we still got so much to go and maybe we will have a short break next month on March, which is also my birthday. On March 1st I will be 21 years old, I’m getting older! I will always be so much thankful for the precious gift of knowledge and education from the ESOMAR Foundation, WiRE and NUM and for giving me this special opportunity to be able to study at the university and graduate like other kids. This is more than what I could thank for. I am excited for the next journey to come, waiting for what I will be learning next in the second semester, can’t wait for that, especially to meet new teachers, and learn new knowledge about the courses and about diversifications through them as well, which is so interesting to me. I am looking forward to updating more about me during the short break and as well as back to school for the second semester.

Partners & Sponsors

We are always on the lookout for partners and sponsors. If you are an individual or an organisation looking to understand more on how you can support us, please find more information here or contact:  info@esomarfoundation.org


Concepts of democracy in rural Kenya

The 4th and last webinar of the “What different Qualitative Approaches can be used to achieve various objectives?” series brought some insights into a very delicate and political topic – corruption in voting behavior in Kenya.  Emanuel, Astrid and Barbara shared their current experience around a qualitative research in progress on voter integrity in rural Kenya.

Everything will be okay in the end. And if it’s not okay, it’s not the end. This is the attitude that has been driving our research case for the past 15 months. And having the opportunity now to present it to the international ESOMAR Foundation community was, without doubt, a very bright moment for us. The presented research project „Concepts of democracy in rural Kenya“ – conducted by QMR – Qualitative Mind Research, Munich – is one module of a whole story.

This story started with the Kenyan general elections in August 2017, in which Emmanuel Karisa Baya ran for the seat of a local representative (MCA) to make a change in his hometown in the hinterland of Malindi (North Coast, Kenya) struck by extreme poverty, long droughts and the effects of HIV. Against all expectations and broad support in advance, Emmanuel lost the election. A first review made clear that massive buying and selling of votes and bribery was one central reason for this defeat – a common practice in all counties of Kenya. Quantitative research indicates that 56 % of Kenyan voters have ever received a bribe from a political aspirant/candidate.

Team meeting of “Peace from the Soil” with QMR in preparation of the research fieldwork

The community-based initiative “Peace from the Soil” was founded due to the impulse of taking action against corruption and bribery by developing a civic education program for rural voters. Emmanuel and the whole team felt that a better understanding and insights of voters´ attitudes, worries, and hopes in rural Kenya is needed as a basis for the training program.

QMR – Qualitative Mind Research was requested by Peace from the Soil and its´ founder Emmanuel to conduct a qualitative survey.

The research flanks the whole ongoing process of the democratic development project to deliver insights where needed. During the campaign, election, the setup and foundation of “Peace from the Soil”, our research methods were mainly participating observation and facilitating Focus Groups, which led to first results on bribery during the election and first hypotheses on underlying belief systems of voters in rural Kenyan areas.

Phase 2 of the research shall deliver input for the planned civic education program. From January we will be conducting 20 paired in-depth interviews (IDI‘s) at five different locations in Marafa Ward. Of course, this will be a kind of experiment and the next step in our learning process, because a setting like this is not common in rural Kenya until now. In each IDI setting we will have two respondents that know each other already (=40 respondents) and in addition the interviewer and the interpreter. Recruitment of respondents strives for a broad diversity (Age, educational level, gender, profession groups, residence, political preference). A potential third research module might evaluate the training program later.

Huge interest in our research project and technical equipment in rural Kenya

Stay tuned for first results and insights from the qualitative fieldwork in this challenging setting in one of the ESOMAR Foundation 2019 communication.. because as John Lennon once said….!

With warm regards, Emmanuel, Barbara and Astrid


ESOMAR Foundation, Women In Research, and Unilever Fund Scholarship in Guatemala

Scholarship awarded to Maria Paola Loy Villagran in Guatemala to pursue MS in market research at Universidad Rafael Landivar

 11 December 2018 – Amsterdam, NLThe ESOMAR Foundation—a charitable organization representing the market research industry—in cooperation with global non-profit Women in Research (WIRe) and Unilever, recently funded a scholarship benefiting a female student entering into an market research related field of study in Guatemala. The scholarship has been awarded to recipient Maria Paola Loy Villagran, who will be pursuing a Master of Science in Marketing with a focus on Market Research, at Universidad Rafael Landivar.

“We are ever so grateful to WIRe and Unilever for providing the opportunity to Paola to pursue her studies in the market research field,” says John Kearon, ESOMAR Foundation President. “It is through their generousity and support that we can ensure that talented students in need can fulfill their dream of a better life”

This year’s scholarship recipient, Maria Paola Loy Villagran, is a Guatemalan native from a disadvantaged socio-economic background. Through the scholarship, Paola will have the opportunity to pursue an advanced degree and, in the future, a career in market research. Through funding the education of women like Paola, the organizations involved help to advance the voice of women in the market research industry as well as the voice of Guatemalan women in the practice. Upon receiving word that the scholarship had been funded, Paola remarked that “A dream doesn’t become reality through magic; it takes sweat, determination and hard WORK!”

Women in Research (WIRe) raised the funding for the scholarship through outreach to their global community, receiving a generous outpouring of gifts and support on Giving Tuesday: an international day of giving. These gifts were further supported by a matching donation from Unilever. WIRe is the only non-profit organization solely dedicated to the advancement of women and underrepresented communities in the market research industry, providing career development and educational opportunities for women while supporting a variety of diversity initiatives. Unilever, a global consumer goods company, with a strong focus on charitable initiatives, especially in emerging markets, matched the WIRe community’s contribution dollar for dollar for the scholarship fund. ESOMAR Foundation, WIRe and Unilever have previously collaborated to award scholarships in Kenya and Cambodia.

“We are thrilled that, for the third year in a row, the WIRe community and market research industry have come together to amplify underrepresented voices in this industry through the continued support of WIRe’s Global Scholarship Fund,” says Kristin Luck, founder of Women in Research, “The aims of the ESOMAR Foundation and this scholarship initiative align perfectly with WIRe’s mission to advance the contributions of women in market research while fostering a more vibrant and just industry for all. We’re pleased to offer this support to Paola as she advances in her studies with the goal of a career in Market Research and I’m humbled by the WIRe community’s continued enthusiasm regarding this initiative.”The ESOMAR Foundation and WIRe plan to continue to collaborate in 2019 to fund additional scholarship initiatives in emerging or disadvantaged markets.


About ESOMAR Foundation

ESOMAR Foundation is a charitable Foundation representing the Market, Social and Opinion Research industry. Our industry has a wealth of knowledge and experience that can be applied to every aspect of society to ensure a more transparent, reliable and sustainable world. The ESOMAR Foundation is the charity arm of ESOMAR, the global industry association of market, social and opinion research. http://www.esomarfoundation.org

About Women in Research

Women in Research (WIRe) champions diversity in the marketing research industry by arming women with the tools to develop professionally, build connections and stay inspired. We believe in the positive impact of women in business. Our mission is to advance the contributions and voice of women in research, both for themselves and for the greater good of the industry. www.womeninresearch.org


 Media Contact:Jessica Sage, jessica@womeninresearch.org, +1 (760) 933-7274

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ESOMAR Foundation webinar: Focus on Design and Taking Action


The 4th and last webinar of the What different Qualitative Approaches can be used to achieve various objectives?” series will focus on research design and action. The webinar will give listeners an overall understanding of how to design and deliver a qualitative project that will really make a difference to their Not-for-Profit organisation’s impact.

The first speaker, Astrid Novianti, will talk about a particularly challenging project that was conducted in Indonesia – a very important, high profile and ‘political’ subject, with a sensitive and difficult audience – how did she make sure that the research design was right? That all aspects were covered? That the findings really drove the action strategy?

The subject of the study was Stunting – which is the impaired growth and development of children caused by poor nutrition and repeated infection resulting in their height being two standard deviations below the WHO Standards. Stunting in the first 1000 days from conception, has adverse consequences on cognition, educational performance, adult wages. It’s not a “visible” illness and goes undetected in the early days. Behavior change in health and nutrition leading to prevention of stunting is a key task in emerging markets.

Indonesia has a higher incidence of stunting among ASEAN Countries …1 in 3 children. The government of Indonesia has committed to an integrated National Nutrition Communication Campaign (NNCC) for behavior change targeted at individuals, communities, and stakeholders to minimize stunting. To this end, IMA World Health was commissioned by MCA Indonesia to design and implement an effective NNCC resulting in behavior change and lower stunting incidence.

Kantar TNS Indonesia conducted the in-depth study for understanding of knowledge, beliefs, attitudes, and behavior related to mother and child nutrition and stunting – to identify the motivators and deterrents to desired behavior, including the role of different influencers and influences to aid integrated communication strategy development covering message and media/touchpoint strategies.

Astrid will share the difficulties, the thought process she went through, and what has been done as a result of the insights generated.

In the second part, we will have three speakers, Emmanuel, Barbara and Astrid, who want to share their very current experience around another difficult, sensitive and political topic – corruption in voting behavior in Kenya. They will offer insights into a qualitative research in progress on voter integrity in rural Kenya. After losing a successful grassroots campaign in the August 2017 general election they started collecting voices among the local campaigners, to document the process and gather first information on what might have happened.

“Corruption” turned out to be a complex multivariate concept, that needs further exploration to reframe it, learn from it and make it fruitful for future democratic development. But how? They will share how they will prepare for the second round of research in January 2019 to deepen our understanding of voter decision making and concepts of democracy that will provide the database for further action, as an information-based support network for upcoming local politicians and civic education training for this rural community.

They look for ideas and contribution from you, the audience. It is a very challenging assignment – how do you get people to talk to you honestly about such a topic, in a way that helps you know what to change? Do you have relevant experience that you can share?


A lifelong market researcher currently working on the GfK Verein’s University Cooperation Programme to improve the quality of education in Market Research in Africa and China.
Astrid is a team leader in TNS qualitative unit in Indonesia. She is a psychologist graduated from the University of Indonesia and have her Master of Science degree from Rijks Universiteit Groningen, the Netherlands, and with more than 10 years of research experience, she has the passion of understanding human behavior. With the rich experience of working both in the research agency side as well as consumer and market insights role with two different multinational clients (Heinz & Samsung). Astrid is an expert in providing deep and sharp analysis with an excellent understanding of business issues. She also provides added value of cultural context and psychological aspect beyond the findings.
Emmanuel Karisa Baya is an organic farmer from the coastal province of Kenya. He is the founder and executive director of Magarini-Centre, a CBO that teaches organic farming and supports 252 orphan children. In the 2017 general election he ran I for a seat in the local council (MCA) and is since then leading the local voter empowerment project Soil Peace in his community.

Barbara Kalusche is a senior qualitative research consultant based in Dresden, Germany. For the past five years, she has been using her psychology, journalism and deep democracy facilitation background to create forums for deeper understanding in highly polarized environments e.g. by developing facilitating-deutschland and oneworlddresden a platform for German and rural Kenyan students to connect.

Astrid Kunert is the co-founder and strategist of QMR, the Munich based Institute for high-end qualitative research. With more than two decades of market and social research experience, Astrid and her team have served national and international clients in a wide variety of industries including automotive, financial services, media as well as government institutions and NGOs.


We look forward to hearing from you next Wednesday, 28 November 2018, 17:00 CET for an enlightening discussion!


Learning a lot

This is the seventh blog-post from Paola Loy Villagran, the recipient of the ESOMAR Foundation scholarship in Guatemala. 

The last months I have been so busy that I have not even felt them, I am really learning a lot, working hard for the final exams this year.

I am recently receiving an Anthropology of Consumption and Neuromarketing course which introduces us to study different areas of consumption from a multidisciplinary perspective, combining approaches of the social sciences to understand the decision-making process of the consumer in a globalized environment. The main research method we are using is qualitative, particularly ethnographic. The course combines theoretical, analytical and methodological elements, all based on academic books and journals of recognized prestige.

Also, we are working in the design of effective and innovative distribution channels for real companies during classes, so it gives all students the opportunity to learn about current trends of distribution, communication and digital management to achieve business efficiency. The courses challenge us to solve cases of real companies, defend points of view as a team, like people in real companies do every day.

My friends and I during a presentation about cardamon companies

In personal terms, my birthday is coming soon, so I am really looking forward to celebrating it with all my family and enjoy one of the many traditions of the country and that I like so much to mention in this blog.

I am talking about the enormous and colorful kites soaring over the skies of Guatemala on the first and second of November of each year, a tradition that is part of the All Saints’ Day celebrations.

Kites with diameters between 24 and 30 meters are made of cloth and paper with bamboo frames, they usually contain religious or folkloric themes so they can be flown in the nearby Sacatepéquez cemetery to honor the dead during special dates.

People from all around the world visit Santiago Sacatepéquez during this event in order to learn about the legends of the country and that special day. According to the elders, the impact of the wind against the paper takes away the bad spirits, so the locals spent hours to make kites so the good spirits remain calm and stop receiving unwanted visits.

Giant kites during the celebration in Guatemala.