The Abstract Art of Customer Empathy at ESOMAR Congress

Agile Art of Customer Empathy Header

On September 19 2022, FlexMR Chief Marketing Officer, Christopher Martin will present as part of the Young ESOMAR Society (YES) award programme at the organisation’s annual Congress. Alongside finalists from Ipsos, PepsiCo, Kerry and more – each presenter will have 60 seconds to pitch new and innovative ideas that are pushing the boundaries of the insights industry forward.

The top three finalists, as voted for by audience members, will be invited to make Pecha Kucha presentations to expand upon their ideas. Inspired by the philosophy of talking less and showing more, this format involves 20 slides delivered in 20 seconds each – ensuring a succinct pace that mirrors the sound of conversation.

The Agile Art of Customer Empathy

Chris’ presentation will explore one of the core challenges that modern insight professionals face. The explosive growth of data, and difficulty in delivering truly impactful insight in such an increasingly complex environment. The Pecha Kucha will ask what it means to build a customer-centric culture, and how researchers can influence business leaders to make better decisions.

The presentation will detail FlexMR’s experimental Insight as Art project – transforming the qualitative thoughts, feelings and emotions of consumers into artistic representations of 30+ brands. These artworks, paired with guided discussion sessions, have helped companies describe the intangible, broach complex conclusions and build empathetic capacity. Audiences will get a never-before-seen look at the vivacious watercolours, uncanny mascots, oppressive sketches, minimalist typographies and other creative outputs the FlexMR team have produced to deliver transformative impact.

After this, the Pecha Kucha will conclude with a set of frameworks for developing more creative reports. These will include the insight engagement scale, an overview of sensorial stimulation, the AME model of converting attention into empathy and the M2D approach of delivering research reports. Throughout the presentation, you’ll see inspirational new approaches blended with practical takeaways. Specifically, you’ll learn...

Key takeaways:

  • The role of research & insight in developing customer-centric cultures
  • A tried-and-tested framework for creating emotive, visual stories
  • Seven examples demonstrating artistic interpretations of insight
  • A vision, and measurable model, for the future of impactful insight

Learn more about the YES Award presentations, Congress agenda and register to attend via the ESOMAR Website.

About ESOMAR Congress

ESOMAR Congress is the annual gathering for research and insights professionals to come together in celebration of the industry. This year, during its 75th anniversary, ESOMAR is looking to the future. Taking place from 18 – 21 September in Toronto, the event asks what if?

What if fast-tracking innovation leads to greater impact? What if online conversations reveal hidden answers to branding questions? What if insights can tackle the most complex issues in society? The event aims to shine a spotlight on the best business success stories and solutions that answer these challenging questions, whilst delivering unique networking experiences, and revelling in the reunion of the insights community.

For press enquiries

To discuss press and media enquiries please contact Christopher Martin, FlexMR CMO, by email at chris.martin@flexmr.net or via telephone on 015395 65455.

Arrange a meeting

We love to meet passionate research and insight professionals. If you'd like to arrange a chat with one of our team at an event we'll be attending, contact Chris Martin by email at chris.martin@flexmr.net or via telephone on 015395 65455.



Want to be notified when new MRX Lab podcast episodes are published? Subscribe to receive updates and listen around the web using any of the services below.

Listen on Spotify Listen on Anchor Listen on Podbean