Hidden Keys to Happiness Around the World
Supported by
Kantar is the world’s leading data, insights and consulting company. We help clients understand people and inspire growth.
Kantar is a data and evidence-based agency providing insights and actionable recommendations to clients, worldwide.
We have a complete, unique and rounded understanding of people around the world: how they think, feel and act, globally and locally in over 90 markets.
We don’t just help clients understand what’s happened, we tell them why and how they can shape the future.
What's it about?
Six market researchers from around the world independently analysed 130,000 open-ended comments gathered from a survey sent to 20,000 people in 10 different countries worldwide to try and uncover some of the hidden keys to happiness.
The idea behind this project was to do some research away from the commercial world market research to find out how different cultures see themselves by analysing what people say in their own words about themselves.
This unique survey asked people how happy they felt and then examined how they saw themselves and included questions on their lifestyle, expectations, goals, and what thought would improve their lives. The survey ran in the US, Brazil, Canada, Netherlands, Italy, Portugal, France, China, India & Japan to 2,000 online nat rep respondents in each country.
What's in it for me?
Find out what insights the different teams of researchers uncovered in this fun 1-hour session. You will also learn about some techniques used to analyse unstructured data, what you can do with multi-country open-ended feedback and some of the challenges.
Have they discovered the secrets to happiness? Discover to find out on 10th November.
Featuring
Jon Puleston
ESOMAR Committee Member, Chief Methodologist at IpsosJon Puleston Ipsos’s newly appointed Chief methodologist. Formally VP of Innovation of Kantar Profiles. Jon is a specialist in survey design and research innovation and one of the most acclaimed market researchers working in the industry today. Over the last decade he has won over 30 international awards & accolades for his ground-breaking work pioneering research methodology and best practice across the fields of media, advertising, brand, political, health and B2B research.
He is a member of the ESOMAR Professional Standards Committee and joint chair of the ESOMAR Demographics Standard Committee.
Vanessa Oshima
ESOMAR Council Member, Head of Marketing Division and Founder at Heart DataVanessa is a marketing and brand strategist known for her strong passion for the end to end process of brand building, and the role brands play in people's lives. Her career has seen her work in insights and strategy teams, marketing and general management roles in Japan for some of the world's most recognizable brands; Coca-Cola, Philip Morris and Nike and Starbucks. Vanessa joined ESOMAR in 2004, presenting a paper on the potential of wireless surveys to change research – this was the start of the drive of future-proofing our approaches (embracing tech), brands and industry.
Vanessa is constantly seeking to understand using a simple process of 'what do I know' - 'so what does that mean' – 'now what do I do'? This has guided her to find actionable insights and insight/data verified opportunities. In 2017, she founded heart-data inc; a marketing strategy company focused on putting the consumer at the heart of the data and creating strategies that are future-proofing brands. In 2018, Vanessa was the co-winner of the ESOMAR paper of the year for her work on brand Ikigai (unpacking brand longevity and loyalty). Vanessa is also a cancer survivor that works to raise awareness of cancer as part of life – that will not hold you back.
Siyanda Mohutsiwa
Siyanda Mohutsiwa is a research fellow and data scientist at Irrational Agency, London. A graduate student at the university of Chicago, she is a panAfricanist scholar who studies political science and computational methods. She holds a BSc in Mathematics from the university of Botswana and is a graduate of the Iowa writers workshop. She lives in Chicago with her cat and is working diligently towards a PhD in Sociology.
Robert Held
Market Research Manager at BabbelRobert is a forever-curious researcher, who weaves his fascination for language and culture into market and brand research for Babbel, a language learning company in Berlin. Trained in both Economic and Intercultural Psychology, Robert's work locates both group-level phenomena and their influence on individual identity and behaviour.
Christian Holst
Science-Promotor at Frankfurt University of Applied SciencesWho is this for?
This session is for any insights and marketing professionals.
Don't miss out!
All registrants will receive a link to the online recorded video, so you can view the webinar later, if more convenient.
Want to promote your organisation?
Custom business partnerships to reach your goals.
Our webinars offer a fantastic opportunity to get the word out about your company and its products and services. Reach out to your global community and become a sponsor today!