AI & Market Research — Summary of Esomar’s Reimagine conference (Prague, September 28 – October 1, 2025)

The congress invited research stakeholders to reinvent their role in the era of AI: rethink methods, restore meaning to data and put humans back at the center.

Three common threads ran through the interventions:

• Reimagine Research – AI becomes a partner, not a replacement: researchers must combine rigor, creativity, and human-machine hybridization.
• Reimagine Humanity – Emotion, intuition, and diversity are essential to creating more empathetic and inclusive research.
• Reimagine Impact – Research must go beyond simple measurement to become a cultural, ethical and societal lever, capable of imagining desirable futures.

Final message: “Data only has value if it enlightens human consciousness.”

Key lessons:

Reconciling technology and humanity
AI is redefining research, but creativity, intuition, and human ethics remain at the heart of meaning. The future lies in hybrid intelligence: the alliance of computation and sentience.

Emotion and empathy as new indicators
Empathy is becoming a KPI. The strongest brands read joy, fear, or weariness—not just purchase intent.

Diversity and inclusion
(Re)give voice to invisible audiences: women, minorities, children, seniors. Research must reflect the whole of society, not just its visible segments.

From prediction to imagination
Make way for co-creation and future scenarios. The goal: to imagine rather than just predict.

Semiology and AI: understanding images
AI recognizes shapes, but only humans can decode their meaning. The future of research lies in a symbolic and cultural reading of images.

Here is a French summary of the Esomar Reimagine conferenceThe PDF document is constructed in two parts: a summary of the event's key interventions, followed by an in-depth analysis (deep research).

At QualiQuanti, our credo in terms of AI is:

• the traceability of sources (here, the transcripts from public YouTube videos),
• transparency of the analysis process (ChatGPT link shared with all iterations).

Enjoy reading the report of this particularly inspiring conference!

ESOMAR Congress 2025 – Prague: AI-powered transcripts and summaries of the conferences Open →