In this insightful conversation, António Almeida and Adele Jolliffe (from Kantar) delve into the data decision gap in marketing. They discuss the challenges marketers face in utilising vast amounts of data effectively and the disconnect between data and decision-making. Adele shares practical steps to bridge this gap, emphasising the importance of expanding data inputs and outputs, and the role of AI and synthetic data in transforming brand guidance. The discussion also highlights the enduring value of attitudinal data alongside behavioural data, encouraging marketers to explore new methodologies for better decision-making.Send us a text----------------------------------------------------------------------------------------------- Talking Insights is a Research World and Esomar production. Hosted by Antonio Almeida Music by FreeMusicForVideo from Pixabay Graphics by Brandon Heim ----------------------------------------------------------------------------------------------- If you’d like to be featured in a future episode or share your story, send us an email at [email protected]. ----------------------------------------------------------------------------------------------- Subscribe to Esomar on Youtube - http://bit.ly/2Vk6j6a • Follow us on LinkedIn - http://bit.ly/2Drifcg Esomar 2025

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