Reimagining Product Development
Meet us at
ESOMAR Congress:
Metamorphosis
1–4 SEPTEMBER 2026 | VALENCIA, SPAIN
Patrick Young
Managing Director,
PRS IN VIVO, Ipsos in the UK
This study evaluates AI-powered attention modelling against human eye-tracking in over 50 FMCG packaging tests, showing that while AI delivers moderate accuracy on basic visibility metrics, it consistently underestimates attention and struggles to replicate how shoppers actually process packaging. Most critically, AI fails to reliably capture viewing order and cognitive influences like brand familiarity and shopping intent, leading to different commercial recommendations in nearly half of cases. The findings highlight that AI is effective for perceptual tasks but insufficient for cognition-driven decisions, reinforcing the need for human validation and a balanced, governed approach to using AI in packaging research.
Evidence from 50+ parallel tests of AI vs. human eye-tracking
When AI Sees but Doesn't Understand
12:10 - 12:30
3 • Emergence
1 session
Wednesday, 2 Sept
Richard Trenam, Innovation Director, Ipsos in the UK
This study with Unilever demonstrates a shift in product testing from stated opinions to real-world behaviour by using IoT-enabled smart labels and computer vision to track how consumers actually use products at home. By comparing observed usage patterns with traditional surveys and diaries, the research reveals a significant gap between what people say and what they do and shows how real dosing behaviour impacts perceived performance. The findings highlight how integrating behavioural data and AI-driven observation can redefine product evaluation, leading to more accurate insights and better innovation decisions.
Closing the say-do gap in Product Testing with Passive Observations
Smart Labels, Real Homes, True Usage
09:25 – 09:45
1 • impact
4 sessions
Thursday, 3 Sept
Bert Nijhuis, Director Consumer Insights, Unilever
Christine Antoine Simonet, Global Strategic Insights Director, Danone
Mathilde Guinaudeau,
Head of Data Analytics, Social & Search Intelligence and Platforms, Ipsos bva (France)
Synthetic data is transforming market research, but how can it be used responsibly and effectively?
In this interactive session, senior insights leaders and their AI-generated digital twins explore the future of research, debating topics such as AI scalability, governance, synthetic data, and the evolving role of human expertise. Through a live moderated discussion, attendees will see how digital twins can replicate aspects of professional decision-making while gaining practical guidance on where synthetic data adds value, where human judgement remains essential, and how the two can work together to strengthen insight generation.
When Human and Synthetic Intelligences Debate the future of insights
Talk to My Twin
2 • shift
09:45 – 10:05
David Priestley, Head of Product, Synthetic Data, Ipsos
Maciek Ozorowski, Head of Synthetic Data, Ipsos
This Ipsos–Stanford experiment tested whether AI “Digital Twins” can reliably simulate real people in commercial research. While they perform extremely well in structured attitudinal areas, sometimes above 95% agreement, their accuracy drops sharply in volatile domains like consumer behaviour and brand choice, where results can approach chance. The study shows that the key issue isn’t a single accuracy score but understanding where the method is dependable and where it isn’t. We outline the factors behind this variation—from unstable human attitudes to high computational costs—and offer a balanced view of where LLM based simulation is genuinely useful and where its limits require caution in the insights industry.
An exploration of the capabilities of Digital Twin & LLM generated insights for commercial research
Digital Twins, the Jury Is Out
11:35 – 11:55
1 • impact
Jean Laurent Poitou,
Chief Executive Officer, Ipsos
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Augmenting Trust in the Age of AI (TBD)
16:10 – 16:30
2 • shift
Kim Larsen, BHT Service Line Leader, Ipsos South Africa
Catherine Burton, Global Equity Lead for Brand Health Tracking, Ipsos
What drives brand growth in Africa? Drawing on Ipsos' Brand Value Creator database, this presentation explores how functional excellence and emotional connection combine to build stronger brands across African markets. It shares key insights and practical recommendations to help brands unlock sustainable growth.
The functional path to emotional excellence
Cracking the Africa Code
1 • impact
17:05 – 17:25
Rhulani Baloyi, Senior Manager of Brand Insights, MTN Group
Dr. Nikolai Reynolds, Global Head of Product Testing, Ipsos
The future of product innovation lies in understanding not just what people say they do, but what they truly feel and experience in the moments that matter.
As the world's largest product testing company, Ipsos helps brands uncover the sensory, contextual, and emotional drivers of product success.
Connect with our team at ESOMAR to discover how we are reimagining product testing with human and artificial intelligence - generating deeper insights, unlocking growth opportunities, and accelerating the launch of winning consumer products - powered by Product Studio, Ipsos' product testing platform.
Metamorphosis is not just change; it's reinvention.
booth #91, level 2
Meet Ipsos experts at
Isabelle Delahaye, Senior Client Manager, Ipsos in Spain
Reach out to set up a meeting with our team onsite
Meet our team onsite
Marcela Ayres, Account Director, Ipsos in Brazil
This case shows how AB InBev and Ipsos transformed Stella Artois’ low-gluten beer in Brazil from a niche, restriction-led product into a mainstream wellness success by reframing its positioning. Using a combination of human insights and AI, including conjoint analysis, behavioral science and sentiment analysis, they uncovered that consumers responded far more to “low calorie” and “natural ingredients” than to “gluten-free.” The brand pivoted to a more aspirational message focused on balance, taste and sophistication, relaunching as Stella Artois Pure Gold with “Flavor Without Compromise” at its core. This shift drove significant results, including strong repurchase intent, a major NPS increase and a 150% uplift in brand sales, demonstrating how blending human understanding with technology can unlock broader, more emotional consumer appeal.
How AB InBev and Ipsos decoded the wellness mainstream
Decoding the Gold Standard
09:05 - 09:25
1 • impact
Gustavo Castro, Strategy & Insights Director, Ambev (ABI Group)
Meet our team onsite
Learn more
At a glance
01
When AI Sees but Doesn't Understand
Wed 2 Sept · 12:10 - 12:30 · 3 · Emergence
Digital Twins, the Jury Is Out
Thu 3 Sept · 11:35 – 11:55 · 1 · Impact
05
Decoding the Gold Standard
Thu 3 Sept · 09:05 - 09:25 · 1 · Impact
02
Smart Labels, Real Homes, True Usage
Thu 3 Sept · 09:25 – 09:45 · 1 · Impact
03
Talk to My Twin
Thu 3 Sept · 09:45 – 10:05 · 2 · Shift
04
Augmenting Trust in the Age of AI
Thu 3 Sept · 16:10 – 16:30 · 2 · Shift
06
Cracking the Africa Code
Thu 3 Sept · 17:05 – 17:25 · 1 · Impact
05
Olivier Blanchet
Chief Executive Officer of PRS IN VIVO, Ipsos
Benoit Hubert,
Chief Data Science Officer, Ipsos bva (France)
authors
Gustavo Castro (Ambev (ABI Group); Marcela Ayres (Ipsos); Fernanda Wajchenberg (Ipsos); Tiago Fernandes (Ipsos)
Nirmit Behal (Unilever); Karolina Dobrzyńska (Unilever);
Bert Nijhuis (Unilever); JinHo Cho (Ipsos); Richard Trenam (Ipsos); Nikolai Reynolds (Ipsos)
authors
Christine Antoine Simonet (Danone);
Mathilde Guinaudeau (Ipsos bva); Benoit Hubert (Ipsos bva)
authors
Jon Puleston (Ipsos); David Priestley (Ipsos); Maciek Ozorowski (Ipsos); Davide Baldo (Ipsos)
authors
Patrick Young (PRS IN VIVO Ipsos); Olivier Blanchet (PRS IN VIVO Ipsos)
authors
Award finalists
Dr. Nikolai Reynolds, Global Head of Product Testing, Ipsos
haleon & ipsos
nestlé & ipsos
Corentin Vetter Consumer and Sensory Insights Lead, Nestle Nutrition & Health
Emmanuel Ragot Global Client Program Manager, Innovation, Ipsos
We’re excited to bring fresh thinking, real-world applications, and new possibilities at the intersection of AI and insights.
Connect with Ipsos @ ESOMAR Congress, or anytime, to continue the conversation and shape what's next.
Metamorphosis creates possibility
To schedule a one-on-one meeting with one of our delegates, we'd be delighted to arrange a conversation at your convenience.
Hannah Mills
Research Director Ethnography Centre of Excellence, Ipsos
Gigi Zhang
Research Manager Ethnography Centre of Excellence, Ipsos
Solène Brachet Senior Consumer Scientist, Haleon
The need for trusted human insight
Ipsos is thrilled to be presenting at the 2026 ESOMAR conference in Valencia, Spain, to explore the metamorphosis of insight, how human understanding, technology, and practice are evolving to shape better decisions and impact.
Amid all this change, there is one constant
At Ipsos, we believe the future belongs to organizations that can combine the power of technology with the richness of human understanding. As insights evolve from understanding what matters to shaping
what's next, their value has never been greater.
At ESOMAR, we're excited to share ideas, innovations, and real-world applications that demonstrate how AI and insights can unlock smarter decisions, business growth, and meaningful impact.
The world is in metamorphosis
Céline Mantovan Client Service Director, Innovation, Ipsos in Switzerland
Join us at ESOMAR Congress in Valencia!
From 1–4 September 2026, ESOMAR Congress will bring together the global insights community around the theme "Metamorphosis," celebrating the transformations reshaping our industry.
We are delighted to be part of the conversation with a CEO keynote, seven conference sessions, our Product Testing Booth (#91) and two ESOMAR Award-shortlisted projects!
Discover with Ipsos how human expertise and artificial intelligence are helping organisations make smarter decisions and accelerate innovation. Meet our experts, explore our programme below and join us throughout the Congress.
Let us know and set an appointment.
Not going? Don't worry, we'll keep you posted!
Keep me posted
Keep me posted
From 1–4 September 2026, ESOMAR Congress will bring together the global insights community around the theme "Metamorphosis," celebrating the transformations reshaping our industry.
Join us at ESOMAR Congress in Valencia!
We are delighted to be part of the conversation with a CEO keynote, seven conference sessions, our Product Testing Booth (#91) and two ESOMAR Award-shortlisted projects!
Discover with Ipsos how human expertise and AI are helping organisations make smarter decisions and accelerate innovation. Meet our experts, explore our programme below and join us throughout the Congress.
Let us know and set an appointment.
Not going? Don't worry, we'll keep you posted!