On September 25 and 26, 2025, ESOMAR took an active part in the Printemps des Études, with four major conferences dedicated to innovation, creativity and the new frontiers of marketing research.
A rich program, built in partnership with the industry’s leading bodies – Syntec Conseil, Union des Marques, Adetem, CESP, IREP, AFM, and of course ESOMAR – to bring together experts, brands and researchers to discuss the sector’s transformations.
Conference #1 – AI & Synthetic data: what are the new rules?
September 25, 2025 – 4 to 5 p.m.
Introduction: Anne-Sophie Damelincourt
Moderated by : Isabelle Fabry-Frémaux (ActFuture, ESOMAR France) & Philippe Guilbert (ESOMAR Professional Standards Committee)
Preview of the ICC/ESOMAR 2025 International Code, laying new ethical foundations for research in the age of AI and synthetic data.
Conference #2 – Celebrating the year’s market researchers!
September 25, 2025 – 5:30pm
A high point for the profession with the 1ʳᵉ edition of the Grand Prix Études by Syntec Conseil, followed by the French final of the international Research Got Talent competition (brought to you by ESOMAR).
Innovation, inspiration and talent recognition were at the heart of this event.
Conference n°3 – How to capture the attention of Gen Z?
September 26, 2025 – 11am to 12:30pm
A fascinating round table discussion moderated by Valérie Morrisson (CESP), Jean-Emmanuel C. de la Saussay (Storymind), Pascale Ezan (Université Le Havre), Nathalie Tafani d’Isanto (La Poste) and Cécile Chambaudrie.
Understanding and engaging Generation Z, the key to marketing the future.
Conference #4 – Synthetic personae: your virtual quali/quanti panellists
September 26, 2025 – 12pm to 1pm – Room 352 A (Benchmark Expertise Workshop)
With Philippe Guilbert, Hakan Yurdakul (BoltChatAI), Niels Schillewaert (Conveo) and Jean-Yves Laffon (Appinio).
An exploration of the new frontiers between artificial intelligence and market research, where virtual personae redefine qualitative and quantitative methods.
Many thanks to all the speakers and partners for their commitment and inspiration.
These two days have illustrated the vitality of French-speaking research and the shared ambition to build the future of insights with rigor, creativity and humanity.