Citizen Insights and EU Policymaking: Are We Asking the Right Questions?

Dear EU Citizen,

Last week, at ESOMAR's Citizen Insights Summit in Brussels, researchers and policymakers gathered to tackle a crucial challenge: ensuring citizen voices truly inform EU decision-making. ESOMAR, the global research industry association, organized the event to highlight the contribution of market and opinion research to EU policymaking. The mission: bridge the gap between decision-makers and citizens through rigorous research. Since we, the citizens, were central to the conversation, it's fitting to share how this evolving approach is shaping better policies.

The event's significance was heightened by its timing, coinciding with debates on European identity, institutional legitimacy, and the shifting U.S. stance. Christian Mangold of the European Parliament's Directorate General for Communication emphasized the critical role of citizen voices. David Mair from the JRC, the EU's scientific research body, discussed polling limitations and how cognitive biases complicate public opinion.

Colleagues from top research agencies showcased scientific approaches to adapting survey data collection to evolving behaviours while ensuring accuracy. A highlight was the rise of synthetic data, where AI makes questionnaire participation delightfully redundant. Who knew your opinion could be cost-effectively automated?

Is asking the best way to understand?

In my presentation, I questioned a core industry assumption. Surveys rely on structured questions, but what if those questions shape the reality they seek to illuminate? Instead of bombarding citizens with surveys, we should first listen to those already sharing their opinions. Listening enables researchers to ask better questions and gives decision-makers the ground truths they need for good policy.

I shared several Bakamo case studies showing how social intelligence, the qualitative analysis of organic online conversations, reveals human truths that otherwise slip through the cracks. Our cases covered vaccination and public health, infrastructure investment, the drivers and barriers to adult education across Europe, and anticipating NATO's perception among Eastern Europeans.

This conference confirmed a crucial shift in research methodology. As social intelligence gains ground, institutions can move toward a more holistic, citizen-led understanding of public sentiment. It is fantastic to see ESOMAR and the EU institutions driving this paradigm shift, leading to policies that truly understand, reflect, and serve people's interests.

If you would like to hear about any of these cases in detail, get in touch.