Highlights and takeaways from IIEX Europe 2023 by way of a Mustard lens.
For us right here at Eager as Mustard, staying forward of the curve on the newest expertise and breakthrough improvements in insights is essential. That’s why we have been happy to attend Greenbook’s IIEX in Amsterdam, a convention that took the business by storm. With a few of the brightest minds within the discipline coming collectively, IIEX Europe presents the perfect platform to community, be taught, and discover the newest improvements driving market analysis ahead.
After being blown away by final yr’s IIEX occasion (my first ever), I had excessive expectations for this yr’s convention. So, I boarded the Eurostar, made my approach by way of the charming canals of Amsterdam, and arrived on the historic Beurs Van Berlage with pleasure and anticipation. The convention didn’t disappoint, and I left feeling invigorated and impressed by the wealth of information and revolutionary pondering that was on show.
Right here’s what stood out to me:
Day One
On the primary day of IIEX Europe, as we entered the constructing the power was palpable. With practically 800 attendees (and upwards of fifty% registrants client-side), the convention was buzzing with pleasure, and there was no scarcity of informative classes to attend. Just like the members of the Scooby Doo gang, Workforce Mustard break up as much as cowl as a lot floor as doable and soak up all the precious insights that have been being offered.
AI and ChatGPT have been all the excitement, and Stefan Growth, Managing Director for Benelux and Nordics at Dynata, delivered an attention-grabbing tackle the subject throughout his session titled ‘Reinventing & Redefining Information High quality in Altering Instances.’ Amidst considerations from figures like Elon Musk in regards to the potential risks of AI, Growth highlighted the significance of embracing AI and machine studying as instruments to reinforce our skill to uncover human insights, quite than as replacements for human intelligence.
Subsequent I attended a part of the ‘Insights and Innovation for a Greener World’ observe, that includes Christian Niederauer, International Head of Insights at Colgate-Palmolive, and Anders Bengtsson, Founding father of Protobrand. They delved into the challenges that entrepreneurs face in convincing shoppers to pay premium costs for sustainable merchandise. Whereas sustainability is a well-liked subject on this planet of insights, it’s vital to strategy it with recent views.
The session offered a brand new tackle the difficulty by way of how shoppers have gotten (fairly frankly) uninterested in sustainability and the way it’s way more than simply knowledge and guarantees. It actually additionally helps that the proficiency and experience from each Christian and Anders was very clear and genuine.
Whereas I already knew that market analysis and knowledge are compelling, the convention exceeded my expectations and highlighted the distinctive nature of the business. Two of my favorite classes that exemplified this have been Kendall Rynders’ “Trying Up!” and Sophia Parvizi-Wayne’s speak on “Gaming for Good?.”
Kendall’s session began sturdy by getting everybody standing on their toes in an influence pose, then went on to debate how knowledge proves that physique language and different non-verbal cues can considerably impression analysis outcomes, and that manufacturers ought to take heed of how physiology and motion can impression shoppers’ wishes and buying selections.
Sophia’s session was equally fascinating, presenting how gaming has developed to supply insights and assist folks perceive kids’s psychological well being by way of system interactions. Her speak proved that the analysis and knowledge showcased at IIEX has tangible results and is making an actual impression on folks’s lives. General, day one of many IIEX convention was a testomony to the ability of analysis and its skill to form the world we reside in.
Day Two
On day two, Eager as Mustard was excited to chair a observe on “Rising Your Insights Enterprise,” offering worthwhile experience to attendees. Greenbook’s Karen Lynch began the break day strongly by presenting the 2023 GRIT knowledge and what to anticipate. Nevertheless, the standout second of the day was undoubtedly the consumer panel on “Discovering and Participating with New Perception Companions,” which featured distinguished figures resembling Marion Hoek-Koudenburg, Director Client Insights Capabilities at Below Armour, Efrain Rosario, International Head of Futures & Shopper Planning at Diageo, Helen Devine, UX Analysis Supervisor at The Economist, and Diana Mitkov, Senior Perception Supervisor at De Beers.
The panel’s insights on consumer engagement have been met with an enthusiastic response from the viewers, as companies have been supplied with invaluable finest practices. The audio system emphasised the significance of authenticity and avoiding spammy emails when reaching out to shoppers. They highlighted the necessity to conduct thorough analysis to grasp every consumer’s particular wants and offered compelling causes for getting in contact.
This strategy ensures that every interplay is tailor-made to the consumer and demonstrates a real curiosity of their enterprise. In an business the place personalised and focused communication is turning into more and more vital, taking these steps is essential to constructing long-lasting consumer relationships.
We have been additionally super-excited to see Pals of Mustard, resembling Adam Warner, Head of Advertising and marketing at Irrational Company and Tom Ewing, Author at WordBeast, stand out on day two. Adam delved into how smaller companies can construct efficient advertising and communication with restricted sources, and Tom mentioned how storytelling is the muse of creating certain you’re speaking successfully.
Wiepke Van Der Wal, Founding father of WiepkeWorks additionally conveyed her information on the strengths and limits of selling automation. And let’s not neglect the insightful session by Mustard’s personal Iosetta Santini, who mentioned the importance of thought management and the steps to turning into one within the insights business.
IIEX Europe has come and gone for one more yr – however time flies once you’re having enjoyable, and Greenbook outdid themselves this time round. And if one factor is for sure, it’s that conferences like IIEX present simply how ever evolving the MRX and insights business is. There’s at all times a brand new ‘speak of the city’ theme that rears its head (this yr’s being ChatGPT and AI) and at all times new methods to deal with or strategy well-liked matters (whether or not or not it’s sustainability or human conduct). However what’s sure is that attending IIEX at all times leaves us eagerly anticipating the subsequent occasion.
