The IIEX Europe 2023 convention in Amsterdam is simply two weeks away and it guarantees to be a feast of cutting-edge market analysis innovation. The convention periods will cowl every little thing from the newest new pondering to how methodological advances from the previous couple of years have gotten an integral a part of core analysis methodologies and the influence they’re having on shoppers.
The parents at Greenbook requested me to share what I’m wanting ahead to most this 12 months and I’ve summarized this into 4 themes.
1. The Newest New Considering and Progressive Approaches
One of many key themes of this 12 months’s convention is the metaverse and its potential use for market analysis. There are a number of periods on this matter, together with shows from On Machine, Savanta, Gorilla within the Room, Vixen Labs and BayesPrice. I’m notably to look at the session with my previous colleagues David Wright and Karlien Krieger from Hiya Ara as I do know they’ve been doing a little actually attention-grabbing work with metaverse environments. “Curiouser and Curiouser! Creating Empathetic Collaboration In The Metaverse” explores the influence of various immersive environments on group conversations, collaboration, and concepts generated.
Periods in regards to the newest pondering in market analysis are usually not solely in regards to the metaverse. I’m wanting ahead to periods from Alexandra Kuzmina from [email protected] and Dr. Jillian Ney from The Social Intelligence Lab, each of whom all the time have attention-grabbing views to share about analysis innovation. Alexandra will likely be presenting on the subject of Making Quantitative Analysis Extra Human, showcasing experimental research utilizing AR and real-time AI video synthesis in client analysis to drive engagement and extra perception. Jillian will likely be serving to us re-think social information as a supply of cultural insights, and discussing what it means for the way forward for social listening.
2. Scaling Analysis Innovation
One other theme that I’m excited to study is how methodological advances from the previous couple of years are being scaled and turning into an integral a part of core analysis methodologies. A number of periods will showcase this, together with shows from Black Swan, Stravito, Horizon, Aimpower, and Videometrics on subjects together with social prediction, neural networks, behavioural information, data administration, and observational analysis.
On the theme of turning new strategies into scale-able methodologies, I’d love to speak with you about how Nexxt Intelligence | inca is utilizing generative AI to ship deeper perception from analysis surveys. Come and discover us within the exhibition corridor, close to the espresso and juice stand.
The transition from rising methodologies to new approaches that result in higher insights at scale is an interesting one, and I anticipate will probably be mentioned within the periods by trade heavyweights akin to Steve Phillips, Ray Poynter, Nikki Lavoie, and Mike Stevens. I’m intrigued to see whether or not I’ll agree with what Steve has to say in his provocatively titled session “Why GPT-3 will kill the researcher”. Karen Lynch will lead a dialogue with Ray and Nikki about “The Evolution of Insights and What’s Coming Subsequent”. And Mike will current with Debi Hart in regards to the increase in qual analysis.
3. Making it Actionable
After all, market analysis has little worth if it doesn’t have an effect to assist shoppers make higher choices. So, I’m notably curious about listening to from client-side researchers about how they’ve been utilizing perception to maneuver their organizations ahead. Two themes stand out to me from the shopper periods this 12 months.
Firstly, sustainability and function will likely be explored in periods from Absolut, Colgate-Palmolive, and Mondelez. Secondly, how perception groups are re-purposing with a concentrate on agility and bringing the advantages to their companies will likely be lined in periods from Nestle, Mars Wrigley, Vodafone, and Suntory Beam.
It will likely be fascinating to listen to how these firms are leveraging market analysis to drive optimistic change, and the way they’re utilizing insights to reply with better pace to the altering wants of their prospects.
4. DEI and Market Analysis
For market analysis to be simplest it’s essential that each the individuals who work within the trade and the individuals we communicate with are absolutely reflective of the broader societies by which we dwell. To assist us perceive the problems round this, there are a few actually attention-grabbing and vital periods at IIEX this 12 months on the theme of variety, fairness, and inclusion (DEI) in market analysis.
LaShanda Seaman from Opinium will likely be presenting how expertise can help qualitative analysis to listen to from a various set of individuals. Sandra Grandsoult from Equitas Perception will likely be discussing DEI challenges within the Insights Business and suggesting 3 sensible methods to enhance DEI in organizations.
As I mentioned in the beginning of this text, these 4 themes are solely a private view and there are tons extra periods for IIEX delegates to stay up for, hear totally different views, and study from a few of the brightest minds within the trade. But it surely’s not simply in regards to the convention periods, IIEX offers an incredible alternative to satisfy with previous associates and make new contacts. I stay up for seeing you there!
