The IIEX Europe 2023 convention in Amsterdam is barely two weeks away and it guarantees to be a feast of cutting-edge market analysis innovation. The convention classes will cowl every thing from the most recent new considering to how methodological advances from the previous couple of years have gotten an integral a part of core analysis methodologies and the impression 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 Modern 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 classes on this subject, together with displays from On System, Savanta, Gorilla within the Room, Vixen Labs and BayesPrice. I’m notably to observe the session with my outdated colleagues David Wright and Karlien Krieger from Hey Ara as I do know they’ve been performing some actually fascinating work with metaverse environments. “Curiouser and Curiouser! Creating Empathetic Collaboration In The Metaverse” explores the impression of various immersive environments on group conversations, collaboration, and concepts generated.
Classes concerning the newest considering in market analysis are usually not solely concerning the metaverse. I’m wanting ahead to classes from Alexandra Kuzmina from [email protected] and Dr. Jillian Ney from The Social Intelligence Lab, each of whom at all times have fascinating views to share about analysis innovation. Alexandra might be presenting on the subject of Making Quantitative Analysis Extra Human, showcasing experimental research utilizing AR and real-time AI video synthesis in shopper analysis to drive engagement and extra perception. Jillian might 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 find out about is how methodological advances from the previous couple of years are being scaled and changing into an integral a part of core analysis methodologies. A number of classes will showcase this, together with displays 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 enchanting one, and I count on it will likely be mentioned within the classes by business heavyweights resembling 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 concerning the increase in qual analysis.
3. Making it Actionable
In fact, market analysis has little worth if it doesn’t have an effect to assist shoppers make higher selections. So, I’m notably enthusiastic 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 consumer classes this 12 months.
Firstly, sustainability and goal might be explored in classes from Absolut, Colgate-Palmolive, and Mondelez. Secondly, how perception groups are re-purposing with a deal with agility and bringing the advantages to their companies might be coated in classes from Nestle, Mars Wrigley, Vodafone, and Suntory Beam.
It will likely be fascinating to listen to how these corporations are leveraging market analysis to drive constructive 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 only it’s essential that each the individuals who work within the business and the contributors we converse with are absolutely reflective of the broader societies during which we reside. To assist us perceive the problems round this, there are a few actually fascinating and necessary classes at IIEX this 12 months on the theme of variety, fairness, and inclusion (DEI) in market analysis.
LaShanda Seaman from Opinium might be presenting how know-how can assist qualitative analysis to listen to from a various set of contributors. Sandra Grandsoult from Equitas Perception might be discussing DEI challenges within the Insights Business and suggesting 3 sensible methods to enhance DEI in organizations.
As I stated at the start of this text, these 4 themes are solely a private view and there are heaps extra classes for IIEX delegates to look ahead to, hear totally different views, and study from a few of the brightest minds within the business. Nevertheless it’s not simply concerning the convention classes, IIEX supplies an incredible alternative to fulfill with outdated buddies and make new contacts. I look ahead to seeing you there!
