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 know-how and breakthrough improvements in insights is essential. That’s why we had 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 affords the perfect platform to community, study, and discover the newest improvements driving market analysis ahead.
After being blown away by final 12 months’s IIEX occasion (my first ever), I had excessive expectations for this 12 months’s convention. So, I boarded the Eurostar, made my manner 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 modern 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 vitality was palpable. With almost 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, Staff Mustard cut up as much as cowl as a lot floor as potential and soak up all the dear insights that had been being introduced.
AI and ChatGPT had 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 Knowledge High quality in Altering Instances.’ Amidst issues from figures like Elon Musk concerning the potential risks of AI, Growth highlighted the significance of embracing AI and machine studying as instruments to reinforce our capability to uncover human insights, somewhat than as replacements for human intelligence.
Subsequent I attended a part of the ‘Insights and Innovation for a Greener World’ monitor, 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 the planet of insights, it’s vital to method it with recent views.
The session supplied a brand new tackle the difficulty by way of how shoppers have gotten (fairly frankly) uninterested in sustainability and the way it’s rather more than simply information and guarantees. It definitely 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 information are compelling, the convention exceeded my expectations and highlighted the distinctive nature of the business. Two of my favorite classes that exemplified this had been Kendall Rynders’ “Wanting Up!” and Sophia Parvizi-Wayne’s speak on “Gaming for Good?.”
Kendall’s session began robust by getting everybody standing on their toes in an influence pose, then went on to debate how information proves that physique language and different non-verbal cues can considerably influence analysis outcomes, and that manufacturers ought to take heed of how physiology and motion can influence shoppers’ needs and buying choices.
Sophia’s session was equally fascinating, presenting how gaming has advanced to offer insights and assist folks perceive youngsters’s psychological well being by way of system interactions. Her speak proved that the analysis and information showcased at IIEX has tangible results and is making an actual influence on folks’s lives. Total, day one of many IIEX convention was a testomony to the ability of analysis and its capability to form the world we reside in.
Day Two
On day two, Eager as Mustard was excited to chair a monitor on “Rising Your Insights Enterprise,” offering priceless experience to attendees. Greenbook’s Karen Lynch began the time off strongly by presenting the 2023 GRIT information and what to anticipate. Nonetheless, the standout second of the day was undoubtedly the shopper panel on “Discovering and Participating with New Perception Companions,” which featured distinguished figures similar to Marion Hoek-Koudenburg, Director Shopper 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 shopper engagement had been met with an enthusiastic response from the viewers, as companies had been supplied with invaluable finest practices. The audio system emphasised the significance of authenticity and avoiding spammy emails when reaching out to purchasers. They highlighted the necessity to conduct thorough analysis to know every shopper’s particular wants and supplied compelling causes for getting in contact.
This method ensures that every interplay is tailor-made to the shopper and demonstrates a real curiosity of their enterprise. In an business the place personalised and focused communication is changing into more and more vital, taking these steps is essential to constructing long-lasting shopper relationships.
We had been additionally super-excited to see Pals of Mustard, similar to Adam Warner, Head of Advertising 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 assets, and Tom mentioned how storytelling is the muse of constructing positive you’re speaking successfully.
Wiepke Van Der Wal, Founding father of WiepkeWorks additionally conveyed her data 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 changing into one within the insights business.
IIEX Europe has come and gone for one more 12 months – however time flies if 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 12 months’s being ChatGPT and AI) and at all times new methods to sort out or method widespread matters (whether or not it’s sustainability or human conduct). However what’s sure is that attending IIEX at all times leaves us eagerly anticipating the following occasion.
