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 part from the newest new considering to how methodological advances from the previous couple of years have gotten an integral a part of core analysis methodologies and the affect they’re having on purchasers.
The oldsters 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 Pondering 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 periods on this subject, together with displays from On Machine, Savanta, Gorilla within the Room, Vixen Labs and BayesPrice. I’m significantly to observe the session with my previous colleagues David Wright and Karlien Krieger from Whats up Ara as I do know they’ve been doing a little actually fascinating work with metaverse environments. “Curiouser and Curiouser! Creating Empathetic Collaboration In The Metaverse” explores the affect of various immersive environments on group conversations, collaboration, and concepts generated.
Classes in regards to the newest considering in market analysis usually are 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 at all times have fascinating views to share about analysis innovation. Alexandra shall 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 shall 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 changing into an integral a part of core analysis methodologies. A number of periods will showcase this, together with displays from Black Swan, Stravito, Horizon, Aimpower, and Videometrics on matters together with social prediction, neural networks, behavioural information, information 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 it will likely be mentioned within the periods by trade 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 in regards to 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 purchasers make higher selections. So, I’m significantly considering 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 objective shall be explored in periods from Absolut, Colgate-Palmolive, and Mondelez. Secondly, how perception groups are re-purposing with a give attention to agility and bringing the advantages to their companies shall be coated in periods from Nestle, Mars Wrigley, Vodafone, and Suntory Beam.
It is going to be fascinating to listen to how these firms are leveraging market analysis to drive constructive change, and the way they’re utilizing insights to reply with larger velocity to the altering wants of their prospects.
4. DEI and Market Analysis
For market analysis to be best it’s essential that each the individuals who work within the trade and the members we converse with are absolutely reflective of the broader societies wherein we reside. To assist us perceive the problems round this, there are a few actually fascinating and essential periods at IIEX this 12 months on the theme of variety, fairness, and inclusion (DEI) in market analysis.
LaShanda Seaman from Opinium shall be presenting how know-how can help qualitative analysis to listen to from a various set of members. Sandra Grandsoult from Equitas Perception shall be discussing DEI challenges within the Insights Business and suggesting 3 sensible methods to enhance DEI in organizations.
As I stated 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 completely different views, and study from among the brightest minds within the trade. But it surely’s not simply in regards to the convention periods, IIEX supplies an ideal alternative to satisfy with previous buddies and make new contacts. I stay up for seeing you there!
