The IIEX Europe 2023 convention in Amsterdam is just two weeks away and it guarantees to be a feast of cutting-edge market analysis innovation. The convention classes will cowl every part 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 affect they’re having on shoppers.

The oldsters at Greenbook requested me to share what I’m wanting ahead to most this yr and I’ve summarized this into 4 themes.

1. The Newest New Pondering and Revolutionary Approaches

One of many key themes of this yr’s convention is the metaverse and its potential use for market analysis. There are a number of classes on this matter, together with shows from On System, Savanta, Gorilla within the Room, Vixen Labs and BayesPrice. I’m significantly to observe the session with my outdated colleagues David Wright and Karlien Krieger from Howdy Ara as I do know they’ve been performing some actually attention-grabbing work with metaverse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 concerning the newest considering in market analysis will not be 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 all the time have attention-grabbing 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 client 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 turning into an integral a part of core analysis methodologies. A number of classes 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 a captivating one, and I anticipate will probably be mentioned within the classes by trade heavyweights comparable 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 concerning the growth 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 significantly eager 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 classes this yr. 

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.

Will probably 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 better pace to the altering wants of their clients.

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 contributors we communicate with are totally 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 classes at IIEX this yr on the theme of variety, fairness, and inclusion (DEI) in market analysis. 

LaShanda Seaman from Opinium might be presenting how expertise 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 Trade and suggesting 3 sensible methods to enhance DEI in organizations.

As I stated at first of this text, these 4 themes are solely a private view and there are tons extra classes for IIEX delegates to sit up for, hear totally different views, and be taught from a number of the brightest minds within the trade. However it’s not simply concerning the convention classes, IIEX offers an amazing alternative to satisfy with outdated pals and make new contacts. I sit up for seeing you there!