Our IIEX Europe 2023 expertise


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 most recent 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 number of the brightest minds within the subject coming collectively, IIEX Europe provides the best platform to community, study, and discover the most recent 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 power 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 periods to attend. Just like the members of the Scooby Doo gang, Workforce Mustard cut up as much as cowl as a lot floor as attainable and absorb all the dear insights that had been being introduced.

AI and ChatGPT had been all the excitement, and Stefan Increase, Managing Director for Benelux and Nordics at Dynata, delivered an fascinating tackle the subject throughout his session titled ‘Reinventing & Redefining Information High quality in Altering Occasions.’ Amidst issues from figures like Elon Musk concerning the potential risks of AI, Increase highlighted the significance of embracing AI and machine studying as instruments to boost our potential to uncover human insights, moderately 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 matter on this planet of insights, it’s necessary to method it with recent views.

The session supplied a brand new tackle the problem by way of how shoppers have gotten (fairly frankly) tired of sustainability and the way it’s far more than simply knowledge 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 knowledge are compelling, the convention exceeded my expectations and highlighted the distinctive nature of the business. Two of my favorite periods that exemplified this had been Kendall Rynders’ “Wanting Up!” and Sophia Parvizi-Wayne’s discuss 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 knowledge proves that physique language and different non-verbal cues can considerably impression analysis outcomes, and that manufacturers ought to take heed of how physiology and motion can impression shoppers’ needs and buying selections.

Sophia’s session was equally fascinating, presenting how gaming has advanced to offer insights and assist individuals perceive youngsters’s psychological well being by way of gadget interactions. Her discuss proved that the analysis and knowledge showcased at IIEX has tangible results and is making an actual impression on individuals’s lives. Total, day one of many IIEX convention was a testomony to the ability of analysis and its potential to form the world we stay in.

Day Two

On day two, Eager as Mustard was excited to chair a monitor on “Rising Your Insights Enterprise,” offering precious experience to attendees. Greenbook’s Karen Lynch began the day without work strongly by presenting the 2023 GRIT knowledge and what to anticipate. Nevertheless, the standout second of the day was undoubtedly the consumer panel on “Discovering and Partaking with New Perception Companions,” which featured outstanding figures comparable to Marion Hoek-Koudenburg, Director Client 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 consumer engagement had been met with an enthusiastic response from the viewers, as companies had been supplied with invaluable greatest practices. The audio system emphasised the significance of authenticity and avoiding spammy emails when reaching out to shoppers. They highlighted the necessity to conduct thorough analysis to grasp every consumer’s particular wants and supplied compelling causes for getting in contact.

This method ensures that every interplay is tailor-made to the consumer and demonstrates a real curiosity of their enterprise. In an business the place personalised and focused communication is changing into more and more necessary, taking these steps is essential to constructing long-lasting consumer relationships.

We had been additionally super-excited to see Mates of Mustard, comparable 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 sources, and Tom mentioned how storytelling is the inspiration of creating certain you’re speaking successfully.

Wiepke Van Der Wal, Founding father of WiepkeWorks additionally conveyed her information on the strengths and limits of promoting 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 an additional 12 months – however time flies once 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 ‘discuss of the city’ theme that rears its head (this 12 months’s being ChatGPT and AI) and at all times new methods to deal with or method well-liked matters (whether or not 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.



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