Our Agenda

• How insights functions are evolving to balance global scale with deep local relevance—turning worldwide data into locally actionable intelligence
• Rethinking Customer Understanding - The shift in customer research as communication channels, behaviors, and information sharing change—moving from static studies to continuous insight
• Breaking organizational silos and adopting truly agile management models so insights flow faster, inform decisions in real time, and drive impact across the business

• Scaling Marketing Effectiveness: scaling and evolving the Marketing Effectiveness Programme (e.g., MMM, Pricing) into a core part of marketing planning, investment, and performance management
• Driving Growth: combining insights from MMM + Other Analytical Tools to drive actionable growth improving efficiency & effectiveness
• Getting started: Practical lessons on how to get started with implementing a Marketing Effectiveness Programme regardless of the Industry

• Building a foundational understanding of the refurbished electronics customer journey by combining perspectives from customers and non-customers across two markets
• Identifying pre-purchase barriers and translating the findings into product development priorities
• Enabling faster, more confident product and experience decisions through iterative research, Talk to Your Data, and persona-led co-creation

• Uncovering how the landscape of content consumption and discovery is being transformed as short-form emerges as a critical tool for engaging with both new and established content
• Deploying a comprehensive research approach combining drivers analysis, AI-powered moderating and probing, and a 10,000-person sample study to map the evolution of consumer behavior
• Bringing human voices to AI-generated insights through immersive case studies that illustrate real consumer experiences and decision-making patterns

• How REWE Group designed quality-assured processes to support trustworthy AI-generated answers, human oversight, and rigorous testing
• How safeguards and watch-outs help users assess the strength—and limits—of the available evidence
• How trusted AI-supported insights can be made more accessible and useful in everyday work
• Where Retail Intelligence goes next: translating emerging retail signals into clearer business context

• Redefining the insight function's organizational structure in a rapidly evolving data and AI landscape — clarifying roles, responsibilities, and decision rights across internal teams, external providers, and technology platforms
• Leading insight teams through change: how to build a culture of curiosity, credibility, and commercial impact
• Establishing clear governance frameworks that enable the meaningful and responsible integration of AI — ensuring technology enhances human judgement rather than bypassing it

• Transforming insights teams from post-decision validators into proactive business advisors
• Shifting from "order-taker" to "trusted advisor" through strategic relationship mapping
• Elevating the insights function from validation to strategy leadership

• Exploring how women have been expected to manage their bodies quietly across every life stage, from first period to menopause
• Examining how GLP-1 is disrupting that silence and giving women permission to challenge what they have been taught to accept
• Enabling honest conversations about these taboos through AI moderation, capturing the voices of women across five life stages

• Overcoming brand tracking limitations through innovative sampling, advanced analytics, and modular survey design that delivers reliable and adaptable insights
• Expanding reach and reducing fraud through non-incentivized sampling approaches
• Enabling trackers to adapt to new KPIs, segments, and brand lists without losing consistency through modular survey design
• Turning complex tracking data into fast, reliable, and scalable insights using AI-driven analytic

• Building collaborative researcher-agent-agency collaboration model to amplify, rather than replace, human expertise
• Establishing clarity for when to leverage each vertex based on business objectives, complexity, and timelines
• Exploring how this model is reshaping the relationship between insights and adjacent corporate functions, redefining the future of research and decision support

• Reframing consumer closeness as insights activation by moving beyond generating data to ensuring it shapes decisions across the business
• Designing insight ecosystems, not one-off deliverables by building ongoing, multi-channel, multimedia systems that embed the consumer voice into daily decision-making, making it visible, memorable, and actionable
• Turning findings into lived experiences by making them tangible and emotionally resonant so stakeholders don’t just understand them, they internalize and act on them
• Ensuring the real customer is present in every decision by amplifying their voice, preserving their humanity, and making their perspectives clearly heard

• Identifying that most research teams face a connection-and-impact gap, with studies run in isolated streams that don’t compound learning
• Reducing redundant spend and inconsistent findings by building a shared foundation across brand tracking, ad testing, concept testing, and pricing
• Introducing the Appinio Growth Engine by applying two pillars—Category Entry Points/Mental Availability and Psychographic Positioning—across tactical studies
• Demonstrating how linking the “What,” “Who,” and “How” turns one-off projects into a compounding insights asset with actionable outputs (e.g., Häagen-Dazs ad testing, Ferrero Rocher pricing)

• Why generational labels and demographics-first segmentation mislead us - and where age genuinely still matters
• Why ready-made "five personality types" segmentations rarely tell us anything about a specific category
• How to design research that captures people's wider lives, not just their category behaviour, so real behavioural groups emerge
• Practical ways to find and study communities, and use them to understand how people enter a category

• Transforming post-launch research from basic tracking into a strategic tool for high-level business expansion decisions
• Integrating qualitative depth with quantitative scale through a single, cost-efficient hybrid AI methodology
• Engaging busy B2B audiences with flexible, messenger-style formats that accommodate interrupted professional workflows
• Refining communication materials by capturing real-world language and spontaneous perceptions from category experts

• Navigating the core tension while AI enables instant insights, but strategic value requires deep human interpretation
• Managing the paradox across four fronts - speed vs. rigor in strategy, automation vs. expertise in technology, scale vs. nuance in representation, and efficiency vs. customization in personalization
• Practical approaches for holding multiple contradictory truths

• Examining why people’s feelings, stated views, and actions diverge—and how cultural context widens these gaps across markets
• Tracing five points where distortion enters global research: the construct, question, response, fieldwork, and interpretation
• Demonstrating how the same score of 7.3 out of 9 can be low in India, average in the US, and high in Central Europe
• Applying four equivalence gates—linguistic, cognitive, statistical, and behavioral—and assessing sensory, consumer, and business truths separately before drawing cross-market conclusions

In this high-impact geo-economics intelligence session, our speaker will examine how shifting geopolitical and economic conditions are reshaping the remit of insights teams. Attendees will leave with practical approaches for translating geopolitical signals and economic disruptions into growth opportunities, strengthening risk-aware research and decision-making, and informing strategic and tactical guidance for senior management teams. 

THE NEW GEOECONOMIC ORDER: WHAT MARKET RESEARCHERS NEED TO KNOW NOW

• How global power shifts, trade tensions, inflation, and monetary policy are reshaping markets and consumer behavior
• The key geopolitical risks and macroeconomic signals that will matter most for insights teams in the upcoming 2-3 years
• What happens to pricing, demand forecasting, and category strategy when volatility becomes the norm
• How insights teams can use scenarios to frame uncertainty, create plan flexibility, and manage stakeholders
• Why insights leaders need a stronger geo-economic lens to stay relevant, credible, and proactive

• How ongoing wars, shifting trade, inflation, and energy crisis  are changing research priorities and stakeholder expectations
• How insights teams can translate macro economic signals into segmentation, pricing, positioning, and innovation decisions
• How pricing and strategy teams can co-work with research and insight functions can balance strategic and tactical decisions
• What a future-ready insights function looks like when preparing for market volatility becomes part of everyday research practice