Our Agenda

• How to design the operating model, governance, and rituals that keep insight action-oriented beyond reporting
• What infrastructure and tooling enable consistent, high-quality insight in a globally distributed organisation
• How to connect adjacent functions to embed insight into decisions, delivery, and measurable business impact

• 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

• 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

• 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
• Demonstrating ROI and securing executive buy-in for strategic initiatives

• 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

Go in-depth with your peers in our open roundtable sessions. Pick one of the below topics to openly discuss the topic of your choice in small, intimate groups.

Go in-depth with your peers in our open roundtable sessions. Pick one of the below topics to openly discuss the topic of your choice in small, intimate groups.

Go in-depth with your peers in our open roundtable sessions. Pick one of the below topics to openly discuss the topic of your choice in small, intimate groups.

Go in-depth with your peers in our open roundtable sessions. Pick one of the below topics to openly discuss the topic of your choice in small, intimate groups.

• 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

• 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

• 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

THE RESEARCH HOT SEAT: ASK ME ANYTHING

Industry leaders sit at themed tables where attendees can grill them with the questions they're actually thinking—unfiltered, unscripted, and zero marketing fluff.

THE RESEARCH HOT SEAT: ASK ME ANYTHING

Industry leaders sit at themed tables where attendees can grill them with the questions they're actually thinking—unfiltered, unscripted, and zero marketing fluff.

THE RESEARCH HOT SEAT: ASK ME ANYTHING

Industry leaders sit at themed tables where attendees can grill them with the questions they're actually thinking—unfiltered, unscripted, and zero marketing fluff.

THE RESEARCH HOT SEAT: ASK ME ANYTHING

Industry leaders sit at themed tables where attendees can grill them with the questions they're actually thinking—unfiltered, unscripted, and zero marketing fluff.

• How AI freed up the team to focus on fundamental human behaviors and tough strategic questions that require human judgment⁠
• Concrete lessons on governance, adoption, and impact metrics from a completed transformation journey⁠
• Practical guidance for addressing the critical question every team member faces: "What does it mean for my job now?"⁠
• Real-world approaches to navigating the pace of technological change in client-side organizations

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 and geopolitical 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 when volatility becomes the norm
• What a future-ready insights function looks like when geopolitical awareness becomes part of everyday research practice