The New Face of Consumer Insight: From Pokemon to AI and Virtual Reality

The rapid evolution of technology such as augmented reality, artificial intelligence and machine learning is changing the way businesses and marketers gain insight. Pokémon GO, the augmented reality game that has taken the world by storm, is a good example how fast the consumer world is changing.

Pokemon GO has already changed lives of special needs groups like autistic or obese children. The game encourages users to go to the real world – interact with others and catch as many Pokemons as they can. From a marketing point of view the game can help drive footfall to businesses, which is priceless. The possibilities for marketers are endless.

The first researchers have already started to experiment or at least brainstorm on possible uses of Pokemon Go – and it will only be a question of time until we see the first use cases emerging. Even more interesting will be how the technology that has helped the massive success of Pokemon Go can be adapted and further optimized for specific purposes like market research.

The speed of adoption for new technologies has continuously increased and Pokemon Go is possibly the latest wakeup call to anyone not considering to continuously review and update their technology portfolio. At the upcoming MRMW Europe conference on Sep 14-15 in London, corporate researchers from Danone, Samsung, Philips, BBC, Unilever, Ericsson, Porsche, Lego and many more will share their lessons on adopting new technologies and methods for consumer insight. Examples include Virtual Reality Applications, Artificial Intelligence and thought leadership talk on the future of market research with sensors, implants and wearables as preferred tools of choice.

Danone’s VP Sensory & Behaviour Science, Marie-Agnès Beetschen will discuss her challenges on evaluating new technologies for insight generation. According to Beetschen, new technologies don’t mean anything unless they can combine and deliver multiple research products under one common business denominator. “We need to identify the challenges new technologies bring for corporate researchers and be able to provide actionable insight and business recommendation at all levels of the organisation”, said Beetschen.

Artificial intelligence has been introduced in 1956 and has made some giant leaps since then. Monika Schulze, Global Head of Marketing from Zurich Insurance will explore the potential of AI for the insurance industry and the way machine learning algorithms can create greater accuracy, uncover new insights and continually improve performance of analytics.

The above are just two of the many exciting talks happening at MRMW Europe. To find out what other corporate researchers will be speaking about check out the full agenda at