Report of the IIEX Europe 2020 conference on 25 and 26 February the Beurs van Berlage in Amsterdam
New technological applications in market research have matured. Many really useful applications are available on the market nowadays. But market researchers still seem unable to get a hold of their own target group, the marketers. In a nutshell, these are the conclusions I drew after 2 days of walking around IIEX in Amsterdam (25 and 26 February). The fair is the annual innovation party of the market research world.
Companies are preaching that they are consumer centric. Listening to their consumers is the most important business driver. This was recently confirmed by the PWC study “What the Top Innovators get right”. All of the survey respondents indicated they value deep customer and consumer insights in their innovation programs. They ranked consumer and client insights as the most important capability during the ideation stage.
But when consumer insights (CI) is the most important business driver, and a strategic CI function adds business value, why do we see that CI-departments are under pressure?