Over the years, the amount of data accessible to marketers has been growing substantially. And this will continue for a while. However, with the growing amount of accessible data, the difficulty in utilizing it and the aggravation it brings has also been growing. This brought a new era: the era of creativity. 

Previously published on Research World

Report of the IIEX Europe 2020 conference on 25 and 26 February the Beurs van Berlage in Amsterdam
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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. 

Consumer Insights are KEY to strategic product and business decisions. However, consumer insights departments are disappearing. This article looks into why that trend is occurring and how they can overcome this in an “augmented intelligence” driven organization.​ 

​Sjoerd Koornstra