North America’s #1 Insights Conference

From Signals to Strategy: Building the Future of Innovation

True innovation starts with early cultural signals hidden in everyday conversation. This session explores how insights and R&D leaders can use cultural foresigh...

BEYOND AI - Pioneering The Post-AI Revolution

We report how worlds largest sports association double engagement with a method that multiplies growth impact of AI Key Takeaways: 1. AI only generates growth ...

Applying Global Segmentation to Combat Modern Slavery

Can audience segmentation change the course of history? We share key findings from an 8-country segmentation with International Justice Mission, a global organi...

Collaborative Intelligence: The Research Future at Eli Lilly

In an era of AI experimentation and uneven ROI, Lilly’s research innovators and IA Collaborative built one of the company’s most impactful AI platforms — an AI ...

The $100B Delivery Funnel: How Uber Eats Shapes Choice

Decoding the modern path to purchase requires new tools & approaches. In a multimodal study with Uber Eats, Alter Agents combined large-scale quant with mobile ...

Don't Simulate Your Customers — Talk to Real People with AI

Synthetic panels exist because traditional research is slow, expensive, and fraud-prone. But simulating customers means losing the honesty that drives breakthro...

The Future of Insights: Change Management

As AI hits I&A, the competitive advantage for I&A will no longer be generating business-driving insights—it will be driving sustainable change. The next era ask...

The Psychology of Identity: From Party Lines to The Checkout

This session, presented by Psyclone with Bausch + Lomb, explores how identity-based values shape political choices and brand trust. Drawing on Psyclone’s politi...

How Visual Surveys Made Crunchy Hydration’s New Flavor a Hit

When Crunchy Hydration CEO and Founder Megan Riggs was urged to change flavors, can designs, and benefit claims just months after a major redesign, she hesitate...

$1.4T in Buying Power: LGBTQ+ Audiences Brands Can’t Ignore

As LGBTQ+ rights face growing cultural & political challenges, brands face real risk & opportunity with a community holding $1.4T in buying power. Ignoring this...

Owning It: Take Charge of Your Career

Drawing inspiration from both business strategy and military leadership principles, this session explores the transformative power of ownership, and challenges ...

If It Didn't Sell, Did the Insight Fail? Understanding the Retailers POV o...

Most CPG innovation is validated through the lens of insights teams—but it succeeds or fails through the reality of retailers. This session reframes innovation ...

The Great Fraud Face-Off: Quality Data vs. Fool�s Gold

Survey fraud is the fool's gold of research. It looks good, but adds bias and error, making it difficult for researchers to make well-informed business decision...

Say vs. Do: Closing the Gap with Verified Buyers

Recent Research-on-Research analysis shows nearly 70% of consumers misreport purchase frequency, spend per trip, units per trip, and more—raising questions abou...

The Synthetic Paradox: Synthetic Data, Real Human Insight

Synthetic data drastically reduces the time and cost of validating ideas, giving marketers the space to spend more time and budget on in-depth learning and opti...

New Signals, New Standards: The Future of Measured Media

Measurement determines what gets valued, optimized, and scaled. In this session, Jim Ballas from Magellan AI and Brent Lightfoot from iHeartMedia show how new m...

Voices - Breaking the Silence Around Stigmatized or Overlooked Health Issu...

From Women's Health, to HIV, Rare Diseases, or Cancer, these are conversations that are stigmatized and rarely conducted. In this case study, we reveal new rese...

How Coca-Cola Measures and Optimizes Experiential Marketing

Audience measurement is evolving with experiential marketing, becoming key to understanding campaign effectiveness. Traditional methods, post-event surveys & qu...

Survey Fraud: Leadership Lessons from the Frontlines

Dive into our journey of combating survey fraud, where leadership and a little bit of caffeine have kept us at the forefront. Join us to explore how we’re tackl...

The Death of the Dashboard

Dashboards promised clarity. But in 2026, they’re often one of the biggest barriers to insight. Executives don’t need more charts; they need fewer blind spots. ...

Creative Uses of AI to Accelerate Message Testing Research Workflows

Marketing teams rely on message testing to make critical decisions on strategy and resources. We will present a case study of how our team transformed our messa...

Find the story: When the data doesn't agree with your plan

Founders lead with passion. Researchers lead with data. Trouble starts when the two don’t agree. When testing challenges a brand’s mission, most teams hear “no....

Frontier Innovations with Generation1.ca's Immigrant Nations and Remitly: ...

This session reframes the immigrant experience as a frontier for global innovation�where impact is the engine and profit the outcome. In conversation, Generatio...

AI in Luxury: Decisions, Trade-Offs, and What We Learned

As AI scales personalization, luxury brands face critical trade-offs between efficiency, emotion, and brand integrity. In this fireside chat, Nour Semaan shares...

GLP-1 and the Future of Snacking: Behavioral Design Meets AI

IFF applied Claira(tm), an AI-powered platform, to develop new snacks designed for GLP-1 users. Attendees will learn how to design products for behavioral impac...

Scaling Qualitative Insight with Rigor and Speed at Scotts

Scotts Miracle-Gro faced overwhelming volumes of qualitative data across surveys, reviews, and service interactions. After testing multiple AI tools, the team c...

TikTok's Insights Operating System of the Future

Organizations waste invaluable time and money commissioning duplicative research they already own, simply because past research and data remain buried and inacc...

Beyond the Hype: When Synthetic Sample Works

Synthetic sample is gaining momentum, but confusion remains around when it adds value. This session shares a real-world case study using GAN-based synthetic dat...

Beyond Mental Availability: Owning Moments That Truly Matter

Most marketers agree: mental availability drives growth yet few measure it well. Brands win when they come to mind in the right moment. In this eye-opening sess...

Stop Scrolling Through Dashboards – Just Ask AI

Enlyta’s AI Data Assistant lets you ask any question about your data—from “what’s shifted this wave?” to generating charts on the fly. Combined with AI Story Dr...

B2B Buyers Are Human Too: A New Take on Segmentation

Traditional B2B segmentation assumes buyers make rational, System-2 decisions. But real B2B buying is far more human. In this session, Talk Shoppe and Faire sha...

Culture on Tap: Why America’s #1 Beer Continues to Rise

Modelo has become the #1 beer in the U.S., Corona remains one of the most beloved and recognizable names in the category, and Pacifico is fast cementing its rep...

Beyond Agents and Vibe: The Irreplaceable Human Role in AI

As Agentic AI rises, where does the “Human” fit? Applying the Truth, Beauty, and Justice framework, we map the optimal balance across the research workflow. Thr...

The Research Blind Spot: Humans are Irrational

Humans are irrational. Yet we research them as if they're not. The insights industry excels at measuring functional performance while missing the emotional driv...

How to Overcome the 5 Giggest Challenges in Brand Tracking

Brand trackers are essential but often limited by poor reach, inconsistent data, and unclear outcomes. Latana shows how innovative sampling, modular survey desi...

Talking to Your Data: Democratising Quant at JAB

AI has transformed qualitative research, but structured, statistical data remains hard to democratise. This session shows how JAB Pet Services enabled teams to ...

Driving Results: How LIV Golf Tees Up Media Strategy with MMM

Go behind the scenes with Miix Analytics and LIV Golf as they apply marketing mix modeling to optimize media spend, boost ticket sales, and drive viewership acr...

Can an Algorithm Feel the Culture? Why AI Struggles with Black Consumer Tr...

Can an algorithm feel the culture? AI is transforming market research, but documented studies show it often struggles with African American Vernacular English, ...

Crossroads: Walmart Data Ventures’ New Path to Data Quality

When ~80% of new products fail, the cost of poor data is too high, eroding trust, customer experience & profitability. The industry is at a crossroads: continue...

Standing Up for Insights: Confidence in the Age of AI

Hear how Sky Insights (UK) inform one of the most ambitious research operations in the world, by co-creating Bayes Price’s AI-enhanced insights software “Platin...

Beyond Metrics: Unlocking Strategic Insights in Online Health Conversation...

Social media is an increasingly important source for health insights. This hands-on session will help you jump into social media research with practical tools a...

Love of Learning: Global Data on Skills, Satisfaction & AI

MRII’s For the Love of Learning study debuts its fourth annual wave at IIEX North America. Attendees get a first look at new data, gathered from insights profes...

Turning to Customer Co-Creation When Focus Groups Fall Short

Role of Brand and Consumer Choice

Interbrand and Paradigm measured the role of brand and its impact on consumer preference. Our 2025 global study shows overall brand influence is declining, yet ...

What’s Next in Regulation: A Survival Guide for Insights

As U.S. privacy, AI, and data security restrictions laws expand at the federal and state levels, the insights industry faces a complex and fragmented regulatory...

Redefining Pouches - How Nestlé Uses AI-led Research & Insights to Capture...

Nestlé Nutrition set out to redefine the shelf-stable applesauce & smoothie pouch category after recognizing the opportunity to bring in a new set of consumers ...

Behavioral Fraud: The New Identity Theft You Can’t Ignore

Behavioral fraud is now the fastest-growing threat to data quality, and it’s beating bots. Fraudsters mimic real respondents, use AI-generated open ends and eva...

Scaling Insights Through AI Moderation on Dialogue

In this tech demo, Dialogue showcases how AI-powered moderation helps researchers scale qualitative insights without sacrificing rigor or nuance. See how automa...

How AI Can Scale Research Without Losing Its Soul

AI is rewriting the rules of qualitative research, but it isn't replacing what makes the craft valuable. Prayag Narula and Maryam Maleki, Ph.D., will reveal how...

Lessons from 50M+ Survey Clicks: A Deep Dive Into Mobile App

Using insights from 50M+ survey clicks, this session demystifies “normal” mobile app fraud. Learn how fraud rates vary by app and geography, the signals used to...

Beyond Journey Maps: Scaling Northern Tool with Dynamic AI

Traditional, static insight "maps" rarely spark action. Material and Northern Tool present an AI-driven approach that synthesizes complex data into an immersive...

Made to Connect: Gen Alpha's Creation and Use of AI Personas

Findings from longitudinal study across US, Mexico, Colombia, Argentina, Brazil, UK, France, Germany, Italy, and Spain, exploring GenAlphas, their digital lives...

Data Wars: Fighting Fraud in a Digital Galaxy

In a galaxy of rapid innovation, the Market Research Alliance faces a growing dark side: fraudulent data infiltrating our studies at lightspeed. Could the path ...

Building Quality Panels for the AI Research Era

Your insights get smarter with every conversation, shouldn't your panel? Join us for a conversation about how AI is transforming not just interviews, but recrui...

Meet Your New Insights Team: AI Agents That Predict Impact

AI isn’t replacing insights teams; it’s joining them. This session introduces an agentic model where predictive, suggestive, and generative AI work together to ...

Unlocking the Ready-To-Drink Consumer: From Home Habits to Innovation

The Ready-To-Drink beverage category is a crowded space, and consumers are rewriting the rules for the different functional and emotional roles these beverages ...

How AI Can Scale Research Without Losing Its Soul

AI is rewriting the rules of qualitative research, but it isn't replacing what makes the craft valuable. Prayag Narula and Maryam Maleki, Ph.D., will reveal how...

The Science of Inspiration: A New Competitive Advantage

The future of competitive advantage lies in moving from manipulating consumers to inspiring them through emotional resonance. Brands in low emotional-involvemen...

Snack vs. Savour - The Neuroscience of how content format (snack content v...

In a world of short attention spans and the rapid consumption of snack content (also known as micro-content), Warner Bro's Discovery partnered with Neural Sense...

AI Localization in MR: Evolution and Applications

This presentation explores how AI localization has evolved from basic translation tools into sophisticated cultural intelligence systems that are revolutionizin...

Stop Delivering Data. Start Driving Product Strategy.

Learn the research framework Docusign’s market strategy and monetization team uses to answer product’s questions and drive decision-making. By correctly definin...

Bringing Empathy to Patient Experience: Using AI to understand Patient Emo...

In partnership with Sutter Health, this case study showcases how AI-powered emotional intelligence is transforming patient experience. By analyzing over 54,000 ...

How Lume and Mammoth Brands Found Gold in Customer Journeys

After periods of growth, the whole-body deodorant segment saw many new entrants. To support growth, Lume and its parent, Mammoth Brands, partnered with Gold Res...